The Only 3 Things To Say When Closing Sales | Ep 276

Most Nation real quick. If you are a business owner that has a big old business and wants to get to a much bigger business, going to 50 $100. Plus, we would love to talk to you and if you like that or would like to hear more about it, go to acquisition.com, you can play anywhere on the page and talk to one of our team and see if we can help you get there. If you're trying to close the deal, you want to educate the person but the reality is that's not they're not going to listen to you until they buy. And so there's no actual point in quote teaching, but you do want to coach, welcome to the game, where we talked about To get more customers, how to make more per customer and how to keep them longer than the many failures and lessons, we have learned along the way. I hope you enjoy and subscribe. What's going on? Everyone, I want to make a quick video for you guys about the only three things to say when closing or selling. And the reason this came up was recently, I was on, I was coaching our sales team on, just just going over game tape footage, which is like, hey, how's you know, let's let's watch the sale from yesterday. You know, what we could what was done? Well what was great was bad. What could have been proved etcetera, and Of the habits that some of our team gets in because our sales team is really knowledgeable week on Business Consultants because they really are, I mean, they really are Business Consultants, you know what I mean? And that's why sometimes it's harder to find good sales people because they have to have a really high level of understanding. If you're going to like the higher the level of the business that you're going to be selling the higher level of expertise, the person talking them must have if they have no context, that's why I like low-level transactional sales. Like if you're doing be to see, you know, supplement sales over the phone, you really don't need to have any Exquisitely you know knowledgeable rep. It's more about a very transactional process that's going to be very highly scripted minimal variability, right? Whereas if you're talking about a complex business deal, right? Then you need to have a very good understanding of their business where there's potential opportunities Etc. Right? And so sometimes it can be difficult because you may want to switch and this is especially true when it's if you were the owner of the business or your integrally involved in just a couple of sales people You may get into the mode of trying to teach which is one of the biggest a mistakes, but be one of the biggest hard things to not do, there's some good words as a salesperson, right? Because if you're trying to close the deal you want to educate the person. But the reality is that's not they're not going to listen to you until they buy. And so there's no actual point in quote teaching, but you do want to coach and that's something that I was talking about. With my team yesterday is the difference between teaching and coaching and so fundamentally. There's only three types of statements that you come out of your mouth when you are selling number one and most likely to be coming out is questions, all right. So if you don't know what types of questions like for us I prefer question based Frameworks for more complex sales. And the reason for that is these are the types of questions that we would need to know the answer to in order to work with someone. It's also So the only way you can get someone to change their beliefs about something because ultimately the person especially the more complex, the higher-level to sail the the more the person is to come to the conclusion on their own that they should work with you and less feel forced or suggested, hopefully that makes sense. And so we should ask leading questions that lead them to the conclusion that they should work with you and you can solve their problems. The second type of thing is a restatement, which means after they say something, you say it back to them. Which means that you understand and you are listening. All right, so it's like, so what I'm hearing is, this is the primary issue that you've been trying to solve. This is what you've done so far, and this is why it hasn't worked, is that sound about, right? So that would be an example of restatement. Notice, none of these things are declarative. Statements of fact, I'm not teaching them anything. All right, which is the same reason that people get in trouble and they do presentations to try and Pitch, they try and teach the thing is, is person has to have their beliefs broken in order to take action. Action and you're not providing value in a real way because the reality is they're not going to execute on anything, you teach them they will only execute if they have their beliefs broken and believe you can help them and then that they can trust what you are saying. This is like this was so hard for me to learn because in the very beginning when I started in which I just wanted to go in and get on the phone and Jim's. Oh no, your pricing is all wrong. You gotta do this, you gotta do this. Go to this and they were just like take lots of notes and then end up getting off the call, not buying and then be like, well, I don't even know who this guy is, I'm just going to ignore it and so I didn't actually help them. I thought I was helping them. But I was actually helping them and I actually heard this from talking more, a good friend of mine, he said, everyone gets benefits from breaking beliefs, only 10% of people get benefits from tactics and so you actually are providing more value on the call by questioning their beliefs because you're actually servicing 100% of the people providing value compared to trying to give tactical advice that only 1 out of 10 people may or may not use and likely the people who will use it are not buying from you. So, either way, you're not eating your business and you're also not benefiting. There's that was a huge thing that I had break with my own beliefs. And so then you might be wondering, well, if I'm only asking questions in restating things, how do I close the deal? Great, great question. Glad you asked. All right. And so what I like are short stories and so the reason we do this is that. So we asked a question, ask you serious questions? Hey, why are you here? What are you struggling with where you're at right now? We're