My Best Sales Advice From Selling $100's of Millions

Intro This is all my best presentations and videos on sales. You could call it my Ultimate Guide Speaker 2 enjoy selling with logic to make lots of money. And I think there are different selling Styles when I because I've trained a lot of sales teams. We built a lot of sales teams sold a lot of different Industries now. People sell differently who here would consider themselves like an emotional seller like you get like emotionally invested in the prospect you get them to cry anybody like that. I'm saying cool. Who here is somebody who is more of a like I'm not gonna let you leave you know who you are. Just raise your hand. I am that way too sometimes. All right, just me fair enough. Oh and then the third is kind of logical selling which is like let's just talk through this and if it makes sense, let's do it. And if it doesn't know don't worry between those three types. I tend to actually be more of a logical seller in general and I've gotten a lot of a claim rightfully or not. I was wild sorry. I actually have a fear of birds. So this was about to be a very short presentation. And so and so a lot of the a lot of my like success using logic and sales has given me a lot of claim and this is the first presentation that I've put together. So this is just for you guys as a brand new presentation, except I've been thinking about Like reverse engineering. What are the things? What are the Frameworks? We think about to get to? Yes, right and the yes that I want from somebody is not a yes. I'm going to buy but yes, I'm going to decide and I think if you can delineate that for yourself, too, it takes a little bit of the pressure off selling because my goal is to give this person power. And you have to understand what power is in order to get it right who here knows the definition of power. Go for it. I love that I thought to existence is what he said, which is actually a really favorite way. So the dictionary definition is the ability to influence your direct events or people that's a dictionary definition. But I love how you said it because as I see omnipotence so God or God figure would be as they think it appears. So the distance between thoughts and reality are there's no distance, right? That would be an omnipotent being if he thinks the world the world exists, right? And so as we take steps towards that is the idea we become more powerful and if we can do that for our prospects, we can allow them to step into the person they want to be and make a decision to own their shit one way or another it makes sense. Cool. All right. Let's rock. so this will either be the best presentation on sales you've ever heard The worst presentation on sales you've ever heard or somewhere in between that is a promise. All right. And so I thought it would make sense to start with this we have a hi. This is Charlie Munger. Who's probably like my number one hero in this season of my life. We have a high moral responsibility to be rational and I think that getting someone to rationally decide is important because emotional buyers oftentimes get excited the buy and then who's had somebody calls him two days later. How to get someone to rationally decide Like I don't know why anybody raise your hand just so you know, you're not alone. Okay, and what happens is it's just like dating I think Layla talked about yesterday. If you have a rational foundation for a relationship or decision when the emotions fade The Logical continue and so it's good to answer both sides of the decision making process. The short term side is the emotion that gets you to decrease your action threshold and take a step. Right but the logic is what makes it stick and actually makes a great customer. All right, and so for me and I think that the further along you get in business and the higher up you get in business the more you'll see people who tend to make more logical decisions more logic first decisions and fewer and fewer emotional decisions. All right. so what does being a rational sorry what is rational logical have to do with selling? What does being rational have to do with selling? well You have logical buyers. You have a motion buyers in general. Right? Most people sit on this Continuum one way or the other. and emotionally people want to believe you people want to buy you must help their logical brains Justified of decision that they already want to make Think about it that way they want to buy from you. You have to help them. All right. so Who here identifies? Actually, I'll skip through this emotional logical. You're probably in between anybody in between these two anyone. All right, then you'll love this. So before we get started. I thought I would give you a few beliefs about selling that have served me very well throughout the years. Number one people want to believe you. They want to buy you must help their logical blames brains justify the decision two. selling happens before you ask for the sale closing happens after so you're selling for a lot longer period of time but the moment you kind of like take your pants off and you're like, this is what it is. That's when you're closing, right? You have now solicited. Now you close. Three it's easier to handle obstacles than objections. I'll get to what the difference between those are in a second. That being said expect and plan for no. It is not failure. It is expected. So stop being surprised. It's one of the first things we talk new sales guys into is expect. No, that's not like that's a part of this if they already were going to say. Yes, then you are not necessary. No is the job right? If they could make the decision on the road. They would just send you the money, right? The reason they're struggling is because they can't and they need your help which is why sales is actually the first step in coaching and I see sales as power. If you can have the ability to direct or influence others that is power and I feel like it should be made much cooler than I feel like it is five. If you didn't get a gas from a price tag, you didn't go high enough. This is another belief. So for those you are afraid to raise your price. If you're not getting gas, you're not going high enough. Straight up and when you do it, that way you can always walk down and have a beautiful price. Anchor. Right when you say 100,000 dollars first a grand feels like a rounding error. It's true when I say ten dollars first, like I'm saying right now ten dollars and I say 1000. Sounds way fucking bigger, doesn't it? So you've got to get the gas and you got to train your guys if you have a team, they have to be comfortable with no and they have to be comfortable with the gas. They gotta go for the gas like dude. You should have heard the gas on this one right? There we go. Seven. Properly is the first step becoming a coach right your first impressions the Expeditions. You said dictate the relationship how you sell the fact that you use logic in the sale will set you up for success and your client for success in the long run eight selling is helping prospects make decisions out themselves. Like you are helping them help themselves. That's where the power comes from. You are not helping them. You're helping them help them. See the difference it's new ones, but it's real nine keep the prospect not the sale as the priority. It's not about us the more you can vanish in the sale and in magnify them the better you're selling conversations will go because it's not about us They Don't Care About You they only care about them and they will talk about themselves as long as This is a really important one, especially when you start to getting into closing. Seek to understand not to argue Seek to understand not to argue. And the way that I train our sales teams around this is childlike curiosity. So when someone says when someone objects to something it's like ha that's so weird. I wouldn't have thought that tell me more about that. Right and you get to be able to maintain that childlike curiosity the same way they trained fighters to not breathe too much during a fight. Through exposure the mortgage more times you get into these uncomfortable high stakes closing scenarios, the less weird and high stakes they become because they become what you do every day. And the good thing is you get to have this conversation hundreds and thousands of times and they only get to have it once so you fucking better be better at it than them. Closing is a dance not a fight. It's seduction not rape. I mean I'm being super serious about this. The goal is not to beat them into submission. The goal is to self from your back foot. It's like I'm good. I want to help you help you and if that means not doing this then I fucking love it. I'm with you. I'm on your team. And I'll give you a bullet around that in a second. Selling is a transference of belief over a bridge of trust. Therefore. There are two things that are required you must believe so that you can transfer it and you must have trust to make the transfer because if you truly believe in a lot of times you anyone been on a hot streak when they're selling anyone. Anyone who just had their hand up ever been on a cold streak? Most times you go from hot to cold not because you forgot how to sell because you stopped believing in by selling you have the same skills as you did the day before but sometimes you get a text you get an email get a pain in the ass customers ask for a refund. Whatever the hell it is. Right and then you question yourself. And so that bridge might have been created but there was nothing to walk across it because your cup was not full and that's why she's you in the beginning but your teams over time the process of filling. Conviction is one of the easiest and best ways to increase someone's closing percentage better than any of the training in the world. If you get someone to believe they will sell the right way because they're doing it not to make the deal because they want to help the other person 16. You can only build trust a few generally want to help and humans are exceptionally good at sniffing out intention is a survival mechanism. You have to know if someone's trying to double cross you we're very good at smelling it out. And the reason a lot of you guys can't close is because you only care about closing. Belief and Trust are Continuum not binaries. So it's not you believe or don't believe it's not they trust you or don't trust you. But how much do they trust you? How much do you believe how deeply do you believe because if anyone ever been around somebody who just believes balls to Bone something that you thinks batch it crazy. and like I mean all the way So much so that you start to question what you believe? That's what real conviction does. 18 closer ask hard questions and it's because you genuinely care. That's why you do it. That's why we're here. Who here wants to impact thousands of lives and help people. Then you gotta fucking ask hard questions because it's the only thing that's going to actually Pierce when it's hard and actually get the transformation happen. If you can't make if you cannot have transformational conversations, you cannot coach and this is the first step. The person who cares the most about the prospect wins the sale. That includes them. So if you care more about their well-being than they do you will win. and if you are more convicted they will question their own excuses because you are so certain. Little Nugget for you record all Yourself, by the way, because when you do get on that hot streak right you get on that hot streak and then you get cold again. Watch your hot streak. See where you pause what jokes you made when you asked for the sale when you didn't how you overcame it and it'll get you back in the flow much faster than trying to question yourself. What do I do? What I do always report all your sales. It's all so easy to train new people. and then lastly 21 power is the ability to direct or influence people. If you want to be powerful, you must understand this skill and that's what we're going to talk about. Cool. Awesome. When does selling happen does it happen when they're a lead this happen when we're qualifying them? When does selling happen? Does it happen when we solicit the sale does it happen when we close the sale one does the selling happen? All the time the entire time selling is happening. But what are we going to talk about today? just this just close it everything you have to do after asking someone to buy. Why are we doing that rather than the entire process beyond the fact that we'd be here all day. The other reason and I love this. Is that closing has one of the highest predictors of success in business and here's analogy for it. Everyone from there with the NFL. Great. So here's an insane statistic the top five Red Zone offenses in the league. Now last five years made the playoffs 90% of the time here's why this is interesting and crazy. There's a million other stats. They could have horrible defenses. They could have terrible coaching. They could have a terrible whatever it is, right. They get all these things that are wrong with their they get a terrible special teams. Whatever. But just this one set. If they're in the red zone. They fucking close. And I can tell you if you have this ability. If you have the skill, it will make up for a tremendous amount of deficiencies and other areas of your life and business and it will buy you time to learn those. But if you can't close it's very difficult to grow in business, especially in the beginning because it's probably you that's why we're talking about closing. Why is this important from a money getting perspective? Well first off if you have 100 people walk in the door. 10% are never going to buy just accept that right problems. You don't know which 10% it is. But 10% ever gonna buy 10% are always going to buy you just gotta not fuck it up. And most of you guys these are the only sales you're getting they're like, well, I already I'm already here. My friend told me about you. I have my credit card out and somebody like well, you know, let's make sure you're like just shut the fuk just take the card. You know what I mean? Like shut up, right? That's like hey my friend. So awesome. You got to meet him and she's like, oh my God, he's great and then the guy starts talking and she's like, oh just kidding, you know like terrible right? But this is what we fight for. This is what we train and if you want to make a big impact, that's what we're fighting for. Its the middle 80 Why does this presentation will make you money? If after this presentation, you just have one more bullet one more playing Your Arsenal to close or I get you one more deal a month. I'll feel like my job was done. All right? And hopefully if you just do that, it'll pay for your entire weekend. All right, that's my goal for the pressures that everything that you guys have done. This whole weekend is paid for. Is that cool Fair outcome? So this is one of my favorite sayings. You’re only one decision away from changing your life forever You're only one decision away from changing your life forever. And whenever I feel overwhelmed or I feel like I'm decreasing like I feel powerless. I feel like I have less power than I want to have always say this to myself because it's like I can take one decision to change fucking everything. Here, I mean like I can I can drink a bottle of Jack get in the car. I can change everything with one decision right? I can make a step to invest in something. I can buy something I can invest in myself. I can I can have a terrible conversation with leather or an amazing conversation with Layla but just one decision and that's always giving me power. But the thing is is that instead of changing our lives we blame when I say blame you think give power to sources outside of our control and this is what you and this is what your prospects and your customers are doing and this is why so many people are Weak and Powerless. And so we're going to do a fun activity today because I want you to be involved you can learn it and we're going to do this. How to make a decision So that one you can help decisions to help yourself with whatever decisions you're facing two. You can use these Frameworks to help prospects help themselves. And the three become more powerful. So but rather than keep this hypothetical and you need you to visualize the decision that you need to make. All right, you need that for me. Fantastic, and this is why I want you to actually think through a decision together. Because this is a statement from Confucius I hear and I forget I see and I remember I do and I understand so my goal here isn't for you to take screenshots of every picture of every slide. That's not my point here because thing is is when you do that and you kind of I mean, this is why I do it I take pictures so that I don't have to remember it but I don't want you to remember it. I want you to understand it if you understand it. You won't have to go back to your notes because let's be real half the time not even open these notes up again. You're here now with me try and understand if you do that, it can change your life because what we're going to do is not going to be some scripts that you have to understand but the logic behind the arguments that people will give you as to why they are not chosen to become more powerful and if you can unlock that you people will feel more powerful talking to you and they will want to buy from me because of the feeling they have so that makes sense. So that's when you're using logic to create an emotion. So here's an easy one for it. The Decision Anyone here presented with the decision last 24 hours. Yes. Alright fantastic. So who thinks the decision could change your life for the better great for the worst noes? All right, let's go. So here's my goal. I want to show you as though you were Prospect How to Think Through decision and help others using these Frameworks, right? What you want what you don't want maximize the left minimize the right. So here's what this is translated to. If you decided by the offer, you feel more certain about your decision if you started not to buy the offer if you're fuking certain about the decision and if you're undecided you make a fucking decision. All right, and you feel good that it's the one that is the highest likelihood of getting you close to where you want to go. And this is what we have to walk through with our prospects when you're looking at them. You have to be like, I don't want you to buy. I want you to decide for you. Not for me. I'll be the same thing either way, right? You're like I'm gonna be ripped in shape. It's not gonna change me that's not going to change but it will change for you. Right so quick note on sales ethics and then we'll dive in helping someone make a decision to help themselves does not mean by for me. That's a reiteration. Yes, keep their goals at the center of the decision and you should be happy. I mean this because if you can shift this truly if you can be happy when someone decides to own the power and not work with you then the pressure around sales disappears. It evaporates. There's no State the stake is did I help them? Does that make sense? And that means that you can win every sale because you change the metric you're measuring Yourself by that's the superpower. Like and that's where you do make the most sales because you don't care about the sale because you care about the person and the people pay the people pay the most attention. So I call it paying attention they pay for it. They pay for you to pay attention rather talking about yourself, right? Because they don't care about you because they're thinking about 100 other things and this is why most importantly make high stakes decisions to help your prospects in order to best serve them. Okay. The difference between obstacles and objections So I told you earlier I was going to talk about the difference between obstacles and objections. Copy you guys raise your hands. but the difference is I'm not going to ask what it is obstacle is a thing that blocks once way or prevents or hinders progress. When you disagree with them? That is an obstacle this happens before you solicit the sale. Someone says some bullshit before you even get to the sale. That's an obstacle a simple example here all the time. Hey, why'd you hop on the call today? Hey, why did you walk in the gym today? Whatever it is, right? Them. I just want to find out a little bit more about the program. first 10 seconds obstacle You're not here to find out more about the program. Here's your fat. But they got to say it. So you're like oh so you find out like do you do this all the time? Do you go to lots of different programs and to find out information or is there a problem trying to solve? They're like, oh, you know, I'm trying to lose weight like oh God, so you're not stopping on 100 calls a day because I was like, that would be a very weird existence right you just hop on for information all day. Hahaha great. Fantastic. I've had this conversation before right? So it's an obstacle, right? And the thing is it's easy confront and Destroy obstacles before you ask for the sale. Once you've asked for the sale you switch to objections. Objections is when they disagree with you. So it's much easier to be on the other side disagreeing and helping them break their beliefs before the stake is been presented after after the after the Red Zone. It's all closed. It's all objection overcomes right example, that's like I don't want to buy right now and you're like totally understand. What are the main criteria thinking through? Which is always funny because people like I need to think about I've never had someone like leave because they need to think about I'm like, cool. What do you think about? They're like, oh I'm still here. So learning how to talk through these high stakes decisions with yourself or others is the purpose of presentation and as a result, you'll become more powerful. Okay. So before I dive into these are these arguments I have to make this one statement is that the person must really wants the goal. And believe three things one. Which you'll get to there you go. The product will get you the goal comma the way they want to get there and I learned that second half the hard way because we found out. And Jim launch that people would say no sometimes to buying memberships right or buying challenges or whatever, but when we offered them the ability to come back the next day help them for free. We'd sell them 400 dollars to supplements and they just said no to 100% thing. and like what the fuck it's because they want to lose weight. They want to lose weight their way. And so that's when I started learning like, oh not only do we have to make sure that they want the goal and they believe that the products going to get them there. They have to get them there that we want to get there. This gives you ammo for the question that you're going to ask. This makes sense. Okay. The second thing is that you and others will support them. Like are you telling me the truth? Is this really what's going to happen? Well other people around me support this decision. and the third is that it will work for them and not just everyone else. Sure. I've seen the people who step on the stage, but they're different than me. I'm a snowflake. I have metabolic thyroid keto Oasis, right? Whatever. I have zero influence alliger, whatever, you know, I mean like I have no following is itis, right? Whatever it is, right, whatever bulshit you tell yourself. And what you have to do in this situation is you have to provide proof so that it'd be more and reasonable not to believe than to believe and this is a logical close. This is not this is not an emotional close. This is when you look at someone and say how many people would you need to see for it to be more unreasonable for you not to believe them to believe. At what point is it 10? Is it 50? We here's 1000. Tell me when to stop. Okay. Okay great. So that's not the real reason. And then you can confront the real ship. All right. So otherwise if they're not sure of those things if they don't actually want to lose weight if you don't actually want to make money. doing online fitness then it doesn't matter what Jason says. You don't want to make money going on with Fitness and you're not gonna buy right? If you do want to make money doing online fitness. Then you go down you go down the Train the train tracks. It makes sense. Okay again, this is why you expect know at first because if people can make the decision, they would have already made it. All right now to the main course Richard Fineman besides Charlie one of my favorite thinkers of all time. Richard Fineman He was like the second guy on the atom bomb. Sounds negative brilliant teacher. He's known for this understand don't memorize learn principles not formulas. And that's what the rest of this President is about is the principles behind overcoming these distortions that people have and so this is me asking you for your own sake don't take pictures of the slides. It's because all the stuff can be in the recordings, but you were here now, so be here now so you can understand it. Okay. so there are three sources. This is a huge breakthrough for me. So I'm going to share with you the first time I shared a life. There are three sources that we cast our power to okay, and it took me a very long time to get through this because I looked at Grant and he had his you know, you got stalled decision maker money and you talked to Barry who owns Sage she's like you got time fit money fear shame right. The three sources of power Those are hers and then Jordan Belfort Scott his and so everybody's got like these are the only overcomes right? Like there has to be an actual truth here. Like there has to be something. That's true. That's unquestioned. And so trying to figure this out. I actually went back to Dr. Albert Ellis anybody who is No one great who here knows what cognitive behavioral therapy is CBT. invented it smart, dude And so he noticed is he originally had 11 distant reality and he dropped it to nine then a seven and then he came with three and the three stuck and the three or what I'm about to share with you. Like why is he talking about this about sales? Because the objections that people offer you where they cast their power to or distortions of reality. They are the things we used to upset ourselves. these are the three circumstances and this is the irrational statement that people make I must get what I want when I want it. I must not get what I don't want if I don't get what I want. I can't stand it. That's when people blame their emotional disturbances on. motionless services on circumstances two others other people must treat me fairly and kind and if I if they don't they are no good and deserve to be condemned and punished. It's like your animal brain, right? three so I'm I must do well or else I am no good. These are the three chords that upset people. This is like mental illness, right? And so I'm not saying anyone has mental illness if they don't agree with you it's more so that these are distortions that are not real and if you can understand not memorize if you can understand this, then you can have these high stakes conversations understanding exactly which Distortion their suffering from and I'll show you how to overcome them. Okay. And so I like to consider like the onion of blame people. This is like one of the bigger breakthroughs at they start with the outside. They blame circumstances time money other shit. And then step next to that they start to blame other people my spouse my kids my employees. And then finally to say like, it's me. It's my fault. And so you might have to overcome multiple layers as you peel back and based on the objection. They give you you can know where you're at. You know, how close you are. Someone just says I have to think about they're like great. I'm talking the person who's in power and the decision maker and I seem to get them to say yes. if they're like I don't have they're casting the power away. And so if you guys are probably casting your power away on decisions, you need to make just why I'm making the presentation even though these are the things that distort people's realities because you're like no one's ever said circumstances or getting in my way, right? They manifest in five ways that I want to equip you to deal with all right for yourself and others. So these are the five most common excuses scapegoats that people use first and if you find other ones, these are the biggest buckets because I didn't want to have a 100 things here, but the big three buckets are certain places others and stuff. Right, but they manifest with time in multiple ways and I'll show you how value price money Etc. Fit I'm a special snowflake others, which is I don't have the authority to make the decision. and then finally self which is what if I just don't make the decision let something let life make it for me right avoidance stall. You go from service level to core and as a side note. You should never get stuck on the stuff near the top. And ideally you're feeling really never gets stuck anywhere on this equation if the person wants what you have. And you truly believe in what you have to help them. And I mean that like if you understand this thoroughly, you can walk someone towards helping themselves. Okay, this is what they look like or this is what they sound like in reality. Not a good not a good time right now. I'm really busy right that's time. Can't afford it to expense it. Fit not sure if it's for me, I hate broccoli. I can't do a plan with broccoli. Right can't you plan where I have to DM people every day. It's against my brand. I'm poor but it's against my brand right Authority. Have to talk to my partner spouse. I have to talk to somebody who has more power than me. It's funny because when you start thinking this way, it sounds silly. And then avoidance. I need to think about it. Clearly. Let's think about it now. All right, and so I told you to think about the principles Behind these things not memorized. He's got circumstances got other people and you have yourself and we drill down. So quick test who here is physically in the room, right? Wonderful arms are working we're rocking. So here's my ask raise your hand if you or your prospects present with this distortion. So here is a Time person. I'm busy. It's not a good time maybe in the future anyone deal with these sometimes it's yourself totally. So I'm also going to tell you a secret about this. I think the reason I got pretty decent at logical arguments because I am inherently skeptical and I will paralyze myself from not doing anything unless I have really sound reasons to do it and I realize that I couldn't move forward to make any progress in my life until I had these Frameworks to think through these hard decisions through so I could start taking stuff to our where I wanted to go. It took me years to get there. And so hopefully I can give you some keys that helped me unlock my own head to get out my own fucking way so that you can too and help your clients. All right, so the way I think about time and there's a lot of overcomes for all of these things. What I tried to do is Bunch the three biggest ones that I like to use most frequently. And if I Veer from like the the bullets on the screen, it's because I'm riffing with you and I'd rather just kind of stay in the flows that cool. Okay, fantastic. So when you're overcoming this one, each of these is kind of a specific angle that you're attacking it from so macro is like this is a busy season for me got lots of stuff going on right micro. It was like, I don't have any time in my day. So you're one person say I've got lots of shit going on or person's like I can't find the time. It's different sounds subtle, but it's both about time but in different ways. All right, and then the last one is well when I have time, I'll start right everyone knows his fucking horseshit whatever. Okay, so as always we never disagree with prospects because you're not in a fight. Overcoming the #1 - Do you want this to last for the long term? Totally got it. Totally understand do you think Like do you want this to be something that lasts for the long term, right? It's a question. Really? Yeah, do you think the gonna be busy getting in the future? Oh, yeah. So you want this lasting long run? And you do think you're going to be busy again in the future? Well, then don't you think it'd be best to start now when you are busy because if you learn how to do it when you're busy you'll be able to do it forever. If you can only learn it during a perfect circumstance, then you're going to fall off when it gets busy again and isn't that the time you'd want to have the most support it goes for you guys, too. That's just number one. Got so many lower, right? And so when you knock that out, the goal is that the person says will fuck. That's not a good reason and you take one step. Towards the truth. so when you're thinking about it's not like oh, I've got to overcome this one thing and then the Buy You got to keep peeling and if you have this framework, you understand the direction you're going in and you can start listening for the oh they're talking about themself. Now. I've gotten two layers deeper, right? So that's seasonal micro. You can't tell someone in a sale. Hey take out your phone. Take out your hours by week. Pull it up. Oh look 22 hours on social media this week you've got time. So you say it differently you say, you know what? I had the same issue and I used to play all the time about like how I didn't have time to be successful to do things I needed to do and my wife got sick and tired of me saying this she pulled my phone out and she was like look, I guess I just found your time didn't I was like I fuck and you can say it that way and then a prospect feels better. So anybody here feel like they don't have time, right? and the first thing that any programs going to do if it's a good program is going to cut out the 90% of the shit that you are doing, which is causing you to feel overwhelmed, which is probably the real reason you feel like you don't have time. Jeff bezel got the same time you do, right? It's just what are the things that you're doing that he's not it's not about adding shit to your plate. It's about removing stuff. That's not working because clearly everything you're doing this filling your time is not making you more money. So you're doing the wrong shit. So there's gonna be plenty of time because all the stuff you're doing now is not working. Right sounds simple, but that's the reason right so we want macro grow. when then hey. in the future when I've got time, I'll totally sign up for your program. The one then fallacy Right and anyone heard this one. Anyone say this one, right? And again you want to you want to empathize you don't say like oh that's bulshit. You say holy understand that's I was stuck like this for years. If you can step in their shoes, you're not attacking them. You actually go from the inside out you step into their self and then you walk them through the Epiphany that you experience. And it doesn't feel judgmental. It feels helpful. That makes sense. I used to feel the same way. Right and I found this out actually from Jason Flatley and he was the one he told me this was it's a logical fallacy. It's called the one then fallacy, which is why it's how I remember it and the one then fallacy simply States. When I have X then I will do y but if it flips sequence. So it's like when I get better, I will go to the hospital. Sorry, there's just so many like hilarious ones about like money and stuff. Like I will start saving money once I'm rich like, all right. The thing is is that we do this right we do this. I'll pay for the program. That'll make me more money when I have more money. That's the point of the program. I'll pay for the program. That'll help me get a six pack once I have a six pack. Once I have more time, what's the problems you help me have you don't say like it's just it doesn't make its a fallacy. And so with that means is it's a distortion. It's not real. And so the goal of having these high-stakes conversations is simply showing people. We're not attacking. We're just walking them through and be like, do you realize that this is holding you back? And I know this better than anyone because I'm a skeptical motherfuker. The reason I can do all these logical things is because I'm the first person I'd overcome right and you might be too. So once we attack time from these three angles, it depends which one they present with if they present with one and then move to the next you can knock all three up. You'll probably find something that that makes them the most stupid but the thing here is it's not about memorization. Just got to get it macro. You're always going to be busy won't you want the most help when you are busy so they can stick forever. Yes time. My wife. Show me my phone. Turns out I got fucking time. But the reality is it's not about what I am doing. It's about the stuff I got to stop doing and that's what will help you with. Right? This isn't scripting. This is just understanding it. Right and then when then it's a fallacy it's a distortion. It's not real and then just use two crazy examples, like once I have money that are I'll save money when I'm rich right? It's just like ridiculous. Okay. So what do we do? One reason down and we're getting closer to the core. Right right. So who here is somebody who's like I can't afford it. It's too expensive or has heard this one Prospect. It's like a better see everybody. Special if you're selling High ticket, but hope you get a gas. So these are the four Frameworks that I think through there's a million like money closest. The 4 frameworks to make money These are the one that I like the most and that to me resonate the best. Right? And so why a lot is good is kind of like my my first one here. And so the reason that if someone gasps or think that this is a lot of money you just asked him. Is this a lot of money do you and they're going to say yes, they say no then you're like awesome buy it and if they say, yes, right. And if they say yes. They're like that's the exact reason you're going to be successful because there's other people who buy this thing and you know what, they're not all in on it. But the question is do you want to draw the line insane and go on? Do you want to step over the line and be the person you want to be because I can tell you that this It's not about whether this works not I've already proven that the Christmas whether you work or not. And so if you put more on the line. Then you have a higher likelihood of being successful. So you should be the last person to be worried about this. I'm more excited because the best stories are always coming from people like you in your exact situation. So don't let that be a reason not to do that should be the reason to do it. So the next one is like why is this not a lot so first is The fact that it's a lot for you is good. It means you're going to try hard. The second was like well, it's a lot in terms of absolute amount but relative amount. It's very little right because if all this does is that 10,000 dollars a month? You're income is it worth it? If all this does is get you into a bikini. Is it worth it? Yeah. And so then what happens and the reason that this is a stepping process right is that we're we're just taking these objections out of the way so we can get the person to confront reality not a distortion they've created because the reality is the thing they're afraid of and so what happens is when they say, yeah. If it did that it would be worth it. Right the problem is they don't believe you. right And so it's like great then it's not about the price. But whether you believe me so you can sidestep it. So that makes sense. We're taking a step closer. And then obviously you can use a comparison, you know, depending on what you're selling if you can price anchor with like well here they don't have a four-year degree for doing online fitness. That's why the alternative education industry exists and it's because the formal education has failed most of us, right anybody graduated here with the four year degree. Anyone immediately be able to use that word agree to get leads make sales. No. Me neither and what's crazy is that something's degrees are 50 hundred 200,000 dollars and take four years when you've got something that can help you make make that entire amount of money in half the time right for a 10th of the price when you think about like that frame. It's actually a great deal. So it makes sense. So you just frame it you have to give context. All right, so number one. Is the fact that it's a lot for you is good means you're actually gonna try number two is if it doesn't we say it's gonna do the value is there so that's not actually what you're supposed to which then we can take the next step. All right number three is what's funny good for anyways, this is actually one of my favorite lines of reasoning. For variety of reasons and I'll get to it. When you're looking at prospector looking at yourself. You're going to spend this money either way over the next 12 months. You're gonna spend it right and in fact. Not only you're gonna spend it. You're going to buy the program. The question is whether you're going to pay for it and money or pay for it in time. And so like you can learn every