YouTube transcript (sGakuNs9mT4) — Transcript

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1. 0:00You're not making as much money as you
2. 0:02want because you're not saying the right
3. 0:03words or saying them the right way.
4. 0:05Saying the right words comes down to the
5. 0:07correct scripting. [music] Saying them
6. 0:08the right way comes down to tone. This
7. 0:11video I'll explain what I've learned
8. 0:12over 14 years of selling stuff. 8 weeks
9. 0:14ago I just did a launch. We did $106
10. 0:16million in 72 hours and we broke the
11. 0:20Guinness Book World Record for the
12. 0:21fastest selling non-fiction of all time
13. 0:24and became fourth of all books of all
14. 0:26time. Either way, right now you're not
15. 0:28making as much money as you want because
16. 0:29you're saying things the wrong way. So,
17. 0:31let me give you an example. So, if I
18. 0:32said, "I didn't say he hit his wife. I
19. 0:36didn't say he hit his wife. I didn't say
20. 0:38he hit his wife. I didn't say he hit his
21. 0:41wife." Four different ways of saying
22. 0:43that statement all have four different
23. 0:45very different meanings. And so, if
24. 0:47right now you're like, "Man, I I I got
25. 0:49this script or I wrote this out of how
26. 0:51I'm supposed to say this stuff and
27. 0:53people aren't buying." It's like because
28. 0:54they think that you're telling them that
29. 0:56you hit your wife. That's not really it.
30. 0:58But they're they're not doing it because
31. 1:00the words you're saying aren't
32. 1:02communicating the meaning that you think
33. 1:05they are. And so tone is a huge
34. 1:08difference in terms of pitching in terms
35. 1:10of one to many setting or just in a
36. 1:12one-on-one conversation. And so a lot of
37. 1:14the things that teach around tone are
38. 1:16super amorphous and very confusing. And
39. 1:18I know this because as I came up, I
40. 1:20would hear things like curiosity tone,
41. 1:22aggressive tone, laid-back tone. And I
42. 1:24was like, what does any of this actually
43. 1:27mean? And so, number one is that in
44. 1:30order to do any of this, you must have a
45. 1:31script. Duh. If you don't have a script,
46. 1:34get a script. I have whole videos on
47. 1:36this closer framework, and you can walk
48. 1:38through that. Clarify whether they're
49. 1:39there, label them the problem, overview
50. 1:40past experience, sell the vacation with
51. 1:41a three-step pitch, then transition into
52. 1:44explaining away their concerns,
53. 1:45reinforce the decision. That's what a
54. 1:47script looks like. Now, how do you make
55. 1:49sure that you have the correct tone? So,
56. 1:51there's five things you can do to
57. 1:52modulate your voice. And three of them
58. 1:55will be fixed. Two of them are variable.
59. 1:57And so, when you're writing a script or
60. 1:59you're observing somebody who's better
61. 2:01than you at selling in order to learn,
62. 2:03these are the five things that you need
63. 2:04to look for. Three, create what I call
64. 2:07sales tone. These are constants. And so,
65. 2:11number one is that you have to speak
66. 2:12loud enough that they can hear you. This
67. 2:15should sound obvious. If they can't hear
68. 2:16you, they can't understand you, they
69. 2:18can't buy from you. Now, this matters
70. 2:20more in person than it does over the
71. 2:22phone because over the phone they can
72. 2:23adjust their volume. In person, it
73. 2:24matters a lot. The second part of sales
74. 2:26tone is that you have to speak slowly
75. 2:28enough that they can comprehend you,
76. 2:30right? If you talk too fast, trust goes
77. 2:33down. If you talk too slow, they think
78. 2:34you're an idiot. And so, you have to hit
79. 2:36the sweet spot, which is typically under
80. 2:39185 words per minute and above 135. So,
81. 2:42that's a bit of the sweet spot. So for
82. 2:44me, I tend to talk fast. And so when I
83. 2:47gave my presentation at the book launch,
84. 2:50which I referenced earlier, I know that
85. 2:52I speak at 185 words per minute. And so
86. 2:55I had to reverse engineer when I knew I
87. 2:57was going to be dropping the link in
88. 2:58order for people to buy at that time
