YT YouTube2Text

YouTube2Text → Transcripts → YouTube transcript (RVbvhPGFi6E)

YouTube transcript (RVbvhPGFi6E) — Transcript

5,915 words · 799 segments · language en · Watch on YouTube

Open in transcriber Summarize with AI Download SRT/VTT

Full transcript

0:00I have over 100 sales people across our
0:01portfolio that does over $250 million a
0:03year in this video I'm going to teach
0:04you one sales skill that separates the
0:06best from the rest and it's so powerful
0:08I've never taught it before and so I'm
0:10going to cover the 3A framework of
0:12reframing which is the skill I'm going
0:13to teach you and the five rules for
0:15using it ethically so what's reframing
0:17reframing is the one to three sentences
0:19that you say after a prospect says
0:21anything but yes that increases the
0:24likelihood that whatever your next thing
0:25you say gets them to buy so here's how a
0:28reframe might sound someone might say
0:30say hey uh how many certifications do
0:32your trainers have now this is a trap
0:35question because it's basically a blind
0:38question where whatever you say in
0:39response Prospect gets to be the judge
0:41of whether or not they accept that and
0:43then they choose to buy or not and you
0:44don't know what the right answer is and
0:46so rather than answer the question you
0:49ask a question about the question and so
0:52you'd say something like well which
0:54certifications are you looking for
0:55specifically the next version of this
0:57might be someone says uh how many
0:59questions I'm going be able to ask via
1:01email in support now whatever number you
1:03give they might say oh that's that's not
1:05enough or that's too many or whatever it
1:07is and then they say no for that reason
1:08I don't want to buy so instead you might
1:10say well why do you want to ask
1:13additional questions how many questions
1:14do you want to ask is there a purpose
1:16that you're trying to solve with this
1:17like what are you most afraid of see
1:18that was two or three questions in a row
1:20that can reframe without answering the
1:22question they gave me and one of the
1:24biggest lessons that I teach in sales is
1:27the person asking the questions is the
1:28one who's in control and if you've ever
1:30seen the Hollywood movies where they're
1:32like I'm the one asking the questions
1:33here it's because the person who ask the
1:35questions is the one who's in control of
1:36the conversation as soon as they start
1:38asking the questions you're on defense
1:40which is not where you want to be and
1:41the reframing process I'm about to show
1:43you has sold things as low as 100 bucks
1:45all the way up to Million Dollar Plus
1:47service packages and it's sold them in
1:48person on the phone via Zoom from stage
1:51wherever which way you can imagine this
1:52works so in a second I'm going to give
1:54you the 3 a framework and five rules for
1:56using it because this is unbelievably
1:58powerful and in use the right way it
2:00helps lots of people make good decisions
2:02use the wrong way you become a very bad
2:04person give a bad reputation for sales
2:06so the reason I started thinking about
2:08this was I was writing and reviewing our
2:11closing manual for our closers and I had
2:14this little piece right before all the
2:16closes says hey by the way make sure
2:17that you reframe the question before you
2:20enter into the close but the thing is is
2:22I realized as I was walking through the
2:23sales Flor the other day I heard someone
2:25just immediately fir back an obstacle
2:27overcome and it seemed very combative
2:29and I was like ah they're not they're
2:30not getting the the reframe part and I
2:32realized that that little reframe little
2:35bubble was one of if not the most
2:38important part of handling sales and so
2:41if you think about what the most
2:42productive sales people do the people
2:44who close the highest percentage of
2:45sales what do they do they ask for the
2:48sale more times than anyone else now
2:50here's the problem with that is that if
2:51you ask more times than anyone else the
2:53wrong way you'll get prospects to hate
2:55you and if prospects hate you they won't
2:56buy from you and so the idea is we want
2:59to be able to ask ask for the sale as
3:00many times as soon asly possible which
3:01means the way that we ask for the sale
3:04or how we frame our ask should not
3:08decrease rapport with the customer and
3:10so the idea is we want to continue to
3:11maintain Rapport the entire time so that
3:14we can then ask as many times as we darn
3:17well please so here's the 3A framework
3:19that I teach the first a is acknowledge
3:23all right this is where you build
3:25rapport with the prospect version one
3:28all right and the way that we do that is
3:30by saying what they said back to us now
3:33there's a couple benefits from this one
3:35is when you say it back to them they
3:37think that you're actively listing which
3:38of course you should but the other part
3:40of it is that it buys you time to think
