Ultimate Sales Guide: Master Closing, Overcome Objections, Scale Teams

this is all my best presentations and videos on sales you could call it my Ultimate Guide enjoy selling with logic

to make lots of money and so this will either be the best presentation on sales you've ever heard the worst presentation

on sales you've ever heard or somewhere in between that is a promise all right and so I thought it would make

sense to start with this we have a high this is Charlie Monger who's probably like my number one hero in this season

of My Life um we have a high moral responsibility to be rational and I think that getting

someone to rationally decide is important because emotional buyers often times get excited they'll buy and then

who's had somebody who calls him two days later it's like I don't know why anybody raise your hand just so you know

you're not alone okay and what happens is it's just like dating I think Lea talked about it yesterday if you have a

rational foundation for a relationship or a decision when the emotions fade the logic will continue and so it's good to

to answer both sides of the decision-making process the short-term side is the emotion that gets you to

decrease your astion threshold and take a step right but the logic is what makes it stick and actually makes a great

customer all right and so for me and I think that the further along you get in business and the higher up you get in

business the more you'll see people who tend to make more logical decisions more logic first decisions and fewer and

fewer emotional decisions all right so what does being a rational sorry what does rational logical have to do with

selling well you have logical buyers and you have emotional buyers in general right most people sit on this Continuum

one way or the other and emotionally people want to believe you people want to buy you must help their logical

brains justify to decision that they already want to make think about it that way they want to buy from you you have

to help them all right so who here identifies actually I'll skip through this emotional logical you're probably

in between anybody in between these two anyone all right then you'll love this so before we get started I thought I

would give you a few beliefs about selling that have served me very well throughout the years number one people

want to believe you they want to buy you must help their logical Brains Brains justify the decision two selling happens

before you ask for the sale closing happens after so you're selling for a lot longer period of time but the moment

you kind of like take your pants yourself and you're like this is what it is that's when you're closing

right you have now solicited now you close three it's easier to handle

obstacles than objections I'll get to what the difference between those are in a

second that being said expect and plan for no it is not failure it is expected so stop being surprised it's one of the

first things we talk new sales guys into is expect no that's not like that's a part of this if they already were going

to say yes then you are not necessary no is the job right if they could make the decision on their own they would just

send you the money right the reason they're struggling is because they can't and they need your help which is why

sales is actually the first step in coaching and I see sales as power if you can have the ability to direct or

influence others that is power and I feel like it should be made much cooler than I feel like it is five if you

didn't get a gasp from a price tag you didn't go high enough this is another belief so for those of you who are

afraid to raise your price if you're not getting gasps you're not going high enough straight up and when you do it

that way you can always walk down and have a beautiful price anchor right when you say $100,000 first a grand feels

like a rounding error it's true but when I say $10 first like I'm saying right now $10 and I say a thousand sounds way

[ __ ] bigger doesn't it so you got to get the gasp and you got to train your guys if you have a team they have to be

comfortable with the no and they have to be comfortable with the gasp they got to go for the gasp be like dude you should

have heard the gasp on this one right there we go seven selling properly is the first step becoming a coach right

your first impressions the expectations you set dictate the relationship how you sell the fact that you use logic in the

sale will set you up for success and your client for success in the long run eight selling is helping prospects make

decisions to help themselves like you are helping them help themselves that's where the power comes from you are not

helping them you're helping them help them see the difference it's nuanced but it's real nine keep the prospect not the

sale as the priority it's not about us the more you can vanish in the sale and and magnify them the better your selling

conversations will go because it's not about us they don't care about you they only care about them and they will talk

about themselves as long as they'll let them this is a really important one especially when you starts getting into

closing seek to understand not to argue and the way that I train our sales teams around this is childlike

curiosity so when someone says when someone objects to something it's like ha that's so weird I wouldn't have

thought that tell me more about that right and you get to be able to maintain that childlike curiosity the same way

they train fighters to not breathe too much during a fight through exposure the more more times you get into these

uncomfortable high stakes closing scenarios the less weird and high stakes they become because they become what you

do every day and the good thing is you get to have this conversation hundreds and thousands of times and they only get

to have it once so you [ __ ] better be better at it than them closing is a dance not a fight it's seduction not

rape I mean I'm being super serious about this the goal is not to beat them into

submission the goal is to sell from your back foot it's like I'm good I want to help you help you and if that means not

doing this then I [ __ ] love it I'm with you I'm on your team and I'll give you a bullet around that in a second

selling is a transference of belief over a bridge of trust therefore there are two things that are required You Must

Believe so that you can transfer it and you must have trust to make the transfer because if you truly believe and a lot

of times you anyone been on a hot streak when they're selling anyone anyone who just had their hand up ever been on a

cold streak most times you go from hot to cold not because you forgot how to sell

because you stop believing in why you're selling you have the same skills as you did the day before but sometimes you get

a text you get an email get a pain in the ass customer you ask for a refund whatever the hell it is right and then

you question yourself and so that bridge might have been created but there was nothing to walk across it because your

cup wasn't full and so that's why especially it's you in the beginning but your teams over time the process of

filling conviction is one of the easiest and best ways to increase someone's closing percentage better than any of

the training in the world if you get someone to believe they will sell the right way because they're doing it not

to make the deal because they want to help the other person 16 you can only build trust if you genuinely want to

help and humans are exceptionally good at sniffing out intention is a survival mechanism you have to know if someone's

trying to double cross you we're very good at smelling it out and the reason a lot of you guys can't close is because

you only care about closing belief and Trust are a Continuum not binaries so it's not you believe or don't believe

it's not they trust you or don't trust you but how much do they trust you how much do you believe how deeply do you

believe because anyone ever been around somebody who just believes balls to Bones something that you think's batshit

crazy like I mean all the way so much so that you start to question what you believe that's what real conviction does

