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0:00over the last 13 years I've personally
0:01closed 4,000 sales and these are the six
0:05elements of The Ultimate Sales blueprint
0:08so let's begin with sales multipliers
0:11these things right off the bat will make
0:12you more money first sales multiplier
0:15sell 7even
0:17days per week now the reason this is so
0:21important is that a lot of business
0:23owners want to make more money in their
0:25business a lot of sales people want to
0:27close more sales but they only choose to
0:29close days a week but the interesting
0:31thing is that and depending on the
0:33industry sometimes the off hours from
0:35like 5:00 p.m. onwards is when the most
0:38of your prospects are available so like
0:40in Fitness where I came from I closed
0:42all my sales from 4: until 8:00 p.m. and
0:45so if you're like well I only want to
0:46work between 9 to 5: it's like well
0:49guess what no one's going to buy during
0:51that time and so you can probably close
0:53more sales in the back at the day uh and
0:56on Saturdays and Sundays than you would
0:58during the normal 9 to5 so is especially
1:00true in like retail and businesses where
1:03you sell to Consumers who work normal
1:05jobs and you have to sell basically on
1:07the times that they're available so sell
1:10during the weekends the other piece of
1:12selling seven days a week is like
1:13there's actual math behind this and so
1:15there's 52 weeks a year and so if you
1:18have 52 weeks per year times two days
1:21right is 104 days of sales extra per
1:25year which is 29% increase over just
1:29selling 5 days a week and so if you want
1:32to immediately increase your sales by
1:3529% sell on weekends and I know I've
1:37tried to sell you on this but I'm going
1:38to give you one more really good reason
1:40to sell over the weekend if you've ever
1:42tried to book sales and skip the
1:45weekends so you've got Friday here and
1:47then you've got Saturday and then Sunday
1:50and then Monday right and so you skip
1:52these days and so then this Monday gets
1:54stacked right you have all these people
1:56who are saying like oh man um I'm going
1:58to show up so your sales guys get
2:00they're like oh dude Monday looks big
2:01but as soon as Monday happens it's no
2:03show no show no show no show reschedule
2:06and you're like what the hell well you
2:08didn't make it available at the time
2:10when they wanted to actually come which
2:12is Saturday and Sunday that's when they
2:14clicked on the ad that's when they
2:16actually made the booking and believe it
2:17or not from a lot of our portfolio
2:18companies we get more people who
2:20actually schedule on Saturdays and
2:22Sundays for Monday which means that they
2:23are available right then to buy cuz
2:26they've got time and so when you do it
2:29this way not only do you sell two more
2:32days per week which is 104 days more per
2:35year which is 29% increase in Revenue
2:38that assumes just a flat increase but if
2:42you pull up the appointments from Monday
2:44to Saturday when they scheduled and
2:45Sunday when they scheduled you then get
2:47same day next day showup rates which
2:49your showup rates also go up on those
2:51days so not only do you schedule more
2:53people because it only works for sat
2:55them on Saturday and Sunday and they
2:56didn't want to do Monday you also get
2:58higher show up rates on Saturday and
2:59Sunday for the people who wanted to
3:01schedule then because that was when it
3:02was convenient for them and so you get a
3:04multiplier effect across the entire
3:07business of sales by simply adding two
3:09more days in a year so it's minimum 29%
3:12sometimes more next up respond to leads
3:15in less than one minute now you may not
3:20know the stats on this some of the more
3:21experienced salespeople do if you can
3:23contact a lead within 60 seconds of them
3:26showing interest or opting in or giving
3:28you their contact information you have a
3:31391 per increase in the likelihood that
3:34you can close the Prospect and so that
3:37means that if you did nothing else but
3:39simply put the processes in place so
3:42that you can contact leads within 60
3:44seconds you could 4X your business
3:48tomorrow and so then you have to ask the
3:50question what are all these other things
3:52that I'm spending my time on and do
3:55those things have an immediate 4X
3:57increase in my business if the answer no
4:00then you should probably stop doing
4:02those things and do this one obvious
4:04thing that can increase your business to
4:07such a large degree also 50% of
4:11prospects will go with the business that
4:12response to them first not the one who's
4:15best that they did the most research for
4:17simply the one that responds them first
4:19and I remember when Lila was we were out
4:22of town we were scheduling some or she
4:23was scheduling something for her hair or
4:24whatever and she went to a salon and she
4:27called them and she said hey are you
4:28available right now to take me and
4:30they're like no we're only appointment
4:31only and she said cool hung up called
4:33the next one she's like are you
4:34available to take me now they said no
4:36hung up next one they answered and she
4:39and they said yes we can take you in
4:40right now they're the ones who got the
4:42business and here's the crazy part is
4:43the first two owners maybe they're like
4:45I don't know why customers aren't com
4:47you didn't make it convenient for them
4:49right and so the thing is is that people
4:51have huge motivation for a tiny period
4:53of time and when they knock on the door
4:55in that tiny period of time you want to
4:57open it and welcome them in and like
5:00okay Alex but you know one minute's a
5:01lot well totally and if you do greater
5:05than five minutes the likelihood that
5:07you close them drops by 80% which means
5:10four out of five times you would have
5:13closed now goes to 20% close rate on
5:16those leads and so the whole idea that
5:19people think that the lead quality is go
5:20down is not really true it's completely
5:24dependent on how well you work the leads
5:26now a lot of people like to talk about
5:28follow-up and follow- Up's important
5:30right you got to make it personal you
5:31got to make it fast you want to do it
5:32multiple times over multiple days for
5:35sure but one of the most important
5:37follow-ups is the first followup which
5:40is how quickly you can show them that
5:42you have received their interest and are
5:44ready to help them and customers will
5:46make a judgment on how good your
5:48business is how buttoned up you are by
5:50how quickly you respond so if you reach
5:52out to a company just imagine for a
5:54second you opt into something and then
5:56within 5 Seconds your phone rings and
5:57someone's like hey saw that you asked
5:59for more information about this how can
6:01I help you right and right there you're
6:03like man these guys are on top of it it
6:05makes it judgment that you cast over the
6:07entire business that first impression
6:09it's the tip of the spear and most
6:11people are missing out so all the data
6:13that I will cite in this video will come
6:15from two sources so one is there was a
6:17Harvard Business Review uh that did a
6:19huge case study on different sales
6:20metrics across massive Industries and
6:22then me personally won Allen and so a
6:24lot of the lead nurture stats are
6:26related to Allen which is a software
6:27company that we own uh which is like
6:284,000 plus appointments per day and so
6:31we could see how changing scheduling and
6:33changing hours per day and things like
6:35that affected overall throughput because
6:37we could see from click to close and so
6:40we could see house opening up calendars
6:42was the single strongest correlate to
6:45overall throughput more than increasing
6:48closing percentages by you know 10% 20%
6:51because you couldn't get 400% increases
6:54in closing like you can by putting these
6:57sales multipliers in that I'm talking
6:58about right now these are all the things
7:00that happen outside of the sale that
7:02affect your sales more than anything
7:03that happens inside the sale now the
7:06next one in the spirit of all this speed
7:08of response is it's good to have someone
7:11have the option to schedule but you know
7:13what else you can give them call now and
7:17so when someone clicks down your funnel
7:19and they click over to your schedule or
7:21something if you can add a dropdown that
7:25says call now because now they're
7:27calling you and now the intent could not
7:29be stronger now if you're in a business
7:31where you're like oh man we have to
7:32qualify leads more fine put the call out
7:34thing after you've qualified the lead
7:37duh right and so just think through how
7:40we need to do this and if you're like
7:41man I don't have the sales team to
7:43support it think about it like this if
7:45you can 3x your business or double your
7:48business by simply hiring one more sales
7:51rep if the relative increase in revenue
7:54is significantly greater than the cost
7:56of onboarding one more sales rep then
7:58you should make that investment so that
8:01you can have the coverage for your
8:03prospects to call you to give you money
8:06all right so let's talk about the next
8:07one which is time slots so if you are
8:10going to have them Book on a scheduler
8:11then how do you set up that schedule a
8:13lot of people don't put any time or
8:14thought into this now we already covered
8:16the seven days a week but what about the
8:18actual day layout itself now most people
8:21say okay I'm going to have these one
8:23hour time slots 1 hour uh you know 1
8:26hour whatever now what we found out with
8:29Allan
8:30is that we could increase the overall
8:31schedule rate and show up rate by simply
8:34changing how the times appeared on the
8:36calendar and so we set this up so that
8:38we would have 15 minute slots so you
8:41might be thinking how am I going to sell
8:42in 15 minutes you're not you allow them
8:45to start in 15-minute increments and
8:48then we know that the next three blocks
8:50are used up and then somebody else books
8:52here now some of you might say wait a
8:53second that means that some of my sales
8:55guys are going to have awkward times in
8:57between well there's two solutions one
9:00is hire more sales reps number two is
9:02you need to have something called an
9:04off-the call sop and so you have an
9:06onthe call sop which is standard
9:07operating procedure which is what do you
9:09do when you're on the call of the
9:10prospect but if you have a no-show or
9:13there's off the call or you don't have
9:15somebody on your calendar then you need
9:16to have step- by-step of what they need
9:18to do when they're not actually on a
9:20call and most people only address the on
9:22the call and don't address the off the
9:23call which is why their sales people
9:24aren't nearly as productive and so by
9:26doing 15-minute time slots people pick a
9:28time that is more convenient for them
9:30and so I think on one level because it's
9:33more convenient for them it's more
9:34precisely convenient they show up at a
9:37higher percentage I think the other
9:38reason and there's this big
9:40misconception about the idea of like no
9:41I want to make it look like I'm busy and
9:43not have full availability completely
9:44dumb it doesn't do anything to literally
9:48take up slots that are not true to show
9:51that you have traffic it's dumb it just
9:54it's dumb I just stop it we've already
9:55looked at it it doesn't do anything it
9:57just makes it less convenient for your
9:58customer to book with you now in the
10:01offthe call sop all right what should
10:04they be doing then I'll give you the
10:06next hack which
10:08is you start pulling up appointments so
10:11you remember I said we had the Monday
10:12Sunday Saturday whatever and people are
10:15booking on Saturday for Monday right
10:17they're booking here because you didn't
10:18put any availability well if you do have
10:22your salesperson working and they have
10:24an off-the call block where they don't
10:26have anything on their calendar what
10:27they should be doing is they should be
10:29let me see if I can draw a phone here
10:30there you go calling these leads and
10:33then pulling them up and so when you
10:35have that conversation with the prospect
10:37the first thing you're doing is
10:38qualifying them which you should do
10:39anyways with any leads that are on the
10:40calendar that are going to take a full
10:41sale slot but secondarily when you call
10:44them to qualify them say hey I had an
10:46opening later today that just opened up
10:48do you want the slot and so it takes a
10:50three-day out appointment and makes it a
10:52same day appointment and anyone who's
10:53been in sales knows that same day
10:54appointments have way higher SHP rates
10:56than future appointments next is is the
11:00actual uh person if they can't move it
11:03up for whatever reason you still have
11:05contacted them within just a few minutes
11:06of them opting in so they know that
11:08you're legit you've already qualified
11:09them and by pulling them off and moving
11:12them up if you do have that situation
11:14you increase the salesperson's
11:17utilization because now their whole
11:19calendar has more sales appointments
11:20that are stacked fewer Open Spaces which
11:22is good and we now have opened up this
11:25slot right here so that somebody else
11:28can find it convenient and then book in
11:30in the future and so by simply changing
11:32what people do off the call you increase
11:34the sales utilization you increase
11:36booking rates and you increase show
11:39rates by adding this one thing to what
11:40your sales people do when they currently
11:42weren't doing anything waiting between
11:43calls so the next one is very
11:45controversial and a lot of bad sales
11:47people are going to be against it but
11:48the killers are going to be nodding
11:49their head so what you want to do is you
11:52want to
11:53feed the killers now what does that mean
11:58is that the best leads should go to the
12:01best closers and the worst leads should
12:04go to the worst closers and so you're
12:06like wait a second what do you mean my
12:08my worst leads go to my work yeah
12:10because that means that you have the
12:11lowest amount of net waste within the
12:13business the people who are the most
12:14closable who are the most qualified who
12:16have the most money go to the people who
12:18have the highest likelihood of closing
12:19them for the most money and so I'll tell
12:22you a story when I learned this so there
12:24was a guy who lives in my building he
12:25does like 3 million a year in personal
12:27income and
12:29he was the number one sales rep or still
12:31is the number one sales rep for a time
12:33share company that's a multi-billion
12:34dollar company he the number one time
12:35share company he was the number one
12:36sales rep and he's won the best sales
12:38rep of the year out of 3,000 sales reps
12:41five out of the last six years and so I
12:43had dinner with him and I was like so
12:44give me give me your give me your
12:45strategy he's like you know I won the
12:47first year when just with the existing
12:49system but then I got to have one hour
12:51with the CEO as kind of like the prize
12:53for winning best salesman plus you know
12:55a check or whatever and I was like okay
12:57he said so when I sat down with the CEO
13:00I closed him on basically changing the
13:02way they allocated leads and he said so
13:05they used to just round robin all the
13:07leads to all the salespeople and he said
13:09when I went to the CEO I said listen
13:10you're just throwing money down the
13:11toilet you're giving me people that no
13:14one has a chance of closing and they're
13:16completely unqualified and you're
13:17wasting my time and then I see some
13:19really qualified person go to a dud
13:21closer's office and then he misses it
13:23and it's like shoot you should give him
13:25my terrible Le is not going to close
13:26them anyways and give me the good one
13:28and I'll close him and so the CEO
13:30decided to test it just with the
13:32location that this salesman was at he
13:34took his income from $250,000 a year to
13:37$3 million a year for him as a Salesman
13:40personal income but what was more
13:42important is that it 5x the company when
13:45they rolled it out Nationwide he
13:47increased the total output for that one
13:49location by so much that they then
13:51rolled it out and so this goes to show
13:53that if you're like wait I feel bad
13:55about this this is a business decision
13:57but if you are worried about your worst
13:58Sal people turning out why are you
14:01worried about your worst sales to people
14:02turning out now the other side of this
14:04which is really nice a lot of people
14:06don't think about is if your top sales
14:08rep can make a million dollar a year or
14:11$500,000 a year or $3 million a year do
14:13you know the amount of people who will
14:15work for nothing for the opportunity to
14:17make that kind of money and so what
14:19happens is salespeople will come in and
14:21work for way below the the normal wage
14:24for their skill because they want the
14:26shot the opportunity to be top dog and
14:30the other piece that this trains for or
14:32helps the business out with is that if
14:34someone survives this churn Factory of
14:37down here where it's really hard for
14:40guys to get started because they're
14:41getting the worst leads they learn on
14:45the hardest people to close and then
14:47when they survive and they can still
14:49make enough to move up then they get
14:52better and better leads but now they
14:53have qualified themselves as closers who
14:56are worthy of those leads so the next
14:59hack actually has again something to do
15:01with things around sales but is not
15:03sales itself which is most times it's
15:07harder to get an entire team to go up by
15:1030% in close rates unless you just
15:12absolutely suck at sales but there's
15:14usually massive opportunities on show up
15:17rates and so one of the things that we
15:19do is we give kudos or
15:22shoutouts to the closers who have the
15:25highest show up rates and so by calling
15:29those people out we draw attention to
15:31how show up rates are very important to
15:32the business because if I had to give
15:34you an option hey would you rather
15:35increase your close rates by 20% or
15:38increase your show rates by 20% Which
15:40would you choose well if you're a smart
15:42business owner you'd say Well they're
15:44the same thing yes so then the followup
15:46question is which one's more likely
15:47given the stats you're at if your guys
15:49are closing at 35% for you to get a 20%
15:52boost might be very very difficult but
15:54for you to just simply remind them to
15:56work their leads and follow up with
15:58their appointments might be very easy
16:00and so you shout out the closers who
16:02have the highest Strow rates every week
16:03not just highest close rates and then
16:06you ask them what they did and they're
16:08probably going to say I just followed
16:09the process and then you're going to say
16:11that's awesome great job and if you want
16:14you can give an extra kudos for the guy
16:15who has the highest show up rate you can
16:17give him like you know a $500 flat thing
16:19per week whatever something that makes
16:21it material enough that it's worth
16:23showing off for but I'm telling you this
16:26can increase your overall sales in your
16:27business more than sales training can
16:30sometimes and so if you're listening to
16:32that you might be like okay well what is
16:33the best reminder sequence for people to
16:36show up now the first thing is is you
16:38want to have your automated reminders
16:40set up right those have to be done and
16:42the thing is is and I think a lot of
16:44people make this mistake is you want to
16:46to look automated don't try and pretend
16:49that automation is a real person
16:50everyone knows and it looks like so
16:52don't do it all right but on top of
16:54automation you layer manual now manual
16:58you don't have to nearly as much to make
16:59it effective and hopefully I'm spelling
17:01manual right all right and so there's
17:03three times that we have S this is from
17:04Allen that we know that gets the highest
17:06show upates all right very simple 24
17:08hours before all right then am and then
17:131 hour all right and so think about it
17:15like this it's like you have your
17:16automated ones until the night before
17:18and someone says hey just making sure
17:20that we're on for tomorrow very excited
17:22I did this personalized thing for you
17:24and so you want to show that you did
17:25some sort of prep for the prospect so
17:28they know you've put some effort in and
17:29so they would feel worse about not
17:30showing because you show that you've got
17:32a whole bunch of work that you want to
17:33show them on that call and so whether
17:36you're a weight loss you know business
17:38it's like hey I set aside this t-shirt
17:39for you what size do you want or what
17:41color do you want for when you come in
17:43would be something that you could do for
17:45a weight loss customer if you're a B2B
17:46customer it's like hey I already I
17:48looked over your site we already uh I
17:49talked to my team about it it looks like
17:51we've got three things we can
17:51immediately help you with very excited
17:53to share what we found like it takes 5
17:55minutes to do that but if you can
17:56increase your show up rate by 30%
17:58because you do that makes a lot of sense
18:01right in 60 minutes you can increase
18:03your closure your total sales througha
18:05by 30% once a day feels like it's worth
18:07it now that's night before morning of
18:10you think you're a prospect right you're
18:11like okay yeah sounds good morning of
18:12you start and your whole day is blank
18:14because you forgot everything from the
18:15day before and so the morning it's like
18:17hey just reminder again I'm seeing you
18:18later this afternoon and they're like
18:20yep I'm in cool and then one hour before
18:23they're busy during the day and you're
18:24like yo a meeting with you in 60 minutes
18:26just making sure now for these I prefer
18:29to have uh blue messages is what we call
18:31them but basically the IM messages
18:32whenever possible rather than the green
18:34ones because people still don't entirely
18:36believe uh that it's a real person and
18:38so this is where having uh voice voice
18:40memos uh and video work really well for
18:43those reminders in addition to the
18:44things that you're doing at the 24-hour
18:46Mark that show personalization so it
18:48would be something like this hey John
18:50really excited to meet with you tomorrow
18:52we outlined six things for your business
18:54that I think would really help you out
18:56I'm very excited to share them with you
18:57these were things that I pulled from my
18:58team and just from looking at the site
19:00uh before we get on the call so stoked
19:02we're at 4:00 tomorrow hit me up if
19:04there's any issues or you have any
19:06problems getting on otherwise I'll see
19:07you then next one is Logistics in terms
19:10of how you schedule Andor your policies
19:12which is we like to do same day next
19:15day period in terms of our availability
19:18now the reason for that is because show
19:21up rates are higher same day next day
19:24and so if we constrain people to those
19:26days we increase the show up rates now
19:28the key and this is where most people
19:30mess up is that they're like well if I
19:31did same day next day I'm not going to
19:32be able to book all my appointments that
19:34means you need to hire more sales people
19:35and when you do that you'll get more
19:37shows which then means you close more
19:38sales so those are some immediate things
19:41that you can do to multiply your sales
19:42without even having to learn anything
19:44more about what you have to say on the
19:46phone or even getting good at sales
19:49itself these are all the things you do
19:50around sales that still close way more
19:52sales than anything you can actually do
19:54on the call but once you do get on the
19:57call you should make sure that your guy
19:58or you yourself don't suck so let's talk
20:01about sales training so now that we've
20:02covered sales multipliers now let's talk
20:04about sales training making it happen so
20:06I'm going to cover daily huddles one-on
20:08ones gam tape review role playing and CS
20:12gam tape weekly reviews all right you're
20:14feel like I don't know what any of those
20:15are that's why I made this video and
20:16I'll break them down so number one is
20:19most people have no idea what they're
20:21doing when they're training sales so the
20:22vast majority of sales organizations
20:24don't even know how to train them at all
20:26and simply just run shurn factories so
20:28they say you know we'll bring 100 people
20:30in we'll see who survives which fine but
