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Learn 97% of Sales in 52 Minutes — Transcript

by Sabri Suby · 11,753 words · 1,605 segments · language en · Watch on YouTube

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0:00I've been in sales for over 18 years and
0:02have done over $300 million in sales in
0:04my own companies that I personally
0:06operated and have generated over $7.8
0:09billion in sales for my clients. And
0:11these are the 13 hacks that I wish I
0:14knew earlier. And if you watch this
0:15video and actually apply this knowledge,
0:18I have no doubt in my mind that you
0:20going to make more sales than you
0:21possibly know what to do with. Starting
0:23with hack number one. Most sales people
0:26completely obsess over objection
0:28handling. They want to know the close
0:30that they can whisper into a prospect's
0:32ear and just have them buy with as least
0:34resistance as possible. [music] But the
0:36thing is, if you find yourself always at
0:38the end of a sales call and then you're
0:40just hit with a wall of objections, that
0:43means that you're doing a poor job in
0:45discovery. Because the sale isn't closed
0:48in the close, it's actually closed in
0:50the discovery. But most people don't
0:52ever want to come to terms with this. If
0:54you do an incredible discovery with a
0:56prospect and you find out all the
0:58intimate problems, what they've tried in
1:00the past, what's working, what isn't
1:03working, and if you're able to unpack
1:04that and do a very thorough diagnosis,
1:07then that prospect automatically assumes
1:10that you have the answer to their
1:12problem because you are literally
1:14finding out exactly what that choke
1:16point is that's causing all of these
1:18problems. And then if you're able to
1:20articulate their problem better than the
1:22prospect can than themselves, they
1:24automatically assume that you have the
1:26solution. [music] Because a transaction
1:28takes place where value exceeds price.
1:30And the way that you eliminate a lot of
1:32that risk for them is to first show them
1:34that you intimately understand the
1:37problem that they're trying to solve to
1:38begin with. Cuz the perfect salesperson
1:41barely speaks. They spend 80% of the
1:44time simply listening to what the
1:46prospect is saying. However, most
1:48salespeople, all they're trying to do is
1:50get the information they can from the
1:52prospect so they can quickly rush into
1:55their presentation and their close
1:57because they're amateurs and they think
1:58that that's where the sale is closed.
2:00And the key thing that you must
2:02understand here is that no specific
2:04objection handle makes up for a bad
2:07diagnosis. Therefore, all of your
2:09attachment should simply be on how do I
2:12do a thorough diagnosis? how I really
2:15articulate the problem and find out what
2:17the problem is to see whether or not I'm
2:19qualified to help them solve that
2:21problem. And if you do that, the sale
2:23almost closes itself. When most sales
2:25people are on a call, the thing that
2:27they fear most is the prospect saying no
2:29to them. I need to brainwash you on this
2:31for a moment. Who cares about getting to
2:33a no? The number one thing that kills
2:36more deals than anything [music] else
2:38are may. It's not nos. So what you must
2:41have your attachment to is moving that
2:44prospect to a decision. Either a yes or
2:46a no. What we will not tolerate is a
2:48maybe. Let me think about it. Let me
2:50come back to this. That is going to kill
2:53the majority of your deals. It's not a
2:55prospect saying, "Hey, I just thought
2:57about this. It's not a right fit right
2:58now. We're going to leave it."
3:00>> So instead, what I urge you to do is
3:02just to get clear on either it's a yes
3:04or it's a no. It's not a maybe. And you
3:06don't need to be pushy to do this. You
3:08set your intentions very very early on
3:10the call. Hey, look, basically this is
3:12what my intentions are. We're going to
3:13jump on this call. I'm going to dive
3:14into your problems. I'm going to see
3:15whether or not we can help you. And
3:17regardless of whether or not we're a
3:19good fit to help you solve this problem,
3:21we are going to go away off this call
3:23knowing exactly what the next steps are
3:26to get you closer to where it is that
3:27you're trying to go and moving them to a
3:29decision. Because delay is the death of
3:31a sale. In life and in sales, the most
3:34important skill that you can get is
3:36simply moving somebody to a decision. I
3:39have sold everything that you can
3:41imagine. I've sold $15 per month line
3:43rental packages all the way up to
3:45multi-million dollar consulting deals.
3:48And I can tell you right now that it is
3:50no more difficult to get someone to move
3:52on a decision for a $15 change in their
3:55telecommunications provider than it is
3:57closing a multi-million dollar deals.
3:59Human beings just hate making decisions
4:02and that's because they fear that
4:03they're going to make a decision that's
4:05going to be the wrong one. So what your
4:06job is as the salesperson is to
4:09regardless of what it is, it's a yes or
4:11a no, it's simply to move them to a
4:14decision. And the way that we do that is
4:16to assign a cost of them not making any
4:18decision. So here's how to specifically
4:20apply it in your own business. You need
4:22to release all attachment to closing the
4:25sale. And when you jump on your next
4:27call, just have your attachment on doing
4:29the most thorough diagnosis that that
4:32you possibly can, which is hack number
4:34one. The sale is closed in the
4:37discovery. [music] Which brings us to
4:38hack number two. Most sales people when
4:41they get onto a sales call, what they
4:43are simply trying to do is like spew
4:45every single feature and benefit of what
4:48it is that they sell. And they are
4:50hoping that they just strike a nerve
4:52like, "Hey, that appeals to me." And be
4:54like, "That's everything I got. Surely
4:55something's going to resonate. This is
4:57the worst thing that you can do in
4:59sales, which is the equivalent of
5:01writing a prescription for somebody that
5:03comes in without doing a thorough
5:05[music] diagnosis. And in the medical
5:07industry, that is what we call
5:09malpractice. And it's no different in
5:11sales. [music] You are never ever in a
5:14position to sell your product or service
5:16before you have actually done a
5:18diagnosis. And therefore, what it is
5:20that you're trying to do is you want to
5:22sell like a doctor sells. Think about
5:24it. If you walk in to go see a surgeon
5:26or a doctor and you're like, "Hey man, I
5:27busted up my knee." What is the first
5:29thing that they're going to do? They'll
5:30be like, "Sit down. Do you have any
5:32scans? Let me see the mobility. How
5:34[music] did this happen? When did it
5:35happen? Does it hurt this way? Does it
5:37hurt that way?" All they are trying to
5:39do is to diagnose what the problem is,
5:41how long it's been persisting, so that
5:43they can then write a prescription of
5:44what the next thing is that you should
5:46do. And this is exactly what it is that
5:48you want to do in sales. You can't go in
5:50there thinking that you are selling in a
5:52vacuum and that that person has never
5:54bought before. All we are trying to do
5:55is really try and get an understanding
5:58of what they've tried, what's worked,
6:00and what hasn't worked. And then only
6:02then once we 100% know what the problem
6:05is, do we then write our prescription.
6:07What you must do is you must splinter
6:10off some of what it is that you [music]
6:12sell and start to actually write a bit
6:14of that prescription live on the call.
6:16And the more visual what you sell,
6:18[music] the better. If you can bring up
6:20dashboards and stats or you can see
6:22things like a surgeon would look at an
6:24X-ray or an MRI. If you can do that in
6:26your sales format, the more effective
6:28that it's going to be. We must actually
6:30start to deliver a splinter of our
6:32service on that call. [music] We must
6:34show them what the problem is and start
6:35to give them a little hint of like this
6:37is what we would recommend that you do.