18 closers ask hard questions and it's because you genuinely care that's why you do it it's why we're here who here

wants to impact thousands of lives and help people then you got to [ __ ] ask hard questions because it's the only

thing that's going actually Pierce someone's hard and actually get the transformation to happen if you can't

make if you cannot have transformational conversations you cannot coach and this is the first step

the person who cares the most about the prospect wins the sale that includes them so if you care more about their

well-being than they do you will win and if you are more convicted they will question their own excuses because you

are so certain little TI Little Nugget for you record all your sales by the way because

when you do get on that hot streak right when you get on that hot streak and then you get cold

again watch your hot streak see where you pause what jokes you made when you asked for the sale when you didn't how

you overcame it and it'll get you back in the flow much faster than trying to question yourself what do I do what do I

do always record all your sales it's also the easiest way to train new people and then lastly

21 power is the ability to direct or influence people if you want to be powerful you must understand this skill

and that's what we're going to talk about cool awesome when does selling happen does it happen when they're a

lead does it happen when we're qualifying them does it happen when we solicit the sale does it happen when we

close the sale when does the selling happen all the time the entire time selling is happening but what are we

going to talk about today just this just closing everything you have to do after asking someone to buy why are we doing

that rather than the entire process beyond the fact that we'd be here all day the other reason and I love this is

that closing has one of the highest predictors of success in business and here's an analogy for it everyone

familiar with the NFL yeah great so here's an insane statistic the top five Red Zone offenses in the league now last

five years made the playoffs 90% of the time here's why this is interesting and crazy there's a million other stats they

could have horrible defenses they could have terrible coaching they could have a terrible whatever it is right they could

have all these things that are wrong with their they could have Terrible Special Teams

whatever but just this one set if they're in the Red Zone they [ __ ] close and I can tell you if you have

this ability if you have this skill it will make up for a tremendous amount of deficiencies in other areas of your life

and business and it will buy you time to learn those but if you can't close it's very difficult to grow in business

especially in the beginning because it's probably you that's why we're talking about closing why is this important from

Money Getting perspective well first off if you have 100 people walking the door 10% are

never going to buy just accept that right problem is you don't know which 10% it

is but 10% are ever going to buy 10% are always going to buy you just got to not [ __ ] it up and most of you guys these

are the only sales you're getting they're like well I already I'm already here my friend told me about you I have

my credit card out and some of you like well you know let's make sure you're like just shut the [ __ ] just take the

card you know what I mean like shut up right that's like hey my friend's so awesome you got to meet him and she's

like oh my God he's great and then the guy starts talking and she's like oh just kidding you know

like terrible right but this is what we fight for this is what we train and if you want to make a big impact that's

what we're fighting for it's the middle 80 why this presentation will make you money if after this presentation you

just have one more bullet one more play In Your Arsenal to close where I get you one more deal a month I'll feel like my

job was done all right and hopefully if you just do that it'll pay for your entire weekend all right that's my goal

for the presentation that everything that you guys have done for this whole weekend is paid for is that cool Fair

outcome all right so this is one of my favorite sayings you're only one decision away from changing your life

forever and whenever I feel overwhelmed or I feel like I'm decreasing like I feel powerless or I feel like I have

less power than I want to have I always say this to myself because it's like I can take one decision and change [ __ ]

everything you know what I mean like I can I can drink a bottle of Jack get the car I can change everything with one

decision right I can make a step to to invest in something I can buy something I can invest in myself I can I can have

a terrible conversation with Laya or I can have amazing conversation with Lea but just one decision and that's always

given me power but the thing is is that instead of changing our lives we blame when I say blame I want you to think

give power to sources outside of our control and this is what you and this is what your prospects and your customers

are doing and this is why so many people are Weak and Powerless and so we're going to do a fun activity today because

I want you to be involved so you can learn it and we're going to do this so that one you can help decisions to help

yourself with whatever decisions you're facing two you can use these Frameworks to help prospects help themselves and

then three become more powerful so but rather than keep this hypothetical I need you to visualize the decision that

you need to make all right can you do that for me fantastic and this is why I want you to actually think through a

decision together because this is a statement from confusious I hear and I forget I see and I remember I do and I

understand so my goal here isn't for you to take screenshots of every picture of every slide that's not my point here

because the thing is is when you do that and you kind of I mean this is why I do it I take pictures so that I don't have

to remember it but I don't want you to remember it I want you to understand it if you understand it you won't have to

go back to your notes because let's be real half the time you're not even going to open these notes up again you're here

now with me try and understand if you do that it can change your life because what we're going to do is not going to

be some scripts that you have to understand but the logic behind the arguments that people will give you as

to why they are not choosing to become more powerful and if you can unlock that you people will feel more powerful

talking to you and they will want to buy from you because of the feeling they have does that make sense and so that's

when you're using logic to create an emotion so you here here's an easy one for it anyone here presented with the

decision last 24 hours yes great fantastic so who thinks the a decision could change your life for the better

great for the worse knows all right let's go so here's my goal I want to show you as though you were Prospect how

to think through a decision and help others using these Frameworks right what you want what you don't want maximize

the left minimize the right so here's what this is translated to if you decide to buy the offer you feel more certain

about your decision if you decided not to buy the offer you feel [ __ ] certain about the decision and if you're

undecided you make a [ __ ] decision all right and you feel good that it's the one that has the highest likelihood