20:33if you know how to train sales as a
20:36business owner you can compensate below
20:39Market because you can take someone
20:42who's not good and make them good rather
20:44than relying on people to come in with
20:46existing skills and so that is the
20:48Arbitrage opportunity that you get to
20:49have as a business owner and so if
20:51someone comes in with no skills and then
20:52you give them a lot of skills they come
20:54in at that Baseline right now I'm not
20:56saying that uh sales people shouldn't
20:58make make a lot of money they should uh
21:00but it's all based on the marketplace if
21:02you have 10 times bigger audience that
21:04you can take sales people from then
21:06that's an advantage that you have
21:07compared to your other businesses on the
21:09marketplace of sales skills so the first
21:12thing that we do is we like to have
21:14daily huddles and so daily huddles are
21:16where we do role playing now role
21:20playing is probably the single greatest
21:23skill that you need to learn in sales
21:25and the big thing I'll give you as a
21:26caveat is every entrepreneur or sales
21:29managers always afraid of looking bad or
21:31not being able to close something uh in
21:33front of their team and so they they shy
21:34away from doing role playing but you
21:36need to set the frame up front which is
21:38no one's perfect that's why we practice
21:40and so I'm going to mess up you're going
21:41to catch me and it's fine right because
21:43if you have any ego around this you will
21:46not do it as much because you'll be
21:47afraid of looking stupid in front of
21:49your team so just get over that as fast
21:51as humanly possible now when you're
21:53doing these daily huddles you want to do
21:55the role playing so the role playing the
21:57important part of role playing is you
21:59actually have to get into it with them
22:03and give Fast
22:04feedback now here's how not to do it so
22:08and this is how most people do it which
22:10is someone goes through the script and
22:12they give not real answers anyways and
22:14then they say okay at the end of the 30
22:16minutes or 20 minutes they say do this
22:18different do that different do this
22:19different do that different so two
22:21massive problems number one is that you
22:24have to give one piece of feedback at a
22:27time people can't handle multiple piece
22:28feedback so it's not going to work
22:31second is that the trainability of a
22:34person or really an organism because
22:35this actually happens across species is
22:37inversely correlated with how fast you
22:39get feedback and so basically the number
22:42of times that you have to uh give
22:46feedback to an organism is inverted with
22:50how quickly so one second 2 second 3
22:53second whatever now this is an
22:54exaggeration but this would be number of
22:57times so that means that if I say Hey
22:59try it like this and then they can't do
23:02it again and then I have to say try it
23:04like this and then they still can't do
23:05it and then I say try it like this the
23:08faster I do it the fewer times I have to
23:10repeat myself before they get it and so
23:12this is why speed is so important for
23:15training this actually happens across
23:16human you know across the entire
23:18organization but specifically for sales
23:20so when someone does the role play the
23:22sales manager or the other person's only
23:24working on one thing and when they begin
23:26the sale they say this is what we're
23:28working on
23:28and then they start the role play and
23:31then as soon as they mess up or do a
23:35good job which both those are happening
23:36in real time all the time you say great
23:39keep going great keep going and so they
23:42keep talking and they can see you
23:43nodding your head they can see you
23:44giving thumbs up and you can hear you
23:46saying great and so you have three or
23:47four different ways that you can give
23:49positive reinforcement in real time so
23:51that you can train them on the right
23:52thing to say now when they do mess up
23:54you also set the frame beforehand saying
23:56listen I'm going to probably stop you 30
23:57or 40 times times during you just trying
23:59to say this one script that's okay
24:02that's to be expected that means we're
24:04doing it right and so if you set that
24:05expectation people aren't thrown off
24:07guard if you don't they're going to
24:08think that they're just doing a horrible
24:09job which is not what you want to do and
24:11so they go through and you're like
24:12awesome great job M keep it going pause
24:16say it like this try it again great try
24:20it
24:21again great try it again and so once
24:24someone properly does the right way of
24:27saying it you don't just say great they
24:29did it once you have them do it two
24:31three four five six times in quick
24:33succession so that it drills it in so
24:36that when they actually are on a sales
24:38call it's like this little mini recorder
24:40plays and they remember when they to
24:41drill it so many times in a row and from
24:44a sales training perspective you want to
24:46be working with them on one thing
24:48sometimes for a week or two weeks all
24:50right so it's not a big deal now daily
24:52huddles you're usually working with the
24:54team on something like as a team we're
24:56struggling with this and so as a team
24:58we're going to be drilling this on
25:03101's it's one thing and it's going to
25:06be specific to that person now the
25:08reason that most sales managers do a bad
25:10job sales training is because it's a
25:12full-time job like you have to listen to
25:14sales recordings you have to see what
25:16they're messing up you have to take
25:18notes and then when you meet with them
25:19one-on-one you have to see all 28 things
25:22you think they did wrong and say which
25:23of these 28 things is going to create
25:26the highest Improvement in their close
25:28closing rate and then say we're only
25:31going to prioritize this one thing so it
25:33may be like they just don't know how to
25:35ask for the card smoothly it may be that
25:36they don't know how to set the agenda
25:38well on the call it may be that they
25:39lose the frame somewhere during the sale
25:41it may be that they're getting lost in
25:42the weeds when someone asks detail based
25:44questions that they don't know how to
25:45zoom out like these are all different
25:47skills that a good salesman should know
25:49how to do in a sale and you can only
25:51focus on one of them so I'll give you
25:54another one which is your best
25:56closer usually
25:59isn't your sales manager all right and
26:04so this is a mistake that I've made
26:05multiple times in my life and it's
26:07because typically the best closers are
26:08very like Hunter type person um and
26:11there's nothing wrong with that I mean
26:12hey that's what makes the world go
26:13around um but often times they're not
26:16like super like leadership oriented
26:20patient willing to uh continue to invest
26:23in teammates like they just want to
26:24close deals and so most times most
26:28closers that I've had in our businesses
26:29before I explain this to them they're
26:31like I want to be sales manager somay
26:32and I'm like do you know what the
26:34day-to-day of a sales manager is because
26:35it's not just like oh this makes me more
26:37money it's your entire activities that
26:40you do all the things you love about
26:41this job are now going to stop and be a
26:43whole new set of things and so sometimes
26:46the best closers it's kind of like
26:47coaches it's like it's not the best
26:50players who sometimes make the best
26:51coaches sometimes it's like mediocre or
26:54bad players who just learned how to be
26:56decent or good not the best best who
26:59actually make the best coaches and so I
27:01set this stage what I said earlier which
27:04is like the sales manager has to have no
27:06egoo and can set the stage which is like
27:07hey some of you guys are better than me
27:09at sales like and so for example Phil
27:11Jackson is not better than Michael
27:13Jordan or kobby Bryant at basketball but
27:16they respected when he gave them
27:18feedback on their work and so I would
27:20even use that as a sales manager to set
27:23the stage was like I hope that you guys
27:24are better than me at sales because
27:26that's what you have to do every day you
27:27just make not be better than me at
27:29helping other people get better at sales
27:31and so these are different skills and
27:32it's totally okay and so when I roleplay
27:34with you if you smash me that's awesome
27:35that's fine if Phil Jackson went
27:37one-onone with MJ he's gon to get
27:38destroyed every time that's fine my goal
27:40is that this team crushes as a team the
27:43next one that a lot of people don't
27:45understand is about competition all
27:47right now I think competition is very
27:49good but not in the way that you think
27:51it is so I used to be really hardcore
27:54and Cutthroat about I wanted all my
27:55teams you know the guys to compete like
27:57you know let the let the winners win
27:59losers lose Etc and I do but in a
28:01different way so I don't want it to be
28:04us versus ourselves I want the
28:06competition to be us versus them so you
28:09need to pick a big enemy and it doesn't
28:11even have to mean that you actually are
28:12enemies with this person it could be a
28:14rival or friend ofy whatever you want
28:15and say listen every customer that we're
28:18not selling they're selling and so we
28:21want to beat them right the reason that
28:24you know the us could get to the moon
28:25first because we were trying to beat the
28:26Russians right like having uh a common
28:28enemy is a great thing to align the
28:31troops towards achieving a big goal and
28:35it kind of quells the inner conflict of
28:38the team but if everyone's trying to
28:39Edge each other out it creates a culture
28:42that in my opinion doesn't actually make
28:44the most total sales you'll definitely
28:46have people who thrive in those ultra
28:49competitive environments but you will
28:50lose people who otherwise would have
28:52been good closers in a team environment
28:54another amazing sales training piece
28:57that we like to do in our companies is
29:00gam tape review so first off you
29:02absolutely need to be recording every
29:04single call that happens to the customer
29:06across the company across the life cycle
29:07of the customer if you're not doing that
29:08you should do it please do it now stop
29:10the video go do this now all right now
29:12assuming you are recording all calls
29:15this is something that completely
29:16changed my business forever was getting
29:19sales and
29:22Cs on the same call every
29:25week to review the game tape and so
29:29you're like why would you review sales
29:31game tape with customer success on the
29:34call well because then you can say hey
29:36guys when you say it this way they
29:38expect this and it's really bad for the
29:40business and so what it does is actually
29:42elevates both teams to a larger
29:44perspective so they understand that like
29:46when if you ever have conflict where CS
29:47is like sales is over promising and
29:49sales is like CS stop being such babies
29:51and just do stuff right like we're the
29:53ones who make the money like everyone
29:54gets it we've all been there and so the
29:56idea is when you get the them both on
29:58the same call one of the other nice
30:00things is that you then review an
30:01onboarding call most salesp people have
30:04never seen an onboarding call they've
30:06been selling for you for three years
30:07five years and they literally have no
30:09idea what happens after they click
30:10submit or they run the card or they send
30:12the invoice over to finance and then
30:14they get the car you know the approval
30:15for their commission they're like all
30:17right next Prospect and that's fine but
30:20they have to understand kind of the
30:21larger life cycle of the customer and so
30:24this is what ends up happening the first
30:25time sales seeson onboarding they're
30:27like oh dude this is awesome this is so
30:29good oh I'm going to use this in my
30:31right they actually get way more data
30:33that arms them to be more knowledgeable
30:35in the sale and increases their
30:37conviction as a closer for the business
30:40because they believe in it and CS is can
30:43look at the sales and be like hey now I
30:46understand why they're coming in with
30:47these expectations and they can give
30:48sales the feedback of like hey do you
30:50think if you sit it like this it would
30:51change the sale a lot of guys like oh no
30:52I don't know I just said it that way I
30:54didn't know that they were coming in
30:55that way and so what happens is you
30:56create this really seamless process
30:59between sales and Cs and you stop having
31:01those drop offs and cold feet where
31:03you're losing 5% of your sales or 10% of
31:05your sales for people who close and then
31:06back out and so that in a very real way
31:09will increase your sales by decreasing a
31:11negative I learned this from my software
31:13days so when I started with Allen which
31:14is the first software company I ever
31:15owned um I learned from the software
31:17world that they started doing these CS
31:19to sales gam tape reviews and so we said
31:22okay well if all these really big
31:23companies that make more money than us
31:25do this we'll give it a shot and as soon
31:27as we did it and that first call
31:28happened where we had the whole sales
31:30team and the whole customer success team
31:31on I was like oh I get it now like
31:34everyone got a holistic view of the
31:35customer Journey sales expectations were
31:38better and cleaner uh they were more
31:40knowledgeable about what the customer
31:41Journey was going to be uh CS stopped
31:43getting upset at sales for making
31:44promises and it also helped because then
31:47the Cs side was like Hey would it help
31:50you if we did this one extra thing and
31:52the sales guys are like dude everyone
31:54asked for that they're like oh wouldn't
31:55even be that hard for us to do and then
31:57boom both sides get better they're
31:58setting better expectations and they're
32:00giving customers what they want more and
32:01the Cs team didn't know because the
32:03sales team said they couldn't do it
32:04because they weren't communicating now
32:06on recording sales which of course you
32:08should do and you promise you'll do no
32:10matter what after this video is done for
32:13sure that's Pinky Promise that's what
32:14you're going to start doing all right
32:16now the next thing is what sales should
32:19I watch all right and so this is my big
32:21tip is there is no mysticism in sales
32:25there's a lot of like you know it's kind
32:26of like baseball they're like these are
32:27my lucky socks or like I always touch
32:29the phone here and here because uh I
32:31close when I do that thing right there's
32:32a lot of superstition that starts to
32:34happen in sales because there's such fat
32:36feed fast feedback loops so people learn
32:38because they change their behavior uh
32:40because it worked before and so they try
32:41and do it again but they end up adding
32:43all these rituals to their sales
32:44processes that end up longterm actually
32:47eroding uh their ability to sell all
32:49right so they start adding all these
32:50appendages to their sales process and
32:51actually gets really cluttered and it
32:52starts sucking all right now the biggest
32:55hack that I can give you as an
32:56individual salesperson is is that there
32:58are times when you're hot all right
33:00where you're like dude I feel like I
33:01could close everyone today right you you
33:03know it you're on fire when you're hot
33:07record the living hell out of that and
33:09rewatch those game tapes because you
33:14aren't on fire you're doing things
33:17slightly differently it means that your
33:19Tone's a little different how you open's
33:21a little bit different how you
33:22transition to the Clos is a little bit
33:23different and all you want to do is you
33:25want to look for the details because the
33:27big difference between good closes and
33:29great closers is that good closers try
33:33and get hot great closers never get cold
33:38and it's because they've systematized
33:40every single thing on their monster
33:41checklist that creates the hotness of
33:45their closing and so if you ever do get
33:47hot know that you now have the potential
33:49to close at that closing rate and then
33:51say cool I'm going to analyze the living
33:53hell out of what it looks like when I'm
33:55hot how I say it where I pause where my
33:58tone shifts where I ask my questions how
34:01like when I transition to the sale how I
34:03frame my overcomes how I'm punching back
34:06and pushing back earlier in the sale to
34:07overcome objections earlier before I
34:09asked for money that is probably one of
34:11the biggest RI tactics I can give you
34:13either as a sales manager for your teams
34:15or you as a sales professional just
34:18record everything and when you're hot
34:20analyze the living hell out of it next
34:22one is also big team management stuff
34:24which if you're ever in a slump so this
34:26is for sales managers
34:28specifically or entrepreneurs is that if
34:31you're in a slump one of the easiest
34:32things to do is start drilling
34:33everything and sure you can do all that
34:35stuff but in my experience reading
34:38testimonials can be one of the biggest
34:41things that you can do to increase the
34:44conviction of the team and so you can
34:46get someone's tone to be correct by lots
34:49of drilling and lots of training but if
34:51they are convicted they will always have
34:53the correct tonality because they
34:55genuinely believe in the product and
34:56they genuinely believe it will help the
34:58customer and so I like to train
35:00competence in tone emphasis pacing I
35:03like someone to understand all of those
35:05things so they know what it looks like
35:06when it's right but there's nothing that
35:08replaces A salesperson who's actually
35:10convicted because either you have a team
35:12of sociopaths who don't care at all but
35:14know how to say everything the exact
35:15right way or you just have a team of
35:17people who really believe in the product
35:19and by believing the product they say
35:21things the right way and I will tell you
35:23personally it's way easier to find these
35:25people than these people and so read
35:28testimonials and then give
35:31kudos to the
35:34salesperson who Clos the prospect who
35:36got the great result and so imagine this
35:38you closed Sandy you know four weeks ago
35:40and you had to arm wrestler into closing
35:42she was super you know worried or
35:43concerned but you overcame that and then
35:46four weeks later you read a testimonial
35:48from your manager who's like hey here's
35:50Sandy saying like I'm so grateful that I
35:52signed up for this thing it's completely
35:53changed my life it's changed my business
35:55I've lost weight whatever it is and and
35:58you then as the salesman say Tom I know
36:00I saw this call and I saw you arm
36:02wrestle Sandy to get to get this deal
36:05like awesome job because if you hadn't
36:06done that if you hadn't stayed in the
36:08pocket she wouldn't have this outcome
36:10and so I learned this because I figured
36:13out that my sales team had the highest
36:17absurd closing percentage like 100% like
36:19absurd closing percentages on one
36:22specific day of the month when I had my
36:24gyms and I was like what is it about
36:26this day do you want to know what day it
36:28was it was we out day and so when we'd
36:30run our challenges every week we would
36:32have people who'd be weighing out from
36:33six weeks earlier and so on Friday or
36:36Saturday we'd have way outs and so it'd
36:38be people coming in for 15-minute
36:40appointments and weighing out taking
36:42their after pictures weighing out taking
36:43their after pictures and after someone
36:44saw 20 people lose 20 pounds 30 pounds
36:47whatever it was in that time period when
36:49someone would come in between those
36:51weigh-ins or after those weigh-ins and
36:53they're like I'm thinking about signing
36:54up they had absolute conviction in the
36:57fact that it was going to help them
36:58because they had just recently that day
37:01hours or minutes before seen 5 10 20
37:04people literally demonstrate results in
37:06front of them and so that conviction
37:08they passed the Prospect and so I just
37:10like to remind you of this if you are a
37:11salesperson is that sales is passing
37:14conviction from one person to another
37:15it's an education process over a bridge
37:17of trust and so fundamentally if a
37:20prospect knew everything that you know
37:21about the product they should buy now if
37:24they knew everything that you know and
37:26then they wouldn't Buy and you get them
37:28to buy it means that you deceive them
37:29which means that you are an unethical
37:31salesperson so don't do that and so the
37:33idea is that you want to just basically
37:34fill in the fewest gaps you need to in
37:36order to get them over the bridge they
37:37say yes I know enough to make this
37:38decision and now I want to buy now that
37:40we've covered sales training let's talk
37:42about what happens before the sale which
37:44yes is absolutely part of the sale so
37:46the first thing that a lot of people
37:47Miss up is that the sale Begins the
37:49moment the customer engages with your
37:51business not the moment they get on the
37:52phone and so how the interaction and
37:56communication happens between click and
38:00call Will massively change your close
38:03rates on the team independent of what
38:04you say so for example if you're a local
38:07business and when you call to book the
38:09lead you say hey uh before you get going
38:12did you hear about us on uh you know
38:15local City's best boot camp list or that
38:17we won this thing three years in a row
38:19is that how you heard about us now if
38:21they're like no I heard about you from a
38:23Facebook ad you still asking that
38:25question will influence what the
38:28customer uh perceives about your
38:30business and then we'll be like oh wow I
38:32I didn't know that they won that stuff
38:33and so the questions you ask can still
38:35be educational and frame how you exist
38:38in the marketplace to a prospect before
38:39you even beun selling them because you
38:41have begun selling them and so the thing
38:43is is that the sale
38:47starts
38:49at the click all right so the setting
38:54script the ad they see
38:58all
38:59influence whether they're going to buy
39:02and so this is where having continuity
39:04and having a seamless experience between
39:06this whole thing is what will overall
39:10increase your closing percentage as a
39:12team again prior to even talking to them
39:15for the main sale so the next thing is
39:17like okay what else can I do before the
39:20sale that increases the likelihood that
39:21someone closes and so the big obvious
39:24one and ke de talks about this in his
39:26influence book is edifying the closer so
39:31if I am setting a call and I've already
39:32edified the business by saying something
39:34like hey we were on you know so and so's
39:36list now a lot of people want to get on
39:38those lists because they think the list
39:39is going to somehow get them business no
39:40the list isn't going to get you business
39:42but telling people that you were on the
39:44list will get you business and so that's
39:45where and let's be real you usually just
39:47pay five grand to the magazine so that
39:48they put you on the list of best boot
39:50camps in local area or best accounting
39:53firm in local area or state whatever
39:56then that edified the business now when
39:58I'm qualifying the prospect I say oh I'm
40:00going to put you on with Shawn Shawn's
40:02unbelievable he help 400 people just
40:05like you get to thing that you just said
40:08you wanted in your specific
40:10circumstances recently for example he
40:13helped someone just like you achieve
40:15this and this someone else like you
40:16achieve this and this and so you're
40:18going to love talking to him he's a
40:19great guy and he's going to help you out
40:21oh you know what I think he has an
40:22opening this afternoon let me see if I
40:25can get you in hold on two seconds
40:28making noise in the background yep he
40:31confirmed we're good to go four o00
40:33Works awesome and so if you have that
40:36versus yeah uh I got you down for four
40:38one of our team will be reaching out
40:40imagine the difference in terms of how
40:42that Prospect has been pre-framed to
40:45talk to that closer now the closer when
40:47they start the call have to maintain
40:49that frame that the set are set but
40:51again this is all creating one seamless
40:53experience of we are on top of it we are
40:55a legitimate business and we are someone
40:57you want to do business with the next
40:59thing is the qualification process so a
