Bedros Keuilian Podcast Show - 202. How To Sell Anything | EP 0202.

Episode Date: August 11, 2026

Today is a master class on selling... I'm going to teach you how to sell anything so that your bank account never runs dry.

Lots of people will have the ability to pay for your service or product. They may not have the desire to pay for it because you did not demonstrate enough value and therefore cost seemed too high. Welcome to the Bedroats Coolie and show. I'm going to teach you how to sell anything to anyone and without bragging and I want to be as humble as possible. I can tell you that I'm the guy that can teach you this because every year myself and my companies sell hundreds of millions of dollars in products and services from FitBody

boot camp franchise to coaching and consulting services to truly supplements fuel hunt apparel software services etc my companies range from all different industries and the number one thing we have in common is great revenue high profits and a sales system that is designed to convert leads into paying clients and customers guys welcome to the bedroats coolian show if you own and operate a business whether you sell a product or a service today's episode is about selling because i hate slimy salespeople I hate the process of being sold, but I love buying, right? Like many people out there, I love buying, but I don't want to be sold, especially in a slimy way where I feel like they're trying to corner me into buying.

Instead, I want to come to my own conclusion, right? And in fact, when I've studied the psychological triggers that make people buy, it's because people who come to their own conclusion that this product or service is right for them are the ones that are paying the highest dollars, and they're also the ones who are given the least amount of objections, if any. So you're probably wondering, well, then how exactly do I sell? I'm going to teach you how to become the assistant buyer. So for over 25 years across all my companies, my personal training businesses that I started back in the day, I had a mentor who taught me, Jim Franco taught me how to sell. And the words he told me was this. Your job is to become

the assistant buyer and not the salesperson. And that completely reframed self. to me in a big way. And that's what I'm hoping happens to you with this entire process. I'm going to teach you. I'm going to teach you the framework of becoming the assistant buyer so you never have to worry about overcoming objections. You can in fact overcome the top three objections that you get, which is time, money, and spouse. And in fact, you can help the prospect or the lead across from you come to the buying decision organically without having to pressure them or feel like you're a slimy salesperson, right? But first, before I teach you the framework, let me tell you what sales is not. It is not vomiting a whole bunch of information on the person across from you,

hoping that the more you tell them about your product or service, that they're going to grab a random benefit or a feature that comes out of your mouth, and then they're going to go, yeah, that's specific to me, and therefore I'm going to lock on to that, right? Think about a car. Like, you might be selling a Corvette, a C-8 Corvette, one of these brand-new corvettes at a car dealership. Now, what do we know about a Corvette?

Well, we know that that car has been around for so long to Corvette. GM makes a very reliable sports car. So it's reliable. It's got cold air conditioning, that's for sure. And believe it or not, for being a very fast, sporty car, the new technology and the new science of engineering, it gets really good gas mileage. So someone that wants to buy a reliable vehicle that has cold air conditioning is luxurious inside and has great gas mileage, someone logical like that. could buy a C8 Corvette, absolutely. But the Corvette is also a record-breaking car.

In the 0 to 60, in the quarter mile, it is very fast, high horsepower, and very exotic looking. So someone who's looking for something flashy and high speed would definitely be attracted to the C8 Corvette as well. Now, those are two different buyers, yet that one vehicle has the features and benefits to satisfy both. So could you imagine if someone walks onto the dealership floor and that salesperson just goes up to them and says, hey, I see that you're looking at the C8 Corvette, and they just start

vomiting all these facts and figures and stats and specs about the Corvette C8. And they're telling this guy who might be, let's say, an accountant who's looking for something, you know, reliable, great air conditioning, luxurious inside, and good gas mileage, but maybe just wants a car that's sporty. They're telling them about how fast it goes to zero to 60, how many horsepower and how much torque. And this guy's like, dude, I don't care, right? On the flip side, someone who's looking for speed and torque and horsepower and, you know, record-breaking times, they don't really care about the reliability, do they? They don't really care about the coldness of the air conditioning. They don't really care about the gas mileage because they're just looking for speed and torque.

The Corvette provides both. So what that sales guy should do is ask a bunch of questions to be able to convert that person into a buyer with the least amount of friction and frustration. So if you're just vomiting information at someone and hoping that as you tell them more about your product and service that they're going to somehow latch onto a benefit or feature and buy from you, you're lost. You're lost. On the flip side, if you think that you can sell them without addressing the secondary conversation in their head, you're lost. What is the secondary conversation? Let's talk about that next. Secondary conversation is when there's a sales process happening.