of you getting you close to where you want to go and this is what we have to walk through with with our prospects

when you're looking at them you have to be like I don't want you to buy I want you to decide for you not for me I'll be

the same either way right you're like I'm going to be ripped and in shape it's not going to change me right like that's

not going to change but like it will change for you right so quick note on sales ethics and then we'll dive in

helping someone make a decision to help themselves does not mean buy from you that's a reiteration you have to keep

their goals at the center of the decision and you should be happy I mean this because if you can shift this truly

if you can be happy when someone decides to own the power and not work with you then the pressure around sales

disappears it evaporates there's no stake the stake is did I help them does that make sense and that means that you

can win every sale because you change the metric you're measuring Yourself by that's the superpower like and that's

where you do make the most sales because you don't care about the sale because you care about the person and the people

pay the people who pay the most attention so what I call it paying attention they pay for it they pay for

you to pay attention rather than talking about yourself right CU they don't care about you cuz they're thinking about 100

other things and this is why most importantly make high stakes decisions to help your prospects in order to best

serve them okay so I told you earlier I was going to talk about the difference between obstacles and objections couple

of you guys raised your hands about the differences I'm not going to ask I'll tell you what it is obstacle is a thing

that blocks one's way or prevents or hinders progress when you disagree with them that is an obstacle this happens

before you solicit the sale someone says some [ __ ] before you even get to the sale that's an obstacle a simple example

I hear all the time hey why'd you hop on the call today hey why'd you walk in the gym today whatever it is right them I

just wanted to find out a little bit more about the program first 10 seconds obstacle you're not here to find out

more about the program I'm here cuz you're fat but they got to say it so you're like oh so you finding out like

do you do this all the time do you go to lots of different programs it's find out information or is there a problem you're

trying to solve they're like oh well you know I'm trying to lose weight like oh got it so you're not just hopping on 100

calls a day cuz I was like that would be a very weird existence right you just hop on for information all day ha great

fantastic I've had this conversation before right so that's an obstacle right and the thing is it's easy to confront

and Destroy obstacles before you ask for the sale once you've asked for the sale you switch to objections objections is

when they disagree with you do so it's much easier to be on the other side disagreeing and helping them break their

beliefs before the stake has been presented after after the after you're in the Red Zone it's all closing it's

all objection overcomes right example that's like I don't want to buy right now and you're like totally understand

what are the main criteria you're thinking through which is always funny because people are like I need to think

about I've never had someone like leave because they need to think about it I'm like cool what are you thinking

about and they're like oh I'm still here right like so learning how to talk through these high stakes decisions with

yourself or others is the purpose of presentation and as a result you'll become more powerful okay so before I

dive into these AR each of these arguments I have to make this one statement is that the person must really

want the goal and believe three things one which you'll get to it there we go the product

will get them the goal comma the way they want to get there and I learned that second half the hard way because we

found out in gym launch that people would say no sometimes to buying memberships right or buying challenges

or whatever but when we offered them the ability to come back the next day help them for free we'd sell them $400 of

supplements and they just said no to a $100 down service thing I'm like what the [ __ ] it's because they want to lose

weight but they want to lose weight their way and so that's when I started

learning like oh not only do we have to make sure that they want the goal and they believe that the product's going to

get them there it has to get them there the way they want to get there this gives you ammo for the questions that

you're going to ask does this make sense okay the second thing is that you and others will support them like are you

telling me the truth is this really what's going to happen will other people around me support this decision and the

third is that it will work for them and not just everyone else sure I've seen the people who step on the stage but

they're different than me I'm a snowflake I have metabolic thyroid keto osis right whatever I have zero

influence oler whatever you know what I mean like I have no following is itis right whatever it is right whatever

[ __ ] you tell yourself and what you have to do in this situation you have to Pride proof so that it'd be more

unreasonable not to believe than to believe and this is a logical close this is not a this is not an emotional close

this is when you look at someone and say how many people would you need to see for it to be more unreasonable for you

not to believe than to believe at what point is it 10 is it 50 here's a thousand tell me when to stop

okay okay okay great so that's not the real reason and then you can confront the real [ __ ] all right so otherwise if

they're not sure of those things if they don't actually want to lose weight if you don't actually want to make money

doing online fitness then it doesn't matter what Jason says you don't want to make money doing online fitness then

you're not going to buy right if you do want to make money doing online fitness then you go down you go down the Train

the train tracks that make sense okay again this is why you expect no at first because if people could make the

decision they would have already made it all right out of the main course Richard feeman besides Charlie one of my

favorite thinkers of all time he was like the second guy on uh the atom bomb sounds negative brilliant teacher he's

known for this understand don't memorize learn principles not formulas and that's what the rest of this presentation is

about is the principles behind overcoming these distortions that people have and so this is me asking you for

your own sake don't take pictures of the slides it's because all the stuff's going to be in the recordings but you

are here now so be here now so you can understand it okay so there are three sources this is a huge breakthrough for

me so I'm going to share it with you this first time try share to life there are three sources that we cast our power

to okay and it took me a very long time to get through this because I looked at Grant and he had his you know you got

stall decision maker money then you talk to Barry who owns Sage she's like you got time fit uh money fear shame right

those are hers and then Jordan Belford's got his and so everybody's got like these are the only overcomes right I was

like there has to be an actual truth here like there has to be something that's true that's

uned and so trying to figure this out I actually went back to Dr Albert Ellis anybody who know who he is no one great

um who here knows what cognitive behavioral therapy is CBT he invented it smart

dude and so what he noticed is that he originally had 11 distortions of reality then he dropped it to nine then to seven

