please summarize this 

# tactiq.io free youtube transcript
# After 4000 Sales, I Discovered a New Sales Tactic that CLOSES ANYONE
# https://www.youtube.com/watch/RVbvhPGFi6E

00:00:00.040 I have over 100 sales people across our
00:00:01.599 portfolio that does over $250 million a
00:00:03.600 year in this video I'm going to teach
00:00:04.880 you one sales skill that separates the
00:00:06.480 best from the rest and it's so powerful
00:00:08.840 I've never taught it before and so I'm
00:00:10.320 going to cover the 3A framework of
00:00:12.160 reframing which is the skill I'm going
00:00:13.599 to teach you and the five rules for
00:00:15.639 using it ethically so what's reframing
00:00:17.840 reframing is the one to three sentences
00:00:19.800 that you say after a prospect says
00:00:21.519 anything but yes that increases the
00:00:24.000 likelihood that whatever your next thing
00:00:25.480 you say gets them to buy so here's how a
00:00:28.199 reframe might sound someone might say
00:00:30.000 say hey uh how many certifications do
00:00:32.640 your trainers have now this is a trap
00:00:35.520 question because it's basically a blind
00:00:38.000 question where whatever you say in
00:00:39.600 response Prospect gets to be the judge
00:00:41.719 of whether or not they accept that and
00:00:43.320 then they choose to buy or not and you
00:00:44.719 don't know what the right answer is and
00:00:46.840 so rather than answer the question you
00:00:49.120 ask a question about the question and so
00:00:52.079 you'd say something like well which
00:00:54.039 certifications are you looking for
00:00:55.760 specifically the next version of this
00:00:57.719 might be someone says uh how many
00:00:59.320 questions I'm going be able to ask via
00:01:01.120 email in support now whatever number you
00:01:03.920 give they might say oh that's that's not
00:01:05.760 enough or that's too many or whatever it
00:01:07.040 is and then they say no for that reason
00:01:08.520 I don't want to buy so instead you might
00:01:10.360 say well why do you want to ask
00:01:13.000 additional questions how many questions
00:01:14.640 do you want to ask is there a purpose
00:01:16.119 that you're trying to solve with this
00:01:17.200 like what are you most afraid of see
00:01:18.920 that was two or three questions in a row
00:01:20.479 that can reframe without answering the
00:01:22.600 question they gave me and one of the
00:01:24.799 biggest lessons that I teach in sales is
00:01:27.079 the person asking the questions is the
00:01:28.960 one who's in control and if you've ever
00:01:30.640 seen the Hollywood movies where they're
00:01:32.000 like I'm the one asking the questions
00:01:33.640 here it's because the person who ask the
00:01:35.280 questions is the one who's in control of
00:01:36.600 the conversation as soon as they start
00:01:38.159 asking the questions you're on defense
00:01:40.280 which is not where you want to be and
00:01:41.799 the reframing process I'm about to show
00:01:43.320 you has sold things as low as 100 bucks
00:01:45.719 all the way up to Million Dollar Plus
00:01:47.079 service packages and it's sold them in
00:01:48.680 person on the phone via Zoom from stage
00:01:51.200 wherever which way you can imagine this
00:01:52.799 works so in a second I'm going to give
00:01:54.399 you the 3 a framework and five rules for
00:01:56.600 using it because this is unbelievably
00:01:58.719 powerful and in use the right way it
00:02:00.920 helps lots of people make good decisions
00:02:02.280 use the wrong way you become a very bad
00:02:04.000 person give a bad reputation for sales
00:02:06.079 so the reason I started thinking about
00:02:08.800 this was I was writing and reviewing our
00:02:11.319 closing manual for our closers and I had
00:02:14.480 this little piece right before all the
00:02:16.120 closes says hey by the way make sure
00:02:17.760 that you reframe the question before you
00:02:20.120 enter into the close but the thing is is
00:02:22.400 I realized as I was walking through the
00:02:23.640 sales Flor the other day I heard someone
00:02:25.760 just immediately fir back an obstacle
00:02:27.680 overcome and it seemed very combative
00:02:29.599 and I was like ah they're not they're
00:02:30.959 not getting the the reframe part and I
00:02:32.720 realized that that little reframe little
00:02:35.120 bubble was one of if not the most
00:02:38.160 important part of handling sales and so
00:02:41.200 if you think about what the most
00:02:42.800 productive sales people do the people
00:02:44.040 who close the highest percentage of
00:02:45.440 sales what do they do they ask for the
00:02:48.319 sale more times than anyone else now
00:02:50.440 here's the problem with that is that if
00:02:51.959 you ask more times than anyone else the
00:02:53.480 wrong way you'll get prospects to hate
00:02:55.040 you and if prospects hate you they won't
00:02:56.800 buy from you and so the idea is we want
00:02:59.239 to be able to ask ask for the sale as
00:03:00.360 many times as soon asly possible which
00:03:01.879 means the way that we ask for the sale
00:03:04.080 or how we frame our ask should not
00:03:08.000 decrease rapport with the customer and
00:03:10.040 so the idea is we want to continue to
00:03:11.720 maintain Rapport the entire time so that