41:01lot of people have said a lot of things
41:03about qualification but the nice thing
41:06is that IBM did this massive study and
41:08then came up with bant and bant is an
41:11acronym that stands for
41:14Budget
41:16Authority
41:18need
41:21timing and so they said that for a lead
41:24to be qualified for an account rep or
41:26close closer the setter had to make sure
41:30that they had ban they had to make sure
41:32that the person had the budget they had
41:34the authority to make the decision they
41:36had the need they had the problem to
41:38solve and they had the timing meaning
41:41they wanted to get started soon and so
41:43those fundamentally are the things that
41:44are required to close a sale and so you
41:47can do this on the call you can also do
41:49this on the application that you have
41:51prior to the call and even if you did
41:53that on both you'll still probably have
41:55to say yet again on the closing call but
41:58you want to say it before you ask for
42:00money and so fundamentally you're making
42:02sure the problem the person has the
42:03problem to solve the money to spend the
42:05time to do the implementation and the
42:07authority to make the decision and
42:09people will say yes to it and then
42:10change their mind when you ask for money
42:12but we'll get to that later now this
42:13section isn't about outbound per se but
42:16I couldn't help but give you one of my
42:18favorite outbound scripts I've ever
42:19heard which is hey business I'm calling
42:24about competitor period give me a call
42:27back so think about this imagine you
42:30have a dry cleaning business and it's
42:32Tom's dry cleaners that's you and you've
42:34got Jones uh because you're keeping up
42:36with the Joneses Jones dry cleaning
42:38across the street and you get a call
42:40being like hey um this is Alex I'm
42:43calling in regards to Janes dry cleaning
42:46uh give me a call back when it's
42:47convenient you're like so incredibly
42:50curious that somebody has left a message
42:53and they want to talk about your
42:54competition and so imagine that versus
42:57hey I'm calling from 123 Financial
42:59wanted to see if you wanted to work like
43:00no one gives a right but because
43:03you have this personalized uh message
43:05that you're sending which works via
43:07email it also works via uh voicemail uh
43:09the likelihood that the respond is way
43:11way higher now when the person comes on
43:13and they're like hey what about whatever
43:14it's like oh it looks like they're
43:16kicking your ass and so or hey I see
43:19that they're in the same industry as you
43:20and we've reached out to them as well
43:22and then so like it's it's a very easy
43:24Bridge into whatever you want to say
43:25when you get into your when you actually
43:26get into the conversation but the
43:28response rates from
43:31hey
43:32x uh
43:36calling regarding
43:42competitor slays and while we're on the
43:45topic of how to work leads let me give
43:48you my favorite scripting for calling up
43:52leads for local business when someone
43:54opts in and so the way that I do this so
43:57this is local
44:05leads so when I call a lead or called a
44:08lead and I called many of them uh I
44:10wouldn't say hey John this is Alex I
44:13want to see when you want to come in for
44:15like no that's not going to work all
44:17right so even though they already showed
44:18interest they usually don't even know
44:20who you are when you're calling all
44:21right so the way I would do it is this
44:23so I would call and I would say John not
44:28is this John I would say John question
44:31no my tone goes up pause and then he's
44:35John is gonna be like yeah uh who's this
44:38like this is Alex pause he's thinking
44:42who is Alex who like how like and I'm
44:45acting with the way that I'm I'm toning
44:47toning uh that he should know who I am
44:51all right that's the tone that I'm that
44:52I'm bringing this it's Alex
44:55pause and during the pause I can hear
44:58them it's like I'm calling you because
45:00you opted in on Facebook for our
45:05promotion and so I just wanted to make
45:07sure that one you weren't a crazy person
45:09on the internet ha and if there was a
45:11time that worked well for you to come in
45:13and obviously to make sure that you knew
45:14that we weren't crazy people either
45:16right and so just in that little opener
45:18we have we pull them in we pull them in
45:21again then we quickly like you steamroll
45:23this you go as fast as you can and say
45:25Hey you opted in for that thing on
45:26Facebook this specific promotion it's
45:28like I'm giving them three different
45:29kind of mental cues around what they
45:32opted in for because people don't
45:33remember the things they opt in for and
45:35especially if you don't call your leads
45:37within one minute then you call them two
45:39days later they're in a different
45:40Universe at this point they have no idea
45:42what they opted in for and they might
45:44have opted in for 10 things so they have
45:45no clue what you're talking about and so
45:47then you can then bring them in and
45:49schedule time I wanted to figure out a
45:51time that would work well for you to
45:52come in I've got 2:00 and 4:00 today
45:54which works better all right and so by
45:57doing that I'm also giving two options
45:58and saying which do you prefer rather
46:00than saying asking them to pick a time I
46:02look at my schedule I see my openings I
46:04present two openings that both work for
46:06me and then they pick and if you want to
46:09hear a little little little little early
46:11Alex story um when I started my gym I
46:13used to pretend that I there were
46:15multiple employees that worked at my gym
46:17and I would be like this is John and
46:18then when they come in be like oh you're
46:19G to love Alex Alex is the amazing he's
46:21totally going to help you out he's
46:22helped out so many people just like you
46:24at same same edification script they
46:25come in and they'd be like you sound a
46:28lot like John be like we get it all the
46:29time and we go into it um but
46:33alternatively uh you cannot do that if
46:35you don't want to I was young and uh I
46:37thought it was fun and uh to me and you
46:39know what I was deceiving people and so
46:41that is wrong uh but to me that's a
46:44little bit of a white FIB of a
46:4523-year-old gym owner trying to trying
46:47to make it happen and the last one and
46:49this one is so unsexy and because it's
46:51so unsexy no one does it which is why
46:53you make so much money doing this which
46:56is you prep for five minutes before the
47:00call looking up stuff about the person
47:03or the business and so if you're a
47:05Setter you can do this for the closer or
47:08closer you can do this for yourself
47:10prior to the call but you would be
47:12amazed at how much of a genius you look
47:14like with five minutes of prep people
47:16are like wow this guy really did his
47:17homework and it's not because you really
47:18did that much homework it's just because
47:20everyone else is so lazy that any level
47:22of effort looks amazing all right and so
47:25the five minutes of prep in addition to
47:28and this is clear all the notes that the
47:30setter sets should be in the CRM so that
47:34when you go up with the prospect you
47:36want to say Hey so uh you know Jimmy
47:38earlier was telling me that you're X Y
47:39and Z and that you've done this and
47:41you've done this got it so it's this is
47:43it fair to say that this is where you're
47:44currently at right now this what you're
47:45trying to achieve great well this sounds
47:46like this would be a good call for you
47:47and I think we're we're going to we're
47:48going to figure something out together
47:49whatever right and so the thing is is
47:52that you never want a customer to repeat
47:54themselves right that's not a good
47:56experience experience overall and the
47:58flip side is it's kind of like binary
47:59like repeating is really negative but
48:01you repeating to them what they told you
48:04is exceptionally positive and so it's
48:07this really binary swing in terms of
48:09like this can hurt the sale this will
48:10help the sale and so it takes five
48:12minutes and most of the time you should
48:14be taking notes on your sales calls
48:16anyway so that you can look like you're
48:17actively listening which you should be
48:19and that way guess what happens to those
48:21notes after the closer closes they get
48:23passed on to customer success and then
48:25they say so I you talked to Steve you
48:27talk to Jim and these are the things
48:29that you decided on I think we're going
48:31to be able to help you out with insert
48:32goal and the way that we're going to
48:33help you insert goal is by following
48:35step one two three so let's get started
48:38right and so by setting this seamless
48:40experience from click to close from
48:41Setter to closer to to onboarding you
48:44create an amazing process for prospects
48:46to go through and again you can solve so
48:51much of this and blow prospects Away by
48:53just preparing for 5 minutes and either
48:55you do the research or you at least read
48:57the notes before the call the next one's
48:59a small one but we have one in our sales
49:01room which is uh a mini trampoline and
49:03so I used to take 20 25 in-person sales
49:07sales consults per day and so that could
49:10be very tiring and on my really Hercules
49:12days I would see 4850 people oneon-one
49:15or one on two uh every 30 minutes right
49:18and so I would get exhaust so one on1
49:21102 for 12 hours is 48 um is what I
49:23would do is I would do little mini J
49:26trampoline jumps between sessions to
49:28kind of keep my energy up and mostly to
49:30keep my mood up because I would start to
49:32get beat down when you have your 25th or
49:3430th conversation that the exact same
49:36conversation of the day it starts to
49:38drain you and so what I figured out was
49:40you cannot be in a bad mood and jumping
49:42on a trampoline at the same time so try
49:44it like seriously you can jump on a TR
49:46like you can't even do it and frown it's
49:48ridiculous but it really works and so I
49:51did it and I highly recommend it if
49:52you're somebody who struggles to keep
49:54your energy up or keep your tone
49:56positive
49:57uh when you have like a long sales day
49:59now that we covered what happened before
50:00the sale now let's talk about the actual
50:02sale as it begins opening up the sales
50:04conversation you need to as quickly as
50:06possible set the agenda of what's going
50:08to happen so I actually think a lot
50:09about proof promise plan just like we do
50:12for YouTube videos just like we do for
50:13short content because humans are still
50:15humans their attention still works the
50:17same way and just like the opener to a
50:20piece of content can dictate how well
50:22the entire video goes or How likely
50:24someone is to pay attention the same
50:25thing is true about how you open a sales
50:28call and so think of every single thing
50:30that I'm going to talk about for this
50:31whole portion about as things that
50:34increase the likelihood that someone
50:35purchases and so fundamentally it's my
50:38belief that the way sales work is that
50:40we have 100 golden BBS we have a 100
50:42tiny things that each of them increases
50:44the likelihood that someone purchases
50:46and so I will share this one perspective
50:48with you on sales then we'll get into it
50:49which is BF Skinner who's a behavioral
50:51psychologist said this quote he said
50:54people say you can lead a horse to water
50:56you can't make a drink he said I
50:57wholeheartedly disagree he said if I
51:00dehydrated the horse bled it out and
51:02salted its mouth and I put water right
51:04in front of it when it's on the ground
51:06on a hot day he said I can veritably
51:08guarantee that it will drink and I kind
51:09of see sales the same way which is that
51:11if you control every single variable you
51:13could in theory close every single
51:15Prospect and so I like to think about it
51:17that way as though all of these things
51:19are under my control so I start sales
51:21the same way that I start content which
51:24is proof promise
51:27plan and fundamentally I do this because
51:30I believe that humans are humans and if
51:32you want to gain someone's attention and
51:34have authority and have them want to
51:36wait until the end then if you can do it
51:38that way when you're not there to
51:39reinforce them or force them to stay on
51:41the call and you still get people to
51:43stay to the end then this absolutely
51:44works when you're also there to
51:46reinforce them on the call and keep them
51:48going to the end and so I actually think
51:49this is one of the easiest ways and
51:51proof promise plan only takes 15 seconds
51:53maybe 20 so you can absolutely get to
51:56the point and so when you start on a
51:57sales call it works more or less the
51:59same way which is John decided to get
52:03get going with you on this thing this
52:05big promise that we're working on uh
52:07we've done this with lots of other
52:08people who are just like you and so this
52:11is the process that we're going to do
52:12and at the end of the call we're to see
52:13if it makes sense to move forward if not
52:14no sweat I'm going to still send you on
52:16your way with stuff that could help you
52:17with the problem overall right and so by
52:19doing that we still set out our proof
52:21promise plan right at the beginning and
52:22what I have found in my opinion one
52:24man's opinion is that you actually gain
52:26more report I actually got on a sales
52:27call uh yesterday with uh a banker for
52:31one of the portfolio companies and they
52:33were trying to bring our business over
52:34and uh he said hey if you don't mind can
52:37we just skip the foreplay and I was like
52:39I I just immediately was like I love you
52:40for saying that and he's like let's just
52:42get right to it and then he set the
52:43agenda and it was awesome and so I could
52:45tell obviously he was a super you know
52:46very very hot multi-million dollar
52:48preyear salesperson because we have big
52:49counts uh and so the same thing is True
52:51For You especially if you sell B2B like
52:54get to the point and when you set theend
52:56that way you actually control the frame
52:58because you told them how this call is
53:00going to go and if you don't know how
53:02the call is going to go you don't know
53:03what you're doing and then it looks like
53:05an increased likelihood that you waste
53:06that person's time and so you having an
53:08agenda also shows that you have done
53:10this before that you're a professional
53:11that you know what you're doing so the
53:13next one is follow the script so I
53:16actually asked my sales team uh to tell
53:18me I said what are the things that I
53:20shout at you guys that uh that have
53:22helped you a lot so some of these isms
53:24are directly from the horse's mouth via
53:26other horses horsing it back to the
53:27horse uh but I I say follow the I'll put
53:31a little asteris here follow the
53:33script now the reason I I want to
53:35highlight this is that if your team does
53:38not follow the script there is no point
53:40in having a script and so script
53:43adherence in my opinion is the first
53:45thing that you drill I would rather have
53:47100% of my team saying the script word
53:48for word and Us close no one because
53:51then I could then close change the
53:52script and then get everyone to close
53:54because if everyone follows the script
53:56and doesn't close you have a script
53:57problem if people aren't following the
53:59script you can't change anything because
54:02then you have to do it all onesie TWY
54:03all over the place now to be clear a the
54:07script is basically up to the ask after
54:09the ask you have the loops that you're
54:11going to do the overcomes that you're
54:13going to drill with them and sometimes
54:14that leads you down a different
54:15Christmas tree but the first part of the
54:17sale the first two-thirds of the sale
54:19should be pretty much word for word the
54:21same their answers will change but the
54:23actual scripting Remains the Same so
54:24there's different levels of following
54:26the script the very surface of that
54:29would be actually just saying the words
54:32but there are a lot of other things in
54:33communication like if I slow down what
54:35I'm saying right now it sounds really
54:37important and if I speed up what I'm
54:38saying what it sounds is going to be
54:39really like interesting and I'm very
54:41excited about I'm transferring that to
54:42you and you might increase the speedo as
54:44you're approaching the close but then
54:46when you go for the ask you might slow
54:47down you might lower your voice again
54:49and the thing is is that you can also
54:51change the meaning of a sentence by
54:52changing how you say it so I got this
54:54from Jason F FL was a good
54:57um and he said and I love this one I
54:59didn't say he hit his wife which implies
55:01that I wasn't the one who said it I
55:03didn't say he hit his wife I didn't say
55:06he hit his wife I didn't say he hit his
55:09wife I didn't say he hit his wife I
55:11didn't say he hit his wife I didn't say
55:13it his wife each of those sentences are
55:16all the same exact words but mean very
55:19different things and so one is you can
55:22change the meaning of a sentence by
55:23where you emphasize the next is your
55:26ality so me going low or me going high
55:28both of those things can change what a
55:29sentence means so if I say a statement
55:33like you're doing 3 million a year
55:35versus you're doing three million a year
55:37those are two very different things one
55:39is a question asking somebody to respond
55:41back and the other is me just making a
55:43statement and then moving on and so you
55:45can increase or increase the tone of
55:47your voice at the end of a sentence
55:48which then implies that you're asking
55:50for a response from the Prospect and so
55:53one is you have emphasis which is where
55:55am I going to
55:58pause the second is that you have tone
56:01which is am I going to go low am I going
56:03to go high and how is it going to change
56:04throughout the sentence and then finally
56:06you have pacing where do I slow down
56:08when I really want to make sure that you
56:10hear every word that I'm saying because
56:12it's very important and this is a matter
56:15OFA tone to increase trust with the
56:17prospect because what I'm sharing is
56:19something that I haven't told other
56:21people or whatever right and so pacing
56:23can go slow and fast toning can go up
56:25and down emphasis is where you pause and
56:27so when you're following the script or
56:30making the script you want the script to
56:32have a tone guide with it and so you
56:34could have XY z w as the words and you
56:38can use the things on a word processor
56:40AKA Google Docs or whatever you type
56:42stuff on and you can say if I underline
56:44it means slow down if I put this in all
56:48caps then it means emphasize this if I
56:52put this in italics then it means create
56:55space whatever so so the nice thing is
56:56that on word processors you have
56:59underline italics bold and caps and so
57:02those things give you four different
57:04kind of cues for the closer so that when
57:07they're reading the script they know how
57:09they're supposed to read the script and
57:11so when you're drilling the first thing
57:12you're going for is actually saying the
57:14right words once you have a team that
57:16can breathe the script which they should
57:18do very quickly because it's not that
57:19many words you should only be looking at
57:21you know 12 questions that you might be
57:23asking maybe one follow-up or two for
57:26the questions not something that's like
57:27the Gettysburg address here right which
57:29you still memorized when you were in
57:31sixth grade anyways and so and you did
57:33it for free rather than getting paid for
57:34it all right here the 2011 version of
57:37following the script is saying the words
57:38the way they need to be said in order to
57:40increase the likelihood that the person
57:42buys all right so now that we have okay
57:44you have to follow the words we
57:46emphasize tone and pacing we can write
57:48the script in a way that helps the
57:50closers uh have the right tone at each
57:53portion of the sale then we can move on
57:55to the actual scripting itself now I
57:58have used something called The Closer
57:59framework for a long time I don't think
58:01that this is magical it just is an
58:03acronym that people remember more than
58:06anything um and if people remember it
58:08then it means it's been effective at
58:10teaching them because if they remember
58:11it then it changes their behavior they
58:13have learned and so there are probably
58:14more complex ways we have a different
58:16scripting process that I call the
58:17diagnostic script I've made a big video
58:19about that but for the vast majority of
58:21sales calls that are specifically
58:22transactional so it's one call two call
58:24closes I usually follow this structure
58:27and so the C stands for clarify why they
58:30are here all right and so if you get on
58:33the phone and someone says I just want
58:35to have more information people don't
58:36get on the phone to get more information
58:38no one wants to learn stuff people get
58:40on the phone because they want to solve
58:41a problem and so we need to get really
58:43clear we clarify the problem that
58:45they're like why are you here this is
58:47that the question that we're answering
58:49now it's like why'd you take the time to
58:50hop on the call today what made you
58:51reach out to us what made you op on the
58:53site and what you want to ask in these
58:54types of questions that are clarifying
58:55the problem are reminding them of
58:58actions they took to show up on your
59:00call and so the thing is is even if
59:02you're outbow no matter what every lead
59:04that you talk to is engaged meaning
59:06they've taken one action towards you so
59:08hey what made you what made you comment
59:09on my post what made you respond to my
59:10email what made you set a call on my
59:12calendar no matter what it is what made
59:14you pick up the phone and and keep
59:15listening to me like they've always done
59:17something to uh now obviously if you're
59:20in a close you're probably not closing
59:21on on a cold first Outreach right um
59:23they've done something at this point to
59:24indicate interest and we will remind
59:27them of the interest and then tie that
59:29to a problem they're trying to solve all
59:30right then we label them now I this is
59:33like the shortest part of the script but
59:35it's incredibly important all right
59:37which is you label them with that
59:38problem so you've clarified it but you
59:40said okay so just to make sure I'm clear
59:44you are here you want to get here and
59:47this has been the issue that's been
59:48holding you back what you're essentially
59:50doing is establishing the gap between
59:53present and desired and sometimes the
59:55obstacle that they believe is standing
59:57in their way once you have that you have
59:59now set the table for making a sale
1:00:01because now you have this is where you
1:00:02want this is where you are this is where
1:00:04you want and we've got this big dragon I
1:00:06think I can give you the sword to slay
1:00:07it or I can slay it for you whatever the
1:00:10next part of the sale is overviewing
1:00:13past pain now the reason the overview of
1:00:16the pain is so important I call the pain
1:00:18cycle is something that I've actually
1:00:20only learned about I I learned this
1:00:23while I was selling I just knew that
1:00:24talking about people's pain and what
1:00:25they done before got more people to buy
1:00:27I didn't know why I just knew that that
1:00:29ended up always being the case now later
1:00:32I know a little bit more about sales uh
1:00:34and more just human behavior and
1:00:37deprivation creates motivation and so if
1:00:41I am hungry I am motivated to eat if I'm
1:00:46tired I'm deprived of sleep means I'm
1:00:48motivated to sleep if I am if I haven't
1:00:51seen my wife in a few days I might be
1:00:53motivated to do other things you get the
1:00:56idea if you're deprived You Are by
1:00:58definition motivated to end the
1:01:01deprivation and so what we want to do in
1:01:03the sales call is basically expand the
1:01:06deprivation we want to bring their state
1:01:09of deprivation to top of mind so that in
1:01:13the moment we can increase their
1:01:14deprivation which then rubber bands back
1:01:17to increasing motivation to solve it and
1:01:19so if you've probably seen you know
1:01:21political polls where they're like
1:01:22what's the topic of this election what
1:01:24they do is they specifically choose
1:01:26topics to deprive the population of so
1:01:29that we say this is now more important
1:01:31for us it's not that education isn't
