22 Minutes of the BEST Alex Hormozi Sales Tips

Summary

The speaker emphasizes the importance of belief in sales, stating that people are more likely to buy if they trust you. They discuss the sales process, from justifying the decision to handling objections, and stress that selling is about helping prospects make decisions that benefit them. The speaker introduces the concept of 'closure framework' and shares a powerful sales tactic involving 'ghost products' to build trust. They also highlight the significance of conviction, curiosity, and the ability to direct or influence people in successful sales.

Takeaways

• 😀 Selling is about helping people believe in you and justifying their decision to buy.
• 💡 The act of selling occurs before asking for the sale, and closing happens afterward.
• 🚧 It's easier to handle objections by addressing obstacles beforehand.
• 🔄 'No' is not failure but an expected part of the sales process.
• 🌟 The first impression in sales sets the tone for the entire customer relationship.
• 🛍️ Prioritizing the prospect over the sale leads to better leverage and decision-making.
• 🤔 Maintain curiosity to understand objections, rather than arguing to be right.
• 💃 Selling is a dance, not a fight; it's about seduction, not coercion.
• 🌉 Selling involves transferring belief through a bridge of trust.
• 📈 Belief in the product is crucial for a sales team to be successful.
• 🎯 The goal of closing is to get the prospect to make a decision, not necessarily to buy.

Q & A

What is the main belief about selling expressed in the script?

The main belief is that people want to believe in you, and it's the seller's job to help them justify their decision logically.

How is the term 'closing' defined in the context of the script?

In the script, 'closing' is defined as the moment you present the offer, and everything after that is considered part of the closing process.

What is the significance of handling obstacles before objections in sales?

Handling obstacles before objections is easier and sets the stage for addressing objections more effectively after they arise.

Why is it important to expect and plan for a 'no' in sales?

It's important to expect and plan for a 'no' because it's a common part of the sales process, and being prepared for it prevents new salespeople from getting discouraged.

How does the script suggest that selling is the first part of the coaching relationship?

The script suggests that selling is the first part of the coaching relationship because it involves helping the customer make a decision that benefits them.

What is the role of setting expectations during the sale according to the script?

Setting expectations during the sale is crucial as it dictates the relationship and how the customer perceives the service or product over time.

Why is it beneficial to maintain childlike curiosity when selling?

Maintaining childlike curiosity allows salespeople to understand objections better, avoid arguments, and keep the sales process collaborative and non-confrontational.

What is the concept of 'sacrificial lambs' or 'ghost products' mentioned in the script?

The concept refers to intentionally recommending products that are not available or suggesting alternatives, to build trust and make the customer more likely to buy the products that are available.

How does the script describe the difference between a salesperson with conviction and one without?

A salesperson with conviction is more persuasive and effective because they truly believe in the product or service they are selling.

What is the significance of the 'assumed close' technique mentioned in the script?

The 'assumed close' technique is significant because it shifts the decision from whether to buy to which product to buy, making the customer more likely to make a purchase.

How does the script suggest using the word 'but' in sales conversations?

The script suggests using 'but' to transition from a negative to a positive statement, making the positive statement more believable and impactful.

Outlines

00:00

💡 Understanding the Sales Process

This paragraph discusses the fundamental beliefs about selling, emphasizing that people want to believe in the salesperson and their product. It highlights the importance of helping potential buyers justify their decisions logically. The speaker defines 'closing' as the moment an offer is presented, with everything prior being part of the sales process. It stresses the need to prepare for objections and the inevitability of hearing 'no' from prospects. The paragraph also touches on the significance of first impressions and how they can dictate the future relationship, suggesting that selling is fundamentally about helping prospects make decisions that benefit them.

05:00

🔑 The Power of Belief in Sales

This section emphasizes the critical role of belief in the sales process. The speaker recounts an experience of transforming a mortgage sales team by focusing on belief rather than just the sales script. It illustrates that if salespeople do not believe in the quality of their leads or products, their sales efforts will be ineffective. The paragraph underscores the importance of genuine care for prospects, suggesting that the person who cares the most will ultimately win the sale. It also highlights the need for salespeople to maintain a positive intention and to approach sales with a focus on helping the prospect.

