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0:00this is all my best presentations and
0:02videos on sales you could call it my
0:05Ultimate Guide enjoy selling with logic
0:08to make lots of money and so this will
0:11either be the best presentation on sales
0:14you've ever heard the worst presentation
0:16on sales you've ever heard or somewhere
0:18in between that is a promise all
0:22right and so I thought it would make
0:24sense to start with this we have a high
0:26this is Charlie Monger who's probably
0:27like my number one hero in this season
0:29of My Life
0:30um we have a high moral responsibility
0:32to be rational and I think that getting
0:34someone to rationally decide is
0:36important because emotional buyers often
0:37times get excited they'll buy and then
0:39who's had somebody who calls him two
0:41days later it's like I don't know why
0:43anybody raise your hand just so you know
0:45you're not alone okay and what happens
0:47is it's just like dating I think Lea
0:49talked about it yesterday if you have a
0:51rational foundation for a relationship
0:53or a decision when the emotions fade the
0:55logic will continue and so it's good to
0:58to answer both sides of the
1:00decision-making process the short-term
1:01side is the emotion that gets you to
1:03decrease your astion threshold and take
1:05a step right but the logic is what makes
1:07it stick and actually makes a great
1:09customer all right and so for me and I
1:12think that the further along you get in
1:13business and the higher up you get in
1:15business the more you'll see people who
1:17tend to make more logical decisions more
1:19logic first decisions and fewer and
1:20fewer emotional decisions all right so
1:24what does being a rational sorry what
1:26does rational logical have to do with
1:28selling well you have logical buyers and
1:31you have emotional buyers in general
1:32right most people sit on this Continuum
1:35one way or the other and emotionally
1:39people want to believe you people want
1:42to buy you must help their logical
1:44brains justify to decision that they
1:46already want to make think about it that
1:49way they want to buy from you you have
1:51to help them all right so who here
1:55identifies actually I'll skip through
1:57this emotional logical you're probably
1:59in between anybody in between these two
2:02anyone all right then you'll love this
2:05so before we get started I thought I
2:08would give you a few beliefs about
2:10selling that have served me very well
2:11throughout the years number one people
2:14want to believe you they want to buy you
2:16must help their logical Brains Brains
2:18justify the decision two selling happens
2:21before you ask for the sale closing
2:24happens after so you're selling for a
2:26lot longer period of time but the moment
2:28you kind of like take your pants
2:29yourself and you're like this is what it
2:31is that's when you're closing
2:33right you have now
2:36solicited now you
2:40close three it's easier to handle
2:42obstacles than objections I'll get to
2:45what the difference between those are in
2:46a
2:47second that being said expect and plan
2:51for no it is not failure it is expected
2:55so stop being surprised it's one of the
2:57first things we talk new sales guys into
3:00is expect no that's not like that's a
3:02part of this if they already were going
3:05to say yes then you are not necessary no
3:08is the job right if they could make the
3:11decision on their own they would just
3:13send you the money right the reason
3:15they're struggling is because they can't
3:17and they need your help which is why
3:19sales is actually the first step in
3:21coaching and I see sales as power if you
3:25can have the ability to direct or
3:27influence others that is power and I
3:30feel like it should be made much cooler
3:33than I feel like it is five if you
3:35didn't get a gasp from a price tag you
3:36didn't go high enough this is another
3:39belief so for those of you who are
3:41afraid to raise your price if you're not
3:43getting gasps you're not going high
3:45enough straight up and when you do it
3:48that way you can always walk down and
3:50have a beautiful price anchor right when
3:52you say $100,000 first a grand feels
3:54like a rounding error it's true but when
3:56I say $10 first like I'm saying right
3:58now $10 and I say a thousand sounds way
4:02[ __ ] bigger doesn't it so you got to
4:04get the gasp and you got to train your
4:06guys if you have a team they have to be
4:08comfortable with the no and they have to
4:10be comfortable with the gasp they got to
4:12go for the gasp be like dude you should
4:13have heard the gasp on this one right
4:16there we go seven selling properly is
4:19the first step becoming a coach right
4:20your first impressions the expectations
4:22you set dictate the relationship how you
4:24sell the fact that you use logic in the
4:26sale will set you up for success and
4:28your client for success in the long run
4:30eight selling is helping prospects make
4:32decisions to help themselves like you
4:34are helping them help themselves that's
4:36where the power comes from you are not
4:37helping them you're helping them help
4:39them see the difference it's nuanced but
4:42it's real nine keep the prospect not the
4:45sale as the priority it's not about us
4:49the more you can vanish in the sale and
4:54and magnify them the better your selling
4:57conversations will go because it's not
4:58about us they don't care about you they
5:01only care about them and they will talk
5:03about themselves as long as they'll let
5:04them this is a really important one
5:07especially when you starts getting into
5:08closing seek to understand not to argue
5:13and the way that I train our sales teams
5:15around this is childlike
5:17curiosity so when someone says when
5:19someone objects to something it's like
5:21ha that's so weird I wouldn't have
5:23thought that tell me more about that
5:25right and you get to be able to maintain
5:27that childlike curiosity the same way
5:30they train fighters to not breathe too
5:32much during a fight through exposure the
5:35more more times you get into these
5:38uncomfortable high stakes closing
5:40scenarios the less weird and high stakes
5:42they become because they become what you
5:44do every day and the good thing is you
5:47get to have this conversation hundreds
5:49and thousands of times and they only get
5:51to have it once so you [ __ ] better be
5:52better at it than them closing is a
5:55dance not a fight it's seduction not
5:59rape
6:01I mean I'm being super serious about
6:03this the goal is not to beat them into
6:06submission the goal is to sell from your
6:09back foot it's like I'm good I want to
6:12help you help you and if that means not
6:14doing this then I [ __ ] love it I'm
6:17with you I'm on your team and I'll give
6:20you a bullet around that in a second
6:21selling is a transference of belief over
6:23a bridge of trust therefore there are
6:26two things that are required You Must
6:28Believe so that you can transfer it and
6:31you must have trust to make the transfer
6:33because if you truly believe and a lot
6:35of times you anyone been on a hot streak
6:38when they're selling anyone anyone who
6:41just had their hand up ever been on a
6:42cold
6:44streak most times you go from hot to
6:47cold not because you forgot how to sell
6:49because you stop believing in why you're
6:50selling you have the same skills as you
6:52did the day before but sometimes you get
6:55a text you get an email get a pain in
6:57the ass customer you ask for a refund
6:58whatever the hell it is right and then
7:00you question yourself and so that bridge
7:02might have been created but there was
7:03nothing to walk across it because your
7:05cup wasn't full and so that's why
7:07especially it's you in the beginning but
7:08your teams over time the process of
7:11filling conviction is one of the easiest
7:14and best ways to increase someone's
7:15closing percentage better than any of
7:17the training in the world if you get
7:19someone to believe they will sell the
7:21right way because they're doing it not
7:23to make the deal because they want to
7:25help the other person 16 you can only
7:27build trust if you genuinely want to
7:28help and humans are exceptionally good
7:30at sniffing out intention is a survival
7:32mechanism you have to know if someone's
7:33trying to double cross you we're very
7:35good at smelling it out and the reason a
7:37lot of you guys can't close is because
7:39you only care about closing belief and
7:41Trust are a Continuum not binaries so
7:44it's not you believe or don't believe
7:45it's not they trust you or don't trust
7:47you but how much do they trust you how
7:49much do you believe how deeply do you
7:52believe because anyone ever been around
7:54somebody who just believes balls to
7:55Bones something that you think's batshit
7:57crazy like I mean all the way so much so
8:01that you start to question what you
8:03believe that's what real conviction does
8:0718 closers ask hard questions and it's
8:09because you genuinely care that's why
8:11you do it it's why we're here who here
8:13wants to impact thousands of lives and
8:15help people then you got to [ __ ] ask
8:17hard questions because it's the only
8:20thing that's going actually Pierce
8:21someone's hard and actually get the
8:22transformation to happen if you can't
8:24make if you cannot have transformational
8:25conversations you cannot coach and this
8:28is the first step
8:30the person who cares the most about the
8:32prospect wins the sale that includes
8:35them so if you care more about their
8:38well-being than they do you will win and
8:40if you are more convicted they will
8:43question their own excuses because you
8:44are so
8:46certain little TI Little Nugget for you
8:48record all your sales by the way because
8:51when you do get on that hot streak right
8:53when you get on that hot streak and then
8:54you get cold
8:55again watch your hot streak see where
8:59you pause what jokes you made when you
9:00asked for the sale when you didn't how
9:02you overcame it and it'll get you back
9:04in the flow much faster than trying to
9:07question yourself what do I do what do I
9:08do always record all your sales it's
9:10also the easiest way to train new people
9:12and then lastly
9:1421 power is the ability to direct or
9:17influence people if you want to be
9:19powerful you must understand this skill
9:23and that's what we're going to talk
9:24about cool awesome when does selling
9:27happen does it happen when they're a
9:28lead does it happen when we're
9:30qualifying them does it happen when we
9:32solicit the sale does it happen when we
9:34close the sale when does the selling
9:37happen all the time the entire time
9:40selling is happening but what are we
9:42going to talk about today just this just
9:46closing everything you have to do after
9:49asking someone to buy why are we doing
9:52that rather than the entire process
9:53beyond the fact that we'd be here all
9:55day the other reason and I love this is
9:58that closing has one of the highest
10:00predictors of success in business and
10:02here's an analogy for it everyone
10:04familiar with the NFL yeah great so
10:07here's an insane statistic the top five
10:10Red Zone offenses in the league now last
10:14five years made the playoffs 90% of the
10:17time here's why this is interesting and
10:19crazy there's a million other stats they
10:22could have horrible defenses they could
10:24have terrible coaching they could have a
10:26terrible whatever it is right they could
10:27have all these things that are wrong
10:28with their they could have Terrible
10:30Special Teams
10:31whatever but just this one set if
10:35they're in the Red Zone they [ __ ]
10:37close and I can tell you if you have
10:40this ability if you have this skill it
10:42will make up for a tremendous amount of
10:44deficiencies in other areas of your life
10:46and business and it will buy you time to
10:49learn those but if you can't close it's
10:51very difficult to grow in business
10:53especially in the beginning because it's
10:55probably you that's why we're talking
10:56about closing why is this important from
10:59Money Getting
11:00perspective well first off if you have
11:02100 people walking the door 10% are
11:05never going to buy just accept that
11:07right problem is you don't know which
11:0810% it
11:09is but 10% are ever going to buy 10% are
11:13always going to buy you just got to not
11:14[ __ ] it up and most of you guys these
11:17are the only sales you're getting
11:18they're like well I already I'm already
11:20here my friend told me about you I have
11:22my credit card out and some of you like
11:24well you know let's make sure you're
11:25like just shut the [ __ ] just take the
11:26card you know what I mean like shut up
11:29right that's like hey my friend's so
11:31awesome you got to meet him and she's
11:32like oh my God he's great and then the
11:34guy starts talking and she's like oh
11:35just kidding you know
11:37like terrible right but this is what we
11:40fight for this is what we train and if
11:43you want to make a big impact that's
11:45what we're fighting for it's the middle
11:4780 why this presentation will make you
11:49money if after this presentation you
11:51just have one more bullet one more play
11:53In Your Arsenal to close where I get you
11:55one more deal a month I'll feel like my
11:57job was done all right and hopefully if
12:00you just do that it'll pay for your
12:01entire weekend all right that's my goal
12:03for the presentation that everything
12:04that you guys have done for this whole
12:05weekend is paid for is that cool Fair
12:07outcome all right so this is one of my
12:10favorite sayings you're only one
12:12decision away from changing your life
12:14forever and whenever I feel overwhelmed
12:17or I feel like I'm decreasing like I
12:18feel powerless or I feel like I have
12:20less power than I want to have I always
12:21say this to myself because it's like I
12:23can take one decision and change [ __ ]
12:25everything you know what I mean like I
12:27can I can drink a bottle of Jack get the
12:29car I can change everything with one
12:31decision right I can make a step to to
12:34invest in something I can buy something
12:36I can invest in myself I can I can have
12:38a terrible conversation with Laya or I
12:39can have amazing conversation with Lea
12:41but just one decision and that's always
12:43given me power but the thing is is that
12:45instead of changing our lives we blame
12:48when I say blame I want you to think
12:50give power to sources outside of our
12:52control and this is what you and this is
12:55what your prospects and your customers
12:57are doing and this is why so many people
12:59are Weak and Powerless and so we're
13:01going to do a fun activity today because
13:03I want you to be involved so you can
13:04learn it and we're going to do this so
13:05that one you can help decisions to help
13:07yourself with whatever decisions you're
13:08facing two you can use these Frameworks
13:10to help prospects help themselves and
13:13then three become more powerful so but
13:15rather than keep this hypothetical I
13:17need you to visualize the decision that
13:18you need to make all right can you do
13:20that for me fantastic and this is why I
13:23want you to actually think through a
13:25decision together because this is a
13:28statement from confusious I hear and I
13:30forget I see and I remember I do and I
13:34understand so my goal here isn't for you
13:35to take screenshots of every picture of
13:37every slide that's not my point here
13:39because the thing is is when you do that
13:40and you kind of I mean this is why I do
13:42it I take pictures so that I don't have
13:44to remember it but I don't want you to
13:46remember it I want you to understand it
13:48if you understand it you won't have to
13:50go back to your notes because let's be
13:51real half the time you're not even going
13:52to open these notes up again you're here
13:54now with me try and understand if you do
13:56that it can change your life because
13:58what we're going to do is not going to
13:59be some scripts that you have to
14:01understand but the logic behind the
14:03arguments that people will give you as
14:04to why they are not choosing to become
14:06more powerful and if you can unlock that
14:08you people will feel more powerful
14:09talking to you and they will want to buy
14:11from you because of the feeling they
14:12have does that make sense and so that's
14:15when you're using logic to create an
14:16emotion so you here here's an easy one
14:19for it anyone here presented with the
14:20decision last 24 hours yes great
14:23fantastic so who thinks the a decision
14:25could change your life for the better
14:27great for the worse knows all right
14:30let's go so here's my goal I want to
14:32show you as though you were Prospect how
14:33to think through a decision and help
14:35others using these Frameworks right what
14:36you want what you don't want maximize
14:38the left minimize the right so here's
14:40what this is translated to if you decide
14:43to buy the offer you feel more certain
14:44about your decision if you decided not
14:45to buy the offer you feel [ __ ]
14:46certain about the decision and if you're
14:49undecided you make a [ __ ] decision
14:52all right and you feel good that it's
14:54the one that has the highest likelihood
14:55of you getting you close to where you
14:56want to go and this is what we have to
14:58walk through with with our prospects
15:00when you're looking at them you have to
15:01be like I don't want you to buy I want
15:04you to decide for you not for me I'll be
15:07the same either way right you're like
15:09I'm going to be ripped and in shape it's
15:10not going to change me right like that's
15:12not going to change but like it will
15:13change for you right so quick note on
15:16sales ethics and then we'll dive in
15:18helping someone make a decision to help
15:19themselves does not mean buy from you
15:20that's a reiteration you have to keep
15:22their goals at the center of the
15:23decision and you should be happy I mean
15:26this because if you can shift this truly
15:29if you can be happy when someone decides
15:31to own the power and not work with you
15:33then the pressure around sales
15:35disappears it evaporates there's no
15:38stake the stake is did I help them does
15:40that make sense and that means that you
15:41can win every sale because you change
15:43the metric you're measuring Yourself by
15:45that's the superpower like and that's
15:48where you do make the most sales because
15:49you don't care about the sale because
15:51you care about the person and the people
15:53pay the people who pay the most
15:54attention so what I call it paying
15:56attention they pay for it they pay for
15:58you to pay attention rather than talking
15:59about yourself right CU they don't care
16:01about you cuz they're thinking about 100
16:03other things and this is why most
16:05importantly make high stakes decisions
16:08to help your prospects in order to best
16:10serve them okay so I told you earlier I
16:12was going to talk about the difference
16:13between obstacles and objections couple
16:15of you guys raised your hands about the
16:18differences I'm not going to ask I'll
16:19tell you what it is obstacle is a thing
16:21that blocks one's way or prevents or
16:23hinders progress when you disagree with
16:27them that is an obstacle this happens
16:31before you solicit the sale someone says
16:33some [ __ ] before you even get to the
16:35sale that's an obstacle a simple example
16:38I hear all the time hey why'd you hop on
16:40the call today hey why'd you walk in the
16:41gym today whatever it is right them I
16:44just wanted to find out a little bit
16:45more about the program first 10 seconds
16:48obstacle you're not here to find out
16:50more about the program I'm here cuz
16:51you're fat but they got to say it so
16:54you're like oh so you finding out like
16:56do you do this all the time do you go to
16:57lots of different programs it's find out
16:59information or is there a problem you're
17:00trying to solve they're like oh well you
17:02know I'm trying to lose weight like oh
17:04got it so you're not just hopping on 100
17:05calls a day cuz I was like that would be
17:06a very weird existence right you just
17:08hop on for information all day ha great
17:12fantastic I've had this conversation
17:14before right so that's an obstacle right
17:17and the thing is it's easy to confront
17:19and Destroy obstacles before you ask for
17:22the sale once you've asked for the sale
17:24you switch to objections objections is
17:27when they disagree with you do so it's
17:29much easier to be on the other side
17:31disagreeing and helping them break their
17:33beliefs before the stake has been
17:35presented after after the after you're
17:37in the Red Zone it's all closing it's
17:39all objection overcomes right example
17:41that's like I don't want to buy right
17:42now and you're like totally understand
17:45what are the main criteria you're
17:46thinking through which is always funny
17:47because people are like I need to think
17:48about I've never had someone like leave
17:50because they need to think about it I'm
17:51like cool what are you thinking
17:53about and they're like oh I'm still
17:56here right like so learning how to talk
17:59through these high stakes decisions with
18:00yourself or others is the purpose of
18:02presentation and as a result you'll
18:03become more powerful okay so before I
18:05dive into these AR each of these
18:06arguments I have to make this one
18:08statement is that the person must really
18:09want the
18:11goal and believe three things one which
18:15you'll get to it there we go the product
18:17will get them the goal comma the way
18:19they want to get there and I learned
18:21that second half the hard way because we
18:23found out in gym launch that people
18:26would say no sometimes to buying
18:27memberships right or buying challenges
18:29or whatever but when we offered them the
18:31ability to come back the next day help
18:33them for free we'd sell them $400 of
18:36supplements and they just said no to a
18:37$100 down service thing I'm like what
18:40the [ __ ] it's because they want to lose
18:43weight but they want to lose weight
18:45their
18:46way and so that's when I started
18:48learning like oh not only do we have to
18:50make sure that they want the goal and
18:52they believe that the product's going to
18:53get them there it has to get them there
18:55the way they want to get there this
18:56gives you ammo for the questions that
18:58you're going to ask does this make sense
19:00okay the second thing is that you and
19:03others will support them like are you
19:05telling me the truth is this really
19:07what's going to happen will other people
19:08around me support this decision and the
19:11third is that it will work for them and
19:13not just everyone else sure I've seen
19:16the people who step on the stage but
19:18they're different than me I'm a
19:20snowflake I have metabolic thyroid keto
19:23osis right whatever I have zero
19:26influence oler whatever you know what I
19:29mean like I have no following is itis
19:31right whatever it is right whatever
19:33[ __ ] you tell yourself and what you
19:35have to do in this situation you have to
19:37Pride proof so that it'd be more
19:38unreasonable not to believe than to
19:40believe and this is a logical close this
19:42is not a this is not an emotional close
19:45this is when you look at someone and say
19:47how many people would you need to see
19:49for it to be more unreasonable for you
19:50not to believe than to believe at what
19:52point is it 10 is it 50 here's a
19:56thousand tell me when to stop
19:59okay okay okay great so that's not the
20:01real reason and then you can confront
20:03the real [ __ ] all right so otherwise if
20:05they're not sure of those things if they
20:07don't actually want to lose weight if
20:08you don't actually want to make money
20:10doing online fitness then it doesn't
20:12matter what Jason says you don't want to
20:14make money doing online fitness then
20:15you're not going to buy right if you do
20:18want to make money doing online fitness
20:20then you go down you go down the Train
20:21the train tracks that make sense okay
20:23again this is why you expect no at first
20:25because if people could make the
20:26decision they would have already made it
20:28all right out of the main course Richard
20:30feeman besides Charlie one of my
20:32favorite thinkers of all time he was
20:33like the second guy on uh the atom bomb
20:36sounds negative brilliant teacher he's
20:37known for this understand don't memorize
20:40learn principles not formulas and that's
20:41what the rest of this presentation is
20:42about is the principles behind
20:45overcoming these distortions that people
20:48have and so this is me asking you for
20:49your own sake don't take pictures of the
20:51slides it's because all the stuff's
20:52going to be in the recordings but you
20:54are here now so be here now so you can
20:56understand it okay so there are three
20:59sources this is a huge breakthrough for
21:02me so I'm going to share it with you
21:03this first time try share to life there
21:04are three sources that we cast our power
21:06to okay and it took me a very long time
21:09to get through this because I looked at
21:11Grant and he had his you know you got
21:13stall decision maker money then you talk
21:16to Barry who owns Sage she's like you
21:18got time fit uh money fear shame right
21:22those are hers and then Jordan Belford's
21:24got his and so everybody's got like
21:25these are the only overcomes right I was
21:27like there has to be
21:29an actual truth here like there has to
21:31be something that's true that's
21:32uned and so trying to figure this out I
21:36actually went back to Dr Albert Ellis
21:38anybody who know who he is no one great
21:41um who here knows what cognitive
21:43behavioral therapy is CBT he invented it
21:46smart
21:48dude and so what he noticed is that he
21:50originally had 11 distortions of reality
21:53then he dropped it to nine then to seven
21:55and then he came to three and the three
21:57stuck and the three are what I'm about
21:59to share with you and you're like why is
22:00he talking about this about sales
22:02because the objections that people offer
22:03you where they cast their power to are
22:05distortions of
22:07reality they are the things we use to
22:09upset
22:10ourselves these are the three
22:13circumstances and this is the irrational
22:15statement that people make I must get
22:17what I want when I want it I must not
22:20get what I don't want if I don't get
22:21what I want I can't stand it that's when
22:24people blame their emotional
22:25disturbances on emotional disturbances
22:28on circumstances two others other people
22:31must treat me fairly and kindly and if I
22:33if they don't they are no good and
22:35deserve to be condemned and punished
22:37it's like your animal brain right three
22:41self I must do well or else I am no good
22:44these are the three core distortions
22:45that upset people this is like mental
22:48illness right and so I'm not saying
22:50anyone has mental illness if they don't
22:51agree with you it's more so that these
22:53are distortions that are not real and if
22:56you can understand not memorize if you
22:58can understand this then you can have
23:00these high stakes conversations
23:01understanding exactly which Distortion
23:03they're suffering from and I'll show you
23:04how to overcome them okay and so I like
23:07to consider like the onion of blame
23:09people this is like one of the bigger
23:10breakthroughs I had they start with the
23:12outside they blame
23:15circumstances time money other [ __ ] and
23:18then the step next to that they start to
23:20blame other people my spouse my kids my
23:22employees and then finally they say like
23:25it's me it's my fault and so you might
23:28have to overcome multiple layers as you
23:30peel back and based on the objection
23:33they give you you can know where you're
23:35at you can know how close you are if
23:36someone just says I have to think about
23:38you're like great I'm talking to the
23:39person who's in power and the decision
23:40maker and I just need to get them to say
23:42yes if they're like I don't have they're
23:45casting the power away and some of you
23:47guys are probably casting your power
23:48away on decisions you need to make which
23:50is why I'm making this presentation even
23:52though that these are the things that
23:53distort people's realities CU you're
23:54like no one's ever said circumstances
23:56are getting in my way right like no says
23:58that right they manifest in five ways
24:01that I want to equip you to deal with
24:02all right for yourself and others so
24:05these are the five most common excuses
24:07scapegoats that people use for circum
24:10and if you find other ones these are the
24:12biggest buckets because I didn't want to
24:13have a hundred things here but the big
24:14three buckets are circumstances others
24:16and self right but they manifest with
24:19time in multiple ways and I'll show you
24:21how value price money Etc fit I'm a
24:25special snowflake others which is I
24:27don't have the authority to make the
24:28decision
24:29and then finally self which is what if I
24:31just don't make the decision let some
24:33let life make it for me right avoidance
24:35stall you go from surface level to core
24:39and as a side note you should never get
24:41stuck on the stuff near the top and
24:43ideally you really never get stuck
24:45anywhere on this equation if the person
24:47wants what you have and you truly
24:49believe in what you have to help them
24:51and I mean that like if you understand
24:54this thoroughly you can walk someone
24:56towards helping themselves okay okay
24:58this is what they look like or this is
25:00what they sound like in
25:01reality not a good not a good time right
25:03now I'm really busy right that's time
25:07can't afford it too expensive fit not
25:10sure if it's for me I hate broccoli I
25:12can't do a plan with broccoli right
25:14can't do a plan where I have to DM
25:15people every day it's against my brand
25:17I'm poor but it's against my brand right
25:20Authority have to talk to my partner
25:22spouse I have to talk to somebody who
25:23has more power than me it's funny
25:25because when you start thinking this way
25:26it sounds silly
25:28and then avoidance I need to think about
25:30it clearly let's think about it now all
25:32right and so I told you I want you to
25:34think about the principles Behind these
25:35things not memorize you've got
25:37circumstances you got other people and
25:39you have yourself and we drill down so
25:43quick test who here is physically in the
25:44room raise your wonderful arms are
25:47working we're rocking so here's my ask
25:50raise your hand if you or your prospects
25:53present with this
25:56Distortion so who here is a Time person
25:58I'm busy it's not a good time maybe in
25:59the future anyone deal with these
26:01sometimes it's yourself totally so I'm
26:04also going to tell you a secret about
26:05this I think the reason I got pretty
26:08decent at logical arguments is because I
26:11am inherently skeptical and I will
26:12paralyze myself from not doing anything
26:15unless I have really sound reasons to do
26:17it and I realized that I couldn't move
26:18forward to make any progress in my life
26:20until I had these Frameworks to think
26:22through these hard decisions through so
26:23I could start taking steps to where I
26:25where I wanted to go it took me years to
26:27get there and so so hopefully I can give
26:29you some keys that help me unlock my own
26:31head to get out of my own [ __ ] way so
26:33that you can too and help your clients
26:34all right so the way I think about time
26:37and there's a lot of overcomes for all
26:39of these things what I tried to do is
26:41Bunch the three biggest ones that I like
26:43to use most frequently and if I uh Veer
26:46from like the the bullets on the screen
26:48it's because I'm riffing with you and
26:49I'd rather just kind of stay in the flow
26:51is that cool okay fantastic so when
26:53you're overcoming this one each of these
26:56is kind of a specific angle that you're
26:57attacking it from so macro is like I'm
27:01this is a busy season for me got lots of
27:03stuff going on right micro is like I
27:06don't have any time in my day so you're
27:08one person is saying I've got lots of
27:09[ __ ] going on one person's like I can't
27:11find the time it's different sounds
27:13subtle but it's both about time but in
27:14different ways all right and then the
27:17the last one is well when when I have
27:19time I'll start right everyone know this
27:22[ __ ] horeshit but whatever okay so as
27:24always we never disagree with prospects
27:26because you're not in a fight
27:28totally get it totally understand do you
27:31think like do you want this to be
27:33something that lasts for the long term
27:35right it's a question you're like yeah
27:37do you think that you're going to be
27:38busy again in the future well yeah so
27:42you want this to last in the long run
27:43and you do think you're going to be busy
27:44again in the future well then don't you
27:46think it'd be best to start now when you
27:48are busy because if you learn how to do
27:49it when you're busy you'll be able to do
27:51it forever if you can only learn it
27:52during a perfect circumstance then
27:54you're going to fall off when it gets
27:55busy again and isn't that the time you'd
27:56want to have the most support goes for
27:58you guys too that's just number one we
28:01got so many lore right and so when you
28:05knock that out the goal is that the
28:07person says well [ __ ] that's not a good
28:08reason and you take one step towards the
28:10truth so when you're thinking about it's
28:12not like oh I've got to overcome this
28:14one thing and then they'll buy you got
28:16to keep peeling and if you have this
28:18framework you understand the direction
28:19you're going in and you can start
28:21listening for the oh they're talking
28:22about themselves now I've gotten two
28:24layers deeper right so that's seasonal
28:27micro you can't tell someone in a sale
28:29hey take out your phone take out your
28:32hours by week pull it up oh look 22
28:34hours on social media this week you've
28:37got time so you say it differently you
28:39say you know what I had the same issue
28:40and I used to complain all the time
28:41about like how I didn't have time to to
28:43be successful and do things I needed to
28:44do and my wife got so sick and tired of
28:46me saying this she pulled my phone out
28:47and she was like look I guess I just
28:49found your time didn't I I was like ah
28:51[ __ ] and you can say it that way and
28:53then a prospect feels better does
28:55anybody here feel like they don't have
28:56time right
28:58and the first thing that any program is
29:01going to do if it's a good program is
29:02going to cut out the 90% of the [ __ ]
29:04that you are doing which is causing you
29:05to feel overwhelmed which is probably
29:07the real reason you feel like you don't
29:08have time Jeff basil got the same time
29:10you do right it's just what are the
29:13things that you're doing that he's not
29:14it's not about adding [ __ ] to your plate
29:16it's about removing the stuff that's not
29:17working because clearly everything
29:18you're doing that's filling your time is
29:20not making you more money so you're
29:21doing the wrong [ __ ] so there's going to
29:23be plenty of time because all the stuff
29:25you're doing now is not working right
29:27not simple but that's the reason right
29:30so we went
29:32mael when then hey in the future when
29:37I've got time I'll totally sign up for
29:39your program right anyone heard this one
29:42anyone say this
29:43one right and again you want to you want
29:46to empathize you don't say like Ah
29:48that's [ __ ] you say totally
29:50understand that's I was stuck like this
29:51for years if you can step in their shoes
29:52you're not attacking them you actually
29:54go from the inside out you step into
29:56their self and then you walk them
29:57through the Epiphany that you
29:59experienced and it doesn't feel
30:00judgmental it feels helpful that make
30:02sense I used to feel the same way right
30:05and I found this out actually from Jason
30:07Flatley and he was the one who told me
30:08this it's a it's a logical fallacy it's
30:10called the when then fallacy which is
30:11why that's how I remember it and the
30:14onein fallacy simply States when I have
30:16X then I will do y but it flips sequence
30:20so it's like when I get better I will go
30:22to the
30:23hospital sorry there's just so many like
30:25hilarious ones about like money and
30:27stuff like I start saving money once I'm
30:29rich like all right but the thing is is
30:31that we do this right we do this I'll
30:36pay for the program that'll make me more
30:37money when I have more
30:39money that's the point of the program
30:42I'll pay for the program that'll help me
30:43get a sixpack once I have a
30:45six-pack once I have more time which the
30:47program is going to help me have you
30:48know what I'm saying like it's just it
30:49doesn't make it's a fallacy and so what
30:51that means is it's a distortion it's not
30:54real and so the goal of having these
30:56high stakes conversations is simply
30:58showing people we're not attacking we're
31:01just walking them through it and be like
31:02do you realize that this is holding you
31:04back and I know this better than anyone
31:06because I'm a skeptical [ __ ] the
31:07reason I can do all these logical things
31:09is because I'm the first person I'd
31:10overcome right and you might be
31:14too so once we attack time from these
31:18three angles it depends which one they
31:19present with if they present with one
31:20and then move to the next you can knock
31:21all three out you'll probably find some
31:23that that make the most sense to you but
31:24the thing here is it's not about
31:25memorization you just got to get it
31:28macro you're always going to be busy
31:29once you want the most help when you are
31:31busy so that it can stick forever yes
31:33time my wife showed me my phone turns
31:36out I got [ __ ] time but the reality
31:38is it's not about what I am doing it's
31:40about the stuff I got to stop doing and
31:41that's what I'm going help you with
31:43right this isn't scripting this is just
31:45understanding it right and then when
31:47then it's a fallacy it's a distortion
31:49it's not real and then just use two
31:51crazy examples like once I have money
31:53then or I'll save money when I'm rich
31:55right it's just like ridiculous okay so
31:57what do we do
31:58one reason down and we're getting closer
32:01to the core right right so who here is
32:05somebody who's like I can't afford it
32:06it's too expensive or has heard this
32:07from a prospect I like I better see
32:10everybody's
32:12hand especially if you're selling High
32:13ticket which hopefully you get a gasp so
32:15these are the four Frameworks that I
32:16think through there's a million like
32:18money closes but these are the ones that
32:20I like the most and that that to me
32:23resonate the best right and so why a lot
32:27is good is kind of like my my my first
32:29one here and so the reason that if
32:31someone gasps or think that this is a
32:34lot of money you just ask them is this a
32:35lot of money to you and they're going to
32:37say yeah if they say no then you're like
32:38awesome buy it and if they say yes right
32:41and if they say yes then you're like
32:44that's the exact reason how you're going
32:45to be successful because there's other
32:47people who buy this thing and you know
32:48what they're not all in on it but the
32:50question is do you want to draw the line
32:51in the sand and go all in do you want to
32:52step over the line and be the person you
32:53want to be because I can tell you that
32:56this is not about what whether this
32:58works or not I've already proven that
32:59the question is whether you work or not
33:01and so if you put more on the line then
33:03you have a higher likelihood of being
33:05successful so you should be the last
33:06person to be worried about this I'm more
33:08excited because the best stories are
33:09always coming from people like you in
33:11your exact situation so don't let that
33:13be a reason not to do it that should be
33:14the reason to do it so the next one is
33:16like why is this not a lot so first is
33:19the fact that it's a lot for you is good
33:21it means you're going to try hard the
33:23second one is like well it's a lot in
33:25terms of absolute amount but relative
33:27amount very little right because if all
33:29this does is ADD $10,000 a month to your
33:32income is it worth it if all this does
33:35is get you into a bikini is it worth it
33:39yeah and so then what happens and the
33:41reason that this is a stepping process
33:43right is that we're we're just taking
33:45these objections out of the way so we
33:47can get the person to confront reality
33:49not a distortion they've created because
33:50the reality is the thing they're afraid
33:52of and so what happens is when they say
33:54yeah if it did that it would be worth it
33:57right the problem is they don't believe
33:59you right and so it's like great then
34:02it's not about the price it's about
34:04whether you believe me so you can
34:05sidestep it does that make sense we're
34:07taking a step closer and then obviously
34:09you can use a comparison you know
34:10depending on what you're selling if you
34:12can price anchor with like well here
34:14they don't have a four-year degree for
34:16doing online fitness that's why the
34:18alternative education industry exists
34:20and it's because the formal education
34:22has failed most of us right anybody
34:24graduate with here with a 4-year degree
34:26anyone immediately be able to use that
34:28for degree to get leads make
34:30sales no me
34:33neither right and what's crazy is that
34:36some of these degrees are 501
34:38$200,000 and take four years when you've
34:41got something that can help you make
34:43make that entire amount of money in half
34:46the time right for a tenth of the price
34:48when you think about it like that frame
34:51it's actually a great deal does that
34:52make sense so you just frame it you have
34:54to give context all right so number one
34:58is the fact that it's a lot for you is
34:59good means you're actually going to try
35:02number two is if it does what we say
35:03it's it's going to do the value is there
35:06so that's not actually what you're
35:07opposed to which then we can take the
35:08next step all right number three is
35:11what's money good for anyways this is
35:12actually one of my favorite lines of
35:15reasoning for a variety of reasons and
35:17I'll get to it when you're looking at a
35:18prospect or looking at yourself you're
35:21going to spend this money either way
35:22over the next 12 months you're going to
35:24spend it right and in fact not only
35:27you're going to spend it you're going to
35:29buy the program the question is whether
35:30you're going to pay for it in money or
35:31pay for it in time and so like you can
35:34learn every single lesson that's in this
35:36program whether it's losing weight you
35:38know uh getting leads selling online
35:41whatever it is right you're going to
35:42learn these lessons but do you want it
35:44to take 12 weeks or 12 years and the
35:49question is are you going to be able to
35:49live a thousand lifetimes because of the
35:51thousand people that we've helped just
35:52like you and gathered all those lessons
35:54and put them together so you don't have
35:56to do the trial and error for that
35:57entire period of time so the question is
35:59not whether you're going to buy it or
36:00not it's just how do you want to pay and
36:02so for me this is a personal note and I
36:05I'll probably say it at the end but like
36:06the reason we've been don't move quickly
36:08through life is that I will buy other
36:09people's mistakes because it's just it's
36:11the only way you can buy time in this
36:13life is to buy the knowledge to take
36:15less time from other people who have
36:17taken their time and like if you think
36:19about human civilization in general Edis
36:21took however long to make a light bulb
36:23and then we just bought the lesson from
36:24him and now we have light bulbs right
36:26and the next guy figures out the next
36:27thing and then we just buy the lesson
36:28from him and that's how we have to move
36:30faster so you're going to spend the
36:32money either way question is 12 months
36:34from now is it going to be on [ __ ] that
36:35didn't get you anymore or stuff that is
36:36going to get you somewhere and no matter
36:37what you're buying you're buying the
36:39program just going to pay time or you're
36:40going to pay with
36:42money and if you're being real you've
36:44probably been paying for time the last
36:46six years how's that working for you do
36:48you want to do more of that this is also
36:50this is a this is a classic one it's
36:51very easy one to remember but like who
36:54here knows the difference between a
36:57self-made billionaire when they had
36:59nothing and where you're at right now if
37:01you have nothing zero they both you're
37:04both broke they were broke you're broke
37:07whatever it is if that's where you're at
37:08right now the only difference is that
37:10that proves that if they were successful
37:12it wasn't about the resources they had
37:15is about how resourceful they were so
37:17I'll tell you a quick story about this
37:19so anyone here read uh shoe
37:21dog right story of Nike so in the story
37:24he talks about how he was about to lose
37:28everything multiple times it's a crazy
37:30story and this time it was like it was
37:33it was going to go down like it wasn't
37:34going to happen and he needed a
37:35tremendous amount of money and he just
37:37didn't have it he' extended all his
37:38credit lines the banks wouldn't do it
37:39and the next lenders said they they
37:40canceled on him and the company was
37:42going to fold because it was growing too
37:43fast at that point he could have just
37:45given up and said there's nothing I can
37:46do I maxed out all my cards I maxed out
37:48all my Banks there's literally nothing I
37:49can do and his people had already worked
37:51for free they were like we can't do this
37:53anymore he went to his vendors and said
37:57you need need to pay my payroll for me
37:59he went to his
38:00vendors anybody use like landing page
38:02software anyone or anyone use something
38:04from a vendor right it's like going to
38:07that guy like going to your videographer
38:08and be like listen you got to pay
38:09payroll for me this uh this month
38:11because otherwise I'm not going to be
38:12able to keep doing business with you
38:14because I'll be out of business
38:15resourceful not
38:17resources and the reason this is so
38:19important is because when you have
38:20nothing it's the easiest excuse to give
38:22yourself is you're like well I have
38:24nothing that's why I can't it's like of
38:26course but every self made millionaire
38:28and every self-made millionaire was
38:29self-made and they started with nothing
38:31which puts them in the exact same seat
38:33you are so the question is do you want
38:34to have power or do you want to not have
38:37power you want to have power you're
38:39resourceful not resources right and so
38:42if we want to make these decisions that
38:43are going to help ourselves we need to
38:45step into that and so when you're
38:46talking to your prospects it's the same
38:48thing right does that make sense okay
38:52rocking I mean and you can drill deeper
38:54into this as like do you think there's
38:55anyone else who's been in your situ
38:57situation who's achieved this or maybe
38:59worse than your situation the answer is
39:01yes and if they can why can't you right
39:04so we're taking steps closer is are you
39:05guys digging this okay
39:08cool oh
39:11thanks
39:14thanks I wasn't sure if it was WRA
39:16attention or sheer boredom so we're not
39:20you feel you feel we're progress are
39:22making like the person presents this say
39:23I don't have time shit's busy blah blah
39:25and you're like nope Noe we're going to
39:27take one step Clos they like you know
39:28what but I I don't have the money or
