Learn 97% of Sales in 52 Minutes transcript

I've been in sales for over 18 years and have done over $300 million in sales in my own companies that I personally operated and have generated over $7.8 billion in sales for my clients. And these are the 13 hacks that I wish I knew earlier. And if you watch this video and actually apply this knowledge, I have no doubt in my mind that you going to make more sales than you possibly know what to do with. Starting with hack number one.

Most sales people completely obsess over objection handling. They want to know the close that they can whisper into a prospect's ear and just have them buy with as least resistance as possible. [music] But the thing is, if you find yourself always at the end of a sales call and then you're just hit with a wall of objections, that means that you're doing a poor job in discovery. Because the sale isn't closed in the close, it's actually closed in the discovery.

But most people don't ever want to come to terms with this. If you do an incredible discovery with a prospect and you find out all the intimate problems, what they've tried in the past, what's working, what isn't working, and if you're able to unpack that and do a very thorough diagnosis, then that prospect automatically assumes that you have the answer to their problem because you are literally finding out exactly what that choke point is that's causing all of these problems.

And then if you're able to articulate their problem better than the prospect can than themselves, they automatically assume that you have the solution. [music] Because a transaction takes place where value exceeds price. And the way that you eliminate a lot of that risk for them is to first show them that you intimately understand the problem that they're trying to solve to begin with. Cuz the perfect salesperson barely speaks.

They spend 80% of the time simply listening to what the prospect is saying. However, most salespeople, all they're trying to do is get the information they can from the prospect so they can quickly rush into their presentation and their close because they're amateurs and they think that that's where the sale is closed. And the key thing that you must understand here is that no specific objection handle makes up for a bad diagnosis.

Therefore, all of your attachment should simply be on how do I do a thorough diagnosis? how I really articulate the problem and find out what the problem is to see whether or not I'm qualified to help them solve that problem. And if you do that, the sale almost closes itself. When most sales people are on a call, the thing that they fear most is the prospect saying no to them. I need to brainwash you on this for a moment.

Who cares about getting to a no? The number one thing that kills more deals than anything [music] else are may. It's not nos. So what you must have your attachment to is moving that prospect to a decision. Either a yes or a no. What we will not tolerate is a maybe. Let me think about it. Let me come back to this. That is going to kill the majority of your deals. It's not a prospect saying, "Hey, I just thought about this.

It's not a right fit right now. We're going to leave it." >> So instead, what I urge you to do is just to get clear on either it's a yes or it's a no. It's not a maybe. And you don't need to be pushy to do this. You set your intentions very very early on the call. Hey, look, basically this is what my intentions are. We're going to jump on this call. I'm going to dive into your problems. I'm going to see whether or not we can help you.

And regardless of whether or not we're a good fit to help you solve this problem, we are going to go away off this call knowing exactly what the next steps are to get you closer to where it is that you're trying to go and moving them to a decision. Because delay is the death of a sale. In life and in sales, the most important skill that you can get is simply moving somebody to a decision. I have sold everything that you can imagine.

I've sold $15 per month line rental packages all the way up to multi-million dollar consulting deals. And I can tell you right now that it is no more difficult to get someone to move on a decision for a $15 change in their telecommunications provider than it is closing a multi-million dollar deals. Human beings just hate making decisions and that's because they fear that they're going to make a decision that's going to be the wrong one.

So what your job is as the salesperson is to regardless of what it is, it's a yes or a no, it's simply to move them to a decision. And the way that we do that is to assign a cost of them not making any decision. So here's how to specifically apply it in your own business. You need to release all attachment to closing the sale. And when you jump on your next call, just have your attachment on doing the most thorough diagnosis that that you possibly can, which is hack number one.

The sale is closed in the discovery. [music] Which brings us to hack number two. Most sales people when they get onto a sales call, what they are simply trying to do is like spew every single feature and benefit of what it is that they sell. And they are hoping that they just strike a nerve like, "Hey, that appeals to me." And be like, "That's everything I got. Surely something's going to resonate. This is the worst thing that you can do in sales, which is the equivalent of writing a prescription for somebody that comes in without doing a thorough [music] diagnosis.

And in the medical industry, that is what we call malpractice. And it's no different in sales. [music] You are never ever in a position to sell your product or service before you have actually done a diagnosis. And therefore, what it is that you're trying to do is you want to sell like a doctor sells. Think about it. If you walk in to go see a surgeon or a doctor and you're like, "Hey man, I busted up my knee." What is the first thing that they're going to do?

They'll be like, "Sit down. Do you have any scans? Let me see the mobility. How [music] did this happen? When did it happen? Does it hurt this way? Does it hurt that way?" All they are trying to do is to diagnose what the problem is, how long it's been persisting, so that they can then write a prescription of what the next thing is that you should do. And this is exactly what it is that you want to do in sales. You can't go in there thinking that you are selling in a vacuum and that that person has never bought before.

All we are trying to do is really try and get an understanding of what they've tried, what's worked, and what hasn't worked. And then only then once we 100% know what the problem is, do we then write our prescription. What you must do is you must splinter off some of what it is that you [music] sell and start to actually write a bit of that prescription live on the call. And the more visual what you sell, [music] the better.

If you can bring up dashboards and stats or you can see things like a surgeon would look at an X-ray or an MRI. If you can do that in your sales format, the more effective that it's going to be. We must actually start to deliver a splinter of our service on that call. [music] We must show them what the problem is and start to give them a little hint of like this is what we would recommend that you do. This is your landing page.

