We're gonna deliver some high value very very very very high value content for you tonight. In fact this high value content has been one of the few things that has attributed to the millions of dollars worth of revenue that i've earned in all of my businesses over the past four or five years. It's what I teach my staff as far as sales is concerned. It's what I teach my business consulting clients who pay thousands and thousands of dollars for me to give them that advice. and it's something that I haven't really seen anywhere else. So I'm going to spend some time talking tonight about my sales strategy. In the previous Josh Holyfield podcast, I talked about my marketing strategy as it pertains to social media content. So if you didn't watch that, make sure you go back and watch that because that's another huge fucking value bomb. Um, and so again, my goal with all the free content that I provide with as it pertains to business consulting. I want you guys to be able to use implement and actually see residual like monetary benefit from. That's my ultimate goal. So long term What i'd like to create is the course from start to finish in place where if you want to start an online business specifically offering services like coaching, you can follow this course and you'll have the exact blueprint that you need to scale it to seven figures. We've already started working on that. This is going to be part of that. Okay. So I just want you to know. Before I get into the sales training, it's probably going to take me about an hour or so, maybe a little bit longer, but again, this will be the blueprint that you need, if you implement it into your sales process, um, to make some serious dough. So one of the things that I'm going to say out of the gate before we start this process or even talk about like the framework for sales that I use is right now, we are in a place with the online internet industry, we'll say e commerce or online, services based sales where we're in a recession of trust. What does that mean? That means there is so much information available. There are so many different service providers available. There's so much competition. And there are so many people who are unqualified out there, scammers, people who have no business selling where the skepticism of a potential prospect or lead is in my opinion higher than it has ever been, quite frankly. And the goal of my sales and marketing strategy, they overlap, is to help solve the problem of creating an immense amount of trust in a short period of time with people over the internet. Okay, I want you to understand that before we move forward with sales, marketing, making money and doing anything as far as business online is concerned, you have to understand that this is a people first business, no matter what it is. It's a people first business. And what that means is that your goal first should always be to create impact and help people. And if that's not your goal, you will not succeed. And the reason you will not succeed is not because you're incompetent or incapable or for any other reason than people have a way of sensing other people's vibrations, other people's energy. And if they even get a scent that you're doing what you're doing for the wrong reason. They're gone. And once you lose them, most of the time they're gone forever. You have one shot to create a high value first impression with every lead. And if you fail, the likelihood that you're going to earn their trust back is close to none. And so what I'm going to say is before we move forward with teaching you how to sell stuff You need to make sure that you're doing this from a place of integrity Ethically. I'm gonna be teaching you some things tonight that could potentially give you the ability to manipulate and take advantage of people if you use them for the wrong reasons. Please do not do that. The goal for this again, is to give people who are honest service providers who actually want to help people and make a change, the tools that they need to be great, successful integrity based businesses. And for those of you who don't run integrity first businesses, these tactics will work for a short period of time. Okay. So be aware with that. All right. So the very first thing that I'm going to talk about with this, as we get into this sales strategy is we're making the assumption here that you are following a what we call a trust centric marketing strategy. The trust centric marketing strategy is outlined in my last YouTube video, my last Josh Holyfield podcast, where what we basically do is we use our coaching check in calls. So when I meet with my clients and do our check ins to optimize, check in with them, solve their problems that data is informing the content that we put on our social channels. We're posting short form content that solves the problems that we solved for our ideal paying clients during our check ins. So, a good example is last week on my group coaching that we do is I sit down with my team and we ask them, Hey, what are the problems that you solved for your clients this week?" Last week, the topic that we discussed was consistency versus having an all in mindset. I'm not going to expound upon that any further than that, but long story short, that's a common thread that occurs with a lot of our one on one paying coaching clients. It's something that our coaches have to address consistently with that demographic, with that ideal avatar. And so what we do is we create short form content for social media that talks about that problem, solves it for them with the content. And effectively what this does is two things. First, We use the highly powerful Facebook, Instagram, TikTok TikTok algorithms to go find our ideal client for us based upon how people interact with the video content we create. So as long as all of the content that we create on our social channels is highly targeted for our ideal avatar, and it solves their problems. Then the algorithms are going to go find more of those people. That's literally how TikTok works, right? So as long as I stay consistent in solving the problems of my ideal client with my content, now I can use the algorithm to gauge performance of content to get a better idea of what my ideal clients want and what they don't want as far as content is concerned. This gives us a better, more efficient and effective way to attract people with our content. Not only does it attract people with our content, but that first layer of this cake also creates trust because we're helping them solve their problems and it establishes authority because the solutions that we're giving them actually do solve their problems. So we need them to know, like, and trust us as an authority. So that solves that kind of conundrum as well. Now that we have built this ecosystem in our social audience of people whose problems we can solve. As far as the content strategy is concerned, our next goal is just to indoctrinate them in our systems, our unique mechanisms, our unique selling point. How we do about solving problems in the special or different or more efficient or effective way that's different than what they're used to. And we pair that with social proof. Here are the other clients who are like you, who have this story, whose problems that we solved, and now look at where they are. As an example to make this easy for you from a fitness standpoint is if I'm working with business owners, those business owners who want to get in shape have unique problems that revolve around managing their time. I can tell you that firsthand experience because I'm a business owner. And one of my biggest struggles is managing my time. And so if I see a coach posting pictures of a business owner who looks like me, who has the same problems as I do. And he's telling the story about before he signed up with this coach, he was struggling with balancing or prioritizing his time. But after coaching with this guy, he was able to fix that problem and now he looks like this. I'm going to be indoctrinated to believe that coach can also solve my problems. This is important. Why is this important? Because