10:02

🌉 Building Trust and Influence

In this paragraph, the speaker discusses the concept of power in sales, defining it as the ability to influence others. It explores the relationship between sales, trust, and belief, arguing that effective sales require both. The speaker introduces a framework for sales conversations, emphasizing the need to clarify the prospect's goals and label their problems. The importance of addressing concerns and transitioning into onboarding is also mentioned. The paragraph concludes with a powerful sales tactic learned from personal experience, which involves acting in the prospect's self-interest to build trust.

15:02

🗣️ The Art of Communication

This section focuses on the importance of transparency and honesty in sales. The speaker explains that acknowledging one's own negatives can enhance credibility and make subsequent positive statements more believable. The use of 'but' is highlighted as a powerful tool to direct attention and amplify positive messages. The speaker shares a personal sales experience that illustrates the effectiveness of the 'assumed close,' where the salesperson presents options rather than asking if the prospect wants to buy. This technique is shown to increase sales by creating a choice framework that encourages purchasing.

20:04

🤝 Trust and Conviction in Sales

The final paragraph discusses the necessity of trust and conviction in successful sales. The speaker emphasizes that trust comes from expertise and rapport, and that effective sales conversations follow a structured framework. It highlights the importance of asking the right questions to guide prospects toward their own conclusions. The speaker advocates for a non-confrontational approach, using childlike curiosity to engage prospects and understand their objections. By fostering a genuine interest in the prospect's needs, salespeople can create a positive experience that leads to successful outcomes.

Keywords

💡Belief

Belief, in the context of the video, refers to the conviction that salespeople must have in their product or service to be effective. It's the foundational element that drives sales, as it allows the salesperson to confidently convey the value of what they're selling. The speaker emphasizes that people want to believe in what you're selling, and it's the salesperson's job to help them justify this belief logically. For example, the speaker mentions that if a salesperson doesn't believe in the quality of the leads they're selling, they won't be able to sell them effectively.

💡Justify

To justify, in this video, means helping a customer logically understand and accept the value or necessity of a product or service. The speaker suggests that customers often want to believe in the sales pitch, but they need logical reasons to support their decision to buy. This is a key part of the sales process where the salesperson must provide compelling evidence or arguments to validate the customer's potential belief in the product.

💡Closing

Closing, as discussed in the video, is defined as the moment when the salesperson presents the offer to the customer. It is viewed as a distinct phase of the sales process that occurs after building belief and trust, and before the final decision by the customer. The speaker clarifies that everything before the presentation of the offer is considered sales, and everything after is closing.

💡Obstacles

Obstacles in the sales process are the challenges or barriers that a salesperson must handle before a customer raises an objection. The video emphasizes that handling obstacles is easier than dealing with objections, and that salespeople should expect and plan for these challenges. An example from the script is when a customer says they need to think about it or talk to their spouse, which are obstacles that the salesperson must navigate.

💡Conviction

Conviction in the video refers to the deep-seated belief in the value of what is being sold. It's what compels a salesperson to passionately represent their product or service. The speaker suggests that if a salesperson doesn't have a 'gasping' reaction to the price, it might mean they haven't set the price high enough, reflecting a lack of conviction in the value they're providing.

💡First Impressions

First Impressions are crucial in sales as they set the tone for the entire customer relationship. The video stresses that the first interaction a salesperson has with a prospect is often the sale itself. It's where expectations are set, and it can dictate how the customer perceives the service or product moving forward. The speaker advises salespeople to prioritize setting the right first impression.

💡Childlike Curiosity

Childlike curiosity is presented as an essential mindset for salespeople when dealing with objections. Instead of arguing or becoming defensive, maintaining a curious and open-minded stance allows the salesperson to understand the customer's concerns more deeply. This approach helps in building rapport and trust, as demonstrated when the speaker advises asking 'why' instead of arguing when faced with objections.

💡Assumed Close

The assumed close is a sales technique where the salesperson presents the customer with options that assume the sale has already been made. It takes the focus off of whether or not to buy and instead allows the customer to choose the details of their purchase. The video gives an example of asking a customer whether they want chocolate or vanilla, bypassing the question of whether they want to buy at all.

💡Transference of Belief

Transference of belief is the process by which a salesperson conveys their conviction and trust in a product to the customer. It's about moving the customer from doubt to belief. The video describes it as happening over a 'bridge of trust,' implying that trust must be established first for the customer to accept and internalize the salesperson's belief in the product.