single lesson that's in this program whether it's losing weight, you know getting leads selling online. Whatever it is, right? You're gonna learn these lessons, but you want to take 12 weeks or 12 years And the question is are you able to live a thousand lifetimes because of the thousand people that we've helped just like you and gather all those lessons and put them together. So you don't have to do the trial and error for that entire period of time. So the question is not whether you're going to buy it or not. It's just how do you want to pay? And so for me, this is a personal note. and I'll probably say at the end but like the reason we better move quickly through life is that I will buy other people's mistakes because it's just it's the only way you can buy time in this life is to buy the knowledge to take less time from other people who have taken their time and like if you think about human civilization in general however long to make a light bulb and we just bought the lesson from him and now we have light bulbs right in the next guy figures out the next thing and then we just buy the lesson from him and that's how we have to move faster. So you're gonna spend the money either way question 12 months from now. Is it going to be on shit that didn't get you anymore or stuff that is going to get you somewhere and no matter what you're buying you're buying the program. You're just gonna pay time. We're gonna pay with money. And if we're being real, you've probably been paying for time the last six years. How's that working for you? You want to do more of that? This is also this is a this is a classic one. It's very easy one to remember but like who here knows the difference between a self-made billionaire when they had nothing and where you're at right now if you have nothing. Zero, they both you're both broke. They were broke. They were broke. Whatever it is. That's where you're out right now. The only difference is that that proves that if they were successful it wasn't about the resources they had is about how resourceful they were. So I'll say a quick story about this. So anyone here read shootout. Right story of Nike. So in the story he talks about how he was about to lose everything multiple times. It's a great story. And this time it was like it was it was going to go down like it wasn't going to happen and he needed a tremendous amount of money and he just didn't have it extend. All those credit lines. The banks wouldn't do it and the next lenders that they cancel on him and the company was gonna fold because he was growing too fast. At that point he could have just given up and so there's nothing I can do. I maxed out on my cars. I'm maxed out on my Banks. There's literally nothing I can do and his people had already worked for free. They're like we can't do this anymore. He went to his vendors. And said, you need to pay my payroll for me. He went to his vendors. Anybody who's like landing page software anyone or anyone use something from a vendor right? It's like going to that guy like going to your videographer me. Like listen, you gotta payroll for me this this month because otherwise I'm not going to be able to keep doing business with you because I'll be out of business resourceful not resources. And the reason this is so important is because when you have nothing, it's the East is excuse to give yourself. You're like, well, I have nothing. That's why I can't. So of course, but every self-made millionaire and every self-made billionaire was self-made. And they started with nothing which puts them the exact same seat you are. So the question is do you want to have power? Or do you want or not have power? When I have power. Your resource will not resources, right? And so we want to make these decisions that are going to help ourselves. We need to step into that. And so when you're talking to your prospects, it's the same thing, right? That makes sense. Okay rocket. I mean you can drill deeper into this is like do you think there's anyone else who's been in your situation who's achieve this or maybe worse than your situation? The answer is yes, and if they can why can't you right? So we're taking steps closer you guys digging us? Okay, cool. Thanks. Thanks. I wasn't sure if it was wrapped attention or sheer boredom. So. We're not you feel you feel we're progress. You're making like the person presents is I don't have time so they should be busy blah blah and you're like no. No, we're gonna take one step closer. Like, you know what? I don't have the money or it's too expensive. You're like, well if you don't have the money you're gonna be successful. It's worth it. Right? Yes. I understand why it's worth it. Well, you don't need money to begin with Right, you got to be resourceful and you can find the money because I'll ask you this is a fun one for business owners. Who here has had an unexpected bill ever come up? taxes right and then all okay. So everyone here still alive raise their hands. Who here was able to magically? pull money out of their ass and figure out a way to do it raise your hand. Here's what's crazy. You have the ability to be resourceful when it's for someone else. And not for you. It's because you choose to be powerful when someone else needs it but not for yourself. fucked up, right so stop doing that. If you function like you have to make payroll tomorrow and like you your back on rent you're going to get kicked out you think differently and if paying your landlord you're paying you you because that's what you want to do. It shifts internally because everyone's here just proved the fact that you can be resourceful when you choose to be. So just choose to be. So number three is it's not sure it's a fit for me. I’m not sure it’s a fit for me So besides the obvious ones which is like I don't want to work out broccoli sucks. I can't do a program where where I can't do cardio. Whatever the fuck right? Like I said, I don't want to do DMs. I don't want to post on Instagram. I don't want to have a Facebook group. Whatever right? Whatever. The bullshit is, right? I'm not sure if the vehicle is a fit for me. So Usually you can overcome the easy ones, but if someone is just really sticking hard these are the three that I use to shift perspective. Okay? So this one is new identity new priorities. So it's good to have cues for these things which is like we vote with our dollars about the things that we care about and if you show me what someone is spending their money and their time on I can tell you what their future is and I'll tell you an interesting story. So I had somebody who's just like you who was like, you know, what I don't want to do this either and I told her this story. Can I tell you it? Yes, this is what you say the prospect right? So I was with Layla and we went to Sephora which is a makeup store and It I show up like this. I feel welcome. And so we're standing there. She's doing something and I usually stay in the corner like this. And I saw these two little girls. It might have been like I don't know girl age. So like 12 to 15 this like this this and they were like giggling so excited and they had like the girl with the smok came over was like helping her out helping them out. And she was like, okay. This is like I liner and this is lipstick and this is whatever blush. I'm just like using words I've heard. This is how you paint your face. And the thing is the girls were like so excited and then they were like right before they left. She was like girls. She's like you have to remember like now that you're getting older and you're becoming a woman you start budgeting for this stuff. All right, so you're going to start buying this every month. All right. So like memory, we gotta save some money for this you can have it. And the girls were so excited that they were like, yes, like we're becoming women now and these are the things that women do. It's because when you have new identity if new priorities and so you've had priorities that are aligned with your old identity, right? There's the youth that goes out the you the drinks the youth that does the blah blah blah blah spend money. You shouldn't do spends time. Once you shouldn't be spending time on and there's the youth that you want to be. And so right now we can draw the line in the sand and be like, do you want to keep walking down the road that you have been walking? And if you don't then you have to step into a identity and with that new identity comes new priorities because people who want to be rich spend money on themselves, they spend money on education. They invest in their skill sets because I want to align my identity with the identity of those who came before me who've done the things I want to do. Right and just like those little girl stepping into that identity. We too must step into the identity we want to be so that makes sense. And so when you're talking to somebody who's trying to lose weight and they're like, I can't afford a gym membership and you're like girl you spending 200 bucks on your nails. And you've got a thousand dollar outfit on. Do you think another 1,000 outfit would make you look better or your high school weight? right Do you think another 1000 outfit would make you look better or being rich as fuk and I say that for those of you who are thinking about on the money side, right? like you waste I like some of you guys have bigger shoe collections than like it's like Fitness like Fitness people and shoes. It's like the way like and Lululemon and you know spandex like 100. So it's like your whole wardrobe could be Consolidated into a skill that could buy you as many wardrobes as you want if you chose to write. Okay, I don't like the certain aspect. This is one of my favorite easiest ones to hit which is like You got to change the change, right? What you have been doing has been getting what you've been getting. And you got to change because like I remember I would go through meal plans with people and they'd be like, well, can we change this because this is what I eat for breakfast. Can you tell can we make that the breakfast? And I'm like that breakfast makes you look like you. That way you spend your first four hours of the day makes your bank account. Looks like what it does look like. Oh. Right right taking steps, right? We're getting closer to the truth. And so the thing is is that it's going to hurt to change because change hurts. And you've heard this one probably from Tony Robbins. And if you have it, the question is whether the pain of staying the same is greater than the pain of change. That's just ask someone and this is in the help part if someone's like The pain of staying the same is not worse than this change. It's like and girlfriend like gain 50 more pounds and come back. You know what I mean? Like get there. I mean hit rock bottom this isn't it for you? I'm being real. Some people Rock Bottom is 12% body fat. Some people it's 500 pounds, but everyone's got one. You just got to know where yours is and all you really got to do is just move what rock bottom is, which is kind of interesting because you start making a change here. is kind of Interest like interesting as a thought, but are you in enough pain is the question you ask the person? So for those of you who are unwilling to make a change because it feels contrary to like I don't want to do that. I don't want to see him salesy. I don't want to I don't want to help people like whatever right? Like is your current situation more painful than the change that you will have to go through or experienced to get to where you want to go? And so last one is hypothetical. The Hypothetical I actually really love this. This is a great framework overall for overcoming lots of different obstacles or objections that present themselves but the hypothetical and there's lots of ways of phrasing this which is like you probably heard the Unicorn clothes. You probably heard like if this were perfect would you do it? I'll just go from one to 10. Where would this program be if 10 was amazing and one was terrible what you know, where is this? They say a number and you say cool. What would make it a 10? Why isn't a one like you guys heard this thing before so we guys are like no, please talk. Sorry. The reason I said, we have to learn the principles behind it rather than memorizing the script is that it all is based on one thing which is hypothetical which is if this were perfect would you do it because you get a hypothetical agreement? And they say yes, if it were the thing, is it really like if this were perfect would you do it if someone says no like girl? Okay, like let's take five steps back. Does my breath smell? Yeah, because the thing is is they've actually told you a lot there. It's like it has nothing to do the stuff you're talking about. They don't trust you. And now we can talk about that. Right? So it's a great question to frame. Like where are we and this is like if there's a perfect would you do it? Sometimes they'll laugh if you've ever pour the left will say yes, right. And so then you get to flip it and say then what's difference between Perfection what we've got the thing is is that people are very hard. They don't actually know how to generate making a program because they're not gonna like know all the things you can deliver on the spot, right? And so they're like most of the time they'll be like, I don't know you're like alright because it sounds like it's nothing to do the program is all about to do with you. So let's talk about that. Right in the office and boom one step closer to the truth. It makes sense. All right. Now that's why we do hypotheticals. So if we're perfect what's missing and then if you can if it's if they do give you an answer and they're like, I just don't want to do broccoli. And you're like I do green beans would you do it? They're like, yeah, you're like great green beans. It is. Sorry in here, right like something you would be fucking amazed how many times should like that happens? It's like one crazy thing. It's like well if we did now that would you do it like oh, yeah sure. Where were you 10 minutes ago, right? That's how you don't hypothetical. Okay, we're making we're making progress still with me still digging. Okay. Authority, all right, this is one of my favorite fit. The power of a “no” And so this one instead of having three. I really just have like one very good statement of reasoning that you should understand. Okay. This is real shit. So this is more of a process than it is anything else? But the spouse or decision maker is not there right now note for you guys. A lot of you guys have the opportunity to go talk to a spouse. A lot of videos don't have that in your business. Right? Like it's about something there and they leave they're not coming back right where they are but very small percentage don't wait for it. Okay. So what we have to do is try and sidestep it by isolating the objection and casting aside the partner because the partner is not there. So, how could they object anything? They don't even fucking know who you are. Right? And so the idea is and again, this is assuming if you have a really long term thing, then you want the partner to be there. Right? Like ideally that's what you have. But if you don't have the opportunity then you got to go through the next step. All right, which is what do you think they wouldn't like and then they will tell you and then you just overcome the thing which has nothing to do with the spouse because spouses in there. right Very easy sidestep that makes sense. This works really well. It's like why wouldn't they it looks like looks they don't want me to fail. Oh, they don't want you to fail. Let's talk about you. And so this is the process that I walked through. Do they prove of your current struggle? They happy that you're struggling? No. Okay. Then why would they not approve of something that's going to fix something. They already don't approve of Right, they're not happy with how you're currently doing. Why would they be against something that's already making them unhappy? right right Well, let me ask you this and they're pause. Well, if the roles were reversed and your husband. needed this to make what he wants his dreams happen or your wife needed this program to make her dreams happen. Would you support her? Then why would you support you? right right and I think the real problem that we're dealing with here and this is the kicker for everybody. Is that you're asking for permission instead of support? Because it is your life not theirs. And what happens is if you give that power to them. And then two years from now you're still fat. You're still poor. Whatever it is. Who are you gonna blame? them and so that's when you have a resentful marriage because you didn't own your shit. And so I'm not saying. You shouldn't like explain the decision to them. But the way you explain to them is what I just said, which is if I don't do this for me. I'm going to end up resenting you. And I don't want that and instead of me bitching to you every day about how we don't have money or about how I don't like my body. I'm now doing this and I'm doing a group of support of community of people just like me and crazy enough for some reason doctors. Go to college. Right right that makes sense. They go to medical school lawyers go to law school, but we're going to watch burners go. There's no entrepreneur School. No one teaches this stuff but it turns out there are people who teach it just for this specific industry and I can take failures of 1000 people unpack it into a year. and it's one tenth of price of a four year degree. Right. And so instead of winding to you what I commit to is it going to show up and be a better husband a better wife a better partner. I'm not going to bitch to you about the stuff because I'm going to take this seriously when go all in and I'm not asking for permission. I'm just asking for your support. All right, that's how you can overcome it because I'm real with you. It is about them and you have to believe that like you can't say this unless you believe it because like you will you save marriages by showing people that they are the ones in control because if they keep saying my husband's not going to let me buy a weight loss program. What do you think? She secretly say, I can't believe you won't let me do it, right if that's real if she's using it as a foil you sidestep you get to self, right? But that might be the real thing if that is the thing then you have to let them step into that. And that's where you know having that's where like having a three-day. No Spike guarantee or something. Like that is all so helpful. It's like, hey, sorry not and I use I use a lot of pour in humor and myself selling and so I feel like hey Cindy if you sign up, And you tell your husband and he's obsessed. You have and when he sees you he's like girl. I don't want you get in shape. I want you to stay overweight. I want you put those sweatpants on don't you sit on that couch reach your hand and bag of Cheetos put the Cheetos fingers on there. I want you to create generational unhealth. I want you to live 10 years less long. I want you to see our grandkids. I don't want that right? I want to marry a younger better you sooner because you're going to have a heart attack if he says that to you you have him call me and they're like cracking up. You're like, okay listen sign up three day. No sweat. Like if he does tell you that you just wants you to be out of shape and never leave him because because she's once you get too hot because he's insecure if he says that yeah, just let me know. All right. So like the whole time you're just joking and stuff, but the three to guarantee helps like nudge a lot of these people over that cool you guys get that one. Okay. And so that goes for you right like it's it's about support not permission. That's the bottom line. Right? So important not permission because otherwise you're going to blame them for your lack of Dreams being realized rather than blaming the person that should which is you. All right. So this is avoidance now, we're getting to the core we've gotten rid of time. We know that you've got time and the best time to do it is today because You gonna be busy forever right value. We know that you can't afford it. If you can't afford it you buy if you can't afford it's a great reason to do it if the values there. Then there's no reason not to pay for itself. Right. What's one good for anyways, you're going to pay for the program. Regardless. You want to pay him less time or more time? values not a problem fit you got to step into your identity. Right, you've got to be willing to change. And the question is just whether the pain that you're experiencing. Is less than the pain of the change that takes to experience the next thing. Right, they step into that. They're good because it's not about resources. It's about resourcefulness. So fits not an issue. Authority they have to own it. It's about support not permission. We all hear do you feel like we've peeled the layers back on your prospects and they're just laid bare naked there just you solicited the sale. Now you gotta close. All right. Avoidance. So now they're like wait anything about so now that we've exhausted I'm putting this is emphasis. We've exhausted all outside reasons. Now we are finally talking to someone in power and that is what a good coach does. We don't make decisions for people we help them make decisions. So here's I have to think about it. Not sure give me a hand who's dealt with someone who says things that way. All right, at least one person, you know? Okay, all you guys that you guys are great. So this is how I divide this up. Past present future and so hopefully this should already before I dive into these give you simple Frameworks to work through time. You've got macro micro when then right you've got you've got value you're thinking about it's not a lot of money, even if it were a lot of money. It's not a lot of money you're going to pay for it either way, but you have the simple Frameworks that you can walk there. You might just hit them with one and hit it with again the other angle because they're logical Frameworks. They're not scripts. So I made them bubbles. You know, if the memorize it's got to understand it passed. So like I need to think about it. And so the thing is and this the first bubble there is if someone's like I feel like this is happening so fast and we'll get that one. Like I just got on the phone with you. I don't really know who you are. And you're like, hey, this is not a fast decision, right? You've been making decision for last six years. You can make decision. All we're doing to say is deciding your actually gonna do something about it. Right, how long you want to lose weight a long time? So this is not a fast decision at all. The thing is is that and this is where you go suck cost. So if I were talking you guys I would say. You find you know, you bought tickets because you saw some ad. You registered there. You got your flights. You got a hotel you block the time you flew here. You listen to this whole thing. You're six inches from gold. This isn't a fast decision at all. You did all these things to get here because it's important to you. So don't let that distortion. Stop you from getting what you want. right sphere Right, let's face that what are you afraid of having happened? Which by the way, I took the slide out but my two favorite questions to ask in a sale that I feel like are the fastest to cut through. What are you most afraid of having happen if you buy? Is what do you most afraid of having happen if you buy? What are you most afraid of? What's the worst thing that you envision in your mind? And if they're not sure I just fill in the blanks. I'm like, I take your credit card. I swipe over as much as I possible. Can I go to Vegas? I put it all on black and then I go to Monaco where they can't exercise fair enough and they're like, I was not thinking that you're like, right. So what's the worst you know, like what's what's the real thing? Like and they're like, you know. What's so many programs before? You're like, alright, let's talk about that. Right and so I'm going to skip one forward and then I'm gonna go back to it. This is one of my favorite obstacle or objection overcomes. Its I call don't let it burn you twice and this literally you can see the date. It happened yesterday. This girl texted me or message April 6th. She said it's crazy to think that I had a sales call with you six years ago and I'm kicking myself in the butt for not jumping on this is yesterday, right? Like I don't even know the company anymore. And I said you let a bad decision burn you twice once when you made your porn investment, but a second time when you let that bed investment stop you from a good investment. It would be like anybody ever have Boyfriend or girlfriend in middle school or high school that they're not currently married to? Anyone just like just come on. Help me out here. Okay. It would be like having a bad 8th grade boyfriend or girlfriend and being like, you know what men aren't for me. All coaches suck, right. There's good coaches. There's bad coaches this crazy ass bitches and there's crazy ass dudes. You know what I mean? Like there's also good ones and so things if you stop if you let the bad one prevent you from the good one you get burned by being with the bad one. And because you let the bad one control your next decision, right? And so when someone has had a bad experience with doing keto wherever the fuk right or you had a bad experience with some program that you did or did not do or they didn't whatever either way. Don't let that burn you twice because no matter what you're gonna have to do. You're gonna have to do these actions. With your part of the program or not. You got to do these workouts where you're part of the program or not. Doesn't matter you're gonna have to do it. So you might as well do it. Somebody can get you there fast, right? Let me go back real quick. So it's not a fast decision. And this is another one that I love which is do you think that you're maybe in this position because you have struggled to make a decision in the past. You have waffled when it came time to make to make the hardcore. Have you been in this conversation and said no before? here do you think that's why you're here? Yeah. Do you think that might be the reason you should change that? Yeah, okay. Let's change it. When decision change your life? and the last one is like are you tired of another year of almost? Right to another year of almost hitting your goals almost getting to 10K a month of almost, you know hiring the team that you wanted of almost retiring your your wife or husband or almost moving into the neighborhood that you want to move into or almost being able to pay for your kids Recreational Sports rather than not being able to get afford it. You're tired of another almost. If you're tired of your own almost we can't do what we're doing again here for another year. Because we're going to get another year almost. And so the question isn't what it cost you but how much has it cost you to not decide up to this point. Right the cost of inaction. and I think that when we think about our lives in reverse We never regret the things that we did. We regret the things we didn't know. The opportunities that we let pass by. and I think that if you can let that person step into that power, they will make the decision to help themselves like this person did not all right president. so depends on your talking to someone's talking about past stuff and you do with the past stuff. The second frame for voids is present which is they just don't know how to make a fucking decision. Right? And so you have to help them make a decision. And so this one the rocking chair is one that I just for some reason I've used a tremendous amount of time special weight loss is like I just really Really need to think about it like totally understand. Well, let's walk through like what that looks like. You're not gonna like go home sit in the rocking chair, you know smoke a cigarette because of course, you're not healthy yet, right you'll quit when you're healthy, right? You're smoking your cigarette and you're like hmm. Am I gonna do this weight loss program, right? You just sit there and stare into the clouds. Like I wonder no, of course you're getting your car and you're gonna realize you got to pick up Timmy from soccer practice. You got to get groceries. You got to cook. You got to clean you got to pick up, you know good to do laundry. Gotta do all these things, right and then three four five days from now, you're gonna put on that old pair of jeans and it's not gonna fit me like fuck. And just there. You have made the decision. You'll keep living your life. And so let's just make it now because the reality is that it doesn't take information today make decisions. I just take time to make decisions takes information. And I'm the only source of information you got. So let's talk. I'm here. I'm here for you. Let's do it right because that's the fallacy is that people think they need more time to make decisions because they assume they will get more information in that time. But if you are the source of the information then time does not help them. And so let's confront it now and let me answer the questions. You have to make the decision one way or another so that makes sense. All right. And so then they're like well then fuck how do I make a decision? You're like glad you asked. So there's three things that we got to understand. Do you believe that this product or service is going to help you achieve what you want? Yes or no? They're going to say us right if they don't you can confront it note. All of these are confronting decisions. So we've moved all the way down the onion right? We're at truth now and all like the theme of The Last bullet is confrontation. We have to confront the decision. We got a peel it back and be like are we going to do this or not? Right because we already got up the time. We got out the fit. We got out. We got everything out of the way. It's just you do you think this is going to help you get closer to your goals? Yes or no? two do you trust me to fill to fill my word that I said? I'm going to help you. I'm going to do these calls. I'm gonna do these work. I'm gonna do it. Whatever right three. This is the most probably the most important one. Do you think it'll work for you? And if they say no you say why not? And then they have to defend one not. And then it's very easy at that point to six inch pot. All right, and once they say yes to all three which is usually what will happen like cool. We'll make the decision together, you know how to make the decision they'll say no you go through the three. The last question is they said yes. Yes. Yes. It's just do you have or have access to the amount of money to get started? Do you have the MX? Do you want to help you enroll in an MX? Because I want to I want to help you. I'm good either way. But if you believe that this is going to help you get closer you believe that what I'm saying is true and you believe that you can be successful. It's my moral obligation gets you going and do everything in my power to help you get the money or get access to it because the real world if I was giving you a Ferrari right now for 5000 dollars, you'd find the money if your landlord needs you to come up with 10,000 dollars. Could you get background and payroll you'd find the money to find the money. Let's do it, right. three who wants to make informed decisions? Yes. How can you make an informed decision? If you have even tried it. Huh? So this is when you have some element of trial in the program or sort of guarantee, which is why I'm a big fan of guarantees. It's like well, you can't make the decision to buy. That's informed until you're on the inside. So I'm not even asking you to make a decision right now. I'm just actually making informed decision, but you can only do on the inside and if after 30 days, I'm not. this product doesn't do what I told you I Didn't film my promise and you don't think it's gonna work for you. You let me know. I'll give you the money back. Low pressure you get someone to decide but not deciding. Even easier that makes sense. I think that'll help you close. Yeah. All right, and then This one is it depends on who you're selling to but sometimes if you have a logical person, so do you know what deciding even means? like where the etymology of the work comes from its dekodera, which is Latin which means to cut off to kill off and so the question is Which future we killing off today? Or we killing off the future of the dreams that you want. or killing off the future So are we killing off the future of? Of not doing anything and the life that you've lived up to this point. Because indecision is a decision in action is an active decision, right? And so it's just which one we killing it. We kill in your dreams. We're killing your past. second last one Future so we talked about past so if they're thinking about the past things that hurt them don't burn you twice Etc, right? They don't know how to make a decision rocking chair. This is how you make a decision three things. You have access to money. Great. Let's get going. You want to kill your past you and kill your future right? Awesome. We're talking about the future. This is actually magnifying paint. which is Cool, you got here. It's been five years. You've been struggling. house another five years old What if we just keep doing let's go with indecision. Let's look at it. What is five years you do what you've been doing look like. And is that a place you want to be? No. You got to change the change. Let's do it, right. and then you go right into let's consider the options which is like like this is logic, right? So let's consider the options. Option one you do the thing. You get the result. Life is awesome. Option two you don't do the thing. You don't get the results. You didn't do the thing option three you do the thing, but then you don't get the result. All these are the options that can happen in front of you. Because we have a guarantee. They're all free except for one of them. Only. One of them has a true guarantee of not getting you where you want, which is walking out the door. So which risk-free option you want the one that's risk free that guarantees that you're not going to get there or the one that's risk free and has the potential to get you where you want to go. right That's not an emotional close its logic and if you have an offer that set up that way you should be able to close most people as long as they don't think you're an asshole. Right, okay. This is one that's more around urgency because again, this is avoidance. if someone says I'm still not sure. I want to think about it more whatever say well you're not going to struggle forever. Right? Like you don't want to struggle forever. You're gonna do something about this whether it's weight loss business, whatever they're going to say. Yes. like well if you're gonna fix your business eventually you might as well start fixing it now so you can start enjoying the fruits of that labor sooner. Would you prefer making more money faster or slower? What's your preference great. So if you're gonna do it eventually you might as well do it now. So it makes sense. It's a little nudge. This is a final one that I just really like from a framework perspective, which is instead of like this has to be my savior. This program has to get me to in high BB Pro bikini body and I'm 100 pounds overweight. Probably not realistic, right? reframe the question is do you think that making the decision is going to be helped you get closer or further from your goal? That's it? Because if we keep making decisions that keep getting us closer, we will get there eventually. But if we make decisions that get us further away, we will not get there. And so do you think that this is going to get you closer to your goal and what you're currently doing? Yes. What are we waiting for? We don't need to be snipers. We need to be directionally, right? We do that long enough. We got there. That makes sense. That helps you too because we have this fear of perfectionism. Is this going to be the one probably not. But it will get you fucking way closer, right so I can tell you there's no one program that changed my life. But the decision to buy education change my life forever. So that makes sense. All right. Boom, and so let me look at the top. We have no reasons left. Not to own the power that you have. It's just you. All right, and here's bonus number six and you can use this as one of like. Bonus #6 There's some clothes that you use all the time. You always go back to write. The reason you're telling yourself not to do this is the reason you do it. How long do you want I can afford this to be on your list of problems in life. The fact that you don't have time is the very reason you need to do this. The fact that you're so depending on your spouse is the reason you need to take this decision and own it. right The fact that you're not sure about the person that you want to be is the very recent that we're going to help you get it in this program. So whatever the reason is is usually the biggest chain that you're holding on to is the thing that you're enslaving yourself to is the thing that you're casting your power to. If you break that chain power comes back to you. And so the very reason that you're holding yourself back is typically very reason that you need to do it. So hopefully this helps you realize that you and your clients are always incomplete power that I accomplished that awesome Thank you. And like I promised at the beginning My Hope Is that you become more powerful by making decisions rather than letting life make them for you. All right. So here's a few final thoughts. Fortunes are created by taking a lot of risk with a little bit of money. Forges are maintained by taking a little bit of risk with a lot of money. And every one of those people that was self-made takes a lot of risk a little bit of money and sometimes you need to take that step because it's the only way to build the fortune. All right. And if everything that I've ever made in my life are sorry everything that I've made in my life is a result of investing in my own education. It has gotten me far higher returns than any stock any real estate crypto, right? Anyway, whatever by a mile and people say like it's all about investing yourself. Like I just I think it sounds amorphous. It's like Buy experience and skills. Because no government can take that from you know, divorce can take that from you. Nothing can take that from you and I come from a family where so we're Persian and so my parents had to flee Iran During the Revolution and so they had land and houses and other stuff right and my uncle Was the brother to a guy who started the lottery in Iran. He owned the lottery because you can do that there, right? very rich and so my dad and him he went to London. My dad went to the US. He had no skills. And he was able to just forge enough money to buy a print shop and he lives above the print shop in London and still to this day. That's what he does. and when to visit him it was incredibly sad seeing just like what what's once a credit and his wife my dad gave her a scarf and it was like a nice scarf apparently and she just bought she's like I used to have rooms of these and now I have nothing and all right. My dad came in the United States with 1,000. But because he had skills. He built it off from scratch. and so I mean he was a doctor as all Middle Eastern Indians are Dr. Lawyer counted engineer. Anyways, the only four proof paths. But when we say invest in that we come from a place where like it was literally all taken. The government was like that's our house. Now. That's our land now that big account is our bank account now. And so that was why he was so and like that may be a benefit for me. I had somebody who's always like it's the only thing no one can take from you. And so why would you not invest in the one thing that can never be stolen can never be taken and compounds with time? And increases your capacity. To make money increases your capacity to live. And so I like to think of the Investments that I've made in myself as bricks on a bridge. And so if I'm on the bottom left here and where I want to be is the top right ish right looking like The Nightmare Before Christmas now. You're going like there are many skills that it takes to cross the bridge, right and just like you have an arithmetic teacher in high school. Once you learn calculus, you're not like that guy was a lot of shit calculus is what know, you have to learn things in sequence. Right? And so the thing is is that we build this bridge. It's one brick at a time and I always come back to the same question, which is is this going to get me closer to where I want to go. I don't need to get me there. I shouldn't get closer and if I get better, I'll get there eventually right as long as I don't stop moving. And so that's why that's that what I've dedicated my life to education. My mission is documented and show the best practices building World Cup companies. Because when you realize that you are the source. You realize that Superman is not coming. It's just you. And every decision that you make is a vote towards or against the person that we want to be. And so the question for you, is that are your decisions voting towards