This is the issue. Do you see this? This is holding back conversions. and you're actually doing some kind of analysis [music] live on the call and proving to people that you can help them by actually helping [music] them because value is the antidote to skepticism. And you can't just jump on a call and do a good diagnosis and expect people to buy because even if you articulate the problem, there's still going to be that nagging question in their mind is how do I know this is going to work?

The key thing here is that the one feeds [music] into the two. And what I mean by that is after you've done a really thorough diagnosis and [music] you've got what the problem is in the prospect's words. Then what you want to do is you want to use their exact language and everything that they told you. Splinter off a part of your service. Show them how [music] you would solve that problem live in the call. Now that should take no more than 2 minutes.

I'm not talking about some 15minute deep pitch where you just give away the whole kitchen sink. That's not the way that you want to do this. The way that this is different is we've [music] already found what the problem is. And the prescription that we're writing and we're doing live on the call is exactly tailored [music] to the problem that they just told us that they had. And just by doing that process, you are going to separate yourself from the sea of commissionhungry salespeople that you will be competing with in any single niche that exists.

These people are out there. So this is a way that you can apply it across yourself or across your whole sales team is make sure that when you are doing the discovery that you are literally writing down in their exact [music] words what the problem is, what they've tried in the past. And then when it comes time for you to basically progress into the part where you pitch your service, you want to use their exact same words and marry them up with your product on why it's going to be a good fit for them.

If you do this one thing alone, your entire sales pitch is going to sound so hyper customized exactly to their problem that your close rates will skyrocket. And that is hack number two, sell like a doctor. Which brings us to hack number three. Everyone in sales obsesses over exactly the perfect thing to say and they finesse the specific handle or close or frame. But what they don't realize is that 80% of the sale is how you say things and not what you say.

A sales call is a transfer of energy and it all comes down to the level of conviction that you've got. Don't get it twisted. No matter what on a sales call, there is a sale being made. Either the prospect is going to convince you on all the reasons why you're not a right fit, why now is not the right time, or why that they need to delay this decision to a perfect time in the distant future where the clouds part and the angels sing and there's nothing to do on their to-do list.

They're going to close you on that or you are going to close them on why right now is the perfect time to actually make a decision. And it's really like a battle of wills. And if you don't have a deep level of conviction in what it is that you're selling, the prospect is going to pick up on that. When you're trying to convey conviction, guess how you do it? It's the tonality. It's the way in which you speak. If you are constantly upward inflecting [music] at the end of everything that you say that doesn't really breed a lot of certainty for the prospect.

[music] There's been multiple studies done where they found that salespeople that have deeper voices have higher close rates. And the reason for that is we typically associate a deep voice with certainty, with authority and with conviction. So you must be very aware of the way in which you speak and you must study it. As much as you study a script and you study certain objection handles, you must listen to your calls.

You know that first time when you hear your voice on a recorder and you're like, "Oh my god, I sound horrible. I sound so nasely. I hate how I speak this. I'm using a lot of filler words." You must slowly remove them one by one from your vocabulary and the way in which you speak. The only way that you can get better is by listening to calls and making these [music] corrections. Think of the best athletes in the world.

When Kabib ends a fight or Jordan finishes a game, whether they win or lose, guess the first thing that they're doing? They're going back and they're watching the fight. They're watching the game. They're watching game tape footage to see the mistakes that they made, the things that they did right, and how they would correct [music] them. If you don't sound effective, if you don't sound like you've got belief in what it is that you're saying, how is the prospect ever going to believe you?

And it's something that you need to work on over and over and over again if you really want to get into that top 1%. And it's for this very reason that you can have two salespeople, right? One is a veteran who really knows their stuff and then you can have a rookie. They are both using the exact same script. However, one of them does multiple millions of dollars per month and the other one struggles to do a 100K a month.

It's not the script. It's the way in which you apply it. It's the tonality and it's the way that you speak. And so, here's how to specifically apply this on your next sales call. When things get very, very tense and you're going in and you're in the pocket, you're trying to get the close and you can see that things are getting a bit heated, that's when you want to keep things light. Use humor, lighten up the call. You don't want to be a full authoritative stance and then just you're building so much pressure in the call.

You want to start cracking jokes. do things that [music] lighten up the mood on the sales call. Like look, am I the guy that you want to do business? Surely I'm handsome enough to win your business. It's just like those small little things. It's gets them to laugh, gets them to chuckle, gets them to kind of decompress in a sales cycle. The more that you can do that, the more it allows you to persist. Cuz what most people do is they get so tense in the close, [music] it's like the prospect's nose starts to bleed cuz there's so much pressure on the call.

And then because there's so much pressure, there's only so much you persist until their head pops off and they jump off the call. Instead, you can use humor and you can use your tonality to kind of lighten up the mood. You release pressure from the call and then you can persist deeper in the pocket [music] and that's where all the deals are done, which is hack number three. 80% of the sale is tonality. In sales, the most expensive thing that you can bring to the table is an ego.

I have trained thousands of salespeople in my career and the thing that I've always seen is that when someone kind of gets into sales and they think that they are a very persuasive person, they think that persuasion comes down to proving people wrong. So the prospect has an objection and then the salesperson thinks that what they need to do they need to grab that objection and they need to shatter it into a thousand pieces by proving the prospect wrong.

This is the most costly mistake that you can do in sales because winning arguments doesn't close deals. Who wants to be proven wrong? Nobody. Everyone has an ego whether you like to admit it or not. And if you show up to a call and then all that person is doing is trying to prove you wrong or show you all the wrong decisions that you make, you're not going to feel any affinity towards them and going to want to do business with them.

