I Taught 116+ Salesmen My Closing Framework

Summary

• It is essential to have conviction in what you're selling; if you don't believe in it, you won't be able to sell it effectively.
• To gain conviction, regularly read customer testimonials out loud, they reinforce the belief in the product or service you're offering.
• If a product has flaws, address them; never blame customers for a lack of success but rather learn and improve the offering.
• The 'CLOSER' framework can be applied to improve sales success:
  • Clarify why the person is on the call.
  • Label the problem they're facing.
  • Overview their past attempts to solve the issue.
  • Sell the solution (sell the vacation, not the plane flight).
  • Explain away their concerns by addressing objections.
  • Reinforce the decision after they say yes.
• There are only three things that should be said on a sales call: questions, restatements, and anecdotal stories.
• Conviction also adjusts your tone, making your pitch more genuine and persuasive. The tonality accounts for 90% of communication, with the actual words being just 10%.
• If you wouldn't sell the product to your mother, you don't believe in it enough. That level of belief is necessary to sell effectively.
• Having a script is not enough; a closer must believe in what they're saying on a call if they want others to believe it, too.
• Use training to enhance both talking (tonality) and listening (understanding needs and pains) skills.
• Sales training should be a regular, consistent process (60 minutes a day, five days a week).
• Be prepared to pivot based on what you learn from each interaction; sales is a continuous learning experience.
• The offers you sell, whether they're fitness programs or high-ticket items, should always deliver the highest value.
• When training salespeople, focus on understanding the prospect's pain points rather than the product features.
• After closing a sale, the onboarding experience and the first 48 hours are crucial for long-term client retention.

Video

How To Take Action

I would suggest implementing a strong belief in your product as the first step. If you wouldn't sell it to your own mother, you don't believe in it enough. Start by reading customer testimonials out loud every day. This reinforces your belief in what you're offering and boosts conviction, which will naturally improve your sales pitch and tone.

Focus on the 'CLOSER' framework for sales conversations. It's simple and doesn't cost a thing to apply:

• Clarify why the person is on the call
• Label their problem
• Overview their past attempts to solve the issue
• Sell the solution (the vacation, not just the plane flight)
• Explain away concerns (address objections directly)
• Reinforce the decision after they say yes

Remember, during any sales call, only say these three things: ask questions, give restatements, and tell anecdotal stories. This keeps the conversation focused and relatable.

Use training to better understand your customers' needs and pains instead of overwhelming your sales pitch with just product features. And, allocate at least 60 minutes daily, five days a week, to practice and improve your sales skills, including both talking (tonality) and listening.

Finally, after closing a sale, make sure the first 48 hours of the customer experience are top-notch. This period is critical for client retention and sets the tone for the entire relationship. Consider personal touches like a welcome video or handwritten card.

Quotes

"It doesn't matter what people say about you, it matters what you say about you"

– Alex Hormozi

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"I think there's a lot of merit and there's a lot of good stuff out there but in my experience, simplicity is what scales"

– Alex Hormozi

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"You have to also sell them on continuously selling"

– Alex Hormozi

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"The most important part of the sale is the product"

– Alex Hormozi

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"The most convicted person will always win the fight"

– Alex Hormozi