the better your marketing, the worse your sales can be. And the better your sales, the worse your marketing can be. They're symbiotic upon each other. But if your marketing is really, really good, which this process that I'm teaching you makes it really good. And your sales is really good. That's where you can put yourself in a position like I am in my business where we just predictably and reliably close deals every single day. Okay. So phase one attract based upon their problems and their systems of values. Phase two is indoctrinate with social proof and unique mechanisms. And phase three is convert, which is basically just giving them with content, the opportunity to raise their hand and say, they're interested in working with you. Once you've gotten people through that funnel and they've raised their hand on a post that says, Hey, I've got three slots for this month. Who's in? Now what we've done is we have them effectively indoctrinated into our systems. We've built trust. They know who we are. They know what we do, which makes the sales process a softball pitch. When I have a client who's been through that social funnel from my social media pages and they find themselves on a call with one of my guys on my team, the likelihood that they're going to close that deal is greater than 70%. Like we have a 70 percent close rate from people who come in organic. The challenge, and this is where I'm going to solve this for you guys today, is not converting people from my organic funnel. Those guys are going to convert when they're ready. And as long as I'm consistent with the content and the strategies that I use, then they're going to come in and schedule calls. By the time they schedule that call, they've already made the decision that they want to work with me. They raised their hand on a conversion post, we have a conversation in DMs, we set an appointment, and then during that appointment, we close them on the deal. It's that simple. The challenge of this process is when you introduce cold, paid traffic from people who don't know who you are. They have no idea what you offer. There's no relationship of trust built. There's no authority. They don't know you any differently than the next guy with that traffic This strategy is still able to close between 40 and 60% But it requires additional steps and we're going to talk about that tonight. And so before we get into selling I want you to understand that you first need to master the marketing process that I just went through. And if you need help with that, I have some guides, some videos that I can send your way. And if you're looking for mentorship, that's also an option I can offer you. But, um, I definitely suggest you get the marketing and content process down first before you start trying to optimize your sales. Now, some of you, you guys are trying to build the fucking plane while it's flying. In that case, this is going to be very valuable for you because you're probably doing sales calls right now and you're not really even sure if you're doing them right. So, again, the very first step in that content process is attract. Second step is indoctrinate. The third step is convert. Once they've opted in and raised their hand on a convert post. The next step in this process is we're going to have an appointment setter a person It could be you or a hired VA or somebody that you have. That goes back and forth with this client. This appointment setter's job is we'll say threefold. The first is to triage the client or the lead, make sure they're a good fit. Are they qualified? The second is to build a relationship and build rapport with that lead. And the third is to position your coaching or your offer as a solution to their problem, then schedule a call to take them to the next step, that's the job of the appointment setter. And what I'll say is that if you have a shitty appointment setter your business's sales process and pipeline will very likely fail. This is probably one of the first hires that you'll do as an online coach and it's also arguably one of the most important. Do not go the shortcut route with doing this. Do not go the cheap route with doing this. Do not put somebody who's inexperienced with doing this and do not look for the cheapest option because that's what you can afford. You get what you pay for when it comes to appointment setters and there are good ones who are going to make you a lot of money. And there are bad ones who are going to cost you a lot of money and waste a lot of your fucking time. That's what I'm going to say about that. So when somebody opts in and they raise their hand and say, Hey, yes, I'm interested in working with you on coaching. Or whatever the case may be they've been marked as an engaged lead and that appointment setter opens that conversation with them. The very first thing that I'm going to say here is I am a true believer that as salespeople, we need to hold our frame. Which means that the second that this prospect, this lead, thinks that I need them more than they me need me, they're lost. I can't come off as needy. I can't operate from a place of scarcity. I have to hold my frame and be confident in my ability to solve their problems and speak from a place of conviction. And if I don't do that, they're not going to trust that I can solve their problems and they're not going to be receptive to me moving them to the next step. And so that's the very first prerequisite, right? You shouldn't be doing outbound DMs for people in your audience. Hey, I noticed you commented on my post about something completely unrelated. Like, Hey, thank you for joining my group. Even though you didn't ask for help, I'm here to deliver it to you anyway. Like most people hate Americans because we just travel around the world, and every time there's a crisis and just deliver freedom to people, whether they like it or not. Most women do not like needy men who chase them, right? They don't, they're not attracted to it. Understand that as a sales person in this type of environment, you can't come off as needy. You can't come off as being the one in pursuit. You need to create the opportunity for them to raise their hand through your content. But you do not chase them. Understand that. So with that said, this is a personal belief I have. Obviously outbound as a thing but outbound is a volume game. And the reason it's a volume game is quite frankly, because most people don't want to get unsolicited people in their inbox or calling them period. Okay. So I would say that outbound is probably one of the last things that you need to be building in your business as far as sales is concerned because it requires an immense amount of time, effort and energy to build and you have to have significant amount of sales experience to do it the right way. So let's focus on attracting first, convert the people who want help. Then we can go be America and deliver help to people even though they didn't ask for it. So pull out your notepad and we're going to get into what this setting conversation looks like, okay? So this is the pre frame triage that we do. before the actual sales call. So our goal here is to put this person on the phone but before we do that, we need to have a conversation with them. Triage, make sure they're a good fit. Okay. And this is specifically for high ticket offer. So again, this is not an unsolicited message. They raised their hand. Typically the way that you're going to open this conversation is going to be somewhere along the lines of. Hey, James, I noticed you commented on this post asking for a little bit more help. Is that right? Cool. Yes, that's right. You, they're giving you permission. This is a permission based back and forth. This is how we operate. So very first step is, is you just want to confirm, yes, this person is looking for my help. Awesome. Thank you so much. Before we get started. So step two is rapport building, go to their Facebook profile, their Instagram page, look over their file. I don't know. Look at past conversation, look at posts in your group, whatever you can find and figure out something