How to Close a Deal on the Phone Before They Hang Up | Ep 952

Welcome back to the game in this episode, I had a conversation with a swim school business owner. They're currently doing about $300,000 a year and spending about $1,400 a month on ads. And getting leads for about $12 a pop. Their problem was that they never sold to cold leads before, since they're business grew entirely by word of mouth, something that's very common. So here's what we broke down on this call. Number one, how to pre-sell the customer before presenting the offer to maximize the likelihood they buy. Number two, how to create time urgency on a live sales call without being pushed or really having some real urgency behind it. Number three, how to take payment over the phone and stay on the call until the sign up is complete. Hope this is super valuable to you, enjoy. 'Cause what we wanna do with the O is we wanna close all the other doors. Right, 'cause right now you're leaving a lot of doors open in the sales process. So you have to say, hey, if you're not gonna do this, what would you do? Well, I would do it at home. Well, do you have access to a pool? No, not really. Or I do, but it's like, they say, yes, you're like, okay, well, when would you do it? Would you have time to take them three times a week? And they're gonna be like, well, no, I don't have time to take them three times a week. And you're like, all right. So is it safe to say that there's no reasonable alternative for you right now? And be like, yes. And it's like, honestly, you're the perfect fit for what we have. Can I tell you a little bit about it? Yes, okay. So no one's ever walked you through the process of teaching a kid out of swim before, right? Right, okay, cool. So I'm making myself the authority right now. So there's three things that you have to do to teach the skills. So every kid needs to float, get to the wall, learn how to do help. That sounds obvious, but there's a big difference between people who succeeded doing that and the ones that don't. And the ones that do have three things in common. Number one is the right environment. So right now you're at home, it's distracting, or you go to a public pool. There's big kids do a cannibal's next to it, doesn't work, right? Right. The second is you've got people who are just lifeguards off duty have never really done this before and they're not actually experts at training, right? You can imagine, let me think of an analogy. If I've got a high school kid who's just drawing and then I've got a master artist, who do you think can teach someone how to do it better? Well, the master artist of course, and not only can they do it better, they'll do it faster. And so the third thing is if you have the right environment, you have the right expertise, the next thing is you need the right process, right? You don't wanna have somebody who's doing this willy nilly, instead it's like a repeatable system to get some room from never been around a pool to you being a stress-free parent, so you don't have to worry about doing a good job. Does that all make sense? Okay, great. So when did you want to have Timmy come in? - Summer. (laughing) - Right, yeah. - No, no, you want him ready by summer, right? So it'd be like you said, hey, I want to be 40 pounds lighter by summer and I'm like, right, so we gotta start now. - Yeah. - Okay, honestly, the best time to start would have been last month. So you're a little late, so we gotta, so again, we gotta move the anchor. So if someone says, hey, I'd rather come in the summer, it's like, honestly, sweetie, it's February. You should have been started in December. If you wanna move in the mid-summer, you need to start coming to like tomorrow. - Mm-hmm. - So it's like, what's the first day this week you can bring him in? - Absolutely. - Right? And she says, whatever. And you're like, great, what card do you wanna use? - Mm-hmm, yeah. And then they're gonna, they're gonna, they're gonna, you say, visa or master card, whatever, and they're gonna say one of the two. You say, great. And then what's gonna happen is they're gonna start reading the card number. And you're like, no, no, no, no, no, no. Actually, don't read the card number. It's fine, let's just keep it safe. I'm gonna send you a link right now. I'll stay on the phone line to make sure everything works out. Did you get it? Okay, cool, click that link, go through there. Okay, you said you wanna do for a little time. Great, one o'clock. Let me make sure that I see it on my end because the time's go quick and we've got a huge amount of students that are actually just scheduling this on their own. Okay, I see you through. It's awesome, can't wait to meet you. I'll send you a text a couple of reminders before that and make sure to bring floaties. Nice to meet you, Sarah, can't wait to meet your kids. - Yeah, awesome, that's perfect. It's just a sales issue, man. So you need to close on the phone. So take them through closer, every step. Why are you here? This sounds like the problem. We close all the doors and overview. What have you else have you done? Why haven't you done it on everything that they're gonna say? Why is it not okay for you to wait? Why can't you do this on your own? What are all the things they're gonna say? Well, my cousin could do it. No, I can't, okay, cool. I think you're a good fit because you need to do it now and the thing that you're missing is you need the environment, you need the expertise, you need the process. I don't like process, it's not my favorite. We need a third thing, it'd be nice if it was an e. But you wanna have three things that everyone needs and when you have those three things, you can't fail. Make sense? Great, let's get you going. - Awesome. - It's just a sales problem, man. I wouldn't, what's