💡Power

Power, in the context of the video, is the ability to influence or direct others, which is a critical skill in sales. The speaker argues that salespeople should embrace the idea of having power, not in a negative sense, but as a means to make a positive impact. An example given is that with power, one can persuade others to take action, which is the essence of successful selling.

💡Documentation

Documentation is highlighted as the practice of recording sales interactions, which can be invaluable for learning and improvement. The speaker regrets not documenting his early sales and emphasizes the importance of capturing the details of each sale to reflect on what worked and what didn't, thereby improving future sales strategies.

Highlights

People want to believe in you, but they need logical reasons to justify their decisions.

Sales is about helping prospects make decisions that help themselves.

Closing is presenting the offer, everything after that is the closing process.

It's easier to handle obstacles before objections rather than after.

Expecting 'no' is part of the sales process; it's not failure, it's expected.

The sale begins the coaching relationship, setting the tone for future interactions.

If you didn't get a reaction to the price, you didn't go high enough.

Selling properly is the first step to becoming a coach.

First impressions in sales dictate the relationship for the entire service period.

Keep the prospect, not the sale, as the priority.

Understanding objections is key; seek to understand, not to argue.

Maintain childlike curiosity to keep the sales process fluid and non-confrontational.

Selling is a transference of belief over a bridge of trust.

Belief in the product or service is crucial for effective sales.

If you have commission breath, people can smell it; your intention matters.

Human first approach ensures that the prospect's needs are prioritized over making a sale.

Belief and trust are continuums, not binaries, and should be treated as such.

Closers ask hard questions because they genuinely care about the prospect's needs.

The goal of closing is to get someone to decide, even if that decision is not to buy.

Power in sales comes from the ability to direct or influence people.

The CLOSURE framework (See, Clarify, Label, Offer, Explain, Respond, End) simplifies the sales process.

The most powerful sales tactic is being genuine and transparent about product alternatives.

Assumed close techniques, where you assume the customer will buy, can be highly effective.

Conviction in the product or service is a significant predictor of sales success.

Sales should be conducted without confrontation, using childlike curiosity.