common that you can talk about. Hey, before we get started, I just wanted to take a quick second to say thank you for your service. I noticed you're a police officer and my dad was a police officer, so I know exactly what it's like to, from a different perspective to be somebody in your shoes. I'm very thankful for guys like you who risk their lives every day. I appreciate it. Compliment him, connect with him. This can also work with sports teams that they follow. Recent vacations, the type of car that they drive. If they seem like a car guy, their family, if they post a lot about their family, you need to figure out what this guy cares about. What's important to him, what he's proud of, right? Those are the most important things because when you can find those things out, typically those are also the things that are going to drive his decision making process later on during the process. I want to connect with him. Not only do I want to identify what he cares about so I can manipulate that later on, but I also just for basic psychology, you guys should know that I like people who are like me, right? So I do jujitsu. Typically, I get along well with other guys who do jiu jitsu. Very simple, I like lifting weights. I get along with other guys who lift weights. Like I'm at this political party. I get along with people who are this political party. Like that's how we, as people do things as we associate ourselves with people that we can relate to. So when we're having this conversation, that's the very first thing that we'd want to do is find a powerful catalyst for relatability. That's what rapport building is. They don't want you to kiss their ass. What they want is to know that the person that they're potentially buying from shares the same systems of values and beliefs that they do. That's what we as human beings have a tendency to do. I want to support businesses that are like me, that have the same beliefs as me. Duh, right? That's why you don't see any fucking blue haired woke Democrats part of any of my coaching programs because that doesn't align with my values. It's not that I don't like those people or have anything against them. It's that those types of people aren't attracted by the problems that I solve, the things that I say, and the rapport that I'm able to build. So step one, get permission to have a conversation. Step two. Open with rapport. Okay, before we get started, I just wanted to say this and then go back and forth. Talk about something that you have in common. Get them to a place where they're comfortable. Okay? One of the biggest mistakes that people make when it comes to sales setting and sales calls is they turn it into a fucking interrogation. It's not an interrogation. And if the person on the other end of the phone feels like it's an interrogation, they're going to check out very quickly from the conversation. So typically the way that you do it, and this is just basic conversational skills is they'll say something about themselves. And you confirm it, affirm it. Oh yeah, my dad also did that. That's so cool that you're so much into racing cars. It's all been something I've always wanted to do. And then you follow up with a question. What got you into that? How did you learn? Do you do it as often as you'd like? And this is a conversation. They make a statement. I respond to that statement and then I follow up with a relevant question. And your goal with this rapport building is to eventually come to a place where we can identify what's pushing them to make the decision to start seeking help. Because if I understand what their life is and what's driving that decision, they why. Now I can formulate the way I position the offer later, so that it's in alignment with what they're trying to accomplish. Example. So you like racing. Do you get to do it as often as you feel like you like to? No, ever since I had kids and I got this promotion at work, it's been really, really hard to do that stuff as much as I want. Cha ching! This is the perfect segue for you to, Oh, so that's why you're looking for help getting in shape, because you're struggling with creating balance between your job, your family and all the other obligations that you have. Is that right? Bam. And this fucking guy is going to think that you read his mind when in fact all you did is just use your rapport building as an opportunity to understand where he's coming from. And then you just make educated assumptions about his situation as it pertains to what you offer. He said he was looking for help. So we need to understand why. Exactly. Russell said it in the comments. Everybody loves talking about themselves as long as they don't feel like it's an interrogation. This is dating 101. That's the same thing. The starting point of this setting conversation is understanding what's driving them to make this change. Why do they need help? We want to understand what their big challenge is. What's the overarching villain in this story? Okay, I lack time. I lack energy. I'm not motivated. I, whatever, insert the problem. This is the problem that we're trying to solve. Okay, now, as we're going through this conversation, there are several things that you need to capture. Okay, what is his longterm goal? What does he want? It's important. You need to know what the goal is. Okay. We need to know what he feels like is the big thing stopping him from that goal, right? What's the excuse? What's the limiting factor? What's the, whatever the case may be, could be lack of knowledge, could be lack of time, could be, uh, anxiety, could be uncertainty, could be limiting beliefs. There's so many different things that could be stopping them. You need to know exactly what that is. Okay. And I promise you, I'm not motivated is not typically the real reason. There's an underlying reason they use. I'm not motivated as an excuse because they're not willing to openly talk about the actual problem or challenge that they're facing. With a lot of people who are overweight one of the things that they struggle with is shame, apathy. What's the point, right? We need to really get to the core of what that problem really is. So once we understand where they are through the rapport building, we understand where they want to go AKA the goals that they have. And then we can understand what's stopping them. Now we have a really, really good picture of how we can build a bridge for this prospect. Then the only thing that we need to do is figure out have they tried something before and why they believe it didn't work. And now we have all the information that we need during this triage, during the setting conversation to paint a picture for them. And that picture is, this is where you are now. This is where you want to go and the offer that we have the solution that we're proposing to you is the bridge and you're drawing a picture for them explaining how this bridge is going to take them from where they want to go to where they want to be and doing in a way that appeals to the big overarching reason why. Then before they have the opportunity to object, we explain how this is different than what they did before. This is the process for an appointment setting conversation. It should take 15 minutes. At most. But once you have that, then you ask them a very simple question. Do you feel like this is a solution that might help you solve your problem? Do you think this will work for you? Have considered you doing it this way? Do you think this might be worth the shot? You want them to raise their hand and say, fuck. Yeah. What you just explained to me is exactly what I'm looking for. You need them to do that. And it's not until they say, yes, that's what I need. Yes. That's what I want. Can you move to the next step. Okay, there are some other subtle things that you need to do during the appointment setting process, which I don't want to go into detail, but you want to also be trying to financially qualify them based upon the conversations that they may have about money, their job, their work, how much time they spend at work. And a lot of times if their problems revolve