29 Minutes of the BEST Alex Hormozi Sales Tips

Summary

The video script discusses the CLOSURE framework for effective sales, emphasizing the importance of understanding the customer's needs and addressing their concerns. It highlights the significance of genuine care for the prospect's success and the belief in the product. The speaker shares insights on decision-making, suggesting that salespeople should guide customers to make informed choices that move them closer to their goals. The script also touches on strategies for dealing with objections and the psychology behind avoiding decisions, advocating for a customer-centric approach to sales.

Takeaways

• 🔑 The CLOSURE Framework: A sales strategy that involves Clarifying the customer's needs, Labeling their problem, Offering an overview of past experiences, Selling the solution, Explaining concerns, and Reinforcing the decision made.
• 🤝 Genuine Care: The importance of genuinely caring about the prospect's needs and putting them first to build trust and convincingly solve their problems.
• 🚀 Early Engagement: The belief that sales success is determined within the first few seconds of interaction and that building rapport early is crucial.
• 🎯 Conviction: The power of having deep conviction in the product or service being sold, as it can significantly influence the ability to close sales.
• 🛠️ Process and Training: The necessity of having a structured sales process and training to guide the sales team in effectively addressing customer concerns.
• 📈 Decision-Making: Encouraging prospects to make decisions by asking questions that help them evaluate their past experiences and future goals.
• 🔍 Pattern Recognition: Identifying when a prospect is ready to close by recognizing patterns in their behavior and responses.
• 💡 Persistence: The value of persistence in sales, emphasizing the importance of following up and addressing concerns to move the prospect towards a decision.
• 🗓️ Availability and Proximity: The impact of availability and booking appointments close to the time of the initial contact to increase show-up rates.
• 🔗 Building Relationships: The long-term benefits of nurturing relationships with prospects, even if it means pushing them away if the product isn't right for them.
• 🌟 Personal Belief: The influence of personal belief and passion for the product on the sales process, with founders often being the best promoters due to their deep conviction.

Q & A

What is the CLOSURE framework mentioned in the script?

The CLOSURE framework is a sales technique that stands for Clarify, Label, Overview, Sell, Explain, and Reinforce. It is a systematic approach to understand the customer's needs, identify their problems, provide an overview of past experiences, sell the solution, explain their concerns, and finally reinforce the decision they've made.

How does the speaker suggest starting a sales conversation?

The speaker suggests that the sales process should start from the very beginning, within the first 5 seconds, by establishing a connection and setting the tone for the conversation. It's not about using a 'secret closing line' but about building rapport and understanding the prospect's needs early on.

What is the importance of genuinely caring for the prospect in the sales process according to the speaker?

The speaker emphasizes that genuinely caring for the prospect is crucial because the salesperson who cares more about the prospect than themselves will ultimately win the prospect's trust. This approach helps in convincing the prospect because the salesperson is seen as putting the prospect's needs first.

What does the speaker mean by 'bridging the gap' in sales?

Bridging the gap refers to the process of aligning the salesperson's belief in the product or service with the prospect's understanding and need for it. It involves helping the prospect see the value and benefits of the offering and how it can solve their problems or fulfill their needs.

How does the speaker define the end point of a sale?

The speaker defines the end point of a sale as a decision, not a sale itself. The focus is on reaching a conclusion, whether the prospect decides to buy or not, and ensuring that every conversation results in a clear decision.

What is the significance of conviction in the sales process as discussed in the script?

Conviction is significant in the sales process because it is a strong belief in the product or service being sold. The speaker mentions that the depth of this conviction is a massive predictor of the ability to close sales, as it demonstrates authenticity and passion to the prospect.

What is the 'book a meeting from a meeting' strategy mentioned by the speaker?

The 'book a meeting from a meeting' strategy is about ensuring that at the end of every call or meeting with a prospect, the next point of contact is scheduled. This prevents the prospect from falling into the gap of not knowing when to next connect and helps maintain momentum in the sales process.

How does the speaker suggest handling objections or concerns from the prospect?

The speaker suggests addressing objections or concerns by asking genuine questions to understand the prospect's hesitations. It involves exploring what they are truly worried about and providing reassurances or additional information to alleviate those concerns.

What is the 'fair enough' closing technique as mentioned in the script?

The 'fair enough' closing technique is a method where the salesperson makes a concession or offers a solution that seems reasonable to the prospect. By agreeing that the offer is 'fair enough,' the prospect is more likely to feel comfortable moving forward with the decision to purchase.

How does the speaker view the role of availability in the sales process?

The speaker views availability as a critical factor in the sales process. Having more time slots and shorter increments can increase the likelihood of a prospect booking and attending a meeting. The speaker also suggests that same-day or next-day appointments can boost show-up rates.

