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If I Had to Master Sales in 2026, I'd Study This for 1 Hour — Transcript

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0:00Hey, Alex. I'm 16 years old and can you
0:02please tell me how I could go from zero
0:05to million by 18 years old? So I could
0:07prove to my family I don't need to go to
0:09college.
0:12>> Yes. Reverse engineer what a million
0:15means. So is it a million in revenue? Is
0:16it a million in profit? Is it a million
0:17over the two years? Is it a million in
0:19profit over two years? Just a million in
0:20revenue. So number one, quantify the
0:22goal really discreetly. So, let's just
0:24say that by the end of 24 months from
0:26now, you want to exit velocity, meaning
0:27your monthly revenue run rate is $83,000
0:30a month. All right? So, that would put
0:31you on peace for a million. Okay? So, if
0:33that's the goal, then we have to sell
0:35enough units per month that it equates
0:38to $83,000 a month. And so, let's say
0:41that you want to sell
0:44uh $2,000 a month uh thing to business
0:47owners to help them get leads. So, let's
0:49say you run meta ads or you do you clip
0:51content for them or you manage their
0:52Reddit uh you know reputation online,
0:55pick something uh and say, "Okay, if I
0:58have to get to uh $83,000 a month, let's
1:01just call it 84. Keep it keep it nice
1:03and simple mathwise. I've got $2,000 a
1:05month per customer, then I need 42
1:07customers in order to get my 80 uh
1:09$3,000 a month. Okay. Uh in order for me
1:12to get 43 customers, uh what do I think
1:15uh my turn on that subscription is going
1:16to be?" Let's assume it's small business
1:17owners. If it's small business owner,
1:19I'll tell you that the rule of thumb is
1:20probably going to be about five months
1:21is going to be the uh the expected
1:24lifetime. So, call it 20% churn. Again,
1:26not saying these are good numbers. I'm
1:27saying that's what it's probably going
1:28to be. So, that means that you have five
1:30months of 2K. That's $10,000 total in
1:32lifetime value for a customer. And so,
1:34your sales velocity, which means how
1:36many people you need to sell per month,
1:38has to equate to $10,000 time or rather
1:41$84,000 divided by the LTV, the
1:43customer. So, if I have 84,000 divided
1:46by 10, then I need to sell 8.4 units per
1:49month, which is two per week, if we
1:50would round up, we can say three per
1:52week. And so, then we say, okay, if we
1:54have to sell three units per week at
1:55that price point, um, how many outreach
1:57attempts does it take me to get an
1:58appointment? And we'd say maybe it's,
2:01let's say it's 100 average attempts to
2:02get an appointment. That would be pretty
2:04high. Let's just say it's 100 to get
2:05one. Okay. Of my opportunities, how many
2:08of them do I close? Uh, I close one out
2:11of four opportunities. Okay. which means
2:13I need to do uh 400 to get one of those
2:16sales and I need three. So I need 1,200
2:18outreach attempts uh per week in order
2:21to get my goal. And so if I have 1,200
2:24outreach attempts per week and I've got
2:26six days that I'm going to be working,
2:27let's say you take Sunday off, then you
2:29can do 200 outreach attempts per day and
2:30then you wait.
2:34That's the game. And so I think many of
2:36you have these goals, but you have not
2:38actually broken down what does it take
2:40from a numbers perspective and keep
2:41going down to from the number to my
2:44daily activity. That's it. You just have
2:45to connect what you do to this number.
2:48And
2:49>> let's do like uh one thing you one of my
2:50favorite things from you is uh these
2:53little Tik Toks or shorts I see where
2:55you're giving like a sales tip or a
2:57little sales trick or whatever. And um I
3:01would love for you I think most people
3:03probably you know most people who are
3:04listening to this just you know the bell
3:06curve of people listening to this
3:08probably have spent you know zero time
3:10trying to improve their sales and have
3:12not seen some of these things. So I want
3:13to give them the opportunity where they
3:14don't got to go click and find this
3:16random Tik Tok that I'm talking about in
3:18the ocean of Tik Tok. I want to uh role
3:20play a little bit. um give us kind of
3:23like um give us an example of normal
3:28like here's the default way people are
3:29doing something and then here's the
3:31rephrase or the reframe that has better
3:33results. Um I would love to to give get
3:36two minutes of learning sales from Alex.
3:39>> Sure. And just as a quick caveat to
3:42complete the loop from like 40 minutes
3:44ago, you said like what was the book or
3:46training or whatever that so it's my
3:49belief if you look at Belelfford, you
3:50look at Bradley, you look at Grant
3:51Cardone, some of the big sales trainers
3:52that are out there, almost all of them
3:54invariably have the same story which is
3:56I started selling and was the best guy
3:58on the team by a [ __ ] mile and then I
4:00tried to figure out what I was doing.
4:01And so I do think that some people
4:05naturally based on their childhood,
4:06their upbringings, their whatever are
4:08just have a higher proclivity for
4:09selling which
4:10>> yeah just a gift of gab and and empathy.
4:13>> Yeah. And I think it carries over into
4:15how you recruit for selling too because
4:16we've built a lot of sales teams and I
4:18actually have a very short allowing for
4:21people to fail at sales cycle. Probably
4:22much shorter than most people. And it's
4:24just because I've never had a killer
4:26salesperson who didn't do pretty well
4:28the first week. And so for me, we, you
4:30know, we turn through those quickly, but
4:32as a result of that, the team is just
4:33killers and they know that. So I I like
4:36this quote from from Grant Cardone, but
4:37he says, you know, my sales team is a
4:39dangerous place to work. And um I I love
4:42that. So in terms of uh sales stuff, I
4:45think that I think people don't know how
4:47people are really freaked out about the
4:49idea of selling, right? And so I think
4:50the first reframe is like you're not
4:52selling, you're helping someone make a
4:53decision that's going to help
4:54themselves. And the the the the front
4:57part of that is that and I do think that
4:59the number one predictor of good sales
5:01is conviction. And so fundamentally you
5:04have one person who should believe in
5:06something, another person who does not
5:08believe it yet and trust is the thing
5:10that transfers that conviction. So if
5:13fundamentally there's the two things you
5:14need, you need trust and you need
5:15conviction. Most times sales people
5:17don't have 100% trust. Sorry, 100%
5:19conviction. And so the also the idea of
5:22conviction as a binary is false. So it's
5:24not like I believe it or I don't believe
5:25in it is to what extent do I believe it
5:27right and so that's why like in terms of
5:29if I want to improve a sales team I can
5:31do the drills which we do and that's
5:33like blocking tackling but the thing
5:34that really juices a sales team is
5:36hearing the testimonials of the people
5:37that they sold last week and what
5:39they're doing today and how their lives
5:40have changed and so I noticed this
5:42because on my sales teams when we were
5:44in person whenever I did weigh out day
5:46which is when everyone finished their
5:47challenges and everybody was crying and
5:49so excited I tried to stack as many
5:51sales appointments as I could while
5:52people were weighing And during those
5:54days, we closed like 100%. Cuz people
5:56were like, "Dude, how can you not think
5:58this works? It's right there." And so
6:00the thing is is like you can either
6:01trick yourself into having the right
6:03tone or you can train yourself. And I
6:06think that it's much easier to trick
6:08yourself into it by just simply
6:09believing because if you talk if you
6:11truly believe in the product, you will
6:13talk about it differently.
6:16And so in terms of an understanding of
6:17selling, if you need to have conviction
6:19and you need to have trust, trust is
6:21going to come from expertise and some
6:23level of rapport, right? And so um I
6:27think that overarchingly to help someone
6:30sell, we just have to ask the right
6:31questions to get someone to come to the
6:33conclusion on their own. And so most
6:35sales conversations follow more or less
6:37the same framework if you know what
6:38you're doing. Otherwise, people are just
6:40chasing their tail and trying to chase a
6:42prospect to an outcome that the prospect
6:44doesn't know how. like we've had this
6:45conversation a hundred times. They have
6:47only had it once. We should be the one
6:48knowing how this conversation is
6:49supposed to go, right? We should also
6:51come in with a massive advantage to how
6:53to have this conversation go the way we
6:54want it to cuz we do it on [ __ ] day,
6:56right? [laughter]
6:57And so, you know, big big front-end
7:00pieces is like why are they there?
7:04What's the problem? What have they done
7:05so far? Understanding where they failed,
7:08seeing why our product is different from
7:10the things that they failed. asking for
7:12permission to explain about the product,
7:14explaining the product not in any way
7:17based on features but only based on the
7:18experiences that they will have as a
7:20result of it and using analogies to
7:21explain those experiences, right? Um,
7:24and then and then having a close at the
7:27end, which the the Tik Tok I think that
7:29you you referenced is like a nobased
7:31close. And I think a lot of natural
7:33sales people do this anyways. Like if I
7:35want something, I'm going be like, "Hey,
7:36can you do this for me?" I'm like, "Hey,
7:37would you mind?" And they say, "No, they
7:39don't. I don't mind." Right? like this
7:41natural communication dynamics that most
7:43people who naturally know how to
7:44persuade people or at least influence do
7:46that on their own. This is just
7:47retroactively looking at it and saying,
7:49"What did I do different? Like, why is
7:50this different?" And um in terms of like
7:54overcoming because people are afraid of
7:55confrontation, right? That's what
7:56they're afraid of. And so I believe that
7:59you can sell without ever having
8:00confrontation. And you can do that with
8:03what I like to call childlike curiosity.
8:05And so if someone says, "Um, well, my
8:09husband's not going to approve of that."
8:10I'm like, "Why wouldn't he? What do you
8:13like?" Huh, that's so interesting. Tell
8:15me more about that. rather than like all
8:17right let's like your husband's an
8:19[ __ ] like that's not going to work
8:20because in arguments no one wins right
8:22and so be like why why would he think
8:24that because because I would think that
8:26he wants what's best for you right yeah
8:29he wants what's best for does he know
8:30you're struggling with this right now
8:31well I mean yeah he knows I'm struggling
8:33with it okay so he wants what's best for
8:34you knows you're struggling with it so
8:35why do you think he would be opposed of
8:37solving something that that you're
8:38currently struggling with
8:41just so I understand would he be happier
8:43if you continue to struggle well no it's
8:46like well great then would you be
8:48opposed to moving forward today and that
8:49way and hey if you go home to your
8:51husband then you make a joke and it
8:52lights the scenario and then you close
8:53it right and so it's I think childlike
8:56curiosity is the immediate that you have
8:58to train because people get defensive so
9:00that is one thing that like fighters
9:02talk about when they're in the ring like
9:04in the beginning you breathe in too much
9:05right I don't know if like if you've
9:07been in like sparring and stuff like you
9:08breathe in you breathe too much you
9:09hyperventilate and so the guys who've
9:11done it enough they slow down their
9:13breathing because when they get things
9:14get intense they can slow down. And so I
9:16think sales is a lot the same way where
9:18you're like your adrenaline kicks in,
9:19start breathing faster, it's fight or
9:20flight. So you got to be able to slow it
9:21down and be like, "Huh, that's crazy. I
9:24wouldn't have thought that. Okay, tell
9:25me more about that." And like now you're
9:26interested and then they don't feel like
9:28you're combating them. They feel like
9:30you genuinely are interested and want to
9:33help them, which is what you should be
9:34doing because you should be selling them
9:36only if
9:37>> and so the reason that entrepreneurship
9:38is such almost like a spiritual journey
9:40is that you you earn the right to charge
9:42more because you no longer think the
9:45smaller amount of money is worth their
9:46time. There are beliefs that people who
9:48have money have which translate to
9:50behaviors that poor people don't have
9:53and translate to different behaviors. So
9:55what does that mean?
9:58A rich kid will choose not to pursue a
10:01lower leverage opportunity because it's
10:03not worth their time because they were
10:05taught it wasn't worth their time. The
10:07career paths that they'll have to choose
10:09from will be significantly skewed
10:11towards things where they'll get
10:12disproportionate returns. And a lot of
10:14that is just knowledge about it, not
10:16even knowledge how to do it. I remember
10:18when I first found out, I had never
10:19heard of management consulting. I had
10:21never heard of private equity. I had
10:22never heard of investment banking. I
10:24never heard of any of this stuff when I
10:25went to college because where I was from
10:27in Baltimore, a rich person was a
10:29doctor. That was a rich person. And so,
10:31and to be fair, my dad's a doctor. So, I
10:34felt I was like, "Okay, cool." When I
10:36went to Vanderbilt, I felt like one of
10:39the poorest people there because I had
10:40never seen what New York money was. I
10:42had never seen what California money
10:44was. I had seen what Baltimore rich was,
10:46which is that you have, you know, my dad
10:47has a business with two secretaries and,
10:49you know, we always had food. I never
10:51had to worry about it. I still have the
10:52immigrant mentality of like we don't
10:53use, you know, paper towels cuz they're
10:55expensive. But like that's just cuz he
10:56came here with a thousand bucks and I
10:58that still got transmitted in some ways.