the person that you want to become or just more of what you already have? And so people ask me all the time. How do you move so quickly and the answer is I know how to buy time. And the follow-up question is how do you buy time you buy Time by buying the time took other people to make mistakes that taught them the lessons that's how you do it. That's that's the heck. And so right now the ignorance of not knowing how to create a million dollars a year. It's costing you million dollars a year the fact that you don't know how to make a million dollars is costing you a million dollars a year. Think about it, right? And so therefore you should always be willing to invest money to increase the capacity for your income. Because once you have it that capacity pays you forever. You're increasing your ability that makes sense. We're widening the pipe. And so when I thought about this, I just added 0s to it and I was like, it's fucking cost me a billion dollars a year or not knowing how to make a billion dollars. right But it's true because the thing the number one tax that no one appreciates or no one respects is not the tax of the government. It's not capital gains not income tax. It's the time tax of ignorance. Someone asked lately yesterday. What's the number one thing that people from zero to 10K are messing up. You don't know what the fuck you're doing. That's what's missing you up your ignorant. You have no idea you're eating an orange like an apple. No clue. Right and it's not because you don't have the processing power is not because you don't have the ability to reason it's because you just don't know. And so the goal is to pay down the time tax of ignorance is fast as humanly possible and the only way you do that is by educating and investing yourself. All right. Specifically investing in experiences that build skills. So make the decisions that to help yourself and put my crazy take ownership because we just discovered that all the other shit is not real is literally Distortion of reality that anything that you give your power to that's not you. is fake you're making it a false god in your life and your prospects are too and you now, you know how to confront those when your mind tries to play tricks on you. Speaker 1 And Speaker 2 realize that there are no silver bullets. No program is going to save your life. All right, but some things can move you close your goals. And when those rare opportunities present themselves. Take them. All right, because either you win or you learn and both of those get you closer to wherever you want to go. All right, and so I'll wrap up with this. 10 years ago, I Had to that was me in a Swanky. The Power of the Internet You know when I was a consultant looking cool. There's actually after I don't even have a good picture when I was a consultant, but there's me in a suit. and I I knew I hated the job that I had I made okay money, but I just like I just really wasn't happy and I emailed 40 Jim owners and I was like, hey, I think I want to get in Fitness. Can somebody like help me out one guy was like sure you can work for free like awesome. That guy was saying back to our and anybody know who's Sam backyards or his hand. Jesus okay. Well seven figure Sam is what he used to be known as he actually died during covid, which is really sad for me because I really looked up to Sam. And the thing is is that when I got to his office. I literally drove across the country from Baltimore to LA or Chino Hills where he was and I showed up without notice and you was like, you're just like a path. I just mentioned the internet. I was like, I'm here ready Speaker 3 to Speaker 2 learn. He was like, I'm going to lunch. and but right after you came back from lunch, he was like, all right, so you should join my my Mastermind and I was like, I don't have a gym. He's like, that's okay. It's a gym Mastermind. And I didn't I mean like I was 22 like I did not have a lot of money and he was like, well, it's 10 grand and I was like, I don't know. He's like you need to fucking commitment. He's like you've been waffling back and forth. I had multiple phone calls with him before I left. He's like, I think you need to draw a line in the sand. And thank you God, you know thank God he did because I did take a step over. I had no idea what the fuck I was doing. But I was trying to start paying down the time tax of ignorance and I got her own a whole bunch of other Fitness professionals and I learned way more from all of them and I ever learned but because of that my belief started to change the ways to solve the world changed the traits are started to embody change and started taking steps. The master one I got from Sam is not what made me 100 million dollars. Speaker 1 But it got me on the right path towards making it over the years of having hundreds of salespeople work for me. I've seen these nine things that the best salespeople do differently than everyone else. And so if you boil it down a salesperson has three jobs to do they have to maximize the number of opportunities. They have they have to convert the highest percentage of those opportunities. And this is the important part they have to do it consistently for a very long period of time and so the nine things they do differently will fall elegantly into each of these three buckets. Let's start with the first one which is maximizing leads or maximize the number of opportunities that a salesman has. Maximizing Leads So right off the top I've never seen a salesperson who does the most in a company have the lowest amount of hours worked. I've yet to have it. You know what maybe there's a special snowflake out there, but every company that I've owned and every company that I've looked at the guy who works the most hours is the one who sells the most deals and so maximizing opportunities comes in a number of different forms. So number one is that they have the total most hours available per day because you should be available when the prospect is available and that means sometimes working long hours sometimes being working weekends and yes businesses all pay rent on Sundays and so you can make sales on Sundays. So my software company Allen scheduled 4,000 plus appointments per day across a number of different Industries. And so we got to see all the way from click to close which companies were selling the most people and we looked at all the different data. So times of day number of days per week, you know, speed between text responses number of characters and text response. All of these isn't variables because I had two data analysts that looked at this to figure out how could he maximize throughput For any business and obviously sales a big component that and the single greatest lever on throughput across all companies was the number of total available time slots, which means availability was the strongest predictor of total sales and let me give you a tactical example of this when Leila and I were traveling the other day we went to a different city and she wanted to get her nails done or something. And so she just pulled up Yelp and looked at the one that had the top reviews called them up and they said oh, I'm sorry. We don't do same day appointments and they're like we can book you in for two days from now and she was like, yeah. Don't care call the next one. Same thing call the third one and then they were like, yeah, we can take you right now and boom she went in and the thing is that both those other business owners the first two business owners that said no lost money and the next time she comes to that place. She'll probably get back to the one that she went to as long as they did a good job. And so trying to be egotistical about it rather than accommodate customers. It's like well, we're so great. You just lose money. Now if we maximize the total number of time that's available for the salesperson to sell then the next part of maximize. The opportunities is getting as much of their days. She only possible filled with the best opportunities. And so the second subunit of this is They will pull up calls. And so the first thing is if you see a call that gets booked or you book a call that's on Thursday. And today's Monday. If you have a time slot that's open. You grab your Thursday appointment you drag it into today because today appointments always have higher Sharpe rates and if you pull it up then there are even more interested and you can close even higher and you could have two or three calls by that same Thursday time. So you increase your sales velocity now corollary to that is if you look at your calendar and you've reached out to a prospect and that person has not responded back and now it's the same day and they're coming up in a few hours. Well, what do you do? Well, the best salespeople pull that time slot and say hey sorry I didn't see that you confirmed. Why don't we do the same thing for tomorrow and you can push it out one and then try and fill that time slot with somebody who is responsive even if they're later in the week and that increases your total number of calls per day and so fundamentally the perfect day for a salesperson is that they have call back to back to back to back to back with the best possible leads that are the hottest that day. I learned that little tactic about pooling up because we had one of our companies it was in solar Sales, and they had one rep that massively outperformed everyone else and I was like, what is this guy doing? And so what he was doing was he would whenever a new appointment would book he would immediately call the appointment to qualify the lead because that checks two boxes one as he says, okay, is this person qualified to buy if the person was he had two decision paths if they had the time right then he would just go straight into closing because he was in off the call sop and then by getting in contact with the lead became on the call in terms of his sop and if they said they had time right now, he just went for the sale that maximizes his time on call if they said no then the reason for his call was that he had an opening leader that day that he was trying to fill up and so he either takes the moment now that he's working the lead and turns into a sales call or he's an other slot later in the day and turns that into a sales call both of those things maximize the number of sales that guy was having and this guy was selling like four times more units than the second best guy on the team and then they obviously saw this and then adopted a company wide and then of course, I saw it and adopted it across all my entire portfolio and let me double down a why that's so powerful because Not only does the salesman have two opportunities to sell now or later that day. He also opens up the slot later in the week for availability for another customer that can't make it today to book that time then because what I have found and we saw this with the software was if you have fewer timeslots people may still book with you, but they are not booking at the most convenient time for them. You'll see schedule rates, but then show rates will drop because it's not the time that works for them ideally and so you want to make it the most accommodating so it's not just art. Is it convenient or inconvenient? It's how convenient is it if I have a tight deadline and a hard stop and I've got something that I'm stressed about afterwards. I might be able to schedule a call then but I might not be in the mood to buy but if I say, you know what Sunday afternoon I'm free. I'll have all the time. I will I'm going to have zero urgency to get off the call. I'll listen to you and I'll be in a completely different Zone and that might be when I'm in receiving hands in terms of prospect brain mode for buying. And so one of the things that the best salespeople have and this is something that companies should provide but often don't is that you have two Sops meaning standard operating procedures. You have an on the call sop, which is what you say when you're talking to prospects and they have an off the call sap, which is what you do in between the vast majority companies don't have an off the call sop and they're losing tons and tons of money because they just say yeah just work the leads. In the meantime when the total amount of output that a salesman has is so correlated with the amount of opportunities they have and they get those opportunities by the time they have when they're not on the call and so they should have two separate checklists. If they don't have them in front of them and this is the best salespeople do is this is what I'm doing when I'm on and this is what I'm doing when I'm off and you can just switch hats as soon as you're off and you start at the top you're like, I'm falling with this person. I'm falling with this person. I'm dragging this person forward. I'm canceling this appointment and they have high activity. One of the things that we do across all our companies and I learned this acronym for my friend Sheeran bam fam, which is book a meeting from a meeting, which is that the best salespeople never finish a call with a prospect not knowing when the next time they're going to talk to the prospect. So that Prospect should never fall into no man's land. They should never fall between the cracks or they're like, I don't know and so if you get to the end of the call and they're like, yeah, let's connect offline and we'll you know, we'll Circle back up and we'll find another time. No, you have to address it at that time. Because if for whatever reason like a Time obstacle is still an obstacle and you can resolve it right then you both have your calendars up you can both make the decision if someone's like well, I'm not sure then you actually address the concern like isn't this a problem for you? How much you losing every day not implementing the solution in your business how much like how much of a problem is this in your life? And why isn't it this something that we'd be doing sooner right? And so you want to address those things because that is these are obstacles. And so if you just get off the call Jolly then you actually lose more sales. So you always put a meeting from the meeting. Here's three more things that the best salespeople will do. 3 things that the best salespeople will do Number one is that they don't take rejection personally because they're going to reach Out in more volume than the mediocre salespeople and so you can see on a CRM how many Outreach attempts and how many follow-up attempts that A salesperson is having between calls and it correlates with the number of calls that they take and so they work their leads harder and that's because if someone before they've scheduled a call, you know says something mean they're not like, oh my gosh, I can't believe this or if someone know shows they're not like well, I'm not gonna work the rest of my leads. No one really cares about me. Like what was me is no they know it's a numbers game and they just keep plowing something that I've noticed the best salespeople do is they have something called a kill list. And so those are those prospects that you're like, this is a whale or this is a really good Prospect and they they sure they have them the CRM sure they have them in the place that they're supposed to have them. They also have it somewhere else that's visible so they can always think about it and like that's like an everyday list. It's like I got to get back to these two guys. I got to make sure that these ones I'm gonna put extra attention to because they're high value deals. Now the last element of what the best sales. How to create your own opportunities People do for increasing their number of leads is that they create their own opportunities. So sure they're gonna get the inbound leads from marketing. They're going to get the people, you know, the least that are handed to them but the best salespeople know the value of referrals. And so the way they do that is at the end of the call or at the time that it makes sense. They say, you know anybody else. Or my favorite way of asking is who do you know because it forces the prospect to answer the question with a not. Yes. No, but with a name you say who do you know who is as awesome as you now it's a compliment who would also benefit from this. So now I'm giving them a compliment by by asking them for the referrals. I kind of like have like a nice guy sandwich there. So like you're amazing who else you know, who's like you who love to do this with you or with us who could benefit from XYZ right now sometimes if they say no one then sometimes like this is where report is important, but you can say something like why do you hate me so much and they're like, what do you mean it's like why is only can assume that you hate us because you don't want anybody else to know about this amazing thing and you probably hate your friends because you want them to suffer as well. Right? And if it's because you don't believe me then let's talk about that. But otherwise like why are we not getting your friends in here? Because I can promise you you'll be far more successful. If you have more people, you know who are in it. So in the spirit of bam fam book a meeting from a meeting if we consider this to be a meeting if you would like us to help you more with your sales process was not just started a workshop. Division or my sales director my team will talk to you specifically about your sales your process your scripting so we can Implement some of the things that we know working our portfolio into your business ASAP. Would you other stuff at the workshop? But we also talked about sales if that's at all interesting. You can book your next meeting by going to knock up clicking the scale button and following the steps and if you're qualified my gosh will reach out. When I had a team in a different portfolio company, we had one guy who was outperforming everyone else by a huge. Margin. This one was in as big as the pull-up thing that was massive. This was about 50% higher than the number number two guy and we were like, what is this guy doing? He was brand new and that was what was interesting. It's like brand new going to the top leaderboards not very common because that means that they're doing a different process. Right? And so he was following the script and we listened to the cause like this is the same call. And so when we called him up we said, what are you doing differently? And the thing is he was multiplying his leads. And so what he did was at the end of the call. She was just asking who they knew who would also benefit from this thing. And I think they were they were selling some sort of tickets of some sort. And so he was saying who else wants to come with you. Who else would you like to bring and it's just a simple little thing that he was doing but by doing that he was in his sales by 50% because the referrals even though only one out of three or one out of four people would refer the referral close rates like 80 or 90% And so if you think okay I take you know four calls and I closed one And I asked for referrals and all four and only one of them gives me referral but then that referral then closes then I take my one sale out of four and turn it to two out of five. If you're a business owner thinking about how valuable just implementing that is consistently is that your cost to require customer you just you cut in half by taking one customer and getting a referral from that customer. And if one out of three customers refer someone then you cut your cost to our customer provide a third and this is the type of stuff is advertising becomes more expensive because it always will become more expensive that the businesses that do this the salesman that do this will be the ones that win in the future. So now we have a Salesman who has the maximum number of hours the maximum number of days they're pulling up appointments so that their time on call closing with the best people is maximized their falling up before their falling up after they're giving personalized reach outs and saying like hey voice memo. Hey video. Hey, I've got this thing for you that I've got set up for the call. What size shirt do you want? I've set aside thinking here is one thing we did at the gym. Hey, what color shirt do you want? Hey, what boxing gloves? Hey what you do a tiny little thing. Hey, I've got three gift cards here. I go one for Amazon one for Starbucks and one for whatever which one would you prefer right? You ask a preference question prior to the call and more people show. Because the thing is is you're like well shoot this guy's doing this thing. The least I can do is show up. And so they're maximizing the number of scheduled appointments. They're maxing the number of shows. They're maximizing the number opportunities. They're getting from those opportunities, and now we get to the call. So now we got to close. Understand the value of preparation you would be amazed at how much of a genius you sound like. If you just do five minutes of research before a call and so my rule of thumb for research is that if it's something that you do all the time, it's about 10% of the time that you're going to be on a call or meeting that you can do in prep. So if you have a two-hour call, then you've got 12 minutes of prep. If you've got a 60 Minute call, then you do six minutes of prep. Now. This is something that if you do it all the time if this is like I'm doing a quarterly meeting then it reverses. It's like six hours of prep for one hour of presentation. If it's something that you don't do often and so salespeople do the same call over and over again, but the thing that's different the tiny bit of difference is the prospect they're speaking with and so like this applies to everything like if you're picking a girl up at our house. If you do five seconds of research in the car before you go in and you look at what her dad does and look at the company the of the father and say hey so Mr. So really nice to meet you see you work at you know, whatever engineering like do you like this stuff? I see that they just had a press release coming out you have any involvement in that? This guy would immediately see you no matter how you're dressed what you look like as it's a it's a check. They're like whoa, like I will respect this person because he did me the honor of actually taking some time to look me up and figure out more about my business. He didn't show up. Like everybody else does not knowing which way is Sunday trying to figure things out as they go I'm telling you the best sales people take those five minutes. They do that tiny bit of research and the amount of Rapport that you build in that first one minute from having those Secrets. The person is then like oh, wow, they know about me think about what it takes to close them with no like and Trust. Well all of a sudden you feel known because they did it you like people who know more about you and what else do you do? You trust people who know more about you because you approximate friendship you approximate a relationship and you do and you get to do a ton of that at the first second of the call rather than taking the five first minutes to call. To show that you don't know what you're doing. Right as I started selling gym owners rather than weight loss when I was selling my turnaround business. I started getting leads, but I didn't have any like methodology. So like I had a webinar it didn't work and I just started finding people on Google using their emails. And so I find their social profiles and I'd literally have to piece together like a profile who this person was because the only thing I was collecting was an email for this webinar and so I finally three or four social profiles and then I would connect with them and I would do some research so that I could make my reach out not look sketchy as hell and so when I would do my reach out that I would have all this day that I put as almost like a little profile together about them. And so when I hopped on the phone they were like whoa, like, you know a lot about my gym and I was like, well, yeah and I saw that because I look at the images like so I saw your square footage layout I think if you move this here, this might actually be able to allow you to double the amount of usable square footage that you have for the session now that would help me sell more people into your gym. So I don't know if you're open to something like that, but now I'm coming with like I see the problem I Also have the solution because I thought about it before we got on the phone because I don't want to waste your time trying to figure things out now. I want to figure him out before I come with you with Solutions and this is when I started out so I didn't have a reputation yet. So I had to build the reputation by showing up and providing more value than other people were ahead of time. And this is where like if you're new and you're coming into a space you win through prep like the big guys had the reputation the small guys went through preparation. The best salespeople take notes. This is one of those things that is just like prep but it preps you for the next call. And so you do your public preparation with what you can find and observe you do your second call preparation with what you find out on the phone and I'm telling you if you hop on the phone and say oh, yeah, so you've got your daughter Sarah and Jessica and they're at you know, Colorado and they're finishing up and you've got X Y and Z happening in the business. Is that correct? Okay, cool. Just making tricks. Just read over some of the past not on the call. They're like, oh, wow. I don't have to reset my whole life story again this guy now when this guy makes recommendations, I assume he does it within the context of my business because one of the big things when you are selling something is that people want to make sure that it not only that it works, but it's going to work for them. And so you can address that concern before it ever comes up by proving that your recommendations are contextual. This is also what switches you from being a Salesman to a consultant. This is what switches you from somebody who's just trying to close to somebody who's trying to help. The most brilliant sales people. Listen more than talk Listen more than they talk and this is one that people get wrong. All the time is that they see super talkative people. I mean moms in high school like you should get into sales because you don't shut up. No, that's not it's not always the case. That's what that's what bad sales people look like. And unfortunately the thing is is the best salespeople don't come off as sales people. They just closed. and so people don't feel sold. They feel like they bought and so everybody buy stuff every day all the time and they're buying from companies that have salespeople and they don't know it. So when you go to a restaurant and they ask you if you want dessert that's a sale. They get commissions on those things and if they do it in a weird way, you're like, I don't want to be sold if they do in a great way. You're like, oh I'm so glad that person made that recommendation. And so you never felt like you got sold like you bought and so the problem is that the reputation of salespeople is terrible because you only remember the bad ones we actually did this big study because we have a huge amount of sales calls that we can look at across the whole portfolio and we saw where that analyze the calls with AI and all that stuff we get to see what's talk time versus listen time and the best salespeople listen twice as much as they talk and so the little isms that I have for this is that the person who's answering the questions is the one getting integrated. You don't want to be the one getting integrated and whenever you answer questions, you give the other person something to attack and so you want them to be answering so that you have things that you can pick apart and move around. If you're the one answering questions, then you're the one who's getting picked apart and has things that they can disagree with I want to be like smoke right? They can't they can't catch anything that I say and so if someone says, you know, Hey, well tell me tell me what makes you better than your competition. I'd be like well what things you're looking for? Right back to them right? It's like it's like hot potatoes like right back to you. Well, I would want this this and this and this I'm like, why are those things important to you? Right back to you. Right like I I can do this all day. Right? Like I cannot answer because the thing is just that they believe nothing that you say they believe everything that they say and so I need them to say that it's a good idea not me when I started selling weight loss. I realized really quickly that I had an agenda of what I wanted to tell people they needed to do and I realized that I didn't have time in 15 minutes to re-educate someone their last 10 years of life of all the experience good and bad that they had prior to me. What I needed to do in that moment was get them to buy and then I could spend the rest of my time trying to do the real education stuff. And so I wanted to Simply align with where they were coming from to get them to make the sale and so That was why I started asking. What have you done before? What did you like? What did you not like rather than picking apart the things they did and then they'll be like I actually really like that about that other thing lost. The sale only takes a few times of doing that to be like I'm gonna shut the fuk up and just let them tell me what they liked and then I'll say we're like that and not like that. And so the whole concept here is you want to educate the prospect so that they can come to their own conclusion. And so the only gaps that you're feeling is is hard information. And I only give that information after I already know it's the right answer and so just like lawyers don't ask questions when they're on the stand that they don't already know the answers to she'd never asked for the sale unless you already know they're going to buy and so there are times and this is where pattern recognition is helpful for salespeople. This is with the brilliant salespeople do is that they're like, I don't think he's ready there. I don't think he's ready yet. And it's like you don't you don't go for the kill. You just ask more questions. Like I feel some hesitation like what are your main concerns right now? Like I'm feeling some hesitation around price talk to me about that. There's two ways by The way if you're weirded out about asking questions is that you can both give commands or ask questions and so you can change the the Cadence up in the script by saying so instead of saying for example, hey, how's it going? It's an easy first thing a lot of people say in the first thing to call. But if I say tell me about your day, it's a very different thing because it people have automatic responses to questions. They hear all the time. And so if you want to break a pattern with somebody and then get them more present. You say tell me about your day. And then like oh, I mean it was good. I had a cup of coffee before this and you're like, oh that's fantastic because that related to this thing because I looked it looked you up online totally different perspective on that salesperson the first 30 seconds, right? So they listen more than they talk. They are like smoke you only answer questions with questions unless you already know that the statement that you're going to say is in alignment with what you know, the person wants and so if they're like tell me why you're different then I'd be like, well what if you've done in the past because then it'll give me more context so I can help explain it now. They're going to sell these things. They'll be like, what did you like about that? What did you not like about that? And so when I get to the point where I actually have to say what are things about I'm going to highlight all the things they like about the other stuff and I'm gonna not highly things they didn't like about the other stuff and all of a sudden like this is perfect. Like what do you know? I just asked you the question of the things you wanted and as long as they are the things that we can actually provide I highlighted those features about our thing because I already know which piano keys to play because you told they breathe the script and so the reason I use that is because That is the best description I can give is that they can they can say it without thinking just like you breathe without thinking they can say the script without thinking because you can't listen to a prospect if you're waiting to talk because you're trying to remember what you're going to say. Next. You need to know all of the script like the Bible or like something that you've memorized in the past so that you can be 100% present with the Prospect and listening and so my favorite is around this is again, and the first time I learned this was I saw an exceptional sales trainer training a rep and he was just drilling them on the opening 30 seconds of the script and so they did the script and our and I and I was watching him listen to them while giving them visual cues. And so this is this was a huge advancement in terms of my understanding of selling happened because before this I knew how to sell but I couldn't transfer the skill, but this guy was sitting there and he was like, yup. Yup. Paul's harder on this word do it again. Nice do it again. Nice one more time. Nice keep going and so he would get them to drill it three times in a row the right way after making the correction and then he would keep going in the script. And so the point was is that if you're a salesperson you need to be able to do it again and again and again because the word concision matters a lot. You don't want to be one of these salespeople that takes 100 words to say something you could say in five. It'll also make your sales way longer. So again, the best salesperson can take more calls because they shortened the call required a mediocre salesperson will do the script in the beginning and it will close and they will have coughed right before they ask for the clothes and then the person closest and so they get reinforcements for coughing and so the next sales call they take they add a coffin and with that person closes or not. They're like, well it worked on that other one and so all of a sudden they add coughing and right before they close now the next time on the time that they close let's say on their fourth call after this. They also added a second question in before the close. So add the second question. And and then you see where this happens is that they cough and add a second question to every single call that they do and by doing this over time the length of the script and the length of the things that salespeople do continues to expand because they get positive reinforcement. But the reality is that that person might have just been willing to buy no matter what and so the script gets longer and longer even though it might not have nothing to do with what was required to close. And so you want to be as concise assumingly possible and this is with the best salespeople do in order to close the most sales per day per unit of time because the less time you're on the phone after you make the sale the more time you have to fill your calendar back up and close more deals. And so the three tactics is the sales manager is that you rehearse the script every morning. They do role plays meaning let's pretend like our Prospect like you got up. You got to get over whatever your weirdness is with role-playing like I don't know what it is. But so many managers like don't want to roleplay like Get over yourself. You have to role play in order for them to get good and when you do the role playing you work on one specific part of the script because if you're doing every morning you're able to work things pretty quickly. You're like today. We're just gonna focus on the intro today. We're just going to focus on the clothes today. I just want you to focus on how we're overcoming spouse overcomes. I want you overcome I have to think about it is I want you to give me two or three bangs in a row to overcome that obstacle because you seem to be struggling with it, right and so by and you just keep hitting it again and again and again so that when it comes up they just breathe it out rather than thinking about it all so because no one can improve multiple things at the same time. So when you say hey, there's nine things you did wrong one. It's incredibly discouraging second. They can improve any of them. And so if you look at any good skills coach whether it's a basketball coach or it's a painting coach or a sales coach. They work they might see you have 100 things wrong with your game. They're just going to focus on one at a time until they clean them all up and then all of a sudden you become an exceptional salesperson, so I said I had nine but I have way more than nine. So enjoy so here's number 10. Kill Zombies Upfront He kill zombies up front now. That's the term that we use internally you can say Defuse The Bomb which is one that I did earlier in my career is what I used to say, but I'm Middle Eastern. So, you know, we had to change that the formal definition that I use is you've got obstacles and you've got objections and obstacle occurs before you've mentioned the price and so if someone says for example, you know, I have a special snowflake thyroid issue, right and you're trying to say like you need to do this thing to lose weight. You know, that that's going to blow up on you in the sale. See we're doing bomb references. So you have to address it up front and it's much easier to address things before you ask for money then after if you do it after it's called an objection. All right, so I say officials are up front. You want to avoid them you want to move around them? Right? I mean you have to crush the room realistically but you get through those and then objections you have to handle but now that the time is ticking on the bomb, like now you have a short period of time before it blows up on you right or the zombies about to bite you whatever analogy you want spouse for example or decision maker or I'm not going to have time to do this thing or there's elements of this, you know program or implementation that aren't a fit for me you want to Dress all that stuff up front so that you've handled everything before the stakes get lifted When you mention price and then you go for the close and the obstacles and objections that you handle are always the same and so they're going to Bubble up to three main things one is going to be circumstances. So circumstances can be time. It's going to be money. It's going to be things about this specific program or implementation. Those are all circumstances. Those are outside. The next is going to be other people. It's going to be my wife my employees my kid my some my business partner. Somebody else has decision-making Authority and the third is going to be myself somebody who themselves doubts they can do it or that they will be successful or that it's the way they want it to be done. The good news is that most of the time when you were diffusing these bombs they start with the outside because time money fit is what I like to call it are things that are really easy to cast blame to and it's almost a it's a it's a response right? It's like they don't have to think about I don't have time. I don't have I don't have the card. I want like I don't have the You know, whatever if they talk about an authority figure, that means that like I would do it. But this person's in the way. And so now you're one step closer to the decision maker. Once you handle that if you have somebody who says I need to think about it. That's actually great because it means you're already two layers of the onion deeper to just like you're talking to somebody who's in power can make the decision great. Now you just have to help help them make the decision. And so you should know all of the key fundamentals of how to overcome these now you can memorize each of them which I highly recommend but I think it's also good to understand the fundamentals. And so this is what the best salespeople do is that they have key stories. Or metaphors to break the belief that the person has around that obstacle. So for example, if someone says hey I can't decide today because you know, my husband and I make all of our decisions together right now. This depends on the nature of your sale. If you're in a transactional sale and I would say like a consumer base sale that's under 1000 bucks. Maybe 2000 bucks. Usually you have to do that right there. If you have like a B2B sale that's going to be a multi, you know multicall sale, then you might have to bring in stakeholders. And so this is one of the nuances that depends on the thing you're selling and the price point but the way that the best salespeople do this is that you play out something in the past and you play it out in the future. Okay. So with the decision maker you'd say hey, so let me tell you about this girl Susan she was just like you and she actually had the same issue come up which she was like, I don't do anything without the consent of my husband and you know, what happened she walked out her husband said, I don't want you to spend the money. I actually saw her if a few years later and when I talked to her I said hey, so how's things going with the you