What does the speaker suggest when a prospect says they need to 'think about it'?

When a prospect says they need to 'think about it,' the speaker suggests translating this into a fear of making a mistake. The salesperson should then help the prospect by discussing the past decisions they've made that led them to this point, the present situation, and the future consequences of not making a decision.

Outlines

00:00

🔑 The Closure Framework for Sales Mastery

The speaker introduces the 'closure framework' as a method to effectively sell by following five steps: Clarify the customer's purpose, Label the problem, Offer an overview of their past experiences, Sell the solution, and Explain their concerns. The framework emphasizes the importance of building a genuine connection and caring for the prospect's needs to successfully close a sale. It stresses that a good salesperson doesn't need a 'magic' closing line but rather a process that starts from the beginning, understanding the customer's concerns, and addressing them to guide them towards a decision.

05:00

🚀 Advanced Sales Techniques and Follow-Up Strategies

This paragraph discusses the importance of prompt follow-up in sales, emphasizing the need to contact leads within minutes and to follow up consistently. It introduces the 'BAMFAM' acronym, which stands for 'Book A Meeting From A Meeting,' highlighting the practice of always scheduling the next meeting before ending the current call. The speaker shares insights on how to increase show rates and the significance of asking for referrals post-sale. The effectiveness of a sales script is also underscored, as it represents the most efficient conversation path.

10:03

🗓 Boosting Show Rates with Timely Appointments

The speaker explores tactics to increase the likelihood of clients showing up for scheduled appointments. They mention that having more time slots available, smaller increments between appointments, and the ability to book same-day or next-day appointments can significantly improve show rates. The paragraph also suggests that 'dragging appointments up'—offering earlier slots when they become available—can lead to higher attendance. Additionally, the speaker touches on how to handle no-shows and the importance of following up in a light-hearted but assertive manner.

15:04

💡 Addressing Hesitation and Decision-Making in Sales

The paragraph delves into how to handle clients who express the need to 'think about it.' It suggests reframing this hesitation as a fear of making a mistake and encourages销售人员 to explore the prospect's past decisions and the pain they've endured from not making them. The speaker uses the metaphor of 'rocking chair time' to illustrate the inaction that often follows such statements, urging销售人员 to confront the prospect with the potential future outcomes of their indecision.

20:06

🛍️ Decision Frameworks and Overcoming Inertia

The speaker provides a framework for decision-making, emphasizing that people often struggle with making significant choices due to a lack of a structured approach. They suggest walking prospects through the decision-making process, considering factors such as product belief, trust, and financial access. The paragraph also introduces the concept of 'future pacing,' where prospects are encouraged to envision their future in both positive and negative scenarios based on their current choices.

25:07

🏋️‍♂️ The Power of Incremental Progress in Sales

In this paragraph, the speaker focuses on the importance of incremental progress and how it can lead to significant outcomes over time. They discuss the concept of 'not struggling forever' and the idea that any step taken now is a step closer to the desired goal. The speaker encourages销售人员to use this mindset when persuading prospects, framing the decision as one that will move them closer to their objectives, regardless of whether it's a perfect solution.

📚 Embracing Education and Perspective in Decision-Making

The final paragraph emphasizes the value of education and gaining perspective to make better-informed decisions. The speaker suggests that by shifting expectations and understanding the incremental nature of progress, prospects can better appreciate the value of the steps they take. They also highlight the importance of reciprocity and fairness in negotiations, using phrases like 'fair enough' to build rapport and close deals.

Keywords

💡Closure Framework

The Closure Framework is a sales methodology outlined in the transcript, consisting of five steps: Clarify, Label, Overview, Sell, and Reinforce. It is designed to guide salespeople through the process of understanding a prospect's needs, addressing their concerns, and ultimately closing the sale. In the video, the framework is used to emphasize the importance of a structured approach to sales, rather than relying on a single 'closing line'.

💡Problem Identification

Problem identification is a crucial step in the sales process where the salesperson identifies and acknowledges the issues or challenges the prospect is facing. In the context of the video, it is part of the 'Label' step in the Closure Framework, where the salesperson connects with the prospect by recognizing their pain points, which is essential for building trust and moving towards a solution.

💡Past Experiences

Past experiences refer to the history of attempts and outcomes the prospect has had in trying to solve their problem. The video script suggests using these experiences to build rapport and demonstrate understanding. It is part of the 'Overview' step in the Closure Framework, where the salesperson reviews the prospect's past to empathize and position their offering as a better solution.

💡Sales Process

The sales process is the systematic approach taken by salespeople to engage with prospects, address their needs, and secure a sale. The video emphasizes the importance of the sales process in leading up to the sale, rather than relying on a 'magic' closing line. It suggests that the process begins with genuine care for the prospect's situation and ends with a decision that benefits them.