For example, if I'm the salesperson and you're the prospect and we're on a Zoom or we're face-to-face. We're on a phone call. It doesn't really matter. But wherever we are, we're across from each other or we can hear each other's voice, it's not just the two of us. There's technically four of us. Why is there four of us? Because there's four conversations happening.

The real out loud conversation that I have and you have, and then the secondary conversation that's taking place in your head and in my head. Now, in your head, you might be saying, uh-oh, I know there's a sales pitch coming up anytime now. I've been looking for a product or service like this, and I've talked to four other people. And at some point, they start pitching me and they start asking for money and They say they're going to send me a link via email and I have to click that link to make a purchase. Uh-oh.

So you see what happens, right? There's a secondary conversation that triggers anxiety and fear and resistance in that person. And you don't even realize it because out loud, they're telling you, yes, uh-huh. Yeah, I'm interested in your service. Yes, I'm interested because I have this problem or issue that I think your your service can solve. And you're like, yeah, this is fantastic. In your head, you're high-fiving yourself. This is going to be an easy deal.

Your secondary conversation is, I need this money. bad or your secondary conversation may not be positive. It might be negative. Maybe you're desperate. You're desperate. You need this money very bad. You have to close this sale. Otherwise, you're not going to be able to pay your bills. And so now the anxiety that you're feeling, the stress that you're feeling, you're transferring to that person. So understand there's always a secondary and primary conversation taking place. Your job is to address that secondary conversation. No one out there teaching sales is teaching you how to address a secondary conversation in their head. No one is teaching you how to ask the right series of questions to help that person get to the buying decision

on their own so that you as the closer can be the assistant buyer and not a slimy salesperson. So what do you do with that secondary conversation? You address it. You just go, hey, look, I imagine you've probably been shopping for other services like this, right? And they go, yes. And I imagine at some point, the people that you were talking to wanted to take money from you in order to sell you their service, right?

Yes. And I imagine there was some reason that you didn't buy it from them because otherwise you wouldn't be on the call with me, right? Yes. Well, listen, I understand your position. And I don't know if you didn't buy from them because you, you know, they kind of triggered your spidey senses and your reptilian mind was like, uh, they're not right for me or you felt like they were lying or misleading you or you felt like the price was high or the value wasn't established. But I'm here to tell you that I am not going to ask for the sale unless you give me permission. Is that fair Mr. and Mrs. Jones? Yes, it is. Great. So I want you to rest assured that I'm going to deliver value. I'm going to explain everything. to you, and if you feel that my service or product fits your needs, I will ask you if it's okay to tell you about the prices, at which point you can give me permission to, and I will. Fair enough, yes. Notice everything I'm doing is asking a lot of questions and getting tiny little commitments

by getting them to say yes to me, right? Those are all microcloses. Those are all tie downs for the ultimate sale that's going to come at the end. And believe it or not, by asking questions, the third thing I'm going to teach you here, By asking questions, you give them the perception that they are having that driver's seat, that they're in the driver's seat, they have control of the entire sales process. But truly, you are leading them down the path to making the right decision for them, which is to buy your product or service if it really is something that's going to solve their problems.

You get it, right? Now, let's talk about the fourth thing, which is objections. Many of you get to the point where you ask for the sale and then they go, well, I need to to think about it, or I need to talk to my spouse, or I need to look at my finances, or I need to check my schedule, see if I can fit it into my schedule, right? And there's nothing more frustrating, feeling let down because you went through your entire cell script. By the way, we're not robots. We don't need scripts, right? Nothing worse than going through your entire cell script. And then realizing that you have to deal with these objections. And that's because you never took the time

to overcome those objections in the first place. So in the framework I'm about to teach you where you become the assistant buyer and you help them come to the natural conclusion that this is right for them, I'm going to show you how you're going to overcome the time, money, and spouse and think about an objection

before you even ask for the sale. Because if you can overcome those objections before you even ask for the money, they're never going to give you those objections. Boom, you get it, right? And that's how we're able to make so much money across all my different companies. And that's what I'm trying to teach you here today.

day, right? And if you're able to do that, then you're going to have less friction, less frustration, and the leads that you get, you'll be able to convert as long as they see the final thing I'm going to teach you here, which is value. Understand this, that when value exceeds cost in terms of their mind, the perception in the buyer's mind, the value is greater than cost, they will find a way to pay for it. When cost exceeds value in their mind, in their perception, they're going to give you an objection or they're going to say, no, thank you. You're not interested. You get to decide how that looks.