6:38This is your landing page. This is the
6:40issue. Do you see this? This is holding
6:41back conversions. and you're actually
6:43doing some kind of analysis [music] live
6:46on the call and proving to people that
6:49you can help them by actually helping
6:50[music] them because value is the
6:52antidote to skepticism. And you can't
6:54just jump on a call and do a good
6:56diagnosis and expect people to buy
6:58because even if you articulate the
6:59problem, there's still going to be that
7:00nagging question in their mind is how do
7:02I know this is going to work? The key
7:03thing here is that the one feeds [music]
7:05into the two. And what I mean by that is
7:07after you've done a really thorough
7:09diagnosis and [music] you've got what
7:11the problem is in the prospect's words.
7:13Then what you want to do is you want to
7:15use their exact language and everything
7:17that they told you. Splinter off a part
7:19of your service. Show them how [music]
7:21you would solve that problem live in the
7:23call. Now that should take no more than
7:252 minutes. I'm not talking about some
7:2815minute deep pitch where you just give
7:30away the whole kitchen sink. That's not
7:32the way that you want to do this. The
7:33way that this is different is we've
7:35[music] already found what the problem
7:36is. And the prescription that we're
7:38writing and we're doing live on the call
7:40is exactly tailored [music] to the
7:41problem that they just told us that they
7:43had. And just by doing that process, you
7:45are going to separate yourself from the
7:48sea of commissionhungry salespeople that
7:50you will be competing with in any single
7:52niche that exists. These people are out
7:54there. So this is a way that you can
7:55apply it across yourself or across your
7:57whole sales team is make sure that when
8:00you are doing the discovery that you are
8:02literally writing down in their exact
8:05[music] words what the problem is, what
8:07they've tried in the past. And then when
8:09it comes time for you to basically
8:11progress into the part where you pitch
8:13your service, you want to use their
8:14exact same words and marry them up with
8:17your product on why it's going to be a
8:19good fit for them. If you do this one
8:21thing alone, your entire sales pitch is
8:24going to sound so hyper customized
8:27exactly to their problem that your close
8:29rates will skyrocket. And that is hack
8:31number two, sell like a doctor. Which
8:34brings us to hack number three. Everyone
8:36in sales obsesses over exactly the
8:39perfect thing to say and they finesse
8:42the specific handle or close or frame.
8:45But what they don't realize is that 80%
8:47of the sale is how you say things and
8:50not what you say. A sales call is a
8:53transfer of energy and it all comes down
8:55to the level of conviction that you've
8:57got. Don't get it twisted. No matter
8:59what on a sales call, there is a sale
9:02being made. Either the prospect is going
9:03to convince you on all the reasons why
9:06you're not a right fit, why now is not
9:08the right time, or why that they need to
9:10delay this decision to a perfect time in
9:13the distant future where the clouds part
9:16and the angels sing and there's nothing
9:18to do on their to-do list. They're going
9:19to close you on that or you are going to
9:21close them on why right now is the
9:24perfect time to actually make a
9:26decision. And it's really like a battle
9:28of wills. And if you don't have a deep
9:30level of conviction in what it is that
9:31you're selling, the prospect is going to
9:34pick up on that. When you're trying to
9:36convey conviction, guess how you do it?
9:38It's the tonality. It's the way in which
9:40you speak. If you are constantly upward
9:43inflecting [music] at the end of
9:44everything that you say that doesn't
9:46really breed a lot of certainty for the
9:48prospect. [music] There's been multiple
9:49studies done where they found that
9:51salespeople that have deeper voices have
9:54higher close rates. And the reason for
9:55that is we typically associate a deep
9:58voice with certainty, with authority and
10:01with conviction. So you must be very
10:03aware of the way in which you speak and
10:05you must study it. As much as you study
10:07a script and you study certain objection
10:10handles, you must listen to your calls.
10:12You know that first time when you hear
10:14your voice on a recorder and you're
10:15like, "Oh my god, I sound
10:17horrible. I sound so nasely. I hate how
10:19I speak this. I'm using a lot of filler
10:21words." You must slowly remove them one
10:23by one from your vocabulary and the way
10:25in which you speak. The only way that
10:27you can get better is by listening to
10:29calls and making these [music]
10:30corrections. Think of the best athletes
10:32in the world. When Kabib ends a fight or
10:35Jordan finishes a game, whether they win
10:37or lose, guess the first thing that
10:38they're doing? They're going back and
10:40they're watching the fight. They're
10:41watching the game. They're watching game
10:43tape footage to see the mistakes that
10:45they made, the things that they did
10:46right, and how they would correct
10:47[music] them. If you don't sound
10:49effective, if you don't sound like
10:50you've got belief in what it is that
10:51you're saying, how is the prospect ever
10:53going to believe you? And it's something
10:55that you need to work on over and over
10:57and over again if you really want to get
10:59into that top 1%. And it's for this very
11:02reason that you can have two
11:03salespeople, right? One is a veteran who
11:06really knows their stuff and then you
11:07can have a rookie. They are both using
11:09the exact same script. However, one of
11:11them does multiple millions of dollars
11:13per month and the other one struggles to
11:15do a 100K a month. It's not the script.
11:18It's the way in which you apply it. It's
11:20the tonality and it's the way that you
11:21speak. And so, here's how to
11:23specifically apply this on your next
11:25sales call. When things get very, very
11:27tense and you're going in and you're in
11:29the pocket, you're trying to get the
11:30close and you can see that things are
11:32getting a bit heated, that's when you
11:33want to keep things light. Use humor,
11:36lighten up the call. You don't want to
11:38be a full authoritative stance and then
11:40just you're building so much pressure in
11:42the call. You want to start cracking
11:44jokes. do things that [music] lighten up
11:46the mood on the sales call. Like look,
11:47am I the guy that you want to do
11:49business? Surely I'm handsome enough to
11:51win your business. It's just like those
11:52small little things. It's gets them to
11:54laugh, gets them to chuckle, gets them
11:56to kind of decompress in a sales cycle.
11:58The more that you can do that, the more
12:00it allows you to persist. Cuz what most
12:02people do is they get so tense in the
12:05close, [music] it's like the prospect's
12:07nose starts to bleed cuz there's so much
12:08pressure on the call. And then because
12:10there's so much pressure, there's only
12:12so much you persist until their head
12:14pops off and they jump off the call.
12:15Instead, you can use humor and you can
12:18use your tonality to kind of lighten up
12:20the mood. You release pressure from the
12:21call and then you can persist deeper in
12:23the pocket [music] and that's where all
12:25the deals are done, which is hack number
12:27three. 80% of the sale is tonality. In
12:30sales, the most expensive thing that you
12:32can bring to the table is an ego. I have
12:35trained thousands of salespeople in my
12:37career and the thing that I've always
12:39seen is that when someone kind of gets
12:41into sales and they think that they are
12:44a very persuasive person, they think
12:46that persuasion comes down to proving
12:48people wrong. So the prospect has an
12:50objection and then the salesperson
12:52thinks that what they need to do they
12:53need to grab that objection and they
12:55need to shatter it into a thousand
12:56pieces by proving the prospect wrong.
12:59This is the most costly mistake that you
13:01can do in sales because winning
13:03arguments doesn't close deals. Who wants
13:06to be proven wrong? Nobody. Everyone has
13:08an ego whether you like to admit it or
13:10not. And if you show up to a call and
13:12then all that person is doing is trying
13:14to prove you wrong or show you all the
13:15wrong decisions that you make, you're
13:17not going to feel any affinity towards
13:19them and going to want to do business
13:20with them. So instead, no matter what
13:23the prospect says, the very first rule
13:25is to always agree with them. Man,
13:27that's you guys are very expensive.