and then he came to three and the three stuck and the three are what I'm about to share with you and you're like why is

he talking about this about sales because the objections that people offer you where they cast their power to are

distortions of reality they are the things we use to upset

ourselves these are the three circumstances and this is the irrational statement that people make I must get

what I want when I want it I must not get what I don't want if I don't get what I want I can't stand it that's when

people blame their emotional disturbances on emotional disturbances on circumstances two others other people

must treat me fairly and kindly and if I if they don't they are no good and deserve to be condemned and punished

it's like your animal brain right three self I must do well or else I am no good these are the three core distortions

that upset people this is like mental illness right and so I'm not saying anyone has mental illness if they don't

agree with you it's more so that these are distortions that are not real and if you can understand not memorize if you

can understand this then you can have these high stakes conversations understanding exactly which Distortion

they're suffering from and I'll show you how to overcome them okay and so I like to consider like the onion of blame

people this is like one of the bigger breakthroughs I had they start with the outside they blame

circumstances time money other [ __ ] and then the step next to that they start to blame other people my spouse my kids my

employees and then finally they say like it's me it's my fault and so you might have to overcome multiple layers as you

peel back and based on the objection they give you you can know where you're at you can know how close you are if

someone just says I have to think about you're like great I'm talking to the person who's in power and the decision

maker and I just need to get them to say yes if they're like I don't have they're casting the power away and some of you

guys are probably casting your power away on decisions you need to make which is why I'm making this presentation even

though that these are the things that distort people's realities CU you're like no one's ever said circumstances

are getting in my way right like no says that right they manifest in five ways that I want to equip you to deal with

all right for yourself and others so these are the five most common excuses scapegoats that people use for circum

and if you find other ones these are the biggest buckets because I didn't want to have a hundred things here but the big

three buckets are circumstances others and self right but they manifest with time in multiple ways and I'll show you

how value price money Etc fit I'm a special snowflake others which is I don't have the authority to make the

decision and then finally self which is what if I just don't make the decision let some

let life make it for me right avoidance stall you go from surface level to core and as a side note you should never get

stuck on the stuff near the top and ideally you really never get stuck anywhere on this equation if the person

wants what you have and you truly believe in what you have to help them and I mean that like if you understand

this thoroughly you can walk someone towards helping themselves okay okay this is what they look like or this is

what they sound like in reality not a good not a good time right now I'm really busy right that's time

can't afford it too expensive fit not sure if it's for me I hate broccoli I can't do a plan with broccoli right

can't do a plan where I have to DM people every day it's against my brand I'm poor but it's against my brand right

Authority have to talk to my partner spouse I have to talk to somebody who has more power than me it's funny

because when you start thinking this way it sounds silly and then avoidance I need to think about

it clearly let's think about it now all right and so I told you I want you to think about the principles Behind these

things not memorize you've got circumstances you got other people and you have yourself and we drill down so

quick test who here is physically in the room raise your wonderful arms are working we're rocking so here's my ask

raise your hand if you or your prospects present with this Distortion so who here is a Time person

I'm busy it's not a good time maybe in the future anyone deal with these sometimes it's yourself totally so I'm

also going to tell you a secret about this I think the reason I got pretty decent at logical arguments is because I

am inherently skeptical and I will paralyze myself from not doing anything unless I have really sound reasons to do

it and I realized that I couldn't move forward to make any progress in my life until I had these Frameworks to think

through these hard decisions through so I could start taking steps to where I where I wanted to go it took me years to

get there and so so hopefully I can give you some keys that help me unlock my own head to get out of my own [ __ ] way so

that you can too and help your clients all right so the way I think about time and there's a lot of overcomes for all

of these things what I tried to do is Bunch the three biggest ones that I like to use most frequently and if I uh Veer

from like the the bullets on the screen it's because I'm riffing with you and I'd rather just kind of stay in the flow

is that cool okay fantastic so when you're overcoming this one each of these is kind of a specific angle that you're

attacking it from so macro is like I'm this is a busy season for me got lots of stuff going on right micro is like I

don't have any time in my day so you're one person is saying I've got lots of [ __ ] going on one person's like I can't

find the time it's different sounds subtle but it's both about time but in different ways all right and then the

the last one is well when when I have time I'll start right everyone know this [ __ ] horeshit but whatever okay so as

always we never disagree with prospects because you're not in a fight totally get it totally understand do you

think like do you want this to be something that lasts for the long term right it's a question you're like yeah

do you think that you're going to be busy again in the future well yeah so you want this to last in the long run

and you do think you're going to be busy again in the future well then don't you think it'd be best to start now when you

are busy because if you learn how to do it when you're busy you'll be able to do it forever if you can only learn it

during a perfect circumstance then you're going to fall off when it gets busy again and isn't that the time you'd

want to have the most support goes for you guys too that's just number one we got so many lore right and so when you

knock that out the goal is that the person says well [ __ ] that's not a good reason and you take one step towards the

truth so when you're thinking about it's not like oh I've got to overcome this one thing and then they'll buy you got

to keep peeling and if you have this framework you understand the direction you're going in and you can start

listening for the oh they're talking about themselves now I've gotten two layers deeper right so that's seasonal

micro you can't tell someone in a sale hey take out your phone take out your hours by week pull it up oh look 22

hours on social media this week you've got time so you say it differently you say you know what I had the same issue

and I used to complain all the time about like how I didn't have time to to be successful and do things I needed to

do and my wife got so sick and tired of me saying this she pulled my phone out and she was like look I guess I just

found your time didn't I I was like ah [ __ ] and you can say it that way and then a prospect feels better does

anybody here feel like they don't have time right and the first thing that any program is