00:03:14.840 we can then ask as many times as we darn
00:03:17.159 well please so here's the 3A framework
00:03:19.200 that I teach the first a is acknowledge
00:03:23.159 all right this is where you build
00:03:25.799 rapport with the prospect version one
00:03:28.599 all right and the way that we do that is
00:03:30.760 by saying what they said back to us now
00:03:33.319 there's a couple benefits from this one
00:03:35.400 is when you say it back to them they
00:03:37.000 think that you're actively listing which
00:03:38.400 of course you should but the other part
00:03:40.239 of it is that it buys you time to think
00:03:41.720 about what you're going to say next and
00:03:43.040 so it gives you a little bit of space to
00:03:44.519 process before you give your overcome or
00:03:47.319 your handling of whatever their
00:03:48.680 objection is the second piece and this
00:03:51.280 is part of why this seems more natural
00:03:53.840 with the most professional guys is that
00:03:56.239 you this is the this is the really sexy
00:03:58.319 part you associate
00:04:00.400 all right now there's three associations
00:04:02.040 that I'm going to show you how to do but
00:04:03.599 what you do is you associate the
00:04:05.040 question they asked with the type of
00:04:06.920 behavior that someone who gets the best
00:04:09.799 results from your product or service
00:04:12.400 would ask and so basically when they
00:04:14.319 feel like they're taking a step away
00:04:15.760 from buying you say that's an amazing
00:04:17.759 question that's actually a question that
00:04:19.120 a lot of the best customers we have ask
00:04:21.120 and so actually you just say nope that
00:04:22.800 means that you're more likely to buy the
00:04:25.120 third thing is that after you have made
00:04:27.000 the association you've made you've
00:04:28.720 acknowledged what they said you've made
00:04:29.800 the association then you ask your next
00:04:32.199 question after you've properly reframed
00:04:34.360 what you're going to say next so let's
00:04:36.800 dive into this so like a lawyer in an
00:04:39.080 interrogation they never ask questions
00:04:41.039 they don't already know the answers to
00:04:42.960 and you as a salesperson want to only
00:04:44.639 ask questions that you know the answers
00:04:46.039 to and if you are ever going to answer
00:04:48.600 questions you want to know that you have
00:04:50.280 the right answer before you respond and
00:04:52.800 so when we do the acknowledgement let's
00:04:54.639 walk through the example I had earlier
00:04:56.160 so they say well what kind of
00:04:58.960 certifications do your trainers have and
00:05:00.800 I say so you're curious about what our
00:05:03.880 certifications are it's a great question
00:05:05.680 it's actually shows that you're really
00:05:07.400 rational person and you're making a
00:05:09.080 serious decision here which is amazing
00:05:11.320 so what I did was boom We restated it
00:05:14.240 boom we made our association and then I
00:05:16.919 would ask an i you can call it an attack
00:05:21.639 it sounds a little bit more aggressive
00:05:22.960 than it is but you basically attack the
00:05:24.600 frame of the question you say hey which
00:05:26.160 certification you looking for
00:05:27.319 specifically and the thing is is most
00:05:29.000 people have never asked a question about
00:05:30.520 their question they usually ask
00:05:31.800 questions because they feel like they're
00:05:32.919 supposed to to make an informed decision
00:05:35.759 but most of the time they don't even
00:05:36.720 know what they're asking and so they're
00:05:38.440 like I don't know it's like well let me
00:05:40.280 tell you what we do have now if the
00:05:41.479 person's like uh do they have nasman Ace
00:05:45.160 certifications now if I don't have that
00:05:47.080 for my trainer specifically I would then
00:05:48.960 say why those certifications
00:05:50.440 specifically right and then they would
00:05:52.080 say well I I I heard that they're good
00:05:54.280 it's like well those are amazing
00:05:56.039 certifications I agree with them I'm not
00:05:57.560 disagreeing and then I would say well we
00:06:00.080 have a couple other ones and I'll tell
00:06:01.240 you why we chose these rather than those
00:06:03.160 and now I can answer it without failing
00:06:05.680 right now if I just said uh our guys
00:06:07.599 don't have that or they have this I
00:06:09.240 might have lost the sale right there and
00:06:12.160 so the thing is is that this applies to
00:06:13.639 basically any question that someone asks
00:06:15.240 it could even be like um you know I need
00:06:18.280 to think about it it' be like awesome
00:06:19.479 what's your main concern right like
00:06:20.960 immediately I'm not I'm not letting them
00:06:22.840 out on that or like hey what are the
00:06:24.080 main variables using to decis make the
00:06:25.599 decision or what would make this a no
00:06:28.479 right these are all questions what are
00:06:29.800 you most afraid of having happen right
00:06:31.360 if I'm deeper in the sale obviously that
00:06:32.880 wouldn't be my first one I would say
00:06:33.880 what's your main concern then we'd sort
00:06:35.039 the question from there but many times