So instead, no matter what the prospect says, the very first rule is to always agree with them. Man, that's you guys are very expensive. Look, yeah, I agree with you. It is a lot of money. Or, I don't like you. I don't like your shaved head. No problems. Most people don't. It's completely fine. Whatever it is that they say, whatever mutters out of their mouth, you just agree with them. Because if you don't and you say, "No, I don't believe that's true.

We're not expensive or expensive compared to what what you're doing is you're butting heads with them." And that's not what progresses a sale because then it just becomes this big back and forth, you trying to prove them wrong. And it's combative. [music] You do not want to be combative with the sale. you want to do iikido and take that objection and move it and flip the energy and keep going. And the way that you do that is by always agreeing with whatever they say.

Even [music] if it's complete you say, "Cool, I understand. No problems. I'm with you. I get it." And then you flip it in and you can actually handle it the next time. Because the reality of it is on any sales call, you're going to be dealing with lots of objections throughout the whole pitch. So, here's how to apply this on your next sales call. I'm sure that you've jumped onto a call before and you're getting ready to run through all of your pitch and they say, "Just tell me the price." What an amateur will try to do is they'll try to win that argument.

They'll either one, spit out the price cuz they don't know what they're doing, or two, they will try to win the argument of why telling the price right now is just not something that we do. None of those things are good. Instead, what we want to do is we want to grab the frame and be like, "Look, I knew that I liked you, right? I thought that we were going to do a deal here. Are you telling me that no matter what, if the price is right, you're going to go ahead right now on this call?

Uh, well, no. Like, I need to know what's included exactly. So, let me just run you through whether or not this is going to be a right fit. I'll tell you what's included, and then if it all makes sense, I'm more than happy to go over the price with you, but I'm also not making them like I'm not wronging them right now. And they're like, "Yeah, I guess you're right." And then we go in to the rest of the [music] call, which is hack number four.

Winning arguments doesn't close deals. Which brings us to hack number five. Before you ever speak to a prospect [music] every morning, there is one objection that you're going to have to handle. And every single salesperson, it doesn't matter where you are in the world or what it is that you're selling or at what price point will all deal with this objection. And it happens before you even get on the call or even before you're in front of a prospect.

And that is [music] the thing of the objection that is internal within yourself of like I don't want to wake up early. I don't want to go to the gym. I don't want to role play for [music] an hour before I jump on the call. And this all comes down to selling yourself. And it's the statement, am I sold myself? You can only transfer the belief that you have inside [music] you. And if you're not handling your own objections of why you should get up and work out and that little in your mind comes out and like, "Subrey, you're so sore.

Like, you already worked out yesterday. You got a little niggle in your shoulder. I think you should rest. Just rest. take a rest day. If you're not holding yourself to a high standard and one doing all the things that you know that you should be doing like working out, role playing, getting up early, getting out and doing the things that you know that you need to do, then when you get on a telephone call and a prospect is hitting you with an objection, and you're going to be so much less sold that they should take the risk, they should invest in your program, they should do all the right things.

[music] And so, it starts with handling that objection yourself and doing the hard things and doing them every single day. But that it also stems into getting really sold about what it is that you sell. Whatever the stuff is that you sell, the product or service, you must have such a high level of conviction that it is the best product or service that exists in its category. Because if you don't believe that, how are you going to convince other people that are far more skeptical than you?

Because this is your business. This is your stuff. Unless you have that level of conviction, the moment that someone hits you with an objection or has a little bit of disbelief in what you're saying, you're going to let them close you. So, the way that I like to do this, and the way that you can apply this right now in your own business, is to start every single one of your sales meetings with proof. I call it a parade of proof.

You want to bring in all of the clients that you work with, all the lives that you've changed. You want to read testimonials. Better yet, you want to have your salespeople read testimonials of people that they closed. You want to have a wins group on Slack, on Ghat, wherever it might be, where the wins are posted every single day. And you're reading these and you're like, man, like what we do really matters. It really makes an impact.

Like, it really transforms people's lives. So, you're getting your salespeople in a state of the highest level of conviction that they possibly can. And therefore, when they jump on a sales call and someone doesn't believe, guess what? The level of conviction from your rep or from yourself [music] is so much greater than the prospect's disbelief that this isn't the right product for them. Because there's so much skepticism and so much doubt out there in the marketplace that unless you're controlling the frame and brainwashing yourself on why this is the best stuff that you could possibly sell, that's never going to be transferred to the prospect.

Which is hack number five. Am I sold myself? Which brings us to hack number six. Mike Tyson is famous for saying, "Everybody has a plan until they get punched [music] in the face." And it's no different with sales. People obsess over the deal. They run through it in their mind. They're like, "Yeah." And the person's going to come on and I'm just going to effortlessly close them. The docu sign's going to come back. It's going to be this amazing moment.

And they get on the call and it [music] just starts in the hairiest place. The person's like, "Yeah, thanks for the call, Sabry. Um, thanks for all your time and energy that you've put into this. I really like you guys, uh, but we've chosen to go in a different direction. Boom. Punched in the face. And because we know that's going to happen all the time, because even if you're on fire and you're a crazy closer, you're going to be closing at 40 50%.

Meaning that you are going to get told no way more than you're going to get told [music] yes. So instead, what we want to do is we want to train for that because the best closers in the world are not born that way. They are forged in the fire. And that fire starts with a role play. I have worked on sales floors with 12 people. I have worked with sales floors with 300 [snorts] people. You must train yourself. And so the analogy that I like to use is is you look for instance at the [music] UFC when they're doing sparring.