39:30it's too expensive you're like well if
39:32you don't have the money you're going to
39:33be successful it's worth it right yes I
39:36understand why it's worth it well you
39:37don't need money to begin with right you
39:39got to be resourceful and you can find
39:41the money cuz I'll ask you this is a fun
39:43one for business owners who here has had
39:46an unexpected bill ever come
39:48up
39:50taxes right yeah and then all okay so
39:54everyone here is still alive who raised
39:56their hands
39:58who here was able to magically pull
40:00money out of their ass and figure out a
40:03way to do it raise your
40:06hand here's what's crazy you have the
40:09ability to be resourceful when it's for
40:11someone
40:12else and not for
40:15you it's because you choose to be
40:17powerful when someone else needs it but
40:19not for
40:20yourself [ __ ] up right so stop doing
40:24that if you function like you you have
40:27to make payroll tomorrow and like you
40:30you're back on rent you're going to get
40:31kicked out you think differently and if
40:34instead of paying your landlord you're
40:35paying you because that's what you want
40:37to do it shifts internally because
40:39everyone here just Prov the fact that
40:41you can be resourceful when you choose
40:42to
40:43be so just choose to be so number three
40:47is it's not not sure it's a fit for me
40:50so be besides the obvious ones which is
40:52like I don't want to work out broccoli
40:55sucks I I can't do a program where
40:58where I I can't do cardio whatever the
41:00[ __ ] right um like I said I don't want
41:02to do DMs I don't want to post on
41:03Instagram I don't want to have a
41:04Facebook group whatever right whatever
41:05the [ __ ] is all right I'm not sure
41:07if the vehicle is a fit for me so
41:10usually you can overcome the easy ones
41:12but if someone is just really sticking
41:14hard these are the three that I use to
41:16to shift perspective okay so this one is
41:19new identity new priorities so it's good
41:23to have cues for these things which is
41:24like we vote with our dollars about the
41:25things that we care about and if you
41:27show me what someone is spending their
41:28money and their time on I can tell you
41:29what their future is and I'll tell you
41:31an interesting story so um I had
41:33somebody who was just like you who was
41:35like you know what I don't want to do
41:36this either and I told her this story
41:37can I tell you it yes and this is what
41:40you'd say to the prospect right so I was
41:42with Lea and we went to Sephora which is
41:45a makeup store
41:48and and I show up like this um I feel
41:52welcomed and so we're we're standing
41:54there she's doing something and I
41:56usually stand in the corner like this
41:58um and I saw these two little girls it
42:01might have been like I don't know girl
42:02age so like 12 to 15 this like this this
42:07and they were like giggly and so excited
42:09and they had like the girl with the smok
42:11came over was like helping her out
42:12helping them out and she was like okay
42:15this is like eyeliner and this is
42:17lipstick and this is whatever blush um
42:20I'm just like using words I've heard
42:23uh this is how you paint your face and
42:25the thing is the girls were like so
42:27excited and then they were like right
42:29before they left she was like girls
42:30she's like you have to remember like now
42:32that you're getting older and you're
42:33becoming a woman you need to start
42:35budging for this stuff all right so
42:36you're going to start buying this every
42:37month all right so like remember you got
42:39to save some money for this so you can
42:40have it and the girls were so excited
42:43that they were like yes like we're
42:44becoming women now and these are the
42:45things that women do it's because when
42:47you have new identity you have new
42:49priorities and so you've had priorities
42:52that are aligned with your old identity
42:54right there's the you that goes out the
42:55you that drinks the you that does the BL
42:57blah blah blah blah spends money on [ __ ]
42:58you shouldn't do spends time on [ __ ] you
42:59shouldn't be spending time on and
43:01there's the you that you want to be and
43:02so right now we can draw the line in the
43:04sand and be like do you want to keep
43:05walking down the road that you have been
43:07walking and if you don't then you have
43:09to step into a new identity and with
43:11that new identity comes new priorities
43:13because people who want to be rich spend
43:15money on themselves they spend money on
43:17education they invest in their skill
43:19sets because I want to align my identity
43:22with the identity of those who came
43:23before me who've done the things I want
43:25to do right and just like those little
43:28girls stepping into that identity we too
43:30must step into the identity we want to
43:31be does that make sense and so when
43:33you're talking to somebody who's trying
43:34to lose weight and they're like I can't
43:35afford a gym membership and you're like
43:37girl you're spending 200 bucks on your
43:40nails and you've got a $1,000 outfit on
43:43do you think another $1,000 outfit would
43:45make you look better or your high school
43:49weight
43:54right do you think another ,000 outfit
43:56would make you look better
43:57or being rich as [ __ ] and I say that for
44:00those of you who are thinking about on
44:01the money side right like who waste like
44:05some of you guys have bigger shoe
44:06collections than like it's like Fitness
44:09like Fitness people and shoes it's like
44:10the weird like and Lululemon and the you
44:13know spandex it's like a hundreds piece
44:14of SP anyways so it's like your whole
44:17wardrobe could be Consolidated into a
44:19skill that could buy you as many
44:21wardrobes as you want if you chose to
44:23right okay rocket I don't like this
44:26certain aspect this is one of my
44:27favorite easiest ones to hit which is
44:30like you got to change the change right
44:34what you have been doing it's been
44:35getting what you've been getting and you
44:37got to change the change cuz like I
44:38remember I would go through meal plans
44:40with people and they'd be like well can
44:41we change this because this is what I
44:42eat for breakfast can we tell can we
44:44make that the breakfast and I'm like
44:46that breakfast makes you look like
44:52you that way you spend your first four
44:55hours of the day makes your bank account
44:56looks like what it does look
44:58like
45:00ooh right right taking steps right we're
45:03getting closer to the truth and so the
45:06thing is is that it's going to hurt to
45:08change because change hurts and you've
45:11heard this one probably from Tony
45:12Robinson if you haven't the question is
45:14whether the pain of staying the same is
45:16greater than the pain of change and
45:17that's we just ask someone and this is
45:19in the help part if someone's like the
45:22pain of staying the same is not worse
45:23than this Chang it's like then
45:24girlfriend like gain 50 more pounds and
45:26come back you know what I mean like get
45:28there you I mean hit rock bottom this
45:30isn't it for you I'm being
45:32real some people Rock Bottom is 12% body
45:36fat some people it's 500 lb but
45:39everyone's got one you just got to know
45:41where yours is and all you really got to
45:42do is just move what rock bottom is for
45:44you which is kind of interesting because
45:45you start making a change here which is
45:47kind of Interest like interesting as a
45:48thought but are you in enough pain is
45:51the question you ask the person so for
45:54those of you who are unwilling to make a
45:55change because it feels contrary to like
45:57I don't want to do I don't want to seem
45:59salesy I don't want to I don't want to
46:00help people like whatever right like is
46:03your current situation more painful then
46:06the change that you'll have to go
46:07through or experience to get to where
46:09you want to go and so the last one is
46:11hypothetical I actually really love this
46:12this is a great framework overall for
46:14overcoming lots of different obstacles
46:16um or objections that present themselves
46:17but the hypothetical and there's lots of
46:19ways of phrasing this which is like
46:20you've probably heard the Unicorn
46:21clothes you probably heard like if this
46:22were perfect would you do it on want a
46:23scare from 1 to 10 where would this
46:25program be if 10 was amazing one was
46:27terrible you know where is this they say
46:28a number and you say cool what would
46:29make it a 10 why isn't a one like you
46:32guys heard this scripting before so you
46:33guys are like no please talk slower um
46:36the reason I said we have to learn the
46:38principles behind it rather than
46:39memorizing the script is that it all is
46:40based on one thing which is hypothetical
46:42which is if this were perfect would you
46:44do it because you get a hypothetical
46:46agreement and they say yes if it were
46:48per the thing is that if you're like if
46:49this were perfect would you do it if
46:51someone says no then you're like girl
46:53okay like let's take five steps back
46:56this my breath
46:58smell because the thing is they've
47:00actually told you a lot there it's like
47:01it has nothing to do with the stuff
47:02you're talking about they don't trust
47:03you and now we can talk about that right
47:06so it's a great question to frame like
47:08where are we and so it's like if this
47:09were perfect would you do it sometimes
47:10they'll laugh if you ever poor they'll
47:11laugh they'll say yes right and so then
47:14you get to flip it and say then what's
47:16difference between Perfection and what
47:17we've got and the thing is is that
47:18people are very hard they don't actually
47:19know how to generate making a program
47:22cuz they're not going to like know all
47:23the things you can deliver on the spot
47:26right and and so they're like most of
47:28the time they'll be like I don't know
47:30you're like right well because it sounds
47:32like it's nothing to do with the program
47:33it's all about to do with you so let's
47:35talk about that right and then all of a
47:36sudden boom one step closer to the truth
47:39does that make sense yeah all right and
47:42that's why we do hypotheticals so if it
47:44were perfect what's missing and then if
47:47you can if it's if they do give you an
47:49answer and they're like I just don't
47:51want to do broccoli and you're like I do
47:54green beans would you do it they're like
47:56yeah you're like great green beans it is
47:58sign here right
48:00like some you would be [ __ ] amazed
48:03how many times [ __ ] like that happens
48:04it's like one crazy thing it's like well
48:05if we didn't have that would you do it
48:06like oh yeah
48:08sure where were you 10 minutes ago right
48:11and that's how you do hypothetical okay
48:13we're making we're making progress you
48:14still with me still digging okay
48:18cool Authority all right this is one of
48:21my favorite F and so this one instead of
48:25having three I really just have like one
48:28very good statement of reasoning that
48:30you should understand okay this is real
48:32[ __ ] so this is more of a process than
48:34it is anything else but the spouse or
48:37decision maker is not there right now
48:40note for you guys a lot of you guys have
48:41had the opportunity to go talk to a
48:43spouse but a lot of you guys don't have
48:44that in your business right like spouse
48:46ain't there and they leave they're not
48:48coming back right or they are but very
48:50small percentage don't wait for it okay
48:53so what we have to do is try and
48:55sidestep it by isolating the objection
48:57and casting aside the partner because
48:58the partner is not there so how could
49:00they object anything they don't even
49:01[ __ ] know who you are right and so
49:03the idea is and again this is assuming
49:05if you have a really long-term thing
49:06then you want the partner to be there
49:08right like ideally that's what you have
49:10but if you don't have the opportunity
49:11then you got to go through the next step
49:12all right which is what do you think
49:14they wouldn't like and then they will
49:15tell you and then you just overcome the
49:18thing which has nothing to do with the
49:20spouse because spouse isn't there right
49:24very easy s side step does that make
49:25sense this works really well
49:27it's like why wouldn't they It's like
49:28because they don't want me to fail o
49:30they don't want you to
49:32fail let's talk about you and so this is
49:35the process that I walk
49:36through do they approve of your current
49:39struggle they happy that you're
49:40struggling no okay then why would they
49:44not approve of something that's going to
49:46fix something they already don't approve
49:48of right they're not happy with how
49:50you're currently doing why would they be
49:51against something that's already making
49:52them
49:53unhappy
49:55right right
49:57well let me ask you this and they pause
49:59like if the rules were reversed and your
50:02husband needed this to make what he
50:05wants his dreams happen or your wife
50:07needed this program to make her dreams
50:10happen would you support
50:12her then why wouldn't you support you
50:15right right and I think the real problem
50:18that we're dealing with here and this is
50:20the kicker this for
50:21everybody is that you're asking for
50:24permission instead of support
50:27because it is your life not theirs and
50:30what happens is if you give that power
50:32to them and then two years from now
50:34you're still fat you're still poor
50:38whatever it is who are you going to
50:40blame them and so that's when you have a
50:43resentful marriage because you didn't
50:45own your [ __ ] and so I'm not saying you
50:48shouldn't like explain the decision to
50:50them but the way you explain it to them
50:52is what I just said which is if I don't
50:54do this for me I'm going to end up
50:56resenting you and I don't want that and
51:00instead of me bitching to you every day
51:01about how we don't have money or about
51:02how I don't like my body I'm now doing
51:04this and I'm joining a group of support
51:06of community of people just like me and
51:08crazy enough for some reason doctors go
51:11to college right right that makes sense
51:14they go to medical school lawyers go to
51:15law school but where do entrepreneurs go
51:17there's no entrepreneur school no one
51:19teaches the stuff but it turns out there
51:21are people who teach it just for this
51:23specific industry and I can take
51:24failures of a thousand people in pack
51:26into a
51:27year and it's one10 the price of a
51:314-year
51:32degree right and so instead of whining
51:35to you what I commit to is I'm going to
51:36show up and be a better husband a better
51:38wife a better partner I'm not going to
51:39[ __ ] to you about this the stuff
51:40because I'm going to take this seriously
51:42I'm going to go all and I'm not asking
51:43your permission I'm just asking for your
51:45support all right that's how you can
51:47overcome it because I'm going be real
51:49with you it is about them and you have
51:52to believe that like you can't say this
51:54unless you believe it because like you
51:55will you save marriages by showing
51:59people that they are the ones in control
52:01because if they keep saying my husband's
52:03not going to let me buy a weight loss
52:04program what do you think she's secretly
52:06saying can't believe you won't let me do
52:08it right if that's real if she's using
52:11it as a foil you sidestep you get
52:12yourself right but that might be the
52:15real thing and if that is the thing then
52:17you have to let them step into that and
52:19that's where you know having that's
52:21where like having a three-day no sweat
52:23guarantee or something like that is also
52:24helpful it's like hey sign up and I use
52:27I use a lot of aapor and humor in my
52:29selling and so I'd be like hey Cindy if
52:32you sign up and you tell your husband
52:35and he's upset you have and and when he
52:38sees you he's like girl I don't want you
52:40to get in shape I want you to stay
52:41overweight I want you to put those
52:43sweatpants on I want you sit on that
52:44couch reach your hand a bag of Cheetos
52:46put the the Cheetos fingers on there I
52:49want you to create generational unhealth
52:52I want you to live 10 years less long I
52:53want you to see our grandkids I don't
52:55want that right I want to marry a
52:57younger better you sooner because you're
52:58going to have a heart attack if he says
53:00that to you you have him call me and
53:02then they're like cracking up and you're
53:03like okay okay listen sign up three-day
53:05no sweat like if he if he does tell you
53:08that he just wants you to be out of
53:09shape and never leave him because uh
53:11because he doesn't want you to get you
53:12hot cuz he's insecure if he says that um
53:15yeah just let me know all right so like
53:17the whole time you're just joking and
53:18stuff but the 3day guarantee helps like
53:20nudge a lot of these people over is that
53:21cool you guys get that one
53:24okay sweet
53:27and so that goes for you right like it's
53:30it's about support not permission that's
53:31the bottom line right support not
53:33permission because otherwise you're
53:35going to blame them for your lack of
53:36Dreams being realized rather than
53:38blaming the person that should which is
53:39you all right so this is avoidance now
53:41we're getting to the core we've gotten
53:43rid of time we know that you've got time
53:46and the best time to do it is today
53:48because you're going to be busy forever
53:51right value we know that you can't
53:53afford it if you can't afford it you'll
53:55buy it if you can't afford it's a great
53:56great reason to do it and if the value
53:57is there then there's no reason not to
53:59do it because it'll pay for itself right
54:01what's money good for anyways you're
54:02going to pay for the program regardless
54:04you want to pay him less time or more
54:05time value is not a problem fit you got
54:08to step into new identity right you've
54:11got to be willing to change and the
54:13question is just whether the pain that
54:14you're
54:15experiencing is less than the pain of
54:17the change that it takes to experience
54:18the next thing right if they step into
54:21that they're good because it's not about
54:23resources it's about resourcefulness so
54:26the fit's not an issue Authority they
54:28have to own it it's about support not
54:30permission we all here do you feel like
54:33we've peeled the layers back on your
54:34prospects and they're just laid bare
54:36naked there just you've solicited the
54:40sale now you got to close all right
54:43avoidance so now they're like wait wait
54:45I need to think about
54:47it so now that we've exhausted I'm
54:50putting this as emphasis we've exhausted
54:53all outside reasons now we are finally
54:56talking to someone in power and that is
54:58what a good coach does we don't make
54:59decisions for people we help them make
55:01decisions so here's I have to think
55:03about it not sure give me a hand who's
55:06dealt with somebody who say thinks that
55:07way all right at least one person here
55:09no I'm kidding all you guys that you
55:10guys are great so this is how I divide
55:12this up past present future and so
55:15hopefully this should already before I I
55:17dive into these give you simple
55:18Frameworks to work through time you've
55:20got macro micro when then right you've
55:22got you got value you're thinking about
55:25it's not a lot of money even if if it
55:26were a lot of money it's not a lot of
55:27money you're going to pay for it either
55:28way like you have the simple Frameworks
55:29that you can walk through you might just
55:30hit them with one and if they hit it
55:31with again you hit them with the other
55:33angle because they're logical Frameworks
55:34they're not scripts that's why I made
55:36them bubbles you don't have to memorize
55:37it just got to understand it
55:39past so like I need to think about it
55:42and so the thing is is and this the
55:43first bubble there is if someone's like
55:45I feel like this is happening so fast
55:46any we get that one like I just I just
55:48got on the phone with you I don't really
55:49know who you are and you're like hey
55:51this is not a fast decision right you've
55:53been making this decision for the last 6
55:54years you continually make the decision
55:56we're doing to say is deciding you're
55:57actually going to do something about it
55:59right how long you wanted to lose weight
56:01a long time so this is not a fast
56:03decision at all but the thing is is that
56:06and this is where you go sunk cost so if
56:08I were talking to you guys I would say
56:10you you know you bought tickets cuz you
56:12saw some ad you registered there you got
56:15your flights you got a hotel you blocked
56:17the time you flew here you listen to
56:20this whole thing you're 6 in from gold
56:23this isn't a fast decision at all you
56:25did all these to get here because it's
56:27important to you so don't let that
56:29Distortion stop you from getting what
56:31you want right it's fear right let's
56:34face that what are you afraid of having
56:36happen which by the way I took the slide
56:38out but my two favorite questions to ask
56:41in a in a sale that I feel like are the
56:43fastest to cut through is what are you
56:46most afraid of having happen if you buy
56:48what are you most afraid of what's the
56:50worst thing that you envision in your
56:52mind and if they're not sure I just fill
56:53in the blanks I'm like I take your
56:54credit card I swipe over as as much as I
56:56possibly can I go to Vegas I put it all
56:58on black and then I go to Monaco where
57:00they can't extradite me fair enough and
57:02they're like I was not thinking that and
57:03you're like
57:04right so what's the worst you know like
57:07what's what's the real thing they're
57:09like and then they're like you know I
57:10just hav bought so many programs before
57:12you're like right let's talk about that
57:15right and so I'm going to skip one
57:17forward and then I'm going to go back to
57:18it this is one of my favorite obstacle
57:21or objection overcomes it's I call it
57:24don't let it burn you twice and this you
57:26can see the date it happened yesterday
57:27this girl texted me or me April 6th she
57:30said it's crazy to think that I had a
57:31sales call with you 6 years ago and I'm
57:33kicking myself in the butt for not
57:34jumping on this is yesterday right like
57:36I don't even own the company anymore and
57:38I said you let a bad decision burn you
57:39twice once when you made your poor
57:41investment but a second time when you
57:42let that bad investment stop you from a
57:44good investment it would be like anybody
57:46ever have a boyfriend or girlfriend in
57:48middle school or high school that
57:49they're not currently married
57:51to anyone just like just come on help me
57:54out here okay
57:56it would be like having a bad eighth
57:58grade boyfriend or girlfriend and being
58:00like you know what men aren't for
58:04me all coaches suck right there's good
58:08coaches there's bad coaches there's
58:09crazy ass [ __ ] and there's crazy ass
58:11dudes you know what I mean like there's
58:12also good ones and so the things is if
58:14you stop if you let the bad one prevent
58:16you from the good one you get burned by
58:18being with the bad one and because you
58:20let the bad one control your next
58:21decision right and so when someone has
58:24had a bad experience with do doing keto
58:26or whatever the [ __ ] right or you had a
58:28bad experience with some program that
58:30you did or did not do or they didn't
58:31fulfill whatever either way don't let
58:34that burn you twice because no matter
58:36what you're going to have to do you're
58:37going to have to do these actions
58:39whether you're part of the program or
58:40not you're got to do these workouts
58:42where you're part of the program or not
58:43doesn't matter you're going to have to
58:44do it so you might as well do it but
58:46somebody's going get you there faster
58:47right let me go back one real quick so
58:50it's not a fast decision and this is
58:52another one that I love which is do you
58:55think that you're maybe in this position
58:56because you have struggled to make a
58:57decision in the past you have waffled
58:59when it came time to make to make the
59:01hard call have you been in this
59:02conversation and said no before yeah do
59:06you think that's why you're here yeah do
59:08you think that might be the reason you
59:09should change
59:10that yeah okay let's change it one
59:14decision change your life and the last
59:16one is like are you tired of another
59:18year of almost right tired another year
59:21of almost hitting your goals of almost
59:23getting to 10K a month of of almost you
59:25know Hing the team that you wanted of
59:27almost retiring your your wife or
59:28husband or almost moving into the
59:30neighborhood that you wanted to move
59:30into or almost being able to pay for
59:32your kids Recreational Sports rather
59:33than not being able to because you can't
59:34afford it you're tired of another year
59:36of almost well if you're tired of
59:38another year almost then we can't do
59:39what we're doing to get here for another
59:40year because we're going to get another
59:42year almost and so the question isn't
59:44what it cost you but how much has it
59:46cost you to not decide up to this point
59:49right the cost of
59:51inaction and I think that when we think
59:53about our lives in Reverse we never
59:56never regret the things that we did we
59:57regret the things we didn't do the
59:59opportunities that we let pass by and I
1:00:01think that if you can let that person
1:00:02step into that power they will make the
1:00:04decision to help themselves like this
1:00:06person did not all right present so
1:00:10depends on who you're talking to
1:00:11someone's talking about past stuff then
1:00:12you do with the past stuff the second
1:00:14frame for avoidance is present which is
1:00:16they just don't know how to make a
1:00:17[ __ ] decision right and so you have
1:00:19to help them make a decision and so this
1:00:21one the rocking chair is one that I just
1:00:23for some reason have used a tremendous
1:00:24amount of time especially when I was
1:00:25selling weight loss
1:00:26is to be like I just really really need
1:00:28to think about it like totally
1:00:30understand well let's walk through like
1:00:32what that looks like you're not going to
1:00:33like go home sit in the rocking chair
1:00:35you know smoke a cigarette because of
1:00:36course you're not healthy yet right
1:00:37you'll quit when you're healthy right
1:00:39you're smoking your cigarette and you're
1:00:40like H am I going to do this weight loss
1:00:42program right you're just sit there and
1:00:43stare into the clouds like I wonder no
1:00:45of course now you're get in your car and
1:00:46you're going to realize you got to pick
1:00:47up Timmy from soccer practice you got to
1:00:48get groceries you got to cook you got to
1:00:50clean you got to pick you know go do the
1:00:51laundry got to do all these things right
1:00:53and then 3 four 5 days from now you're
1:00:55going to put on that pair of jeans and
1:00:56it's not going to fit you be like
1:00:58[ __ ] and just there you'll have made the
1:01:01decision you'll keep living your
1:01:03life and so let's just make it now
1:01:06because the reality is that it doesn't
1:01:07take information to make decisions sorry
1:01:09it doesn't take time to make decisions
1:01:11takes information and I'm the only
1:01:13source of information you got so let's
1:01:15talk I'm here I'm here for you let's do
1:01:18it right because that's the fallacy is
1:01:20that people think they need more time to
1:01:23make decisions because they assume they
1:01:24will get more information in that time
1:01:27but if you are the source of the
1:01:29information then time does not help them
1:01:32and so let's confront it now and let me
1:01:33answer the questions you have to make
1:01:34the decision one way or another does
1:01:36that make sense yeah all right and so
1:01:40then they're like well then [ __ ] how do
1:01:41I make a decision you're like glad you
1:01:42asked so there's three things that we
1:01:44got to understand do you believe that
1:01:46this product or service is going to help
1:01:48you achieve what you want yes or no
1:01:50they're going to say yes right and if
1:01:52they don't you can confront it note all
1:01:54of these are confronting decisions so
1:01:57we've moved all the way down the onion
1:01:59right we're at truth now and all like
1:02:01the theme of the of the last bullet is
1:02:04confrontation we have to confront the
1:02:06decision we got to peel it back and be
1:02:08like are we going to do this or not
1:02:10right because we already got out the
1:02:11time we got out the fit we got out the
1:02:12SP we got everything out of the way it's
1:02:14just you do you think that this is going
1:02:16to help you get closer to your goals yes
1:02:18or no two do you trust me to fill to
1:02:21fulfill my word that I said I'm going to
1:02:23help you I'm going to do these calls I'm
1:02:24going to do these workouts I'm going to
1:02:25do whatever right three this is the mo
1:02:28probably the most important one do you
1:02:29think it'll work for you and if they say
1:02:31no you say why not and then they have to
1:02:34defend why not and then it's very easy
1:02:36at that point it's a 6inch putt right
1:02:39and once they say yes to all three which
1:02:40is usually what'll happen be like cool
1:02:41we'll make the decision together do you
1:02:42know how to make the decision they'll
1:02:43say no you go through the three and the
1:02:46last question is they said yes yes yes
1:02:47it's just do you have or have access to
1:02:50the amount of money to get started do
1:02:52you have the MX do you want me to help
1:02:53you enroll in an MX cuz I want to I want
1:02:55to help you I'm good either way but if
1:02:58you believe that this is going to help
1:02:59you get closer you believe that what I'm
1:03:01saying is true and you believe that you
1:03:02can be successful it's my moral
1:03:04obligation to get you going and do
1:03:05everything in my power to help you get
1:03:06the money or get access to it because
1:03:08the real R is if I was giving you a
1:03:09Ferrari right now for $5,000 you'd find
1:03:11the money if your landlord needed you to
1:03:13come up with $10,000 because you had
1:03:14background and payroll you'd find the
1:03:16money so find the money let's do it
1:03:19right
1:03:20three who wants to make informed
1:03:22decisions yes
1:03:26how can you make an informed decision if
1:03:29you haven't even tried it huh so this is
1:03:31when you have some element of trial in
1:03:34the program or some sort of guarantee
1:03:36which is why I'm a big fan of guarantees
1:03:38it's like well you can't make the
1:03:40decision to buy that's informed until
1:03:42you're on the inside so I'm not even
1:03:44asking you to make a decision right now
1:03:46I'm just asking you make an informed
1:03:47decision which you can only do on the
1:03:48inside and if after 30 days I'm not what
1:03:50I said this product doesn't do what I
1:03:52told you I didn't fulfill my promise and
1:03:53you don't think it's going to work for
1:03:54you you let me I'll give you the money
1:03:56back low pressure you get someone to
1:03:59decide by not
1:04:00deciding even easier does that make
1:04:02sense think that'll help you close yeah
1:04:06all right and then uh this one is uh it
1:04:09depends on who you're selling to but
1:04:10sometimes if you a logical person it's
1:04:12like do you know what deciding even
1:04:13means like where the atmology of the
1:04:15work comes from it's dcad which is Latin
1:04:18which means to cut off to kill off and
1:04:21so the question is which future are we
1:04:23killing off today
1:04:26are we killing off the future of the
1:04:28dreams that you want are we killing off
1:04:30the future sorry are we killing off the
1:04:33future of of not doing anything and the
1:04:37life that you've lived up to this point
1:04:39because indecision is a decision
1:04:41inaction is an active decision right and
1:04:44so it's just which one are we killing
1:04:45today we killing your dreams or we
1:04:46killing your past second and last one
1:04:49future so we talked about past so if
1:04:52they're thinking about the past the
1:04:53things that hurt them don't let it burn
1:04:54you twice Etc right they don't know how
1:04:56to make a decision rocking chair this is
1:04:58how you make a decision three things you
1:04:59have access to money great let's get
1:05:01going you want to kill your past you
1:05:02want to kill your future right awesome
1:05:04we're talking about the future this is
1:05:05actually magnifying pain which
1:05:08is cool you got here it's been 5 years
1:05:10you've been struggling how's another
1:05:12five years sound what if we just keep
1:05:14doing let's go with indecision let's
1:05:16look at it what does five years of you
1:05:18doing what you've been doing look like
1:05:20and is that a place you want to be no
1:05:23you got to change the change let's do it
1:05:25right
1:05:26and then you go right into let's
1:05:27consider the options which is
1:05:30like like this is logic right so let's
1:05:33consider the
1:05:34options option one you do the thing get
1:05:38the result life is awesome option two
1:05:42you don't do the thing you don't get the
1:05:44result because you didn't do the thing
1:05:45option three you do the thing but then
1:05:47you don't get the result all these are
1:05:49the options that can happen in front of
1:05:50you because we have a guarantee they're
1:05:53all risk-free except for one of them
1:05:55only one of them has a true guarantee of
1:05:57not getting you where you want which is
1:05:58walking out the door so which risk-free
1:06:00option do you want the one that's
1:06:01risk-free that guarantees that you're
1:06:03not going to get there or the one that's
1:06:04risk-free and has the potential to get
1:06:06you where you want to
1:06:08go right that's not an emotional close
1:06:11it's logic and if you have an offer
1:06:13that's set up that way you should be
1:06:14able to close most people as long as
1:06:15they don't think you're an [ __ ] right
1:06:18okay this is one that's more around
1:06:20urgency because again this is avoidance
1:06:23if someone says I I'm still not sure I
1:06:25want to think about it more whatever you
1:06:27say well you're not going to struggle
1:06:28forever right like you don't want to
1:06:30struggle forever you're going to do
1:06:32something about this whether it's weight
1:06:33loss business whatever they're going to
1:06:34say yes you're like well if you're going
1:06:36to fix your business eventually you
1:06:39might as well start fixing it now so you
1:06:42can start enjoying the fruits of that
1:06:43labor sooner would you prefer making
1:06:45more money faster or slower what's your
1:06:48preference great so if you're going to
1:06:49do it eventually you might as well do it
1:06:50now does that make sense it's a little
1:06:53nudge this is a final one that I just
1:06:55really like from a framing perspective
1:06:56which is instead of a like this has to
1:06:59be my savior this program has to get me
1:07:02to an ifbb Pro bikini body and I'm 100
1:07:05pounds overweight probably not realistic
1:07:09right reframe the question is do you
1:07:12think that making the decision is going
1:07:14to be help you get closer or further
1:07:16from your goal that's it because if we
1:07:19keep making decisions that keep getting
1:07:20us closer we will get there eventually
1:07:22but if we make decisions that get us
1:07:23further away we will not get there and
1:07:25so do you think that this is going to
1:07:26get you closer to your goal than what
1:07:28you're currently doing yes what are we
1:07:30waiting for we don't need to be snipers
1:07:32we need to be directionally right we do
1:07:34that long enough we'll get there does
1:07:35that make sense that helps you too
1:07:37because we have this fear of
1:07:39perfectionism is this going to be the
1:07:40one probably not but it will get you
1:07:43[ __ ] way closer right because I can
1:07:45tell you there's no one program that
1:07:47changed my life but the the decision to
1:07:50buy education changed my life forever
1:07:53does that make sense yeah all right boom
1:07:56and so let me let me look at the top we
1:07:58have no reasons left not to own the
1:08:01power that you have it's just you all
1:08:04right and here's bonus number six and
1:08:06you can use this as one of like there's
1:08:09some closes that you use all the time
1:08:10you always go back to right the reason
1:08:13you are telling yourself not to do this
1:08:14is the reason you to do
1:08:16it how long do you want I can't afford
1:08:18this to be on your list of problems in
1:08:20life the fact that you don't have time
1:08:22is the very reason you need to do this
1:08:24the fact that you're so dependent on
1:08:25your spouse is the reason you need to
1:08:26take this decision and own it right the
1:08:30fact that you're not sure about the
1:08:31person that you want to be is the very
1:08:32reason that we're going to help you get
1:08:33it in this program so whatever the
1:08:35reason is is usually the biggest chain
1:08:37that you're holding on to is the thing
1:08:38that you're enslaving yourself to is the
1:08:40thing that you're casting your power to
1:08:42if you break that chain power comes back
1:08:44to you and so the very reason that
1:08:46you're holding yourself back is
1:08:47typically the very reason that you need
1:08:49to do it so hopefully this helps you
1:08:51realize that you and your clients are
1:08:52always in complete power did I
1:08:54accomplish that
1:08:57awesome thank
1:09:03you and like I promised at the beginning
1:09:05My Hope Is that you become more powerful
1:09:06by making decisions rather than letting
1:09:08life make them for you all right so
1:09:09here's a few final
1:09:11thoughts fortunes are created by taking
1:09:14a lot of risk with a little bit of money
1:09:16fortunes are maintained by taking a
1:09:18little bit of risk with a lot of money
1:09:21and every one of those people that was
1:09:22self-made takes a lot of risk with a
1:09:24little bit of money and sometimes you
1:09:26need to take that step because it's the
1:09:27only way to build the fortune all right
1:09:30and if everything that I've ever made in
1:09:32my life all right sorry everything that
1:09:34I've made in my life is a result of
1:09:36investing in my own education it has
1:09:38gotten me far higher returns than any
1:09:40stock any real estate any crypto right
1:09:43any whatever buy a mile and people say
1:09:46like it's all about investing yourself
1:09:48like I just I think it sounds a morphus
1:09:50it's like Buy experience and
1:09:52skills because no government can take
1:09:55that from you no divorce can take that
1:09:57from you nothing can take that from you
1:10:00and I come from a family where so we're
1:10:02Persian and so my my parents had to flee
1:10:06Iran During the Revolution and so they
1:10:10had land and houses and other stuff
1:10:14right and my uncle was uh the brother to
1:10:19a guy who started the lottery in Iran he
1:10:21owned the lottery because you can do
1:10:23that there right very rich rich and so
1:10:27my dad and him he went to London my dad
1:10:28went to the
1:10:29US he had no
1:10:32skills and he was able to just forge
1:10:34enough money to buy a print shop and he
1:10:36lives above the print shop in London and
1:10:37still to this day that's what he does
1:10:40and went to visit him it was incredibly
1:10:43sad seeing just like well once once
1:10:45incred and his wife my dad gave her a
1:10:47scarf and it was like a nice scarf
1:10:49apparently and she just baled she's like
1:10:51I used to have rooms of these and now I
1:10:52have nothing and blah blah blah blah
1:10:53right my dad came to the United States
1:10:55with
1:10:56$1,000 but because he had skills he
1:10:59built it all from scratch and so I mean
1:11:02he was a doctor as all Middle Eastern
1:11:04and Indians are
1:11:06um right doctor lawyer accountant
1:11:09engineer anyways um the only four
1:11:11approved
1:11:12paths but when we say invest in that we
1:11:15come from a place where like it was
1:11:17literally all taken the government was
1:11:19like that's our house now that's our
1:11:22land now that bank account is our bank
1:11:24account now
1:11:26and so that was why it was so and like
1:11:27that might be a benefit for me I had
1:11:29somebody who was always like it's the
1:11:30only thing no one can take from you and
1:11:33so why would you not invest in the one
1:11:35thing that can never be stolen can never
1:11:36be taken and compounds with time and it
1:11:39increases your capacity to make money
1:11:42increases your capacity to
1:11:44live and so I like to think of the
1:11:47Investments that I've made in myself as
1:11:48bricks on a bridge and so if I'm on the
1:11:50bottom left here and where I want to be
1:11:53is the top right is right looking like
1:11:55The Nightmare Before Christmas now
1:11:58um you're going like there are many
1:12:01skills that it takes to cross the bridge
1:12:03right and just like you have an
1:12:05arithmetic teacher in high school once
1:12:06you learn calculus you're not like that
1:12:08guy was a load of [ __ ] calculus is what
1:12:10no you have to learn things in sequence
1:12:12right and so the thing is is that when
1:12:14we build this bridge it's one brick at a
1:12:16time and I always come back to the same
1:12:18question which is is this going to get
1:12:19me closer to where I want to go I don't
1:12:22need it to get me there I just need to
1:12:24get closer and if I get better I'll get
1:12:26there eventually right as long as I
1:12:28don't stop moving and so that's why
1:12:30that's that what I've dedicated my life
1:12:32to education my mission is to document
1:12:34and share the best practice building
1:12:35world class
1:12:36companies because when you realize that
1:12:38you are the source you realize that
1:12:40Superman is not coming it's just you and
1:12:44every decision that you make is a vote
1:12:45towards or against the person that we
1:12:47want to be and so the question for you
1:12:50is that are your decisions voting
1:12:51towards the person that you want to
1:12:52become or just more of what you already
1:12:54have
1:12:56and so people ask me all the time how do
1:12:57you move so quickly and the answer is I
1:13:00know how to buy time and the follow
1:13:02question is how do you buy time you buy
1:13:04Time by buying the time took other
1:13:05people to make mistakes that taught them
1:13:07the lessons that's how you do it right
1:13:09that's that's the heck and so right now
1:13:12the ignorance of not knowing how to
1:13:13create a million dollars a year is
1:13:15costing you a million dollars a year the
1:13:17fact that you don't know how to make a
1:13:18million dollar a year is costing you a
1:13:19million dollars a year think about it
1:13:22right and so therefore you should always
1:13:24be willing to invest money to increase
1:13:25the capacity for your income because
1:13:28once you have it that capacity pays you
1:13:31forever you're increasing your ability
1:13:34does that make sense we're widening the
1:13:36pipe and so when I thought about this I
1:13:38just added zeros to it and I was like
1:13:40it's [ __ ] costing me a billion
1:13:41dollars a year not knowing how to make a
1:13:42billion dollars God right but it's true
1:13:46because the thing the number one tax
1:13:49that no one appreciates or no one
1:13:51respects is not the tax of the
1:13:53government it's not capital gains not
1:13:55income tax it's the time tax of
1:13:58ignorance someone asked Lela yesterday
1:14:01what's the number one thing that people
1:14:02from 0 to 10K are messing up you don't
1:14:06know what the [ __ ] you're doing that's
1:14:08what's messing you up you're ignorant
1:14:09you have no idea you're eating an orange
1:14:11like an apple no clue
1:14:13right and it's not because you don't
1:14:15have the processing power it's not
1:14:17because you don't have the ability to
1:14:18reason it's because you just don't know
1:14:21and so the goal is to pay down the time
1:14:24tax of ignorance fast as humanly
1:14:26possible and the only way you do that is
1:14:28by educating and investing yourself
1:14:30right specifically investing in
1:14:32experiences that build skills so make
1:14:36the decisions that to help yourself
1:14:38Implement like crazy take ownership
1:14:40because we just discover that all the
1:14:41other [ __ ] is not real is literally a
1:14:44distortion of reality that anything that
1:14:46you give your power to that's not you is
1:14:49fake you're making it a false god in
1:14:51your life and your prospects are too and
1:14:53you now you know how to confront those
1:14:55when your mind tries to play tricks on
1:14:57you and realize that there are no silver
1:14:59bullets no program is going to save your
1:15:01life all right but some things can move
1:15:04you close to your goals and when those
1:15:06rare opportunities present themselves
1:15:09take them all right because either you
1:15:11win or you learn and both of those get
1:15:14you closer to wherever you want to go
1:15:16all right and so a wrap up with this 10
1:15:21years ago I had to that was me a Swanky
1:15:26uh you know when I was a consultant
1:15:27looking cool was actually after I don't
1:15:29even have a good picture when I was a
1:15:30consultant but there's me in a suit
1:15:33um and I I knew I hated the job that I
1:15:37had um I made okay money but I just like
1:15:40I just really wasn't happy um and I
1:15:44emailed 40 gym owners and I was like hey
1:15:46I think I want to get in Fitness can
1:15:48somebody like help me out one guy was
1:15:50like sure you can work for free I was
1:15:52like awesome uh that guy was standing
1:15:53back to y and anybody know who Sam backr
1:15:56is raise hand jeez okay well seven
1:16:00figure Sam is what he used to be known
1:16:02as he actually died during Co um which
1:16:04is really sad for me because I really
1:16:05looked up to Sam and the thing is is
1:16:08that when I got to his office I
1:16:11literally drove across the country from
1:16:12Baltimore to LA or Chino Hills which is
1:16:15where he was and I showed up without
1:16:17notice and he was like you're a
1:16:18psychopath I just met you from the
1:16:19internet and I was like I'm here I'm
1:16:20ready to learn he was like I'm going to
1:16:23lunch and um
1:16:25but right after he came back from lunch
1:16:27uh he was like all right so you should
1:16:29join my my Mastermind and I was like I
1:16:31don't have a gym he's like that's okay
1:16:34it was a gym Mastermind
1:16:37um and I didn't I mean like I was 22
1:16:40like I did not have a lot of money um
1:16:43and he was like well it's 10 grand and I
1:16:46was like I I don't know and he's like
1:16:50you need a [ __ ] commit man he's like
1:16:51you've been waffling back and forth I
1:16:53had had multiple phone calls with him
1:16:54before left um he's like I think you
1:16:57need to draw a line in the sand and
1:16:59thank you God you know thank God he did
1:17:01cuz I did take a step over I had no idea
1:17:04what the [ __ ] I was doing but I was
1:17:05trying to start paying down the time tax
1:17:07of ignorance and I got around a whole
1:17:09bunch of other Fitness professionals and
1:17:10I learned way more from all of them than
1:17:14I ever learned from Sam but because of
1:17:16that my belief started to change the
1:17:18ways I saw the world Chang the traits I
1:17:20started to embody change and started
1:17:21taking steps The Mastermind I got from
1:17:23Sam is not what made me $100 million but
1:17:26it got me on the right path towards
1:17:27making it over the years of having
1:17:29hundreds of salespeople work for me I've
1:17:31seen these nine things that the best
1:17:33sales people do differently than
1:17:34everyone else and so if you boil it down
1:17:37a salesperson has three jobs to do they
1:17:39have to maximize the number of
1:17:40opportunities they have they have to
1:17:42convert the highest percentage of those
1:17:43opportunities and and this is the
1:17:45important part they have to do it
1:17:46consistently for a very long period of