around money or finances. It's likely that you need to probably close that conversation out by being completely transparent with the pricing and see if that's something within the scope. Obviously at a time that's appropriate during the conversation, right? So the guidance that I gave my staff today was If at any point during this call or this conversation they tell you that the biggest problem that they have with staying healthy and in shape is they lack motivation, the very next question that you need to ask is what their job is And the reason for that is because people who are financially well off and successful don't lack motivation. Most of the time, the limiting factor that they have for why they hire somebody like you and are willing to pay thousands of dollars for it is because they lack knowledge and they want to pay for efficiency. And so if they say they lack motivation, the likelihood that they have the resources to pay for your services is very low. And so just a heads up, if you're a fitness guy, that's going to save you a lot of time. All right. So once they say, yes, this is what I'm looking for. Yes. This is what I feel like I need. The very next step is you ask them if they'd be interested in moving this conversation to a phone call on zoom to get a better idea of if it's a good fit to explain in more detail how the process works. I'd love the opportunity to spend 30 minutes on a zoom call with you to see if this is a good fit. Do you have any time this week? That's open. That's it. Then what you do is you pull up your calendar scheduling app and you schedule them. Okay. Don't be a lazy fucking asshole and say, okay, well here's the link to my calendar. Schedule a time that works for you because now you're putting on the onus on them to do your job of getting them on the phone to Sell them something like, think about that. If you want them on the phone, you need to schedule them. Schedule them using your calendar app. Go to the webpage on your computer. Don't be lazy. Okay. I've got this time, this time, and this time available on Thursday, which time works best for you. Boom. Okay, cool. If I fill you in on that slot, bam, shoot me your phone and email and I'll lock you in right now. Done. Do not send them the link. Do not send them the link. 75 percent of the time, you're gonna send them the link, and then you're gonna look like a fucking dumbass, because now you're having to go back the next day, or two days later and say, Hey Dave, I noticed you didn't schedule your call. Was there a problem? Don't send them the link. Just schedule the fucking call on the conversation, okay? Now, before I get into the sales call, the process that I just went through is organic appointment setting. All right. This is easy. And the reason it's easy is like I said at the beginning of the call, these people know who you are. There's already trust built, right? And the setting conversation is easy. It's a softball pitch. There's another type of call that comes in and these are the hard ones. These are the calls that come in directly off of ads. And so what I'll tell you is just some inside information about my business this month so far is. Let me pull up my sheet. This month we've spent$12,271 on ads on Facebook and Instagram. For the month of March. Today is the 19th. So by the end of the month, we'll be close to$25-30k somewhere in that range. We've had a total of 1,157 leads come in, 103 of those qualified themselves as high ticket. So a little bit less than 10%. And out of that 103, we've had 43 calls booked. So there are 60 people that raised their hand, said they were interested, qualified, who didn't even get onto a call. Okay, 40 of those. And most of those calls came where they clicked on an ad, they watched a video, they filled out a short application, and then they scheduled a call. The likelihood that those people are going to show up is about at best 70%. So you schedule 10 calls. Seven of them are going to show up. This is best case scenario. Right now this month we're at 60 percent so we're 10 percent lower than we should be for that show up rate. Why? Well, let me explain to you. Organic, there's a relationship there. They know who you are. They respect you. They admire you. They want you to coach them. Most of the time, the decision to hire you is pretty much already been made. The sales call is a formality. The people off of ads are cold traffic. They have no idea who you are. There's no respect for you. They don't admire you. They clicked your ad. They like the process or like what you said in your video or whatever the case may be. And they booked a call. That doesn't mean they're less qualified or they don't need help. That just means that the relationship of know like and trust has not been created. Therefore they have no moral obligation to show up for this call because they don't give a fuck what you think about them. Okay. We need to fix that. So if you are a salesperson working for a company or you own a company that has or Instagram or some type of paid traffic where people have the ability to book a call off of an ad, your job doesn't start at the time that the call starts. Your job starts at the time they booked the call. Don't be a lazy salesperson and show up on the zoom call and just expect them to show up because they said they're going to. It's costing you money. It's costing you a lot of money. What you need to do when you have a call booked on your calendar as a sales person is you need to pick up your phone and say, Hey Dave, I noticed you just scheduled a call with me on Tuesday. My name is Josh. I just wanted to take a quick moment to introduce myself and make sure that you didn't have any questions for how to access our call together. If he doesn't reply, you can follow up maybe one more time. Hey Dave, I sent you a message about our call on Thursday. Didn't hear back from you. Where should we go from here? If they don't reply, cancel the fucking call. If that dude doesn't have the courtesy and the respect to answer your message. And he's asking for help don't be the person to sit here and badger him and try to chase him down. Cancel the call. Hey man, I didn't hear back from you so I went ahead and canceled your call. If you're still interested in getting help, I'm here. Just shoot me a note and we'll get you rescheduled. That's how you do it professionally. That's how you create boundaries. That's how you hold your frame and also how you prevent yourself from wasting time with tire kickers and people who have low intent. If he does answer, You check in the CRM to see if the appointment setter already had that conversation with him. If the answer is yes, say, okay, I'm just looking over your file here. From what I understand, this is what you feel like you need the most help with. Is that right? Okay. Awesome. I actually just got done working with a client named Tim who had this same problem and we were able to get this solution for him. Here's a photo, here's a video, here's a testimonial. If you have some time to take a look at it, if not, no worries, really looking forward to how we can work together to help you. Position yourself as the expert, you are helping them. If they have not already been through that setting process that I just outlined. Then you take them through it. The whole process Except at the end instead of pitching the call It's okay cool. I think I have all the information I need to be best prepared for our call thursday Do you have any questions for me before we move on? Okay, if they ask about price, Tell them that typically the pricing is variable based upon the needs of the client and how much involvement they're seeking from the coach. But the goal of this call is to come up with a solution that fits their needs and their budget and not to spend too much time worrying about that we'll come up with the terms of that agreement when the time comes. Fair enough. Boom. You need the opportunity to do the sales call to communicate the value of the coaching before you can be transparent with the price. How do I know that? Because I've done it both