1:01:32important but for apparently this
1:01:34election it's not no one's talked about
1:01:36education right but in different
1:01:38elections they've been like this is a
1:01:39big problem and so then that becomes the
1:01:41thing that everyone talks about and then
1:01:42that's the main reason people choose the
1:01:44people that they're going to elect and
1:01:46so this deprivation motivates a change
1:01:49in behavior and within the context of
1:01:51sales that means taking the action to
1:01:53move forward in the sales process or
1:01:55taking the action to buy this is why the
1:01:58pain cycle is so important and so I have
1:02:02a little ISM that I have in my sales
1:02:04team which is the pain is the pitch like
1:02:06the pain is the thing that often it's
1:02:08the Gap we have to make sure that they
1:02:11have it's like well I tried this thing
1:02:13and I tried this thing and I tried this
1:02:14thing and so we want to quantify how
1:02:16much they've spent so far in time and
1:02:17effort and what the impact that's been
1:02:20on their status within their community
1:02:22and how much it's costing them to not do
1:02:25this every day so this is the cost of
1:02:27inaction or the cost of failure every
1:02:30single day that they don't achieve this
1:02:31thing whatever it is that they want and
1:02:33the reason we highlight those pains is
1:02:34because it creates urgency it creates an
1:02:37increased likelihood that they act so
1:02:39the pain cycle that I ran with like
1:02:41weight loss for examples what have you
1:02:42done so far to try and lose weight and
1:02:44then when someone would say I did Weight
1:02:46Watchers or I did you know whatever it
1:02:49didn't matter I knew what my pitch was
1:02:51going to be because I had a three
1:02:53three-pillar pitch which we'll get to in
1:02:54the S we which I would always try and
1:02:57highlight the good things of the things
1:02:59they did and the things that it was
1:03:00missing when they brought it up and so
1:03:02if someone said hey I did you know
1:03:03Weight Watchers I would say great so
1:03:05they gave you nutrition I was like but
1:03:07I'm guessing you kind of bounc back now
1:03:08remember everything they've done is an
1:03:11advantage for you because they are here
1:03:12in the sale which means it did not solve
1:03:14the problem and so I remember even
1:03:15having somebody came in who's like I
1:03:17already have a personal trainer and I'm
1:03:18like yeah he's obviously not doing a
1:03:19good job but she just looked at me
1:03:20sideways I was like you're here and so
1:03:23she was like fair right and so then I
1:03:24closed the sale but the thing is is that
1:03:26so you know Weight Watchers was they had
1:03:28nutrition and they had accountability
1:03:29but they didn't have Fitness right and
1:03:31so you lost the weight then you gained
1:03:32it back because you lost muscle when you
1:03:33did it oh that's why it didn't work six
1:03:35from gold all we have to do is fix this
1:03:37one thing and then we can get you
1:03:38success uh oh I did the gyms before but
1:03:40it didn't work for me well did they give
1:03:42you a personalized food plant well you
1:03:43know what they did okay did they hold
1:03:44you accountable to doing it no they
1:03:46didn't okay so you had Fitness and
1:03:47Nutrition you didn't have accountability
1:03:49because if you have Fitness Nutrition
1:03:50and accountability you can't fail
1:03:51fundamentally if you eat the food you
1:03:53work the work the working out and this
1:03:54actually makes sure you do the first two
1:03:55you're going to lose the weight right
1:03:57and so every business has I call a
1:04:00three-pillar pitch that's buried inside
1:04:02of it so I was making I always tell the
1:04:03story because it's a fun one but I was
1:04:05making a sales script for a marketing
1:04:07company that was selling leads to
1:04:08mortgage brokers and Realtors I spent
1:04:09the whole morning being like what are
1:04:10the three things like what are the three
1:04:12things that makes an amazing lead and so
1:04:14it's like okay well you want and I came
1:04:15up with you want leads to be timely you
1:04:18want leads to be uh qualified and you
1:04:20want them to be exclusive right and so
1:04:22basically it's like it's basically going
1:04:24through b it's like you want them to
1:04:26have the budget you want them to have
1:04:28the timing and you want them to have uh
1:04:31the authority and or need right and so
1:04:33obviously the need was established
1:04:34because they were leads in already
1:04:35indicated interest right and so was
1:04:37really just controlling for the other
1:04:38three in the three-pillar pitch and so
1:04:41when we were talking and so when we
1:04:42scripted it out it's like oh have you
1:04:44ever done have you ever bought leads in
1:04:45the past and if they had and obviously
1:04:47they weren't having a good experience
1:04:48because they were on the phone with us
1:04:49be like oh what was it and all we had to
1:04:52do was pick out oh you you were getting
1:04:55leads from Zillow but they weren't
1:04:57exclusive to you right and so you had to
1:04:59compete with 20 other guys so you had
1:05:01good quality leads they had the budget
1:05:03and they had the interest and presumably
1:05:05the authority to make a decision right
1:05:07but but they weren't exclusive to you
1:05:08and so that was the problem and if You'
1:05:10had leads that were exclusive do you
1:05:11think you'd be able to make money
1:05:12they're like oh my God if I had an
1:05:13exclusive it would been great you're
1:05:14like awesome boom established the Gap
1:05:15figured out the poll in between boom we
1:05:17can pull him over we can help you out
1:05:19right and so every pitch usually now to
1:05:22be very clear I'm not saying that it's
1:05:25always three things that triangulate a
1:05:28sale I'm saying that humans tend to
1:05:31think in threes and so when I make a
1:05:33sales pitch I try and chunk up to the
1:05:36three big things so you might be like
1:05:37well we have a seven-step process it's
1:05:38like fine Chunk Up Until It's three so
1:05:41nutrition I could break down into like
1:05:43okay well we've got calories we've got
1:05:44macronutrients we got micronutrients
1:05:46we've got meal timing we've got meal
1:05:48composition like I could get it I could
1:05:50get as fancy as we wanted to to create
1:05:52more components but you just want to
1:05:53chunk up to three because people tend to
1:05:55remember it now when you get to the S
1:05:59which is the sell the vacation which
1:06:01I've already kind of gotten
1:06:04into we want to talk about the vacation
1:06:07we want to talk about Maui we don't want
1:06:09to talk about the plane flight we don't
1:06:11want to talk about TSA we don't to talk
1:06:13about taking shoes off going through
1:06:14security you know getting padded down uh
1:06:17how how bumpy and you know it's going to
1:06:18be on the on the plane the food you're
1:06:20going to have to eat the person sitting
1:06:21next to you is going to smell bad like
1:06:22we don't want to talk about any of that
1:06:24we want to talk about Maui we want to
1:06:25talk about the experience of what it
1:06:27will be like when they've accomplished
1:06:29the thing the the transformation that
1:06:31we're selling whatever it is now when we
1:06:34have the three-pillar pitch I like to
1:06:37make the statement of what you need like
1:06:39exclusive right or it needs to be
1:06:41nutrition you need to have whatever the
1:06:43pillar is you make the statement and
1:06:45then you give the metaphor all right and
1:06:47so this is how I do my three-pillar
1:06:49pitches and normally a three-pillar
1:06:51pitch shouldn't be longer than 2 minutes
1:06:54and so if you're like wait a second
1:06:56so this whole sale I'm only going to be
1:06:58talking about my product for like two
1:06:59minutes yep because you want to be
1:07:01talking about the prospect not the
1:07:03product and so if I want to get into a
1:07:05new organization and I want to figure
1:07:06out how to sell I'm going to spend 90%
1:07:08of my time trying to understand the
1:07:09pains remember for motivation the Pains
1:07:12of the Prospect and once you know the
1:07:14Pains of a prospect and this is me just
1:07:16you know taking my ethical disclaimer
1:07:17hat on you can sell them
1:07:20anything because fundamentally if you
1:07:22know where someone is and you know where
1:07:24they want to go and you know the things
1:07:25things they've struggled with if I
1:07:27wanted to sell supplements you just sell
1:07:28that as the bridge between where they're
1:07:30at and where they want to go or you sell
1:07:32nutrition coaching or you sell Fitness
1:07:34or you sell all three it doesn't really
1:07:36matter you could sell your piece of
1:07:37equipment either way you're going to
1:07:39have where they're at where they want to
1:07:41go difficulties they've had and then you
1:07:42just Bridge it with the product but most
1:07:45sales teams spend all their time trying
1:07:47to train people on the product and not
1:07:48the Prospect and so then they sound
1:07:50really ill-informed and ask stupid
1:07:52questions that anybody who knew more
1:07:54about the prospect would already know
1:07:55the answer to it so I'll give you three
1:07:58of my my favorite kind of metaphors um
1:08:00that I used to use around uh
1:08:02accountability uh and so I had the
1:08:04three-pillar pitch one is I would just
1:08:05the fact that I would call it the
1:08:06three-pillar pitch I call the three legs
1:08:08the stool and so I was like you can have
1:08:10if you have two then the stool Falls
1:08:12over right you can maybe balance it for
1:08:13a little bit maybe you did do nutrition
1:08:15and accountability for a little bit with
1:08:16Weight Watchers you lost 50 but you G
1:08:18back 60 and they like yeah like right so
1:08:19you had it it balanced but then it fell
1:08:21over right but if you have all three and
1:08:23I could use my hands and I would show
1:08:24them that then they'd be like oh I get
1:08:26it it's like yeah this is what you need
1:08:28in order to be successful this so I make
1:08:30an analogy or metaphor of what the three
1:08:33pillars that we have and how it relates
1:08:34to something that's a strong structure
1:08:36now does the Dynamics of how a stool
1:08:39stands have anything to do with SEO or
1:08:42how we get leads from mortgage brokers
1:08:45no but it helps people understand and so
1:08:49fundamentally what a metaphor is is it
1:08:51Compares something they don't understand
1:08:53your thing that you sell with something
1:08:55they do understand and you make
1:08:56parallels fundamentally by the way this
1:08:58is what teaching is and so if we want to
1:09:01have a metaphor so I use I use these two
1:09:02for accountability which absolutely slay
1:09:04one I got from Alison Prince the other
1:09:06one I got from Tom Miller so I'll give
1:09:08you the toothbrush one so you say hey uh
1:09:12when you were a kid did you hate
1:09:13brushing your teeth right all of a said
1:09:15or if they have kids it's like do your
1:09:16kids hate brushing their teeth yeah of
1:09:17course but you know and so every night
1:09:19you're like hey brush your teeth they
1:09:20like brush the teeth and they go to bed
1:09:22and now you're an adult do you brush
1:09:24your teeth now and the answer is yes
1:09:26most people do if you have a weirdo then
1:09:28maybe you shouldn't sell them anyways so
1:09:30you brush your teeth now of course okay
1:09:32so what happened was in the beginning
1:09:34you had external accountability your
1:09:36parent was your coach saying hey kept
1:09:38reminding you kept reminding you kept
1:09:39reminding you and then over time the
1:09:42positive reinforcement of doing the
1:09:44behavior became the internal motivation
1:09:46to stick with it and so what we're doing
1:09:48is we're going to artificially become
1:09:50that external motivation that you need
1:09:51in the beginning to create the Habit so
1:09:52that you can do this long term right now
1:09:55that's I would sell accountability and
1:09:57so me saying that notice I'm not saying
1:09:59hey we're going to reach out to you this
1:10:00many days and we're going to be on this
1:10:02channel of communication these are the
1:10:03the response times I just say big
1:10:06picture you didn't brush your teeth and
1:10:07you hated it and now you brush your
1:10:09teeth and you don't miss a day and the
1:10:10big thing that was the difference was
1:10:12this thing and that's what we're going
1:10:13to provide to you done then a different
1:10:16version of this was uh The Amazing Race
1:10:18in The Amazing Race uh they actually had
1:10:20to change the rules because there was a
1:10:22couple that won too many times that they
1:10:25had had to say they had to dismantle
1:10:26their advantage you know what the
1:10:27advantage was well what they would do is
1:10:30whenever they get dropped off this new
1:10:31area they would find a local person put
1:10:33him in the back seat pay him for the day
1:10:34and say hey help us get to this place
1:10:36and because they had a local they beat
1:10:38everyone else who tried to do it on
1:10:39their own and so what I want to do right
1:10:41now is I've been to where you're going
1:10:42and I've been in the backseat with a
1:10:44hundred other people just like you and I
1:10:46can be your backseat driver because
1:10:47it'll give you an unfair advantage that
1:10:49makes sense done you've already moved on
1:10:50from the pillar right and so that's how
1:10:52you explain that's those are two
1:10:54metaphors to explain something right and
1:10:55if I sold supplements I would give
1:10:57metaphors around uh you know protein or
1:11:00whatever right and so the whole idea is
1:11:02that you want to know what your three
1:11:03pillar are and then you want to know uh
1:11:05an analogy that makes it more relevant
1:11:07if I was selling SEO I'd be like hey
1:11:09well think about your ads as your
1:11:11paycheck that you get every month you
1:11:12have to put you have to put work in make
1:11:13new ads put money in but you get money
1:11:15out immediately think about SEO like an
1:11:17investment account you're going to put
1:11:18money in but it's not really going to be
1:11:19much for a while but eventually it
1:11:21starts compounding and then within one
1:11:23year or two years it's going to be
1:11:24bigger than anything you could do
1:11:25actively right but it just takes time so
1:11:27it's just like an investment account
1:11:29right and so that's my analogy so you've
1:11:31got SEO and paid traffic it's the same
1:11:32as income and investment right and so
1:11:36whatever the three things that you're
1:11:37selling are you just want to have a
1:11:38clear analogy that someone can just say
1:11:40got it because if you start getting into
1:11:42details you get into the weeds and
1:11:44that's where you die and by the way if
1:11:46you're working leads because you didn't
1:11:47work them fast you didn't work them
1:11:49enough and then you get ghosted at any
1:11:50part in the sales cycle just send them a
1:11:53meme just send them a meme like there's
1:11:55the Kevin Hart meme where he's like
1:11:56where you at um and it actually has the
1:12:00highest response rate out of any
1:12:01messages that we've sent just sending
1:12:03the meme and so uh that that Meme has
1:12:05made a lot of salespeople a lot of money
1:12:08and so you can just send that to your
1:12:09cold pipeline send it to 200 guys uh and
1:12:12you'll probably get five to 10 that just
1:12:14re-engage off of that and they'll
1:12:15probably laugh and then you're back in
1:12:16the saddle and I'll explain why closes
1:12:18die in the details when we get into the
1:12:20closing section all right now the last
1:12:23two pieces are actually around closing
1:12:24which is is if you've sold them at this
1:12:26point you've said hey does that sound
1:12:27good you're ready to move forward ready
1:12:28to get started ready to get some traffic
1:12:30to your site ready to start losing the
1:12:32weight ready to start getting back to
1:12:33that High School weight whatever it is
1:12:34ready to ready to insert goal that's how
1:12:37you know you can ask for the sale great
1:12:38let me get your ID or whatever let me
1:12:39get your information start moving
1:12:40forward then if they don't say yes you
1:12:44explain
1:12:45away concerns all right this is
1:12:48fundamentally closing this is objection
1:12:51handling which is the perfect thing to
1:12:54get into right now now that we've
1:12:56covered the open now we have to get our
1:12:58money we got to close before I dive into
1:13:00to the tactics one I'm going to be
1:13:02bringing in audience objections so we
1:13:04pulled my uh YouTube audience and said
1:13:05hey what are some of the objections that
1:13:06you guys are struggling with so I'm
1:13:08going to be uh overcoming some of those
1:13:09now live and on top of that I want to
1:13:13preface with the fact that you should
1:13:15train sales back to front so what do I
1:13:18mean by that you want to make sure that
1:13:21someone knows how to collect payment and
1:13:23process as the first thing that you you
1:13:25teach a closer why because if they don't
1:13:27know how to do that they have a 0%
1:13:29chance of closing and so the next thing
1:13:32that you would teach someone is how to
1:13:33ask for payment and how to ask for
1:13:35someone to get started because if they
1:13:36don't know how to do that the likel that
1:13:38they close a sale is zero and so a lot
1:13:40of people start at the top of the script
1:13:42when they start teaching a closer but
1:13:44it's my preference to start at the
1:13:46bottom of the script because that is
1:13:47what's required to close that being said
1:13:49where does closing begin closing begins
1:13:52once someone says no and to be very
1:13:55clear just be because they said no once
1:13:58doesn't mean they're saying no forever
1:13:59or they're going to say no over and over
1:14:01again and we have to train and expect no
1:14:04that is the job of sales if every person
1:14:06immediately says yes honestly you're not
1:14:08really required we could just record the
1:14:10video put it in front and then just put
1:14:11a buy button and to be fair Tesla does
1:14:14this and they they do a pretty good job
1:14:15of it right and so depending on how good
1:14:17you are at marketing you might not need
1:14:18sales at all but under the assumption
1:14:20that you're not the perfect marketer and
1:14:21people come in with more questions or
1:14:23more concerns when they say no is when
1:14:25closers Step Up So before I get into all
1:14:28the things that we can go for I want to
1:14:31break down the one time where you shut
1:14:33up all right which is if someone says
1:14:36yes and says yes I'm in shut up and
1:14:40close the sale do not sell yourself out
1:14:43of a sale and this is something that a
1:14:45lot of beginners do they get excited
1:14:47when the person says yes and then they
1:14:48start bringing up more details and then
1:14:51those new details increase the
1:14:53likelihood greater than zero that they
1:14:55take a yes and turn it back into a maybe
1:14:57or take a yes and turn into a no the
1:14:59moment you have agreement you shut your
1:15:01mouth you ask for payment information
1:15:03and you close yeah it's like you're
1:15:05you're at the bar and you're like hey
1:15:06you want to go back and she's like sure
1:15:07and then you're like oh yeah I'll show
1:15:08you my Star Wars collection she's like
1:15:11actually just kidding it's like no you
1:15:12wait and then you show her the Star Wars
1:15:14collection because it's sick but you
1:15:16don't say it until you're back right
1:15:18that's the
1:15:20idea save your Lego Star Wars lightsaber
1:15:23for after she gets back the next one is
1:15:25that if someone says anything that you
1:15:28aren't prepared for it's because you are
1:15:31underprepared and so
1:15:34prep equals
1:15:38smooth
1:15:40meaning you should in one breath know
1:15:43exactly what you're going to say back to
1:15:45the person when they have any kind of
1:15:47objection if someone says I got to think
1:15:49about it or hey you know like give me a
1:15:51day or two or hey I got to talk to my
1:15:52spouse or um you know I don't really
1:15:54like this particular thing about the
1:15:56product you should already be like take
1:15:58inhaling to begin the next part of your
1:16:01clothes now to be fair or to be clear
1:16:03you don't want to make what you're about
1:16:05to say sound like an obsolute overcome
1:16:07or sound like a pre-recording and so I
1:16:10made a whole video about the AAA method
1:16:12which is you acknowledge then you
1:16:14associate and then you move on in the
1:16:16sale and you ask your next question that
1:16:18is what gives the appearance of a more
1:16:20natural sale meanwhile the whole time
1:16:24there's nothing they can say that you
1:16:25should not already know the answer to
1:16:27because it is your literal job to have
1:16:29this one conversation 10 times a day for
1:16:32your entire life and so the fact that a
1:16:34prospect can say anything that surprises
1:16:36you just says that you are underprepared
1:16:40that being said once we are prepped we
1:16:42expect and plan for no and no is not a
1:16:45failure it's to be expected so what
1:16:47happens as soon as someone says I'm not
1:16:50sure I need to think about it whatever
1:16:52so what I want to do is give you my
1:16:54rapid Fire series of questions that I
1:16:56ask prior to get into anything that's
1:16:59real closing all right and so the
1:17:02questions that I ask are in order first
1:17:05off what's your main concern all right
1:17:06so if I'm early on in the sale and this
1:17:08is the first no I get I'm like hey
1:17:10what's your main concern because they
1:17:11say I need to think about it you say
1:17:12cool what's your main concern and then
1:17:13you're right back in the sale it's not
1:17:14like oh I need to think about it the
1:17:15sale's over it's what's your main
1:17:17concern let's talk about it together
1:17:18let's figured it out now if you're
1:17:19further on in the sale then I like to
1:17:21ask a little bit harder questions so
1:17:23would be like hey what are you afraid of
1:17:24having happen right like dude I just
1:17:26need to think about it's like dude what
1:17:27are you afraid of right what do you what
1:17:29do you think's going to happen what
1:17:30what's the big thing that you're trying
1:17:31to avoid right I ask that question
1:17:33because it gets to the heart of the
1:17:34issue and what you hear after that is
1:17:38usually the real obstacle and that you
1:17:40cannot overcome rather than I need to
1:17:42think about it which you can't right and
1:17:43so all of the things that uh get around
1:17:46stall overcomes all basically try and
1:17:49tease out why they're stalling and how
1:17:51to make a decision and so from there
1:17:54what's the concern what are the
1:17:55variables you're using to make the
1:17:57decision and my my final two that I love
1:18:00very close to my heart is what makes
1:18:02this a
1:18:04yes what makes this a yes and if they
1:18:07can't answer that question then you can
1:18:08say well can I share with you some of
1:18:10the the decision-making variables that I
1:18:11often hear when I when I ask that
1:18:13question sure now what makes this and
1:18:16this is a really good one if they're
1:18:18like I'm just not sure then you're like
1:18:20totally understand what makes it
1:18:22a and so people are so afraid to ask
1:18:26what it would get someone to not buy the
1:18:28thing is is that you've had this
1:18:29conversation more times than them and so
1:18:31sometimes they're like I you know I
1:18:33don't really know you're like that's
1:18:36amazing acknowledge and then we
1:18:38associate it's like well it sounds like
1:18:41you know believe it or not you're a
1:18:43totally normal person because anybody
1:18:45who'd be making a decision like this
1:18:47really fast would be crazy we wouldn't
1:18:49want to work with them um but it also
1:18:52sounds to me like this is just that
1:18:54you're nerous about making the decision
1:18:55which makes you just like all the people
1:18:57who end up buying and getting amazing
1:18:59results and so now I Associated their
1:19:02what was once I need to think about it
1:19:04to I don't know what makes this a no
1:19:07which then you circumvent by saying oh
1:19:09it just sounds like you're afraid of
1:19:10making the decision which makes you just
1:19:11like other people who get amazing
1:19:13results because it shows that you care
1:19:16if you care you're going to follow
1:19:17through and you're going to do amazing
1:19:18if you don't care this is going to be
1:19:20awful and so it's actually better that
1:19:22you had this
1:19:23fear and so now we've Associated and
1:19:26then we ask the next question which is
1:19:28ready to rock and roll and no like there
1:19:30it's like you can even feel feel my tone