If you did a horrible job at selling, you're going to have the cost higher than the value. If you did a great job at becoming the assistant buyer, you're going to demonstrate high value and therefore the cost is going to seem lower and therefore they're going to have this thing, the desire to pay, right? So you have to understand the difference between someone's desire to pay versus their ability to pay. Lots of people will have the ability to pay for your service or product. They may not have the desire to pay for it because you did not demonstrate enough value and therefore cost seemed too high. Right.

And what they don't want to do, guys, is they don't want to tell you, hey, you did not demonstrate value. I'm not interested in your product. and so they let you down by blaming something else. See, an objection is actually a smoke screen. They don't want to hurt your feelings by telling you you didn't build value. Your price seems too high. And I don't have the desire to pay for it. Could you imagine if they told you that?

You would like curl up and cry in the corner, right? You're like, fuck, man, I completely screwed the sale up. And so they want to let you down easy. And so they go, well, I got to go talk to my spouse. No, they don't. Well, I got to go look at my schedule. No, they don't. I got to go look at my finances.

We all know our finances. You know what you have in the bank account. You know what you spend every single month. And you know how much room you have to take on a new expense, right? They don't have to look at their finances. But because they don't want to hurt your feelings, they give you an objection instead of actually saying, yes, I'll take this. So what is the framework that we need to talk about that overcomes objections, increases value organically overpriced so that they will say yes when you tell them what the price and the investment is? Let's go through it.

See, becoming the assistant buyer is pretty simple. And there are steps to it. And these steps are really, really important. Seven steps. Step number one is to build rapport. If you don't build rapport with someone and they don't feel like they know, like, and trust you, they're not going to be open and honest to talk to you. Because if someone doesn't know like and trust you, they're not going to speak openly,

and therefore they're not going to feel heard and understood. The only time people buy from you is when they feel that you hear and understand, their problem, their frustration, the thing that's causing them pain or keeping them awake at night, right? That is what sales is about. If you can understand and hear someone's pain, frustration, the desire to improve something or the pain that's keeping them awake at night, they feel understood. They go, you know what? I like this person. They understand me. So what our job is is to ask a lot of questions. About 20 to 30 percent of the time, you're going to be doing the talking. The other 70 to 80% of the time, they do the talking. And that 20 to 30% of the time

when you're doing the talking, you are doing those things. You are asking questions. Step one, to build a report. Step two, to uncover the pain. Step three, to position the benefits that are specific to them about your product. Step four, to overcome those objections before they even come up. Step five to get commitment. Step six to build urgency and step seven to ask for the sale. So let's go ahead and dive through this so that you never have to screw up the sales process ever again. Fair enough. Guys, quick interruption to the Bedroskoolin show.

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And you're going to use the code bed roast when you go to trulean.com to get 50% off. and $1 of every single order goes to Shriners Children's Hospital. So go to trulein.com, use code bedros and order your 30-day supply of the Trulene everyday wellness shot. Now back to the show. How do we build rapport? How do we build rapport? How do we get people to know, like, and trust us and get them to feel like we are hearing

them and understanding them? Well, you might ask some questions, right? You might ask like, hey, tell me why you got interested. Let's say that I'm selling functional nutrition. So I'm just thinking about one of my coaching clients, Rachel Shear, or if I was selling functional medicine like Dr. Gabriel Lyon, another one of my coaching clients, these are the scripts that I've kind of taught them, right? The series of questions to ask so that they become the assistant buyer. And now they've taught their sales teams this, so they don't even have to do the selling.

But right now, you might be doing the selling. And if you want to build rapport, you have to ask a question, especially in functional nutrition. This is how it would go. Tell me why you're interested in functional nutrition, right? It's a great question to ask. What's been going on with your health lately that is causing you to be on the phone with me today or to be on the Zoom with me. What made you decide to book the strategy call today? Right? What have you tried in the past that maybe has worked for you and then stopped working? See, this shows that you're interested in the person.