your lead cost? - Probably like 12 bucks right now. - Okay, got it. And what's your average price? - 100 bucks a month. - And are you doing 100 bucks is the offer? - We've always just done month a month with registration fee. - What's the registration fee? - Yeah. - What is it? - Yeah, 40 bucks. - Man, in 12, how long does it take you to get a kid to be able to float and not sink? That's I really shouldn't laugh about it. But how do you get a kid to be proficient? - Usually a few weeks or so, just 'cause it's 30 minute lessons and once a week for most parents. - Okay, can we just say 12 sessions? Can we say 12 sessions? - 12 sessions, yeah. (laughing) - I mean, I mean, would you feel confident saying that you at like 90% of kids to be totally good in 12 sessions? - Absolutely. - Okay, great. So let's just charge $600 to make sure that you don't have to worry about your kid drowning. And if your kid has, if you attend all the sessions and your kid has any issues at the end, I'll keep working with them until they float. - Okay. - That's your front end offer. - Perfect. - Okay. - Now what you do though is that halfway through the front end offer, you say, hey, listen, Sarah's been amazing. I don't know if you've noticed that she can cry for help. She can float, she can get to the wall. She's amazing. They're like, oh my God, she's amazing. You're like, right. So the thing is, there's a very big difference between not dying and being good in the water, right? And so we accomplished level one, but what I wanna show you, and this is now when you open the door, you say she's at phase one of our six phase process of kind of water mastery. And this is one of those things that if you've ever seen people who were just afraid of the water and they kick you used to it, we can take her from phase one to phase six, where she can have something, she can have for the rest of her life and her ability, she can play it, she can go to parties, she can go to the ocean. Like, how long does it take him to get ocean ready? What's that? How long does that take? Genuinely, I have no idea. I'm sure it's a long time. - 30 to 50 hours? - Perfect, that'd be exactly 30 to 100 sessions. Fans, our 60 to 100 sessions, love that for us. And so it's like, great, that's what we sell halfway through. You take your five or 600 bucks and you credit that towards the next 30 to, to whatever, however many sessions you want and you take it off the top. So that becomes the $2,500 offer on the back and you credit your five or 600 on it onto it. And then just down sell time from there. And so if they're like, "Why can't do the whole thing?" It's like, "No worries, why don't we just get you through phase two?" That makes sense? - Yeah, let me show you. - Yeah, that was all amazing. Thank you, Alex. - Do you think you can do that? - Yep, and I will make it happen. - Okay, say back to me what the changes are. - We're gonna make sure I'm going through the closed-of-frame work and everything, which I think part of it was that I'm used to very hot leads who are calling us instead of a thing. - Oh, dude, you've never worked, you've never sold before, man. - No. - Yeah, you've never sold. Referrals don't count, you've never sold. It's okay. The fact that you got five is still great. I think you honestly think you'd be at 15 or 20 and that would, and if you got 600 on all those, you'd love life, right? You'd be making 12 grand on your $1,400 ad spend. That's up front, that doesn't even include back end. Now, when they come in, do you sell them anything? Do you sell them floaties or kickboard or any of that other goggles, any kind of special stuff? - We basically have to pick up our stuff every day at the end of class. And so we have to pack everything away so we don't have anything cool. - Well, I want you to have something. So think about kids karate, right? They've got a geek, kickboxing has gloves, they've got belts. I want you to have something. So maybe it's like swim cap, couple pairs of shorts that are like branded for your thing, so they feel like they're part of the group. And then you can have them buy that, you know, it's a one time thing 'cause the kid might want it. And it'll just give you an easy upsell on the way to offset some cost of acquisition. So you're gonna take more phone sales, you're gonna try and close them on the phone, you're gonna send them the link and tell them that you're gonna wait until they buy and make sure you confirm it on their side. When you're going through the sales process, you go CLOSER, clear far whether they're out, you'll label them, hey, you need this so your kid's gonna go away, we have to anchor around time. Hey, you should have done this. You should have started two months ago. So now is already late. So we gotta get going. How soon this week can you come in? So we anchor around urgency. Oh, we have to close all the other doors. We gotta say, you can't do it on your own. You can't do it with your sister. You can't do it with all these things 'cause none of them are gonna work 'cause you've already said you haven't done it. Great, I think you're a good fit. There's three things you need, environment, expertise and process. That's what we're gonna do. And you said you wanna get your kid floating. I'll guarantee that they're gonna not float by the end of the 12th session. If they're not, I'll keep working with them till they do. All you gotta do is show up. Which means that when you, and you can translate, which means that when you pay this money, you don't have to think about it again. You're gonna float as long as you show up. - Mm-hmm. - Cool? - Yup. - Yup. - Don't worry, you can watch the recording. All right? All right. I'm good to learn about. Appreciate you. - Appreciate you. - I'm happy. - See you then.