Ultimate Sales Blueprint: 6 Key Elements to Close More Deals

over the last 13 years I've personally closed 4,000 sales and these are the six elements of The Ultimate Sales blueprint

so let's begin with sales multipliers these things right off the bat will make you more money first sales multiplier

sell 7even days per week now the reason this is so important is that a lot of business

owners want to make more money in their business a lot of sales people want to close more sales but they only choose to

close days a week but the interesting thing is that and depending on the industry sometimes the off hours from

like 5:00 p.m. onwards is when the most of your prospects are available so like in Fitness where I came from I closed

all my sales from 4: until 8:00 p.m. and so if you're like well I only want to work between 9 to 5: it's like well

guess what no one's going to buy during that time and so you can probably close more sales in the back at the day uh and

on Saturdays and Sundays than you would during the normal 9 to5 so is especially true in like retail and businesses where

you sell to Consumers who work normal jobs and you have to sell basically on the times that they're available so sell

during the weekends the other piece of selling seven days a week is like there's actual math behind this and so

there's 52 weeks a year and so if you have 52 weeks per year times two days right is 104 days of sales extra per

year which is 29% increase over just selling 5 days a week and so if you want to immediately increase your sales by

29% sell on weekends and I know I've tried to sell you on this but I'm going to give you one more really good reason

to sell over the weekend if you've ever tried to book sales and skip the weekends so you've got Friday here and

then you've got Saturday and then Sunday and then Monday right and so you skip these days and so then this Monday gets

stacked right you have all these people who are saying like oh man um I'm going to show up so your sales guys get

they're like oh dude Monday looks big but as soon as Monday happens it's no show no show no show no show reschedule

and you're like what the hell well you didn't make it available at the time when they wanted to actually come which

is Saturday and Sunday that's when they clicked on the ad that's when they actually made the booking and believe it

or not from a lot of our portfolio companies we get more people who actually schedule on Saturdays and

Sundays for Monday which means that they are available right then to buy cuz they've got time and so when you do it

this way not only do you sell two more days per week which is 104 days more per year which is 29% increase in Revenue

that assumes just a flat increase but if you pull up the appointments from Monday to Saturday when they scheduled and

Sunday when they scheduled you then get same day next day showup rates which your showup rates also go up on those

days so not only do you schedule more people because it only works for sat them on Saturday and Sunday and they

didn't want to do Monday you also get higher show up rates on Saturday and Sunday for the people who wanted to

schedule then because that was when it was convenient for them and so you get a multiplier effect across the entire

business of sales by simply adding two more days in a year so it's minimum 29% sometimes more next up respond to leads

in less than one minute now you may not know the stats on this some of the more experienced salespeople do if you can

contact a lead within 60 seconds of them showing interest or opting in or giving you their contact information you have a

391 per increase in the likelihood that you can close the Prospect and so that means that if you did nothing else but

simply put the processes in place so that you can contact leads within 60 seconds you could 4X your business

tomorrow and so then you have to ask the question what are all these other things that I'm spending my time on and do

those things have an immediate 4X increase in my business if the answer no then you should probably stop doing

those things and do this one obvious thing that can increase your business to such a large degree also 50% of

prospects will go with the business that response to them first not the one who's best that they did the most research for

simply the one that responds them first and I remember when Lila was we were out of town we were scheduling some or she

was scheduling something for her hair or whatever and she went to a salon and she called them and she said hey are you

available right now to take me and they're like no we're only appointment only and she said cool hung up called

the next one she's like are you available to take me now they said no hung up next one they answered and she

and they said yes we can take you in right now they're the ones who got the business and here's the crazy part is

the first two owners maybe they're like I don't know why customers aren't com you didn't make it convenient for them

right and so the thing is is that people have huge motivation for a tiny period of time and when they knock on the door

in that tiny period of time you want to open it and welcome them in and like okay Alex but you know one minute's a

lot well totally and if you do greater than five minutes the likelihood that you close them drops by 80% which means

four out of five times you would have closed now goes to 20% close rate on those leads and so the whole idea that

people think that the lead quality is go down is not really true it's completely dependent on how well you work the leads

now a lot of people like to talk about follow-up and follow- Up's important right you got to make it personal you

got to make it fast you want to do it multiple times over multiple days for sure but one of the most important

follow-ups is the first followup which is how quickly you can show them that you have received their interest and are

ready to help them and customers will make a judgment on how good your business is how buttoned up you are by

how quickly you respond so if you reach out to a company just imagine for a second you opt into something and then

within 5 Seconds your phone rings and someone's like hey saw that you asked for more information about this how can

I help you right and right there you're like man these guys are on top of it it makes it judgment that you cast over the

entire business that first impression it's the tip of the spear and most people are missing out so all the data

that I will cite in this video will come from two sources so one is there was a Harvard Business Review uh that did a

huge case study on different sales metrics across massive Industries and then me personally won Allen and so a

lot of the lead nurture stats are related to Allen which is a software company that we own uh which is like