89. 3:00stamp and then knew I had to have this
90. 3:02many words prior to that point. And when
91. 3:04you get consistent with how you speak,
92. 3:06what happens is your sales
93. 3:08conversations, if instead of like, well,
94. 3:09this one took an hour and a half and
95. 3:10this one took 10 minutes, these start to
96. 3:12become more consistent. Now, I said the
97. 3:14first was that you have to speak loud
98. 3:15enough. The second is that you have to
99. 3:17speak at the right speed that they can
100. 3:19actually understand you. The third is
101. 3:21that you have to articulate what you're
102. 3:23saying so that you're rounding out the
103. 3:24words. You're not mumbling. You're
104. 3:26actually saying and pronouncing each
105. 3:28word clearly. So, if you do those three
106. 3:30things, you maximize comprehension. Now,
107. 3:33someone might hear that and think, "Oh,
108. 3:34well, if you do that, you're going to
109. 3:36sound unnatural." Now, the way that you
110. 3:38have a quote natural tone is to have
111. 3:41consistent variability in your speaking
112. 3:44cadence. So, what does that mean? If you
113. 3:47sound like you're reading a script, the
114. 3:49reality is it's because you don't know
115. 3:52the script well enough. And so, you
116. 3:53probably are reading the script. If you
117. 3:56want to sound like you're not reading a
118. 3:57script, stop reading the [ __ ] script.
119. 4:00So, how do you do that? So, this is
120. 4:02scientifically backed. This is one of
121. 4:04the fastest ways to memorize anything.
122. 4:06So you print out two versions of your
123. 4:08script. You're going to have the script
124. 4:09you correct yourself from and then the
125. 4:10script you read from. So here's how the
126. 4:12practice works. This is how I train
127. 4:14sales people. You're going to sit down
128. 4:16and you're going to say the entire
129. 4:17script. You're going to read it out loud
130. 4:19annunciating every word clearly. That's
131. 4:21it. After you finish the entire script,
132. 4:23you're going to have one marker. Looks
133. 4:25like this. And then you'll cross out one
134. 4:28of the words. And then you will read
135. 4:30that document again with the word
136. 4:32missing. Then when you get to the
137. 4:35bottom, you'll go back to the top and
138. 4:37you'll block out a second word. And then
139. 4:38you'll read it again. And by the end of
140. 4:41this process, you will have repeated the
141. 4:42script as many times as there are words
142. 4:44in the script. And guess what happens
143. 4:46when you do that? At the end, you'll be
144. 4:49looking at a blank page that has all
145. 4:51blacked out words and you'll be saying
146. 4:53the script. And so you will no longer be
147. 4:55saying it. You will be breathing the
148. 4:57script, which is the terminology that I
149. 4:59use. The reason this is important is
150. 5:01because if you are selling, the last
151. 5:02thing you should be thinking about is
152. 5:04what you're going to say. You should be
153. 5:05thinking about what the prospect is
154. 5:07saying because a lot of sales is in your
155. 5:09ears, not from your mouth. The person
156. 5:11who speaks the most in the sale loses.
157. 5:14So the idea here is we want them to give
158. 5:16us as much information for us to be on
159. 5:18defense as much as possible, which is
160. 5:20only possible when you actually know the
161. 5:22damn script. And so for us at our team
162. 5:25and for you, you have to keep script as
163. 5:28gold. It has to be paramount. It has to
164. 5:30be no one is above the script because
165. 5:32people fought and died to figure out
166. 5:34these words which we know close
167. 5:36prospects. And if you have different
168. 5:37people saying different things, you
169. 5:39can't do any of this because you can't
170. 5:40even do the basics. So it's like trying
171. 5:42to build a skyscraper on a foundation of
172. 5:44sand. If you can't at least pour
173. 5:46concrete if everyone says the same
174. 5:48words, you don't have a team. And the
175. 5:50reality is this is 95% of sales teams.
176. 5:52And that's why they are not world class.
