0:01 I have over 100 sales people across our
0:03 portfolio that does over $250 million a
0:04 year in this video I'm going to teach
0:06 you one sales skill that separates the
0:08 best from the rest and it's so powerful
0:10 I've never taught it before and so I'm
0:12 going to cover the 3A framework of
0:13 reframing which is the skill I'm going
0:15 to teach you and the five rules for
0:17 using it ethically so what's reframing
0:19 reframing is the one to three sentences
0:21 that you say after a prospect says
0:24 anything but yes that increases the
0:25 likelihood that whatever your next thing
0:28 you say gets them to buy so here's how a
0:30 reframe might sound someone might say
0:32 say hey uh how many certifications do
0:35 your trainers have now this is a trap
0:38 question because it's basically a blind
0:39 question where whatever you say in
0:41 response Prospect gets to be the judge
0:43 of whether or not they accept that and
0:44 then they choose to buy or not and you
0:46 don't know what the right answer is and
0:49 so rather than answer the question you
0:52 ask a question about the question and so
0:54 you'd say something like well which
0:55 certifications are you looking for
0:57 specifically the next version of this
0:59 might be someone says uh how many
1:01 questions I'm going be able to ask via
1:03 email in support now whatever number you
1:05 give they might say oh that's that's not
1:07 enough or that's too many or whatever it
1:08 is and then they say no for that reason
1:10 I don't want to buy so instead you might
1:13 say well why do you want to ask
1:14 additional questions how many questions
1:16 do you want to ask is there a purpose
1:17 that you're trying to solve with this
1:18 like what are you most afraid of see
1:20 that was two or three questions in a row
1:22 that can reframe without answering the
1:24 question they gave me and one of the
1:27 biggest lessons that I teach in sales is
1:28 the person asking the questions is the
1:30 one who's in control and if you've ever
1:32 seen the Hollywood movies where they're
1:33 like I'm the one asking the questions
1:35 here it's because the person who ask the
1:36 questions is the one who's in control of
1:38 the conversation as soon as they start
1:40 asking the questions you're on defense
1:41 which is not where you want to be and
1:43 the reframing process I'm about to show
1:45 you has sold things as low as 100 bucks
1:47 all the way up to Million Dollar Plus
1:48 service packages and it's sold them in
1:51 person on the phone via Zoom from stage
1:52 wherever which way you can imagine this
1:54 works so in a second I'm going to give
1:56 you the 3 a framework and five rules for
1:58 using it because this is unbelievably
2:00 powerful and in use the right way it
2:02 helps lots of people make good decisions
2:04 use the wrong way you become a very bad
2:06 person give a bad reputation for sales
2:08 so the reason I started thinking about
2:11 this was I was writing and reviewing our
2:14 closing manual for our closers and I had
2:16 this little piece right before all the
2:17 closes says hey by the way make sure
2:20 that you reframe the question before you
2:22 enter into the close but the thing is is
2:23 I realized as I was walking through the
2:25 sales Flor the other day I heard someone
2:27 just immediately fir back an obstacle
2:29 overcome and it seemed very combative
2:30 and I was like ah they're not they're
2:32 not getting the the reframe part and I
2:35 realized that that little reframe little
2:38 bubble was one of if not the most
2:41 important part of handling sales and so
2:42 if you think about what the most
2:44 productive sales people do the people
2:45 who close the highest percentage of
2:48 sales what do they do they ask for the
2:50 sale more times than anyone else now
2:51 here's the problem with that is that if
2:53 you ask more times than anyone else the
2:55 wrong way you'll get prospects to hate
2:56 you and if prospects hate you they won't
2:59 buy from you and so the idea is we want
3:00 to be able to ask ask for the sale as
3:01 many times as soon asly possible which
3:04 means the way that we ask for the sale
3:08 or how we frame our ask should not
3:10 decrease rapport with the customer and
3:11 so the idea is we want to continue to
3:14 maintain Rapport the entire time so that
3:17 we can then ask as many times as we darn
3:19 well please so here's the 3A framework
3:23 that I teach the first a is acknowledge
3:25 all right this is where you build
3:28 rapport with the prospect version one
3:30 all right and the way that we do that is
3:33 by saying what they said back to us now
3:35 there's a couple benefits from this one
3:37 is when you say it back to them they
3:38 think that you're actively listing which
3:40 of course you should but the other part
3:41 of it is that it buys you time to think
3:43 about what you're going to say next and
3:44 so it gives you a little bit of space to
