YT YouTube2Text

YouTube2Text → Transcripts → YouTube transcript (cy2k1GdA-9o)

YouTube transcript (cy2k1GdA-9o) — Transcript

12,384 words · 1,647 segments · language en · Watch on YouTube

Open in transcriber Summarize with AI Download SRT/VTT

Full transcript

0:00there are nine things that brilliant
0:01sales people do differently and in this
0:03video I'm going to share the stuff that
0:04I've learned building multiple nine fig
0:06sales teams scaling teams from Z to 40
0:08guys 0 to 60 guys and personally closing
0:09over 4,000 sales myself and so if you
0:11boil it down a salesperson has three
0:14jobs to do they have to maximize the
0:16number of opportunities they have they
0:17have to convert the highest percentage
0:19of those opportunities and and this is
0:20the important part they have to do it
0:22consistently for a very long period of
0:23time and so the nine things they do
0:25differently will fall elegantly into
0:27each of these three buckets let's start
0:28with the first one which is Max
0:29maximizing leads or maximizing the
0:31number of opportunities that a salesman
0:34has so right off the top I've never seen
0:37a salesperson who does the most in a
0:39company have the lowest amount of hours
0:42worked I've yet to have it you know what
0:43maybe there's a special snowflake out
0:45there but every company that I've owned
0:46and every company that I've looked at
0:48the guy who works the most hours is the
0:51one who sells the most deals and so
0:54maximizing opportunities comes in a
0:55number of different forms so number one
0:57is that they have the total most hours
0:59available per day because you should be
1:02available when the prospect is available
1:04and that means sometimes working long
1:05hours it sometimes mean working weekends
1:07and yes businesses also pay rent on
1:09Sundays and so you can make sales on
1:10Sundays so my software company Allen
1:12scheduled 4,000 plus appointments per
1:15day across a number of different
1:16Industries and so we got to see all the
1:18way from click to close which companies
1:20were selling the most people and we
1:21looked at all the different data so
1:24times of day number of days per week you
1:26know speed between text responses number
1:28of characters and text respon response
1:30all of these different variables cuz I
1:31had two data analysts that looked at
1:33this to figure out how could he maximize
1:34throughput for any business and
1:36obviously sales a big component of that
1:38and the single greatest lever on
1:40throughput across all companies was the
1:43number of total available time slots
1:46which means availability was the
1:48strongest predictor of total sales and
1:51let me give you a tactical example of
1:53this when Leila and I were traveling the
1:55other day we went to a different city
1:57and she wanted to get her nails done or
1:58something and so she just pulled up Yelp
2:01and looked at the one that had the top
2:02reviews called them up and they said oh
2:04I'm sorry we don't do same day
2:05appointments and they're like we can
2:07book you in for two days from now and
2:08she was like yep don't care called the
2:10next one same thing called the third one
2:12and then they were like yeah we can take
2:13you right now and boom she went in and
2:15the thing is is that both those other
2:17business owners the first two business
2:18owners that said no lost money and the
2:21next time she comes to that place she'll
2:22probably go back to the one that she
2:23went to as long as they did a good job
2:25and so trying to be egotistical about it
2:27rather than accommodate customers it's
2:29like well so
2:30great you just lose money now if we
2:34maximize the total number of time that's
2:36available for the salesperson to sell
2:38then the next part of maximizing their
2:39opportunities is getting as much of
2:41their day humanly possible filled with
2:43the best opportunities and so the second
2:46subunit of this
2:49is they will pull up calls and so the
2:52first thing is if you see a call that
2:53gets booked or you book a call that's on
2:55Thursday and today's Monday if you have
2:57a time slot that's open you grab your
2:59Thursday appointment you drag it into
3:01today because today appointments always
3:02have higher show up rates and if you
3:04pull it up then they're even more
3:06interested and you can close even higher
3:07and you could have two or three calls by
3:09that same Thursday time so you increase
3:11your sales velocity now a corat to that
3:13is if you look at your calendar and
3:15you've reached out to a prospect and
3:16that person has not responded back and
3:18now it's the same day and they're coming
3:19up in a few hours well what do you do
3:22well the best salespeople pull that time
3:24slot and say hey sorry I didn't see that
3:26you confirmed why don't we do the same
3:28thing for tomorrow you can push it out
3:29one and then try and fill that time slot
3:31with somebody who is responsive even if
3:33they're later in the week and that
3:34increases your total number of calls per
3:37day and so fundamentally the perfect day
3:39for a salesperson is that they have call
3:41back to back to back to back to back
3:43with the best possible leads that are
3:44the hottest that day I learned that
3:46little tactic about pulling up because
3:48we had one of our companies uh was in
3:50solar sales and they had one rep that
3:52massively outperformed everyone else and
3:54I was like what is this guy doing and so
3:56what he was doing was he would whenever
3:58a new appointment would book he would
4:00immediately call the the appointment to
4:01qualify the lead CU that checks two
4:03boxes one is he says okay is this person
4:05qualified to buy if the person was he
4:07had two decision paths if they had the
4:08time right then he would just go
4:10straight into closing because he was in
4:11offthe callop and then by getting in
4:14contact with the lead became on the call
4:16in terms of his sop and if they said
4:18they had time right now he just went for
4:19the sale that maximizes his time on call
4:22if they said no then the reason for his
4:24call was that he had an opening lader
4:25that day that he was trying to fill up
4:27and so he either takes the moment now
4:28that he's working the lead and turns it
4:30into a sales call or he fills another
4:32slot later in the day and turns that
4:33into a sales call both of those things
4:35maximize the number of sales that guy
4:37was having and this guy was selling like
4:38four times more units than the second
4:40best guy on the team and then they
4:42obviously saw this and then adopted it
4:43companywide and then of course I saw it
4:45and adopted it across all my entire
4:46portfolio and let me double down to why
4:48that's so powerful because not only does
4:51the salesman have two opportunities to
4:52sell now or later that day he also opens
4:55up the slot later in the week for
4:56availability for another customer that
4:59can't make it to day to book that time
5:01then because what I have found and we
5:02saw this with the software was if you
5:04have fewer time slots people may still
5:06book with you but they're not booking at
5:08the most convenient time for them you'll
5:10see schedule rates but then show rates
5:12will drop because it's not the time that
5:14works for them ideally and so you want
5:16to make it the most accommodating so
5:18it's not just are is it convenient or
5:19inconvenient it's how convenient is it
5:21if I have a a tight deadline and a hard
5:23stop and I've got something that I'm
5:24stressed about afterwards I might be
5:26able to schedule a call then but I might
5:28not be in a in the mood to buy but if I
5:31say you know what Sunday afternoon I'm
5:32free I'll have all the time in my world
5:33I'm going to have zero urgency to get
5:35off the call I'll listen to you and I'll
5:37be a completely different Zone and that
5:39might be when I'm in receiving hands in
5:40terms of prospect brain mode for
5:44buying and so one of the things that the
5:47best sales people have and this is
5:48something that companies should provide
5:50but often don't is that you have two
5:52Sops meaning standard operating
5:54procedures you have an onthe call sop
5:56which is what you say when you're
5:57talking to prospects and you have an
5:58offthe call sop which is what you do in
6:00between the vast majority of companies
6:02don't have an off-the call sop and
6:05they're losing tons and tons of money
6:07because they just say yeah just work the
6:09leads in the meantime when the total
6:11amount of output that a salesman has is
6:13so correlated with the amount of
6:14opportunities they have and they get
6:16those opportunities by the time they
6:17have when they're not on the call and so
6:19they should have two separate checklists
6:21if they don't have them in front of them
