So lernte Alex Hormozi Verkaufen und Marketing

0:00So, I learned this from Sam Bactiar, who was the first person that I So, I mentored >> Oh, he was a wicked guy. >> Oh, yeah. You knew Sam, right? >> Yeah. Sam was wicked. >> So, I So, when I moved to California because I wanted to get into gyms, I worked for minimum wage at Sam's gym for three months before I started my job. Yeah. >> And so, cuz I looked on the internet and I had a white collar job um doing making good money and I quit that to work, you know, a minimum wage job at a gym. So, my my Persian father was horrified. Um but >> Persian, that's right. Yeah.

0:26>> And so, um and so I'll tell you exactly what I s I saw him do. He didn't teach me, but I learned it from him. Is that and it'll make sense. So Janelle is is a personal training client and we're working out and she doesn't put her weights away. I'm a personal trainer. I got another meeting I got to get to. What do I say? Do I say, "Hey, Janelle, can you put your weights back?" No, you're the trainer. You put the Like that's a terrible, terrible frame right now. I saw Sam do this and I applied it to every single sale my whole life afterwards. He said, "Janelle, I know you ain't about to leave my gym without putting your weights back." And then she's like, "Ah, fine, Sam. I'll go put the weights back. And now it's fun. It's light. It's not accusatory at all.

1:03Right. >> And so >> I could see him saying this. The way you said it, I could see him. >> That's how I learned I learned it from him. Right. His ghetto fabulous like he could get into. And he would do that when he wanted to say something that was harsh to somebody. >> And so I would be like, Janelle, no. I know you didn't just ghost me on this. I'm heartbroken over here. I've got this big bowl of tears. I was like, I don't know what to do with it. I was like, I'm on the edge of a building and you know what? I'm just messing with you. I'm sure something came up. I was like, at the end of the day, I got this thing for you. Um, I got the medium set aside. No worries. I'm sure something came up.

1:31Same time tomorrow work. >> Uhhuh. [snorts] And just go right back into the meeting, >> right? Just go right back in. >> Just get and if she ghosts me again, you know what? There's a hundred other Janelle. >> And like basically what you just taught was setting the frame. I started direct sales when I was 14. I said I would always set the frame where they would know how to treat me. So if I cold call somebody and I ask them how their day is and then they ask me back, "How's your day?" I'm going to be like, "Shit, my day is fantastic. Every single person I talk to neighbor is so freaking nice and they're so kind." And then boom, they're like, "Well, now I can't treat Daniel like a piece of shit." Right? So, it's almost the same thing that you just did in followup. You just you got to just make them feel like a human because people are people. They don't want to make you feel bad. It's like we sometimes think prospects are bad people, but maybe they just forgot.

2:06>> Honestly, like the biggest thing is people are busy. People have very low attention. And like you have one thing, but so does a hundred other people. I just I got rejected so many times. I just don't take it personally. I just really I genuinely don't take it personally. Right. But I think the the frame that you said at the beginning because I would also call leads up that would opt in for internet leads, right? And so the very beginning the frame right I had all these little like these tiny little things you do in the language where you say hey John pause it's like hello like this is Alex and he's thinking he's like who is Alex I don't know like what's this number right it's like from Facebook you sign up for the six week challenge yeah on the internet yeah I'm I'm just I'm a real person right across from 7-Eleven on on X and Y yeah how's it going today yeah don't worry I'm not I'm not one of the crazies not not I'm not after I'm not in uh in Nicaragua or whatever. And he's like, "Haha." Like, "Okay, cool.

2:56Oh, so did you uh did you hear about us uh from I mean, I messed the script. I haven't done it forever." But um so did you see us because of uh the ad or was it because you hired us on uh the local news best boot camp or was it uh you know Oprah Oprah did a special on us. Was it one of those things? Now, if you have one award you've ever won in your entire life, even if your mom gave it to you, you'd be like, "Did you hear about us on uh on Internet's Best Boot Camps?" And they're like, even if they haven't, they now are like, oh, this is one of the internet's best boot camps, right?

3:24And so they're like, oh, these guys are legit. Oh, yeah, we won the best customer service award [clears throat] anyways, you probably don't care about that. So, what what can I help you with, man? What what's what's going on? Why why'd you sign up for a weight loss thing? >> And then they're like, you know what? My wife's been bugging me. I'm not fitting into any of my old suits, and I don't want to buy a new wardrobe. I'm like, all right, well, I guess we got two options. You can keep doing that or uh I got a four o'clock today. That work for you? And then, you know, we go from there, right? And so like having that preface that you said and I I mean I think to I mean especially on phone tonality matters so much

3:53>> and I've sold a lot through humor >> and harder to teach but like I feel like I was able to ask very hard questions using that kind of Sam frame where that like where you know lady says >> I got to talk to my husband and I think decision maker is one of the hardest ones to overcome in general right I mean of the of the obstacles I prefer to talk to someone in power but and so the way that I would overcome that I'd be What if your husband says no?