💡Decision Making

Decision making is a central theme in the video, where the salesperson is encouraged to guide the prospect towards making an informed choice. The script discusses how to handle objections such as 'I need to think about it' by reframing it as a fear of making a mistake and providing a framework to help prospects make decisions that move them closer to their goals.

💡Action Threshold

Action threshold refers to the level of motivation or pressure needed for a prospect to take action and make a decision. The video script suggests strategies for decreasing this threshold, such as by reminding the prospect of their past struggles and the potential future outcomes of inaction, thereby encouraging them to move past their hesitation.

💡Belief and Conviction

Belief and conviction pertain to the depth of certainty and trust in a product or idea. The video emphasizes that a salesperson's conviction in the product is a strong predictor of their ability to close sales. It also suggests that the salesperson's genuine belief can help to instill confidence in the prospect, leading to a successful sale.

💡Risk-Free Close

The risk-free close is a sales technique mentioned in the video where the salesperson offers a trial or money-back guarantee to mitigate the prospect's perceived risk. This approach is used to reassure the prospect and encourage them to take action, knowing they have a safety net if the decision does not work out as expected.

💡Future Pacing

Future pacing is a sales strategy that involves painting a picture of what life will be like after making a decision. The video script uses this concept to help prospects envision both positive and negative future scenarios based on their current choices, aiming to motivate them towards decisions that align with their desired outcomes.

💡Sales Scripts

Sales scripts are pre-planned dialogues used by salespeople to guide conversations with prospects. The video mentions the importance of sticking to scripts as they represent the most efficient version of a sales conversation. Scripts help maintain consistency and ensure that all relevant points are covered during the sales process.

💡Show Up Rate

Show up rate refers to the percentage of scheduled appointments that a prospect actually attends. The video discusses strategies for increasing this rate, such as improving availability, using shorter time increments for appointments, and booking appointments closer to the current time to reduce the likelihood of no-shows.

Highlights

The CLOSURE framework for effective sales: Clarify, Label, Overview, Sell, Explain, Reinforce.

Sales success starts with genuine care for the prospect's needs, not just closing the deal.

Avoidance of the 'need to think about it' response by reframing it as fear of making a mistake.

The importance of conviction in the product and genuine belief in its ability to help the customer.

The significance of asking genuine questions to understand the prospect's concerns and hesitations.

The strategy of booking a meeting from a meeting to ensure consistent follow-up and engagement.

The concept of 'fair enough' in negotiations, making concessions to move the sale forward.

The impact of founder's conviction on promoting their business and its influence on sales.

The process of walking prospects through decision-making to help them commit to a purchase.

The value of addressing and resolving time obstacles during the sales call to prevent ghosting.

The importance of training and having a process in place to increase sales team effectiveness.

The strategy of offering a free trial or money-back guarantee to reduce risk and encourage commitment.

The concept of 'one step closer' decision-making, focusing on progress rather than perfection.

The role of education and information in making informed decisions and its impact on sales.

The technique of 'sound fair enough' to gain agreement and move towards closing the sale.

The importance of availability and time slot increments in scheduling appointments for higher show rates.

The strategy of pulling appointments forward to increase show up rates and sales conversion.

Transcripts

sell anything you want in five steps the

closure framework C clarify why the

person is there why did they even reach

out to you L label them with a problem

that you plan to solve o overview their

past experiences or past pains that

they've gone through trying to solve

this exact same problem s sell them the

vacation so you want to sell them what

they're going to experience what it's

going to be like when they experience

the result of what you're going to get

them not the way that you're going to

get them there e explaining the way

their concerns so if they're worried or

they're hesitating or they're not sure

explaining way they concerned so you can

move them towards the finish line and

finally R is you want to reinforce the

decision that they just made so that

they feel good about it and then you

start the relationship off on the right

foot that's the closure framework I I

think the same way where you don't need

the most craziest closing line to close

somebody because it I think it starts in

the beginning to me I think you can [ __ ]