Transcripts

uh few beliefs about selling that have

served me

well one is that people want to believe

you they want to buy you just have to

help their logical brains justify the

decision like most people are like hey I

can make you a lot more money they want

to believe you you just have to help

them justify hey I can help you get into

your high school genes I can make you

look the way you did 20 years ago you

just got to help them just they just

want they want to believe you you just

got to help them selling happens before

you ask closing happens after all right

so everything that happens until you say

here's the money here's the amount that

I need for this thing all of that is

sales for me I Define closing as the

moment you present the offer everything

after that is closing and to be clear

that is what I'm going to be talking

about today is just the red

zone three it's easier to handle

obstacles than objections obstacles are

what you handle before objections what

you happen handle

after that being said expect and plan

for no it's not failure it's expected so

stop being surprised it's one of the

biggest things I see with new sales

people who are just getting into sales

is they freak out when someone says no

thank you I need to think about it I'm

not sure I got to talk to my spouse not

sure if it's a fit for me I don't make

fast decisions I don't have the I don't

have the card I want to use on me right

they say these things and we was like

what do I say it's like this is what you

train for because if they were just

going to buy then you wouldn't be needed

if they already knew that they needed

this thing then they wouldn't be

struggling with it to begin with like

the sale is the first part of the

coaching relationship in my

opinion and this one's also a really

good one to train sales people with is

that if you didn't get a gasp from the

price tag they didn't go high enough and

so I like this a lot because then It

prepares us and we shoot for what we

used to be afraid of like if you didn't

get a gasp they're like it's a lot and

you're like I

know you're like it's a lot

um hey let's keep PG okay so selling

properly is the first step to becoming

coach your first impression the

expectations you set to dictate the

relationship all right how you handle

this first conversation like every have

many of you seen research on First

Impressions right it's a lot harder to

change a first impression well the first

impression of your business is the sale

and so a lot of things happen here like

often times you can change ltvs churn

simply by changing the expectations you

set in the sale one conversation

dictates how months of service are taken

in

selling is helping prospects make

decision to help themselves I said that

earlier keep the prospect not the sale

as the priority because it's not about

you and I don't know if I have this on

here but the person who cares the most

about the prospect ultimately wins think

about that for a second so if you care

more about them than they care about

them you will win because you'll have

the

leverage because you really want to help

them and then you will be kind not

nice

you'll ask the hard

questions if someone objects seek to

understand not to argue or be right this

is something that took me more time to

understand is like if someone objects to

buying if you keep a curious hat on you

can keep in that frame for as long as

you want you just keep staying curious

like huh that's so weird I wouldn't have

thought that way why do you think that

right as soon as you get into like your

fists up of like well let me prove you

wrong it's kind of like Dale Carnegie's

like no one wins an argument like you

don't win the sale by being

right getting them to want to buy is the

ultimate objective right because if they

feel like they made the decision then

you'll also get buying later and so you

can't be combative it's much more of a

dance which I think is one of these

other ones so maintain childlike

curiosity at all times closing is a

dance not a fight it is seduction not

rape all right that's the one that wakes

everyone up in the morning all right the

idea is like it's a dance it's fluid

fluid you're moving right it's not

coercion it's not

forced and this is a big one this is

what I was hitting on earlier is that

selling is a transference of belief over

a bridge of trust all right so you have

to have belief in order to transfer it

sometimes your new salespeople have

belief they gain trust and they transfer

it and then they learn more about your

company and then they have less trust

and even sorry they have left less

belief and even though they have trust

with the prospect because they have

trust they don't transfer the belief cuz

they don't have it anymore they used to

they thought you were all that and now

they don't and so they can't transfer it

because there's nothing there and so

anyone ever met somebody who became like

re uh like a born- again Christian I

don't want to put a term on it anyone

changed religious beliefs that like you

know anyone like in your life okay so

one of the really interesting things at

least that I've observed is that like if

someone comes to me and it doesn't even

have to be a religious thing it's just

an easy one to to to to observe is that

they're so convicted in their new belief

that you start to question your you're

like maybe they are right right and the

thing is is that like the best sales

tool is belief and I keep repeating this

because if I'm going to if I'm going to

turn a whole sales team around all the

stuff I'm going to show you is is the

hand toand stuff you got to memorize the

stuff you got to know the stuff but this

is like the sets and Reps right of sales

but if the team doesn't believe it just

doesn't matter I got flown in to turn

this sales team around years ago years

years ago um and it was a mortgage sales

company and they were selling mortgage

leads and first the morning I rewrote

the script repositioned it blah blah

blah in the afternoon they wanted me to

train the guys so I got on the sales

floor they you know gathered everybody

around they wanted me to do like a Glen

Gary Glen Ross if you've seen that scene