11:01You almost have to you almost have to
11:03bat above you have to hit above your
11:05weight class, right? Which is even
11:07though it sounds un like and in the
11:10story of when I actually made my first
11:12high ticket sale in my life was when I I
11:14actually said a number that I wanted the
11:16person to say no to and then they said
11:18yes. That was how that actually that
11:21belief was broken for me. So, as much as
11:22I want to say like this is what you have
11:24to do. I'm this guy, you know, guy on
11:25YouTube that you just saw or whatever,
11:27like Leila and I were selling uh we we
11:30started doing these gym launches. We
11:32would sell memberships through gyms. We
11:33would collect the money. Um and that was
11:35the model. We'd fly around the country.
11:37That's what we did. Um there were some
11:38issues with that model, which I've
11:39talked about in other videos. And so
11:41then all of a sudden, uh Leila started
11:43selling weight loss directly. Made a
11:44little brand for her called Queen
11:45Transformation. we started selling these
11:47$500 online training packages um over
11:49the phone and that started working and
11:51so I had these gyms that I was supposed
11:53to do these launches at that I had
11:55decided I wasn't going to do them
11:56anymore and so I had eight gyms I was
11:57supposed to call up and like basically
11:59cancel on them and so um on the first
12:01phone call the guy was actually referral
12:03and he was like dude you saved my my
12:04friend's gym like I know you can do this
12:06and I I was so beat down at this point I
12:08was like dude I'm not f like I'm not
12:10doing it and he kept asking for it and
12:12then finally I was like all right dude
12:14like I'll show you what I do. Um, but
12:16I'm not flying out there to help you if
12:18you can't close. And mind you, I come
12:19from the done for you world of like I
12:20literally did everything. I fronted the
12:22money. I fronted the cash. I built I'd
12:24literally buy the tables. I'd print the
12:25the contracts out. I'd run the ads. We'd
12:27work the leads and we'd sell them
12:28straight in the gym. So, I did
12:29everything. So, me saying that was just
12:30a hope that he would just like say screw
12:32off. And he was like, "No, I get it. I
12:33get it." And he was like, "Well, how
12:35much?" And so, I said, and remember, I'm
12:36used to selling $500 16-week training
12:39packages where you have to show up like
12:41every, you know, three times a week to
12:42do stuff. I said $6,000. So for me it
12:46was a 12x compared to the price that I
12:48was used to selling at. And I just said
12:50it. So I was like, he's just going to
12:51say nope. And then I can just hang up
12:53and just move on to my next call. And he
12:55said 6K. And I was like, yeah, $6,000.
12:59And he was like, done. And I I remember
13:04like floating out of my body in this
13:06moment being like, "Holy [ __ ] six grand
13:12from one call." And I didn't I didn't
13:15even have the thing. I didn't even have
13:16the thing that I had sold him yet cuz I
13:18just didn't think he was going to say
13:19yes. I didn't think to have to build it,
13:20right? And so I was like, "Holy shit."
13:23And so then the next So I had seven more
13:25calls. I called the next guy. Same
13:26conversation. Well, I was like, "Now I
13:27got to build this thing." But it went
13:29really smooth. And I was like, "Uh, he
13:30was like, "How much?" I was like, "Eight
13:32grand." He was like, "Yeah, done." And I
13:34was like, "8 grand?" I was like, "I'm up
13:37$14,000 in a I'm not even in a day. It's
13:40in a morning." So then I had six more
13:42calls. And by the end of the, you know,
13:43the next call, same thing. How much?
13:4510K. Next call. And by the end of the
13:48day, I done $60,000
13:50in in collected. And I was like, "What
13:54the [ __ ] just happened?" I had no idea
13:58what was going on. Uh, and so Ila came
14:00back after she was selling the $500
14:02memberships and I was like, "Babe," I
14:04was like, "I just made 60 grand." And
14:06she was like, "What?"
14:09She's like, "I she was like, I thought
14:10we were doing the weight loss thing." I
14:11was like, "No, I think we're still doing
14:12the gym thing. I think we were just
14:13doing it wrong." And this is why I'm
14:15telling you this, cuz like that moment
14:17of all the moments in my entire career,
14:19that was the moment where I elevated.
14:22That was the moment where my life really
14:24changed. And so I bring this up because
14:27you might be like, "Well, what at what
14:29price point should I start?" Right? It's
14:30going to be relative whether you're
14:31selling to consumers, you're selling to
14:32businesses. And I, these are just a
14:34couple rules of thumb that I'll just
14:35tell you that I've kind of worked
14:36around. I'd say that for um for a
14:39consumer, an impulse purchase is $500 or
14:41$600. A higher ticket purchase is
14:43usually going to be somewhere between
14:45$300 and $10,000. All right? Typically,
14:47and that's again for services. If you're
14:49looking at like assets, it's a different
14:51game. You're buying houses and cars, a
14:52different game, right? But if you're
14:53selling just like pure, I'm going to
14:54help you do some stuff. I'm going to
14:55help fix some stuff. That's usually a
14:57price one that's quote higher ticket.
14:59Business, it really depends on the size
15:00business. If you're selling to Disney,
15:01you can sell a billion dollar thing,
15:03right? If you're selling to just small
15:05business owner on Main Street, remember
15:07some of them are poor too, right? And so
15:09for them though, um, you a more normal
15:11price for something will probably be
15:13somewhere in the neighborhood of like
15:14I'd say like a mid-tier is probably, you
15:16know, $200 to $3,000 a month. A cheaper
15:18price for a business owner would be
15:19somewhere in the neighborhood of like
15:21400 to 800 a month. Um maybe maybe just
15:23call call it closer to 500 bucks a month
15:26um as like a a cheaper number for a
15:28business. And you're like $500 a month
15:30is cheap for a business. It's like yeah
15:31super expensive for a consumer, pretty
15:33cheap for a business, right? One of the
15:35big issues I would say that poor people
15:37think about compared to rich people is
15:39that poor people will think in terms of
15:41cost and I would say rich people will
15:43think in terms of the ratio the return
15:46cost versus value. So if I were to say
15:49hey I've got this thing that's let's say
15:52it's let's say it's $20,000. A poor
15:55person just hearing the price would say
15:58that's expensive. But if I said a rich
16:01person, if I said, "Hey, my thing is
16:03$20,000." They wouldn't then say,
16:05"That's expensive." They would say, "For
16:06what?" And if I said, "Uh,
16:11share a class A share of Berkshire
16:13Hathway, which is an $800,000 stock for
16:16$20,000, that would be the deal of the
16:19century." Right? If I said it was
16:20$20,000 for a brand new Lamborghini,
16:22they would say that's a great deal. So
16:24even though it costs a lot of money,
16:27it's great value. And this is what I
16:29did. I struggled for such a long time to
16:31understand because it was like I almost
16:33had this emotional reaction to zeros.
16:35It's like if I saw zeros I was like, "Oh
16:36my god, it's so much, right?" And and so
16:39I know where you're coming from because
16:41you almost want to you almost choke on
16:43the price. So I'll give you a couple
16:44little tactics for this to like get
16:45around it. So one is if you're in
16:47person, you can write down the price and
16:48then turn it and slide it to them. Uh or
16:50you can use a calculator and turn it to
16:52them if you like literally choke on the
16:53price because some people do do that.
16:55Um, the second thing that you can do,
16:58and this is a really good little little
16:59pricing hack for for selling, is before
17:01you say the price, you say, "Hey, before
17:03I tell you the price, it's super
17:05expensive." And so, what's beautiful
17:07about telling someone it's expensive,
17:09before you tell them the price, is that
17:11if someone's rich, they're going to
17:12immediately think what's expensive for
17:14them. And so, they're going to think a
17:17number, and then you're going to say the
17:18number, and they're going to they're
17:18going to literally be like, "Oh, fine."
17:21If they're poor and you say it's
17:23expensive, they're going to brace
17:24themselves for a number that's big. And
17:25then when you give them that number,
17:26they were at least braced for it. And so
17:29in either way, you actually create what
17:31I would consider an emotional anchor
17:33that's perfectly accommodating to the
17:35buying power of the prospect. And most
17:37sales people get choked up right at that
17:39point. So it's like give yourself a
17:40breather. It's going to be expensive.
17:42You take a breath, they take a breath,
17:43then you deliver. Right? So just a
17:45little tactic that works and also can
17:47help uh increase sales. So, a good way
17:50to know if you're actually underpriced
17:51is to actually look at your close rates.
17:54All right? And so, if your close rates
17:56are 80% or let's say 60 to 80, I'll put
18:00this in tiers for you. Um, 50 to 60,
18:0640 to 50, and then 30 to 40, and then
18:1130.
18:12Okay? So, let's say these are your close
18:14rates.
18:17So that means if you talk to 10 people
18:19here, you close eight, right? If you're
18:21closing 80%. You probably right now have
18:25a 2 to 3x in pricing. Sorry, a 3 to 4x
18:27in pricing. Excuse me. A 3 to 4x in
18:29pricing just sitting there. I know that
18:31sounds absurd, but think about it.
18:33You're going to get the 80% are not
18:35going to say yes anymore. I want to be
18:36very clear. You might drop to like 35%.
18:39But if 35% of people are paying four
18:42times more, you're making 120% of the
18:45revenue that you were making before. All
18:47right? And so like you're making way
18:48more money. Now, at 60 to 80, you
18:52probably have a 2 to 3x that you have
18:54sitting there in price. If you're
18:55between 50 and 60, you probably have a
18:571.5x to 2x sitting there. If you're at
19:0040 to 50%, you're probably at 1.25 to
19:031.5x. All right. If you're here, I
19:05consider this to be appropriately
19:06priced. If you're closing 30 to 40%,
19:08you're priced about right. If you're
19:10below 30, I would say get better at
19:12selling, [snorts]
19:15which part of getting better at selling
19:17can be make the offer better or talk to
19:20better customers. All right? And so
19:22sometimes you will try and pitch a high
19:24ticket thing but not have your core
19:26offer which might be lower. So you have
19:27an anchor offer. Um but the people that
19:30you're speaking with, you didn't qualify
19:33them. So, if I want to say, "Hey, I'm
19:35talking to million-dollar plus business
19:36owners." I will have a significantly
19:38higher close rate if I'm only talking to
19:40them. So, all of what I described is
19:42something called lead scoring or lead
19:44qualification. And so, what that means
19:46is that there's a certain type of
19:48customer that's more likely to buy your
19:49thing, right? Somebody who has more
19:51money is more likely to buy your more
19:53expensive thing. And so, if we know that
19:55the people who have the money are the
19:57ones that buy our expensive thing, then
19:58we should try and just tell the world we
20:01only cater to these people. Now, the
20:03next thing that will come up is people
20:05will say, "Hey, um, I would sell for a
20:07really expensive thing, but no one will
20:09buy it because there's guys down the
20:10street who will sell it for less because
20:12they're brokies selling to brokies."
20:14You're right.
20:17And that's because you can't sell the
20:19same thing. You got to sell something
20:21different, which is why I wrote my first
20:22book on this, which is the first chapter
20:24is you're selling a commodity. you're
20:27selling something that someone could
20:29reasonably hold your thing and their
20:30thing up and say these two things are
20:32the same so I'll chip pick the cheaper
20:34one and that's reasonable for them to do
20:35it the idea is that we want to price our
20:37thing so high and be in such a clearly
20:40different category that people say these
20:41two things must be different I have to
20:43analyze these independently and so
20:45within the context of what do I get for
20:47my money the rich person wants three
20:49things they want it to be fast they want
20:51it to be easy and they want it to be
20:52guaranteed
20:54and so everything that you do that is
20:56more difficult for these people. You
20:58have to make easier and these people
20:59will be willing to pay for it. And so
21:01you pre-do some of that work for them.