1:17:48time and so the nine things they do
1:17:49differently will fall elegantly into
1:17:51each of these three buckets let's start
1:17:53with the first one which is maximizing
1:17:54lead needs or maximize the number of
1:17:55opportunities that a salesman
1:17:59has so right off the top I've never seen
1:18:01a salesperson who does the most in a
1:18:04company have the lowest amount of hours
1:18:06worked I've yet to have it you know what
1:18:08maybe there's a special snowflake out
1:18:09there but every company that I've owned
1:18:11and every company that I've looked at
1:18:13the guy who works the most hours is the
1:18:15one who sells the most deals and so
1:18:18maximizing opportunities comes in a
1:18:20number of different forms so number one
1:18:21is that they have the total most hours
1:18:24available per day because you should be
1:18:26available when the prospect is available
1:18:28and that means sometimes working long
1:18:29hours it sometimes mean working weekends
1:18:31and yes businesses also pay rent on
1:18:33Sundays and so you can make sales on
1:18:34Sundays so my software company Allen
1:18:37scheduled 4,000 plus appointments per
1:18:39day across a number of different
1:18:40Industries and so we got to see all the
1:18:42way from click to close which companies
1:18:44were selling the most people and we
1:18:46looked at all the different data so
1:18:48times of day number of days per week you
1:18:50know speed between text responses number
1:18:53of characters and text response all
1:18:54these different variables cuz I had two
1:18:56data analysts that looked at this to
1:18:57figure out how could he maximize
1:18:59throughput for any business and
1:19:00obviously sales a big component of that
1:19:02and the single greatest lever on
1:19:04throughput across all companies was the
1:19:07number of total available time slots
1:19:10which means availability was the
1:19:12strongest predictor of total sales and
1:19:16let me give you a tactical example of
1:19:17this when Leila and I were traveling the
1:19:19other day we went to a different city
1:19:21and she wanted to get her nails done or
1:19:23something and so she she just pulled up
1:19:25Yelp and looked at the one that had the
1:19:26top reviews called them up and they said
1:19:28oh I'm sorry we don't do same day
1:19:30appointments and they're like we can
1:19:31book you in for 2 days from now and she
1:19:33was like yep don't care called the next
1:19:34one same thing called the third one and
1:19:37then they were like yeah we can take you
1:19:38right now and boom she went in and the
1:19:40thing is is that both those other
1:19:41business owners the first two business
1:19:42owners that said no lost money and the
1:19:45next time she comes to that place she'll
1:19:46probably go back to the one that she
1:19:47went to as long as they did a good job
1:19:49and so trying to be egotistical about it
1:19:52rather than accommodate customers it's
1:19:53like well we're so
1:19:55great you just lose money now if we
1:19:58maximize the total number of time that's
1:20:00available for the salesperson to sell
1:20:02then the next part of maximizing their
1:20:04opportunities is getting as much of
1:20:05their day as humanly possible filled
1:20:07with the best opportunities and so the
1:20:10second subunit of this
1:20:13is they will pull up calls and so the
1:20:16first thing is if you see a call that
1:20:17gets booked or you book a call that's on
1:20:19Thursday and today's Monday if you have
1:20:21a time slot that's open you grab your
1:20:23Thursday appointment you drag it into
1:20:25today because today appointments always
1:20:27have higher show up rates and if you
1:20:28pull it up then they're even more
1:20:30interested and you can close even higher
1:20:32and you can have two or three calls by
1:20:33that same Thursday time so you increase
1:20:35your sales velocity now a correlator to
1:20:37that is if you look at your calendar and
1:20:39you've reached out to a prospect and
1:20:41that person has not responded back and
1:20:42now it's the same day and they're coming
1:20:43up in a few hours well what do you do
1:20:46well the best salespeople pull that time
1:20:49slot and say hey sorry I didn't see that
1:20:50you confirmed why don't we do the same
1:20:52thing for tomorrow you can push it out
1:20:53one and then try and fill that time slot
1:20:55with somebody who is responsive even if
1:20:57they're later in the week and that
1:20:59increases your total number of calls per
1:21:01day and so fundamentally the perfect day
1:21:03for a salesperson is that they have call
1:21:05back to back to back to back to back
1:21:07with the best possible leads that are
1:21:08the hottest that day I learned that
1:21:11little tactic about pulling up because
1:21:12we had one of our companies uh was in
1:21:14solar sales and they had one rep that
1:21:17massively outperformed everyone else and
1:21:18I was like what is this guy doing and so
1:21:20what he was doing was he would whenever
1:21:22a new appointment would book he would
1:21:24immediately call the appointment to
1:21:25qualify the lead cuz that checks two
1:21:27boxes one is he says okay is this person
1:21:29qualified to buy if the person was he
1:21:31had two decision paths if they had the
1:21:33time right then he would just go
1:21:34straight into closing because he was in
1:21:36offthe callop and then by getting in
1:21:38contact with the lead became on the call
1:21:40in terms of his sop and if they said
1:21:42they had time right now he just went for
1:21:43the sale that maximizes his time on call
1:21:46if they said no then the reason for his
1:21:48call was that he had an opening later
1:21:50that day that he was trying to fill up
1:21:51and so he either takes the moment now
1:21:53that he's working the lead and turns it
1:21:54into into a sales call or he fills
1:21:56another slot later in the day and turns
1:21:57that into a sales call both of those
1:21:59things maximize the number of sales that
1:22:01guy was having and this guy was selling
1:22:02like four times more units than the
1:22:04second best guy on the team and then
1:22:06they obviously saw this and then adopted
1:22:08it companywide and then of course I saw
1:22:09it and adopted it across all my entire
1:22:11portfolio and let me double down to why
1:22:13that's so powerful because not only does
1:22:15the salesman have two opportunities to
1:22:16sell now or later that day he also opens
1:22:19up the slot later in the week for
1:22:21availability for another customer that
1:22:23can't make it today to to book that time
1:22:25then because what I have found and we
1:22:27saw this with the software was if you
1:22:28have fewer time slots people may still
1:22:30book with you but they are not booking
1:22:32at the most convenient time for them
1:22:34you'll see schedule rates but then show
1:22:36rates will drop because it's not the
1:22:37time that works for them ideally and so
1:22:40you want to make it the most
1:22:42accommodating so it's not just are is it
1:22:43convenient or inconvenient it's how
1:22:44convenient is it if I have a a tight
1:22:47deadline and a hard stop and I've got
1:22:48something that I'm stressed about
1:22:49afterwards I might be able to schedule a
1:22:51call then but I might not be in a in the
1:22:53mood to buy high but if I say you know
1:22:55what Sunday afternoon I'm free I'll have
1:22:57all the time in my world I'm going to
1:22:58have zero urgency to get off the call
1:23:00I'll listen to you and I'll be in a
1:23:02completely different Zone and that might
1:23:03be when I'm in receiving hands in terms
1:23:05of prospect brain mode for
1:23:09buying and so one of the things that the
1:23:11best sales people have and this is
1:23:13something that companies should provide
1:23:14but often don't is that you have two
1:23:16Sops meaning standard operating
1:23:18procedures you have an on thee call sop
1:23:20which is what you say when you're
1:23:21talking to prospects and you have an
1:23:23offthe call sop which is what do in
1:23:25between the vast majority of companies
1:23:27don't have an off-the call sop and
1:23:29they're losing tons and tons of money
1:23:31because they just say yeah just work the
1:23:33leads in the meantime when the total
1:23:35amount of output that a salesman has is
1:23:37so correlated with the amount of
1:23:38opportunities they have and they get
1:23:40those opportunities by the time they
1:23:42have when they're not on the call and so
1:23:44they should have two separate checklists
1:23:45if they don't have them in front of them
1:23:47and this is what the best sales people
1:23:48do is this is what I'm doing when I'm on
1:23:50and this is what I'm doing when I'm off
1:23:51and you can just switch hats as soon as
1:23:53you're off you start at the top and
1:23:54you're like I'm following with this
1:23:55person I'm following with this person
1:23:57I'm dragging this person forward I'm
1:23:58canceling this appointment and they have
1:24:00high
1:24:03Activity one of the things that we do
1:24:05across all our companies and I learned
1:24:06This Acronym from my friend shiron
1:24:08bamfam which is book a meeting from a
1:24:10meeting which is that the best
1:24:11salespeople never finish a call with a
1:24:13prospect not knowing when the next time
1:24:15they're going to talk to the prospect so
1:24:16that Prospect should never fall into no
1:24:18l they should never fall between the
1:24:19cracks where they're like I don't know
1:24:21and so if you get to the end of the call
1:24:22and they're like yeah let's uh connect
1:24:23offline we'll you know we'll Circle back
1:24:25up and we'll find another time no you
1:24:27have to address it at that time because
1:24:29if for whatever reason like a Time
1:24:31obstacle is still an obstacle and you
1:24:32can resolve it right then you both have
1:24:34your calendars up you can both make the
1:24:35decision if someone's like well I'm not
1:24:37sure then you actually address the
1:24:39concern like isn't this a problem for
1:24:40you how much you losing every day not
1:24:41implementing this solution in your
1:24:43business how much like how much of a
1:24:45problem is this in your life and why
1:24:46isn't it this something that we'd be
1:24:47doing sooner right and so you want to
1:24:49address those things because that is
1:24:51these are obstacles and so if you just
1:24:52get off the call Jolly then you actually
1:24:55lose more sales so you always book a
1:24:56meeting from the meeting here's three
1:24:58more things that the best salese will do
1:25:00number one is that they don't take
1:25:01rejection personally because they're
1:25:03going to reach out in more volume than
1:25:05the mediocre salespeople and so you can
1:25:08see on a CRM how many Outreach attempts
1:25:11and how many follow-up attempts that A
1:25:13salesperson is having between calls and
1:25:15it correlates with the number of calls
1:25:17that they take and so they work their
1:25:19leads harder and that's because if
1:25:21someone before they've scheduled a call
1:25:23you know say has something mean they're
1:25:25not like oh my gosh I can't believe this
1:25:27or if someone no shows they're not like
1:25:28well I'm not going to work the rest of
1:25:29my leads no one really cares about me
1:25:31like wo is me it's no they know it's a
1:25:33numbers game and they just keep plowing
1:25:34something that I've noticed the best
1:25:36salespeople do is they have something
1:25:37called a kill list and so those are
1:25:40those prospects that you're like this is
1:25:41a whale or this is a really good
1:25:43Prospect and they they sure they have in
1:25:45the CRM sure they have them in the place
1:25:47that they're supposed to have them but
1:25:48they also have it somewhere else that's
1:25:49visible so they can always think about
1:25:51it and like that's like an everyday list
1:25:53it's like I got to get back to these two
1:25:55guys I got to make sure that these ones
1:25:57I'm going to put extra attention to
1:25:59because they're high value deals now the
1:26:01last element of what the best salese do
1:26:04for increasing their number of leads is
1:26:06that they create their own opportunities
1:26:08so sure they're going to get the inbound
1:26:09leads from marketing they're going to
1:26:11get the people you know the leads that
1:26:12are handed to them but the best salese
1:26:16know the value of referrals and so the
1:26:18way they do that is at the end of the
1:26:20call or at the time that it makes sense
1:26:21they say hey do you know anybody else or
1:26:24my favorite way of asking is who do you
1:26:26know because it forces the prospect to
1:26:28answer the question with a not yes no
1:26:30but with a name you say who do you know
1:26:32who is as awesome as you now it's a
1:26:34compliment who would also benefit from
1:26:36this so now I'm giving them a compliment
1:26:38by by by asking them for the referral so
1:26:40I kind of like have a like a nice guy
1:26:42sandwich there so like you're amazing
1:26:44who else do you know who's like you who
1:26:45would love to do this with you or with
1:26:46us who could benefit from XYZ right now
1:26:49sometimes if they say no one then
1:26:51sometimes like this is where Rapport is
1:26:52important but you could say say
1:26:54something like why do you hate me so
1:26:56much and they're like what do you mean
1:26:57it's like well I only can assume that
1:26:59you hate us because you don't want
1:27:00anybody else to know about this amazing
1:27:02thing and you probably hate your friends
1:27:04because you want them to suffer as well
1:27:06right and if it's because you don't
1:27:08believe me then let's talk about that
1:27:09but otherwise like why are we not
1:27:10getting your friends in here because I
1:27:12can promise you you'll be far more
1:27:13successful if you have more people you
1:27:14know who are in it so in the spirit of
1:27:16bamfam book a meeting from a meeting if
1:27:17we consider this to be a meeting if you
1:27:19would like us to help you more with your
1:27:21sales process acquisition. just started
1:27:23a workshop division where my sales
1:27:25director my team will talk to you
1:27:27specifically about your sales your
1:27:29process your scripting so we can
1:27:30Implement some of the things that we
1:27:31know work in our portfolio into your
1:27:32business ASAP we do other stuff at the
1:27:34workshop but we also talk about sales if
1:27:36that's at all interesting you can book
1:27:37your next meeting by going to acis.com
1:27:39clicking the scale button and following
1:27:41the steps and if you're qualified my
1:27:42guys will reach
1:27:45out when I had a team in a different
1:27:47portfolio company we had one guy who was
1:27:49outperforming everyone else by a huge
1:27:50margin this one wasn't as big as the
1:27:52pullup thing that was massive this was
1:27:54was about 50% higher than the number
1:27:55number two guy and we were like what is
1:27:57this guy doing he was brand new and that
1:27:59was what was interesting is like brand
1:28:00new going to the top leaderboard is not
1:28:02very common because that means that
1:28:03they're doing a different process right
1:28:06and so he was following the script and
1:28:07we listened to the calls like this is
1:28:08the same call and so when we called him
1:28:10up we said what are you doing
1:28:11differently and the thing is he was
1:28:12multiplying his leads and so what he did
1:28:15was at the end of the calls he was just
1:28:16asking who they knew who would also
1:28:17benefit from this thing and I think they
1:28:19were they were selling um some sort of
1:28:22uh tickets of some sort and so he was
1:28:24saying who else wants to come with you
1:28:26who else would you like to bring and
1:28:28it's just a simple little thing that he
1:28:30was doing but by doing that he was
1:28:32increasing his sales by 50% because the
1:28:34referrals even though only one out of
1:28:36three or one out of four people would
1:28:38refer the referral close ratees like 80
1:28:40or 90% And so if you think okay I take
1:28:43you know four calls and I close one and
1:28:47I ask for referrals in all all four and
1:28:49only one of them gives me referral but
1:28:51then that referral then closes then I
1:28:54take my one sale out of four and turn it
1:28:56to two out of five if you're a business
1:28:58owner thinking about how valuable just
1:28:59implementing that is consistently is
1:29:01that your cost to acquire a customer you
1:29:03just you cut in half by taking one
1:29:05customer and getting a referral from
1:29:07that customer and if one out of three
1:29:09customers refer someone then you cut
1:29:10your cost to Aire customer by a third
1:29:13and this is the type of stuff is
1:29:14advertising becomes more expensive
1:29:15because it always will become more
1:29:16expensive that the businesses that do
1:29:18this the salesmen that do this will be
1:29:20the ones that win in the future so now
1:29:22we have a Salesman who has the max
1:29:24maximum number of hours the maximum
1:29:25number of days they're pulling up
1:29:27appointments so that their time on call
1:29:29closing with the best people is
1:29:31maximized they're following up before
1:29:32they're following up after they're doing
1:29:34personalized reach outs and saying like
1:29:36hey voice memo hey video hey I've got
1:29:39this thing for you that I've got set up
1:29:40for the call um what size shirt do you
1:29:44want I've set aside uh thing here was
1:29:46one of the things we did at the gym hey
1:29:47what color shirt do you want hey what
1:29:49boxing gloves hey what you do a tiny
1:29:51little thing hey I've got three gift
1:29:53cards here I got one for Amazon one for
1:29:54Starbucks and one for whatever which one
1:29:56would you prefer right you ask a
1:29:57preference question prior to the call
1:29:59and more people show because the thing
1:30:02is is you're like well shoot this guy's
1:30:03doing this thing the least I can do is
1:30:05show up and so they're maximizing the
1:30:07number of scheduled appointments they're
1:30:08maximizing the number of shows they're
1:30:10maximizing the number of opportunities
1:30:12they're getting from those opportunities
1:30:14and now we get to the call so now we got
1:30:16to close
1:30:19them understand the value of preparation
1:30:22you would be amazed at how much of a
1:30:25genius you sound like if you just do 5
1:30:28minutes of research before a call and so
1:30:30my rule of thumb for research is that if
1:30:32it's something that you do all the time
1:30:34it's about 10% of the time that you're
1:30:35going to be on a call or meeting that
1:30:38you can do in prep so if you have a
1:30:392-hour call then you've got 12 minutes
1:30:41of prep if you've got a 60-minute call
1:30:43then you do six minutes of prep now this
1:30:45is something that if you do it all the
1:30:46time if this is like I'm doing a
1:30:47quarterly meeting then it reverses it's
1:30:49like 6 hours of prep for 1 hour of
1:30:52presentation if it's something that you
1:30:53don't do often and so sales people do
1:30:55the same call over and over again but
1:30:57the thing that's different the tiny bit
1:30:59of difference is the prospect they're
1:31:00speaking with and so like this applies
1:31:02to everything like if you're picking a
1:31:03girl up at her house if you do 5 Seconds
1:31:06of research in the car before you go in
1:31:07and you look at what her dad does and
1:31:09look at the company of the of the father
1:31:10and say hey so Mr so and so really nice
1:31:12to meet you so I see you work at you
1:31:14know whatever engineering like do you
1:31:15like that stuff I see that they just had
1:31:16a a press lease coming out do you have
1:31:18any involvement in that this guy would
1:31:20immediately see you no matter how you're
1:31:22dressed what you look like as it's a
1:31:24it's a check they're like whoo like I
1:31:26will respect this person because he did
1:31:29me the honor of actually taking some
1:31:31time to look me up and figure out more
1:31:34about my business he didn't show up like
1:31:36everybody else does not knowing which
1:31:37way is Sunday trying to figure things
1:31:39out as they go I'm telling you the best
1:31:42salespeople take those five minutes they
1:31:44do that tiny bit of research and the
1:31:46amount of Rapport that you build in that
1:31:49first one minute from having those
1:31:52Secrets the person is then like oh wow
1:31:55they know about me think about what it
1:31:57takes to close someone no like and Trust
1:31:59well all of a sudden you feel known
1:32:02because they did it you like people who
1:32:04know more about you and what else do you
1:32:06do you trust people who know more about
1:32:09you because you approximate friendship
1:32:11you approximate a relationship and you
1:32:13do and you get to do a ton of that at
1:32:15the first second of the call rather than
1:32:17taking the five first minutes the call
1:32:19to show that you don't know what you're
1:32:20doing right as I started selling gym
1:32:22owners rather than weight loss when I
1:32:24was selling my turnaround business I
1:32:26started getting leads but I didn't have
1:32:28any like methodology so like I had a
1:32:30webinar it didn't work and so I just
1:32:31started finding people on Google using
1:32:33their emails and so I'd find their
1:32:35social profiles and I'd liter have to
1:32:37piece together like a profile of who
1:32:38this person was cuz the only thing I was
1:32:40collecting was an email for this webinar
1:32:42and so I'd find like three or four
1:32:44social profiles and then I would connect
1:32:45with them and I would do some research
1:32:47so that I could make my reach out not
1:32:48look sketchy as hell and so when I would
1:32:51do my reach out that I would have all
1:32:53this data that I put as almost like a
1:32:54little profile together um about them
1:32:57and so when I hopped on the phone they
1:32:58were like whoa like you know a lot about
1:33:01my gym and I was like well yeah and I
1:33:03saw that because I look at the images
1:33:05like so I saw your square footage layout
1:33:06I think if you move this here this might
1:33:08actually be able to allow you to double
1:33:10the amount of usable square footage that
1:33:12you have for the sessions and that would
1:33:13help me sell more people into your gym
1:33:15so I don't know if you're open to
1:33:16something like that but now I'm coming
1:33:17with like I see the problem I also have
1:33:19the solution cuz I thought about it
1:33:20before we got on the phone cuz I don't
1:33:22want to waste your time trying to figure
1:33:23things out now I want to figure them out
1:33:25beforeand come with you with Solutions
1:33:26and this is when I was starting out so I
1:33:27didn't have a reputation yet so I had to
1:33:29build the reputation by showing up and
1:33:32providing more value than other people
1:33:33were ahead of time and this is where
1:33:35like if you're new and you're coming
1:33:36into a space you win through prep like
1:33:39the big guys have the reputation the
1:33:41small guys went through
1:33:45preparation the best sales people take
1:33:47notes this is one of those things that
1:33:49is just like prep but it preps you for
1:33:52the next call
1:33:54and so you do your public preparation
1:33:56with what you can find and observe you
1:33:58do your second call preparation with
1:34:00what you find out on the phone and I'm
1:34:02telling you if you hop on the phone and
1:34:03say oh yeah so you've got your daughter
1:34:05Sarah and Jessica and they're at you
1:34:07know Colorado and they're finishing up
1:34:09and you've got X Y and Z happening in
1:34:11the business is that correct okay cool
1:34:13just making sure just reading over some
1:34:14of the past Nots got on the call they're
1:34:16like oh wow I don't have to resay my
1:34:18whole life story again this guy now when
1:34:20this guy makes recommendations I assume
1:34:22he does it within the cont context of my
1:34:24business because one of the big things
1:34:26when you are selling something is that
1:34:27people want to make sure that it not
1:34:28only that it works but it's going to
1:34:29work for them and so you can address
1:34:32that concern before it ever comes up by
1:34:36proving that your recommendations are
1:34:38contextual this is also what switches
1:34:40you from being a Salesman to a
1:34:41consultant this is what switches you
1:34:43from somebody who's just trying to close
1:34:45to somebody who's trying to
1:34:48help the most brilliant salespeople
1:34:51listen more than they talk and this is
1:34:53one that people get wrong all the time
1:34:55is that they see super talkative people
1:34:57I mean moms in high school are like you
1:34:58should get into sales cuz you don't shut
1:35:00up uh no that's not not always the case
1:35:03that's what that's what bad sales people
1:35:04look like uh and unfortunately the thing
1:35:07is is the best salespeople don't come
1:35:10off as salespeople they just
1:35:12close and so people don't feel sold they
1:35:16feel like they bought and so everybody
1:35:19buys stuff every day all the time and
1:35:21they're buying from companies that have
1:35:22salespeople and they don't know it so
1:35:25when you go to a restaurant and they ask
1:35:27you if you want dessert that's a sale
1:35:29they get commissions on those things and
1:35:30if they do it in a weird way you're like
1:35:32uh I don't want to be sold if they do in
1:35:33a great way you're like oh I'm so glad
1:35:35that person made that recommendation and
1:35:36so you never felt like you got sold you
1:35:38felt like you bought and so the problem
1:35:40is that the reputation of salese is
1:35:41terrible because you only remember the
1:35:43bad ones we actually did this big study
1:35:45because we have a huge amount of sales
1:35:46calls that we can look at across the
1:35:47whole portfolio and we use software that
1:35:49analyzes the calls with AI and all that
1:35:50stuff we can see what's talk time versus
1:35:52listen time and the best best
1:35:53salespeople listen twice as much as they
1:35:55talk and so the little isms that I have
1:35:58for this is that the person who's
1:36:00answering the questions is the one
1:36:01getting interrogated you don't want to
1:36:03be the one getting interrogated and
1:36:04whenever you answer questions you give
1:36:06the other person something to attack and
1:36:08so you want them to be answering so that
1:36:11you have things that you can pick apart
1:36:12and move around if you're the one
1:36:14answering questions then you're the one
1:36:16who's getting picked apart and has
1:36:18things that they can disagree with I
1:36:19want to be like smoke right they can't
1:36:22they can't catch anything that I say and
1:36:24so if someone says you know hey well
1:36:26tell me tell me what makes you better
1:36:27than your competition I'd be like well
1:36:28what things you're looking
1:36:30for right back to them right it's like
1:36:33it's like hot potato it's like right
1:36:34back to you well I would want this this
1:36:36and this and this I'm like why are those
1:36:37things important to you right back to
1:36:40you right like I I can do this all day
1:36:42right like I I cannot answer because the
1:36:44thing is is that they believe nothing
1:36:45that you say they believe everything
1:36:47that they say and so I need them to say
1:36:49that it's a good idea not me when I
1:36:50started selling weight loss I realized
1:36:53really quickly that I had an agenda of
1:36:55what I wanted to tell people they needed
1:36:57to do and I realized that I didn't have
1:37:00time in 15 minutes to re-educate someone
1:37:02their last 10 years of life of all the
1:37:05experiences good and bad that they had
1:37:07prior to me what I needed to do in that
1:37:09moment was get them to buy and then I
1:37:10could spend the rest of my time trying
1:37:12to do the real education stuff and so I
1:37:15wanted to Simply align with where they
1:37:16were coming from to get them to make the
1:37:18sale and so that was why I started
1:37:22asking what have you done before for
1:37:23what did you like what did you not like
1:37:25rather than picking apart the things
1:37:27they did and then they like I actually
1:37:28really like that about that other thing
1:37:30lost the sale only takes a few times of
1:37:32doing that to be like I'm going to shut
1:37:33the [ __ ] up and just let them tell me
1:37:35what they liked and then I'll say we're
1:37:37like that and not like that and so the
1:37:39whole concept here is you want to
1:37:41educate the prospect so that they can
1:37:43come to their own conclusion and so the
1:37:46only gaps that you're filling is is hard
1:37:48information and I only give that
1:37:51information after I already know it's
1:37:52the right answer and so just like
1:37:54lawyers don't ask questions when they're
1:37:56on the stand that they don't already
1:37:58know the answers to should never ask for
1:38:00the sale unless you already know they're
1:38:01going to buy and so there are times and
1:38:03this is where pattern recognition is
1:38:04helpful for salese this is what the
1:38:06brilliant salese do is that if they're
1:38:08like I don't think he's ready there I
1:38:09don't think he's ready yet and it's like
1:38:11you don't you don't go for the kill you
1:38:12just ask more questions like I feel some
1:38:14hesitation like what are your main
1:38:16concerns right now like I'm feeling some
1:38:17hesitation around price talk to me about
1:38:19that there's two ways by the way if
1:38:21you're weirded out about asking
1:38:22questions is that you can both give
1:38:24commands or ask questions and so you can
1:38:26change the the Cadence up in the script
1:38:29by saying so instead of saying for
1:38:30example hey how's it going it's an easy
1:38:32first thing a lot of people say on the
1:38:34first thing of the call but if I say
1:38:35tell me about your day it's a very
1:38:37different thing because it it people
1:38:39have automatic responses to questions
1:38:41they hear all the time and so if you
1:38:42want to break a pattern with somebody
1:38:44and then get them more present you say
1:38:45tell me about your
1:38:47T and then like oh uh I mean it it was
1:38:50good I had a couple calls before this
1:38:51and you're like oh that's fantastic was
1:38:52that related to this thing cuz I looked
1:38:53looked you up online totally different
1:38:55perspective on that salesperson the
1:38:57first 30 seconds right so they listen
1:38:59more than they talk they are like smoke
1:39:03you only answer questions with questions
1:39:05unless you already know that the
1:39:07statement that you're going to say is in
1:39:09alignment with what you know the person
1:39:11wants and so if they're like tell me why
1:39:13you're different then I'd be like well
1:39:15what have you done in the past because
1:39:17then it'll give me more context so I can
1:39:18help explain it now they're going to say
1:39:20all these things they be like what did
1:39:21you like about that what did you not
1:39:22like about that and so when I get to the
1:39:24point where I actually have to say what
1:39:25what are things about I'm going to
1:39:26highlight all the things they liked
1:39:27about the other stuff and I'm going to
1:39:28not highlight the things they didn't
1:39:30like about the other stuff and all of a
1:39:31sudden they be like this is perfect i'
1:39:32be like what do you know I just asked
1:39:34you the question of the things you
1:39:35wanted and as long as they are the
1:39:36things that we can actually provide I
1:39:38highlighted those features about our
1:39:40thing because I already knew which piano
1:39:42keys to play cuz you told
1:39:45me they breathe the script and so the
1:39:48reason I use that is because that is the
1:39:51best description I can give is that they
1:39:52can they can say it without thinking
1:39:54just like you breathe without thinking
1:39:56they can say the script without thinking
1:39:57because you can't listen to a prospect
1:40:00if you're waiting to talk because you're
1:40:01trying to remember what you're going to
1:40:03say next you need to know all of the
1:40:05script like the Bible or like something
1:40:07that you've memorized in the past so
1:40:10that you can be 100% present with the
1:40:12Prospect and listening and so my
1:40:14favorite ISM around this is again and
1:40:17the first time I learned this was I saw
1:40:19an exceptional sales trainer training a
1:40:22rep and he was just drilling them on the
1:40:25opening 30 seconds of the script and so
1:40:28they did the script and I heard and I
1:40:30and I was watching him listen to them
1:40:32while giving them visual cues and so
1:40:34this is this was a huge advancement in
1:40:36terms of my understanding of selling
1:40:37happened because before this I knew how
1:40:39a sell but I couldn't transfer the skill
1:40:41but this guy was sitting there and he
1:40:42was like yep yep yep pause harder on
1:40:45this word do it again nice do it again
1:40:49nice one more time nice keep going and
1:40:52so he would get them to drill it three
1:40:54times in a row the right way after
1:40:56making the correction and then he would
1:40:58keep going in the script and so the
1:41:00point was is that if you're a
1:41:02salesperson you need to be able to do it
1:41:04again and again and again because the
1:41:08word concision matters a lot you don't
1:41:11want to be one of these salespeople that
1:41:12takes a hundred words to say something
1:41:14you could say in five it'll also make
1:41:16your sales way longer so again the best
1:41:18salesperson can take more calls because
1:41:20they shorten the call required a medoc
1:41:23salesperson will do the script in the
1:41:25beginning and it'll close and they will
1:41:27have coughed right before they asked for
1:41:28the close and then the person closes and
1:41:31so they get reinforcement for coughing
1:41:33and so the next sales call they take
1:41:34they add a cough in and whether that
1:41:37person closes or not they're like well
1:41:38it worked on that other one and so all
1:41:40of a sudden they add coughing in right
1:41:41before they close now the next time on
1:41:44the time that they close let's say on
1:41:45their fourth call after this they also
1:41:47added a second question in before the
1:41:49close so they add the second question in
1:41:51and then you see where this happens is
1:41:52that they cough and add a second
1:41:54question to every single call that they
1:41:55do and by doing this over time the
1:41:58length of the script and the length of
1:42:00the things that salespeople do continues
1:42:01to expand because they get positive
1:42:03reinforcement but the reality is that
1:42:04that person might have just been willing
1:42:06to buy no matter what and so the script
1:42:07gets longer and longer even though it
1:42:09might not have nothing to do with what
1:42:12was required to close and so you want to
1:42:14be as concise as humanly possible and
1:42:16this is with the best sales people do in
1:42:17order to close the most sales per day
1:42:20per unit of time because the less time
1:42:22you're on the phone after make the sale
1:42:23the more time you have to fill your
1:42:24calendar back up and close more deals
1:42:26and so the three tactics this is the
1:42:27sales managers is that you rehearse the
1:42:29script every morning they do role plays
1:42:33meaning let's pretend like I'm a
1:42:34prospect like you got to you got to get
1:42:36over whatever your weirdness is with
1:42:38role playing like I don't know what it
1:42:40is but so many managers like don't want
1:42:41to role play like Get over yourself you
1:42:45have to role play in order for them to
1:42:46get good and when you do the role
1:42:49playing you work on one specific part of
1:42:51the script because if you're doing every
1:42:53morning you're going to be able to work
1:42:54through things pretty quickly but you're
1:42:55like today we're just going to focus on
1:42:56the intro today we're just going to
1:42:58focus on the close today I just want you
1:42:59to focus on how we're overcoming spouse
1:43:02overcomes I want you to overcome I have
1:43:03to think about it issues I want you to
1:43:05give me two or three bangs in a row to
1:43:07overcome that obstacle because you seem
1:43:09to be struggling with it right and so by
1:43:11and you just keep hitting it again and
1:43:13again and again so that when it comes up
1:43:15they just breathe it out rather than
1:43:17thinking about it also because no one
1:43:19can improve multiple things at the same
1:43:20time so when you say hey there's nine
1:43:22things you did wrong one it's a
1:43:23incredibly discouraging second they
1:43:25can't improve any of them and so if you
1:43:26look at any good skills coach whether
1:43:28it's a basketball coach or it's a
1:43:29painting coach or a sales coach they
1:43:31work they might see you have a hundred
1:43:32things wrong with your game they're just
1:43:34going to focus on one at a time until
1:43:36they clean them all up and then all of a
1:43:38sudden you become an exceptional sales
1:43:39person so I said I had nine but I have
1:43:41way more than nine so enjoy so here's
1:43:42number
1:43:4410 they kill zombies up front now that's
1:43:47the term that we use internally you can
1:43:49say diffuse the bomb which is one that I
1:43:51did earlier in my career is what I used
1:43:52to say but I'm Middle Eastern so you
1:43:54know we had to change that the formal
1:43:55definition that I use is you've got
1:43:57obstacles and you've got objections an
1:43:58obstacle occurs before you've mentioned
1:44:00the price and so if someone says for
1:44:02example um you know I have a special
1:44:04snowflake thyroid issue right and you're
1:44:06trying to say like you need to do this
1:44:07thing to lose weight you know that
1:44:08that's going to blow up on you in the
1:44:10sale see we're doing bomb references so
1:44:11you have to address it up front and it's
1:44:13much easier to address things before you
1:44:15ask for money than after if you do it
1:44:17after it's called an objection all right
1:44:19so I say obstacles are up front you want
1:44:21to avoid them you want to move around
1:44:22them right I mean you have to Crush
1:44:23through them realistically but you get
1:44:25through those and then objections you
1:44:27have to handle but now the the time is
1:44:29ticking on the bomb like now you have a
1:44:30short period of time before it blows up
1:44:32on you right uh or the zombie is about
1:44:34to bite you whatever analogy you want
1:44:36spouse for example or decision maker or
1:44:39I'm not going to have time to do this
1:44:40thing or there's elements of this you
1:44:42know program or implementation that
1:44:44aren't a fit for me you want to address
1:44:46all that stuff up front so that you've
1:44:48handled everything before the stakes get
1:44:50lifted When you mention price and then
1:44:52you go for for the close and the
1:44:54obstacles and objections that you handle
1:44:56are always the same and so they're going
1:44:58to Bubble up to three main things one is
1:44:59going to be circumstances so
1:45:01circumstances is going to be time it's
1:45:03going to be money it's going to be
1:45:05things about this specific program or
1:45:07implementation those are all
1:45:08circumstances those are outside the next
1:45:10is going to be other people it's going
1:45:11to be my wife my employees my kid my
1:45:15some my business partner somebody else
1:45:17has decision-making Authority and the
1:45:19third is going to be myself somebody who
1:45:21themselves doubts that they can do it or
1:45:23that they will be successful or that
1:45:25it's the way they want it to be done the
1:45:27good news is that most of the time when
1:45:29you're diffusing these bombs they start
1:45:31with the outside because time money fit
1:45:34is what I like to call it are things
1:45:36that are really easy to cast blame to
1:45:38and it's and it's almost a it's a it's a
1:45:40response right it's like they don't have
1:45:42to think about like I don't have time I
1:45:43don't have the money I don't have I
1:45:44don't have the card I want like I don't
1:45:45have the you know whatever if they talk
1:45:46about an authority figure then it means
1:45:48that like I would do it but this
1:45:51person's in the way and so now you're
1:45:53one step closer to the decision maker
1:45:55once you handle that if you have
1:45:56somebody who says I need to think about
1:45:58it that's actually great cuz it means
1:45:59you're already two layers of the onion
1:46:01deeper to just like you're talking to
1:46:03somebody who's in power who can make the
1:46:04decision great now you just have to help
1:46:06help them make the decision and so you
1:46:09should know all of the key fundamentals
1:46:11of how to overcome these now you can
1:46:13memorize each of them which I highly
1:46:15recommend but I think it's also good to
1:46:17understand the fundamentals and so this
1:46:18is what the best salespeople do is that
1:46:21they have key
1:46:23stories or metaphors to break the belief
1:46:27that the person has around that obstacle
1:46:30so for example if someone says hey um I
1:46:34can't decide today because you know my
1:46:35husband and I make all of our decisions
1:46:36together right now this depends on the
1:46:39nature of your sale if you're in a
1:46:41transactional sale and I would say like
1:46:43a consumer based sale that's under 1,000
1:46:44bucks maybe 2,000 bucks usually you have
1:46:46to do that right there if you have like
1:46:49a B2B sale that's going to be a multi
1:46:52you know multi call sale then you might
1:46:54have to bring in stakeholders and so
1:46:56this is one of the nuances that depends
1:46:57on the thing you're selling in the price
1:46:58point but the way that the best sales
1:47:02people do this is that you play out
1:47:03something in the past and you play it
1:47:04out in the future okay so with a
1:47:06decision maker you'd say hey so let me
1:47:08tell you about this girl Susan she was
1:47:10just like you and um she actually had
1:47:13the same issue come up where she was
1:47:14like I don't do anything without the
1:47:16consent of my husband and you know what
1:47:18happened she walked out her husband said
1:47:20I don't want you to spend the money I
1:47:21actually saw her a few years
1:47:23later and when I talked to her I said
1:47:25hey so how's how's things going with the
1:47:27you know the fitness stuff she was like
1:47:29oh they're they're not and I was like oh
1:47:31why she was like well my husband never
1:47:33lets me do anything and I was like oh
1:47:34geez um that's got to be kind of rough
1:47:37and she's like yeah it sucks and so the
1:47:40thing is is that if you play it out into
1:47:42the future like you're going to end up
1:47:44resenting that person because they're
1:47:45not letting you do what you want and so
1:47:47I think what you're asking for is
1:47:48permission when you really need support
1:47:49that's how you how you like you go from
1:47:51past to Future right and so then you can
1:47:54play it out with this person so so let's
1:47:56play it out five years so over the last
1:47:57five years you've gained 5 pounds a year
1:47:59so you're 25 pounds heavier so 5 years
1:48:01from now if you're 25 pounds heavier
1:48:02than you are right now they're like oh
1:48:04my God if I'm 25 pounds heavier than I
1:48:05am but that's just the track you're on
1:48:07and so let's play it out it like what if
1:48:10they say
1:48:11no and so sometimes they're like well
1:48:13then I would do it anyways then you're
1:48:14like awesome let's sign you up now one
1:48:16out of three times that's actually what
1:48:17happened which is crazy I still am blown
1:48:19away by that but then the two out of
1:48:21three times then I go you want
1:48:22permission not support now if you're
1:48:24looking at time or money for example
1:48:27then you say hey we need uh we need
1:48:29resourcefulness not resources so it's
1:48:30like you have your little isms that you
1:48:32can remember if it's time then it's well
1:48:35is it a seasonal thing because if it's a
1:48:37seasonal thing means you're busy right
1:48:38now uh and you might be you know less
1:48:40busy later that assumes that you'll
1:48:42never be busy again and so do you want
1:48:44this thing to be long lasting this
1:48:45implementation or do you want it to be
1:48:47just like only for the time that you're
1:48:48not busy and then you'll fall off again
1:48:49when when you get busy well shoot I want
1:48:51it to last forever it's like okay well
1:48:53then you should probably start when
1:48:53you're busy cuz that's what I'm going to
1:48:55be giving you the most support is now so
1:48:56that when you get to the the free time
1:48:58it'll be easy coasting and when you get
1:48:59busy again you know how to stick with it
1:49:01because you had the support right and so
1:49:03again it's like you have to be able to
1:49:04dismantle these things because you
1:49:06understand all of these there's a
1:49:08fundamental underlying fallacy of giving
1:49:10away power to something else because
1:49:12people don't want to make mistakes they
1:49:15don't want to fail and so they come up
1:49:16with all of these excuses they come up
1:49:19with time they say like that's the
1:49:20seasonal thing you can have time in
1:49:22terms of the money micro which is I
1:49:23don't have time in my day I'm like well
1:49:25you're here so when were you imagining
1:49:28this is why you do this up front when
1:49:29were you imagining how much time can you
1:49:30dedicate to this implementation to this
1:49:32SEO agency to this weight loss program
1:49:34whatever it is right if you ask that up
1:49:36front then if they say oh I don't have
1:49:39time with it then you can say well what
1:49:40changed between then and now just so I
1:49:42have understanding did I ask the
1:49:44question in a weird way that made you
1:49:46like not understand it um and again this
1:49:49is where tone matters a lot cuz now
1:49:50you're in the red zone right now it's
1:49:52like the bomb's way more sensitive cuz
1:49:54the the the the time ticker is going and
1:49:56so we want to be extra this is where
1:49:58Rapport is so important in the beginning
1:50:00because I I'll add this in this is a
1:50:02bonus one I call it the ghetto tone okay
1:50:05and I learned this from Sam back so he
1:50:08had a personal training business and
1:50:09that's why I I shadowed underneath when
1:50:11I got into fitness he let me just work
1:50:12for him for minimum wage uh and so I
1:50:14learned how the gym business worked but
1:50:16anyways I saw him have this you know
1:50:18rich white lady doesn't put her weights
1:50:20back right and he was still training at
1:50:22the time like he was training sessions a
1:50:23little bit um and so he was like girl
1:50:27he's like I know you ain't about to
1:50:29leave my gym without putting your
1:50:30weights back and he's a Persian dude
1:50:32right but he would get into this kind of
1:50:33like ghetto like whatever you want to
1:50:36call it way of talking and she'd be like
1:50:39fine I'll go put him back and I thought
1:50:42about that and I was like man if I had
1:50:44just been like hey Susan can you put
1:50:45your weights
1:50:46back like she's like I pay for personal
1:50:50training you can put my weights back
1:50:52like that could get really bad really
1:50:54fast but when you say it like that all
1:50:56of a sudden it's like I'm communicating
1:50:58the same thing and I get the desired
1:51:00result and they think it's fun and
1:51:02light-hearted and so in the same sense
1:51:03when you're in the clothes I use a ton
1:51:06of humor and that tonality to diffuse
1:51:11hard conversations so I say like girl I
1:51:14was like five minutes ago I was like you
1:51:15had four hours a week I was like what
1:51:17happened to my four hours if I say that
1:51:19no one's going be upset with me they' be
1:51:20like ah well I mean I didn't know that
1:51:23it was going to be X Y and Z and then
1:51:24I'll be
1:51:25like fine I know like and then then then
1:51:29tone switch and you're like what's
1:51:31really going
1:51:33on and then you get the real stuff
1:51:35because guess
1:51:38what closers ask hard questions right
1:51:42and they're the questions it's the place
1:51:43where you don't want to go versus where
1:51:44you need to go which is you want them to
1:51:47diffuse the bomb in front of you not
1:51:48when they get home right and so you