ways. I actually hate the idea of not having price transparency in my businesses. But, if you choose to have price transparency, what you're doing is you're relying upon your marketing by itself to be able to effectively communicate the value of your offer. So the only way that price transparency is going to work is if your marketing is, Fucking 10 out of 10. You don't need sales is basically what you're saying. Remember what I said earlier about the relationship between marketing and sales. All right, cool. So let's move into the sales call. The sales call comes, he gets onto zoom. You are in control of this call and the way that we're going to decide who's in control of the call is who's asking the questions. This is imperative. Do not hand over control of the call. If they decide that they want to be the guy who's driving the direction of the call, you need to be assertive enough to take it back by flipping the questions that they have on their heads and saying,+okay, we'll get to that, but first, can we go through this? Understand that if they take control of the direction of the call by being the person who's putting you into a position where you have to answer questions, you into the position where you're being sharpshooted and having to basically be interviewed, then they're not going to respect you. As a coach, you have to be the authority. And if you're the person basically trying to prove that you can deliver on the solution for whatever they need, then you're not the authority. I've actually been on sales calls where the prospect didn't want to relinquish control of the call. And I literally stopped and I said, look, this is a format that we're doing. If you're not willing to follow it, then I'm going to have to end this call. They will try to bully you, especially like the A type personality people. You have to be willing to stand your ground and make sure that you're in control of the conversation and do it from a place of being tactful and respectful. Of course. The way that I do this is when I start a call. Okay. Very first thing, Hey, Hey Steve, my name's Josh. Thank you so much for making the time to meet with me. I know you're busy. I value your time. so thanks again for making, setting this time aside for me. Yeah, sure. No problem. Okay, cool. The very first thing you do after that greeting is you get right into the actual format of the call. One of the things that gives people peace of mind and makes them feel safe and trusting is knowing what's coming next. Okay. Always, they need to always know what's next. If there's uncertainty or mystery or doubt on what the next step in the process is, they're not going to make a buying decision so the way that I start my sales calls is I say, okay, real quick, let me go over exactly what we're going to be doing today. It should take us between 30 to 45 minutes, depending upon how many questions you have at the end. But here is the format of the call. First, I'd like to spend some time getting to know you better. I want to understand your life, your problems, your obstacles, your challenges, and most importantly, what your longterm goals are. I know that we've already spent some time talking about that, so it's going to be a little bit of a review there, but I still have a few questions. So we'll start with that. Once I feel like I have a good picture of what it is that you're doing and what you have going on in your life and what you need the most help with, I should be able to draw a picture on exactly what our coaching experience will look and feel like for you and how it's going to solve your biggest problems. I'll spend some time talking over that and at the end I'll answer any questions that you have about the coaching and how it works and if we collectively decide that it's a good fit for the both of us I'll take your payment right here on the phone and we'll schedule your next call to get you moving forward in the process. How's that sound? That right there gives them a perfect perspective on what to expect. And notice the piece that I inserted at the end. I'm going to take your payment at the end of this call. I'm telling them they know they expect me to ask for a card at the end of the call. That's important. So very first piece of this conversation is I need to understand a few things going back to all the things that we talked about in the setting conversation. Yes, I need to understand those through the course of the first part of this call. I need to understand what is driving this person's decision making. That's what I need to know. What does he value? What is it that I need to use emotionally to help him make the best decision for himself? This sales call is not intended for me to go through all of the features of the coaching and how it works and what they're going to get and how often they meet with their coach and check ins and all that. That's not the time for that. This is to understand what their pain point is, their biggest challenge, what's keeping them awake at night and understand why they believe that making this change and hiring a coach and getting this help is going to change their life. The first part of this call. Is you need to understand what's making this person tick, what they value, what's important to them, why they want to make this change, how they think their life is going to be different if they achieve the outcome that they're seeking. I need you to figure out during the course of this process. What keeps them awake at night. A lot of times for men, especially middle aged men, this has to do with what other men think of them, how much sex they're getting in the home, or how attractive they feel to their wife, how much time they're able to spend with their children, or their ability to keep up with them. their performance or the way that people perceive them in the workplace, what people think of them. Most middle aged men are people in general. Actually, I'm not just going to speak to middle aged men. They're spending most of their time and their major pain points have to do with other people in their life. And if you're not able to identify what it is that's driving this decision, what they truly want, what they believe they're going to get out of this by making this change, then you're going to have a much more difficult time selling them. And the reason for that is because the way that we are going to structure the sales call is we're going to shift the offer during phase two to solve that underlying pain point, the problem that they have. They're not going to want. You'll lose 20 pounds in 12 weeks. They want your wife is going to start giving you that look again, and you're going to feel respected in the home. You're going to earn back or reclaim your masculinity and start taking the lead instead of taking the backseat and having your wife wear the pants in the relationship because she doesn't admire you. Your confidence is going to go through the ceiling because finally for the first time and who knows how long you develop a relationship of trust with yourself. Where you actually do the things that you say you're going to do. You're finally going to be come to a place where you can keep up with your kids. And they look at you like a superhero. Rather than pat you on the belly and tell you that you're fat. I can go into the pain points for moms and women if you wanted me to. But you get the idea. We want to get the pain point. We want to get the outcome that they're chasing. those two things. We want to know what they're running away from the pain that they're running away from. we want to know the ideal outcome, the joy, the happiness that they're pursuing. Or that they want when we can understand those two things and develop a good picture of what's going through their mind when they're lying awake at night, not not living the life that they want to live. Then and only then can you move to the next part of the call. I need to know what's driving this decision. And if I don't know what's driving, what's influencing this decision, then I need to ask better questions. and be more candid with this