# CLOSER - Template Good salesmen understand prospect's needs and lead them toward wise choices. Good salesmen help prospects discover the who prospects aspire to be and aid them in transforming, not molding them into buyers. ## Selling Styles: 1. **Emotional selling:** buyers often buy impulsively and then regret their decision later. ➡️ unethical 2. **Aggressive selling**: the seller won't let the prospect leave without making a purchase. ➡️ unethical 3. **Logical selling**: the seller discusses the product or service logically with the prospect, and if it makes sense, they proceed with the sale. ➡️ ethical With logical selling, the sale becomes a shared journey, a mutual exploration of value, trust, and transformation, rather than a conquest. People want to believe in the seller and buy, and it's the seller's job to help their logical brains justify the decision. ## For This Framework: Basically: "where are you now, where do you want to be, what do you think is stopping you, I want to offer you a solution." Rules: - QUESTIONS ONLY. - You can never win a sale by voicing disagreement with a prospect. We get people to change their mind by asking questions. - DO NOT speak in paragraphs. - DO NOT make statements. - Pause, ask another question. Repeat. So, assuming the lead is warm after an outbound email, and you're on the phone: ## 1. CLARIFY why They're here - So, you're interested in ---. is that right? / What made you opt in? What made you respond to my email - What problem are you trying to solve? - What else? ## 2. LABEL Them with a Problem - So, you want to ---. Is that right? - What else? ## 3. OVERVIEW past Pains: Attempted Solutions and Failure - What have you done in the past? - How has that gone for you? - What else have you tried? ## 4. SELL the Vacation [[The Value Stack]] 4 angles of persuasion: 1. If you work with me you get: - more good stuff 2. less bad stuff 2. If you don't work with me you get: - more bad stuff 2. less good stuff 1. what are the things everyone needs to be successful (4 angles)? 2. Make it a one line statement 3. Give an analogy or metaphor - Given what you said, I think you'd be a perfect fit for ---. Can I tell you about it? - IF "yes" THEN explain the top 3 benefits and a short (30 seconds) anecdote/story/analogy to illustrate each. Say, "Does that make sense?" Get a "yes" and move on to the next benefit. - So, given x, y, & z, --- is normally extremely expensive. It's normally $x, but for you, because ---, it's $y. - Fair enough? / sound good? - OR - "Based on what we discussed, do you fee like this solves your problem?" (then be quiet for up to 8 seconds) - if they say yes, close - if they say no, they show their real objection IF they say yes, ask them who else they want to join them. Show them how they will get better results with a friend. (not IF they know anyone, WHO do they know) OR add referrals as a negotiation chip, or if people ask for a discount. "Okay, I get that I'm not as big as you, and you're prob trying to get me to negotiation on my price because I don't have a big building, well, I can't out of ethics charge you differently than I charge someone else for the same services, but if you're willing to introduction me to three friends, I can lower the price to x. how does that sound?" Referral event ## 5. EXPLAIN away Objections - EXPLAIN begins when a prospect says anything but "yes." - If they ask a question, do not answer → [[The 3 A's of Reframing]] - Crazy people buy without obstacles; Normal people have concerns. - Agree with them, then turn it around and get them to say "yes" as quickly as possible. - Chain "yes" to close. ### Circumstances: #### Time 1. _macro (seasonal: "Now isn't a good time)_ - Totally understand. - Do you want --- to be something that lasts in the long term? - "Yes." - Do you think that you're going to be busy again in the future? - "Well, yeah." - Don't you think it's 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 only learn how to do it in a perfect circumstance, then you're going to fall behind when you get busy again. And if you're busy now, what better time to have all the support you need when you need it most? 2. _micro ("I don't have time")_ - Totally understand. - I had the same issue. I used to complain all the time about how I didn't have time to do the things I needed to do. - And my wife got so sick and tired of me saying that she pulled my phone out, looked at my hours by week, and she was like, "Look. 22 hours on social media. I guess I just found you time, didn't I?" - Everyone has the same 24 hours in a day, wouldn't you agree?" - "Yes." - Exactly. It's not about adding things to your plate, it's about removing the things that aren't working. That's what I want to help you with. - OR, Do you think there's someone on earth with less making it happen? 3. *when/then fallacy ("In the future, when I've got time, I'll totally sign up for ---")* - Totally understand., - This kept me stuck for years. - fallacy: "When I have x, I will do y," but it flips sequence: "When I get better, I will go to the hospital." - "I'll pay for the program that will make me more money when I have more money." - Do you realize that this is holding you back? #### Value ("This is Too expensive.") → They Don't Understand the Value. 