4,000 plus appointments per day and so we could see how changing scheduling and changing hours per day and things like

that affected overall throughput because we could see from click to close and so we could see house opening up calendars

was the single strongest correlate to overall throughput more than increasing closing percentages by you know 10% 20%

because you couldn't get 400% increases in closing like you can by putting these sales multipliers in that I'm talking

about right now these are all the things that happen outside of the sale that affect your sales more than anything

that happens inside the sale now the next one in the spirit of all this speed of response is it's good to have someone

have the option to schedule but you know what else you can give them call now and so when someone clicks down your funnel

and they click over to your schedule or something if you can add a dropdown that says call now because now they're

calling you and now the intent could not be stronger now if you're in a business where you're like oh man we have to

qualify leads more fine put the call out thing after you've qualified the lead duh right and so just think through how

we need to do this and if you're like man I don't have the sales team to support it think about it like this if

you can 3x your business or double your business by simply hiring one more sales rep if the relative increase in revenue

is significantly greater than the cost of onboarding one more sales rep then you should make that investment so that

you can have the coverage for your prospects to call you to give you money all right so let's talk about the next

one which is time slots so if you are going to have them Book on a scheduler then how do you set up that schedule a

lot of people don't put any time or thought into this now we already covered the seven days a week but what about the

actual day layout itself now most people say okay I'm going to have these one hour time slots 1 hour uh you know 1

hour whatever now what we found out with Allan is that we could increase the overall

schedule rate and show up rate by simply changing how the times appeared on the calendar and so we set this up so that

we would have 15 minute slots so you might be thinking how am I going to sell in 15 minutes you're not you allow them

to start in 15-minute increments and then we know that the next three blocks are used up and then somebody else books

here now some of you might say wait a second that means that some of my sales guys are going to have awkward times in

between well there's two solutions one is hire more sales reps number two is you need to have something called an

off-the call sop and so you have an onthe call sop which is standard operating procedure which is what do you

do when you're on the call of the prospect but if you have a no-show or there's off the call or you don't have

somebody on your calendar then you need to have step- by-step of what they need to do when they're not actually on a

call and most people only address the on the call and don't address the off the call which is why their sales people

aren't nearly as productive and so by doing 15-minute time slots people pick a time that is more convenient for them

and so I think on one level because it's more convenient for them it's more precisely convenient they show up at a

higher percentage I think the other reason and there's this big misconception about the idea of like no

I want to make it look like I'm busy and not have full availability completely dumb it doesn't do anything to literally

take up slots that are not true to show that you have traffic it's dumb it just it's dumb I just stop it we've already

looked at it it doesn't do anything it just makes it less convenient for your customer to book with you now in the

offthe call sop all right what should they be doing then I'll give you the next hack which

is you start pulling up appointments so you remember I said we had the Monday Sunday Saturday whatever and people are

booking on Saturday for Monday right they're booking here because you didn't put any availability well if you do have

your salesperson working and they have an off-the call block where they don't have anything on their calendar what

they should be doing is they should be let me see if I can draw a phone here there you go calling these leads and

then pulling them up and so when you have that conversation with the prospect the first thing you're doing is

qualifying them which you should do anyways with any leads that are on the calendar that are going to take a full

sale slot but secondarily when you call them to qualify them say hey I had an opening later today that just opened up

do you want the slot and so it takes a three-day out appointment and makes it a same day appointment and anyone who's

been in sales knows that same day appointments have way higher SHP rates than future appointments next is is the

actual uh person if they can't move it up for whatever reason you still have contacted them within just a few minutes

of them opting in so they know that you're legit you've already qualified them and by pulling them off and moving

them up if you do have that situation you increase the salesperson's utilization because now their whole

calendar has more sales appointments that are stacked fewer Open Spaces which is good and we now have opened up this

slot right here so that somebody else can find it convenient and then book in in the future and so by simply changing

what people do off the call you increase the sales utilization you increase booking rates and you increase show

rates by adding this one thing to what your sales people do when they currently weren't doing anything waiting between

calls so the next one is very controversial and a lot of bad sales people are going to be against it but

the killers are going to be nodding their head so what you want to do is you want to

feed the killers now what does that mean is that the best leads should go to the best closers and the worst leads should

go to the worst closers and so you're like wait a second what do you mean my my worst leads go to my work yeah

because that means that you have the lowest amount of net waste within the business the people who are the most

closable who are the most qualified who have the most money go to the people who have the highest likelihood of closing

them for the most money and so I'll tell you a story when I learned this so there was a guy who lives in my building he

does like 3 million a year in personal income and he was the number one sales rep or still

is the number one sales rep for a time share company that's a multi-billion dollar company he the number one time

share company he was the number one sales rep and he's won the best sales rep of the year out of 3,000 sales reps

five out of the last six years and so I had dinner with him and I was like so give me give me your give me your

strategy he's like you know I won the first year when just with the existing system but then I got to have one hour

with the CEO as kind of like the prize for winning best salesman plus you know a check or whatever and I was like okay

he said so when I sat down with the CEO I closed him on basically changing the way they allocated leads and he said so

they used to just round robin all the leads to all the salespeople and he said when I went to the CEO I said listen

you're just throwing money down the toilet you're giving me people that no one has a chance of closing and they're

completely unqualified and you're wasting my time and then I see some really qualified person go to a dud

closer's office and then he misses it and it's like shoot you should give him my terrible Le is not going to close

them anyways and give me the good one and I'll close him and so the CEO decided to test it just with the

location that this salesman was at he took his income from $250,000 a year to $3 million a year for him as a Salesman

personal income but what was more important is that it 5x the company when they rolled it out Nationwide he

increased the total output for that one location by so much that they then rolled it out and so this goes to show

that if you're like wait I feel bad about this this is a business decision but if you are worried about your worst

Sal people turning out why are you worried about your worst sales to people turning out now the other side of this

which is really nice a lot of people don't think about is if your top sales rep can make a million dollar a year or

