The Game with Alex Hormozi - Advanced Sales Technique to Get Over "Decision Maker" Obstacle | Ep 202

Episode Date: May 1, 2020

The obstacle over our portion of any sale is a dance, not a fight. Today, Alex (@AlexHormozi) shares with us this unique but very effective sales tactic that helped him bring his sales calls with ease and overcome the obstacle of decision-making by the end of the conversation with the customer. Tip: make the call feel like a conversation rather than pressuring them to make a decision.Welcome to The Game w/Alex Hormozi, hosted by entrepreneur, founder, investor, author, public speaker, and content creator Alex Hormozi. On this podcast you’ll hear how to get more customers, make more profit per customer, how to keep them longer, and the many failures and lessons Alex has learned on his path from $100M to $1B in net worth.Timestamps:(0:54) - "Labeling" - associate positive attribute with desired action.(2:19) - Consistency with labeled positive attribute is effective in selling.(3:26) - Tone of questioning determines the path to sales success.(4:17) - Example of labeling and controlling tonality with customers.(5:33) - Winning sales by not proving someone wrong but connecting.Follow Alex Hormozi’s Socials:LinkedIn | Instagram | Facebook | YouTube | Twitter | Acquisition

And so they want to maintain consistency because people do not like appearing inconsistent. Welcome to the Jim Secrets podcast where you talk about how to get more customers, how to make more per customer and how to keep them longer, and the many failures and lessons that we have learned along the way. I hope you enjoy and subscribe. What's going on everyone? We guys are having an awesome start to your Wednesday. Wacky Wednesday. I will make this short and sweet for you. Advanced sales technique to get over decision maker obstacles.

So one of the big obstacles you have in any selling situation, especially in a transactional sale like fitness, is, you know, I have to talk to my spouse. I have to talk to, I mean, typically it'll be a spouse if it's weight loss. And so that's what I wanted to cover today. So the first time I heard of this technique was in psychology class in college. The next time I heard about this was from Frank Kern in a sales training that he was doing. And he had this big ethical disclaimer before saying how to use this. because it's extremely powerful in terms of how you can either help or manipulate someone into doing something. And so it's called labeling. And so essentially, and I'll tell you a quick story about how I used it in a non-sale situation and you can use it in your life as well. But labeling has nothing to do with the opposite overcome. But it is the technique that makes it work. And so basically what you want to do is label someone with a positive attribute and then a source. associate that attribute with the action that you want them to take.

And because people want to reinforce positive attributes that other people see about them, they will often associate or reinforce that action by doing the thing that you said. So for example, if I said to you, it's awesome that you've been crushing the program. You're definitely someone who has lots of work ethic and is a successful person. And because of that, that's why you're always doing your 100 reachouts every day. That's an example of me labeling someone with a positive attribute and associating that with an activity. Right. And so people, especially in the relationship you have with them, and this happens, this works a lot in, in short context. It's not like you're going to change someone's identity, but within the concept of a conversation, people want to be consistent with a positive attribute that you've labeled them with.

And so it works extremely well in selling situations. And so the example that Chad Scuderstue used with how to overcome the decision-maker obstacle was really brilliant in used labeling. And so it works like this. So, hey, before we get going, do you need to check with anyone, you know, your husband, spouse, et cetera, to make a decision to help your health? They're going to say, no, I can make decisions on my own. Typically at the beginning of the sale, there's low pressure, so they just want to move on. So they'll say yes. But once they say that, that's when you drive it in.

You say, awesome. So you're like a strong, confident woman. Just like my wife, I would know I married one. She always makes her own decision. So that's great that you are that way, right? And so by saying that, we didn't just say, okay, they said yes and then we're moving forward. We take the yes and then we drive it, right? You nail it down.

And so that that way it's associated with who they are. And so they want to maintain consistency because people do not like appearing inconsistent in any kind of social situation. And so I'll say it again, you ask them if they're the decision maker, if they have to check with their dog spouse, their creator, et cetera, before moving forward for their own health, right? Mind you, the tonality you use in the question will dictate how frequently people give you a yes. Let me give you an example. And this is why tonality matters with everything, right?