It's quite often that what they'll do is they won't start the sparring round on their feet. They'll get the guy in the most compromised position in a rear naked choke in the corner of the octagon and they'll start the round there. And the reason they do that is that they want to start them in deep water. And it's no different in sales. You want to start roleplaying with the hairiest, spiciest objection that you could possibly expect to get on a telephone call.

And it is something that is not done once a week. You don't role play once a week, right? Every single day you're going to be getting told no on the telephone. And you do not want to practice on your prospects. That is the most expensive thing that you can do. So instead, it is mandatory. For me, on my sales team, we train twice a day. We train in the morning and we train in the afternoon. We want to get warmed up in the morning and just do the role play just before coming and shooting this video for you guys.

I was running a sales meeting with my sales team and guess what we were doing? Role playing every single day. You role play. It gets the blood flowing. It gets the juices flowing and you get punched in the face cuz you're going to get punched in the face on the telephone. And I'd rather you get punched in the face in a sales meeting than on the prospect [music] with real money on the line. And so you want to write down all your hairst.

You want to have all of the objection handles of them and you want to just go into them every single time. And so the way that I like to do it is we start the call up in the roughest place possible. We start with the worst objection that we possibly can, the hardest handle, and then we move backwards from there. Ilia Taporia says, "The fights aren't won in the octagon. They're one in the training camp, and they're just collected in the fight." And [music] it's the same thing in sales.

You don't close these deals on the call. You close them in the objection handling training. So, here's how to apply this immediately in your own business. Set a sales meeting for tomorrow morning. Take your best, most seasoned guy and choke him [music] out, right? Be the most difficult prospect in front of the whole sales team. Really put them in a compromised position. Deal with every single spicy objection handle. You're setting the tempo of what is expected in a role play. every single day.

Have it mandatory for your sales team to spend at least 30 minutes roleplaying before they get on the phone. So when they caught a little jab on the phone, it's not going to be the first time that it's happened for today. They're going to handle that a lot more smoother and you're going to close more deals. Which is [music] hack number six. Everyone has a plan until they get punched in the [music] face. Which brings us to hack number seven.

And in my opinion, this hack is like the 8020 of sales. There's so many different nuances that go into being an effective salesperson, but this one is the 20% input that literally drives 80% of the output, [music] and it's conviction. Now, conviction isn't you like yelling affirmations in the mirror or just blindly believing that what it is that you've got is going to help your prospect. No, no, no, no. And not only is it binary, it's not like do I have conviction or do I not have conviction, but it's also the extent of the conviction that I have.

So let's talk about the ways that you can actually increase the depth of the conviction that you've got. The first step is to really build our conviction level by qualifying the prospect, qualifying where they are, what they've tried, and where it is that they're trying to go. Only once we've done that do we then get into a position where we ask ourself, do I feel that whatever it is that I have got is going to increase the likelihood of this person getting to where it is that they want to go and solving this problem.

If that is a yes, then your conviction level goes up because you are now clear on what their problem is. Now, another way to increase your conviction is to [music] look at all of the lives that you have transformed with whatever stuff that it is that you're selling. Bring up the case studies, bring up the testimonials, and if you really want to dial up another level, go and listen to those sales calls. Cuz I can bet you right now that the same objection handles and the same objections that come up on your most skeptical prospects are the same objections that came up with these clients that you transformed their lives.

When I look around and I look at the 108 plus millionaires that I have created within my agency and we go listen to those calls or we watch the video testimonials, they all say it in the video. There was a gut check moment for me. So all of the things that stop people buying are also the same things that our best clients [music] had to deal with. But the only difference is instead of letting those fears and objections paralyze them, they actually still made a decision and moved on.

So then you can understand that when you get on the phone and you're dealing with these objections that these are the exact same objections that your [music] best clients also had and they didn't sign up with us because they didn't have the same objections. No, the reason that they signed up with us is because whoever it is that they were speaking with at my organization or at your organization, their conviction level was higher than the doubt that the prospect had in their mind that this wasn't going to work and a sale was [music] made.

It's either you're going to close them on all the reasons why this is the best decision they could ever make or they're going to close you on all the reasons why they shouldn't do it. So, here's how you can specifically apply this to your own business. I'm sure that at some time on a sales call, you get to the very end of the call and the prospect says to you, "Yeah, but can you guarantee it?" Now, you may have a guarantee or you may not have a guarantee, but the one thing that is guaranteed is if they do nothing, nothing changes.

If you want to change, you've got to change. And so what we can guarantee every single prospect is if they keep doing what they're currently doing that resulted them in jumping on this call, then nothing's going to change [music] and another 6 months is going to go by and they're going to stay exactly where it is that they are [music] right now. What they're trying to do in that moment is a lastditch effort. They're trying to say, "I am still uncertain, bro.

Can you help me out? Can you guarantee the results?" And what they don't understand that there is a high level of certainty and guarantee that if they do nothing then nothing is going to change. And just by making them aware of this you will close [music] deals. So when they jump on the call they are certain. They are much more certain than the skeptical prospect that this decision is going to be the best decision that they ever make in their life.

And that is hack number seven. Certainty is earned. Which brings us to hack number eight. The number one objection that kills more sales than any other objection that exists on planet earth is the silent objection. And what most amateurs do is they will take the surface level objection. I need to think about it or the price is too high, which seems like a real objection on the surface level, but it's not. It's just what the prospect brings up cuz they don't want to tell you the real objection.

So, the way that you must look at it, it's like a plastic bag that you're pulling underwater and all you want to do is release all of the air from that so that you can get to the real problem what it is. Let's say that you're selling something that has an ROI. If you're selling something that the customer can ROI on, then price is never an objection. They're going to make more money than the thing that you're selling is actually going to cost them.