21:03You pre-choose some of the food. You go
21:05ahead of time. You drive ahead. You
21:07scout the location. You drive it to the
21:08door. Whatever it is. But when you look
21:10at, well, what does it cost for me to
21:11drive this thing to the door? It cost me
21:1210 bucks, but they're willing to pay a
21:13hundred for it. Whereas this person is
21:16nagging me on the last five bucks. It's
21:18a different game. But this is where all
21:20the money's at. The reality of how
21:22services work is that you can tell how
21:24advanced a service business owner is by
21:25how expensive their product is. Because
21:27if you're actually good, you have more
21:29demand than you have supply. If you have
21:30more demand than you have supply, what
21:32should you do? Raise price. That's how
21:33the supply demand curve works. And so
21:35you continue to raise your price until
21:37you're at a point where you're at
21:38equilibrium where like you can handle
21:39the amount of demand that you have. If
21:41you're still good, you still get more
21:43demand because word of mouth continues
21:44and you keep going up. And that becomes
21:46the virtual virtuous cycle of price and
21:49services. Because when you have a higher
21:51price, you have higher gross margins.
21:52When you have higher gross margins, you
21:53can hire better talent. When you have
21:54better talent, you can deliver better
21:55services. When you have better services,
21:56you get better reputation. When you have
21:57better reputation, what does that do? It
21:59drives demand, which then drives price.
22:02And so, this is the cycle that every
22:04business has to go through. And you
22:05signal to the marketplace. You
22:07communicate to the marketplace. Pricing
22:08is a two-way communication. You tell
22:11them what you're about, and then they
22:12will self- select as the correct
22:14customers for you.
22:16And so you can see where someone's at in
22:18their business journey by how high they
22:19are priced compared to people who sell
22:21comparable services because people will
22:24very much take price as an indication of
22:26value.
22:28They just do because in general things
22:30that are priced higher are better. Not
22:32always, but often. It's a good enough
22:34rule of thumb that people in general
22:35will do that. You like this might blow
22:38your mind if you've like not met people
22:40with money. When they go to shop at a
22:42store, they price from high to low.
22:45They literally look at the most
22:46expensive stuff first because that's
22:48probably the stuff that's for them.
22:52They don't want to save money anymore.
22:53They want to get better value. They want
22:55better stuff. They want to skip the
22:57line. They want to get it faster. They
22:59want it better. They want it to be a
23:01higher quality, you know, higher quality
23:02ingredients. They want it to be more
23:05made by somebody who's more noteworthy.
23:07All of these things. And fundamentally,
23:10that is what this book goes into
23:11tremendous detail talking about, which
23:12is the offers book. All right.
23:14So, with that being said, sell to the
23:17rich. They pay better. It's better to
23:19sell fewer expensive customers than many
23:23broke customers.
23:25And if you sell to rich people for long
23:27enough, they will make you one. This is
23:28an upsell offer. It can also be used on
23:30the front end. This is called free
23:32alternate revenue stream. And so, you'll
23:34notice that I uh my names the names of
23:36the of the mechanisms in the last
23:38chapters are not nearly as uh refined.
23:40You know, win your money back. I think I
23:42called uh I think it was like free
23:45deposit
23:46with conditions or something is what I
23:48call it. So I called these like really
23:49technical things. Um and then I came
23:51with like win your money back and like
23:52pay less now or pay more later which I
23:54used to call invisible free but no one
23:55would know what that means. So I try to
23:56make the names more descriptive. Um but
23:58without further ado let's us begin. All
24:02right. Um let's do it. Okay. So,
24:052019ish,
24:06the following is a rough paraphrasing
24:08from a story a gym owner told me that
24:10taught me number one, an excellent
24:11downell/upsell strategy, and number two,
24:14a really nice way to graciously exit
24:16anyone from a sales conversation who
24:18doesn't want to buy your main product.
24:19So, when someone walks in, tours the
24:21place, and says no to joining, which
24:23used to kill me, I had this realization.
24:25Instead of awkwardly escorting at them
24:27out of my gym, why not offer them
24:28something free instead? Instead, I say,
24:31"No worries." And then I hand them a USB
24:33drive. Here's everything you need to do
24:34this program from home absolutely free.
24:37You should see their faces. In this
24:38industry where everyone's trying to lock
24:40you into contracts, they they think I'm
24:41some kind of saint. But here's the real
24:43move. After I give them the USB, I
24:45simply add, to get you a head start,
24:48let's just book you for a nutrition
24:49consultation so you can see the results
24:51you want. The orientation is on us. We
24:54just want to get this community healthy
24:55and maybe when you can afford it, you'll
24:57think of us. Okay. So almost 100% of
25:02people who said no to my gym membership
25:03end up in these nutrition consultations.
25:05And guess what? During these
25:07orientations, we sell them supplements
25:09instead of workout programs. The crazy
25:11part, these people who initially
25:13rejected working out spend 50% more on
25:15supplements than my regular clients.
25:17I've basically created a no prospect
25:19left behind approach. And my sales team
25:21loves it because they help everyone who
25:22walks in. Everyone around here calls it
25:24the no sale. Perfect name, right? I'm
25:27selling to people who think they aren't
25:29buying anything. And once I started
25:30doing that, I thought to myself, why not
25:32offer this free USB as my front end just
25:35to get people in, then I can upsell them
25:37an in-person version for money? Or they
25:40can keep buying supplements from us
25:41every month and not even use up gym
25:43space. Win-win. So that's what I did and
25:45it worked. So it goes to show that
25:48people want the same problem solved in
25:50different ways. So offering multiple
25:52ways to solve their problems gives you a
25:54few more at bats. What's more, this
25:56strategy allowed him and the gyms who
25:58subsequently modeled it in our
25:59community, a way to turn every prospect
26:02into a sale. There are a few ways to use
26:04it, so let's dive in. As a downell, like
26:07in the story, or as a primary offer,
26:09which he alludes to at the end. We'll
26:10dive into both. So, here's the
26:13description. This is an offer that
26:14depends strongly on the types of
26:16monetization/revenue streams available
26:18to a business. In the simplest terms,
26:20we're providing one type of service or
26:22product for free and then upselling
26:24something else. You can upsell something
26:26as a one-time service or product to
26:28offset advertising costs. Or you can
26:30make the upsell recurring.
26:33Or you can plan your entire business
26:35around giving one thing away for free
26:36and monetizing with another. In other
26:38words, it works for one-time services or
26:41even recurring services, provided the
26:43alternative revenue stream has
26:44sufficiently high margins to afford both
26:46fulfillment types. both uh but most
26:49variations chunk up to two larger
26:51buckets. So either you do this one which
26:54is called a paired upsell. So I give you
26:56thing A for free in exchange for buying
26:59thing B or an independent upsell. So I
27:03give you thing A for free and I will
27:05encourage you to buy thing B. So those
27:07are slightly nuanced ways of expressing
27:09the same concept or offer but they'll
27:11hopefully generate some ideas for you on
27:12how to use this in your business or your
27:14client's businesses. So I'll give you
27:15some examples. So, if you had a storage
27:17business, the offer might be you get a
27:19free month of storage. The paired upsell
27:21would be, do you want to buy a lock for
27:23your storage unit? The the only locks
27:25that fit our doors are the ones we sell
27:27and cannot be purchased elsewhere. So,
27:29I'm going to give you this, but you got
27:30to buy that, right? Um, weight loss
27:33clinic. So, a free 28-day program, the
27:36independent upsell, so the different
27:37version at nutrition orientation, a
27:40kickoff program after the first sign up.
27:42you're gonna want this $400 supplement
27:44package to get the best results for the
27:45free 28 days of service. So, think about
27:47like this. It's like you someone comes
27:48in and says, "Hey, I I going to a weight
27:51loss clinic and I say, "Hey, we're going
27:52to have all these docs on staff and you
27:54know what? We're going to help you for
27:55free." They're like, "What?" It's like,
27:56"Yeah, but on the next consultation,
27:58we'll tell you the supplements and the
27:59meal plans and all that stuff you're
28:00going to need." At the next
28:01consultation, you then upsell all the
28:03meals and all this other stuff that's
28:05going to go with it, but you give the
28:06service for free. So, this is kind of
28:08like that um either paired or
28:11independent, but it's the core of this
28:12is that you've got two things and the
28:14margin from one covers the delivery of
28:16the other. So, usually it's like one
28:17that's way cheaper and one that's more
28:19expensive, but you give this thing for
28:21right for free to attract people on the
28:22front end, but then you basically pair
28:24it or make it so they have to or they
28:25should or most likely will buy this
28:27thing on recurring. And by doing that,
28:29it makes it a super sexy offer. So, I'll
28:31give you physical therapist example. So,
28:33let's say the offer is four free
28:34treatments, which would be a crazy
28:36front-end offer. the independent upsell
28:38would be you're going to need these
28:39orthotics, these bands, these braces,
28:41these oils, and athletic tape to
28:42maximize the effectiveness of the free
28:44treatments. And so, it's like we're
28:46going to do these free treatments no
28:46matter what. I was like, but here's the
28:48stuff you're going to need to get the
28:49most out of it, right? Uh if you had an
28:52education business or software. So, um I
28:55will coach or onboard you for free
28:56indefinitely on your agency or your XYZ
28:59as long as you use our software. It's an
29:01example of that. So, paired upsell would
29:04be we monetize inherently on the
29:05software itself. So this is literally
29:07what I did uh for Allen. So Allen was
29:09our software company. And so what I did
29:11was I I basically helped agencies scale
29:16for free. I gave them all the education,
29:18gave them everything as long as used our
29:20software. And so the software because of
29:22the nature of how it worked basically
29:23had I don't say a revenue split, but it
29:25had a percentage of it backed into a
29:28cost a cost.
29:32I won't get into the economics.
29:33Basically, I would say it backed into
29:35kind of like a royalty or rev share on
29:37on the agency that was using it
29:38functionally as a CRM. What's up,
29:40sweetie? I'm going to finish my chapter.
29:42We're all We're all hanging out. We're
29:43reading. Okay, so let me give you a real
29:46example. Uh uh so free book on real
29:48estate. Okay, so upsell number one. Uh
29:52hold on.
29:54There we go. Making sure I didn't my
29:55page one stuck together. Uh free book on
29:57real estate. So upsell number one would
29:58be shipping cost. Upsell number two
30:00would be the audio version. Upsell
30:01number three would be the deal contract
30:02templates. Upsell number four would be
30:04where to find deals, which would be a
30:05training. Upsell number five, how to uh
30:07find financing if you have no money.
30:09Note, each of these are things uh
30:10necessary uh for being successful using
30:12the strategies outlined in the book. The
30:14hardest sale is the first sale, the
30:16opportunity vehicle, the book. The rest
30:18of the upsellers are things that they
30:19need along the journey. So, you can give
30:21the free book away, but then along the
30:23path, they have these other things,
30:25right? So for me um a version of this
30:27and the reason I think I I pulled this
30:29out of the money models book is that it
30:32was a little bit similar um but
30:34obviously the use case I show in here a
30:36little bit different than the the core
30:37one that I have inside of money models
30:38but I included in here because they
30:40would I think it would it'll jog
30:41different people's memories uh in a
30:43different way. So um couple details. So
30:45you want to use a multi-step sales
30:47process with this offer. Uh if you're
30:48marketing thing A for free then you have
30:51to be able to give thing away for free.
30:52So he was giving out actual USB things
30:54to anybody even if they didn't want to
30:55buy anything. So if you want to
30:56advertise compliantly, you have to like
30:58if you're going to say something's free,
30:59you have to give away for someone to get
31:00it for free. All right. Um now that
31:03being said, you can give something away
31:04for free as and then encourage people to
31:06buy stuff. I mean that's the nature of
31:07capitalism. Like you come in for the
31:09free drink and then we say, "Hey, don't
31:10you want, you know, a bigger drink with
31:11that? Don't you want a don't you want a
31:13sandwich with that?" Like that's just
31:14marketing. That's fine. Um you just
31:16can't say come in for a free thing and I
31:17won't give you the free thing. You have
31:19to buy this. That's the no. Okay. So um
31:22I covered that. Great. Um and so the key
31:25is that if you give something away that
31:26has low incremental cost as in adding
31:28another unit doesn't cost much. That's
31:30why that's how this free thing works.
31:31Like a book um has a lot of cost in
31:34terms of developing a book, but the
31:35actual like cost of printing a book is
31:37low compared to some of the other things
31:38that might might that you might upsell.
31:40Now if you're using this as a front end,
31:42you want to make the next thing you are
31:43selling or upselling them uh to be the
31:45next natural thing that the prospect
31:46would need. All right? So, it's key to
31:48understand the prospect's problems and
31:49solutions um better than they do. And
31:52so, that's where the good money model
31:53design becomes really important. Like,
31:55you should know all the things that a
31:58customer is going to need to uh
31:59accomplish. What basic every I've talked
32:03about the problem solution cycle. Your
32:05first thing will solve a problem even if
32:07they haven't used it yet, but in their
32:08mind because they made the purchase,
32:09they've solved that problem. So, now
32:12you're like, "Hey, but now that we fixed
32:13your teeth or now that we whitened your
32:15teeth, your teeth are crooked as hell."