everything up within the first 5 Seconds

of the beginning and when people have

these I was we were just on a show like

10 minutes ago he's like man you know

what's the secret closing line and I

never even thought of sales like that

because I said at the end of I've never

used some Wicked closing line where I

turn back to my guys in the office I'm

like did you [ __ ] hear that line and

I'm like the you know I'm like the

in-your-face sales guy you know very

very outgoing but I never had one line

that closed somebody and it's always

been so easy towards the end because

it's everything leading up to the sale

where you shouldn't even try to attempt

for the close unless you intimately know

that you have the close I say that all

the time is like lawyers don't ask

questions they don't already know the

answer to and like I don't ask for the

Clos and I know they're going to say yes

and so like the more I think that's

where that's where I do think some

pattern recognition with sales like

you're like I don't think they're there

yet you know what I mean like what's

what else are you concerned about like

what are you really worried about right

now and I think that's where like the

the asking genuine questions and I think

one of the things that I got from Leila

is keeping the human first I know that

sounds kind of soft but like actually

having that as the frame because I

genuinely believe the person who cares

more about the prospect wins and so like

if they care basically in that moment if

you care more about them than they do

over the long term you will be able to

convince them because you actually are

putting their needs first and that also

means that sometimes and I tell my guys

this if you get to the end of the

conversation you really don't think it's

the best thing for them to do push away

yeah and that's a successful sales to

yeah because my point the end point of a

sale for me is a decision not a s that's

how I see it and that way my guys can

win on every single conversation I just

want to get to a decision a decision one

way or another and if you've ever been

around someone who has absolute

conviction because conviction and this

is a key point is not do you believe in

the product do you not believe in the

product but to what extent do you

believe in the product how much and How

Deeply do you believe that is the

predictor of your ability to close a

massive predictor of your ability to

close which is why so many Founders are

always some of the best promoters for

their businesses because they believe in

it more than everyone else and they

should be but you can duplicate that

ability in getting other people to

believe by having a process in place to

do so and understanding that the

training the blocking tackling in terms

of like say this and that say this and

that sure it's important it's good to

have those they're tools right they're

tools that you have in your tool belt

but the fundamental work ethic that

someone will fight and their desire to

actually help someone is the difference

between them thinking about the

themselves so they can get their

commission check and then thinking about

the Prospect and how this person is

missing out on something that's

genuinely going to help them and really

transform their life and really solve

the problems that they have and they

will fight for the sale so much longer

because they genuinely want this person

to win because they genuinely believe

that your products and services are

actually going to help them and so

bridging that Gap and understanding this

for myself was so important because a

lot of times we get obsessed with the

the drills and all that stuff and you

have to do that stuff for sure you have

to drill you have to understand how to

say the words all that kind of stuff but

but the heart if you can if you can

change the heart and you can depn right

because it's not just like I said it's

not just do they believe but how deeply

convicted can I get this team to be and

that is where having proof where you're

actively selling your sales team that is

where you will get the outsized returns

in my opinion on increasing the

effectiveness of the team is that they

truly and deeply to their core belief

and the last point that I was making is

if you've ever been around someone who

truly believes in something and it's

like kind of insane whatever the thing

is like it could be aliens it could be

whatever right but like something crazy

but they are like so sold on it there's

an element of yourself that wonders if

you're right because you have conviction

too in whatever you believe and so you

see their depth of conviction their

depth of faith in the thing that they

have concluded and the deeper it is the

more you start to question your own

beliefs which is why the pastors of huge

churches typically have deep deep faith

and if like there's a lot to study in

terms of converting people literally

because you're changing someone's entire

worldview and so if you study the

process that people come to Faith and

how they convince others to come to

faiths in general there's a lot of

elements of selling that occur there in

helping people make decisions to help

themselves and so the person who

typically does the converting can never

believe Less in the thing that they're

trying to convert someone into than the

person who's being converted the person

has to believe in your conviction more

than they believe in their doubt in the

story that they have and telling

themselves if we just do the basics

always we are Advanced you have an

incredibly proficient sales organization

if you call all your leads within 5

minutes if you follow up two to three

times a day for the first 5 days and if

you follow up thereafter on an ongoing

basis just providing value making sure

that you actually follow the scripts on

every call like the reason the script is

there is because it's the most efficient

version of the conversation it's just

committing to those Basics but a lot of

people get fancy because they think

they're like special snowflakes and that

for some reason when they they talk to

prospects it's their magic you know

voice that somehow is going to win them

over but just just clear communication

and and sticking to a calendar and a

Cadence does wonders one of the things

that we do across all our companies and

I learned This Acronym from my friend

Chiron bamfam 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 L they should never fall between

the cracks where 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 uh

connect off 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 this solution

in your business how much like how much

of a problem is this in your life and

why isn't 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 book a meeting from the meeting