$500,000 a year or $3 million a year do you know the amount of people who will work for nothing for the opportunity to

make that kind of money and so what happens is salespeople will come in and work for way below the the normal wage

for their skill because they want the shot the opportunity to be top dog and the other piece that this trains for or

helps the business out with is that if someone survives this churn Factory of down here where it's really hard for

guys to get started because they're getting the worst leads they learn on the hardest people to close and then

when they survive and they can still make enough to move up then they get better and better leads but now they

have qualified themselves as closers who are worthy of those leads so the next hack actually has again something to do

with things around sales but is not sales itself which is most times it's harder to get an entire team to go up by

30% in close rates unless you just absolutely suck at sales but there's usually massive opportunities on show up

rates and so one of the things that we do is we give kudos or shoutouts to the closers who have the

highest show up rates and so by calling those people out we draw attention to how show up rates are very important to

the business because if I had to give you an option hey would you rather increase your close rates by 20% or

increase your show rates by 20% Which would you choose well if you're a smart business owner you'd say Well they're

the same thing yes so then the followup question is which one's more likely given the stats you're at if your guys

are closing at 35% for you to get a 20% boost might be very very difficult but for you to just simply remind them to

work their leads and follow up with their appointments might be very easy and so you shout out the closers who

have the highest Strow rates every week not just highest close rates and then you ask them what they did and they're

probably going to say I just followed the process and then you're going to say that's awesome great job and if you want

you can give an extra kudos for the guy who has the highest show up rate you can give him like you know a $500 flat thing

per week whatever something that makes it material enough that it's worth showing off for but I'm telling you this

can increase your overall sales in your business more than sales training can sometimes and so if you're listening to

that you might be like okay well what is the best reminder sequence for people to show up now the first thing is is you

want to have your automated reminders set up right those have to be done and the thing is is and I think a lot of

people make this mistake is you want to to look automated don't try and pretend that automation is a real person

everyone knows and it looks like so don't do it all right but on top of automation you layer manual now manual

you don't have to nearly as much to make it effective and hopefully I'm spelling manual right all right and so there's

three times that we have S this is from Allen that we know that gets the highest show upates all right very simple 24

hours before all right then am and then 1 hour all right and so think about it like this it's like you have your

automated ones until the night before and someone says hey just making sure that we're on for tomorrow very excited

I did this personalized thing for you and so you want to show that you did some sort of prep for the prospect so

they know you've put some effort in and so they would feel worse about not showing because you show that you've got

a whole bunch of work that you want to show them on that call and so whether you're a weight loss you know business

it's like hey I set aside this t-shirt for you what size do you want or what color do you want for when you come in

would be something that you could do for a weight loss customer if you're a B2B customer it's like hey I already I

looked over your site we already uh I talked to my team about it it looks like we've got three things we can

immediately help you with very excited to share what we found like it takes 5 minutes to do that but if you can

increase your show up rate by 30% because you do that makes a lot of sense right in 60 minutes you can increase

your closure your total sales througha by 30% once a day feels like it's worth it now that's night before morning of

you think you're a prospect right you're like okay yeah sounds good morning of you start and your whole day is blank

because you forgot everything from the day before and so the morning it's like hey just reminder again I'm seeing you

later this afternoon and they're like yep I'm in cool and then one hour before they're busy during the day and you're

like yo a meeting with you in 60 minutes just making sure now for these I prefer to have uh blue messages is what we call

them but basically the IM messages whenever possible rather than the green ones because people still don't entirely

believe uh that it's a real person and so this is where having uh voice voice memos uh and video work really well for

those reminders in addition to the things that you're doing at the 24-hour Mark that show personalization so it

would be something like this hey John really excited to meet with you tomorrow we outlined six things for your business

that I think would really help you out I'm very excited to share them with you these were things that I pulled from my

team and just from looking at the site uh before we get on the call so stoked we're at 4:00 tomorrow hit me up if

there's any issues or you have any problems getting on otherwise I'll see you then next one is Logistics in terms

of how you schedule Andor your policies which is we like to do same day next day period in terms of our availability

now the reason for that is because show up rates are higher same day next day and so if we constrain people to those

days we increase the show up rates now the key and this is where most people mess up is that they're like well if I

did same day next day I'm not going to be able to book all my appointments that means you need to hire more sales people

and when you do that you'll get more shows which then means you close more sales so those are some immediate things

that you can do to multiply your sales without even having to learn anything more about what you have to say on the

phone or even getting good at sales itself these are all the things you do around sales that still close way more

sales than anything you can actually do on the call but once you do get on the call you should make sure that your guy

or you yourself don't suck so let's talk about sales training so now that we've covered sales multipliers now let's talk

about sales training making it happen so I'm going to cover daily huddles one-on ones gam tape review role playing and CS

gam tape weekly reviews all right you're feel like I don't know what any of those are that's why I made this video and

I'll break them down so number one is most people have no idea what they're doing when they're training sales so the

vast majority of sales organizations don't even know how to train them at all and simply just run shurn factories so

they say you know we'll bring 100 people in we'll see who survives which fine but if you know how to train sales as a

business owner you can compensate below Market because you can take someone who's not good and make them good rather

than relying on people to come in with existing skills and so that is the Arbitrage opportunity that you get to

have as a business owner and so if someone comes in with no skills and then you give them a lot of skills they come

in at that Baseline right now I'm not saying that uh sales people shouldn't make make a lot of money they should uh

but it's all based on the marketplace if you have 10 times bigger audience that you can take sales people from then

that's an advantage that you have compared to your other businesses on the marketplace of sales skills so the first

thing that we do is we like to have daily huddles and so daily huddles are where we do role playing now role

playing is probably the single greatest skill that you need to learn in sales and the big thing I'll give you as a

caveat is every entrepreneur or sales managers always afraid of looking bad or not being able to close something uh in

front of their team and so they they shy away from doing role playing but you need to set the frame up front which is

