How To Win Sales Without Being Skilled (ALEX HORMOZI)

good morning everyone it is 4 30 a.m rocking in from uh downtown austin or not downtown austin suburbia austin um but i am knee-deep in creating our new phone sales training um super robust and then training for our glx class um and jim lords and so i'm i'm very very excited about how it's coming out it's one of some of our best stuff um but while i was going through it there was this one kind of way i phrased something that i really liked and i wanted to share it with you which is uh one

of our one of our gyms had been really struggling with sales and uh he gets on the daily call every day which is why we encourage people to do it where i just coach all of our gyms one on one and he heard something which was to the to the extent of remember why you're doing this right remember why you're caring about the customer now here's where this gets really cool he uh went over whatever over 20 or something and then something switched and he went five for nine right overnight zero for 25 to five

for nine right and this is the one thing that switched and this is how i want to share it with you he essentially the person who wins so every every sale is the same right and a sale is always made either they sell you or you sell them but who is the person who makes the sale the person who makes the sale is the person who cares the most about the buyer think about that for a second and so that's the phrasing that i'm using in the training is the person who cares the most about

the buyers interests is the one who will win the sale all right like this was super profound for me and so when you're approaching the sale you have to come at it from the perspective of i care more about this person than this person cares about themself and this is what that gym owner was able to flip in his mind was he remembered why he was he said because i i give him the term commission breath right people can smell whether you're in it for their for your agenda or their agenda right and so if

you want to win the sale you have to come at it from the perspective that i care more about your best interest than you do right you're gonna throw these things in my way but i care about you enough to get us through them so we can get to the promised land which is you getting help which is why you're here right and you have to expect that you're going like the sale is not going to go the way that you imagine in your head because people bring all this emotional baggage to the sale and

it's a problem that's covered in shame and guilt which uh which is a great uh a great way of saying uh it's not easy to get people to to trust you to build rapport so they can actually be real with you the moment you're able to get someone to be real with you in the sale you've already won the sale right because at the end of the sale if for some reason they actually can't afford it which is a very very very very very very very small percentage of people then you're on the same side

of the table with them and it's like cool then let's actually figure this out together but you're coming from it from a perspective that they trust that you were acting in their best interest right and so that's ultimately the sale that's that's being made is that the person needs to trust that you care more about their agenda than they do think about it that's the sale that's being made if they believe that you care more about them genuinely than they care about themselves or have demonstrated care about themselves then you will win and so that's

why i see some of our gyms who honestly aren't the most skilled sales people but they kill it and i cause i know these guys because there's some guys who are just very process oriented they follow the [ __ ] script and they crush it right and that's great and i know why those people are successful because they were successful at everything but there's some people who are quote personality driven sales people and these are like the really genuinely kind-hearted caring people that you can immediately tell from their vibe that they really love fitness and

really love helping people get in shape and lose weight and take control of their lives those people get away with so much lack of skill in the sale but are able to close because the people believe that they really are acting in their own best interest right which is why having conviction in your product is so important and so if you can simply have that one reframe before you go into the sale which is i'm going to approach this from the perspective that this person needs my help like actually though like actually getting them to

like you actually believing that they need your help and that you have to have their true best interest at heart more than they do which is why if you do genuinely have that belief you're going to force them to confront the limiting beliefs that they had right and you'd be like listen like let me be real with you here like do you think that the reason that you haven't been successful is because like you've you've kind of just like fallen off the bandwagon like you've you've been putting the food in your mouth right so that's

whose responsibility is that is that is that your busy schedules is that your husband who's whose responsibility is that right and they're like well i guess it is mine you're like right and i'm not saying this to be mean to you i'm saying this because i want to help but this time is going to be different right and so that way you can break these beliefs systematically throughout so you can actually help this person all right because sales is just coaching right with an outcome that's defined over a period of time and so i guess

