after hundreds of millions in sales, here’s my complete system

if you want to make a shitload of money you have to know how to sell I've used this exact same system to grow four of my companies to over 100 million by the end of this video you will know exactly how to do the same these Frameworks will teach you how to sell anything to anyone at any price in order to sell we have to know what to say I follow a framework called The Closer framework the first best step to any sale is just ask them why they are there this is a question-based approach

to selling so a lot of people think that when they're on a sales call they think that they have to be saying all these things taking all this time convincing all these people I would actually argue with the opposite what you want to be doing is you want to be asking people questions that lead them to the solution that they pronounce themselves you want to ask people questions that get them to say yes to you and this is really based on self-determination Theory this is the theory that when people feel like they have a choice

they are more willing to change their behavior so the more that a prospect feels like buying the service or product is their decision and not yours and not you convincing or coercing them the more likely they are to buy and to like the product when someone answers a question they are 30 to 50% more likely to act on the solution that they give to the question the only difference is that in one scenario you're telling them what the answer is in the other scenario you're asking them a question and then they are telling you what

the answer is if you really want to change people's behavior then you want them to tell you why it's going to work rather than you telling them an example of this is actually Ikea so there's a really cool study done the reason why Ikea has you assemble the furniture is because what they found is that people that assemble Their Own Furniture feel more attached to the furniture that they assemble themselves this is self-determination Theory so much so that individuals valued their selfassembled Ikea boxes 63% more than those that were assembled by others if we allow

people to answer the questions they're more likely to be bought into the solution so if you actually want to change someone's life or you actually want them to use your product or service ask them questions rather than telling them what to do you could start the conversation off with questions that sound anything like this what made you come in today what made you reach out what's your goal right now why is this important to you this establishes trust with the person that you're selling and it also establishes you as an authority you can't guide someone

to the best solution for them if you don't even know why they're buying in the first place for me when it comes to making a sale you always want to be able to Anchor to the goal and the goal is usually hidden behind their why why are they there so now that you've clarified why they're there you want to label them with the problem by repeating back to them what they just told you if you don't know what the pain is you can't figure out what the goal is so an example of this 5 years

ago I was like you know what I need someone to kick my ass and so I'm going to go get a personal trainer and I went into the studio and when I went in there they were like all right so like how much weight do you want to drop they keep talking about how wanting to lose fat and I was sitting there and I was like this guy is literally pitching me an entire sales pitch on how to lose fat one he didn't even ask me why I'm here two he's making assumptions about what I

want to do with my own body and three does he hear anything I'm saying rather than being excited about joining this new studio and working with this trainer I was actually just annoyed and pissed off because I felt like my time was being wasted he wasn't paying attention and this solution was not for me if you understand the why then you can emphasize the benefits of your service or product that catered to that why if I work at a car dealership and someone comes in and they tell me they're like we just had a baby

and so we want to make sure that we have a car that can protect the baby I'm not going to go show them a Porsche or a Lambo or a Bentley that has no safety features at all and if anything I'm going to find a car that is Catered towards that and then I'm going to sell them on those features I'm going to say great so here's the safety features of this car rather than the speed the agility the looks I'm not going to emphasize any of that because that's not what that person specifically cares

about they care about is it safe for my child and so if you don't know the reason why somebody's in there then you're not able to cater your sales pitch to the exact specific thing they're looking for this matters because you want the prospect to feel heard okay A lot of times the last thing somebody wants is that when they walk into a sales console and then they walk out feeling like the person didn't hear anything that they said and so the best thing that you can do is remember to repeat back to the prospect

what they just told you this validates their pain and it validates their feelings and then the more that you can validate somebody the more they will like you and we tend to want to buy more from people that we like really if you uncover what this skill is it's actually the skill of perspective taking because if you can imagine what it's like to be in somebody's shoes and repeat it to them and express it to them and they feel like wow you understand me and so it's more likely that you can solve my problem empathy