32:17And so we got to fix that too now. And
32:19now that they're now that we fixed your,
32:20you know, crooked teeth and now they're
32:22white and they're aligned, they're not
32:23healthy. So now we got to do the
32:24reinforcements and we got to coat your
32:26teeth, right? And so every new solution
32:29creates another problem that we can then
32:30solve with another upsell. And so we
32:32have to think about this ahead of time
32:33because they fortunately unfortunately
32:35most people only think one decision
32:37ahead of time. And so we should just
32:38think three decisions ahead of time and
32:40then reverse engineer our offers uh to
32:42accommodate that. Now in the examples
32:44that I gave, the money model does not
32:46end there. So there's still more upsells
32:48that occur in each of the scenarios. So
32:49storage, the one I said earlier, will
32:51upsell boxes, larger storage units, and
32:53commitment. Weight loss clinic would
32:54upsell continuity of service, continuity
32:56of supplements, done for you meals,
32:57bars, home treatment, etc. Right?
32:59They'll also likely close a card for the
33:01continuity of service. So the free
33:02service is also a free trial plus
33:04penalty. This way, you're capturing
33:05multiple streams of revenue. Physical
33:07therapists will probably also upsell a
33:08long-term treatment bundle after or
33:10during the four treatment plan, right?
33:12And so the effectiveness of this play is
33:14based on number one, the prospect's
33:16perception of of of how essential or
33:18required the next thing is. So kind of
33:19like the lock uh in the storage thing.
33:21Well, you can't really have a storage
33:22unit without a lock on it. Rather was
33:24the whole point is that it's safe,
33:26right? Uh but the thing is is when you
33:27go into a storage unit, you don't you
33:28probably if you've ever done this
33:29before, you go there and then you're
33:30like, "Oh yeah, I forgot. I guess I'm
33:32going to have to have a lock." Like most
33:33people don't come in prepared with like,
33:34"I've got a lock. I've got these boxes."
33:36Like they just don't think about it,
33:37right? They go get the storage unit and
33:38then they get upset all the stuff. Now,
33:40number two is what makes this effective
33:42is how how seamless the upsell process
33:44is for the prospect. So, if you make it
33:46frictionless, and this is the key, you
33:48can get like 90% plus take rates on
33:50these offers because they should feel
33:53like it makes total sense to buy. Again,
33:54this isn't guaranteeing it's going to
33:55happen for you. I'm just saying like it
33:57you should shoot for that. Now, the
34:00biggest benefit of using this offer as a
34:02free frontend is being able to liquidate
34:04acquisition cost, meaning cost of
34:05getting the person in the door. If you
34:06make zero dollars on the free thing
34:08obviously, but you know 80% take a $300
34:11upsell with 80% margins, then you know
34:13that you're making 300 * 80% time 80%
34:17which is $192 per free thing that you
34:20give away. And that's just the first
34:21upsell. And so there will and always
34:24should be many others. Now, but since
34:26the take rate is so high and it is
34:27upfront, this is one of the easiest ways
34:29to generate cash upfront with little to
34:31no operational drag. And this is what
34:33this what makes this kind of attractive.
34:35Physical and digital products pair very
34:37well with services for this specific
34:38money model. So he was giving a digital
34:40workout plan with a USB in person
34:45because it was still some free value
34:46that he could give somebody and say, "I
34:47did say that I could give you this free
34:49workout stuff." They'd come in and they
34:50say, "But you probably want the inerson
34:52stuff, so let me upsell that." Um, and
34:55again, this was for people who said no.
34:56So you can use as a downell or you can
34:57use as a front end. Both of those work.
34:59Um, so we use this all the time for
35:02internal stuff and what I mean is using
35:04it to market to an existing audience. So
35:06you can encourage them to bring friends
35:07for a free thing and so they'll be
35:10excited to do that and participate. So
35:12I'll tell you an example. So in the fast
35:14cash um playbook which is uh one of the
35:17is in the uh profit implementation
35:19system which is one of the free things
35:20you get when you donate 200 bucks. Um,
35:22so in the Fast Cash uh playbook,
35:25one of the one of the biggest most
35:27successful plays we did at Gym Launch,
35:28which honestly the foundation of this
35:29play is what built Prestige Labs, my big
35:30supplement company. And the way it
35:32worked was this. So we would we would
35:35advertise a 28-day free transformation.
35:38And we would say anybody who's a member
35:41of the gym can participate in this free,
35:43you know, transformation. They get a
35:45little more accountability, a little
35:46more help, etc. And they could bring a
35:47friend to do it, too. And so people
35:49would bring one, two, three friends
35:50because it was free. But here's how it
35:52worked. So let's say you've got a
35:54hundred members just for simple sake. So
35:57we would email this thing and we would
35:58get like 30, 40, 50% people to take the
36:02offer because it's free, right? It's
36:03just like let's just like get you into
36:04gear for the holiday season, whatever.
36:06But here's the key. When they'd come in
36:08to say they want to sign up for it, we'd
36:09say awesome. We'll set you a nutrition
36:10consultation. Bring your friend. And
36:12then when they come with their friend on
36:14the second meeting, then at that meeting
36:16we would then sell both of them the
36:18supplements that went with the free 28
36:20day uh transformation. And so this is a
36:22classic example of kind of a free with a
36:24second revenue stream. And so we would
36:25generate two $3, $400 in supplement
36:28sales per person, even though it might
36:29have been harder for us to sell $400 of
36:32service to somebody who's already at the
36:33gym, but because they were doing a
36:35program or following some specific
36:36thing, they're way more likely to do it.
36:38So it's a really good reactivation
36:39campaign. It's really good for
36:40referrals. And this is why I include
36:42this in the fast cash playbook because
36:44um I I would slot this in on like one of
36:46my four big promotions or six big
36:48promotions that I would do per year. And
36:50so just having this on a regular basis
36:52um like the thing is is like it's all
36:54fundamentals. Like doing this stuff is
36:57just doing the fundamentals consistently
36:58in the business. And what makes a
36:59business owner advanced is their ability
37:02to do the fundamentals at scale and do
37:04it consistently. So I'm getting looks
37:06from finish this real quick. Okay. Um,
37:11I think I just gave the I think I just
37:12literally just described the example.
37:14It's freaky. It's like I wrote this
37:15book. Um, okay. So, I think I covered
37:17the main things there. Okay. Um, and uh,
37:20I added one little pro tip in here,
37:22which is that um, if you do that kind of
37:24bring a friend thing or reactivation
37:25thing where someone comes in for that
37:27free 28 deal, you really have to
37:29casually but uh, succinctly get a good
37:33percentage of people to take that
37:34upsell. And we have found that if
37:36someone does not take the upsell, even
37:38the small little like, hey, just buy a
37:39supplement when you do the 28 day thing,
37:41the likelihood that they then convert
37:42into a customer remember and upsell
37:44later drops precipitously. So all your
37:46focus should be on that free to first
37:48upsell conversion. Everything else after
37:50that,
37:50>> our primary customer acquisition method
37:52is doortodoor. It's a two-part sell set
37:55or closer model.
37:56>> Yep.
37:57>> And it's a high turn role. Like we know
38:00how to sell windows. We know how to do
38:01it well.
38:01>> Yeah. Um, but getting reps hired,
38:06trained, and retained,
38:07>> yeah,
38:08>> has been a huge challenge. And so we
38:10can't just like
38:12>> and and there's there's kind of levels
38:14to that, right? There's getting people
38:15interested enough to say yes to the job.
38:17>> Yeah.
38:18>> There's getting them to stick past, you
38:20know, week one and then actually
38:23producing. Our biggest fall off right
38:26now is literally just from showing up
38:29day one to making it at the end of week
38:32one where they just get in and realize,
38:34"Oh gosh, I can't hack this."
38:36>> Yeah. What do the top uh closers make?
38:41>> Um
38:4316 to 20k a month.
38:45>> Yeah. Okay. They make good money. Um
38:48Okay. So, I want to I want to give you a
38:50couple frames on this and then we'll
38:51we'll dive in. So, frame number one is
38:52that this is a feature, not a bug. It's
38:54the nature of doortodoor. So instead of
38:55thinking like, man, I think there's
38:56something wrong with our business. Like
38:58it might be just like we need to do way
38:59more of it. Like at at at the very most
39:01basic level, like it could just be how
39:03do I do 10 times more of this and I deal
39:04with all the numbers I currently have.
39:05That's like thing one. Thing two, um it
39:10might also be an avatar selection issue.
39:12So to pull back the thing that I was
39:14just talking about these applications
39:16just like leads that you have for a
39:18business like I'm sure it's like we they
39:19have to have at least this many windows
39:21or they have to have a home that's
39:22valued above X or whatever right you
39:23look at certain neighborhoods when you
39:24go door to door right
39:26>> yep
39:27>> right so the same degree is you might be
39:29you might be knocking it to give you
39:32know a one to one example it's like if
39:33you're going into the projects or the
39:34hood right uh where home values are
39:38lower the likelihood that they're going
39:39to buy a higher ticket thing is lower
39:41Right.
39:42>> Sure.
39:43>> Right. And so you might still be
39:44attracting apps for SDR, you know,
39:48doornockers, whatever, uh, for the
39:50setters from figuratively the quote
39:53low-income part of the internet, right?
39:56And that doesn't actually have to
39:57anything with income, but I'm just
39:58saying just to give you like an analogy
39:59here.
40:00>> Um, and so the question is, what do the
40:03people who make it have in common?
40:08>> False.
40:09>> Well, yeah, sure. But what we want to
40:11do, no, no, you're good. You're good.
40:12What we want to do is look at, we want
40:14to look at what are the behaviors. So I
40:16look at demographics just like you would
40:19with a customer.
40:20>> What are the demographics that have
40:21higher likelihoods of success? Is there
40:23age ranges? Things like that. Right?
40:26Number two, is there any kind of past
40:27experiences that they had that make it
40:28more likely for them to succeed? Um, the
40:30next is going to be the behaviors,
40:32right? What did these people do? Just
40:34like we'd have activation. Now, you're
40:35not in a service business. Well, you
40:36kind of are, but it's a little bit
40:37different. It's not like like customers
40:38has to do something, right? But if
40:40you're in a if you were in a business
40:41where a customer has to do something,
40:42we'd say like what are the behaviors
40:44that a really successful customer did
40:45and then we say okay we want to force
40:47that activation path for everyone. So
40:50what percentage of people who are
40:51starting make it past week one.
40:56Um we have two small offices and it does
40:58vary per office. Um, one of them is
41:00significantly worse currently um, with
41:02this issue, but ultimately I don't know,
41:06but bad like not not a lot. And again,
41:08it's more it's less of a like they
41:11couldn't see results and so they fizzled
41:13out because they need to pay their bills
41:15because it is 100% commission. And it's
41:17right now more of a I I don't get past
41:21day three because I realize once the
41:23rubber meets the road and I'm on the
41:25little doorstep by myself, I can't hack
41:29it. It's kind of what it's
41:31>> Yeah. Yeah, I hear you. So, um, how much
41:34role playing do you do with these guys
41:35before they get out there?
41:38>> Um, so they've got to have the script
41:40down. Um, and we do, you know, we meet
41:44daily, um, for an hour or two. Um, and
41:48so that couple hours a day is is
41:52>> Do you have like two makeshift doors
41:54that you have at your facility where
41:55they like knock on it and open it?
41:57There's nothing on the other side of it.
42:00>> Um, we've got the office door and we
42:01will either just not use a door or use
42:04that door.
42:05>> Okay. I So, I'm gonna I'm like, this is
42:07this is going to sound silly, but I am
42:09100% right. Um, you want to approximate
42:13the conditions of the sale as closely as
42:16humanly possible in the training.
42:18Something as simple as them not actually
42:20knocking on the door will have a very
42:22meaningful difference in their ability
42:23to retain the information and actually
42:25deliver it in a comparable setting.
42:28>> Okay.
42:28>> Yeah. Definitely not focus on that.
42:30>> Right. So you have a training issue,
42:32right? Like to me this is a training
42:34issue. It's a training and expectations
42:35problem. So obviously there's some
42:36element of like who am I bringing in?
42:37That's going to be one component of it.