00:06:37.560 people ask you questions in the sale
00:06:39.759 that you don't need to answer you just
00:06:42.720 ask more questions about their question
00:06:45.000 and as long as you're the one asking
00:06:46.560 questions you're the one who's in
00:06:47.680 control which leads me to rule number
00:06:50.479 one of the triaa so here's a little
00:06:53.120 psychology for you as counterintuitive
00:06:56.199 as this seems a prospect believes almost
00:06:58.639 nothing about what you said say in
00:07:00.000 almost everything that they say and so
00:07:02.000 the goal is not to tell them they're a
00:07:03.680 good fit the goal is to ask them
00:07:05.199 questions so that they then say I think
00:07:07.199 I'm a good fit for this or yeah that
00:07:08.960 makes sense that's how you can get them
00:07:12.120 you breadcrumb them to The Logical
00:07:14.240 solution which is that they should buy
00:07:15.560 your thing and by the way if you like
00:07:17.039 some of this more advanced sales stuff
00:07:18.720 we go through this stuff in depth at our
00:07:21.759 acquisition. comom scaling Workshop so
00:07:23.599 my sales director he personally meets
00:07:25.240 with all the companies uh that show up
00:07:27.400 and helps them
00:07:29.639 issue whether it's nurture issues
00:07:30.800 whether it's compensation issues is
00:07:32.160 stuff that we understand really well and
00:07:33.520 so if you are a business owner you are
00:07:35.039 looking to scale check them out
00:07:36.680 acquisition. comom hit the scale button
00:07:38.240 and my team will be in touch so a lot of
00:07:39.840 beginner salespeople think that they
00:07:42.400 should want and this is the worst
00:07:43.680 question ever asked in sales is do you
00:07:45.080 have any questions it's literally asking
00:07:47.000 them to have objections and asking them
00:07:48.759 to take the wheel of the conversation
00:07:50.039 you're literally saying here take
00:07:51.199 control over this because I don't know
00:07:52.199 what I'm doing so please don't do that
00:07:54.120 train that out of your team the second
00:07:56.319 thing is that as soon as you start
00:07:57.560 answering questions again they're the
00:07:59.159 judge jury and executioner of whether or
00:08:01.280 not your answers are good and if your
00:08:03.319 salespeople are not as knowledgeable as
00:08:06.520 you or your technicians which is often
00:08:08.440 true in any kind of service business the
00:08:10.039 people delivering are not necessarily
00:08:11.319 the same or as knowledgeable as the
00:08:12.639 people who are selling it is that they
00:08:14.360 basically set themselves up for failure
00:08:16.120 and I'll give you a quick overcome for
00:08:17.360 this if someone gets a little bit like
00:08:18.479 hey why aren't you answering my
00:08:19.360 questions you say listen it would be
00:08:21.120 like you asking the secretary about how
00:08:23.479 your heart surgery is going to be with
00:08:25.080 the surgeon you're going to want to talk
00:08:26.199 to the surgeon and I'll give you a
00:08:27.280 different one I call this the mechanic
00:08:28.400 version which is hey you're asking me
00:08:30.080 what's wrong with your car and it would
00:08:31.360 be unethical for me to answer it without
00:08:33.080 looking under the hood first and so we
00:08:34.719 can give you much better answers on the
00:08:36.200 inside once we started working with your
00:08:37.760 business or with your whatever right
00:08:39.719 with your body it doesn't really matter
00:08:41.360 right but you can use that analogy to
00:08:42.679 kind of get around it and then I say
00:08:44.320 this and this seals it and if anyone
00:08:46.440 this is how I say it and if anyone does
00:08:48.560 give you an answer on the first call
00:08:50.040 without already having looked under the
00:08:51.320 hood after already giving you a physical
00:08:53.200 or doing the an assessment run the other
00:08:55.000 way because it means they're just trying
00:08:55.920 to tell you whatever they can to get you
00:08:57.240 to buy and now I have the ethical High
00:08:59.880 ground and they can't ask any more
00:09:01.560 questions about that rule number two no
00:09:04.279 one can disagree with a question I tell
00:09:06.680 my team be like smoke and so you can't
00:09:10.000 catch smoke because all you're doing is
00:09:12.440 you're basically always sides shifting
00:09:14.279 in terms of whatever they say you're
00:09:15.399 like o let me ask you a question about
00:09:16.560 that oh can you be more specific hey
00:09:18.120 what are the variables you're thinking
00:09:19.120 about and that way you're always
00:09:21.760 engaging with them and they're the ones
00:09:23.640 doing the talking and then you get to
00:09:25.279 decide whether their answers are good or
00:09:27.200 not and whether or not they're a good
00:09:28.800 fit for the program now we're not going
00:09:30.920 to tell them that that they're a good
00:09:32.360 fit for the program we're going have
00:09:33.240 them make that decision but in terms of
00:09:35.079 judge jury executioner you want that to
00:09:36.720 be you here's why rule number two is so
00:09:38.440 important you can never disagree with a
00:09:40.480 prospect now you may you may you know