3:41about what you're going to say next and
3:43so it gives you a little bit of space to
3:44process before you give your overcome or
3:47your handling of whatever their
3:48objection is the second piece and this
3:51is part of why this seems more natural
3:53with the most professional guys is that
3:56you this is the this is the really sexy
3:58part you associate
4:00all right now there's three associations
4:02that I'm going to show you how to do but
4:03what you do is you associate the
4:05question they asked with the type of
4:06behavior that someone who gets the best
4:09results from your product or service
4:12would ask and so basically when they
4:14feel like they're taking a step away
4:15from buying you say that's an amazing
4:17question that's actually a question that
4:19a lot of the best customers we have ask
4:21and so actually you just say nope that
4:22means that you're more likely to buy the
4:25third thing is that after you have made
4:27the association you've made you've
4:28acknowledged what they said you've made
4:29the association then you ask your next
4:32question after you've properly reframed
4:34what you're going to say next so let's
4:36dive into this so like a lawyer in an
4:39interrogation they never ask questions
4:41they don't already know the answers to
4:42and you as a salesperson want to only
4:44ask questions that you know the answers
4:46to and if you are ever going to answer
4:48questions you want to know that you have
4:50the right answer before you respond and
4:52so when we do the acknowledgement let's
4:54walk through the example I had earlier
4:56so they say well what kind of
4:58certifications do your trainers have and
5:00I say so you're curious about what our
5:03certifications are it's a great question
5:05it's actually shows that you're really
5:07rational person and you're making a
5:09serious decision here which is amazing
5:11so what I did was boom We restated it
5:14boom we made our association and then I
5:16would ask an i you can call it an attack
5:21it sounds a little bit more aggressive
5:22than it is but you basically attack the
5:24frame of the question you say hey which
5:26certification you looking for
5:27specifically and the thing is is most
5:29people have never asked a question about
5:30their question they usually ask
5:31questions because they feel like they're
5:32supposed to to make an informed decision
5:35but most of the time they don't even
5:36know what they're asking and so they're
5:38like I don't know it's like well let me
5:40tell you what we do have now if the
5:41person's like uh do they have nasman Ace
5:45certifications now if I don't have that
5:47for my trainer specifically I would then
5:48say why those certifications
5:50specifically right and then they would
5:52say well I I I heard that they're good
5:54it's like well those are amazing
5:56certifications I agree with them I'm not
5:57disagreeing and then I would say well we
6:00have a couple other ones and I'll tell
6:01you why we chose these rather than those
6:03and now I can answer it without failing
6:05right now if I just said uh our guys
6:07don't have that or they have this I
6:09might have lost the sale right there and
6:12so the thing is is that this applies to
6:13basically any question that someone asks
6:15it could even be like um you know I need
6:18to think about it it' be like awesome
6:19what's your main concern right like
6:20immediately I'm not I'm not letting them
6:22out on that or like hey what are the
6:24main variables using to decis make the
6:25decision or what would make this a no
6:28right these are all questions what are
6:29you most afraid of having happen right
6:31if I'm deeper in the sale obviously that
6:32wouldn't be my first one I would say
6:33what's your main concern then we'd sort
6:35the question from there but many times
6:37people ask you questions in the sale
6:39that you don't need to answer you just
6:42ask more questions about their question
6:45and as long as you're the one asking
6:46questions you're the one who's in
6:47control which leads me to rule number
6:50one of the triaa so here's a little
6:53psychology for you as counterintuitive
6:56as this seems a prospect believes almost
6:58nothing about what you said say in
7:00almost everything that they say and so
7:02the goal is not to tell them they're a
7:03good fit the goal is to ask them
7:05questions so that they then say I think
7:07I'm a good fit for this or yeah that
7:08makes sense that's how you can get them
7:12you breadcrumb them to The Logical
7:14solution which is that they should buy
7:15your thing and by the way if you like
7:17some of this more advanced sales stuff
7:18we go through this stuff in depth at our
7:21acquisition. comom scaling Workshop so
7:23my sales director he personally meets
7:25with all the companies uh that show up
7:27and helps them
7:29issue whether it's nurture issues
7:30whether it's compensation issues is
7:32stuff that we understand really well and
7:33so if you are a business owner you are