177. 5:54Now I said there were three things. So
178. 5:56number one, you got to speak loud
179. 5:58enough. Number two, you got to speak at
180. 5:59the right speed. And number three, you
181. 6:00have to articulate every word so they
182. 6:02can understand you. All three of these
183. 6:03around comprehension to make sure that
184. 6:05it sounds natural. You will just always
185. 6:07have variability in how you speak. If
186. 6:10you are not reading something, if you
187. 6:11read something, then you'll sound like
188. 6:13you're reading something because you
189. 6:14don't actually know the words you're
190. 6:16saying and you actually have less
191. 6:17variability in your speaking cadence.
192. 6:19Now, what are the other two variables
193. 6:22that change whereas these three are
194. 6:24constant? The first is pauses.
195. 6:28So, if I want to emphasize a point, what
196. 6:32am I going to do?
197. 6:34I'm going to pause.
198. 6:37And the length of the pause will dictate
199. 6:40whether you're just getting someone to
200. 6:41draw attention or you're expecting a
201. 6:43response. So, a short pause is to draw
202. 6:46attention to a point you make. So, we
203. 6:48have three things that we do here. We
204. 6:49have thing number one that's very
205. 6:51important, thing number two that's very
206. 6:53important, and thing number three that's
207. 6:55very important. And when we pause this
208. 6:56way, people know that we're competent,
209. 6:59but we're also speaking in a way that
210. 7:01they're going to be able to pay
211. 7:02attention and hear what we're saying.
212. 7:05That's number one in terms of the things
213. 7:06you change. The way that we document
214. 7:08this in the script is that I have dot
215. 7:11dot dots to dictate that you have
216. 7:12shorter periods and a full period for a
217. 7:14full stop. And so when you're looking at
218. 7:16a script, you should be able to read it
219. 7:18the way you would read anything. If you
220. 7:19had a dot dot dot, you'd maybe make a
221. 7:21point, take a quick pause, and then get
222. 7:22to the next point. If you have a period,
223. 7:24you have a full stop. Correct? Everyone
224. 7:26with me so far? This is how you have the
225. 7:29first of the elements that draw
226. 7:31attention or get someone to respond. The
227. 7:33second is your frequency on your voice.
228. 7:36Basically, does your voice go up or does
229. 7:38it go down? Now, if we want to have your
230. 7:42voice go up, what would we do in normal
231. 7:44writing? We would put a question mark.
232. 7:46Which means I could have a single word
233. 7:48with a question mark behind it. I might
234. 7:50say John. By saying that, I dictate that
235. 7:54I am asking a question and I'm
236. 7:57soliciting a response from the person.
237. 7:58If I said, "John, I'm clearly not asking
238. 8:01for a response right now." And so, it
239. 8:04would then follow that the most
240. 8:06important time to solicit a response
241. 8:08from a customer would combine the two
242. 8:10things that show the customer that it is
243. 8:13their turn to talk back to us. So, what
244. 8:16would that be? We would have a long
245. 8:18pause and we'd raise our voice. aka you
246. 8:21ask them to buy and you shut the [ __ ]
247. 8:22up. That's how it works. So, the reason
248. 8:26I'm saying this is because some of you
249. 8:27train sales teams, some of you are being
250. 8:29trained by a sales manager. And some of
251. 8:31this language is very confusing. And it
252. 8:33was very confusing to me as I came up as
253. 8:35a salesperson. And as somebody who has
254. 8:37trained many, many, many salespeople,
255. 8:40this is the simplest structure for
256. 8:43getting people to consistently speak in
257. 8:45a way that gets people to buy. And so as
258. 8:49long as you fundamentally know the
259. 8:50script, then the volume, the speed, and
260. 8:54your articulation should be constant.
261. 8:56And the variety that you'll have in
262. 8:58terms of your of your going up and down,
263. 8:59that'll happen normally because you
264. 9:01actually aren't reading it. The actual
265. 9:03words that you'll dictate inside of how
266. 9:04you'll notate it on the script so the
267. 9:06saleserson knows what to say and how to
268. 9:08say it will literally just be these
269. 9:10three punctuations, a period, a dot dot
270. 9:12dot, and a question mark. That's it.
271. 9:16And the reason I wanted to make this
272. 9:17video is because so many people spout so
273. 9:20much [ __ ] and they say so many words
274. 9:22that no one understands that they
275. 9:24themselves have never defined. And so
276. 9:26they're like curiosity tone and you're
277. 9:27like how do I do that with my voice?