3:47 process before you give your overcome or
3:48 your handling of whatever their
3:51 objection is the second piece and this
3:53 is part of why this seems more natural
3:56 with the most professional guys is that
3:58 you this is the this is the really sexy
4:00 part you associate
4:02 all right now there's three associations
4:03 that I'm going to show you how to do but
4:05 what you do is you associate the
4:06 question they asked with the type of
4:09 behavior that someone who gets the best
4:12 results from your product or service
4:14 would ask and so basically when they
4:15 feel like they're taking a step away
4:17 from buying you say that's an amazing
4:19 question that's actually a question that
4:21 a lot of the best customers we have ask
4:22 and so actually you just say nope that
4:25 means that you're more likely to buy the
4:27 third thing is that after you have made
4:28 the association you've made you've
4:29 acknowledged what they said you've made
4:32 the association then you ask your next
4:34 question after you've properly reframed
4:36 what you're going to say next so let's
4:39 dive into this so like a lawyer in an
4:41 interrogation they never ask questions
4:42 they don't already know the answers to
4:44 and you as a salesperson want to only
4:46 ask questions that you know the answers
4:48 to and if you are ever going to answer
4:50 questions you want to know that you have
4:52 the right answer before you respond and
4:54 so when we do the acknowledgement let's
4:56 walk through the example I had earlier
4:58 so they say well what kind of
5:00 certifications do your trainers have and
5:03 I say so you're curious about what our
5:05 certifications are it's a great question
5:07 it's actually shows that you're really
5:09 rational person and you're making a
5:11 serious decision here which is amazing
5:14 so what I did was boom We restated it
5:16 boom we made our association and then I
5:21 would ask an i you can call it an attack
5:22 it sounds a little bit more aggressive
5:24 than it is but you basically attack the
5:26 frame of the question you say hey which
5:27 certification you looking for
5:29 specifically and the thing is is most
5:30 people have never asked a question about
5:31 their question they usually ask
5:32 questions because they feel like they're
5:35 supposed to to make an informed decision
5:36 but most of the time they don't even
5:38 know what they're asking and so they're
5:40 like I don't know it's like well let me
5:41 tell you what we do have now if the
5:45 person's like uh do they have nasman Ace
5:47 certifications now if I don't have that
5:48 for my trainer specifically I would then
5:50 say why those certifications
5:52 specifically right and then they would
5:54 say well I I I heard that they're good
5:56 it's like well those are amazing
5:57 certifications I agree with them I'm not
6:00 disagreeing and then I would say well we
6:01 have a couple other ones and I'll tell
6:03 you why we chose these rather than those
6:05 and now I can answer it without failing
6:07 right now if I just said uh our guys
6:09 don't have that or they have this I
6:12 might have lost the sale right there and
6:13 so the thing is is that this applies to
6:15 basically any question that someone asks
6:18 it could even be like um you know I need
6:19 to think about it it' be like awesome
6:20 what's your main concern right like
6:22 immediately I'm not I'm not letting them
6:24 out on that or like hey what are the
6:25 main variables using to decis make the
6:28 decision or what would make this a no
6:29 right these are all questions what are
6:31 you most afraid of having happen right
6:32 if I'm deeper in the sale obviously that
6:33 wouldn't be my first one I would say
6:35 what's your main concern then we'd sort
6:37 the question from there but many times
6:39 people ask you questions in the sale
6:42 that you don't need to answer you just
6:45 ask more questions about their question
6:46 and as long as you're the one asking
6:47 questions you're the one who's in
6:50 control which leads me to rule number
6:53 one of the triaa so here's a little
6:56 psychology for you as counterintuitive
6:58 as this seems a prospect believes almost
7:00 nothing about what you said say in
7:02 almost everything that they say and so
7:03 the goal is not to tell them they're a
7:05 good fit the goal is to ask them
7:07 questions so that they then say I think
7:08 I'm a good fit for this or yeah that
7:12 makes sense that's how you can get them
7:14 you breadcrumb them to The Logical
7:15 solution which is that they should buy
7:17 your thing and by the way if you like
7:18 some of this more advanced sales stuff
7:21 we go through this stuff in depth at our
7:23 acquisition. comom scaling Workshop so
7:25 my sales director he personally meets
7:27 with all the companies uh that show up
7:29 and helps them
7:30 issue whether it's nurture issues
7:32 whether it's compensation issues is