This doesn't necessarily start off with, hey, let me tell you who I am, the education that I have and why you should work with me. That's you, again, vomiting information on them and hoping that they're so impressed that they're going to buy from you. No, when you ask a series of questions to build rapport, they feel as though they know, I can trust you because they feel heard and understood. So then you go to the next step. And by the way, guess what your role is when you ask a question? When you ask a question and they give you an answer, you refeed that answer back to them and then they go, oh my God, I feel heard and understood. Remember the secondary conversation

we talk about that took place in people's heads? The reason you're asking all these questions, all these questions, my friend, is because when you ask questions, they will give you answers. So, for example, someone says, you know, if you tell them, hey, tell me why you're interested in working with a functional nutrition specialist, right? Well, you know, I've got gutted health issues. I get bloated whenever I eat most foods. I look like I'm seven months pregnant and, you know, I started getting swollen fingers and hands and I don't know what's causing it. It just seems like random foods. And I don't know if it's stress related. I looked up on chat GPT. Do I have leaky gut? I don't know, but I know that I'm fatigued. I don't have a lot of energy. I get bloated when I eat,

and I'm tired of feeling this way. Instead of saying, okay, got it. And then moving on, you would say, oh, so what I'm hearing you say is every time you eat, you feel bloated. You feel fatigued these days. Your fingers are swollen when you eat. It happens randomly. You don't know if it's stress-related or leaky gut. And you're really looking for a solution so that you can live the best quality of life, right? And they go, yeah. So you refeed them their answer in another form of a question like I just did. And they go, yeah, I feel hurt and understood. So now we're going to go to step two, uncovering the pain. Again, what's the biggest health challenge you've been dealing with right now? And they might go deeper into the fatigue and so I'm behind on work. I don't

feel like I'm really doing my part in the family. Whatever it is they're telling you, you are refeating it back to them by saying what I, what I'm hearing you say is and then you refeed their answer right back to them. Another question you could ask is, how is this affecting your everyday life, your family, your work, your passion in life, right? And another question you might ask is, you know, what have you tried to fix this? Have you tried anything to fix this? And they go, no. And so you might say, well, if this never gets fixed, how does the rest of your life look from today forward, right? And they might say, well, X, Y, and Z. And what do you do? So what I'm hearing you say is if this doesn't get fixed, Mrs. Jones, the rest of your life, you're going to feel

funky, low energy. You're saying it's causing you depression, sometimes anxiety. You just don't feel like you're getting a life that's meaningful and fulfilled. Is that right? And they go, yeah, don't worry, Mrs. Jones. I'm going to show you exactly how I can help you once I learn more about you. Right. So now we move on to number three, positioning the benefits, right? Even the benefits of a product, you can literally talk about the benefits by asking questions, right?

And you might say, you know, if I could get to the root cause of your gut issue and your body starts functioning the way it's supposed to, what would that mean to mean to? you, Mrs. Jones, and she might say, man, if you can get to the root cause, and you might say, you know, look, that root cause might be leaky gut, it might be food allergies, it might be exposure to mold. But what we're going to do when we start working together is we're going to start with a blood panel. And based on the results of that blood panel, I'll have a better idea what direction to start working with you. But if we can help you start feeling better, if we could help you just help you snap your fingers and make your wish come true what would ideal health

look and feel like for you right you're just asking these questions and they're they're literally telling you what the benefits would be right i'd have more energy i can go on hikes i can travel to foreign countries and eat different foods without feeling sick and fatigue and tired and having diarrhea whatever the thing is right and you might even say how would life look you know different for you if you had consistent energy if you slept well, if you didn't have to overthink this stuff and have these frustrating symptoms anymore. And they'll say, man, life would look like this. And again,

you refeed that to them. And you're welcome to say, and by the way, I'm going to help you get there. And by saying we're going to do a blood panel or by saying, you know, if you own a business where you're going to do it, hey, is we do an inspection on your home or on your car? Or as I learn more about your business, if you're a business coach, as I learn more about your business, I'm going to uncover. If you've got

a lead generation problem, a sales problem or if you just you don't have a great irresistible offer or a unique selling proposition. And once we uncover what the problem is, we're going to fix it, Mr. Jones, so that your business is no longer putting along and you can break through that glass ceiling that you've been stuck at for the last year and a half because you've got a great business from what I hear you say, right? And people love your product and service, right? And you want to be able to help more people with it, right? Right. And now they feel heard and understood. And you just explained the areas that you're going to help them with, right? Unique selling proposition, irresistible offer, high

intent leads, a sales process that actually works, something like this, right? So what I'm telling you here is, guys, you need to learn to overcome objections next. Number four is to overcome those objections. So I'm not going to do the whole time, money and spouse and think about it, but I'm going to give you the spousal objections specifically to a business that's related to, let's say, functional nutrition or functional medicine. A question you could ask is, hey, you know, Mrs. Jones, Some of our best clients who get results that are lasting and permanent, get those results because they have someone in their life that supports them and encourages them to heal and feel better.