1:51:50don't want them to sit with the decision
1:51:52you want them to confront it's like you
1:51:53might be wondering this is a lot of
1:51:55money let's talk about it right you
1:51:57might be wondering if your husband's
1:51:58going to be against it well let's talk
1:51:59about some reasons that he might not be
1:52:00against it let's talk about uh what your
1:52:03business partner will say if you buy
1:52:05this without their permission let's talk
1:52:06about that right and so you want to
1:52:09confront those ugly things you don't
1:52:10want to cuz like you're not like if I if
1:52:12you take anything from this the best
1:52:14salespeople want to confront it because
1:52:17they're better at selling them than they
1:52:19are at selling themselves so you want
1:52:21them to confront the obstacle in front
1:52:23of you so that you can help them through
1:52:24it so don't wait for like you're not
1:52:26going to avoid it I promise you you
1:52:28think you're avoiding the landmine but
1:52:30like CU sometimes you hear that thing in
1:52:31the beginning of the call and you're
1:52:32like that's a bit I don't know if I want
1:52:34to blow the call dude it's going to blow
1:52:35up in the close if you can't even can't
1:52:37even confront it before you've mentioned
1:52:38price it's definitely coming up after
1:52:40you mention price so like confront it
1:52:42now so one of my favorite ways to get to
1:52:44the hard question is asking what are you
1:52:46afraid of
1:52:48happening and then I follow that with
1:52:50let's just play it out a lot of times
1:52:52it's like people don't even want to look
1:52:54at what's going to happen it's like no
1:52:56let's play it out right like I remember
1:52:58I had this this sale that happened where
1:53:00I had a lady who was like I follow Dave
1:53:02Ramsey and I have envelopes of cash and
1:53:06if I give you this envelope that's my
1:53:08grocery money for the week uh if I do
1:53:11this program and I was like okay well
1:53:14what are you afraid of and she like
1:53:16paused and I was like is it that you
1:53:17won't be able to afford food I was like
1:53:19would you be afraid of that and she was
1:53:21like well yeah CU she thought she was
1:53:23going to win the sale day but it was a
1:53:24trap um and I was like but you're trying
1:53:26to lose weight I was like worst case
1:53:27scenario don't afford food you lose some
1:53:29weight I was like whenn win now I did
1:53:32that with a good tone so she got a laugh
1:53:33out of it right and I was like but let's
1:53:35be real I was like have you ever bought
1:53:36anything in the past that you weren't
1:53:38sure you could afford I was like and
1:53:39where are you now you still survived
1:53:41you're not on the couch right I was like
1:53:43we always make it work in the end right
1:53:45and you have to you cut somewhere else I
1:53:46was like this is something that's going
1:53:47to last with you forever like you have
1:53:48all these clothes I was like you want to
1:53:49make all of them look better in 6 weeks
1:53:51I was like just lose 20 lbs what are you
1:53:53afraid of let's play it out best case
1:53:56worst case when you do that you can
1:53:57basically take away the emotion from the
1:53:59decision and say okay worst case
1:54:01scenario you're on your friend's couch
1:54:03and you know what you were poor before
1:54:05this and you were happy then too so
1:54:06worst case scenario is you're in the
1:54:07same position you've been in before and
1:54:08it was fine best case scenario you
1:54:10change your life
1:54:11forever so does that feel like a bet
1:54:13you're willing to
1:54:15take right and so if you if you just you
1:54:18want to confront it and then walk into
1:54:20what they're afraid of and just say
1:54:21let's play it out so this happens here
1:54:23this happens here best case worst case
1:54:25and I can tell you like I've probably
1:54:27closed more sales on best case worst
1:54:29case than any other close I
1:54:32have ask for the sale again and so this
1:54:35is a big one if you do not ask for the
1:54:37sale you will not get it that is a
1:54:38promise once you ask if you ask again
1:54:40you'll increase the likelihood that they
1:54:41buy now there's a right way to do this
1:54:43and a wrong way to do this if you just
1:54:45ask again when someone says no bad look
1:54:49if someone says no and you ask why and
1:54:51then you resolve the why then you ask
1:54:53again and that makes sense says hey I
1:54:56can't make Tuesdays and you say no
1:54:59worries if we're able to do it on
1:55:00Thursday would that work for you and
1:55:01they say yes they say awesome so you
1:55:02want to move forward you ask again right
1:55:04so all you're doing is resolving the
1:55:06concern there's terms in the industry
1:55:08called looping or you know uh obstacle
1:55:11overcomes whatever whatever wording you
1:55:13want to use is that you resolve the
1:55:15concern and you ask again and you can do
1:55:17this literally unlimited times as long
1:55:19as you resolve the concern and then you
1:55:20ask again I mean Lila will tell you that
1:55:22like if it was either a Sunday sale cuz
1:55:25I usually had way less calls on Sundays
1:55:27um or it was the last appointment of the
1:55:29day for me she just knew that I would
1:55:32always close that sale because I would
1:55:34just have unlimited time because I was
1:55:36like I will just keep going and so I ask
1:55:38again and again and again and I had um I
1:55:41had a partner back in the day I don't
1:55:42know if I like the visual but he's like
1:55:44he's like you're like a pit pull on
1:55:45someone's ankle he's like you just will
1:55:46not [ __ ] let them leave and I was
1:55:48like it's cuz I think I think that they
1:55:49need it they came in cuz they're trying
1:55:51to lose weight we sell weight loss
1:55:53what's the problem like we just have to
1:55:55figure it out and usually it's just like
1:55:57it's mounds of stuff you have to UNP of
1:55:59all these excuses of all the times that
1:56:01they've been unsuccessful in their lives
1:56:03it's like they came in because they want
1:56:04to solve the problem and when then they
1:56:06get confronted with the decision they
1:56:07get freaked out again because they reli
1:56:09this past traumas of the things they've
1:56:11tried and then feeling like a failure
1:56:12and then they associate that failure
1:56:13with you in the moment you're like hey
1:56:14Susan calm down we're just going to have
1:56:16you eat some [ __ ] chicken and walk a
1:56:18little bit it's going to be okay and so
1:56:20the best closers come from the frame of
1:56:22helping the Prospect and so I will tell
1:56:25you this right now the best salespeople
1:56:27care more about the prospect than they
1:56:30do so whoever cares the most about the
1:56:32prospect wins the sale and so if they
1:56:33care more about themselves then they
1:56:35will win now you're like well of course
1:56:36they're going to care more about
1:56:37themselves ah if you have more context
1:56:40than they do which you should because
1:56:41you know more about the product than
1:56:42they do you should be able to have the
1:56:44best perspective to say no I'm not going
1:56:46to let this guy's limiting beliefs get
1:56:47in the way cuz I really want to help him
1:56:49or really want to help her and I can see
1:56:51that today it feels safe to retreat back
1:56:54to not taking action on this huge pain
1:56:56that they have but I can see how this is
1:56:58going to play out cuz I've seen a
1:56:59hundred other people just like them walk
1:57:01out the door and I see them you know a
1:57:03year later and they're the exact same
1:57:04position or worse and I don't want that
1:57:06for them and so if you keep the human at
1:57:08the Forefront of your mind when you're
1:57:09making the sale you'll never come across
1:57:11pushy because you they can hear the
1:57:13intention they can hear the tonality in
1:57:15your voice about you actually just
1:57:16trying to help them so when you ask for
1:57:18the sale again having key stories and
1:57:21metaphors that you can use to break
1:57:23beliefs is what allows you to then ask
1:57:27again and you can do that literally
1:57:28unlimited times as long as they have
1:57:31time and you have time and you address
1:57:32the problem now if you don't address the
1:57:34problem and ask in they go annoy so you
1:57:35just want to make sure that you have an
1:57:37answer and you should have an answer
1:57:38because you've had this conversation
1:57:39before there's nothing they should be
1:57:41able to tell you that should surprise
1:57:42you if we zoom out we have a salesperson
1:57:45who has maximum hours maximum days they
1:57:48have as many time slots per day filled
1:57:51up with the best Prospect effect CU they
1:57:52work them well they have a plan before
1:57:54and after to come prepared to the call
1:57:56and take notes and follow up with them
1:57:58bam famam the whole thing and when
1:58:00they're on the call they're completely
1:58:01present they breathe the script they
1:58:03know how to handle obstacles they have
1:58:05they have analogies and stories and
1:58:06metaphors memorized so they can help
1:58:08people overcome their issues they stick
1:58:09to the script they don't add to the
1:58:11script they keep their word concision as
1:58:13tight as humanly possible so they can
1:58:14maximize the number of sales they have
1:58:15per day and maximize the conversion rate
1:58:17of those sales fundamentally sales by
1:58:19the way I should have defined this
1:58:20earlier is increasing the likely that
1:58:22the prospect buys that's all it is so
1:58:25everything that has to do with sales
1:58:26like if you had the perfect sales
1:58:28process it means you would account for
1:58:29every single variable that could ever
1:58:31happen to any human and you would get
1:58:33100% of people who go through this
1:58:35process to buy that's what a perfect
1:58:37sales process would be and so it's a
1:58:39percentage conversion that's all it is
1:58:41and so with that we have maximum
1:58:43opportunities maximum percentage
1:58:44conversion we have an amazing sales rep
1:58:46but what if they can only do it for a
1:58:47day that gets into the third bucket
1:58:49which is what I would consider meta
1:58:50skills which is traits of the best
1:58:55salespeople the things that most sales
1:58:58people struggle with are trait issues
1:59:00meaning they are on and then they're off
1:59:02again they're on and they're off they
1:59:04get motivated they get demotivated
1:59:05motivated demotivated if you feel like
1:59:06this then it's a skilled deficiency you
1:59:08just don't know how to sustain
1:59:10performance for a long period of time
1:59:11and I promise you the difference between
1:59:12Champions and everyone else is they can
1:59:13sustain performance it's not like I
1:59:15don't know if sales is for me um I don't
1:59:18know if I'm growing enough in my dude
1:59:20here's the cleared deficiencies you
1:59:21can't stay consistent there's some
1:59:22growth that you can tackle right now
1:59:24being consistent another kind of meta
1:59:26skill around this is enthusiasm like
1:59:28they're enthusiastic one week they're
1:59:29not enthusiastic the next week being
1:59:31able to sustain and maintain a high
1:59:33level of enthusiasm for with the role
1:59:34and when you're on the call is a skill
1:59:37it's a skill you whistle while you work
1:59:39you got to learn how to do it you got to
1:59:41learn to like the stuff you don't love
1:59:42so you can do the thing you really love
1:59:44which is
1:59:47sales the best sales people kill for
1:59:49sport so let me tell you this a little
1:59:50analogy huh notice a little iies so I
1:59:53heard this from uh Mike Ary and I just
1:59:55love this he said there's three types of
1:59:57sales people there's dogs horses and
1:59:58tigers he like dogs you got to feed them
2:00:01and if you don't feed them they starve
2:00:02to death and you got to you got to give
2:00:03them all this attention you got to rub
2:00:04their belly every day and the moment you
2:00:05stop they die horses they will Gallop as
2:00:08long as you keep whipping them but the
2:00:09moment you stop Galloping they just go
2:00:11down to a trot he's like but Tigers he
2:00:14said a tiger can eat a full meal but
2:00:16then if a bunny walks across his line of
2:00:17vision we'll kill the bunny for sport
2:00:20he's like you want tigers and I love
2:00:22that little analogy because the best
2:00:24sales people that I've ever met in my
2:00:25life they love sales they love the
2:00:28thrill of the clothes of the hunt when I
2:00:31was selling weight loss I would
2:00:33sometimes have homeless people and
2:00:34things like that that would come in who
2:00:36would respond to my ads it would happen
2:00:37right I had two ways to take it I could
2:00:39try and not take it seriously try and
2:00:41just like basically just get through the
2:00:42sale so I could move on with my life or
2:00:45I could see it as free practice and
2:00:48what's crazy is the amount of times
2:00:49where I judge someone as poor and turned
2:00:52out that they just dress different I
2:00:53don't know anything about
2:00:55that was more times than I can count and
2:00:58a lot of them were like hey I appreciate
2:01:00you're just like you know Trea me well I
2:01:02was like of course I was like this is a
2:01:03business your money spends the same and
2:01:06so you either practice the skill or you
2:01:09close either way you win it's a lot like
2:01:13lifting weights where if you have your
2:01:14warm-up reps and they look different
2:01:16than your heavy reps you're actually not
2:01:18practicing at all so you're wasting all
2:01:20these opportunities that you could be
2:01:21practic practicing your skill sharpening
2:01:23the sword which is what we call it in
2:01:24the sales world you could be sharpening
2:01:27your sword but you're actually making it
2:01:28duller CU you're practicing the wrong
2:01:30way you're learning bad habits by not
2:01:31taking the sale seriously so the best
2:01:34sales people kill for sport and so I had
2:01:37uh I'll tell you a Jacob story which is
2:01:39my my young my young you know started
2:01:41with me at like 15 and now he's been
2:01:43with me however many years seven he
2:01:44started as a low man on the totem pole
2:01:46and so when we would have lesser
2:01:47qualified leads they handed all of them
2:01:49to Jacob he's like I'll be the garbage
2:01:51man he's like take anybody's leads he's
2:01:52like I just want to get good I just want
2:01:54to practice and so he's trying to take
2:01:55as many reps as he possibly could and
2:01:57guess what happened he started taking
2:01:58more reps than everyone else did and
2:02:00guess what happened after that he got
2:02:01better than other people did cuz he took
2:02:03more reps and he took every one of these
2:02:04as a [ __ ] gift which is what it is is
2:02:06that someone's going to give you the
2:02:07time to learn the skill of sales the
2:02:09business paid for that lead maybe it's
2:02:11less qualified they paid for it just the
2:02:13same and you have the benefit of
2:02:16learning the amount of people who want
2:02:17to learn how to sell better and are
2:02:19unwilling to take quote unqualified
2:02:20leads is ridiculous to me it's free
2:02:22practice with stakes and you still have
2:02:25the possibility of winning and closing a
2:02:29deal track data the best salespeople
2:02:32track data and so they're meticulous
2:02:35about the data they track and so let me
2:02:36explain this so you can judge and I've
2:02:38just seen this across my portfolio the
2:02:40skill of any person in any Endeavor that
2:02:43they practice by the quantity and
2:02:45quality of the metrics they track and so
2:02:47if someone says oh I'm good at sales i'
2:02:49be like cool tell me about the metrics
2:02:50you track now if if they're like ah just
2:02:52you know close rate it's like well
2:02:54there's so many other metrics that you
2:02:55could track to understand how good you
2:02:57are at sales because the close rate is
2:02:59really just an outcome it gives you no
2:03:00leading indicators it tells you nothing
2:03:02else right I want to know what
2:03:04percentage of leads you're booking I
2:03:05want to know what percentage of of
2:03:06scheduled things are showing I want to
2:03:08know of show rate what percentage are
2:03:09you offering of offer how many of you're
2:03:11closing how many how many what's your
2:03:13average call to close are you doing one
2:03:15call two call 1.2 like what's your
2:03:17what's your average number what's your
2:03:18average number of cash collected like
2:03:20there's so many other metrics that you
2:03:21can track to know how well you're doing
2:03:24as a salesperson and yes for everybody
2:03:28like shout this from the rooftops if you
2:03:30can get their schedule rate up by 20%
2:03:32it's just as good as getting their close
2:03:33rate up by 20% and so there's so many
2:03:35other things in the funnel that the best
2:03:37sales people know about closing about
2:03:39how to increase the total number of
2:03:40sales they get by controlling all of the
2:03:43other variables that are under their
2:03:44control now the bad guys the dogs are
2:03:47like I only want these times and I want
2:03:49them to be spoonfed to me and if I don't
2:03:51get them fed there and you don't pat me
2:03:53on the head I'm going to starve to death
2:03:54and die right that's what the dogs do
2:03:57and if you've got sales people like that
2:03:58they're dogs I don't care how many how
2:03:59much experience they have they're dogs
2:04:01right tigers are like I want to be
2:04:03available to kill whenever because I
2:04:06just love the hunt I would do this for
2:04:08free I'm just happy I get paid to do it
2:04:10pro tip if you are somebody who's
2:04:12running a sales team if you want to
2:04:13increase the close rates across the
2:04:15entire team even more give the best
2:04:17closers the best leads and the way you
2:04:20do that is that you have to start by
2:04:21scoring your leads first which means you
2:04:23actually have to track data so you can
2:04:24say these people have the highest
2:04:26likelihood of closing when they have
2:04:27these three characteristics they close
2:04:28at a way higher percentage and then you
2:04:30give those leads to the best guys so
2:04:32fundamentally you'd want the worst leads
2:04:33to go to the worst guy the best leads to
2:04:34go to the best guy and everyone in
2:04:35between and so by doing that you
2:04:38actually match the org and so I actually
2:04:40had a Salesman that I knew who was the
2:04:42top sales rep for a time share business
2:04:44and it's exactly what you think it was
2:04:46so it's a billion dollar plus company
2:04:47this guy was making 3 million a year in
2:04:49commission selling time shares and I had
2:04:51with him and I was like what do you do
2:04:54you know differently and he said well I
2:04:56won the sales competition and so I got
2:04:58one hour with the CEO and on that one
2:05:00hour with the CEO which is the prize for
2:05:02winning the sales competition it was
2:05:033,000 sales people it was number one he
2:05:05said I just said if you give me the best
2:05:07leads instead of wasting them on these
2:05:08guys who are new he's like I will make
2:05:10you so much money and so the guy
2:05:12experimented with his little Division
2:05:14and he 5x his income as the sales guy
2:05:18and then they took it and they rolled it
2:05:19out Nationwide and they 5X the business
2:05:23and so there's a huge opportunity in
2:05:26every business to give the best closers
2:05:28the best leads because you make more
2:05:30money and what happens is is that the
2:05:33best guys will actually make more and
2:05:34more and more money which then creates a
2:05:36survivorship bias for new guys coming in
2:05:39and so if you know that best guy used to
2:05:42make 200,000 a year as the top closer
2:05:44but now can make 800,000 a year the
2:05:46amount of sales people that you will
2:05:47attract your opportunity will 10x now
2:05:50even though the entry level guys now
2:05:52make less than they did before the
2:05:54opportunity just like the lottery the
2:05:56same reason people buy tickets is they
2:05:57assume that they're going to get there
2:05:59and so by having it this way you'll have
2:06:01people come in willing to make less
2:06:03because they know that if they if they
2:06:04perform well they'll go to the big
2:06:06leagues now the other benefit of this is
2:06:08that you train your new guys on the
2:06:10worst leads so you lose the least money
2:06:13as a business but they also develop
2:06:15their skills because they've got to
2:06:16learn how to Big borrowed steel and
2:06:18squeeze blood from the stones from the
2:06:20least qualified customers and so when
2:06:22they get to somebody who's got a 700
2:06:23credit score and actually has intent to
2:06:25buy they're like oh my God this is
2:06:26amazing because they practiced on
2:06:28somebody who's like missing an arm and
2:06:31missing seven credit cards and they are
2:06:32in bankruptcy and they're actually in
2:06:34the middle of a divorce and the real
2:06:35name isn't Al it's actually Larry and
2:06:38you know it's complicated I'm a little
2:06:40liquid right now I'm between thing you
2:06:43know whatever right and they're closing
2:06:45those people for lunch money uh and so
2:06:48when you learn how to do that when you
2:06:49get to like qualified prospects you're
2:06:50like oh my God this amazing but at that
2:06:52point the business doesn't bear the cost
2:06:54the salesperson does so that they can
2:06:55develop their skills cuz just being
2:06:57real you're still paying them to learn
2:07:00and I'd rather pay as little as I can so
2:07:02I can allocate the resources the best
2:07:04way possible in the
2:07:07business my biggest pet peeve and the
2:07:09reverse of that is my favorite thing
2:07:11about the best salespeople is they never
2:07:13blame circumstances so whenever I have a
2:07:15salesperson is like the leads are bad or
2:07:18you know uh these These people aren't a
2:07:20good fit or just like whatever BS that
2:07:22they can come up with or like I don't
2:07:24like the commission structure we should
2:07:26change
2:07:27like just focus on the things you can
2:07:29control right and the guys that I love
2:07:31the most never complain they pick up the
2:07:34extra shifts they call the leads the
2:07:36most they work them the most they're
2:07:38like these leads are amazing I'm so
2:07:39grateful to have these and be able to
2:07:41practice and get paid to do it and
2:07:44there's a time and a place for giving
2:07:46feedback on stuff group calls not one of
2:07:49them if you are one of these salese you
2:07:51give it oneone with the manager say hey
2:07:53by the way I've noticed like some people
2:07:54get on the phone just objectively like
2:07:56their credit scores are just
2:07:57consistently lower than they were a
2:07:58couple months ago I don't know if we've
2:07:59changed anything on the marketing side
2:08:00I'm going to approach the leads the same
2:08:02I love The Practice just thought might
2:08:04be you know useful data for marketing
2:08:05right that's very different than like
2:08:07dude these leads are [ __ ] I'm I'm not
2:08:08taking these calls right that's just a
2:08:10primadonna and I hate that and so again
2:08:13the worse the leads the better you get
2:08:15the flex your skill and the best sales
2:08:18people take 100% of the control and the
2:08:20best marketers take 100% of the control
2:08:21too and so if everybody is taking
2:08:23absolute blame for every outcome guess
2:08:25what you win we doubled one of our
2:08:27portfolio company sales by tweaking
2:08:29several tiny things in the sales process
2:08:31and you can use all the same tactics in
2:08:33your business too enjoy three young
2:08:35Founders who are all sad because they
2:08:39were not making the amount of money that
2:08:41they wanted to make so before I show you
2:08:43the data let me explain what each of
2:08:44these terms actually mean so show rate
2:08:46is the percentage of people who have an
2:08:48appointment who show up for their
2:08:49appointment so in any business if if you
2:08:51deal with people you will have sessions
2:08:53or appointments you have a time slot
2:08:55that someone says they're going to show
2:08:56up right if it's a sales consult then
2:08:58they are a prospect and they're going to
2:08:59show up to get sold so if I have 100
2:09:01people have an appointment and 70 show
2:09:03up that would be a 70% show rate the
2:09:05second one here is offer rate which we
2:09:07forgot to put in the rate so let me just
2:09:09put that in for you there you go offer
2:09:11rate which is the percentage of people
2:09:12that we actually make an offer to you
2:09:14might be like well why would I not offer
2:09:15everybody well not everyone's qualified
2:09:17and so for example if I work with only
2:09:19gym owners and somebody comes on it's
2:09:20like Oh I'm a personal trainer well you
2:09:21shouldn't be here we had all these other
2:09:23things that said don't be here but you
2:09:24still came why are you here that means
2:09:26that you don't offer them anything and
2:09:27that's it now if 100% of people who
2:09:28showed up show right you are able to
2:09:30offer to then that means that your offer
2:09:31rate would be 100% And that is an
2:09:32indicator of the quality of the lead
2:09:34flow that you have the third is close
2:09:36rate this depends on how you can track
2:09:38this all right so you can either do it
2:09:39based on percentage of people who show
2:09:41or you can do it on percentage of people
2:09:42who are offered what I normally do is
2:09:44I'll just track both I'm going to guess
2:09:46that this one is off of offer rate
2:09:47because it's what we have here it's good
2:09:48to have both stats here because let's
2:09:50say a Sal man wants to artificially
2:09:53increase his close rate well then he
2:09:54will just say well I'm not going to
2:09:56offer anyone unless I know they're going
2:09:57to say yes and so then their close rate
2:09:59is high and then they'll show that
2:10:00there's a really low quality score but
2:10:02if that salesman this is why having team
2:10:03stats is so important and individually
2:10:05is because if the team is all saying
2:10:07that they're offer rate 70 and one guy
2:10:08saying his offer rate's 30 but he has
2:10:09100% close rate and they all have 30%
2:10:11close rates we know where the data went
2:10:13and this is why having high quality data
2:10:15allows you to see what the problems are
2:10:17if I didn't have this percentage then I
2:10:18wouldn't know it's because we have low
2:10:20quality leads or because my salesman
2:10:21suck this data allows me to identify the
2:10:23problem and then fix it so the fourth
2:10:25set here is percentage of cash collected
2:10:27up front meaning if we're selling $1,000
2:10:29widgets and the average cash we collect
2:10:31today is $500 because people do payment
2:10:34plans then we would know our cash
2:10:35collected percentage would be 50% if I
2:10:37have a low close rate but High cash
2:10:39collected percentage that would tell me
2:10:40a different story than a really high
2:10:42close rate and really low cash collected
2:10:44percentage i' be like oh so they're just
2:10:46getting anyone to say yes and taking $10
2:10:49down if they can versus somebody saying
2:10:50we have a hard line and so it's really
2:10:51trying to find the magic between these
2:10:53two and saying how can I get as many
2:10:54people to say yes and get as much cash
2:10:55collected up front the final one here is
2:10:57just unit sold and this is really just
2:10:58the output of these four well if we
2:11:00multiply these things together how many
2:11:01do we end up closing and that's the
2:11:03result so beforehand damn we had a 49%
2:11:07show rate so let's say we have 100
2:11:09appointments now we have 49 who actually
2:11:11show up for their appointment and then
2:11:12of the 49 we're able to offer 83% of
2:11:15them beforehand so 80% of that is 40 40
2:11:18people now are getting offered out of
2:11:20our original 100 appointments of the
2:11:22people who get offered 27% of them which
2:11:25is 10 people roughly are actually buying
2:11:28in that closing percentage and then our
2:11:30cash collected from those 10 people is
2:11:32we're getting a little less than half of
2:11:33the cash that we closed down now I gave
2:11:35you 100 as a number but the actual
2:11:37number of units sold for this business
2:11:39in the prior month was 56 units all
2:11:42right so this is current state if you
2:11:44don't know these numbers in your
2:11:45business you should so that you can
2:11:47improve them let's say I invested in
2:11:49your business today the first thing we
2:11:50want to do is get the data so that so we
2:11:51can see what Baseline is so we can see
2:11:53where the discrepancies are and where we
2:11:55think the biggest opportunities for
2:11:56improvement are and you're going to have
2:11:57to wait till the end of the video I'm
2:11:58going to show you what happened after so
2:11:59let's start with problem number one or
2:12:02opportunity for improvement number one
2:12:03we had a low show rate as in based on
2:12:06our benchmarks of 70% for any kind of
2:12:08appointment type business we think that
2:12:09we should have at least 70 there Allen
2:12:11which was a company that I had all we
2:12:12did was show rates we were doing 4,000
2:12:14appointments a day we experimented we
2:12:16had a machine learning team to think
2:12:18like what was the number of
2:12:19communications that we had to have with
2:12:21a prospect what was the delay between
2:12:23responses that got the most people what
2:12:25were the total number of exchanges how
2:12:27far apart were the exchanges there is
2:12:28lots of data that we were able to
2:12:29collect so their number was 49% of
2:12:31appointments were showing up what we
2:12:33wanted them to be at was 70% this is our
2:12:35Benchmark where we'd say okay this isn't
2:12:37a problem anymore now do we want to
2:12:39improve things absolutely but where are
2:12:40we going to allocate our effort at the
2:12:41constraint this was a constraint now to
2:12:43give context here this Delta is a 40%
2:12:47difference 40% is a lot think about the
2:12:49S&P 500 they're like we trying grow 9% a
2:12:51year it's like boom I unlock that I get
2:12:5340% growth I don't have to do anything
2:12:54else for like 4 years in the S&P big
2:12:56wins that's what we look for lots of
2:12:58things can affect show rate by the way
2:13:00the number one one that affects show
2:13:01rate is number of total time I sa
2:13:03available take that to the bank but one
2:13:04of the other ones is the targeting and
2:13:06the offer itself so targeting is who's
2:13:09actually seeing this promotion if I'm
2:13:11targeting teeny boppers for example I
2:13:13might get people to schedule but then
2:13:16realize that they're not here for a
2:13:17laser hair removal appointment so the
2:13:19targeting there would be off and and so
2:13:21that would affect our show rate and that
2:13:23has nothing to do with our lead nurture
2:13:24sequence or our salesman or anything
2:13:26like that it's just the wrong people
2:13:27were seeing it so that was issue number
2:13:28one for context for us just imagine
2:13:30that's underneath it was 25 to 35y olds
2:13:33who were gainfully employed and love
2:13:34their job and this when we came in to
2:13:36look at it was actually targeting 18 to
2:13:3824y olds the reason that this was far
2:13:40off for us is that the ad objective now
2:13:42I'm going to get a little bit tactical
2:13:43with you ad acis.com at hold Co we have
2:13:46media buyers we have Pros who do this
2:13:48for a living and so when they zoomed in
2:13:50on how their Med a buyer was optimizing
2:13:52the traffic they were optimizing against
2:13:54what a lot of people would initially
2:13:55think they should do which is optimizing
2:13:56for the lowest cost leads and the lowest
2:13:58cost appointments what we had to do we
2:14:00switch to optimize around cost per sale
2:14:03if we can optimize around who we
2:14:04actually sell to we will shift where the
2:14:06sales come from and just to give you how
2:14:07big of a problem this was they had to
2:14:09cancel 75% of their appointments before
2:14:11the 49% show rate the sales guys are
2:14:13spending most of their time just looking
2:14:14at their appointment looking up the
2:14:16person cancelling to get their 49% show
2:14:18rate and that's about the closest thing
2:14:19to literally burning money so second big
2:14:21problem was multitasking and this really
2:14:24goes for any role but especially like
2:14:25sales-driven roles they had a setting
2:14:27team and a closing team and the Setters
2:14:30were both trying to call leads to get
2:14:32appointments and then also nurturing and
2:14:34doing the follow-up to remind them of
2:14:36the appointment and it's similar as that
2:14:37may sound in your mind it's two
2:14:38completely different activities you're
2:14:39banging phones calling people up you're
2:14:41in that flow and then you're like oh
2:14:42wait Sarah has an appointment today let
2:14:44me go REM mind Sarah does Sarah going to
2:14:45interrup it and you're like wait I'm
2:14:46calling and then you start like and it's
2:14:48you go back and forth right so they had
2:14:49three big issues number number one is
2:14:51that they weren't double dialing right
2:14:53which is one of the most common things
2:14:54that you can do by the way if you're
2:14:55doing phone calls because a lot of
2:14:57initial screens will stop the first call
2:14:58but if you dial twice you'll get through
2:15:00number two is that the time to contact
2:15:03was too slow so lead would come in and
2:15:06they would just like sit there for 30
2:15:08minutes 60 minutes an hour 2 hours 3
2:15:10hours right and they weren't getting
2:15:12contacted it's like what did this person
2:15:13do they're like oh I'd like to find out
2:15:14more information nothing and the third
2:15:16thing is that they didn't have the right
2:15:17times to set appointments and they
2:15:18weren't nurturing correctly so we go
2:15:20same day next day I'm just giving you
2:15:22some secrets and they didn't have
2:15:23morning of nurture meaning if you have
2:15:26an appointment today and you booked this
2:15:28appointment 3 days ago if I don't remind
2:15:30you that day that you have an
2:15:31appointment the likely that you show is
2:15:32lower and so these are the problems that
2:15:34they have no double dial slow speed to
2:15:36contact and they didn't have any mning
2:15:38of nurture but wait there's more the
2:15:40second problem they had or opportunity
2:15:42for improvement was that they had a low
2:15:43close rate and this is based on our
2:15:45Benchmark I would normally give you a
2:15:47kpi but it has so many different
2:15:48variables in terms of what percentage
2:15:51Clos rate is cuz if you're selling in
2:15:52person for example for a low ticket
2:15:54thing you might be able to sell 80% plus
2:15:56of people walking the door on the flip
2:15:58side if you're selling an investment
2:15:59opportunity over the phone on you know a
2:16:02first or second contact you might sell
2:16:045% but for this particular type of sale
2:16:06that they had which was a two call close
2:16:08for like I would say a mid-priced
2:16:09consumer service in my opinion they
2:16:11should have been about 40% so 40% is
2:16:13what I wanted them to be at and then
2:16:15current was 27% so this is where they
2:16:17were this is where we wanted them to be
2:16:19and again for context here this is about
2:16:21a 50% Improvement so problem number one
2:16:23is that they had service level Discovery
2:16:25if you're not familiar with that
2:16:26terminology in a sales script there's
2:16:28different kind of phases that you go
2:16:29through in a conversation and the
2:16:31opening part is often a little bit of
2:16:32Rapport and then right after that you
2:16:33get into Discovery and Discovery is
2:16:35where you're discovering what the
2:16:36problems that the person's going through
2:16:38you're trying to understand why they are
2:16:40where they are why they're on the phone
2:16:41with you why they decided to take time
2:16:43out of their day why this problem's
2:16:44important to them what they've tried in
2:16:45the past etc etc right this is the
2:16:47Discovery this gives you all the
2:16:49ammunition that you're going to use at
2:16:50the end of the sale to close it so the
2:16:52way that they were doing was simply
2:16:53saying how much money do you want to
2:16:54make just asking the one question which
2:16:57is the big obvious question it's surface
2:16:59level but the big thing that you always
2:17:00want to ask when you're selling is
2:17:02intention why do they want this like
2:17:04what changes as a result of this how
2:17:06will your life look different what can
2:17:07you not do now that you would be able to
2:17:09do as a result of this change who else
2:17:11in that in your life would that affect
2:17:12why does that matter to you right and so
2:17:14these are all why questions and it's to
2:17:16to dig up their intentions because if
2:17:18you can understand why someone's there
2:17:20it's much easier to get them to agree to
2:17:22getting them there right but if you
2:17:23don't know that someone's trying to
2:17:25let's say replace their income versus
2:17:28quit their job versus just have side
2:17:31hustle money those are very different
2:17:32intentions if I want to talk to side
2:17:34hustle money I'm probably not going to
2:17:35be like this is going to take a ton of
2:17:37time on the flip side if someone's like
2:17:39I hate my job I just want to do
2:17:41something that's not this then I might
2:17:43talk about what the day-to-day looks
2:17:45like in this scenario and ask them if
2:17:46that sounds better to them so if you
2:17:47think about sales process
2:17:51what they were doing is they were asking
2:17:53questions that were here surface level
2:17:56but this is where all the meat is and
2:17:58that's where all the money is is the
2:17:59questions that are below the surface is
2:18:01understanding why someone's even doing
2:18:02this to begin with look at that Iceberg
2:18:04killer Iceberg and so the second issue
2:18:06is that they had a lot of objections
2:18:07coming up on the call I'll say
2:18:09objections but I also mean obstacles for
2:18:11those of you who are sales sales senses
2:18:13objections happen after you talk about
2:18:15the number obstacles happen before you
2:18:17talk about the number if you come on the
2:18:18phone and I say hey why are you here and
2:18:20you're like I just want to find out more
2:18:21information that's actually an obstacle
2:18:22like you already have to confront that
2:18:23cuz like no you're not hopping on phone
2:18:24calls all day trying to find information
2:18:26what problem you trying to solve and
2:18:27then they're like well and then you get
2:18:28into it right but if you don't address
2:18:29that up front it'll blow up on you in
2:18:31the cloes so objections and obstacles is
2:18:34what they were encountering a lot of and
2:18:35part of that is because they Discovery
2:18:37was wrong right they were talking to
2:18:38service levels so then lots of [ __ ] was
2:18:40blowing up on them in the close common
2:18:41objections that happen after you present
2:18:43price is uh this is too much I need to
2:18:45think about it I have to talk to my
2:18:47spouse I'm not sure if this is for me
2:18:49I'd like to get more data can you send
2:18:50me a brochure like these are all just
2:18:51the make believe things that people will
2:18:53say in order to not buy from you
2:18:55interestingly a lot of times if you stay
2:18:57in the surface level they'll even give
2:18:58you what we call Smoke screens but
2:18:59basically like they'll just come up with
2:19:01uh a reason that they're not going to do
2:19:03it and it's not even the reason they
2:19:04just throw a smoke bomb up and they're
2:19:06like I don't like English you know walk
2:19:08away right has nothing to do with it
2:19:09they just want to get off the phone so
2:19:10those are the two issues that we had on
2:19:12the sales and that was getting us to
2:19:14this 27% close rate and what this looks
2:19:17like is lots of argumentation and like
2:19:19hard closing and it's because the S
2:19:21isn't positioned properly and they were
2:19:24basically talking at people and not
2:19:26listening if the salesperson is talking
2:19:28more than the prospect in your sales
2:19:30like these are likely issues that are
2:19:32coming up I'm going to give you two
2:19:33examples real quick to show you how
2:19:35important delivery of a messages so if I
2:19:37say I have to think about it and I say
2:19:39oh like what are your main concerns or
2:19:41what are the main like what are the main
2:19:42variables that you're considering you're
2:19:43not thinking wow this guy's a douchebag
2:19:46I sound like I just genuinely want to
2:19:47know I call it childlike curiosity I
2:19:49always cue it by tilted my head I'm like
2:19:51huh what are the main things and I would
2:19:53increase my voice at the end there an
2:19:55improperly trained salesp person might
2:19:56be like well what are the main concerns
2:19:57you have and all of a sudden that sounds
2:19:59like a very different thing so they're
2:20:00saying the script but they're not but
2:20:01the prospect isn't hearing the same
2:20:03message and these are little details
2:20:04that actually can make a huge difference
2:20:06in ultimately how you close there's a
2:20:07lot of things in tone but I'll just say
2:20:09one is how you raise or lower your voice
2:20:11and the second is where you choose to
2:20:13emphasize if I say I didn't say he hit
2:20:15his wife if I say like that I have
2:20:17neutral Tone If I say I didn't say he
2:20:19hit his wife then it's like I'm not
2:20:21saying that I didn't say he hit his wife
2:20:23is now saying that like those weren't my
2:20:25words I didn't say he hit his wife he's
2:20:27the one to question I didn't say he hit
2:20:29his wife means like he might have done
2:20:30something else but he did something to
2:20:32his wife I didn't say he hit his wife it
2:20:34could have been somebody else's I didn't
2:20:35say he hit his wife it might have been
2:20:37his kid right and so it's the same
2:20:38sentence but simply emphasizing
2:20:40different parts of it communicate
2:20:41different things and so the tone and
2:20:43emphasis create a altogether package of
2:20:46how we communicate and for them their
2:20:47tonality was way off as a team because
2:20:49they were missing the first five minutes
2:20:51of discovering and setting the frame
2:20:52properly and so I'll give you the last
2:20:54set of problems opportunities for
2:20:56improvement and then we'll dive into
2:20:57what we did to solve them and what
2:20:58happened sales problem three opportunity
2:21:01for improvement people in orc structure
2:21:03issues so issue number one is that CEO
2:21:07was the sales manager and that was
2:21:09because he was the best closer he had a
2:21:11significantly higher close rate than the
2:21:13rest of the team but he wasn't a very
2:21:16good sales manager even though he was a
2:21:18good Closer by the way that's one of the
2:21:19main issues that a lot of sales teams
2:21:21have they promote their best closer as a
2:21:22sales manager and often times those are
2:21:24two very different skills and we could
2:21:25see this because the churn on their
2:21:27sales team was through the roof just to
2:21:29be clear like they were a group of young
2:21:31Founders it's not uncommon it's actually
2:21:32probably very common because usually
2:21:35when you start a business learning how
2:21:36to promote and sell the product is
2:21:38usually the job of the founders like how
2:21:39do I get people to want to buy the thing
2:21:40and so they end up getting the most reps
2:21:42early on and also understanding the
2:21:44prospect better than just about anyone
2:21:45and so one of the big things you guys
2:21:47were in a little mini sales last I is
2:21:48that companies will over educate on the
2:21:50product and under educate on the
2:21:52prospect the person that you should be
2:21:53educating your sales stuff on is who
2:21:55we're talking to more than what we're
2:21:57selling cuz for me if I know someone
2:21:59deep in their core what their intentions
2:22:01are I can tell them anything I know
2:22:02someone inside and out and then someone
2:22:04says sell this thing and I know nothing
2:22:06about it I could probably get them to
2:22:07buy on the flip side I know everything
2:22:09about this thing and I don't know who
2:22:10I'm talking to talking to a child a man
2:22:12a woman old young different language and
2:22:15so a lot of people talk like hey sell me
2:22:16this pen when in reality what we want to
2:22:18do is like talk to John the majority of
2:22:20good sales trainers who try to do that
2:22:22gimmick what they want the person to do
2:22:25is ask them a question it actually has
2:22:26nothing to do with the pen and so if
2:22:27they say sell me this pen what you do is
2:22:29you take the pen and you put it in your
2:22:30pocket and you say how's it going what
2:22:33brought you in today right cuz I got to
2:22:35go from where they're at to wanting a
2:22:36pen I'm not going to just be like hey
2:22:38buy this pen give me money like it
2:22:39doesn't work that way but bad salesmen
2:22:41do so the second issue was the setting
2:22:43team expectations one of the benefits of
2:22:45working with someone who has more
2:22:46experience is that we know what the
2:22:47Benchmark should be and so a lot of
2:22:49times we can reset some 's minimum
2:22:51standard and they're like well they're
2:22:52setting two a day and we're like they
2:22:53should all be minimum setting three and
2:22:56that sounds tiny but again 2 to three is
2:22:58a 50% increase in sets and that's across
2:23:00a whole team so that means a lot of
2:23:02productivity but if you set the bar low
2:23:04people just naturally shrink down to
2:23:06that level all right so you understand
2:23:07the problems and here is the data this
2:23:10is before they had a low show rate issue
2:23:11they had low close rate and multiple
2:23:13issues around that and they had people
2:23:14in organizational issues I want you to
2:23:15pause real quick in the video in the
2:23:17comments to be like what would you do
2:23:18how would you attack these issue if this
2:23:20was your business and then I'll tell you
2:23:22what we
2:23:25did now there's two elements of
2:23:27solutions element one is what would you
2:23:29do to attempt to solve the problem and
2:23:31the second is which one do we do in what
2:23:33order the third problem that was
2:23:34actually the first thing we decided to
2:23:35fix was so we hired a sales director the
2:23:38reason for that was because the CEO was
2:23:40overly involved he was micromanaging he
2:23:41wasn't a good manager and he also wasn't
2:23:43doing CEO stuff and so we had to hire an
2:23:45experienced sales director who in this
2:23:46instance had been a sales trainer for a
2:23:48similar type of sale in a consumer good
2:23:50this guy ended up being exceptional and
2:23:52being able to implement the rest of the
2:23:54changes that we outlined so this was in
2:23:55terms of order of importance I think if
2:23:57we hadn't done this and had tried to do
2:23:58the rest of them it would have fallen
2:24:00flat this is like one of the most common
2:24:02errors that business owners and Founders
2:24:04make is that they see the what and not
2:24:06the who or they focus on the how and not
2:24:08The Who and if you have the same problem
2:24:10that has recurred multiple quarters in a
2:24:12row in the same Department underneath of
2:24:14the same who it might not be a what
2:24:16issue it might be a who issue one of the
2:24:17reasons having experience is he
2:24:20is because you know what it looks like
2:24:22when it's right some of the biggest
2:24:23costs in the business are hiring
2:24:25incorrectly you waste the time trying to
2:24:27find them you waste the time onboarding
2:24:28them and training them and then you
2:24:29waste the time of all the time it takes
2:24:31you to figure out that they're not the
2:24:32right fit and all the loss growth that
2:24:34you would have had to then start that
2:24:36process over again that's tough but a
2:24:38lot of businesses have to deal with that