278. 9:32Hey, have have ambitious tone. What what
279. 9:36does that mean? You can only do a
280. 9:38certain number of things with your
281. 9:39voice. And so these changes will make
282. 9:44sure you say the words the right way.
283. 9:47And when you say the right words the
284. 9:48right way, you allow the right words to
285. 9:51do their full job the way they were
286. 9:53intended. And by doing it this way, you
287. 9:55will be able to duplicate the same sales
288. 9:58process in the same people. So you can
289. 10:00get more consistent outcomes between
290. 10:02reps and within a rep's career. So if
291. 10:05they go off track, you as a salesperson
292. 10:07or as a sales manager can look at their
293. 10:10can listen to their calls or listen to
294. 10:12their call their you their sales
295. 10:13recordings and say, "Okay, this is the
296. 10:16language I can use to describe the
297. 10:19changes they need to make in order to
298. 10:21improve their conversions. Hey, you're
299. 10:23not speaking loudly enough." Which might
300. 10:26translate in somebody say, "Hey, have
301. 10:27more confidence." It's like, what does
302. 10:28that mean? Speak louder. Okay, cool. you
303. 10:32might be speaking too fast, which they
304. 10:34might say, "Hey, you sound nervous."
305. 10:36You're speaking too fast. Just say that.
306. 10:38Stop sounding nervous is not helpful.
307. 10:41Speak at a slower cadence is helpful.
308. 10:44And so, I would say that from a tactical
309. 10:45perspective, as someone who's trained a
310. 10:47lot of salespeople, the third element I
311. 10:48said about enunciating the words, fully
312. 10:51pronounce each word will automatically
313. 10:54slow someone down who talks too fast
314. 10:56when they are nervous. And the point
315. 10:59that this is most crucial is in the
316. 11:02close. The close is where you need to
317. 11:04manage your tone the most. And that's
318. 11:06typically where people have the highest
319. 11:07emotions, have the highest adrenaline.
320. 11:09Their cortisol is spiking because
321. 11:11they're, you know, their hearts start
322. 11:12fluttering because they're like, I hope
323. 11:13I hope they buy. I hope they buy. I hope
324. 11:15I didn't mess anything up. And then
325. 11:16also, if someone says no in response,
326. 11:18that's when the objection handling comes
327. 11:19in. And if you talk too fast, it can
328. 11:23come off aggressive, right? You talk too
329. 11:25loud and fast, it sounds aggressive.
330. 11:27town too slow. You sound well, you sound
331. 11:29slow. I'll just put it that way. All
332. 11:30right. And so, functionally, big picture
333. 11:33here, the reason the close has the most
334. 11:35pauses and has the one question that
335. 11:38matters is because we want to make sure
336. 11:40that they're paying the most attention
337. 11:42when we're asking them to buy. That's
338. 11:44the point. Now, if you look back at the
339. 11:46pitch that I just did in August for the
340. 11:49book, you'll notice if you look at the
341. 11:51entire 2hour plus thing, where is the
342. 11:55longest pause?
343. 11:58When I ask people to make a decision, to
344. 12:00make a purchase, that's where also
345. 12:03there's tons of research that supports
346. 12:04this. There's three big meta analysis. I
347. 12:06don't remember where they are from.
348. 12:07Colombia is one of them. where they
349. 12:08showed that people who wait up to eight
350. 12:11seconds after asking someone to buy
351. 12:13closed 30%
352. 12:15more sales. Now, the reason that I think
353. 12:18this is very important for anybody who
354. 12:19who sells anyone is that you have to
355. 12:23give people time to process, right? Like
356. 12:25if you ask a question, they have to have
357. 12:27some time to make that decision. So, not
358. 12:29trying to fill the space and allowing
359. 12:31them the room to then respond increases
360. 12:34the likely they close. Many people will
361. 12:36fill the space that you create because
362. 12:39they get nervous or feel awkward in
363. 12:41situations where no one is talking. If
364. 12:43you had to pick between you talking and
365. 12:44them talking, which one do you think
366. 12:46sells them better?