7:35looking to scale check them out
7:36acquisition. comom hit the scale button
7:38and my team will be in touch so a lot of
7:39beginner salespeople think that they
7:42should want and this is the worst
7:43question ever asked in sales is do you
7:45have any questions it's literally asking
7:47them to have objections and asking them
7:48to take the wheel of the conversation
7:50you're literally saying here take
7:51control over this because I don't know
7:52what I'm doing so please don't do that
7:54train that out of your team the second
7:56thing is that as soon as you start
7:57answering questions again they're the
7:59judge jury and executioner of whether or
8:01not your answers are good and if your
8:03salespeople are not as knowledgeable as
8:06you or your technicians which is often
8:08true in any kind of service business the
8:10people delivering are not necessarily
8:11the same or as knowledgeable as the
8:12people who are selling it is that they
8:14basically set themselves up for failure
8:16and I'll give you a quick overcome for
8:17this if someone gets a little bit like
8:18hey why aren't you answering my
8:19questions you say listen it would be
8:21like you asking the secretary about how
8:23your heart surgery is going to be with
8:25the surgeon you're going to want to talk
8:26to the surgeon and I'll give you a
8:27different one I call this the mechanic
8:28version which is hey you're asking me
8:30what's wrong with your car and it would
8:31be unethical for me to answer it without
8:33looking under the hood first and so we
8:34can give you much better answers on the
8:36inside once we started working with your
8:37business or with your whatever right
8:39with your body it doesn't really matter
8:41right but you can use that analogy to
8:42kind of get around it and then I say
8:44this and this seals it and if anyone
8:46this is how I say it and if anyone does
8:48give you an answer on the first call
8:50without already having looked under the
8:51hood after already giving you a physical
8:53or doing the an assessment run the other
8:55way because it means they're just trying
8:55to tell you whatever they can to get you
8:57to buy and now I have the ethical High
8:59ground and they can't ask any more
9:01questions about that rule number two no
9:04one can disagree with a question I tell
9:06my team be like smoke and so you can't
9:10catch smoke because all you're doing is
9:12you're basically always sides shifting
9:14in terms of whatever they say you're
9:15like o let me ask you a question about
9:16that oh can you be more specific hey
9:18what are the variables you're thinking
9:19about and that way you're always
9:21engaging with them and they're the ones
9:23doing the talking and then you get to
9:25decide whether their answers are good or
9:27not and whether or not they're a good
9:28fit for the program now we're not going
9:30to tell them that that they're a good
9:32fit for the program we're going have
9:33them make that decision but in terms of
9:35judge jury executioner you want that to
9:36be you here's why rule number two is so
9:38important you can never disagree with a
9:40prospect now you may you may you know
9:43actually disagree with them but you
9:44don't want to voice disagreement with
9:45the prospect because you never win a
9:47sale by winning an argument anyone who's
9:49engaged in an argument both people lose
9:51and more importantly for you as a
9:52salesperson you lose the sale and so the
9:55objective is actually to never disagree
9:56with a prospect and the point is to get
9:58them to change their minds and we can
10:00only do that in an agreeable way people
10:02don't change their minds when in a bad
10:03mood or they feel insulted right and so
10:05we do that by asking them questions now
10:07there are ways to ask questions that
10:09seem insulting and that's what triaa
10:10helps solve and we're going to dive more
10:12on that as we go through this but it
10:14also means that we can ask questions
10:16about their questions which is something
10:17that a lot of beginner salespeople don't
10:18know they then assume they know what
10:21this person is asking about and so they
10:23have this really vague question and then
10:25they try and come up with the quote
10:26right answer and they fail every time
10:28and by the way this is just the Ultra
10:29Mega hack is that if you don't know how
10:31to answer the question you can always
10:33ask more questions about their question
10:35so let me show you how this sounds in
10:37reality so someone says I need to think
10:39about it we say totally understand what
10:42are the main things you're considering
10:43what are the variables that you're
10:45considering in your decision what's your
10:46main concern what are you most afraid of
10:49having happen What would make this a no
10:52and one of my favorite questions by the
10:53way is well then what would it take for
10:55you to say
10:57yes now let's say someone says
11:00I don't have time timing is off right
11:02now for me you say great totally