1:19:32change in how I'm saying like you ready
1:19:33to go ready to rock let's do this right
1:19:36and so that's how I like overcoming lots
1:19:39of stall uh stalls which is what you're
1:19:41being concerned what are the variables
1:19:42you're make using to make the decision
1:19:43what would it take for this to be a yes
1:19:45and what makes this a no right all great
1:19:48ways of segmenting around it without
1:19:50even having to get into more of the uh
1:19:53standard closes
1:19:55around uh I have to think about it to
1:19:57give me some more time so one of the big
1:19:59things that I like to train with our
1:20:00team is something that I call allpurpose
1:20:02closes and so allpurpose closes are the
1:20:05are the
1:20:068020 um of closes so these are closes
1:20:09that uh pretty much work in all
1:20:11situations so you have to know price
1:20:13overcomes you have to know stall
1:20:15overcomes you have to know decision
1:20:16maker overcomes you have to know
1:20:17preference overcomes so that's when
1:20:19somebody's like I don't like this
1:20:20particular feature or I don't like it
1:20:22that you do it this way um you to have
1:20:24overcomes for all those things but the
1:20:26allpurpose closes uh work in pretty much
1:20:29all scenarios because all of them
1:20:31basically chunk up and get yourself out
1:20:33of the weed so you can just make the big
1:20:35decision overall so an allp purpose
1:20:37close might sound like do you think the
1:20:38reason that you're on the phone today is
1:20:39because you've struggled to make this
1:20:40decision in the past and so that works
1:20:43no matter what thing that they're
1:20:45they're bringing up whether it's their
1:20:46spouse it's money and you just call it
1:20:48the reason so it's like oh do you think
1:20:50like I think it's a lot of money say do
1:20:52you think that uh the fact that you
1:20:54hav't invested in the past is the reason
1:20:56that you're not successful right uh I
1:20:58need to talk to my spouse do you think
1:20:59the reason that you haven't been
1:21:00successful so far is because you've
1:21:02needed to talk to your spouse for all
1:21:04these things you've always needed to get
1:21:05permission do you feel like the fact
1:21:07that you struggled to make decisions in
1:21:09the past is why you're on the phone with
1:21:10me today so like it doesn't matter what
1:21:11it is is whatever they say you say you
1:21:13think the reason like you just take
1:21:14their objection and add do you think
1:21:16that's the reason that you haven't
1:21:17succeeded because they haven't succeeded
1:21:18yet that's the thing that you have to
1:21:19your advantage they're on the phone they
1:21:21have the pain and so you just say
1:21:22whatever their thing is that's the
1:21:24reason right now there's another one
1:21:26which is just the the 1 to 10 Close
1:21:27which is hey on a scale from 1 to 10 uh
1:21:2910 being you know Fair let's do this one
1:21:32being like let's let's never talk to
1:21:34Alex again your breath stinks I hate you
1:21:36uh you know where we at now it doesn't
1:21:38really matter what they say you just say
1:21:40after that well what would make it a 10
1:21:42which is another version of like what
1:21:44would it take right but just framed
1:21:45differently so what would it take now if
1:21:47they say a six then you can also say why
1:21:50not a one and they're like well because
1:21:51you're great and you're awesome and all
1:21:53these things then you have them say it
1:21:54not you and you're like awesome so what
1:21:56would make this aent and sometimes they
1:21:57just give you the one or two things like
1:21:59oh I must have done a poor job of commun
1:22:00that we'll totally take care of that for
1:22:02you so sometimes they bring up features
1:22:04that they specifically wanted or some
1:22:06element that you can reframe your
1:22:07existing stack and just saying oh we
1:22:09satisfy that problem for you I just
1:22:10didn't communicate that well are we
1:22:11feeling tennish is how I like to say it
1:22:13we feeling tennish awesome let's get go
1:22:15let's get going right so allpurpose
1:22:17closes you should know like the back of
1:22:20your hand there's a bunch of other ones
1:22:22I'll just leave it there otherwise the
1:22:23whole rest of the video would be over
1:22:24overcomes with allpurpose causes the
1:22:26next one is a big big big one which is
1:22:29details are death traps all right and
1:22:32the reason that deals are lost in the
1:22:34details is because not for what you
1:22:37think the reason that details lose deals
1:22:40and that they are death traps and let's
1:22:42see if I can use more deal iteration is
1:22:44because you don't get to pick whether
1:22:47your answers are correct or not so if
1:22:49someone says hey how many days a week
1:22:51are you open if you answer I call that a
1:22:54blind answer so it's basically you
1:22:56rolling the dice that whatever you say
1:22:58is the right answer which you never want
1:23:00to do as a Salesman and so whenever
1:23:02someone's asking a question about a
1:23:04detail what I train our team to do is
1:23:07ask a question about their question and
1:23:09so we say oh well how many days were you
1:23:11looking for or what days a week were you
1:23:12do you need it to be open right because
1:23:14now based on their answer I can then
1:23:16hedge or frame my answer in a way that
1:23:19increases the likelihood that we close
1:23:21and so kind of like lawyers when they're
1:23:23cross cross-examining uh you know uh
1:23:26somebody on the stand they never ask
1:23:28questions they already don't know the
1:23:29answers to and so you as a Salesman
1:23:30should never answer questions you don't
1:23:32already know the answers to and if
1:23:34someone really presses hard on something
1:23:37this is where you appeal to the
1:23:38authority of the business rather than
1:23:40yourself and so you say hey totally fair
1:23:44question I would say it's kind of like
1:23:46asking the secretary at the heart
1:23:48surgeon's place like what's wrong with
1:23:50your heart without having seen the heart
1:23:52surgeon yet or the alternative this is
1:23:54the mechanic close which is like hey I
1:23:56totally get this is super important um I
1:23:59can't ethically answer your question
1:24:01right now because we haven't brought
1:24:02your car into the shop yet right so be
1:24:04like you asking you know a mechanic hey
1:24:05what's wrong with my car before you
1:24:07brought it in like we got to look under
1:24:08the hood before we can tell you what's
1:24:09going on with it and I used to use this
1:24:11whether it was hey I can't I can't tell
1:24:13you what's wrong with your diet they' be
1:24:14like hey well what kind of diet are you
1:24:16going to be giving me I'd be like
1:24:17honestly it's going to depend and so
1:24:18it's going to depend on these things and
1:24:19this is where you close it you say and
1:24:21if anyone ever gives you an answer
1:24:24before looking at that stuff run the
1:24:26other way because they're just trying to
1:24:27sell you stuff they're not trying to
1:24:29help and so as soon as you say that you
1:24:30have the moral High Ground done you're
1:24:32out of the details you're out of the
1:24:33weeds and you zoom out right and again a
1:24:36lot of these a lot of these allpurpose
1:24:37closes zoom out because people get lost
1:24:40in the details they try and find
1:24:41something to nitpick and every
1:24:42salesman's experience knows that like
1:24:44you die in the details one because it's
1:24:46not your expertise two they get to tell
1:24:48you what's right and so you want both of
1:24:49those are terrible things that you want
1:24:51to avoid and so this is where hey
1:24:53sometimes you have to to say I'm be like
1:24:55hey before we get deep you know deeper
1:24:57in this fundamentally you want this
1:25:00outcome we sell this outcome what's get
1:25:03in the way here all right and where we
1:25:06get into details and this is the theory
1:25:07behind this that you should understand
1:25:09is that a detail obstacle is actually a
1:25:12preference obstacle meaning I want to
1:25:15have my cake and eat it too I want your
1:25:17results but I want them my way you can't
1:25:20have that and so one of the ways you can
1:25:21overcome this is this is specific to a a
1:25:23detail CL close you say Hey you change
1:25:25the variables you change the outcome I
1:25:26can tell you that if you do things our
1:25:28way we'll get this outcome and I also
1:25:30know from what you told me earlier pain
1:25:32cycle that you've tried a lot of other
1:25:34ways and what you have been doing hasn't
1:25:36been working for you see I'm lowering my
1:25:37tone I'm seeing really reasonable right
1:25:40um it hasn't been working for you and so
1:25:41like if you're willing to give this a
1:25:42shot I know that these are the numbers
1:25:44that we can do if you follow this
1:25:45process does that sound fair right and
1:25:47when you say it like that you sound very
1:25:49reasonable and then you can close and so
1:25:51a lot of times when you get caught in
1:25:52the details it's because they want
1:25:53things their way and they want your
1:25:56outcome and you can't have both I'd have
1:25:58people say hey uh I I see this meal plan
1:26:01can I just eat what I'm eating uh on the
1:26:02challenge I'm like no because I was like
1:26:03because eating what your eating's got in
1:26:04the body that you got I was like and you
1:26:06want this body which doesn't come from
1:26:07that food and if you're talking to a
1:26:09business owner now obviously like I have
1:26:10to have poor to make that joke um but if
1:26:13it's a business owner it's like no you
1:26:14can't keep doing what you're doing right
1:26:15you can hear my tone change no you can't
1:26:17do it keep doing what you're doing
1:26:18because doing what you're doing is
1:26:19gotten you where you gotten right you
1:26:21got to change to change right and so
1:26:22that's like it always usually levels up
1:26:24so you got to change to change you got
1:26:25to change the got to change the
1:26:26variables to change the outcome right so
1:26:29don't get lost in the details and the
1:26:32first response to any detail question is
1:26:34asking why they care about the detail
1:26:37and so you want to ask specifics about
1:26:38the detail so if someone would say hey
1:26:40uh you know what what certifications do
1:26:41your trainers have i' be like which
1:26:42certifications you looking for and
1:26:43they'd be like uh I don't know it's like
1:26:45right and i' be like it sounds like you
1:26:47just want to make sure that you're
1:26:47making inform decision what I can tell
1:26:49you is right and so I was always what I
1:26:51can tell you is and I I it's like it's
1:26:53muscle mus memory uh what I can tell you
1:26:55is is that each of my trainers are
1:26:57certified in three different ways and
1:26:58they're master trainers because they've
1:26:59done over a thousand sessions because
1:27:00I'm guessing the reason that you're
1:27:02trying to ask that question is because
1:27:03you want to make sure that you're safe
1:27:04does that sound fair yes well let me
1:27:06tell you this we haven't had a single
1:27:07injury in the last two years does that
1:27:09make you feel better great boom right
1:27:11and so you want to Chunk Up the reason
1:27:13behind the detail and so if they say hey
1:27:15how many you know how many emails can I
1:27:17send to your support team let's say you
1:27:18had you had no emails for your support
1:27:20team you'd say well one how many
1:27:22questions were you looking for right and
1:27:24then they're never going to be able
1:27:25answer that question but even if they
1:27:26did you'd say well it sounds like the
1:27:29main reason that you want to again
1:27:30reason the reason behind the reason that
1:27:32you want that is because you just want
1:27:33to make sure that you fully understand
1:27:35things if you fully understood things
1:27:36hypothetical if you fully understood
1:27:38exactly what to do would you have
1:27:40questions well no great well then if we
1:27:43just make sure that you understand
1:27:44exactly what you like you don't leave
1:27:46the sessions with our team without
1:27:48knowing exactly what you're going to do
1:27:49you understand every single one of those
1:27:51points that you'd feel okay great well
1:27:53that's what we're going to do ready rock
1:27:54and roll right and so you can you never
1:27:56want to get in the details you either
1:27:58question the detail or circumvent it by
1:28:00trying to guess the reason behind the
1:28:02detail and then chunking up and closing
1:28:03that way but details are where you die
1:28:05and finally of course you can mechanic
1:28:07close or secretary close your way out of
1:28:09it and say hey I can't ethically answer
1:28:11that question because we got to bring
1:28:13your car in and look under the hood
1:28:14before we can actually give you an
1:28:15honest answer and it's going to depend
1:28:17so the next one is the AAA system now I
1:28:19made an entire training on this because
1:28:21it's so important but I'm just G to give
1:28:22you the high level on it which is
1:28:24whenever someone asks you uh a question
1:28:27or they give you some sort of objection
1:28:30you want to follow the Tria framework
1:28:32and I realized this only years into
1:28:34teaching sales that this is what
1:28:35separated my top salespeople from my
1:28:37mediocre sales people and they did it
1:28:39naturally and I never caught it which is
1:28:41that they first
1:28:42acknowledge what the person said so the
1:28:45reason you do this is twofold one is
1:28:47because it buys you time to think about
1:28:49what you're going to say next because uh
1:28:50they say something you repeat it back to
1:28:52them it's like oh so it sounds like
1:28:53right it's you basically say the last
1:28:55phrase back to them so it buys you time
1:28:57and when someone hears you rephrase what
1:28:59they just said it builds Rapport because
1:29:02it looks like you're actively listening
1:29:03which you should be and so one you keep
1:29:05Rapport and you give yourself a little
1:29:07bit of time a little bit of breathing
1:29:08room then you
1:29:11associate what they said with either
1:29:13something positive which is like hey
1:29:15that's a smart question or that's
1:29:16amazing or uh totally understandable
1:29:18like those are just I would say generic
1:29:19neutral associations or you make an
1:29:22association with someone that you just
1:29:23talked to earlier that day somebody who
1:29:25used the product and loved it and got
1:29:27amazing success or some Authority in the
1:29:30business who gave you Insight that they
1:29:31don't know so it's like that's an
1:29:32amazing question I actually just talked
1:29:33to our senior engineer earlier today and
1:29:35he actually told me this can I share it
1:29:36with you right that allows you to sell a
1:29:38harsh truth to somebody without actually
1:29:40attacking their character and so if
1:29:42someone says something uh that's way off
1:29:44I'd be like totally understand where
1:29:45you're coming from uh I think it's a
1:29:47super fair question do you mind if I uh
1:29:49share something that I talked to someone
1:29:50earlier this morning had the same issue
1:29:52as you and it helped them get over it
1:29:54now again I'm not now saying this to you
1:29:56I'm telling you what I told them and I
1:29:58just happen to be telling you so I'm not
1:30:00insulting you I'm telling you my harsher
1:30:02truth that I told this person and then
1:30:03you can connect the dots and so by
1:30:05having those associations it creates
1:30:07foils for people's egos so you can have
1:30:09more direct conversation indirectly and
1:30:11then the last part is obviously just ask
1:30:14so you acknowledge you associate then
1:30:16you ask the next question and that's how
1:30:17you move forward in the sale because
1:30:19this is a law that you must understand
1:30:21about
1:30:22closing key
1:30:25who
1:30:26asks the
1:30:29most
1:30:32times
1:30:34gets the
1:30:36most
1:30:39sales this is a law he who asks the most
1:30:43times gets the most sales and the reason
1:30:46that this is so important is because
1:30:48asking when you ask wrong usually loses
1:30:51you sales and because they don't want to
1:30:53talk to you anymore and so if they get
1:30:55into a bad mood they don't buy and so
1:30:57how do you reconcile asking a lot of
1:31:00times closing the most sales with when
1:31:02you ask wrong people stop wanting to
1:31:04talk to you therefore you can't ask more
1:31:05times what Bridges this Rapport and so
1:31:09the reason this is so important is
1:31:11because it gives you unlimited shots on
1:31:13goal you stay in the saddle you stay in
1:31:15the sale rather than getting knocked off
1:31:17and you can tell when someone's complete
1:31:18demeanor changes they close off you've
1:31:20already lost the sale right you lost
1:31:21them you lost Rapport and so by ackn
1:31:23ning what they say associating with
1:31:25something positive or someone positive
1:31:27someone like them who got this big
1:31:28result it allows you to say harsher
1:31:30overcomes that allow you to move the
1:31:32sale forward two three steps rather than
1:31:34just kind of like for lack of a better
1:31:35term footing around it and so this
1:31:38is what allows the best sales people to
1:31:40ask hard truths because closers ask hard
1:31:43questions so In The Same Spirit as this
1:31:47in order to keep this whole tone I like
1:31:49to remind my team childlike curiosity
1:31:54and the point of this is that you want
1:31:56to understand not win and so if someone
1:32:00doesn't immediately buy it should be
1:32:03your first instinct to not be like screw
1:32:05this person I'm going to hard close them
1:32:07because it probably won't work instead
1:32:09being like huh that's interesting I
1:32:11wouldn't have expected that can you tell
1:32:12me more about that or hey so all of
1:32:14these things are different ways of
1:32:16acknowledging and so I even taught this
1:32:19to uh our team and I you can even see it
1:32:22with my head when I say huh I always
1:32:24tilt my head up because that's how I
1:32:25naturally am curious and so when someone
1:32:27does this you're not like oh this guy's
1:32:29going to try and be combative with me
1:32:31it's like huh that's interesting and so
1:32:33that one buys you more time it also
1:32:35isn't competitive it's not you attacking
1:32:37them it's you not trying to prove them
1:32:39wrong because if you prove them wrong
1:32:41you make no money so you want to be
1:32:43right not rich the classic ISM you
1:32:46become rich by making them right because
1:32:49they believe nothing about what you say
1:32:51they believe everything about what they
1:32:52say and so the reason that sales people
1:32:54ask questions because we need them to
1:32:55say it not us so within that context
1:32:59because closers ask hard questions and
1:33:01because we are curious that means that
1:33:03we ask more questions and so what a lot
1:33:06of people don't know is the person
1:33:08asking is the person
1:33:10closing so there's a reason that when
1:33:12you're in an interrogation they're like
1:33:14I'm asking the questions here it's
1:33:15because the person asking the questions
1:33:17is the one who's in control you're the
1:33:19one who's leading the sale because the
1:33:21questions guide the conversation the
1:33:23answers do not
1:33:24and so you want to be the the spirit
1:33:26guide who's letting your questions guide
1:33:29the person to the Natural conclusion and
1:33:31so fundamentally sales is an education
1:33:32process and so our goal is to Simply
1:33:35figure out what pieces of information
1:33:37they need in order to make a decision
1:33:39and act on it and so if we think about
1:33:41sales as teaching because teaching is
1:33:43same conditions new Behavior then we
1:33:45want them to now have a new Behavior
1:33:46which is buying which we've motivated
1:33:47them to do by pointing out the
1:33:49deprivation they've had in their lives
1:33:51and presenting our solution as the thing
1:33:53that will Bridge that Gap and so if
1:33:56someone asks you questions it's like hot
1:33:58potato that's why we ask a question back
1:34:02because we Take Back Control the reason
1:34:04the details are death is because they
1:34:06are asking you questions they are in
1:34:08control not you the other reason that
1:34:11questions are so powerful is that no one
1:34:14can disagree with a question all right
1:34:17so it doesn't matter what what they say
1:34:20if you just ask a question about it
1:34:22there's they can't disagree with the
1:34:23question question which makes you like
1:34:25smoke and so this is my little ISM that
1:34:27I like telling my team is that you want
1:34:28to be like smoke like they can't catch
1:34:29you like any any statement that you give
1:34:33is an opportunity for them to disagree
1:34:35and we want to never disagree with
1:34:36prospects now some people might disagree
1:34:38with that and I don't care uh and so the
1:34:41thing is is you don't disagree with
1:34:43prospects because the likely that you
1:34:44lose Report with the prospect super high
1:34:46you can agree with the reason behind the
1:34:50question you can agree or say that it's
1:34:52understandable for them to have a
1:34:53question
1:34:54but you don't want to disagree so
1:34:55there's very different saying don't
1:34:56disagree with agreeing with everything
1:34:58they say very different you just don't
1:35:00want to create a competitive environment
1:35:02and so questions allow you to have that
1:35:04Gap and so statements are bombs that
1:35:07they can then blow up in your face and
1:35:09so if we are ever going to answer things
1:35:11we check to see what answer they want
1:35:14and then say it and so they say hey what
1:35:16kind of food's on the plan I say what
1:35:18kind of food you looking for hey what
1:35:19are your workouts like well what
1:35:21workouts you looking for right like and
1:35:23then they say well I was hoping you do
1:35:24some sort of cardan Weights well that's
1:35:25exactly what you do you're in luck right
1:35:27because they just told me the answer and
1:35:28so it's amazing at the end of this
1:35:30they're like dude this sounds exactly
1:35:31like what I want I'm like yes because
1:35:33you told me what you wanted and I told
1:35:34you that's what it was now again you
1:35:36want to be ethical and making sure that
1:35:38you're not deceiving people but I think
1:35:40it's way more about how you frame the
1:35:42solution right if I say hey what kind of
1:35:45workouts you looking for and they say uh
1:35:48I want to do a lot of cardio and if I
1:35:51know that there's no cardio in our thing
1:35:53for example I might be like why and
1:35:55they'd be like uh well I heard that
1:35:56that's what I need to lose weight and
1:35:58I'm like what if we could help you lose
1:35:59weight and you wouldn't have to do card
1:36:00you would still want to do it and then
1:36:02they probably like well yeah and be like
1:36:04awesome well let's focus on that because
1:36:06this is what I can help you do do you
1:36:08care a lot about how we get there and a
1:36:10lot of times most people are like no as
1:36:11long as you get me there and so this
1:36:13again Loops us out it gets you into you
1:36:16want cake you also want to eat it let me
1:36:18just get you cake and then we can I
1:36:20don't know what you do with cake if
1:36:21you're not eating it but that's where
1:36:22that
1:36:24and then we can throw it there we go all
1:36:25right so even though
1:36:28we're point being is that you either
1:36:30question questions or you ask the right
1:36:33answer from the person before answering
1:36:35it and so if you think about this as the
1:36:37decision trait someone ask a detail
1:36:39question you then ask a question what's
1:36:41the right answer to this question they
1:36:43then tell you the right answer if you
1:36:44have the right answer you say great
1:36:45that's what we have if they if you don't
1:36:47have that as the right answer you ask
1:36:49why they have that and then you chunk up
1:36:50to the reason behind it and then say if
1:36:52we got to that same solution either way
1:36:53would you care about how we got there
1:36:55both of those note got you out of the
1:36:56details and you never answered a
1:36:58question you didn't already know the
1:36:59answer to as we're going through these
1:37:00closing things right rather than make
1:37:01this an entire thing of just obstacle
1:37:03overcomes um I I really want to tease up
1:37:06to the the the strategy behind this
1:37:08rather than just heav you know shout
1:37:09lines at you all right and so we talk
1:37:12about killing zombies early another way
1:37:14of thinking about is like you want to
1:37:15diffuse the bomb before you get into the
1:37:17cloth um and the reason that we do
1:37:20zombies is because if zombies get close
1:37:22to you they eat you and they bite you