Do you have people in your life at home or maybe friends at work who are on board in supporting you and helping you and wishing you to get better and feel better? Do you have people like that who support you? And they're going to go, yeah. And if they have a spouse, this is where they're going to tell you. Yeah, I have a spouse. And you might even ask, do you have a partner or a spouse who supports you in feeling better and overcoming your gut issues?

Yes, in fact, I do. I've got a spouse and my husband's very supportive of me getting healthier. Oh, that's awesome. I'm just curious. Why do you think your husband wants you to feel better and get over your gut issues? Well, you know, he sees how much I struggle and he sees how fatigued I get and he sees how frustrating this is for me. And he wants to help me overcome these things.

and he is actually very supportive of me. They go, you know what, Mrs. Jones? That is so awesome to hear that you've got a supportive husband because when you have a supportive husband, your results are going to come quicker and they're going to be more lasting, right? More permanent. So I'm really happy that your husband's on board.

What you're really saying here, guys, is you're saying, look, I get it. You have a spouse and they support you, and that's awesome because that means you're not going to give me an objection later, right? Because if they're thinking about giving you an objection later, Remember, an objection is just them telling you, I don't value the product for the cost that you have. So as long as you're building value here and building rapport and they feel like they know,

I can trust you, and they feel heard and understood, and the benefits are very specific to them because they said it and you refed it to them, right? You overcame the objections by asking, right? Asking, do you have a spouse or a partner who supports you? And they say, yes. Now they're not going to tell you, I need to go talk to my spouse because in Chaldeenie's book, He talks about this perfectly. One of the six weapons of influence in the book,

influence is commitment and consistency. So human nature says that when we commit to something, then we have to be consistent with it, right? So for example, let's say that, you know, you're at the airport or you're at the mall and I come up to you and go, hey, would you want to buy this pen for $100? Well, you're probably going to say yes or no.

And if you think this pen is too expensive for $100, you're more likely going to say no. But what if I came up to say, you and said, hey, do you believe that kids in third world countries who don't have wells to access water consistently deserve to at least have water on a consistent daily basis? Well, you're going to say, of course, I want kids in third world countries to have access to clean and consistent water. You know, then if you were to buy this pen for $100 from me, the money from this will go towards building clean wells so they have clean, consistent water every day in third world

countries, you're more likely to get that commitment, right? Because if they committed to the idea that, yes, kids will have, I think kids should have clean, consistent water available to them. Well, then if you buy this pen, that will happen. Commitment, consistency. When they commit to an idea, they are more consistent. So when they commit to the idea that my spouse supports me and they're rooting for me and they want to see me when, they're not going to use the spouse as a spousal objection. Bam, right? And then you're going to use the same strategy for time and money. And the old, I need to think about it. You do all that in this objection overcoming phase before you ever ask for a financial commitment.

So speaking of commitment, step number five, getting the commitment, right? Confirm that they're ready to invest in themselves. Simple as that, right? So how do you do that? I might say, hey, so Mrs. Jones, on a scale of 1 to 10, how committed are you to improving your health and overcoming these gut issues? And let's say, man, I'm at a 10. That is fantastic, Mrs. Jones, that you were fully committed to doing this,

because we like to only work with clients who are fully committed and ready to heal their gut and have permanent lasting results. Now, if they say, well, I'm at 8, on a scale of 1 to 10, I'm at 8, then guess what I'm going to ask? Another question, right? I'm going to ask another question. Mrs. Jones, since you're at 8 and I would love for you to be at a 10, what's stopping you from going from an 8 to a 10?

And now they're going to tell me. They're going to tell me what I haven't told them yet. well you didn't tell me if this is a three week program or a three year process i don't have a lot of time so it might be like i want to get results now because i'm in a lot of pain right or it might be i don't know what it costs so i can't make that decision yet so you better start working on some value and you better figure out by asking questions what have you tried before how much has that cost who else have you worked with how much has that cost by not doing anything what is the time cost on that right and quality of life cost and then you start stacking up all those costs and you go see that cost all that cost

all those other costs are far more than the investment that you would make with me, right? So by saying, if you go, look, on a scale of one to ten, how committed are you to improving your health and overcoming these gut issues? If they give you a 10, you go, fantastic, Mrs. Jones. Virtual high five, right? If you're on a Zoom or whatever, if you're in person, I literally would high five my clients back then. And I say, hey, hi-five, Mrs. Jones. I love working with people who are fully committed and consistent to the program.