6:22and this is what the best sales people
6:23do is this is what I'm doing when I'm on
6:26and this is what I'm doing when I'm off
6:27and you can just switch hats as soon as
6:28you're off you start at the top and
6:30you're like I'm following with this
6:31person I'm following with this person
6:32I'm dragging this person forward I'm
6:34canceling this appointment and they have
6:36high
6:38Activity one of the things that we do
6:40across all our companies and I learned
6:42This Acronym from my friend Chiron
6:44bamfam which is book a meeting from a
6:46meeting which is that the best
6:47salespeople never finish a call with a
6:49prospect not knowing when the next time
6:50they're going to talk to the prospect so
6:52that Prospect should never fall into no
6:54man's L they should never fall between
6:55the cracks where they're like I don't
6:56know and so if you get to the end of the
6:58call and they're like yeah let's uh
6:59connect offline and we'll you know we'll
7:00Circle back up and we'll find another
7:01time no you have to address it at that
7:04time because if for whatever reason like
7:06a Time obstacle is still an obstacle and
7:08you can resolve it right then you both
7:09have your calendars up you can both make
7:11the decision if someone's like well I'm
7:12not sure then you actually address the
7:14concern like isn't this a problem for
7:16you how much you losing every day not
7:17implementing this solution in your
7:18business how much like how much of a
7:20problem is this in your life and why
7:21isn't it this something that we'd be
7:23doing sooner right and so you want to
7:25address those things because that is
7:26these are obstacles and so if you just
7:28get off the call Jolly
7:30then you actually lose more sales so you
7:32always book a meeting from the meeting
7:33here's three more things that the best
7:35sales people will do number one is that
7:37they don't take rejection personally
7:38because they're going to reach out in
7:40more volume than the mediocre
7:42salespeople and so you can see on a CRM
7:45how many Outreach attempts and how many
7:47follow-up attempts that A salesperson is
7:49having between calls and it correlates
7:52with the number of calls that they take
7:54and so they work their leads harder and
7:56that's because if someone before they've
7:58scheduled a call you know says something
8:00mean they're not like oh my gosh I can't
8:02believe this or if someone no shows
8:03they're not like well I'm not going to
8:04work the rest of my leads no one really
8:06cares about me like wo is me is no they
8:08know it's a numbers game and they just
8:09keep plowing something that I've noticed
8:11the best salespeople do is they have
8:13something called a kill list and so
8:15those are those prospects that you're
8:16like this is a whale or this is a really
8:18good Prospect and they they sure they
8:21have in the CRM sure they have them in
8:22the place that they're supposed to have
8:23them but they also have it somewhere
8:25else that's visible so they can always
8:27think about it and like that's like an
8:28everyday list it's like I got to get
8:30back to these two guys I got to make
8:32sure that these ones I'm going to put
8:33extra attention to because they're high
8:35value deals now the last element of what
8:38the best sales people do for increasing
8:40their number of leads is that they
8:42create their own opportunities so sure
8:44they're going to get the inbound leads
8:45from marketing they're going to get the
8:47people you know the leads that are
8:48handed to them but the best salespeople
8:51know the value of referrals and so the
8:54way they do that is at the end of the
8:55call or at the time that it makes sense
8:57they say hey do you know anybody else or
9:00my favorite way of asking is who do you
9:01know because it forces the prospect to
9:03answer the question with a not yes no
9:05but with a name you say who do you know
9:08who is as awesome as you now it's a
9:10compliment who would also benefit from
9:11this so now I'm giving them a compliment
9:14by by by asking them for the referral so
9:16I kind of like have a like a nice guy
9:17sandwich there so like you're amazing
9:19who else do you know who's like you who
9:20would love to do this with you or with
9:22us who could benefit from XYZ right now
9:25sometimes if they say no one then
9:27sometimes like this is where Rapport is
9:28important but but you could say
9:30something like why do you hate me so
9:31much and they're like what do you mean
9:33it's like well I only can assume that
9:34you hate us because you don't want
9:35anybody else to know about this amazing
9:38thing and you probably hate your friends
9:40because you want them to suffer as well
9:42right and if it's because you don't
9:43believe me then let's talk about that
9:45but otherwise like why are we not
9:46getting your friends in here because I
9:47can promise you you'll be far more
9:48successful if you have more people you
9:49know who are in it so in the spirit of
9:52bamfam book a meeting from a meeting if
9:53we consider this to be a meeting if you
9:55would like us to help you more with your
9:56sales process acquisition. comom just
9:58started a workshop division where my
10:00sales director my team will talk to you
10:02specifically about your sales your
10:04process your scripting so we can
10:06Implement some of the things that we
10:07know work in our portfolio into your
10:08business ASAP we do other stuff at the
10:10workshop but we also talk about sales if
10:12that's at all interesting you can book
10:13your next meeting by going ais.com
10:15clicking the scale button and following
10:16the steps and if you're qualified my
10:18guys will reach
10:20out when I had a team in a different
10:23portfolio company we had one guy who was
10:25outperforming everyone else by a huge
10:26margin this one wasn't as big as the
10:27pullup thing that was massive this was
10:29about 50% higher than the number number
10:31two guy and we were like what is this
10:33guy doing he was brand new and that was
10:35what was interesting is like brand new
10:36going to the top leader board it's not
10:37very common because that means that
10:39they're doing a different process right
10:41and so he was following the script and
10:43we listened to the calls we like this is
10:44the same call and so when we called him
10:45up we said what are you doing
10:46differently and the thing is he was
10:48multiplying his leads and so what he did
10:50was at the end of the calls he was just
10:52asking who they knew who would also
10:53benefit from this thing and I think they
10:54were they were selling um some sort of
10:57uh tickets of some sort and so he was
11:00saying who else wants to come with you
11:01who else would you like to bring and
11:04it's just a simple little thing that he
11:05was doing but by doing that he was
11:07increasing his sales by 50% because the
11:10referrals even though only one out of
11:12three or one out of four people would
11:13refer the referral close rates like 80
11:16or 90% And so if you think okay I take
11:19you know four calls and I close one and
11:23I ask for referrals in all all four and
11:25only one of them gives me a referral but
11:26then that referral then closes then I
11:29take my one sale out of four and turn it
11:31to two out of five if you're a business
11:33owner thinking about how valuable just
11:35implementing that is consistently is
11:37that your cost to acquire a customer you
11:39just you cut in half by taking one
11:41customer and getting a referral from
11:43that customer and if one out of three
11:44customers refer someone then you cut
11:46your cost to Aire customer to buy a
11:48third and this is the type of stuff is
11:49advertising becomes more expensive
11:51because it always will become more
11:52expensive that the businesses that do
11:54this the salesmen that do this will be
11:56the ones that win in the future so now
11:58we have a Salesman who has the maximum
12:00number of hours the maximum number of
12:01days they're pulling up appointments so
12:03that their time on call closing with the
12:06best people is maximized they're
12:07following up before they're following up
12:09after they're doing personalized reach
12:11outs and saying like hey voice memo hey
12:13video hey I've got this thing for you
12:15that I've got set up for the call um
12:18what size shirt do you want I've set
12:20aside uh thing here was one of the
12:21things we did at the gym hey what color
12:23shirt do you want hey what boxing gloves
12:25hey what you do a tiny little thing hey
12:28I've got three gift cards I got one for
12:29Amazon one for Starbucks and one for
12:30whatever which one would you prefer
12:32right you ask a preference question
12:34prior to the call and more people show
12:37because the thing is is you're like well