7:33 stuff that we understand really well and
7:35 so if you are a business owner you are
7:36 looking to scale check them out
7:38 acquisition. comom hit the scale button
7:39 and my team will be in touch so a lot of
7:42 beginner salespeople think that they
7:43 should want and this is the worst
7:45 question ever asked in sales is do you
7:47 have any questions it's literally asking
7:48 them to have objections and asking them
7:50 to take the wheel of the conversation
7:51 you're literally saying here take
7:52 control over this because I don't know
7:54 what I'm doing so please don't do that
7:56 train that out of your team the second
7:57 thing is that as soon as you start
7:59 answering questions again they're the
8:01 judge jury and executioner of whether or
8:03 not your answers are good and if your
8:06 salespeople are not as knowledgeable as
8:08 you or your technicians which is often
8:10 true in any kind of service business the
8:11 people delivering are not necessarily
8:12 the same or as knowledgeable as the
8:14 people who are selling it is that they
8:16 basically set themselves up for failure
8:17 and I'll give you a quick overcome for
8:18 this if someone gets a little bit like
8:19 hey why aren't you answering my
8:21 questions you say listen it would be
8:23 like you asking the secretary about how
8:25 your heart surgery is going to be with
8:26 the surgeon you're going to want to talk
8:27 to the surgeon and I'll give you a
8:28 different one I call this the mechanic
8:30 version which is hey you're asking me
8:31 what's wrong with your car and it would
8:33 be unethical for me to answer it without
8:34 looking under the hood first and so we
8:36 can give you much better answers on the
8:37 inside once we started working with your
8:39 business or with your whatever right
8:41 with your body it doesn't really matter
8:42 right but you can use that analogy to
8:44 kind of get around it and then I say
8:46 this and this seals it and if anyone
8:48 this is how I say it and if anyone does
8:50 give you an answer on the first call
8:51 without already having looked under the
8:53 hood after already giving you a physical
8:55 or doing the an assessment run the other
8:55 way because it means they're just trying
8:57 to tell you whatever they can to get you
8:59 to buy and now I have the ethical High
9:01 ground and they can't ask any more
9:04 questions about that rule number two no
9:06 one can disagree with a question I tell
9:10 my team be like smoke and so you can't
9:12 catch smoke because all you're doing is
9:14 you're basically always sides shifting
9:15 in terms of whatever they say you're
9:16 like o let me ask you a question about
9:18 that oh can you be more specific hey
9:19 what are the variables you're thinking
9:21 about and that way you're always
9:23 engaging with them and they're the ones
9:25 doing the talking and then you get to
9:27 decide whether their answers are good or
9:28 not and whether or not they're a good
9:30 fit for the program now we're not going
9:32 to tell them that that they're a good
9:33 fit for the program we're going have
9:35 them make that decision but in terms of
9:36 judge jury executioner you want that to
9:38 be you here's why rule number two is so
9:40 important you can never disagree with a
9:43 prospect now you may you may you know
9:44 actually disagree with them but you
9:45 don't want to voice disagreement with
9:47 the prospect because you never win a
9:49 sale by winning an argument anyone who's
9:51 engaged in an argument both people lose
9:52 and more importantly for you as a
9:55 salesperson you lose the sale and so the
9:56 objective is actually to never disagree
9:58 with a prospect and the point is to get
10:00 them to change their minds and we can
10:02 only do that in an agreeable way people
10:03 don't change their minds when in a bad
10:05 mood or they feel insulted right and so
10:07 we do that by asking them questions now
10:09 there are ways to ask questions that
10:10 seem insulting and that's what triaa
10:12 helps solve and we're going to dive more
10:14 on that as we go through this but it
10:16 also means that we can ask questions
10:17 about their questions which is something
10:18 that a lot of beginner salespeople don't
10:21 know they then assume they know what
10:23 this person is asking about and so they
10:25 have this really vague question and then
10:26 they try and come up with the quote
10:28 right answer and they fail every time
10:29 and by the way this is just the Ultra
10:31 Mega hack is that if you don't know how
10:33 to answer the question you can always
10:35 ask more questions about their question
10:37 so let me show you how this sounds in
10:39 reality so someone says I need to think
10:42 about it we say totally understand what
10:43 are the main things you're considering
10:45 what are the variables that you're
10:46 considering in your decision what's your
10:49 main concern what are you most afraid of
