If You’re Not Seeing This… You’re Behind

All righty, team. So, uh, welcome to the scripting course overview. So next 45 minutes, what we're going to be doing is going over like scripting specifically. Um, and then, uh, over the next 2 days or, uh, yeah, we're going to be going over the scripting course. So we've gone through the sales fundamentals course and we've gone through the objection handling course, and now we're gonna be going through— so ideally you're going through that course at the same time instead of just kind of hearing me talk. And not applying any of it. Um, so we're going to keep everything nice and confined to scripting. All right, so first thing that you want to do is everyone should download the scripting— oh, there we go. Um, everyone should download this. Okay, this is in the scripting course component. Okay. And we're going to be going through this today because like this is essential that you actually Um, have a way of putting yourself in the correct position to be able to write a script. Okay, so, um, okay, go over that and— okay, all right, so I'll unshare my screen. Okay, so there are a couple things you need to know, uh, when you're gonna write a script. The first thing is you have to set yourself up correctly in order to have all the correct information. So that writing a script, a good script, is even possible. Okay, so one of the first things that you're gonna do is you're gonna go like, what is the purpose of the script? So like, is this a sales script? Are we gonna be going all the way through? Like, what is like— I'm gonna set the scene of the script. Okay, the next thing that I want to do is I want to go through and I want to lay out the main pillars of the pitch first and foremost, right? Because that's going to allow you to kind of like reference back. So if you go and go like, okay, these are like my 3 main pillars, right, of what I'm actually giving the person, because you're going to reference those at different times throughout the script, and that's gonna— it's gonna make it much easier for you to like, uh, use those pillars to establish more value moving forward, right? And then from there, you want to audit the marketing, right? So you need to know what marketing is leading them into the call, okay, and what problems are being espoused. Right? So like, what is the problem that's, uh, that's being talked about inside of that marketing, which is having that person like put their name, email, phone number in, take the time, go through the videos, watch the funnel, whatever it is they're doing, but they're spending their time, which is the one commodity in which you can never get back. Okay. Uh, they're spending that in order to, uh, you know, solve the problem. So that problem is like a fairly good one to use. Okay? I'm just gonna try and get the other ones up. Your resources into trackers. Sorry, I had a whole tracking thing here for this. Okay. I'm gonna put this in the chat. I think. Okay, this, all right, is a fairly good system. Okay, we have a sales tracking sheet, pipeline, scripting template. Okay, so everyone grab this. There's a scripting template here. Okay. This has all the stuff that you would need, okay? And this is what we're going to be going through real quick, okay? So everyone grab that because it's got like a whole bunch of resources that will make you, uh, that'll make using this, uh, building a script much easier, okay? So when it comes down to understanding the niche, like who are you talking to, uh, like Like, who, like, who are they? Okay, so when you look at marketing, okay, does anyone here know how to like audit the marketing of their business, of the business in which they're working for? No. Has anyone here done that? No. Okay, cool. So you cannot be a sales guy without auditing the marketing that's bringing people to you. Okay, this is like a requirement. It's like Sales 101. All right, so like different inroads will have— and different marketing campaigns will have different levels of efficacy when it comes to sales. Okay, so like having a baseline level of marketing understanding is an important component to being a successful sales rep. All right, um, and Jeff, let me know if you guys can't hear me or if it's like a bit— if it's not a great connection. We cannot— we cannot hear you at all. Okay, thanks, man. Very helpful. Okay, so like you might have marketing A, B, and C and they might have slightly different like problems in which they're espousing, right? So like learn how to lose weight quickly, learn how to lose weight sustainably, or like learn how to get jacked, right? Like they might be slightly different things, right? You know, and one might have significantly better outcomes. It might just produce a much higher level of prospect. And if you don't know that, then you can't give the feedback to the marketing team. Like, a marketing team will only be as good as the feedback in which they get, right? So now otherwise they're gonna optimize for whatever specific metric they feel like optimizing for, right? Like if a sales manager decides to optimize for close rate, eventually it will lead to bankruptcy