You're going to get the best results, especially because you have a spouse who supports you and you are fully locked in on this. If they say, I'm at a level seven, level eight, not a 10 yet. I'm going to say, what's stopping you? And how can we, what do you need to know to go from a 7 to a 10? I'm going to let them tell me and I'm going to refeed that to them and make sure that they understand that I have the solution to make them feel like they're a 10, right? Another question I might ask is if, you know, if we can help you fix your gut and get the

results you're looking for, are you fully committed to start today, right? I'd rather ask that now than what I'm trying to make the sale. And they might say, well, yes, I am. I go, fantastic, that's so awesome that you're someone who's fully committed to your health and getting results. If they go, well, I'm not sure. I have another call with another functional medicine person and I want to talk to them first. You might say, well, what is it that you would want to hear from them that you haven't heard from me yet? See, yet again, more questions.

So you see how by becoming the assistant buyer, you're not some slimy salesperson by saying, well, you don't know what they charge. You know the results that they've given. How do you know that they're not, you know, they're not fully expensive? What if they're going to rip you off? You don't want to be that guy or gal. You want to be the person that says, hey, what do you think they would tell you that I haven't told you yet? Can I show you some results?

And maybe they're like, well, you know, I want some testimonials. Do you have any case studies of people just like me? And you might say, yeah, let's look at this PowerPoint together, right? And if you have some kind of visual, if your product or service lends itself to a visual aid where there's some kind of a transformation in terms of bank account, I was broke and now I'm making money, or I was fat and now I'm fit, I was skinny and now I'm jacked. I had a bloated gut and now I don't. I was lonely and now I have an awesome, you know, partner in life.

If you can show case studies and testimonials in your process here, dude, you're going to do so well. But there's nothing wrong with getting commitment first. And once you've gotten that commitment, we want to build urgency. We want people to hurry up and feel like they're in a hurry to do this. We don't want them to take their time. So building urgency is step number six. And that might be something like this. If you don't make a change right now,

what do you think your health will look like in six months or a year from now, Mrs. Jones? I'm just curious, right? And let them tell you, well, I'm going to be even more fatigued. I might be deeper in a depression. I might end up putting on more weight. I'm going to miss out on six months or 12 months of activities with my family.

And then you're going to refeed that to them and say, what I'm hearing you say, Mrs. Jones, that if you do nothing today, six months or 12 months from now, you're actually going to be in poor health, right? You're going to miss out on the activity with your family and your kids. And that's probably going to weigh on you, right?

Right. My job is to give you all the information you need today, Mrs. Jones, so that you can make an educated decision and know that you're making the right decision to heal your gut and have health and energy for the long run. Fair enough? Yes. Nothing wrong with using words like, fair enough. Isn't it? Wouldn't it, wouldn't it, couldn't it, shouldn't it, fair enough? Those all lead to a yes, right? So isn't it true, Mrs. Jones, that if we can heal your gut, you'll have more energy, isn't it? Wouldn't it be great that if we can heal your gut, you can be more functional, think clearly and have more energy? Isn't it? Wouldn't it? Wouldn't it? Wouldn't it? Wouldn't it? Wouldn't it? Wouldn't it? Wouldn't it, shouldn't it? Fair enough. That all leads to a yes, right? So start asking questions that starts with those words. So when you're building urgency, another question to ask is, why do you feel now is the right time to finally address this issue? You've probably been having gut issues for some time, Mrs. Jones. What do you feel now is the right time to address this? And they're going to go, well, you know, it's gotten worse lately. Now I'm having cramps and now I'm even more depressed. Sometimes I can't get out of bed. You're going to refeed it to them. What I'm hearing you say, Mrs. Jones, is now things are starting to get worse. And what

What that means is that if the more you put it off, the worst it's going to get. And the last thing I want you to do is end up in a hospital. Staying in bed for a little longer is one thing. Ending up in a hospital because of gut issues because we don't really know what's going on in your system. That's a completely different thing. So Mrs. Jones, I'm glad you're fully committed to starting on a program now and not waiting any longer. Isn't that right? Yes, it is.