know, the fitness stuff she was like, oh they're they're not and it's like oh why she's like, well my husband never lets me do anything. I was like, oh geez that's got to be kind of rough and she's like, yeah, it sucks. And so the thing is is that if you play it out into the future like you're gonna end up resenting that person because they're not letting you do what you want. And so I think what you're asking for is permission when you really need support, that's how you how you like you go from past to Future, right? And so then you can play it out with this person. So let's play it out five years. So over the last five years you've gained five pounds a year. So you're 25 pounds heavier. So five years from now, if you're 20 pounds everything you are right now. They're like Oh my God, if I'm 25 pounds overnight, but that's just the track you're on and so let's play it out. Like what if they say no. And so sometimes they're like well then I would do it. Anyways, then you're like awesome. Let's sign up now one out of three times. That's actually what happened, which is crazy. I still have been blown away by that. But then the two out of three times then I go you want permission not support now if you're looking at time or money, for example, then you say hey we need we need resourcefulness now resources. So it's like you have your little isms that you can remember if it's time then it's well, is it a seasonal thing? Because if it's a seasonal thing means you're busy right now and you might be you know, less busy later that assumes that you'll never be busy again. And so do you want this thing to be long lasting the supplementation or do you want it to be just like only for the time that you're not busy and then you'll fall again when you get busy? Well shoot I want it the last forever. It's like, okay. Well, then you should probably start when you're busy because that's what I'm going to be giving you. The most support is now so that when you get to the the free time, it'll be easy coasting and when you get busy again, you know how to stick with it because you have the support right? And so again, it's like you have to be able to dismantle these things as you understand all of these there's a fundamental underlying fallacy of giving away power to something else. Because people don't want to make mistakes. They don't want to fail and so they come up with all of these excuses. They come up with time. They say like that's the seasonal thing you can have time in terms of the micro, which is I don't have time in my day. I'm like, well you're here. So when were you imagining? This is why you do this up front. When were you imagining? How much time can you dedicate to this implementation to this SEO agency to this? We lost her whatever it is, right? If you ask that up front then if they say, oh I don't have time with it. You say what change between then and now just so I have understanding did I ask the question in a weird way that made you like not understand it. And again this is where tone matters a lot because now you're in the red zone right now. It's like the bombs way more sensitive because the the time ticker is going and so we want to be extra. This is where we're poor is so important in the beginning because I add this in this is a bonus one. I call it the Geto tone. Okay, and I learned this from Sam backyard. So he had a personal training business and that's what I I shadowed underneath when I got into fitness. He let me just work for him for minimum wage. And so I learned how the gym business worked. Anyways, I saw him have this, you know, rich white lady doesn't put her weights back, right and he was still training at the time like he was training session a little bit and so he was like girl he's like, I know you ain't about to leave my gym without putting your weights back and he's a Persian dude, right, but he would get into this kind of like Geto like Whatever you want to call it way of talking and she'd like fine. I'll go put them back and I thought about that and I was like man if I just been like hey Susan, can you put your weights back? Oh like she's like I pay for personal training. You can put my weights back like that could get really bad really fast. But when you say it like that all of a sudden it's like I'm communicating the same thing and I get the desired result and they think it's fun and light-hearted and so in the same sense when you're in the clothes, I use a ton of humor and that tonality to diffuse hard conversations. So I say like girl I was like five minutes ago. It's like you had four hours a week. I was like what happened in my four hours? If I say that no one's me up with me. They're like well, I mean, I didn't know that it was going to be x y z and now I'll be like fine, I know like and then then tone switch and you're like what's really going on? And then you get the real stuff because guess what? Closers ask hard questions, right and they're the questions. It's the place where you don't want to go. Where is where you need to go, which is you want them to Defuse The Bomb in front of you not when they get home, right? And so you don't want them to sit with the decision. You want them to confront. It's like you might be wondering this is a lot of money. Let's talk about it. Right you might be wondering if your husband's going to be against it. Well, let's talk about some reasons that he might not be against it. Let's talk about what your business partner will say. If you buy this without their permission, let's talk about that. Right. And so you want to confront those ugly things? You don't want to because like you're not like if I if you take anything from this the best salespeople want to confront it because they're better at selling them than they are at selling themselves. So you want them to confront the obstacle in front of you so that you can help them through it. So don't wait for like you're not going to avoid it. I promise you you think you're avoiding the landmine by like because sometimes you hear that thing in the beginning of the call and you're like that's a bit. I don't know if I want to blow the clock to it's gonna blow up in the clothes. If you can't even confront it before you've mentioned price is definitely coming up after you mentioned price. So like confront it now. So what am I favorite ways to get to the hard question is asking what do you afraid of happening? And then I follow that with let's just play it out. A lot of times. It's like people don't even want to look at what's going to happen. It's like no, let's play it out. Right? Like I remember I had this this sale that happened where I had a lady who was like, I follow Dave Ramsey and I have envelopes of cash and if I give you this envelope, that's my grocery money for the week. If I do this program and I was like, okay. Well, what are you afraid of? And she like pause knows like is it that you won't be able to afford food as I was like would you be afraid of that? And she was like, well, yeah because she thought she was gonna win the sale but it was a trap and I was like, but you're trying to lose weight. I was like worst case scenario. You don't afford food. You lose some weight. I was like when when Now I did that with a good tone. So she got a laugh out of it right now. It's like but let's be real I was like have you ever bought anything in the past that you weren't sure you could afford I was like and where you now you still survive. You're not on the couch. Right? Like we always make it work in the end, right if you have to cut somewhere else. I was like this is something that's gonna last week forever. Like you have all these clothes. I was like you want to make all of them look better in six weeks. I was like just lose 20 pounds. What are you afraid of let's play it out. Best case worst case when you do that. You can basically take away the emotion from the decision and say, okay worst case scenario, you're on your friend's couch and you know what you were poor before this and you were happy then too. So worst case scenario was in the same position you've been in before and it was fine. Best case scenario you change your life forever. Does that feel like a bet you're willing to take? Right. And so if you if you just you want to confront it and then walk into what they're afraid of and just say let's play it out. So this happens here. This happens to your best case. Worst case. And I can tell you that I probably closed more sales on best case worst case than any other clothes I have. Again, and so this is a big one. If you do not ask for the sale, you will not get it. That is a promise. Once you ask if you ask again, you'll increase the likelihood they buy now, there's a right way to do this in the wrong way to do this. If you just ask again when someone says no bad luck. If someone says no and you ask why and then you resolve the why then you ask again and that makes sense. So it says hey I can't make Tuesdays and you say no worries if we're able to do it on Thursday with that work for you and they say, yes, they say awesome. So you want to move forward you ask again, right? So all you're doing is resolved into concern there's terms in the industry called looping or you know obstacle overcomes, whatever whatever wording you want to use is that you resolve the concern and you ask again and you can do this literally and limited time. So as long as you resolve the concern and then you ask again, I mean lay a little tell you that like If it was either a Sunday sale because I usually had way less calls on Sundays or it was the last appointment of the day for me. She just knew that I would always close that sale because I would just have unlimited time because I was like I will just keep going and so I will ask again and again and again and I had I had a partner back in the day. I don't know if I like the visual but he's like he's like you're like a pitbull and someone's ankle. He's like you just will not fucking let them leave and I was like, it's because I think I think they need it they came in because they're trying to lose weight. We so weight loss. What's the problem? Like, we just have to figure it out and usually just like it's mounds of stuff you have to unpop of all these excuses of all the times that they've been unsuccessful in their lives. It's like they came in because they want to solve the problem and when they could confront it with the decision, they get freaked out again because they really have this past traumas of the things they've tried and then feeling like a failure and then they associate that failure with you in the moment. You're like, hey Susan calm down. We're just gonna have you eat some fucking chicken and walk a little bit. It's going to be okay. And so the best clothes are come from the frame of helping the Prospect and so I will tell you this right now the best salespeople care more about the prospect than they do. So who Ever cares the most about the prospect wins the sale and so they care more about themselves than they will win. Now, you're like, well, of course, they're gonna look care more about themselves. If you have more context than they do which you should because you know more about the product than they do you should be able to have the best perspective to say. No, I'm not going to let this guy's limiting beliefs get in the way because I really want to help him or really want to help her and I can see that today. It feels safe to retreat back to not taking action on this huge pain that they have but I can see how this is going to play out because I've seen 100 other people just like them walk out the door and I see him, you know a year later and they're the exact same position or worse and I don't want that for them. And so if you keep the human at the Forefront of your mind when you're making the sale, you'll never come across pushy because you could hear the intention they can hear the tonality in your voice about you actually just trying to help them. So when you ask for the sale again having key stories and metaphors that you can use to break beliefs is what allows you to then ask again and you can do that literally unlimited times as long as they have. Time and you have time and you address the problem. Now, if you don't address the problem and asked in the good annoyed, so you just want to make sure that you have an answer and you should have an answer because you've had this conversation before there's nothing they should be able to tell you that should surprise you if we zoom out we have a salesperson who has maximum hours maximum days. They have as many times slots per day filled up with the best prospects because they work them. Well, they have a plan before and after come prepared to the call and take notes and follow up with them bam fam the whole thing. And when they're on the call, they're completely present. They breed the script. They know how to handle obstacles. They have they have analogies and stories and metaphors memorized so they can help people overcome their issues. They stick to the script. They don't add to the script. They keep their work concision is tightest humanly possible. So they can maximize the number of sales. They have per day and Speaker 3 maximize Speaker 1 conversion rate of those sales fundamentally sales. By the way. I should have defined the earlier is in the likelihood that the prospect buys. It's all this. So everything has to do with sales like if you had the perfect sales process, it means you would account for every single variable that could ever happen to any human and you get 100% of people who go through this process to buy. That's what a perfect sales process would be and so it's a percentage conversion. That's all it is. And so with that we have maximum opportunities maximum percentage conversion. We have an amazing sales rep, but what if they can only do it for a day that gets into the third bucket, which is what I would consider meta skills, which is traits of the best Meta Skills salespeople. Speaker 1 The things that most salespeople struggle with are trait issues meaning they are on and in their off again, they're on and they're off again. They get motivated they get demotivated motivated demotivated. If you feel like this, then it's a skilled efficiency. You just don't know how to sustain performance for a long period of time and I promise you the difference in Champions that everyone else that they can sustain performance. It's not like I don't know if sales is for me. I don't know if I'm growing enough in my dude. Here's the clear deficiencies. You can't stay consistent. There's some growth that you can tackle right now being consistent another kind of met skill around this is enthusiasm. Like they're enthusiastic one week. They're not enthusiastic the next week being able to sustain and maintain a high level of enthusiasm for the role. And when you're on the call is a skill. It's a skill you whistle while you work you gotta learn how to do it. You gotta learn to like the stuff you don't love so you can do the thing you really love which is sales. The best salespeople kill for sport. So let me tell you this little analogy notice a little analogies. So I heard this from Mike Garcia and I just love this. He said there's three types of salespeople. There's dogs horses and tigers you say dogs, you got to feed them and if you don't feed them, they starve to death and you gotta you gotta give them all this attention. You gotta rub their belly every day at the moment you stop they die horses. They will Gallop as long as you keep with them. But the moment you stopping they just go down to a trot. He's like, but Tiger's he said a tiger can eat a full meal but then if a bunny walks across his line of vision will kill the bunny for sport. He's like you want tigers and I love that little analogy because the best sales people that I've ever met my life. They love sales. They love the thrill of the clothes of the hunt when I was selling weight loss. I would sometimes have homeless people and things like that. They would come in who would respond to my ads it would happen. Right? I had two ways to take it. I could try not take it seriously try and just like basically just get through the sales like move on with my life or I could see it is free practice. And what's crazy is the amount of times where I judge someone is poor and turned out that they just dressed different. I don't know anything about that. Was more times than I can count and a lot of them were like, hey, I appreciate you just like, you know, treat me well, I was like, of course I was like, this is a business. Your money spends the same and so you either practice the skill or you close either way you win. It's a lot like lifting weights where if you have your warm-up reps and they look different than your heavy reps. You're actually not practicing at all. So you're wasting all these opportunities that you could be practicing your skill sharpening the sword which is what we call it in the sales world. You could be sharpening a short, but you're actually making a dollar because you're practicing the wrong way. You're learning bad habits by not taking the sales. Seriously. So the best salespeople kill for sport. And so I had a I'll tell you Jacob story, which is my my young my young, you know started with me at like 15 now. He's been with me however, many years seven. He started as a low man on the totem pole. And so when we would have lesser qualified leads they handed all of them to Jacob. He's like, I'll be the garbage man. He's like, I'll take anybody's leads. He's like, I just want to get good. I just want to practice and so he's trying to take as many reps as you possibly could and guess what happened. He started taking more reps and everyone else did and guess what happened after that. He got better than other people did because he took more reps and he took every one of these as a fucking gift, which is what it is is that someone's going to give you the time to learn the skill of sales the business paid for that lead. Maybe it's less qualified. They paid for it just the same and you have the benefit of learning the amount of people who want to learn how to sell better in our unwilling to take quote unqualified leads is ridiculous to me. It's free practice with stakes and you still have the possibility of winning and closing a deal. Track data the best salespeople track data and so they're meticulous about the day of the track. And so let me explain this so you can judge and I've seen this across my portfolio the skill of any person in any Endeavor that they practice by the quantity and quality of the metrics they track and so if someone says, oh, I'm good at sales and be like cool tell me about the metrics you track now if they're like, oh just you know close right? It's like well, there's so many other metrics that you could track to understand how good you are at sales because the clothes rate is really just an outcome it gives, you know leading indicators it tells you nothing else, right? I want to know what percentage of leads your booking. I don't know what percentage of scheduled things are showing I want to know of show rate what percentage you offering of offer how many of your clothes in how many how many what's your average call to close? Are you doing one? Call two call 1.2 like what's your what's your average number? What's your average number of cash collected? Like there's so many other metrics that you can track to know how well you're doing as a salesperson Speaker 4 and Speaker 1 yes for everybody. Like shut this from the rooftops if you can get their schedule right up by 20% is just as good as getting their close rate up, right 20% And so there's so many other things in the funnel that the best salespeople know about closing about how to increase the total number of sales. They get by controlling all of the other variables that are under their control. Now the bad guys the dogs are like I only want these times and I want them to be spoon-fed to me and if I don't get them fed there and you don't pat me on the head, I'm going to starve to death and die, right that's what the dog's do. And if you've got sales people like that, they're dogs. I don't care how many how much experience they have their dogs right tigers are like I want to be available to kill whenever because I just love the hunt. I would do this for free. I'm just happy I get paid to do it pro tip. If you were somebody who's running a sales team, if you want to increase the clothes rates across the entire team even more give the best clothes the best leads and the way you do that is that you have to start by scoring your leads first, which means you actually have to track data so you can see these people have the highest likely to have closing when they have these three characteristics they Close their way higher percentage and then you give those leads to the best guys. So fundamentally you'd want the worst leads to the worst guy the best leads to go the best guy and everyone in between and so by doing that you actually match the org and so I actually had a Salesman that I knew who was the top sales rep for a timeshare business and it's exactly what you think. It was so it's a billion dollar plus company. This guy was making three million a year in commission selling time shares and I had dinner with them and I was like, what do you do, you know differently and he said, well, I won the sales competition and so I got one hour with the CEO and on that one hour with the CEO, which is the prize for winning. The sales competition sales people's number one. He said I just said if you give me the best leads instead of wasting them on these guys who are new he's like I will make you so much money. And so the guy experiments with his little Division and he 5x is income as sales guy and then they took it and they rolled it out Nationwide and they 5x the business. and so there's a huge opportunity in every business to give the best clothes closers the best leads because you make more money and what happens is is that the best guys will actually make more and more and more money which then creates a survivorship bias for new guys coming in. And so if you know the best guy Used to make 200,000 a year as the top closer, but now can make 800,000 a year the amount of salespeople that you will attract your opportunity will 10x now, even though the entry level guys now make less than they did before the opportunity just like the lottery the same reason people buy tickets is they assume that they're going to get there and so by having it this way you will have people come in willing to make less because they know that if they if they perform well, they'll go to the big leagues. Now the other benefit of this is that you train your new guys on the worst leads. So you lose the least money as a business, but they also develop their skills because they've got to learn how to Big borrowed steel and squeeze blood from the stones from the least qualified customers. And so when they get to somebody who's got a 700 credit score and actually has intent to buy they're like, oh my God, this is amazing because they practice on somebody who's like missing an arm and missing seven credit cards and they are in bankruptcy and they're actually in the middle of a divorce and the real name isn't Al. It's actually Larry and you know, it's complicated liquid right now. I'm between thing, you know, whatever right and they're closing those people for lunch money. And so when you learn how to do that when you get to like qualified prospects like oh my God, that's amazing. But at that point the business doesn't bear the cost the salesperson does so that they can develop their skills because just being real You're still paying them to learn? And I'd rather pay as little as I can so I can allocate the resources the best way possible in the business. My biggest pet peeve and the reverse of that is my favorite thing about the best salespeople is that they never blame circumstances. So whenever I have a salesperson is like the leads are bad or you know, these These people aren't a good fit or but just like whatever BS that they can come up with or like I don't like the commission structure. We should change like just focus on the things you can control right and the guys that I love the most never complain. They pick up the extra shifts. They call the leads the most they work them the most they're like, these leads are amazing. I'm so grateful to have these and be able to practice and get paid to do it. And there's a time and a place for giving feedback on stuff. Group calls not one of them. If you are one of these sales people you give it one-on-one with the managers a hey, by the way, I have noticed like some people on the phone just objectively like their credit scores are just consistently lower than they work a couple months ago. I don't know if we've changed anything on the marketing side. I'm going to lose the same. I love The Practice just thought might be you know, useful data for marketing, right? That's very different than like dude. These leads are shit. I'm not taking these calls, right? That's just a prima donna and I hate that and so again the worst the leads the better you get the flex your scale. And the best salespeople take 100% of the control and the best marketers take 100% of the control too. And so if everybody is taking absolute blame for every outcome. Guess what you win. We doubled one of our portfolio companies sales by tweaking several tiny things in the sales process and you can use all the same tactics in your business too enjoying three young Founders who are all sad because they were not making the amount of money that they wanted to make. The difference between a salesperson and a marketer So before I show you the data, let me explain what each of these terms actually mean. So show rate is the percentage of people who have an appointment who show up for their appointment. So in any business if you deal with people you will have sessions or appointments. Do you have a time slot that someone says they're going to show up right if it's a sales consultant than they are Prospect and they're going to show up to get sold. So if I have 100 people who have an appointment and 70 show up, that would be a 70% show rate. The second one here is offer rate, which we forgot to put in the rates and we just put that in for you. There we go offer rate, which is the percentage of people that we actually make an offer too. You might be like well, why would I not offer everybody? Well, not everyone's Qualified and so for example if I work with only gym owners and somebody comes on is like Oh, I'm a personal trainer. Well, you shouldn't be here. We had all these other things that said don't be here but you still came are you here? That means that you don't offer them anything and that's it. Now if 100% of people showed up show right you were able to offer to then that means that you're offering would be 100% And that is an indicator of the quality of the lead flow that you have. The third is close rate this depends on how you can track this. All right, so you can either do it based on percentage of people who show or you can do it on percentage of people who are offered. What I normally do is I'll just track both I'm going to guess that this one is off of operate because it's what we have here. It's good to have both stats here because let's say a Salesman wants to artificially increase his clothes rate. Well, then he will just say well I'm not going to offer anyone unless I know they're going to say yes, and so then they're closed rates high and then they'll show that there's a really low quality score. But if that salesman this is why having team stats is so important and individually is because if the team is all saying that they're offering 70 and one guy saying is off rates 30, but he has 100% closer and they all have 30% closed rights. We know where the data went and this is why having high quality data allows you to see what the problems. If I didn't have this percentage, then I wouldn't know it's because we have low quality leads or because my salesman suck this data allows me to identify the problem and then fix it. So the fourth set here is percentage of cash collected up front meaning if we're selling thousand dollar widgets and the average cash. We collect today is 500 dollars because people do payment plans then we would know our cash collected percentage would be 50% if I have a low closure but High cash collected percentage that would tell me a different story than a really high close rate and really low cash Collective percentage. I'd be like, oh, so they're just getting anyone to say yes and take 10 dollars down and if they can versus somebody saying we have a hard line and so it's really trying to find the magic between these two and saying, how can I get as many people say yes and get as much cash collected up front. The final one here is just unit sold and this is really just the output of these four. Well, if we multiply these things together how many we end up close it and that's the result so beforehand damn, We had a 49% show rate. So let's say we have 100 appointments. Now, we have 49 who actually show for their appointment and then of the 49 we're able to offer 83% of them beforehand. So 80% of that is 40 40 people now are getting offered out of our original 100 appointments of the people get offered 27% of them, which is 10 people roughly are actually buy in that closing percentage and then our cash collected from those 10 people is we're getting a little less than half of the cash that we closed down. Now, I gave you a hundred as a number but the actual number of units sold for this business in the prior month was 56 units. All right. So this is current state. If you don't know these numbers in your business, you should so that you can improve them. Let's say I invest in your business today. The first thing we're going to do is get the data so that we can see what Baseline is so we can see where the discrepancies are and where we think the biggest opportunities for improvement are and you're gonna have to wait till the end of the video. Problem #1 I'm going to show you what happened after so let's start with problem number one or opportunity for improvement. Number one. We had a low show rate as in based on Our benchmarks of 70% for any kind of appointment type business. We think that we should have at least 70 their Allen which is a company that I had all we did was show rates. We were doing 4,000 appointments a day. We experimented we had a machine learning team to think like what was the number of communications that we had to have with the prospect? What was the delay between responses that got the most people or the total number of exchanges how far apart were the exchanges there is lots of data that we were able to collect so their number was 49% of employment for showing up what we wanted them to be at was 70% This is our Benchmark where we'd say, okay. This isn't a problem anymore. Now do we want to improve things? Absolutely, but where are we going to allocate our effort at the constraint? This was a constraint now to give context here. This Delta is a 40% difference. 40% is a lot. Think about the S&P 500. They're like we try and grow 9% a year. It's like boom. I unlock that. I get 40% growth. I don't do anything else but for like four years in the S&P big wins, that's what we look for. Lots of things can affect show rate. By the way. The number one one that affects shirt is number of total times. I'd save available take that to the bank but one of the other ones is the targeting and the offer itself. So targeting is who's actually seeing this promotion if I'm targeting teenyboppers, for example, I might get people to schedule but then realize that they're not here for a laser hair removal appointment. So the targeting there would be off and so that would affect our show rate and that has nothing to do with our lead nurture sequence or our salesmen or anything like that. It's just the wrong people were seeing so that was issue number one for context for us. Just imagine that's underneath. It was 25 to 35 year olds who are gainfully employed in love their job and this when we came into look at it was actually targeting 18 to 24 year olds. The reason that this was far off for us, is that the ad objective I'm going to get a little bit tactical with you at acquisition is not comment. Code we have media buyers. We have Pros who do this for a living? And so when they zoomed in on how their media buyer was optimizing the traffic they were optimizing it's what a lot of people would initially think they should do which is optimizing for the lowest cost leads and the lowest cost of appointments. What we had to do was switched to optimize around cost per sale if we can optimize around who we actually sell to we will shift where the sales come from and just to give you how big of a problem this was. They had to cancel 75% of their appointments before the 49% show rate. The sales guys are spending most of the time just looking at their employment looking at the person canceling to get their 49% Right and that's about the closest thing to literally burning money. So the second big problem was multitasking and this really goes for any role but it's like sales driven roles. They had a setting team in a closing team and the Setters were both trying to call leads to get appointments and then also nurturing and doing the follow-up to remind them of the appointment and a similars that may sound in your mind. It's too completely different activities. You're banging phones calling people up you're in that flow and then you're like, oh wait Sarah has an appointment today. Let me go over mine Sarah. Going to show up and they're like wait. I'm calling and then he started like and you go back and forth, right? So they had three big issues. Number one is that they weren't double dialect, right which is one of the most common things that you can do by the way for doing phone calls because a lot of initial screens will stop the first call, but if you dial twice, you'll get through number two, is that the time to contact Was too slow so lead would come in and they would just like sit there for 30 minutes 60 minutes an hour two hours three hours, right and they weren't getting contacted. It's like what did this person do? They're like, oh I'd like to find out more information nothing and the third thing is that they didn't have the right time to set appointments and they weren't nurturing correctly. So we go same day next day. I'm just giving you some secrets and they didn't have morning of nurture meaning if you have an appointment today and you book this appointment three days ago. If I don't remind you that day that you have an appointment the likely that you show is lower. And so these are the problems that they have no double dial slow speed to contact and they didn't have any morning of nurture but wait, there's more the second problem. They have or opportunity for improvement was that they had a low close rate and this is based on our Benchmark. I would normally give you a kpi but it has so many different variables in terms of what percentage close right it is because if you're selling in person, for example for a low ticket thing you might be able to sell 80% plus of people walk in the door on the flip side if you're selling an investment opportunity over the phone on you know, first or second contact, you might So 5% but for this particular type of cell that they had which was a two call close for like I would say a mid-price consumer service in my opinion. They should have been about 40% So 40% is what I wanted them to be at and then current was 27% So this is where they were this where we wanted them to be and again for context here. This is about a 50% Improvement. So problem number one is that they had service level Discovery. If you're not familiar with that terminology in a sales script, there's different kind of phases that you go through in a conversation and the opening bar is often a little bit of Rapport. And then right after that you get into Discovery Discovery is where you're discovering what the problems that the person is going through you're trying to understand why they are where they are why they're on the phone with you why they decided to take time out of their day why this problem is important to them what they've tried in the past, etc. Etc. Right. This is the Discovery. This gives you all the ammunition that you're going to use at the end of the sale. So close it. So the way that they were doing it was simply saying how much money do you want to make just asking the one question which is the big obvious question its surface level, but the big thing that you always want to ask when you're selling is intention. Why do they want this? Like what changes as a result of this? How will your life look different? What can you not do now that you would be able to do as a result of this change? Who else in that in your life. Would that affect why does that matter to you? Right and so these are all why questions and it's just to dig up their intentions because if you can understand why someone's there it's much easier to get them to agree to getting them there. Right? But if you don't know that someone's trying to let's say replace their income versus quit their job versus just have side hustle money. Those are very different intentions if I want to talk to somebody I'm probably not going to be like this is gonna take a ton of time on the flip side. If someone's like I hate my job, I just want to do something. That's not this then I might talk about what the day-to-day looks like in this scenario and ask them if that sounds better to them if you think about sales process. What they were doing is they were asking questions that were here service level but this is where all the meat is and that's where all the money is is the questions that are below. The surface is understanding why someone's even doing this to be in with that Iceberg killer Iceberg. And so the second issue is that they had a lot of objections coming up on the call. I'll say objections but I also mean obstacles for those of you who are sales sales sensei's objections happen after you talk about the number of obstacles happen before you talk about the number if you come on the phone and I say hey, why are you here? And you're like, I just want to find out more information. That's actually an obstacle. Like you already have to confront that because like, you know, you're not helping on phone calls already trying to find information. We'll probably try to solve and then they're like well and then you get into it, right, but if you don't address it up front it'll blow up on you and the clothes so objections and obstacles is what they were encountering a lot of and part of that is because they're just discovering was wrong, right they were talking to service level. So then lots of shit was blowing up on them in the clothes common objections that happen after you present price is this is too much. I need to think about it. I have to talk to my spouse. I'm not sure if this is for me, I'd like to get more data. Can you send me a brochure? Like these are all just the make-believe things that people will say in order to not buy from you interestingly a lot of times. If you stay in the surface level, they'll even give you what we call Smoke screens. So basically like they'll just come up with a reason that they're not going to do it and it's not even the reason they just throw a smoke bomb up and they're like, I don't like English, you know walk away, right? There's nothing to do with it. They just want to get off the phone. So those are the two issues that we had on the sales and that was getting us to this 27% close rate and what this looks like is lots of argumentation and like hard closing and it's because the sales in positioned properly and they were basically talking at people and not listening if the salesperson is talking more than the prospect in your sales. Like these are likely issues that are coming up. I'm going to give you two examples real quick to show you how important delivery of a message is. So if I say I have to think about it and I say, oh like what are your main concerns or what are the main like? What are the main variables that you're considering? You're not thinking. Wow. This guy's a douchebag. I sound like I just genuinely want to know I call it childlike curiosity. I always cue it by tilting my head. Oh, what are the main things and I would increase my voice at the end there an improperly trained salesperson might be like well, what are the main concerns you have and all of this sounds like a very different thing. So they're saying the script but they're not but the prospect isn't hearing the same message and these are little details that actually make a huge difference in ultimately how you close. There's a lot of things in tone, but I'll just say one is how you raise or lower your voice and the second is where you choose to emphasize if I say, I didn't say he hit his wife if I say like that I have neutral Tone If I say, I didn't say hit his wife then it's like I'm not saying that I didn't say he hit his wife is now saying that like those were my words. I didn't say he hit his wife. He's the one to question. I didn't say he hit his wife means like he might have done something else, but he did something to his wife. I didn't say he hit his wife. It could have been somebody else's I