00:09:43.079 actually disagree with them but you
00:09:44.279 don't want to voice disagreement with
00:09:45.680 the prospect because you never win a
00:09:47.399 sale by winning an argument anyone who's
00:09:49.600 engaged in an argument both people lose
00:09:51.480 and more importantly for you as a
00:09:52.680 salesperson you lose the sale and so the
00:09:55.040 objective is actually to never disagree
00:09:56.880 with a prospect and the point is to get
00:09:58.800 them to change their minds and we can
00:10:00.839 only do that in an agreeable way people
00:10:02.519 don't change their minds when in a bad
00:10:03.680 mood or they feel insulted right and so
00:10:05.880 we do that by asking them questions now
00:10:07.839 there are ways to ask questions that
00:10:09.360 seem insulting and that's what triaa
00:10:10.959 helps solve and we're going to dive more
00:10:12.399 on that as we go through this but it
00:10:14.680 also means that we can ask questions
00:10:16.360 about their questions which is something
00:10:17.480 that a lot of beginner salespeople don't
00:10:18.920 know they then assume they know what
00:10:21.760 this person is asking about and so they
00:10:23.839 have this really vague question and then
00:10:25.240 they try and come up with the quote
00:10:26.640 right answer and they fail every time
00:10:28.440 and by the way this is just the Ultra
00:10:29.839 Mega hack is that if you don't know how
00:10:31.440 to answer the question you can always
00:10:33.440 ask more questions about their question
00:10:35.720 so let me show you how this sounds in
00:10:37.120 reality so someone says I need to think
00:10:39.440 about it we say totally understand what
00:10:42.240 are the main things you're considering
00:10:43.920 what are the variables that you're
00:10:45.000 considering in your decision what's your
00:10:46.839 main concern what are you most afraid of
00:10:49.240 having happen What would make this a no
00:10:52.560 and one of my favorite questions by the
00:10:53.920 way is well then what would it take for
00:10:55.440 you to say
00:10:57.079 yes now let's say someone says
00:11:00.040 I don't have time timing is off right
00:11:02.200 now for me you say great totally
00:11:05.079 understand acknowledge timing is kind of
00:11:06.639 tough for you right now I think it's
00:11:08.360 smart that you're already thinking about
00:11:10.200 implementation our biggest success
00:11:12.079 stories are actually people who think
00:11:13.519 they're the process the same way you are
00:11:15.079 right now so what would make it a good
00:11:17.079 time and so as you work through this
00:11:19.360 this these two give you the space make
00:11:22.560 the positive Association they take a
00:11:24.519 step back you say I feel you I totally
00:11:27.200 understand now they're back to neutral
00:11:28.600 and then you iate with the thing that's
00:11:30.040 closer to the sale and then you move the
00:11:32.120 move the conversation forward with the
00:11:33.399 ask so let's do another one someone says
00:11:35.360 I need to talk to my spouse you say
00:11:36.959 totally understand I think it's really
00:11:38.600 sensible that you'd want to talk to your
00:11:39.880 spouse and super fair just so I
00:11:42.360 understand out of curiosity what parts
00:11:44.279 do you think now I'm here what parts do
00:11:46.200 you think they wouldn't like what parts
00:11:47.720 do you think they would disagree with
00:11:49.440 and so we've now moved from I have to
00:11:51.160 talk to my partner to now we're back in
00:11:52.959 the sale talking about the specific
00:11:54.920 things and once we get the prospect to
00:11:56.639 name those things then we can attack
00:11:58.240 those right we're still in the sale so
00:12:00.320 let's say someone says I hate this
00:12:01.720 particular feature you say totally get
00:12:04.000 it I hate them all too just kidding let
00:12:06.360 me just ask you a real question why not
00:12:08.800 and then we can get we're back into it
00:12:10.440 right like all of these things is people
00:12:12.200 will make statements as though they are
00:12:15.480 deal Enders and beginners will take a
00:12:17.519 statement like that and think oh I guess
00:12:18.920 they're not going to buy and that's
00:12:21.079 couldn't be further from the truth you
00:12:22.199 just continue to ask questions about why
00:12:23.800 they don't like something and by
00:12:25.279 continuing to ask questions about their
00:12:27.399 questions you can stay in it and keep
00:12:30.199 asking because that's the point the best
00:12:31.680 closers make the most asks which leads
00:12:34.320 me to rule number three which is tell
00:12:36.399 them what their question means so this
00:12:37.920 is a zoom in on associate if you're a
00:12:40.440 salesperson with at least two years of
00:12:41.959 experience and you're enjoying this
00:12:43.600 stuff this is like just the surface of
00:12:46.320 the type of stuff that we train our
00:12:47.639 teams on and if you'd like to work at
00:12:50.279 acquisition. comom or one of our
00:12:51.800 portfolio companies we are always
00:12:53.279 looking for exceptional sales people we
00:12:54.720 have a lot of roles open right now in
00:12:56.760 sales and so you can go to acquisition.