11:05understand acknowledge timing is kind of
11:06tough for you right now I think it's
11:08smart that you're already thinking about
11:10implementation our biggest success
11:12stories are actually people who think
11:13they're the process the same way you are
11:15right now so what would make it a good
11:17time and so as you work through this
11:19this these two give you the space make
11:22the positive Association they take a
11:24step back you say I feel you I totally
11:27understand now they're back to neutral
11:28and then you iate with the thing that's
11:30closer to the sale and then you move the
11:32move the conversation forward with the
11:33ask so let's do another one someone says
11:35I need to talk to my spouse you say
11:36totally understand I think it's really
11:38sensible that you'd want to talk to your
11:39spouse and super fair just so I
11:42understand out of curiosity what parts
11:44do you think now I'm here what parts do
11:46you think they wouldn't like what parts
11:47do you think they would disagree with
11:49and so we've now moved from I have to
11:51talk to my partner to now we're back in
11:52the sale talking about the specific
11:54things and once we get the prospect to
11:56name those things then we can attack
11:58those right we're still in the sale so
12:00let's say someone says I hate this
12:01particular feature you say totally get
12:04it I hate them all too just kidding let
12:06me just ask you a real question why not
12:08and then we can get we're back into it
12:10right like all of these things is people
12:12will make statements as though they are
12:15deal Enders and beginners will take a
12:17statement like that and think oh I guess
12:18they're not going to buy and that's
12:21couldn't be further from the truth you
12:22just continue to ask questions about why
12:23they don't like something and by
12:25continuing to ask questions about their
12:27questions you can stay in it and keep
12:30asking because that's the point the best
12:31closers make the most asks which leads
12:34me to rule number three which is tell
12:36them what their question means so this
12:37is a zoom in on associate if you're a
12:40salesperson with at least two years of
12:41experience and you're enjoying this
12:43stuff this is like just the surface of
12:46the type of stuff that we train our
12:47teams on and if you'd like to work at
12:50acquisition. comom or one of our
12:51portfolio companies we are always
12:53looking for exceptional sales people we
12:54have a lot of roles open right now in
12:56sales and so you can go to acquisition.
12:59/are and hit the business consultant
13:01button that'll that'll take you to the
13:03uh application for that if you're good
13:05just apply we're willing to be flexible
13:08on payments based on experience and
13:09whatnot but just put in the application
13:11so the first time I had this used on me
13:14I was actually getting pitched
13:16investment or private wealth management
13:18from somebody and I wanted to just get
13:20out of the conversation as fast as I
13:22could because I was like I already have
13:23a wealth advisor like I'm good and the
13:25guy just said oh that's amazing 90% of
13:27the clients we have that shift over are
13:29already have a wealth advisor so it
13:30means you already know how a lot of
13:31these things work which means you'll be
13:32up the learning curve and I was like
13:34what just happened I was like I thought
13:36I was getting out of this and now I'm
13:37more like the customers that that
13:39ultimately buy and I ended up not buying
13:41from that particular guy but I did think
13:45wow that was such a powerful reframe how
13:48can I use that in all of my
13:50selling and so the prospect has not had
13:54this conversation as many times as you
13:57you should never be caught off guard
13:59with the questions or the statements
14:00that they're going to make remember
14:02you've had a thousand of these
14:03conversations the fact that somebody
14:04could surprise you is ridiculous you
14:06have to practice this is why we train
14:08and so a prospect is trying to just
14:10throw up bombs or smoke screens to get
14:12out of the sale and again to be clear
14:15what I believe is bad selling is one of
14:17two key things is one is you sell an
14:19unqualified Prospect which basically
14:21means that you're lying to them that
14:23they're going to get a good result or
14:24that they somehow are qualified when
14:25they're really not which really
14:27underpins the main thing of sales in my
14:29opinion which we have across really all
14:31of our communication stuff in the
14:32company which is State the facts and
14:33tell the truth if you state the facts
14:35and tell the truth and this person is
14:37qualified then you have the ethical
14:39obligation to ask as many times as you
14:40possible and get them to pull their head
14:41out of their ass so that they can see
14:43the world clearly instead of it being
14:44dark and full of which is is up
14:45their ass and help them make a decision