4:19>> He's like, "Well, I guess I wouldn't do." It's like, "But what does that mean in five years?" >> I mean, is it are you going to keep I mean, how much have you how much weight have you gained in the last 5 years? And they're like, like, what if it keeps going that way? And so, I call it childlike curiosity where you're like, "Huh, that's wild. Fascinating. Tell me more about that." Like, I'm never So, I call it like over overcoming the obstacle is a dance, not a fight. It's seduction, not rape. Ah, >> right. And so, I want to I want to dance. And so if they've if we're in that in the throws of that, I want them to feel zero aggression. And I want to I want them to be like, "Wow, he's really curious." I'm like, "Well, what what what do you think about what are the variables that make the decision?"

4:58>> And they're like, cuz they're like, "Oh, I got to think about." I'm like, "Oh, what's your main concern? Let's do it together." >> Yeah. Yeah. [laughter] Sure. Sure. >> Right. And so then then then because I want them, and this is the thing a lot of sales people is they back away from the hard question they know they need to ask. >> And I don't want them to be deciding when they leave. I want them to make the decision in front of me. It's like you're probably wondering if we're just foolish yet. And you know what? I'd be wondering that, too. So, how can I prove it to you? >> Right. >> Right. And then they have to come up with the criteria for me.

5:26>> Love that. >> And so, I want them to tell me how to sell them. >> Yeah. Yeah. Yeah. >> Like, great. What would make you feel 100%. And then they name because the thing is is this is the only time they've ever had this conversation. So, that on the spot they're going to think like two things. I'm like, oh, I could take care of that right here. Fair enough. that make does that make you feel better? Sure. All right, let's knock it out. And then it's just I I've I mean and obviously this takes reps to because some people in the early days of sales, your adrenaline kicks in. You're like, I need this sale. And you're like your teeth come out and I love this term commission breath. It's like you start having commission breath, right? And then everyone goes on defensive because you sound like you're selling.

6:00>> And so I've always I even like my team knows this like I [ __ ] my head and I do childlike curiosity. So I even have a mental cue. It's like huh. And that's whenever I want to get like offensive I always go huh. And that it deflate it like it completely disarms. I'm like and then it gives me a second. I'm like, "Huh?" >> Well, what if Well, let's play it out. So, if you didn't have the money to do this and you spent the money, what would happen? >> Mhm.

6:26>> And they're like, "Well, I wouldn't be able to afford groceries." And I was like, "Well, I guess the weight loss problem will solve itself then, right?" And then you get the job. And they're like, "H"? It's like, "No, let's play it out." Well, I mean, you're not Have you ever bought something you've ever been like, "Man, that was a lot." But you're still here, right? You're not homeless. Okay. So, how important is this to you? Right. And so, we can and like you can sidestep these things, I think, with a lot of tone and being able to >> hear your body language the way you just did it. >> Sit you can sit in the pocket. I want to be able to sit in that spot where people are uncomfortable, but make them feel comfortable so that they can actually be honest with me. And then to your point of like what's the one zinger? Honestly, I haven't had it like I teach, right? I want to let's get back in like let's you and I like to do the big zoom out. And so like if I feel like I'm on this weird mass, like you know, you're like in Pluto and you're like, "What's going on here?" Right? You're like, "Hey, let's zoom out. You're trying to lose weight.

7:17>> We sell weight loss. What's getting in the way here?" >> Right? And then you and then they're like, "I just don't know if it's actually going to work." And I'm like, "That makes sense. That makes you like every other person who signed up and then was successful because you know what? If you didn't think that, I'd be worried about you because if you thought 100% you're because then I'd think you'd have false expectations. It's be a lot of work, right? And then all of a sudden it's like you're confirming their suspicions rather than trying to battle them. And so I think a lot of people try and like invalidate what someone's feeling about the decision rather than actually leaning in because it's kind of like Eminem when he when he um in the rap battles where he owns all of his negatives. It's like I want to I want to say yeah you're right. This is super expensive. It's going to be really hard.

7:55You should still do it. Right. Because then it's like all of those things that they want to give as obstacles I agree with. And then still say that's a great reason to buy. >> Yeah. I threw myself under the bus first. Now you can't shoot me. Sure person on the other end almost expects especially when they know it's a saleserson they expect a certain pattern from a saleserson meaning you're the sales person Alex and I'm Daniel the prospect and I say yeah you know I just don't have the money right now my pattern is now once I tell you this I'm thinking for you to be competitive for you to argue with me and be like well that's the exact reason why you should buy do it right now and like right to pressure me I'm expecting that pattern response I tell people I'm like whenever somebody gives you an objection do the opposite of what they think you're about to respond to like they expect you with them, you know, be argumentative.