when I looked at one of our portfolio

companies we had a new sales guy who

came in and crushed all of the records

that had ever been done on that sales

team and it was a very experienced sales

team and I was like what is this guy

doing does he have higher close rates on

the phone and he didn't have higher

close rates but for some reason he was

able to get 30 to 50% more sales than

everybody else I was like okay so how is

he getting more opportunities and so we

got on the call we listened to all the

all the scripts we're like he's not

doing anything different and so we

pulled the guy up we were like dude what

are you doing and he said I don't know

um after I close the customer I just say

who else do you know who might also want

this and I usually get like one out of

three people to send me one or two other

people and I just do that on every sale

because I learned that uh in my last job

and when he said that it was like this

big obvious duh that I'm sure was in the

sop at some point for the sales team and

of course people get lazy because they

don't want to scare the sale away but by

simply saying hey who else very clear

who else do you know not do you know

anybody yes no it's who else do you know

who do you think would benefit from this

who you'd want to do this with right CU

now you're actually asking them to solve

a problem with their brain not make a

quick yes no answer which is what most

people are just going to say no I don't

know anybody let's move on schedule rate

like what percentage of leads you book

and then what percentage of leads show

show up yes huge like some of the like

you can get I can make more money in

most companies by T by fixing their show

up rate yeah than by increasing their

close rate what do you do to increase

schedule show up rate like if you at an

organization and their show up rate was

25% sure right and they're like our

closing sucks and you say wait wait wait

pause where do you start with show up

where where do you start with that like

what do you do with a when their book

meetings aren't showing up so we owned a

company called Allen which was a

scheduling software so I got to see

4,000 appointments a day across all

different Industries and so we got to

test for absolute throughput and we got

we got to test every bro I had two data

scientists who were looking at all these

different things so the number one uh

lever on throughput in an organization

is availability

as crazy as that sound we tested every

single variable it's number of actual

time slots per day seven days a week

which I find this hilarious because like

obviously in the gym world I would have

gym owners being like man I can't close

any of these leads and I was like all

right well let me see your availability

they're like oh I take sales

appointments from 7:00 a.m. to 9:00 a.m.