1:37:23right so you want to kill them from a
1:37:24distance before they get close all right
1:37:26and so you handle zombies earlier on in
1:37:28the sale and so if you recall from bant
1:37:31these are typically going to be your
1:37:32zombies right budget Authority need
1:37:34timing hey is there anyone else that
1:37:36needs to uh be on the call or involved
1:37:37in this decision hey uh just to be clear
1:37:39the reason that we do the labeling up
1:37:41front that gives us the need right
1:37:43timing like are you good to start now
1:37:45when would you like to start if we were
1:37:47to move forward right budget some of
1:37:50these things you can ask in the
1:37:51application you can ask them the
1:37:52qualifier but when you ask them in the
1:37:54pain cycle for example and this is where
1:37:55you can actually collect all your gold
1:37:57for this is when you ask what they've
1:37:58done in the past you can get an idea of
1:38:00what their need was what the timing was
1:38:03what the budget was hey was your husband
1:38:04involved in that decision right and so
1:38:06you can collect all the data you need
1:38:08around B before getting to the close and
1:38:11so if you consistently have a few things
1:38:13that come up in the close and blow up in
1:38:15you then you want to just load those
1:38:17earlier in the sale before you ask for
1:38:19money because anything that you ask for
1:38:22after making money is when you're in the
1:38:23very very uh tight RPP area if if you're
1:38:26asking to overcome those things before
1:38:28money there's no Stakes on the table yet
1:38:30I like to tell my team literally in
1:38:32person you always want to be on the same
1:38:33side of the table if you're via Zoom or
1:38:36phone you want to figuratively be on the
1:38:37same side of the table they want to feel
1:38:38like you're an ally you you going to be
1:38:39shoulder Tosh shoulder you be across the
1:38:41corner of the table not across the table
1:38:43overall and so when you're in the
1:38:45beginning of the sale you want to be a
1:38:47FactFinder you want to be a guide right
1:38:49if you're positioned as a helpful guide
1:38:51throughout this whole process then you'd
1:38:53asking these questions are things that
1:38:55are going to help you help them if
1:38:57you're asking them after you've asked
1:38:58for money it's a way for you to extract
1:39:00money from them and so it shifts the
1:39:02frame when you ask these questions and
1:39:03these are all answerable prior to asking
1:39:05for money another one is just a little
1:39:07ISM which is a when in doubt repeat it
1:39:09back or one in doubt say it back uh and
1:39:11that's because if you're like Oh shoot
1:39:13what am I going to say you can just
1:39:14always just pause be like so you want to
1:39:17know which certifications our trainers
1:39:21have and they're just going to look at
1:39:22you like yes okay I was just thinking
1:39:25about the stuff that we have which ones
1:39:26are you looking for specifically right
1:39:28and so that gives you that time to to
1:39:30come up with whatever your answer so if
1:39:31you get into into ghost mode you can
1:39:33always just slowly say back what they
1:39:36just asked you and you'll still stay in
1:39:38the sale and keep report rather than
1:39:40having a long awkward silence so when in
1:39:44doubt say it
1:39:49back all right so the next one is
1:39:54before
1:39:56getting
1:39:59real get
1:40:03permission so I would say that this
1:40:05depends on your frame within the sale
1:40:07and so if you're seen as an authority
1:40:09then you can say hey can I be a coach
1:40:11instead of a friend here hey can I put
1:40:13my uh can I put my real hat on hey do
1:40:14you mind if I get real with you for a
1:40:16second before before we move on so these
1:40:18are all ways to uh gain permission
1:40:22before giving someone a harsh truth now
1:40:23if you're in a sale let's say you're a
1:40:2520-year- old guy and you're closing you
1:40:27know 40-year-old business owners that
1:40:29are doing $20 million a year that's
1:40:30probably not going to work right and so
1:40:32that's where the other three foils that
1:40:34I brought up in the associate part of
1:40:36that sounds like somebody else just like
1:40:37you because now it's using the authority
1:40:39of somebody else like them which is
1:40:40their own authority uh using again
1:40:42Someone Like You Who Saw success it's
1:40:44just a different version or if there's
1:40:45an authority in the business or the
1:40:47product that you can lean on so hey our
1:40:49senior engineer oh our founder those are
1:40:51things that as long as your founder
1:40:52which presumably if they're coming to
1:40:53the business you Le they have some
1:40:55Authority if they're thinking about
1:40:56working with you um then that gives you
1:40:59some Authority that the salesman can
1:41:00then transfer in giving a hard truth um
1:41:03and so but this that's the common
1:41:05language before you're going to say
1:41:06something harsh if you ever heard a
1:41:07close or read a close and be like dude I
1:41:09don't think I could say that it's
1:41:10usually because you didn't triaa
1:41:12beforehand right you didn't acknowledge
1:41:13what they said associate with what they
1:41:15said reframe it uh and then ask the
1:41:17question with some sort of like can I be
1:41:20a coach and said of a friend here uh or
1:41:21would it be totally overstepping for me
1:41:23to uh share this harsh truth with you
1:41:25and I say not harsh truth so be like
1:41:28that thing hey would it be totally
1:41:29overstepping um if I shared something
1:41:30with you that might be uncomfortable uh
1:41:33right um can I tell you what I told
1:41:35somebody in your exact same position
1:41:36right now that's that's an example of
1:41:38the foil Association rather than the
1:41:39first two if I'm selling consumer weight
1:41:41loss you can get away with the first two
1:41:43if someone's coming to you for weight
1:41:44loss coaching you can say can I be a
1:41:45coach inside of a friend it makes sense
1:41:47you're starting that relationship if
1:41:48you're just a Salesman stick with the
1:41:50foils that I was mentioned earlier next
1:41:52one is uh learn to stack closes all
1:41:55right so something that you'll notice or
1:41:57at least me in my my career um selling
1:42:00is that some it's like it's sometimes
1:42:02they're like on the fence they're on the
1:42:03edge and they're like teetering that's
1:42:05where you want to like right hook jab
1:42:07jab ja like you want to just like ah and
1:42:09then and push them over um so I don't I
1:42:12don't know if I subscribe to the uh
1:42:14whoever talks first after you uh mention
1:42:17money like money maybe but um I can tell
1:42:21you I've closed plenty of sales where
1:42:22like I could like hey seems like you're
1:42:24hesitating right let me like let's let's
1:42:27let's close this up more um but in the
1:42:31vast majority now obviously with a price
1:42:32drop uh sometimes you do want to wait
1:42:34but the vast majority of other times
1:42:36when I have a big pause I'll just insert
1:42:39more closes from different angles around
1:42:41the same uh obstacle so if someone's
1:42:44saying hey for example I don't have a
1:42:46lot of time right now then I'm going to
1:42:48know one I'll Attack on the fact that
1:42:50hey the first thing we're going to do is
1:42:51cut out 90% of the stuff that you that's
1:42:52not working because that's why you're
1:42:53here so that you will be spending your
1:42:55time doing the stuff that matters I also
1:42:57know be like hey at the end of the day
1:42:59this is a question of priori it's not
1:43:00time right because everybody has it and
1:43:01there's other people in your industry
1:43:02who are growing faster than you and they
1:43:04have the same resources so we just need
1:43:05to allocate them differently right um
1:43:08and then I could go from a a macro busy
1:43:10perspective which is well I understand
1:43:12that you're totally busy I think it's
1:43:13really reasonable that that you say that
1:43:15um so let me ask you a question do you
1:43:17think that you ever going to be not busy
1:43:19again in the future this is a trap
1:43:20they're going to say yes and say cool do
1:43:21you ever think you'll be busy again in
1:43:22the the future and now they're like well
1:43:25yeah it's like okay well if you can't
1:43:27succeed when you're busy then it means
1:43:28that you'll fall off when you're busy
1:43:30again and so if you want this to be
1:43:31permanent then we have to figure out how
1:43:32to make it work during all seasons does
1:43:35that sound fair does that make sense got
1:43:36it and so now it's like I just had three
1:43:39different ways and so whichever one I
1:43:40said first if they're like still
1:43:42thinking about it I like if I just said
1:43:44the seasons one I'd be like hey and no
1:43:46matter what we're going to cut out 90%
1:43:48of the stuff that you're doing right now
1:43:49so we're going to save you that time so
1:43:50you can start doing the stuff that
1:43:51matters right because it's going to be
1:43:53ities not how much time you got right
1:43:55everybody's got the same amount of time
1:43:56right okay cool right and so I just went
1:43:58three closes in a row after as the after
1:44:01making the first one and so learning how
1:44:03to stack closes and weave them together
1:44:05will make all your closing more
1:44:06effective and this is why knowing the
1:44:08theory behind the close is more
1:44:10important than trying to memorize what
1:44:12close it is which kind of brings me to
1:44:14this um the next one is I think there's
1:44:16a lot of guys who say to memorize closes
1:44:18I couldn't even tell you uh I don't
1:44:21think I've really hard poor memorized
1:44:23any clo I know the gist of almost all of
1:44:26them word for word not really uh
1:44:30so don't don't
1:44:33memorize understand and so let me walk
1:44:36you through the big understandings that
1:44:39you have to have all right so if someone
1:44:40comes with a Time objection they're too
1:44:43busy then it's really understanding
1:44:45that's a prioritization thing that's all
1:44:47it is so we have to allocate the
1:44:49resources differently that's all the
1:44:51closes that are going to be around time
1:44:52are going to be around that
1:44:53a decision maker close is going to be
1:44:55around you want support not permission
1:44:57right so they're going to ask for
1:44:58permission you're going to try and
1:44:59empower the person saying hey we're
1:45:00going to rely on past behaviors this
1:45:02person has said we're going to fact find
1:45:04to say oh you know what it turns out
1:45:05they've done all these other things that
1:45:06would indicate that they're already okay
1:45:07with you making this decision and so I
1:45:09think you want to go for support not
1:45:11permission it's better to ask for
1:45:12forgiveness than permission ha right and
1:45:14so you can make those make those little
1:45:16isms but all of those are going to
1:45:17circle around that that main thing if
1:45:19someone's saying details it's going to
1:45:21be preferences it's going to say want
1:45:23your thing my way and so we need to
1:45:24overcome the fact that if they change
1:45:26the variables they change the outcome uh
1:45:27and all the closes around details are
1:45:29more or less going to be around
1:45:31basically that fundamental line of
1:45:32reasoning um if someone says money then
1:45:36you're going to basically zero in on
1:45:38value because nothing is ever too
1:45:40expensive it's just not worth it right
1:45:43if I was giving you a Ferrari for five
1:45:44grand you would find a way to come up
1:45:46with five grand of course which then
1:45:48leads to the second underlying one which
1:45:50is about resourcefulness not resource
1:45:53ources because if you really thought
1:45:55that this was going to be the thing that
1:45:56was going to change your life you'd find
1:45:57a way to make it work right if I were
1:45:59giving you the keys to my Ferrari for
1:46:01five grand you would call 10 friends and
1:46:03get the money together which means
1:46:04fundamentally you don't see the value
1:46:06and so every one of the obstacles that
1:46:08people will throw at you you just need
1:46:10to understand the fundamental fallacy of
1:46:15belief that they're presenting with so
1:46:16that you can help overcome it and stall
1:46:19overcomes the last kind of category are
1:46:22stalls link back to decision avoidance
1:46:25so it's typically either fear uh of
1:46:28making the wrong decision which we
1:46:29reassure them that is the right decision
1:46:32and not knowing how to make a decision
1:46:34so then we walk them through how to make
1:46:35a logical decision what questions they
1:46:37should ask and we just lead them through
1:46:38it that's it and when I go through the
1:46:41uh objections that my audience came up
1:46:43with um whatever I respond with I'm not
1:46:46saying say word for word I think
1:46:47understanding the argument behind it is
1:46:49what will help you close more deals in
1:46:51that same vein you really only need to
1:46:54have two to three closes per obstacle
1:46:56that you really like all right and so
1:46:59that's why I'm saying like you don't
1:47:00have to memorize them but you would you
1:47:01would want to know the two or three that
1:47:02you're usually going to bring up when it
1:47:04comes to uh a Time overcome or a money
1:47:07overcome or a decisionmaker overcome or
1:47:08a stall close uh or an avoidance thing
1:47:10right all of those are you just want to
1:47:12have two to three that you know like I
1:47:14could give you a hundred but which one
1:47:16you're going to use on a regular basis
1:47:17it's going to depend on the ones that
1:47:18you feel most comfortable saying in your
1:47:20own language in the spirit of the
1:47:21allpurpose closes
1:47:23uh earlier I said when in doubt say it
1:47:26back another thing is that if you ever
1:47:28get lost in the details or you're just
1:47:29like you're like where am I right now
1:47:31lost question
1:47:34zoom out all right so this is where you
1:47:37say whoa whoa tot okay I feel like we've
1:47:40got we've got all the way to Pluto uh
1:47:42and back together so big picture right
1:47:44this is how it you always phrase it like
1:47:46big picture or let's zoom out for a
1:47:47second this is where we say hey best
1:47:49case worst case right this is an
1:47:51allpurpose close so it's zoom out out
1:47:53best case worst case best case we get
1:47:54you this thing worst case you get six
1:47:56weeks of free service from us and you
1:47:58get your money back if you hate us all
1:48:00right and so again getting best case
1:48:02worst case closes um especially strong
1:48:06if you have any kind of guarantee um
1:48:08that's associated with whatever it is
1:48:10that you sell hugely valuable mostly
1:48:12just because best Cas worth Cas clothes
1:48:14just murders because you can say listen
1:48:16at the end of the day you have two
1:48:18options both are risk-free you canot do
1:48:21this go home and that's guarant aned to
1:48:23get you in the exact same position
1:48:24you're currently at or you can take a
1:48:26shot here also risk-free but you've got
1:48:28a chance of getting what you want so one
1:48:30is guaranteed to not the other one's got
1:48:32a chance both are risk-free which one
1:48:34you want right best case worst case and
1:48:36so guarantees help you boil the decision
1:48:38down so low that it's just simple yes no
1:48:41and so uh whenever you're lost zoom out
1:48:45so finally you have reinforced the
1:48:48decision so you're like wait a second
1:48:49where is that coming from so the closer
1:48:52frame has c l o s e r so everything I've
1:48:55talked about has been e which is explain
1:48:57away their concerns the last step of all
1:49:00of these is that you want to reinforce
1:49:02the decision all right and so when you
1:49:04reinforce the decision it's actually
1:49:07what happens after you've gotten the
1:49:08money so you've explained explained away
1:49:10their concerns they now buy and then
1:49:13post swipe post purchase that's when you
1:49:17do the handshake all right now I'm not
1:49:20saying a physical handshake I'm saying
1:49:22that you pass them off instead of a hand
1:49:24off you do a handshake with customer
1:49:26success so if you've ever seen you know
1:49:28from this whole you know video so far
1:49:30there's the through line that all
1:49:32information should get passed like a
1:49:34baton from the person to the next person
1:49:36in line and so I like using this concept
1:49:40of bamfam which is book a meeting from a
1:49:42meeting and every interaction with a
1:49:45customer they should know exactly when
1:49:47the next time they're going to be
1:49:48meeting and with whom and the with whom
1:49:51person should know all of the
1:49:52conversation they've had up to that
1:49:54point so they know a lot about the
1:49:55Prospect and what the salespeople have
1:49:57said up to that point so that they know
1:49:59the goals the aspirations the fears the
1:50:01pains so that when they talk to them
1:50:02they can talk in those terms and it will
1:50:04be unbelievably more compelling now
1:50:06we've we implemented this one of our
1:50:08portfol companies I made a case study
1:50:09about it just switching from a handoff
1:50:11to a handshake handoff is like good luck
1:50:13right and they pass him to the Cs team
1:50:15and the Cs team is like oh I'm trying to
1:50:16catch it right rather than John this is
1:50:19Sarah Sarah's going to help you with
1:50:20your XYZ problem so that you can
1:50:21accomplish goal and she's going to walk
1:50:24you through with the next steps look
1:50:25like you know it's been a pleasure
1:50:26talking to you she's going to take care
1:50:28of you she's cured cancer six times and
1:50:30someone said she walked on water once I
1:50:31can't confirm it but she's amazing Sarah
1:50:33gets on and says John we're gon she's
1:50:35we're going to help you take care of
1:50:36this thing and the way we're going to do
1:50:38that is then lays out the proof promise
1:50:40plan but specific and personalized to
1:50:44the pains and the and the and the
1:50:46aspirations of the Prospect and so we
1:50:49want to reinforce the decision because
1:50:51this video is about making more sales
1:50:52and just about that is about keeping
1:50:54more sales and so if you reinforce the
1:50:56decision you'll get a lot fewer drop
1:50:58offs back outs cold feet first 30-day
1:51:01refunds things like that all right so
1:51:03now let's get into FAQs from the
1:51:07audience and so these are going to be
1:51:09real examples of real objections that
1:51:12you guys are getting that I'm going to
1:51:13do my very best uh to help
1:51:16overcome so the first one we got is a
1:51:19cheap competitor so the good news for
1:51:20you is that we have one that we
1:51:21literally just call the cheap competitor
1:51:23close so uh this one you can smash so
1:51:25you just say hey um if ours was the same
1:51:28as theirs which one would you do then
1:51:30they're going to say well I would do
1:51:31yours and you're like why and then
1:51:33they'll say well you have this thing
1:51:34that seems a little better you got this
1:51:36thing my friend referred to you you're
1:51:37like right that's why we're more so you
1:51:39let them tell you all the things that
1:51:40make you better rather than you telling
1:51:41them what makes you better and then you
1:51:43say yeah and the thing is is usually
1:51:44when you say it like that most people
1:51:45laugh like you're like right and that's
1:51:47why we're like and that's why we're
1:51:48we're more right because we're better
1:51:50and you know it that's why you're here
1:51:52also by the way that's usually a uh it's
1:51:54usually a buying question so that's good
1:51:56it means you're pretty close to the sale
1:51:57so that's called the cheap comparison
1:51:58close all right so the next one you guys
1:52:00had was uh the ID close because I do
1:52:02this in person so if you don't know what
1:52:04the ID close is is that I prefer to
1:52:06close sales rather than asking for form
1:52:08of payment when I'm in person for asking
1:52:10for their ID first the reason I do that
1:52:12is because someone takes their wallet
1:52:13out usually they put it on the table or
1:52:14they take their purse out and they pull
1:52:16out their wallet that has all their
1:52:17cards in it and so when they do that a
1:52:19lot of little things can't happen after
1:52:21that point they can't say forgot their
1:52:24uh wallet they can't say they forgot
1:52:26their credit card at home because now
1:52:28it's right in front of me right and
1:52:29because I didn't ask for their payment
1:52:31yet I asked for their ID and so we asked
1:52:32for the ID and I also like to do this
1:52:35because when I get it there's always a
1:52:36little bit of chitchat that happens
1:52:38there so I'm like oh you should see my
1:52:39picture it's terrible oh so you're from
1:52:41you know blah blah blah oh that's
1:52:42amazing you know I got a friend who's
1:52:43out there and you're filling out and
1:52:44also make sure that you fill out all the
1:52:46information correctly which one of the
1:52:48one of the ways that you can lose a sale
1:52:49is that you put the wrong payment
1:52:50information in or you tie to the wrong
1:52:53uh uh ZIP code and you're like oh by the
1:52:54way this how you can lean into like the
1:52:56ZIP code that you have for this is this
1:52:57the same zip that you have for the form
1:52:59payment you want to use right and at
1:53:01that point then you say awesome you put
1:53:03it between your fingers and you gesture
1:53:05towards the wallet wherever it is on the
1:53:07table say I'll trade you for whatever
1:53:08one you want to use right and so it's
1:53:10cute it's easy you trade like this but
1:53:12it's clear your line of sight it's like
1:53:14they can't say now this just eliminates
1:53:16a lot of BS so that you don't have to oh
1:53:19I forgot my it's like well I didn't ask
1:53:20for that yet and so if you're on Zoom so
1:53:23that's what this is about how do I do
1:53:25that same close you just say awesome can
1:53:27you put your ID next to the camera is to
1:53:29make sure that we associate the right
1:53:30account profile with the right payment
1:53:32and this to make sure that you're you
1:53:34listen nowadays we just try to be
1:53:36careful we try to be PCI Compliant I
1:53:37just made that up it doesn't matter the
1:53:38point is like I asked you and like if
1:53:40you're really not true you just say
1:53:41that's how we've always done it they'll
1:53:42be fine with it don't worry about it all
1:53:43right the next one uh is just generic uh
1:53:46decision maker which is I have to talk
1:53:48to my spouse my dog my grandmother my
1:53:51business partner my emotional partner
1:53:52partner whatever right fundamentally
1:53:54they're saying that they don't have the
1:53:55authority to make the decision and so
1:53:58first off if you know that whatever you
1:54:00sell is something that will materially
1:54:02affect a business or household then you
1:54:04want to give the opportunity for them to
1:54:06talk to their spouse in the setting
1:54:07process right and so either it's uh you
1:54:10either bring both of them on the call uh
1:54:12if you're like selling B2B or you're
1:54:13selling B Toc uh so especially like I
1:54:16have a friend of mine who sells really
1:54:17high ticket weight loss stuff they ask
1:54:19the partner uh to get on the phone this
1:54:21is specifically women and then they end
1:54:22up just closing both Partners they're
1:54:24like ah you know you should join to and
1:54:25then they sell they make two sales out
1:54:26of it they sell the husband and the wife
1:54:28because you get better results when you
1:54:29do together cool it turns the negative
1:54:31into another sale opportunity if you're
1:54:33in a business situation having the
1:54:35business partners on the phone
1:54:36beforehand helps now I also understand
1:54:39that there are times when it's like
1:54:40you've got one shot and this is your
1:54:42this is your opportunity so I follow
1:54:44process which is number one I say what
1:54:45would happen if they said no and if I'm
1:54:47talking to a more egotistical guy I
1:54:48would say what happens if they don't
1:54:50give you
1:54:50permission because it makes them sound
1:54:53like a uh and so by doing that
1:54:55they're like oh I don't need permission
1:54:56then you're like awesome let's get you
1:54:58taken care of then right done over it
1:55:00now this is very crazy but one out of
1:55:02three times when you say what would
1:55:04happen if they said no they're like I'd
1:55:06do it anyways you're like so what are we
1:55:07waiting for let's get started now the
1:55:08two out of three times they'll say
1:55:10something like well then I wouldn't do
1:55:11it now some people say oh now that's
1:55:13where that sale ends no we got tons