42:39You know, if you look at 10 people, I'm
42:41sure right off the bat, you could
42:42probably be 50/50 on like I could for
42:44sure tell you that these three guys
42:45aren't going to make it, right? Um, but
42:47there's some guys who are like, I'm not
42:48really sure. Well, it's like, let's just
42:49take out the guys we already aren't know
42:51aren't going to make it, and then let's
42:52get the other 50%. And try and
42:54approximate the the training. So, what I
42:56would do is I would set up two or three
42:58freestanding doors inside of your
43:00facility. And the reason I would want to
43:02do that is because I want them to learn
43:03to run. I want them to learn to hustle
43:05between doors because it's a huge
43:06difference in terms of their doors knock
43:07per day. Right.
43:10>> Yeah.
43:11>> Right. So, I want them to practice like
43:13they play. So, you're going to knock on
43:15the door, you're going to do it. We're
43:16going to hit the script. And if they
43:18mess it up, we say stop, step back,
43:20knock again, do it again. Because the
43:22thing is it's going to get it's going to
43:23be so muscle memory for them. Like
43:25literally like their hands going they're
43:26going to knock the same number of times.
43:28They're going to say the same words at
43:29the same spot. Um, and that will
43:32approximate so much more closely what
43:33they're going to experience u there. I
43:36would also encourage you to have uh
43:38basically the the rowdy customer because
43:40it going mediocre okay is not what
43:43they're afraid of. That's not why
43:44they're not that's not why they're
43:45leaving. It's like we have to have
43:46people slamming doors in their face. We
43:48have to have people not liking them so
43:50that they can get used to that.
43:55So
43:57repeat kind of what you were saying
43:59there. Like I got 90% of what you were
44:00saying, but the the missed a punchline.
44:03You're saying no, you're good.
44:05Act like they are the the responses that
44:08they get in the real world.
44:09>> Yes. I want them to be okay. I want to
44:11roleplay out what someone losing their
44:13[ __ ] on them is like so that they stop
44:15having this big fear around it. It's
44:17like it's going to be okay. You're going
44:18to survive. If someone calls you a
44:20rodent, guess what? You can knock on the
44:21next door, baby. The only person who
44:24knows how the last door went is you.
44:30>> Cool.
44:31>> Right. And so where it gets nasty from a
44:33training perspective is when someone
44:35gets hot, someone gets on fire because
44:37everyone's been there, right? You're
44:39like, man, I feel like I like I can
44:40close everybody today, right? Um we they
44:43actually talk differently. They move
44:45differently. Their tonality changes. And
44:46then what we want to do is be as
44:48granular as possible about what those
44:50tonality changes, how their body moves,
44:52how they comport themselves to maximize
44:54likelihood that they get more closes in
44:55a row.
44:59But this to me is like thing one is you
45:01should absolutely set this training like
45:03this is like a tomorrow thing like set
45:05the three freestanding doors up so they
45:06can practice one knocking on doors and
45:08also quickly transitioning between
45:09doors. thing one and that way they can
45:11also have a bad door, good door, bad
45:12door and still know that hey I'm going
45:15to get one out of 20 doors who opens I'm
45:17going to get I'm going to get a set
45:19right and we have to set expectations of
45:21like listen we need you to be doing 10
45:22doors an hour or whatever you know
45:23whatever your numbers are right it
45:25depends on how you know far apart the
45:26doors are whatever but like like [cough]
45:29we should set these number of doors
45:31knock per hour goals so that we can just
45:33they have to look at as a numbers
45:39Yeah.
45:42>> Cool.
45:43>> So,
45:43>> yeah, I would agree that it's it's I
45:46mean, there's
45:47>> levels of the that it's a training
45:50issue. Yeah.
45:51>> You know, there's the week one training
45:52issue.
45:53>> Well, it's for sure because one of them
45:54is doing way better than the other. So,
45:55we know one of the trainers is already
45:57doing way better than the other
45:58location. Right.
46:02>> Between the two that you got, right?
46:03>> Yes. Right. So, already there's a
46:05discrepancy. So, we know that like if
46:06this if the bad location was doing as
46:08well as the good location, we already
46:09know that's 100% possible because it's
46:11already happening, right?
46:14>> Yeah.
46:14>> But I'll bet you both could lift. And I
46:16also think part of this is um do you
46:20have the uh HQ uh sales the closure
46:22handbook?
46:24>> Yep.
46:24>> Yeah. I would have them read the what
46:27it's like to be the top 1%
46:29and what is selling those two parts of
46:32the closure handbook. And I would use
46:34that to set the frame for what this
46:35experience is going to be like for them.
46:39>> What was the second part? The top 1% and
46:41what
46:41>> and what is selling.
46:44>> Okay.
46:45>> Because they have to have an
46:46appreciation for the craft. And I think
46:48that if they if like again part of this
46:49is just going to be the sale. It's the
46:51sale on them. It's like how hard are we
46:52selling them on this is a skill that you
46:55will use for the rest of your life? And
46:58you're going to have to get good at it
46:59here or somewhere else, but you might as
47:01well get good at it here and get paid to
47:02do it.
47:08>> Awesome. What what would you say is the
47:11balance between
47:13because you mentioned expectations and I
47:15think that is part of it just
47:17understanding that this is going to be
47:18hard but it's going to be worth it
47:20because of XYZ. So selling very hard but
47:23also I guess where would you find that
47:26balance of selling versus reality um
47:31from an expectation?
47:32>> For me the selling is like if you sell
47:34if you sell with the correct messaging
47:36it will attract the right prospect.
47:39So you've probably heard of the
47:41Shackleton ad. Have you heard of that?
47:44>> Um not based on that but
47:47>> hold on I'll pull it up.
47:50Here we go.
47:53So, this was this was the ad that he ran
47:55that was like whether it was him or not,
47:57it's become lore. So, the ad said, "Men
47:59wanted for hazardous journey, small
48:01wages, bitter cold, long months of
48:03complete darkness, constant danger, safe
48:05return doubtful, honor and recognition
48:07in case of success." That was the ad.
48:11And he was overwhelmed with people who
48:13were into it. And so, it's like we want
48:15to we we want to state the facts and
48:17tell the truth. And the truth is very
48:20compelling, which is that this will be a
48:22skill you will learn for the rest of
48:23your life. And it will take you 30 days.
48:25If you make it 30 days, you will have an
48:27experience that you will remember
48:28forever. Any person who's ever done door
48:30todoor will tell you about their
48:31experience doing doortodoor.
48:34It shapes you.
48:38>> Absolutely.
48:39>> Right. And so we need to paint that
48:41picture truthfully to them, but
48:43truthfully explain why it's in their
48:45best interest to stick it out. And we
48:48want to have as many reward cycles as
48:50possible. So are there ways that we can
48:52give a scoreboard that are like I want
48:55somebody who gets an award for most
48:56doors knocked, most doors opened. Like
48:58we want other ways of giving them
49:00recognition um early and fast so that
49:02they could see that they're at least on
49:03the right track.
49:07>> Yeah.
49:07>> Right.
49:09So, if I were to if I were to zoom all
49:11the way out, thing one is going to be I
49:12want the types of people who have higher
49:14likelihoods of succeeding in this based
49:16on demographics, past experience, and
49:18the behaviors they demonstrate in the
49:19application process. Thing one, this
49:22will be online, too. So, if you're like,
49:24I'm not writing fast enough. That's
49:25thing one.
49:25>> Yeah. Yeah. No, you're good. Yeah.
49:27>> Thing two is that I want the training
49:29environment to approximate reality as
49:31closely as humanly possible. I want to
49:33have multiple doors. I want them to
49:34knock every time. No one just says the
49:36script. knock every time because that's
49:37how you do it in the real world.
49:41Thing three,
49:43as soon as they do begin, I want to have
49:46multiple ways for them to win that are
49:48ideally approximations or or uh on the
49:51way to them getting their first set or
49:53multiple sets. I want to award them for
49:55knocking the most doors. I want to award
49:56them for having the most doors open. I
49:58want to award them for the the biggest
49:59cuss out that they get, right? I want to
50:02make this fun. I want I want to take the
50:04pressure away.
50:06Just make it a game.
50:07>> Yeah. Gamified. Yeah.
50:09>> Yeah.
50:10>> I like it.
50:11>> We do that. And you have leaderboards
50:12just for the setters beyond just sets. I
50:14want to have some of the other metrics
50:15that are there. Right. Just closes is
50:17one thing, but I want to have who did
50:18the most dials. I want to say who did
50:20the most who had the most pickups,
50:21right? Who had the most calls that
50:22lasted past two minutes? Right. Same
50:24idea.
50:27>> Yeah.
50:29>> Cool.
50:29>> Cool.
50:30>> Love it. Um, would is there anything
50:32that you feel is worth mentioning as far
50:35as just like the overall talent
50:37acquisition funnel or this is going to
50:40trump that regardless of where and how
50:42we're bringing people in.
50:44>> I mean, we kind of talked about the the
50:46how.
50:46>> Yeah. Doing more. I mean, doing more in
50:48general might this was kind of the
50:49feature bug thing of like, well, what
50:50does it cost you to get an activated
50:52rep? Are you willing to spend more for
50:54that? If so, spend more so you get more
50:56of them. Like if we change nothing, it
50:58would still grow the business if we just
50:59had more reps. Like if we change
51:01nothing, if we change these three things
51:02and spend more, it'll be double double.
51:07>> Yeah.
51:08I guess I was more asking like cuz right
51:12now
51:12>> Yeah.
51:14>> 99% come from just like an Indeed
51:16listing
51:17>> and obviously changing what that Indeed
51:19listing looks like and sounds like can
51:22obviously change who we're attracting.
51:24Totally.
51:25>> Um but
51:26Well, I think the copy that I just kind
51:28of outlined, again, state the facts and
51:29tell the truth,
51:31but I would just try and make it look
51:32like a hardcore life opportunity, which
51:35is what it is. Like, you're not selling
51:37windows. You're selling a skill that
51:39they're going to learn and get paid to
51:41do, which I think is pretty compelling.
51:43>> Yeah,
51:45>> for sure.
51:46>> I would also strongly encourage because
51:47almost every door to door team that's
51:49very big has a three-step process for
51:51the career progression. Step one is
51:53learn how to sell. Step two is learn how
51:55to get one person to sell that you
51:56taught. Step three is recruit a team. So
51:59I think that you probably are missing
52:00step two and three for your team. If 99%
52:03of your dudes are coming from ads,
52:05you're missing out on the entire
52:07referral component of them bringing
52:08their friends and getting an override on
52:10teaching their friend and then building
52:11a team.
52:14>> For sure. Yeah. Right now we're at a
52:16spot where we need this base level of
52:19momentum to even do two and three. But
52:22yes, and I've recently made some changes
52:24there that makes it compelling to where
52:26it's like not just a oh yeah, I can make
52:28a little bit extra with bringing a
52:30friend in and be more sticky. But
52:32>> I it's I I can make a side hustle just
52:36>> bringing my friends in even if I don't
52:38sell.
52:38>> It's a career path. Yeah. It's a
52:40recruiter. It's another just selling
52:42selling selling a different opportunity.
52:44>> Yep.
52:45>> Yeah. But
52:46>> yeah, that's step one, two, three. And
52:47then obviously do more. the unspoken
52:49fourth.
52:52>> Awesome.
52:53>> Rock and roll.
52:54>> I appreciate it.
52:54>> Appreciate you, man.
52:55>> Thanks, man.
52:56>> All right. Talk soon.
52:57>> Bye. Bye.
52:57>> See you. Bye.
52:59>> Alex, what's going on, brother? Can you
53:00hear me? Okay,
53:01>> I can. What's up? What's happening?
53:04>> What's going on, man? I just want to say
53:05first before we start that you made me a
53:07lot of money, uh, more than I ever
53:09thought I could make. And I want to
53:12thank you for everything you're doing,
53:13man. I really do appreciate it.
53:14>> Well, thank you for actually taking
53:15action. It makes my fills my heart. So,
53:18what's cooking?
53:19>> Oh, yeah, man.
53:21>> Yeah. So, I'm getting a little feedback,
53:22so I might mess up here. However, I run
53:26an uh marketing agency for
53:29B2B SAS service, mostly professional
53:32services. We did about 1.2 million
53:36uh trailing 12 months. I want to do 10.
53:38>> Okay.
53:39>> Bottleneck right now is I'm totally
53:41keyman risk in sales and ascension.
53:43>> Okay.
53:44The only one that can reliably close and
53:46upsell clients
53:49>> thanks to money miles book though. So
53:50our core offers the front end 16 weeks
53:54>> guaranteed 20 qualified calls for these
53:56folks. I close like 34%.
53:59>> Okay.
54:00>> The closer that I hire in the US closes
54:020%.
54:03>> That is worse than 34%.
54:05>> Terrible.
54:05>> Yeah. Quite bad.
54:07>> Yeah.
54:08>> The maths don't math.