person and develop more trust until they're willing to open up and talk about the underlying problems that they have. If they don't, the likelihood that you're going to close this deal drops significantly. Now there's been situations for me where I've gotten on a sales call with prospects and they didn't give me that pain point. They didn't give me that gold nugget that I knew was going to be the driving factor to really, you know, send the steak home and they still closed. So it's completely possible for you to close these deals without this gold nugget, this pain point. But the likelihood that you're going to close that deal is much lower because it needs to be an emotionally driven decision. So I'm going to use an example, very, very simple example. Typical dad in my demographic, in my audience. A lot of times what happens for men is they build their, they start their family in their twenties well before they're ready. Financially, but they're not mature enough. They haven't developed the success and stability that they should have developed in order to start a family. And what happens is they're taught that their job is to go create a life, create success, go build a business, go build a career so that they can provide for their family. And so they spend most of their lives breaking their back all the way into their mid thirties, early forties. And they finally achieve the degree of success that they wanted to achieve, but it came at the cost of the relationships with their kids, their wife, and their health. And so now they built this amazing life and they've created this immense amount of success, but at what cost? And so now they're struggling with confidence. They're struggling with intimacy in their marriage. They don't feel connected with their children the way that they should and the only place that they truly feel respected is in the workplace. So they come to the decision that they finally want to spend the time to start losing weight, getting in shape and they come to a guy like me. He wants his confidence back. He wants his wife to give him that look again. He wants to keep up with his kids. He wants to be a role model. He wants to be a leader. So it's not that this guy lacks discipline or motivation. It's that he's been conditioned as a man to believe that his sole purpose is to put his family's needs before his own. And now he's living in a place where he spent his entire life doing that and he feels betrayed because none of the people in his life he feels like appreciate the sacrifices that he made. And so he finally makes the decision that he wants to start investing into himself. And so he gets on the phone with me. Do you fucking think that this guy cares how we're going to solve this problem for him? How many sets and reps he's going to do and what his nutrition plan is going to look like and all that shit. No, he doesn't. All he cares about is that you're going to get him from point A to point B in the fastest, most pain free way possible. So, he wants to do it most efficiently with the least amount of effort. But it's not the workouts, it's not the nutrition, it's not any of that. It's, I'm going to get you to a place where you take off your shirt and you look at yourself in the mirror and you're proud of what you see looking back at you. I'm going to help get you to a place where you can finally feel confident again, and your wife won't be able to keep her hands off of you. I'm going to get you to a place where your kids, they look up to you as a role model, and you're able to go out and play soccer or football or whatever with them on the weekends, instead of sit on the sidelines like all your buddies. And here's how we're going to do that. The way that we structure our program, and this is where you go into the offer. The offer that you give him fits around the pain and the solution that he's seeking. You identify what the underlying problem is through this process and then you speak to that underlying problem. He doesn't know what to do. He's uncertain of the best way to do it. He doesn't feel like he has enough time. He lacks energy, et cetera, et cetera. All of those things. Then what we do is we communicate the offer in a way that solves all of those problems for him and makes it what he believes effortless. Okay, this is the second part of the call. Our goal is to draw the picture of this bridge like it's the fastest way to get there, the easiest way to get there, the most efficient way to get there and the We'll say the most guaranteed way to get there. You explain how you're going to do that through the lens of the pain points that he's trying to solve. Okay? So the way that I'm going to explain this is let me give you an example. There's a car salesman. His name is Tom. Tom has been selling cars for quite some time. He works with sports car dealership, luxury and stuff is typically what he sells. So he's no stranger to doing high value deals and working with men who are affluent and have the money to make these types of purchases. He enjoys his job. He's pretty good at what he does, but frankly, because he's so good at what he does, he's become quite a bit, uh, you know, a little bit arrogant. And he has this gentleman come in. He's in his late forties, handsome, good looking dude, casually dressed. He looks out in the, you know, in the car lot and he sees this guy standing outside of a nice, beautiful, bright red sports car, convertible, fully loaded with all the bells and whistles. And he's like, all right, another cat in the bag. So he hops up off of his desk. He walks out there into the dealership, out into the lot and walks up to this middle aged man. And he's, Hey, how you doing? Shakes his hand, introduces himself. So you're looking to get a car today. And the old man says, yeah, okay, cool. I see you're looking at this red sports car. He's like, yeah, it's pretty nice, man. I think this is the one that I want. I've been looking at it for a couple of weeks now. Oh man, this is the fastest production model of this car in existence. Zero to 60 in this many seconds. It's going to attract all the women. The handling is impeccable. It's amazing. He starts talking about how awesome this sports car is and how fast it is and the performance and the handling and the racing abilities. And when they test drive it, they always take a layer of rubber off the tires. And the old man's like, okay. On second thought, maybe I should look at a different car. The sales person made the assumption that the old man was buying this car for himself, like most of his other clients. And so what he did is he chose in the way that he presented the car, the offer, to appeal to what most middle aged men would be looking for when it comes to buying a bright red convertible. He failed to go through step one of my sales process. Which is understanding the customer's wants, their pain points, and their ideal outcome. And had he taken that extra few seconds at the beginning of that engagement, he would have understood that this gentleman did not lack the financial resources or the ability to buy this beautiful red sports car. He's buying it for his 16 year old daughter as her first car. Hmm. Suddenly, when I frame the conversation from that perspective, the way that I'm going to offer, the way that I'm going to pitch and present the value of this sports car is going to be much different. I'm going to be spending time talking about, what? The safety features. Why this is the best pick for somebody her age. All that stuff. But instead I assumed that this is what they wanted. Didn't do my diligence. Didn't do my job as a salesperson to connect with this prospect and understand the why behind their purchase, their desire to be here. And because of that, he lost that sale. Your coaching is not a one size fits all approach. If you're doing high ticket. Yes, the process can be the same. Yes, what you actually deliver can be the same and the way that you deliver it, how you do your check ins and the fulfillment process and all that. But the way that you communicate its value during part two of the sales call