trying to go. What have you tried so far? How's that working for you? Why is this important does it matter like within the bigger - of your life and we were trying to do. Okay great. This is what I'm hearing. I think this is why you have been successful. Would you agree with that? Does that make sense fantastic joining here, our program works, right? So at that, point you'd enter, quote, the pitch, right? Which is where you can explain how the services work. This is where most guys, and gals will just blab, right? They'll just talk and talk and talk and talk and talk and try and teach and about how they have the secret system in the. And really I think Russell Brunson calls at technobabble is like you talk about your periodization, you talk about your plane or you talk about your Program just talk about the software's or whatever, right? The route is, they don't care. And so all we have to do, realistically is tell a story that illustrates what they're going to experience as a result. All right? And so, if I were trying to sell, you know, I'll just use gym once a simple example. So if I'm like, listen, fundamentally until you learn, how to Market your business, you're never going to be free. And earlier, you said that the goal when we asked for context is that you want to, you want to be free, you want this business to be able to Run on its own. Does that sound about right? Yes. Okay, cool. Well then then do you see a world in, which you're going to be able to Outsource the most important part of your business, which is acquisition lead, generation leadership and sales? Do you feel like there's a world where you can just offload that responsibility and then somehow have a reliable business? Because what if that business goes out of business, which is likely happens all the time then what? Right? You're never actually going to be free until you learn this which means you have to confront this either today, tomorrow or 10 years from now. But you're going to have to do. It does that sound fair to use that makes Sense. Right? And so here, what I'm doing is I'm trying to I'm telling I'm telling a story to break believe, I'm not saying, let me show you how we're going to teach you how to Market instead. I'm saying we have to at least come to an agreement that you need to learn this skill. Does that sound fair? Yes. And then the next kind of mini story, and if I, if they didn't understand it, then it would be like, well, this is difference in given a fish and teaching Amanda fish right now. You need to learn how to fish for yourself, right? In order for this business to be sustainable for you, right? Right. And so these are little analogies. Already prepackaged if I was selling weight loss, I would say something like all right. Well fundamentally you know, Fitness Nutrition, accountability need these three things fitness-wise. You're going to have to come and work out here. We agree that you need to work out. Right, right. Why haven't you been working out so far? I don't know how fair enough is it? Also because you're not motivated to do it. Yes. What if you actually what something that you like doing why I like doing I like watching TV cool. What if, what if working out with something that you could look forward to as much as or more than watching TV? If you liked working? At more than watching television, which one would you think you would do? Well, I'd probably work out, right? So our goal is not to get you to work out, but learn to like working out more than watching television. If we can accomplish that, then we're going to solve this problem for good. Does that make sense? Yes. Notice I told them they're going to have to work out. I did not talk about the the, the new the exercise selection were going to do the programming how we're going to ramp up their volume, there under leading periodization, the fancy exercises. Like, none of that stuff we talked about because it doesn't matter. We have to just come to an agreement that this is What we're going to be doing to solve the problem. Does that make sense? Yes, fantastically move forward, right? Wheel clockwise you guys already know that I don't run any ads on this and I don't sell anything. And so the only ask that I can ever have you guys that you help me, spread the words we cannot more entrepreneurs, make more money, feed their families, make better products and have better experiences for their employees and customers. The only way we do that is if you can rate and review and share this podcast, so the single thing that I have to do is you can just leave review, but Taking 10 seconds or one type of the thump. It means the absolute world to me. And more importantly, it may change the world for someone else. And so, you'll have these prepackaged ideas. Another example is, if I had somebody who wasn't, I'm giving these examples to help the drive the point home. If someone said, you know, you're gonna have to change the way you eat for example, then I say, okay, what you've probably tried stuff in the past, right? I'm not going to talk to the fucking meal plan, right? Does it matter, right? It does matter, but not in this conversation, it does not matter fundamentally. You're going to change the way you eat because what you got like why are you are here? Is because of something you are currently doing, does that sound fair right? Okay, cool. So again with this example, I'd be like well do you like cake? Do you like cookies? Yes. Okay, so then the key. Do you think you could not let eat cookies for those, your life? You think you cannot eat cake or not, eat ice for the rest your life. You think that's reasonable? No, I don't think that's reasonable cool. So then we have to figure out a way for you to eat the things that you enjoy and still lose weight and do it in a way so that you look forward to it. Because if the end of the day, if you like the food more than you're currently eating, you will stick with it. Does that sound fair? Yes. Because do you think that you can sustainably give yourself willpower for the rest of your life? No, okay. Well then, can we agree that all we have to do? Do is just simply figure out the foods that you will like and that's an iterative process for us and we'll walk through it. But the end goal is that you will like this more than you're currently eating. And as a result of that will stick with it. Which means that over the Long Haul, you'll get to where you