1. _It's a good thing it's expensive._ - Is this a lot of money for you? - "yes" - I totally understand. That's exactly why you'll be successful. This means a lot to you. It means you're going to try hard. There are other people who buy ---, and they're not all in on it. I'm more excited because the best stories are from people like you, in your exact situation. - OR, how long do you want to have "I can't afford it" to be on your list of problems in life/business? - _It doesn't cost a lot relatively._ - If all --- did was ---, would it be worth it? - "Yes." - Right, then, it's not about the price; it's about whether you believe me." - OR, re-frame the price with the value. 2. _What's money good for anyways?_ - This money is going to spend this money either way in the next 12 months. In fact, you're going to learn ---, but the question is whether you're going to pay for it with money or pay for it with time. Do you want it to take 12 weeks or 12 years? 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 will buy it or not it's how you want to pay. - So, you're going to spend the money either way the question is, 12 months from now, is it going to be on stuff that didn't get you anywhere or stuff that is going to get you somewhere? - And, no matter what you're buying, you're buying the program, you're just going to pay time, or you're going to pay with money... and if we're being real, you've probably been paying for time the last six years. How's that working for you? 3. _You need resourcefulness, not resources._ - Do you think there's anyone else who's been in your situation—or maybe worse than your situation, with a lot less than you—who's achieved this? - "Yes." - If they can, why can't you? - OR, Have you ever had an unexpected bill come up? Maybe taxes? - "Yes." - I mean, you're still alive. Were you able to figure out a way to pay? - "Yes." - So you have the ability to be resourceful when it's for someone else. What about for yourself? - You proved that you can be resourceful when you choose to be, so choose to be. #### Fit ("I'm Unsure if --- is a Fit for me.") 1. _New identity, new priorities_ - We vote with our time and money for the things we care about. - If you show me how someone spends their time and money, I can tell you their future. - You've had priorities that are aligned with your old identity. Right? There's the you that does ---, spends time on ---, or spends money on ---, etc. - And there's the you that you want to be. - Do you want to keep walking down the road you've been walking? - If you don't, you have to step into a new identity. - And with that new identity comes new priorities. - OR 2. _Pain of change_ - What you've been doing is getting you what you're getting. You got to change to change. It's going to hurt a little bit. - The question is whether the pain of staying the same is greater than the pain of change. Are you in enough pain? 3. _Hypothetical_ - Get a hypothetical "yes," then work backward. - If --- were perfect, would you use it? - "Well, yeah." - What's the difference between what we have now and what's perfect? - "I don't know." - Okay, so it sounds like the problem is not with ---, so let's talk about what's really worrying you. What are you afraid of? - OR what's missing? - If we added that, you'd be in? - OR, if you had enough --- (time, $, knowledge), would you use ---? - "Yes." - Cool! How much --- do you think you need? - "---" - Well, did you know you only need 1/10 of that ---? ### Other People (spouse or Decision maker—boss—is not there): Rely on past agreements that are implied that that decision maker has already given permission. 1. *Isolate the Objection and Collapse the Foil.* - What do you think they wouldn't like? 2. *Realization They've Already given Permission.* - Do they approve of your current struggle? - why would they not approve of something that's going to fix something they already don't approve of? Right? - if the roles were reversed, would you support ---? - Why wouldn't --- support you? 3. *Realization You Never Needed Permission.* - If you're asking for permission instead of support because it is your life, not theirs, what happens if you give that power to them and then two years from now, you're still ---, who are you going to blame? (Them. That's when you have a resentful relationship. I'm not saying you shouldn't explain the decision to them. It's about support not permission, because you're going to blame them for your dreams not being realized rather than the person you should, which is you.) - OR Hey, prospect, if you sign up for --- and you tell ---, and they're upset, and when they see you, they're like, "I don't want you to solve ---, I want you to stay ---, let me know." → three-day no-sweat guarantee ### Themselves (knowledge, Avoidance, stalling): 1. *General ("I Need to Think about")* - Awesome! What's your main concern? What criteria are you using to evaluate this? What's you're main concern? 2. *Past ("I Need to Think about it because I've Failed before.")