10:52 having happen What would make this a no
10:53 and one of my favorite questions by the
10:55 way is well then what would it take for
10:57 you to say
11:00 yes now let's say someone says
11:02 I don't have time timing is off right
11:05 now for me you say great totally
11:06 understand acknowledge timing is kind of
11:08 tough for you right now I think it's
11:10 smart that you're already thinking about
11:12 implementation our biggest success
11:13 stories are actually people who think
11:15 they're the process the same way you are
11:17 right now so what would make it a good
11:19 time and so as you work through this
11:22 this these two give you the space make
11:24 the positive Association they take a
11:27 step back you say I feel you I totally
11:28 understand now they're back to neutral
11:30 and then you iate with the thing that's
11:32 closer to the sale and then you move the
11:33 move the conversation forward with the
11:35 ask so let's do another one someone says
11:36 I need to talk to my spouse you say
11:38 totally understand I think it's really
11:39 sensible that you'd want to talk to your
11:42 spouse and super fair just so I
11:44 understand out of curiosity what parts
11:46 do you think now I'm here what parts do
11:47 you think they wouldn't like what parts
11:49 do you think they would disagree with
11:51 and so we've now moved from I have to
11:52 talk to my partner to now we're back in
11:54 the sale talking about the specific
11:56 things and once we get the prospect to
11:58 name those things then we can attack
12:00 those right we're still in the sale so
12:01 let's say someone says I hate this
12:04 particular feature you say totally get
12:06 it I hate them all too just kidding let
12:08 me just ask you a real question why not
12:10 and then we can get we're back into it
12:12 right like all of these things is people
12:15 will make statements as though they are
12:17 deal Enders and beginners will take a
12:18 statement like that and think oh I guess
12:21 they're not going to buy and that's
12:22 couldn't be further from the truth you
12:23 just continue to ask questions about why
12:25 they don't like something and by
12:27 continuing to ask questions about their
12:30 questions you can stay in it and keep
12:31 asking because that's the point the best
12:34 closers make the most asks which leads
12:36 me to rule number three which is tell
12:37 them what their question means so this
12:40 is a zoom in on associate if you're a
12:41 salesperson with at least two years of
12:43 experience and you're enjoying this
12:46 stuff this is like just the surface of
12:47 the type of stuff that we train our
12:50 teams on and if you'd like to work at
12:51 acquisition. comom or one of our
12:53 portfolio companies we are always
12:54 looking for exceptional sales people we
12:56 have a lot of roles open right now in
12:59 sales and so you can go to acquisition.
13:01 /are and hit the business consultant
13:03 button that'll that'll take you to the
13:05 uh application for that if you're good
13:08 just apply we're willing to be flexible
13:09 on payments based on experience and
13:11 whatnot but just put in the application
13:14 so the first time I had this used on me
13:16 I was actually getting pitched
13:18 investment or private wealth management
13:20 from somebody and I wanted to just get
13:22 out of the conversation as fast as I
13:23 could because I was like I already have
13:25 a wealth advisor like I'm good and the
13:27 guy just said oh that's amazing 90% of
13:29 the clients we have that shift over are
13:30 already have a wealth advisor so it
13:31 means you already know how a lot of
13:32 these things work which means you'll be
13:34 up the learning curve and I was like
13:36 what just happened I was like I thought
13:37 I was getting out of this and now I'm
13:39 more like the customers that that
13:41 ultimately buy and I ended up not buying
13:45 from that particular guy but I did think
13:48 wow that was such a powerful reframe how
13:50 can I use that in all of my
13:54 selling and so the prospect has not had
13:57 this conversation as many times as you
13:59 you should never be caught off guard
14:00 with the questions or the statements
14:02 that they're going to make remember
14:03 you've had a thousand of these
14:04 conversations the fact that somebody
14:06 could surprise you is ridiculous you
14:08 have to practice this is why we train
14:10 and so a prospect is trying to just
14:12 throw up bombs or smoke screens to get
14:15 out of the sale and again to be clear
14:17 what I believe is bad selling is one of
14:19 two key things is one is you sell an
14:21 unqualified Prospect which basically
14:23 means that you're lying to them that
14:24 they're going to get a good result or
14:25 that they somehow are qualified when
14:27 they're really not which really
14:29 underpins the main thing of sales in my
14:31 opinion which we have across really all