no one's perfect that's why we practice and so I'm going to mess up you're going to catch me and it's fine right because

if you have any ego around this you will not do it as much because you'll be afraid of looking stupid in front of

your team so just get over that as fast as humanly possible now when you're doing these daily huddles you want to do

the role playing so the role playing the important part of role playing is you actually have to get into it with them

and give Fast feedback now here's how not to do it so and this is how most people do it which

is someone goes through the script and they give not real answers anyways and then they say okay at the end of the 30

minutes or 20 minutes they say do this different do that different do this different do that different so two

massive problems number one is that you have to give one piece of feedback at a time people can't handle multiple piece

feedback so it's not going to work second is that the trainability of a person or really an organism because

this actually happens across species is inversely correlated with how fast you get feedback and so basically the number

of times that you have to uh give feedback to an organism is inverted with how quickly so one second 2 second 3

second whatever now this is an exaggeration but this would be number of times so that means that if I say Hey

try it like this and then they can't do it again and then I have to say try it like this and then they still can't do

it and then I say try it like this the faster I do it the fewer times I have to repeat myself before they get it and so

this is why speed is so important for training this actually happens across human you know across the entire

organization but specifically for sales so when someone does the role play the sales manager or the other person's only

working on one thing and when they begin the sale they say this is what we're working on

and then they start the role play and then as soon as they mess up or do a good job which both those are happening

in real time all the time you say great keep going great keep going and so they keep talking and they can see you

nodding your head they can see you giving thumbs up and you can hear you saying great and so you have three or

four different ways that you can give positive reinforcement in real time so that you can train them on the right

thing to say now when they do mess up you also set the frame beforehand saying listen I'm going to probably stop you 30

or 40 times times during you just trying to say this one script that's okay that's to be expected that means we're

doing it right and so if you set that expectation people aren't thrown off guard if you don't they're going to

think that they're just doing a horrible job which is not what you want to do and so they go through and you're like

awesome great job M keep it going pause say it like this try it again great try it

again great try it again and so once someone properly does the right way of saying it you don't just say great they

did it once you have them do it two three four five six times in quick succession so that it drills it in so

that when they actually are on a sales call it's like this little mini recorder plays and they remember when they to

drill it so many times in a row and from a sales training perspective you want to be working with them on one thing

sometimes for a week or two weeks all right so it's not a big deal now daily huddles you're usually working with the

team on something like as a team we're struggling with this and so as a team we're going to be drilling this on

101's it's one thing and it's going to be specific to that person now the reason that most sales managers do a bad

job sales training is because it's a full-time job like you have to listen to sales recordings you have to see what

they're messing up you have to take notes and then when you meet with them one-on-one you have to see all 28 things

you think they did wrong and say which of these 28 things is going to create the highest Improvement in their close

closing rate and then say we're only going to prioritize this one thing so it may be like they just don't know how to

ask for the card smoothly it may be that they don't know how to set the agenda well on the call it may be that they

lose the frame somewhere during the sale it may be that they're getting lost in the weeds when someone asks detail based

questions that they don't know how to zoom out like these are all different skills that a good salesman should know

how to do in a sale and you can only focus on one of them so I'll give you another one which is your best

closer usually isn't your sales manager all right and so this is a mistake that I've made

multiple times in my life and it's because typically the best closers are very like Hunter type person um and

there's nothing wrong with that I mean hey that's what makes the world go around um but often times they're not

like super like leadership oriented patient willing to uh continue to invest in teammates like they just want to

close deals and so most times most closers that I've had in our businesses before I explain this to them they're

like I want to be sales manager somay and I'm like do you know what the day-to-day of a sales manager is because

it's not just like oh this makes me more money it's your entire activities that you do all the things you love about

this job are now going to stop and be a whole new set of things and so sometimes the best closers it's kind of like

coaches it's like it's not the best players who sometimes make the best coaches sometimes it's like mediocre or

bad players who just learned how to be decent or good not the best best who actually make the best coaches and so I

set this stage what I said earlier which is like the sales manager has to have no egoo and can set the stage which is like

hey some of you guys are better than me at sales like and so for example Phil Jackson is not better than Michael

Jordan or kobby Bryant at basketball but they respected when he gave them feedback on their work and so I would

even use that as a sales manager to set the stage was like I hope that you guys are better than me at sales because

that's what you have to do every day you just make not be better than me at helping other people get better at sales

and so these are different skills and it's totally okay and so when I roleplay with you if you smash me that's awesome

that's fine if Phil Jackson went one-onone with MJ he's gon to get destroyed every time that's fine my goal

is that this team crushes as a team the next one that a lot of people don't understand is about competition all

right now I think competition is very good but not in the way that you think it is so I used to be really hardcore

and Cutthroat about I wanted all my teams you know the guys to compete like you know let the let the winners win

losers lose Etc and I do but in a different way so I don't want it to be us versus ourselves I want the

competition to be us versus them so you need to pick a big enemy and it doesn't even have to mean that you actually are

enemies with this person it could be a rival or friend ofy whatever you want and say listen every customer that we're

not selling they're selling and so we want to beat them right the reason that you know the us could get to the moon

first because we were trying to beat the Russians right like having uh a common enemy is a great thing to align the

troops towards achieving a big goal and it kind of quells the inner conflict of the team but if everyone's trying to