didn't say his wife. It might have been his kid, right and so it's the same sentence but simply emphasizing different parts of it communicate different things and so the tone and emphasis create a altogether package how we communicate and for them their tonality was way off as a team because they were missing the first five minutes of Discovery and setting the frame properly and so I'll give you the last set of problems opportunities for improvement and then we'll dive into what we did to solve them and what Problem #3: Opportunity happened sales problem 3 opportunity. For improvement people in org structure issues. So issue number one is that CEO was the sales manager and that was because he was the best closer. He had a significantly higher close rate than the rest of the team, but he wasn't a very good sales manager, even though he was a good Closer by the way, that's one of the main issues that a lot of sales teams have they promote their best closer as a sales manager and oftentimes, those are two very different skills and we could see this because the churn on their sales team was through the roof just to be clear like they were a group of young Founders. It's not uncommon. It's actually probably very common because usually when you start a business learning how to promote and sell the product is usually the job of the founders. Like how do I get people to want to buy the thing and so they end up getting the most reps early on and also understanding the prospect better than just about anyone and so one of the big things as a little mini sales lesson today is that companies will over educate on the product and under educate on the prospect. The person that you should be educating yourself on is who were talking to more than what we're selling because for me if I know someone deep in their core what their intentions are I can tell him anything. I know someone inside and out and then someone says sell this thing and I know nothing about it. I could probably get them to buy on the flip side. I know everything about this thing and I don't know who I'm talking to talk to a child a man a woman old young different language. And so a lot of people talk like hey sell me this pen when in reality, what we want to do is like talk to John the majority of good sales trainers who try to do that gimmick. What they want the person to do is ask them a question. It actually has nothing to do with the pain and so they say sell me this pen. What you do is you take the pen and you put it in your pocket and you say how is it going? Well brought you in today, right? Because I got to go from where they're at to wanting a pen. I'm not going to just be like, hey buy this pen give me money. Like it doesn't work that way, but that's salesman do so the second issue was the setting team expectations one of the benefits of working with someone who has more experience is that we know what the benchmarks should be. And so a lot of times we can reset someone's minimum standard and they're like, well, they're setting two a day and we're like, they should all be minimum setting three and that's sounds tiny. But again two to three is a 50% increase in sets and that's across the whole team. So that means a lot of productivity, but if you set the bar low people will just naturally shrink down to that level. All right, so you understand the problems and here is the data. This is before it Aloha rate issue. They low close rate multiplication around that and they people in organizational issues. Don't you pause real quick in the video in the comments should be like, what would you do? How would you attack these issue if this was your business and then I'll tell you what we did. Now there's two elements of solutions element 1 is what would you do to attempt to solve the problem? And the second is which one do we do? And what order the third problem? That was actually the first thing we decided to fix we said we hired a sales director. The reason for that is because the CEO was overly involved. He was micromanaging. He wasn't a good manager and he also wasn't doing CEO stuff. And so we had to hire an experienced sales director who in this instance had been a sales trainer for similar type of sale in a consumer good this guy ended up being exceptional and being able to implement the rest of the changes that we outlined. So this was in terms of order of importance. I think if we hadn't done this in a tried to do the rest of them, it would have fallen flat. This is like one of the most common errors that business owners and Founders make is that they see the what and not the who or they focus on the how and not The Who and if you have the same problem that is recurred multiple quarters in a row in the same Department underneath of the same who it might not be a what issue. It might be a who is issue. One of the reasons having experience is helpful is because you know what, it looks like when it's right. Some of the biggest costs in the business are hiring incorrectly. You waste the I'm trying to find them you waste the time onboarding them and training them and then you waste the time of all the time. It takes you to figure out that they're not the right fit and all the loss growth that you would have had to then start that process over again, that's tough. But a lot of businesses have to do with that which is why picking Personnel is so important with this instance. We looked at culture fit which is like do we think that this outfit in which we usually the founders picked that part out like hey this guy fit in cool and then we're going to hardcore drill on usually experience and tactical knowledge. And so we have such a matter of experts at holdco media buying cro experts sales experts find it whatever and we will then do taxable interviews. We talked about earlier. You can know that someone is good on the quality and quantity of the data that they collect I would ask somebody what data do you plan on collecting and how would you plan on fixing those things based on how big they are and how high level they go in terms of their Solutions. It'll tell you how new wants they can be in their thinking and ultimately executing. So Solutions sales director specifically in my experience when I have guys who are like, I just want to build up people. I want to give these guys skills and they Speaker 3 marry Speaker 1 that with Like in these are the metrics that I tracked to know X Y and Z that's a good sales director. The next thing we decided to solve boom was fixing the ad targeting. Fixing Ad Targeting And the reason we did this sales director first was because we're like, well, how do we know if anything else is going to happen afterwards if we fix this so what we ended up doing here? It turns out is that we also had another Personnel issue the media buyer. I was asleep at the wheel they were optimizing around the wrong stuff. They were trying to split their attention and start their own side hustle. It was clear that they were negligent. They actually were doing the right thing and then they stopped doing the right thing and it was clear that that type of behavior. The founders felt was not going to correct itself. Did they let go of that person hired a new person and boom fix the ad targeting problem. We were back to 25 to 35 real people who love their job. What did we fix next? Oh reduced the sales team what and we reset expectations for the setting team. What we looked at is sales team utilization if we know that guys can take 10 sales a day and they're actually only taking four. Then we have too many salespeople in this instance. It gives you an opportunity to cut the fat for like better term and reward the people who are actually doing their jobs and closing. Well if you The lowest percentage of the team and you have utilization like you have space you lose the lowest closing percentage people and you gain more closest just by Shifting the closing rate overall of the team when you make those changes in my experience salespeople get into a rhythm. If you don't take enough sales calls, you're too desperate to close the deal and then you start being too hard and not listening enough because it's about you not them when salespeople have more and more consults. They sell from the back of their heel. They're open-minded. They're asking questions. They're feeling good and they get in a rhythm the setting team we both downsize and increased expectations. How are these sales increase by having fewer people we had better people that's how and that also helps recreate the culture of the team so that we can have a new standard set of high performers because there's nothing that demonstrates a high performer like a look forward who's still on the team and so we went from two to four in terms of our expectation per day for the team in terms of sets salesfix numero cuatro. I'm missing all my columns up now you have to deal with it. We promoted one Setter to lead nurture. Specialist I was saying earlier that they were multitasking, right so they're doing some setting and they're doing some lead nurture and that gets really hard for a team of six guys to split those things. We took one of the Setters who was really good and made that person the lead nurture specialist who acted as the bridge for both the setting team and the closing team basically coordinate and remind the people of their appointments and we equipped that leadership specialist with one of our checklist for what that role needs to do to get the most people to show up and I'm not going to give you all because the long checklist I'll give you two quick examples. One of them is doing a three-way intro once you have the setup appointment between the setter and the closer and doing it via iPhone if you can because now you have a known person and an unknown person and a person that Bridges the two they might know show on Johnny over here, but not on the guy that they just spoke with and so the idea is how can I bridge that Gap and kind of make these Association for them add some trust. The other thing is that the closer's morning up would remind them with either a voice memo or a video text personalized to them. Like hey John really excited for our apartment today. I saw your profile XYZ personalized to you really pumped for I think we might help you out. Optimizing Sales Scripts So that's just a Of the things that we have on that list that we had them Implement in all due consistently and sales team fixed number five. Boom is we optimize the sales scripts I said earlier that the discovery was two service levels. So we rescripted this discovery made sure we were asking deeper more meaningful questions and a part of that is also bringing some of the objections to the front. It's much easier and this is the this is the terminology that our team uses which is killing zombies, right? It's a lot easier to kill a zombie when it's far away than when it's on top of you if somebody's trying to bring up a zombie in the clothes another way of saying it is like you want to Defuse The Bomb before it goes off in the closing your face. So we saw the problem before we bring it up. Now. This is actually something that we added to this part of the script which is prior to the appointment we say hey, is there anyone else who'd be required to make a decision about this thing? If they say yes, then you say cool. Well, let's push back the appointment. Let's get that person on that way. You have all the decision makers presents. So these are just little things but like little 1% improvements over and over and over again is what yield these 50% boosts and the third main change we did was that we drilled the team on looping and looping is just a sales. Terminology for basically when you encounter an objection handling the objection and then asking again handle the objection ask again, right because a lot of salespeople are afraid to ask if someone says no and they don't want to ask again, right and I can tell you this is that the number of sales you make is direct proportional how many times you ask there's ways to do it wrong and there's ways to do it, right the idea is that you should be able to resolve the concern right? So if someone says I need to think about it and you say well, what are your main concerns and they say well it seems really complicated you say. Oh what parts specifically feels more complicated. They're like, it's the whole Tech thing. We're like, oh we all have a vendor that can actually fill that in I think it's a couple bucks extra but like we can just handle that for you. Does that solve the problem and they're like, oh, okay. So you guys you guys just handed that one part of it like yeah, we have that part of it before you cool. Now, this is where the salesman says great. You want to move forward give your idea on you. Hey, well card you like you can just make the ass right after that. And so then at that point you might say ready to move forward then and they might say this feels like a fast decision. It's like, oh what makes it fast how long you've been thinking about this? They're like, well, I mean, I just met you and you say well How long have you wanted to solve this problem? And then they would say well, I mean a long time. It's like well, then it doesn't sound like a fast decision at all. If it sounds like you've already made this digital a long time ago when he wanted to change now, we're just acting on it. So now do you want to move forward right? He's looping and continue to resolve the concern ask again resolve the concern and ask you get drum roll, please. The real world data What happened in the real world? So let's go to the data. All right. So in our first column we had 49% show rates after we implemented salesfix 2 fixing the ad targeting salesfix 4 promoted one lead Center to lead nurture specialist and salesfix 3 reduced the team size and reset expectations survey says Get a 70% boost which is almost exactly the kpi and that's because when you do things that work they work so that was a 40% Improvement in sales and to be clear. This is just over two months. All right, so some of these changes can happen real quick. If you know what you're doing. The second change we have is our offer rate. And so here's what happened survey says 80% We actually offer just about the same amount of people realistically what they were doing is offering people who won't qualify because it's a sales team wanted to eat and I get that like there's a human component here. They were offering people. We're not qualified the deal because they need to commission's right, which is what we were trying to fix with the Target close rates. We went from 27% and 60 days later. We were at 41% so 1% above our Benchmark. All right. This is a 50 percent Improvement in sales. So 40 and 50 because I am next up. We have percentage of cash Collective a really good metric for knowing how strong the sales team is. This is especially important for that early Discovery portion and how good they are at looping and closing because the deeper you get the discovery the the more convicted the buyer will be about the solution and the more likely they are to pay up front as a measure of their conviction in the solution to survey says we went from 47 to 82 percent. So we almost doubled the amount of cash that we were collecting up front per sale in 60 days. We had a 40% Improvement. We had a 50% Improvement and we had a almost doubling of cash Collective. So if we almost doubled the amount of sales that happened and we almost doubled the cash up front collected. What do we do to the cash for the business for extended much more enticing after we added all these four changes together and we waited 60 days what happened survey says We go for 56 to 93 sales a month. And that was just from a few of these fixes on one particular part of the organization. I taught 116 sales professionals my closing framework and after implementing it they increase how much they closed. Enjoy Speaker 3 Alex Becker. Who's the who's the founder of that clued me in recently to something. He's like dude, you're you're always is insane because he can see everyone's Revenue in their ad spend. It was like what do you mean? He's like you have the highest return on ad spend if everyone in the entire platform by like a mile and I didn't really ever think about it. But our lifetime return on Advertising is 36 to 1. So to do over, you know 100 now, you know five or 10 million whatever right now. We've spent just under three million dollars in advertising. And so there's a lot of other pieces to you know, making more but just for everyone on this call. We're talking specifically about sales, correct? Yes. Yeah. Yeah, not 9% of these guys are closers and they're getting close to a couple people are sorting like a closer agency where they partner but not like you and they're like, hey, let's do like a little JB deal I Slammer deals. Okay, sweet. Well, then why don't I so what I'm going to do is because I do have a presentation which is just how I think about sales and I have the third part of the prostitution about scaling sales teams. How to scale sales teams Does anyone here have multiple closures to work for them? Or is most people just closing on your own right now. You guys got to talk without you. Don't buy the chat. I can't see the chat. We're working towards that Alex. Okay. So how about this? I'll give you the things that so Russell when I first met him was like dude. How did you learn how to sell so well and it was because I looked at my CRM and I'd done 4,000 sales one-on-one in Fitness. And so That's a lot of reps. You know, I was taking 20 consoles a day for like four years. And so that's in person face-to-face. My team would double the triple booked me every 30 minutes and I just sold the same thing over and over again. And because I was really good at sales. I ended up not hiring a ton of sales people and I would actually have my manager set up appointments for me all at one location. So I had six gyms. And so I would go there they'd stack up an entire day. I mowed down a whole day go to a different gym and they'd been stacking all the appointments and I'd go down and so usually I do 20 to 25 a day and you just get you know, you just get these reps in of reading people gauging tonality and seeing where you need to lean in and where you need to lean back and so, you know over time and then started training salespeople and sales managers. I had a remote sales team. We fought we'd fly out and do turn arounds like in person so I had eight guys we'd fly out to eight facilities every month and we turn these facilities around because I know Mike you're in the Fitness World before this. And then I brought that sales team in-house and they started doing phone sales for high ticket. So I've had I've had in-person phone High ticket low ticket. We've kind of done a lot of those things. I trained mortgage leads teams. So kind of the whole Gambit and there's definitely some things that I've seen, you know, I've brought every sales product on the market about Grant stuff but Belfort stuff and I think there's a lot of Merit and there's a lot of good stuff out there. But in my experience Simplicity is what scales and so I'll give you if you're okay with it. The Keys to Scaling I'll give you the few things. That I have implemented consistently within my companies that have generated outside returns. Is that cool? All Speaker 1 right. So Speaker 3 what I'm going to All right full Jam. So as I said Simplicity, right? I'm the world's best graphic designer as you can see here. So I'm trying to show that the real Keys of the Kingdom. So everybody here everybody here selling expensive stuff. Is that most people on this call? Yes. Everybody's taking Alex there. All right, everyone still see me. and the screen Yep. All right, Rock and Roll All right, so I'm guessing this guy's in your first rodeo. Not your first presentation for the sexy headliner big promise. And so if you have failed for you guys to grow your thing in the past. I promise you it's not your fault lots of information very confusing and you can sometimes be inundated with lots of different salespeople's information. You've got Mike here who's a gem and knows his shit and you guys are lucky to have him but in this presentation, I will put some of those fears to rest of like what if I'm never what if I never make it what I've never turn this corner and become the salesperson. I want what if I never hit the 100 Grand a year. What if I never hit 100 Grand a month or whatever. I don't hit the million a month goal that I have and then what does that what does that mean about me? Right? If you've ever thought those things like I can tell you I did too right after the instance that I had Mike with that individual and that individual drained my entire bank account and then sent it to their girlfriend in Sweden and Then followed bankruptcy after that happened. I had 1200 dollars because I had sold all my gyms and put my money into that account. So I started at zero which I'm very grateful. For because it gave me the experience that I have now. And so what I'm going to show you is that you can have a simple sales process that can yield outside's returns. A lot of people like to make this fancy because it makes it easier to sell stuff to people about selling but these are the things that I have seen that I've unlocked the growth for us because I don't think I'm the best marketer out there. I think we've simply attached a phone to a funnel and we've been very efficient at it and so as a result of that I've always been able to make more per customer than anyone else because of how efficient we are at the conversion process. All right, and so that's what we're here for. How to scale a team to a million a month So I want to show you exactly step by step our process for selling. All right, and so there should be two types of people here. Some of you guys who are under 100,000 dollars a month and I'll show you how to never compete on price again. All right, and if you guys are over 100,000 dollars a month, I'll show you exactly what we did to scale a team to get to a million a month and Beyond is that cool because if you're under 100, it's just you right if you're over 100 you need people. All right, so it's kind of kind of be like the actual selling itself and then the scaling of the sales. All right, so that's kind of the goal for the 60 minutes. I'll probably be able to get it done in 40 ish. I'll talk fast so we can have some time. All right, everyone can just listen fast. Is that all right fortunate? Yeah. Now we're at 105 or 110 or whatever. It is in selling stuff, which is been cool. It's been cooler. We've been able to donate to causes you guys don't know my story, but I had I had a gym teacher after school who stayed with me. He didn't have to he didn't know me for money buddy, and he worked out with me for an entire year and taught me how to work out because I was like really insecure kid and as a result of that I got into fitness. and so I feel like it's all over opportunity because a lot of you guys are on here like we're already in the top 1% in the world, you know, I mean like we're bitching about not making 100 Grand a month like fuck you you internet really And so it's been a great coverage to be able to give back and we've donated 1.4 million just in the last three years actually 1.7. Now I have to update that. But anyways, just to cause us that we that we care about and so for us it's it's kids being able to have the opportunity that we had. All right, and if you guys are in the fitness industry Arnold was my heroes. The reason I quit my job and I've been able to you know grow a friendship with him, which is been awesome. And we've had you know over 1,000 clients hit 100,000 a year using the sales framework. I'm going to show you. All right. So like you can imagine that these people are not maybe as good as you are you can imagine that somebody in that thousand is probably not as naturally talented, right? So the process works. Okay, and we've got a lot of people over seven figures now, but it wasn't that way right? So this is me when I started my first gym I slept on the floor. I had five thousand dollars total my rent was 5000 dollars. And so I had one month that I had to learn how to make money and I built a funnel because I learned this from the internet and I was actually I said this picture to my dad because I was so excited. I was so proud of this picture because I sold that many People in the first in the first two weeks for free and things started to grow right? I might that was my one of my jams. I had nine employees. I felt like a badass, you know, my dad finally told me thought I you know wasn't a schmuck for you know, being an idiot and getting into fitness. I thought I was figuring things out and all of a sudden Facebook slap happened. This is years ago and there's been many slaps Facebook just kind of kind of has its its bitch hand proverbially swinging back and forth. But you know, we got slapped and overnight. My lead cost went up five x right and so my my money my money making rain turned into a desert And the thing was my marketing was losing money every day. And I like to think about was letting my dad down more realistically having my dad be right. I'm gonna I'm gonna all right cool. And so the question I asked myself was like, how can I forward to get more leads? Right? And so I called my friends up and he had a he was a brick-and-mortar gym owner and he told me that things were going great for him. And I was like, what the hell dude. What do you what are you doing? He was like dude. We just we just attached a phone to the funnel and it's like no shit. He's like we're selling expensive stuff on the front end now instead of selling trials. I was like, well, that's cool. I'll do that. And so we went from losing two and a half two to one to making 10 to 1 return on the front end right what that meant for my business is I went from being able to break even at ten dollars a lead to me able to spend up 100 dollars a lead and still make money which is crazy. Right? And so then things started to grow again for me and then we you know, open location after location and things grow and I met this guy and I was I was I met I joined his Mastermind I was trying to I told him I wanted to create a nationwide Jim Jim change and he said you should teach other people how you do what you do and not grow that chain and I was like, well you make more money than me. So, okay, I'll listen and so then I started making our doing our Marketing System Mike. This is by the way. At that guy's Jim 191 signups in 19 days. And that was the stack of contracts. Some of you guys may have seen this. It was like the most run ad for like a year and a half but we did 100,000 dollars in 19 days in sales like in the get-up, right? So these are the three Frameworks. So I sped through that because we already covered a little bit of my story early, so I want to get through it. The 3 Frames to Scale And these are the three frames that I kind of discovered to scale High ticket. All right, and it'll take if you're if you're partnering someone with someone then it'll help take their losing funnels and turn them into cash machines. And I mean that genuinely all right. So the freeform works that I do is one is the closure framework. These are the questions that get prospects to say. Yes. All right, so adding this to any kind of any funnel process is going to instantly make it more profitable. All right, I'm gonna walk through the questions that we ask and specifically what only three things that you can say on a sales call period it's a number one mistake that all the sales guys that even my guys make and I have to remind them up. All right, the second thing is a conviction framework. So anyone who believes can outperform a seasoned sales rep by simply when to control their tone. All right, so some of you guys right now, can I get a hand? I'm gonna share my screen real quick. Can I get hands on the screen of who here is newer to this? In order to high ticket sales. Okay, great. Perfect. Then this is for you. I'm going to show you how you can beat. The best sales reps. All right, and this is how I never ever hire season to close just FYI know it's like we're gonna straighten myself people so I don't Um, but I'm going to show you how you can beat season prep seasoned Pros. All right, which if I can find my presentation, there we go. By learning control your tone. And the last one is scaling. So for all you guys who are over 100,000 dollars a month and need to scale a team. I'm going to show you how to duplicate the skill in other people. All right, because it's one level of the skill is learning to sell another level of the skill is teaching to sell. And it's a more valuable skill. So if you can duplicate your skill in someone else that is how you can make 10 times 100 times more money because it's no longer. You're no longer constrained by your time. All right. So let's rock and roll close your framework. So after pouring over like 100 of scripts like I mean it 100s of scripts, I realize that there was always like these minor differences in wording. But I've hit these kind of main Milestones along the way I ended up closing the sale, right? And the nice thing is that this process works for b2c and B2B. So I don't know what stuff you're selling but it works for both in a work for 500 dollars tickets as much as 100,000 dollars tickets. The process is the same. All right, and the way I teach myself teams and now thousands of clients is This Acronym right and like even when I'm thinking through sales calls we use we're like closer see right l so the C is clarify why the person is on the phone with you? All right. That's the objective. Why are you here? Why did you take the time to take the call? What's the problem right? What are we trying to solve here? After that, they were like got it. So what I'm hearing is you're struggling with this does that sound about right? I'm going to label you with a problem. After that, we overview their past pain, so it's like, okay. So you have this problem. I can't be the first verse you've talked to you about this. Tell me a little bit about what you've done so far to try to try and get past this tell me more about that how that work out for you. Okay, understood. After that, it's like okay so here and all these things. This is where you hear. This is what you're trying to get. This is what you've tried and has it worked. Okay. Well, can I tell you about how I think we might be able to solve your problem. This is where we sell the vacation, right? And then finally step before finally we explained away their concerns. This is where we tell about the program and they were like you want to do it they say yes or no if they say no. No, then we explain away their concerns they say yes, and then once they say, yes, we reinforce the decision. And this last are here is a point that I added years later because we realized that the sale The sale just continues throughout the entire customer relationship, right? And so for you guys, if you're dealing with clients who you're selling for, you have to also sell them on continuously selling right? You might have closed the car or closed the first payment but they're onboarding experience. They got to close them again. And then after that when they have their first week check-in call, they got to get closed again because we have to consistently sell them on why they should do anything. Why should they not just watch Netflix? Why should they why should they take action? Why should they have the discomfort of getting you know smacked on the phone by a stranger? Right? Why should they why should they feel the sting of failure? We have to sell them consistently to help them overcome their pains, right? And so I'll show you some of these more closely so clarifying why they're there right? It's like what means you come in today? What made you reach out? What's your goal right now? Why is that important to you? Right? Okay helping me understand. What do we do here? Right. This is one where someone in the beginning like you have to hit this because there's someone says like, you know, I just wanted to find out more information. You're like cool, but why like, what did you want the information to solve? What was the like, I'm sure you don't just go around collecting information on all day. Right? Like there's something you're trying to get out of this. What's the problem? And then they and then you get what you need and you're like God got it. Okay, so just so I'm hearing you right? It sounds like this is your goal. Correct? Then they acknowledge. They have a problem. This is important because they have to say it. They have to own it. I can't cure cancer. And so you admit that you have it right? We gotta give it to you before we can carry it. After that, we overview the past, right? So it's like what have you tried so far to accomplish this? How long did you do it for? How long ago how did that work for you? What else? Have you tried? We called this the pain cycle, right? We consistently do this over and over again. So we've exhausted all options right at that point. We have tons of ammo that we can use later in the closed. I'm sure you're aware of right and the big piece here is we explain how it's not their fault because if they had this missing piece or two of the equation they were halfway there. They were three quarters the way there they were just missing this one piece, which we're going to provide for them. All right, and the nice thing is just for most of you. Hopefully you're selling it a holistic solution, right? So, for example, I'm going to use a fitness example because Mike's from from that background too. If someone came in and said workouts in the past, I'm gonna be like, I'm not telling you don't they don't need to work out. It's great. But you also need the nutrition in the accountability, right you need nutrition. Make sure they stop eating because if you just start working on eating Donuts is not gonna work, right? Of course now if I meet you the best player in the world, but you don't follow it's not gonna work either. That's why you need to accountability. That's what I'm here for and so from that point that's kind of how you can naturally transition. So it's like I'm here in these things. This is what you're missing. Will you wanna hear how the program works? Because I think we might be able to solve that for it. They'll say yes. All right. The 3 things that make clients successful So what we've seen is that there's three things that make clients successful, right? And at this point this is my belief is that three things has been you know, unequivocal in most pitches is that I think it's human brain is that you can't take more than three, but typically it's like three pillars to the to the stool or three, you know finish your student accountability. If I was selling leads, I'd want them to be, you know, timely, you know qualified and you know, exclusive right? So it'll be three elements to make with what makes a good lead, right? There's always three that you can usually find when you're selling a solution and most times not most times every time. If you're on the phone with the prospect, you always have the upper hand because they have admitted at the beginning of this phone call that they have a problem. They have not solved it. And so inherently they're going to be missing one of the keys. They cannot have them all or they would not be on the phone. So you have you you earn it in an unusable situation unless you choose to lose it right unless you choose to lose the frame and so in this instance, it is been my experience that we use stories short anecdotal stories to break the belief of the prospect around a topic. What's important here is that we don't get into. Jargon, right? We don't get into technobabble and talk about the program and the modules and the things they're going to do because all of that sounds like work, And that's not what they're there for they're there for a result. Right? And so instead I would say something like with the finisher accountability like I said earlier, so if I was trying to explain accountability, but like listen, you don't have accountability. When you were a kid you ever like have your parents tell you to brush your teeth? They were like, yeah, like, you know, you're like I don't want to I don't want to and they would tell you I don't know you got to go brush teeth and you go you brush your teeth. You suck back to bed and next night. You do the same thing. They say brush teeth you go brush teeth go back to bed. But you're an adult now right you brush your teeth. They're like, yeah, and that's because you had external accountability that turned into an internal habit, right? And that's what we're going to do for you here, right? So I didn't tell them about fucking the coaching call that they're going to have and the post that they're going to have and the blah blah we told them is the result of that would give them an anecdotal story that made sense to them or that's probably a really cute one. I just want to drive home here is that when you have your pitch part, it shouldn't be longer than three minutes like tops because no one really gives a shit and at the end of the day the reason they're going to buy is going to be because of how understood they feel. So how much when you went through that overview of the pain you were able to restate back to them accurately exactly how they felt and the struggles they are experiencing which is why you need to shut the fuk up when they're talking. Right. And so there's only three things that are ever said on a sales call to you guys know what they are. There's only three things that ever come out of your mouth. questions restatements and anecdotal stories, which is the story that I just referenced the three stories that we you will use to break a belief. That's it. So this that's how you saw them the vacation is you have these little sound bites, right? I'll give you another example. So if I was doing I was doing food, right? I'm like listen three parts the program finished your accountability. So nutrition wise. you've got to eat stuff that's going to make you lose weight. Can we agree on that? Yes. Okay cool. But the problem is you don't want to do that, right? That's what we're here. Right, right. Okay. So let me ask you a question. When do you feel like what's your favorite TV show they're going to be like Whatever Game of Thrones you're like, okay Game of Thrones. Do you feel like you need to get like motivated to watch Game of Thrones like man. I was trying to watch it tonight, but I just couldn't you know, I just I got really busy and I just couldn't sit down on the couch and turn the TV on I couldn't do it, right of course not because you look forward to it because you wanted to do it and the key that we're going to do here is we're gonna get you to look forward to the foods that you're eating because if you look forward to you don't need to be motivated because you do it on your own because you like it. So it makes sense. Right. So what I didn't talk about the macros and the carb cycling and the intermittent fasting and the calorie counting and the blah blah blah because the end of the day that does not matter what they want is for them to solve the problem and have it be paying free. Right and that's what we're explaining to them. So that's selling the vacation. Right? And this is saying that I've used for a long time which is celebration not the plane, right? And so this is what everyone else talks about. Speaker 1 They're Speaker 3 like, sir for us to get you these results. You're going to have to take your pants off. You're gonna have to jump through this Loop, you're gonna have to go through the TSA the airport lines pack your suitcases. Take your shoes off do the layovers connect your flights have a person farting next you. Don't worry. They don't have covid you'll have turbines probably on the plane then as soon as you're out you think you're done you still have to wait to get them. They probably lost your back, right and in our world, it's your modules your meal plan your macro work out your support team your URLs your domains your funnels your targeting your ads and the other shit that doesn't matter, right but instead they want you sell now Final Destination, you always tell the same thing because the difference is Only the level of service and how they want to get there right if you have multiple levels of service. So do they want to swim to Maui to where they're trying to go? They're sharks and you can drown or get robbed right like this chick crazy. Do they want to take a boat's amount? It'll take a little longer but there's no shark attacks, but there's still no Wi-Fi and you're kind of you know in the sun do one take a normal flight to Maui get there a little faster still smells bad as security bad food, but you're gonna get there. We're gonna take a private jets amount right direct non-stop champagne on the plane suitcases packed when you arrive, right? And so that's the selling piece. He is explaining way they're concerns. And so these are the questions that sound like so there's I'm sure Mike is already taught you a lot of the the obstacle overcome Concepts, right? So fundamentally, there's three big ones right price and rather than teach you like the the drilling of the obstacles. I told you there's two things you need to memorize one of them are the stories the second