going to do if it's a good program is going to cut out the 90% of the [ __ ] that you are doing which is causing you

to feel overwhelmed which is probably the real reason you feel like you don't have time Jeff basil got the same time

you do right it's just what are the things that you're doing that he's not it's not about adding [ __ ] to your plate

it's about removing the stuff that's not working because clearly everything you're doing that's filling your time is

not making you more money so you're doing the wrong [ __ ] so there's going to be plenty of time because all the stuff

you're doing now is not working right not simple but that's the reason right so we went

mael when then hey in the future when I've got time I'll totally sign up for your program right anyone heard this one

anyone say this one right and again you want to you want to empathize you don't say like Ah

that's [ __ ] you say totally understand that's I was stuck like this for years if you can step in their shoes

you're not attacking them you actually go from the inside out you step into their self and then you walk them

through the Epiphany that you experienced and it doesn't feel judgmental it feels helpful that make

sense I used to feel the same way right and I found this out actually from Jason Flatley and he was the one who told me

this it's a it's a logical fallacy it's called the when then fallacy which is why that's how I remember it and the

onein fallacy simply States when I have X then I will do y but it flips sequence so it's like when I get better I will go

to the hospital sorry there's just so many like hilarious ones about like money and

stuff like I start saving money once I'm rich like all right but the thing is is that we do this right we do this I'll

pay for the program that'll make me more money when I have more money that's the point of the program

I'll pay for the program that'll help me get a sixpack once I have a six-pack once I have more time which the

program is going to help me have you know what I'm saying like it's just it doesn't make it's a fallacy and so what

that means is it's a distortion it's not real and so the goal of having these high stakes conversations is simply

showing people we're not attacking we're just walking them through it and be like do you realize that this is holding you

back and I know this better than anyone because I'm a skeptical [ __ ] the reason I can do all these logical things

is because I'm the first person I'd overcome right and you might be too so once we attack time from these

three angles it depends which one they present with if they present with one and then move to the next you can knock

all three out you'll probably find some that that make the most sense to you but the thing here is it's not about

memorization you just got to get it macro you're always going to be busy once you want the most help when you are

busy so that it can stick forever yes time my wife showed me my phone turns out I got [ __ ] time but the reality

is it's not about what I am doing it's about the stuff I got to stop doing and that's what I'm going help you with

right this isn't scripting this is just understanding it right and then when then it's a fallacy it's a distortion

it's not real and then just use two crazy examples like once I have money then or I'll save money when I'm rich

right it's just like ridiculous okay so what do we do one reason down and we're getting closer

to the core right right so who here is somebody who's like I can't afford it it's too expensive or has heard this

from a prospect I like I better see everybody's hand especially if you're selling High

ticket which hopefully you get a gasp so these are the four Frameworks that I think through there's a million like

money closes but these are the ones that I like the most and that that to me resonate the best right and so why a lot

is good is kind of like my my my first one here and so the reason that if someone gasps or think that this is a

lot of money you just ask them is this a lot of money to you and they're going to say yeah if they say no then you're like

awesome buy it and if they say yes right and if they say yes then you're like that's the exact reason how you're going

to be successful because there's other people who buy this thing and you know what they're not all in on it but the

question is do you want to draw the line in the sand and go all in do you want to step over the line and be the person you

want to be because I can tell you that this is not about what whether this works or not I've already proven that

the question is whether you work or not and so if you put more on the line then you have a higher likelihood of being

successful so you should be the last person to be worried about this I'm more excited because the best stories are

always coming from people like you in your exact situation so don't let that be a reason not to do it that should be

the reason to do it so the next one is like why is this not a lot so first is the fact that it's a lot for you is good

it means you're going to try hard the second one is like well it's a lot in terms of absolute amount but relative

amount very little right because if all this does is ADD $10,000 a month to your income is it worth it if all this does

is get you into a bikini is it worth it yeah and so then what happens and the reason that this is a stepping process

right is that we're we're just taking these objections out of the way so we can get the person to confront reality

not a distortion they've created because the reality is the thing they're afraid of and so what happens is when they say

yeah if it did that it would be worth it right the problem is they don't believe you right and so it's like great then

it's not about the price it's about whether you believe me so you can sidestep it does that make sense we're

taking a step closer and then obviously you can use a comparison you know depending on what you're selling if you

can price anchor with like well here they don't have a four-year degree for doing online fitness that's why the

alternative education industry exists and it's because the formal education has failed most of us right anybody

graduate with here with a 4-year degree anyone immediately be able to use that for degree to get leads make

sales no me neither right and what's crazy is that some of these degrees are 501

$200,000 and take four years when you've got something that can help you make make that entire amount of money in half

the time right for a tenth of the price when you think about it like that frame it's actually a great deal does that

make sense so you just frame it you have to give context all right so number one is the fact that it's a lot for you is

good means you're actually going to try number two is if it does what we say it's it's going to do the value is there

so that's not actually what you're opposed to which then we can take the next step all right number three is

what's money good for anyways this is actually one of my favorite lines of reasoning for a variety of reasons and