12:38shoot this guy's doing this thing the
12:39least I can do is show up and so they're
12:42maximizing the number of scheduled
12:43appointments they're maximizing the
12:45number of shows they're maximizing the
12:47number of opportunities they're getting
12:48from those opportunities and now we get
12:51to the call so now we got to close
12:55it understand the value of preparation
12:58you would be amazed at how much of a
13:00genius you sound like if you just do
13:03five minutes of research before a call
13:05and so my rule of thumb for research is
13:07that if it's something that you do all
13:09the time it's about 10% of the time that
13:11you're going to be on a call or meeting
13:13that you can do in prep so if you have a
13:152-hour call then you've got 12 minutes
13:17of prep if you've got a 60-minute call
13:19then you do six minutes of prep now this
13:20is something that if you do it all the
13:21time if this is like I'm doing a
13:23quarterly meeting then it reverses it's
13:25like six hours of prep for one hour of
13:27presentation if it's something that you
13:29don't do often and so sales people do
13:31the same call over and over again but
13:33the thing that's different the tiny bit
13:34of difference is the prospect they're
13:36speaking with and so like this applies
13:38to everything like if you're picking a
13:39girl up at her house if you do 5 Seconds
13:41of research in the car before you go in
13:43and you look at what her dad does and
13:44look at the company of the of the father
13:46and say hey so Mr so and so really nice
13:48to meet you so I see you work at you
13:49know whatever engineering like do you
13:51like that stuff I see that they just had
13:52a a presses coming out do you have any
13:53involvement in that this guy would
13:55immediately see you no matter how you're
13:57dressed what you look like is it's a
14:00it's a check they're like whoa like I
14:02will respect this person because he did
14:04me the honor of actually taking some
14:06time to look me up and figure out more
14:09about my business he didn't show up like
14:11everybody else does not knowing which
14:13way is Sunday trying to figure things
14:15out as they go I'm telling you the best
14:17salespeople take those five minutes they
14:19do that tiny bit of research and the
14:22amount of Rapport that you build in that
14:24first one minute from having those
14:28Secrets the person is then like oh wow
14:30they know about me think about what it
14:32takes to close someone no like and Trust
14:35well all of a sudden you feel known
14:37because they did it you like people who
14:40know more about you and what else do you
14:42do you trust people who know more about
14:45you because you approximate friendship
14:47you approximate a relationship and you
14:49do and you get to do a ton of that at
14:51the first second of the call rather than
14:53taking the five first minutes the call
14:55to show that you don't know what you're
14:56doing right as I started selling gym
14:58owners rather than weight loss when I
14:59was selling my turnaround business I
15:02started getting leads but I didn't have
15:04any like methodology so like I had a
15:06webinar it didn't work and so I just
15:07started finding people on Google using
15:09their emails and so I'd find their
15:11social profiles and I'd liter have to
15:12piece together like a profile of who
15:14this person was because the only thing I
15:16was collecting was an email for this
15:17webinar and so I'd find like three or
15:19four social profiles and then I would
15:21connect with them and I would do some
15:22research so that I could make my reach
15:24out not look sketchy as hell and so when
15:26I would do my reach out that I would
15:28have all this data that I put as almost
15:30like a little profile together um about
15:32them and so when I hopped on the phone
15:34they were like whoa like you know a lot
15:36about my gym and I was like well yeah
15:38and I saw that because I look at the
15:40images and be like so I saw your square
15:41footage layout I think if you move this
15:43here this might actually be able to
15:45allow you to double the amount of usable
15:47square footage that you have for the
15:48sessions and that would help me sell
15:49more people into your gym so I don't
15:51know if you're open to something like
15:52that but now I'm coming with like I see
15:54the problem I also have the solution
15:55because I thought about it before we got
15:56on the phone because I don't want to
15:58waste your time trying to figure fig
15:59things out now I want to figure them out
16:00beforehand come with you with Solutions
16:02and this is when I starting out so I
16:03didn't have a reputation yet so I had to
16:05build the reputation by showing up and
16:08providing more value than other people
16:09were ahead of time and this is where
16:11like if you're new and you're coming
16:12into a space you win through prep like
16:15the big guys had the reputation the
16:17small guys went through
16:21preparation the best sales people take
16:23notes this is one of those things that
16:25is just like prep but it preps you for
16:28the next next call and so you do your
16:31public preparation with what you can
16:33find and observe you do your second call
16:35preparation with what you find out on
16:36the phone and I'm telling you if you hop
16:38on the phone and say oh yeah so you've
16:40got your daughter Sarah and Jessica and
16:42they're at you know Colorado and they're
16:44finishing up and you've got X Y and Z
16:46happening in the business is that
16:47correct okay cool just making sure just
16:49reading over some of the past notes for
16:51got on the call they're like oh wow I
16:53don't have to resay my whole life story
16:55again this guy now when this guy makes
16:57recommendations I assume he doesn't
16:59within the context of my business
17:00because one of the big things when you
17:01are selling something is that people
17:03want to make sure that it not only that
17:04it works but it's going to work for them
17:07and so you can address that concern
17:10before it ever comes up by proving that
17:12your recommendations are contextual this
17:14is also what switches you from being a
17:16Salesman to a consultant this is what
17:18switches you from somebody who's just
17:20trying to close to somebody who's trying
17:21to
17:24help the most brilliant sales people
17:26listen more than they talk and this is
17:28when that people get wrong all the time
17:30is that they see super talkative people
17:32I mean moms in high school are like you
17:34should get into sales because you don't
17:35shut up uh no that's not not always the
17:39case that's what that's what bad salesp
17:40people look like uh and unfortunately
17:42the thing is is the best salesp people
17:45don't come off as salespeople they just
17:48close and so people don't feel sold they
17:52feel like they bought and so everybody
17:54buys stuff every day all the time and
17:57they're buying from companies that have
17:58sales people people and they don't know
18:00it so when you go to a restaurant and
18:02they ask you if you want dessert that's
18:03a sale they get commissions on those
18:05things and if they do it in a weird way
18:07you're like uh I don't want to be sold
18:09but if they do it in a great way you're
18:10like oh I'm so glad that person made
18:11that recommendation and so you never
18:12felt like you got sold you felt like you
18:14bought and so the problem is that the
18:16reputation of sales people is terrible
18:17because you only remember the bad ones
18:19we actually did this big study because
18:21we have a huge amount of sales calls
18:22that we can look at across the whole
18:23portfolio and we use software that
18:24analyzes the calls with AI and all that
18:26stuff we can see what's talk time versus
18:28listen time and the best salespeople
18:30listen twice as much as they talk and so
18:32the little isms that I have for this is
18:34that the person who's answering the
18:36questions is the one getting
18:37interrogated you don't want to be the
18:38one getting interrogated and whenever
18:40you answer questions you give the other
18:42person something to attack and so you
18:45want them to be answering so that you
18:47have things that you can pick apart and
18:48move around if you're the one answering
18:50questions then you're the one who's
18:52getting picked apart and has things that
18:54they can disagree with I want to be like
18:55smoke right they can't they can't catch
18:58any thing that I say and so if someone
19:00says you know hey well tell me tell me
19:02what makes you better than your
19:03competition I'd be like well what things
19:04you're looking
19:06for right back to them right it's like
19:08it's like hot potato it's like right
19:09back to you well I would want this this
19:12and this and this I'm like why are those