is the most underrated skill in sales it doesn't matter how persuasive you are if the Prospect doesn't feel heard they are not going to buy the next piece is O which stands for overview their past pain okay so this is what I call going into the pain pit customers buy at their greatest point of motivation motivation comes from deprivation so customers have the most motivation when they are in the most deficit of a solution AKA when they feel the most pain why is it that people want to buy weight loss in January it's because they

just had thanks giving and Christmas where they ate their faces off so they're in a lot of pain you want to ask the customer about their previous attempts of solving the problem that have failed one when you hear all the things that they've tried that haven't worked you now know what Solutions you're definitely not going to offer them but you also know what Solutions you are going to offer them and how to tailor Your solution to them based on all the poor past experiences that they've had this is not only going to emphasize the seriousness

of whatever their problem might be but it's also going to position your solution as the best alternative that there is people don't change until the pain of remaining the same is greater than the cost of change and so if you reassure the Prospect and you make them feel okay with where they're at and that it's acceptable you will keep them stuck sales is getting someone to change their behavior it's getting someone to take action in their life it's getting to them to solution and so if you actually want to help people you can't keep reassuring

them when I was a personal trainer and I was trying to help people lose weight I never told somebody hey it's okay that you're morbidly obese and at risk of heart disease I never said that because I actually wanted to help them I actually wanted them to change instead I would ask them to Face Reality one of the things that I always did is I kept a weight scale in my office and whenever people would walk in women specifically I would say how much do you weigh and they're like I don't know and I haven't

weighed myself in years I'm like let's find out how much it is today and they were like I don't want to weigh myself and I said we have to start at some point we need to know what current state looks like so we know how to solve and so I would always have people confront reality and step on the scale and yes would it be painful for them of course but what's more painful is continuing to gain weight continuing to make the problem worse and continuing to keep our head under a rock and so your

job as somebody that's trying to enact change in a prospect is to help them confront reality if it's really bad make them aware of how really bad it is don't try and inflate reality make sure that they confront reality when when I was running gym launch and I would be on the phone with prospects this was like 10 years ago when I'd be taking sales calls I would ask people I'd say so how much money are you making and they' be like well why would you ask me that question like well how can I help

you make more money if I don't know how much money you're taking out of your business and some people would say well I don't know how much money I'm actually taking out of my business I don't know how much money my business makes great let's pull it up right now and tell me how much money's in there and I'm not kidding you like confronting the reality of how little it was in someone's bank account was such a huge motivator for them to change because a lot of people have a problem and they don't tell anybody

about it so because of that they don't confront how bad it really is when you have to share how much pain you're in it makes it real and we actually want people to take action then they have to confront reality and you have to help facilitate that so here's some questions that I like to ask people if you didn't fix this problem what would your life look like in 5 years because what you want to do is you want to have that person en Vision if they don't find a solution what are things going to

look like will they get worse or will they get better the second question I ask people is how much confidence have you lost in yourself by not taking action and solving this problem sooner a lot of people think about the cost of change but they don't think about the cost of indecision and you should make them aware of that other questions you can ask people what have you tried so far to accomplish this how long did you do it for Why didn't it work for you and what else have you tried you want to allow

that person to remain uncomfortable if you want to help people change their lives you have to be okay with people being uncomfortable people are uncomfortable making decisions it doesn't matter big or small people just think about the consequences and the cost and especially if it's a decision that's big and you're looking to try to help them make that decision it's not going to be one that's comfortable the best thing that you can do is allow them to be in that uncomfortable space and then guide them towards a solution that will get them out of that

discomfort so once the pain is clear we then want to present somebody with that solution and that is sell them on the vacation so hopefully at this point if you've done those other steps they are asking you you for the solution you don't want to just shove your solution down their throat you want to make sure they are asking you for the solution would you like to hear how the program works would you like to see our product Suite would you like to look at some of our cars ask the prospect for permission to sell