like always be closing and so they want

me to like R the troops up and so I sat

down and I was like who's the guy who

having issues with you're like John I

was like John how good are the leads

that's what they were selling like how

good are the leads he's like well there

and I was like I'm good thanks man and

uh I was like it was a simple question I

was like if you believed you would have

been like dude these leads are so good

right now I'm studying for my real

estate exam so I can start taking these

leads I got my aunt to quit her job so

that she can start taking these leads my

uncle is a realtor so I'm selling him

leads right now and honestly I hope that

in 12 weeks I'll be out of this role so

I can start doing these to I was like

that's what it sounds like when you

believe you don't believe so of course

you don't sell I was like it doesn't

matter and I ripped up the script to be

all dramatic um I was like doesn't

matter what's the words on here I was

like if you guys don't believe it's not

like none of this will matter and then

they went enclosed a bunch right but it

was like it's about the belief more than

anything and so if you need to fix that

fix that first with you or your team and

if there things that you know you should

do to fix the product to make a better

onboarding experience Etc do do that

because the thing is is that when you do

that you will approach the stale

differently because you'll be so

confident what you're what you're what

you're

delivering you can only build trust if

you generally want to help and humans

are exceptionally good at sniffing out

intention like we've got thousands of

years of adaptation and evolution to

help us see who is lying to us and so

it's like commission breath I like that

term a lot if you have commission breath

people can smell it and so I think one

of the big FR shifts that I like to do

when I approach a sale is like it's

about them I just want to help this

person and if like I just have to reset

myself every time I get into the room

right before I sit down with somebody is

keeping that intention at top of mind

which is human first it's like I'm going

to prioritize this human not the sale

but if you do that they'll have a

positive experience with you either way

and you'll also close more

deals this is a big one so I've talked

about belief to talk about Bridge of

trust they are continuums not binaries

so you have to treat them that way it's

it's not do you have belief in your

product do you not have belief in your

product do you have trust with the

prospect or do they trust you or do they

not trust you it's how much did they

trust you how deep is your

belief right because if they trust the

out of you and your belief is miles

deep in terms of how much you believe

how hard do you think it will be to sell

not right and so a lot of us are like

did you build rapport it's not did you

build rapport it's how much Rapport did

you

build does that make sense okay if you

can start changing your language this

way then it also gives you an ability to

continue to get better it's not like oh

yeah I built Rapport I have trust they

believe me right like it doesn't work

that way it's how much it's to what

extent oops wrong way there we go

closers ask hard questions because they

genuinely care right these are the hard

conversation it's funny because a lot of

you guys are really good at having hard

conversations with prospects but really

bad at having hard conversation with

your team if you can have a hard

conversation with your team it'll be

easy with

prospects the person who cares the most

about the prospect wins the

deal this is just a side note record all

your sales always one of my biggest

regrets in life is that I have 4,000

undocumented sales like boy wouldn't

that be nice today if I could use all

those so please for the love of God

document all these things best Champions

watch game

footage the goal of closing is to get

someone to decide not to buy and the

thing is is that you actually have to

believe this if you're training your

sales team and you're like this is what

I want you to do I want you to help

these people decide I don't want you to

help get them to buy I want you to help

them to decide and if their decision is

to buy that's awesome but that means

that you reward them when they get

someone to decide either

way this is different than many of you

probably do this and this took me time

so I'm just I'm giving you the stuff

that I've learned all right because if

you do that then you reward the

activities rather than the

outcome because they can only control

like the sales team yourself included

can only control what you do you can't

control what they do but what you can do

is actually try and get them to confront

the decision that they've been putting

off for a long

time and finally power is the ability to

direct or influence people if you want

to be powerful you must learn the skill

because fundamentally if you can move

mountains you can move rooms you can get

people to do stuff you have power you

have the ability to direct or influence

other people and so sales is

power and if that makes you feel

queasy then I think you should check

yourself and think like why do I not

want to be

powerful right can build hospitals can

build bombs right power and so I think

for me I've you know sales has been

always near and dear to my heart because

it's the thing if like you want to make

an impact it's like well what is an

impact it means like influencing lots of

people how do you influence lots of

people you have to persuade them so

that's what we're doing cool it's the

acronym closure framework as I said

world's dumbest marketer so I made it

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 that

situation like I just want to find out

more information had that right it's

like well I'm assuming you're not

hopping on sales calls all day just

trying to find information is there a

problem you're trying to solve oh you're

fat got it all right boom so that's a

problem we can solve it after that I'm

I'm assuming I'm not the first guy

you've ever dated right so is there

anything else that you've had happen 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 sell