2:24:39which is why picking Personnel is so
2:24:40important with this instance we looked
2:24:42at culture fit which is like do we think
2:24:44that this guy will fit in which we
2:24:45usually the founders pick that part out
2:24:47like hey does this guy fit in cool and
2:24:48then we're going to hardcore drill on
2:24:50usually experience and tactical
2:24:52knowledge and so we have subject matter
2:24:53experts at holdco media buying cro
2:24:56experts sales experts Finance expert
2:24:58whatever and we will then do tactical
2:25:00interviews we talked about earlier you
2:25:01can know that someone is good based on
2:25:03the quality and quantity of the data
2:25:05that they collect I would ask somebody
2:25:07what data do you plan on collecting and
2:25:08how would you plan on fixing those
2:25:09things based on how vague they are and
2:25:11how high level they go in terms of their
2:25:13Solutions it'll tell you how nuan they
2:25:15can be in their thinking and ultimately
2:25:16executing Solutions sales directors
2:25:18specifically in my experience when I
2:25:21have guys who are like I just want to
2:25:22build up people I want to give these
2:25:24guys skills and they marry that with
2:25:26like and these are the metrics that I
2:25:27track to know X Y and Z that's a good
2:25:29sales director the next thing we decided
2:25:30to solve boom was fixing the ad
2:25:33targeting and the reason we did the
2:25:34sales director first was because we're
2:25:36like well how do we know if anything
2:25:38else is going to happen afterwards if we
2:25:39fix this so what we ended up doing here
2:25:41it turns out is that we also had another
2:25:43Personnel issue the media buyer was
2:25:45asleep at the wheel they were optimizing
2:25:46around the wrong stuff they were trying
2:25:48to split their attention and start their
2:25:49own side hustle it was clear that they
2:25:50were negligent they actually were doing
2:25:52the right thing and then they stopped
2:25:53doing the right thing and it was clear
2:25:55that that type of behavior the founders
2:25:57felt was not going to correct itself so
2:25:58they let go of that person hired a new
2:26:00person and boom fixed the ad targeting
2:26:02problem we were back to 25 to 35y old
2:26:04people who love their job what did we
2:26:05fix next boom We reduced the sales team
2:26:08what and we reset expectations for the
2:26:10setting team what we looked at is sales
2:26:12team utilization if we know that guys
2:26:14can take 10 sales a day and they're
2:26:15actually only taking four then we have
2:26:17too many sales people in this instance
2:26:18it gives you an opportunity to to cut
2:26:20the fat for lack of better term and
2:26:22reward the people who are actually doing
2:26:24their jobs and closing well if you cut
2:26:26the lowest percentage of the team and
2:26:27you have utilization like you have space
2:26:29you lose the lowest closing percentage
2:26:32people and you gain more closes just by
2:26:35Shifting the closing rate overall of the
2:26:37team when you make those changes in my
2:26:39experience sales people get into a
2:26:41rhythm if you don't take enough sales
2:26:42calls you're too desperate to close the
2:26:44deal and then you start being too hard
2:26:47and not listening enough cuz it's about
2:26:48you not them when sales people have more
2:26:50and more consults they sell from the
2:26:52back of their heel they're open-minded
2:26:53they're asking questions they're feeling
2:26:54good and they get in a rhythm the
2:26:56setting team we both downsized and
2:26:58increased expectations how did all these
2:27:00sales increase by having fewer people we
2:27:02had better people that's how and that
2:27:04also helps recreate the culture of the
2:27:05team so that we can have a new standard
2:27:08set of high performers because there's
2:27:10nothing that demotivates a high
2:27:11performer like a low performer who's
2:27:13still on the team and so we went from
2:27:14two to four in terms of our expectation
2:27:17per day for the team in terms of sets
2:27:19sales fix numero qu I'm messing all my
2:27:22columns up now just going to have to
2:27:23deal with it we promoted one Setter to
2:27:25lead nurture specialist I was saying
2:27:26earlier that they were multitasking
2:27:28right so they're doing some setting and
2:27:29they're doing some lead nurture and that
2:27:31gets really hard for a team of six guys
2:27:32to split those things we took one of the
2:27:34Setters who was really good and made
2:27:36that person the lead nurture specialist
2:27:38who basically acted as the bridge for
2:27:39both the setting team and the closing
2:27:41team to basically coordinate and remind
2:27:43the people of their appointments and we
2:27:44equipped that lead nurture specialist
2:27:46with one of our checklists for what that
2:27:47role needs to do to get the most people
2:27:49to show up and I'm not going to give you
2:27:50all because of the long checklist I'll
2:27:51give you two quick examples one of them
2:27:53is doing a three-way intro once you have
2:27:55the set appointment between the setter
2:27:57and the closer and doing it via iPhone
2:27:58if you can because now you have a known
2:28:00person and an unknown person and a
2:28:02person that Bridges the two they might
2:28:04know show on Johnny over here but not on
2:28:06the guy that they just spoke with and so
2:28:07the idea is how can I bridge that Gap
2:28:09and kind of make the association for
2:28:11them add some trust the other thing is
2:28:12that the closers mning of would remind
2:28:15them with either a voice memo or a video
2:28:17text personalized to them being like hey
2:28:19John really excited for our apointment
2:28:21today I saw your profile XYZ
2:28:23personalized to you really pumped for
2:28:24you I think we might help you out so
2:28:25that's just a couple of the things that
2:28:26we have on that list that we had them
2:28:27Implement and all do consistently and
2:28:29sales team fix number five boom is we
2:28:32optimize the sales scripts I said
2:28:34earlier that the discovery was to
2:28:36surface level so we rescripted the
2:28:37discovery made sure we were asking
2:28:38deeper more meaningful questions and a
2:28:40part of that is also bringing some of
2:28:42the objections to the front it's much
2:28:44easier and this is the this is the
2:28:45terminology that our team uses which is
2:28:47killing zombies right it's a lot easier
2:28:49to kill a zombies when it's far away
2:28:50than when it's on top of you if
2:28:51somebody's trying to bring up a zombie
2:28:53in the clothes another way of saying it
2:28:54is like you want to diffuse the bomb
2:28:56before it goes off in the clothes in
2:28:57your face so we solve the problem before
2:28:59we bring it up now this is actually
2:29:01something that we added to this part of
2:29:02the script which is prior to the
2:29:04appointment we say hey is there anyone
2:29:05else who'd be required to make a
2:29:06decision about this thing if they say
2:29:08yes then you say cool well let's push
2:29:10back the appointment and let's get that
2:29:11person on that way you have all the
2:29:13decision makers present so these are
2:29:14just little things but like little 1%
2:29:16improvements over and over over again is
2:29:18what yield these 50% boosts and the
2:29:20third main change we did was that we
2:29:23drilled the team on looping and looping
2:29:25is just a sales terminology for
2:29:27basically when you encounter an
2:29:29objection handling the objection and
2:29:31then asking again handle the objection
2:29:34ask again right because a lot of sales
2:29:36people are afraid to ask if someone says
2:29:37no and they don't want to ask again
2:29:39right and I can tell you this is that
2:29:40the number of sales you make is direct
2:29:41proportional to how many times you ask
2:29:42there's ways to do it wrong and there's
2:29:44ways to do it right the idea is that you
2:29:45should be able to resolve the concern
2:29:47right so if someone says I need to think
2:29:48about it and you say well what are you
2:29:50your main concerns and they say well it
2:29:51seems really complicated you say oh what
2:29:54part specifically feels more complicated
2:29:55they're like it's the whole Tech thing
2:29:57and we're like oh we also have a vendor
2:29:58that can actually fill that in I think
2:30:00it's a couple bucks extra but like we
2:30:01can just handle that for you does that
2:30:03solve the problem and they're like oh
2:30:05okay so you guys you guys will just
2:30:06handed that one part of it like yeah
2:30:08we'll handed that part of it for you
2:30:09cool now this is where the salesman says
2:30:11great you want to move forward you have
2:30:12your idea on you hey what C you like you
2:30:14can just make the ask right after that
2:30:16and so then at that point you might say
2:30:17ready to move forward then and they
2:30:18might say this feels like a fast
2:30:20decision it's like oh well what makes it
2:30:22fast how long you been thinking about
2:30:23this they're like well I mean I just met
2:30:25you and you say well how long have you
2:30:26wanted to solve this problem and then
2:30:28they would say well I mean a long time
2:30:29it's like well that doesn't sound like a
2:30:30fast decision at all it sounds like
2:30:31you've already made the decision a long
2:30:33time ago that you wanted to change now
2:30:34we're just acting on it so now do you
2:30:36want to move forward right keep looping
2:30:37and continuing to resolve the concern
2:30:39ask again resolve the concern ask again
2:30:41drum roll
2:30:42please what happened in the real world
2:30:45so let's go to the data all right so in
2:30:48our first column we had 49% show rates
2:30:51after we implemented sales fix 2 fixing
2:30:52the ad targeting sales Fix 4 promoted
2:30:55one lead Setter to lead nurture
2:30:56specialist and sales fix 3 reduced the
2:30:59team size and reset expectations survey
2:31:02says we had a 70% boost which is almost
2:31:06exactly the kpi and that's because when
2:31:08you do things that work they work so
2:31:10that was a 40% Improvement in sales and
2:31:12to be clear this was just over 2 months
2:31:14all right so some of these changes going
2:31:15to happen real quick if you know what
2:31:16you're doing the second change we have
2:31:17is our offer rate and so here's what
2:31:19happened so survey
2:31:20says 80% we actually offered just about
2:31:23the same amount of people realistically
2:31:25what they were doing is offering people
2:31:26who weren't qualified cuz the sales team
2:31:27wanted to eat I get that like there's a
2:31:28human component here they were offering
2:31:30people were not qualified the deal cuz
2:31:31they needed commissions right which is
2:31:33what we were trying to fix with the
2:31:34targeting close rates we went from 27%
2:31:36and 60 days later we were
2:31:38at 41% so 1% above our Benchmark all
2:31:42right this is a 50% Improvement in sales
2:31:45so 40 and 50 Kazam next up we have
2:31:48percentage of cash collected a really
2:31:50good metric for knowing how strong the
2:31:51sales team in is and this is especially
2:31:52important for that early Discovery
2:31:54portion and how good they are at looping
2:31:56and closing because the deeper you get
2:31:58the discovery the the more convicted the
2:32:01buyer will be about the solution and the
2:32:03more likely they are to pay up FR as a
2:32:05measure of their conviction in the
2:32:07solution the survey says we went from 47
2:32:09to 82% so we almost doubled the amount
2:32:13of cash that we were collecting up front
2:32:15per sale in 60 days we had a 40%
2:32:18Improvement and we had a 50% Improv and
2:32:20we had a almost doubling of cash
2:32:22collected so if we almost doubled the
2:32:24amount of sales that happened and we
2:32:27almost doubled the cash upfront
2:32:29collected what did we do to the cash FL
2:32:30the business Forex ah much more enticing
2:32:33after we added all these four changes
2:32:35together and we waited 60 days what
2:32:37happened survey says we went from 56 to
2:32:4093 sales a month and that was just from
2:32:43a few of these fixes on one particular
2:32:46part of the organization I taught 116
2:32:49sales Prof professionals my closing
2:32:51framework and after implementing it they
2:32:54increased how much they closed enjoy um
2:32:57Alex Becker who's the who's the founder
2:32:58of that uh clued me in recently to
2:33:01something he's like dude your your your
2:33:02rowes is insane because he can see
2:33:04everyone's revenue and their ad Spin and
2:33:06I was like what do you mean he's like
2:33:08you have the highest return on ad spend
2:33:09of everyone in the entire platform by
2:33:12like a mile and I didn't really ever
2:33:14think about it but our lifetime return
2:33:16on Advertising is 36
2:33:18to1 so to do over you know hund now you
2:33:22know five or 10 million whatever we're
2:33:24at now um we've spent just under $3
2:33:28million in advertising and so there's a
2:33:31lot of other pieces to you know making
2:33:33more but just for everyone on this call
2:33:36we're talking specifically about sales
2:33:39correct yeah so so Alex yeah yeah 99% of
2:33:43these guys are are
2:33:45closers and they're getting closing
2:33:47positions a couple people are sorting
2:33:48like a closer agency where they partner
2:33:50up with a guy like you and they're like
2:33:51hey let's do like a little JB deal I
2:33:53slam your deals okay sweet well then why
2:33:57don't I so what I'm going to do is
2:33:58because I do have a presentation um
2:34:00which is just how I think about sales um
2:34:03and I have the the third part of the
2:34:05presentation about scaling sales teams
2:34:06does anyone here have multiple closers
2:34:08who work for them or is is most people
2:34:10just closing on your own right
2:34:13now you guys got to talk with Alex he
2:34:16don't bite I also can't see I can't see
2:34:18the chat I can't see the chat
2:34:21we're working towards that
2:34:23Alex okay so how about this I'll give
2:34:26you the things that so um Russell when I
2:34:29first met him was like dude how did you
2:34:30learn how to sell so well and it was
2:34:32because I looked at my CRM and I'd done
2:34:354,000 sales one-on-one uh in Fitness and
2:34:39so that's a lot of reps you know I was
2:34:42taking 20 consults a day for like four
2:34:44years and so that's in person face to
2:34:46face my team would double or triple book
2:34:48me every 30 minutes and I just sold the
2:34:50same thing over and over again and
2:34:51because I was really good at sales I
2:34:53ended up not hiring a ton of salese and
2:34:55I would actually have my manager set
2:34:57appointments for me all at one location
2:34:59so I had six gyms and so I would go
2:35:01there they'd stack up an entire day I'd
2:35:04mow down a whole day go to a different
2:35:06gym and they'd been stacking all the
2:35:07appointments and I'd mow down and so
2:35:09usually I do 20 to 25 consults a day and
2:35:11you just get you you know you just get
2:35:13these reps in of reading people gauging
2:35:15tonality and seeing where you need to
2:35:17lean in and where you need to lean back
2:35:19and so um you know over time I've then
2:35:22started training sales people and sales
2:35:23managers I had a remote sales team we F
2:35:25we'd fly out and do turnarounds um like
2:35:28in person so I had eight guys we'd fly
2:35:30out to eight facilities every month and
2:35:31we turn these facilities around because
2:35:33I know Mike you were in the Fitness
2:35:34World before this um that's right and
2:35:36then I brought that sales team in-house
2:35:38and they started doing phone sales for
2:35:39high ticket so I've had um I've had
2:35:41in-person phone High ticket low ticket
2:35:44we've kind of done a lot of those things
2:35:45I trained mortgage leads teams um so
2:35:48kind of the whole Gambit and there's
2:35:50definitely some things that I've seen
2:35:51you know I've bought every sales product
2:35:53on the market I bought Grant stuff
2:35:54bought bord stuff um and I think there's
2:35:57a lot of Merit and there's a lot of good
2:35:58stuff out there but in my experience uh
2:36:01Simplicity is what scales and so I'll
2:36:03give you if you're okay with it I'll
2:36:05give you the few things that I have
2:36:08implemented consistently within my
2:36:09companies that have generated outsize
2:36:11returns is that cool all right awesome
2:36:15what I'm Gonna Roll let get all right
2:36:20full Jam so as I said Simplicity right
2:36:23I'm a the world's best graphic designer
2:36:26uh as you can see here so I'm trying to
2:36:29uh show the the real Keys of the Kingdom
2:36:32so everybody here everybody here selling
2:36:33expensive stuff is that most people on
2:36:35this call yes everything's High Alex
2:36:40fantastic all right everyone still see
2:36:42me and the screen yep all right Rock and
2:36:46Roll All right so I'm guessing this guys
2:36:48isn't your first rodeo um not your first
2:36:50presentation with the sexy headliner big
2:36:51promise and so if you have failed for
2:36:53you guys to uh grow your thing in the
2:36:55past I promise you it's not your fault
2:36:56lots of information very confusing um
2:36:59and you can sometimes be inundated with
2:37:03lots of different sales people's
2:37:04information you've got Mike here who's a
2:37:05who's a gem and knows his [ __ ] and you
2:37:07guys are lucky to have him um but in
2:37:09hopefully in this presentation I will
2:37:11put some of those fears to rest of like
2:37:12what if I'm never what if I never make
2:37:13it what if I never turn this corner um
2:37:15and become the salesp person I want what
2:37:16if I never hit the 100 100 Grand a year
2:37:18what if I never hit the 100 Grand a
2:37:19month or whatever don't hit the million
2:37:21a month goal that I have and then what
2:37:23does that what does that mean about me
2:37:24right if you've ever thought those
2:37:25things um like I can tell you I did two
2:37:28um right after the instance that I had
2:37:30uh mic with that individual um and that
2:37:32individual drained my entire bank
2:37:34account and then sent it to their
2:37:35girlfriend in Sweden and then filed
2:37:36bankruptcy after that happened I had
2:37:39$1,200 because I had sold all my gyms
2:37:41and put my money into that account so I
2:37:43started at zero which I'm very grateful
2:37:44for because it gave me the experience
2:37:46that I have now and so what I'm going to
2:37:48show you is that you can have a simple
2:37:50sales process that can yield outsid
2:37:52returns a lot of people like to make
2:37:53this fancy because it makes it easier to
2:37:55sell stuff to people about selling but
2:37:58these are the things that I have seen
2:37:59that have unlocked the growth for us
2:38:01because I don't think I'm the best
2:38:02marketer out there I think we've simply
2:38:04attached a phone to a funnel um and
2:38:06we've been very efficient at it and so
2:38:08as a result of that I've always been
2:38:10able to make more per customer than
2:38:11anyone else because of how efficient we
2:38:14are at the conversion process all right
2:38:15and so that's what we're here for so I
2:38:17want to show you exactly step by step
2:38:18our process for selling all right and so
2:38:21there should be two types of people here
2:38:22some of you guys who are under $100,000
2:38:24a month and I'll show you how to never
2:38:25compete on price again all right and if
2:38:27you guys are over $100,000 a month I'll
2:38:29show you exactly what we did to scale a
2:38:30team to get to a million a month and
2:38:32Beyond is that cool yes because if
2:38:34you're under a 100 it's just you right
2:38:35if you're over a 100 you need people all
2:38:37right so it's GNA kind of be like the
2:38:39actual sing itself and then the scaling
2:38:41of the sales all right so that's kind of
2:38:43the goal for the 60 minutes I'll
2:38:44probably be able to get it done in 40ish
2:38:46I'll talk fast so we can have some time
2:38:48all right everyone can just listen fast
2:38:49is that all right all right
2:38:52I'm
2:38:53it so I've been really fortunate um yeah
2:38:56now we're at 105 or 110 or whatever it
2:38:58is um in in selling stuff which has been
2:39:00cool what's been coolers we've been able
2:39:02to donate to causes you guys don't know
2:39:04my story but um I had a I had a gym
2:39:06teacher after school who stayed with me
2:39:08he didn't have to he didn't know me from
2:39:09anybody and he worked out with me for an
2:39:11entire year and taught me how to work
2:39:13out because I was like a really insecure
2:39:14kid and as a result of that I got into
2:39:16fitness and so I feel like it's all of
2:39:18our opportunity because you guys are on
2:39:19here like we're already in the top 1% in
2:39:22the world you know what I mean like
2:39:23we're bitching about not making a 100
2:39:25Grand a month like [ __ ] you you know
2:39:27what I mean like really and so um it's
2:39:30been a great privilege to be able to
2:39:31give back you we've donated 1.4 million
2:39:33just in the last three years actually
2:39:351.7 now I have to update that um but
2:39:37anyways just the causes that we that we
2:39:39care about and so for us it's it's kids
2:39:40being able to have the opportunity that
2:39:41we had all right and uh if you guys are
2:39:44in the fitness industry Arnold was my
2:39:45hero is the reason I quit my job um and
2:39:47I've been able to you know grow a
2:39:48friendship with him which is been
2:39:49awesome um and we've had you know over a
2:39:52thousand clients hit $100,000 a year
2:39:53using the sales framework I'm going to
2:39:55show you all right so like you can
2:39:57imagine that these people are not maybe
2:40:00as good as you are you can imagine that
2:40:02somebody in that thousand is probably
2:40:03not as naturally talented right so the
2:40:05process works okay and we've got a lot
2:40:07of people over seven figures now um but
2:40:10it wasn't that way right so this is me
2:40:11when I started my first gym I slept on
2:40:13the floor I had $5,000 total my rent was
2:40:16$5,000 um and so I had one month that I
2:40:18had to learn how to make money
2:40:20and uh I built a funnel because I
2:40:22learned this from the internet and I was
2:40:23actually I sent this picture to my dad
2:40:25because I was so excited I was so proud
2:40:27of this picture because I sold that many
2:40:29people in the first in the first two
2:40:30weeks uh for
2:40:33free um and things started to grow right
2:40:35I my that was my one of my gyms I had
2:40:37nine employees I felt like a badass you
2:40:39know my dad finally told me he thought I
2:40:41you know wasn't a schmuck for you know
2:40:43being an idiot and getting into fitness
2:40:44so I thought I felt like I was figuring
2:40:45things out and then all of a sudden
2:40:47Facebook slap happened this is years ago
2:40:49and there's been many slaps Facebook
2:40:51just kind of kind of has its it its
2:40:52[ __ ] hand proverbially swinging back
2:40:54and forth but um you know we got slapped
2:40:56and overnight my my lead cost went up 5x
2:40:58right and so my my money my moneymaking
2:41:00rain turned into a desert and the thing
2:41:03was my marketing was losing money every
2:41:04day and all I could think about was
2:41:05letting my dad down and more
2:41:07realistically having my dad be right I'm
2:41:10gonna I'm gonna all right cool um and so
2:41:13the question that I asked myself was
2:41:14like how can I afford to get more leads
2:41:16right and so I called on my friends up
2:41:17and he had a he was a brick and mortar
2:41:19gym owner and he told me that things
2:41:20were going great for him and I was like
2:41:22what the hell dude what are you what are
2:41:23you doing he was like dude we just we
2:41:25just attached the phone to the funnel
2:41:26and I was like no [ __ ] he's like we're
2:41:28selling expensive stuff on the front end
2:41:29now instead of selling trials I was like
2:41:31well that's cool I'll do that and so we
2:41:33went from losing two and a half two to
2:41:35one to making 10 to one return on the
2:41:36front end right and what that meant for
2:41:38my business is I went from being able to
2:41:39break even at $10 a lead to being able
2:41:42to spend up A1 $100 a lead and still
2:41:44make money which is crazy right and so
2:41:46then things started to grow again for me
2:41:48and then we you know open location after
2:41:49location and things grow and I met this
2:41:51guy and uh I was I was I met I joined
2:41:54his Mastermind I was trying to I told
2:41:56him I wanted to create a nationwide gym
2:41:57gym chain and he said uh you should
2:41:59teach other people how you do what you
2:42:01do and not grow that chain and I was
2:42:03like well you make more money than me so
2:42:04okay I'll listen and so then I started
2:42:07making uh our doing our Marketing System
2:42:09Mike this is by the way at that guy's
2:42:10gym um did 191 signups in 19 days and
2:42:13that was the stack of contracts um some
2:42:16of you guys may have seen this it was
2:42:17like the most run ad for like a year and
2:42:18a half
2:42:19um but we did I know $100,000 in in 19
2:42:22days in sales like in the ghetto all
2:42:23right so these are the three Frameworks
2:42:25sorry I sped through that because we
2:42:27already covered a little bit of my story
2:42:28early so I wanted to get through it um
2:42:30and these are the free Frameworks that I
2:42:31kind of discovered um to scale High
2:42:33ticket all right and it'll take if you
2:42:35if you're if you're partnering some with
2:42:36someone then it'll help take their
2:42:38losing funnels and turn them into into
2:42:39cash machines and I mean that genuinely
2:42:41all right so the free three Frameworks
2:42:43that I do is one is the closure
2:42:45framework all right these are the
2:42:46questions that get prospects to say yes
2:42:48all right and so adding this to any kind
2:42:49of any funnel process is going to
2:42:51instantly make it more profitable all
2:42:53right and I'm going to walk through the
2:42:54questions that we ask and specifically
2:42:56what only three things that you can say
2:42:57on a sales call period it's the number
2:42:59one mistake that all the sales guys that
2:43:00even my guys make and I have to remind
2:43:02them up all right the second thing is
2:43:04the conviction framework so anyone who
2:43:05believes can outperform a seasoned sales
2:43:07rep by simply learning control their
2:43:08tone all right so some of you guys right
2:43:10now can I get a hand um I'm gonna
2:43:12unshare my screen real quick can I get
2:43:14hands on the screen of who here is newer
2:43:16to this newer to high ticket sales okay
2:43:18great great perfect then this is for you
2:43:22I'm going to show you how you can beat
2:43:23the best sales reps all right and this
2:43:25is how I never ever hire seasoned
2:43:27closers just FYI no no mik we're goodna
2:43:31TR trading salese I
2:43:33don't um but I'm gonna show you how you
2:43:35can beat seasoned prep seasoned Pros all
2:43:38right which if I can find my
2:43:40presentation there we go um by learning
2:43:43control your tone and the last one is
2:43:46scaling so for all you guys who are over
2:43:47$100,000 a month and need to scale a
2:43:49team I'm going to show you how to
2:43:50duplicate the skill in other people all
2:43:52right because it's one level of the
2:43:54skill is learning to sell another level
2:43:56of the skill is teaching to sell and
2:43:58it's a more valuable skill so if you can
2:44:00duplicate your skill in someone else
2:44:03that is how you can make 10 times 100
2:44:05times more money because it's no longer
2:44:06you're no longer constrained by your
2:44:08time all right so let's rock and roll
2:44:10close your framework so after pouring
2:44:13over like hundreds of scripts like I
2:44:14mean it hundreds of scripts um I
2:44:17realized that there was always like
2:44:18these minor in wording but if I hit
2:44:20these kind of main Milestones along the
2:44:22way I ended up closing the sale right
2:44:25and the nice thing is that this process
2:44:26works for B Toc and B2B so I don't know
2:44:28what stuff you're selling but it works
2:44:30for both and it worked for $500 tickets
2:44:32as much as $100,000 tickets the process
2:44:34is the same right and the way I teach my
2:44:36sales teams and now thousands of clients
2:44:38is This Acronym right and like even when
2:44:41I'm thinking through sales calls we use
2:44:42we like closer C right l so the C is
2:44:45clarify why the person is on the phone
2:44:47with you right that's the the objective
2:44:49why are you here why' you take the time
2:44:51to take the call what's the problem
2:44:54right what are we trying to solve here
2:44:56after that then we're like got it so
2:44:58what I'm hearing is you're struggling
2:45:00with this does that sound about right
2:45:01I'm going to label you with a problem
2:45:04after that we overview their past pain
2:45:06it's like okay so you have this problem
2:45:08I can't be the first person you've
2:45:09talked to about this tell me a little
2:45:10bit about what you've done so far to try
2:45:11to try and get past this right tell me
2:45:13more about that how'd that work out for
2:45:15you okay understood after that it's like
2:45:18okay so hearing all these things this is
2:45:20why you're here this is what you're
2:45:21trying to get this is what you've tried
2:45:23and hasn't worked okay well can I tell
2:45:25you about how I think we might be able
2:45:26to solve your problem this is where we
2:45:27sell the vacation right and then finally
2:45:30or step before finally we explain away
2:45:32their concerned so this is where we tell
2:45:34them about the program and then we're
2:45:35like do you want to do it they say yes
2:45:37or no if they say no then we explain
2:45:40away their concerns so they say yes and
2:45:41then once they say yes we reinforce the
2:45:44decision and this last R here is a point
2:45:46that I added years later because we
2:45:48realize that
2:45:49the sale the sale just continues
2:45:52throughout the entire customer
2:45:53relationship right and so for you guys
2:45:55if you're dealing with clients uh who
2:45:57you're selling for you have to also sell
2:45:59them on continuously selling right you
2:46:01might have closed the card or closed the
2:46:03first payment but they're onboarding
2:46:05experience they got to close them again
2:46:07and then after that when they have their
2:46:08first week check-in call they got to get
2:46:10closed again because we have to
2:46:11consistently sell them on why they
2:46:13should do anything why should they not
2:46:14just watch Netflix why should they why
2:46:16should they take action why should they
2:46:17have the discomfort of getting you know
2:46:19smacked on the phone by a stranger right
2:46:21why should they why should they feel the
2:46:22The Sting of failure we have to sell
2:46:24them consistently to help them overcome
2:46:26their pains right and so I'll show you
2:46:28each some of these more closely so
2:46:30clarifying why they're there right it's
2:46:31like what made you come in today what
2:46:32made you reach out what's your goal
2:46:34right now why is that important to you
2:46:35right okay helping me understand what
2:46:37what you what are we doing here right
2:46:39this is one where someone in the
2:46:40beginning like you have to hit this
2:46:42because if someone says like you I just
2:46:44wanted to find out more information
2:46:45you're like cool but why like what did
2:46:48you want the information to solve what
2:46:49was the like I'm sure you don't just go
2:46:51around collecting information all day
2:46:52right like there's something you're
2:46:53trying to get out of this what's the
2:46:55problem and then and then you get what
2:46:57you need you're like got it okay so just
2:47:00so I'm hearing you right it sounds like
2:47:01this is your goal correct then they
2:47:03acknowledge they have a problem this is
2:47:04important because they have to say it
2:47:06they have to own it I can't cure cancer
2:47:08until you admit that you have it right
2:47:10we got to give it to you before we can
2:47:12cure it after that we overview the past
2:47:14right so it's like what have you tried
2:47:15so far to accomplish this how long did
2:47:17you do it for how long long ago how did
2:47:20that work for you what else have you
2:47:21tried we call this the pain cycle right
2:47:23we consistently do this over and over
2:47:25again until we've exhausted all options
2:47:27right at that point we have tons of ammo
2:47:29that we can use later in the clo which
2:47:30I'm sure you're aware of right and the
2:47:32big piece here is we explain how it's
2:47:33not their fault because if they had this
2:47:35missing piece or two of the equation
2:47:37they were halfway there they were three4
2:47:39the way there they were just missing
2:47:40this one piece which we're going to
2:47:41provide for them right and the nice
2:47:43thing is is for most of you hopefully
2:47:45you're selling a a holistic solution
2:47:47right so for example I'm G to use a
2:47:49fitness example because Mike's from from
2:47:51that background too if someone came in
2:47:52and said they tried workouts in the past
2:47:54I'm be like I'm not telling you don't
2:47:56that you don't need to workout it's
2:47:57great but you also need the nutrition
2:47:58and the accountability right you need
2:47:59nutrition to make sure they stop eating
2:48:01[ __ ] because if you just start working
2:48:01out eating Donuts it's not going to work
2:48:03right of course now if I make you the
2:48:04best plan in the world but you don't
2:48:05follow it's not going to work either
2:48:06that's why you need the accountability
2:48:07and that's what I'm here for and so from
2:48:09that point that's kind of how you can
2:48:10naturally transition so it's like I'm
2:48:11hearing these things this is what you're
2:48:13missing well do you want to hear how the
2:48:14program works because I think we might
2:48:16be able to solve that for you they'll
2:48:17say yes all so what we've seen is that
2:48:19there's three things that make clients
2:48:21successful right and at this point this
2:48:23is my belief is that three things has
2:48:25been you know unequivocal and most
2:48:27pitches is that I think it's human brain
2:48:28is that you can't take more than three
2:48:30but typically it's like three pillars to
2:48:32the to the stool or three you know
2:48:34finish and accountability if I was
2:48:36selling leads I'd want them to be you
2:48:38know timely uh you know qualified and
2:48:42you know uh exclusive right there'll be
2:48:44three elements to make what makes a good
2:48:46lead right there's there's always three
2:48:48that you can usually find when you're
2:48:49selling a solution and most times not
2:48:52most times every time if you're on the
2:48:55phone with the prospect you always have
2:48:57the upper hand because they have
2:48:58admitted at the beginning of this phone
2:48:59call that they have a problem they have
2:49:01not solved it and so inherently they're
2:49:03going to be missing one of the keys they
2:49:05cannot have them all or they would not
2:49:06be on the phone so you have a you you
2:49:08you are in in an unlosable situation
2:49:10unless you choose to lose it right
2:49:12unless you choose to lose the frame and
2:49:14so in this instance it has been my
2:49:16experience that we use stories short
2:49:18short anecdotal stories to to to break
2:49:21the belief of the prospect around a
2:49:23topic what's important here is that we
2:49:25don't get into uh jargon right we don't
2:49:28get into technobabble and talking about
2:49:30the program and the modules and the the
2:49:34things they're going to do because all
2:49:36of that sounds like work and that's not
2:49:39what they're there for they're there for
2:49:40a result right and so instead I would
2:49:44say something like with the Fitness
2:49:46Nutrition accountability like I said
2:49:47earlier so if I was trying to explain
2:49:48accountability be like listen you don't
2:49:50have accountability when you were a kid
2:49:52you ever like have your parents tell you
2:49:53to brush your teeth they were like yeah
2:49:55like you know how you're like I don't
2:49:56want to I don't want to and they would
2:49:57tell you oh no you got to go brush your
2:49:58teeth and and you go and you brush your
2:49:59teeth and you Sul back to bed and next
2:50:01night you do the same thing they tell
2:50:02you brush your teeth you go brush your
2:50:03teeth go back to bed but you're an adult
2:50:05now right you brush your teeth they're
2:50:07like yeah and that's because you had
2:50:09external accountability that turned into
2:50:11an internal habit right and that's what
2:50:13we're going to do for you here right so
2:50:14I didn't tell them about [ __ ] the
2:50:16coaching call that they're going to have
2:50:18and the post that they're going to have
2:50:19and the blah blah blah we told them as
2:50:21the result of that we gave them an
2:50:22anecdotal story that made sense to them
2:50:24for that's probably a really key point I
2:50:26just want to drive home ear out when you
2:50:27have your pitch part it shouldn't be
2:50:29longer than three minutes like tops
2:50:32because no one really gives a [ __ ] and
2:50:33at the end of the day the reason they're
2:50:35going to buy is going to be because of
2:50:37how understood they
2:50:39feel so how much when you went through
2:50:42that overview of the pain you were able
2:50:44to restate back to them accurately
2:50:47exactly how they felt felt and the
2:50:49struggles they are experiencing which is
2:50:51why you need to shut the [ __ ] up when
2:50:52they're talking right and so there's
2:50:55only three things that are ever said on
2:50:57a sales call do you guys know what they
2:50:58are there's only three things that ever
2:51:00come out of your
2:51:01mouth
2:51:03questions
2:51:04restatements and anecdotal stories which
2:51:06is the story that I just referenced the
2:51:08three stories that you will use to break
2:51:09a belief that's it so this so that's how
2:51:12you sell them the vacation you have
2:51:14these little sound bites right I'll give
2:51:15you another example so if I was doing um
2:51:18if I was doing food right I'm like
2:51:19listen uh three parts of the program
2:51:22Fitness accountability so nutrition wise
2:51:25you've got to eat stuff that's going to
2:51:28make you lose weight can we agree on
2:51:29that yes okay cool but the problem is
2:51:32you don't want to do that right that's
2:51:33where we're here right right okay so let
2:51:35me ask you a question when uh do you
2:51:38feel like what's your favorite TV show
2:51:40they're going to be like
2:51:42uh whatever Game of Thrones you're like
2:51:45okay Game of Thrones do you feel like
2:51:46you need to get like motivated to watch
2:51:48came through like man I was trying to
2:51:50watch it tonight but I just couldn't you
2:51:51know I just I just I got really busy and
2:51:53I just couldn't sit down on the couch
2:51:54and turn the TV on I couldn't do it
2:51:55right of course not because you look
2:51:57forward to it because you wanted to do
2:51:59it and the key that we're going to do
2:52:00here is we're going to get you to look
2:52:02forward to the foods that you're eating
2:52:03because if you look forward to it you
2:52:04don't need to be motivated because you
2:52:05do it on your own because you like it
2:52:07does that make sense right so what I
2:52:11didn't talk about the macros and the
2:52:13carb cycling and the intermittent
2:52:15fasting and the calorie counting and the
2:52:17blah blah blah blah blah because the end
2:52:18of the day that does not matter what
2:52:20they want is for them to solve the
2:52:23problem and have it be painfree right
2:52:25and that's what we're explaining to them
2:52:26so that's selling the vacation right and
2:52:28this is a saying that I've used for a
2:52:29long time which is sell the vacation not
2:52:30the plane fright right and so this is
2:52:33what everyone else talks about they're
2:52:34like sir for us to get you these results
2:52:36you're going to have to take your pants
2:52:37off you're goingon to have to jump
2:52:38through this Loop you're gonna have to
2:52:39go through the TSA the airport lines
2:52:41pack your suitcases take your shoes off
2:52:42do the layovers connect your flights uh
2:52:44have a person farting next to you don't
2:52:45worry they don't have covid you'll have
2:52:47turbulence probably on the plane then as
2:52:49soon as you're out you think you're done
2:52:51you still have to wait a baggage CLA
2:52:52they probably lost your bag right and in
2:52:54our world it's your modules your MPL
2:52:55your Macros your workouts your support
2:52:56team your URLs your domains your funnels
2:52:58your targeting your ads and the other
2:53:00[ __ ] that doesn't matter right but
2:53:02instead what they want is you sell Maui
2:53:04Final Destination and you always sell
2:53:06the same thing because the difference is
2:53:08only the level of service and how they
2:53:09want to get there right if you have
2:53:11multiple levels of service so do they
2:53:13want to swim to Maui to where they're
2:53:14trying to go there's sharks and you
2:53:16could drown or get robbed right this
2:53:18chick crazy uh do they want to take a
2:53:21boat to Maui it'll take a little longer
2:53:23but there's no shark attacks but there's
2:53:25still no Wi-Fi and you're kind of you
2:53:26know in the sun uh do you want to take a
2:53:28normal flight to Maui get there a little
2:53:29faster still smells bad has security bad
2:53:31food but you're going to get there or do
2:53:33you want to take a private jet to Maui
2:53:34right direct non-stop champagne on the
2:53:35plane suitcase is packed when you arrive
2:53:38right and so that's the selling piece e
2:53:41is explaining way they concerns and so
2:53:43these are the questions that sound like
2:53:45um so there's I'm sure Mike has already
2:53:47taught you a lot of the uh the obstacle
2:53:49overcome Concepts right so fundamentally
2:53:53there's there's three big ones right
2:53:54price and rather than teach you like the
2:53:56uh the the the drilling of the obstacles
2:53:59I told you there's two things you need
2:54:00to memorize one of them are the stories
2:54:01the second are the obstacle overcomes
2:54:03all right because those are the things
2:54:04that you're in the Red Zone like that's
2:54:06not where you start thinking about what
2:54:07you're going to say all right so the two
2:54:10things that you need to memorize as a
2:54:11salesperson are the stories about what
2:54:13you
2:54:14sell and the obstacles that you're going
2:54:16to encounter when you're in the red zone
2:54:19the questions on the front end you need
2:54:20to know the Milestones you need to hit
2:54:22in order to move forward and this is one
2:54:24of the big mistakes I'm sure Mike talks
2:54:26about a lot which is you need to sit in
2:54:28the pain if someone does not clarify why
2:54:31they need a solution you do not ask for
2:54:33the sale if they're if we just say hey
2:54:35you know what what brought you to here
2:54:37today I just want to find out more
2:54:38information Okay cool so you know let me
2:54:41tell you about the program like that's
2:54:42not we didn't get the [ __ ] like we
2:54:43don't know why they're there we don't
2:54:45know what their goals are like one of
2:54:46the things drives me nuts about my team
2:54:48sometimes is I'm like dude we're eight
2:54:49minutes in the conversation I was like I
2:54:50don't know how many clients they have I
2:54:51don't know what their revenue is I don't
2:54:52know what their profit is I don't know
2:54:54what their biggest pain and struggle was
2:54:55right now I'm like what are you doing
2:54:57I'm like you just told them they're like
2:54:59oh Jim is $100 million doll company I'm
2:55:01like they don't give a [ __ ] but they do
2:55:03my sales guys because they get their OS
2:55:05puffed up right but it has nothing to do
2:55:07with the prospect they do not care right
2:55:08they only care about them so right
2:55:11that's right yeah that's the issue right
2:55:14everyone talks way too much about the
2:55:16product and so when you're training
2:55:17sales people you don't train them on the
2:55:20product you train them on the
2:55:24prospect the product doesn't matter I
2:55:26mean it matters obviously from like how
2:55:28you're going to make money because you
2:55:29have to do a good job because I'm going
2:55:30to get that in the second point but in
2:55:32terms of when you are selling and
2:55:34training someone if you guys know
2:55:36someone or know a specific Niche really
2:55:38well then you will know their pains and
2:55:41if you have a new salesperson you hear
2:55:42them say [ __ ] and you're like that's not
2:55:44what he thinks what is's he doing he
2:55:46might know the product perfectly but he
2:55:48just said that the guy's problem was not
2:55:49the problem and so then it doesn't
2:55:51matter what the product is because he
2:55:52doesn't feel like it's for him even
2:55:53though it's totally for him but you just
2:55:55misarticulated the problem that's where
2:55:57the clarity has to happen if you nail
2:55:59that the rest of the pitch is easy all
2:56:01right and so the key here is relying on
2:56:04past agreements that have already been
2:56:06made so this person with their partner
2:56:08with their spouse with their B you know
2:56:10whatever has that person knows that
2:56:13there's a problem and they also don't
2:56:15approve of that problem and so why would
2:56:17they be in any way against remedying a
2:56:19problem that they already don't approve
2:56:20of right and then finally we always tack
2:56:23on sometimes it's better ask for
2:56:24forgiveness than permission right ha
2:56:26depends on the ticket sale right but you
2:56:28can get those in right and then
2:56:29obviously last last case here is you
2:56:32just do a delayed close and say let's
2:56:33get your car down we can put it down
2:56:34payment we can pay the rest on Friday
2:56:36and if between now and then you know
2:56:38your partner comes back and says no man
2:56:40I want to be poor I want to keep
2:56:41struggling and like I want to never make
2:56:43money and like continue to do this for
2:56:45the rest of our lives then I'll
2:56:46absolutely tear up the contract don't
2:56:47worry about it
2:56:49right finally you've got stalls right I
2:56:52need to think about it so these are
2:56:55because people don't people are afraid
2:56:57of making mistakes right people are
2:56:59afraid of making mistakes and because of
2:57:02that they don't like making decisions
2:57:05because it's easier to let life make the
2:57:06decision for you and so they like doing
2:57:08it that way because then they feel like
2:57:10it's not their fault right and so I mean
2:57:14a great obstacle over for this is what's
2:57:15your main concern which is usually my
2:57:17number one thing I go to when someone's
2:57:18like I need to think about it it's like
2:57:19totally what's your main concern right
2:57:21let's think about it together right and
2:57:23so fundamentally these are the things
2:57:25that they need to know do you feel like
2:57:27what we're doing can meet your needs and
2:57:28solve the problem yes or no yes do you
2:57:31want to work with us as a company do you
2:57:34like our values do you like what we
2:57:35stand for do you believe what we believe
2:57:37about the world yes do you have access
2:57:39to funds or know someone who does yes
2:57:42well then let's rock and roll because
2:57:44those are the only things we know to me
2:57:46the B decision right do you like the
2:57:47product do you like us and do you have
2:57:50the money to do it that's it simple as
2:57:52that right and so when we walk through
2:57:54those if you encounter these situations
2:57:56obviously there's you know if you're
2:57:58going to do it now sooner or later you
2:57:59might as well like there's plenty of
2:58:00things to say but I think it's more
2:58:02important to understand the theory
2:58:03behind why someone has this objection
2:58:06right they have an objection around
2:58:07price because they don't see the value
2:58:09because you didn't articulate it they
2:58:11have an objection around decision maker
2:58:12usually because you [ __ ] something up
2:58:13earlier in the sale but at this point
2:58:14you're in the red zone so you got to
2:58:15deal with it so you rely on pasted
2:58:17agreements if they come with a stall
2:58:19then you help them confront a decision