13:29Look, yeah, I agree with you. It is a
13:30lot of money. Or, I don't like you. I
13:32don't like your shaved head. No
13:33problems. Most people don't. It's
13:35completely fine. Whatever it is that
13:37they say, whatever mutters out of their
13:38mouth, you just agree with them. Because
13:40if you don't and you say, "No, I don't
13:42believe that's true. We're not expensive
13:43or expensive compared to what what
13:45you're doing is you're butting heads
13:47with them." And that's not what
13:48progresses a sale because then it just
13:50becomes this big back and forth, you
13:52trying to prove them wrong. And it's
13:53combative. [music]
13:54You do not want to be combative with the
13:56sale. you want to do iikido and take
13:58that objection and move it and flip the
14:00energy and keep going. And the way that
14:02you do that is by always agreeing with
14:05whatever they say. Even [music] if it's
14:06complete you say, "Cool, I
14:08understand. No problems. I'm with you. I
14:10get it." And then you flip it in and you
14:12can actually handle it the next time.
14:14Because the reality of it is on any
14:16sales call, you're going to be dealing
14:18with lots of objections throughout the
14:20whole pitch. So, here's how to apply
14:21this on your next sales call. I'm sure
14:23that you've jumped onto a call before
14:24and you're getting ready to run through
14:26all of your pitch and they say, "Just
14:28tell me the price." What an amateur will
14:30try to do is they'll try to win that
14:32argument. They'll either one, spit out
14:34the price cuz they don't know what
14:35they're doing, or two, they will try to
14:37win the argument of why telling the
14:39price right now is just not something
14:41that we do. None of those things are
14:42good. Instead, what we want to do is we
14:44want to grab the frame and be like,
14:45"Look, I knew that I liked you, right? I
14:48thought that we were going to do a deal
14:49here. Are you telling me that no matter
14:52what, if the price is right, you're
14:54going to go ahead right now on this
14:55call? Uh, well, no. Like, I need to know
14:57what's included exactly. So, let me just
14:59run you through whether or not this is
15:01going to be a right fit. I'll tell you
15:02what's included, and then if it all
15:04makes sense, I'm more than happy to go
15:05over the price with you, but I'm also
15:07not making them like I'm not wronging
15:09them right now. And they're like, "Yeah,
15:10I guess you're right." And then we go in
15:12to the rest of the [music] call, which
15:13is hack number four. Winning arguments
15:17doesn't close deals. Which brings us to
15:19hack number five. Before you ever speak
15:22to a prospect [music] every morning,
15:24there is one objection that you're going
15:26to have to handle. And every single
15:28salesperson, it doesn't matter where you
15:30are in the world or what it is that
15:32you're selling or at what price point
15:34will all deal with this objection. And
15:36it happens before you even get on the
15:39call or even before you're in front of a
15:41prospect. And that is [music] the thing
15:42of the objection that is internal within
15:45yourself of like I don't want to wake up
15:47early. I don't want to go to the gym. I
15:49don't want to role play for [music] an
15:50hour before I jump on the call. And this
15:53all comes down to selling yourself. And
15:55it's the statement, am I sold myself?
15:59You can only transfer the belief that
16:02you have inside [music] you. And if
16:03you're not handling your own objections
16:05of why you should get up and work out
16:07and that little in your mind comes
16:09out and like, "Subrey, you're so sore.
16:11Like, you already worked out yesterday.
16:13You got a little niggle in your
16:14shoulder. I think you should rest. Just
16:16rest. take a rest day. If you're not
16:18holding yourself to a high standard and
16:20one doing all the things that you know
16:23that you should be doing like working
16:24out, role playing, getting up early,
16:26getting out and doing the things that
16:28you know that you need to do, then when
16:29you get on a telephone call and a
16:31prospect is hitting you with an
16:33objection, and you're going to be so
16:34much less sold that they should take the
16:36risk, they should invest in your
16:37program, they should do all the right
16:39things. [music] And so, it starts with
16:41handling that objection yourself and
16:43doing the hard things and doing them
16:44every single day. But that it also stems
16:47into getting really sold about what it
16:50is that you sell. Whatever the stuff is
16:52that you sell, the product or service,
16:53you must have such a high level of
16:55conviction that it is the best product
16:58or service that exists in its category.
17:00Because if you don't believe that, how
17:02are you going to convince other people
17:04that are far more skeptical than you?
17:06Because this is your business. This is
17:08your stuff. Unless you have that level
17:10of conviction, the moment that someone
17:12hits you with an objection or has a
17:14little bit of disbelief in what you're
17:15saying, you're going to let them close
17:17you. So, the way that I like to do this,
17:18and the way that you can apply this
17:20right now in your own business, is to
17:22start every single one of your sales
17:25meetings with proof. I call it a parade
17:27of proof. You want to bring in all of
17:29the clients that you work with, all the
17:31lives that you've changed. You want to
17:32read testimonials. Better yet, you want
17:34to have your salespeople read
17:36testimonials of people that they closed.
17:39You want to have a wins group on Slack,
17:42on Ghat, wherever it might be, where the
17:44wins are posted every single day. And
17:47you're reading these and you're like,
17:48man, like what we do really matters. It
17:51really makes an impact. Like, it really
17:53transforms people's lives. So, you're
17:55getting your salespeople in a state of
17:57the highest level of conviction that
17:59they possibly can. And therefore, when
18:00they jump on a sales call and someone
18:02doesn't believe, guess what? The level
18:04of conviction from your rep or from
18:07yourself [music]
18:07is so much greater than the prospect's
18:10disbelief that this isn't the right
18:12product for them. Because there's so
18:13much skepticism and so much doubt out
18:15there in the marketplace that unless
18:17you're controlling the frame and
18:19brainwashing yourself on why this is the
18:21best stuff that you could possibly sell,
18:23that's never going to be transferred to
18:24the prospect. Which is hack number five.
18:27Am I sold myself? Which brings us to
18:30hack number six. Mike Tyson is famous
18:33for saying, "Everybody has a plan until
18:36they get punched [music] in the face."
18:37And it's no different with sales. People
18:39obsess over the deal. They run through
18:41it in their mind. They're like, "Yeah."
18:42And the person's going to come on and
18:44I'm just going to effortlessly close
18:46them. The docu sign's going to come
18:47back. It's going to be this amazing
18:49moment. And they get on the call and it
18:51[music] just starts in the hairiest
18:52place. The person's like, "Yeah, thanks
18:54for the call, Sabry. Um, thanks for all
18:56your time and energy that you've put
18:57into this. I really like you guys, uh,
18:59but we've chosen to go in a different
19:01direction. Boom. Punched in the face.
19:02And because we know that's going to
19:04happen all the time, because even if
19:06you're on fire and you're a crazy
19:08closer, you're going to be closing at 40
19:0950%. Meaning that you are going to get
19:12told no way more than you're going to
19:14get told [music] yes. So instead, what
19:16we want to do is we want to train for
19:18that because the best closers in the
19:20world are not born that way. They are
19:22forged in the fire. And that fire starts
19:24with a role play. I have worked on sales
19:26floors with 12 people. I have worked
19:28with sales floors with 300 [snorts]
19:30people. You must train yourself. And so
19:33the analogy that I like to use is is you
19:35look for instance at the [music] UFC
19:37when they're doing sparring. It's quite
19:40often that what they'll do is they won't
19:41start the sparring round on their feet.
