The Game with Alex Hormozi - CLOSING: the Weight loss "Aha" Moment | Ep 150

Episode Date: September 13, 2019

Once you’ve found the “aha” moment, keep on asking questions. Today, Alex (@AlexHormozi) discusses the critical moment in a sales pitch where the customer must realize what went wrong in their past attempts to solve their problem. He argues that this "aha" moment is necessary in order to break the customer's belief and show them why the new solution being offered will work.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:(0:47) - Salespeople miss the aha moment by not knowing it.(1:50) - Determine the one thing you're driving towards.(3:43) - Ask with childlike curiosity to lower their guard.(6:06) - Lack of accountability is why you failed in the past.(7:55) - Build rapport by making them feel better about themselves.Follow Alex Hormozi’s Socials:LinkedIn | Instagram | Facebook | YouTube | Twitter | Acquisition

Good morning, happy Tuesday, terrific Tuesday, tubular Tuesday. I wanted to make a video about selling things to people so that you would be able to sell more things to more people. And so I've been working, hammering away, chiseling way, at this nice script that we're on a diagnostic sale. It's going to be coming out for our gentlemen at Lord's community soon. It's basically increasing the overall ticket, average ticket on the front end by a significant amount and close rates.

So that is exciting for us. But it got me into the sales mindset. And so as I've been tinkering away, there's kind of one aha moment that you're trying to reach in every sale. And this is the part that I think a lot of people miss or people who are new to sales mess up. And it's just that they don't know what the aha moment is supposed to be. And so the aha moment that you're driving towards, right, everything in the beginning of the sale, when you're clarifying whether they're there, right? that's just to establish that you're talking to the right person.

So they know that your messages is meant for them. Then when you label them with the problem, it's just saying, hey, we're both saying that this is the goal we're trying to go to. It's literally just clear communication. Like that is what the beginning parts of the sailor are meant to do. The next piece is like,

cool, what have you done in the past to accomplish it, you know, to try and accomplish this, right? Now, you're getting them, part of that is pain, for sure you want to bring up,

you want to agitate some of the pain of what they've done in the past, right, and elevate it in their awareness. But the next piece is the critical piece. And it's the gap. It's the question of what do you think was missing from those things and why don't you think they worked? Right? Because what we have to get them to say is why they failed, right? Not just what they did because some people who are who are selling who artists experienced and are following a script might just say well tell me what you've done in the past. Okay, write it down. Okay, write it down, right? But you have to figure out the one thing that you're driving towards and there's only two possible real answers to that question of why they failed in the past. That's it. And you need to get them to say,

one, the first, the second, or both of them, right? Which is either they didn't know how, or they didn't have the accountability to do it, which means either they did something and it didn't work, which means it was the wrong thing. And you can say it was the wrong thing because it either didn't work or was the wrong thing because it wasn't sustainable. Either of those things would be the right way, but the crux of the issues that they didn't know the right thing to do, right? And mind you, this is selling in general.

This doesn't just have to do with business. Like, if I'm selling business stuff, I'm going to say either you were, you did, if you did it, then you're either doing the wrong thing or you're doing something that wasn't sustained like the results weren't sustainable it's one of the other right that's all it was the other one is that you didn't do it which means it was accountability and so the objective in the sale when you're going through the gap right the aha moment that you're trying to get them to say is like so why didn't like and you're probing right you're acting with childlike curiosity like because you've never had this conversation before in your life and you're like huh so what do you think you know why don't you think that worked

You know, and then you're going to continually guide them to say, like, so, so you, you think that that would have worked. You just didn't, you didn't stick with it. Is that kind of what it was? Well, how many times a day were they checking up with you? Oh, they weren't. Huh. Okay. Interesting.

So, you know, and then you start hammering and layering in the things that you would be doing to make sure that they would be success from an accountability standpoint, right? Or, oh, so they had you just eat chicken and broccoli every day. Huh. Okay. Interesting. Did you enjoy that? No? Okay. Do you think that you would be able to follow that for the rest of your life? No. Huh. Huh. Interesting. Okay. Cool. Good point. So like you're saying you're like you've never heard this. You've never had this conversation before in your entire life. All right. Childlike curiosity when you're asking these questions. All right. It allows people to be, it puts them, it relaxes them. They lower their guard. They're like, oh, this guy is just trying to ask questions. Right. That's all you're trying to do. But you're driving towards. the one point, which is the gap. And the gap in the bridge of why they're on this side of the river, instead of the side of the river they want to be on,

is either because they didn't do it, which means they need accountability, or the thing they did didn't work, which means they didn't have the right thing. Hey, if you're a return listener, and you have not rated or reviewed the show, I want you to know that you should feel absolutely terrible about yourself and everything else in the world.