Boom. Right. And then, of course, number seven, you want to make joining your coaching program, or buying your product or service, a no-brainer. So whether or not you have only one offer or multiple, I want you to only have two offers. One offer is not, especially if, let me say it this way. If you have a coaching or consulting service,

you need to have two offers. If you have one offer and you put that one offer out there, you have a 50-50 chance of getting a yes or no, right? So you might say, hey, Mrs. Jones. So my coaching program is six months long. We're going to work together. You're going to get one month. coaching call one-on-one with me. We're going to do a blood draw and you're going to get a

full-on food analysis thing. We're going to check your house for mold. And I'm going to tell you which kit to buy and send in to check your house for mold. Dot-da-da-da. We're going to do a weekly Zoom with all my coaching clients. And we're going to make sure that you end up getting the results that you want within the next six months. Would you like to get started? And now they're going to say yes or no. I don't want a 50-50 chance of a yes or no. Number one. Number two, I don't want to create this whole big Chinese menu of options. Hey, you can work with me for one month, three months, six months or 12 months. You can pay in full or pay payments. If you do the premium program, you also get access to this thing. So here's the 19 different offers, Mrs. Jones. Do you want to get

started? Yes or no? Oh, God, that's frustrating as well. Because now they're going to be overwhelmed. They'll be like, dude, there's so many things on this menu. I don't know, which is the best for me, right? Remember, you're the assistant buyer. Your job is to guide them. So imagine this. If now we're going to switch from urgency to asking for the sale. First of all, we don't want to vomit what offers we have for them. Remember in the beginning, we told them that if I do my job right, Mrs. Jones, I'm going to ask your permission to see if it's okay to tell you about the programs that I have. So now I might say, so, Mrs. Jones, knowing what the problem is with your gut, knowing that you're ready to start working on it, you've got the support from your spouse

and you're ready to do it now, is it okay if I tell you what my two? You're, you're ready to do it now. Is it okay if I tell you what my two programs are that I think will work great for you? See, I'm asking a question, giving her the perception that she's in control of the conversation and the sales process. And they're going to say yes. See, I'm not asking, do you have any questions? That's the equivalent of asking, do you have any objections? If I did my job right, I've already addressed all of her concerns. I've shown her the value. I've given her the benefits that are specific to her. I've gotten urgency developed. I've got her fully committed. I've overcome the scariest parts of the sale. And now she's ready to know what offer I have. But I'm going to ask her for her permission.

Mrs. Jones, based on what we know about you, is it okay if I show you the two programs that I feel are going to work best for you? And she's going to say yes, please do. All right. Program number one is six months long, Mrs. Jones, and you get blah, blah, blah, blah, blah, blah, blah, blah. And that is X number of dollars per month. Program number two is nine months long. And that gives you X, Y, and Z. Like I said, that's nine months long. And your investment is X dollars per month.

Now, in each of these programs, if you want to pay in full for the six months or the nine months, you'll save 10%. Or if you want the convenience of payments, you can just pay monthly payments of X for the six months and monthly payments of Y for the nine month program. Now, I believe the nine month program is going to work the best for you. Which of these two can we get you started on today? You see what we did there, right? We literally gave her an option A or option B. Whichever they pick, they win because they get the results. You win because you get the money and you get to serve another person.

So you give them option A or option B. And then you give them your opinion. I believe option B is the better program for you. Now you can pay in full and save 10% or you can have the convenience of monthly payments. I think option B is the best option for you. Having said that, which of these two do you want to get started on? Not do you want to start yes or no because we go back to 50-50 chance of losing the sale. We're saying which of these two do you want to get started on?

Simple as that. And then you shut your mouth and you just wait for them to tell you which program they want to start on. Right. And so if they point to, you know what, thanks. I like the idea of nine months, but I think I'm going to commit to the six-month program. Fantastic, Mrs. Jones. Let's get you started. Now, here is where a lot of you also screw up.

If you're going to say, look, Mrs. Jones, I'm going to send you a payment link so you can pay for it. You're going to lose the sale. Because from the time they hang up on the Zoom or the call to the time to get the payment link, they're going to start thinking about it. They're going to pontificate. They're going to ask chat, GPT, their friends and neighbors for opinions, and then they're going to ghost you, right?