19:44They'll get the guy in the most
19:45compromised position in a rear naked
19:48choke in the corner of the octagon and
19:50they'll start the round there. And the
19:52reason they do that is that they want to
19:54start them in deep water. And it's no
19:56different in sales. You want to start
19:58roleplaying with the hairiest, spiciest
20:00objection that you could possibly expect
20:02to get on a telephone call. And it is
20:04something that is not done once a week.
20:06You don't role play once a week, right?
20:08Every single day you're going to be
20:09getting told no on the telephone. And
20:11you do not want to practice on your
20:13prospects. That is the most expensive
20:15thing that you can do. So instead, it is
20:17mandatory. For me, on my sales team, we
20:20train twice a day. We train in the
20:21morning and we train in the afternoon.
20:23We want to get warmed up in the morning
20:25and just do the role play just before
20:27coming and shooting this video for you
20:29guys. I was running a sales meeting with
20:30my sales team and guess what we were
20:32doing? Role playing every single day.
20:34You role play. It gets the blood
20:36flowing. It gets the juices flowing and
20:37you get punched in the face cuz you're
20:39going to get punched in the face on the
20:40telephone. And I'd rather you get
20:42punched in the face in a sales meeting
20:44than on the prospect [music] with real
20:45money on the line. And so you want to
20:47write down all your hairst. You want to
20:49have all of the objection handles of
20:51them and you want to just go into them
20:53every single time. And so the way that I
20:55like to do it is we start the call up in
20:57the roughest place possible. We start
20:59with the worst objection that we
21:00possibly can, the hardest handle, and
21:02then we move backwards from there. Ilia
21:05Taporia says, "The fights aren't won in
21:07the octagon. They're one in the training
21:09camp, and they're just collected in the
21:11fight." And [music] it's the same thing
21:12in sales. You don't close these deals on
21:14the call. You close them in the
21:16objection handling training. So, here's
21:18how to apply this immediately in your
21:19own business. Set a sales meeting for
21:22tomorrow morning. Take your best, most
21:24seasoned guy and choke him [music] out,
21:27right? Be the most difficult prospect in
21:29front of the whole sales team. Really
21:31put them in a compromised position. Deal
21:33with every single spicy objection
21:36handle. You're setting the tempo of what
21:38is expected in a role play. every single
21:41day. Have it mandatory for your sales
21:43team to spend at least 30 minutes
21:46roleplaying before they get on the
21:48phone. So when they caught a little jab
21:50on the phone, it's not going to be the
21:51first time that it's happened for today.
21:52They're going to handle that a lot more
21:54smoother and you're going to close more
21:55deals. Which is [music] hack number six.
21:58Everyone has a plan until they get
22:00punched in the [music] face. Which
22:01brings us to hack number seven. And in
22:04my opinion, this hack is like the 8020
22:07of sales. There's so many different
22:09nuances that go into being an effective
22:11salesperson, but this one is the 20%
22:14input that literally drives 80% of the
22:16output, [music] and it's conviction.
22:18Now, conviction isn't you like yelling
22:21affirmations in the mirror or just
22:23blindly believing that what it is that
22:25you've got is going to help your
22:26prospect. No, no, no, no. And not only
22:29is it binary, it's not like do I have
22:32conviction or do I not have conviction,
22:34but it's also the extent of the
22:37conviction that I have. So let's talk
22:39about the ways that you can actually
22:41increase the depth of the conviction
22:42that you've got. The first step is to
22:44really build our conviction level by
22:46qualifying the prospect, qualifying
22:49where they are, what they've tried, and
22:50where it is that they're trying to go.
22:52Only once we've done that do we then get
22:54into a position where we ask ourself, do
22:56I feel that whatever it is that I have
22:59got is going to increase the likelihood
23:01of this person getting to where it is
23:02that they want to go and solving this
23:04problem. If that is a yes, then your
23:06conviction level goes up because you are
23:07now clear on what their problem is. Now,
23:10another way to increase your conviction
23:12is to [music] look at all of the lives
23:14that you have transformed with whatever
23:16stuff that it is that you're selling.
23:18Bring up the case studies, bring up the
23:20testimonials, and if you really want to
23:22dial up another level, go and listen to
23:24those sales calls. Cuz I can bet you
23:27right now that the same objection
23:29handles and the same objections that
23:30come up on your most skeptical prospects
23:33are the same objections that came up
23:35with these clients that you transformed
23:37their lives. When I look around and I
23:39look at the 108 plus millionaires that I
23:42have created within my agency and we go
23:44listen to those calls or we watch the
23:45video testimonials, they all say it in
23:48the video. There was a gut check moment
23:49for me. So all of the things that stop
23:52people buying are also the same things
23:55that our best clients [music] had to
23:57deal with. But the only difference is
23:58instead of letting those fears and
24:00objections paralyze them, they actually
24:03still made a decision and moved on. So
24:05then you can understand that when you
24:07get on the phone and you're dealing with
24:09these objections that these are the
24:11exact same objections that your [music]
24:13best clients also had and they didn't
24:15sign up with us because they didn't have
24:17the same objections. No, the reason that
24:18they signed up with us is because
24:20whoever it is that they were speaking
24:22with at my organization or at your
24:24organization, their conviction level was
24:28higher than the doubt that the prospect
24:30had in their mind that this wasn't going
24:32to work and a sale was [music] made.
24:34It's either you're going to close them
24:35on all the reasons why this is the best
24:37decision they could ever make or they're
24:39going to close you on all the reasons
24:40why they shouldn't do it. So, here's how
24:42you can specifically apply this to your
24:44own business. I'm sure that at some time
24:47on a sales call, you get to the very end
24:49of the call and the prospect says to
24:51you, "Yeah, but can you guarantee it?"
24:52Now, you may have a guarantee or you may
24:54not have a guarantee, but the one thing
24:56that is guaranteed is if they do
24:59nothing, nothing changes. If you want to
25:01change, you've got to change. And so
25:02what we can guarantee every single
25:04prospect is if they keep doing what
25:06they're currently doing that resulted
25:08them in jumping on this call, then
25:09nothing's going to change [music] and
25:10another 6 months is going to go by and
25:12they're going to stay exactly where it
25:14is that they are [music] right now. What
25:16they're trying to do in that moment is a
25:19lastditch effort. They're trying to say,
25:20"I am still uncertain, bro. Can you help
25:23me out? Can you guarantee the results?"
25:25And what they don't understand that
25:26there is a high level of certainty and
25:29guarantee that if they do nothing then
25:31nothing is going to change. And just by
25:34making them aware of this you will close
25:35[music] deals. So when they jump on the
25:37call they are certain. They are much
25:39more certain than the skeptical prospect
25:41that this decision is going to be the
25:43best decision that they ever make in
25:44their life. And that is hack number
25:46seven. Certainty is earned. Which brings
25:49us to hack number eight. The number one
25:52objection that kills more sales than any
25:54other objection that exists on planet
25:56earth is the silent objection. And what
25:59most amateurs do is they will take the
26:02surface level objection. I need to think
26:04about it or the price is too high, which
26:07seems like a real objection on the
26:08surface level, but it's not. It's just
26:10what the prospect brings up cuz they
26:12don't want to tell you the real
26:14objection. So, the way that you must
26:16look at it, it's like a plastic bag that
26:17you're pulling underwater and all you
26:19want to do is release all of the air
26:21from that so that you can get to the
26:23real problem what it is. Let's say that
26:25you're selling something that has an
26:27ROI. If you're selling something that
26:29the customer can ROI on, then price is
26:31never an objection. They're going to
26:33make more money than the thing that
26:34you're selling is actually going to cost
26:36them. Otherwise, they wouldn't get an
26:37ROI on them. Which brings up the real
26:39objection is that they don't believe
26:42that it's actually going to work.