them nobody likes to be sold when they feel like it's imposed upon I remember one time I was on the phone with this guy he clearly had no idea of my problem scope because I got on with him in my company at that time I had 120 employees and we were doing like 55 million in Revenue one he doesn't ask me any questions two he doesn't go into my pain instead what he did is he did what a lot of sales people do he assumed all of it he thought that I was the person that

was going to enact this solution the reality was it was a it was a marketing SEO company I wanted to see if this was the right solution that I could bring to my team vetted and say hey you guys go figure this out I know this is a problem for you I didn't care how much it cost I wanted it and I wanted the best if somebody doesn't give you permission don't shove it down their throat you want to sell them on the vision of what life's going to look look like after your product or

service rather than all the little bitty things they're going to have to go through to get there people don't care about all the little details of how you're going to get the results they just care about the results themselves that's not something you want to go into great detail about now unless they're asking people need a goal so big and so exciting they're willing to overcome their current challenges to get it and so what you need to do is you need to produce that vision for them because right now they're in that pain pit in

order to get out of the pain pit you need a very big enticing Vision if you're not able to take action on things that you're scared of you don't have a big enough Vision compelling you forward and so you want to sell the vacation not the plane flight you want to sell Maui here's what Maui's going to look like the mountains the weather I'm not going to be telling you oh so we're going to leave on the 5th and you're have to get up at 5:00 a.m. you'll be really tired and you're be jetl that's

not what you want to go into right now and so actually something I see with like some of the best sales people who know the product the best myself for example I know something so well that any of my companies sell that I might go too into detail about something because it's just like the more information you know the more you want to share with somebody but it's actually not the best thing right now it's actually going to overwhelm the person instead you want to focus on Maui there's the five star bed there's the brunch

buffet and so you always want to sell Maui you don't want to sell how you get to Maui however you can let them pick how they want to get there and so when you think about which level of product or service you're going to offer somebody you essentially present it like this all of these things lead to Maui how fast you want a result and how you want it to feel along the way or what you want that person to choose there's different ways we could get to Maui we could take a normal plane to

Maui or we could take a private jet to Maui everybody goes to Maui you essentially present to them how would you like to get to Maui are you the type that wants to just say throw the money I want the best of the best or you like hey I'm willing to put in the work and do more on my end I'm going to take the cheapest option possible it's going to be different for every person in front of you and so you don't want to prescribe the solutions so much as you want to present them

with the solutions and what the cost of each one is so at this point this is where they know they're in pain they know they want to go to Maui and this is where all their concerns are going to come up and so what you want to do here is explain away their concerns 20% of people that come in probably going to buy no matter what 20% of people probably never going to buy the 60% are where a great salesperson comes in 60% of people will have objections because they're scared or they have concern and

so that 60% is what we want to focus on here the job of a salesperson is to manage that 60% this is why you are called A salesperson not a cashier projections are opportunities for you to build more rapport with a prospect you are not here to coer somebody you are here to guide somebody to the actual best solution for them so let's look at some of the most common objections okay the first one is price people go oh you know what it sounds great I really do lay life swear I want to fix this

problem but it's too expensive the best objection overcome I ever heard to that and I went to a fur coat store there was a guy there and he had me try on these fur coats and so I try on this fox coat and it's like very beautiful and I was like oh this is amazing but like you know I live in Austin Texas what am I going to wear for coat he was like uh I mean you might wear it once a year and I was like it's not about the money dude I'm not going

to wear it and he was like well if it was free would you take it I was like I mean yeah see he was like it is about the money and I was like damn okay that was one of the best objection overcomes I have ever heard when it comes to price the second that I like to use with people especially when you are selling something expensive to people is if it were cheap would you really believe it even worked it's funny because people come in with these big problems and with a big problem you

need a big solution and for a big solution it usually costs big money for some reason people don't equate that they're like but I was hoping it would cost nothing to fix my problem that making my entire life worse the reason that people say expensive is they wish for a very small solution to a very big problem often times when we sell something expensive it's because it's a big problem that takes a lot of work on the business side to fix it and so it's just confronting that reality and reminding them if you wanted a

cheap solution you can get one it probably also isn't the right one for a big problem the next objection that you probably get is oh I've got to go talk to my spouse my favorite way to overcome this is always this I just want to bring them into the conversation we call this the waiting room cloth the best thing I ever did in the very beginning of gym launch when I would get people on the phone I would be like all right it is $166,000 and they were like holy oh my God no way that