14:47to help themselves that's the point now
14:50if you get weird about resistance then
14:54you don't understand the job of sales
14:56the the best sales people are
14:59comfortable when other people feel like
15:01there's conflict all right and so
15:02they're able to always deescalate which
15:04is why be like smoke is so key it's a
15:07dance not a fight it's seduction not
15:09rape all right the idea is that we want
15:11to always have consent from the person
15:13we always want them to want to be there
15:15and people like you when you ask
15:17questions about them people like you
15:19when you compliment them and you say hey
15:21that's a really smart question hey that
15:23makes you just like the people who have
15:24the best success stories and I'll show
15:26you a little bit more about some more
15:27associations in the next rule which
15:28leaves to rule number four use Straw Men
15:31for tough truths so we've all been in a
15:33sale where someone just says something
15:35ridiculous where you can clearly see
15:36that they beliefs around the world are
15:38so flawed that you have to have kind of
15:40a papa talk right now there's different
15:42ways of entering this some people say
15:43hey can I put my coach hat on instead of
15:45my friend hat so the thing is is that in
15:47all of these reframes you're basically
15:49getting permission from the person to
15:52give them a harsh truth now if you're a
15:54younger guy and let's say you sell B2B
15:57much tougher to do so if you're 22-year-
15:59old sales guy and you're talking to a
16:0045-year-old you know $10 million year
16:02plumber he probably doesn't give a
16:04about you trying to put your coach hat
16:05on he just thinks you're a child and he
16:07doesn't care at all to the same degree
16:09if you say hey well can I share
16:10something that really worked well for me
16:12again the same degree that puts you
16:13above him and he's not going to like
16:15that and so I use three different
16:17strategies of Straw Men and strawman in
16:19argumentation is basically like
16:21basically putting I use the word foil
16:22normally but people don't know what that
16:23means but basically it's like you
16:25basically put up this caricature of
16:27someone who's just like them that you
16:29can then have the tough conversation
16:31with without insulting the prospect so
16:33I'll give you three different ways that
16:34we do this so the first way is when you
16:37make the association so this is us going
16:39deep on associate here okay so this is
16:42where someone says whatever it is
16:44totally understand that you're coming
16:45from that direction I would ask those
16:46questions too now we make the
16:49association so one of three so number
16:51one you can say it's so funny you ask
16:53that because I had someone just earlier
16:55today who asked the same questions can I
16:57share with you what I just shared with
16:58them
16:59now the thing is is that because I'm now
17:01talking about a conversation I had with
17:03someone else I can now be brutal as
17:06to this other person but I'm not saying
17:07it to the Prospect and so it's not
17:09insulting the second way that you can do
17:12this is that you do it in reference and
17:15I said it earlier to a successful past
17:17customer that's so cra like totally
17:19understand you know what that actually
17:20makes you just like Sarah who had a
17:23similar Plumbing business and actually
17:25crushed it with our marketing agency and
17:28so now we've made the association and
17:30she asked this question too boom and
17:32then we and then we handle the objection
17:34all right and so these Straw Men are
17:36particularly important when you are
17:38going to answer a question so everything
17:40up to this point has been basically
17:42sidest stepping being like smoke but
17:44sometimes you will have to make the
17:45answer and so if we do need to give them
17:47an explanation or kind of break their
17:49belief when they're say I don't have
17:50time you're like oh it's not really a
17:52timing thing it's a priorities question
17:53but if you say that to somebody and you
17:54don't have as much Rapport you're going
17:56to lose the sale right like that is the
17:58logical thing it everybody has the same
17:59amount of time every day it's really
18:00just a question of priorities but if you
18:02say it at the wrong time they're going
18:03to be like screw you right and so by
18:06doing the straw man or putting the foil
18:08up or the car that you can then attack
18:09or talk to in front of this Prospect it
18:11creates a third party that's
18:14neutral the third way of using the
18:16associate is that you can appeal to
18:18Authority so if you're in a business
18:20where the CEO is edified or the CEO is
18:23seen as a as a as a as a uh as a
18:27respectable person or an expert in the
18:28field either can be fame or it can be
18:30influence or can be expertise it doesn't
18:31really matter which one but as long as
18:33they have some level of expertise
18:35instead