on Tuesdays and Thursdays and I'm like

and if they can't make that time I'm

like well then they're not serious I'm

like okay well how's that working for

you it's not right right and so the

thing is is um I tell this story about

Ila she was trying to get like her

eyebrow something whatever whatever

shoes does um and she was in LA and she

called a spot and they were like we have

a time in a week she's like doesn't work

she called the next spot I we can see

you in four hours called the next spot

and they're like I can see you right now

she went there it's just about

convenience and so the number of total

time slots per day and the increment of

the time slot and so I'm just giving you

the like I'll give you all the the

different points but this first one is

number of total time slot 7 days a week

then the next one is increments of time

slot so 15minute time increments for

example versus 60 Minute increments

it'll be more precise and for whatever

reason at least in an internet world uh

we get higher schedule rates from

internet bookings from that perspective

the for shorter time slots yes got it

now the the actual sales appointment can

be 45 or 60 minutes but the ability to

start at 3:15 got it or 305 whatever the

more intricate it can be like if I have

an appointment at 305 the likel of the

person is on time is way higher than

30:00 like you know this from s right

like oh 305 like oh I got to be there on

that time it just it signals detail

yes so uh the availability overall the

the the the the the number of time slots

per hour um the third one is this is

just a tip we learn this one is that you

dragging appointments up boosts show up

rates like nobody's business and so

let's say you have an appointment that

you you get a lead you call them up you

qualify the lead and you say hey um it's

it's see I see here that you've got a

you've got an appointment on Thursday

and today's Monday say hey um I just had

my 4:00 cancel

um and so if you want I can pull you up

at 4:00 and now sometimes if you have a

two like a let me introduce to Sean he's

going to be like if you have a set or

closer set up but you could even self

set to yourself it's like I've got a

4:00 and now that I talked to you we're

going to it's going to be awesome and

they're like oh and same day you know

same day show up rates are way higher

than two three four days out and so

number of total time slots increment of

time slot the proximity from when you

talk to them to when you book the

appointment and then if at all possible

dragging that forward into the present

we try and do same day next day for all

appointments if at all possible to cut

the time frame down that's why they show

up and and the truth of the matter is

just like I just tell people it's like

people salesperson always thinks like oh

I'm the [ __ ] I'm like yeah you think

you're the [ __ ] but then they got their

son's basketball game and they just

forgot about you after so the more time

a you give to people they just forget

[ __ ] number one it's your job to sell

them but it's their job to get the

information and run you know the outer

world doesn't sell your product so they

get more distracted the moment they go

to the other world it's why you're

trying to shorten down the time frame

right now what if somebody so this is

another big thing like I have to answer

this always as like the sales guy Daniel

I booked an appointment I had an

appointment with Janelle I followed up

with her I made the video with her d da

da and I still got ghosted now what

happens when you know you have a client

you schedule a meeting with her at 4:15

they ghosted you is you follow up one

more time after they ghosted you what

what have you guys found maybe in terms

of dat or something that works when

people don't show up to the meeting you

just scrap the lead you hit it back up

one more time this will be fun for

everybody so I learned this from Sam

backr who's the first person that I so I

mentored oh he was a wicked guy Sam

right Sam was wicked so I so when I

moved to California cuz I wanted to get

in gyms I worked for minimum wage at

Sam's gym for 3 months before I started

my J yeah and so because I looked on the

internet and I had a white collar job um

doing making good money and I quit that

to work you know a minimum wage job at a

gym so my my Persian father was

horrified um but Persian that's right

and so um and so I'll tell you exactly

what I S I saw him dud it he didn't

teach me but I learned it from him is

that and it'll make sense so Janelle is

a personal training client and we're

working out and she doesn't put her

weights away I'm a personal trainer I

got another meeting I got to get too

what do I say do I say hey Janelle can

you put your weights back no you're the

trainer you put the like that's a

terrible terrible frame right now I saw

Sam do this and I applied it to every

single sale my whole life afterwards he

said Janelle I know you ain't about to

leave my gym without putting your

weights back and then she's like ah fine

Sam I'll go put the weights back and now

it's fun it's light it's not accusatory

at all right and so I can see him saying

this the way you said it I could see him

I learn I learn it from him right his

ghetto fabulous like could get into and

he would do that when he wanted to say

something that was harsh to somebody and

so I would be like Janelle no I know you

didn't just ghost me on this I'm

heartbroken over here I've got this big

bowl of tears I was like I don't know

what to do with it I was like I'm on the

edge of a building and you know what I'm

just messing with you I'm sure something

came up I was like at the end of day I

got this thing for you um I got the

medium set aside no worries I'm sure

something came up same time tomorrow

work uhhuh and just go right back into

the medium right just go right back in

we have a portfolio company that we ran

a high ticket upsell and we tested 50k

35k 25k and 15K wildly different price

points basically the revenue we

generated from all four of those was

identical and so on one hand you might

think oh I'd rather just have fewer

customers at $50,000 provided the margin

on all the services are still pretty

good I would rather have four times the

customers to then sell keep and then

also have a crazy like in terms of Word

of Mouth from those people saying that

my thing is unbelievable if you believe

you're going to get this big expensive

outcome then logically 25k and 35k like

if you go and make a billion dollar

business they're both worth it it just

like comes down to whether you can

actually afford the difference some

people literally can't afford the

difference between you know 15K versus

50k like there are just some people who

just literally can't afford it even they

both might want to buy it when you

finally have learned and you know how to

De [ __ ] yourself and de [ __ ]

their brains to get them down to this

final thing you're actually talking to a

person who's in power

they can't blame their they can't give

the authority to other people they can't

blame their circumstances because it's

about being resourceful overall fing the

time making it work getting out of

pain all you have now is just somebody

who says I get all that I just need to

think about it and when someone says

anything think about it I want you to

translate that into is I need to avoid

this

decision for fear of making a mistake

that's what that

means because what it really means is

just I just want

the universe to make the decision for me

what a [ __ ]