I'm kidding. But it would mean the absolute word to me if you guys would go ahead and do that. You don't even have to pause the show. You can keep listening, and you can just do it with your thumb right now. It'll take you less than 60 seconds. And like I said, the only way that podcast grows through word of mouth and this is you joining

hands with me and helping as many entrepreneurs as we possibly can because no one is coming to save us. It's just us. All right. So please go do that now. And let's get back to the show. In a B2B sale for us, we usually typically have to focus more on the knowledge side, right? I'm saying like you were doing the wrong thing because most business owners, at least on their belief, they believe they were doing everything they possibly could.

And so I would never question a business owner's work ethic. right and so if we're selling we're going to sell from the knowledge standpoint for the most part in a weight loss sale most women who are trying to lose weight aren't don't have nearly the pride of the ego that a business owner does and so for them you can very easily be like so no one followed up with you know oh well of course not i mean the best people in the world have coaches you didn't have a coach of course you didn't follow through with your p90x program when no one checked in on you like that's not your fault boom you remove the responsibility away from them and now they don't feel bad about themselves right and so the whole aha moment that we're leading towards is that once you've

Hey, why'd you walk in today? Cool. So why today and not last month or last year? Right? Oh, okay. It's important. Okay, cool. So your goal is X?

Got it. Why is that important to you? Okay, just so I know, like with the things that are driving that behind the number. Okay, really cool. Okay. So what have you done so far? Right? These are all things that are setting the stage for the elbow drop on why they failed,

what the missing link was. All of that is just to set the stage for this one pivot point. And it's the point that of people who are, new to sales miss. It's that pivot point of, got it. You didn't have the accountability. If you had the accountability, you think you would have stuck with it. Boom.

And as soon as you have that, you broke their belief. Right now they understand why they failed and now succeeding seem simple because they understand what they messed up last time. And then at that point, you're going to say, awesome, Julie. You know, I think you're really going to like this program. I think we'll be able to get you to your goal since now that I know what you've done and what was missing. That makes sense?

Cool. So, and then you just go right into it. Right. And then you go into the pitch, but you have to get to that point where they admit what the gap was and why they didn't think they were successful, right? Now, you can sprinkle in some more daggers, right? Little pain points of things that should have happened that would have made them successful the last time. But they have to be the ones who say, and that's why the childlike curiosity is so important because they don't feel like you're pushing them in one direction or another. You're just guiding them along the natural conclusion. that they should have already made

but didn't think about it long enough. Right? So would it be safe to say that this wasn't a sustainable diet? Sometimes the laugh, the more aware people will laugh and be like, yeah, it wasn't a sustainable diet. Like, okay. So the goal is, just so I'm clear,

to lose the weight and keep it off, right? Yes, okay. So do you think if we did the chicken and broccoli thing forever that would be a good plan? I'm like, no. Like, okay, cool. Just so we're both clear. Right?

And so you establish that, I'm building rapport, right, as I'm saying this, but I'm also proving the point that the things that then in the past didn't really make sense, right? And so it's like, boom, you're following the wrong plan. And then it's like, listen, I don't think if you had the most accountability in the world, you would have enjoyed life, you probably would have just stopped doing it a certain point, right? Right. Okay, so the plan was wrong. And sometimes they can both be wrong. You had a horrible plan and you had no one fall up with you. Of course you failed, right? And so once you have those two points, you build rapport because you make them feel better about themselves, but then you prove very clearly why they were, why they failed, why they didn't

achieve what they were looking to achieve. And so when you were teaching your salespeople, they have to have the objective of saying of getting the person to the point where they either say they didn't have the right plan or they didn't have the accountability. And virtually every single sale will lead to one of those two points. And if you're not driving that, that is why you'll miss the sale later and be like, I couldn't overcome the obstacles. It's because they didn't, they didn't understand why you were going to solve the problem.

right and so drive towards that point the plan was wrong or you didn't have the accountability as soon as you get them to say you can go into your pitch and you'll close and you'll close way more easily just by making sure that you've you've broken the belief that they came in for because they don't know why they're not losing weight and you're now showing them why and then you're showing them the new way all right so anyways hope you guys have a terrific Tuesday um closing closing like mofos the diagnostic script is going to be coming out soon um right now we're getting people closed in 2000 three thousand tickets on the front end from 28 day from six week challenge orientation so just by

doing that we're increasing the average ticket three four X which is pretty flugging awesome okay have an amazing day guys keeping awesome and I'll get you guys I'll get you guys soon all right back tag a friend throw a like you know comment all that comes down