has 100 percent to do with the prospects desires. This is imperative. Most salespeople, they act like fucking cashiers where they just go through a presentation without understanding the why and the pain points and the driving force behind this decision making process. And they expect the lead or the person on the other end of the call to draw that picture for themselves. As a salesperson, you are attentive, you're empathetic, you're knowledgeable of their struggles, you put yourself in their shoes, and your job isn't to be an artist, to paint a vivid picture of how this specific coaching and the way that we go through things with our unique mechanisms and process is going to transform their entire life and give them this ideal outcome that they're seeking. And here's how we're going to do it. That's the second part of the call. Yes. If you're a fitness coach, we're going to write you a custom program. The nutrition is going to be custom to you. We're going to give you the meal plan with the recipes. We're going to be doing accountability check ins throughout the week to make sure you're on track. We're going to track all your progress in the mobile app. We're going to do weekly zoom check ins where we sit down together and optimize your program and go over everything. Yes, that's all the same shit. It's run of the mill. Every fitness coach online is doing that. It's the same shit. So why is it that guys like me are clearing fucking hundreds of thousands of dollars and guys like you can barely close a deal because I'm not selling the features. I'm selling the outcome and I'm selling the outcome through the lens of what the prospect feels like they need, what they want, what motivates them. When you're done explaining the program through that lens, the next step. is very simple. What questions do you have about all that? Most of the time, what they're gonna do is they're gonna say, Oh, I don't really have any questions right now. Or what they're gonna do is they're gonna start asking the technical questions about, like, what happens next? How do we get started? How often do I meet with my coach? Okay. If they do the latter, tell them, okay, we're gonna get into that in one second. Okay. If they do the former and say they don't have any questions, then the very next question is, okay, do you feel like this is what you need to make this change? whatever change they're seeking. This is important. Do you feel like this is what you need? If the answer is yes. All right, cool. So the next thing I'm going to do is go into the detail On exactly what the next steps are. Fair. If the answer is no, this gives you an opportunity to figure out why. And then address those concerns so that eventually you can come to a point where they say, Okay, yeah, that's what I need. You want them to say yes. This is what I need. So with that said, once they've said yes, this is what they need, your job is to explain what the next steps are again. Okay, cool. Well, if you don't have any questions, this is what's going to happen when you sign up. So for my business, we have a three step onboarding. The first step is the sales call. The second step is a discovery call with their coach. The discovery call is like a lifestyle, in depth lifestyle evaluation where the coach gathers all the information that he needs to build the program. It's a dialogue between the client and the coach, if that makes sense. And then once that second call is completed, it gives the coach all the information he needs to go back to the drawing board and actually write the program. And then when that's completed, they do a third call, which is typically right before the actual coaching starts, which is a kickoff call. And the purpose of that kickoff calls for the coach to go through and explain the actual plan as it's written and make sure that they feel 100 percent confident that the protocol and program that's been delivered is what they need and that they don't have any questions and that they're fully prepared and ready to start this coaching. That's how it works. And so I explain that to them. Then the very last question is do you have any other questions about that? and What he's gonna ask is Yeah, how much is it? All right, this is how you deliver the pricing If you have a two tier pricing option What I've personally found is that you don't offer the lower option Unless a you feel like there's some financial concern that maybe they're not going to be in a place where they can afford the higher ticket option or be You deliver the higher price and And it kind of gives them price shock. Like, Oh fuck, I can't afford that. Like you can typically tell. Okay. And most of the time you can tell if it's, if they can't afford the higher ticket option is if you deliver the price and then they start to backpedal. Okay, well, you know, I need to talk to my wife or, you know, give me a few days to think about it or whatever the case may be. If they start delivering objections as soon as you tell them the actual price, then you can downsell to the lower ticket option. But what I'll tell you is when you say the price, you don't talk afterwards. At worst, there's going to be an awkward pause. So you're gonna be like, okay, the 12 week coaching for everything that we talked about today is going to run you 3000 for the 12 weeks. And you kind of just look at them. If that goes longer than like two or three seconds max. So what do you think about that? They're going to tell you, yeah, let's do it. Okay, cool. Is it all right if I take your card now? Boom. Take the payment. Your goal is to take a payment. if they say no, the objection or whatever the case may be. What I can tell you is that salespeople closers and cashiers are two different things. A closer is going to take the time at that point to understand, isolate the objection. And typically what they say the objection is not what it actually is. And what I'll say is this. In my experience, the only two things that are going to stop them from signing up for your coaching are the terms, aKA the structure of the payment option that you provide. which is negotiable or their belief in themselves or your program. That's it. The only two things that will ever prevent them from signing up most of the time will be the terms or their belief. Whether that belief be in you and your coaching and your program or themselves and their ability. At that point, if you have one of those objections, your job is to isolate. Oh, I got to talk to my wife. Oh, I need a couple days to think about it. Oh, this, whatever the case may be. Those aren't true objections. Those are just excuses that they're using to get off the phone so that they don't have to make a decision. Now, I'm not telling you to be pushy. unethical and push this person into making a decision that they have no business making for themselves. What I'm doing is I'm telling you that if you don't completely understand the objection, you haven't done your job because you haven't given that person all the information that they need to make the best decision for themselves. So if it's a financial objection, and you don't know it's a financial objection because his pride is in the way from him admitting that he doesn't have the money to pay for that, you need to figure that out. Typically, the best way to do that is, okay, if this was free, would you be willing to do it? Okay, what's a realistic budget for you? So, if it's a belief, a lot of times that has to do with the fact that most of the time it's themself. Do you believe that you have the ability to follow through with something that's involved? Or what's stopping you from taking the next step? Is a question that I often ask. If it's a wife objection, I typically ask them, well, you know, you feel like this is what you need to make this change in for your life? Why would your wife want to stop you from you becoming the best version of yourself that you want to be? So we always have a way to work our way around that. Because now it's like, well, why would your wife stop you? Well, it's not. She's just the one who manages the