00:12:59.360 /are and hit the business consultant
00:13:01.600 button that'll that'll take you to the
00:13:03.760 uh application for that if you're good
00:13:05.880 just apply we're willing to be flexible
00:13:08.440 on payments based on experience and
00:13:09.880 whatnot but just put in the application
00:13:11.560 so the first time I had this used on me
00:13:14.360 I was actually getting pitched
00:13:16.760 investment or private wealth management
00:13:18.680 from somebody and I wanted to just get
00:13:20.800 out of the conversation as fast as I
00:13:22.360 could because I was like I already have
00:13:23.800 a wealth advisor like I'm good and the
00:13:25.800 guy just said oh that's amazing 90% of
00:13:27.800 the clients we have that shift over are
00:13:29.160 already have a wealth advisor so it
00:13:30.560 means you already know how a lot of
00:13:31.480 these things work which means you'll be
00:13:32.519 up the learning curve and I was like
00:13:34.519 what just happened I was like I thought
00:13:36.320 I was getting out of this and now I'm
00:13:37.600 more like the customers that that
00:13:39.079 ultimately buy and I ended up not buying
00:13:41.920 from that particular guy but I did think
00:13:45.079 wow that was such a powerful reframe how
00:13:48.120 can I use that in all of my
00:13:50.680 selling and so the prospect has not had
00:13:54.839 this conversation as many times as you
00:13:57.160 you should never be caught off guard
00:13:59.360 with the questions or the statements
00:14:00.720 that they're going to make remember
00:14:02.040 you've had a thousand of these
00:14:03.120 conversations the fact that somebody
00:14:04.279 could surprise you is ridiculous you
00:14:06.440 have to practice this is why we train
00:14:08.519 and so a prospect is trying to just
00:14:10.440 throw up bombs or smoke screens to get
00:14:12.440 out of the sale and again to be clear
00:14:15.880 what I believe is bad selling is one of
00:14:17.680 two key things is one is you sell an
00:14:19.880 unqualified Prospect which basically
00:14:21.920 means that you're lying to them that
00:14:23.240 they're going to get a good result or
00:14:24.600 that they somehow are qualified when
00:14:25.839 they're really not which really
00:14:27.000 underpins the main thing of sales in my
00:14:29.600 opinion which we have across really all
00:14:31.279 of our communication stuff in the
00:14:32.600 company which is State the facts and
00:14:33.959 tell the truth if you state the facts
00:14:35.920 and tell the truth and this person is
00:14:37.279 qualified then you have the ethical
00:14:39.000 obligation to ask as many times as you
00:14:40.680 possible and get them to pull their head
00:14:41.880 out of their ass so that they can see
00:14:43.079 the world clearly instead of it being
00:14:44.440 dark and full of which is is up
00:14:45.680 their ass and help them make a decision
00:14:47.839 to help themselves that's the point now
00:14:50.399 if you get weird about resistance then
00:14:54.519 you don't understand the job of sales
00:14:56.800 the the best sales people are
00:14:59.079 comfortable when other people feel like
00:15:01.160 there's conflict all right and so
00:15:02.880 they're able to always deescalate which
00:15:04.639 is why be like smoke is so key it's a
00:15:07.079 dance not a fight it's seduction not
00:15:09.360 rape all right the idea is that we want
00:15:11.839 to always have consent from the person
00:15:13.720 we always want them to want to be there
00:15:15.680 and people like you when you ask
00:15:17.759 questions about them people like you
00:15:19.759 when you compliment them and you say hey
00:15:21.720 that's a really smart question hey that
00:15:23.399 makes you just like the people who have
00:15:24.639 the best success stories and I'll show
00:15:26.160 you a little bit more about some more
00:15:27.279 associations in the next rule which
00:15:28.680 leaves to rule number four use Straw Men
00:15:31.120 for tough truths so we've all been in a
00:15:33.639 sale where someone just says something
00:15:35.160 ridiculous where you can clearly see
00:15:36.600 that they beliefs around the world are
00:15:38.000 so flawed that you have to have kind of
00:15:40.040 a papa talk right now there's different
00:15:42.440 ways of entering this some people say
00:15:43.720 hey can I put my coach hat on instead of
00:15:45.440 my friend hat so the thing is is that in
00:15:47.800 all of these reframes you're basically
00:15:49.920 getting permission from the person to
00:15:52.440 give them a harsh truth now if you're a
00:15:54.279 younger guy and let's say you sell B2B
00:15:57.240 much tougher to do so if you're 22-year-
00:15:59.600 old sales guy and you're talking to a
00:16:00.680 45-year-old you know $10 million year
00:16:02.399 plumber he probably doesn't give a
00:16:04.240 about you trying to put your coach hat