want to go. That's unfair. Yes, notice again, this is an explanation. This is a, this is a mini story. This is an analogy that will use and you should have multiple of these. So you can drive the point home. If you feel like the prospect does not understand what you are saying, right? And so, this is where we are, we are coaching based on beliefs, we are not explained. Or tactical izing or techno babbling about our program because fundamentally, it does not matter, they don't care. Nor will they? Listen, they're not even paying whenever you have a monotone you can see it in gone recordings. If you don't, if you don't record this, you can see talk time you can see where engagement goes down and invariably. It's when a Salesman gets to this part of the pitch and then they talked for five minutes straight. No one cares. I'm sure like I'm sure that when you've been if you've ever been sold something, You feel like the person isn't listening to you, right? And so what I can say is the best way to sell is to have the person feel like you understand them. And the best way for someone to feel understood is for you to actually give a shit if you actually give a shit you will know what questions to ask in what order because those are the questions that you would actually ask. The reason scripture even invented is to mimic or structure, a conversation between somebody who cares and someone that they can help. That is what a sale is. Is we're breaking their beliefs were coaching them to the conclusion that they have not been able to make up to this point, which is that they need to work with us in order to solve their problem. And we should be okay with the fact that I would like to provide value to this person so that I can break their beliefs are on this. Whether they work with me or not, this is still the type of solution that they're going to need. And if you can approach it like that you stop having your ego tied up in your closing, percentages in your numbers and instead you start helping people on the phone. And by extension, you will sell more deals. All right, and it's not by proving your Expertise and and ego, ego babbling about how smart you are, right? Instead, it's asking them questions. Making sure they understand that you're that, you're tracking what they're saying asking more leading questions, restating what they said and then when they ask you about how they could potentially work for you then and only then you give them the stories to explain how it works. That's the deal. And one of the big rules that I was hitting on with our sales. Team yesterday, is you do not Pitch the program? Until you believe the person will say yes, lawyers do not ask questions, they do not already already know the answers to no guy. Most guys don't propose to someone without already know. The person's going to say, yes, the, the take rate on proposals is very high, right? Let's be real, most, you know, girls say yes to a proposal most. Right. I'm not saying all, but most do and sales should be the same way. If you feel like you don't think you're going to close this person, do not Pitch them. Continue to stay in this circle Where You Are. Asking questions and reinstating and clarifying until you can eventually find that that piece that thread that was unexposed that you need to pull to then get them to say that. Aha, that's the issue, right? And so from this, the three things that you should be using, when you are closing is you should be asking questions. Should be restating what they said and then once you've exhausted these pieces where it becomes obvious that they you need to move on this sale only at that point they'll say well, how do I how do I work with you? How does the program work they should be asking you or you can at the ERI Lee said, would you like to know the programmers? Think it might be a good fit for you? At that point they can give you permission to say. Yes. Now if someone says, yay. Hey, tell me how the program works. It's like now, I don't think we're ready for that right now. I need to understand more about your business, otherwise, it's not going to it's not going to make any sense. I don't have enough context, right? And again when you do that you can retake the frame in the conversation. If someone is committing you around, you're not going to close the deal, right? And so a lot of times usually within the first 5 to 10 minutes, you can tell whether you're not going to close a deal. Most people most experienced salespeople know, bye. How the first five to ten minutes ago whether this person is really even five minutes, you can tell whether you're gonna be able to close this person or not and if you don't feel like you're going to close the person, it means you need a state shift. You need to shift the frame and the only way to do that is to ask questions that are challenging. One of the things I have, my team say is closures, ask hard questions, right? Is ask questions that are going to challenge their current Paradigm, if they're in a current Paradigm that they're getting on the phone because they want to prove to themselves. That nothing is going to work for them. Then you need to say, it sounds like it sounds like you're out of luck. Sounds like your business is kind of, there's no way for you to succeed. Does that sound about right? And then they're going to sell you on why you're wrong but by selling you and why they're wrong. They're taking a contrarian stance which then prove to you that there is a way rather than saying, no, I think you can be successful in there. Like no, I can't be successful, right. And so understanding that before you get into your pitch, the person must already be sold on working with. You is one of the biggest things I can give you right now. So if your script has too many paragraphs and too much explanation, and all of that stuff, then it's off. It just needs to be questions. And restating for clarification that you are hearing what they're saying and asking the next natural question, that will lead logically to them working with you. And asking the question at the end which is, well, how do I do this? That sounds amazing. It's exactly what I want. Like, how do I move forward with the details Etc? And then at that point you say cool, this is how it works, ready to rock and roll. All right, fair enough. Hope to make sense. Keeping awesome. Lots of love and I'll see you guys on foot like that.