Edge each other out it creates a culture that in my opinion doesn't actually make the most total sales you'll definitely

have people who thrive in those ultra competitive environments but you will lose people who otherwise would have

been good closers in a team environment another amazing sales training piece that we like to do in our companies is

gam tape review so first off you absolutely need to be recording every single call that happens to the customer

across the company across the life cycle of the customer if you're not doing that you should do it please do it now stop

the video go do this now all right now assuming you are recording all calls this is something that completely

changed my business forever was getting sales and Cs on the same call every

week to review the game tape and so you're like why would you review sales game tape with customer success on the

call well because then you can say hey guys when you say it this way they expect this and it's really bad for the

business and so what it does is actually elevates both teams to a larger perspective so they understand that like

when if you ever have conflict where CS is like sales is over promising and sales is like CS stop being such babies

and just do stuff right like we're the ones who make the money like everyone gets it we've all been there and so the

idea is when you get the them both on the same call one of the other nice things is that you then review an

onboarding call most salesp people have never seen an onboarding call they've been selling for you for three years

five years and they literally have no idea what happens after they click submit or they run the card or they send

the invoice over to finance and then they get the car you know the approval for their commission they're like all

right next Prospect and that's fine but they have to understand kind of the larger life cycle of the customer and so

this is what ends up happening the first time sales seeson onboarding they're like oh dude this is awesome this is so

good oh I'm going to use this in my right they actually get way more data that arms them to be more knowledgeable

in the sale and increases their conviction as a closer for the business because they believe in it and CS is can

look at the sales and be like hey now I understand why they're coming in with these expectations and they can give

sales the feedback of like hey do you think if you sit it like this it would change the sale a lot of guys like oh no

I don't know I just said it that way I didn't know that they were coming in that way and so what happens is you

create this really seamless process between sales and Cs and you stop having those drop offs and cold feet where

you're losing 5% of your sales or 10% of your sales for people who close and then back out and so that in a very real way

will increase your sales by decreasing a negative I learned this from my software days so when I started with Allen which

is the first software company I ever owned um I learned from the software world that they started doing these CS

to sales gam tape reviews and so we said okay well if all these really big companies that make more money than us

do this we'll give it a shot and as soon as we did it and that first call happened where we had the whole sales

team and the whole customer success team on I was like oh I get it now like everyone got a holistic view of the

customer Journey sales expectations were better and cleaner uh they were more knowledgeable about what the customer

Journey was going to be uh CS stopped getting upset at sales for making promises and it also helped because then

the Cs side was like Hey would it help you if we did this one extra thing and the sales guys are like dude everyone

asked for that they're like oh wouldn't even be that hard for us to do and then boom both sides get better they're

setting better expectations and they're giving customers what they want more and the Cs team didn't know because the

sales team said they couldn't do it because they weren't communicating now on recording sales which of course you

should do and you promise you'll do no matter what after this video is done for sure that's Pinky Promise that's what

you're going to start doing all right now the next thing is what sales should I watch all right and so this is my big

tip is there is no mysticism in sales there's a lot of like you know it's kind of like baseball they're like these are

my lucky socks or like I always touch the phone here and here because uh I close when I do that thing right there's

a lot of superstition that starts to happen in sales because there's such fat feed fast feedback loops so people learn

because they change their behavior uh because it worked before and so they try and do it again but they end up adding

all these rituals to their sales processes that end up longterm actually eroding uh their ability to sell all

right so they start adding all these appendages to their sales process and actually gets really cluttered and it

starts sucking all right now the biggest hack that I can give you as an individual salesperson is is that there

are times when you're hot all right where you're like dude I feel like I could close everyone today right you you

know it you're on fire when you're hot record the living hell out of that and rewatch those game tapes because you

aren't on fire you're doing things slightly differently it means that your Tone's a little different how you open's

a little bit different how you transition to the Clos is a little bit different and all you want to do is you

want to look for the details because the big difference between good closes and great closers is that good closers try

and get hot great closers never get cold and it's because they've systematized every single thing on their monster

checklist that creates the hotness of their closing and so if you ever do get hot know that you now have the potential

to close at that closing rate and then say cool I'm going to analyze the living hell out of what it looks like when I'm

hot how I say it where I pause where my tone shifts where I ask my questions how like when I transition to the sale how I

frame my overcomes how I'm punching back and pushing back earlier in the sale to overcome objections earlier before I

asked for money that is probably one of the biggest RI tactics I can give you either as a sales manager for your teams

or you as a sales professional just record everything and when you're hot analyze the living hell out of it next

one is also big team management stuff which if you're ever in a slump so this is for sales managers

specifically or entrepreneurs is that if you're in a slump one of the easiest things to do is start drilling

everything and sure you can do all that stuff but in my experience reading testimonials can be one of the biggest

things that you can do to increase the conviction of the team and so you can get someone's tone to be correct by lots

of drilling and lots of training but if they are convicted they will always have the correct tonality because they

genuinely believe in the product and they genuinely believe it will help the customer and so I like to train

competence in tone emphasis pacing I like someone to understand all of those things so they know what it looks like

when it's right but there's nothing that replaces A salesperson who's actually convicted because either you have a team

of sociopaths who don't care at all but know how to say everything the exact right way or you just have a team of

people who really believe in the product and by believing the product they say things the right way and I will tell you

personally it's way easier to find these people than these people and so read testimonials and then give

kudos to the salesperson who Clos the prospect who got the great result and so imagine this

you closed Sandy you know four weeks ago and you had to arm wrestler into closing she was super you know worried or

concerned but you overcame that and then four weeks later you read a testimonial from your manager who's like hey here's

Sandy saying like I'm so grateful that I signed up for this thing it's completely changed my life it's changed my business