00:16:05.600 on he just thinks you're a child and he
00:16:07.600 doesn't care at all to the same degree
00:16:09.680 if you say hey well can I share
00:16:10.920 something that really worked well for me
00:16:12.319 again the same degree that puts you
00:16:13.839 above him and he's not going to like
00:16:15.000 that and so I use three different
00:16:17.560 strategies of Straw Men and strawman in
00:16:19.880 argumentation is basically like
00:16:21.079 basically putting I use the word foil
00:16:22.800 normally but people don't know what that
00:16:23.839 means but basically it's like you
00:16:25.160 basically put up this caricature of
00:16:27.399 someone who's just like them that you
00:16:29.399 can then have the tough conversation
00:16:31.160 with without insulting the prospect so
00:16:33.240 I'll give you three different ways that
00:16:34.440 we do this so the first way is when you
00:16:37.959 make the association so this is us going
00:16:39.759 deep on associate here okay so this is
00:16:42.240 where someone says whatever it is
00:16:44.279 totally understand that you're coming
00:16:45.319 from that direction I would ask those
00:16:46.800 questions too now we make the
00:16:49.279 association so one of three so number
00:16:51.160 one you can say it's so funny you ask
00:16:53.440 that because I had someone just earlier
00:16:55.560 today who asked the same questions can I
00:16:57.600 share with you what I just shared with
00:16:58.600 them
00:16:59.519 now the thing is is that because I'm now
00:17:01.519 talking about a conversation I had with
00:17:03.360 someone else I can now be brutal as
00:17:06.000 to this other person but I'm not saying
00:17:07.919 it to the Prospect and so it's not
00:17:09.919 insulting the second way that you can do
00:17:12.319 this is that you do it in reference and
00:17:15.039 I said it earlier to a successful past
00:17:17.119 customer that's so cra like totally
00:17:19.319 understand you know what that actually
00:17:20.599 makes you just like Sarah who had a
00:17:23.119 similar Plumbing business and actually
00:17:25.199 crushed it with our marketing agency and
00:17:28.240 so now we've made the association and
00:17:30.320 she asked this question too boom and
00:17:32.480 then we and then we handle the objection
00:17:34.840 all right and so these Straw Men are
00:17:36.720 particularly important when you are
00:17:38.720 going to answer a question so everything
00:17:40.799 up to this point has been basically
00:17:42.360 sidest stepping being like smoke but
00:17:44.520 sometimes you will have to make the
00:17:45.720 answer and so if we do need to give them
00:17:47.559 an explanation or kind of break their
00:17:49.559 belief when they're say I don't have
00:17:50.840 time you're like oh it's not really a
00:17:52.480 timing thing it's a priorities question
00:17:53.720 but if you say that to somebody and you
00:17:54.880 don't have as much Rapport you're going
00:17:56.200 to lose the sale right like that is the
00:17:58.200 logical thing it everybody has the same
00:17:59.799 amount of time every day it's really
00:18:00.840 just a question of priorities but if you
00:18:02.559 say it at the wrong time they're going
00:18:03.600 to be like screw you right and so by
00:18:06.200 doing the straw man or putting the foil
00:18:08.200 up or the car that you can then attack
00:18:09.799 or talk to in front of this Prospect it
00:18:11.919 creates a third party that's
00:18:14.159 neutral the third way of using the
00:18:16.960 associate is that you can appeal to
00:18:18.400 Authority so if you're in a business
00:18:20.960 where the CEO is edified or the CEO is
00:18:23.520 seen as a as a as a as a uh as a
00:18:27.039 respectable person or an expert in the
00:18:28.440 field either can be fame or it can be
00:18:30.240 influence or can be expertise it doesn't
00:18:31.799 really matter which one but as long as
00:18:33.000 they have some level of expertise
00:18:35.120 instead
00:18:37.440 of appealing to your own authority you
00:18:40.080 appeal to theirs which is it's so funny
00:18:42.039 that you ask that Alex just told me this
00:18:44.039 thing earlier today can I share it with
00:18:45.280 you right and so then the person appeals
00:18:47.480 to someone else's Authority and then
00:18:49.120 shares it they're the messenger they're
00:18:51.440 not saying I'm not saying this he said
00:18:53.480 it and I'm just sharing it with you
00:18:55.360 these sound like tiny Sid steps but this
00:18:58.080 type of triple reframing is what
00:19:00.000 separates beginners from pros and it and
00:19:02.280 when you do it this way people actually
00:19:04.159 like to be sold by you because they feel
00:19:06.039 like they're being hurt you make
00:19:07.799 associations that are saying hey that's
00:19:09.240 smart hey that's reasonable totally
00:19:10.880 understand why you'd say that like these