367. 12:48Them talking. Why? Because people
368. 12:50believe what they say. They very believe
369. 12:52very little of what you say. And so the
370. 12:54reason that selling is about asking
371. 12:56questions to get someone to sell
372. 12:58themselves is because the questions lead
373. 13:01them to respond. and their response is
374. 13:03it's what sell them on why they should
375. 13:05buy your thing. This is the point when
376. 13:08you're in the objection handling parts.
377. 13:10So, a little bit later, I'll give you
378. 13:11one more pro tip which is outside of the
379. 13:13scope of this video, but I think you'll
380. 13:15still like it, which is I have spent a
381. 13:18long time creating, you know, scripting
382. 13:20out overcomes for, you know, time. Hey,
383. 13:22I don't have time for this or hey, it's
384. 13:23the wrong time in my life or I got to
385. 13:26talk to my spouse. I need a decision
386. 13:27maker. give me give me a little bit of
387. 13:29time which is a different thing which a
388. 13:31stall this is really expensive which
389. 13:33almost no one ever says they just come
390. 13:34up with other excuses because this is
391. 13:36really expensive is rare now they might
392. 13:37say it's out of my budget or you know I
393. 13:39can't afford this right now blah blah
394. 13:40blah so there's all these different
395. 13:41things that I would try and script to
396. 13:43overcome these particular issues and I
397. 13:45will share something with you that was a
398. 13:46huge aha moment the salespeople who
399. 13:49close the most sales are the sales
400. 13:51people who ask the most times now in
401. 13:54hearing this the immediate response from
402. 13:56a simpleton or a mundane person might
403. 13:59then say, "Oh, well that means that
404. 14:01you're asking me to be a really annoying
405. 14:03salesperson." No. Why would that be?
406. 14:06Because the opposite effect of this is
407. 14:09that people get annoyed when you ask a
408. 14:11lot of times. So, it's a balancing act
409. 14:13between I have to ask as many times as I
410. 14:15can without pissing off the prospect,
411. 14:18which then becomes the skill. The reason
412. 14:21that I believe all of these overcomes
413. 14:23exist is literally just to give you an
414. 14:25excuse to ask again. And so if someone
415. 14:29says I have this issue and you say if we
416. 14:31resolved it in this way would that work?
417. 14:32They might say yes to say want to buy.
418. 14:34And so when we do that, it gives a
419. 14:37reasonable reason for you to make the
420. 14:38ask again, which then translated for me
421. 14:42over time to, oh, so I don't even think
422. 14:44the response to what they're saying,
423. 14:46assuming it's not a true logistical
424. 14:48concern of like I can't make that date
425. 14:50or whatever. So like I I have five
426. 14:53family members and you're trying to sell
427. 14:54me a two-seater and I need the whole
428. 14:55like if it's not a logistical concern,
429. 14:57all the things match their preferences,
430. 14:59but then they're just saying decision
431. 15:00maker, time, money, etc. around the
432. 15:02issue. We can just memorize seven closes
433. 15:06that anyone can learn that are universal
434. 15:09closes. And so I'll give you an example
435. 15:12of one of them, which is whatever reason
436. 15:14they say, you would just take that
437. 15:16reason and say, well, I think I think
438. 15:19maybe that's the the very reason you
439. 15:20should do it. So I don't have time right
440. 15:22now to do XYZ. It's like, well, I think
441. 15:24the fact that you don't have time is
442. 15:25probably the reason you need this more
443. 15:26than anyone else. I don't have money
444. 15:28right now. I think the fact that you
445. 15:29don't have money is probably why you
446. 15:30need to do this more than anyone else.
447. 15:31Because if it's a consumer product, I
448. 15:33would say then it means you're going to
449. 15:33care more than anyone else because
450. 15:35you're going to be so invested in it. If
451. 15:36it's a B2B product, I would say the
452. 15:38reason that you need to do this more
453. 15:40than anyone else because you don't have
454. 15:41the money is because this is exactly
455. 15:42what this B2B thing is supposed to help
456. 15:43you with. You don't have enough
457. 15:44customers. Our SEO is going to help you.
458. 15:45You don't have the the right pricing and
459. 15:47packaging, which is what we're going to
460. 15:48help you with, right? Like the problem
461. 15:49that you're solving to not buy is the
462. 15:53problem that we solve through you
463. 15:55buying.