I've lost weight whatever it is and and you then as the salesman say Tom I know I saw this call and I saw you arm

wrestle Sandy to get to get this deal like awesome job because if you hadn't done that if you hadn't stayed in the

pocket she wouldn't have this outcome and so I learned this because I figured out that my sales team had the highest

absurd closing percentage like 100% like absurd closing percentages on one specific day of the month when I had my

gyms and I was like what is it about this day do you want to know what day it was it was we out day and so when we'd

run our challenges every week we would have people who'd be weighing out from six weeks earlier and so on Friday or

Saturday we'd have way outs and so it'd be people coming in for 15-minute appointments and weighing out taking

their after pictures weighing out taking their after pictures and after someone saw 20 people lose 20 pounds 30 pounds

whatever it was in that time period when someone would come in between those weigh-ins or after those weigh-ins and

they're like I'm thinking about signing up they had absolute conviction in the fact that it was going to help them

because they had just recently that day hours or minutes before seen 5 10 20 people literally demonstrate results in

front of them and so that conviction they passed the Prospect and so I just like to remind you of this if you are a

salesperson is that sales is passing conviction from one person to another it's an education process over a bridge

of trust and so fundamentally if a prospect knew everything that you know about the product they should buy now if

they knew everything that you know and then they wouldn't Buy and you get them to buy it means that you deceive them

which means that you are an unethical salesperson so don't do that and so the idea is that you want to just basically

fill in the fewest gaps you need to in order to get them over the bridge they say yes I know enough to make this

decision and now I want to buy now that we've covered sales training let's talk about what happens before the sale which

yes is absolutely part of the sale so the first thing that a lot of people Miss up is that the sale Begins the

moment the customer engages with your business not the moment they get on the phone and so how the interaction and

communication happens between click and call Will massively change your close rates on the team independent of what

you say so for example if you're a local business and when you call to book the lead you say hey uh before you get going

did you hear about us on uh you know local City's best boot camp list or that we won this thing three years in a row

is that how you heard about us now if they're like no I heard about you from a Facebook ad you still asking that

question will influence what the customer uh perceives about your business and then we'll be like oh wow I

I didn't know that they won that stuff and so the questions you ask can still be educational and frame how you exist

in the marketplace to a prospect before you even beun selling them because you have begun selling them and so the thing

is is that the sale starts at the click all right so the setting

script the ad they see all influence whether they're going to buy

and so this is where having continuity and having a seamless experience between this whole thing is what will overall

increase your closing percentage as a team again prior to even talking to them for the main sale so the next thing is

like okay what else can I do before the sale that increases the likelihood that someone closes and so the big obvious

one and ke de talks about this in his influence book is edifying the closer so if I am setting a call and I've already

edified the business by saying something like hey we were on you know so and so's list now a lot of people want to get on

those lists because they think the list is going to somehow get them business no the list isn't going to get you business

but telling people that you were on the list will get you business and so that's where and let's be real you usually just

pay five grand to the magazine so that they put you on the list of best boot camps in local area or best accounting

firm in local area or state whatever then that edified the business now when I'm qualifying the prospect I say oh I'm

going to put you on with Shawn Shawn's unbelievable he help 400 people just like you get to thing that you just said

you wanted in your specific circumstances recently for example he helped someone just like you achieve

this and this someone else like you achieve this and this and so you're going to love talking to him he's a

great guy and he's going to help you out oh you know what I think he has an opening this afternoon let me see if I

can get you in hold on two seconds making noise in the background yep he confirmed we're good to go four o00

Works awesome and so if you have that versus yeah uh I got you down for four one of our team will be reaching out

imagine the difference in terms of how that Prospect has been pre-framed to talk to that closer now the closer when

they start the call have to maintain that frame that the set are set but again this is all creating one seamless

experience of we are on top of it we are a legitimate business and we are someone you want to do business with the next

thing is the qualification process so a lot of people have said a lot of things about qualification but the nice thing

is that IBM did this massive study and then came up with bant and bant is an acronym that stands for

Budget Authority need

timing and so they said that for a lead to be qualified for an account rep or close closer the setter had to make sure

that they had ban they had to make sure that the person had the budget they had the authority to make the decision they

had the need they had the problem to solve and they had the timing meaning they wanted to get started soon and so

those fundamentally are the things that are required to close a sale and so you can do this on the call you can also do

this on the application that you have prior to the call and even if you did that on both you'll still probably have

to say yet again on the closing call but you want to say it before you ask for money and so fundamentally you're making

sure the problem the person has the problem to solve the money to spend the time to do the implementation and the

authority to make the decision and people will say yes to it and then change their mind when you ask for money

but we'll get to that later now this section isn't about outbound per se but I couldn't help but give you one of my

favorite outbound scripts I've ever heard which is hey business I'm calling about competitor period give me a call

back so think about this imagine you have a dry cleaning business and it's Tom's dry cleaners that's you and you've

got Jones uh because you're keeping up with the Joneses Jones dry cleaning across the street and you get a call

being like hey um this is Alex I'm calling in regards to Janes dry cleaning uh give me a call back when it's

convenient you're like so incredibly curious that somebody has left a message and they want to talk about your

competition and so imagine that versus hey I'm calling from 123 Financial wanted to see if you wanted to work like

no one gives a right but because you have this personalized uh message that you're sending which works via

email it also works via uh voicemail uh the likelihood that the respond is way way higher now when the person comes on

and they're like hey what about whatever it's like oh it looks like they're kicking your ass and so or hey I see

that they're in the same industry as you and we've reached out to them as well and then so like it's it's a very easy