19:13things important to you right back to
19:15you right like I I can do this all day
19:18right like I I cannot answer because the
19:20thing is is that they believe nothing
19:21that you say they believe everything
19:23that they say and so I need them to say
19:24that it's a good idea not me when I
19:26started selling weight loss I realized
19:28really quickly that I had an agenda of
19:31what I wanted to tell people they needed
19:32to do and I realized that I didn't have
19:35time in 15 minutes to re-educate someone
19:38their last 10 years of life of all the
19:40experiences good and bad that they had
19:43prior to me what I needed to do in that
19:44moment was get them to buy and then I
19:46could spend the rest of my time trying
19:47to do the real education stuff and so I
19:50wanted to Simply align with where they
19:52were coming from to get them to make the
19:54sale and
19:55so that was why I started asking what
19:58you done before what did you like what
20:00did you not like rather than picking
20:02apart the things they did and then then
20:03like I actually really like that about
20:05that other thing lost the sale only
20:07takes a few times of doing that to be
20:08like I'm going to shut the [ __ ] up and
20:10just let them tell me what they liked
20:12and then I'll say we're like that and
20:13not like that and so the whole concept
20:15here is you want to educate the prospect
20:18so that they can come to their own
20:19conclusion and so the only gaps that
20:22you're feeling is is hard information
20:25and I only give that information after I
20:27already know it's the right answer and
20:29so just like lawyers don't ask questions
20:32when they're on the stand that they
20:33don't already know the answers to should
20:35never ask for the sale unless you
20:36already know they're going to buy and so
20:38there are times and this is where
20:39pattern recognition is helpful for
20:40salespeople this is what the brilliant
20:42salespeople do is that if they're like I
20:44don't think he's ready there I don't
20:45think he's ready yet and it's like you
20:46don't you don't go for the kill you just
20:48ask more questions like I feel some
20:50hesitation like what are your main
20:51concerns right now like I'm feeling some
20:53hesitation around price talk to me about
20:55that there's two ways by the way if
20:56you're weirded out about asking
20:58questions is is that you can both give
21:00commands or ask questions and so you can
21:02change the the Cadence up in the script
21:04by saying so instead of saying for
21:06example hey how's it going it's an easy
21:08first thing a lot of people say on the
21:09first thing of the call but if I say
21:10tell me about your day it's a very
21:12different thing because it it people
21:15have automatic responses to questions
21:17they hear all the time and so if you
21:18want to break a pattern with somebody
21:19and then get them more present you say
21:21tell me about your
21:22day and then like oh uh I mean it it was
21:25good I had a couple calls before this
21:26and you're like oh that's fantastic is
21:28that related to this thing cuz I looked
21:29looked you up online totally different
21:31perspective on that salesperson in the
21:32first 30 seconds right so they listen
21:35more than they talk they are like smoke
21:38you only answer questions with questions
21:41unless you already know that the
21:43statement that you're going to say is in
21:45alignment with what you know the person
21:47wants and so if they're like tell me why
21:49you're different then I'd be like well
21:50what have you done in the past because
21:52then it'll give me more context so I can
21:54help explain it now they're going to say
21:55all these things they be like what did
21:56you like about that what did you not
21:58like about that and so when I get to the
21:59point where I actually have to say what
22:01what are things about I'm going to
22:02highlight all the things they liked
22:03about the other stuff and I'm going to
22:04not highlight the things they didn't
22:05like about the other stuff and all of a
22:07sudden they' be like this is perfect i'
22:08be like what do you know I just asked
22:10you the question of the things you
22:11wanted and as long as they are the
22:12things that we can actually provide I
22:14highlighted those features about our
22:16thing because I already knew which piano
22:17keys to play because you told
22:21me they breathe the script and so the
22:24reason I use that is because that is the
22:26best description I can give is that they
22:28can they can say it without thinking
22:30just like you breathe without thinking
22:31they can say the script without thinking
22:33because you can't listen to a prospect
22:35if you're waiting to talk because you're
22:37trying to remember what you're going to
22:38say next you need to know all of the
22:41script like the Bible or like something
22:43that you've memorized in the past so
22:45that you can be 100% present with the
22:48Prospect and listening and so my
22:50favorite ISM around this is again and
22:53the first time I learned this was I saw
22:55an exceptional sales trainer training
22:58rep and he was just drilling them on the
23:01opening 30 seconds of the script and so
23:04they did the script and I heard and I
23:06and I was watching him listen to them
23:08while giving them visual cues and so
23:10this is this was a huge advancement in
23:11terms of my understanding of selling
23:13happened because before this I knew how
23:15to sell but I couldn't transfer the
23:16scill but this guy was sitting there and
23:18he was like yep yep yep pause harder on
23:20this word do it again nice do it again
23:24nice one more time nice keep going and
23:28so he would get them to drill it three
23:30times in a row the right way after
23:32making the correction and then he would
23:33keep going in the script and so the
23:36point was is that if you're a
23:38salesperson you need to be able to do it
23:40again and again and again because the
23:44word concision matters a lot you don't
23:47want to be one of these salese that
23:48takes a hundred words to say something
23:49you could say in five it'll also make
23:51your sales way longer so again the best
23:54salesperson can take more calls because
23:56they shorten the call required a
23:58mediocre salesperson will do the script
24:00in the beginning and it'll close and
24:02they will have coughed right before they
24:04asked for the close and then the person
24:06closes and so they get reinforcement for
24:08coughing and so the next sales call they
24:10take they add a cough in and whether
24:13that person closes or not they're like
24:14well it worked on that other one and so
24:15all of a sudden they add coughing in
24:16right before they close now the next
24:19time on the time that they close let's
24:20say on their fourth call after this they
24:22also added a second question in before
24:25the close so they add the second
24:26question in and then you see where this
24:28happens is that they cough and add a
24:29second question to every single call
24:31that they do and by doing this over time
24:33the length of the script and the length
24:35of the things that salespeople do
24:36continues to expand because they get
24:38positive reinforcement but the reality
24:40is that that person might have just been
24:41willing to buy no matter what and so the
24:43script gets longer and longer even
24:44though it might not have nothing to do
24:46with what was required to close and so
24:49you want to be as concise as assumably
24:51possible and this is what the best sales
24:52people do in order to close the most
24:55sales per day per unit of time because
24:57the less time you're on the phone after
24:58you make the sale the more time you have
24:59to fill your calendar back up and close
25:01more deals and so the three tactics this
25:03is the sales managers is that you
25:05rehearse the script every morning they
25:07do role plays meaning let's pretend like
25:10I'm a prospect like you got to you got
25:11to get over whatever your weirdness is
25:13with role playing like I don't know what
25:15it is but so many managers like don't
25:17want to role play like Get over yourself
25:20you have to role play in order for them
25:22to get good and when you do the role
25:24playing you work on one specific part of
25:27the script because if if you're doing it
25:28every morning you're going to be able to
25:29work through things pretty quickly but
25:30you're like today we're just going to
25:31focus on the intro today we're just
25:33going to focus on the close today I just
25:35want you to focus on how we're
25:36overcoming spouse overcomes I want you
25:38to overcome I have to think about it
25:40issues I want you to give me two or
25:41three bangs in a row to overcome that