move like I'm not man or woman enough I

don't have the goads which are both

sexes by the way I don't have the

nads to make this call so I'm just going

to let the universe do it so then I can

blame the universe if it doesn't go

right it's just

fear so big important note we have

exhausted all reasons outside of

themselves now we're talking to someone

who's at least in power all right so

raise your hand if you ever thought or

had a prospect say I have to think about

it not sure I need

today this guy still he's like not me

everyone

decides okay as a fun side note um

anyone know like the root of decide so

it comes from Latin diader which means

to kill off and so a good one is to even

ask someone that question it's like we

just need to decide do you know what the

root of it is toader which means to kill

off so the question is which future are

we killing off today

we killing off the future of more of the

same or we killing off the future of

everything that you said you

wanted which future cool all right

avoidance I need to think about it so

this is the frame I think about past

present

future and this is an easy one for you

so when someone says I need to think

about it you translate that into I'm

going to avoid this decision for fear of

making a mistake and you're like cool

well let's talk about your past thing is

this is not a fast decision right you've

been deciding this for

years how long you been W to be in shape

my whole life so this doesn't seem fast

at all you've been deciding this forever

now we're just taking action on it you

decided a long time ago today we're just

taking the first step huh didn't think

about like that and there's another one

come this far six inches from gold it's

like listen and this is one where I like

to stack all the [ __ ] they've done to

get to this point we're like

listen you saw an ad you clicked it you

bought a ticket you reserved it you

blocked the time you flew out here you

got a hotel you showed up at the crack

of dawn you had all these notes you

walked in here of course you want to

[ __ ] grow your gym of course you're

trying to lose weight you blocked the

time you got in your car you got all the

way over here this isn't a fast decision

you've indicated with your actions up to

this point this is important to

you and do you think that maybe the

reason you've struggled in the past is

because you haven't been able to pull

the

trigger do you think needing to think

about is the reason you're here right

now rather than where you want to be

because you always need to think about

it which means you

don't and so the question is just do you

want to have another year of almost love

this

one do you want another year of almost

being in the shape you want almost

making the amount of money you want

almost being the spouse you want to be

but not

quite and so the question is how much

has not deciding cost you up to this

point how are the last five years for

you

is that a cost you didn't decide to do

this five years ago right so would you

say all that pain that you went through

was that a big cost so when you think

about like that I don't think it's that

expensive right that's past since

getting them and what we're doing here

is we're agitating and reminding them of

why they are here to increase their

action threshold rather decrease their

action threshold to get them to step

over and make a decision does that make

sense what we're doing conceptually here

we're looking at their past decision

I'm going go through all of

them showing them how far they've come

explaining to them that maybe the reason

that they're in the [ __ ] seat today

is because they have struggled pulling

the trigger in the past they've thought

about doing things like this before but

they haven't been able to they haven't

nutted up and today they need to

otherwise they're going to have another

year of

almost and then we ask them if all the

pain they've been through has been

enough pain for them to make a

decision and that was the one I actually

had this uh last year this lady was like

this is like she was referencing a call

that was like 5 years earlier very

beginning of gym launch she's like it's

crazy think I had a sales call with you

six years ago and I'm kicking myself in

the butt for not jumping in your program

LOL LOL so

funny so

funny I was like yeah you let a bad

decision burn you twice once when you

made a poor investment the second time

you let that bad investment you making a

good one I remember the

conversation right here she is six years

later same position same exact [ __ ] but

she couldn't cuz she had one bad

boyfriend she's like no men for me

that's it just me and my

cats so two is present all right so we

talked about the past all the things

you've done to get here all the pain

you've been through do you think not

being able to pull the trigger is the

reason you're sitting in the seat today

right so now let's talk about present so

I love this one I use the rocking chair

clothes a lot as far as I'm concerned I

made it up so here's here's how the

rocky chair clothes Works I'd be like

when you say you need to think about it

I was like we don't really think we're

going to think about it right cuz like

what's what's going to happen you're not

going to like drive out of here go home

sit on sit in a rocking chair on your

porsch and be like H am I going to join

this program or not right of course not

what are you going to do I was like

you're going to get in your car you're

going to check your phone you're going

to see six mixed mixed text messages and

you're going to be like a [ __ ] I got

pick up the laundry I gotta go the drve

clean I got to pick up Tim me from

school I got to get food I got to order

a pizza whatever it is right all the

[ __ ] and then 5 days from now you're

going to put on one of your skirts

you're going to check your bank account

and it's going be like ooh this is

tight and in that minute you're like I

should have done that

thing that's when you made the decision

right then then you keep living your

life and you do another 5 years until it

gets painful

enough

so you don't need and you've heard this

one from me before you don't need time

to make a decision you need information

and I'm your source of information

information so what are the main things

you're thinking about how are you making

the decision so we're bringing it to the

present right we're not letting them

kick it off we're saying let's confront

this what are your main

criteria now they're going to say I have

no [ __ ] idea because I don't know how

to make decisions because I'm a victim

and you're like oh you know what I've

talked to victims before let me tell you

how I teach them how to make decisions

cool great so here's how to make a

decision product us you access to money

all right so do you believe the product

could work yes do you trust us do you

trust me do you like me do you think I

have bad breath no I think I like you

guys okay do you think it'll work for

you the way you want it to

go yes cool do you have access to the

amount of money to start this thing or

know someone who does yes right she made

the decision let's do it a lot of times

people need to be walked through how to

make a decision people actually don't

make that many decisions it's kind of

crazy we make lots of micro decisions

they don't make big ones so we just have

to teach them how to make decisions many

of you guys suck at making big decisions

should have to learn having framework

that's why all these investors talk