on 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 a closer in which

case they do which I'll talk about and

then finally and this is something that

we actually added in my original

flamework for my first couple years was

close and then we added the r uh because

when you do this it actually transitions

into the onboarding process that will

get high higher LTV per customer lower

turn lower refunds lower chargebacks

which your sales guys and you will be

happy I want to tell you about the most

powerful sales tactic that I have

learned I never learned it from a book I

actually learned it by accident and it

will be included in the $100 million

sales book when it comes out and so you

heard it here first but it's a concept

that you can do as a salesperson to gain

trust and I stumbled into this I ended

up selling 100% of people after I made

this one switch in how I sold and I was

able to teach it to people who had never

sold before and they were able to close

80 90% of people who were coming in the

door mind you this is a retail

environment selling physical products so

rewind the clock I was selling

supplements at my gym and the way that

we would sell supplements is that we'd

sell some sort of service package and

then we' do a nutrition orientation when

they came for the nutrition orientation

we'd actually you know set them up with

their meal plans and then we'd make

recommendations for products now

normally I would sell pretty well but

still I always wanted to sell more and

get better we killed this launch for

like a new challenge or something and we

had 100 new customers are supposed to

come in and I ran out one of the key uh

products I had ladies come in the first

half of the day and able to get get the

products and then some of their friends

who signed up with them came in the

second half of the day and were like hey

my friend Sandy told me that I need X X

Y and Z and I was like oh we don't have

Z anymore and it was like really awkward

and I was like A lady came in and

so rather than me try and skirt around

this clear item that was on the list

that I didn't have I said hey by the way

you can get this one for cheaper down

the street at Costco so like you don't

need to get this one for me like this

one's a little better but I think it'll

get the job done you can get this one

after you're done on the program and

they were like oh thanks like that was

cool after I made that one cross out I

was like but you do want this and this

from us and they're like okay cool as

soon as I made that switch from saying

hey you don't need to buy this one you

can get that from over there everyone

bought what I recommended afterwards and

I was like whoa and so then I leaned

into that and was like I wonder if I

could do more of that so I could sell

even more on the backside so then I had

two products that I was like hey you can

get this and this over here get this

brand it should be at this price you can

go get it it'll save you 10 or 20 bucks

and they were like wow even better and

then I remember I looked at my list and

there was you know a lady there and it

was like a mask Gainer and she obviously

wasn't trying to gain mask and so I was

like you're not trying to gain Mass

already and she's like no I was like you

can just cross that out go ahead you

don't need to worry about that and so I

gave her a recommendation of two things

that you could get for cheaper and then

I said you don't need to worry about

this and then when I said hey like I

need you to take two of these in the

morning next to this take three of these

take them next to this put this in your

car so you always have it with you I

closed everyone what that gave birth to

was something that I used to call

sacrificial Lambs but now call ghost

products cuz it sounds better but ended

up over time not even carrying the

products that I had on there that I was

recommending out because they were so

powerful as a sales tool for me to gain

trust from the other person this is an

incredibly incredibly powerful tactic

and like all persuasion the difference

between manipulation and help is

intention and so if you want to help

someone you are manipulating them but

you're just doing it in a positive

intent now and if you change someone's

behavior and you have negative intent

you are manipulating them if you believe

in the stuff that you sell you can

create an environment where someone will

trust you faster by giving them a reason

to trust you and so that means that you

acted in their self-interest rather than

your own so that they can feel like

you're not trying to like listen you

know I sometimes I have a temper um I

can be I can be short at times uh I

don't have a ton of time to get

dedicated to a relationship right now

because my business is taking up the

majority of my

time but I'm absolutely fantastic in bad

right if I said something like that the

thing is is the more negatives I can say

in the beginning the more believable the

thing that I say right afterwards is

right and so if I own all of my

negatives which is why I love this

because be truthful in the things that

you're saying that are negative and the

more true they are and the more damaging

they are the more believable the thing

that comes after the sentence all right

and so the way to use but because

everything that happens here after the

word but is Amplified all right

and

everything that is

before the word but is diminished so you

have so the good thing is you can

actually control where your prospect's

attention is going so this is where

we're where we're directing them is

after the word but and so I do this

sometimes um you know the word because

is actually really similar too um to to

this in a different way I'll use it in

another video but uh if if I say

something really horrible um I'm trying

to think of something else uh let's see

here uh I'm I'm I'm really hard to live

with um I I absolutely do no house

chores whatsoever but whatever I say

right now is something that you're going

to believe finally I was sitting down

and this nice lady walked in she had

like a nice ring and a nice purse and I

was like okay if I don't sell this woman

I'm going to kill myself and so and she

was like super upbeat and anybody who's

ever done sales like you know when you

see that person you're like I'm

definitely closing this one like I I

have to close this one like this is how

I pay my bills and so she sits down and

I remember getting to the end of the

presentation and I just said instead of

my normal pitch around like hypertrophy

and maintaining lean body mass and just

a whole bunch of jargon that she would

never even understand I said hey uh so

with the program I was like do you want

to do uh you want chocolate or vanilla

for your protein and she was like which

one do you like I was like chocolate she

was like all right I'll take one of

those and I was

like I didn't want to scare her away so