Bridge into whatever you want to say when you get into your when you actually get into the conversation but the

response rates from hey x uh

calling regarding competitor slays and while we're on the topic of how to work leads let me give

you my favorite scripting for calling up leads for local business when someone opts in and so the way that I do this so

this is local leads so when I call a lead or called a lead and I called many of them uh I

wouldn't say hey John this is Alex I want to see when you want to come in for like no that's not going to work all

right so even though they already showed interest they usually don't even know who you are when you're calling all

right so the way I would do it is this so I would call and I would say John not is this John I would say John question

no my tone goes up pause and then he's John is gonna be like yeah uh who's this like this is Alex pause he's thinking

who is Alex who like how like and I'm acting with the way that I'm I'm toning toning uh that he should know who I am

all right that's the tone that I'm that I'm bringing this it's Alex pause and during the pause I can hear

them it's like I'm calling you because you opted in on Facebook for our promotion and so I just wanted to make

sure that one you weren't a crazy person on the internet ha and if there was a time that worked well for you to come in

and obviously to make sure that you knew that we weren't crazy people either right and so just in that little opener

we have we pull them in we pull them in again then we quickly like you steamroll this you go as fast as you can and say

Hey you opted in for that thing on Facebook this specific promotion it's like I'm giving them three different

kind of mental cues around what they opted in for because people don't remember the things they opt in for and

especially if you don't call your leads within one minute then you call them two days later they're in a different

Universe at this point they have no idea what they opted in for and they might have opted in for 10 things so they have

no clue what you're talking about and so then you can then bring them in and schedule time I wanted to figure out a

time that would work well for you to come in I've got 2:00 and 4:00 today which works better all right and so by

doing that I'm also giving two options and saying which do you prefer rather than saying asking them to pick a time I

look at my schedule I see my openings I present two openings that both work for me and then they pick and if you want to

hear a little little little little early Alex story um when I started my gym I used to pretend that I there were

multiple employees that worked at my gym and I would be like this is John and then when they come in be like oh you're

G to love Alex Alex is the amazing he's totally going to help you out he's helped out so many people just like you

at same same edification script they come in and they'd be like you sound a lot like John be like we get it all the

time and we go into it um but alternatively uh you cannot do that if you don't want to I was young and uh I

thought it was fun and uh to me and you know what I was deceiving people and so that is wrong uh but to me that's a

little bit of a white FIB of a 23-year-old gym owner trying to trying to make it happen and the last one and

this one is so unsexy and because it's so unsexy no one does it which is why you make so much money doing this which

is you prep for five minutes before the call looking up stuff about the person or the business and so if you're a

Setter you can do this for the closer or closer you can do this for yourself prior to the call but you would be

amazed at how much of a genius you look like with five minutes of prep people are like wow this guy really did his

homework and it's not because you really did that much homework it's just because everyone else is so lazy that any level

of effort looks amazing all right and so the five minutes of prep in addition to and this is clear all the notes that the

setter sets should be in the CRM so that when you go up with the prospect you want to say Hey so uh you know Jimmy

earlier was telling me that you're X Y and Z and that you've done this and you've done this got it so it's this is

it fair to say that this is where you're currently at right now this what you're trying to achieve great well this sounds

like this would be a good call for you and I think we're we're going to we're going to figure something out together

whatever right and so the thing is is that you never want a customer to repeat themselves right that's not a good

experience experience overall and the flip side is it's kind of like binary like repeating is really negative but

you repeating to them what they told you is exceptionally positive and so it's this really binary swing in terms of

like this can hurt the sale this will help the sale and so it takes five minutes and most of the time you should

be taking notes on your sales calls anyway so that you can look like you're actively listening which you should be

and that way guess what happens to those notes after the closer closes they get passed on to customer success and then

they say so I you talked to Steve you talk to Jim and these are the things that you decided on I think we're going

to be able to help you out with insert goal and the way that we're going to help you insert goal is by following

step one two three so let's get started right and so by setting this seamless experience from click to close from

Setter to closer to to onboarding you create an amazing process for prospects to go through and again you can solve so

much of this and blow prospects Away by just preparing for 5 minutes and either you do the research or you at least read

the notes before the call the next one's a small one but we have one in our sales room which is uh a mini trampoline and

so I used to take 20 25 in-person sales sales consults per day and so that could be very tiring and on my really Hercules

days I would see 4850 people oneon-one or one on two uh every 30 minutes right and so I would get exhaust so one on1

102 for 12 hours is 48 um is what I would do is I would do little mini J trampoline jumps between sessions to

kind of keep my energy up and mostly to keep my mood up because I would start to get beat down when you have your 25th or

30th conversation that the exact same conversation of the day it starts to drain you and so what I figured out was

you cannot be in a bad mood and jumping on a trampoline at the same time so try it like seriously you can jump on a TR

like you can't even do it and frown it's ridiculous but it really works and so I did it and I highly recommend it if

you're somebody who struggles to keep your energy up or keep your tone positive

uh when you have like a long sales day now that we covered what happened before the sale now let's talk about the actual

sale as it begins opening up the sales conversation you need to as quickly as possible set the agenda of what's going

to happen so I actually think a lot about proof promise plan just like we do for YouTube videos just like we do for

short content because humans are still humans their attention still works the same way and just like the opener to a

piece of content can dictate how well the entire video goes or How likely someone is to pay attention the same

thing is true about how you open a sales call and so think of every single thing that I'm going to talk about for this

whole portion about as things that increase the likelihood that someone purchases and so fundamentally it's my

belief that the way sales work is that we have 100 golden BBS we have a 100 tiny things that each of them increases

the likelihood that someone purchases and so I will share this one perspective with you on sales then we'll get into it

which is BF Skinner who's a behavioral psychologist said this quote he said people say you can lead a horse to water