about having a lattice work of

decision-making Frameworks it's why I do

a lot of framework stuff it's going to

have to make a lot of big Stak decisions

all the time big strategic directions

big checks like you have to make big

decisions you have to have a framework

of being able to do it and remove your

emotions if it checks the boxes you do

the

deal this one's really good if you ever

have the opportunity to do free trial

stuff it's just or free trial and or

money back guarantee stuff the third one

is [ __ ] fire which is listen can we

both agree that you just need to make an

informed decision they're going to say

yes that's what I need an informed

decision absolutely they're going to

that's taking the bait that's what that

is all right you're like okay you need

to make an informed decision

well how can you make an informed

decision without doing

it

huh you got me there like so why don't

we do this let's get you started and if

30 days in

you hate it let me know

oops Bo there we go and if you're 30

days in you hate it let me know I'll

give you money back no big deal but that

way at least you'll have made an

informed decision rather than one that's

made up in your mind about what I say or

what you think it is it'll Bridge our

communication gap because you've got an

idea what it is in your head I know what

it is in my head and I'm using words to

trying to communicate that to you that's

going to fail versus you actually doing

it can we agree that that's a way more

informed decision yes well then let's do

an informed decision let's get you going

right that make sense you think you

close some sales with that yeah FS

okay decision definition I already went

that over that one so again when we're

in the present we have to tell them

which future we're cutting off right did

you know it's from N decader means to

kill off which future we killing off the

good one or the bad

one cool future so you guys get in this

past we stacked all the past pain bring

them to this point present it's all

about rocking chair time not information

helping them make the decision in the

moment and future is future casting what

I prefer to say positive and negative so

5 years in the future what does it look

like if you keep doing what you're doing

are you broker are you in a worse

marriage are you in a worst

body a lot of times literally just

saying like what did you what did you

gain in the last five years cool let's

tack that on what do you weigh now 230

okay 270 how's that feel you can see

them Vis reallya to this you're like oh

[ __ ] you're

$10,000 let's go 50 let's try that on

maybe that'll jog your memory

right they're like [ __ ] I don't want

that right and what we're doing is we're

trying to decrease the action threshold

so they walk across the line make the

decision the next one let's consider the

options this is the risk-free close I

mentioned it earlier I just love this

because again we're future pacing the

scenario right both these options are

risk- free only one of them will get you

closer to where you want to go so what

are we what are we talking about here

they're both risk-free and if someone

still doesn't want to do it then you

have to confront what they're afraid of

because at that point it makes no

logical sense which means there's an

emotional

need I love this one well you're not

going to struggle forever right they're

like well no I'm not going to struggle

forever you're like right well if you're

going to start getting in shape

eventually might as well do it

now why would you not want to be in

shape longer in your life life would you

rather only be in shape for like 3 years

or for like 30 I promise you it's way

cooler to do it for longer right you're

right and so this last one is probably

one of the strongest decision frames

that I can give you guys all right and

I'm emphasizing this on purpose and this

comes with all decisions so like if if

if I'm ever allowed it in the future

praised in the future for making good

decisions this is probably the single

framework that I use the most which is

not will this get me what I want but

will this get me closer or further to

what I want because the thing is is will

this get me what I want needs a high

amount of predictive value like to

really say this will get me that really

tough and you'll be wrong a lot and that

can be very discouraging but simply

saying okay I've got two paths this

will't get me

closer will this be everything I need to

get there probably not but will it get

me closer yeah I think so and when it

comes to education in my opinion the

more educated you are the closer you'll

get to where you're going because you'll

have context to see the path more

clearly and so the problem is a lot of

sandies right are sitting there and

they're like well you say it's this and

that guy said Bacon's bad for me and

this guy says keto's good and I don't

know what the [ __ ] you know right the

thing is she doesn't have the

perspective from which to make a

judgment it's all Goble de and the thing

is is that we are all in Sandy seat in

different verticals of Our Lives

we don't have the perspective from which

to make a judgment and so trying to say

will the first fitness program that s

buys be the one that gets her to the

promised land likelihood probably not

some of you guys know many of your

trainers who left you who have some

weird things that they do and they teach

people right you're like if they if

Sandy starts with her or

him is she going to get the perfect body

probably not will she be better than she

was before she was doing something

probably

and so if you can regress the decision-

making framework to Simply like Sandy if

you walk out of here do you think you're

going to get closer to getting in shape

or further if you stay and sign up do

you think you're get closer or further

closer I think that's all we got to do

today and if we do that one step closer

enough weeks in a row I think we'll get

to where you want to go it takes the

pressure off of making a perfect

decision does that make sense that

decreases the action threshold and gets

people to actually take a step and be

like Jim doesn't have to be perfect xyd

doesn't have to be perfect it's just

will get you

closer does that make sense okay that

single framework has made me more money

than anything in my life

thanks appreciate

it in real talk I've had I bought a lot

of things in the past that didn't get me

the thing but got me a thing that I used

later that got me closer to where I

wanted to go and so then the question is

was it a good investment well only based

on my expectations would it be a bad

investment and so if I change my

expectations of Education in general

which is what I'm trying to encourage

you to do with your prospects and

yourselves then you can shift what you

expect to get out of something and you

ultimately get more out of it my

favorite clothes which I got from Jordan

bord is fair enough sound fair enough I

just love this close so much because

it's like fair enough right you make a

concession fair enough so many times

people are like well they made a

concession and I'm a reciprocal human

being it's very hard for me to deny this

request and so yes I do believe it's

fair and then you say boom then let's

move forward someone says that's a lot

and we say no worries what if we did

this fair enough they say well he made a

concession that sounds fair or if we did

this does that sound reasonable that's

sound like a fair expectation yes it

does great and then you can go to close

the sale