of the business. Okay? Does everyone understand why that would happen? Yeah. Everyone looks at me blankly. Cool. Because if you're optimizing for close rate, what you're doing is you're like, I could double all of your close rates overnight by making it more difficult to get on a call. Okay. So like, if I, if you're just optimizing for the close rate, you're just going to keep that friction level getting higher and higher, right, to get onto the call, which means that you're going to need more MQLs, marketing qualified leads, to transition to the SQL. Right? So like that's gonna lead to like marketing sort of gets more expensive over time anyway. So you're gonna lead to an ever-expanding CAC and it's gonna be very difficult for the business to recover from that after a certain point. Okay? And so like optimizing for a singular metric like that is not a good idea. So like a marketing company might optimize or the marketing might optimize for like the cheapest lead. Okay? Now, if no one's giving them feedback, that's a pretty reasonable thing, okay? Whereas like if the leads that are $5 convert at 2% and leads that are $10 convert at 20%, the cheapest lead is the $10 lead, right? Because that's how you get the cheapest sale, okay? But they have to know that. So you guys giving them feedback and understanding like where leads are coming in, 99% of the time the lead source will be tagged on the lead. Right? It's almost always the case, right? Um, so inside of the CRM or wherever, that lead source will be there, and you guys need to go and investigate the lead source, right? So like, you can go on to Facebook, you can go into like page transparency, and then you can go through. If you go through the scripting course, actually do that live with a couple of different offers, and you can go through and like actually have a look at what they're doing. Right? Um, but like, it's pretty straightforward. You want to have a look like, what is the, what is the headline? Okay, the headline and like the, the video or the picture. Okay, that's going to be the thing that grabs the person's attention. Why is that important? Because these people are our prospects. So like, what is speaking to them? Why are they clicking on this? If it says like, come get a bunch of free shit, come have a free coaching session, Okay, like do you guys want the lead that's like a free coaching session? Probably not, right? So like, but at least you know so that you can be ready to handle that or pre-handle that if that's just the lead source that you get. Like sometimes we just have to fucking deal with it. Like it is what it is, but at least we can start to formulate our script around handling that. Like if we have buyer leads, for example, buyer leads are always going to give us But I just want to try this first. Always that, right? It's just how it is. Now, do you want a buyer lead or non-buyer lead? Well, these buyer leads, they want to try the product first. These non-buyer leads, they have no intent. Meh. Okay, so like there's always a reason to complain, and us as salespeople will always find it, which I don't begrudge any of us, right? However, like if we know that it's Christmas coming up then we can pre-handle Christmas, right? So one of the advantages that we have is if you're looking at the marketing, you can see what that person is thinking. So you go through the ad, you click through, you go through the landing page. Like, what is this saying? Like, like, what's the headline? What— you need to watch the VSL, okay? Like, if there's a VSL, watch all the assets. Like, go through them in detail. Right? And and like understand what that person's going through in order to get to you. Then you want to opt in. Then you want to go through and you want to have a look at like how the booking is is sequenced. Like, are they allowing people to book eight days out? Right? What does that mean if they do? It means you're going to have much higher no-show rates. Okay? So then you have to put something in place to combat that because they're booking out really far. So they're just going to fucking forget. So like now. I call everybody at the end of every day. I call everybody 2 days out, 2 days out, 2 days out to make sure that they are reminded, right? That as well as those like automated reminders, but they're probably just not gonna work that well. Okay, you know what I mean? So like there are things that I can then do to combat that. Are they letting people book in really close? You know, are they demanding— whatever they're doing. Hold on one second. Okay, so like long story short, I get a really good idea as to what's actually going on, which is very helpful. Okay, and then once I know that, there might be like a couple of different marketing campaigns. Most of them are going to be pretty similar because you're going to the same thing, right? Then what you want to do is once you have that and you understand like how people are coming in, then you want to then write down the problem bucket. That those people are coming in at. Like, each one of you, whatever offer you have, there's probably 3, maybe 4 avatars. Okay, now