26:44Because if they believe with 100%
26:45certainty that what you're selling them
26:48was going to work, they would just buy.
26:49They would find the money. They would
26:50find a way to do it. But it's because
26:52there is doubt. So instead of dealing
26:54with the surface level objection, what
26:56you always want to do is you want to
26:58find out what the silent objection is
27:00cuz this thing kills more sales than
27:03anything else on a call. And a perfect
27:05example of this is I need to think about
27:07it. Amazing. So most people be like,
27:09"Okay, terrific. How long do you need to
27:11think about it? Should I call you back
27:12at the end of the week?" Oh yeah, at the
27:13end of the week would be fine. Yeah,
27:14just call me back at the end of the
27:15week. All right, no problems. I'll I'll
27:16call you back at the end of the week.
27:17Sounds pretty innocent. Sounds pretty
27:19normal. This is this is not the
27:20objection. Instead, what you want to do
27:22is like, absolutely no problems at all.
27:24So, just so I know that we're on the
27:25right page and you've got everything
27:26that you need. What particularly is it
27:29that you need to think about? [music] Is
27:30it the price? Is it the strategy? What
27:32is it for you? Oh, it's it's the price.
27:34Then we already know that them needing
27:36to think about it is a smoke screen.
27:37It's not the real thing. They are trying
27:39to justify the price in their mind. and
27:41all we want to do is have an opportunity
27:43to be able to handle that objection. If
27:45you don't have the skills to like dive
27:47in and cut and get down to what the
27:49silent objection is, that's the thing
27:51that's going to kill most of your deals
27:52cuz if you don't know what the objection
27:53is, how are you ever going to handle it?
27:55So, here's how to apply this in your
27:57business on your sales team. So, what
27:59you must do is sales iikido. We're
28:01trying to flip these things and find out
28:03what the real objection is. So, we'll be
28:06like, "Okay, terrific." Like, what part
28:08is it that you need to think about? Is
28:09it the money? Yes, it is the money.
28:11Okay, terrific. [music] So, if the money
28:13makes sense, if we can find a way to
28:14make the money make sense, is there any
28:16other reason that we wouldn't be able to
28:18get this done for you? Is there anything
28:19else that you're unsure about or doesn't
28:21really make sense? No, Sabry, it's just
28:23the money. Then you go through and then
28:25you use all of your objection handling
28:27to [music] unpack the money objection.
28:29Because, as I said earlier, a
28:31transaction takes place where value
28:33exceeds price. So the reason that this
28:35transaction isn't taking place is
28:36because the money that you're asking
28:38seems higher than the value that the
28:41prospect thinks that they are going to
28:42get and that's the only reason that
28:44they're not buying. And my favorite is
28:46just the simple 1 to 10 close be like
28:48okay terrific look where are you sitting
28:50at right now on a scale of 1 to 10 being
28:5310 you're ready to roll right now and
28:55one you wouldn't move forward regardless
28:57of what the price is. Where are you sit?
28:59And the prospect will typically say I'm
29:00a six or I'm at a seven. And then we
29:02follow up with no problems at all. What
29:04is it that I need to do to get you to
29:06attend? And then the real objection will
29:08come out. It might be that you're
29:09charging $1,000 or $100 and they'll be
29:11like, cool. Like if we could somehow
29:13find a way to make this $600, I'm ready
29:15to go. Well, guess what we have right
29:17now? We have the real objection. And now
29:19that we know where we're at and we can
29:20build value from there or we can handle
29:22this thing to finally get this thing
29:24sorted for the prospect because people
29:26don't need more time. What they need is
29:28more [music] information. And while
29:31we've both made time for oursel to be on
29:33this call and make this decision, you
29:35have the ability to make decision. I've
29:37got all the information that it is that
29:38you need, let's just hash it all out
29:40right now on this call [music] and
29:42figure out whether or not this is a
29:44right fit for you. Either way, it's
29:45completely fine. But let's just get
29:47clarity right now whether or not this is
29:49the right fit or if it's the right time.
29:51If it's not the right time, we can
29:52revisit that or I'm not the right fit
29:54for you. That's also completely fine as
29:56well. But what we won't take is a maybe.
29:58Let's make a [music] decision. Now that
29:59we've got everything that we need to
30:00make a decision, where do we stand?
30:02Guess what human beings hate? They hate
30:03confrontation. Guess what it is when
30:06they have to say no to you? It's
30:07confrontational. They don't want to do
30:09that. So instead, we're going to make it
30:10completely fine for them to say no to
30:12us. We're going to release all the
30:14pressure and we're going to get to an
30:15outcome. And that is hack number eight.
30:17The silent objection is the biggest
30:19killer. Which brings us to hack number
30:22nine. More deals are closed from a lack
30:26of follow-up than they are in the actual
30:28[music] close themselves. And in sales,
30:30the last 10 yards are the least crowded.
30:33[music] And the reason that they're the
30:34least crowded, and no one is willing to
30:37go there, is cuz it requires effort.
30:39This is what most sales people want to
30:40do. They want to pick the lowlying
30:43cherries, the little cherries that are
30:44deals that come through with the person
30:47buys. They don't have a lot of
30:48objection, and they close [music] those.
30:50They always want to talk about what
30:52their pipeline looks like right now, how
30:55next month's [music] going to be the
30:56best month ever based on these brand new
30:58fresh leads that are coming in. Right?
31:00When you ask them, "What about that deal
31:02that we spoke about 3 months ago that
31:05you haven't closed?" They don't want to
31:06talk about that because that requires
31:08follow-up. But the fortune is made in
31:10the follow-up. If you take nothing more
31:13than one thing from this video is you
31:15simply double the amount of touch points
31:18that you or your sales team do in terms
31:20of your follow-up, you will double your
31:22sales. [music] Think about that for a
31:23moment. You simply need to just persist
31:25for longer and you will double your
31:27[music] sales. So if we talk about
31:29follow-up, the reason why most people
31:31will follow up once or twice and then
31:34they'll basically won't do anything more
31:36is because they don't know what to say.
31:38If ever I sit down with a new
31:40salesperson on my team and I'm like,
31:41"Yo, what happened to this guy? How come
31:43you haven't followed that guy up?" What
31:44do I say? They need a clear path. So,
31:46what you must do is you must build a
31:49follow-up program into your [music]
31:50business. And if you don't have always,
31:53you end up with never. So, you must have
31:55a follow-up process, a [music] system
31:58that your team follows for every single
32:01lead that comes into your business.
32:03Nothing keeps me up at night in [music]
32:04a cold sweat more than those
32:06opportunities that are lost by people
32:08not following up. And the reason for
32:09this is again it's human nature.
32:12Everybody wants to go down the path of
32:14[music] least resistance. But if you
32:15really want to want to be in that upper
32:16echelon, that's where all the juice is.
32:18It's in the things that most people
32:20aren't willing to do. And the reason
32:22that most sales people don't follow up
32:23is the first thing is one, they don't
32:26know what to say or two, they don't want
32:28to pester [music] people. So let's
32:29unpack that. We've already unpacked of
32:31like not knowing what to say. We're
32:33going to do that by following a
32:34follow-up system and implement it within
32:36your business. But the next thing is
32:38they don't want to feel like that they
32:39are annoying people. And the way that
32:41most people follow people up is annoying
32:44because it's selfish. The only thing
32:45that they're trying to do is move that
32:47person to a decision cuz they want to
32:49make the commission. And do you think
32:50the prospect can't feel that? Like,
32:51"Hey, Sabria, just giving you a call.