18:37of appealing to your own authority you
18:40appeal to theirs which is it's so funny
18:42that you ask that Alex just told me this
18:44thing earlier today can I share it with
18:45you right and so then the person appeals
18:47to someone else's Authority and then
18:49shares it they're the messenger they're
18:51not saying I'm not saying this he said
18:53it and I'm just sharing it with you
18:55these sound like tiny Sid steps but this
18:58type of triple reframing is what
19:00separates beginners from pros and it and
19:02when you do it this way people actually
19:04like to be sold by you because they feel
19:06like they're being hurt you make
19:07associations that are saying hey that's
19:09smart hey that's reasonable totally
19:10understand why you'd say that like these
19:12are all things like that's a rational
19:13decision hey I think that's a fair point
19:15those are all things that someone wants
19:17to hear they're like hey he's listening
19:18he thinks I'm intelligent or I'm
19:20rational or he's not discarding my
19:23decision everybody wants to be validated
19:25right so it's the same thing as the
19:26angry boat but just in a sales
19:28conversation so in the angry boat for
19:30customer success or customer service if
19:32someone's upset you don't disagree with
19:34them and say hey it wasn't that big of a
19:35deal sorry we were 5 minutes late it
19:37never works because you're disagreeing
19:39with them you're invalidating the reason
19:40that they're angry so you have to get
19:42more angry you have to go above and
19:44that's where you say hey that's a
19:45totally reasonable concern rather than
19:47saying that's a stupid question right
19:49like you might feel that way but you
19:50don't say that and the reason I realize
19:53this especially with the association one
19:56is I heard my sales guys and they were
19:59they were having a tougher time using
20:01some of the closes and I was like
20:03they're like yeah you know some of them
20:04aren they sound a little you know tough
20:06they're a little harsh and I was like no
20:07no no it's and when I realized that I
20:09was like oh it's because they're not
20:10prefacing it with this if you preface
20:13with this you can say almost anything
20:14and this allows you to cut to the heart
20:16of the matter way faster instead of
20:17dancing around it because you don't want
20:18to hurt someone's feelings which leads
20:20me to rule number five which is retain
20:23childlike curiosity at all times so one
20:26of my favorite ways of training this
20:28concept is actually training a physical
20:30thing that you do with your body even if
20:32you're on a sales call and they can't
20:33see you because your tone will change
20:35based on how you're standing if you're
20:36smiling or not your voice will come out
20:39different which by the way I encourage
20:40you to have a mirror if you're on the
20:41phone next to you in your sales booth
20:43and if you do Zoom obviously you can see
20:44your own little image there but I like
20:47to have people say huh and you say it
20:49just like that and huh also buys you two
20:51or three seconds before you say your
20:53next thing say huh that's so interesting
20:56you'd ask that question can I can I ask
20:57you a little bit more about that
20:59like if someone says something really
21:02nasty to you right but if you if you
21:03retain that way the goal is to seek to
21:06understand not whenn and the way that I
21:09try to keep this and if you're a sales
21:10guide put a little sticky note above
21:11your camera or wherever you look while
21:13you're selling which is keep the human
21:15number one all right and so this is a
21:17really powerful frame that I actually
21:18learned from Leila for having hard
21:19conversations on the team but it
21:21actually applies to sales which is if
21:23you genuinely believe that the product
21:25you have is going to help this person
21:27and this is a qualified prospect that
21:29you're talking to then you want to
21:33understand their concerns so that you
21:35can help them get over them because you
21:37know this is the right decision for them
21:39and so this is a frame that I like to
21:40think about so let's say you could
21:42travel back in time but you're in a
21:43different body and you see your old self
21:46and you know what the future's going to
21:49be and you might say okay I have to
21:52convince this person to buy Nvidia 10
21:54years ago and so or I have to buy Apple
21:56stock or I have to buy Bitcoin whatever
21:58it is I don't really care the thing is
21:59is you know that this thing is going to
22:00go through the roof but the person
22:02you're talking to doesn't know you from
22:04adom think about how you talk to that
22:07person now remember they don't know who
22:08you are even though you know you you
22:10would have absolute empathy for your old
22:12self and be like listen I totally
22:14understand this seems totally crazy but
22:17let me walk you through what I think is
22:19going to happen right let me let's like