54:09>> Problem is I'm in Spain.
54:11>> Yeah.
54:12>> Okay. He uh he's in the US so he has a
54:15full calendar. I have a half calendar.
54:17>> Right.
54:18>> Right. So that's problem number one.
54:19Problem number two is on the back end
54:22only about 10 to 15% of pilots ascend to
54:24our long-term. We have a bolt-on.
54:26>> Yeah.
54:26>> Nobody's buying it.
54:28>> Okay. So you have two separate problems.
54:30Let's do
54:31>> Yeah. Go ahead.
54:31>> Right.
54:33>> Okay.
54:33>> We dramatically outperform the promise
54:37though.
54:37>> Okay.
54:38>> So we get about 59.8 calls for these
54:41folks over 16 weeks. Okay, let's just
54:43separate the problems into one at a
54:45time, though. So, problem number one is
54:46that you're dealing with a closer issue
54:49>> and problem number two is that you don't
54:50have you have lack of ascension, right?
54:53>> Yes.
54:54>> Are you taking the ascension calls?
54:58>> Um, I will hop in when we've identified
55:01an opportunity for it.
55:03>> Well, who's taking the call? I should
55:05because my counter's full.
55:06>> So, who But who who's taking the
55:08ascensions?
55:11I have a like a CS leader who's
55:14essentially taking those and making
55:15those offers [clears throat] and I will
55:17kind of check it up, but it's not really
55:19refined as a process, I guess.
55:21>> Got it. My team's also telling you to
55:23turn down the volume on me. That might
55:26help with the feedback.
55:27>> Okay.
55:28>> Um Okay. So, let's let's deal with
55:30problem number one, which which is that
55:31you haven't been able to duplicate a
55:32salesperson. So, um number one is do you
55:35have a script?
55:38>> Yes. And this guy, is he following said
55:40script?
55:43>> He's very script adherent, but he's not
55:45asking the sort of what's behind that,
55:49how do you mean by this
55:50>> specifically? Like he's not he's okay
55:53with surface level answers,
55:55>> right? And so, uh, you have the sales
55:57handbook that I have, right? My sales
55:59handbook.
56:00>> Absolutely.
56:01>> Okay. So the issue that we're missing is
56:04you just have to train them on saying uh
56:07these two things literally. All right.
56:10This is what you're and you're going to
56:11roleplay with this. Can you tell me more
56:14about that? Can you give me an example?
56:16>> And you're going to rotate back and
56:17forth. And so he says, "Hey, you know,
56:20uh you know what brought you on the call
56:21today? Uh you know, I saw this and that.
56:22Okay, I'm guessing you're not doing this
56:23and that all day. What problem are you
56:25trying to solve?" "Ah, you know, I'd
56:26like to get more calls." "Okay, got tell
56:28me more about that."
56:30And then they tell you more about that.
56:32And then you say, "Can you give me an
56:33example?" And he's like, "Well, XYZ."
56:36And you, "Huh, tell me more about that."
56:37You literally alternate back and forth
56:38between, "Tell me more about that. Can
56:39you give me an example? Tell me more
56:40about that. So give me an example."
56:41Until you get something meaty. It's just
56:44way better than saying, "Why y right?
56:46It's the equivalent of that pain cycle
56:48for someone. So you have to roleplay
56:50with him on that part." And so he's
56:53getting the first part of the script,
56:55but he's not learning how to dig for
56:57pain.
57:00And so the first part of
57:01>> that could be true but also
57:03>> yeah I
57:04>> was just curious about is the offer not
57:09>> obviously we've been my idea on the
57:11ascension is that the people who do
57:12ascend no we're talking one problem at a
57:14time one problem at a time one problem
57:16at a time there's the front end sale and
57:17there's the ascension we're not talking
57:18about ascension we're talking about
57:19front end sale because that's what's
57:20[ __ ] up right now because you can't
57:21even focus on the ascension because you
57:23got to take the front end sales
57:25>> right
57:26>> yeah and and he's talking to these
57:28middle market people and there's the
57:30multi-threading aspect, there's the
57:32sales cycle aspect. He's going to bring
57:34in people at the table, the director of
57:36marketing into stuff like this.
57:37>> Well, who do how do you close?
57:39>> How are you closing? Are you doing that?
57:43>> Absolutely. Yeah.
57:45>> Okay, then.
57:47So, okay, let me say this differently.
57:50You're doing something that he's not
57:52doing.
57:54You have to identify what you do that
57:57he's not doing and get him to do that.
57:59And he might also be doing things that
58:01you don't do or saying things that you
58:02don't do. And you got to get him to stop
58:04doing those things.
58:10And the only way you're going to do that
58:11is through role playing.
58:12>> I hear you.
58:12>> And the only way you're going to do that
58:13is through role playing.
58:16>> How often are you role playing with him?
58:17>> Yeah, I hear you. Every day.
58:21>> How do you role play? Yeah.
58:25Um I we give an example of said person
58:28the SAS company. I'm doing this d like
58:30whatever we get from the the marketing
58:32form that comes in
58:35>> and then we just start with the script
58:37and he goes through the script
58:38>> and it's perfect. You I mean it seems
58:41like great. And then he gets on the
58:44call. I mean this guy is a good
58:45salesperson. He's done all types of
58:47sales this and that. First time doing
58:48remote though.
58:51>> Okay. fits the parameters from like a
58:53psychological perspective.
58:54>> I just I'm a marketing guy. I know like
58:56an ad works when an ad works, a landing
58:58page works when a landing page works.
59:00But when I think about sales, it's quite
59:02difficult for me to understand like what
59:03am I doing differently that he's not.
59:05>> It's hard for me to identify these
59:06things.
59:07>> You just have to like if he's saying the
59:09initial questions and he's not quote
59:10digging for pain, it's likely that
59:12you're trying to get him to sell like
59:14you. And this may sound in contrast to
59:17what I was saying before, but it's more
59:19that like when you create a truly good
59:21script, it doesn't require an expert to
59:23sell it. And so if you have a purely
59:25authoritative, consultative based
59:27selling style, which a lot of founder,
59:29you know, founders do, then it requires
59:31on you knowing more than the prospect
59:33and then them being impressed by you
59:34because you get really into the weeds
59:36and then they're like, "Wow." And they
59:37buy, right?
59:39>> That is not how you can treat teach,
59:41>> right? That is not how you can teach a
59:42team to sell.
59:44We have to dig into the pain but offer
59:47absolutely no solution.
59:53>> So all we do
59:54>> That's absolutely right.
59:55>> Yeah. So the part that you're missing in
59:56your sales process and the part that you
59:58need to review and probably train with
1:00:00him is the discovery process. So if we
1:00:02break the if we break the script right
1:00:03now. So when you're doing your role
1:00:04playing, are you theming the day?
1:00:08>> Say again. Sorry. So, if we if we're
1:00:11training if I'm training somebody on
1:00:12sales, I'm going to train them
1:00:14differently all five days of the week.
1:00:15So, on Monday, we're going to work on
1:00:17the intro purely. How do we open the
1:00:19call? How do we set the frame? And just
1:00:21go back and forth on that part of the
1:00:22script. That's it. We're going to
1:00:24roleplay that 10 times
1:00:25>> for the day. That's it.
1:00:27>> Tomorrow, we're going to go through
1:00:28disco. We're go through discovery and
1:00:31we're going to we're going to basically
1:00:32practice. Tell me more about that. Can
1:00:33you give me an example? Tell me more
1:00:35about that. Can you give me an example?
1:00:36Now, the second part of discovery
1:00:38>> as we transition into pitch is going to
1:00:41be the recap, which is, so it sounds
1:00:43like you match what they said the
1:00:45problem is to what you solve. So, it
1:00:47sounds like you've got you said this,
1:00:48this, and this. It sounds like you've
1:00:50got an ads issue, and it sounds like
1:00:51you've got a funnel issue. Does that
1:00:53sound about right? Great. Once we
1:00:56basically do a pain stack at the end of
1:00:58like that pain cycle. So we figured out
1:00:59problem one, problem two, problem three,
1:01:01and the sub problems. We say, "Okay,
1:01:02because you said XYZ, it sounds like you
1:01:04that that is that true." You know, ZYW,
1:01:07it sounds like you've got this. Is that
1:01:08true? Great. So we get agreement on the
1:01:10problems. You say, "You know what? I
1:01:11think it'd be a perfect fit for what
1:01:12we've got. Can I tell you a little bit
1:01:13about it?" Great. Now we're in pitch. So
1:01:15on Wednesday, we practice the pitch. Now
1:01:17the pitch should be short, man. Pitch is
1:01:20like 60 to 90 seconds top. It's three
1:01:22three things. We do X, we do Y, we do Z.
1:01:25And for each of X, Y, and Z, we have an
1:01:27unbelievable example of why it would be
1:01:29ridiculous not to believe what I'm
1:01:30saying.
1:01:33>> So, you're doing, you know, $2 million
1:01:34here, though.
1:01:35>> That's fine. Doesn't matter. Is he
1:01:37setting for you?
1:01:38>> So, you just cut it off at O. You just
1:01:40cut it off at O and then you move to
1:01:42review and cap and then S when you go to
1:01:45the second call or
1:01:45>> you still got to go CLO again. You still
1:01:47have to reset the frame.
1:01:50>> Okay. Is he setting and closing for
1:01:53himself?
1:01:53>> He has his own.
1:01:55>> Yeah, for himself.
1:01:56>> Do you have a VSSL between?
1:01:57>> We have too many calls.
1:01:59>> We have a super good VSSL and a super
1:02:02good thank you video. Like 300 calls,
1:02:04200 live calls um a month right now.
1:02:09>> Right. And so, all right, tell me what
1:02:12this offer is real quick.
1:02:15>> I would love for you to know that. Yeah.
1:02:16So it's 16 weeks
1:02:19um 20 qualified calls.
1:02:22It is either they can split split pay
1:02:26that for eight and eight
1:02:29eight now eight at launch or 13.4. My
1:02:31plan is like just increase that as we
1:02:33keep getting more results.
1:02:34>> Sure.
1:02:36>> And then we have a bolt-on there.
1:02:37>> What's the qualifier for them to get on
1:02:39the call?
1:02:41>> Say again.
1:02:42>> What's the qualifier to get on the call?
1:02:46uh their ticket price has to be for
1:02:49their product, their ACV has to be over
1:02:5130K.
1:02:52>> What about their revenue?
1:02:55>> 500K.
1:02:56>> Okay.
1:02:56>> Minimum floor.
1:02:57>> Yeah. I mean, that price point's fine.
1:02:59All that stuff works. So, do they not
1:03:02believe you?
1:03:05>> I I mean,
1:03:07the thing is too though is that like
1:03:09what I've noticed is that he's not
1:03:10opening the doors and closing them like
1:03:12he's not killing zombies proverbly.
1:03:14Uh-huh.
1:03:16>> Um,
1:03:17>> yeah, he's [ __ ] up discovery.
1:03:18>> Oh, I don't know if ads are going to
1:03:19work for me.
1:03:19>> He's [ __ ] up discovery. I mean, I'm
1:03:20just everything you're saying, he's
1:03:22missing disco. He's just got you need to
1:03:24role play him on disco. That's the
1:03:25issue.
1:03:25>> I'm just like that's the real problem.
1:03:27That's So, right now, if that's the core
1:03:28issue, then you're probably going to
1:03:29disco time. And then once he gets
1:03:31unfucked on disco, then every day of the
1:03:33week you go intro, you go train on
1:03:34disco, then you train on pitch, then you
1:03:36train on close, which is objection
1:03:38handling, and then on Friday you train
1:03:40again on the thing that he's weakest at,
1:03:41which probably for a while will also
1:03:42still be discovery. That's the training
1:03:44cycle. And don't let him just say the
1:03:46script. Don't let him just say the
1:03:47script.
1:03:48>> He goes through the script and stop him
1:03:50the moment he [ __ ] up and then get him
1:03:51to do it the right way and try again.
1:03:53You have to stop him in real time.
1:03:56>> Otherwise, if he just goes through it
1:03:57and then try and give him feedback at
1:03:58the end, it's not going to work. It's
1:03:59not how people learn.
1:04:02>> So, you should tell him up front.
1:04:04>> Per month problem that Yes. 100%. And
1:04:07so, you have to set the set the stage up
1:04:09front. Hey, listen man. I'm going to
1:04:10role play with you. I'm going to change
1:04:11how we're doing it. The moment I see you
1:04:13mess up or not do something wrong, I'm
1:04:15gonna correct you. But here's the thing.