finances. Now, you know, it's a financial objection. You see where we're going with this? Your job is to ask the series of questions where you can isolate that objection, understand what's really stopping them from making that decision. I'm not a huge fan of high pressure, manipulative type sales tactics. And so if they're adamant about getting off the phone, let them get off the phone. Just understand that once they get off the phone with you, and you haven't taken a payment, the likelihood that they're going to sign up for your coaching afterwards, is like, zzzzzz, with time. The longer they go, The less likely they are to sign up. And so that is the sales process that I use. We take the payment right there on the phone. And then the second that person pays. They immediately go into an onboarding slash fulfillment process. There should be no delay, right? Like if you're the fulfillment guy, you hang up that call. The next thing you do is push them through your process for fulfillment, getting them onboarded. Best case scenario is they pay and then on the call you schedule their next call for onboarding. And the reason for that is because the last thing that you want to do is be super pumped and excited that you just signed up for this amazing program that you think is going to change your fucking life. And then you don't hear from the guy. I remember at the end of last year, I hired this company to come in and help me with my marketing and my business. And I got on the sales call, it was a Thursday. I ended up paying$15,000 to hire this company. I paid him in full right there on the spot. Boom. Let's do it. I didn't hear back from them until the following Wednesday. Yeah. And. Ultimately, what I'll tell you is I'm not going to tell you the name of the company or anything about that. Ultimately, they didn't last working for me. I ended up firing them and getting a refund because that was the level of professionalism and fulfillment and experience that they offered. It wasn't in alignment with what you should be providing. Understand that if you're selling a high ticket offer, you need to be willing to offer high ticket service. in every way. Now, this doesn't mean you make yourself a fucking doormat, but you leave no stone unturned when it comes to the caliber of service that you provide and the professionalism that you have. You should be head and shoulders above your competition. One of the examples that I'll use in the supplement industry. If you're a fitness person, you know this. Supplements are all the fucking same. Protein is protein is protein, right? For the most part. Yes, there are some that are better than others and etc, but it's pretty much all the same stuff. I'm paying for the brand. Everyone knows that 1st Phorm is one of the, if not the, most expensive supplement brand out there. But I can tell you right now, their customer service, their fulfillment times, their shipping times. If something is missing, a order is wrong, if they're late on shipping, if there's a delay, if there's a problem, whatever the case may be, they are fucking light years ahead of their competitors. And sure, I'm going to pay a 10 to 20 percent upcharge on the same product. But in exchange for that, I'm getting two things. Number one, I'm supporting a brand that aligns with my values. They support small business. They're American. They're the, et cetera, et cetera. Like, we can go into the systems of values that Andy Frisella and his wife, Emily, portray and represent within the personal development industries. But I'm also getting the highest degree of customer service that I could possibly get where every detail is considered. I get handwritten notes in my packages from their people. Like this is what we're talking about in terms of experience. When you have a high ticket product, a high ticket service, when you're charging above market, you need to deliver above market. Your attention to detail needs to be above market. The way that you show up is above market. You need to be impressive in every way you need to look the part you need to act the part you need to speak the Part you need to deliver the part the results that you get that for your clients should speak for themselves You can't ask for a high ticket price and offer mid or low ticket service. And This is most of the competition in the industry. When I tell people I charge a minimum of 5,000 to work with me one on one for fitness coaching, most people will fucking scoff, like, who would do that? The types of motherfuckers that don't want to waste their time on some teenager with six pack abs who doesn't understand their problems, their needs, or their pain points. That's who. The type of motherfucker who has$5,000 to spend on a premium service. And so when that guy comes into my space and he's paying for a premium service and expecting a premium service, every step of this process from the very first conversation that we have all the way to the point in time that we start delivering the coaching through that fulfillment experience should be top notch in every single way. Sales just isn't about going through the framework that I just laid out for you and fucking, this is the words that you have to say and how you, that's not what it is. Marketing is not just, Hey, this is the framework for, Instagram reel. You need to actually be willing to deliver an immense amount of fucking value. and prove through your actions and what you deliver that you're worth the prices that you're asking for. Most people charging high ticket prices have no fucking business charging at all, let alone thousands of dollars for what it is that they're charging for. And they're using the techniques that I just talked about on the call today to make the sale. And then when it comes to fulfillment, they drop the ball and it makes it harder for everyone else in this industry. So the last thing that I'm going to say about this process, as far as marketing and sales is concerned that I covered over the last hour and a half is be impeccable. Be excellent. Be above average. Be a perfectionist. I had one guy, he needed a chiropractic adjustment. And he was the type of dude who's working like these, these long jobs. Where sometimes his work was unpredictable and he'd be like on his job site for 14 or 16 hours. I went and got the address for the job site he was working at, found the best rated chiropractor in the area, called the chiropractor, paid up front for the adjustment, scheduled the appointment at a time that was reasonable for him to head down there during his lunch break, and then coordinated for him to go get that adjustment so that he could make it happen without having to worry about it. I even filled the paperwork out for him. All he had to do was go and sign it. Premium level service. This is not your run of the mill online coaching where it's like how you feel like you need to deliver. And the way that you deliver is by making this person, this client feel like their biggest problems and pain points are your biggest problems and pain points. Yes. And they are the most important person on the planet. And if you fail to do that, it doesn't matter how good your marketing or sales is, you're going to have a leaky bucket. Which means that the people that sign up for your coaching, they're not going to renew. And if they don't renew, you're going to be in this constant, perpetual place where you always need clients. Because they sign up, you fail at delivering on your promise, and then they leave. And now you gotta go figure out how you're gonna fuckin trick another person into paying you something that you're not worth. So, hopefully this was valuable for you. Again, I lift my skirt, I give you the exact processes I use. if you have questions, leave them in the comments. Hopefully this was valuable for you. If you have questions and if you have subject matter that you think would be helpful with growing your business that you'd like me to speak on, I love to do these types of value bombs. And so as long as I have a topic to discuss on a Tuesday night, I'll be here giving it to you guys.