22:20what are what are your main concerns
22:22what are you most afraid of right what
22:23would it take for you to say yes what
22:24would it take for us to take the next
22:26step together it allows you to make sure
22:28that you're focusing on the prospect
22:31rather than the product and so you don't
22:33close sales by being right you close
22:35sales by making the prospect right and
22:37so the big understanding here is that
22:40you want to understand them not beat
22:43them because as soon as it feels
22:45combative you've already lost the sale
22:46if they feel like you won an argument
22:48logically you've lost the sale the point
22:50is to make money not to be right and so
22:53we want them to feel good about The
22:55Logical decision that we're helping them
22:56make and if anything you want to be you
22:57want to be a face hero in this in their
23:00in their Journey you're like hey I'm
23:01just I'm just the guide here I'm just
23:02I'm going to just share the information
23:04that I think will help you make a good
23:05decision right Ah that's a great
23:06question can I provide a little bit of
23:07context on that just from someone that
23:09had this experience earlier today right
23:11like all of these things are things that
23:12will allow you to give those hard truths
23:15to close the deal the reason the
23:17association is so important is that it
23:19gives the prospect a label to then live
23:20up to and so this is a 2011 version of
23:25selling but if you say Hey you seem like
23:27a really honest person or hey that's a
23:28really smart decision or hey that's a
23:30really smart question if I then give
23:32them that label when I get closer to the
23:34close I might bring that back up and
23:36then associate smart people by this
23:38thing right hey that's you must be a
23:40good family man right because you had
23:42some spouse objection fine seems like
23:43your family man family is really
23:44important to you I think that's awesome
23:45it's super admirable now when I get to
23:48the end of the sale I can bring up the
23:49fact that this is a family man and
23:51because he's a family man he should buy
23:54and so it allows me to pair whatever
23:56their obstacles were with things that
23:57I'm going to bring up in the clothes Pro
23:59tip my Universal response for almost
24:03anything so I walked through the sales
24:04floor and one of the guys was on the
24:05phone and I was like you should come and
24:08I just walked through the room and then
24:09the guy was like ah and so my sales guy
24:11was like so you coming and the iy was
24:13like yeah and it a super weak right he
24:15was obviously not sold yet so I actually
24:17was like give me the phone and so I
24:19hopped on the phone and I said dude what
24:20are you afraid of and so when you ask
24:24what are you most afraid of it gets you
24:26to the heart of the issue as fast as POS
24:28now if it's the first objection I would
24:29want to ask what's your main concern
24:31what's your main issue what are the
24:32variables using to make the decision
24:34that's like kind of understanding so you
24:35can triage but when I'm further along in
24:37the sale I'll usually ask hey what are
24:39you afraid of man like what are you
24:40afraid of having happen and if someone's
24:42like I just I just need more time then
24:44you say totally understand what would
24:46make it a no and so by doing that it
24:49still keeps you in the sale because at
24:51the end of the day like you want to make
24:52a good decision I'm the source of your
24:53information so the best possible
24:55decision we can make is is here but
24:57again you can only say something like
24:58that if you have Rapport in the sale and
25:00you've continue to demonstrate that
25:01throughout if I said something like that
25:03and I didn't have Rapport they'd be like
25:04no you so it's not going to work if
25:07you liked this very mini training you're
25:09going to love the 4our plus compilation
25:12of my best sales trainings all put
25:14together at once click it enjoy

About this transcript

This page contains the full transcript of YouTube transcript (RVbvhPGFi6E) , generated from the public captions YouTube serves with the video. The transcript has 5,915 words across 799 segments, with the original timestamps preserved so you can click any line to jump to that moment in the embedded player.

What you can do with it

Use the transcript to take notes, quote the speaker, build a study guide, generate a summary with ChatGPT or Claude via the YouTube Summary tool, or export it as a timed subtitle file with YouTube to SRT. You can also re-open it in the transcriber to choose a caption track available on the video.

Free YouTube transcript tool

YouTube2Text is a free YouTube transcript generator — no signup, no daily limit. Paste any YouTube link and get the full transcript instantly, with timestamps, click-to-jump, caption language selection, AI prompts for ChatGPT, Claude, and Gemini, and exports to TXT, SRT, VTT, or Markdown.