25:44obstacle because you seem to be
25:45struggling with it right and so by and
25:47you just keep hitting it again and again
25:49and again so that when it comes up they
25:51just breathe it out rather than thinking
25:53about it also because no one can improve
25:55multiple things at the same time so when
25:56you say hey there's nine things you did
25:58wrong one it's incredibly discouraging
26:00second they can't improve any of them
26:01and so if you look at any good skills
26:03coach whether it's a basketball coach or
26:04it's a painting coach or a sales coach
26:06they work they might see you have a
26:08hundred things wrong with your game
26:09they're just going to focus on one at a
26:11time until they clean them all up and
26:13then all of a sudden you become an
26:14exceptional salesperson so I said I had
26:15nine but I have way more than nine so
26:17enjoy so here's number
26:2010 they kill zombies up front now that's
26:23the term that we use internally you can
26:25say diffuse the bomb which is one that I
26:26did earlier in my career is what I used
26:28to say um but I'm Middle Eastern so you
26:29know we had to change that the formal
26:31definition that I use is you've got
26:32obstacles and you've got objections an
26:34obstacle occurs before you've mentioned
26:36the price and so if someone says for
26:37example um you know I have a special
26:39snowflake thyroid issue right and you're
26:42trying to say like you need to do this
26:43thing to lose weight you know that
26:44that's going to blow up on you in the
26:45sale see we're doing bomb references so
26:47you have to address it up front and it's
26:49much easier to address things before you
26:51ask for money than after if you do it
26:53after it's called an objection all right
26:55so I say obstacles are up front you want
26:56to avoid them you want to move around
26:57them right right I mean you have to
26:58crush through them realistically but you
27:00get through those and then objections
27:02you have to handle but now the the time
27:04is ticking on the bomb like now you have
27:06a short period of time before it blows
27:08up on you right uh or the zombie is
27:10about to bite you whatever analogy you
27:11want spouse for example or decision
27:14maker or I'm not going to have time to
27:15do this thing or there's elements of
27:17this you know program or implementation
27:19that aren't a fit for me you want to
27:21address all that stuff up front so that
27:23you've handled everything before the
27:25stakes get lifted When you mention price
27:28and then you go for the close and the
27:29obstacles and objections that you handle
27:31are always the same and so they're going
27:33to Bubble up to three main things one is
27:35going to be circumstances so
27:37circumstances is going to be time it's
27:38going to be money it's going to be
27:40things about this specific program or
27:42implementation those are all
27:44circumstance those are outside the next
27:45is going to be other people it's going
27:47to be my wife my employees my kid my
27:50some my business partner somebody else
27:53has decision-making Authority and the
27:54third is going to be myself somebody who
27:57themselves doubts that they can do it or
27:59that they will be successful or that
28:01it's the way they want it to be done the
28:02good news is that most of the time when
28:05you're diffusing these bombs they start
28:07with the outside because time money fit
28:10is what I like to call it are things
28:12that are really easy to cast blame to
28:14and it's and it's almost a it's a it's a
28:16response right it's like they don't have
28:17to think about like I don't have time I
28:18don't have the money I don't have I
28:19don't have the card I want like I don't
28:20have the you know whatever if they talk
28:22about an authority figure then it means
28:24that like I would do it but this
28:26person's in the way and so now you're
28:29one step closer to the decision maker
28:31once you handle that if you have
28:32somebody who says I need to think about
28:34it that's actually great because it
28:35means you're already two layers of the
28:36onion deeper to just like you're talking
28:38to somebody who's in power who can make
28:40the decision great now you just have to
28:41help help them make the decision and so
28:44you should know all of the key
28:46fundamentals of how to overcome these
28:48now you can memorize each of them which
28:50I highly recommend but I think it's also
28:52good to understand the fundamentals and
28:53so this is what the best salespeople do
28:56is that they have key stories or
29:01metaphors to break the belief that the
29:03person has around that obstacle so for
29:06example if someone says hey um I can't
29:10decide today because you know my husband
29:11and I make all of our decisions together
29:13right now this depends on the nature of
29:15your sale if you're in a transactional
29:17sale and I would say like a consumer
29:19based sale that's under a th000 bucks
29:20maybe 2,000 bucks usually you have to do
29:23that right there if you have like a B2B
29:26sale that's going to be a multi you know
29:28multi call sale then you might have to
29:30bring in stakeholders and so this is one
29:32of the nuances that depends on the thing
29:33you're selling in the price point but
29:36the way that the best sales people do
29:38this is that you play out something in
29:39the past and you play it out in the
29:40future okay so with a decision maker
29:42you'd say hey so let me tell you about
29:45this girl Susan she was just like you
29:47and um she actually had the same issue
29:49come up where she was like I don't do
29:51anything without the consent on my
29:52husband and you know what happened she
29:54walked out her husband said I don't want
29:56you to spend the money I actually saw
29:57her a few years later and when I talked
30:00to her I said hey so how's how's things
30:02going with the you know the fitness
30:03stuff she was like oh they're they're
30:05not and I was like oh why she was like
30:08well my husband never lets me do
30:09anything and I was like oh geez um
30:11that's got to be kind of rough and she
30:13was like yeah it sucks and so the thing
30:16is is that if you play it out into the
30:18future like you're going to end up
30:19resenting that person because they're
30:21not letting you do what you want and so
30:22I think what you're asking for is
30:23permission when you really need support
30:25that's how you how you like you go from
30:27past to the future right and so then you
30:30can play it out with this person so so
30:31let's play it out five years so over the
30:33last five years you've gained 5 pounds a
30:34year so you're 25 pounds heavier so five
30:36years from now if you're 25 pounds
30:37heavier than you are right now they're
30:38like oh my God if I'm 25 pounds heavier
30:41than I am like but that's just the track
30:42you're on and so let's play it out it
30:45like what if they say
30:47no and so sometimes they're like well
30:49then I would do it anyways then you're
30:50like awesome let's sign you up now one
30:52out of three times that's actually what
30:53happened which is crazy I still am blown
30:55away by that but then the two out of
30:56three times then I go you want
30:58permission not support now if you're
31:00looking at time or money for example
31:03then you say hey we need uh we need
31:04resourcefulness not resources so it's
31:06like you have your little isms that you
31:07can remember if it's time then it's well
31:11is it a seasonal thing because if it's a
31:12seasonal thing means you're busy right
31:14now uh and you might be you know less
31:16busy later that assumes that you'll
31:18never be busy again and so do you want
31:20this thing to be long lasting this
31:21implementation or do you want it to be
31:23just like only for the time that you're
31:24not busy and then you'll fall off again
31:25when when you get busy well shoot I want
31:27it to last forever ever it's like okay
31:28well then you should probably start when
31:29you're busy because that's when I'm
31:30going to be giving you the most support
31:31is now so that when you get to the the
31:33free time it'll be easy coasting and
31:35when you get busy again you know how to
31:36stick with it because you had the
31:37support right and so again it's like you
31:39have to be able to dismantle these
31:41things because you understand all of
31:43these there's a fundamental underlying
31:45fallacy of giving away power to
31:47something else because people don't want
31:49to make mistakes they don't want to fail
31:52and so they come up with all of these
31:53excuses they come up with time they say
31:56like that's the seasonal thing you can
31:57have time and in terms of the micro
31:58which is I don't have time in my day I'm
32:00like well you're here so when were you