1:55:15of questions left so you say oh well
1:55:17what do you think would be their main
1:55:18concern so now all I'm doing is just
1:55:20shifting from okay okay you're not the
1:55:23decision maker now let's talk to this
1:55:24hypothetical person they've used their
1:55:27partner as a foil the same way we use
1:55:30this hypothetical person we talked to
1:55:32earlier today as a foil for what they
1:55:33want it works the same way it's just in
1:55:35reverse and so you say so what's their
1:55:37main concern even though they have no
1:55:39idea and haven't been in the
1:55:40conversation then what they're going to
1:55:41do is they're going to tell you what
1:55:42their main concern is through the mouth
1:55:44of this hypothetical person they've made
1:55:45as their business partner and then you
1:55:48can actually follow through the same
1:55:49well what would you think would make
1:55:50them say no what do you think would make
1:55:51an absolute yes for them what would it
1:55:53take for us to move forward right and so
1:55:55those are trying to isolate variables
1:55:57and if you can offshoot there into
1:55:59whatever that person says would be the
1:56:01issue then you're out of the decision
1:56:02maker frame and now you're closing the
1:56:05obstacle now if they still say you know
1:56:08they would be concerned with this or
1:56:09that or whatever then I rotate into um
1:56:12past agreements all right so past
1:56:14agreements is like huh well do you think
1:56:17uh like what would you think would be a
1:56:18good indication that they would be okay
1:56:19with it like from the stuff that you've
1:56:20done already like do they know that
1:56:22you're here do they know that like have
1:56:23you bought things like this in the past
1:56:25do they know that you're in pain with
1:56:26the situation right now yes well if they
1:56:28don't approve of your current situation
1:56:30why would they not approve of you
1:56:30solving something they already don't
1:56:32approve of right so it's taking a
1:56:33reversing a negative and so here it's
1:56:36like sometimes you'll get they'll be
1:56:37like you know you're right I think
1:56:38that's fine if you still can't close
1:56:41then you resort to support not
1:56:42permission right and that's kind of like
1:56:44the final kind of final straw but I try
1:56:46and offshoot I really focus a lot on
1:56:48that trying to break the foil and say
1:56:51what do you think their main concern is
1:56:52make it a no for them because now we're
1:56:54isolating issues and we can tackle them
1:56:55rather than getting around decision
1:56:57maker but if they insist on decision
1:56:59maker and you insist on having to close
1:57:01the sale right now then you go to hey I
1:57:04think that you're asking for permission
1:57:06when you really should be looking for
1:57:07support right because at the end of the
1:57:09day if we play this out let's say your
1:57:10business doesn't grow uh like who are
1:57:13you going to blame is it fair to the
1:57:14partnership that you don't get this
1:57:16outcome because you rely on this person
1:57:18person no right because all this is
1:57:20going to do is that if you to not get
1:57:22this person's
1:57:23permission 5 years down the road where
1:57:25you going to be right and who you going
1:57:28to blame because fundamentally if
1:57:30they're the one who are in charge then
1:57:32they're the ones who also get all the
1:57:33blame which means that you're not in any
1:57:34way control of your own life and I don't
1:57:36think that's fair to you I don't think
1:57:37it's fair to them I don't think it's for
1:57:38the
1:57:39relationship and so that's the support
1:57:41not permission angle and so that gives
1:57:43you a lot of offshoots to uh close prior
1:57:47to getting to that the decision maker is
1:57:49the hardest one to overcome of all cloes
1:57:52is because it's the only one that the
1:57:54person says I can't make a decision so
1:57:55doesn't matter what you say I have no
1:57:57Authority and so the whole point like
1:57:59the reasoning behind this is you see if
1:58:03they actually do have authority and
1:58:04they're just using it as a smoke screen
1:58:06that's like the one out of three right
1:58:07off the bat they say why I would do it
1:58:09anyways that's a smoke screen done you
1:58:10already closed the deal if they're using
1:58:12it because they don't want to say what
1:58:14their actually what their real objection
1:58:15is then they're using this person to
1:58:17tell you a hard truth because they're
1:58:18afraid of insulting you because you know
1:58:20it goes both ways and so then you say oh
1:58:22well what would the you know what do you
1:58:24think they would be afraid of having
1:58:25happen What like um what would make them
1:58:28say no and then you can overcome that
1:58:29because it actually wasn't really that
1:58:31they don't have decision-making
1:58:31Authority they just didn't want to say
1:58:33this thing but if they truly don't have
1:58:35decision-making Authority trying to then
1:58:38relate the fact that it's like oh you
1:58:40might not have authority but they have
1:58:42already agreed with you based on their
1:58:44past agreements and so if you think
1:58:46about each of these as arguments number
1:58:47one is you do you actually have
1:58:49authority and don't care uh
1:58:52two is you were afraid to tell me and
1:58:54have authority the third is you don't
1:58:56have authority but they already have
1:58:58agreed based on what they've already
1:59:00done and then the fourth is basically
1:59:02trying to get them to take authority of
1:59:03their own lives by asking for support
1:59:06not permission so that's the reasoning
1:59:07behind kind of that four-step close with
1:59:10that has offshoots all the way through
1:59:11but if someone's like I absolutely need
1:59:14must that's why we try to no matter what
1:59:17if we know that this is a common thing
1:59:18or it's an expensive you know if you're
1:59:20trying to sell houses you're not going
1:59:21to close the close the spouse and buying
1:59:24the house without the other spouse it's
1:59:25not going to happen right and so if you
1:59:27know that both people are going to be
1:59:28required for whatever it is that you
1:59:29sell just involve them in the process
1:59:31earlier so let's say someone says hey
1:59:33everything sounds amazing uh give me
1:59:35some time so it's actually there's like
1:59:37there's a false truth in there that's
1:59:39embedded which is it's actually not good
1:59:41enough here's why so if someone says hey
1:59:44you know this sounds amazing let me
1:59:46Circle back in a couple quarters you say
1:59:48awesome so what are you going to be
1:59:49doing
1:59:49instead and so then they're going to say
1:59:52X Y and Z and then you're like okay um
1:59:54zooming out and hey if you don't this is
1:59:56just a question I asked somebody earlier
1:59:57today and they it they said it was
1:59:59enlightening so you mind if I share it
2:00:00with you right because I'm already
2:00:01getting into hard territory here right
2:00:03so U at that point I'd say do you think
2:00:06that doing what this is is going to get
2:00:07you better returns than what we're
2:00:09talking about right because again time
2:00:11is priorities so all like fundamentally
2:00:14like I said earlier like you have to
2:00:15understand the theory behind this
2:00:16they're saying I have other things that
2:00:18are more important and so we have to say
2:00:20no this is more important which means we
2:00:23have to elevate the value of what we're
2:00:24currently doing or devalue what they're
2:00:26currently doing so fundamentally that's
2:00:30the that's how we're attacking this so
2:00:32it's like what are you going to do
2:00:32instead got it do you think it'll make
2:00:34you more than this and if they say yes
2:00:37then you'd say why if they say no then
2:00:39it's like oh then you should prioritize
2:00:40this let's get rolling right and so with
2:00:42each of these you'll not there's like
2:00:43there's offshoots like if if they say
2:00:44yes then it's done you've already closed
2:00:46it right if they say uh no I think this
2:00:48other thing would make me more money and
2:00:50the thing is is if there right then they
2:00:53should do
2:00:54that and so a big part of being an
2:00:57ethical salesman is that the moment that
2:01:00you feel like a prospect is better
2:01:02served not doing something you should
2:01:06stop but this is why you want to sell
2:01:09stuff that works better right uh but if
2:01:12you do have something that you know will
2:01:14make the more money then all you have to
2:01:15do is break down how it's going to make
2:01:16them more money and then cover cost of
2:01:19in action so that would be okay so uh
2:01:22let's put math to it and that's how I'd
2:01:23say like let's put some math let's let's
2:01:25put some numbers down so if we improve
2:01:27your conversion rate you know by 30%
2:01:29that would increase Revenue by 30% but
2:01:31you have uh you know gross margins of 90
2:01:34and so and your and your current net
2:01:35margins are 30 and so if we do that
2:01:38we'll actually double the profit of the
2:01:40business so the things that you're
2:01:41working on right now um are those
2:01:44doubling the profit of the business and
2:01:46over what time period over two quarters
2:01:49well if we could double the profit of
2:01:50the business would that allow you to
2:01:51make those things happen even faster
2:01:53okay just asking so I can understand
2:01:55right and so again when you're getting
2:01:56into those situations it's always the
2:01:58seek to understand frame right that's
2:01:59the that's where we're coming from and
2:02:01so if you have elevated yourself to a
2:02:04helpful guide then it shouldn't feel
2:02:06combative it's like totally get it just
2:02:08so I'm clear you're saying that because
2:02:10the stuff that you're going to do is
2:02:11make you more money than what we're
2:02:13talking about and if they're like no
2:02:15then it's like oh then why are you
2:02:17prioritizing
2:02:19it right and the thing is a lot of times
2:02:21whenever someone gives you an answer you
2:02:22can always ask why because then you can
2:02:24go chunk up to reason and then basically
2:02:26say oh my thing actually solves that
2:02:27reason even better so uh I'm really busy
2:02:31right now is different from the give me
2:02:33some time and it sounds similar but
2:02:35they're actually different uh different
2:02:37objections right which is I don't have
2:02:39time I'm busy right now whatever all
2:02:41right so this one is give me some time
2:02:43to make the decision like let me decide
2:02:45in a week that's when you go that's
2:02:47avoidance that's decision avoidance if
2:02:49someone says I don't have time and I
2:02:52could do this later that's the I'm busy
2:02:54which means that we're we're talking
2:02:55about priorities what else are you doing
2:02:57that's more important than this so let's
2:02:58say that you don't have a guarantee
2:03:00which is fine I don't have a guarantee
2:03:01around most of the things that I sawell
2:03:02all right um the anti-g guarantee is how
2:03:06I like to sell around guarantee which is
2:03:09oh if you're the type of person who
2:03:10needs a guarantee then this is
2:03:12definitely not for you because at the
2:03:14end of the day we can control we can
2:03:16control we can't control what you do so
2:03:18do you think it'd be fair for us to
2:03:20guarantee work I have no input in doing
2:03:23and so it really just comes down to
2:03:25basically the more control you have the
2:03:27more you can offer a guarantee the less
2:03:28control you have the less you can offer
2:03:30a guarantee if you choose not to offer
2:03:32them and so you want to basically do a
2:03:34takeaway sale on the guarantee being
2:03:37like oh this is really for people who
2:03:39are serious about doing it are you
2:03:41serious about doing it okay cool I can't
2:03:44control I can't eat the food for you I
2:03:45can't work out for you I can give you
2:03:47the guide and I can tell you that
2:03:48hundreds of other people have S
2:03:50succeeded but I can't do it for you
2:03:52myself it's one of the few things that I
2:03:54can't do right does that sound
2:03:55reasonable right and that's and that's
2:03:57where like reasonable is what we're
2:03:59going with is that sound fair so that
2:04:00makes sense uh around an anti-g
2:04:03guarantee for uh for not having a
2:04:06guarantee if they off if they say you
2:04:07don't have one all right so the next one
2:04:08that came from the audience was uh hey
2:04:10let me watch some of your free stuff or
2:04:12let me go through your lead magnet right
2:04:13so like if you've got some sort of
2:04:15resources that you put out there and
2:04:16then they get on the sales call and say
2:04:18oh well you know or this sales call was
2:04:19super helpful I think I'm just going to
2:04:20you know do the stuff that you said on
2:04:22the sales call what you do is you agree
2:04:24with them and say oh absolutely you
2:04:25should do that uh and do that before you
2:04:28come out or before you start our program
2:04:30or before you whatever before we start
2:04:32and kick you off so you just say you
2:04:34should totally do that because if you do
2:04:36that successfully then one of two things
2:04:38is going to happen either you're going
2:04:40to succeed in which case you're going to
2:04:42run into another problem that I can help
2:04:44you solve or you're not going to succeed
2:04:45in which case I can help you solve it to
2:04:47begin with but either way you should you
2:04:49should get started so let's get you
2:04:50moving and so again we have to take it
2:04:53from I want to do this thing we agree
2:04:55with them we're not disagreeing you
2:04:56should totally do that stuff because it
2:04:58will make you money and one of two
2:05:00things are going to happen you're going
2:05:02to succeed in which case you're going to
2:05:03run into another issue which we can help
2:05:04you solve
2:05:05or you're not going to succeed in which
2:05:08case we can help you solve
2:05:11that either way results in you doing it
2:05:13so let's get started if you sell to the
2:05:15government or you have very large
2:05:16Enterprises that require 6 12 month
2:05:19sales cycles and you need multiple
2:05:20stakeholders uh to buy in much of the
2:05:24stuff that I covered here is not going
2:05:26to apply and that's because these are
2:05:28these are transactional these are
2:05:30basically these fundamentally all of
2:05:32these force a prospect to make a
2:05:34decision now in a big Fortune 100 or a
2:05:37government sale things like that
2:05:38oftentimes no one has the ability to
2:05:41make a decision and it's a decision by
2:05:42committee and so you basically need to
2:05:44continue to stay in the pocket and in
2:05:47most Enterprise sales the amount of
2:05:49people that the customer talks to in
2:05:52your organization increases the
2:05:53likelihood of closing and a smooth uh
2:05:56transition and so if they talk to two or
2:05:59three people on your team and you talk
2:06:00to two or three people on their team
2:06:02it's like uh I'll give you a
2:06:05visual so if it's you and one person
2:06:09this Bond easily broken but if it's
2:06:13you and three people on their team and
2:06:15two people on
2:06:17yours then you
2:06:20have uh uh whatever I could draw all
2:06:22these connections but you get the you
2:06:23get the you get the point there you go
2:06:25so there's way more ties and this is
2:06:27much harder to break and so with
2:06:29Enterprise sales it looks more like this
2:06:31than it does like this so hopefully feel
2:06:33like I helped you guys overcome some of
2:06:34the obstacles that you brought up
2:06:35otherwise we could be here all day now
2:06:37that we forget out closing we just got
2:06:38to make sure that our heads space is
2:06:40right and we continue to do the right
2:06:42things over and over again so wrap up
2:06:44with mindset now I hate the term mindset
2:06:47overall because I'm like what does that
2:06:48even mean and so what I'm going to try
2:06:50and do is reframe some set things that I
2:06:52have into behaviors that they apply to
2:06:54all right so sales mindset number one
2:06:57the person who cares the most about the
2:06:58prospect wins the sale and so if they
2:07:02care more about themselves than you care
2:07:04about them they will win and so in terms
2:07:07of what does this change about your
2:07:09behavior the idea is that if you truly
2:07:11care about them you will usually not
2:07:14lose Rapport in the sale because you
2:07:15will always seek to understand and so
2:07:18then you will always your tone will
2:07:19change your conviction will change
2:07:21because because fundamentally it says
2:07:23keep the human first if this is no
2:07:26longer a good idea for them you should
2:07:28not sell them you should tell them I
2:07:30think it's a good idea for you not to do
2:07:31this and I promise you there's nothing
2:07:34more powerful than learning to turn away
2:07:36prospects which will increase your
2:07:37overall closing percentage because you
2:07:39will know that you are in this to help
2:07:41people make decisions to help themselves
2:07:43and so if you try to close everybody you
2:07:45will it will start to wear on you over
2:07:46time because you'll know that you're a
2:07:48piece of all right and so either
2:07:50you're you become a sociopath or you
2:07:52your sales will go down so instead make
2:07:55sure you qualify prospects Never Lie um
2:07:58and if you keep the person at the center
2:08:00of the sale then when someone says I got
2:08:02to think about it you're
2:08:04like Sarah I'm trying to figure out how
2:08:06to make this work for you because I know
2:08:08this is going to help you and I I want
2:08:10to help you make this decision because I
2:08:12I just genuinely believe that so what
2:08:15are the what's what are you most afraid
2:08:16of right now like what are you what are
2:08:19you afraid of having happen right and
2:08:21then you get to the heart of it and the
2:08:22thing is is if you keep that Rapport you
2:08:24will close more sales because they will
2:08:26feel that you do care so the next one
2:08:28comes from uh my team so this is one
2:08:30that I repeat over and over and over
2:08:31again so this is banged into their
2:08:32skulls uh volume negates luck all right
2:08:38and so the big thing uh with sales is
2:08:41that it is a num game it's like dating
2:08:44you just have to know what the pipeline
2:08:46is and the guys who become the best
2:08:49salespeople are the ones who do the most
2:08:51volume volume and so there's this
2:08:52relationship between volume and skill
2:08:54the more you do the better you get the
2:08:56better you get the more you do and so
2:08:58the idea is that you want to in the
2:09:00beginning force feed yourself through
2:09:02tons and tons of volumes so that you can
2:09:04get through the terrible period as fast
2:09:06as possible because a master in any
2:09:09domain has more ways to reward
2:09:11themselves if you're a master editor
2:09:13then when you look at a video there's a
2:09:14hundred things that you can do that you
2:09:15know how to do that you enjoy doing that
2:09:17you've been rewarded in the past for
2:09:19doing if you're a Salesman who's a
2:09:21master salesman you can you like pulling
2:09:24a sale out of the depths you love
2:09:26overcoming the details you enjoy being
2:09:28in the red zone and kind of navigating
2:09:30those conversations because it's a fun
2:09:31challenge for you when you're a beginner
2:09:33you're freaked out and you're paranoid
2:09:34you don't know what you're doing and so
2:09:36the idea is to you to follow what Kobe
2:09:38Bryant did so if everybody else is
2:09:40working out once a day if I work out
2:09:42three times a day I'm going to get
2:09:43better that much faster and so my
2:09:45recommendation is find the person on
2:09:47your team who's the best closer and do
2:09:51double the effort that they're doing and
2:09:53if you're like dude that's barely even
2:09:54possible great welcome to getting better
2:09:58right and the thing is is that I'll I'll
2:10:00draw this this visual that uh that we we
2:10:03introduce a lot of our our sales team
2:10:05with which is this is what your skill is
2:10:08going to look like over
2:10:10time so this is this might take you know
2:10:13two to three months and this might take
2:10:16you know a year and this might take you
2:10:19know two to three years
2:10:21for your skill so this is my skill here
2:10:24we go but what people don't understand
2:10:28is that this is your
2:10:31income and so in the beginning you just
2:10:34learn not to suck which is fantastic and
2:10:36very important to suck less but
2:10:38eventually you'll suck so little that
2:10:39you'll actually be very good and all of
2:10:41the best returns in life come at the
2:10:44very end of Mastery and so people give
2:10:47up in this period of
2:10:48time but they miss out this much where
2:10:52all of the gains are going to happen
2:10:53because they quit early and so you have
2:10:55to approach sales as a skill and if you
2:10:59hate it just understand it's not that
2:11:01you hate it because you somehow have
2:11:03some natural distaste for
2:11:06sales you just aren't skilled enough
2:11:08because I promise the best salespeople
2:11:11love selling the best editors love
2:11:14editing the best writers love writing
2:11:16and when the best editor started editing
2:11:19they sucked at editing and the best
2:11:20sales people started sales they sucked
2:11:22at sales I didn't close my first sale
2:11:24all right I'm just saying like but I had
2:11:26enough reward cycles and I forced enough
2:11:28volume down my throat that I started
2:11:29liking it and then once you like it that
2:11:32reward Cycle takes over all right the
2:11:33next one is sales resumés don't matter
2:11:37and I'm gonna I'm gonna I'm GNA explain
2:11:39what I mean by this so I have had two
2:11:41times in my career where our sales teams
2:11:43were not growing at the rate that they
2:11:44needed to to support the amount of
2:11:46demand that was coming in and that was
2:11:48very frustrating for me and once I dove
2:11:50in I wrote a chapter about this in uh my
2:11:52leads book on the uh employees chapter
2:11:55um once I dove in I found out that in
2:11:57both situations they were screening
2:11:59heavily the salespeople's resumee to
2:12:01qualify them to get interviewed and that
2:12:04is typically in my opinion a mistake
2:12:06because especially in a transactional
2:12:07selling environment so if you're
2:12:08thinking setting or one to two call
2:12:10closing so very short sales Cycles
2:12:12you're going to immediately look for
2:12:13other skills outside of what their past
2:12:16experience is that you can tell very
2:12:18quickly on a call and so I am more
2:12:22Pro Group interviews and so you can just
2:12:26invite everyone onto the call and
2:12:30quickly do one to two minute interviews
2:12:32with everyone who hops on because the
2:12:34star salespeople will in that
2:12:37environment where they need to speak up
2:12:38be more assertive be more social uh one
2:12:41they'll speak up two they'll be clear
2:12:43communicators three the really good ones
2:12:45uh will also encourage other people who
2:12:47are nervous so that's just something
2:12:48that we've noticed there they're going
2:12:49to be more team players at least the
2:12:51type of salesp people that we want to
2:12:52attract and so group interviews instead
2:12:56of resume screening as one of the
2:12:59easiest ways to scale a sales team that
2:13:01we've found now one of the things that
2:13:03people don't understand about this is
2:13:05the understanding between
2:13:08attitude and aptitude all right so
2:13:11you've probably heard the like hi for
2:13:12attitude uh not for aptitude all right
2:13:16so that is true sort of and so let me
2:13:20explain so so fundamentally the real
2:13:22truth is you should always hire for the
2:13:24lowest skill deficiency so it's just
2:13:28what are the deficient skills what is
2:13:30the cost of training these skills I want
2:13:31to hire people who have the lowest
2:13:33efficiency which means that I have the
2:13:35fastest ramp up or the highest return on
2:13:37investment for them becoming proficient
2:13:39in the business that's fundamentally
2:13:40what all hiring is in general not just
2:13:42sales and so the thing is is that we
2:13:45have these bundled terms like kind
2:13:49hardworking right uh
2:13:52uh uh charismatic whatever right but the
2:13:55thing is is that these are bundled terms
2:13:57that actually have many skills
2:13:58underneath of them and so when we say
2:14:00hire for attitude it really means you
2:14:02know there's probably 20 different
2:14:03examples of what kindness looks like
2:14:05within the setting of a workplace and if
2:14:07someone has zero of them that's 20
2:14:09skills I have to teach them whereas if
2:14:11they only need to learn how to call