by avatar, like, I really mean the problem that they're coming in with. Okay, so I'll use biz op as an example. With biz op, you generally have the person who hates their 9-to-5 and wants to get out of it and wants to make money doing something else but has no skills. Okay, that's one avatar. That next one is the, uh, the 9-to-5er that likes their job but can't make enough money, so wants to add something extra, say like a teacher or something, right? And then you've got like the entrepreneur that is doing well but like maxed out their current business and wants to add something else. Okay, that's— those are generally speaking, those are your 3 avatars. Okay, now like you're going to like speak to all of them slightly differently, but you're going to sell them the same thing at the end of the day. But you need to have a mechanism of where you're like, okay, like I know what conversation I'm having. So you can have like a bucketing conversation, a bucketing question early. Okay, you know, and so you want to work that out. Otherwise, like you're asking these kind of nebulous questions to a person that wants to quit their job and a person that loves their job. Now the answer to their problem is still the same thing. It's still like buy this thing, learn how to make more money. However, like, the motivating points are significantly different, right? But you're using— you have to use the same sort of framework, but you're going to be twisting different levers. Okay. And that's why it's like, if you don't know that and you're having the same conversation, what you end up doing is you end up funneling everyone into these same problems. And like, whatever you get more of, let's just say you get like a good chunk of like The guys who hate their job, and you're like, "So why do you want to replace your job?" And the guy's like, "I don't want to replace my job. I like my job." And you're like, "Uh uh," and you lose every fucking sale because you just sound retarded. It's like, but that's like that's inevitable that you get that person, right? Like they're going to be a good chunk of people. So like let's let's figure out what conversation we're having early, and those people who like their job, chances are they probably make more money. Right? So like they're gonna be a better person to sell. Same as like the entrepreneur that's not doing too badly wants to add something else. It's gonna be easier to sell because they have the money. The hardest sale is the one where the person's like hates their fucking job, wants to get out but has no skills. Like that's the hardest sale. So like why would we not like let's make sure we get the laydowns, right? But everyone seems to sort of focus their entire sale on that person, they lose the laydowns and they're fighting for these guys over here, right? So you have a bucketing question. Okay, so this is all part of like, um, like setting yourself up to be able to successfully write a script. Okay, so first is like really understand like what is the point of the script. Like, uh, and, and if you're doing like a multi-stage approach, like if you're doing like say 2 calls or if you have a whatever Ideally, you write everything as one script. Okay, now if you have no control over that, then you have no control over that. Like, let's not even talk about it. It's fine. Like, you just do the best you can. But ideally, the setting script and the closing script is one script that has like a pause point, right? Or if you're— and if you're doing like a complex B2B environment where you have like a 5-call close, it is one script that goes over the 5 calls, right? Means that like you decide when it finishes, you decide when the next one begins. You are setting the pace, and that's how you do good B2B sales, right? Otherwise, you just end up kind of like doing whatever the prospect wants, and sales cycles take forever. Okay, all right. So is that? All right, scripting template, verify. Okay, why is this like this? This is so annoying. So I'm just trying to, uh, separate views. There we go. It was like combining all my browsers into one. It was very weird. Um, okie dokie, so, uh, we want to go through All right, so you wanna— so once you've got all that stuff, then you want to clarify your like deliverables. Okay, so go through, figure out like what are the deliverables, and then if you haven't written the pillars yet, just start nailing out all the deliverables. And then what you're going to try and do is like, how do I combine these into say 3 or 4 pillars that make sense? Now with AI these days, it's actually super easy. Just start writing out all of them And then tell it to group it and make it into like some pillars. Do you know what I mean? If you can get some anchor words in there, it does help, right? Like, um, you know, like accountability or, you know, like optimization or whatever, right? Uh, like I used to, I used to pitch Dialer as like the first 90 days, it was like, uh, build, optimize, scale, right? Like that was the first like 90 days. Phase 1 was build. In this build phase, we do this. In the optimization phase, we do this. In the scale phase, we do