I could make this decision without my wife and I'm like amazing is she available and they're like like now I'm like well yeah I'm here you're here like if she's available let's just have her hop on and so I would have the wife or the husband hop on I would say great I'll catch them up to speed and let them know where they're at and then here's what I'm going to do give you guys 10 minutes to talk come back and let me know what the decision is that's the first way that I like to

circumvent that because here's the thing if the spouse is not on board it is very likely that it's going to come back and bite you in the butt later and so you want to confront this headon and you want to show them that you're not concerned with their spouse it's probably more likely that they are going to be excited about the product if you talk to the spouse rather than if they talk to the spouse because they are not a professional salesperson you are the third type of objection that you typically get is a stall

this is when some somebody says because they've thrown up all the other objections they don't have any left they say I got to think about it there's either something they're not telling you or they're lacking information when someone says I've got to think about it time is not the issue it's information and so what I tell somebody is I say great what information did you want to find that you don't think that you have now and so instead you want to open up the conversation and you want to make sure that that person's asking you

all the questions that they possibly rather than have them try and ghost you because they're scared of making a decision it's not you against your competitor it's you against this person's fear to make decisions we need specific information and so we want to find out do we have all the information and have we given all the information to them if you want to address this you want to ask them these questions do you think this product or service will solve your problem do you want to solve your problem with us do you have the money

needed to pay for the solution if they can answer those three questions then what you've done is you've shown them that the only thing left is fear they know your product will work for them they want to work with you and they have the money at this point there's no logical reason they're just avoiding emotions they're scared of commitment now what do you do after you close a sale the last thing you want to do is reinforce their decision the most important piece of the sale is actually what you do after the sale really interesting

piece of data people decide in the first 48 hours after a sale if they're going to buy again from that company this is because what often happens that creates buyers remorse is that there's all this communication leading up to the sale there's all this activ and then boom you close the sale and then poof nothing it almost feels like you go on a date with somebody you sleep with somebody and then they don't talk to you again it's like oh my gosh there was all this leading up there's so much communication and then you got

what you wanted and you ghosted me what do they feel they feel upset you do not want to make people feel that way and so the communication that you have 24 to 48 hours post sale is some of the most important communication that you can have this essentially sets the tone for if that person person is going to continue to buy from you and be a customer for life or going to run the other direction once their contract term is over so what does this look like as soon as somebody closes a deal you want

to reinforce that decision an example of this if I go to an expensive place and buy an expensive piece of jewelry what are they going to do right after the sale one they're going to pop a bottle of champagne and they say congratulations you're part of the family now we're so happy to have you here then what happens I go home they' sent me a text message they've sent a gift to my house the more expensive of something is the more you need to reinforce the decision of them buying and so give them more reasons

to feel good more communication more followup celebrate the sale with them rather than shying away like there's something you did wrong so that's the first part for how to sell now you know what to say but the second piece is knowing how to say it this is what I call the conviction framework words are about 10% of the sale tone is the other 90% of the sale how you say what you say is what you say because people will interpret your tone more than they will anything else that's happening in the sale often times your

tone is so loud that people only see or hear your tone not your words so what is tonality it's different aspects to how we speak these can be verbal and non-verbal the rise and fall of our voice the pitch the volume the Rhythm and the body language that we're using so let me give you an example if I get on the phone with a prospect and I'm like hey Sally how's your day that probably sounds different from hey Sally how's your day which Probably sounds different from hey Sally how's your day all three say the