32:53Um, I don't know whether you got a
32:54chance to look at the proposal. Um, are
32:56you ready to make a decision on this?
32:58Where are you at? What are you
32:59thinking?" Right? Everything is about
33:00them, what they want. Have you made a
33:03decision so I can get my commission
33:05check? [music] That's basically the
33:06mindset. Instead, the place that you get
33:08all of your material to follow up is in
33:11the discovery. So, if you do a good job
33:13in the discovery, you know all the pain
33:14points. You know everything that they've
33:16tried. You know all the things that are
33:17important to them. You know their goals,
33:19where it is that they're trying to go
33:20to. So, they're all the things that you
33:21use when you follow up. And you do
33:23something that I call value [music]
33:25added follow-up. every single touch
33:28point that you follow up, it should be
33:30looking through the lens of the prospect
33:32and thinking, how do I get them closer
33:34to where it is they told me that they
33:36wanted to go, regardless of whether or
33:38not they buy from me. And so, it doesn't
33:40matter what you're selling, [music] if
33:41it's a fitness program, a weight loss
33:43program, or it's digital marketing.
33:45There is a goal that they're trying to
33:46get to. When you follow them up, whether
33:48it's a voicemail or it's a pipe bomb or
33:50anything, any form of communication,
33:52it's always bringing up what they told
33:54you was important to them. Hey Sabri, I
33:56know last time we spoke you mentioned
33:58that you guys are at 150 grand per month
34:00and you want to be at 500 grand per
34:02month. You know, I've had a look at your
34:03ads library. I had a look at what you
34:05guys are doing. It doesn't seem like a
34:06lot has changed. I've just had a meeting
34:08with my team. I have two things that you
34:10can do right now that's going to get you
34:12more leads and more sales coming in. Or
34:14it's the same thing for weight loss. But
34:16basically, you must follow up with some
34:18kind of insight, some piece of
34:20information, something that is going to
34:22benefit them. start providing value in
34:25your follow-up and progressing the sale.
34:27Here's how to wrap all of this up and
34:29apply it specifically to your business.
34:31The first thing you want to do is create
34:33a Google doc which is an SOP and it maps
34:36out [music] exactly how long your sales
34:38cycle is. Most CRM will be able to
34:40provide this and you will find out that
34:42on average your sales cycle is 90 days.
34:45Then what you want to do is you want to
34:47look at how many touch points is
34:49required on average to close that deal
34:52over 90 days. Let's just say that it's
34:5310 touch points. You immediately want to
34:56triple that. And you want to go, okay,
34:57it's now 30 touch points. And this is
34:59what it looks like at hour number one
35:01after the initial call. Day number two,
35:03day number three, day five, day eight,
35:06whatever it might be. And you want to
35:08map out exactly all those touch points.
35:10It's like here's the plan. This is the
35:12always. We do this on every single lead,
35:14no matter how hot you think they are. We
35:17follow this until they buy. Every single
35:18lead, no matter what. No exceptions. And
35:20so that when you sit down and you train
35:22them, you just go through your follow-up
35:24program and they never again have to
35:26worry about what to say. This one hack
35:28alone will double your sales, which is
35:30hack number nine. The fortune is in the
35:33follow-up, which brings us to [music]
35:34hack number 10. Now, I hate to be the
35:37bearer of bad news, but there is going
35:39to come a time in your business where
35:41you have a down month or a down quarter.
35:44What most people don't realize is that
35:46you can avoid having these, but you just
35:48need to course correct quicker. So the
35:50way that you want to do it is the number
35:52that is on your sales board or on your
35:54dashboards or wherever it is that you're
35:56looking that is a final result. But
35:58there are leading indicators that can
36:00determine what that number is. So
36:02instead of waiting to have a bad sales
36:04month or have a bad sales quarter, you
36:06want to be looking at what are the
36:08inputs that drive that output. Now I
36:11consult with thousands of sales people.
36:12I' got thousands of people in my
36:15community, students of mine that all
36:17have salespeople. And if I look at the
36:19number one thing of management, how they
36:22basically keep these salespeople
36:23accountable, they all do it on revenue,
36:25which is the wrong output. What you want
36:27to do is you want to look at what are
36:29the inputs. What are the bare minimum
36:31inputs that you require that you know
36:33that if your sales team did that, it
36:35would be unreasonable for you not to
36:37have record months every month. And we
36:39typically want to look at those inputs
36:40based on talk time and dials. There
36:43might be other metrics for you depending
36:44on how your sales team is structured. It
36:46might be set number of appointments or
36:48whatever it might be. But you want to
36:49have all of your attention focused on
36:51the inputs. And there's a few reasons
36:53why. But the first thing is it allows us
36:55to course correct before the month is
36:57over, before the quarter is over.
36:59Because if you look across your sales
37:01team and you know that the activity
37:03isn't at the level that it needs to be
37:05to get you to the best outcome, then you
37:07don't need to guess whether or not
37:08you're going to have a good sales month.
37:10If input is down, you are going to have
37:12a bad month. The numbers show that. And
37:14the longer that you've been in business,
37:16the more accurate those numbers are. The
37:18hack that I like to do with my sales
37:20team is at the end of every year, we
37:21look at how much money that they made.
37:23First of all, how much revenue that they
37:24generated for the business and then how
37:26much that they made in personal
37:27commissions. Then what we do is we
37:29divide that number by the total number
37:31of dials and the total number of talk
37:33times. And then we come up with how much
37:36money that they make every single time
37:38they dial somebody. When they do that,
37:40it becomes very very apparent the only
37:42thing that they need to do is call more
37:44people if they want to make more money.
37:45And it is always the people with the
37:47highest activity are the ones that are
37:49making the most amount of money. So what
37:51you want to do is you want to have these
37:52leading indicators and you want to make
37:54sure that your sales team is course
37:56correcting every single day, not every
37:59quarter. You want to make them put in
38:01their numbers, look at their numbers at
38:02the end of every day and say, "If every
38:04single day was exactly like this, would
38:07I hit my goals?" Because then when you
38:09do your goal setting with your sales
38:10team and you're like, "How much money do
38:11you want to make this year?" And they
38:12tell you the number that they want to
38:13make. Then guess what you've got? You've
38:15got the operating system. You can tell
38:17them exactly how many dials and how much
38:20talk time that they would need to make
38:21in order to hit their goals. And so they
38:23use that as their target. And then at
38:25the end of every day, they can say, "If
38:27every day looked like today, would I hit
38:29my target?" And if the answer is no,
38:31then the next day they need to increase
38:33their activity. And you want to make
38:34sure that they're looking at that number
38:36every single day. And that is the way
38:39that you avoid having a down quarter. If
38:41your talk time isn't where you want it
38:43to be, guess what you do? You simply
38:45dial more. Because sales is the most
38:47simplest thing, but it is not very easy.
38:50There are only two ways that you can
38:51make more money in sales. One is your
38:53activity and the second one is your
38:55approach. And these are the inputs that
38:57get you to the output. So here's how you
38:59can apply this right now in your
39:01business. You want to make sure that you
39:03have clear metrics and KPIs around dials
39:06and talk time. You want to monitor this.