this, right? So it's like you're just adding kind of like, you know, labels to those, which makes it easy for someone to kind of espouse. You know what I mean? Now, when you're pitching, and we'll go into this later in the pitching course, but you don't wanna be like massively detailed. You want to have the detail but not go into it necessarily, right? So like you wanna give as least amount of information and detail as you can. Um, as like your default, right? And then when they ask for the more info, you give it to them. But more information will not generally— there are some people who like require it, but they're like a smaller, much smaller percentage of the population. Um, it will just sort of muddy the waters and make people like go into think about it mode, okay? Giving them tons of options, having 10 different pillars, like having all these things. Some of the things that you want to avoid, like If you, if you sell a coaching program that has in-person events, don't mention them. Okay? Yes, they are a value add and add-on. However, not in the sales process. Right. Now, if that's what the program is, then for sure mention it. Right? Right. However, if it's like, yeah, we also have like 3, it's because like they will, when you give someone like, say it's $10,000 and you give them 10 things. Okay, they will emotionally espouse $1,000 to each thing. Right? And if they can't go to one of them, they now are not getting value. Okay, so like, and if you have kids, or like, if you're busy, and it's at a weird time, or one of the events kind of like, oh, like one of the events out there in May, fuck, I can't do May, that guy's not gonna buy. It's so stupid. Like, It's like, yeah, you don't have to come. It's like, oh yeah, but if I'm gonna spend the money, I want to get the value. Oh, okay. Right? These are retarded things to say. So like, uh, we just don't mention them. Yeah, I mean, like, even if like, uh, I, I also want to avoid going through times. Like if there's group calls or there's like things, you know what I mean? I don't want to say how often they are or what times they're at. All that does is give someone the opportunity To be like, oh, it doesn't work for me. Yeah. Right? So like, I like for live events, if it's just part of the stack, I literally wouldn't even mention them and they can find out they have them when they sign up. Like, that's how I sell it, like with that kind of stuff, because I just found it to be an absolute fucking nightmare with live events. That's just a very specific example, but there are things like that that you kind of look and go, okay, this is a good add-on. And If there are 10 things, try selling it with 6 of them. The reason being is because like if that person, if you sell them, if you undersell them, when they get into the program, they're like, they're really easy to get referrals from really quickly because like they thought there were 6, but there's actually 10. They go, oh fuck, this is like way more than what I thought. You go, yeah man, it's awesome, right? And they go, yeah, this is sick. Yeah, you got any referrals? I go, yeah, like it's really easy to do that. So my, my default is to like very much undersell. So like if I have 10 things, I'll try and sell with 3 or 4 of them. Yeah, I mean, um, one, because I think it's like, I just think it's a bit cleaner and I, it's a more like, I don't, yeah, for me it's a bit cleaner. There's less to like remember. I can sort of very specifically make things seem really pointy, and then from there, when they get into the program, they're just really pleasantly surprised. And I take out anything that will give them an opportunity to be like, oh, logistically it doesn't work for me, right? I just, I find that annoying. So like, I just sort of started selling without it, you know? Um, because like, some things are like, you know, some things are high perceived value and some things are not. You know, and some things are just kind of a perceived fuck around. Okay, so write out all your deliverables, right? And then try and bunch them together into like nice neat labels. I'd recommend three, maybe four pillars. If you have anything with coaching, if there is accountability, always make it the last one. Okay, and I'll go over why later. Okey dokey. Do do do. All right, now the next thing is like the structure of a script. Okay, so, um, I like the obviously like the NEPQ style structure. So what I'll do is I'll kind of go over like what each phase is designed to derive, and like it's pretty, it's pretty simple. Now I don't really care if you use another one, right? However, there are certain things that any people need to need to— the phases are things that people need to go through, or things that a salesperson needs in order to be able to like effectively take someone through a script, okay? And there is a reason for the order, okay? So the first thing is like your openers or your connecting phase, whatever you want to fucking call it, I don't care, all right? Um, basically what you're doing there is the whole point is just to get an overarching goal of what, of what they want to achieve. Okay, out of