2:58:21and make a logical choice and teach them
2:58:23how to make a decision that in that
2:58:25moment you say what are you most afraid
2:58:26of happening I'm afraid of you just
2:58:29you're afraid of me taking the money
2:58:31right just taking your money and you
2:58:32getting nothing right again well let me
2:58:34tell you how that's not going to happen
2:58:35right you can bring their concerns all
2:58:37right and then finally they say yes and
2:58:38you're like awesome and this is where if
2:58:40you're selling for someone else get them
2:58:41to send a personalized video like hey
2:58:43Johnny saw you just signed up with us
2:58:44today super pumped to have you uh you're
2:58:47going to be meeting with Heather
2:58:48tomorrow she's going to get you kicked
2:58:49off um you should in the mail get a
2:58:51special gift so keep lookout for that
2:58:53and then uh you know send a handwritten
2:58:55card if someone just bought a really
2:58:56expensive thing people are making their
2:58:58decision about whether they believe in
2:59:00you as a company within the first 48
2:59:01hours after the sale they make a
2:59:04decision of whether or not they're going
2:59:05to be with you in the long term and how
2:59:07they are treated in the first 48 hours
2:59:09after they give you money so it's
2:59:11critical and it's usually in that point
2:59:13that people [ __ ] up and just ignore them
2:59:15framework two and you know Mike I can
2:59:17stop I'll just do framework two and then
2:59:19we can do the Q&A because if I don't
2:59:20have time to scale the sales teams I can
2:59:22hit on the points later um so this is a
2:59:24big one for everyone who is who's newer
2:59:26to sales all right if you
2:59:29believe you can outperform to season
2:59:31sales rep by learning control your tone
2:59:33all right and so I reworked all of our
2:59:35scripts into the closer framework and
2:59:37the thing is is immediately some people
2:59:39were crushing it right While others were
2:59:40still not selling [ __ ] and I was like
2:59:42what the [ __ ] right and so I talked to
2:59:44my friends and they were like dude you
2:59:45should read this book by Jordan buffer
2:59:47and the big biggest thing that I got
2:59:48from the book was just he was very
2:59:50specific about tonality and that was a
2:59:52big shift for me in just learning to
2:59:55teach how to ask the question not just
2:59:58asking the question right and
3:00:01so in the book he talks about having the
3:00:04same issue that I had with scaling sales
3:00:06it's like I give the script to two guys
3:00:07some guy crushes some guy doesn't I'm
3:00:08like what the [ __ ] right and the thing
3:00:09is there's a hidden dialogue that the
3:00:12sales team does not know that they are
3:00:13talking in right and so the words are
3:00:16not going to be enough all right they're
3:00:18just literally 10% so the words that you
3:00:20have it might be the most tested script
3:00:22in the world it's still only 10% 90% is
3:00:25how you say the words right because how
3:00:28you say what you say is tonality like
3:00:31right now I could give everyone here you
3:00:33know Jerry Seinfeld standup script you
3:00:36could read it it wouldn't be funny right
3:00:39because it's not just that you had the
3:00:40script it's how you deliver it right and
3:00:42that takes time to develop right and
3:00:44that's kind of unconscious Mastery and
3:00:46so there's two ways to do this all right
3:00:48that I have found you can either trick
3:00:49yourself into it or you can train
3:00:51yourself to do it all right and since we
3:00:54don't have enough time to uh to train on
3:00:57the influence of tonalities here's the
3:00:58trick that I teach all right conviction
3:01:01will correct your
3:01:02tone conviction made real so um let me
3:01:06tell you this story so I was I was
3:01:08brought in to do a day of Consulting for
3:01:10this mortgage leads company to train
3:01:12their sales team and the first half of
3:01:14the day I reworked the whole script I
3:01:16put the closure framework made it a
3:01:17question based um sale and then I came
3:01:20in and they were expecting me to like
3:01:21rain you know fire and brimstone on
3:01:23these guys and so I sat down I was like
3:01:25who's the guy having the most trouble it
3:01:26was this guy John so I was like John and
3:01:28they were still on the leads I was like
3:01:30John how good are the leads he was like
3:01:34well you know and I was like we're good
3:01:36thanks and I was like let me show you
3:01:38how you would answer it if you actually
3:01:39believed that the leads were good I was
3:01:41like you say like dude these leads are
3:01:42[ __ ] unbelievable right now I'm
3:01:44studying for my real estate exam so I
3:01:45can get in on these leads my aunt is
3:01:47real her and she has more business she
3:01:49can handle and I'm sending her traffic
3:01:50I'm trying to get my my my brother to do
3:01:52it with me I'm not sure how long I'm in
3:01:54a worker because these leads are killing
3:01:55it for us
3:01:58right if you believe in the product you
3:02:01don't need to have all the sales skills
3:02:03you'll do it the right way because
3:02:05you'll actually want to help the person
3:02:06so that's why the most important part of
3:02:09the sale is the product Because unless
3:02:11you're a malicious
3:02:13person like most people here was
3:02:15everyone here have some level of ethics
3:02:17on some level like no near just wants to
3:02:18like take someone's last dollar right so
3:02:21then the only way to sell hard because
3:02:24if you're going to close you got to sell
3:02:25hard the only way to sell hard is to
3:02:27believe through and through balls to
3:02:29bones when you look at yourself in the
3:02:30mirror at night this is what I talked
3:02:31about when Mike said at the very
3:02:32beginning like what happens when people
3:02:34start hating on you the only way that
3:02:36I've been able to stay where we're at in
3:02:37the gym industry Mike knows the amount
3:02:39of hate that I get right the only way
3:02:41we've been able to do that is that I
3:02:42read the
3:02:44testimonials the thousand of them that I
3:02:46have of Jim who have gone to six figures
3:02:49of the hundred gyms we've taken to seven
3:02:51figures right like I know beyond a
3:02:54shadow of a doubt that our product works
3:02:56I also know that if you sign up for a
3:02:58gym not everyone loses weight and I'm
3:03:00willing to deal with that I I'm willing
3:03:02to give everyone the opportunity to
3:03:04change their life so here's the tactics
3:03:07around this reread testimonials out loud
3:03:10daily in front of your sales team all
3:03:12right and if the business that you're
3:03:13working for doesn't have testimonials
3:03:15find another business all right I'm
3:03:17serious you're not going to be able to
3:03:18close unless you're like literally
3:03:20unless you're unethical you're not going
3:03:21to be able to close so go find something
3:03:23that is a good product because there's
3:03:24plenty of them out there all right find
3:03:26a good product that you believe in you
3:03:27just see tons of testimonials and then
3:03:30read those every day in front of the
3:03:32team all right second well this is for
3:03:34the business owners but fix everything
3:03:36you possibly can about the product all
3:03:37right and never blame a customer for
3:03:39lack of success so as much as there are
3:03:41people who have not been successful
3:03:43who've used gym launch I still take the
3:03:47fact that they were not successful and I
3:03:48think what could I have done that would
3:03:50have made the next person like them
3:03:51successful and you plug the hole right
3:03:53if you do that over and over and over
3:03:55and over again you know truly at the end
3:03:58of the day when you look at yourself in
3:03:59the mirror when no one else is watching
3:04:01whether or not you truly put the effort
3:04:03forth that merits the price that you are
3:04:05charging right and only you can know
3:04:07that and the thing is is like the reason
3:04:09salese get beat up is because they don't
3:04:11put the work in and then it grates on
3:04:13their soul and then eventually they burn
3:04:15out they burn out not because they can't
3:04:17handle no but because they can't handle
3:04:18how they feel about
3:04:20themselves right and so you have to put
3:04:23the work in to have the conviction
3:04:24because that's what's going to get you
3:04:25through it if you've ever met someone
3:04:28who's a born again Christian all right
3:04:30they are convicted they do not care how
3:04:33many people tell them to shove it
3:04:35because they are trying to save people's
3:04:39Souls it's real like if you let that hit
3:04:42you it's real you know what I mean and
3:04:44if you can be a disciple of whatever the
3:04:47product you have an evangelist in the
3:04:49truest terms then all the scripting
3:04:51stuff it won't matter why are some of
3:04:53the best sales people clients who had
3:04:55success because they believe in it
3:04:57that's it and the most convicted person
3:04:59will always win the fight right they'll
3:05:02always lead the dance because they have
3:05:04conviction in their skepticism you have
3:05:06conviction in your product and one of
3:05:08you is going to win out right and it's
3:05:10the question is whose belief is stronger
3:05:12because belief isn't binary it's not do
3:05:14I believe or do I not believe it's how
3:05:15much do I believe to what extent do I
3:05:17believe would I bet $1,000 on this
3:05:19product would I bet $10,000 on this
3:05:21product would I sell my mother this
3:05:23product think about it if you would sell
3:05:26your mother this product how convicted
3:05:28are
3:05:29you probably very and you will have no
3:05:32problem closing deals and notice that I
3:05:34have a lower tone right now so that you
3:05:36listen to the words that I'm saying so
3:05:37you think that they're
3:05:38important in terms of uh the training
3:05:41schedule 60 minutes a day 5 days a week
3:05:43my guys do world class sales training
3:05:45they text me in the morning before they
3:05:46wake up they text me once they're done
3:05:48uh they do the first 25 minutes they
3:05:50read the script out loud five minutes
3:05:52they drill obstacles I need to think
3:05:54about it I need to talk to my partner um
3:05:56this is expensive and then they talk
3:05:58they they drill the second half right as
3:06:00a closer you got to talk you got to
3:06:01listen you got to train both skills
3:06:02right the talking is the tone and saying
3:06:04the words the right way in the right
3:06:05sequence without having to think about
3:06:06it the listening is going over recording
3:06:09and figure out what went right what went
3:06:11wrong and what we're going to do next
3:06:12time and saying it drilling it as a team
3:06:15marking it and moving to the next one
3:06:18that's the short answer we 10x the
3:06:20recurring Revenue in one of my portfolio
3:06:22companies by using what we call the
3:06:23diagnostic sale there are seven steps
3:06:25that you can use to follow the script
3:06:27and apply it to your business enjoy I
3:06:29cross $100 million in net worth by age
3:06:3132 I sold my first big company for 46.2
3:06:34million and the reason we're able to do
3:06:36that is because we know how to grow
3:06:37companies and so now I buy companies at
3:06:40a lower price I grow them and then we
3:06:42sell them and so I want to talk to you
3:06:44about one of the companies we just
3:06:45bought uh we bought them a year and a
3:06:48half ago I think or a year ago uh they
3:06:50had 14 locations so it was a chain of
3:06:53brick and mortar and since then we've
3:06:55gone from 14 to 32 locations and the
3:06:58reason we're able to do that is because
3:06:59we focused on the sales process and
3:07:01through a process that I want to walk
3:07:03you through something that I call the
3:07:04diagnostic sale we're able to 10x the
3:07:06recurring revenue of the business across
3:07:08all the locations so before we get into
3:07:10the nitty-gritty of the story let me
3:07:11just walk you through the steps in the
3:07:12diagnostic process first is we like to
3:07:14have some sort of pre-sale questionnaire
3:07:16which the purpose of that is to get get
3:07:17more information that arms the
3:07:18salesperson so they know who they're
3:07:19talking to what their pains are but from
3:07:21the sales perspective for them they also
3:07:24increase their awareness of the problem
3:07:26second is we get their information in
3:07:27their credit card which is key and I'll
3:07:28explain why it later uh third is we want
3:07:31to understand what their current
3:07:32situation is where are you at today then
3:07:33we have your desired state so where
3:07:35would you like to be at and then what's
3:07:37the obstacle why aren't you there and
3:07:38then finally once we have these big
3:07:40three we present the desired State and
3:07:43our vehicle to overcome the obstacle and
3:07:45we tie our price to the way we're going
3:07:47to get them there and then finally we
3:07:49give them an incentive to prepay so
3:07:51here's the five steps that we follow to
3:07:52actually get this done so number one is
3:07:54that we secret
3:07:55shopped the business so we actually
3:07:57looked into it we went there by the way
3:07:59you should secret shop your own business
3:08:01highly recommend doing it you'll be
3:08:02horrified by what you hear your sales
3:08:04guys say you're like I thought we had a
3:08:05script what are you even doing number
3:08:06two is from there this is basically
3:08:08information gathering we figure out what
3:08:10the constraint is okay where do we think
3:08:12there's big opportunities in the
3:08:13business now you should think about
3:08:15yourself as your own business consultant
3:08:16if you could buy your business today and
3:08:18look at your business what would be the
3:08:20no duh thing that you would do now for
3:08:21this particular business we thought that
3:08:23they had an offer constraint which
3:08:25really came down to packaging we had
3:08:27offer slash packaging because
3:08:29fundamentally we're not going to change
3:08:31the core of the business we're not going
3:08:32to all of a sudden start selling soap
3:08:34when you sell HVAC like that's not going
3:08:37to happen right so the core of the
3:08:39business can remain unchanged it's how
3:08:41we're going to package the services we
3:08:43deliver or that the services we sell to
3:08:45a customer how are we're goingon to get
3:08:46them to perceive what we're selling we
3:08:48gathered the data we figured out the
3:08:50constraint was that they should get way
3:08:51more re-bookings which I thought was an
3:08:52offer and packaging issue which is we
3:08:54need to sell the solutions sell the goal
3:08:56and so number four is okay if we assume
3:08:57that we're going to make this new
3:08:58transition to this new new offer new
3:09:01packaging we have to anticipate so you
3:09:03we call it killing zombies uh which is
3:09:05one way of putting it you anticipate the
3:09:08obstacles or objections that people are
3:09:09going to throw at you ahead of time
3:09:11write this in neon marker above your
3:09:13sales team which is it's way harder to
3:09:16get someone to buy buy after you
3:09:18presented the price because now they're
3:09:20like he's trying to sell me so we have
3:09:22to counter that before we become
3:09:23salespeople in their mind we are a
3:09:26trusted expert ideally if we're
3:09:27positioned well and you should be that
3:09:28way if you know what you're talking
3:09:29about and I like to use the frame of
3:09:32childlike curiosity I always tilt my
3:09:34head I probably even did it
3:09:35subconsciously just now you tilt your
3:09:37head when you ask the question because
3:09:38it's non-threatening you're like huh
3:09:40that's weird what changed between then
3:09:42and now just so I understand then they
3:09:44can tell you rather than be like you
3:09:46said that your husband said supports you
3:09:48you can't say that now you have to buy
3:09:50doesn't work that way if you win the
3:09:52argument in a sale you lose the sale the
3:09:54only way that you win the sale is being
3:09:56willing to lose being right and so the
3:09:58fifth step and this is the ongoing step
3:10:00is that you implement the diagnostic
3:10:01sales process so it's implementation so
3:10:04now that I just outlined the five steps
3:10:05let me deep dive into the implementation
3:10:07into the actual business and how it did
3:10:09this with this particular business when
3:10:11we bought them I spent 4 hours with our
3:10:13director of sales and we outlined the
3:10:15new sales process we wanted to implement
3:10:18and as soon as we implemented that sales
3:10:20process we 4X LTV progression meaning
3:10:23how much people paid us it went from 200
3:10:27to 800 so really big jump and we the
3:10:30crazy thing about this is that we didn't
3:10:31change what we delivered we only changed
3:10:34how we presented it and so this is the
3:10:37key of how we create value how we scale
3:10:39companies how we grow companies and many
3:10:42companies keep these things as Secrets
3:10:44uh as their special sauce and I just
3:10:46fundamentally believe that that the more
3:10:48we put out the more we get back and so
3:10:49that's why I operate this way all right
3:10:51so I will hold nothing back and this is
3:10:52something I call the diagnostic sales
3:10:54process now to be very clear the
3:10:57diagnostic sales process is one of two
3:10:59different sales or maybe three different
3:11:00sales processes big picture that you can
3:11:02have in a business one is a
3:11:04transactional sale all the way on this
3:11:09extreme so on one side you've got
3:11:11transactional
3:11:13sales and on this side you've got
3:11:15Enterprise sales which is like
3:11:17uh relational sales like if you think
3:11:19about like you're selling some big
3:11:20Fortune 500 company you have to get
3:11:22stakeholders involved get budget
3:11:24approval there's all that stuff and on
3:11:25transactional side you've got like High
3:11:27Velocity sales we're talking 20 30
3:11:29minute sales a guy who stands in of the
3:11:31car wash sells Car Wash somebody sells
3:11:33gym memberships transactional and then
3:11:34you've kind of got like this Middle
3:11:36where you might sell something that's a
3:11:37little bit higher ticket but it's a
3:11:39little bit more custom all right now
3:11:41what we did was I took their sale from
3:11:43here a purely transactional sale and
3:11:46moved it towards custom
3:11:47all right now in a transactional sale
3:11:49you typically fit the customer to the
3:11:52product and so let's say that I sell
3:11:54pens all right so I sell pens if
3:11:57somebody comes in I'm going to basically
3:12:00spend all my effort listening to what
3:12:02they say they want and then telling them
3:12:03how this pen fits their needs or I have
3:12:07to basically say your needs are wrong
3:12:08let me educate you more and this
3:12:10actually solves all your problems right
3:12:12and so those are pretty much the only
3:12:13two approaches you can take in a
3:12:15transactional sale now the advantages of
3:12:17having this type of sale is that it's
3:12:19really fast uh they tend to be lower
3:12:21ticket in general uh and from an
3:12:23operational perspective in the business
3:12:25you don't need to personalize anything
3:12:26and so you get the sales team and the
3:12:28sales process to basically Orient
3:12:31everyone like a funnel down to one
3:12:32solution and then you just make a ton of
3:12:34these Solutions and you get lots of
3:12:35efficiencies because you only have to
3:12:37produce one thing this the custom sale
3:12:40is a harder sale sry easier sale to do
3:12:43but harder on the operational side and
3:12:45so the magic happens when you can
3:12:47actually Bridge the product component of
3:12:52transactional which you say okay we only
3:12:54sell these types of widgets this is the
3:12:56only thing we deliver
3:12:58but I can do it in a way that feels
3:13:00custom feels personalized all right so
3:13:03I'm going to give you two examples and
3:13:04I'll explain this one in a second this
3:13:05chart that I have here which if you
3:13:07could take your recurring revenue from
3:13:08that to that just by changing how you
3:13:10sell if you'd want to do that hang tight
3:13:12we're going to break that the process so
3:13:15if I had cuz I did this in the gym in
3:13:17the gym world too which is part of why
3:13:20our gyms make more money so a
3:13:22traditional sale look something like
3:13:24this someone comes in so this is
3:13:27traditional and you say we have a
3:13:29membership that's you know whatever $99
3:13:31per month all right that's your
3:13:33membership and you say our membership
3:13:35has this this this and this and you want
3:13:39that right because it's going to help
3:13:40you accomplish all your dreams okay
3:13:43sometimes you get people sometimes you
3:13:44don't what I do
3:13:47we do something called a
3:13:49diagnostic and so the first thing is
3:13:52that when the person walks in the door
3:13:54we get them to fill out a pre-sale
3:13:57questionnaire and so that's like an
3:13:59application in a digital process but an
3:14:01inperson process it follows the same
3:14:03logic which by the way internet
3:14:05businesses follow local businesses local
3:14:06businesses can also model internet
3:14:08businesses when you find out something
3:14:09works in one place which I think has
3:14:10been one of the big advantage of I've
3:14:11had in business is I try and put it in a
3:14:13completely different place and it often
3:14:14works too if you understand the concept
3:14:16and so we fill out a pre-sale
3:14:17questionnaire now the pre-sale
3:14:18questionnaire simply walks them through
3:14:20all the reasons they walked in today and
3:14:22it ask them the same question in
3:14:23multiple different ways so it's like hey
3:14:26like what brought you in today what's
3:14:27the current problem you're dealing with
3:14:29how long you've been dealing with it if
3:14:30you had to quantify how much this has
3:14:33cost you financially what would it be uh
3:14:35if it continued for 5 years how much
3:14:37worse would the situation be and so the
3:14:39whole point is we're trying to agitate
3:14:41tame we're trying to bring attention to
3:14:43this problem and Elevate its importance
3:14:45so that's what the pre-sale
3:14:45questionnaire does now
3:14:48the second thing is we get info and this
3:14:49is very key so when someone comes in
3:14:51after that we say hey I want to I want
3:14:53to set up your account profile and so
3:14:55when you do that you collect their
3:14:56information and this is the key part you
3:14:59get their credit card now you're like
3:15:00wait a second I'm getting a credit card
3:15:02but I haven't sold anything exactly and
3:15:04you do that so that when you do sell
3:15:06something later you don't have to ask
3:15:07for it now you get the pre-sale they're
3:15:10like wow I really do need this thing you
3:15:12say hey let me complete your customer
3:15:13profile just standard procedure no big
3:15:15deal all right then you get their info
3:15:17now if they're like well I don't want to
3:15:18give you my credit card you're just like
3:15:19it's just how the system works it's how
3:15:20we complete
3:15:21profiles and then they'll give it to you
3:15:24all right so from there this is the this
3:15:28is where the special the special magic
3:15:30that's unique to each individual
3:15:32business happens so in the weight loss
3:15:34business I want to understand where
3:15:35their goal at so we say what's
3:15:39current and then four what's
3:15:44desired where are you now where would
3:15:47you like to be and then this one you ask
3:15:50them say what's the
3:15:53obstacle what's in between these two
3:15:55things is the obstacle right current
3:15:58I've got an obstacle getting in the way
3:15:59of my desired that's all we're asking in
3:16:01the process now in weight loss and in
3:16:04most businesses the thing the person
3:16:06thinks is in the way is often not the
3:16:08real thing in the way and that's because
3:16:10they've never had this conversation
3:16:11before they clearly haven't solved the
3:16:13solution and that's why they're coming
3:16:14to you and so you want to just get their
3:16:16word words more so so that you can
3:16:18explain it back to them using the
3:16:19language they gave you all right and so
3:16:22in the weight loss world for example
3:16:25instead of selling a membership I would
3:16:27say okay well it sounds like you need
3:16:28these three things Fitness distri
3:16:30accountability Fitness wise you need to
3:16:31work out X days a week nutrition-wise
3:16:33you need to eat this food at this time
3:16:36and we can help you meal prep the stuff
3:16:38so you got when you go to restaurants
3:16:39you can still stick on it and you need
3:16:40accountability because if you don't if
3:16:42you do if if I give you the best fitness
3:16:43plan and the best nutrition plan but you
3:16:44don't show up doesn't matter right
3:16:46account is what makes the whole thing
3:16:47work great finished nutrition
3:16:49accountability easy three-step framework
3:16:51fantastic now this is where it becomes
3:16:53diagnostic now most
3:16:56customers and this is why this is where
3:16:58the magic happens is
3:17:00that even if you still deliver the same
3:17:02thing so fundamentally when I switch the
3:17:04sales process the gyms remain the same
3:17:06they still have workouts they still have
3:17:07nutrition help they still have
3:17:08accountability nothing changed but how
3:17:10we presented changes and so rather than
3:17:12saying hey I'm going to sell a four-week
3:17:14thing or a six week thing I say hey
3:17:16you're
3:17:17currently 200 lb Okay now what's your
3:17:21high school weight she says I want to I
3:17:24want to get to 140 you say okay cool you
3:17:26want to get to 140 this is your desired
3:17:28okay so you have a 60 pound difference
3:17:30now what we found is that we don't want
3:17:31people to lose more than pound and a
3:17:33half to two pounds a week all right so
3:17:35let's just be conservative and call it
3:17:37one and a half so then I take out my
3:17:39calculator and I say what's one and a
3:17:41half time 60 which would be other way
3:17:44around it' be 60 divid by 1 and a half
3:17:45which is 45 okay so 45 weeks is how
3:17:53long it's going to take us to take you
3:17:55from 200 to 140 so you lose a pound and
3:17:57a half a week it's going to take 45
3:17:59weeks and so
3:18:01six present
3:18:05price in
3:18:07relation to
3:18:09goal so you say awesome so we currently
3:18:12charge 99 bucks a week we can get you
3:18:14there in 45 weeks which means it's
3:18:18$500 and that means and for us I added a
3:18:20a guarantee on the back end which which
3:18:22said hey if you show up to the workouts
3:18:23for the next 45 weeks and you log your
3:18:25food and you don't lose the weight I'll
3:18:27keep working with you for free until you
3:18:28do so that means this is the translation
3:18:30this is the key part in the script so
3:18:32that means when you pay this $4,500 it
3:18:34means that you can count that weight for
3:18:36good you can put it out of your mind you
3:18:38pay me this money we're going to get
3:18:39there one way or another As Long as You
3:18:40Follow the steps you're going to follow
3:18:41the steps right great and so here you're
3:18:46trying to sell 99 bucks a month or or
3:18:48whatever this would be 99 bucks a week
3:18:49if if I was doing equivalent pricing all
3:18:51right so this would be like a
3:18:52semi-private
3:18:54program but by positioning it this way
3:18:56I'm not selling a membership anymore I'm
3:18:58selling exactly what they want and
3:19:00putting a price tag on it and saying you
3:19:02want to get to 140 it's going to take
3:19:03this long and I'll guarantee that you
3:19:05that you'll get there provided you
3:19:07follow these
3:19:09steps and then they say wow that's
3:19:11awesome you say well if you
3:19:15want I can can save you a little bit of
3:19:17money you want to save a little bit of
3:19:18money and they're like yeah I want to
3:19:20save a little bit of money well if you
3:19:21prepay you can save 10% a
3:19:24day so I can save you 450 bucks you want
3:19:27to do that that's what most people do
3:19:29great you want to you want to use the
3:19:30card you have in
3:19:33file done so that's that's the process
3:19:37now I took this process and applied it
3:19:40to a completely different service
3:19:42business that we own that's a chain that
3:19:44this is a little bit more Medical but
3:19:46the concept still applied which is and
3:19:49this is the key part is you have to
3:19:50figure out for whatever it is that you
3:19:52sell what the current is versus what the
3:19:55desired is so if I were uh a painter all
3:20:00right and I was painting houses sounds
3:20:02crazy right say hey so you currently
3:20:05have this thing you want a completely
3:20:08painted house and so the like now for
3:20:11them this is like more us do it for you
3:20:13rather than uh self-service like I'm
3:20:15going to have to like they you're not
3:20:18painting your house and them helping you
3:20:19so they're actually going to paint the
3:20:20house so then we just try and think how
3:20:22can we how can we how can we sell to
3:20:25goal and break it into a price that we
3:20:27tie to that and so it' be like okay so
3:20:30we're going to need four coats of paint
3:20:31and inste to take this period of time
3:20:33and then at that point your your whole
3:20:35house is going to be weatherproofed and
3:20:36so that means that when you pay this
3:20:37price that's what you're going to get by
3:20:39this state and if we don't get it done
3:20:41by that date I'm going to give you
3:20:43this and that way we can relieve their
3:20:45risk that it's not going to happen
3:20:46happen and we tie the purchase to the
3:20:48outcome so this particular business when
3:20:51I bought it or bought into it
3:20:54um it was a business that they had
3:20:57really good lead gen and they have a
3:20:59good product but they didn't have good
3:21:01packaging and I saw the opportunity
3:21:04because I knew that if I installed my
3:21:06sales process into their business I
3:21:09could make it make a lot more money and
3:21:11so if you have the opportunity to like
3:21:124X a business without opening new
3:21:14locations you do that and so that's more
3:21:17or less what we did so I actually wrote
3:21:18down the new sales process took me four
3:21:20hours so I wrote down the new sales
3:21:22process and then I presented to the
3:21:23management team and they were like wow
3:21:26this is the most valuable thing we've
3:21:27ever had happen to our business and I
3:21:28said great so let me know when you do it
3:21:30across all the locations and let's keep
3:21:32buying and opening new ones and so 18
3:21:34months later we have 32 locations and
3:21:35the recurring Revenue in that time
3:21:37period has gone up and the average
3:21:39revenue per customer went from
3:21:44$200 to $800
3:21:48from this one process and that was
3:21:50because before this they were selling
3:21:51one-off transactions they were saying
3:21:53hey we'll do this service for you so
3:21:55think of it like botox or we're going to
3:21:56do filler or we're going to do something
3:21:59this one time and so rather than just
3:22:01say sure give us a call when you want it
3:22:04again which is pretty much what the
3:22:05process was before this I say hey you
3:22:08want to look a certain way you're not
3:22:09here because you want filler you're here
3:22:11because you want to look a certain way
3:22:12so if I show this chart to you of faces
3:22:15and filler densities
3:22:17where where do you see yourself on here
3:22:20currently now you let them self-identify
3:22:22you can't be like look vix you're ugly
3:22:23can't say that so you got to say where
3:22:25are you on this chart and then they say
3:22:27this now in the weight loss sale I got
3:22:28them to step on the scale the scale
3:22:29called you fat not me all right so maybe
3:22:32just point to the third party not me so
3:22:34so so you get them to pick how ugly they
3:22:36are all right and then you say how
3:22:38pretty do you want to be now everyone's
3:22:39going to say I want to be super pretty
3:22:41but here's the beautiful thing when they
3:22:42pick how pretty they want to be they're
3:22:44the one who set the goal and that means
3:22:46The price came from them and you know
3:22:48where I picked this up was yogurt stores
3:22:51so one of the things I thought was
3:22:52genius about like Yogurt Land and things
3:22:54like that was if if you go to a store
3:22:56and then they fill up your stuff behind
3:22:58the counter and then they say hey it's
3:22:59eight bucks you're like man what the
3:23:01hell this place is so expensive but if
3:23:03they give you the cup and you fill it up
3:23:05and you put it on the scale you're like
3:23:07man I'm a fat ass same pricing but
3:23:10because I had control over what I picked
3:23:13I'm the one who's responsible for the
3:23:14decision and so by saying where are you
3:23:17on this chart and again this is where
3:23:19the magic happens I say current desired
3:23:21that's where the thinking behind how I'm
3:23:23going to structure a sale is where like
3:23:25that's where the that's where the
3:23:26experience that's where the expertise
3:23:27that's where it comes in this is the
3:23:29process and hopefully you guys can take
3:23:31this for your business and think like
3:23:32okay what's current what do they really
3:23:34want they're not buying lip filler
3:23:36they're not buying a painted house
3:23:38they're buying an image in their mind of
3:23:40what they want that house to signify or
3:23:41what it means to them and this lady is
3:23:44not buying filler she's trying to buy a
3:23:45certain look she wants people to think
3:23:47about her a certain way that she want
3:23:48when people walk when she walks in the
3:23:49room she wants guys to turn their heads
3:23:50though cuz she's probably getting a
3:23:51little older they're not turning their
3:23:53heads as much and she still misses that
3:23:55and she pay anything to get that so say
3:23:57you're ugly now how pretty do you want
3:23:58to be we say cool so for us to get you
3:24:00from here to here it's going to take us
3:24:0345 weeks it's going to take us Botox
3:24:05filler and you know plastic surgery
3:24:08whatever we're going to have to hit you
3:24:09with a pretty shovel and bring you back
3:24:11to life all right we're going to have to
3:24:12do this and it's going to take this many
3:24:13weeks for us to reverse this level of
3:24:15Aging or at least take these cow feed
3:24:17out or whatever it is and so we tie
3:24:19where you're at to where you want to go
3:24:20and then our solution is only the
3:24:22vehicle that delivers this outcome and
3:24:25so that is the moment that you present
3:24:27the price because they picked where they
3:24:29were where they want to go and then you
3:24:31as the expert explain the path to
3:24:32getting there so they pick the before
3:24:34and after and you just use your
3:24:36expertise of this is what we found best
3:24:37to get people to hear Who start where
3:24:39you're at and so we found out that this
3:24:42opportunity existed within this
3:24:44particular business because I had my
3:24:45sales director your secret shop them so
3:24:47mind you this is Brick and mor chain we
3:24:48have a lot of locations so we could
3:24:50sneak our way in it's harder if you have
3:24:51like a you know four sales guys who do
3:24:53all the sales they'll just tell the
3:24:54owner right so we wanted a secret shop
3:24:56before we actually completed the
3:24:57investment and so uh when he went in he
3:25:00was I asked him so I went through this
3:25:01checklist I was like okay so did they
3:25:03give you some sort of pre-sale question
3:25:04he was like no I was like okay great I
3:25:08like did you did they ask you for your
3:25:09credit card or did they ask you for your
3:25:10information or anything before you got
3:25:11the service and he was like No And I was
3:25:13like fantastic what else what else El
3:25:16did they do it's like did they have you
3:25:17set you know pick uh where you're at and
3:25:19where what your goal is he said yeah
3:25:21they did have me uh pick where I was at
3:25:23but not where I wanted to go so they
3:25:25just had him pick okay how ugly are you
3:25:27and he's like okay now again not
3:25:29completely flawed I want to be really
3:25:30clear here like this is a at 14
3:25:32locations they're not they're not idiots
3:25:34they had the pain we agitated the pain
3:25:35they said listen this is how ugly you
3:25:37are on this scale that we invented and
3:25:39you're here you're a seven ugly great so
3:25:42he checked this but he didn't get to say
3:25:44where he wanted to be so then from there
3:25:46he just went right into the service and
3:25:49then when he came out he just gave them
3:25:51the card to pay for the service and that
3:25:54was it and he just walked out the door
3:25:56and I was like wait so they didn't they
3:25:58didn't actually like ask you to buy a
3:26:00package or get into some membership or
3:26:02anything and he's like well they tried
3:26:04to upsell me this one product at one
3:26:05point but this was the price point and
3:26:07the price point was like 20 bucks or
3:26:09something and I knew what the average
3:26:10customer's worth which was like 200 at
3:26:12the time I was like that's like by the
3:26:15way if you're going to do upsell you
3:26:16want the price point to usually be
3:26:18usually be five times more than the
3:26:20current price because if you get 20% of
3:26:22people so customers are fractal so we're
3:26:24going to go into a little side quest
3:26:25here but it'll be worth it for you since
3:26:26we're talking about
3:26:29sales so you've heard of 8020 right so
3:26:32You' got a 100 people right the top 20%
3:26:35you've got the 80 underneath
3:26:38right these are the people 8020 have
3:26:41five times the spending power of these
3:26:43people and so because of that if you get
3:26:4520% of people to buy something that's
3:26:47five times as expensive so let's say my
3:26:49current thing is
3:26:51$11,000 if I'm going to have an upsell I
3:26:53want my upsell to be
3:26:55$5,000 because if 20% take it then it's
3:26:5820% time 5,000 which means I add $1,000
3:27:01to my average ticket so I go from $2,000
3:27:04or sry $1,000 per customer to
3:27:08$2,000 per
3:27:11customer and so when I heard that their
3:27:13upso was 10% it'd be like having a up be
3:27:16like my upsell is 100 bucks okay fine
3:27:19maybe 20% take that so I I go from a
3:27:22th000 to
3:27:231,020 who cares like what's like why
3:27:26bother right and fundamentally again
3:27:30smart business owners and they were
3:27:32upselling product which means there's no
3:27:33real delivery in a brick and mor service
3:27:35business so they could just hand the
3:27:35product make the money and I think they
3:27:38were using it more for commissions for
3:27:39their staff to increase the average pay
3:27:41which a different objective entirely and
3:27:43totally fine but I was only looking at
3:27:45this from how do I take customers who
3:27:47are worth $200 and make them my goal is
3:27:49to get them worth a th000 currently it's
3:27:51$800 I'm going to keep getting there
3:27:52until we get to 1,000 but I think that
3:27:54we can get it to a th and
3:27:56so we secret shop them number
3:28:00one which by the way if you have a team
3:28:03of people who are currently selling your
3:28:05stuff secret shop them and then be
3:28:08horrified by what you listen to on the
3:28:10phone or what you see in person because
3:28:12you have this beautiful idea of what you
3:28:14think your sales process is and it's a
3:28:15night nightmare it's an absolute
3:28:17nightmare if they remember half of it
3:28:19you'll be stoked and so if you run in an
3:28:21environment especially in a in a lower
3:28:23wage environment so if you're brick and
3:28:24mortar you have a chain of of locations
3:28:26and you have to take low skill labor and
3:28:27teach them a sales process you've like
3:28:30the the expertise in sales comes down to
3:28:33how easy and simple you can make the
3:28:36process and so that comes down to like
3:28:37can I automate parts of the p uh the
3:28:40point of sale so that they can't move
3:28:42forward without doing this checkbox
3:28:44right and by doing this checkbox they
3:28:45have to ask the question so it forces
3:28:47script adherence now training sales not
3:28:50into this video but you want to
3:28:52basically repeat the process over and
3:28:53over and over until they're sick of it
3:28:55until they say like yes Mom would you
3:28:57like to have do you have your credit you
3:28:58want to use the credit card on on file
3:29:00like until they're saying it like they
3:29:01could they can breathe it they can think
3:29:03they can say without thinking about it
3:29:05that's when you've maybe just started to
3:29:07have a a team that's that's well trained
3:29:09now that we finished these seven uh
3:29:11pieces of the diagnostic I want to add
3:29:12one more bonus because you're like wait
3:29:13a second so where's the where's the
3:29:15recurring Revenue great observation
3:29:17Andrew okay so so number eight is
3:29:21transition to recurring all right I
3:29:24remember this I'll give you two separate
3:29:25stories that'll drive this home so A
3:29:26friend of mine has a a recurring
3:29:29membership that he sells and he sells it
3:29:32at uh I think he was sell at 300 bucks a
3:29:33month and he couldn't get people stick
3:29:34past three months and so he tried all
3:29:37these different gimmicks and things and
3:29:39he just couldn't crack three months of
3:29:40LTV now that could have been a pricing
3:29:42issue whatever so this is what he did he
3:29:45stops selling it at $300 a month month
3:29:47to month and started selling as a
3:29:49$10,000 program with 36 Monon of
3:29:51Interest
3:29:53refinancing and so when people bought
3:29:55they were buying a $10,000 price point
3:29:57but they got an amazing payment plan and
3:29:59so he didn't change anything about what
3:30:01he sold but that took his average
3:30:04customer from 3 months to eight months
3:30:06so we're talking about a $900 so three
3:30:08times 300 to 8 * 300 2,400 that kind of
3:30:12change in a business life-changing in
3:30:14terms of how much money you can make the
3:30:16second one was I had a different friend
3:30:17who had a continuity program uh he was
3:30:19an uh agency and what he did was he
3:30:22realized he had churn in his business
3:30:24and so he said you know people are way
3:30:25less likely to turn out of a payment
3:30:27plan same as the other one than they are
3:30:28out of a monthly recurring Revenue
3:30:30strain and so what you call it to the
3:30:32customer can affect the likelihood that
3:30:35they pay but as far as the business is
3:30:37concerned you just want payments that
3:30:39are regular and all you do to take a
3:30:42program and take it from from a payment
3:30:45plan to to recurring in terms of what
3:30:47how it actually looks and feels is you
3:30:48just put an automatic recurring at the
3:30:50end of the program and so when someone
3:30:52buys this big thing and you make a
3:30:54payment plan and then it recurs into the
3:30:56exact same price as the payment plan you
3:30:58just move the pieces around but the
3:30:59likely they stick is way higher and so
3:31:01that's exactly what we did as the last
3:31:03step in the diagnostic sales process and
3:31:05I wanted to highlight this point for you
3:31:07because I've done it in every business
3:31:09and so we give someone the option to
3:31:10prepay you can give if you want a little
3:31:12bit more aggressive you get 20% off if
3:31:14they prepaid today if you want to have
3:31:16one step down below that which is what I
3:31:18like to do you give them 10% off if they
3:31:20do half down and then make the rest his
3:31:22payments and if they still can't do that
3:31:24then I take the whole thing and I spread
3:31:26it over let's say our 45 weeks and so
3:31:29I'd say okay it's 99 bucks a week 99 a
3:31:31week and there you go now they go from
3:31:3499 a week to 80 bucks a week if they
3:31:37prepay the whole thing and they go from
3:31:3999 bucks a week to 90 a week if they
3:31:42prepay half and here's the key part is
3:31:46that when we present the price you
3:31:48present it at the highest rate so you
3:31:50present it at the payment plan let me
3:31:52walk I'll walk you through this CU I
3:31:53think it's important well I'm going to
3:31:54put it here and so I don't have to flip
3:31:55screens for you all right so you have
3:31:58your full boat I'll say full interest
3:32:02price so for us in our example is 4500
3:32:05bucks all right 45 weeks time 99 roughly
3:32:08all right so this is our full boat price
3:32:10we have our prepayment
3:32:13discount in full which is-
3:32:16% all right so for us it's going to be
3:32:19minus what is that 900 yeah 900 from
3:32:21there so that's 5600 sorry other way uh
3:32:243600
3:32:263600 if they do half
3:32:30down you say I'll let you save uh 450
3:32:34bucks so 10% so 40 five Z all right so
3:32:37this is
3:32:3810% minus 10% that's- 20% now the reason
3:32:42this is so important is think about the
3:32:43alternative think about and this is what
3:32:45most people do so listen to me Andrew
3:32:47most people do this they present the
3:32:50price is
3:32:51$3,600 and then they say oh well we have
3:32:54payment plans that we have interest on
3:32:56and so we do we do have 10% interest if
3:32:58you can put half down and we have 20%
3:33:01interest if you put uh nothing down and
3:33:04you just go onto a straight payment plan
3:33:06well which one would you rather buy if
3:33:08on one hand you have a $4,500 price tank
3:33:11which anchors you high and you say or
3:33:13you can get a benefit for prepaying
3:33:14today rather than you think about 3600
3:33:17you're considering it and then they say
3:33:18oh it's even more even though you're
3:33:20just considering this Peg guess what you
3:33:22have to pay way more now be because you
3:33:24can't afford it you have to pay
3:33:27more Banks do it all the time and guess
3:33:29what everyone hates Banks so if banks
3:33:31want to fix their process Mr Bank maybe
3:33:32this will work who knows anyway point is
3:33:34is that this is how you present the
3:33:35price because you get the benefit of a
3:33:36price anchor and you get to be the good
3:33:39guy for getting them to pay upfront
3:33:41rather than the bad guy for them not
3:33:43being able to so we're going to we're
3:33:45going to go through step eight in uh in
3:33:47the more
3:33:48transition uh process for the sale and
3:33:51so I want to just walk you through step
3:33:53downs and so this is super important to
3:33:55understand from a sales perspective so
3:33:56we'll call this
3:33:57sales step downs and uh this is by the
3:34:00way a preview for my next book coming
3:34:03out $100
3:34:04million yeah anyways so so sales step
3:34:07Downs is one of the things that we have
3:34:09so obviously the first thing we're going
3:34:10to present is a prepayment all right
3:34:11which is painful today prepay yay by the
3:34:14way you've probably noticed from any of
3:34:15my content I don't say paidon fools and
3:34:18that's because that's a that's a
3:34:20Salesman term not a customer benefit if
3:34:23you prepaid you get a benefit whereas
3:34:24paidon full is like I got all the cash
3:34:26to front good for me and so I have
3:34:29trained myself because I used to say
3:34:30paidon fools pipis P you know whatevers
3:34:32pifs like all of that stuff I used to do
3:34:34as a sales team sales leader and then I
3:34:36also heard my team saying that to
3:34:37customers like hey if you want to pay in
3:34:39full today like it's just like kind of
3:34:41gross and so I prefer to say like hey we
3:34:44have a prepayment discount and so
3:34:45training that just little Pro tip for
3:34:47you so number one is prepay number two
3:34:50is we do
3:34:53discount uh with
3:34:56partial so this is the half down
3:34:59oops half
3:35:02down here you can also do in-house well
3:35:05this is whatever sorry this is credit
3:35:06card or third
3:35:08party so if you have like most most
3:35:12businesses that sell legitimate Services
3:35:13have third-party financing solution that