I'll get to it when you're looking at a prospect or looking at yourself you're going to spend this money either way

over the next 12 months you're going to spend it right and in fact not only you're going to spend it you're going to

buy the program the question is whether you're going to pay for it in money or pay for it in time and so like you can

learn every single lesson that's in this program whether it's losing weight you know uh getting leads selling online

whatever it is right you're going to learn these lessons but do you want it to take 12 weeks or 12 years and the

question is are you going to be able to live a thousand lifetimes because of the thousand people that we've helped just

like you and gathered all those lessons and put them together so you don't have to do the trial and error for that

entire period of time so the question is not whether you're going to buy it or not it's just how do you want to pay and

so for me this is a personal note and I I'll probably say it at the end but like the reason we've been don't move quickly

through life is that I will buy other people's mistakes because it's just it's the only way you can buy time in this

life is to buy the knowledge to take less time from other people who have taken their time and like if you think

about human civilization in general Edis took however long to make a light bulb and then we just bought the lesson from

him and now we have light bulbs right and the next guy figures out the next thing and then we just buy the lesson

from him and that's how we have to move faster so you're going to spend the money either way question is 12 months

from now is it going to be on [ __ ] that didn't get you anymore or stuff that is going to get you somewhere and no matter

what you're buying you're buying the program just going to pay time or you're going to pay with

money and if you're being real you've probably been paying for time the last six years how's that working for you do

you want to do more of that this is also this is a this is a classic one it's very easy one to remember but like who

here knows the difference between a self-made billionaire when they had nothing and where you're at right now if

you have nothing zero they both you're both broke they were broke you're broke whatever it is if that's where you're at

right now the only difference is that that proves that if they were successful it wasn't about the resources they had

is about how resourceful they were so I'll tell you a quick story about this so anyone here read uh shoe

dog right story of Nike so in the story he talks about how he was about to lose everything multiple times it's a crazy

story and this time it was like it was it was going to go down like it wasn't going to happen and he needed a

tremendous amount of money and he just didn't have it he' extended all his credit lines the banks wouldn't do it

and the next lenders said they they canceled on him and the company was going to fold because it was growing too

fast at that point he could have just given up and said there's nothing I can do I maxed out all my cards I maxed out

all my Banks there's literally nothing I can do and his people had already worked for free they were like we can't do this

anymore he went to his vendors and said you need need to pay my payroll for me he went to his

vendors anybody use like landing page software anyone or anyone use something from a vendor right it's like going to

that guy like going to your videographer and be like listen you got to pay payroll for me this uh this month

because otherwise I'm not going to be able to keep doing business with you because I'll be out of business

resourceful not resources and the reason this is so important is because when you have

nothing it's the easiest excuse to give yourself is you're like well I have nothing that's why I can't it's like of

course but every self made millionaire and every self-made millionaire was self-made and they started with nothing

which puts them in the exact same seat you are so the question is do you want to have power or do you want to not have

power you want to have power you're resourceful not resources right and so if we want to make these decisions that

are going to help ourselves we need to step into that and so when you're talking to your prospects it's the same

thing right does that make sense okay rocking I mean and you can drill deeper into this as like do you think there's

anyone else who's been in your situ situation who's achieved this or maybe worse than your situation the answer is

yes and if they can why can't you right so we're taking steps closer is are you guys digging this okay

cool oh thanks thanks I wasn't sure if it was WRA

attention or sheer boredom so we're not you feel you feel we're progress are making like the person presents this say

I don't have time shit's busy blah blah and you're like nope Noe we're going to take one step Clos they like you know

what but I I don't have the money or it's too expensive you're like well if you don't have the money you're going to

be successful it's worth it right yes I understand why it's worth it well you don't need money to begin with right you

got to be resourceful and you can find the money cuz I'll ask you this is a fun one for business owners who here has had

an unexpected bill ever come up taxes right yeah and then all okay so

everyone here is still alive who raised their hands who here was able to magically pull

money out of their ass and figure out a way to do it raise your hand here's what's crazy you have the

ability to be resourceful when it's for someone else and not for

you it's because you choose to be powerful when someone else needs it but not for

yourself [ __ ] up right so stop doing that if you function like you you have to make payroll tomorrow and like you

you're back on rent you're going to get kicked out you think differently and if instead of paying your landlord you're

paying you because that's what you want to do it shifts internally because everyone here just Prov the fact that

you can be resourceful when you choose to be so just choose to be so number three

is it's not not sure it's a fit for me so be besides the obvious ones which is like I don't want to work out broccoli

sucks I I can't do a program where where I I can't do cardio whatever the [ __ ] right um like I said I don't want

to do DMs I don't want to post on Instagram I don't want to have a Facebook group whatever right whatever

the [ __ ] is all right I'm not sure if the vehicle is a fit for me so usually you can overcome the easy ones

but if someone is just really sticking hard these are the three that I use to to shift perspective okay so this one is

new identity new priorities so it's good to have cues for these things which is like we vote with our dollars about the

things that we care about and if you show me what someone is spending their money and their time on I can tell you

what their future is and I'll tell you an interesting story so um I had somebody who was just like you who was

like you know what I don't want to do this either and I told her this story can I tell you it yes and this is what

you'd say to the prospect right so I was with Lea and we went to Sephora which is a makeup store

and and I show up like this um I feel welcomed and so we're we're standing there she's doing something and I

usually stand in the corner like this um and I saw these two little girls it might have been like I don't know girl

age so like 12 to 15 this like this this and they were like giggly and so excited and they had like the girl with the smok

came over was like helping her out helping them out and she was like okay this is like eyeliner and this is

lipstick and this is whatever blush um I'm just like using words I've heard uh this is how you paint your face and

the thing is the girls were like so excited and then they were like right before they left she was like girls

she's like you have to remember like now that you're getting older and you're becoming a woman you need to start

budging for this stuff all right so you're going to start buying this every month all right so like remember you got

to save some money for this so you can have it and the girls were so excited that they were like yes like we're

becoming women now and these are the things that women do it's because when you have new identity you have new

priorities and so you've had priorities that are aligned with your old identity right there's the you that goes out the