14:32 of our communication stuff in the
14:33 company which is State the facts and
14:35 tell the truth if you state the facts
14:37 and tell the truth and this person is
14:39 qualified then you have the ethical
14:40 obligation to ask as many times as you
14:41 possible and get them to pull their head
14:43 out of their ass so that they can see
14:44 the world clearly instead of it being
14:45 dark and full of which is is up
14:47 their ass and help them make a decision
14:50 to help themselves that's the point now
14:54 if you get weird about resistance then
14:56 you don't understand the job of sales
14:59 the the best sales people are
15:01 comfortable when other people feel like
15:02 there's conflict all right and so
15:04 they're able to always deescalate which
15:07 is why be like smoke is so key it's a
15:09 dance not a fight it's seduction not
15:11 rape all right the idea is that we want
15:13 to always have consent from the person
15:15 we always want them to want to be there
15:17 and people like you when you ask
15:19 questions about them people like you
15:21 when you compliment them and you say hey
15:23 that's a really smart question hey that
15:24 makes you just like the people who have
15:26 the best success stories and I'll show
15:27 you a little bit more about some more
15:28 associations in the next rule which
15:31 leaves to rule number four use Straw Men
15:33 for tough truths so we've all been in a
15:35 sale where someone just says something
15:36 ridiculous where you can clearly see
15:38 that they beliefs around the world are
15:40 so flawed that you have to have kind of
15:42 a papa talk right now there's different
15:43 ways of entering this some people say
15:45 hey can I put my coach hat on instead of
15:47 my friend hat so the thing is is that in
15:49 all of these reframes you're basically
15:52 getting permission from the person to
15:54 give them a harsh truth now if you're a
15:57 younger guy and let's say you sell B2B
15:59 much tougher to do so if you're 22-year-
16:00 old sales guy and you're talking to a
16:02 45-year-old you know $10 million year
16:04 plumber he probably doesn't give a
16:05 about you trying to put your coach hat
16:07 on he just thinks you're a child and he
16:09 doesn't care at all to the same degree
16:10 if you say hey well can I share
16:12 something that really worked well for me
16:13 again the same degree that puts you
16:15 above him and he's not going to like
16:17 that and so I use three different
16:19 strategies of Straw Men and strawman in
16:21 argumentation is basically like
16:22 basically putting I use the word foil
16:23 normally but people don't know what that
16:25 means but basically it's like you
16:27 basically put up this caricature of
16:29 someone who's just like them that you
16:31 can then have the tough conversation
16:33 with without insulting the prospect so
16:34 I'll give you three different ways that
16:37 we do this so the first way is when you
16:39 make the association so this is us going
16:42 deep on associate here okay so this is
16:44 where someone says whatever it is
16:45 totally understand that you're coming
16:46 from that direction I would ask those
16:49 questions too now we make the
16:51 association so one of three so number
16:53 one you can say it's so funny you ask
16:55 that because I had someone just earlier
16:57 today who asked the same questions can I
16:58 share with you what I just shared with them
16:59 them
17:01 now the thing is is that because I'm now
17:03 talking about a conversation I had with
17:06 someone else I can now be brutal as
17:07 to this other person but I'm not saying
17:09 it to the Prospect and so it's not
17:12 insulting the second way that you can do
17:15 this is that you do it in reference and
17:17 I said it earlier to a successful past
17:19 customer that's so cra like totally
17:20 understand you know what that actually
17:23 makes you just like Sarah who had a
17:25 similar Plumbing business and actually
17:28 crushed it with our marketing agency and
17:30 so now we've made the association and
17:32 she asked this question too boom and
17:34 then we and then we handle the objection
17:36 all right and so these Straw Men are
17:38 particularly important when you are
17:40 going to answer a question so everything
17:42 up to this point has been basically
17:44 sidest stepping being like smoke but
17:45 sometimes you will have to make the
17:47 answer and so if we do need to give them
17:49 an explanation or kind of break their
17:50 belief when they're say I don't have
17:52 time you're like oh it's not really a
17:53 timing thing it's a priorities question
17:54 but if you say that to somebody and you
17:56 don't have as much Rapport you're going
17:58 to lose the sale right like that is the
17:59 logical thing it everybody has the same
18:00 amount of time every day it's really
18:02 just a question of priorities but if you
18:03 say it at the wrong time they're going