3:35:16already exist and so I promise you there
3:35:18is a banker somewhere who started a
3:35:20business to service this Emerging Market
3:35:22of whatever it is that you do who says
3:35:24I'll bet you I can help Finance
3:35:25transactions now the prices they charge
3:35:28for that financing will differ based on
3:35:30how risky your businesses and so like
3:35:33there's financing for casinos like if
3:35:36you want to get if you want to get a
3:35:37loan to go gamble more like there's
3:35:39financing for that but they will charge
3:35:40you a lot of money right and so like
3:35:42that being the extreme on the other hand
3:35:44if you want to finance a house there's
3:35:45obviously huge mortgage industry and so
3:35:47from every step in between there are
3:35:48Partners who will step in as third party
3:35:50and take on that risk for you for a
3:35:52price and so I prefer can I get the
3:35:54prepayment because it's easiest and
3:35:56fastest if not I usually have a third
3:35:58party that I set up so that my customers
3:36:00can get financing if we don't move past
3:36:02either of these two things then I try to
3:36:04go with a partial with some level of
3:36:06discount not as much as here but a
3:36:08little bit and if they still say
3:36:11no then I go for continuity
3:36:16which is why don't we just make a
3:36:17payment plan on the thing and in this
3:36:19particular business because what they
3:36:20were doing before was simply rebooking
3:36:22people for another session of
3:36:24service we just had this be the
3:36:26automatic like everyone gets rebooked
3:36:28and that would became that became an
3:36:29internal saying like I like having
3:36:31montras uh within sales teams which is
3:36:34like everyone buys something like
3:36:36everyone buys something there's no
3:36:37reason someone should not buy something
3:36:40and so sure we'll get them a prepay
3:36:41maybe a partial okay fine we'll do a
3:36:43payment plan that's whatever call it you
3:36:45know 250 uh times four great that's our
3:36:48th000 that's our th000 plan that we're
3:36:50getting people to buy and you pay 250
3:36:52today and then three more times and you
3:36:54can do it every other month if it's a
3:36:55more uh intermittent service whatever
3:36:58just match the payments to when they get
3:37:00delivery and then finally if they're
3:37:02like well I can't do any of those things
3:37:03and like cool let's just let's just book
3:37:05the next time you want to come in that's
3:37:07it and so this is the final of the
3:37:09process in terms of in terms of the step
3:37:11Downs that we might offer someone we
3:37:13just walk through this whole process and
3:37:14you're like wow maybe that's l lot of
3:37:15work I have to use my brain power but
3:37:17welcome to business but let me tell you
3:37:19why it's worth it so these are the
3:37:21actual stats and I put the numbers
3:37:22without the names to keep it nice open
3:37:24loop for you so number one is that they
3:37:26had 9% of Revenue uh that was recurring
3:37:29within this product line all right so
3:37:31they 9% that was occurring after we
3:37:33implemented this
3:37:35process
3:37:3760% they took this 9% to 60% of this
3:37:40product line within the company so
3:37:42awesome number two they had basically no
3:37:47membership at all because they just
3:37:49weren't it wasn't even an option not
3:37:51really and we were to push that to 30
3:37:54that's a 30
3:37:5630% into memberships this included
3:37:59payment plans this is just
3:38:02memberships and then we went from
3:38:04getting one additional extra visit on
3:38:06average per person meaning two to
3:38:08getting 4 to
3:38:10six visits per customer by introducing
3:38:14this sales process from a money
3:38:16perspective we went from $20,000 when we
3:38:19uh bought the business so mind you this
3:38:21business made a lot more money than this
3:38:24single product line or this service line
3:38:26but this is where I wanted to invest my
3:38:28time because I thought there was a huge
3:38:29opportunity here because I saw from the
3:38:31secret shopper from the constraints I
3:38:32thought this was a big area of attack
3:38:34and so they only do 20,000 a month which
3:38:35business de sizes not a lot and then
3:38:38however many have been dots this later
3:38:41over
3:38:43250,000 per month in and
3:38:46added and it continues to grow and this
3:38:49compounds and that's the that's the
3:38:50beauty of this type of sales process and
3:38:53repackaging of what someone already
3:38:54sells and so we went from 9 to 60 0 to
3:38:5730% on memberships from one visit to
3:38:59four to six visits and from 20 to
3:39:01250,000 so we more than 10x the
3:39:03recurring revenue of this business by
3:39:05following a diagnostic process rather
3:39:07than just selling some traditional
3:39:08one-off thing the first thing you have
3:39:09to learn how to do is how to sell the
3:39:11second thing you have to learn how to do
3:39:12is get someone else to sell for you and
3:39:14so in this video I break down how he
3:39:16scaled a new sales department from 0 to
3:39:1840 sales reps doing 5 million plus per
3:39:21month in sales within 90 days but before
3:39:24I explain the $21.6 million increase let
3:39:26me kind of give you some context on this
3:39:28business and where it was in the life
3:39:29cycle we brought in Mercenaries so when
3:39:32I say mercenaries I mean an outsourced
3:39:34sales team the founder of the business
3:39:35had never been in sales at all he'd
3:39:38never got on the phone he' never done
3:39:39door Todo he never done anything related
3:39:41to getting a stranger to give him money
3:39:42one-on-one I thought it was too risky to
3:39:45try and have somebody's completely new
3:39:47to it try and start from scratch and so
3:39:50I called somebody in my network and I
3:39:51said hey do you want to make a bunch of
3:39:53money and he said yes can you round up
3:39:56some of your guys and start taking
3:39:57college for this company that I have and
3:39:59so they started taking sales and we
3:40:01started making more money we have a w
3:40:03money up W fantastic and in a second
3:40:06I'll walk you through all the statistics
3:40:08of what the mercenaries and the ouse
3:40:09team did which then led us to a fully
3:40:12in-house team now as you can imagine
3:40:15imagine going from zero sales guys to 40
3:40:18sales guys in a fresh company is hard
3:40:20but let me explain some of the problems
3:40:22with the mercenaries and then I'll walk
3:40:24you through the actual stats so there
3:40:25were three main problems with the
3:40:26mercenaries all right problem number one
3:40:29is that we were giving them 20% of the
3:40:31revenue all right now this is something
3:40:34that I was vehemently against to be very
3:40:37honest with you in this particular
3:40:39company I was in a minority position I
3:40:40said it's ultimately your call I was
3:40:42like but I would not do it at this
3:40:43percentage they decided to move forward
3:40:44with it anyways and hey we made money
3:40:46there was a w there but it was a problem
3:40:4820% of Revenue coming in is a big
3:40:50[ __ ] check the sales team company was
3:40:52arguing we can't get the top guys to
3:40:54sell unless we give them a really big
3:40:56rip that's sales slang big commission so
3:40:58we had to give them 20% of the revenue
3:41:01that they collected as commission to The
3:41:03Mercenaries team the ouse sales team the
3:41:05second problem that came
3:41:07up is related to Performance they were
3:41:10getting less than 30% of people to
3:41:12ascend meaning people who buy the first
3:41:14thing to buy the next thing and we
3:41:17wanted it to be higher than that or I
3:41:18believe that it should be higher than
3:41:20that we're paying a lot and we're not
3:41:22getting as much out as we want the third
3:41:24problem with the ouse sales team and
3:41:25this is one that I think more long-term
3:41:27about because I'm investor in the
3:41:28business
3:41:30is is the sellability and Enterprise
3:41:33value of the business meaning in the
3:41:35future we'd like to sell the company at
3:41:37some point probably and even if you
3:41:38don't want to sell a business creating a
3:41:40sellable business still makes the
3:41:42business more valuable and so if you can
3:41:44make a business more Val Val to a
3:41:45stranger it also becomes more valuable
3:41:47to you if you have a outsourced sales
3:41:49team something that exists outside of
3:41:51the business that's responsible for 203
3:41:5340% of the revenue in the business then
3:41:55that could be a material issue that's
3:41:57why we decided to look at these three
3:41:59things and say all right let's see if we
3:42:01can move this in house I'm going to walk
3:42:03you through first the funnel kind of
3:42:05before and after and then I'll walk you
3:42:07through the process that we did to fix
3:42:08it or swap it over that resulted in the
3:42:11$21.6 million increase in profit not
3:42:13Revenue profit the way that this process
3:42:16was structured is we had a two call set
3:42:18up we've got a percentage of people who
3:42:20schedule a call a percentage of people
3:42:22who show to the call and then schedule
3:42:24the next thing then they have to show to
3:42:27the next thing and they go to the next
3:42:29call and then do they buy so let me walk
3:42:32you through the stats here because
3:42:34everyone who bought the product had a
3:42:35first call that they wanted to attend
3:42:37100% of people were scheduled to show up
3:42:40for this call with the Outsource sales
3:42:42team we had
3:42:4374% of people are actually showing for
3:42:46the call once they got on the call we're
3:42:48able to get
3:42:5153% to schedule the follow-up call and
3:42:54so some people call this a qualification
3:42:56call which is if you're going to sell
3:42:57something else you want to make sure the
3:42:59person actually fits for the thing you
3:43:00sell makes sense right you want to make
3:43:02sure they have the problem to solve and
3:43:03the money to spend with the 53% the
3:43:06Outsource team wanted to only give their
3:43:08closers because he's trying to optimize
3:43:09for his dollars per hour for his team
3:43:12only the easiest closes so they weren't
3:43:14willing to take call they weren't
3:43:15already sure were going to close all
3:43:17right so because of that they're only
3:43:19passing 53% or almost half to the next
3:43:22call now again this is just scheduling
3:43:23now from here we had 63% showing up to
3:43:27call two so this is call one this is
3:43:30call two now this is the close call this
3:43:33is the set call this is the close so
3:43:35I'll just put set this is close so the
3:43:38last box we got to fill in here is how
3:43:40many people were they actually selling
3:43:41all right and they were getting 80% of
3:43:43people who show go to the second call
3:43:46the closed call to buy all right and so
3:43:49that is where money came out the other
3:43:51side hooray so let's walk through the
3:43:53math as if a 100 people bought the
3:43:55product so if 100 people bought the
3:43:57product then it means that we'd have 74
3:44:0074% of 100 74 people who would show up
3:44:03to this first call now of the 74 people
3:44:0753% so about 37 of them would then
3:44:11schedule for the second call of the 37
3:44:15people who scheduled for the second call
3:44:16we're going to have 22 so 63% 22 of them
3:44:21are actually going to show up to this
3:44:22close call now 80% of these 22 are going
3:44:26to close which means we'd have about 20
3:44:29sales or
3:44:3120% of that front end that ascends now
3:44:34remember I said at the very beginning
3:44:35one of the
3:44:38problems is that we wanted it to be
3:44:40closer to 30 this is the issue and so I
3:44:42want to be very clear a big part of this
3:44:44was was the price point we were selling
3:44:46at and the fact that we were selling
3:44:47people who are already customers we're
3:44:49not selling cold traffic here we're
3:44:51selling people who already bought this
3:44:53already demonstrated an interest and
3:44:54we're saying do you want more help with
3:44:55that thing so we thought it should be
3:44:57much higher so there's five steps that
3:44:58we broke down that we had to do to go
3:45:01from out ofh housee team mercenaries to
3:45:03in-house sales team and the first one
3:45:06started with hiring a director now right
3:45:08off the BET let me explain our thinking
3:45:10process before I explain who we were
3:45:12looking for and how we found them cuz
3:45:13listen you don't want to hire 40 people
3:45:15people right you were thinking okay I
3:45:16want to hire one person who can then
3:45:19hire 40
3:45:21people times a lot more circles right
3:45:23it's even long to write it out all right
3:45:26it's an old investor saying which is
3:45:27hire one to hire 10 we're going to hire
3:45:29the one person not the 40 that's the
3:45:31main decision after that what we're
3:45:33looking for is who who are we looking
3:45:35for what do they look like and then how
3:45:38are we going to find them okay now from
3:45:40a who perspective we wanted someone who
3:45:42had been there done that
3:45:45which means specifically somebody who
3:45:46sold this type of product in this type
3:45:48of industry and ideally scaled a big
3:45:51team and knows how to coach up new
3:45:53salespeople so that's what been there
3:45:55means for us for this particular role
3:45:58the next thing is you want the person to
3:46:00be metric driven so one of the easiest
3:46:02ways that you can measure someone's
3:46:04Proficiency in any skills this little
3:46:05Pro tip the quality and quantity of
3:46:07metrics that someone explains about how
3:46:10they do their job is directly correlated
3:46:12with how good they are at the job and so
3:46:15if someone's like hey I'm an amazing HR
3:46:18person and I say cool what metrics do
3:46:20you track and they're like well the
3:46:22happiness of the team and I'd be like
3:46:24what else do you track how many
3:46:26complaints I get on payroll I'd be like
3:46:28okay what else do you track the order
3:46:29that they tell me the metrics they're
3:46:30looking at and what they track is going
3:46:32to tell me what they care about what
3:46:34they pay attention to and their level of
3:46:36expertise now on the flip side if
3:46:37someone says hey I like to take
3:46:39companies from on average a 45-day time
3:46:41to fill to 20-day time to fill because
3:46:43we know that every day that company
3:46:45doesn't have something they need they're
3:46:46losing money there's opportunity cost of
3:46:48Revenue they should be making by not
3:46:49having them this is really interesting
3:46:50because they're connecting their metrics
3:46:52to the company's revenue and so how
3:46:54people talk about the metrics and which
3:46:56metc they track and how they connect
3:46:57those with how it makes the company more
3:46:58money will show you how good they are
3:47:00what they do the third one is just kind
3:47:02of the I would say
3:47:04demeanor now I've hired a lot of sales
3:47:07people and sales directors in my life
3:47:08and the personality of a sales leader is
3:47:12usually not the same as the personality
3:47:15of a sales killer now there are some
3:47:17superstars who can do both but it's
3:47:19rarer often times the demeanor of sales
3:47:21directors is a little bit more even
3:47:23killed usually more humble very servant
3:47:25oriented they have to be people people
3:47:28they have to be the type of person who
3:47:29wants to pour into the team and loves
3:47:32watching someone improve their skill set
3:47:34and can repeat the same directions over
3:47:36and over and over again without losing
3:47:38enthusiasm that's who you want you want
3:47:40somebody who's like a Energizer Bunny of
3:47:42of Positive Vibes because for the most
3:47:44part sales director is just Performance
3:47:46Management they manage the culture of
3:47:48the team like the output of the entire
3:47:50team is the direct function of the sales
3:47:52director and so if you think about this
3:47:54like on a on a football team or
3:47:55something you can switch the coaches and
3:47:57all of a sudden the whole team does way
3:47:58better it's because the coach drives the
3:48:00culture in the team that drives the
3:48:02performance and the output and so that
3:48:04is what they are responsible for and so
3:48:05if they don't have values everything
3:48:08else that comes from the team is going
3:48:09to be a diluted version of them now we
3:48:11go to the how you're like okay well that
3:48:12sounds like an amazing unicorn Alex how
3:48:14do you find that person who's going to
3:48:15replace this well I personally have a
3:48:18relatively large network of salespeople
3:48:20and so one of the big things here is
3:48:22that you can either this is the core 4
3:48:24by the way you can do
3:48:26Outreach which means you reach out to
3:48:29strangers who you think might fit the
3:48:31role you can run ads so you run ads to
3:48:34go get more people content you can also
3:48:37do recruiter I've used all of these all
3:48:39right so there there's pros and cons to
3:48:40each of them but what I will do is I'm
3:48:42going to cross out two of these early
3:48:43for most of you most people think that
3:48:46you can run ads for these types of roles
3:48:48the reality is usually no the higher the
3:48:50role is the better the person is the
3:48:53less likely they're going to respond to
3:48:54an ad cuz think about it an amazing
3:48:56sales director is always going to have a
3:48:58job and always going to be making good
3:49:00money now they might not like their job
3:49:01as much as they they they could but
3:49:04they're going to keep making money and
3:49:06sales directors tend to be money
3:49:09oriented in general and so they're going
3:49:11to keep making money so ads is probably
3:49:13not the way to get them content unless
3:49:15you have a salesperson audience probably
3:49:17not going to be the way you can always
3:49:18try it it's free give it a shot but I
3:49:20wouldn't say I'm going to bet the farm
3:49:21on this so it's probably not going to be
3:49:23content and so usually you're going to
3:49:25do one of these two which is you're
3:49:26going to get a recruiter to do it or you
3:49:27do it yourself but guess what a
3:49:28recruiter
3:49:30does they do Outreach too I know this is
3:49:32going to sound crazy you message them
3:49:35and you say hey I've got this role and
3:49:37it looks like you're perfect for it
3:49:39could I tell you about it or if you want
3:49:41to be a little less direct you can say
3:49:44you're an amazing person who' be a fit
3:49:45for this role do you do you know anybody
3:49:47else like you they're going to be like
3:49:49screw everybody else talk to me Alex how
3:49:51many people do I reach out to five five
3:49:55no one's even going to read it if you
3:49:56message five people 10 no one's going to
3:49:58read it if you message 10
3:50:00people reach out to 100 to 1,000 people
3:50:04and if you get to that 1% on the 100 and
3:50:06you haven't found it then you might have
3:50:07to go 1% on th000 and that's okay cuz
3:50:09remember would you rather have a top 1%
3:50:11sales director I sure this [ __ ] would so
3:50:12it's okay to turn down the first you
3:50:14talk to just cuz he has a pulse and has
3:50:17one of these things it's like okay this
3:50:19guy talked about metrics but he was a
3:50:21dick and he actually doesn't have the
3:50:24experience that I'm looking for well
3:50:26then don't hire him the thing is is it's
3:50:28tough to do that when you're an
3:50:29entrepreneur because you're like I'm
3:50:31bleeding every day the house is on fire
3:50:32I need this roll but I promise you it's
3:50:34way more painful to hire the person on
3:50:37board them spend 2 months run getting
3:50:40them up then they start hiring [ __ ]
3:50:42because they're a [ __ ] and then all
3:50:43of a sudden you're like oh my my God I
3:50:44HTE this whole team and so even if you
3:50:46do get rid of the top you then have all
3:50:48the stuff they brought in underneath and
3:50:50so you have to clean house and it's
3:50:51really really painful and so as much as
3:50:53you hire one to hire 10 if you fire one
3:50:57sometimes you have to fire 10 and that
3:50:58sucks and so getting this higher right
3:51:01is super important but it's also why we
3:51:02spend more time on it so now that we
3:51:04hired our in-house sales director we
3:51:06want to rebuild the compensation
3:51:08structure right because remember the 20%
3:51:10wasn't going to fly because if we just
3:51:12flipped it to 20 we might as well just
3:51:13save the effort right so we had to
3:51:15rebuild the incentive structure the
3:51:17problem that we had right now if you
3:51:18remember was that we had the pro I think
3:51:20it was problem one or problem two
3:51:21whatever problem one problem two
3:51:22whatever it was 20% of Revenue was going
3:51:25to the Outsource sales team so we wanted
3:51:27to make sure we were less than that our
3:51:28Target was sub 10% and that's usually
3:51:31around what I like to be in now I want
3:51:32to be very clear here there are things
3:51:34that this depends on so if you're in a
3:51:37business where the salesman does self
3:51:38gen meaning they generate their own lead
3:51:41so if you're if you're going out Bend
3:51:42and you're cold calling or you're door
3:51:44knocking
3:51:45then these percentages will be shifted
3:51:46because you technically are a cost of
3:51:48acquisition you're both marketing and
3:51:49sales you're getting the leads and
3:51:51closing the leads if you're handing
3:51:53salese leads if you're running ads you
3:51:55have a media team that then generates
3:51:57leads or prospects for a sales team then
3:51:59you basically have to split that cost
3:52:01between the marketing team and the sales
3:52:03guys and so given that let me explain
3:52:05how I actually think about this what
3:52:06skills do I need how rare are those
3:52:08skills so if I'm feeding softballs to
3:52:12somebody then I don't need need Ken
3:52:15griffy to hit it out of the park all
3:52:17right for jiny uh mookie bets all right
3:52:19I don't need mookie bets to knock it out
3:52:21of the park uh because I'm soft tossing
3:52:23right anybody can probably rock it out
3:52:25of the park that's double AER up because
3:52:27at that level because it's so much
3:52:29easier if you have crazy expectations
3:52:31it's rarer and they have more skills so
3:52:33you got to pay more if it's something
3:52:35that's not a lot of skills and more
3:52:37common you can pay less and so I just
3:52:38think how much would I need to pay to
3:52:41attract the level of salesperson I need
3:52:43our goal is to take from 20% to around
3:52:4510% or less and rebuild the complaint
3:52:47you can think about
3:52:50compensation in two columns all right
3:52:53you've got money and not
3:52:56money all right this very complicated
3:52:58system I don't want to get into the
3:52:59specific a lot of physics behind this
3:53:01all right so you've got the money you
3:53:02give them for closing deals and then
3:53:05you've got other [ __ ] and so that's
3:53:09recognition praise attention approval
3:53:14perk
3:53:15status if you publicly recognize them if
3:53:18you have a leaderboard if you give them
3:53:19more attention you get you actually
3:53:21train them more you give them more
3:53:22skills you say hey out a boy awesome job
3:53:25great day today you say hey the guy who
3:53:27closes the most gets to park in the nice
3:53:29parking lot and then status like maybe
3:53:31when they close a 100 sales they get a
3:53:32hat with a stripe on it when they close
3:53:34a th sales they get two stripes and so
3:53:36forth so when you guys come on the team
3:53:37they're like [ __ ] I want one of those
3:53:38hats right sales team six let's go
3:53:41there's all these things that you can do
3:53:43to increase the value of of the job
3:53:45outside of money and as much as people
3:53:47sales guys include will be like that
3:53:49doesn't motivate me sure as [ __ ] does
3:53:51all right it totally does cuz it makes
3:53:53your life better on the money side
3:53:55there's a couple ways to do this all
3:53:56right and so I'm going to explain how we
3:53:58did it i' we've we've made a lot of
3:53:59different compensation structures a lot
3:54:00of it depends on again the business
3:54:02that's involved now one of the big
3:54:04decisions we made up front was that we
3:54:06were going to comp
3:54:08Setters and
3:54:10closers now why is that so important the
3:54:13funnel is through if I can increase my
3:54:15show up rate by 20% it's just as good as
3:54:18increasing my closure by 20% it makes no
3:54:20difference the business they were just
3:54:22as equally weighted in terms of their
3:54:24value but again how rare are the skills
3:54:26and what skills are required it's easier
3:54:27to set than it is to close just as
3:54:29important but easier Setters and closers
3:54:31equally important but rarer to find a
3:54:34skill from closers so they got paid a
3:54:35little bit more but Setter still got
3:54:37commissions as well to incentivize the
3:54:39fact that they would get people to sh
3:54:41cool so the way that I prefer to set up
3:54:43compensation structures the idea that I
3:54:46like to have is that I like ww at the
3:54:48top which means winners win all right
3:54:50which also means losers lose that's fine
3:54:53there's more fewer winners than there
3:54:54are losers what that means is you can
3:54:56have ratchets for compensation meaning
3:55:00if you close
3:55:0450% of the people I'm just using
3:55:06arbitrary number you get to keep your
3:55:09job if you close
3:55:1260% you get adab boys
3:55:15if you close
3:55:1770% your commission goes from 10% to 15%
3:55:22ah 50% increase not bad if you close
3:55:25above
3:55:2680% you get
3:55:2825% whoa right and so it ramps and so it
3:55:32allows the people who are absolute
3:55:34Killers to crush and then the people who
3:55:36are not guess what happens down
3:55:40here turn but this is structural turn
3:55:44this is expected turn this is part of
3:55:46the game with this type of role like if
3:55:48you require work ethic you require
3:55:50practice require people show up early
3:55:51work late work weekends take calls it
3:55:54requires a certain type of person and a
3:55:55lot of people aren't cut out for it
3:55:56which is also why most people don't make
3:55:58multiple six figures a year selling we
3:56:00fixed the compensation structure we
3:56:01comped Setters and closers we ramped it
3:56:04so that the best guys would get more
3:56:05than 10% but we knew that as a team we
3:56:08averaged around if you want to know the
3:56:09actual number was we got the overall
3:56:12everything Allin fully baked in
3:56:14including the sales director for 9% we
3:56:17are feeding them qualified prospects
3:56:20they're not even prospects they're
3:56:22customers we already have their [ __ ]
3:56:23credit card like we just had to say want
3:56:25more of the thing you just bought want
3:56:28more help with that thing so you can get
3:56:29the outcome you just said you wanted
3:56:31like these are not hard sales and by
3:56:33doing this we got to move on to step
3:56:36three now that we rebuilt the incentive
3:56:37and comp to get the types of sales guys
3:56:39that we want on the team then we had to
3:56:41rebuild the process so I'm going to walk
3:56:43through what we do to improve each of
3:56:45these numbers one by one because as
3:56:47you're thinking about your business
3:56:48there is no Silver Bullet there's no one
3:56:50thing you're going to do that change
3:56:51this entire process it's 100 golden BBS
3:56:52and this is how we approach everything
3:56:54in business and business is a pipeline
3:56:56like this and so I'm going to show you
3:56:58what we did and we did improve every one
3:56:59of these numbers except for one but it
3:57:01was okay and I'll show you why but
3:57:03remember 100% of people are
3:57:05automatically booked for this next
3:57:06appointment all right and so we wanted
3:57:08to improve this show up rate and so we
3:57:10improved it to
3:57:1291% woo ooh 74 9991 more money good
3:57:17that's a 211% increase meaning if we did
3:57:19nothing else we did nothing else in this
3:57:21entire process everything willse stay
3:57:22the same we would have a 20% increase in
3:57:24sales and most of that would
3:57:26disproportionately drop to the bottom
3:57:27line cuz we already acquired the
3:57:28customer so all this additional sales
3:57:29money goes to profit big deal so we did
3:57:32three things the first is that the
3:57:34mercenary team is way too aggressive in
3:57:36their copy false urgency false scarcity
3:57:38people kind of see through it um so that
3:57:40was number one that they did that we
3:57:41fixed number two is they were giving
3:57:43people way too much time time to book
3:57:44out I'd say hey when do you want to show
3:57:46up for your next call people would be
3:57:48like oh how's 2 weeks from now and they
3:57:49were like sure our big rule of thumb
3:57:51despite the fact them trying to push out
3:57:53five plus days for appointments is we
3:57:55try to go for same day next day and
3:57:57that's because in our history more
3:58:00people show up the same to next day
3:58:01appointments than 5 days plus from now
3:58:04and so by just simply making the
3:58:06messaging less aggressive shortening the
3:58:08time when they can book their next call
3:58:09and number three setting reminders that
3:58:12were actually personalized so rather
3:58:14than just Robo texts they're the green
3:58:16ones that everyone [ __ ] hates right
3:58:18we'd have the sales guy do a three-way
3:58:20connection with the setter and say hey
3:58:22my name's John it's nice to meet you
3:58:24Sarah looks like you've got X Y andz
3:58:25that I can reach from your account
3:58:27really excited to talk to you tomorrow I
3:58:28think I can help you with X Y and Z very
3:58:30simple but it's a video or a voice memo
3:58:33and they see it from a real person all
3:58:35right and they can take a picture
3:58:36whatever and those three things together
3:58:3991% which is a 21% improvement so now
3:58:42that we got people to show for that
3:58:44first call how many of them did we get
3:58:47to schedule the next call which is
3:58:48basically the close of the set call
3:58:50you're going to see some magic happen
3:58:52right here we had a major Improvement
3:58:54I'm not going to tell you what I'll tell
3:58:55you how much we improved this one in a
3:58:56second but we did two things to improve
3:58:58the percentage of people who showed up
3:59:00to set calls who decided to schedule
3:59:02close calls all right so the number one
3:59:04mistake that they were making in this
3:59:06particular business is that again this
3:59:08was an outsourc closing team and so they
3:59:10were trying to minimize how much
3:59:12unqualified work their closers would get
3:59:14because they so carefully wanted to make
3:59:15sure their closes were happy because
3:59:16they were all mercenaries they all had
3:59:17to pay them a ton just to show up to
3:59:19work every day point being one the
3:59:21incentives were misaligned and so
3:59:23Setters remember we added our Setters
3:59:25had a compensation to get people to set
3:59:27they didn't have that we did add that
3:59:28and so what do you know our Setters got
3:59:30more people to schedule wild I know the
3:59:33second thing was that they were deqing
3:59:35people on the set call uh in my opinion
3:59:38too early and so they wouldn't really go
3:59:40through a sale they would just say hey
3:59:42here's the price are you down to pay
3:59:44that if yes I'll book you a call with
3:59:47John but by doing that they were
3:59:49basically not selling they were just
3:59:50taking orders which if I just tell you
3:59:53the price and you buy I don't need you
3:59:55you're not selling at all you're just a
3:59:56checkout page that's inefficient that
3:59:58takes 20% we corrected number one we we
4:00:01we align the incentives of the Setters
4:00:03with the overall business not the closer
4:00:06we align the setting incentive with the
4:00:08business throughput which got rid of the
4:00:10dqs that were overly deqing people and
4:00:14we made sure that when they were talking
4:00:16about the product we were just more
4:00:19trying to qualify the prospect to make
4:00:22sure they had the problem to solve and
4:00:24the money to spend not telling them the
4:00:26price of what they would ultimately buy
4:00:27cuz we haven't sold them yet we just
4:00:29want to make sure that this is a big
4:00:30enough problem for them and that they
4:00:31seem reasonably able to pay if we
4:00:34present it to them our schedule
4:00:36percentage went from survey says 53%
4:00:42to 94% % for those keeping track at home
4:00:45that's a 77% increase so forgetting this
4:00:49one if we kept everything else the same
4:00:51and we only did this we would have
4:00:53increased sales by
4:00:5577% assuming everything else stayed the
4:00:57same but everything else didn't stay the
4:00:59same so let me show you the next thing
4:01:00we did which is we had people show up
4:01:02for the first call we got 94% to
4:01:05schedule the next call and now we have
4:01:07what perc of these 94 actually showing
4:01:09cuz hey maybe you just get everyone to
4:01:10say yes so they get off the phone but
4:01:11are they actually showing believe it or
4:01:13not this is going to sound crazy the
4:01:15show rate that we had here was actually
4:01:18the same process that we had here
4:01:20because believe it or not if people have
4:01:21good experience and it's personalized to
4:01:23them they're more likely to show and so
4:01:25rather than explain literally repeat
4:01:26myself I'm going to say how we actually
4:01:27got the team to do it so we did four
4:01:29things number one is we started
4:01:30implementing daily training which means
4:01:31that every day the team would get
4:01:33together and they would roleplay the
4:01:34scripting to make sure their tone was
4:01:35right that they were coming off the
4:01:37right way that they're hitting the main
4:01:38points Mak sure that they were framing
4:01:40things properly adding curiosity hitting
4:01:41the main pain points that the prospect
4:01:43was going to have so they could set up
4:01:44the next call number two is that we do
4:01:45gam tape reviews which is uh very simple
4:01:48but you just watch gam tape with the
4:01:50team and you have the person who is in
4:01:53the call critique themselves so rather
4:01:55than have everybody jump on them cuz no
4:01:56one likes that it's horrible you just
4:01:58have them say what are all the things
4:02:00you could have done differently and then
4:02:02the team says all the things they did
4:02:04well cuz remember there's always
4:02:05something someone did well you play the
4:02:07tape they say all the things they would
4:02:08have done differently and most people do
4:02:10know when they watch it which is one of
4:02:12the best ways to learn and then everyone
4:02:14else says hey I think you did a great
4:02:15job here I think you did a great job
4:02:16here Bravo next one up the third thing
4:02:18is this is why the sales director was so
4:02:20key and why they were the first hir was
4:02:21is doing one on ones and 101's you role
4:02:24play like I you role play till you're
4:02:26sick in the face you have to learn how
4:02:27to train people how to speak like that's
4:02:29what the job of the sales manager is
4:02:31besides managing the culture of the team
4:02:32is if John's Rapport building sucks
4:02:35guess what sales manager does every time
4:02:37they have a one with John they practice
4:02:39Rapport building all right which means
4:02:41you follow the script no say it again y
4:02:43say it again try like this huh like
4:02:46there you go change your tongue there it
4:02:47is like we're talking 10 20 30 reps on
4:02:50one or two phrases in the script so they
4:02:51get it down if your salesman is not
4:02:54talking back to you in the script on
4:02:56your one-on ones you were literally
4:02:58wasting time the fourth thing was just
4:03:00end of day reports which is you just
4:03:02want to make sure that they know you're
4:03:03tracking what matters and if there's no
4:03:05tracking throughout the week no one
4:03:06feels held accountable it also doesn't
4:03:08give you the opportunity to praise and
4:03:09give out of boys all right and so every
4:03:11day the stats are get tracked in real
4:03:13time and daily leaders daily winners all
4:03:15right so those are the four things we
4:03:17did from here to drive our show rate
4:03:22to woo 87% that's a 40% increase so if
4:03:26we did nothing else but we just had this
4:03:29one Improvement in this process and
4:03:31everything else stayed the same we would
4:03:33have increased sales by
4:03:3440% not too shabby if you're following
4:03:37at home which you should be we should at
4:03:40this point have a ton more volume that
4:03:42is coming to these closers massive
4:03:44improvements cuz remember these are
4:03:45customers this is why we felt like we
4:03:46could do a lot better now hitting the
4:03:48close call so in order to improve this
4:03:51number to the best degree possible
4:03:52because we never we're going to have
4:03:53more disqualified people here remember
4:03:55we we told the Setters send anybody you
4:03:57can because we wanted to get more at
4:03:58bats okay so one we also added in a vssl
4:04:01so video sales letter between call one
4:04:03and call two so people got to have some
4:04:05social proof they got to see some
4:04:06results they got to have a better
4:04:08understanding because in my personal
4:04:09opinion I don't like sales people
4:04:11repeating a pitch I'd rather have
4:04:12someone understand the benefits and then
4:04:13have salesmen resolve concerns and
4:04:16personalize solutions to customers
4:04:18rather than have them say the same
4:04:2015minute pitch because it then it sounds
4:04:22robotic and they zone out and so does
4:04:24the prospect so I like to say here's all
4:04:26the info watch that and then we'll talk
4:04:28about it okay so number one is we added
4:04:30that piece in number two we role played
4:04:33a lot on the common objections and we
4:04:36like to do that before the call the
4:04:37video sales letter covered some of these
4:04:39common concerns in the video so that the
4:04:42sales guys had a little bit more of
4:04:43Advantage going into the call and then
4:04:45also in the scripting we front-loaded
4:04:47the obstacles before you mention the
4:04:49price you overcome obstacles after it's
4:04:52objections all right so if I say hey do
4:04:55you think your husband supports you in
4:04:56doing this new thing before I say the
4:04:58price then I've overcome an obstacle if
4:05:01I say the price and I didn't overcome it
4:05:02it becomes an objection which is way
4:05:04harder to close we call it killing
4:05:05zombies right you want to kill the
4:05:07Zombies you want to defuse the bombs
4:05:09before you talk about money and so we
4:05:11front loaded the script to accom at
4:05:14those issues that people were losing in
4:05:15the sales and we focused the script far
4:05:17more on what they were going to
4:05:19experience afterwards rather than the
4:05:21features within the service because at
4:05:24the end of the day they don't care about
4:05:25the features of service they care about
4:05:26where they're going to go what life's
4:05:27going to be like afterwards so sell the
4:05:29vacation not the plane flight so we made
4:05:30those changes and
4:05:33we got the close rate if you're like
4:05:35wait 42 is lower than 80 sure as hell is
4:05:38great math if we're doing the
4:05:39percentages here and we have a 21%
4:05:41increase here and a 77% increase here
4:05:44and we have a 40% increase here so
4:05:46that's 1.2 + 1.77 +
4:05:501.4 we have far more than a double in
4:05:53terms of how much volume was going there
4:05:55in fact we had three and 1 half times
4:05:57more volume but we cut the Clos rate in
4:05:59half but 3 1/2 * .5 is more than 1
4:06:05meaning we increased the total
4:06:06throughput of this system and so the end
4:06:09result of this entire process
4:06:16is we went from closing 20% of that 100
4:06:19people that buy the product to 32 for a
4:06:22net
4:06:23Savings of going from 20% of Revenue to
4:06:269% so we paid less than half to get 60%
4:06:31more sales and as you recall all
4:06:34additional sales dropped to the bottom
4:06:36line because we'd already acquired the
4:06:37customers so now that we had ear in
4:06:39house director we rebuilt the incentive
4:06:41and comp plant and we rebuilt the sales
4:06:43process now we wanted to scale so we had
4:06:45to go from zero to 40 reps and we had to
4:06:49do it in record time all right so number
4:06:51one is that to go get all those people
4:06:53we went everywhere all right so we
4:06:55actually did all the things that
4:06:56outlined but we also hired five to six
4:06:58recruiters right off the bat we did a
4:07:01ton of up on ourselves we hit our whole
4:07:04email list up we did everything cuz we
4:07:06had to hire 40 guys we had to do it in
4:07:0712 weeks all right so number one is we
4:07:09did everywhere so plus ads well actually
4:07:12didn't do ads there's more uh
4:07:16content and outbound all right so
4:07:18recruiters content and outbound is what
4:07:19we did to get all the people in the door
4:07:21now once we had people in the door we
4:07:24didn't have the sales director interview
4:07:25all these candidates because he just
4:07:26wouldn't literally have the time he did
4:07:28a final check off once the team planned
4:07:31on hiring them and so we had the manager
4:07:33for the Setters do do several of the
4:07:35talks with the leads and we also had the
4:07:38recruiters do a lot of the screening as
4:07:40well so that the sales director could
4:07:41save his time and still keep managing
4:07:43the actual team and training the people
4:07:45who are on the floor making money for
4:07:47the company all right so
4:07:49saved
4:07:52directors time the next thing is okay
4:07:55great so we got a lot of people we got
4:07:56them hired but how do we make sure that
4:07:57they're actually good so we automated
4:07:59the sales
4:08:02training to the greatest degree possible
4:08:04now what does that really mean it means
4:08:06we made a course that was an internal
4:08:08course on how to sell this thing and so
4:08:10the nice thing with internal courses if
4:08:12you don't have them high recommend it
4:08:14because the most expensive thing a
4:08:15business can do is train salespeople
4:08:17reason why is because when you take a
4:08:20salesperson and you train them on live
4:08:22prospects all of the money they don't
4:08:24close is money you lose and you lose all
4:08:27like you lose the money that you could
4:08:29have made and you lose the money that
4:08:31you spent to get them there very
4:08:32expensive all right especially when and
4:08:35this happens a lot too you do all of
4:08:37that only to have them get fired or
4:08:39leave or burn out or whatever all right
4:08:42and so we want them to take as many reps
4:08:43ass soonly possible in a fashion where
4:08:46there's no risk to the company which is
4:08:48why we have them watch tons of gam tape
4:08:50footage they tend all the meetings they
4:08:52listen to tons of live calls they go
4:08:54through the course and then they
4:08:55roleplay there's one takeaway from this
4:08:57[ __ ] video it's that you roleplay
4:08:58with your team and that you get really
4:09:00really narrow on the things you want
4:09:01them to improve and you keep nailing
4:09:03that thing until it's perfect and then
4:09:04you move to the next thing there's no
4:09:06point in trying to tell someone to
4:09:07improve six things doesn't work I
4:09:09promise you it doesn't work I spent too
4:09:10long doing this doesn't work you say
4:09:13let's work on the first sentence of the
4:09:14[ __ ] script keep doing it again try
4:09:17it again try it again try it again one
4:09:18more time say it lighter say it faster
4:09:20Loop to this one got it second question
4:09:23right that's how you work through a
4:09:25script until they will they will be able
4:09:26to breathe it in their sleep then they
4:09:28can actually be present for the sales
4:09:29call cuz they don't have to think about
4:09:30the scripting cuz they already know it
4:09:32so we recruited the people we saved the
4:09:34director's time we automated the
4:09:35internal onboarding I'm going to give
4:09:37you a pro tip from
4:09:39me which is that if someone seems like a
4:09:41dad within 14 days let them go
4:09:43some people think I'm heartless how
4:09:45could I be so heartless because I have
4:09:48other families I have to look out for
4:09:49too and if we don't keep the sales team
4:09:51profitable the whole business doesn't
4:09:53work we give people a shot we get to all
4:09:55this stuff we give them a ton of free
4:09:56training all right they actually
4:09:57technically get paid to get trained and
4:09:59if they don't if they're not up to chops
4:10:00we got to let them go but we set that
4:10:02expectation up front and one more thing
4:10:04and this is a a little Pro tip for me I
4:10:07don't know how to spell that but no
4:10:09padas all right so no special snowflakes
4:10:12because the thing is is even if you have
4:10:14one killer on the team and they don't
4:10:16follow the process they undermine the
4:10:18entirety of the process and they also
4:10:20kill the culture and so if one guy does
4:10:22double the sales of everybody else or
4:10:24triple the sales of everyone else I can
4:10:26almost guarantee nine times out of 10 in
4:10:28my experience they actually take those
4:10:30sales out of the organization overall so
4:10:33one guy does triple and everyone's like
4:10:35oh we should be like him but the you if
4:10:37you have like a 20 person team and
4:10:38everyone goes down by 10% because of
4:10:39this guy because the cancer spreads not
4:10:41worth it just cut it out keep the system
4:10:44and now that we had the in-house
4:10:45director we rebuilt the incentive and
4:10:46comp plan we rebuilt the sales process
4:10:48we scaled the sales team and we
4:10:49stabilized it so that we were
4:10:51consistently beating the other team and
4:10:53doing it for less then we're able to
4:10:55move on to step five which is get rid of
4:11:00outsourced
4:11:02team so with the ouse team we did $7
4:11:06million in cash collected in q1 the
4:11:10commission on that was 1. $4 million
4:11:14remember 20% so the company got to
4:11:17profit 5.6 I'm saying profit Loosely 5.6
4:11:21the company got to keep after paying the
4:11:23sale the out Outsource sales team this
4:11:277% with the in-house sales team
4:11:31became $12 million the next quarter the
4:11:35commission because instead of
4:11:3820% we went to 9% so the commission went
4:11:42from 1.4 million on 7 to
4:11:451.08 million for 12 net change here was
4:11:5112us 1
4:11:5410.92 million which created the
4:11:57difference between these two was
4:12:045.4
4:12:06million and that was just in that
4:12:09quarter times four for the year and you
4:12:13get 21.6 million this is one of my
4:12:15favorite sales presentations I've ever
4:12:17given and it covers three things one how
4:12:19to ask the right questions two how to
4:12:22ask them the right way and three how to
4:12:24duplicate those words in that tone
4:12:26across a team of people if you're
4:12:27building your first sales script if
4:12:29you're scaling a sales team and you want
4:12:31to make sure that you can onboard new
4:12:33people and get them selling at the same
4:12:34percentage or better than you are right
4:12:36now which for many people is biggest
4:12:37bottleneck especially when you're coming
4:12:39to for your first million or first 3
4:12:40million per year scaling the sales team
4:12:42is one of the most difficult tasks and
4:12:43so I've broken this down into three
4:12:45Frameworks that I've used very
4:12:46successfully to scale lots of different
4:12:47sales teams I say that the the company
4:12:50I'm referencing in this video has 14
4:12:51that one company already now has almost
4:12:5330 sales guys so this process continued
4:12:55to work past when I made this
4:12:57presentation so if you're trying to
4:12:59scale sales you want to close a higher
4:13:00percentage you want to get more guys
4:13:02closing at that same percentage or
4:13:04better than yours and if you don't know
4:13:05who I am my name is alosi I acquisition.
