Don't Complicate It
Simplicity Is What Scales - Alex Hormozi
As a new or established business owner, one of the most frustrating parts of sales is not being able to connect with the prospect or help them understand how you can solve their problems. I made this mistake early on and I didn’t really know why it was so hard to close the deal. Before I owned a fitness franchise, I worked as a personal trainer at a big box gym and I didn’t have one clue about how to sell. To make matters worse the director who was supposed to help me didn’t know much about sales either. So I immediately learned bad habits when it came to sales. The only thing I really had going for me is I looked the part, meaning I was fit and healthy myself. Being out of shape and selling personal training wouldn’t be doing me any favors or making things more favorable at winning new clients.
Fast forward to today, the thing I failed to realize was that I was too focused on selling people my product, features, etc., instead of focusing on the prospect and what they wanted. What a HUGE mistake I made for many years.
After learning and listening to many sales professionals I realized a few things I was doing wrong. A lot of what can be summarized in the wisdom I have gained from listening to Alex Hormozi.
Here are a few of Alex's words of wisdom:
- “Simplicity is what scales”
- “People buy because of how understood they feel”
- “Don’t train on products, train on the prospect”
Just by unpacking these three, we can understand what sales is and what it isn't. The key to sales is people, not products. Most people buy because they have a pain or problem and believe you understand them and care about them more than about yourself. Making a sale will take care of itself when you desire to help and serve people and they believe it. So how do we make this all happen?
It comes down to doing these 6 things repeatedly with every prospect that will keep your sales simple and scalable.
1. Ask curious clarifying questions:
- What motivated you to talk with me today?
- What is the biggest challenge you’re facing in your business?
- What is your goal right now?
- Why is that important to you?
2. Recap what they just told you: (label what their problems are)
- Sounds like …XX is your goal.
- Sounds like …XX problem is holding you back.
3. Uncover their past pain: (ask more questions)
- What have you tried in the past to accomplish your goals?
- How long did you try XX for? How far back did you start?
- What happened during that time?
- How many things have you tried?
4. Sell them the vacation: (Alex Hormoz: Take them from hell island to “Heaven Island'') Basically, what is the end result they want to feel or experience by buying your product or service? When you are on vacation, you don't really think about how you will get there, you just want to relax and enjoy your trip and arrive at your destination. Questions you need to ask:
- Would you like to hear how our program and or product works?
- Our clients succeed for 3 reasons...
5. Identify their concerns and address them:
- Spouse or partner
- Uncertainty, they don’t trust you or don’t know enough to move forward
6. Make their decision more concrete: (It has been stated that people decide whether to buy from you again within the first 48 hours.) Overdeliver after they buy with these examples:
- Personalized text/video/voice memo
- Handwritten card
- Send swag right away
There you have it!
The 6-step sequence will help connect and convert your prospect into a client. Remember it’s all about the prospect and not your products. This can be used in every business with any product regardless if you’re selling B2B or B2C. It works because you’re focused on understanding how the prospect feels and concerned with finding the right solution to solve their problems. You’re making it about them and not you. When you make it about you, they will sniff this out and run the other way. Don’t be attached to the outcome.
As soon as you've mastered this process and have proven it works for you, it's time to duplicate yourself and hire a team. Transitioning from working in your business to working on it is one of the most rewarding things you can accomplish in your business. Now you can focus on growing beyond yourself and truly own a business that doesn’t own you. You can go from having a glorified job to being an entrepreneur.