or the obstacle overcomes. All right, because those are the things that you're in the Red Zone like that's not where you start thinking about what you're going to say. All right. So the two things that you need to memorize the salesperson are the stories about what you sell. And the obstacles that you're going to encounter when you're in the red zone. The questions on the front end you need to know the Milestones. You need to hit in order to move forward. And this is one of the big mistakes. I'm sure Mike talks about a lot which is you need to sit in the pain. If someone does not clarify why they need a solution you do not ask for the sale if we just say hey, you know, what brought to you here today? I just want to find out more information Okay, cool. So, you know, let me tell you about the program like that's not we didn't get the fucking like we don't know why they're there. We don't know what their goals are like one of the things drives nuts about my team sometimes I'm like, dude. We're eight minutes in the conversation. I don't know how many clients they have. I don't know what the revenue is. I don't know what their profit is. I don't know what their biggest pain and struggle was right now. I'm like, what are you doing? I'm like, you just told them they're like, oh Jim, which is 100 million dollar company. I'm like, they don't give a shit. But they do my sales guys because they get their egos puffed up. Right, but has nothing to do with the prospect. They do not care right? They only care about them. So, alright you alright. Everyone talks way too much about the product. And so when you're training sales people you don't train them on the product you train them on the prospect. The product doesn't matter. I mean it matters obviously from like how you're going to make money because you have to do a good job because I'm going to get that in the second point but in terms of when you are selling and training someone if you guys know someone or know a specific literally well, then you will know their pains and if you have a new salesperson, you hear them say shit and you're like, that's not what he thinks. What is he doing? He might know the product perfectly, but he just said that the guy's problem was not the problem. And so then it doesn't matter what the product is because he doesn't feel like it's for him even though it's totally for him, but you just miss articulated the problem. That's where the clearly has to happen. If you nail that the rest of the pitch is easy. All right. And so the key here is relying on past agreements that have already been made. So this person with their partner with their spouse with their business, you know, whatever has art that person knows that there's a problem and they also don't approve of that problem. So why would they be in any way again remitting a problem that they already don't approve of Right, and then finally, we always tack on sometimes it's better ask for forgiveness than permission, right? Haha. Depends on the ticket sale, right, but you can get those in right and then obviously last last case here is you just do a delayed closed and say let's get your card down. We could put it down payment. We pay the rest on Friday and if between now and then, you know, your partner comes back and says, no man, I want to be poor. I want to keep struggling and like I want to never make money and like continue to do this for the rest of our lives and I'll actually tear up the contract. Don't worry about it, right? Finally, you've got stalls right? I need to think about it. So these are because people don't people are afraid of making mistakes, right people are afraid of making mistakes and because of that they don't like making decisions because it's easier to let life make the decision for you. And so they like doing it that way because they feel like it's not their fault, right? And so I mean a great obstacle for this is what's your main concern, which is usually my number one thing I go to and so when someone's like I'm gonna need to think about it's like totally which I mean concern right? Let's think about it together, right and so fundamentally, these are the things that they need to know. Do you feel like what we're doing can meet your needs and solve the problem? Yes or no? Yes. Do you want to work with us as a company? Do you like our values? Do you like what we stand for? Do you believe what we believe about the world? Yes. Do you have access to funds or know someone who does yes? Well, then let's rock and roll because those are the only thing we know to me debate the decision right? Do you like the product do you like us? And do you have the money to do it? That's it simple as that? All right. And so when we walk through those if you encounter these situations, obviously, there's you know, if you're going to do it now sooner or later you might as well like there's plenty of things to say, but I think it's more important on the theory behind why someone has this objection, right? They have an objection around price because they don't see the value because you didn't articulate it. They have an objective decision maker usually because you fuck something up early in the sale, but at this point you're in the red zone so you got to deal with it. So you rely on past agreements if they come with a stall then you help them confront a decision and make a logical choice and teach them how to make a decision that in that moment. Just like what do you most afraid of happening I'm afraid you just you're afraid of me taking the money right just taking your money and you getting nothing right again. Well, let me tell you how that's not going to happen. Right you can bring their concerns. All right, and then finally they say yes and you're like awesome and this is where if you're selling for someone else get them to send a personalized video. Like hey Johnny saw you just signed up with us today. Super pumped to have you you're going to be meeting with Heather tomorrow. She's gonna get you kicked off. You should in the mail get a special gift. So keep a lookout for that and then, you know send a handwritten card. If someone just bought a really expensive thing people are making their decision about whether they believe in you as a company within the first 48 hours after the sale. They make a decision of whether or not they're going to be with you in the long term or how they're treated in the first 48 hours after they give you so it's critical and it's usually in that point that people fuk up and just ignore them. The framework for a successful sales pitch Framework too and you know Mike I can stop I'll just do framework too and then we can do the Q&A because if I don't have time to scale the sales teams, I can hit on the points later. So this is a big one for everyone who is who's newer to sales. All right if you believe You can outperform the season sales rep by learning control your tone. All right, and so I reworked all of our scripts into the closure framework and the thing is is immediately some people were crushing it right While others were still not selling shit and I was like what the fuck right and so I talked to my friends and they were like, dude you should read this book by Jordan buffered and the biggest thing that I got from the book was just he was very specific about tonality and that was a big shift for me and just learning to teach how to ask the question not just asking the question, right? And so In the book, he talks about having this same issue that I had was scaling sales. Like I give the script to two guys. Some guy crushes. Some guy doesn't like what the fuck right and the thing is there's a hidden dialogue that the sales team does not know that they are talking in right? And so the words are not going to be enough. All right, they're just literally 10% So the words that you have it might be the most test description in the world. It's still only 10% 90% is how you say the words right? Because how you say what you say is tonality like right now I can give everyone here, you know, Jerry Seinfeld stand up script you could read it. It wouldn't be funny right because it's not just that you had the script. It's how you deliver it. Right and that takes time to develop right? And that's kind of unconscious Mastery. And so there's two ways to do this. All right that I have found. You can either trick yourself into it or you can train yourself to do it. All right, and since we don't have enough time to to train on the influence of tonalities, here's the trick that I teach. All right conviction will correct your tone. Conviction made real so let me tell you this story. So I was I was brought into a day of Consulting for this mortgage leads company to train their sales team. And the first half of the day, I reworked the whole script I put the closer framework made it a question based say sale and then I came in and they were expecting me to like rein, you know, fire and brimstone on these guys. And so I thought that was like who's the most trouble with this guy John? So I was like John, And they were selling leads. I was like John. How good are the leads? he was like Well, you know and I was like we're good. Thanks. And I was like, let me show you how you would answer it. If you actually believe the police were good. I was like you said dude. These leads are fucking unbelievable right now. I'm studying for my real estate exam so I can get in on these leads my aunt is realtor and she has more businesses. She can handle and I'm sending her traffic. I'm trying to get my my brother to do with me. I'm not sure how long I'm gonna work her because these leads are killing it for us, right? If you believe in the product, you don't need to have all the sales skills. You'll do it the right way because you'll actually want to help the person. So that's why the most important part of the sale is the product Because unless you are a malicious person. Like most people here. It was ever here have some level of ethics on some level like no, you're just supposed to like take someone's last dollar, right? So then the only way to sell hard because if you're going to close you're gonna Sell Hard. The only way to so hard is to believe through and through Boston Bones when you look here yourself in the mirror at night. This is what I talked about. Mike said in the very beginning like what happens with people start hating on you. The only way that I've been able to stay where we're at in the gym industry. Mike knows he motivate that I got right. The only women will do that is that I read the testimonials The 1000 of them that I have. Of gyms who have gone to six figures of the hundred gems we've taken to seven figures right? Like I know. Beyond a shadow of a doubt that our product works. I also know that if you sign up for a gym not everyone was his weight. And I'm willing to deal with that. I I'm willing to give everyone the opportunity to change their life. So here's the tactics around this. Reread testimonials out loud daily in front of your sales team. All right, and if the business that you're working for doesn't have testimonials find another business. All right, I'm serious. You're not going to be able to close unless you're like literally unless you're unethical you're not going to be able to close. So go find something that is a good product because there's plenty of the out there. All right find a good product that you believe and you see tons of testimonials and then read those every day in front of the team. All right second. Well, this is for the business owners but fix everything you possibly can about the product. All right and never blame a customer for lack of success. So as much as there are people Who have not been successful who've used gym launch? I still take the fact that they were not successful to think what could I have done? That would have made the next person like them successful and you plug the hole right? If you do that over and over and over and over again, you know truly at the end of the day when you look at yourself in the mirror when no one else is watching whether or not you truly put the effort forth that merits the price that you are charging right and only you can know that and the thing is is like the reason salespeople get beat up is because they don't put the work in and then it grates on their soul. And then eventually they burn out they burn out not because they can't handle. No, but because they can't handle how they feel about themselves. Right, and so you have to put the work in to have the conviction because that's what's going to get you through it. If you've ever met someone who's a born-again Christian, all right. They are convicted they do not care how many people tell them to shove it. Because they're trying to save people's Souls. It's real like if you let that hit you it's real, you know what I mean? And if you can be a disciple of whatever the product that you have and evangelists in the truest terms, then all the scripting stuff. It won't matter. Why are some of the best salespeople clients who had success because they believe in it that's it. And the most convicted person will always win the fight, right, they'll always lead the dance because they have conviction in their skepticism you have conviction in your product and one of you is going to win out right and it's the question is who's belief is stronger because belief isn't binary it's not do I believe or do I believe it's how much do I believe to what extent do I believe what I bet 1000 dollars on this product. What about 10,000 dollars on this product what I sell my mother this product think about it. If you would sell your mother this products. How convicted are you? Probably vary and you will have no problem closing deals and notice that I've lowered tone right now so that you listen to the words that I'm saying so that you think that they're important. In terms of the training schedule 60 minutes a day five days a week. My guys do world class sales training. They text me in the morning before they wake up. They text me once they're done. They do the first 25 minutes. They read the script out loud five minutes. They draw obstacles. I need to think about I need to talk to my partner. This is expensive and then they talk they drove the second half right as a closer. You got to talk. You got a list. You got to train both skills. All right, the talking is the tone and saying the words the right way in the right sequence without having to think about it. The listening is going over a recording and figure out what went right what went wrong and what we're going to do next time and saying it drilling it as a team marking it and moving to the next one. The thing that's the short answer Speaker 1 we 10x the recurring revenue and one of my portfolio companies by using what we call the diagnostic sale. There are seven steps that you can use to follow the script and apply it to your business. Enjoy across 100 million dollars in net worth by age 32. I sold my first big company for 46.2 million and the reason we're able to do that is because we know how to grow companies and so now I buy companies at a lower price. I grow them and then we sell them and so I want to talk to you about one of the companies. We just bought we bought them a year and a half ago, I think or a year ago, they had 14 locations. So it was a chain of brick and mortar and since then we've got from 14 to 32 locations. And the reason we're able to do that is because we focused on the sales process and through a process that I want to walk you through something that I call the diagnostic sale we're able to 10x the recurring revenue of the business across all the locations. So before we get into the nitty of the story, let me just walk you through the steps in the diagnostic process first as we like to have some sort of pre-cell questionnaire, which the purpose of that is to To get more information that arms the salesperson so they know who they're talking to what their pains are. The diagnostic process But from the sales perspective for them. They also increase their awareness of the problem second is we get their information and their credit card which is key and I'll explain why it later third is we want to understand what the current situation is. Where are you at today? Then we have your desired States. So what would you like to be? And then what's the obstacle? Why aren't you there? And then finally once we have these big three, we present the desired State and our vehicle to overcome the obstacle and we tie our price to the way that we're going to get them there. And then finally we give them incentive to prepay. So here's the five steps that we followed to actually get this done. So number one is that we secret shop. The business so we actually looked into it. We went there by the way, you should see which up your own business highly recommend doing it. You'll be horrified by what you hear your sales guy. Say, you're like I thought we had a script. What are you even doing number two is from there. This is basically information gathering we figure out what the constraint is. Okay, where do we think? There's big opportunities in the business now, you should think about yourself as your own business consultant if you could buy your business today and look at your business, what would be the No Death thing that you would do now for this particular business. We thought that they had an offer constraint which really came down to packaging we had offer slash packing because fundamentally, we're not going to change the core of the business. We're not going to all of a sudden start selling soap when you sell HVAC like is that's not going to happen. Right? So the core of the business can remain unchanged. It's how we're going to package the services. We deliver or that the services we sell to a customer. How are we gonna get them to perceive what we're selling? We gathered the data we figure out the constraint was that they should get way more re-bookings, which I thought was an offering packaging issue, which is we need to sell the solution sell the goal. And so number four is okay. If we assume that we're going to make this new transition to this new new offer new packaging we have to anticipate so you we call it killing zombies, which is one way putting it you anticipate the obstacles are objections that people are going to throw at you. Ahead of time write this in neon marker above your sales team, which is it's way harder to get someone to buy after you presented the price because now they're like he's trying to sell me. So we have to counter that before we become salespeople in their mind. We are a trusted expert ideally if we're positioned well and you should be that way if you know what you're talking about and I like to use the frame of childlike curiosity. I always tilt my head I probably even did it subconsciously just now you tell your head when you ask the question because non threatening, you're like, huh? That's weird what changed between then and now just so I understand then they can tell you rather than be like you said that your husband says he supports you you can't say that now you have to buy doesn't work that way. Implementing the Diagnostic Sales Process If you win the argument in a sale you lose the sale. The only way that you win the sale is being willing to lose being right and so the fifth step and this is the ongoing step is a implement the diagnostic sales process so its implementation. So now that I just outlined the five steps, let me deep dive into the implementation of the actual business and how he did this with this particular business. When we bought them I spent four hours with our director of sales and we outlined the new sales process we want to implement. And as soon as we implemented that sales process, we four x-ed LTV Progressive meeting how much people paid us and went from 200 to 800. So really big jump and we the crazy thing about this is that we didn't change what we delivered. We only change how we presented it. And so this is the key of how we create value how we scale companies how we grow companies and many companies keep these things as Secrets is their special sauce and I just fundamentally believe that the more we put out the more we get back. And so that's why I operate this way. All right, so I will hold nothing back and this is something I call the diagnostic sales process now to be very clear the diagnostic sales process is one of two different sales or maybe three different sales processes big picture that you can have in a business one is a transactional sale all the way on this extreme. So on one side you've got transactional sales. And on this side, you've got Enterprise sales, which is like relational sales. Like if you think about like you're selling some big Fortune 500 company, you have to get stakeholders involved get budget approval. There's all that stuff and on transactional side, you've got like High Velocity sales. We're talking 20 30 minutes sales a guy who stands for the car wash shows Car Wash. Somebody sells gym memberships transactional and then you've kind of got like this Middle where you might sell something. That's a little bit higher ticket, but it's a little bit more custom. All right. Now what we did was I took their sale from here a purely transactional sale and moved it towards custom. All right. Now in a transactional sale, you typically fit the customer to the product and so let's say that I sell pets. All right, so I sell pets If somebody comes in I'm going to basically spend all my effort listening to what they say they want and then telling them how this pen fits their needs or I have to basically say your needs are wrong. Let me educate you more and this actually solves all your problems. Right? And so those are pretty much the only true approaches you can take in a transactional sale. Now the advantages of having this type of sale is that it's really fast. They tend to be lower ticket in general and from an operational perspective in the business. You don't need to personalize anything and so you get the sales team and the sales process to basically Orient everyone like a funnel down to one solution and then you just make a ton of these Solutions and you get lots of efficiencies because you only have to produce one thing. This the custom sale is a harder sale. Sorry easier to do but harder on the operational side and so the magic happens when you can actually. Bridge the product component of transactional Which you say? Okay, we only sell these types of widgets. This is the only thing we deliver but I can do it in a way that feels custom feels personalized. All right, so I'm going to give you two examples and I'll explain this one in a second this chart that I have here, which if you could take your recurring revenue from that to that just by changing how you sell if you want to do that. Hang tight. We're going to break that the process so if I had Because I did this in the gym in the gym world too, which is part of why our gyms make more money. So a traditional sale looks something like this. someone comes in So this is traditional and you say we have membership that's you know, whatever 99 dollars per month. All right, that's your membership. And you say our membership has this this this this and this and you want that right? Because it's going to help you accomplish all your dreams. Okay. Sometimes you get people sometimes you don't what I do. You do something called a diagnostic. And so the first thing is that when the person walks in the door. we Get them to fill out a pre-sale questionnaire. And so that's like an application in a digital process. But an in-person process it follows the same logic which by the way internet businesses follow local businesses local businesses can also model internet businesses when you find out something works in one place, which I think is when one of the big advantages of I've had in business is that try and put in a completely different place in it often works too if you understand the concept and so we fill out a pre-sale questionnaire now, the pre-sale questionnaire simply walks them through all the reasons they walked in today and ask them the same question in multiple different ways. So it's like hey, like what brought you in today? What's the problem you're dealing with how long you've been dealing with it? If you had to quantify how much this has cost you financially what would it be if it continued for five years how much worse with the situation be and so the whole point is we're trying to agitate tame. We're trying to bring attention to this problem and elevated. It's important. So that's what the pre-sale questionnaire does now. The second thing is we get info and this is very key. So when someone comes in after that we say hey, I want to set up your account profile. And so when you do that, you collect their information and this is the key part you get their credit card. Now, you're like wait a second. I'm getting credit card, but I haven't sold anything exactly and you do that so that when you do something later, you don't have to ask for it. Now you get the presale. They're like, wow, I really do need this thing. You say? Hey, let me complete your customer profile standard procedure. No big deal. All right, then you get their info now if they're like, well, I don't want to give you my credit card. You're just like it's just how the system works. Its how we complete profiles. And then they'll give it to you. All right, so from there. This is the this is where the special the special magic that's unique to each individual business habits. So in the weight loss business, I want to understand where their goal at. So we say what's current. And then four what's desired? Where are you now? Where would you like to be? And then this one you ask them? So, what's the obstacle? What's in between these two things is the obstacle right current. I've got an obstacle getting the way of my desired. That's all we're asking in the process now in weight loss and in most businesses. The thing the person thinks is in the way is often not the real thing in the way and that's because they've never had this conversation before they clearly haven't solved the solution and that's why they're coming to you. And so you want to just get their words more so that you can explain it back to them using the language they gave you all right, and so in the weight loss world, for example instead of selling a membership. I would say. Okay. Well, it sounds like you need these three things finish your accountability Fitness. You need to work out next days a week nutrition wise you need to He this food at this time and we can help you meal prep the stuff. So you got when you go to restaurants, you can still stick on it and you need accountability because if you don't if you do if I give you the best fitness plan and the best nutrition plan, but you don't show up doesn't matter right accountability is what makes the whole thing work great finish nutrition accountability easy three-step framework. Fantastic. Now, this is where it becomes diagnostic now most customers. And this is why this is where the magic happens is that. Even if you still deliver the same thing so fundamentally when I switch the sales process the gyms remain the same they still have workouts. They still have nutritional they still kind of accountability nothing changed, but how we present it changes and so rather than saying. Hey, I'm going to sell a four week thing or six week thing. I say, hey, you're currently 200 pounds Okay. Now, what's your high school week? She says I want to get to 140. Okay, cool. You want to get to 140? This is your desired. Okay, so you have a 60 pound difference. Now what we found is that we don't want people to lose more than pound and a half to two pounds a week. All right. So let's just be conservative and call it one and a half so that I take out my calculator and I say what's one and a half times 60. Which would be other way around if you 65 I want in half, which is 45. Okay, so 45 week. Speaker 2 Is how long? Speaker 1 It's going to take us to take you from 200 to 140. So you lose a pound and a half a week. It's going to take 45 weeks and so six. present price in relation to go So you say awesome. So we currently charge 99 bucks a week we can get you there in 45 weeks, which means it's 4500 dollars. And that means and for us I added a guarantee on the back end which which said hey if you show up to the workouts things 45 weeks and you log your food and you don't lose the weight. I'll keep working with you for free until you do. So that means is the translation. This is a key part in the script. So that means when you pay this 4500 dollars and means that you can count that weight for good. You can put it out of your mind. You pay me this money. We're going to get there one way or another As Long as You Follow the steps, you're gonna follow the steps right great. and so here you're trying to sell 99 bucks a month or whatever. This would be 99 bucks a week if I was doing equivalent pricing. All right. So this would be like a summer private program. But by positioning it this way, I'm not selling a membership anymore. I'm selling exactly what they want and putting a price tag on it and saying you want to get to 140. It's going to take this long and I'll guarantee that you that you'll get there provided you follow these Speaker 3 steps. Speaker 1 And then they say wow. That's awesome. You say well if you want. I can save you a little bit of money. You want to save a little bit of money? They're like, yeah, I want to say a little bit about me. Well if you pre-pay you save 10% today. So I can save you 450 bucks. Let me do that. So most people do. Great. You want to use the card you have a file? done So that's that's the process now. I took this process and applied it to a completely different service business that we own that's a chain. That's this is a little bit more Medical but the concept still applied which is and this is the key part is you have to figure out for whatever it is that you sell. What the current is versus what the desired is? so if I were A painter. All right, and I was painting houses sounds crazy, right? So hey, so you currently have this thing? You want a completely painted house? And so the like now for them, this is like more us do it for you rather than self-service. Like I'm going to have to like they You're not painting your house in them helping you. So they're actually gonna paint the house. So then we just trying to think, how can we how can we how can we sell to gold and break it into a price that we tie to that? And so be like, okay, so we're going to need four coats of paint and it's gonna take this period of time and then at that point your whole house is going to be weather proofed. And so that means that when you pay this price, that's what you're going to get by this state and if we don't get it done by that date, I'm going to give you this. And that way we can relieve their risk that it's not going to happen and we tie the purchase to the outcome. So this particular business when I bought it I bought into it. It was a business that they had really good lead gen. And they have a good product. They didn't have good packaging and I saw the opportunity because I knew that if I installed my sales process into their business I can make it make a lot more money. And so if you have the opportunity to like four exit business without opening new locations you do that and so that's more or less what we did. So I actually wrote down the new sales process took me four hours. So the new sales process and then I presented to the management team and they were like, wow, this is the most valuable thing we've ever had happened to our business and I said great. So let me know when you do it across all the locations and let's keep buying and opening new ones and so 18 months later. We have 32 locations and the recurring Revenue in that time period has gone up and the average revenue per customer went from 200 dollars to 800 dollars from this one process and that was because before this they're selling one-off transactions they were saying hey, we'll do the service for you. So think of it like botox and we're going to do filler we're going to do something this one time. And so rather than just say sure give us a call when you wanted again, which is pretty much what the process was before this I say hey, You want to look a certain way you're not here because you want filler here because you want to look a certain way. So if I show this chart to you, ah phases and filler densities. Where where do you see yourself on here currently now, you let them self identify. You can't be like look picture ugly can't say that. So you gotta say where are you on the chart? And then they see this now in the weight loss sale. I got them to step on the scale the scale called you fat, not me. All right, so maybe just point to third party. I mean so so you get them to pick how ugly there. All right, and then you say how pretty do you want to be now? Everyone's going to say I want to be super pretty but here's the beautiful thing when they pick up how pretty they want to be. They're the one who set the goal. And that means that the price came from them and you know where I picked this up was yogurt stores. So one of the things I thought was genius about like Yogurtland and things like that was if you go to a store and then they fill up your stuff behind the counter and then they say, hey, it's eight bucks. You're like man what the hell this place is so expensive, but if they give you the cup and you fill it up and you put it on the scale, you're like man, I'm a fat ass. same pricing But because I had control over what I picked. I'm the one who's responsible for the decision and so by saying were you on this chart? And again, this is where the magic happens. I see current desired. That's where the thinking behind how I'm going to structure a sale is where like that's where that's where the experience that's the expertise. That's where it comes in. This is the process and hopefully you guys can take this for your business and think like, okay what's current? What do they really want? They're not buying lip filler. They're not buying a painted house. They're buying an image in their mind of what they want that house signify what it means to them. And this lady is not buying filler. She's trying to buy a certain look she wants people to think about her. Certainly she won't when people walk what she walks in the room. She wants to turn their heads still cuz she's probably gonna older they're not turn their heads as much and she still misses that and she pay anything to get that. So say you're ugly. Now. How pretty do you want to be we say cool so for us to get you from here to here? It's going to take us 45 weeks. It's going to take us Botox filler and you know plastic surgery whatever. We have to hit you with a pretty shovel and bring you back to life. All right, we're going to do this and it's gonna take this many weeks for us to reverse this level of Aging or at least take these Crow speed up or whatever it is. And so we tie where you're at to where you want to go and then our solution is only the vehicle that delivers this outcome. And so that is the moment that you present the price because they picked where they were where they want to go and then you was the expert explain the path to getting there. so they picked the before and after and you just use your expertise, this is what we found best to get people to hear Who start where you're at and so We found out that this opportunity existed within this particular business because I had my sales director secret shop. So Mindy this is Brick and Mortar chain. We have a lot of locations so we could sneak our way in it's harder. If you have like a you know, for sales guys who do all the sales they'll just tell the owner right? So we wanted a secret shop before we actually completed the investment. And so when he went in he was I asked him I saw I went through this checklist. I was like, okay, so did they give you some sort of presale question? He was like no. It's like, okay great. So did you did they ask you for your credit card or did they ask you for your information anything before you got the service? And you was like no. No, it's like fantastic What else what else did they do is like they have you set, you know pick where you're at. And where what your goal is. He said yeah, they did have me pick where I was at but not where I wanted to go. So they just had him pick. Okay, how ugly are you and he's like, okay now again not completely flawed. I want to be really clear here. Like this is a look at 14 locations. They're not they're not idiots. They had the pain we added to the pain. They said listen, this is how ugly you are on this scale that we invented and you're here. You're a seven ugly great. So he checked this but he didn't get to say where he wanted to be. So then from there, he just went right into the service. and then when he came out He just gave them the card to pay for the service. And that was it and he's walked out the door and I was like wait, so they didn't they didn't actually like ask you to buy a package or get into some membership or anything. He's like, well, they tried to upsell me this one product at one point. But this was the price point and the price point was like 20 bucks or something and I knew what the average customer's worth, which is like 200 at the time. I was like, yes like By the way, if you're gonna do upsells you want the price points usually be usually be five times more than the current price because if you get 20% of people so customers are fractal. So we're gonna go into a little side quest here, but it'll be worth it for you since we're talking about sales. So you've heard of 80/20 right? So if you've got 100 people write the top 20% and you've got the 80 underneath, right? These are the people 80/20 have five times to spending power of these people and so because of that if you get 20% of people to buy something that's five times as expensive. So let's say my current thing is 1000 dollars. If I'm going to have an upsell, I want my upsell to be 5000 dollars. Because if 20% take it then it's 20% times 5000 which means I add 1,000 to my average ticket. So I go from 2000 dollars or so 1,000 per customer. to 2000 dollars per customer and so when I heard that they're up so is 10% It'd be like having us be like, my upsell is 100 bucks. Okay, fine, maybe 20% take that so I go from 1,000 to 100020. Who cares like what's like why bother right and fundamentally? Again, smart business owners and they were up selling product which means there's no real delivery in a brick and mortar service business so they could just hand the product make the money and I think they were using it more for commissions for their staff to increase the average pay which a different objective entirely and totally fine. But I was only looking at this from how do I take customers who are worth 200 dollars and make them my goal is to get a more 1000 currently. It's 800. I'm gonna keep getting there until we get to 1000 but I think that we can get it to 1,000 and so we secret shop them number one. Which by the way if you have a team of people who are currently selling your stuff. Secret shop them and then be horrified by what you listen to on the phone or what you see in person because you have this beautiful idea of what you think your sales process is and it's a nightmare. It's an absolute nightmare if they remember half of it you'll be stoked. And so if you run an a lower wage environment, so if you're brick and mortar, you have a chain of locations and you have to take low skill labor and teach them a sales process you like the expertise in sales comes down to how easy and simple you can make the process and so that comes down to like can I automate parts of the point of sale? So that they can't move forward without doing this check box, right and by doing this chalk box. They have to ask the question. So forces scripted here. It's now training sales not into this video, but you want to basically repeat the process over and over and over again until they're sick of it until they say like, yes Mom. Would you like to have you have your credit you want to use the credit card off? Don't fight like until they're saying it like they could they can breathe it. They can think they can say without thinking about it. That's when you maybe just started to have a team. That's that's well trade. Now that we've finished these seven of the diagnostic. Transition to Recurring I want to add one more bonus because you're like wait a second. So where is the where's the recurring Revenue great observation Andrew Okay, so So number eight is transition to recurring. All right. I remember this. I'll give you two separate stories that'll drive this home. So A friend of mine has a recurring membership that he sells and he sells it at I think it's on a 300 bucks a month and he couldn't get people stick past three months. And so he tried all these different gimmicks and things and he just couldn't crack three months of LTV. Now that could have been a pricing issue whatever. So this is what he did. He stops selling it at 300 dollars a month to month and started selling as a 10,000 dollar program with 36 month of Interest refinancing. And so when people bought they were buying a 10,000 our price point, but they got an amazing payment plan. And so he didn't change anything about what he sold but that took his average customer from three months to eight months. So we're talking about a 900 dollars. So three times 300 to 8 times 32400 that kind of change in a business life-changing in terms of how much money you can make the second one was I had a different friend who had a continuity program. He was an agency and what he did was he realized she had turned in his business and so he said, you know, people are way less likely to turn out of a payment plan same as the other one, then they are out of a monthly recurring Revenue stream. And so what you call it to the customer can affect The likelihood that they pay but as far as the business is concerned you just want payments that are regular and all you do to take a program and take it from from a payment plan to recurring in terms of how it actually looks and feels is you just put an automatic recurring at the end of the program. And so when someone buys this big thing and you make a payment plan and then it recurs into the exact same price as the payment plan, you just move the pieces around the likely they stick is way higher and so that's exactly what we did as the last step in the diagnostic sales process and I want to highlight this point for you because I've done it in every business and so we give someone the option to prepay. You can give if you want a little bit more aggressive you have 20% off if they prepay today if you want to have one step down below that which is what I like to do you give them 10% off if they do have to down and they make the rest is payments and if they still can't do that then I take the whole thing and I spread it over. Let's say our 45 weeks and so I'd say okay it's not even a week 99 a week and there you go now they go from 99. A week to 80 bucks a week if they prepay the whole thing. And then they go from 99 bucks a week to 90 a week if they pay half. And here's the key part. Is that when we present the price you present it at the highest rate? So you presented at the payment plan. Let me walk through this thing is important. Well, I'm going to put it here in South the flip screens for it. All right, so you have your full boat. I'll see full interest price. So for us in our example is 4500 bucks. All right, 45 weeks time 99 roughly. All right. So this is our full boat price. We have our prepayment discount. In full which is minus 20% All right. So for us it's going to be minus. What is that? 900? Yeah 900 from there. So that's 5600. Sorry other way 3600. 