18:06 to be like screw you right and so by
18:08 doing the straw man or putting the foil
18:09 up or the car that you can then attack
18:11 or talk to in front of this Prospect it
18:14 creates a third party that's
18:16 neutral the third way of using the
18:18 associate is that you can appeal to
18:20 Authority so if you're in a business
18:23 where the CEO is edified or the CEO is
18:27 seen as a as a as a as a uh as a
18:28 respectable person or an expert in the
18:30 field either can be fame or it can be
18:31 influence or can be expertise it doesn't
18:33 really matter which one but as long as
18:35 they have some level of expertise instead
18:37 instead
18:40 of appealing to your own authority you
18:42 appeal to theirs which is it's so funny
18:44 that you ask that Alex just told me this
18:45 thing earlier today can I share it with
18:47 you right and so then the person appeals
18:49 to someone else's Authority and then
18:51 shares it they're the messenger they're
18:53 not saying I'm not saying this he said
18:55 it and I'm just sharing it with you
18:58 these sound like tiny Sid steps but this
19:00 type of triple reframing is what
19:02 separates beginners from pros and it and
19:04 when you do it this way people actually
19:06 like to be sold by you because they feel
19:07 like they're being hurt you make
19:09 associations that are saying hey that's
19:10 smart hey that's reasonable totally
19:12 understand why you'd say that like these
19:13 are all things like that's a rational
19:15 decision hey I think that's a fair point
19:17 those are all things that someone wants
19:18 to hear they're like hey he's listening
19:20 he thinks I'm intelligent or I'm
19:23 rational or he's not discarding my
19:25 decision everybody wants to be validated
19:26 right so it's the same thing as the
19:28 angry boat but just in a sales
19:30 conversation so in the angry boat for
19:32 customer success or customer service if
19:34 someone's upset you don't disagree with
19:35 them and say hey it wasn't that big of a
19:37 deal sorry we were 5 minutes late it
19:39 never works because you're disagreeing
19:40 with them you're invalidating the reason
19:42 that they're angry so you have to get
19:44 more angry you have to go above and
19:45 that's where you say hey that's a
19:47 totally reasonable concern rather than
19:49 saying that's a stupid question right
19:50 like you might feel that way but you
19:53 don't say that and the reason I realize
19:56 this especially with the association one
19:59 is I heard my sales guys and they were
20:01 they were having a tougher time using
20:03 some of the closes and I was like
20:04 they're like yeah you know some of them
20:06 aren they sound a little you know tough
20:07 they're a little harsh and I was like no
20:09 no no it's and when I realized that I
20:10 was like oh it's because they're not
20:13 prefacing it with this if you preface
20:14 with this you can say almost anything
20:16 and this allows you to cut to the heart
20:17 of the matter way faster instead of
20:18 dancing around it because you don't want
20:20 to hurt someone's feelings which leads
20:23 me to rule number five which is retain
20:26 childlike curiosity at all times so one
20:28 of my favorite ways of training this
20:30 concept is actually training a physical
20:32 thing that you do with your body even if
20:33 you're on a sales call and they can't
20:35 see you because your tone will change
20:36 based on how you're standing if you're
20:39 smiling or not your voice will come out
20:40 different which by the way I encourage
20:41 you to have a mirror if you're on the
20:43 phone next to you in your sales booth
20:44 and if you do Zoom obviously you can see
20:47 your own little image there but I like
20:49 to have people say huh and you say it
20:51 just like that and huh also buys you two
20:53 or three seconds before you say your
20:56 next thing say huh that's so interesting
20:57 you'd ask that question can I can I ask
20:59 you a little bit more about that
21:02 like if someone says something really
21:03 nasty to you right but if you if you
21:06 retain that way the goal is to seek to
21:09 understand not whenn and the way that I
21:10 try to keep this and if you're a sales
21:11 guide put a little sticky note above
21:13 your camera or wherever you look while
21:15 you're selling which is keep the human
21:17 number one all right and so this is a
21:18 really powerful frame that I actually
21:19 learned from Leila for having hard
21:21 conversations on the team but it
21:23 actually applies to sales which is if
21:25 you genuinely believe that the product
21:27 you have is going to help this person
21:29 and this is a qualified prospect that
21:33 you're talking to then you want to
21:35 understand their concerns so that you
21:37 can help them get over them because you
21:39 know this is the right decision for them
21:40 and so this is a frame that I like to
21:42 think about so let's say you could