you can't make a drink he said I wholeheartedly disagree he said if I dehydrated the horse bled it out and

salted its mouth and I put water right in front of it when it's on the ground on a hot day he said I can veritably

guarantee that it will drink and I kind of see sales the same way which is that if you control every single variable you

could in theory close every single Prospect and so I like to think about it that way as though all of these things

are under my control so I start sales the same way that I start content which is proof promise

plan and fundamentally I do this because I believe that humans are humans and if you want to gain someone's attention and

have authority and have them want to wait until the end then if you can do it that way when you're not there to

reinforce them or force them to stay on the call and you still get people to stay to the end then this absolutely

works when you're also there to reinforce them on the call and keep them going to the end and so I actually think

this is one of the easiest ways and proof promise plan only takes 15 seconds maybe 20 so you can absolutely get to

the point and so when you start on a sales call it works more or less the same way which is John decided to get

get going with you on this thing this big promise that we're working on uh we've done this with lots of other

people who are just like you and so this is the process that we're going to do and at the end of the call we're to see

if it makes sense to move forward if not no sweat I'm going to still send you on your way with stuff that could help you

with the problem overall right and so by doing that we still set out our proof promise plan right at the beginning and

what I have found in my opinion one man's opinion is that you actually gain more report I actually got on a sales

call uh yesterday with uh a banker for one of the portfolio companies and they were trying to bring our business over

and uh he said hey if you don't mind can we just skip the foreplay and I was like I I just immediately was like I love you

for saying that and he's like let's just get right to it and then he set the agenda and it was awesome and so I could

tell obviously he was a super you know very very hot multi-million dollar preyear salesperson because we have big

counts uh and so the same thing is True For You especially if you sell B2B like get to the point and when you set theend

that way you actually control the frame because you told them how this call is going to go and if you don't know how

the call is going to go you don't know what you're doing and then it looks like an increased likelihood that you waste

that person's time and so you having an agenda also shows that you have done this before that you're a professional

that you know what you're doing so the next one is follow the script so I actually asked my sales team uh to tell

me I said what are the things that I shout at you guys that uh that have helped you a lot so some of these isms

are directly from the horse's mouth via other horses horsing it back to the horse uh but I I say follow the I'll put

a little asteris here follow the script now the reason I I want to highlight this is that if your team does

not follow the script there is no point in having a script and so script adherence in my opinion is the first

thing that you drill I would rather have 100% of my team saying the script word for word and Us close no one because

then I could then close change the script and then get everyone to close because if everyone follows the script

and doesn't close you have a script problem if people aren't following the script you can't change anything because

then you have to do it all onesie TWY all over the place now to be clear a the script is basically up to the ask after

the ask you have the loops that you're going to do the overcomes that you're going to drill with them and sometimes

that leads you down a different Christmas tree but the first part of the sale the first two-thirds of the sale

should be pretty much word for word the same their answers will change but the actual scripting Remains the Same so

there's different levels of following the script the very surface of that would be actually just saying the words

but there are a lot of other things in communication like if I slow down what I'm saying right now it sounds really

important and if I speed up what I'm saying what it sounds is going to be really like interesting and I'm very

excited about I'm transferring that to you and you might increase the speedo as you're approaching the close but then

when you go for the ask you might slow down you might lower your voice again and the thing is is that you can also

change the meaning of a sentence by changing how you say it so I got this from Jason F FL was a good

um and he said and I love this one I didn't say he hit his wife which implies that I wasn't the one who said it I

didn't say he hit his wife I didn't say he hit his wife I didn't say he hit his wife I didn't say he hit his wife I

didn't say he hit his wife I didn't say it his wife each of those sentences are all the same exact words but mean very

different things and so one is you can change the meaning of a sentence by where you emphasize the next is your

ality so me going low or me going high both of those things can change what a sentence means so if I say a statement

like you're doing 3 million a year versus you're doing three million a year those are two very different things one

is a question asking somebody to respond back and the other is me just making a statement and then moving on and so you

can increase or increase the tone of your voice at the end of a sentence which then implies that you're asking

for a response from the Prospect and so one is you have emphasis which is where am I going to

pause the second is that you have tone which is am I going to go low am I going to go high and how is it going to change

throughout the sentence and then finally you have pacing where do I slow down when I really want to make sure that you

hear every word that I'm saying because it's very important and this is a matter OFA tone to increase trust with the

prospect because what I'm sharing is something that I haven't told other people or whatever right and so pacing

can go slow and fast toning can go up and down emphasis is where you pause and so when you're following the script or

making the script you want the script to have a tone guide with it and so you could have XY z w as the words and you

can use the things on a word processor AKA Google Docs or whatever you type stuff on and you can say if I underline

it means slow down if I put this in all caps then it means emphasize this if I put this in italics then it means create

space whatever so so the nice thing is that on word processors you have underline italics bold and caps and so

those things give you four different kind of cues for the closer so that when they're reading the script they know how

they're supposed to read the script and so when you're drilling the first thing you're going for is actually saying the

right words once you have a team that can breathe the script which they should do very quickly because it's not that

many words you should only be looking at you know 12 questions that you might be asking maybe one follow-up or two for

the questions not something that's like the Gettysburg address here right which you still memorized when you were in

sixth grade anyways and so and you did it for free rather than getting paid for it all right here the 2011 version of

following the script is saying the words the way they need to be said in order to increase the likelihood that the person

buys all right so now that we have okay you have to follow the words we emphasize tone and pacing we can write

the script in a way that helps the closers uh have the right tone at each portion of the sale then we can move on

to the actual scripting itself now I have used something called The Closer framework for a long time I don't think