39:08Have your sales team monitor this. You
39:10can use AI and Claude to feed into
39:12dashboards and send you a daily update
39:14every single day that basically shows
39:17you what is the level of output across
39:19your whole sales team. And is it up or
39:22is it down? You can do this month on
39:23month, day on day, week on week, quarter
39:25on quarter, year on year. I suggest
39:27doing all of them. You can simply flag
39:29that. If you see two days where you're
39:31down on where activity needs to be, you
39:33tell your sales management team, "Hey
39:34man, activity is not where we want it to
39:36be. We know if every single day looks
39:39like the last two days, we're going to
39:40have a rough month. So, you're not
39:42waiting to the end of the month and
39:44everyone's telling you, "Hey, the deals
39:45are going to drop. They're going to drop
39:46at the end of the month. I'm telling
39:47you, we're going to have a good month
39:48this month." You don't even need to wait
39:50for that because you can see from the
39:52inputs whether or not we're doing what
39:53is required to get to the outcome. And
39:55that is hack number 10. Course correct
39:58in days, not [music] quarters. Which
40:00brings us to hack number 11. So when I
40:03first got started in sales, I had never
40:05read a sales book. I had been doing
40:07sales for 3 years before I even knew
40:10that there was books out there that
40:12would teach you sales. So I had to learn
40:13everything the hard way. And then once I
40:16read my first sales book, I was a
40:17voracious reader and I read a whole
40:19bunch of sales book. And I was always
40:21looking for that secret little objection
40:23handle, that secret little line, that
40:25little bit of insight that was going to
40:27be the silver bullet that was going to
40:29double or triple my sales. [music] And I
40:31did this for multiple years and then I
40:33realized, hey Sabri, there aren't any
40:35silver bullets in sales. There are only
40:38lead ones. And the hard thing to come to
40:40terms with is the advanced people always
40:42do the fundamentals. And often times
40:45they just do the fundamentals, but they
40:47do them way better than anybody else.
40:49And so if you're out there and you're
40:51looking for the special hack, the auto
40:54dialer, the double dialing trick, this
40:56special close that's going to close most
40:58of your deals, you are going to be
41:00searching for something that doesn't
41:02exist. Instead, what you must focus on
41:04is the fundamentals, the tonality. It's
41:07your attachment to doing the discovery
41:10and doing the diagnosis and simply be
41:13willing to do what others aren't willing
41:15to do to be able to follow up more
41:17people [music] than anybody else is for
41:19a longer period of time. And the moment
41:21that you come to terms with this and you
41:23stop [music] searching for some secret
41:25hidden piece of information that doesn't
41:27exist so you can close more deals, the
41:29sooner that you will make a shitload
41:31more money cuz the work just needs
41:33doing. There's no way that you can find
41:35some secret closing strategy that is
41:37going to get you away from this [music]
41:38reality. The other sin that I see so
41:40many people commit in sales is the
41:42moment that they start to see some
41:43success and their close rate is really
41:45really high, they bring down their
41:47activity because they don't need to make
41:49as many calls to still make great money.
41:52Because we have a saying in sales,
41:53whoever has the most energy makes
41:55[music] the most money. And that just
41:56basically boils down who has the highest
41:58level of activity. You never want to be
42:00in a position where you're lowering your
42:03activity [music] based on your skill
42:05level because that specific objection
42:07handle that you're searching for or that
42:09you've trained, they're rarely the ones
42:11that close the big deals. The big deals
42:13get closed because you always did the
42:16fundamentals. You did a better discovery
42:18than any of the other people that you
42:20were pitching against. You articulated
42:22the solution with more conviction than
42:24anybody else. and your level of
42:26certainty outweighed the prospect's
42:28level of skepticism that this wasn't
42:30going to work. It's the fundamentals.
42:32It's the blocking and tackling. So, the
42:34way that you can apply this right now in
42:36your sales team is to get very, very
42:38clear on what the fundamentals are.
42:40Discovery, tonality, conviction, getting
42:43sold yourself and breaking up your sales
42:45training cadence to make sure that you
42:47are addressing the fundamentals every
42:50single time. What I have observed by
42:52working with thousands of sales teams is
42:54that they will typically overindex on
42:56one certain thing. Like they'll overly
42:58index on objection handling. And most of
43:00their role plays are just all objection
43:02handling. When understanding that if you
43:04do a very very good discovery, you're
43:06not even going to have to handle a lot
43:08of those objections cuz they're going to
43:09be handled in the discovery. or if
43:11you've got the right tonality and
43:13conviction level, they're also not going
43:15to come up because your level of belief
43:17and conviction is so much deeper than
43:20the prospects that they don't even
43:21bother surfacing up those objections.
43:23So, you want to make sure that you have
43:24a training program that addresses all of
43:26the fundamentals and you're rotating
43:28them in your sales meetings because you
43:30never win a chess match off one move. It
43:33is a series of moves that puts you in a
43:36position to take the king. That is hack
43:38number 11. There are no silver bullets,
43:40only lead ones. Which brings us to hack
43:42number 12. In a sales cycle, when it
43:45comes time to making a decision, the
43:47prospect will always hear [music] the
43:49cost of whatever it is that you are
43:51charging them to get to the stuff that
43:53it is that you're selling. And they will
43:55have a very large cost assigned to that.
43:58They'll be like, "Okay, well, this is
43:59going to cost me $100,000." [music] the
44:01pain of them spending the money to solve
44:03the problem is greater [music] for them
44:05in most of the time for them to spend
44:07the 100k than it is to get to the
44:09solution of whatever it is that you're
44:11promising. But the thing that most sales
44:12people do is they stand at the end of
44:14that call and they justify the price.
44:16They handle all the objections. They try
44:18to dimensionalize it, make it make
44:20sense, break down all the mathematics,
44:22even reduce it down to the ridiculous
44:24where they'll take the amount and break
44:26it [music] down to the daily amount that
44:27it would cost. But what they don't do is
44:30assign a cost of inaction. This prospect
44:33is on a call cuz they have a problem
44:35that they're looking to solve. [music]
44:36Therefore, we must assign a cost to them
44:39doing nothing because that's exactly
44:41what it is that [music] they want to do.
44:42And they want to do that because they
44:44think that doing nothing isn't going to
44:46cost them anything. But most of the
44:47time, the cost of doing nothing is
44:49infinitely more than what it actually
44:51costs to do something. What do I mean by
44:53that? You're selling personal training.
44:54Let's just say you're selling a personal
44:56training package for $2,000. They think,
44:58"Shit, do I have $2,000 to spend on a
45:00personal trainer right now? Be a lot
45:02cheaper if I just didn't do this." And
45:03then they're like, "Cool. Well, I just
45:04won't do it then." Cuz that's a [music]
45:06lot more painful than doing it. However,
45:07what's the cost to them not to do it?
45:09What is the emotional burden of them not
45:12being [music] in good shape? That pain
45:14of them staying where they are right now
45:16and experiencing this pain is far
45:19greater than the $2,000 that it costs to
45:21get your help in personal training. And
45:23it's the same thing regardless of what
45:25it is [music] that you sell. But you
45:26must assign a cost. You might be a
45:29wedding photographer. Well, there's
45:30probably going to be cheaper people out
45:32there than you. What is the cost to go
45:34with an amateur that does a horrible job
45:36on the most special day of your life?
45:38Imagine getting the photos back and
45:40being like, "This looks horrible. Like,
45:42this is so amateur. How much did it cost
45:44you to get that wedding together, to
45:46have all your family members fly out,
45:48for them [music] to be texting you
45:49saying, "Please send me the photos for
45:50the wedding. I can't to see them." And
45:52then you open up that Dropbox [music]
45:53file and it's horrendous. There is a
45:55cost there. And so what you must
45:57understand is that in every single
45:59transaction, it's not just the price
46:00that it is that you're asking for. The
46:02biggest cost often is them not doing
46:04anything at all and still being in the
46:06same place in a year's time from now or
46:09worse, making a wrong decision based on
46:11price [music] and then them having a
46:13horrendous outcome for them being cheap.