32:03imagining this is why you do this up
32:04front when were you imagining how much
32:06time can you dedicate to this
32:07implementation to this SEO agency to
32:08this weight loss program whatever it is
32:10right if you ask that up front then if
32:13they say oh I don't have time with it
32:15then you can say well what changed
32:16between then and now just so I have
32:19understanding did I ask the question in
32:21a weird way that made you like not
32:23understand it um and again this is where
32:25tone matters a lot because now you're in
32:26the red zone right now it's like like
32:28the bomb's way more sensitive cu the the
32:30the the time ticker is going and so we
32:32want to be extra this is where Rapport
32:34is so important in the beginning because
32:37I I'll add this in this is a bonus one I
32:39call it the ghetto tone okay and I
32:41learned this from Sam back yart so he
32:43had a personal training business and
32:45that's why I I I shadowed underneath
32:46when I got into fitness he let me just
32:48work for him for minimum wage uh and so
32:50I learned how the gym business worked
32:51but anyways I saw him have this you know
32:53rich white lady doesn't put her weights
32:55back right and he was still training at
32:58the time like he was training sessions a
32:59little bit um and so he was like girl
33:03he's like I know you ain't about to
33:04leave my gym without putting your
33:05weights back and he's a Persian dude
33:07right but he would get into this kind of
33:09like ghetto like whatever you want to
33:12call it way of talking and she'd be like
33:14ah fine I'll go put him back and I
33:17thought about that and I was like man if
33:19I had just been like hey Susan can you
33:21put your weights
33:22back like she's like I pay for personal
33:26training you can put my weights back
33:28like that could get really bad really
33:30fast but when you say it like that all
33:32of a sudden it's like I'm communicating
33:34the same thing and I get the desired
33:36result and they think it's fun and
33:37light-hearted and so in the same sense
33:39when you're in the clothes I use a ton
33:42of humor and that tonality to
33:45diffuse hard conversations so I say like
33:49girl I was like five minutes ago I was
33:51like you had four hours a week I was
33:52like what happened to my four hours if I
33:54say that no one's going be upset with me
33:56they' be like ah well I mean I didn't
33:58know that it was going to be X Y and Z
34:00and then I'll be
34:01like fine I know like and then then then
34:04tone switch and you're like what's
34:06really going
34:08on and then you get the real stuff
34:11because guess
34:14what closers ask hard questions right
34:17and they're the questions it's the place
34:19where you don't want to go versus where
34:20you need to go which is you want them to
34:23diffuse the bomb in front of you not
34:24when they get home right and so you
34:26don't want them to sit with the decision
34:27you want them to confront it's like you
34:29might be wondering this is a lot of
34:30money let's talk about it right you
34:32might be wondering if your husband's
34:33going to be against it well let's talk
34:35about some reasons that he might not be
34:36against it let's talk about uh what your
34:39business partner will say if you buy
34:40this without their permission let's talk
34:42about that right and so you want to
34:44confront those ugly things you don't
34:46want to because like you're not like if
34:48I if you take anything from this the
34:50best salespeople want to confront it
34:53because they're better at selling them
34:54than they are at selling themselves so
34:56you want them to confront the obstacle
34:58in front of you so that you can help
35:00them through it so don't wait for like
35:02you're not going to avoid it I promise
35:04you you think you're avoiding the land
35:05mine but like because sometimes you hear
35:07that thing in the beginning of the call
35:08and you're like that's a bit I don't
35:10know if I want to blow the CL dude it's
35:11going to blow up in the clothes if you
35:12can't even can't even confront it before
35:14you've mentioned price it's definitely
35:15coming up after you mention price so
35:16like confront it now so one of my
35:19favorite ways to get to the hard
35:20question is asking what are you afraid
35:22of
35:24happening and then I follow that with
35:26let's just play it out a lot of times
35:28it's like people don't even want to look
35:30at what's going to happen it's like no
35:31let's play it out right like I remember
35:34I had this this sale that happened where
35:36I had a lady who was like I follow Dave
35:37Ramsey and I have envelopes of cash and
35:42if I give you this envelope that's my
35:43grocery money for the week uh if I do
35:46this program and I was like okay well
35:50what are you afraid of and she like
35:52paused and I was like is it that you
35:53won't be able to afford food I was like
35:55would you be afraid of that and she was
35:57like well yeah cuz she thought she was
35:58going to win the sale day but it was a
35:59trap um and I was like but you're trying
36:02to lose weight I was like worst case
36:03scenario don't afford food you lose some
36:05weight I was like win win now I did that
36:07with a good tone so she got a laugh out
36:09of it right and I was like but let's be
36:11real I was like have you ever bought
36:12anything in the past that you weren't
36:14sure you could afford I was like and
36:15where are you now you still survived
36:17you're not on the couch right I was like
36:19we always make it work in the end right
36:20if and you have to cut somewhere else I
36:22was like this is something that's going
36:23to last with you forever like you have
36:24all these clothes I was like you want to
36:25make all of them look better in 6 weeks
36:27I was like just lose 20 lbs what are you
36:29afraid of let's play it out best case
36:31worst case when you do that you can
36:33basically take away the emotion from the
36:35decision and say okay worst case
36:37scenario you're on your friend's couch
36:39and you know what you were poor before
36:40this and you were happy then too so
36:42worst case scenario is you're in the
36:43same position you've been in before and
36:44it was fine best case scenario you
36:45changed your life
36:47forever so does that feel like a bet
36:49you're willing to
36:50take right and so if you if you just you
36:53want to confront it and then walk into
36:55what they're afraid of and just say
36:57let's play out so this happens here this
36:59happens here best case worst case and I
37:01can tell you like I've probably closed
37:03more sales on best case worst case than
37:05any other clothes I
37:08have ask for the sale again and so this
37:11is a big one if you do not ask for the
37:12sale you will not get it that is a
37:14promise once you ask if you ask again
37:16you'll increase the likelihood that they
37:17buy now there's a right way to do this
37:19and a wrong way to do this if you just
37:21ask again when someone says no bad Lu if
37:24someone says no and you ask why and then
37:27you you resolve the why then you ask
37:29again and that makes sense it says hey I
37:32can't make Tuesdays and you say no
37:34worries if we're able to do it on
37:36Thursday would that work for you and
37:37they say yes they say awesome so you
37:38want to move forward you ask again right
37:40so all you're doing is resolving the
37:42concern there's terms in the industry
37:43called looping or you know uh obstacle
37:47overcomes whatever whatever wording you
37:49want to use is that you resolve the
37:50concern and you ask again and you can do
37:53this literally unlimited times as long
37:54as you resolve the concern and then you
37:56ask again I mean let will tell you that
37:58like if it was either a Sunday sale cuz
38:00I usually had way less calls on Sundays
38:03um or it was the last appointment of the
38:05day for me she just knew that I would
38:08always close that sale because I would
38:10just have unlimited time because I was
38:11like I will just keep going and so I ask
38:14again and again and again and I had um I
38:17had a partner back in the day I don't
38:18know if I like the visual but he's like
38:19he's like you're like a Pit Bull on
38:21someone's ankle he's like you just will
38:22not [ __ ] let them leave and I was
38:24like it's cuz I think I think that they
38:25need it they came in cuz they're trying
38:26to lose weight we sell weight loss
38:28what's the problem like we just have to
38:31figure it out and usually it's just like
38:32it's mounds of stuff you have to UNP of
38:35all these excuses of all the times that
38:37they've been unsuccessful in their lives
38:39it's like they came in because they want
38:40to solve the problem and when then they
38:41can confronted with the decision they