you that drinks the you that does the BL blah blah blah blah spends money on [ __ ] you shouldn't do spends time on [ __ ] you

shouldn't be spending time on and there's the you that you want to be and so right now we can draw the line in the

sand and be like do you want to keep walking down the road that you have been walking and if you don't then you have

to step into a new identity and with that new identity comes new priorities because people who want to be rich spend

money on themselves they spend money on education they invest in their skill sets because I want to align my identity

with the identity of those who came before me who've done the things I want to do right and just like those little

girls stepping into that identity we too must step into the identity we want to be does that make sense and so when

you're talking to somebody who's trying to lose weight and they're like I can't afford a gym membership and you're like

girl you're spending 200 bucks on your nails and you've got a $1,000 outfit on do you think another $1,000 outfit would

make you look better or your high school weight right do you think another ,000 outfit

would make you look better or being rich as [ __ ] and I say that for those of you who are thinking about on

the money side right like who waste like some of you guys have bigger shoe collections than like it's like Fitness

like Fitness people and shoes it's like the weird like and Lululemon and the you know spandex it's like a hundreds piece

of SP anyways so it's like your whole wardrobe could be Consolidated into a skill that could buy you as many

wardrobes as you want if you chose to right okay rocket I don't like this certain aspect this is one of my

favorite easiest ones to hit which is like you got to change the change right what you have been doing it's been

getting what you've been getting and you got to change the change cuz like I remember I would go through meal plans

with people and they'd be like well can we change this because this is what I eat for breakfast can we tell can we

make that the breakfast and I'm like that breakfast makes you look like you that way you spend your first four

hours of the day makes your bank account looks like what it does look like

ooh right right taking steps right we're getting closer to the truth and so the thing is is that it's going to hurt to

change because change hurts and you've heard this one probably from Tony Robinson if you haven't the question is

whether the pain of staying the same is greater than the pain of change and that's we just ask someone and this is

in the help part if someone's like the pain of staying the same is not worse than this Chang it's like then

girlfriend like gain 50 more pounds and come back you know what I mean like get there you I mean hit rock bottom this

isn't it for you I'm being real some people Rock Bottom is 12% body fat some people it's 500 lb but

everyone's got one you just got to know where yours is and all you really got to do is just move what rock bottom is for

you which is kind of interesting because you start making a change here which is kind of Interest like interesting as a

thought but are you in enough pain is the question you ask the person so for those of you who are unwilling to make a

change because it feels contrary to like I don't want to do I don't want to seem salesy I don't want to I don't want to

help people like whatever right like is your current situation more painful then the change that you'll have to go

through or experience to get to where you want to go and so the last one is hypothetical I actually really love this

this is a great framework overall for overcoming lots of different obstacles um or objections that present themselves

but the hypothetical and there's lots of ways of phrasing this which is like you've probably heard the Unicorn

clothes you probably heard like if this were perfect would you do it on want a scare from 1 to 10 where would this

program be if 10 was amazing one was terrible you know where is this they say a number and you say cool what would

make it a 10 why isn't a one like you guys heard this scripting before so you guys are like no please talk slower um

the reason I said we have to learn the principles behind it rather than memorizing the script is that it all is

based on one thing which is hypothetical which is if this were perfect would you do it because you get a hypothetical

agreement and they say yes if it were per the thing is that if you're like if this were perfect would you do it if

someone says no then you're like girl okay like let's take five steps back this my breath

smell because the thing is they've actually told you a lot there it's like it has nothing to do with the stuff

you're talking about they don't trust you and now we can talk about that right so it's a great question to frame like

where are we and so it's like if this were perfect would you do it sometimes they'll laugh if you ever poor they'll

laugh they'll say yes right and so then you get to flip it and say then what's difference between Perfection and what

we've got and the thing is is that people are very hard they don't actually know how to generate making a program

cuz they're not going to like know all the things you can deliver on the spot right and and so they're like most of

the time they'll be like I don't know you're like right well because it sounds like it's nothing to do with the program

it's all about to do with you so let's talk about that right and then all of a sudden boom one step closer to the truth

does that make sense yeah all right and that's why we do hypotheticals so if it were perfect what's missing and then if

you can if it's if they do give you an answer and they're like I just don't want to do broccoli and you're like I do

green beans would you do it they're like yeah you're like great green beans it is sign here right

like some you would be [ __ ] amazed how many times [ __ ] like that happens it's like one crazy thing it's like well

if we didn't have that would you do it like oh yeah sure where were you 10 minutes ago right

and that's how you do hypothetical okay we're making we're making progress you still with me still digging okay

cool Authority all right this is one of my favorite F and so this one instead of having three I really just have like one

very good statement of reasoning that you should understand okay this is real [ __ ] so this is more of a process than

it is anything else but the spouse or decision maker is not there right now note for you guys a lot of you guys have

had the opportunity to go talk to a spouse but a lot of you guys don't have that in your business right like spouse

ain't there and they leave they're not coming back right or they are but very small percentage don't wait for it okay

so what we have to do is try and sidestep it by isolating the objection and casting aside the partner because

the partner is not there so how could they object anything they don't even [ __ ] know who you are right and so

the idea is and again this is assuming if you have a really long-term thing then you want the partner to be there

right like ideally that's what you have but if you don't have the opportunity then you got to go through the next step

all right which is what do you think they wouldn't like and then they will tell you and then you just overcome the

thing which has nothing to do with the spouse because spouse isn't there right very easy s side step does that make

sense this works really well it's like why wouldn't they It's like because they don't want me to fail o

they don't want you to fail let's talk about you and so this is the process that I walk