same thing but I sound like a completely different person each one of those because of the way that I say it the same goes for if I'm for example giving feedback to somebody and I say something like you know I really hope this doesn't happen again versus you know I really hope this doesn't happen again sounds completely different one sounds very serious seems like something bad might happen the other one sounds light and like we're trying trying to support somebody now let me give you another example say I am working with a prospect and they

want to lose weight and I'm saying great so can I tell you about my service let me give you two ways awesome so honestly it sounds like everything that you just described is pretty much everything I do so do you mind if I tell you about our product versus so it sounds like with everything you described um that's our product so do you mind if I tell you about our service one I appear confident the other one I'm wavering so imagine this you have two sales reps one knows every detail about the script in sale

the other speaks with unshakable conviction which one do you think will close a sale words can bridge the gap for logical buyers tonality will bridge the gap for emotional buyers so if you want to have logical influence over somebody script properly if you want to have emotional influence over somebody use the right tonality we need both of these things to properly sell somebody now how can we learn this there's really two ways you can either train yourself into it or you can trick yourself into it the first one when you train yourself into it is

you train tonality so when you practice a sales pitch you do not just practice the words you practice how you say the words so this looks like during role play we're not just saying a script we're using tonality something that I do in all of my sales scripts for all of the compan that I have is that we use underline bold italics quotations emphasis colors on the scripts to dictate the tonality of the script when you write the sales script you must write it in a way that emphasizes the words that you want to be

emphasized whether you want them to slow down you want them to speed up the best way to do this is that you do the script you say it you recognize where the tonality is and What needs to be emphasized on the script and then you give that script to somebody to practice so we don't just practice words we practice how we say the words imagine you're a presenter and you're presenting something on stage to hundreds or thousands of people do you think that I would be a great presenter if when I practiced presenting I was

like so this is why leadership is the best thing that you can do for your company and why it's so important and why leadership has leverage leadership has leverage because practice is an approximation of the real event and so you want to get as close to how you show up in the real event as possible so for example when I practice a speech I want to be on a stage I want to have an audience and I want to use tonality I'm not going to talk just like I'm talking to my best friend I'm going

to talk as if I'm presenting to a group of people and so the same goes for sales calls it's just something that's often overlooked but it's not just the script it's also the tonality underneath the script it takes time to develop this skill so here's my cheat code to develop unconscious Mastery of this you trick yourself into the right tonality cuz if you really believe in something you don't really have to sell it if I move to California and I'm on a beach and I love the beach I could sell anybody I'm living on the

beach it just comes naturally because I'm convicted because I'm excited about it how do you actually get conviction you make a good product why was I able to sell people on weight loss so effectively in my career because I lost 100 PB I went to school for exercise science I got like 10 different certifications and I proved that I could help people lose weight over and over and over again I didn't need to sell myself on how good my solution was I saw it I had evidence make an actual good product keep improving that actually

very good product and then read testimonials about that product daily so from my company gym launch we had a department research and development and all that department did was just figure out how to make our product better and we actually spent anywhere between 50 and $100,000 every month just trying to figure out how to make the product better what I did with that is then I would share that with my sales team and then I would share all the testimonials we got each week with the sales team on their sales huddles and I would ask

them to read the testimonials to me it's easy to have conviction when you built the product the company's small or maybe you are the product it's a lot harder when you're scaling when you're scaling sales maybe have a bigger team you have to manufacture this you have to show people how much you care about the product and how much effort you put in because guess what they don't know everything you're doing and then you have to show people the results of the product if you can do those two things people will have conviction in it

and you won't have to worry about all the nitty-gritty details of the script if you build a product that is actually good then it makes all of this easy I also don't suggest selling a bad product I suggest that you put in the work to gain the conviction and then all of this is just butter on top sell what you would buy not what you can sell