1:04:16When he's doing it right, I want you to
1:04:18have your thumb up and I want you to nod
1:04:19while he's talking. So, I want him that
1:04:20visual feedback
1:04:21>> that he's doing a good job when he's
1:04:23doing it right. And then as soon as he
1:04:25gets it right,
1:04:26>> say, "Great. Let's lock it in. Do it
1:04:28again. Great. Do it again." So, as soon
1:04:31as So, if let's say you get something
1:04:32wrong, you say, "Awesome. Do it like
1:04:33this." He does it. If he does it
1:04:35correctly, then you have to do it three
1:04:36more times before he gets to move on.
1:04:40>> Rock and roll, man. Right.
1:04:42>> Yeah,
1:04:43>> that's the that's the thing that's
1:04:44missing right now.
1:04:45>> All right. I think if you solve that
1:04:47problem, you'll be able to have the
1:04:48bandwidth to go solve the ascension
1:04:49issue because honestly, you just need to
1:04:51take the ascension calls for now. Put a
1:04:52VSSL there and you should be fine. You
1:04:55have a CS person doing sales. Obviously,
1:04:56that's the issue.
1:04:58>> Yeah. No, you're absolutely right. And I
1:04:59really do appreciate it. I mean, I just
1:05:00I'm glad to know that the offer looks
1:05:02good.
1:05:03>> It's fine, dude. Honestly, it's
1:05:04underpriced. It's actually a little
1:05:05underpriced right now, but like let's
1:05:07solve the sales problem. But I think to
1:05:09a degree you're too cheap for some like
1:05:11think about it. You're charging $13,000
1:05:14for somebody who has a $30,000 per
1:05:16customer. So it's like it's like No, I'm
1:05:19saying I think it might it actually
1:05:21might be below the point of point of
1:05:23marginal cheapness, which is PMC. You
1:05:25might be so cheap they don't even
1:05:26believe you can deliver.
1:05:30>> Like you might sound small time racking
1:05:32up the price cuz they're already
1:05:33planning on
1:05:33>> I think you I think you sound small
1:05:35time, dude.
1:05:37It sounds too cheap. If I have a 30k
1:05:39average,
1:05:40>> I mean at least one or two clients
1:05:41worth.
1:05:44>> Yeah, because I mean we're signing folks
1:05:46that are like deals are like 500k, 800k.
1:05:49>> Yeah, dude. It's just not believable,
1:05:50dude. It's not believable. It's not
1:05:52believable.
1:05:53>> Yeah.
1:05:55>> I would go 15k a month, man. If these
1:05:57are the people you're dealing with and
1:05:58they're signing 500k deals, then like
1:06:00it's it's a rounding error. They just
1:06:01don't believe you can do it because
1:06:02you're too cheap.
1:06:04So, still break it into like per month,
1:06:07but the prepay or the split. Do you like
1:06:10that kind of setup or should it be
1:06:11monthly?
1:06:12>> Dude, it shouldn't even matter if
1:06:13they're actually making that amount of
1:06:14money from customers. They shouldn't
1:06:15even need a payment plan. Like 13K, 8K,
1:06:178K, it's like doesn't it's irrelevant.
1:06:21>> Yeah, I hear you.
1:06:22>> Right.
1:06:23>> [ __ ] man.
1:06:24>> They just don't believe you. It's too
1:06:25cheap.
1:06:27>> And then take the ascension calls. Yeah.
1:06:29And just crush it.
1:06:30>> Drill disco with him. raise price, you
1:06:34take ascension calls.
1:06:35>> One, two, three.
1:06:36>> Rock and roll, man. Hell yeah.
1:06:38>> Appreciate you, man.
1:06:39>> Hell yeah, dude.
1:06:40>> So, I learned this from Sam Bactiar, who
1:06:42was the first person that I So, I
1:06:43mentored
1:06:44>> Oh, he was a wicked guy.
1:06:45>> Oh, yeah. You knew Sam, right?
1:06:46>> Yeah. Sam was wicked.
1:06:47>> So, I So, when I moved to California
1:06:49because I wanted to get in gyms. I
1:06:50worked for minimum wage at Sam's gym for
1:06:52three months before I started my job.
1:06:53Yeah.
1:06:54>> And so, because I looked on the internet
1:06:55and I had a white collar job um doing
1:06:57making good money and I quit that to
1:06:59work, you know, a minimum wage job at a
1:07:01gym. So my my Persian father was
1:07:03horrified. Um but
1:07:05>> Persian, that's right. Yeah.
1:07:06>> And so um and so I'll tell you exactly
1:07:08what I s I saw him do. He didn't teach,
1:07:10but I learned it from him is that and
1:07:13it'll make sense. So Janelle is as a
1:07:15personal training client and we're
1:07:16working out and she doesn't put her
1:07:18weights away. I'm a personal trainer. I
1:07:19got another meeting I got to get to.
1:07:21What do I say? Do I say, "Hey Janelle,
1:07:22can you put your weights back?"
1:07:24>> No. You're the trainer. You put the Like
1:07:26that's a terrible terrible frame right
1:07:28now. I saw Sam do this and I applied it
1:07:30to every single sale my whole life
1:07:32afterwards. He said, "Janelle, I know
1:07:34you ain't about to leave my gym without
1:07:36putting your weights back." And then
1:07:37she's like, "Ah, fine, Sam. I'll go put
1:07:39the weights back." And now it's fun.
1:07:41It's light. It's not accusatory at all.
1:07:43Right.
1:07:44>> And so
1:07:44>> I could see him saying this. The way you
1:07:46said it, I could see him.
1:07:47>> That's how I learned I learned it from
1:07:48him, right? His ghetto fabulous like you
1:07:50could get into. And he would do that
1:07:51when he wanted to say something that was
1:07:53harsh to somebody.
1:07:54>> And so I would be like, "Janelle, no. I
1:07:56know you didn't just ghost me on this.
1:07:58I'm heartbroken over here. I've got this
1:08:00big bowl of tears. I was like, I don't
1:08:01know what to do with it. I was like, I'm
1:08:02on the edge of a building and you know
1:08:04what? I'm just messing with you. Hey,
1:08:05I'm sure something came up. I was like,
1:08:07at the end of the day, I got this thing
1:08:08for you. Um, I got the medium set aside.
1:08:10No worries. I'm sure something came up.
1:08:12Same time tomorrow work.
1:08:13>> Uh-huh. And just go right back into the
1:08:14medium,
1:08:15>> right? Just go right back in.
1:08:16>> Just
1:08:16>> and if she goes me again, you know what?
1:08:18There's a hundred other Janels.
1:08:19>> And like basically what you just taught
1:08:21was setting the frame. I started direct
1:08:22sales when I was 14. I said I would
1:08:24always set the frame where they would
1:08:25know how to treat me. So, if I cold call
1:08:27somebody and I ask them how their day is
1:08:28and then they ask me back, "How's your
1:08:30day?" I'm going to be like, "Shit, my
1:08:31day is fantastic." Every single person
1:08:32that talk to your neighbor, it's so
1:08:33freaking nice and they're so kind. And
1:08:35then boom, they're like, "Well, now I
1:08:36can't treat Daniel like a piece of
1:08:37shit." Right? So, it's almost the same
1:08:39thing that you just did in follow-up.
1:08:40You just you got to just make them feel
1:08:41like a human cuz people are people. They
1:08:42don't want to make you feel bad. It's
1:08:44like we sometimes think prospects are
1:08:45bad people, but maybe they just forgot.
1:08:47>> Honestly, like the biggest thing is
1:08:48people are busy. People have very low
1:08:50attention. And like you have one thing,
1:08:51but so does a hundred other people. I
1:08:53just I got rejected so many times. I
1:08:55just don't take it personally. I just
1:08:56really I genuinely don't take it
1:08:57personally. But I think the the frame
1:08:59that you said at the beginning because I
1:09:00would also call leads up that would opt
1:09:01in for internet leads, right? And so at
1:09:03the very beginning, the frame, right? I
1:09:05had all these little like these tiny
1:09:06little things you do in the language
1:09:07where you say, "Hey, John, pause." And
1:09:11he's like, "Hello." It's like, "This is
1:09:13Alex."
1:09:14I'm like, and he's thinking, he's like,
1:09:16"Who the [ __ ] Who's Alex? I don't know.
1:09:17Like, what's this number?" Right? It's
1:09:19like from Facebook. You sign up for the
1:09:21six week challenge. Yeah. Yeah. On the
1:09:23internet. Yeah. Yeah. I'm I'm just I'm a
1:09:25real person right across from 7-Eleven
1:09:26on on X and Y. Yeah. Yeah. How's it
1:09:28going today? Yeah, don't worry. I'm not
1:09:30I'm not one of the crazies. I'm not not
1:09:32I'm not after you. I'm not in uh in
1:09:33Nicaragua or whatever. And he's like,
1:09:34"Haha." Like, "Okay, cool." Oh, so did
1:09:37you uh did you hear about us uh from I
1:09:38mean, I messed the script. I haven't
1:09:39done it forever, but um so did you see
1:09:41us because of uh the ad or was it
1:09:43because you hired us on uh the local
1:09:45news best best boot camp or was it uh
1:09:48you know, Oprah Oprah did a special on
1:09:49us. Was it one of those things? Now, if
1:09:52you have one award you've ever won in
1:09:54your entire life, even if your mom gave
1:09:55it to you, you'd be like, "Did you hear
1:09:57about us on uh on Internet's Best Boot
1:09:59Camps?" And they're like, "Even if they
1:10:01haven't," they now are like, "Oh, this
1:10:03is one of the internet's best boot
1:10:04camps." Right?
1:10:04>> And so, they're like, "Oh, these guys
1:10:06are legit." Oh, yeah. We won the best
1:10:07customer service anyways. You probably
1:10:08don't care about that. So, what what can
1:10:10I help you with, man? What what's what's
1:10:11going on? Why why'd you sign up for a
1:10:12weight loss thing?
1:10:13>> And then they're like, "You know what?
1:10:14My wife's been bugging me. I'm not
1:10:16fitting into many of my old suits, and I
1:10:17don't want to buy a new wardrobe." I'm
1:10:18like, "All right, well, I guess we got
1:10:20two options. So you can keep doing that
1:10:22or uh I got a four o'clock today that
1:10:24work for you and then you know we go
1:10:26from there right and so like having that
1:10:28preface that you said and I I mean I
1:10:30think to I mean especially on phone
1:10:32tonality matters so much
1:10:34>> and I've sold a lot through humor and
1:10:37harder to teach but like I feel like I
1:10:40was able to ask very hard questions
1:10:41using that kind of Sam frame where that
1:10:44like where you know lady says
1:10:47>> I got to talk to my husband and I think
1:10:48decision maker is one of the hardest
1:10:49ones to overcome in general. Right. I
1:10:51mean, of the of the obstacles, I prefer
1:10:53to talk to someone in power, but and so
1:10:55the way that I would overcome that, I'd
1:10:56be like, "What if your husband says no?"
1:10:59>> Uhhuh. [snorts]
1:10:59>> It's like, "Well, I guess I wouldn't
1:11:01know." It's like, "But what does that
1:11:02mean in five years?"
1:11:04>> I mean, is it are you going to keep I
1:11:06mean, how much have you how much weight
1:11:07have you gained in the last 5 years? And
1:11:08they're like, I'm like, "What if it
1:11:09keeps going that way?" And so, I call it
1:11:11childlike curiosity where you're like,
1:11:13"Huh, that's wild. Fascinating. Tell me
1:11:16more about that." Like I'm never so I
1:11:17call it like over overcoming the
1:11:19obstacle is a dance not a fight. It's
1:11:20seduction not rape,
1:11:22>> right? And so I want to I want to dance.
1:11:25And so if they've if we're in that in
1:11:27the throws of that, I want them to feel
1:11:29zero aggression. And I want to I want
1:11:31them to be like, wow, he's really
1:11:33curious. I'm like, well, what what what
1:11:35do you think about what are the
1:11:36variables that make the decision?
1:11:38>> And they're like because they're like,
1:11:39oh, I got to think about I'm like, oh,
1:11:41what's your main concern? Let's do it
1:11:42together.
1:11:43>> Yeah. [laughter] Yeah. Sure. Sure.
1:11:44Right. And so then then then because I
1:11:46want them and this is the thing a lot of
1:11:47sales people is they back away from the
1:11:49hard question they know they need to ask
1:11:51>> and I don't want them to be deciding
1:11:53when they leave. I want them to make the
1:11:55decision in front of me. It's like
1:11:56you're probably wondering if we're just
1:11:57full of [ __ ] And you know what? I'd be
1:11:59wondering that too. So how could I prove
1:12:01it to you?