46:15But whatever it is, you must assign a
46:18cost. So the way that you apply this
46:19specifically to your business is to get
46:21very clear on what that cost [music]
46:23looks like. And make sure that no matter
46:26what in every single sales call that
46:28your team is assigning a cost to the
46:31prospect, not taking action at all. And
46:33that is [music] hack number 12. Assign a
46:37cost to inaction. Which brings us to the
46:3913th and final point. Now, I can pretty
46:42much guarantee you sat down with your
46:44sales team and you said, "Hey guys,
46:46what's the biggest objection that you
46:48guys get?" And they're going to say,
46:49"Price." And they're going to really
46:51struggle with this objection. And I'm
46:53going to show you how to make them not
46:54struggle with this. And the way that we
46:56do that is to simply isolate and smash
46:59this and find out how we can make the
47:02money [music] make sense. And most
47:04people when they drop price on people
47:06they get that sticker shock and they're
47:07like wow it's a lot more than than what
47:10I thought it would be. And unless you
47:11get this 60% of the time your prices are
47:14too low. Little hack for you there.
47:15Increase your prices. Thank me later.
47:17What you are going to find is you are
47:19going to constantly need to justify your
47:20price. There's other solutions in the
47:22market. There's other alternatives that
47:23they could look at. And so our job as
47:25the rep is to make the money make sense.
47:28And the first place that we start with
47:30doing this is understanding the size of
47:32the problem. We want to understand what
47:34the value is for someone to solve this
47:36problem, how long they have been
47:37experiencing it. What are the solutions
47:39that they've tried? A lot of these
47:41solutions that they've tried will
47:42probably be cheaper. That's a good thing
47:43for us when we're justifying our higher
47:45price. If they could go get this
47:46cheaper, they would have already done
47:48it. They would have got the outcome and
47:49they wouldn't be on the phone call with
47:51mwah. There's a whole bunch of little
47:53ninja that you can do to really
47:55understand price. Most people think
47:57price is just comparing it to everyone
47:59else on the market and making sure that
48:01you're within a relative zone. No, no,
48:03no, no, no, no. Because most of those
48:04solutions don't work. Otherwise, people
48:06wouldn't have tried two or three
48:08solutions and still not be where it is
48:10that they want to be. So, first we find
48:12out from the discovery of how much this
48:14is costing them emotionally, financially
48:17in lost opportunity. And we get very
48:18very clear on this. Then that's the
48:20hygiene standard. Always want to find
48:22those things out. Now, when it comes to
48:24selling anything, please, for the love
48:27of all the internet money, always have
48:30three [snorts]
48:30solutions. What most people do, they
48:32have the one price. They get to
48:34justifying their price. The prospect
48:36tries to cut a deal with them. They have
48:37to pull their pants down on price, it
48:39erodess their margins, and nobody's
48:41happy. Less money in the bank account at
48:43the end of every month. Not what we
48:44want. So, instead, what we're going to
48:45do, we're going to have three different
48:47packages. Now, we are always going to be
48:50selling to the highest package that
48:51we've got. And then when a prospect
48:53says, "Hey, you guys are more expensive.
48:55Is there anything else that you can do
48:56on price?" We are then going to default
48:58down to our middle package. And this is
49:00going to be the major thing that we sell
49:03most of the time. 20% of people are
49:05going to take us up on the highest
49:06offer, but the bread and butter of our
49:08business is going to be on the middle
49:10package. If the middle package is still
49:11too high from them, we then remove parts
49:14down and we downell them to our lowest
49:17offer. Now, if you get to this part of
49:18the call and money is still an issue,
49:21[music] that's when you just simply want
49:22to say to the prospect, "What would the
49:24price need to be in order for you to do
49:26this right now?" [music] They're going
49:27to spit out their number. They're
49:29obviously going to lowball you on this.
49:30You're going to basically deconstruct
49:33all of the reasons why that's not going
49:34to be feasible, or you're going to
49:36remove parts and strip it back on what
49:39it is that you are selling to meet
49:40within that price zone. Typically, when
49:42you do that, you're going to remove
49:43things that they want. And they'll say,
49:45"But I want those things." and you say,
49:46"Well, that's why the price is what it
49:48is." And then you further build the
49:50value up to where it is that they're
49:51trying to go, what the cost of them not
49:54getting there, what it looks like if
49:55they go with an inferior option, and
49:57that they then need to come back to you,
49:59the time that they will waste, the money
50:01that they'll waste in doing so. Then
50:03once you arrive on a price that is
50:05somewhat palatable, then what you want
50:07to do is reduce it down to the
50:10ridiculous. is it's 100 grand for the
50:12whole contract. You want to break that
50:14down of what that looks like weekly.
50:16That is a lot more palatable for that
50:18person. It's a lot more digestible. And
50:20because it's a lot more palatable, it
50:21makes sense, right? You're making it
50:23make sense for them. You want to compare
50:25it to other things that they're doing.
50:27And so, you always want to break it down
50:28to the ridiculous. So, here's how to
50:30specifically apply this in your sales
50:32team. I call it the mini bomb. So before
50:35you ever get to price and before you get
50:36to the unveil of what your price is, you
50:39want to do what I call the mini bomb,
50:40which is you summarize all the value
50:42that it is that they're going to be
50:43getting along with the problem. So you
50:44go, let me get this right. So you've
50:47basically tried to lose this weight
50:48yourself. You've been yo-yo dieting for
50:50like the last 6 months. Some of it
50:52works. You lose some weight and then you
50:53put it back on again. Do I have that
50:55correct? All right. Amazing. So, what
50:56you're going to get in this program is
50:58you're going to get a completely done
50:59for you service where you then
51:01articulate all of the value that you're
51:03going to drop. So, whatever is included
51:05in your wedding photography, in your
51:06fitness program, with your digital
51:08marketing, you don't want to take it for
51:10granted that they know everything that's
51:11[music] included. You want to literally
51:14detail everything that they're going to
51:15be getting. So, you're going to get
51:16this. And then where you want to take it
51:18to a pro level is when you tie what
51:20they're getting to the problem that
51:22they've had or the problem that they are
51:23experiencing. [music] And so then you
51:24deliver all of the value of everything
51:26that's included and then you drop your
51:28price. And when you drop it, you say it
51:30confidently and then you just shut up. I
51:33call this the subri subie silence. You
51:36just don't say anything. What most
51:37people do is they drop the price and
51:39they immediately try to justify the
51:41price the moment that it comes out of
51:42their mouth. The reason that they do
51:43that is they're not confident with the
51:45price. [music] So then you say it and
51:47you shut up and something magical
51:48happens in that moment. the prospect
51:50starts to justify in their mind that
51:52price and they start to run through all
51:54the mental arithmetic and compare
51:56[music] it and normalize it and make it
51:58make sense. And you always want to close
52:01on their benefit and not the price that
52:03it's going [music] to cost in order to
52:04get there. You want to paint a very
52:06vivid picture of where it is that
52:09they're trying to go. And in order to
52:10get there, the vessel to do so is
52:12through your offer. And that is hack
52:14number 13. [music] Make the money make
52:17sense. And if you enjoyed this video,
52:18you're going to love this video that I
52:20put together on an entire master class
52:23from A to Z on everything that you need
52:25to explode your sales. Like, [music]
52:27subscribe, and I'll see you in the next

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