464. 15:56And so that is one of the seven
465. 15:58universal closes. And so the idea is
466. 16:00instead of trying to get really cute
467. 16:03with, oh, I want to overcome this thing.
468. 16:05I'm going to I'm going to say this and
469. 16:06then say that say, you're never going to
470. 16:08sell someone by being right ever. It's
471. 16:11kind of like winning an argument. No one
472. 16:12wins an argument. They will just feel
473. 16:14bad and hate you, which you don't want.
474. 16:15People don't buy from people they hate.
475. 16:17And so the idea is how can we just
476. 16:19reframe and then ask again and that's
477. 16:21it. And I would say from my experience
478. 16:23and from looking at the sales data we
479. 16:24have, you're only, and as much as people
480. 16:26love to obsess about objection handling,
481. 16:28myself included earlier in my career,
482. 16:30you're really only going to pick up 20
483. 16:32maybe 30% of your sales after the no.
484. 16:35The vast majority of the selling happens
485. 16:37prior to the ask. And so that's two
486. 16:40components. One is everything prior to
487. 16:41them having the conversation with you.
488. 16:43All of that has a larger influence on
489. 16:44selling than the conversation you have.
490. 16:46Now, from the beginning of the
491. 16:48conversation to the close, those things
492. 16:50absolutely do matter. And typically
493. 16:53you'll lose them in discovery. I would
494. 16:55say of the places where most people mess
495. 16:57up the sale, it's going to be discovery.
496. 16:59Most people understand the pitch pretty
497. 17:00well. Closing is fundamentally like if
498. 17:02they say no, then you have objection
499. 17:03handling. The intro is very short. You
500. 17:06should know that like you can breathe
501. 17:07it. Of course, breathing the scrub. But
502. 17:08the discovery, the disco is where most
503. 17:10people mess up. I'll give you a little
504. 17:12pro tip on discovery and then I will
505. 17:13wrap this little tonality guide which is
506. 17:16fundamentally what discovery entails is
507. 17:19that we're trying to match their
508. 17:21problems to our potential products and
509. 17:24solutions. That's all we're doing. And
510. 17:26so we ask them questions like so what
511. 17:28have you done so far to solve this
512. 17:29problem? You know how long have you been
513. 17:31struggling with this XYZ? Right? We try
514. 17:33to ask them questions so that they can
515. 17:35say I have this problem. That's the
516. 17:36whole point. Now, what happens when you
517. 17:39have somebody who's either not very
518. 17:40communicative or somebody who's not that
519. 17:42warm is they're going to give you
520. 17:43one-word answers. They're going to give
521. 17:44you empty empty things that don't give
522. 17:46you enough ammo, enough meat to then
523. 17:48match what they're saying to something
524. 17:50that you sell. The way that you overcome
525. 17:52that is something that I call pulling
526. 17:54teeth, which is you say, "Can you give
527. 17:55me an example of that?" And the
528. 17:58beautiful thing is that you can continue
529. 17:59to repeat that basically over and over
530. 18:01again. So, they say, "Well, you know,
531. 18:03business isn't growing." And you're
532. 18:04like, "Can you give me an example?"
533. 18:06They're like, "Well, I mean, you know,
534. 18:09this year is the same as last year."
535. 18:10You're like, "Okay, can you can you give
536. 18:12me a a specific example of like what's
537. 18:14different between this year and last
538. 18:15year?" They're like, "Well, nothing's
539. 18:16different to do this year and last
540. 18:17year." You're like, "Okay, so breaking
541. 18:19down just like specifics here." So, I'll
542. 18:23alternate between specifics and example,
543. 18:24and you just bounce back and forth
544. 18:25between those things until eventually
545. 18:27they say, "You know what? I I have the
546. 18:29same amount of leads as I did last
547. 18:30year." Okay? And here's the point where
548. 18:33discovery turns valuable. You say once
549. 18:35you've got that meaty thing, you have to
550. 18:38recap or chunk up which is says okay so
551. 18:41you're not getting leads on a consistent
552. 18:43basis. Is that right? Yes. So it sounds
553. 18:46like it sounds like we draw this
554. 18:48inference. It sounds like you have a
555. 18:50marketing issue. Is that fair to say?