3600 If they do have to out. You say let you say 450 bucks. So 10% so four zero five zero. All right, so this is 10% On 10% That's my 20% Now. The reason this is so important is think about the alternative. Think about and this is what most people do. So listen to me Andrew. Most people do this. They present the price is 3600. And then they say oh, well, we have payment plans that we have interest on and so we do we do have 10% interest if you can put half down and we have 20% interest if you put nothing down and you just go onto a straight payment plan. Well, which one would you rather buy? If on one hand, you have a 4500 price tag? Which anchors you high? And you say or you can get a benefit for prepaying today rather than you think about 3600 you're considering it and then they say, oh, it's even more even though you're just considering this tag. Guess what you have to pay way more now because you can afford it. You have to pay more. Banks do it all the time and guess what everyone hates Banks? So if banks want to fix their process Mr. Big, maybe this will work who knows anyway point is is that this is how you present the price because you get the benefit of a price anchor and you get to be the good guy for getting them to pay up front rather than the bad guy for them not being able to so we're gonna we're gonna go through step eight in in the more transition process for the sale. Sales Step Downs And so I want to just walk you through step downs. And so this is super important to understand from a sales perspective. So we'll call this sales. Step downs and this is by the way a preview. For my next book coming out $100. Mmm anyways, so so sales is one of the things that we have. So obviously the first thing we're going to present as a prepayment. All right, which is painful today prepay. Yeah, by the way, you've probably noticed from any of my content. I don't say paid in fools and that's because that's a that's a Salesman term not a customer benefit if you pre-pay you get a benefit whereas paid in full is like I got all the cash to front good for me. And so I have trained myself because I used to say paid in full as piskies, you know, whatever his pifs like all of that stuff I used to do as a sales team sales leader. And then I also heard my team saying that to customers but hey if you want to pay in full today, like it just like kind of gross and so I prefer to say hey, we have a prepayment discount and so training that just little Pro tip for you. So number one is prepay. Number two is we do discount. with partial so this is the half down. Oops. half down Here you can also do in-house. Well, this is whatever. Sorry this is credit card or third party. So if you have like most most businesses that sell legitimate Services have third-party financing solutions that already exist. And so I promise you there is a banker somewhere who started a business to service this Emerging Market of whatever it is that you do who says I'll bet you I can help Finance transactions. Now the prices they charge for that financing will differ based on how risky your business is and so like there's financing for casinos. Like if you want to get if you want to get a loan to go gamble more like there's financing for that but they will charge you a lot of money, right and so like that being the extreme on the other hand if you want to find it's a house, there's obviously a huge mortgage interest rate. And so for every step in between there are Partners who will step in as third party and take on that risk for you for price. And so I prefer can I get the prepayment because it's easiest and fastest. If not, I usually have a third party that I set up so that my customers can get financing. If we don't move past either of these two things. Then I try to go with a partial with some level of discount not as much as here but a little bit and if they still Say no. Then I go for continuity. Which is why do we just make a payment plan on the thing and in this particular business because what they were doing before was simply rebooking people for another session of service. We just had this be the automatic like everyone gets rebooked and that would became that became an internal saying like I like having mantras within sales teams, which is like everyone buys something like everyone buys something. There's no reason someone should not buy something and so sure we'll get him a prepay maybe a partial. Okay fine. We'll do a payment plan. That's whatever call it. You know 250 times four great. That's our 1,000. That's our 1,000 plan that we're getting people to buy and pay 252 today and then three more times and you can do it every other month if it's a more intermittent service, whatever match the payments to when they get delivery and then finally if they're like, well I can't do any of those things like cool. Let's just let's just book the next time you want to come in. That's it. And so this is the final of the process in terms of in terms of the step Downs that we might offer someone we just walk through this whole process and you're like wow, maybe that's a lot of work. I have to use my brain power, but welcome to business, but let me tell you why it's worth it. So these are the actual stats and I put the numbers without the names to keep it nice open loop for you. So number one is that they had 9% of Revenue that was recurring within this product line. All right. So the 9% that was curing after we implemented this process. 60% they took this 9% to 60% of this product line within the company. So awesome. Number two, they had basically no membership at all because they just weren't there was even an option not really and we were to push that to 30. That's a 30. 30% into memberships this included payment plans. This is just memberships. And then we went from getting one additional extra visit on average per person meaning two to get four to six. Visits per customer by introducing this sales process and from a money perspective. We went from 20,000 dollars when we bought the business. So mighty this business made a lot more money than this single product line or the service line, but this is where I wanted to invest my time because I thought there's a huge opportunity here because I saw from the secret shopper from the constraints. I thought this was a big area of attack and so their only 20,000 a month within business. The size is not a lot. And then however many dots this later. Over 250,000. per month in added And it continues to grow and this compounds and that's the that's the beauty of this type of sales process and repackaging of what someone already sells and so we went from 9 to 60 to 30% of memberships from one visit to 4 to 6 visits and from 20 to 250 swing more than 10x the recurring revenue of this business by following a diagnostic process rather than just selling some traditional one-off thing. The first thing you have to learn how to do is how to sell. The second thing you have to learn how to do is get someone else to sell for you. And so in this video I break down how he's killed a new sales department from zero to 40 sales reps doing 5 million plus per month in sales within 90 days before I explain the 21.6 million dollar increase. Let me kind of give you some context on this business and where it was in the life cycle. We brought in Mercenaries. So when I say mercenaries, I mean an outsourced sales team the founder of the business had never been in sales at all. He'd never got on the phone. He never done door to door. He never done anything related to getting a stranger to give him money won on one. I thought he was too risky to try and have somebody's completely New to it try and start from scratch. And so I called somebody in my network and I said hey, do you want to make a bunch of money? And he said yes, can you round up some of your guys and start taking calls for this company that I have and so they started taking sales and we started making more money. We have a w money up W fantastic and in a second, I'll walk you through all the statistics of what the mercenaries and the Outhouse team did which then led us to the fully in-house team. The problems with the mercenaries Now as you can imagine going from zero sales guys to 40 sales guys in a fresh company is hard, but let me explain some of the problems with the mercenaries and then I'll walk you through the actual stats. So there are three main problems with the mercenaries. All right problem. Number one is that we were giving them 20% of the revenue. All right. Now, this is something that I was vehemently against to be very honest with you in this particular company. I was in minority position I said, it's ultimately your call I was like, but I would not do it at this percentage they decided to move forward with it anyways, and hey we made money. There was a w there. But it was a problem 20% of Revenue coming in is a big fucking check. The sales team company was arguing. We can't get the top guys to sell unless we give them really big rip. That's saleslink big commission. So we had to give them 20% of the revenue that they collected as commissioned to the mercenary's team. The Outhouse sales team the second problem that came up. Is related to Performance they are getting less than 30% of people to ascend meaning people who buy the first thing to buy the next thing and we wanted it to be higher than that or I believe that it should be higher than that. We're paying a lot and we're not getting as much out as we want the third problem with the Outhouse sales team and this is one that I think more long-term about because of investor in the business is Is the sellability and Enterprise value of the business meaning in the future? We'd like to sell the company at some point probably and even if you don't want to sell business creating a sellable business still makes the business more valuable. And so if you can make a business more valuable to a stranger it also becomes more valuable to you. If you have a outsourced sales team something that exists outside of the business that's responsible for 20 30 40% of the revenue in the business. Then that could be a material issue. That's why we decide to look at these three things and say, all right. Let's see if we can move this in-house. I'm going to walk you through first the funnel kind of before and after and then I'll walk you through the process it we did to fix it or swap it over that resulted in the 21.6 million dollar increase in profit not Revenue profit. The funnel before and after the change The way that this process was structured is we had a two call set up. We've got a percentage of people who schedule a call a percentage people who show to the call. And then schedule the next thing. Then they have to show to the next thing and they go to the next call. And then do they buy? So let me walk you through the stats here because everyone who bought the product had a first call that they wanted to attend 100% of people were scheduled to show up for this call with the outsourced sales team. We had 74% of people who are actually showing for the call. Once they got on the call. We were able to get 53% To schedule the follow-up call. And so some people call this a qualification call which is if you're going to sell something else you want to make sure the person actually fits for the thing you sell make sense, right? You want to make sure they have the problem to solve them the money to spend with the 53% the outsourced team wanted to only give their closures because these trying to optimize for his dollars per hour for his team only the easiest closest so they were willing to take calls they were already sure we're going to close. All right. So because of that, they're only passing 50% or almost half to the next call. Again. This is just scheduling now from here. We had 63% showing up to call too. So this is called one. This is called to now. This is the clothes call. This is the second call. This is the clothes I'll just put Speaker 2 set. Speaker 1 This is closed. So the last box we got to fill in here is how many people were they actually selling? All right, and they were getting 80% of people who showed to the second call the clothes call to buy. All right. And so that is where money came out the other side, correct? So let's walk through the math as if 100 people bought the product so of 100 people bought the product that means that we'd have 74 74% of 174 people who would show up to this first call now of the Speaker 3 74 people 53% So about 37 of them would then schedule for the second call of the 37 people who scheduled for the second call. We're going to have 22. So 63% 22 of them are actually going to show up to this close call now 80% of these 22 are going to close which means we'd have about 20 sales or 20% Of that front end that has since now remember I said the very beginning one of the problems. Speaker 1 That we wanted to be closer to 30. This is the issue. And so I want to be very clear a big part of this was the price point. We were selling at and the fact that we were selling people who are already customers. We're not selling cold traffic here. We're selling people who already bought this already demonstrated an interest and we're saying do you want more help with that thing? So we thought it should be much higher. So there's five steps that we broke down that we had to do to go from out of house team mercenaries to in-house sales team and the first one started with hiring a director now right off the bat. The five steps to go from out of house to in-house sales team Let me explain our thingy process before I explained who we were looking for and how we found them because listen you don't want to hire 40 people right? You were thinking. Okay. I want to hire one person who can then hire 40 people times a lot more circle's rights even long to write it out. All right, it's an old investor saying Which is higher one to hire tent. We're going to hire the one person not the 40. That's the main decision. After that we're looking for is who who are we looking for? What do they look like? And then how are we gonna find them? Okay now from a hoop perspective. We wanted someone who had been there done that. Which means specifically somebody who sold this type of product and this type of industry and ideally scaled a big team and knows how to coach up new salespeople. So that's what been there means for us for this particular role. The next thing is you want the person to be metrics driven. So one of the easiest ways that you can measure someone with Proficiency in any skills those little Pro tip the quality and quantity of metrics that someone explains about how they do their job is directly correlated with how good they are at the job. And so if someone's like hey, I'm going to amazing HR person and I say cool what metrics do you track and they're like, well the happiness of the team and be like, what else do you attract? How many complaints I get on payroll? I'd be like, okay. What else do you attract the order that they tell me the metrics they're looking at and what they track is going to tell me what they care about what they pay attention to and their level of expertise now in the flip side if someone says, hey, I like to take companies for one average a 45-day time to fill to 20 days time to fill because we know that every day that A company doesn't have some of the neither losing money. There's opportunity cost of Revenue should be making by not having them. This is really interesting because they're connecting their metrics to the companies revenue. And so how people talk about the metrics and which match they track and how they connect those with how it makes the company more money will show you how good they are what they do. The third one is just kind of the I would say demeanor. Now I've hired a lot of salespeople and sales directors in my life. And the personality of a sales leader is usually not the same as the personality of a sales killer. Now, there are some superstars who can do both but it's rarer oftentimes. The demeanor of sales director is a little bit more even keeled usually more humble very servant oriented. They have to be people people they have to be the type of person who wants to pour into the team and loves washing someone improve their skill set and can repeat the same directions over and over and over again without losing enthusiasm. That's who you want. You want somebody's like a Energizer Bunny of Positive Vibes because for the most part sales director is just Performance Management. They manage the culture of the team like the output of the entire team is the direct function of the sales director. And so if you think about this like on a football team or something you can switch the coaches and all of the whole team does way better. It's because the coach drives the culture in the team that drives the performance in the output. And so that is what their responds. Everything else that comes from the team is going to be diluted version of them. Now we go to the house. The House of Cards You're like, okay. Well that sounds like an amazing unicorn Alex. How do you find that person who's going to replace this? Well, I personally have a relatively large Network salespeople. And so one of the big things here is that you can either this is the core 4 by the way, you can do Outreach. Which means you reach out to strangers who you think might fit the role you can run ads so you run ads to go get more people content. You could also do recruiter. I've used all of these. All right, so there's pros and cons to each of them. But what I will do is I want to cross out to these early for most of you most people think that you can run ads for these types of roles. The reality is usually know the higher the role is the better. The person is the less likely they're going to respond to that because think about it an amazing sales director is always going to have a job and always give me making good money now, they might not like their job as much as they they could but they're going to keep making money and sales directors tend to be money oriented in general. And so they're going to be making money so ads is probably not the way to get them content unless you have a salesperson audience. Probably not going to be the way you don't always try it's free give it a shot but I wouldn't say I'm going to bet the farm on this so it's probably not going to be content. And so usually you're going to do one of these two, which is you're going to get a recruiter to do it or you do it. Yourself, but guess what a recruiter does. They do Outreach too. I know this is gonna sound crazy. You message them. And you say hey, I've got this role and it looks like you're perfect for it. Could I tell you about it or if you want to be a little less direct you say you're an amazing person who'd be a fit for this role. Do you know do you know anybody else like you that they're like screw everybody else? Talk to me Alex. How many people do I reach out to? Five five No One's Gonna read if you missed five people ten No One's Gonna read if you message ten people. Reach out to 100 to a 1000 people. And if you get to that 1% on the 100th and then you might have to go 1% on 1000 and that's okay because remember would you rather have a top 1% sales director? I sure is shit would so it's okay to turn down the first guy you talked to just because he has a pulse and has one of these things it's like, okay. This guy talked about metrics, but He was a dick and he actually doesn't have the experience that I'm looking for. Well, then don't hire. But the thing is is it's tough to do that when you're not entrepreneur because you're like I'm bleeding every day. The house is on fire. I need this role. But I promise you it's way more painful to hire the person on board them spend two months run getting them up. Then they start hiring shit heads because they're shit head and then all sudden you're like, oh my God, I hate this whole team. And so even if you do get rid of the top you then have all the stuff they brought underneath and so you have to clean house and its really really painful and so as much as you hire one to hire 10, Speaker 2 if you fire one, Speaker 1 sometimes you have to fire 10 and that sucks and so getting this higher right is super important, but it's also why we spend more time Speaker 2 on it. So now that we hired Rebuilding the Compensation Structure our in-house sales director, we want to rebuild the compensation structure, right? Because remember the 20% wasn't going to fly because we just flipped it to 20 miles will just see the effort right? So we had to rebuilt the incentive structure the problem that we had right now. If you remember was that we had the problem. I think the problem one problem too, whatever problem one problem too. Whatever it was 20% of Revenue was going to the outsourced sales team. So we wanted to make sure we were less than Our Target was sub 10% And that's usually around what I like to be and now I want to be very clear. There are things that this depends on so if you're in a business where the salesman does self gen meaning they generate their own leads. So if you're if you're going out, then you're cold calling or your door knocking then these percentages will be shifted because you technically are cost of acquisition. You're both marketing and sales you're getting the leads and closing the leads. If you are handing salespeople leads if you're running ads, you have a media team that then generates leads or prospects for sales team. Then you basically have to split that cost between the marketing team and the sales guys and so give that let me explain how I actually think about this what skills do I need? How rare are those skills? So if I'm feeding softballs to somebody then I don't need Ken Griffey to hit it out of the park for Gen Z Mookie Betts. All right, I don't need Mookie Betts to knock it out of the park because I'm softing read anybody can probably rock it out of the park. That's double layer up because At that level because it's so much easier if you have crazy expectations, it's rarer and they have more skills. So you got to pay more if it's something that's not a lot of skills and more common you can pay less. So I just think how much would I need to pay to attract the level of salesperson I need our goal is to take from 20% to around 10% or less and rebuild the complaint you can think about compensation. In two columns. All right, you've got money and not money. All right, this very complicated system. I don't want to get into the specific lot of physics behind this. All right, so you've got the money you give them for closing deals and then you've got other shit and so that's recognition praise attention approval perks status If you publicly recognize them, if you have a leaderboard, if you give them more attention you get you actually train them more you give them more skills. You say hey out of boy. Awesome job great day today, you say hey, the guy who closes the most gets the park in the nice parking lot and then status like maybe when they close 100 sales they get a hat with a stripe on it when they close a 1,000 sales, they get two stripes and so forth It's when you guys come on the team. They're like fuck. I want one of those hats right sales team six. Let's go. There's all these things that you can do to increase the value of the job outside of money and as much as people sales guys included like that doesn't motivate me sure shit does all right. It totally does because make sure life better on the money side. There's a couple ways to do this. All right, and so I'm going to explain how we did it. I've made a lot of different conversation a lot of it depends on again business that's involved. Now one of the big decisions we've made up front was that we were going to comp setters. and closers Now why is that so important the funnel is throughput if I can increase my shop rate by 20% It's just as good as increasing my closure by 20% It makes no difference the business they were just as equally weighted in terms of their value. But again, how rare the skills and what skills are required it's easier to set than it is to close just as important but easier said is in clothes, there's equally important but rare to find a skill from closer so they got paid a little bit more but set are still got commissions as well to Speaker 3 incentivize Speaker 1 the fact that they would get people to show cool. So the way that I prefer to set up compensation structures. The idea that I like to have is that I like WWE at the top which means winners win. All right, which also means losers lose. That's fine. There's more fear winners and there are losers with that means is you can have ratchets for compensation meaning if you close 50% of the people. I'm just using arbitrary number you get to keep your job. If you close 60% you get out of boys. If you close 70% your commission goes from 10% to 15% Ah, 50% increase not bad if you close above 80% you get 25% Whoa, right and so it ramps and so it allows the people who are absolute Killers to crush and then the people who are not guess what happens down here. turn But this is structural turn. This is expected. Churn. This is part of the game where this type of role like if you require work ethic you require practice require people show up early work late work weekends take calls. It requires a certain type of person and a lot of people aren't cut out for it, which is also why most people don't make multiple six figures or you're selling we fixed the compensation structure. We compost Setters and closers. We ramped it so that the best guys would get more than 10% but we know that as a team we average around if you want to the actual number wise, we got the overall everything all in fully baked including the sales director. For 9% We are feeding them qualified prospects. They're not even prospects. They're customers. We already have their fucking credit card. Like we just had to say want more of the thing. You just bought want more help with that thing so you can get the outcome. You just said you want it like these are not hard sales and by doing this. He got to move on to step three now that we rebuilt the incentive and complain to get the types of sales guys that we want onto the team then we had to rebuild the process. Step 3: Rebuild the process So I'm going to walk through what we do to improve each of these numbers one by one because as you're thinking about your business, there is no Silver Bullet. There's no one thing you're going to do that's changed this entire process to 100 golden babies. And this is how we approach everything in business and business is a pipeline like this. And so I'm going to show you what we did and we did improve every one of these numbers except for one but it was okay and I'll show you why but remember 100% of people are automatically booked for this next appointment. All right, and so we want to improve this show up, right? And so we improved it to 91% So 74 91 more money good that's a 21% increase meaning if we did nothing else. We did nothing else in the start process. Everything else say the same we would have a 20% increase in sales and most that would just proportionately drop the bottom line because we already inquired the customer. So all the additional sales money goes to profit big deal. So we did three things. The first is that the mercenary team was A2 aggressive in their copy false urgency false scarcity people kind of see through it. So I was number one that they did that we fixed number two is they're giving people way too much time to book out I'd say hey, when do you want to show up for your next call? People be like, oh how is two weeks from now and they were like sure our big rule of thumb despite the fact them trying to push out five plus days for appointments is we try to go for same-day next day and that's because in our history more people shop at the same to next day appointments then five days plus from now and so by just simply making the messaging less aggressive shortening the time when they can book their next call and number three setting reminders there were actually personalized. So rather than just rowboat text. They're the green ones that everyone fucking hates. Right we'd have the sales guy do a three-way connection with the setter and say hey, my name's John. It's nice to meet you. Sarah. Looks like you've got x y z that I can reach from your account really excited to talk to you tomorrow. I think I can help you with X Y and Z very simple, but it's a video or voice memo and they have see it from a real person. All right. And they can take a picture whatever and those three things together. 91% which is a 21% improvement. So now that we got people to show for that first call. How many of them did we get to schedule the next call which is basically the close of the set call you're going to see some magic happen right here. We had a major Improvement. I'm not gonna tell you what I'll tell you how much we improve this one in a second but we did two things to improve the percentage of people who showed up to set calls who decided to schedule close calls. All right. So number one mistake that they were making in this particular business is that again? This is an outsourced closing team. And so they were trying to minimize how much unqualified work they're closer to get because they so carefully wanted to make sure they're closers were happy because they're all mercenaries. They all had to pay them a ton just to show up to work every day point being won. The incentives were missile line and so Setters. Remember we added our Setters had a conversation get people to set they didn't have that we did add that and so what do you know our Setters got more people to schedule wild. I know the second thing was that they were DQ in people on the set call in my opinion too early. And so they wouldn't really go through a sale. They would just say hey, here's the price. Are you down to pay that if yes, I'll book you a call with John but by doing that they were basically not selling they're just taking orders, which if I just tell you the price and you buy I don't need you, you're not selling at all. You're just a checkout page. That's inefficient that takes 20% We corrected number one. We align the incentives of the Setters with the overall business not the closer. We align the setting incentive with the business throughput which got rid of the DQ's that were overly DQ people and we made sure that when they were talking about the product we were just more trying to qualify the prospect to make sure they had the problem with the solved and the money to spend not telling them the price of what they would ultimately buy because we haven't sold them yet. We just want to make sure that this is a big enough problem for them and that they seem reasonably able to pay if we present it to them. Our schedule percentage went from survey says 53% two 94% for those keeping track at home. That's a 77% increase so What if we kept everything else the same and we only did this? We would have increased sales by 77% assuming everything else stayed the same but everything else didn't stay the same. So let me show you the next thing we did which is we had people show up for the first call. We got 94% to schedule the next call and now we have what percentage of these 94 actually shown because hey, maybe you just get everyone to say yes to get off the phone, but they actually showing believe it or not. And this is gonna sound crazy. The show rate that we had here was actually the same process that we had here because believe it or not if people have a good experience and it's personalized to them. They're more likely to show and so rather than explain literally repeat myself. I'm going to say we actually got the team to do it. So we did four things number one is we started implementing daily training which means that every day the team we get together and they would role play the scripting to make sure they're right that they were coming off the right way that they're hitting the main points make sure that they were framing things properly adding curiosity hitting the main pain points of the process going to have so they could set up the next call number two is that we do game tape reviews, which is very simple, but you just watch game tape with the team and you have the person who Is in the call critique themselves. So rather than have everybody jump on them because no one likes that it's horrible. You just have them say what are all the things you could have done differently and then the team says all the things they did well because remember there's always something someone did. Well you play the tape they say all the things they would have done differently and most people do know when they watch it, which is one of the best ways to learn and then everyone else is hey, I think you did a great job here. I think you did a great job here Bravo next one up. The third thing is this is why the sales director was so key and why they're the first hire was doing one-on-one and one-on-ones you role play like I you role play till you're sick in the face. You have to learn how to train people how to speak like that's what the job of the sales manager is besides managing. The culture of the team is if John's Rapport building sucks. Guess what sales manager does every time they have one with John they practice Rapport building. All right, which means you follow the script. No, say it again up. Say it again. Try like this. Huh? Like there you go change your tone. There. It is. Like we're talking 10 20 30 reps on one or two phrases in the script so they get it down. If your salesman is not talking back to you in the script on your one on ones you were literally wasting time. The fourth thing was just end of day reports, which is you just want to make sure that they know you're tracking what matters and if there's no tracking throughout the week. No one feels held accountable. It also doesn't give you the opportunity to praise and get out of boys. All right. So every day the stats are getting tracked in real time and daily leaders daily winners. All right, so there's the four things we did from here to drive our show right to Oh 87% is a 40% increase. So if we did nothing else. But we just had this one Improvement in this process and everything else stayed the same. We would have increased sales by 40% not too shabby. If you're following at home what you should be. We should at this point have a ton more volume that is coming to these clothes massive movements because remember these are customers. This is why we felt like we could do a lot better now hitting the closed call. So in order to improve this number to the best of your possibly never we're gonna have more disqualified people here. Remember we we told the setters set anybody you can because we wanted to get more at baths. Okay. So one we also added in a vsl. So video sales letter between call one call to so people got to have some social proof. They got to see some results. They got to have a better understanding because in my personal opinion, I don't like salespeople repeating a pitch. I'd rather have someone understand the benefits and they have salesman resolve concerns and personalized solutions to customers rather than have them say the same 15 minute pitch because it then it sounds robotic and these zone out and so does the prospect so I like to say here's all the info watch that and then we'll talk about it. Okay. So number one we added that piece in Number two, we role played a lot on the common objections. And we like to do that before the call the video sales letter covered some of these common concerns in the video so that the sales guys had a little bit more of an advantage going into the call. And then also in the scripting we front-loaded the obstacles before you mentioned the price you overcome obstacles after its objections. All right. So if I say hey, do you think your husband supports you in doing this new thing before I say the price then I have overcome an obstacle if I say the price and I didn't overcome it becomes an objection which is way harder to close. We call killing zombies, right? You want to kill the Zombies you want to defuse the bombs before you talk about money. And so we brought loaded the script to accommodate those issues that people were losing in the sales and we focus the script far more on what they were going to experience afterwards rather than the features within the service because at the end of the day, they don't care about the future that service they care about where they're going to go what life's going to be like after it's a celebration of the plane flight. So we made those changes. and we Got the close rate if you're like wait 42 is lower than 80 sure as hell is great myth if we're doing the percentages here and we have a 21% increase here and a 77% increase here and we have a 40% increase here. So that's 1.2 plus 1.77 plus 1.4. We have far more than a double in terms of how much volume was going there. In fact, we three and a half times more volume, but we cut the close rate in half, but three and a half times 0.5 is more than one meaning we increase the total throughput of this system and so the end result of this entire process. As we went from closing 20% of that 100 people that buy the product to 32 brain net savings. Of going from 20% of Revenue to 9% So we paid less than half to get 60% more sales. And as you recall, all additional sales dropped to the bottom line because we already acquired the customers. So now that we had her own house directors. Scaling the business We rebuilt the incentive in complaint and we rebuilt the sales process now we want to scale. So we need to go from 0 to 40 reps. And we had to do it in record time. All right. So number one is that to go get all those people? We went everywhere. All right, so we actually did all the things that outlined but we also hired five to six recruiters right off the bat. We did a ton of app on ourselves. We hit our whole email list up. We did everything because we had to hire 40 guys. We had to do it in 12 weeks. All right. So number one is we did everywhere. So plus adds like you to do is there's more content. And outbound. All right, so recruiters content and outbound is what we did to get all the people in the door. Now once we have people in door, we didn't have the sales director interview all these candidates because you just wouldn't literally have the time he did a final check off once the team planned on hiring them. And so we had the manager for the Setters do do several of the talks with the leads. And we also had the recruiters do a lot of the screening as well. So the sales doctor could see his time and still keep managing the actual team and training to people were on the floor making money for the company. All right, so saved. directors time the next thing is okay great. So we got a lot of people we got him hired. How do we make sure that they're actually good? So we automated the sales