Otherwise, they wouldn't get an ROI on them. Which brings up the real objection is that they don't believe that it's actually going to work. Because if they believe with 100% certainty that what you're selling them was going to work, they would just buy. They would find the money. They would find a way to do it. But it's because there is doubt. So instead of dealing with the surface level objection, what you always want to do is you want to find out what the silent objection is cuz this thing kills more sales than anything else on a call.

And a perfect example of this is I need to think about it. Amazing. So most people be like, "Okay, terrific. How long do you need to think about it? Should I call you back at the end of the week?" Oh yeah, at the end of the week would be fine. Yeah, just call me back at the end of the week. All right, no problems. I'll I'll call you back at the end of the week. Sounds pretty innocent. Sounds pretty normal. This is this is not the objection.

Instead, what you want to do is like, absolutely no problems at all. So, just so I know that we're on the right page and you've got everything that you need. What particularly is it that you need to think about? [music] Is it the price? Is it the strategy? What is it for you? Oh, it's it's the price. Then we already know that them needing to think about it is a smoke screen. It's not the real thing. They are trying to justify the price in their mind. and all we want to do is have an opportunity to be able to handle that objection.

If you don't have the skills to like dive in and cut and get down to what the silent objection is, that's the thing that's going to kill most of your deals cuz if you don't know what the objection is, how are you ever going to handle it? So, here's how to apply this in your business on your sales team. So, what you must do is sales iikido. We're trying to flip these things and find out what the real objection is. So, we'll be like, "Okay, terrific." Like, what part is it that you need to think about?

Is it the money? Yes, it is the money. Okay, terrific. [music] So, if the money makes sense, if we can find a way to make the money make sense, is there any other reason that we wouldn't be able to get this done for you? Is there anything else that you're unsure about or doesn't really make sense? No, Sabry, it's just the money. Then you go through and then you use all of your objection handling to [music] unpack the money objection.

Because, as I said earlier, a transaction takes place where value exceeds price. So the reason that this transaction isn't taking place is because the money that you're asking seems higher than the value that the prospect thinks that they are going to get and that's the only reason that they're not buying. And my favorite is just the simple 1 to 10 close be like okay terrific look where are you sitting at right now on a scale of 1 to 10 being 10 you're ready to roll right now and one you wouldn't move forward regardless of what the price is.

Where are you sit? And the prospect will typically say I'm a six or I'm at a seven. And then we follow up with no problems at all. What is it that I need to do to get you to attend? And then the real objection will come out. It might be that you're charging $1,000 or $100 and they'll be like, cool. Like if we could somehow find a way to make this $600, I'm ready to go. Well, guess what we have right now? We have the real objection.

And now that we know where we're at and we can build value from there or we can handle this thing to finally get this thing sorted for the prospect because people don't need more time. What they need is more [music] information. And while we've both made time for oursel to be on this call and make this decision, you have the ability to make decision. I've got all the information that it is that you need, let's just hash it all out right now on this call [music] and figure out whether or not this is a right fit for you.

Either way, it's completely fine. But let's just get clarity right now whether or not this is the right fit or if it's the right time. If it's not the right time, we can revisit that or I'm not the right fit for you. That's also completely fine as well. But what we won't take is a maybe. Let's make a [music] decision. Now that we've got everything that we need to make a decision, where do we stand? Guess what human beings hate?

They hate confrontation. Guess what it is when they have to say no to you? It's confrontational. They don't want to do that. So instead, we're going to make it completely fine for them to say no to us. We're going to release all the pressure and we're going to get to an outcome. And that is hack number eight. The silent objection is the biggest killer. Which brings us to hack number nine. More deals are closed from a lack of follow-up than they are in the actual [music] close themselves.

And in sales, the last 10 yards are the least crowded. [music] And the reason that they're the least crowded, and no one is willing to go there, is cuz it requires effort. This is what most sales people want to do. They want to pick the lowlying cherries, the little cherries that are deals that come through with the person buys. They don't have a lot of objection, and they close [music] those. They always want to talk about what their pipeline looks like right now, how next month's [music] going to be the best month ever based on these brand new fresh leads that are coming in.

Right? When you ask them, "What about that deal that we spoke about 3 months ago that you haven't closed?" They don't want to talk about that because that requires follow-up. But the fortune is made in the follow-up. If you take nothing more than one thing from this video is you simply double the amount of touch points that you or your sales team do in terms of your follow-up, you will double your sales. [music] Think about that for a moment.

You simply need to just persist for longer and you will double your [music] sales. So if we talk about follow-up, the reason why most people will follow up once or twice and then they'll basically won't do anything more is because they don't know what to say. If ever I sit down with a new salesperson on my team and I'm like, "Yo, what happened to this guy? How come you haven't followed that guy up?" What do I say? They need a clear path.

So, what you must do is you must build a follow-up program into your [music] business. And if you don't have always, you end up with never. So, you must have a follow-up process, a [music] system that your team follows for every single lead that comes into your business. Nothing keeps me up at night in [music] a cold sweat more than those opportunities that are lost by people not following up. And the reason for this is again it's human nature.

Everybody wants to go down the path of [music] least resistance. But if you really want to want to be in that upper echelon, that's where all the juice is. It's in the things that most people aren't willing to do. And the reason that most sales people don't follow up is the first thing is one, they don't know what to say or two, they don't want to pester [music] people. So let's unpack that. We've already unpacked of like not knowing what to say.

We're going to do that by following a follow-up system and implement it within your business. But the next thing is they don't want to feel like that they are annoying people. And the way that most people follow people up is annoying because it's selfish. The only thing that they're trying to do is move that person to a decision cuz they want to make the commission. And do you think the prospect can't feel that? Like, "Hey, Sabria, just giving you a call.