2:14:13leads and work leads and say a script
2:14:15that might only be two to three weeks of
2:14:17training but training someone to be kind
2:14:19certainly takes longer than two to three
2:14:20weeks
2:14:21now where this flips is that there is
2:14:24some point in the future where if you
2:14:26have a very Niche expertise that's very
2:14:28very hard to find it might be easier to
2:14:31teach you to be kind than to teach you
2:14:33how to code like a level 10 expert or to
2:14:36be a transactional CFO that's done you
2:14:38know 50 transactions before for your
2:14:40type of Industry there might not be that
2:14:41many people who've done that and so it
2:14:43might be easier to teach them how to
2:14:45behave within your culture than it is to
2:14:47teach them that skill set and so this is
2:14:49more true the lower level the role that
2:14:53you're hiring for and less true as you
2:14:54get higher but the fundamental universal
2:14:57truth is that you always hire for the
2:14:59small skill deficiency so the next is
2:15:01that compensation attracts great
2:15:05salespeople but it does not retain them
2:15:07or get them to behave the way you want
2:15:10to so
2:15:12compensation equals
2:15:16recruiting compensation in my experience
2:15:19does not equal uh performance and I'm
2:15:23now you might be like of course it does
2:15:25I'm just telling you uh in my experience
2:15:27I have never had a compensation change
2:15:30really change the behavior of the team
2:15:32except for one thing uh which I will
2:15:35share with you if you compensate them
2:15:37off of cash collected you will in
2:15:39general get more cash collected but
2:15:42everything else in terms of like we're
2:15:43going to pay this for that and this for
2:15:44that most of the times the reward cycle
2:15:46is so delayed they're just going to
2:15:48still just try as hard as they can to
2:15:50sell and so the things that change
2:15:53Behavior are typically much faster uh
2:15:56and lower intensity meaning you were
2:15:58addicted to your phone not because it
2:15:59pays you but because it has a very fast
2:16:01feedback loop and so the reason that in
2:16:05general sales in Slack are
2:16:08overrepresented from sales that actually
2:16:10get processed is because people get
2:16:12rewarded for saying I closed the deal in
2:16:15slack and so they say they close deals
2:16:17more times than they do and so you by
2:16:20the way Pro tip on that is just create a
2:16:22zap between your uh CRM and a process
2:16:25sale that's been submitted and make that
2:16:27the thing that goes into slack that they
2:16:29get kudos on just a side little little
2:16:31tip ski there for you um but it's been
2:16:35my experience that you absolutely get
2:16:36better closers with higher comp but and
2:16:39when I say better closers I mean people
2:16:40who have smaller skill deficiencies that
2:16:42you need to train but then after that
2:16:45trying to like redo compensation over
2:16:48and over again it's very rare in my
2:16:50experience that it has has changed the
2:16:51behavior of the team that in a way that
2:16:53training and fast feedback loops can't
2:16:56do better the next is that sales and
2:16:58marketing are one Continuum all right so
2:17:01people see them as different departments
2:17:03and for me I've actually profited a lot
2:17:07um by putting them Under One Roof so I
2:17:11always have our meetings as basically
2:17:14Revenue generation uh and you can have a
2:17:16chief Revenue officer who really
2:17:17oversees acquisition overall and
2:17:21since I've done this and I've done this
2:17:22for years um there's basically been no
2:17:25conflict between sales and marketing
2:17:26they're working together to close as
2:17:27many deals as possible so if you ever
2:17:29have conflict where like sales is like
2:17:31marketing they G they're not giving us
2:17:33enough leads or the leads are and
2:17:34then s uh and then marketing's telling
2:17:36sales like why don't you close anything
2:17:37like you should be closing right like
2:17:39it's because they're sitting on opposite
2:17:40side of the table but when they're
2:17:41collaborating under the same roof
2:17:43especially if there's one leader ahead
2:17:44of it all of that disappears like I
2:17:46can't remember the last time that like
2:17:48Marketing sales had any kind of like
2:17:49weird weirdness in companies that I own
2:17:52uh and so you have you do that by
2:17:54unifying them and I explain it like this
2:17:56which is that they sit on one Continuum
2:17:59and so fundamentally you just have a
2:18:00certain amount of information that's
2:18:03required to get someone to buy and so in
2:18:07a hypothetical world if someone was
2:18:08perfectly knowledgeable they could make
2:18:10the buying decision on their own and
2:18:12companies have proven that like carvana
2:18:14that doesn't have salespeople or Tesla
2:18:16which you can buy a car on the website
2:18:19like if you have enough marketing people
2:18:21can get and search for enough
2:18:22information that they just make a buying
2:18:24decision on their own but whenever you
2:18:26have sufficient marketing to get people
2:18:27to start buying on their own there's
2:18:30typically an even larger pool of people
2:18:32who do need more selling to occur to
2:18:36close this Gap to get them to buy and so
2:18:38sales think about sales as personalized
2:18:41marketing which is okay you uh let's say
2:18:44that there's uh one two three four uh
2:18:48five six things that someone needs to
2:18:50know in order to buy if marketing covers
2:18:531 two and three then you the salesperson
2:18:56cover four five and six now let's say
2:18:58the next Prospect comes in and they have
2:19:00one three and five then you would cover
2:19:03two four and six and so basically it
2:19:06allows you to personalize the
2:19:07information required to get this person
2:19:09to make a decision I don't believe in
2:19:10any kind of mysticism around like oh
2:19:12over this price you have to sell over
2:19:14the phone I do think that there are
2:19:16behaviors in general that more people do
2:19:19but I don't think it's in any way a
2:19:21necessity but a lot of times there are
2:19:24opportunities because there's just more
2:19:25people who don't know as much as people
2:19:27who buy so having a sales team will
2:19:29almost always improve the overall Roi or
2:19:32roaz uh asend for any kind of
2:19:34acquisition process another good thing
2:19:36to understand from a mindset perspective
2:19:38is the difference between uh like belief
2:19:41and Trust not really the difference but
2:19:43belief and Trust actually exist because
2:19:46people talk about like oh you need to
2:19:48have trust from the prospect it's not
2:19:50they have to trust you because they are
2:19:53actually continuums it's how much do
2:19:56they trust you how much do they believe
2:19:59you and so when you think about it this
2:20:00way then it's not this binary of like oh
2:20:03they didn't trust you it's they didn't
2:20:04trust you enough which then allows us to
2:20:07have these little check marks along the
2:20:09way that we can say these things
2:20:10increase the belief of the prospect
2:20:13these things increase the trust of the
2:20:15prospect these things decrease the trust
2:20:17of the Prospect and the more things you
2:20:18do that get them to believe you and
2:20:20trust you the more likely it is that
2:20:21they will buy and so fundamentally
2:20:23seeing sales in these two frames allows
2:20:26you to think of sales as an education
2:20:27process which you then teach them in
2:20:30order to change their behavior and so
2:20:32one of my one of my little isms that I
2:20:34like to think of is that in general the
2:20:37trust and belief that is required to
2:20:38make a big purchase is smaller than the
2:20:40trust and belief that is required to
2:20:41make a little purchase and so basically
2:20:44the bigger the plane so if I have a
2:20:46little plane right that's a bad plane
2:20:48there we go if I have a little plane
2:20:50then I don't need a very long Runway to
2:20:52get this plane to take off if I have a
2:20:55big
2:20:58plane then I'm going to need a very long
2:21:01takeoff to get this to go up and so if
2:21:04you're selling a more expensive thing
2:21:06think about it like it's a bigger plane
2:21:07which means you're going to have more
2:21:08selling more information that's going to
2:21:11have to happen before they make a
2:21:12purchasing decision and so if you're
2:21:14getting a lot of two three four call
2:21:15closes it's usually because you're not
2:21:17doing enough education prior to the
2:21:19first call so the thing that change is
2:21:21you need to create more education
2:21:22materials basically you need to
2:21:24pre-market them more you need to warm
2:21:26them up which is just move them along
2:21:28this Continuum here you need to move
2:21:30them along the Continuum more so your
2:21:31sales don't have to take three four five
2:21:33calls but instead they get them to the 6
2:21:35inch Putt and they can putt them in they
2:21:37get them to the 5 yard line and they can
2:21:39knock it forward the next one is what
2:21:41I'll call say less and so this is uh
2:21:44something that one of one of uh our
2:21:46sales guys said that I said to them
2:21:47apparently um and and really help them
2:21:50out a lot in terms of changing their
2:21:52behavior and so if you tend to be more
2:21:55talkative in terms of talk time you want
2:21:56to have roughly two-thirds of the talk
2:21:59time from the prospect not you now gong
2:22:02uh and some of these other sales tools
2:22:03have released different like ideal
2:22:05closing amounts but in general most
2:22:07closers talk less than the Prospect and
2:22:09so that's because they're asking they're
2:22:11answering your questions you're not
2:22:12answering theirs ideally and so one of
2:22:15the things that I noticed with the most
2:22:16compelling conversations uh that I've
2:22:18had and the podcast that I've been on is
2:22:20the m Master interviewers uh so uh
2:22:22Steven Bartlett when I was on Dio and
2:22:25Williamson the few times have been on on
2:22:27his pod they're very good at letting
2:22:29silence
2:22:30sit and people like to talk about
2:22:33themselves and people will expound on
2:22:35themselves if you do not respond so I
2:22:37would encourage you to try this so
2:22:39remember I'm changing this in terms of
2:22:40what does it change about Behavior if
2:22:42someone says something instead of
2:22:43immediately jabbing back sometimes just
2:22:46let them talk more just give them more
2:22:49time to talk because the more they talk
2:22:51the more Rapport you have because people
2:22:53like talking about themselves so they'll
2:22:55think that you're amazing without you
2:22:56ever saying anything all right the next
2:22:58one is a story that I got told to me by
2:23:00a Serial CEO seial private Equity CEO so
2:23:02when I was uh when I was interviewing
2:23:04CEOs of the companies that um had been
2:23:07sold or been acquired by the private
2:23:10Equity firms that we were we were
2:23:11recording at the time they introduced me
2:23:13some CEOs and actually was one of the
2:23:14most valuable things I got uh from the
2:23:16whole process outside of the the
2:23:17transaction so one of these guys he's
2:23:19from Long Island
2:23:21and I'll do my very best to butcher his
2:23:23accent um but I was like so what's the
2:23:25secret you know for you and he said
2:23:27don't be cute and I was like what do you
2:23:29mean by that he's like he's like a lot
2:23:31of CEOs try and get cute he's like they
2:23:33uh you know it's like backyard football
2:23:35you've got you know you got this super
2:23:37secret double reverse fake you know
2:23:40thing and then you try and do it and
2:23:41what happens he's like you fumble the
2:23:43ball you lose 50 yards it's a complete
2:23:45waste of time he's like but what what
2:23:47plays always work he's like two fat guys
2:23:49in the middle run to the right right
2:23:50he's like don't be cute and so I I
2:23:53actually took that to heart a lot which
2:23:55is basically like growing a business is
2:23:57a lot like backyard football and getting
2:23:59good at sales is a lot like backyard
2:24:01football the best
2:24:03salespeople say the script they follow
2:24:06up quickly they keep Rapport they ask
2:24:11good questions they listen and they
2:24:13allow the prospect to close themselves
2:24:15so the thing that separates the good
2:24:17sales people from the great people the
2:24:19great salesp people is that the great
2:24:20salespeople never don't do the basics
2:24:23they always do the fundamentals and when
2:24:24you always do the fundamentals you will
2:24:26sustain exceptionally High close rates
2:24:28they always prepare for each sales call
2:24:30they always do the warm handoffs they
2:24:32always refer to the notes rather than
2:24:34asking the customer to recap they always
2:24:35set the agenda with proof promise plan
2:24:37they always do those things and that's
2:24:39what allows them and then when they get
2:24:41asked what do you do they're like I just
2:24:42do the fundamentals man it's just that
2:24:44doing the fundamentals is doing a lot of
2:24:46things over and over and over again and
2:24:48never forgetting any of the steps and so
2:24:50that's what creates Mastery that's an
2:24:52exhibition of skill so the next one is
2:24:55that no isn't no forever no for Now does
2:25:00not equal no
2:25:03forever and so the big thing is think
2:25:06about it this way let's say uh you were
2:25:09in the dating pool and you've got this
2:25:11girl or this guy that you've got your
2:25:12eye on if they say hey I can't hang out
2:25:15with you I'm predisposed I have whatever
2:25:17and then let's say 6 months later there
2:25:20they're single that no for now doesn't
2:25:23mean you should never reach out to them
2:25:24again it just might mean that right now
2:25:25is not the perfect time because some of
2:25:27the obstacles they gave you might be
2:25:28legitimate they might have another
2:25:30opportunity that is higher return than
2:25:32whatever you're offering they might be
2:25:33going through a merger and their team is
2:25:34too spread thin and it's not worth the
2:25:36resources to bring on more people to do
2:25:37your implementation it's very possible
2:25:39that now might not be a good time but it
2:25:42doesn't mean that it's a no forever and
2:25:44so I say this as like okay what's the
2:25:45behavior that you're going to change as
2:25:47a result of this is that you should not
2:25:48be ashamed of reaching out every 3 to
2:25:51six months just for a pulse check this
2:25:53is where sending those fun memes or
2:25:55those on line emails can make you so
2:25:57much money because so many sales people
2:25:59are afraid to follow up one because it's
2:26:01work and two because they're afraid of
2:26:03rejection but if you're not afraid of
2:26:04work and you're not afraid of rejection
2:26:06because you believe genuinely which you
2:26:08should that you're going to help this
2:26:09Prospect because they are qualified for
2:26:10whatever the solution is then just
2:26:12circle up when they have a better time
2:26:14all right the next one is be a trash man
2:26:18all right and so this is especially for
2:26:20the younger closers uh that are you know
2:26:22just getting into this um and so I'll
2:26:25give you another one underneath of that
2:26:26which is yellow equals gold
2:26:30so in companies that we have we like to
2:26:32do something called lead scoring which
2:26:34is basically putting an approximation on
2:26:36How likely it is that this lead closes
2:26:38so earlier I told you the story of the
2:26:40salesman who was uh you know selling
2:26:42time shares became the number one guy
2:26:44and the way that he was able to become
2:26:46that super super duper closer was
2:26:47because they began scoring leads so we
2:26:49could say this guy who's got an 800
2:26:51credit score and makes $500,000 a year
2:26:53is more likely to buy a time share than
2:26:55this person who's got you know six jobs
2:26:57and 19 Kids and is on welfare and
2:27:00whatever right like the likelihood is
2:27:01it's higher that this person's going to
2:27:03close so that person will get a higher
2:27:04lead score and so what happens is
2:27:07oftentimes you have a score Andor a
2:27:09color that's associated with that so
2:27:11you've got like greens yellows and reds
2:27:13and so a red would be a just unqualified
2:27:15yellows are like slightly qualified but
2:27:17like probably a lower quality lead and
2:27:19so if you're new salesperson you want to
2:27:21be a trashman you want to be willing to
2:27:24take as many calls as the company will
2:27:26let you take and so think about this way
2:27:28you are going to get free training from
2:27:31the hardest leads which are the best
2:27:33training grounds for you to learn how to
2:27:36sell and so you need to think of those
2:27:38yellows as Golds it's a reframe and so I
2:27:42remember thinking about this when I was
2:27:44selling in person that I had like some
2:27:47homeless people who'd respond to my ads
2:27:49and so they'd come in and i' you know I
2:27:52had people just getting out of jail you
2:27:54know after a 10e stint you know 30 days
2:27:56earlier coming in like no job whatever
2:27:57like I dealt with everything that came
2:27:59in through the door and I thought about
2:28:00it and I was like this is such a waste
2:28:01of my time but I was like what if this
2:28:03were amazing how could this be an
2:28:05amazing thing for me and I was like well
2:28:06man if I can close a homeless person if
2:28:08I can close somebody who has no money no
2:28:10job that would mean that I've gotten
2:28:12really good at the skill and so I just
2:28:13saw this is advanced level bosses that I
2:28:15got to go against rather than this is a
2:28:17waste of my time and so if you're
2:28:20younger in the sales or and you're not
2:28:21getting as many reps with the green
2:28:23leads then ask for all the trash leads
2:28:25because there's usually more than a
2:28:27company can possibly handle in
2:28:29unqualified now again if someone
2:28:31literally cannot benefit from the
2:28:32product don't sell it but if it's they
2:28:34are less qualified as in like they have
2:28:36less Financial Resources things like
2:28:38that then you can still practice closing
2:28:41and so think about it and we say this
2:28:42term sharpen the sword is that you want
2:28:44to just keep sharpening your skill
2:28:46sharpening the axe taking more wax at
2:28:48the tree and repetition is the mother of
2:28:51skill and repeating yourself when it's a
2:28:53hard Prospect to close just makes the
2:28:55easier ones that much easier so this
2:28:58next one sounds similar to things I've
2:28:59said in the past but it's different so
2:29:02objections do not mean no all
2:29:06right so let me explain what I mean by
2:29:09that so on one level obviously you can
2:29:11overcome an objection with whatever
2:29:12you're going to handle but a lot of
2:29:15times they just are voicing out loud
2:29:18their reaction this is especially true
2:29:20when it comes to prices so if someone
2:29:22says wow that's expensive it doesn't
2:29:25mean automatically that you need to
2:29:26start overcoming price objections you
2:29:28could say yeah
2:29:31totally it doesn't like there have
2:29:33probably many times in your life when
2:29:35you've been like oh that's expensive and
2:29:36then you still bought it you just it was
2:29:38expensive it was more than you expected
2:29:39but it doesn't mean that you're not
2:29:40going to buy and so a lot of times
2:29:42people just say things as they come out
2:29:45but it doesn't mean you're not buying
2:29:47and so an experienced salesperson is
2:29:49going to trying to start overcoming
2:29:50things and you're basically like Wasting
2:29:52Bullets on on on zombies that aren't
2:29:54there they were going to close either
2:29:56way that's not a real objection they
2:29:58haven't said no they just made an
2:30:00observation so unless someone says they
2:30:02don't want to buy don't assume that they
2:30:04don't want to buy next one is we don't
2:30:07negotiate with terrorists which is never
2:30:11change
2:30:13price to close a
2:30:15sale now the reason this is so important
2:30:18is obviously one because people talk and
2:30:20then customers won't like if you're
2:30:21changing a sale price between different
2:30:23customers now testing price absolutely
2:30:26you should test your prices but that
2:30:27should be done ahead of time
2:30:28premeditated saying these next time
2:30:29we're going to try this out and see what
2:30:31happens not oh I got to close this guy
2:30:33so I'm going to lower the price to do it
2:30:35all right and so my favorite overcome
2:30:36for hey can I do it can you guys do it
2:30:38for Less is we could do it for more and
2:30:40as silly as that sounds that has never
2:30:43not worked for me and I'm still like I
2:30:45have like a perfect batting average on
2:30:47that one and so the thing is is that
2:30:49it's such a high indication of
2:30:51purchasing intention when someone says
2:30:53can you do it for $500 less can you do
2:30:55it for 30 grand instead of 50 Grand
2:30:56whatever that just saying we could do it
2:30:59for more what it does is it actually re
2:31:02anchors so if you're familiar with
2:31:04anchoring so let's say you say price is
2:31:06this they say well I want to pay 20% off
2:31:10that you then say cool well I'm going to
2:31:12say plus 20% and so basically it re
2:31:14anchors above it counter anchors and
2:31:17then they have a fear of missing out
2:31:18because all of a sudden the one price
2:31:20now becomes even more and they're like
2:31:21no no no no and a lot of times they just
2:31:23say no no I'm good I'll buy I'm I'm fine
2:31:25I'm fine and so uh never change price to
2:31:28close a deal now you can change terms so
2:31:30if you want to change how much they pay
2:31:32today then you have a payment plan if
2:31:34you want to change the uh components of
2:31:36the offer then you have a feature
2:31:37downsell those are very very different
2:31:39than discounts that you give for no
2:31:42reason and so you never negotiate with
2:31:44terrorists because if they see you
2:31:46change your price for them once they'll
2:31:48believe that every price you have is
2:31:50negotiable and then they'll tell
2:31:52everyone it is too so the next one that
2:31:54we'll cover is the idea that people want
2:31:58to buy so think about this when you are
2:32:00perusing on a site you want the thing
2:32:02people usually want the stuff people
2:32:05like buying the only reason that they
2:32:08don't buy is because they have a history
2:32:10of being punished for buying in the past
2:32:12but they want to buy and so our job as
2:32:14sales professionals or entrepreneurs is
2:32:17to help them justify making the decision
2:32:20and so people want an excuse to buy you
2:32:24need to give it to them and so earlier I
2:32:26said closers ask hard questions but my
2:32:28team hit this hit this pretty hard for
2:32:29me uh in terms of it being a big one so
2:32:31I'm GNA I'm going to highlight it with a
2:32:32little bit more detail so the reason
2:32:35closers ask hard questions uh is because
2:32:38they genuinely
2:32:40care and the reason that's so important
2:32:43is that you want to be kind not nice
2:32:46because nice guys don't want to offend
2:32:48someone kind people want to genuinely
2:32:51help and if you want to genuinely help
2:32:54then you want them to change their
2:32:55behavior just like these things
2:32:57hopefully change your behavior in terms
2:32:58of selling and so that means that you
2:33:01sometimes have to call them on their BS
2:33:03and the tactful way to doing that is
2:33:06that you want to confront those hard
2:33:08questions one before you've asked for
2:33:10money and two through foils of other
2:33:12people like them this is what allows you
2:33:14to stay in the pocket in the sale and
2:33:16continue to ask the questions that
2:33:17genuinely can change this person's life
2:33:20and if you always come from the
2:33:21perspective of human first you will
2:33:23usually maintain Rapport if you don't
2:33:27then what you will get is something we
2:33:28call commission breath which is it
2:33:30sounds like you're not listening to them
2:33:33and you are prioritizing the closeth
2:33:36over the person and that's where you
2:33:38lose them completely because now they
2:33:40feel like your incentives are no longer
2:33:41aligned if you come at it from I want
2:33:44the best thing for you then you will
2:33:45always be on their side of the table
2:33:47your incentives as far as they're
2:33:49concerned will always always be aligned
2:33:50with theirs and you will be able to ask
2:33:53the questions that are actually going to
2:33:54change their lives all right so those
2:33:56are the behaviors that you can change as
2:33:58a salesperson to make more sales

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