It's not just the words, it's how you say the words, especially when you're signing over the phone, which most people are right now, right? is you're saying, okay, so you know, you don't need to check with anyone to, you know, move forward with the program for your own health, do you? So you see how like your own health emphasized there, do you inflection of the voice at the end, all right? And so by saying it that way, I'm telling the person with my tone that I want them to say yes, right? After they say yes, then you drive the point home and say, okay, oh, awesome. So you're a strong, confident woman. you can make decisions for yourself. Totally appreciate it.

My wife's the same way. And so just like that, I also built some rapport because I drove a bridge between her and someone that I clearly would care about, right? And so just like that, you take it, you showed them with the tonality of how you ask the question that they need to say yes. They say yes. And then you label them with their identity of having something confident, you know, something positive.

So most women want to be perceived as strong, confident women. Most women want to be perceived that way. And so by giving them that label, they now need to live up to that label. during the conversation, right? And so that it's less likely at the end of the call that they will bring it up. Real quick, guys, you guys already know that I don't run any ads on this and I don't sell anything. And so the only ask that I can ever have of you guys is that you help me spread the words. We can out more entrepreneurs, make more money, feed their families, make better products,

and have better experiences for their employees and customers. And the only way we do that is if you can rate and review and share this podcast. So the single thing that I ask to do is you can just leave a review. It'll take you 10 seconds or one type of the thumb. It would mean the absolute world to me. And more importantly, it may change the world for someone else. That being said, if someone brings up the decision maker obstacle at the end of the call, here's the unfortunate thing about sales.

It's that you can't bring up what they said earlier because you don't win sales by making lots. You don't win sales by proving someone wrong, right? If you prove yourself right, you lose the sale. So you can either be right or be rich, if you've heard of that saying, this is where those things apply. The obstacle overrun portion of any sale is a dance, not a fight. I'll make a whole video about that. But essentially, as soon as someone puts their hands up and realizes that this, like, if your tonality shifts at all, or they feel like they got you off track,

or you feel defensive, or you have that kind of tonality of like, but you said, as soon as you say that you're done, right, they have to feel like it's fluid. Like they say that and you're like, oh, totally understand. And so you have childlike curiosity and your tonality, which is like, oh, why do you think that is? Right? Rather than what do you mean? Right? You said earlier, so when you say that, you're not going to, you might win the point, but you're not going to win the sale.

And so just remembering that even when you're setting these things up at the beginning of the sale, hey, you need to, you know, you need to tell me by the end of the call if you can make a yes or no. If they say they have to think about it, like you can't bring that up. Or if you do bring it up, you can't bring it up directly and say that they're lying because then they feel like their status goes down and they don't want to talk to you, right? They'll hang up, et cetera. All right. So it's really important that when you're managing the obstacles at the end of the sale, you keep your tonality totally neutral, even more, more light during that period of time. So they feel like there's no pressure, right? This is still just a conversation.

This is just a dialogue. And you're exploring the reasons of why that may be and trying to pull out from them the reasons that you're going to eventually get them to come to their own conclusion about why their husband would support them, right, given past experiences of when they have supported them. Right. So you're going to use, I won't get into the all the different ways you can overcome spouses, but I wanted to just talk about that one Sales technique, which is called labeling. All right. You can use it during your pre-fame and it will help you get more people to the end without bringing that back up. All right? So use that use it in your sales use it as your second third line after the introduction. Hey, can you make your own decisions? Tonality? Right. Cool? Yes. Got it. So you're a strong confident woman. Love it. My wife's the same way. I'm the same way. I'm I can totally appreciate that. Boom, and you move on. Now you've labeled them,

and then you have a nice pre-frame for the sale. All right, so anyways, use that in your sales. If you're struggling with that specific overcome, I'll make sure tactical things like this if you like it. If you do like more stuff like this, like and comment it.

Otherwise, have an amazing day. I'll get you guys on flip side. All right, bye.