8:36Try to close the deal right away. Smile. Like just give them a smile. Laugh. Be like, "Yeah, no problem." Even just like wave it off even that's not even a worry. Don't even worry about it. Drop their shoulders cuz now they're like, "Wait, wait, wait, wait. Saleserson malfunction in my head. This person was supposed to argue with me and now they're not arguing with me. They're almost like agreeing with me. They're acknowledging it right now and they're on my side. This is weird." And >> you can't disagree with someone who asks you a question. M it's the like the number one thing when you're in that the high pressure situation is I want to make no statements. I don't want to do any commands and I don't know any any statements because there's nothing they can disagree with me on. So if someone says you know I I I don't have the money and sure we could say well it's about resourcefulness not resources. Like we can go through all these these things but like when I when I really get down to it I'm like

9:18>> well man like that's tough. So what's so what's what right now are other priorities for you? Because like I want to make it work for you but if it doesn't work it's fine. Like because at the end of the day, you're going to have x amount of dollars, right? Okay. And you're going to vote with your dollars about the things that you care about. That makes sense, right? Okay, cool. So, the question is, what are you voting for that matters more to you? And if it's like, I got to pay rent and my wife, you know, we've got a baby on the way, I get it, dude. I get it. Maybe this isn't the priority right now. Maybe it will be in the future. But the question is like, how long do you want to not be able to get the things that you want in your life when you really want them? How long do you want that to be a problem in your life? That's if I was selling like a sales training. Sure. Sure. Sure. And so then it's like but now like we're I'm back to question asking right and so rather than being like to your point like well that's the perfect like um and I think the tone matters so much like if if people and this is why role playing is so important because if if someone has said this to me a hundred times and I know exactly what I'm going to say to respond. I don't have adrenaline because I start saying the words before I'm even thinking because I can be present not trying to remember what I'm going to say. I can be looking at the person, right? And that's the whole like Leila's whole frame of like human first. Like if I actually really cared about this person,

10:25>> how would I talk to them? Like if it if it were my mother and she and she really did want to lose weight and she really didn't and she said I don't have the money, I'd be like well well what else are you spending money on? Like I mean to be clear, is this important to you? Because if it's not like I'll stop right now. I'm not like I don't want you to do something you don't want to do. >> It it's like I like to set that frame overall and I'm like you can even like you do it subconscious like I'm leaning back. I'm doing this. It's like hey I'm not >> I'm exiting. Yeah. And so I I mean I tell the we have a lot of little isms but like we always want to sell from our back foot.

10:53>> I never want to be leaned in. I always want to be like if you want it I'm here. >> And so it's like what else what else are you considering? Like where else are you allocating? I get it cuz like and if you need to that's where those key stories so like if there's ever something that I like to have in my holster. It's a story of someone just like them that just walked out the door. Right. It's like you remind me of Susan. She actually came in um a couple months ago. We had almost an identical conversation. She could be your sister. And and we got to this point in the conversation where she actually was struggling with this. And so I was like, "How important is this to you?" And she was like, "It's really important." And I was like, "Well, you're a single mom and you got four kids." I was like, "I get it." And I was like, "Well, what what can we do?" And she was like, "I think I'm going to start driving Uber." I was like, "Are you sure?" I was like, "It's going to be you alone at night." She's like, "This is important to me. Like, I'll make it work." And you know, the kids like, "Well, I'll just I won't go out to dinner one night a week. I'll make it work." And I was like, "Okay, you sure?"

11:39And she was like, "Yeah." And you know what? Susan's down 60 pounds in the last six months since she made that decision. And the thing is is like, "Do you what do you want to be?" And then she's like, "I'm at 200." I'm like, "What do you want to be at?" She's like, "My high school." I'm like, "If that happened, would it be worth it?" And then she's like, "Yeah." I'm like, "Well, the question is, what do we need to do to make it happen?" >> You know, like, and you and then and then all of a sudden it's like, right, we're back in. And so, I just I hardcore believe that you overcome objections simply by asking the question what they were intending. I think a really good belief for sales people is that if you don't close a sale, it means you didn't understand the prospect enough. M

12:11>> because if you literally knew every single thing about a prospect like you were God and you knew every single thing that had ever happened to that person, you could close them. >> And so simply having the frame of curiosity, which is probably the number one thing I teach our guys is like you have to genuinely be curious. >> And so it's like what brought like that's why the first question is what brought you into clarify why they're here. Yes. >> Right. And like what have you struggled with? Why did why did that suck? Okay, that's good for me to know. What else have you done? Okay. What are the things that you know and we just walk our way through this. Yeah. And that's that's what I um I try to get us out of any combat.

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