38:43get freaked out again because they reli
38:44these past traumas of the things they've
38:47tried and then feeling like a failure
38:48and then they associate that failure
38:49with you in the moment you're like hey
38:50Susan Cal down we're just going to have
38:52you eat some [ __ ] chicken and walk a
38:54little bit it's going to be okay and so
38:55the best closers come from the frame of
38:58helping the Prospect and so I will tell
39:00you this right now the best salespeople
39:03care more about the prospect than they
39:05do so whoever cares the most about the
39:07prospect wins the sale and so if they
39:09care more about themselves then they
39:11will win now you're like well of course
39:12they're going to care more about
39:13themselves ah if you have more context
39:15than they do which you should because
39:17you know more about the product than
39:18they do you should be able to have the
39:20best perspective to say no I'm not going
39:22to let this guy's limiting beliefs get
39:23in the way because I really want to help
39:25him or really want to help her and I can
39:27see that today it feels safe to retreat
39:29back to not taking action on this huge
39:31pain that they have but I can see how
39:33this is going to play out because I've
39:34seen a hundred other people just like
39:36them walk out the door and I see them
39:38you know a year later and they're in the
39:39exact same position or worse and I don't
39:41want that for them and so if you keep
39:43the human at the Forefront of your mind
39:45when you're making the sale you'll never
39:47come across pushy because you they can
39:49hear the intention they can hear the
39:50tonality in your voice about you
39:51actually just trying to help them so
39:54when you ask for the sale again having
39:56key stories and metaphors that you can
39:58use to break beliefs is what allows you
40:01to then ask again and you can do that
40:04literally unlimited times as long as
40:06they have time and you have time and you
40:08address the problem now if you don't
40:09address the problem and ask in they'll
40:10get annoyed so you just want to make
40:12sure that you have an answer and you
40:13should have an answer because you've had
40:14this conversation before there's nothing
40:16they should be able to tell you that
40:17should surprise you if we zoom out we
40:20have a salesperson who has maximum hours
40:23maximum days they have as many time
40:25slots per day filled up with the best
40:27best prospects because they work them
40:28well they have a plan before and after
40:30to come prepared to the call and take
40:32notes and follow up with them bam famam
40:34the whole thing and when they're on the
40:36call they're completely present they
40:37breathe the script they know how to
40:39handle obstacles they have they have
40:41analogies and stories and metaphors
40:42memorized so they can help people
40:44overcome their issues they stick to the
40:45script they don't add to the script they
40:47keep their word concision as tight as
40:49humanly possible so they can maximize
40:50the number of sales they have per day
40:52and maximize the conversion rate of
40:53those sales fundamentally sales by the
40:55way I should have defined this earlier
40:56is increaseing the likel that the
40:58prospect buys that's all it is so
41:01everything that has to do with sales
41:02like if you had the perfect sales
41:04process it means you would account for
41:05every single variable that could ever
41:06happen to any human and you would get
41:09100% of people who go through this
41:10process to buy that's what a perfect
41:12sales process would be and so it's a
41:14percentage conversion that's all it is
41:16and so with that we have maximum
41:18opportunities maximum percentage
41:19conversion we have an amazing sales are
41:21up but what if they can only do it for a
41:23day that gets into the third bucket
41:25which is what I would consider meta
41:26skills which is
41:28of the best sales
41:31people the things that most sales people
41:34struggle with are trait issues meaning
41:37they are on and then they're off again
41:38they're on and they're off again they
41:39get motivated they get demotivated
41:40motivated demotivated if you feel like
41:42this then it's a skilled deficiency you
41:44just don't know how to sustain
41:45performance for a long period of time
41:47and I promise you the difference between
41:48Champions and everyone else that they
41:49can sustain performance it's not like I
41:51don't know if sales is for me um I don't
41:54know if I'm growing enough in my dude
41:56here's the cleared efficiency you can't
41:57stay consistent there's some growth that
41:58you can tackle right now being
42:00consistent another kind of meta skill
42:02around this is enthusiasm like they're
42:04enthusiastic one week they're not
42:05enthusiastic the next week being able to
42:07sustain and maintain a high level of
42:09enthusiasm for both the role and when
42:10you're on the call is a skill it's a
42:14skill you whistle while you work you got
42:15to learn how to do it you got to learn
42:17to like the stuff you don't love so you
42:18can do the thing you really love which
42:20is
42:22sales the best salespeople kill for
42:25sport so let me tell you this a little
42:26analogy h notice a little analogies so I
42:28heard this from uh Mike Ary and I just
42:30love this he said there's three types of
42:32sales people there's dogs horses and
42:34tigers he's like dogs you got to feed
42:36them and if you don't feed them they
42:37starve to death and you got to you got
42:38to give them all this attention you got
42:39to rub their belly every day and the
42:40moment you stop they die horses they
42:43will Gallop as long as you keep whipping
42:44them but the moment you stop Galloping
42:46they just go down to a trot he's like
42:48but Tigers he said a tiger can eat a
42:50full meal but then if a bunny walks
42:52across his line of vision we'll kill the
42:54bunny for sport he's like you want
42:56tigers
42:57and I love that little analogy because
42:59the best sales people that I've ever met
43:00in my life they love sales they love the
43:04thrill of the clothes of the hunt when I
43:07was selling weight loss I would
43:09sometimes have homeless people and
43:10things like that that would come in who
43:11would respond to my ads it would happen
43:13right I had two ways to take it I could
43:15try and not take it seriously try and
43:17just like basically just get through the
43:18sale so I could move on with my life or
43:20I could see it is free practice and
43:23what's crazy is the amount of times
43:25where I judge someone as poor and turned
43:27out that they just dress different I
43:29don't know anything about
43:31that was more times than I can count and
43:34a lot of them were like hey I appreciate
43:35you just like you know treated me well I
43:37was like of course I was like this is a
43:39business your money spends the same and
43:42so you either practice the skill or you
43:45close either way you win it's a lot like
43:48lifting weights where if you have your
43:50warm-up reps and they look different
43:52than your heavy reps you're actually not
43:54practicing at all so you're wasting all
43:56these opportunities that you could be
43:57practicing your skill sharpening the
43:59sword which is what we call it in the
44:00sales world you could be sharpening your
44:02sword but you're actually making it
44:03duller because you're practicing the
44:05wrong way you're learning bad habits by
44:07not taking the sale seriously so the
44:10best sales people kill for sport and so
44:12I had uh I'll tell you a Jacob story
44:14which is my my young my young you know
44:16started with me at like 15 now he's been
44:18with me however many years seven he
44:20started as a low man on the totem pole
44:22and so when we would have lesser
44:23qualified leads they handed all of them
44:25to Jacob he's like I'll be the garbage
44:26man he's like I'll take anybody's leads
44:28he's like I just want to get good I just
44:29want to practice and so he's trying to
44:31take as many reps as he possibly could
44:32and guess what happened he started
44:34taking more reps than everyone else did
44:35and guess what happened after that he
44:37got better than other people did because
44:38he took more reps and he took every one
44:39of these as a [ __ ] gift which is what
44:41it is is that someone's going to give
44:42you the time to learn the skill of sales
44:44the business paid for that lead maybe
44:47it's less qualified they paid for it
44:49just the same and you have the benefit
44:51of learning the amount of people who
44:53want to learn how to sell better and are
44:54unwilling to take quote unqualified
44:56leads is ridiculous UL to me it's free
44:58practice with stakes and you still have
45:00the possibility of winning and closing a