the biggest point that i want to make here is that if you can just think about it from that perspective this guy had the same script from his first you know 25 reps to the the last five of nine that he had right and mind you he made this realization at rep 25 which for some reason is a magical number all right but at rep 25 he realized that he just was trying to sell on his agenda and not on the agenda of the other persons and there's sometimes it's it's uh i mean one of

the things that i was just talking to our sales team about is advanced salesmen are advanced because they never don't do the basics right people are defined as advanced because of their outcomes not because of their tactics all right advanced lifters aren't doing different tactics than novice lifters they just lift more weight and the reason they do it is they've just done it consistently longer right or they're more consistent in general they never don't do the basics they always sleep they always do the recovery mechanism they always eat the macros that they're supposed to hit

right it's the same thing with business and sales like the best sales people are consistent because they never don't do the basics the tactics don't change it's just your execution of them all right and so when i look at professional development so this is a big zoom out but i think it's important when i when i talk to higher level you know entrepreneurs who are at like 10 million 20 million et cetera and they're like what do i need to do to you know to get to the next next thing is i see three major

breaking points in professional development as an entrepreneur the first is skills right people enter the marketplace of entrepreneurship with no skills they have nothing to offer of value and so they have to go acquire skills and there's far more skills that you need to acquire than you think right you're like i need to be able to get customers but be able to get customers is a lot of skills put together right you have to know how to write copy you don't have to know how to create creative you have to know how to build landing

pages you don't have to have to have to be able to buy and place traffic uh you don't have to know how to nurture leads to get them to show up to both schedule and shop to a sales event you have to know what type of sales event you want to have is it going to be a presentation is it going to be a sales call is it going to be an in-person appointment is it going to be a two-step sale like you have to know what the conversion mech is it going to be a

sales page right you have to know what the conversion mechanism is going to be right and then from there you have to know the actual script and closing mechanisms it's not just the words it's how to say the words what the tonality is how you ask the questions how you confront obstacles how you overcome them how to process payments how to like that like this you know i mean like the the number of skills stacks in order to make it but its skills is the first block right the second block is the character traits to

execute the skills right as soon as you have your first your first box of tools what separates the people who are really successful from the ones who are just moderately successful is that they have the patience the endurance the discipline right to execute their skills within a defined way and that is how they're able to consistently grow because they're consistently executing and so it goes from needing to acquire skills in the beginning to needing to acquire character traits which is why i love the game of entrepreneurship is that the way that you win consistently evolves

right it's literally not just more it's different at every level right and then that's kind of level two is that you have to develop the character traits to be able to execute the skills and then the third is your beliefs right your beliefs about the world your beliefs about the market your belief about what's possible your tolerance of what is acceptable in your organization from an act a standpoint of speed a standpoint of excellence and those beliefs are top down those are from you right and so as you move move through i think it's cyclical

right i think it's every level encompasses all three of those things and you kind of have to spin your way through the three of those things over and over again and the reason it gets difficult is that you still have to maintain the skills the beliefs the character traits of the base below before you can get to the next level where you have new beliefs new skills new character traits that need to be developed and that's why i think most people love entrepreneurship or at least hopefully you like entrepreneurship if you're in it is that

it constantly forces you to grow and growth is painful right and so it's this weird masochistic desire to continue to improve and yet suffer the entire way but love the process while you're suffering so it's this kind of meta thing but anyways i won't get too deep into that big point here is that if you're trying to close and you're trying to get your sales team to close the person who cares the most about the buyer will win if the buyer cares more about their outcome than you do then they will win if you care

more about their outcome genuinely than they do they will feel that a and b when you confront their beliefs they'll see it from a place of genuine care and they will be real with you and then when you get to the close they're not going to bring their baggage because you confronted the baggage because you did it from a place of care and then they will trust you in the clothes to to take them where they need to go all right so that's the big point that was the big uh that was one of the

things that i'm going to be i'm putting it to ourselves training right now um hope you enjoyed this if you did drop a like or a comment if you didn't still drop a like or a comment all right anyways uh have an amazing thursday i'll catch you guys soon [Music] you