Um, I don't know whether you got a chance to look at the proposal. Um, are you ready to make a decision on this? Where are you at? What are you thinking?" Right? Everything is about them, what they want. Have you made a decision so I can get my commission check? [music] That's basically the mindset. Instead, the place that you get all of your material to follow up is in the discovery. So, if you do a good job in the discovery, you know all the pain points.

You know everything that they've tried. You know all the things that are important to them. You know their goals, where it is that they're trying to go to. So, they're all the things that you use when you follow up. And you do something that I call value [music] added follow-up. every single touch point that you follow up, it should be looking through the lens of the prospect and thinking, how do I get them closer to where it is they told me that they wanted to go, regardless of whether or not they buy from me.

And so, it doesn't matter what you're selling, [music] if it's a fitness program, a weight loss program, or it's digital marketing. There is a goal that they're trying to get to. When you follow them up, whether it's a voicemail or it's a pipe bomb or anything, any form of communication, it's always bringing up what they told you was important to them. Hey Sabri, I know last time we spoke you mentioned that you guys are at 150 grand per month and you want to be at 500 grand per month.

You know, I've had a look at your ads library. I had a look at what you guys are doing. It doesn't seem like a lot has changed. I've just had a meeting with my team. I have two things that you can do right now that's going to get you more leads and more sales coming in. Or it's the same thing for weight loss. But basically, you must follow up with some kind of insight, some piece of information, something that is going to benefit them. start providing value in your follow-up and progressing the sale.

Here's how to wrap all of this up and apply it specifically to your business. The first thing you want to do is create a Google doc which is an SOP and it maps out [music] exactly how long your sales cycle is. Most CRM will be able to provide this and you will find out that on average your sales cycle is 90 days. Then what you want to do is you want to look at how many touch points is required on average to close that deal over 90 days.

Let's just say that it's 10 touch points. You immediately want to triple that. And you want to go, okay, it's now 30 touch points. And this is what it looks like at hour number one after the initial call. Day number two, day number three, day five, day eight, whatever it might be. And you want to map out exactly all those touch points. It's like here's the plan. This is the always. We do this on every single lead, no matter how hot you think they are.

We follow this until they buy. Every single lead, no matter what. No exceptions. And so that when you sit down and you train them, you just go through your follow-up program and they never again have to worry about what to say. This one hack alone will double your sales, which is hack number nine. The fortune is in the follow-up, which brings us to [music] hack number 10. Now, I hate to be the bearer of bad news, but there is going to come a time in your business where you have a down month or a down quarter.

What most people don't realize is that you can avoid having these, but you just need to course correct quicker. So the way that you want to do it is the number that is on your sales board or on your dashboards or wherever it is that you're looking that is a final result. But there are leading indicators that can determine what that number is. So instead of waiting to have a bad sales month or have a bad sales quarter, you want to be looking at what are the inputs that drive that output.

Now I consult with thousands of sales people. I' got thousands of people in my community, students of mine that all have salespeople. And if I look at the number one thing of management, how they basically keep these salespeople accountable, they all do it on revenue, which is the wrong output. What you want to do is you want to look at what are the inputs. What are the bare minimum inputs that you require that you know that if your sales team did that, it would be unreasonable for you not to have record months every month.

And we typically want to look at those inputs based on talk time and dials. There might be other metrics for you depending on how your sales team is structured. It might be set number of appointments or whatever it might be. But you want to have all of your attention focused on the inputs. And there's a few reasons why. But the first thing is it allows us to course correct before the month is over, before the quarter is over.

Because if you look across your sales team and you know that the activity isn't at the level that it needs to be to get you to the best outcome, then you don't need to guess whether or not you're going to have a good sales month. If input is down, you are going to have a bad month. The numbers show that. And the longer that you've been in business, the more accurate those numbers are. The hack that I like to do with my sales team is at the end of every year, we look at how much money that they made.

First of all, how much revenue that they generated for the business and then how much that they made in personal commissions. Then what we do is we divide that number by the total number of dials and the total number of talk times. And then we come up with how much money that they make every single time they dial somebody. When they do that, it becomes very very apparent the only thing that they need to do is call more people if they want to make more money.

And it is always the people with the highest activity are the ones that are making the most amount of money. So what you want to do is you want to have these leading indicators and you want to make sure that your sales team is course correcting every single day, not every quarter. You want to make them put in their numbers, look at their numbers at the end of every day and say, "If every single day was exactly like this, would I hit my goals?" Because then when you do your goal setting with your sales team and you're like, "How much money do you want to make this year?" And they tell you the number that they want to make.

Then guess what you've got? You've got the operating system. You can tell them exactly how many dials and how much talk time that they would need to make in order to hit their goals. And so they use that as their target. And then at the end of every day, they can say, "If every day looked like today, would I hit my target?" And if the answer is no, then the next day they need to increase their activity. And you want to make sure that they're looking at that number every single day.

And that is the way that you avoid having a down quarter. If your talk time isn't where you want it to be, guess what you do? You simply dial more. Because sales is the most simplest thing, but it is not very easy. There are only two ways that you can make more money in sales. One is your activity and the second one is your approach. And these are the inputs that get you to the output. So here's how you can apply this right now in your business.

You want to make sure that you have clear metrics and KPIs around dials and talk time. You want to monitor this. Have your sales team monitor this. You can use AI and Claude to feed into dashboards and send you a daily update every single day that basically shows you what is the level of output across your whole sales team. And is it up or is it down? You can do this month on month, day on day, week on week, quarter on quarter, year on year.