45:04deal track data the best salespeople
45:08track data and so they're meticulous
45:11about the data they track and so let me
45:12explain this so you can judge and I've
45:14just seen this across my portfolio the
45:16skill of any person in any Endeavor that
45:19they practice by the quantity and
45:21quality of the metrics they track and so
45:23if someone says oh I'm good at sales i'
45:25be like cool tell me about the metrics
45:26you track now if they're like ah just
45:28you know close rate it's like well
45:29there's so many other metrics that you
45:31could track to understand how good you
45:33are at sales because the close rate is
45:34really just an outcome it gives you no
45:35leading indicators it tells you nothing
45:37else right I want to know what
45:39percentage of leads you're booking I
45:40want to know what percentage of of
45:42scheduled things are showing I want to
45:43know of show rate what percentage are
45:45you offering of offer how many of you're
45:47closing how many how many what's your
45:49average call to close are you doing one
45:51call two call 1.2 like what's your
45:52what's your average number what's your
45:54average number of cash collected like
45:56there's so many other metrics that you
45:57can track to know how well you're doing
45:59as a salesperson and yes for everybody
46:04like shout this from the rooftops if you
46:06can get their schedule rate up by 20%
46:07it's just as good as getting their Clos
46:09rate up by 20% and so there's so many
46:11other things in the funnel that the best
46:13sales people know about closing about
46:15how to increase the total number of
46:16sales they get by controlling all of the
46:18other variables that are under their
46:20control now the bad guys the dogs are
46:23like I only want these times and I want
46:25them to be spoonfed to me and and if I
46:27don't get them fed there and you don't
46:28pat me on the head I'm going to starve
46:30to death and die right that's what the
46:32dogs do and if you've got salesp people
46:33like that they're dogs I don't care how
46:35many how much experience they have
46:36they're dogs right tigers are like I
46:39want to be available to kill whenever
46:41because I just love the hunt I would do
46:43this for free I'm just happy I get paid
46:45to do it pro tip if you are somebody
46:47who's running a sales team if you want
46:49to increase the close rates across the
46:50entire team even more give the best
46:53closers the best leads and the way you
46:56do that is that you have to start by
46:57scoring your leads first which means you
46:59actually have to track data so you can
47:00say these people have the highest
47:01likelihood of closing when they have
47:02these three characteristics they close
47:04their way higher percentage and then you
47:05give those leads to the best guys so
47:07fundamentally you'd want the worst leads
47:09to go to the worst guy the best leads to
47:10go to the best guy and everyone in
47:11between and so by doing that you
47:13actually match the org and so I actually
47:15had a Salesman that I knew who was the
47:17top sales rep for a time share business
47:20and it's exactly what you think it is so
47:21it's a billion dollar plus company this
47:23guy was making three million a year in
47:24commission selling time shares and I had
47:27dinner with him and I was like what do
47:29you do you know differently and he said
47:31well I won the sales competition and so
47:33I got one hour with the CEO and on that
47:36one hour with the CEO which is the prize
47:37for winning the sales competition it was
47:383,000 sales people it was number one he
47:41said I just said if you give me the best
47:43leads instead of wasting them on these
47:44guys who are new he's like I will make
47:46you so much money and so the guy
47:47experimented with his little Division
47:50and he 5x his income as the sales guy
47:54and then they took it and they rolled it
47:55out Nationwide and they 5x the business
47:58and so there's a huge opportunity in
48:01every business to give the best closers
48:03the best leads because you make more
48:05money and what happens is is that the
48:09best guys will actually make more and
48:10more and more money which then creates a
48:12survivorship bias for new guys coming in
48:15and so if you know the best guy used to
48:17make 200,000 a year as the top closer
48:20but now can make 800,000 a year the
48:22amount of sales people that you will
48:23attract your opportunity will 10x now
48:26even though the entry level guys now
48:28make less than they did before the
48:30opportunity just like the lottery the
48:31same reason people buy tickets is they
48:33assume that they're going to get there
48:34and so by having it this way you'll have
48:37people come in willing to make less
48:38because they know that if they if they
48:40perform well they'll go to the big
48:42leagues now the other benefit of this is
48:44that you train your new guys on the
48:46worst leads so you lose the least money
48:49as a business but they also develop
48:50their skills because they've got to
48:51learn how to Big borrowed steel and
48:53squeeze blood from the stones from the
48:55least qualified customers and so when
48:57they get to somebody who's got a 700
48:59credit score and actually has intent to
49:01buy they're like oh my God this is
49:02amazing because they practiced on
49:04somebody who's like missing an arm and
49:06missing seven credit cards and they are
49:08in bankruptcy and they're actually in
49:10the middle of a divorce and the real
49:11name isn't Al it's actually Larry and
49:14you know it's complicated I'm a little
49:16liquid right now I'm between thing you
49:19know whatever right and they're closing
49:21those people for lunch money uh and so
49:23when you learn how to do that when you
49:25get to like qualified prospects you're
49:26like oh my God this amazing but at that
49:28point the business doesn't bear the cost
49:30the salesperson does so that they can
49:31develop their skills because just being
49:33real you're still paying them to learn
49:36and I'd rather pay as little as I can so
49:38I can allocate the resources the best
49:40way possible in the
49:42business my biggest pet peeve and the
49:45reverse of that is my favorite thing
49:46about the best salespeople is they never
49:48blame circumstances so whenever I have a
49:51salesperson who's like the leads are bad
49:53or you know uh these These people aren't
49:56a good or BL just like whatever BS that
49:58they can come up with or like I don't
50:00like the commission structure we should
50:02change like just focus on the things you
50:05can control right and the guys that I
50:07love the most never complain they pick
50:09up the extra shifts they call the leads
50:11the most they work them the most they're
50:14like these leads are amazing I'm so
50:15grateful to have these and be able to
50:17practice and get paid to do it and
50:20there's a time and a place for giving
50:21feedback on stuff group calls not one of
50:25them if you are one of these sales
50:26people you give it one-onone with the
50:27manager say hey by the way I've noticed
50:29like some people get on the phone just
50:31objectively like their credit scores are
50:33just consistently lower than they were a
50:34couple months ago I don't know if we've
50:35changed anything on the marketing side
50:36I'm going to approach the leads the same
50:38I love The Practice just thought might
50:39be you know useful data for marketing
50:41right that's very different than like
50:42dude these leads are [ __ ] I'm I'm not
50:44taking these calls right that's just a
50:46primadonna and I hate that and so again
50:49the worse the leads the better you get
50:51to flex your skill and the best sales
50:53people take 100% of the control and the
50:55best marketers take 100% % of the
50:56control too and so if everybody is
50:58taking absolute blame for every outcome
51:01guess what you
51:02win if you want a tactical breakdown of
51:04scaling a sales team from Z to 40 we
51:07actually did that in one of our
51:08portfolio companies in just over a
51:09quarter we added $21 million in profit
51:12to the business our largest portfolio
51:13company and so if you want every one of
51:14those steps outlined in black and white
51:16on the Whiteboard I break it down enjoy
51:18the case study

About this transcript

This page contains the full transcript of YouTube transcript (cy2k1GdA-9o) , generated from the public captions YouTube serves with the video. The transcript has 12,384 words across 1,647 segments, with the original timestamps preserved so you can click any line to jump to that moment in the embedded player.

What you can do with it

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

Free YouTube transcript tool

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