1:12:02>> Right.
1:12:02>> Right. And then they have to come up
1:12:04with the criteria for me.
1:12:06>> Love that.
1:12:06>> And so I want them to tell me how to
1:12:09sell them.
1:12:09>> Yeah. Yeah. Yeah.
1:12:10>> Like what great what would make you feel
1:12:12100%.
1:12:13And then they name because the thing is
1:12:15is this is the only time they've ever
1:12:16had this conversation. So that on the
1:12:18spot they're going to think like two
1:12:19things. I'm like, "Oh, I can take care
1:12:20of that right here." Fair enough. That
1:12:23make does that make you feel better?
1:12:24Sure. All right. Let's knock it out. And
1:12:26then it's just I I I mean obviously this
1:12:28takes reps to because some people in the
1:12:30early days of sales, your adrenaline
1:12:31kicks in. You're like, I need this sale.
1:12:33And you're like your teeth come out. And
1:12:34I love this term commission breath. It's
1:12:36like you start having commission breath,
1:12:37right? And then everyone goes on
1:12:38defensive because you sound like you're
1:12:39selling. And so I've always I even like
1:12:42my team knows this like I [ __ ] my head
1:12:44and I do childlike curiosity. So I even
1:12:46have a mental cue. It's like huh. And
1:12:48that's whenever I want to get like
1:12:49offensive I always go huh. And that it
1:12:52deflate it like it completely disarms.
1:12:54I'm like and then it gives me a second.
1:12:55I'm like huh
1:12:57>> well
1:12:59what if well well let's play it out. So
1:13:01if you didn't have the money to do this
1:13:04and you spent the money what would
1:13:05happen?
1:13:06>> Mhm.
1:13:07>> And they're like well I wouldn't be able
1:13:08to afford groceries. And I was like,
1:13:10"Well, I guess the weight loss problem
1:13:11will solve itself then, right?" And then
1:13:13you get the joke and they're like,
1:13:13"Haha, oh," it's like, "No, let's play
1:13:15it out." Well, I mean, you're not Have
1:13:16you ever bought something you've ever
1:13:17been like, "Man, that was a lot." But
1:13:19you're still here, right? You're not
1:13:20homeless. Okay. So, how important is
1:13:21this to you? Right? And so, we can and
1:13:23like you can sidestep these things, I
1:13:25think, with a lot of tone and being able
1:13:27to
1:13:28>> your body language the way you just did
1:13:29it.
1:13:29>> Sit. You can sit in the pocket. I want
1:13:31to be able to sit in that spot where
1:13:33people are uncomfortable, but make them
1:13:35feel comfortable so that they can
1:13:36actually be honest with me. And then to
1:13:38your point of like what's the one zinger
1:13:40honestly I haven't had it like I teach
1:13:43it back right I want let's get back in
1:13:45like what's you and I like to do the big
1:13:48zoom out and so like if I feel like I'm
1:13:49on this weird m like you know you're
1:13:52like in Pluto and you're like what's
1:13:53going on here right you're like hey
1:13:55let's zoom out you're trying to lose
1:13:56weight we sell weight loss what's
1:13:59getting in the way here
1:14:00>> right and then you and then they're like
1:14:02>> I just don't know if it's actually going
1:14:04to work and I'm like that makes sense
1:14:05that makes you like every other person
1:14:07who signed up and then was successful
1:14:08because if you know what if you didn't
1:14:10think that I'd be worried about you
1:14:11because if you thought 100% you're
1:14:12because then I'd think you'd have false
1:14:13expectations. It's be a lot of work,
1:14:15>> right? And then all of a sudden it's
1:14:16like you're confirming their suspicions
1:14:18rather than trying to battle them. And
1:14:19so I think a lot of people try and like
1:14:21invalidate what someone's feeling about
1:14:23the decision rather than actually
1:14:25leaning in because it's kind of like
1:14:26Eminem when he when he um in the rap
1:14:28battles where he owns all of his
1:14:30negatives. It's like I wanna I want to
1:14:32say, "Yeah, yeah, you're right. This is
1:14:33super expensive. It's gonna be really
1:14:34hard. You should still do it." Like
1:14:36right cuz then it's like all of those
1:14:38things that they want to give as
1:14:39obstacles I agree with and then still
1:14:41say that's a great reason to buy.
1:14:42>> Yeah I threw myself under the bus first
1:14:43now you can't show me. Sure. Person on
1:14:45the other end almost expects especially
1:14:47when they know it's a sales person. They
1:14:48expect a certain pattern from a
1:14:50salesperson. Meaning you're the
1:14:51saleserson Alex and I'm Daniel the
1:14:52prospect and I say yeah you know I just
1:14:54don't have the money right now. My
1:14:56pattern is now once I tell you this, I'm
1:14:58thinking for you to be competitive, for
1:15:00you to argue with me and be like, well,
1:15:02that's the exact reason why you should
1:15:03buy, do it right now. And like, right,
1:15:05to pressure me, I'm expecting that
1:15:07pattern response. I tell people, I'm
1:15:08like, whenever somebody gives you an
1:15:10objection, do the opposite of what they
1:15:11think you're about to respond to. Like,
1:15:13they expect you to combat with them, you
1:15:15know, be argumentative, try to close the
1:15:17deal right away. Smile. Like, just give
1:15:19them a smile. Laugh. Be like, "Yeah, no
1:15:21problem." Even just like wave it off
1:15:23with your That's not even a worry. Don't
1:15:24even worry about it. dropped their
1:15:25shoulders cuz now they're like, "Wait,
1:15:27wait, wait, wait. Salesperson
1:15:28malfunction in my head. This person was
1:15:30supposed to argue with me and now
1:15:31they're not arguing with me. They're
1:15:32almost like agreeing with me. They're
1:15:33acknowledging it right now and they're
1:15:35on my side. This is weird." And
1:15:36>> you can't disagree with someone who asks
1:15:38you a question.
1:15:39>> It's the like the number one thing when
1:15:41you're in that the high pressure
1:15:42situation is I want to make no
1:15:43statements. I don't want to do any
1:15:45commands and I don't know any any
1:15:47statements because there's nothing they
1:15:48can disagree with me on. So if someone
1:15:49says, you know, I I I don't have the
1:15:51money and sure we could say, well, it's
1:15:52about resourcefulness, not resources. we
1:15:54can go through all these things, but
1:15:56like when I when I really get down to
1:15:57it, I'm like,
1:15:58>> "Well, man, like that's tough. So,
1:16:01what's so what's right now are other
1:16:04priorities for you?" Cuz like I want to
1:16:06make it work for you, but if it doesn't
1:16:07work, it's fine, but like because at the
1:16:09end of the day, you're going to have x
1:16:10amount of dollars, right? Okay. And
1:16:12you're going to vote with your dollars
1:16:12about the things that you care about.
1:16:14That makes sense, right? Okay, cool. So,
1:16:15the question is, what are you voting for
1:16:16that matters more to you? And if it's
1:16:18like, I got to pay rent and my wife, you
1:16:20know, we've got a baby on the way, I get
1:16:22it, dude. I get it. Maybe this isn't the
1:16:24priority right now. Maybe it will be in
1:16:25the future. But the question is like how
1:16:27long do you want to not be able to get
1:16:28the things that you want in your life
1:16:30when you really want them? How long do
1:16:31you want that to be a problem in your
1:16:32life? As if I was selling a sales
1:16:33training.
1:16:34>> Sure. Sure. Sure.
1:16:34>> And so then it's like but now like we're
1:16:36I'm back to question asking, right? And
1:16:38so rather than being like to your point
1:16:40like well that's the perfect like um and
1:16:42I think the tone matters so much like if
1:16:44if people this is why role playing is so
1:16:46important because if if someone has said
1:16:48this to me a hundred times and I know
1:16:49exactly what I'm going to say to
1:16:50respond. I don't have adrenaline because
1:16:52I start saying the words before I'm even
1:16:56thinking because I can be present not
1:16:58trying to remember what I'm going to
1:16:59say. I can be looking at the person and
1:17:01that's the whole like Leila's whole
1:17:02frame of like human first. Like if I
1:17:03actually really cared about this person
1:17:05how would I talk to them? Like if it if
1:17:07it were my mother and she and she really
1:17:09did want to lose weight and she really
1:17:11didn't and she said I don't have the
1:17:12money. I'd be like well well what else
1:17:14are you spending money on? Like I mean
1:17:15to be clear is this important to you?
1:17:16Because if it's not like I'll stop right
1:17:18now. I'm not like I don't want you to do
1:17:19something you don't want to do
1:17:21>> it. It's like I like to set that frame
1:17:23overall and I'm like you can even like
1:17:24you do it subconscious like I'm leaning
1:17:25back. I'm doing this. It's like hey I'm
1:17:28not
1:17:28>> I'm exiting.
1:17:29>> Yeah. And so I I mean I tell this we
1:17:31have a lot of little isms but like we
1:17:32always want to sell from our back foot.
1:17:33>> I never want to be leaned in. I was
1:17:35going to be like, if you want it, I'm
1:17:36here.
1:17:37>> And so it's like, what else? What else
1:17:38are you considering? Like, where else
1:17:39are you allocating? I get it because
1:17:40like, and if you need to, that's where
1:17:42those key stories. So, like, if there's
1:17:43ever something that I like to have in my
1:17:45holster, it's a story of someone just
1:17:47like them that just walked out the door,
1:17:48right? It's like, you remind me of
1:17:50Susan. She actually came in um a couple
1:17:51months ago. We had almost an identical
1:17:53conversation. She could be your sister.
1:17:54And
1:17:55>> and we got to this point in the
1:17:56conversation where she actually was
1:17:57struggling with this. And so, I was
1:17:58like, "How important is this to you?"
1:17:59And she was like, "It's really
1:18:00important." And I was like, "Well,
1:18:01you're a single mom and you got four
1:18:03kids." I was like, "I get it." And I was
1:18:05like, "Well, what what can we do?" And
1:18:06she was like, "I think I'm going to
1:18:08start driving Uber." I was like, "Are
1:18:09you sure?" I was like, "It's going to be
1:18:10you alone at night." And she's like,
1:18:11"This is important to me. Like, I'll
1:18:12make it work." And you know, the kids
1:18:14like, "Well, I'll just I won't go out to
1:18:16dinner one night a week. I'll make it
1:18:17work." And I was like, "Okay, you sure?"
1:18:19And she was like, "Yeah." And you know
1:18:20what? Susan's down 60 pounds in the last
1:18:23six months since she made that decision.
1:18:24And the thing is is like, "Do you what
1:18:27do you want to be?" And then she's like,
1:18:28"I'm at 200." I'm like, "What do you
1:18:29want to be at?" She's like, "My high
1:18:30school." I'm like, "If that happened,
1:18:31would it be worth it?" And then she's
1:18:33like, "Yeah." I'm like, "Well, the
1:18:34question is, what do we need to do to
1:18:35make it happen?"
1:18:36>> You know, like, and you and then and
1:18:38then all of a sudden it's like, right,
1:18:39we're back in. And so I just I hardcore
1:18:42believe that you overcome objections
1:18:44simply by asking the question of what
1:18:45they were intending. I think a really
1:18:47good belief for sales people is that if
1:18:48you don't close a sale, it means you
1:18:49didn't understand the prospect enough.
1:18:51>> Because if you literally knew every
1:18:53single thing about a prospect, like you
1:18:54were God and you knew every single thing
1:18:56that had ever happened to that person,
1:18:57you could close them. And so simply
1:18:59having the frame of curiosity, which is
1:19:01probably the number one thing I teach
1:19:02our guys is like you have to genuinely
1:19:04be curious. And so it's like what
1:19:06brought like that's why the first
1:19:07question is what brought you into clar
1:19:08clarify why they're here. Yes.
1:19:10>> Right. And like what have you struggled
1:19:11with? Why did why why did that suck?
1:19:13Okay, that's good for me to know. What
1:19:14else have you done? Okay. What are the
1:19:16things that you know and we just walk
1:19:17our way through this? Yeah. And that's
1:19:19that's what I um I try to get. If you
1:19:21like this video and you're a business
1:19:22owner who wants to break through your
1:19:23current revenue ceiling, I distilled
1:19:25every lesson from scaling 10 businesses
1:19:26past 10 million and three businesses
1:19:28past 100 million into a completely free
1:19:30scaling road map that I've used to go
1:19:32from 0 to 1, 0 to 10, and 0 to 100 plus.
1:19:35And so you can click here and you can
1:19:36check it out. Again, absolutely free.
1:19:38And since you're a business owner,
1:19:39appreciate you and uh enjoy.

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