I suggest doing all of them. You can simply flag that. If you see two days where you're down on where activity needs to be, you tell your sales management team, "Hey man, activity is not where we want it to be. We know if every single day looks like the last two days, we're going to have a rough month. So, you're not waiting to the end of the month and everyone's telling you, "Hey, the deals are going to drop. They're going to drop at the end of the month.

I'm telling you, we're going to have a good month this month." You don't even need to wait for that because you can see from the inputs whether or not we're doing what is required to get to the outcome. And that is hack number 10. Course correct in days, not [music] quarters. Which brings us to hack number 11. So when I first got started in sales, I had never read a sales book. I had been doing sales for 3 years before I even knew that there was books out there that would teach you sales.

So I had to learn everything the hard way. And then once I read my first sales book, I was a voracious reader and I read a whole bunch of sales book. And I was always looking for that secret little objection handle, that secret little line, that little bit of insight that was going to be the silver bullet that was going to double or triple my sales. [music] And I did this for multiple years and then I realized, hey Sabri, there aren't any silver bullets in sales.

There are only lead ones. And the hard thing to come to terms with is the advanced people always do the fundamentals. And often times they just do the fundamentals, but they do them way better than anybody else. And so if you're out there and you're looking for the special hack, the auto dialer, the double dialing trick, this special close that's going to close most of your deals, you are going to be searching for something that doesn't exist.

Instead, what you must focus on is the fundamentals, the tonality. It's your attachment to doing the discovery and doing the diagnosis and simply be willing to do what others aren't willing to do to be able to follow up more people [music] than anybody else is for a longer period of time. And the moment that you come to terms with this and you stop [music] searching for some secret hidden piece of information that doesn't exist so you can close more deals, the sooner that you will make a shitload more money cuz the work just needs doing.

There's no way that you can find some secret closing strategy that is going to get you away from this [music] reality. The other sin that I see so many people commit in sales is the moment that they start to see some success and their close rate is really really high, they bring down their activity because they don't need to make as many calls to still make great money. Because we have a saying in sales, whoever has the most energy makes [music] the most money.

And that just basically boils down who has the highest level of activity. You never want to be in a position where you're lowering your activity [music] based on your skill level because that specific objection handle that you're searching for or that you've trained, they're rarely the ones that close the big deals. The big deals get closed because you always did the fundamentals. You did a better discovery than any of the other people that you were pitching against.

You articulated the solution with more conviction than anybody else. and your level of certainty outweighed the prospect's level of skepticism that this wasn't going to work. It's the fundamentals. It's the blocking and tackling. So, the way that you can apply this right now in your sales team is to get very, very clear on what the fundamentals are. Discovery, tonality, conviction, getting sold yourself and breaking up your sales training cadence to make sure that you are addressing the fundamentals every single time.

What I have observed by working with thousands of sales teams is that they will typically overindex on one certain thing. Like they'll overly index on objection handling. And most of their role plays are just all objection handling. When understanding that if you do a very very good discovery, you're not even going to have to handle a lot of those objections cuz they're going to be handled in the discovery. or if you've got the right tonality and conviction level, they're also not going to come up because your level of belief and conviction is so much deeper than the prospects that they don't even bother surfacing up those objections.

So, you want to make sure that you have a training program that addresses all of the fundamentals and you're rotating them in your sales meetings because you never win a chess match off one move. It is a series of moves that puts you in a position to take the king. That is hack number 11. There are no silver bullets, only lead ones. Which brings us to hack number 12. In a sales cycle, when it comes time to making a decision, the prospect will always hear [music] the cost of whatever it is that you are charging them to get to the stuff that it is that you're selling.

And they will have a very large cost assigned to that. They'll be like, "Okay, well, this is going to cost me $100,000." [music] the pain of them spending the money to solve the problem is greater [music] for them in most of the time for them to spend the 100k than it is to get to the solution of whatever it is that you're promising. But the thing that most sales people do is they stand at the end of that call and they justify the price.

They handle all the objections. They try to dimensionalize it, make it make sense, break down all the mathematics, even reduce it down to the ridiculous where they'll take the amount and break it [music] down to the daily amount that it would cost. But what they don't do is assign a cost of inaction. This prospect is on a call cuz they have a problem that they're looking to solve. [music] Therefore, we must assign a cost to them doing nothing because that's exactly what it is that [music] they want to do.

And they want to do that because they think that doing nothing isn't going to cost them anything. But most of the time, the cost of doing nothing is infinitely more than what it actually costs to do something. What do I mean by that? You're selling personal training. Let's just say you're selling a personal training package for $2,000. They think, "Shit, do I have $2,000 to spend on a personal trainer right now? Be a lot cheaper if I just didn't do this." And then they're like, "Cool.

Well, I just won't do it then." Cuz that's a [music] lot more painful than doing it. However, what's the cost to them not to do it? What is the emotional burden of them not being [music] in good shape? That pain of them staying where they are right now and experiencing this pain is far greater than the $2,000 that it costs to get your help in personal training. And it's the same thing regardless of what it is [music] that you sell.

But you must assign a cost. You might be a wedding photographer. Well, there's probably going to be cheaper people out there than you. What is the cost to go with an amateur that does a horrible job on the most special day of your life? Imagine getting the photos back and being like, "This looks horrible. Like, this is so amateur. How much did it cost you to get that wedding together, to have all your family members fly out, for them [music] to be texting you saying, "Please send me the photos for the wedding.