556. 18:52Great. What else do you think is holding
557. 18:54back your growth? And so we continue
558. 18:56this cycle and then they and we say
559. 18:57great. Can you be more specific? Can you
560. 18:59give me an example? Can you be specific?
561. 19:00Can you give me another example? You
562. 19:02keep doing that until you have two to
563. 19:03three key points that you have chunked
564. 19:06up. And what do we do when we chunk up
565. 19:07to, oh, it sounds like you have a
566. 19:08marketing problem. Oh, you have a
567. 19:10packaging problem. We're going to chunk
568. 19:11up to the things that we sell. And so
569. 19:14then when we transition, we say, hey,
570. 19:16real quick before I dive in, it sounds
571. 19:18like you said you have inconsistent lead
572. 19:20flows. You have a mark some marketing
573. 19:21issues we got to deal with. We need more
574. 19:22reliability there. You're not making as
575. 19:24much profit as you want per sale. So it
576. 19:26sounds like we have some pricing and
577. 19:27packaging issues. Is that fair? They
578. 19:28say, "Right." Okay. So, if we solve this
579. 19:30marketing and and pricing and package
580. 19:32issue, do you think it would help grow
581. 19:33the business? They say yes. Then we've
582. 19:36they've already accepted the sale. Now,
583. 19:38we say, "Great. Now that you've already
584. 19:40agreed that whatever I'm about to sell
585. 19:41you, you've already would help you grow.
586. 19:43Can I tell you about our thing cuz I
587. 19:45think I think it' help you out given
588. 19:46what you just told me." They'll say yes.
589. 19:48Then you say, "Hey, I'm going to match
590. 19:51the problem you just had, which was so
591. 19:54that for that marketing issue because
592. 19:55you're getting inconsistent lead flow.
593. 19:57Do you think it would help if you sat
594. 19:59down and talked to one of our marketing
595. 20:00directors who did this thing and cured
596. 20:02cancer and was the best marketer in the
597. 20:03world and did $106 million for this book
598. 20:05launch? Do you think you'd be able to
599. 20:06help you grow your $1 million business?
600. 20:08Yeah, I think that would actually that
601. 20:10probably help me out. Great. Problem one
602. 20:12solved. Second issue, but we can't
603. 20:15really do the marketing unless we have
604. 20:17proper pricing so we can increase the
605. 20:18gross margin of the business so we can
606. 20:19propel the machine. Is that right?
607. 20:21Great. So, if we were to have you meet
608. 20:23with our pricing and patching expert,
609. 20:24who only meets with home services
610. 20:26businesses like yours and has done this
611. 20:28for 6 years and has helped over 2,000
612. 20:30businesses, do you think they'd be able
613. 20:31to help you with your pricing and
614. 20:32packing issue? They'll say, "Yeah, I
615. 20:35think so." You say, "Great. Then I think
616. 20:37you'd be a great fit. Ready to rock and
617. 20:39roll?
618. 20:41That's it." Now, at that point, if you
619. 20:43have a quote pitch, then you'd say,
620. 20:44"Hey, the three ways we're going to do
621. 20:46it is this, this, this." that's going to
622. 20:48help you, you know, create or resolve
623. 20:49your constraint or resolve your, you
624. 20:51know, your your overweightness, whatever
625. 20:53it is. And then you make the invitation
626. 20:54and then you shut up. That's it. And so,
627. 20:58fundamentally, the reason that you are
628. 20:59not making as much money as you want is
629. 21:01because you're either saying the wrong
630. 21:02words or you're saying them the wrong
631. 21:04way. And if you use the tone guide that
632. 21:06I just outlined, you'll have the three
633. 21:08constants, which is you speak loud
634. 21:09enough, you speak at the right speed,
635. 21:11and you annunciate every word so they
636. 21:12can understand you. And then the two
637. 21:14things that will only be variable in
638. 21:16your script will be when you pause and
639. 21:18when you raise your voice. That's it.
640. 21:20The rest is hullaloo and mythology. And
641. 21:24this is what creates consistent sales.
642. 21:26Thank you. My name's Ashi. I'll be all
643. 21:28week.