00:19:12.320 are all things like that's a rational
00:19:13.880 decision hey I think that's a fair point
00:19:15.440 those are all things that someone wants
00:19:17.120 to hear they're like hey he's listening
00:19:18.840 he thinks I'm intelligent or I'm
00:19:20.120 rational or he's not discarding my
00:19:23.000 decision everybody wants to be validated
00:19:25.600 right so it's the same thing as the
00:19:26.600 angry boat but just in a sales
00:19:28.039 conversation so in the angry boat for
00:19:30.400 customer success or customer service if
00:19:32.320 someone's upset you don't disagree with
00:19:34.480 them and say hey it wasn't that big of a
00:19:35.760 deal sorry we were 5 minutes late it
00:19:37.880 never works because you're disagreeing
00:19:39.400 with them you're invalidating the reason
00:19:40.760 that they're angry so you have to get
00:19:42.360 more angry you have to go above and
00:19:44.159 that's where you say hey that's a
00:19:45.440 totally reasonable concern rather than
00:19:47.240 saying that's a stupid question right
00:19:49.000 like you might feel that way but you
00:19:50.600 don't say that and the reason I realize
00:19:53.240 this especially with the association one
00:19:56.120 is I heard my sales guys and they were
00:19:59.320 they were having a tougher time using
00:20:01.440 some of the closes and I was like
00:20:03.039 they're like yeah you know some of them
00:20:04.240 aren they sound a little you know tough
00:20:06.039 they're a little harsh and I was like no
00:20:07.919 no no it's and when I realized that I
00:20:09.640 was like oh it's because they're not
00:20:10.720 prefacing it with this if you preface
00:20:13.039 with this you can say almost anything
00:20:14.679 and this allows you to cut to the heart
00:20:16.159 of the matter way faster instead of
00:20:17.760 dancing around it because you don't want
00:20:18.679 to hurt someone's feelings which leads
00:20:20.200 me to rule number five which is retain
00:20:23.280 childlike curiosity at all times so one
00:20:26.320 of my favorite ways of training this
00:20:28.200 concept is actually training a physical
00:20:30.679 thing that you do with your body even if
00:20:32.280 you're on a sales call and they can't
00:20:33.400 see you because your tone will change
00:20:35.200 based on how you're standing if you're
00:20:36.720 smiling or not your voice will come out
00:20:39.080 different which by the way I encourage
00:20:40.240 you to have a mirror if you're on the
00:20:41.360 phone next to you in your sales booth
00:20:43.120 and if you do Zoom obviously you can see
00:20:44.440 your own little image there but I like
00:20:47.320 to have people say huh and you say it
00:20:49.840 just like that and huh also buys you two
00:20:51.880 or three seconds before you say your
00:20:53.200 next thing say huh that's so interesting
00:20:56.159 you'd ask that question can I can I ask
00:20:57.840 you a little bit more about that
00:20:59.120 like if someone says something really
00:21:02.080 nasty to you right but if you if you
00:21:03.880 retain that way the goal is to seek to
00:21:06.960 understand not whenn and the way that I
00:21:09.080 try to keep this and if you're a sales
00:21:10.440 guide put a little sticky note above
00:21:11.640 your camera or wherever you look while
00:21:13.240 you're selling which is keep the human
00:21:15.240 number one all right and so this is a
00:21:17.240 really powerful frame that I actually
00:21:18.480 learned from Leila for having hard
00:21:19.960 conversations on the team but it
00:21:21.640 actually applies to sales which is if
00:21:23.960 you genuinely believe that the product
00:21:25.919 you have is going to help this person
00:21:27.000 and this is a qualified prospect that
00:21:29.240 you're talking to then you want to
00:21:33.440 understand their concerns so that you
00:21:35.720 can help them get over them because you
00:21:37.559 know this is the right decision for them
00:21:39.159 and so this is a frame that I like to
00:21:40.400 think about so let's say you could
00:21:42.440 travel back in time but you're in a
00:21:43.960 different body and you see your old self
00:21:46.880 and you know what the future's going to
00:21:49.559 be and you might say okay I have to
00:21:52.159 convince this person to buy Nvidia 10
00:21:54.440 years ago and so or I have to buy Apple
00:21:56.919 stock or I have to buy Bitcoin whatever
00:21:58.279 it is I don't really care the thing is
00:21:59.440 is you know that this thing is going to
00:22:00.600 go through the roof but the person
00:22:02.799 you're talking to doesn't know you from
00:22:04.600 adom think about how you talk to that
00:22:07.080 person now remember they don't know who
00:22:08.720 you are even though you know you you
00:22:10.520 would have absolute empathy for your old
00:22:12.679 self and be like listen I totally
00:22:14.039 understand this seems totally crazy but