* - How long have you wanted to ---? - "A long time" - This is not a fast decision. You did x, y, and z to get here because it's important to you. You're so close. It's fear. Let's face that. What are you afraid of having happen? - Find past failure → burn-you-twice: - Affirm the story (past failure). - Don't let them burn you twice. Once when you made a poor investment. Don't let them burn you a second time by preventing you from being the person you need to be today. - OR, are you on this call because you haven't been able to pull the trigger in the past? Have you been in this conversation and said "no" before? - Do you think that's why you're here now? - Find past failure → burn-you-twice. - OR, are you tired of another year of "almost"? - So, the question isn't what it costs you but how much has it cost you not to decide up to this point, right? - What's the cost of inaction? 3. *Present ("I Need to Think about it because I Don't Know how to Make a decision.")* - Totally understand - Well, let's walk through what that looks like. You're not going to go home, sit there and think about it. - No, you're going to do x, y, and z, and a week from now, you'll have the same problem. - The reality is it doesn't take time to make decisions; it takes information. And I've got all the information you need, so let's talk. I'm here for you; let's do it. - THEN walk them through the decision: - Do you believe --- will do what I told you it will? - "yes" or "no" → why not? - Do you trust me to fulfill? Do you want to work with us? - "yes" or "no" → why not? - Do you think ---will get you where you want to go? Do you think ---will work for you? 2. "yes" or "no" → why not? - IF all "yes," THEN: do you have the ability to pay? What card do you want to use? - OR IF you have trial/guarantee, THEN: you can't make an informed decision right now. Give it a try, and if after x time you don't believe --- will do what I told you it would, I didn't fulfill my promise, or you don't think --- won't get you where you want to go, let me know and I'll give you the money back. - OR IF logical prospect, decide = "to cut off." So which future are we cutting off today? - Indecision is a decision. - Do you want to kill your past, or do you want to kill your future? 4. *Future ("I Need to Think about it because the Pain Isn't Great enough.")* - Okay, let's say another 5 years go by, and you still haven't made a decision. What does life look like for you? Is that a place you want to be? - OR, let's consider the options: - You do --- and get the result; life is good. - You don't do ---, and you don't get the result because you didn't do ---. - You do ---, but then you don't get the result. - Because we have a guarantee, all options are risk-free, except one of them: only one of them has a true guarantee of not getting you where you want, which is walking out the door. - So which risk-free option do you want? The one that's risk-free and guarantees that you're not going to get there, or the one that's risk-free and has the potential to get you where you want to go? - OR, you plan on fixing --- eventually, right? - If you're fixing --- eventually, you might as well start now, so you can enjoy the fruits of that labor sooner, right? - OR, do you think making the decisions is going to get you closer or further from your goal? - Because if we keep making decisions that get us closer, we'll get there eventually. - For example, there's no one book that changed my life, but the decision to buy books changed my life forever. - We don't need to be snipers; we need to be directionally correct (ref. [[Violently Execute a Good Plan]]). - This is your shot. What are we waiting for? ### Industry-specific Objections 1. *"I Don't Sign Contracts"* - "I totally understand. However, {prospect}, contracts are good if they play in your favor. Wouldn't you agree?" - "Yes, of course." - "Right. Well, this contract ensures we have enough time to --- so you have the best shot at success. Sound good?" - "But what about [x top player]" → [[underdog advantage]] - [[PR-specific Objections]] ### Other 1. *What Are You Afraid Of?* - If you sign up, what are you afraid of happening? - "---" - What do you think would have to happen for --- to happen? - "---" - What would you need to see to feel like ---wasn't going to happen? 2. They'll tell you what guarantees to give them to close. 2. *The Reason* - The reason you are telling yourself you can't is the precise reason you need to. Obviously, what you're doing now isn't working; you have to change to change. IF the sale is made, ask "Who do you think would benefit from this, too?" or "who do you want to do this with?" (actual question) not "do you know anyone else interested?" (yes or no question, where people in hurry will just say "no") ### 6. REWARD / REINFORCE the Purchase; Avoid Buyer's Remorse Prevent people from backing out of the deal or feeling buyer's remorse by giving them a dopamine hit. Examples: 1. 30-second vid from the founder: - "Hey, I just saw you signed up for ---. Super excited to have you. Signature." 2. Give them something valuable: - Mock-ups - Exclusive group invite #sales