4:13:07comom with a portfolio at this moment of
4:13:08six companies to do $85 million a year
4:13:10keep being awesome love you and enjoy
4:13:11the video
4:13:13what I'm going to be breaking down today
4:13:14is the scripting process that we've
4:13:16applied for calls right and so as the
4:13:19world's worst marketer I set my first
4:13:21email this year I was very excited about
4:13:22it we've been in business for 10 years
4:13:24uh pretty big stuff and it was because I
4:13:26couldn't get webinars I couldn't get
4:13:27vsls I couldn't get all the fancy stuff
4:13:31that you guys get to work um and so I
4:13:33went back in time and just was like if I
4:13:34can just get him to give my phone number
4:13:36I'll be able to get him to you like buy
4:13:37[ __ ] from me and so I went and called
4:13:39back all these webinar leads that never
4:13:40showed up or never bought or whatever
4:13:42and then doing like 100,000 in sales in
4:13:44a day and I was like wow this is so much
4:13:47easier and so over time I've consulted
4:13:51with sales teams I've uh trained and
4:13:53owned four high ticket uh performance
4:13:56teams uh I think we have 12 or 14 sales
4:13:59guys now it kind of rotates and so what
4:14:00I want to do is kind of show you what
4:14:01we've done to consistently replicate the
4:14:03skill of sales another human being would
4:14:05that be cool all right so if I can add
4:14:07like 10% to your conversion rate in
4:14:09terms of how you attract better closers
4:14:11how you script the process out and how
4:14:13you should close more deals and scale
4:14:14them to incentivize them would that be
4:14:16valuable for you guys all right sweet so
4:14:18these are the three Frameworks that
4:14:20transform losing funnels in cash
4:14:22machines that was my real life that was
4:14:23a picture of my actual first funnel and
4:14:25that's what it became and so these are
4:14:27the three fail uh the Frameworks number
4:14:29one closure framework how to ask
4:14:31questions that prospects to say yes
4:14:33adding this to a funnel instantly can
4:14:34make it profitable right this is my
4:14:35personal experience number two is
4:14:37conviction framework all right how
4:14:39anyone who believes can outperform a
4:14:41seasoned sales rep by simply learning
4:14:42control control their tone really
4:14:45important this is one of the biggest
4:14:45things that most sales people Miss
4:14:48number three the scaling framework how
4:14:49to easily duplicate this process across
4:14:51sales people in any niche in seven days
4:14:52or less so seven days from now we can do
4:14:55this would that be cool all right let's
4:14:57rock so number one the closure framework
4:15:00after going through hundreds of scripts
4:15:02I've bought Grant stuff I bought the
4:15:03Wolf of Wall Street stuff I bought all
4:15:05that stuff and going through my own
4:15:06sales processes I learned that the the
4:15:08scripting process even was simpler I
4:15:10think than it's portrayed and it's not
4:15:12that it's something to be sold against
4:15:14but um every sales script that has been
4:15:17absolute Gang Busters has been a
4:15:18question-based framework that is based
4:15:20on this process all right and this works
4:15:22for B Toc sales it works for B Tob uh
4:15:24B2B sales it works for $500 tickets it
4:15:27works for $100,000 tickets the process
4:15:29is the same and so this is the acronym
4:15:31closure framework as I said world's
4:15:33dumbest marketer so I made it nice and
4:15:34easy to remember all right so C clarify
4:15:37why they are there when I look at
4:15:39creating a script the first thing we ask
4:15:41is like why the hell are you here what
4:15:42mean you reach out to us today what was
4:15:44the thing what is the goal you're trying
4:15:45to accomplish right two label them with
4:15:48a problem we can't cure cancer unless
4:15:50they admit that they have it right has
4:15:52anyone had a situation where like I just
4:15:53want to find out more information you
4:15:54ever had that right well it's like well
4:15:57I'm assuming you're not hopping on sales
4:15:58calls all day just trying to find
4:15:59information is there a problem you're
4:16:00trying to solve oh you're fat got it all
4:16:03right boom so that's a problem we can
4:16:05solve it after that I'm I'm assuming I'm
4:16:07not the first guy you've ever dated
4:16:09right so is there anything else that
4:16:10you've had happen in the past that got
4:16:12you here that didn't work I'd love to
4:16:13know more about it s once we've gone
4:16:15through the pain we sell on the vacation
4:16:17right there's a process that I'll walk
4:16:18through e we explain away their concerns
4:16:20cuz obviously samean people don't make
4:16:22decisions on the first call unless
4:16:24you're a closer in which case they do
4:16:26which I'll talk about and then finally
4:16:28and this is something that we actually
4:16:29added in my original flamework for my
4:16:30first couple years was close and then we
4:16:32added the r uh because when you do this
4:16:35it actually transitions into the
4:16:37onboarding process that will get higher
4:16:39LTV per customer lower churn lower
4:16:41refunds lower charge backs which sales
4:16:43guys and you will be happy about cool
4:16:46all right let's rock so we'll examine
4:16:48each one more closely clarify why
4:16:50they're there these are the questions
4:16:51that sounds like what made you come in
4:16:52today what made you reach out what's
4:16:53your goal right now why is that
4:16:54important to you why that number
4:16:56specifically what does it what does it
4:16:57resonate for you right why why is that
4:16:59real L the questions that we're looking
4:17:02is like okay so what I'm hearing is XYZ
4:17:04us your goal does that sound about right
4:17:06right really simple but very important
4:17:08it's a milestone that has to be hit in
4:17:10the process all right then we overview
4:17:12all right this is where we're Gathering
4:17:13all the inel and for some of you guys my
4:17:15goal is that you can take this to your
4:17:16sales team your sales director and run
4:17:18your script through this framework and
4:17:20then see where you can plug in you
4:17:22probably have some of it but if you're
4:17:23missing one or two of these questions
4:17:25and Milestones you're losing conversions
4:17:26on the call like you're closing people
4:17:28who already had those obstacles covered
4:17:31but everyone who didn't have two of
4:17:33these questions covered you lose them
4:17:34and you don't know why you watch the
4:17:36sales call you're like what the hell
4:17:37happened here right so what have you
4:17:40tried so far to accomplish that how this
4:17:41is what we call the pain cycle it's a
4:17:43four-step process what have you tried so
4:17:45far to accomplish this how long did you
4:17:46do that for how long ago how did that
4:17:49work for you what else have you tried
4:17:51right so we just do that cycle until
4:17:52they're like well yeah that's it now
4:17:54that you think about it I've tried
4:17:55everything under the sun like I can't
4:17:57imagine what that's felt like wow right
4:18:00it's not your fault you're so close
4:18:03you're 6 Ines away right and I think you
4:18:06you said this one thing which I'm about
4:18:07to show you in a second we could be able
4:18:08to help you want to hear about the
4:18:09program fantastic that's when we
4:18:11transition to the sale right right so
4:18:13sell them a vacation the number one
4:18:14thing that people mess up our sales
4:18:16pitch on the call is under 3
4:18:18minutes 3 minutes 180 seconds when we
4:18:23talk about um I think someone was asking
4:18:24about what are the bullets on the page
4:18:28we don't say anything about that because
4:18:30what we're trying to do is get them to
4:18:31understand what they're going to
4:18:32experience not how they're going to
4:18:34experience it right and so when we have
4:18:37a sales pitch just about every time we
4:18:39sell three things right and it doesn't
4:18:41matter what industry you're in I was
4:18:42training mortgage leads team and they
4:18:44were selling leads right and it was like
4:18:46uh the leads are exclusive they're
4:18:47timely and they're qualified right and
4:18:50so we talked about hey you've had leads
4:18:51in the past ah well the Zillow leads my
4:18:54real estate people right the Zillow
4:18:56leads are not they are timely but
4:18:58they're definitely not exclusive and
4:18:59these are people just window shopping
4:19:00right our leads are different three
4:19:02things you can always find them your s
4:19:04fitness your own Fitness Nutrition
4:19:05accountability right and so what we do
4:19:07is when we say the three bullets get
4:19:10them to understand yes that takes 5
4:19:11Seconds cool fitness-wise we get the
4:19:14commitment this is what I need you to do
4:19:16fair enough be like I need you to work
4:19:17out three days a week can you do that
4:19:18awesome if we see any hesitation you
4:19:21have a 30second story that's memorized
4:19:24most of this script and this is what
4:19:25makes it scalable is a question-based
4:19:27framework which means if you get lost
4:19:29you can find your way back again if
4:19:31anybody here have scripts that are like
4:19:32paragraphs and stuff
4:19:34anyone okay like no no one has a script
4:19:36that's paragraphs and Pages please we
4:19:39all
4:19:40know um but if you have those things
4:19:44it'll totally mess it up because then
4:19:45the the sales guy gets lost and then
4:19:46he's just freeballing and he has no idea
4:19:48where he is hot doging a hallway no idea
4:19:50what's going on right and so the point
4:19:52is here little visual anyways is that
4:19:56when we're telling the story like with
4:19:57the fitness example I would say hey when
4:19:58you failed in the past like right now do
4:20:01you have a do you have a favorite TV
4:20:02show Game of Thrones that's awesome do
4:20:05you feel like like you got to get
4:20:07motivated to watch Game of Thrones
4:20:08you're like oh man I've been wanting to
4:20:09watch it but I just can't get up the
4:20:11motivation to watch TV they're like well
4:20:13no I don't have that it's like right and
4:20:15so that's exactly how we're going to
4:20:17make your fitness program so if you look
4:20:18forward to you don't need the motivation
4:20:20The Willpower because that's why you
4:20:22fail in the past they're like oh I
4:20:25didn't talk about the workouts the heart
4:20:28rate and the calories they're going to
4:20:29burn and they're going to sweat cuz all
4:20:30that [ __ ] sounds like work right but
4:20:33what they do get is exactly what they
4:20:34want which is wait so you're telling me
4:20:36that if I actually like something I'm
4:20:39not going to even have to try and it's
4:20:40going to feel like watching TV cuz I
4:20:42look forward to it it's exactly what I'm
4:20:43saying and if you can deliver you make
4:20:45tons of money and that's the point so
4:20:47each of those points your sales guy
4:20:49should know what that anecdotal story is
4:20:53right if I was selling accountability
4:20:55anyone have kids anyone here tell their
4:20:57kids to brush their teeth and we have
4:21:00their kids to brush their teeth say they
4:21:01don't want to brush their teeth anyone
4:21:03tell their kids even though they want to
4:21:04brush their teeth to brush their teeth
4:21:06anyways and now you're an adult did your
4:21:08parents did that to you do you brush
4:21:10your teeth that's an example of external
4:21:13accountability turning into an internal
4:21:15habit it's exactly what the
4:21:16accountability we're going to do in this
4:21:17program indust does that make sense
4:21:18great done next bullet that's how you
4:21:21transition in the pitch right so if you
4:21:23think about this process why are you
4:21:25here I have cancer I think we might be
4:21:27able to help you out but I don't want to
4:21:27get into that because I don't know about
4:21:28you like I don't know what your
4:21:30situation is tell me what you've done ah
4:21:32that sounds that sounds great that makes
4:21:34sense okay I think we might be able to
4:21:37help see a little bit about that all I
4:21:39did is I tell three stories that make
4:21:40complete sense to everything you just
4:21:42told me
4:21:43and then we transition and so um I
4:21:45pretty much just covered this um but we
4:21:48we call it sell on the vacation not the
4:21:49plane flight right and so we're not
4:21:51selling TSA we're not selling your
4:21:52modules your me plant your macr workout
4:21:54your sport team your URLs your whatever
4:21:56right we're selling Maui we're selling
4:21:58the Final Destination and it doesn't
4:22:00matter what level of service you are
4:22:01selling you're always selling the same
4:22:02thing it's always Maui it's just how do
4:22:05you want to get there you want to swim
4:22:06to Maui right do you want to take a boat
4:22:08to Maui do you want to take a normal
4:22:10flight or do you want to take a private
4:22:11jet to Maui
4:22:13right it's your call you're getting to
4:22:13Mau either way because we're a man of
4:22:15our word and I'm not going to sell you
4:22:16something that's not going to deliver
4:22:17right but it's going to be a little
4:22:18different it's a little bit rock here
4:22:19but we're going to get you there all
4:22:20right so everyone gets the Maui the
4:22:22variables are the the speed and the
4:22:23quality of the journey all right the
4:22:25likelihood of arrival is assumed so
4:22:27since it's always the same thing you
4:22:29probably have multiple levels of
4:22:30business um but it's always the same
4:22:33process right and so once we have that
4:22:35they're like got it then we just make
4:22:37the ask all right from this point going
4:22:39forward it's explaining way their
4:22:40concerns like any human being would
4:22:42normally do I could drill price over
4:22:44comes with you but I think it's more
4:22:45valuable to explain the thought process
4:22:47behind price stall and decision maker um
4:22:52objections all right so the first and
4:22:53obvious one is I can't afford it anyone
4:22:55to get this one right couple people two
4:22:58people of God in the you guys have the
4:23:00best leads give me your leads um and so
4:23:04the easy question that I use to explain
4:23:05to our sales team because it's really
4:23:06about breaking their Le beliefs is if we
4:23:09were giving away Ferraris right now for
4:23:11five grand do you think they'd find a
4:23:13way to get the
4:23:14money yes so that simply they do not
4:23:18understand the value we're trying to
4:23:19provide and if you can get your team to
4:23:21believe that then they understand that
4:23:22it is always their fault if someone
4:23:24cannot afford the program does that make
4:23:27sense fantastic second decisionmaker
4:23:30clothes one of the hardest things to
4:23:33overcome right I got to have my business
4:23:35partner I got to have my husband my
4:23:36spouse my whatever right so we have a
4:23:39specific process that we go about this
4:23:42and so what we do is in the very
4:23:43beginning we just say we circumvent then
4:23:46we go over past agreements and then we
4:23:48ask for forgiveness all right this is
4:23:49the best way that I've seen to overcome
4:23:51this so the first thing we say is well
4:23:53what if they say no one out of three
4:23:55times they'll be like I'd probably do it
4:23:56anyways and we're like let's get started
4:23:58boom it's done you'd be amazed how many
4:23:59times that actually works it's hilarious
4:24:02if they say well then I wouldn't do it
4:24:03then we divert we say well what do you
4:24:06think their biggest objection would be
4:24:08about it because now they're just using
4:24:09a foil even the person's not there and
4:24:10has no idea what the program is cuz
4:24:11they're not involved with call right
4:24:13they're like well I think this and at
4:24:14this point we can attack the actual
4:24:16obstacle even though the decision maker
4:24:17isn't there now if they still if we
4:24:19still can't overcome it then we go to P
4:24:21agreements we say well does your
4:24:23business partner know you guys are
4:24:24struggling on sales well yeah does he
4:24:26approve of that well no then why would
4:24:29he be against something that he already
4:24:30doesn't approve of that doesn't make any
4:24:32sense why would he be against a business
4:24:33partner solving a problem is know what
4:24:34you do well that's great you're being a
4:24:36great partner let's go right and so we
4:24:38try and rely on past agreements that are
4:24:41obvious and use those to Pro into the
4:24:42present right and then finally you know
4:24:45sometimes it's better ask for uh
4:24:47forgiveness and permission right and so
4:24:50we'll tack that on to the end you can
4:24:51put that at the end of any of the closes
4:24:53and so when we're dealing with this with
4:24:55price it's value with decision maker we
4:24:58go on past agreements and with stalls we
4:25:02just teach people to make decisions
4:25:04people are just so afraid of making the
4:25:06wrong decision they're petrified and so
4:25:08what we do is we literally teach them on
4:25:09the call here's how we make a decision
4:25:11these are the the variables you should
4:25:13be considering X Y and Z right can the
4:25:15product meet your needs do you think
4:25:17that if you work with us you have a
4:25:19greater or lower likelihood of losing
4:25:21weight greater fantastic I think we're
4:25:24halfway there do you want to work with
4:25:25us do you think it'd be fun to hang out
4:25:26and see me every day because believe me
4:25:28this stash I had to I had to work 12
4:25:30months to get my wife to say yes to that
4:25:31so I understand if you're hesitant does
4:25:33that make sense would you be willing to
4:25:35do that all right let's rock right and
4:25:37then do you have access to funds or know
4:25:39someone who does right because it's not
4:25:40just about you because if it's something
4:25:41that's amazing we can find other ways to
4:25:43finance this so do you have access or
4:25:46know someone who does yes well then
4:25:48great let's get started and if for some
4:25:51reason we haven't closed them at this
4:25:53point we say how about this let's take a
4:25:55card down we'll delay the payment to
4:25:57Friday you go to your husband you go to
4:25:59your business partner right you go to
4:26:00your I love this one you go to your
4:26:01husband right and he says baby I want
4:26:04you to live a shorter life I want you to
4:26:06I want you to be a terrible example to
4:26:08our kids I want you to not have
4:26:10generational Health in our family to be
4:26:12down I want you to sit in that corner I
4:26:14want you to pull those sweatpants up
4:26:15take up a bag of Cheetos rub your
4:26:17fingers on there right and just get
4:26:19comfortable with the fact that you're
4:26:20never going to look better than you are
4:26:21right now I like if your husband says
4:26:22that to you you call me back and I will
4:26:24tear this contract up fair enough right
4:26:27you close them all right so we explain
4:26:29where their concerns and then finally we
4:26:31get the yes we reinforce the decision
4:26:33this is stuff that we started doing and
4:26:35it helped a lot so personalized video
4:26:37from the CEO hey welcome aboard so happy
4:26:39to have you thank you for trusting us
4:26:40with your business hey we're so happy to
4:26:42have you you thank you for trust me with
4:26:42your your weight loss Journey know
4:26:43personalized this is we want to do
4:26:45everything in our power to absolutely
4:26:46Amaze you right little things like that
4:26:48because the customer is usually deciding
4:26:49whether or not they like your business
4:26:51in the first 48 hours after the sale I
4:26:53learned this later so how you hand off
4:26:56from sale to customer experience and
4:26:58activation is where this all happens
4:27:00does that make sense is that cool was
4:27:02that nice love framework to work through
4:27:04okay so that's the disclosure framework
4:27:07that is the first thing that's what you
4:27:08can run your script through all right
4:27:09how to ask the questions to get the
4:27:11prospects to say yes
4:27:13check one down two to go you with me you
4:27:15still good all right let's rock so
4:27:18conviction framework number two how
4:27:19anyone who believes can outperform a
4:27:22season sales rep by simply learning to
4:27:24control their tone all right so um after
4:27:27I reworked all of our scripts using the
4:27:29closure framework um some of my guys
4:27:32were really successful but other ones
4:27:34still blew and I was like well this
4:27:36sucks right I was really excited I had a
4:27:38little acronym and everything I was like
4:27:40that took me a long time to come with
4:27:41the acronym right and I was like what
4:27:44gives and so I talked to some my friends
4:27:47um and they recommended this book which
4:27:49was awesome and the biggest takeaway
4:27:51from this book is the is the concept of
4:27:53tone and this was something that really
4:27:55helped take us and give an extra Edge
4:27:57for our sales training ourselves process
4:27:59and the coaching that we give people
4:28:01right and so in the book he talked about
4:28:03the hidden dialogue um which I just love
4:28:05and I just I just never want to take
4:28:06credit for an idea because I got it from
4:28:07him um but there's two dialogues that
4:28:09are happening right um because the words
4:28:12or the logic right what you're actually
4:28:14saying is talking to The Logical brain
4:28:16how you say it is talking to the
4:28:18emotional brain right that's the one's
4:28:20making decision that's the one running
4:28:21the shop all right and so how you say
4:28:24what you
4:28:25say is what you
4:28:28say so here's an example that's my wife
4:28:31she's going to be here with me soon but
4:28:34if she were here if she
4:28:36said Alex right or Alex right or Alex
4:28:42very different meanings very different
4:28:45afternoon for me in each of these
4:28:47scenarios
4:28:48right based on how she said it because
4:28:51there's so much communicated and that's
4:28:52just one word imagine a 30 minute
4:28:55dialogue where each word can be chosen
4:28:58to have packed with the meaning that you
4:29:01need them to feel does that make sense
4:29:04okay so we need the words for The
4:29:06Logical influence we need the tone for
4:29:07the emotional influence we need both
4:29:09okay and so once you become a more
4:29:11seasoned like sales crap you can learn
4:29:13to control your tone on purpose right
4:29:14you can raise your voice at the end of
4:29:16the statement to make it into a
4:29:17question right it's a
4:29:20question this is
4:29:22John right I didn't need to ask him I'm
4:29:25saying you know to answer that as a
4:29:27question I didn't ask you that but you
4:29:28know that based on the tone right or I
4:29:31could lower my voice right now you know
4:29:32that what I'm saying extremely
4:29:34important right tone matters and so it
4:29:38takes time to develop this level of
4:29:40unconscious Mastery so there's two ways
4:29:42to develop this and I believe that you
4:29:44can either trick yourself into it or you
4:29:46can train yourself into it and since I
4:29:49don't have enough time in 30 minutes to
4:29:50train on the influence of tonalities
4:29:52here's the trick is that all right I'll
4:29:54just give you the hack conviction will
4:29:56correct your
4:29:57tone if you believe in what you sell you
4:30:00will say it the right way and that's why
4:30:03some of you guys have a sales rep it
4:30:04comes on crushes it and then tanks
4:30:07because they did believe and then they
4:30:08saw your reviews or they got customer
4:30:11support feedback someone called them up
4:30:12after buying it was like [ __ ] you I
4:30:14can't believe you did that and they're
4:30:16done and then all their tones off
4:30:18because they feel like out of Ethics
4:30:20right and so I'm lowering my tone right
4:30:21now so you know that this is really
4:30:23important right and so I'll go upbeat
4:30:26kiss the boooo bring us back up all
4:30:28right and so real estate sales team
4:30:30Consulting this is a great story so I
4:30:32was flown out paid way more money than I
4:30:34should have been paid um to fly out and
4:30:36consult with the sales team all right
4:30:38they were selling mortgage leads example
4:30:39I was giving earlier and they were
4:30:41really excited and they wanted me to
4:30:42give this ABC always be closing chat
4:30:45like this huge PumpUp chat and so I
4:30:47spent the first half of the day on the
4:30:48script and the second half of the day
4:30:49we're supposed to be drilling the sales
4:30:51team right so I get on the sales team
4:30:52they got I think had a nine person sales
4:30:53floor and uh they're like we're having
4:30:56some problems with this guy John I was
4:30:57like all cool so I was like John how
4:31:01good are the
4:31:02leads he was
4:31:05like well you know there's kind of and I
4:31:07was like I'm good thank you and I was
4:31:09like because if you [ __ ] thought the
4:31:11leads were were good you would say dude
4:31:13they're unreal I can't believe it right
4:31:15now I'm getting my mom to pass her real
4:31:16estate certification so I can start
4:31:17sending her leads I'm studying for mine
4:31:19I'm a couple months behind but I'm
4:31:20telling you as soon as I [ __ ] get
4:31:21this thing pass I'm out of here I'm G to
4:31:23start buying these leads myself because
4:31:24I make more than I make right now as a
4:31:25sales
4:31:26guy that's what you'd say if you
4:31:29believed right the way you say and what
4:31:31you'd say would be entirely different
4:31:33and so one of the hacks on this by the
4:31:34way has anyone ever gotten hot or has a
4:31:36sales guy who got hot starts just
4:31:38closing closing closing closing
4:31:40anyone that becomes a sales training for
4:31:42that
4:31:43person because the way they asked the
4:31:46question at what point how they
4:31:49closed that's how it's perfect and so
4:31:51they should study the best game footage
4:31:53when they're on a streak and that's when
4:31:55you can replicate it much more easily
4:31:57because it's like in the wild you'll
4:31:58witness it and that's when they're
4:31:59Masters right in those moments all right
4:32:01and so these are the actions that we do
4:32:02so I'm transitioning into tactic for you
4:32:04guys who have teams all right reread the
4:32:06testimonials out loud daily in front of
4:32:08your sales team if you got fresh ones
4:32:10which you should read them makes their
4:32:13day makes them feel like they're making
4:32:14an impact right they're getting the [ __ ]
4:32:16kicked out of them every single day
4:32:17getting hung up on getting cussed at
4:32:19getting told a [ __ ] off every day right
4:32:21and like the best thing you can do is
4:32:23give them a cup of coffee and says hey
4:32:24man you're [ __ ] doing good in the
4:32:25world right that's what they need so do
4:32:27it every day number two fix everything
4:32:29you can about the product this is
4:32:30obvious but I want to say it directly
4:32:32like don't blame the customer for a lack
4:32:34of success because it doesn't help
4:32:35anyone right doesn't help them doesn't
4:32:36help us if we can take ownership then we
4:32:38can fix the product right three never
4:32:41stop improving it so you always know
4:32:42it's up to date and this is a good one
4:32:43for the sales team if you're sales dip
4:32:46take your head of customer support bring
4:32:48them to the sales meeting and say Erica
4:32:51tell these guys what you do for our
4:32:53customers they're like oh well the first
4:32:54day what we do is we send them this text
4:32:56and we send them this letter and then we
4:32:57give them swag and then we follow up
4:32:58with them and then we like write them a
4:33:00handwritten card and we give them a back
4:33:01massage and a foot massage and then we
4:33:02find a wife for them it's unbelievable
4:33:04you know what I mean and then the sales
4:33:05guys are like God this is [ __ ]
4:33:06awesome I'm like I know let's go sell it
4:33:08right and so these are the actions that
4:33:10you can do on a daily basis
4:33:12to get your team to be excellent all
4:33:14right and so that's how you can hack
4:33:15conviction and get your team's tone
4:33:18unconsciously correct by just truly
4:33:20believing in the product is that cool
4:33:22you think you'd sell more if you did
4:33:23that hell yeah sweet thank you all right
4:33:26conviction framework number two check
4:33:29all right number three scaling framework
4:33:30how to easily duplicate this process
4:33:32across sales people in any niche in
4:33:34seven days or less all right so we've
4:33:36talked about closure framework we talked
4:33:37about conviction framework and this is
4:33:39the oops I think I going to skip one oh
4:33:41no where you are back great so when I
4:33:42showed my sales team this stuff they
4:33:44didn't do it every time all right
4:33:45because you're probably going to come
4:33:46back from here all gung-ho you might
4:33:48show them this video and they're like
4:33:49yeah and they go raw ra for two to three
4:33:50days and then it's like back to normal
4:33:52right no one wants that so piece by
4:33:54piece we implemented processes to get
4:33:56the same outcome over and over and over
4:33:59again because of the $10 million we've
4:34:02sold which is crazy it's been 100% over
4:34:04the phone no one over the age of 20 no
4:34:07we got one guy who's 40 but Bey besides
4:34:10him everyone's younger than $27 $27 27
4:34:13years old all right like these aren't
4:34:15like crazy you know what I mean like
4:34:16crazy veterans right they just do this
4:34:19process over again you get the right
4:34:20thing as a total
4:34:22aside find people and educate them about
4:34:25your prospect not your
4:34:28product that's a big [ __ ] up because
4:34:30like they shouldn't even be talking that
4:34:31much about the product they should be
4:34:33knowing everything about the Prospect
4:34:35and so right now if your sales training
4:34:36is focused on your product Doing It
4:34:38Wrong these are the six C's that I use
4:34:40to scale teams from little guy to lots
4:34:43of guys all right so this still a you
4:34:46know we Ed this to build a 3,000 person
4:34:48affiliate base in our physical Products
4:34:50Company it added 35 million in sales
4:34:53which is cool which is awesome and so I
4:34:55will show you how this works all right
4:34:57and so um we've used these sales teams
4:34:59and this is how we've kind of these were
4:35:00all multi-figure teams and I'll show you
4:35:02what we did all right so closure
4:35:03sequence is the first C which we went
4:35:05over earlier the second C is consistent
4:35:07daily training and conviction and I'll
4:35:09show you how to do each of these call
4:35:11recordings you got to record them
4:35:12communication Cycles cuts and
4:35:15competition those are the six C's all
4:35:17right so number one make sure you have a
4:35:20question based framework that follows
4:35:21those steps in the script it should just
4:35:23be questions it's so much easier to just
4:35:25follow questions because if someone's
4:35:27out and you know out in left field you
4:35:29know wandering on like onto the highway
4:35:31you're like whoa hey come back over here
4:35:33this is the next question in this
4:35:34process so thank you so much for sharing
4:35:36that that must have been so hard for you
4:35:37so what do you think that brought right
4:35:39you go right into the next question the
4:35:40sale all right
4:35:42number two uh consistent daily training
4:35:44this is the number one thing if you take
4:35:46one thing away from this besides
4:35:47conviction because that'll do more for
4:35:48yourselves than anything this is the
4:35:49second biggest thing all right is that
4:35:52daily training our team trains 60
4:35:54minutes a day five days a week we
4:35:56actually do twice a day stuff but that's
4:35:58okay anyways for right now if you just
4:35:59do this you'll already be way better
4:36:01than everyone else in your in your
4:36:02Market all right so we do talking and
4:36:04listening because a salesperson needs to
4:36:05know how to speak the right tone you
4:36:08know how to listen right and so we drill
4:36:10both scales we're talking we have them
4:36:12read the script out loud and the
4:36:13questions with the correct tonality for
4:36:1625 minutes and if they [ __ ] up they
4:36:18start again simple five minutes we drill
4:36:22obstacle overcomes I need to think about
4:36:23it I'm not sure I don't have the money
4:36:26can't afford that right now I got to
4:36:27talk to my partner right I know what's
4:36:29going to work in my market or whatever
4:36:31your specific obstacles are because
4:36:32those when they're in the Red Zone they
4:36:34shouldn't have to think about those so
4:36:35the only two things that someone will
4:36:36ever truly memorize will be those 30
4:36:39second anecdotal stories I mentioned
4:36:40earlier and your obstacle overcomes it
4:36:42makes it much easier to get new people
4:36:43on the
4:36:44team listening so every day we listen to
4:36:49a 30 minute recording and we'll go with
4:36:51what went right in this call what went
4:36:53wrong what are you going to do next time
4:36:56very simple right you play the call
4:36:59everyone watches it's game tape review
4:37:01we're like man you got kicked in the
4:37:02balls on this one right but you had
4:37:05great report in the first 5
4:37:06minutes right um you're like what went
4:37:10wrong and that was about it
4:37:12um and what you going to do next time
4:37:13I'm going to transition from the report
4:37:14of the question asking without sounding
4:37:16like a douchebag fantastic all right
4:37:18next day and you continue to improve I
4:37:21know this sounds crazy simple but it's
4:37:23so simple no one will do it so number
4:37:25three C's is call recordings if you
4:37:27don't call like record your calls one
4:37:29you're not compliant but two like how
4:37:31are you going to study game film you
4:37:32know what I mean everybody's got all
4:37:33their data and you've got your mouse
4:37:34tracking on all the pages I'm like how
4:37:36where's the mouse tracking on the calls
4:37:38right that's where that's where you're
4:37:39going to train your team this is like
4:37:40every NBA team they play game and they
4:37:41watch the game footage right why are we
4:37:43not doing that with the sales team and
4:37:45so you have to record it if you use zoom
4:37:47gong is absolutely the best highly
4:37:48recommend it it's been awesome we us
4:37:49this for two years they'll tell you
4:37:51exactly how many minutes people are
4:37:52talking versus someone else they'll tell
4:37:53you who's talking the most where how
4:37:55many questions were asked if the AI they
4:37:56have there is unbelievable um it's
4:37:58expensive but it's worth it four com
4:38:01cycles and feedback um I don't know if
4:38:03you guys have heard the story but if I
4:38:05were trying to uh fix your golf swing
4:38:07right and I said okay so I take a swing
4:38:11looking like I do like a like an idiot
4:38:13right he's like all right man well first
4:38:15off lose 40 lbs so you can rotate all
4:38:17right after you do that uh change your
4:38:19wrist by two degrees turn your other
4:38:21hand over put your thumb underneath I
4:38:23need you to take your first foot put it
4:38:24forward and then point it the other way
4:38:26and then put this foot back and try
4:38:27again I'm [ __ ] no chance of swinging
4:38:30right but if he just said hey take
4:38:33another 20 swins and just put one thumb
4:38:35under the other one I'd have one thing
4:38:38to work on I could probably get better
4:38:39and so when you're training and this is
4:38:41for the sales directors if you're
4:38:42helping them out with that call what
4:38:44went right what went wrong the what am I
4:38:46going to do about it is the one thing do
4:38:49that makees sense and so in terms of
4:38:50communication Cycles we do weekly with
4:38:53the team we've got daily training we've
4:38:57got daily wrap-up at the end which is
4:38:58really just to pump up and kiss them on
4:39:00the forehead good night to make sure
4:39:01they feel okay right because they do get
4:39:03punched in the face all day so it's it's
4:39:04worth being like hey you see Derrick's
4:39:06overcome this morning it's [ __ ]
4:39:07awesome he killed it let's watch that as
4:39:08like highlight footage like watch him
4:39:10say he's going to have to talk to wife
4:39:12Bo overcome right and then and then
4:39:14they're like dude you killed it and then
4:39:15it just makes them feel like they're
4:39:16part of the team right and so that's
4:39:18where we do the feedback and the
4:39:19communication cycles and then we do once
4:39:20a once a week if they're new we'll do
4:39:22one of ones if they're a little bit
4:39:23older we'll do once every other week
4:39:25does that make sense can you use this
4:39:27right now what I'm giving you for your
4:39:28sales teams okay
4:39:30sweet number five cut the fat cut it
4:39:34fast um Randy probably knows this better
4:39:37than
4:39:38anyone when you hire sales people at
4:39:40least in my experience like it's Sinker
4:39:43swim like if a guys if guys can't close
4:39:46in the first week to two weeks unless
4:39:47it's some sort of crazy complex thing
4:39:49they ain't closing right and then I've
4:39:51got somebody who now came in neutral now
4:39:53they feel like they suck right they're
4:39:55actually worse than someone who's new
4:39:57because now I got to overcome all your
4:39:58beliefs and then bring you back up and
4:40:00so in my experience it's been much
4:40:01easier to take a six and get him to a
4:40:03nine than try and take than try and take
4:40:05a two and get him to a five it's more
4:40:07work and it's not good for me or him
4:40:09right does that make sense so in most
4:40:11cases does anyone have a salesperson
4:40:13that you've been waiting for them to
4:40:14turn the corner for the last like six
4:40:16months they're not going to turn the
4:40:18corner unless they have like a come to
4:40:19Jesus moment which does happen but it
4:40:21doesn't need to happen on my team you
4:40:22can do that and come back right all
4:40:25right number six competition and career
4:40:28path all right A big one so salespeople
4:40:32are competitive right as they should be
4:40:34right they are hunters and they should
4:40:35go hunt and so having competition on a
4:40:37regular basis what we have found is that
4:40:39six we Cycles tends to work best it is
4:40:40long enough that believe they can
4:40:41accomplish something but short enough
4:40:42they believe it's going to happen soon
4:40:44and so we run our competitions on six we
4:40:45Cycles um for us I think what you said
4:40:49uh whatever Ryan said about the
4:40:50percentages 10 to 15% actually works
4:40:53pretty well as like a group goal um when
4:40:55we have those as like top salesperson we
4:40:57like we did like weekend to Vegas so
4:40:58we'll split all the guys up we like four
4:41:00teams of four you know what I mean and
4:41:01they're all comp so it's like you get
4:41:02the the competitiveness but you still
4:41:04get the camaraderie CU if it's just one
4:41:06you know one versus everyone sometimes
4:41:07they can get um a little bit too you
4:41:10know teethy uh so having like little
4:41:12mini teams helps too because then you
4:41:13can you can kind of like make it an
4:41:14adjusted draft you can put the best guy
4:41:15with the worst guy and then he helps him
4:41:17out and he speeds him up does that make
4:41:18sense and then career path this is one
4:41:21that I probably learned later but it's
4:41:22really good is that you can have minor
4:41:26Minor Road uh Milestones like 50 deals
4:41:30closed 100 deals closed 150 deals closed
4:41:33right and they just get a little just a
4:41:34little you know they go from 500 a deal
4:41:37to 525 a deal right they go from 525 a
4:41:39deal to 550 a deal just the fact fact
4:41:41that there's this this road map of where
4:41:43they're going and there's actual
4:41:44progress because sales is one of the
4:41:46most repetitive positions in the
4:41:48world just the fact that they're doing
4:41:50this and they something is changing on
4:41:52the outside I think just helps relieve
4:41:54anxiety and help the guys Focus so that
4:41:56is one of the things that I would
4:41:57recommend doing um with the career path
4:41:59and then obviously if you have roles
4:42:00like depending how big your team is
4:42:01manager Etc and you can move up um
4:42:04something that I don't have on here that
4:42:05I will add is that um this seems to be
4:42:08common practice but remember dumbest
4:42:10marketer on Earth um outbound and
4:42:12inbound uh keep them separated we also
4:42:15have Setters and closers for both of
4:42:17those teams so outbound sets are
4:42:19different than inbound sets which go to
4:42:21different in closers on either side
4:42:23right because the prospects are a little
4:42:24bit different right and so if you if you
4:42:27have lots of different types of leads
4:42:28going to the same person you're probably
4:42:30losing a lot of efficiency and if you
4:42:32don't have that much lead flow that's
4:42:33another issue but it's it's as soon as
4:42:35you can separating them out will get you
4:42:37a lot a lot higher conversion rates all
4:42:39right so I'll recap this this six for
4:42:41scale in our closure sequence make sure
4:42:42it's in a question based framework daily
4:42:44trainings and conviction so you're
4:42:46reading the testimonies every day you're
4:42:47training them every morning on talking
4:42:48listing the most valuable skills that a
4:42:49Salesman can have call recordings to
4:42:51make sure that they're actually doing
4:42:52you have game tap footage to actually
4:42:53look at communication Cycles to actually
4:42:55improve on their skills based on the
4:42:56game footage that we just had you cut
4:42:58the bottom people who are just dragging
4:43:00the team down that probably just don't
4:43:01have the makeup for this and then you
4:43:03keep it competitive and you give them a
4:43:04career past so they have something to
4:43:05look forward to in the future all right
4:43:07and so uh now you can understand how
4:43:09anyone can sell expensive FX paper Pro
4:43:11even if you don't think you're any good
4:43:12which is completely normal yeah that's
4:43:15sales

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