training. To the greatest degree possible. Now, what does that really mean? It means we made a course that was an internal course on how to sell this thing. And so the nice thing with internal courses if you don't have them highly recommend it because the most expensive thing a business can do is train salespeople reason, why is because when you take a salesperson and you train them on live prospects all of the money, they don't close as money you lose and you lose all like you lose the money that you could have made and you lose the money that you spent to get them their very expensive. All right, especially when in this happens a lot too you do all of that only to have them. Get fired or leave or burn out or whatever. All right. And so we want them to take as many reps as humanly possible in a fashion where there's no risk to the company which is why we have them watched tons of game tape footage. They tend all the meetings. They listened to tons of live calls. They go through the course and then they roll play there's one takeaway for this fucking video. It's that you role play with your team and that you get really really narrow on the things you want them to improve and you keep nailing that thing until it's perfect and they move the next thing there's no point in trying to tell someone to improve six things doesn't work. I promise you it doesn't work too long doing this doesn't work. You say let's work on the first sense of the fucking script. Keep doing it again. Try it again. Try it again. Try it again. One more time. Say it lighter say it faster Loop to this one. Got it. Second question, right? How to get your sales reps to close more deals That's how you work through a script until they will they will be able to breathe it in their sleep then they can actually be present for the sales call because I don't have to think about the scripting because they already know it. So we recruited the people we saved the directors time. We automated the internal onboarding. I'm going to give you a pro tip for me. Which is that if someone seems like a dead within 14 days let him go. So some people think I'm heartless. How could I be so heartless because I have other families. I have to look out for too and if we don't keep the sales team profitable the whole business doesn't work. We give people a shot we get into all this stuff. We give them a ton of free training. All right, they actually take these get paid to get trained and if they don't if they're not up to chops, we got them go but we set that expectation up front and one more thing and this is a little Pro tip for me. I don't know how to spell that but no prima. Donnas. All right, so no special snowflakes because the thing is is even if you have one killer on the team and they don't follow the process they undermine the entirety of the process and they also kill the culture. And so if one guy does double the sales of everybody else or triple the sales of everyone else. I can almost guarantee nine times out of 10 in my experience. They actually take those sales out of the organization overall. So one guy just triple and everyone's like, oh we should be like him but the red you if you have like a 20 person team and everyone goes down by 10% because this guy because the cancer spreads Not worth it. Just cut it out keep the system. And now that we have the house to Rector. We rebuilt the incentive in complaint. We rebuilt the sales process. We scale the sales team and we stabilize it so that we were consistently beating the other team Speaker 2 and doing Speaker 1 it for less than we're able to move on to step five which is get rid of outsourced. team So the Outhouse team we did seven million dollars. in cash collected in q1 the commission on that was one point four million dollars remember 20% So the company got to profit 5.6. I'm saying profit Loosely 5.6 the company got to keep after paying the sale the outs outsourced sales team this 7% with the in-house sales team became 12 million dollars the next quarter the commission because of 20% we went to 9% So the commission went from 1.4 million on seven. to one point zero eight million for 12 net change here was 12 minus 1 10.92 million which created the difference between these two was five point four. million dollars and now that was just in that quarter times four for the year. You get 21.6 million. This is one of my favorite sales presentations I've ever given and it covers three things one how to ask the right questions to how to ask them the right way in three had to duplicate those words in that tone across a team of people. If you're building your first sales script, if you're scaling a sales team and you want to make sure that you can onboard new people and get them selling the same percentage or better than you are right now, which for many people is biggest bottlenecks when you're coming for your first million or first three million per year scaling. The sales team is one of the most difficult task is and so I've broken this down into three Frameworks that I've used very successfully scale. Lots of different sales teams. I say that the company I'm referencing in this video has 14 that one company already now has almost 30 sales guys. So this process continued to work past when I made this presentation. So if you're trying to scale sales you want to close a higher percentage you want to get more guys closing at that same percentage or better than yours. And if you don't know who I am, my name is Joshua on acquisition.com. We're gonna perform at this moment of six companies to do 85 million dollars a year. Keep being awesome. Love you and enjoy the video. What I'm gonna be breaking down today. Speaker 4 Is the scripting process that we've applied for calls, right? And so as the world's worst Market I sent my first email this year was very excited about it. We've been business for 10 years pretty big stuff and it was because I couldn't get webinars. I couldn't get vsls. I couldn't get all the fancy stuff that you guys get to work. And so I went back in time and just was like if I can just get them to give my phone number. I'll be able to get into like I should from me and so I went and called back all these webinars that never showed up or never bought or whatever and ended up doing like a hundred thousand in sales in a day and I was like, wow, this is so much easier and so over time I've consulted with sales teams. I've trained in owned four high ticket performance teams. I think we have 12 or 14 sales guys. Now it kind of rotates. And so what I want to do is kind of show you what we've done to consistently replicate the skill of sales and other human being would that be cool? All right. So if I can add like 10% to your conversion rate in terms of how you attract better closers how you strip the process out and I used to close more deals and scale. Them to incentivize them with that be valuable for you guys. All right, so sweet. So these are the three Frameworks that transformed losing funnels into cash machine. That was my real life. That was a picture of my actual first funnel and that's what it became. And so these are three Philips the Frameworks number one closed or framework how to ask questions to get prospects to say. Yes adding this to a funeral Isley can make it profitable. This is my personal experience and we're two is conviction framework. All right how anyone who believes can outperform a seasoned sales rep by simply learning control their tone. Really important this one of the biggest things that most social people miss. Number three the scaling framework how to easily duplicate this process across sales people in any Niche and seven days or less. So seven days from now we can do this so, that'd be cool. All right, let's rock so number one the closer framework. The Closer Framework After going through hundreds of scripts. I've bought grants stuff over the Wolf of Wall Street stuff. I bought all that stuff and going through my own sales processes. I learned that the scripting process even was simpler. I think then it's portrayed and it's not that it's something to be sold against but every sales script that has been absolutely gangbusters has been a question based framework that is based on this process. All right, and this works for b2c sales works for B2B sales works for 500 tickets. It works for 100,000 tickets. The process is the same and so this is the acronym close to framework as I said world's dumbest marker. So I made a nice and easy to remember. All right, so see clarify why they're there when I look at creating a script. The first thing we asked is like why the hell are you here? What made you reach out to us today? What was the thing? What is the goal? You're trying to accomplish, right? Two label them with a problem. We can't cure cancer unless they admit that they have it right. Has anyone had a situation like I just want to find out more information overhead that Right looks like well, I'm assuming you're not hopping on sales calls all they just run in for find information. Is there a problem you're trying to solve? So that's a problem of it After I'm sure I'm assuming I'm not the first guy you've ever dated, right? So is there anything else that you've had happened in the past that got you here? That didn't work. I'd love to know more about it s once we've gone through the pain we saw in the vacation, right? There's a process that I'll walk through e we explain away their concerns because obviously same people don't make decisions on the first call. Unless you're closer and which case they do. Which I'll talk about and then finally and this is something that we actually added in my original framework for my first couple years was closed and then we added the r because when you do this, it actually transitions into the onboarding process that will get higher LTV per customer lower turn lower refunds or chargebacks which are sales guys and you will be happy about cool. All Speaker 2 right, let's Speaker 4 rock. So we'll examine each one more closely clarify whether they're there. These are the questions. That sounds like what made you come in today? What made you reach out? What's your goal right now? Why is it important you why that number specifically what does it what does it resonate for you? Right? Why is that real? L the question that we're looking is like okay. So what I'm hearing is XYZ musicals, that's not about right. All right, really simple, but very important to Milestone that has to be hit in the process. All right, then we overview. All right. This is where we're Gathering all the Intel and for some of you guys my goal is that you can take this to your sales team or sales director and run your script through this framework and then see where you can plug it. You probably have some of it but if you're missing one or two of these questions and Milestones, you're losing conversions on the call, like you're closing people who are already had those obstacles covered. But everyone who didn't have two of these questions covered you lose them and you don't know why you watch the sales call and you look what the hell happened here, right? So what do you try so far to accomplish that how this is what we call the pain cycle. It's a four step process. What have you tried so far to accomplish this? How long did you do that for? How long ago how did that work for you? What else? Have you tried? Right so we just do that cycle until they're like Oh, yeah, that's it. Now you think about it? I've tried everything under the sun. Like I can't imagine what that's felt like. Wow. Right. It's not your fault. You're so close. You're six inches away. Right? And I think you should have this one thing which about showing a second we could be able to help you wanna hear about the program fantastic. That's what we transitioned to sale. Right? So some of the vacation the number one thing that people mess up our sales pitch on the call is under three minutes. three minutes 180 seconds when we talked about I think someone was asking about what are the bullets on the page? We don't say anything about that because what we're trying to do is get them to understand what they're going to experience not how they're going to experience it. Right? And so when we have a sales pitch just about every time we sell three things right and it doesn't matter what industry you're in. I was training a mortgage lead team and they were selling leads. Right and it was like the leads Speaker 2 are exclusive. They're timely and they're qualified. Right? And so we Speaker 4 talked about hey, it leads in the past. Well, this Zillow leads my real estate people write the Zillow leads are not they are timely but they're definitely not exclusive. These are people just window shopping. Right? Our leads are different three things. You could always find them you're selling Fitness, you're selling Fitness Nutrition accountability, right? And so what we do is when we say the three bullets Get him to understand. Yes that's takes five seconds cool Fitness wise we get the commitment this one. I need you to do fair enough to be like and you should work out three days a week. Can you do that? Awesome if we see any hesitation you have a 30 second story that's memorized most of the script. This is what makes it scalable is a question based framework, which means if you get lost you can find your way back again, if anybody here have scripts that are like paragraphs and stuff anyone. Okay, like no no one has a script that's paragraphs and Pages, please. We all know. Um But if you have those things it'll totally mess it up because then the sales guy gets lost and then he's just free balling and he has no idea where he is hot dog and hallway no idea what's going on. Right? And so the point is here a little Visual and is that when we're telling the story like with the fitness example, I'd say when you fail in the past. Like right now do you have do you have a favorite TV show? Game of Thrones. That's awesome. Do you feel like like you got to get motivated watch Game of Thrones you like? Oh man. I've been wanting to watch it but I just can't get up the motivation to watch TV. They're like, well, no, I don't have that. It's like right and so that's exactly how we're going to make your fitness program. So if you look forward to you don't need the motivation The Willpower because that's what you filled in the past. They're like, oh I didn't talk about the workouts the heart rate and the calories they're going to burn and they're going to sweat because all that sounds like work. Right. Well, what they do get is exactly what they want, which is we see you're telling me that if I actually like something. I'm not gonna have to try and it's gonna feel like watching TV because I look forward to it. It's exactly what I'm saying. And if you can deliver and make tons of money and that's the point. So each of those points your sales guy should know. What that anecdotal story is? Right if I selling accountability. anywhere have kids anyone here tell their kids to brush their teeth. And we have their kids to brush their teeth say they don't want to brush their teeth. Anyone tell their kids even though they're one of us their teeth to brush their teeth anyways. And now you're an adult did your parents did that to you? Do you brush your teeth? That's an example of external accountability turning into an internal habit. It's exactly what the accountability we're going to do in this program. Just make sense. Great done next bullet. That's how you transition the pitch, right? So if you think about this process, why are you here? I have cancer. I think we might be able to help you out, but I don't want to get into that. I don't know about you. Like I don't know what your situation is. Tell me what you've done. Ah, that sounds that's great. That makes sense. Okay. I think we might be able to help again see a little bit about that. All it is I tell three stories they make complete sense to everything. You just told me. And then we transition and so I pretty much just covered this but we call it. So on the vacation out the plane flight, right and so we're not selling CSA. We're not selling your modules your meal plan your macro work out your sport team your url is you are whatever right? We're selling Maui. We're selling the Final Destination and it doesn't matter what level of service you are selling you always selling the same thing. It's always mount it. It's just how do you want to get there? You want to swim them out, right? Do you want to take a boat? Similarly? Do you want to take a normal flight or do you want to take a private jets amount right your call you're getting a Maui the way because we're a man of our word. I'm not gonna sell you something that's not going to deliver. Right but it's gonna be a little different Little Rock, but we're gonna get you there. All right. So everyone gets to Maui the variables to the squeeze the speed and the quality of the journey. All right the like the unit of arrival is assumed. So since this always the same thing. You probably have multiple levels of business, but it's always the same process. Right and so once we have that, they're like got it. Now we just make the ask right from this point going forward. It's explaining where they're concerns. Like any human being would normally do I could drill price over comes with you, but I think it's more valuable to explain the thought process behind price stall and decision maker objections. All right. So the first and obvious one is I can't afford it when we get this one. Right a couple people. Two people have gotten this up. You guys have the best leads give me your leads. And so the easy question that I used to explain to our sales team because it's really about breaking their Leaf beliefs is if we were giving away Ferraris right now for five grand. Do you think they'd find a way to get the money? Yes. So that simply they do not understand the value. We're trying to provide and if you can get your team to believe that then they understand that it is always their fault. If someone cannot afford the program it makes sense. fantastic second decision maker close one of the hardest things to overcome right? I gotta have my business partner. I got my husband my spouse my whatever, right? So we give a specific process that we go about this. And so what we do is in the very beginning we just say We circumvent then we go over past agreements and then we ask for forgiveness. All right, this is the best way that I've seen to overcome this. So the first thing we say is well, what if they say no one out of three times will be like probably do it. Anyway, so we're like let's get started. Boom. It's done you'd be amazed how many times that actually works? It's hilarious if they say well then I wouldn't do it then we divert we say well, what do you think their biggest objection would be about it? Because now they're just using a foil even the person's not there. It's no idea what the program is because they're not involved with the call. Right? Like well, I think this and at this point we can attack the actual obstacle even though the decision makers in there now if they still if we still can't overcome it then we go to past agreements. We said well does your business partner know you guys are struggling on sales? Well, yeah. Does he approve of that? Well, no, then why would he be against something that he already doesn't approve of? That doesn't make any so why would he be in a business partner solving a problem? They know what you do? Let's great. You're being a great partner. Let's go. Right and so we try and rely on past agreements that are obvious and use those to project into the present. Right? And then finally, you know, sometimes it's better ask for forgiveness and permission, right? And so we'll tack that on again. You could put that at the end of any of the closest. And so when we're dealing with this with price its value with decision maker we go on past agreements and with stalls. We just teach people to make decisions. People just so afraid of making the wrong decision. They're petrified. And so we do is we literally teach them on the call. Here's how he make a decision. These are the variables. You should be considering X Y and Z, right? Can the product meet your needs. Do you think that if you work with us, you have a greater or lower likelihood of losing weight. Greater fantastic. I think we're halfway there. Do you want to work with us? Do you think it'd be fun to hang out and see me everyday? Because believe me this Dash I had to I had to work 12 months to get my wife to say yes to that. So I understand if your husband makes sense. Would you be willing to do that? All right, let's rock right and then do you have access to funds or know someone who does right because it's not just about you because it's something that's amazing. We can find other ways to finance this. So do you have access or know someone who does? Well, then great. Let's get started. And if for some reason we haven't closed them at this point we say how about this? Let's take a card down. We'll delay the payment to Friday you go to your husband go to your business partner, right you go to your I love this one you go to your husband, right? And he says baby. I want you to live a shorter life. I want you to I want you to be a terrible example to our kids. I want you to not have generational Health in our family to be passed down. I want you to sit in that corner. I want you to pull those sweatpants up take up a bag of Cheetos rub your fingers on their right and just get comfortable with the fact that you're never going to look better than you are right now. It's like if you are husband says that to you you call me back and I'll tear this contract up fair enough right you close. All right, so we explain where they're concerns. And then finally we get the yes, we reinforced the decision. This is stuff that we started doing it helped a lot. So personalized video from the CEO. Hey, welcome aboard. So happy to have you thank you for trusting us with your business. Hey, we're so happy to have you thinking for trust with your weight loss Journey or personalized says we do everything in our power to amaze you write little things like that because the customers usually deciding whether or not they like your business in the first 48 hours after the sale. I learned this later. So how you hand off from sale to customer experience and activation is where this all happens. That makes sense. That cool was that nice low framework to work through? Okay. So that's disclosure framework. That is the first thing that we can run your script through. All right how to ask the questions to get the prospects to say. Yes. Check one down two to go you with me. You're still good. All right, let's rock. So conviction framework. Number two how anyone who believes can outperform a seasoned sales rep by simply learning to control their tone. How to control your tone All right. So after I reworked all of our scripts using the closer framework, some of my guys really successful but other ones still blue and I was like, well, this sucks right. I was really excited. I had a little acronym and everything. I was like that took me a long time to come with acronym right? I was like well give and so It talks to my friends and they recommended this book which was awesome. And the biggest takeaway from this book is that is the concept of tone and this was something that really helped take us and give an extra Edge for our sales training ourselves process and the coaching that we give people right? And so in the book he talked about the hidden dialogue, which I just love and I just never want to take credit for an idea because I never met but there's two dialogues that are happening right because the words are the logic right which are actually saying is talking to logical brain how you say it is talking to the emotional brain, right? That's the ones making decisions. That's one run in the shop. All right, and so how you say what you say. Is what you say? So here's an example. As my wife she's going to be here with me soon. But if you were here. if she said Alex right or Alex right or Alex? Very different meanings very different afternoon for me in each of these scenarios, right? Based on how she said it because there's so much communicated and that's just one word. Imagine a 30-minute dialogue where each word can be chosen to have packed with the meaning that you need them to feel so that makes sense. Okay. So we need the words to The Logical influence when you need the tone for the emotional influence. We need both. Okay, and so once you become a more seasoned like sales rep, you can learn to control your tonal purpose, right? How to control your tonal purpose You can raise your voice at the end of statements make it into a question. right so question This is John. Right. I didn't need to ask him I'm saying, you know to answer that as a question and ask you that but you know that the tone right? Or lower my voicemail. I know what I'm saying extremely important. right tone matters And so it takes time to develop this level of unconscious Mastery. So there's two ways to develop this. And I believe that you can either trick yourself into it or you can train yourself into it. And since I don't have enough time in 30 minutes to train on the influence of tonalities, here's the trick is that all right? Let's give you the hack. Conviction will correct your tone. If you believe in what you sell. You will say it the right way. And that's why some of you guys have a sales rep comes on crushes it and then tanks. Because they did believe and then they saw your reviews or they got customer support feedback or some will call them up after buying. It was like fuck you. I can't believe you did that and they're done. And then all their tones off because they feel like out of Ethics. Right? And so I'm lowering my tone right now. So, you know that this is really important right? And so I'll go upbeat because the boo-boo bring us back up. All right, and so real estate sales team Consulting. This is a great story. So I was flowing out. Paid way more money than I should have been paid to fly out and consult with the sales team. All right, they were selling mortgage leads examples. I was giving earlier. And they were really excited. They wanted me to give this ABC always be closing chat like huge Pump Up chat. So I spent the first half the day on the script the second half the day was supposed to be drilling the sales team, right? So I get on the sales team. They got a nine-person sales for and they're like, we're having some problems with the guy John cool. So I was like John, How good are the leads? he was like Well, you know, there's kind of I was like, I'm good. Thank you. And I was like because if you fucking thought the leads were good. You would say dude. They're unreal. I can't believe it right now. I'm getting my mom to pass for real estate certification so I can start sending her leads. I'm studying for mine a couple months behind, but I'm telling you as soon as I fucking get this thing passed. I'm out of here. I'm gonna start buying these leads myself to make more than I make right now the sales guy. That's what you'd say if you believed. Right the way you say and what you do the entirely different and so one of the hacks on this by the way is anywhere. We gotten hot or has sales got hot. So it's just closing closing closing closing anyone. That because the sales training for that person. Because the way they asked the question at what point how they closed? That's how it's perfect. And so they should study the best game footage when they're on a street and that's when you can replicate it much more easily because it's like in the wild you're witness it and that's when they're Masters right in those moments. All right. So these are the actions that we do so I'm transitioning and attacked for you guys 15 years. All right reread the testimonials out loud daily in front of your sales team. If you've got fresh ones, which you should read them makes their day make them feel like they're making impact right? They're getting the shit kicked out of every single day getting hung up on getting cussed at getting a little fuck off every day. Right and like the best thing you can do is give them a cup of coffee that says, hey man, you're fucking doing good in the world, right? So they need so do it every day. Number two fix everything you can about the product. This is obvious. But I want to say it directly like don't blame the customer for lack of success because it doesn't help anyone. Right? It doesn't help them doesn't help us if we can take ownership, then we can fix the product right three never stop improving it. So you always know it's up to date and this is a good one for the sales team if you're sales dip Take your head of customer support. Bring them to the sales meeting and say Erica. Tell these guys what you do for our customers, they're like, oh well the first day what we do is in this text and we send in this letter and we can swag and then we follow up with them and then we like write handwritten Carly back massage and foot massage and then we find a wife for them. It's unbelievable. You know what I mean? And then the sales guys like God, this is fucking awesome. I'm like, I know let's go sell it. Right and so these are the actions that you do on a daily basis. To get your team to be excellent. All right, and so that's how you can hack conviction and get your teams tone. Unconsciously, correct by just truly believe in the product. That cool you think you'd sell more if you did that. Sweet. Thank you. All right. conviction framework number two three scaling framework how to easily duplicate this process across salespeople on any niche. Scaling framework In seven days or less. All right. So we've talked about closer framework. We talked about conviction framework and this is the oops. I think I'm going to skip one. Oh, no, we are back great. So when I showed my sales team to stuff they didn't do it every time. All right, because you're probably gonna come back from here all gung-ho you might show them this video and they're like, yeah, they go raw for two to three days and then it's like back to normal. Right? No one wants that. So piece by piece we Implement process is to get the same outcome over and over and over again because of the 110 million dollars we sold which is crazy. It's been 100% over the phone. No, one over the age of 20 now. We got one guys 40 but beyond besides him. Everyone's younger than 27 dollars seven dollars 27 years old. All right, like these are like crazy, you know, I mean like crazy veterans right just do this process over again and get the right thing. As a total aside. Find people and educate them about your prospect. Not your product. That's a big fuk up because like they shouldn't even be talking that much about the product. They should be knowing everything about the Prospect and so right now if you're sales training is focused on your product. Doing It Wrong these are the six C's that I used to scale teams from little guy to lots of guys. All right. So this still to you know, we use this to build a 3000 person affiliate base in our physical Products Company it added 35 million sales. Just cool. Just awesome. And so I will show you how this works. All right, so we've used these sales teams. And this is how we've kind of these were all multigen teams and I'll show you what we did. All right. So close your sequence is the first see which we went over earlier. The second C is consistently training and conviction and I'll show you how to do each of these call recordings. You got to record them communication cycle cuts a competition. There's the sixes. All right. So number one make sure you have a question based framework that follows those steps in the scripts. It should just be questions. It's so much easier to just follow questions because if someone's out and you know out in left field, you know wandering not like onto the highway you're like, whoa. Hey come back over here. This is the next question in this process. So thank you so much for sharing. That must have been so hard for you. So what do you think that brush your right next question the sale? The sale All right. Number two consistent daily training. This is the number one thing if you take one thing away from this besides conviction because that'll do more for yourself than anything. This is the second biggest thing. All right, is that daily trading our team training 60 minutes a day five days a week. We actually do twice a day stuff, but that's okay anyways for right now, if you just do this, you'll already be way better than everyone else in your Market. All right, so we do talking and listening because the salesperson needs to know how to speak. The right tone, you know to listen right as we drill both scales for talking. We have them read the script out loud and the questions with the correct tonality. For 25 minutes and if they fuk up they start again. simple five minutes we draw obstacle overcomes. I need to think about it. I'm not sure. I don't have the money can't afford that right. Now. I got to talk to my partner. Right? I know it's gonna work in my market or whatever your specific obstacles. Are you because those when they're in the Red Zone, they shouldn't have to think about those. So the only two things that someone will ever truly memorize we those 30 second anecdotal stories I mentioned earlier And you're out to go overcomes. It makes it much easier to get new people on the team. Listening. So every day we'll listen to 30 minute recording and we'll go with what went right in this call. What went wrong. What do you do next time? Very simple, right? You play the call. Everyone watches game tape review. We're like man, you got kicked in the balls on this one, right? Speaker 2 But Speaker 4 yeah great report in the first five minutes, like what went wrong and that was about it and what you can do next time. I'm gonna transition from the report of the question asking that sound like a douchebag. Fantastic. All right Next Step and you continue to improve I know this sounds crazy simple, but it's so simple. No one will do it. So number three seas is call recordings. If you don't call it, like record your calls one, you're not compliant. But two like how are you gonna study game film? You know, I mean, everybody's got all their data and you've got your mouse tracking on all the pages and like how where's the mouse tracking on the calls? Right, that's where that's where you're going to train your team. This is like every MBA team they play the game. They watched the game footage, right? Why not doing that with the sales team and so you have to record it if you use them gong is absolutely the best highly recommended. It's been awesome. You just for two years, they'll tell you exactly how many minutes people are talking for someone else. They'll tell you who's talking the most where how many questions were asked if the AI they have their unbelievable it's expensive, but it's worth it. four cam cycles and feedback and if you guys have heard the story, but if I were trying to fix your golf swing, right and I said, okay, so I take a swing looking like I do like a Canadian right? He's like, all right, man. Well first off lose 40 pounds so you can rotate. All right after you do that change your wrist by two degrees turn your other hand over put your thumb underneath. I need you to take your first foot put it forward and then point at the other way and then put this foot back and try again. I'm fucked no chance of swinging right, but if you just said hey take another 20 swings and just put one thumb on to the other one. I'd have one thing to work on I could probably get better. And so when you're training and this is for the sales directors if you're helping them out with that call or what went right went wrong. That what am I gonna do about it is the one thing. Does that make sense and so in terms of communication Cycles? We do weekly with the team. We've got daily training. We've got daily wrap-up at the end, which is really just a pump up and kiss them on the forehead. Good night to make sure they feel okay, right because they do get punched in the face all day. So it's worth being like hey you see Derek's overcome this morning is fucking awesome. He killed it. Let's watch those like highlight footage like watch him say he's gonna have to talk to his wife. Oh overcome, right and then and then they're like dude you killed it. And then it just makes them feel like they're part of the team. Right? And so that's where we do the feedback in the communications and then we do one. So once a week if they're new we'll do one-on-ones if they're a little bit older we'll do once every other week. That makes sense. Can you use this right now? What I'm giving you for your sales teams? Okay, so sweet. Number five cut the fat get it fast. 5) Cut the fat, get it fast Randy probably knows this better than anyone. when you hire sales people at least in my experience like It's sink or swim. Like if a guy if guys can't close in the first week to two weeks unless it's some sort of crazy complex thing. They enclosing right and then I've got somebody who now came in neutral now, they feel like they suck right. They're actually worse than someone who's new because now I got to overcome all your beliefs and then bring you back up and so in my experience, it's been much easier to take a six and get them to a nine then try and take then try and take a two and get them to a five. It's more work and it's not good for me or him, right that makes sense. So in most cases is anyone have a salesperson that you've been waiting for them to turn the corner for the last like six months. They're not going to turn the corner. Unless they have a come to Jesus moment, which does happen, but it doesn't need to happen on my team. You can do that and come back, right? All right. Six competition and career path. 6) Competition and career path All right. It's a big one. So salespeople are competitive right as they should be right they are hunters and they should go hunt and so having competition or regulations. What we have found is that six weeks Cycles tends to work best. It is long enough that they believe they can accomplish something but short enough that believe it's going to happen soon. And so we run our competitions on six week cycles for us. I think what you said whatever Ryan said about the percentages 10 to 15% actually works pretty well as like a group goal when we have those as like top salesperson with like we did like weekend to Vegas. So we'll split all the guys that we like 14 teams of four, you know, I mean, they're all so it's like you get the competitive but you still get the camaraderie because if it's just one, you know, one versus everyone, sometimes they can get a little bit too, you know teethy and so having like little mini teams helps because then you can you can kind of like make it an adjusted drafts you put the best out the worst guy and then he helps him out. He speaks him up. That makes sense. And then career path. This is one that I probably learned later, but it's really good. Is that You can have minor minor wrote Milestones like 50 deals closed 100 deals closed 150 deals closed, right and they just get a little just a little you know, they go from 500 to deal to 525 a deal ready for 5:25 to 5:50 deals. Just the fact that there's this this road map of where they're going and there's actual progress because sales is one of the most repetitive positions in the world. Just the fact that they're doing this and they're something is changing on the outside. I think just helps relieve anxiety and help the guys Focus. So that is one of the things that I would recommend doing with the career path and then obviously if you have roles like depending how big your team is manager Etc and you can move up something that I don't have on here that I will add is that this seems to be common practice. But remember don't miss marketer on Earth outbound and inbound keep them separated and we also have Setters and closers for both of those teams. So outbound sets are different than inbound sets. Which go to different closures on either side, right? Because the prospects are a little bit different. All right. And so if you if you have lots of different types of leads going to the same person, you're probably losing a lot of efficiency. If you don't have that much Leaf flow that's under the issue, but it's as soon as you can separating them out. We'll get you a lot a lot higher conversion rates. All right. So I'll recap Speaker 3 this the Speaker 4 60s for scale in our closure sequence. Make sure that's in a question based framework daily training and convictions. So you're reading the testimony every day. You're trading them every morning. I'm talking listening the most valuable skills at a Salesman can have call recordings to make sure that they're actually doing a gameplay footage to actually look at communication Cycles to actually improve on their skills based on the game footage that we just had you cut the bottom people who are just dragging the team down that probably just don't have the makeup for this and then you're keep it competitive and you give them a career path so they have something to look forward to in the future. All right. So now you can understand anyone can still expensive Player Pro even if you don't think you're any good. Which is completely normal. Yeah, that sounds.