21:43 travel back in time but you're in a
21:46 different body and you see your old self
21:49 and you know what the future's going to
21:52 be and you might say okay I have to
21:54 convince this person to buy Nvidia 10
21:56 years ago and so or I have to buy Apple
21:58 stock or I have to buy Bitcoin whatever
21:59 it is I don't really care the thing is
22:00 is you know that this thing is going to
22:02 go through the roof but the person
22:04 you're talking to doesn't know you from
22:07 adom think about how you talk to that
22:08 person now remember they don't know who
22:10 you are even though you know you you
22:12 would have absolute empathy for your old
22:14 self and be like listen I totally
22:17 understand this seems totally crazy but
22:19 let me walk you through what I think is
22:20 going to happen right let me let's like
22:22 what are what are your main concerns
22:23 what are you most afraid of right what
22:24 would it take for you to say yes what
22:26 would it take for us to take the next
22:28 step together it allows you to make sure
22:31 that you're focusing on the prospect
22:33 rather than the product and so you don't
22:35 close sales by being right you close
22:37 sales by making the prospect right and
22:40 so the big understanding here is that
22:43 you want to understand them not beat
22:45 them because as soon as it feels
22:46 combative you've already lost the sale
22:48 if they feel like you won an argument
22:50 logically you've lost the sale the point
22:53 is to make money not to be right and so
22:55 we want them to feel good about The
22:56 Logical decision that we're helping them
22:57 make and if anything you want to be you
23:00 want to be a face hero in this in their
23:01 in their Journey you're like hey I'm
23:02 just I'm just the guide here I'm just
23:04 I'm going to just share the information
23:05 that I think will help you make a good
23:06 decision right Ah that's a great
23:07 question can I provide a little bit of
23:09 context on that just from someone that
23:11 had this experience earlier today right
23:12 like all of these things are things that
23:15 will allow you to give those hard truths
23:17 to close the deal the reason the
23:19 association is so important is that it
23:20 gives the prospect a label to then live
23:25 up to and so this is a 2011 version of
23:27 selling but if you say Hey you seem like
23:28 a really honest person or hey that's a
23:30 really smart decision or hey that's a
23:32 really smart question if I then give
23:34 them that label when I get closer to the
23:36 close I might bring that back up and
23:38 then associate smart people by this
23:40 thing right hey that's you must be a
23:42 good family man right because you had
23:43 some spouse objection fine seems like
23:44 your family man family is really
23:45 important to you I think that's awesome
23:48 it's super admirable now when I get to
23:49 the end of the sale I can bring up the
23:51 fact that this is a family man and
23:54 because he's a family man he should buy
23:56 and so it allows me to pair whatever
23:57 their obstacles were with things that
23:59 I'm going to bring up in the clothes Pro
24:03 tip my Universal response for almost
24:04 anything so I walked through the sales
24:05 floor and one of the guys was on the
24:08 phone and I was like you should come and
24:09 I just walked through the room and then
24:11 the guy was like ah and so my sales guy
24:13 was like so you coming and the iy was
24:15 like yeah and it a super weak right he
24:17 was obviously not sold yet so I actually
24:19 was like give me the phone and so I
24:20 hopped on the phone and I said dude what
24:24 are you afraid of and so when you ask
24:26 what are you most afraid of it gets you
24:28 to the heart of the issue as fast as POS
24:29 now if it's the first objection I would
24:31 want to ask what's your main concern
24:32 what's your main issue what are the
24:34 variables using to make the decision
24:35 that's like kind of understanding so you
24:37 can triage but when I'm further along in
24:39 the sale I'll usually ask hey what are
24:40 you afraid of man like what are you
24:42 afraid of having happen and if someone's
24:44 like I just I just need more time then
24:46 you say totally understand what would
24:49 make it a no and so by doing that it
24:51 still keeps you in the sale because at
24:52 the end of the day like you want to make
24:53 a good decision I'm the source of your
24:55 information so the best possible
24:57 decision we can make is is here but
24:58 again you can only say something like
25:00 that if you have Rapport in the sale and
25:01 you've continue to demonstrate that
25:03 throughout if I said something like that
25:04 and I didn't have Rapport they'd be like
25:07 no you so it's not going to work if
25:09 you liked this very mini training you're
25:12 going to love the 4our plus compilation
25:14 of my best sales trainings all put