I was like uh I've got uh for the the

Pre-Workout do you want to do kiwi or

strawberry I I like the Kiwi she was

like okay I'll do that one and I didn't

want to sell any more because I was

afraid that she would somehow back out

and so and I didn't want her to like

make any other purchasing decision so I

said do you want to just use the card

you have on file and she was like yeah

that's fine and then I took these off

the shelf and I and I slid them over to

her and she grabbed them and she smiled

and she walked out of at the facility

and I made my first supplement sale and

I was like holy

I didn't even talk at all about

what these even did or how to take them

or what the benefits were I just simply

asked her which one she wanted and the

key was I didn't ask her whether she

wanted them I asked her which one she

wanted and as soon as I realized that

that is when I was introduced to the

assumed clothes all right it is one of

the strongest upsells in all of business

all right like I can't tell you whenever

whenever I hear someone if there's every

sales process that generates tons and

tons of traffic and they're closing

anywhere in the 80% plus range I usually

know that it's an upsell all right and

the beauty of an assumed close is that

the prospect is choosing between two

options that both are buying from you

rather than whether or not they're going

I do think that the number one predictor

of good sales is conviction

fundamentally you have one person person

who should believe in something another

person who does not believe it yet and

trust is the thing that transfers that

conviction so if fundamentally there's

the two things you need you need trust

and you need conviction most times

salespeople don't have 100% trust sorry

100% conviction and so the also the idea

of conviction as a binary is false so

it's not like I believe it or I don't

believe it is to what extent do I

believe right and so that's why like in

terms of if I want to improve a sales

team I can do the drills which we do and

that's like blocking and tackling but

the thing that really juices a sales

team is hearing the testimonials of the

people that they sold last week and what

they're doing today and how their lives

have changed and so I noticed this

because on my sales teams when we were

in person whenever I did way out day

which is when everyone finished their

challenges and everybody was crying and

so excited I tried to stack as many

sales appointments as I could while

people were weighing out and during

those days we closed like a 100% cuz

people were like dude how can you not

think this works it's right there and so

the thing is is like you can either

trick yourself into having the right

tone or you can train yourself and I

think that it's much easier to trick

yourself into it by just simply

believing because if you talk if if you

truly believe in the product you will

talk about it differently and so in

terms of an understanding of selling if

you need to have conviction you need to

have trust trust is going to come from

expertise and some level of Rapport

right I think that overarchingly to help

someone sell we just have to ask the

right questions to get someone to come

to the conclusion on their own and so

most sales conversations follow more or

less the same framework if you know what

you're doing otherwise people are just

chasing their tail and trying to chase a

prospect to an outcome that the prospect

doesn't know how like we've had this

conversation 100 times they have only

had it once we should be the one knowing

how this conversation is supposed to go

right we should also come in with a

massive advantage to how to have this

conversation go the way we wanted to cuz

we do it all day right and so

big front end pieces is like why are

they there what's the problem what have

they done so far understanding where

they failed seeing why our product is

different from the things that they

failed asking for permission to explain

about the product explaining the product

not in any way based on features but

only based on the experiences that they

will have as a result of it and using

analogies to explain explain those

experiences and then having a close at

the end which the the Tik Tok I think

that you you referenced is like a

no-based close and I think a lot of

natural salespeople do this anyways like

if I want something I'm be like hey can

you do this for me I'm like hey would

you mind and they say no they don't I

don't mind right like this natural

communication dynamics that most people

who naturally know how to persuade

people or at least influence do that on

their own this is just retroactively

looking at it and saying what did I do

different like why is this different in

terms of like overcoming cuz people are

afraid of Confrontation right that's

what they're afraid of and so I believe

that you can sell without ever having

confrontation and you can do that with

what I like to call childlike curiosity

and so if someone says well my husband's

not going to approve that I'm like why

wouldn't he what he like huh that's so

interesting tell me more about that

rather than like all right let's like

your husband's an like that's

not going to work because in arguments

no one wins right and so be like why why

would he think that cuz cuz I would

think that he wants what's best for you

right yeah he wants what's best does he

know you're struggling with this right

now well I mean yeah he knows I'm

struggling with it okay so he wants ESP

he know you're struggling with it so why

do you think he would be opposed to

solving something that that you're

currently struggling with just so I

understand would he be happier if you

continue to struggle well no it's like

well great then would you be opposed to

moving forward today and that way and

hey if you go home to your husband and

you make a joke and the lights a

scenario and then you close it right and

so it's I think childlike curiosity is

the immediate that you have to train

because people get defensive so that is

one thing that like Fighters talk about

when they're in the ring like in the

beginning you breathe in too much right

I don't know if like if you've been like

sparring and stuff like you breathe in

you breathe too much you hyperventilate

and so the guys who've done it enough

they slow down their breathing because

when they get things get intense they

can slow it down and so I think sales is

a lot the same way where you're like

your adrenaline kicks in start breathing

faster as fight or flight so you got to

be able to slow it down and be like huh

that's crazy I wouldn't have thought

that okay tell me more about that and

like now you're interested and then they

don't feel like you're combating them

they feel like you genuinely are

interested and want to help them which

is what you should be doing because you

should be selling them