00:22:17.240 let me walk you through what I think is
00:22:19.039 going to happen right let me let's like
00:22:20.919 what are what are your main concerns
00:22:22.039 what are you most afraid of right what
00:22:23.600 would it take for you to say yes what
00:22:24.799 would it take for us to take the next
00:22:26.200 step together it allows you to make sure
00:22:28.919 that you're focusing on the prospect
00:22:31.159 rather than the product and so you don't
00:22:33.080 close sales by being right you close
00:22:35.559 sales by making the prospect right and
00:22:37.720 so the big understanding here is that
00:22:40.600 you want to understand them not beat
00:22:43.720 them because as soon as it feels
00:22:45.279 combative you've already lost the sale
00:22:46.960 if they feel like you won an argument
00:22:48.679 logically you've lost the sale the point
00:22:50.640 is to make money not to be right and so
00:22:53.320 we want them to feel good about The
00:22:55.080 Logical decision that we're helping them
00:22:56.360 make and if anything you want to be you
00:22:57.799 want to be a face hero in this in their
00:23:00.200 in their Journey you're like hey I'm
00:23:01.320 just I'm just the guide here I'm just
00:23:02.760 I'm going to just share the information
00:23:04.000 that I think will help you make a good
00:23:05.039 decision right Ah that's a great
00:23:06.600 question can I provide a little bit of
00:23:07.799 context on that just from someone that
00:23:09.480 had this experience earlier today right
00:23:11.400 like all of these things are things that
00:23:12.919 will allow you to give those hard truths
00:23:15.080 to close the deal the reason the
00:23:17.200 association is so important is that it
00:23:19.000 gives the prospect a label to then live
00:23:20.880 up to and so this is a 2011 version of
00:23:25.000 selling but if you say Hey you seem like
00:23:27.320 a really honest person or hey that's a
00:23:28.679 really smart decision or hey that's a
00:23:30.000 really smart question if I then give
00:23:32.919 them that label when I get closer to the
00:23:34.919 close I might bring that back up and
00:23:36.600 then associate smart people by this
00:23:38.159 thing right hey that's you must be a
00:23:40.440 good family man right because you had
00:23:42.039 some spouse objection fine seems like
00:23:43.720 your family man family is really
00:23:44.880 important to you I think that's awesome
00:23:45.919 it's super admirable now when I get to
00:23:48.159 the end of the sale I can bring up the
00:23:49.760 fact that this is a family man and
00:23:51.159 because he's a family man he should buy
00:23:54.200 and so it allows me to pair whatever
00:23:56.440 their obstacles were with things that
00:23:57.799 I'm going to bring up in the clothes Pro
00:23:59.799 tip my Universal response for almost
00:24:03.120 anything so I walked through the sales
00:24:04.760 floor and one of the guys was on the
00:24:05.919 phone and I was like you should come and
00:24:08.360 I just walked through the room and then
00:24:09.480 the guy was like ah and so my sales guy
00:24:11.679 was like so you coming and the iy was
00:24:13.159 like yeah and it a super weak right he
00:24:15.440 was obviously not sold yet so I actually
00:24:17.679 was like give me the phone and so I
00:24:19.440 hopped on the phone and I said dude what
00:24:20.520 are you afraid of and so when you ask
00:24:24.039 what are you most afraid of it gets you
00:24:26.480 to the heart of the issue as fast as POS
00:24:28.559 now if it's the first objection I would
00:24:29.919 want to ask what's your main concern
00:24:31.320 what's your main issue what are the
00:24:32.480 variables using to make the decision
00:24:34.080 that's like kind of understanding so you
00:24:35.240 can triage but when I'm further along in
00:24:37.039 the sale I'll usually ask hey what are
00:24:39.520 you afraid of man like what are you
00:24:40.520 afraid of having happen and if someone's
00:24:42.520 like I just I just need more time then
00:24:44.520 you say totally understand what would
00:24:46.760 make it a no and so by doing that it
00:24:49.440 still keeps you in the sale because at
00:24:51.000 the end of the day like you want to make
00:24:52.360 a good decision I'm the source of your
00:24:53.640 information so the best possible
00:24:55.480 decision we can make is is here but
00:24:57.679 again you can only say something like
00:24:58.960 that if you have Rapport in the sale and
00:25:00.240 you've continue to demonstrate that
00:25:01.679 throughout if I said something like that
00:25:03.120 and I didn't have Rapport they'd be like
00:25:04.760 no you so it's not going to work if
00:25:07.399 you liked this very mini training you're
00:25:09.679 going to love the 4our plus compilation
00:25:12.440 of my best sales trainings all put
00:25:14.440 together at once click it enjoy