I can't to see them." And then you open up that Dropbox [music] file and it's horrendous. There is a cost there. And so what you must understand is that in every single transaction, it's not just the price that it is that you're asking for. The biggest cost often is them not doing anything at all and still being in the same place in a year's time from now or worse, making a wrong decision based on price [music] and then them having a horrendous outcome for them being cheap.

But whatever it is, you must assign a cost. So the way that you apply this specifically to your business is to get very clear on what that cost [music] looks like. And make sure that no matter what in every single sales call that your team is assigning a cost to the prospect, not taking action at all. And that is [music] hack number 12. Assign a cost to inaction. Which brings us to the 13th and final point. Now, I can pretty much guarantee you sat down with your sales team and you said, "Hey guys, what's the biggest objection that you guys get?" And they're going to say, "Price." And they're going to really struggle with this objection.

And I'm going to show you how to make them not struggle with this. And the way that we do that is to simply isolate and smash this and find out how we can make the money [music] make sense. And most people when they drop price on people they get that sticker shock and they're like wow it's a lot more than than what I thought it would be. And unless you get this 60% of the time your prices are too low. Little hack for you there.

Increase your prices. Thank me later. What you are going to find is you are going to constantly need to justify your price. There's other solutions in the market. There's other alternatives that they could look at. And so our job as the rep is to make the money make sense. And the first place that we start with doing this is understanding the size of the problem. We want to understand what the value is for someone to solve this problem, how long they have been experiencing it.

What are the solutions that they've tried? A lot of these solutions that they've tried will probably be cheaper. That's a good thing for us when we're justifying our higher price. If they could go get this cheaper, they would have already done it. They would have got the outcome and they wouldn't be on the phone call with mwah. There's a whole bunch of little ninja that you can do to really understand price. Most people think price is just comparing it to everyone else on the market and making sure that you're within a relative zone.

No, no, no, no, no, no. Because most of those solutions don't work. Otherwise, people wouldn't have tried two or three solutions and still not be where it is that they want to be. So, first we find out from the discovery of how much this is costing them emotionally, financially in lost opportunity. And we get very very clear on this. Then that's the hygiene standard. Always want to find those things out. Now, when it comes to selling anything, please, for the love of all the internet money, always have three [snorts] solutions.

What most people do, they have the one price. They get to justifying their price. The prospect tries to cut a deal with them. They have to pull their pants down on price, it erodess their margins, and nobody's happy. Less money in the bank account at the end of every month. Not what we want. So, instead, what we're going to do, we're going to have three different packages. Now, we are always going to be selling to the highest package that we've got.

And then when a prospect says, "Hey, you guys are more expensive. Is there anything else that you can do on price?" We are then going to default down to our middle package. And this is going to be the major thing that we sell most of the time. 20% of people are going to take us up on the highest offer, but the bread and butter of our business is going to be on the middle package. If the middle package is still too high from them, we then remove parts down and we downell them to our lowest offer.

Now, if you get to this part of the call and money is still an issue, [music] that's when you just simply want to say to the prospect, "What would the price need to be in order for you to do this right now?" [music] They're going to spit out their number. They're obviously going to lowball you on this. You're going to basically deconstruct all of the reasons why that's not going to be feasible, or you're going to remove parts and strip it back on what it is that you are selling to meet within that price zone.

Typically, when you do that, you're going to remove things that they want. And they'll say, "But I want those things." and you say, "Well, that's why the price is what it is." And then you further build the value up to where it is that they're trying to go, what the cost of them not getting there, what it looks like if they go with an inferior option, and that they then need to come back to you, the time that they will waste, the money that they'll waste in doing so.

Then once you arrive on a price that is somewhat palatable, then what you want to do is reduce it down to the ridiculous. is it's 100 grand for the whole contract. You want to break that down of what that looks like weekly. That is a lot more palatable for that person. It's a lot more digestible. And because it's a lot more palatable, it makes sense, right? You're making it make sense for them. You want to compare it to other things that they're doing.

And so, you always want to break it down to the ridiculous. So, here's how to specifically apply this in your sales team. I call it the mini bomb. So before you ever get to price and before you get to the unveil of what your price is, you want to do what I call the mini bomb, which is you summarize all the value that it is that they're going to be getting along with the problem. So you go, let me get this right. So you've basically tried to lose this weight yourself.

You've been yo-yo dieting for like the last 6 months. Some of it works. You lose some weight and then you put it back on again. Do I have that correct? All right. Amazing. So, what you're going to get in this program is you're going to get a completely done for you service where you then articulate all of the value that you're going to drop. So, whatever is included in your wedding photography, in your fitness program, with your digital marketing, you don't want to take it for granted that they know everything that's [music] included.

You want to literally detail everything that they're going to be getting. So, you're going to get this. And then where you want to take it to a pro level is when you tie what they're getting to the problem that they've had or the problem that they are experiencing. [music] And so then you deliver all of the value of everything that's included and then you drop your price. And when you drop it, you say it confidently and then you just shut up.

I call this the subri subie silence. You just don't say anything. What most people do is they drop the price and they immediately try to justify the price the moment that it comes out of their mouth. The reason that they do that is they're not confident with the price. [music] So then you say it and you shut up and something magical happens in that moment. the prospect starts to justify in their mind that price and they start to run through all the mental arithmetic and compare [music] it and normalize it and make it make sense.

And you always want to close on their benefit and not the price that it's going [music] to cost in order to get there. You want to paint a very vivid picture of where it is that they're trying to go. And in order to get there, the vessel to do so is through your offer. And that is hack number 13. [music] Make the money make sense. And if you enjoyed this video, you're going to love this video that I put together on an entire master class from A to Z on everything that you need to explode your sales.

Like, [music] subscribe, and I'll see you in the next