So soon as you say, fantastic, Mrs. Jones, the six-month program it is, you might say, again, an A or B option. Do you want to pay in full for the six months and save 10%? Or would you rather have the convenience of monthly payments of X number of dollars? And let's say, hey, I want the monthly payments of X number of dollars. Fantastic, Mrs. Jones.

I'm curious, do you want to pay with a Visa, American Express, or MasterCard? You just go to the next question. We're closing the deal here, right? On the Zoom. and they're going to say, well, I want to pay with the visa. Great, the first number is a four on that visa. What's the next number, Mrs. Jones?

That way, we can process the payment. You'll get a receipt immediately in your inbox while we're on the Zoom right now. And then we can schedule your first actual consultation to start working together. Fair enough, yes. So the first number is a four on that visa. What's the next number? If they say, I want to pay with American Express. The first number is a three.

What's the next number? Right. I want to pay with the MasterCard. Great. The first number is a five. What's the next number? And believe it or not, all VATSXXX. to start with the four, American Express starts with the three, and MasterCard starts with the five.

And if they say, I don't have a form of payment with me right now, I'm going to say, that's okay, Mrs. Jones, I'm going to wait. Why don't you go grab your credit card that you want to use and come on back so we can schedule your consultation with me as early as tomorrow so we can kick off the results. Fair enough, yes, go get that payment. I'm not going to let them get off, right? And if they say, well, I want to pay, I don't want to give you the number over the phone or on Zoom.

No worries, Mrs. Jones. Tell you what I'm going to do. We're going to stay on the Zoom together right now. I'm going to send you a payment link, and I'm going to stay online right now to make sure that payment link works. It's in your inbox. Go ahead and click it. Fill out the stripe information. Give your information on the secure platform.

And when you do, I'll see the receipt come through. And then we will schedule your consultation. Fair enough. Yes, great. I'll give you a minute to fill that out right now. And I'm going to stay on the Zoom with a smile on my face and just let them fill out their payment information. And then once it's filled out, I move on to the next step by saying, congratulations, Mrs. Jones. today is the first day of a healthier gut with more energy, less fatigue and fog, and schedule

their consultation. This is exactly how you close. I don't care if you're selling a car, functional medicine, business coaching, fitness coaching, mindset coaching, relationship, whatever it is that you're selling, a product or service that doesn't matter, you take them through a questionnaire like this that helps you become the assistant buyer, overcomes the objections, builds the value far higher than the cost or the price, and then you ask for the sale in a way where you give them an A or business. be option and when you do, you convert that prospect into a paying client and guess what you do next.

You don't just hang up after you schedule their consultation. No, no. You now want them to become a referral generating machine for you, right? When you look at all of our FitBody Boot Camp locations across the country, all of them. Their number one source of new clients are referrals. Here's why. You're going to tell Mrs. Jones or Mr. Jones, whoever your customer is, welcome I'm going to change and transform your life. As we help you achieve your goals, in this case, as we help you achieve your health and functional medicine goals so that you are feeling better, have more energy, you don't get bloated when you eat.

Can I count on you to help me achieve my goals of helping 5,000 people over the next 12 months achieve their health goals as well? They're going to say yes, fantastic. Then once I can prove to you that I'm going to give you results and you start seeing the results, I would love for you to refer your friends, family, and coworkers who have a similar need to work with an expert like me. Fair enough, Mrs. Jones? Yes, great. All right, looking forward to doing our consultation tomorrow evening where we kick off your healing. Bye, right? So now you've set the condition that doing business with you is giving referrals.

You see, these are all the things that you're probably not doing in your business or your sales force is not doing in the business. And then you're wondering, why am I unable to close any deals. I'm getting the most qualified high intent leads, but I'm not able to close them because you're vomiting information. You're not building rapport. There is no commitment. Value is not established higher than price, right? There is no urgency. You're not overcoming those objections. And then when you're asking for the sale, it's kind of clunky and wonky and you feel weird about yourself and so you don't do it the right way. And then you don't take the money on the call. So even if you got the sale, you end up losing it after the sale because they just ghost you.

And I don't want that to happen to you. I want to see you make a lot of money. and do a lot of good with that money by helping more people. So if you like this episode, do me a favor and share it all across the platforms. If you're watching this on YouTube, it costs you nothing to help out the channel by subscribing and liking this episode. Thank you so much for watching and listening to this episode. Remember this, that averages the enemy. Success is your responsibility.

And change can take place in an instant if you are willing to flip the switch. I'll see you next time.