through do they approve of your current struggle they happy that you're struggling no okay then why would they

not approve of something that's going to fix something they already don't approve of right they're not happy with how

you're currently doing why would they be against something that's already making them

unhappy right right well let me ask you this and they pause

like if the rules were reversed and your husband needed this to make what he wants his dreams happen or your wife

needed this program to make her dreams happen would you support her then why wouldn't you support you

right right and I think the real problem that we're dealing with here and this is the kicker this for

everybody is that you're asking for permission instead of support because it is your life not theirs and

what happens is if you give that power to them and then two years from now you're still fat you're still poor

whatever it is who are you going to blame them and so that's when you have a resentful marriage because you didn't

own your [ __ ] and so I'm not saying you shouldn't like explain the decision to them but the way you explain it to them

is what I just said which is if I don't do this for me I'm going to end up resenting you and I don't want that and

instead of me bitching to you every day about how we don't have money or about how I don't like my body I'm now doing

this and I'm joining a group of support of community of people just like me and crazy enough for some reason doctors go

to college right right that makes sense they go to medical school lawyers go to law school but where do entrepreneurs go

there's no entrepreneur school no one teaches the stuff but it turns out there are people who teach it just for this

specific industry and I can take failures of a thousand people in pack into a

year and it's one10 the price of a 4-year degree right and so instead of whining

to you what I commit to is I'm going to show up and be a better husband a better wife a better partner I'm not going to

[ __ ] to you about this the stuff because I'm going to take this seriously I'm going to go all and I'm not asking

your permission I'm just asking for your support all right that's how you can overcome it because I'm going be real

with you it is about them and you have to believe that like you can't say this unless you believe it because like you

will you save marriages by showing people that they are the ones in control because if they keep saying my husband's

not going to let me buy a weight loss program what do you think she's secretly saying can't believe you won't let me do

it right if that's real if she's using it as a foil you sidestep you get yourself right but that might be the

real thing and if that is the thing then you have to let them step into that and that's where you know having that's

where like having a three-day no sweat guarantee or something like that is also helpful it's like hey sign up and I use

I use a lot of aapor and humor in my selling and so I'd be like hey Cindy if you sign up and you tell your husband

and he's upset you have and and when he sees you he's like girl I don't want you to get in shape I want you to stay

overweight I want you to put those sweatpants on I want you sit on that couch reach your hand a bag of Cheetos

put the the Cheetos fingers on there I want you to create generational unhealth I want you to live 10 years less long I

want you to see our grandkids I don't want that right I want to marry a younger better you sooner because you're

going to have a heart attack if he says that to you you have him call me and then they're like cracking up and you're

like okay okay listen sign up three-day no sweat like if he if he does tell you that he just wants you to be out of

shape and never leave him because uh because he doesn't want you to get you hot cuz he's insecure if he says that um

yeah just let me know all right so like the whole time you're just joking and stuff but the 3day guarantee helps like

nudge a lot of these people over is that cool you guys get that one okay sweet

and so that goes for you right like it's it's about support not permission that's the bottom line right support not

permission because otherwise you're going to blame them for your lack of Dreams being realized rather than

blaming the person that should which is you all right so this is avoidance now we're getting to the core we've gotten

rid of time we know that you've got time and the best time to do it is today because you're going to be busy forever

right value we know that you can't afford it if you can't afford it you'll buy it if you can't afford it's a great

great reason to do it and if the value is there then there's no reason not to do it because it'll pay for itself right

what's money good for anyways you're going to pay for the program regardless you want to pay him less time or more

time value is not a problem fit you got to step into new identity right you've got to be willing to change and the

question is just whether the pain that you're experiencing is less than the pain of

the change that it takes to experience the next thing right if they step into that they're good because it's not about

resources it's about resourcefulness so the fit's not an issue Authority they have to own it it's about support not

permission we all here do you feel like we've peeled the layers back on your prospects and they're just laid bare

naked there just you've solicited the sale now you got to close all right avoidance so now they're like wait wait

I need to think about it so now that we've exhausted I'm putting this as emphasis we've exhausted

all outside reasons now we are finally talking to someone in power and that is what a good coach does we don't make

decisions for people we help them make decisions so here's I have to think about it not sure give me a hand who's

dealt with somebody who say thinks that way all right at least one person here no I'm kidding all you guys that you

guys are great so this is how I divide this up past present future and so hopefully this should already before I I

dive into these give you simple Frameworks to work through time you've got macro micro when then right you've

got you got value you're thinking about it's not a lot of money even if if it were a lot of money it's not a lot of

money you're going to pay for it either way like you have the simple Frameworks that you can walk through you might just

hit them with one and if they hit it with again you hit them with the other angle because they're logical Frameworks

they're not scripts that's why I made them bubbles you don't have to memorize it just got to understand it

past so like I need to think about it and so the thing is is and this the first bubble there is if someone's like

I feel like this is happening so fast any we get that one like I just I just got on the phone with you I don't really

know who you are and you're like hey this is not a fast decision right you've been making this decision for the last 6

years you continually make the decision we're doing to say is deciding you're actually going to do something about it

right how long you wanted to lose weight a long time so this is not a fast decision at all but the thing is is that

and this is where you go sunk cost so if I were talking to you guys I would say you you know you bought tickets cuz you

saw some ad you registered there you got your flights you got a hotel you blocked the time you flew here you listen to

this whole thing you're 6 in from gold this isn't a fast decision at all you did all these to get here because it's

important to you so don't let that Distortion stop you from getting what you want right it's fear right let's

face that what are you afraid of having happen which by the way I took the slide out but my two favorite questions to ask