like potentially purchasing the product or service. Like it's just an overarching goal. It's nothing more than that. You don't need to go super deep, right? You don't need to frame set or anything like that. I don't think any of that fucking matters whatsoever. But if you want to do it, fucking fill your boots. Do you want to pretend to be busier than what you are? I couldn't give a shit, right? Um, so like you can just— all you want to do is like, if we're using fat loss, it's like I want to lose weight. Sweet. I don't need them to say I want to lose 25 pounds for my wedding that's in 7 weeks so that I don't regret spending $8,000 on photography. I don't need that. I just need, oh, lose some weight. That's it. Okay. Like, I don't need more because I'm getting more later, which is the whole point of having a script and a structure. The whole point is like it gives you the ability to be patient. Because you can't walk into an elevator. You can't like walk up to a chick at a bar and be like, "You wanna fuck?" Right? You could, but the ones that say yes, oh bueno. Okay. Don't do that. All right. So like, but you can go up and go, "Hi, what's your name?" Okay. That's not creepy. And the ones who say their name, it's fine. Okay. So there's like you. There's an escalation to things. All right, that makes sense. And if you're totally unscripted, this is probably one of the things that you're screwing up because like you're trying to get like too deep too early, or like it's hard to keep track of, which is why like having a process is important, right? So otherwise, like, like again, I'm going to ask for that goal 3 times. I know exactly when I'm going to ask for it. So like I can be patient and I can just get small little chunks of it at a time and then I can put the whole story together. It's very easy. Right? That's much easier process for me than like trying to convince someone who I met two minutes ago to tell me their entire like life story, right? And then I can pretend and say they have a bad mindset when they didn't when they don't tell me the life story after two minutes, right? Like which is a ridiculous proposition. So that like that's what we're looking for. Like hey, like what are you here for? What do you want to achieve? I want to lose weight. All right, cool. What are you doing to lose weight? It's situation is literally what are you doing to achieve the outcome? Now, what it's not, and I think where this gets unstuck, is like a nebulous discussion about the subject. So like, like if someone is there to like get better at sales, I don't ask them, what do you do for a sales process? If someone's there to get like lead generation for like marketing, I don't go, what do you do for marketing now? That's not what I asked. I'm asking, what do you? So if they're there to get better leads, to get more leads, okay? What are you doing to get more leads? What are you doing to get better leads? What are you doing to get better at sales is a very different question than what do you do for a sales process now? I don't care what you do for a sales process, right? Like I don't, I don't care. I want to focus the question. on the thing, like on the qualifier, on the modifier, right? More, faster, better, right? And so like that gets it pointy. You can't always do it, but you can a lot of the time, right? And, and so if you can, you should. It will lead to much shorter and more precise calls. Why can't you all the time, Matthew? Uh, well, like, you know, if someone's doing like nothing, or they're like, if it's a, this is my first sort of like, uh, attempt or thought about anything, like sometimes people are super early in the process, do you know what I mean? Uh, with direct response marketing, that's quite rare because direct response marketing people, like, they are looking for a solution. Yeah. Like anyone who comes through an ad is a pretty good lead, like 95% of the time because like they like had to see a problem, want a solution, see an ad, go through the process, read everything and then go like, oh, I wonder if these guys can help me solve my problem. Like that's a very different proposition than like just cold calling someone, right? Absolutely. So like that person is part of a very small percentage of the population that is at the right point in their journey to where like they're actually seriously considered doing something about the problem. Right? So that's why you can do it most of the time, but not all the time. Someone might go like, oh no, man, just fucking, you know, just wanna, you know, if someone says like, it's hard, I didn't even. Yeah, that's a tough one. Yeah, like it's rare that you can't do it. So like coming up with an example where you can't is just sort of difficult. But usually people, like if someone says, I'm looking to get some lead generation started for my business, right? Right? You could then you could then go like, okay, are you not lead generating leads now? No, we are. Okay, so are you looking to get more? You're going to get better leads. Like what's going on? Right? So you could very easily like put them into that. It's not going to be very difficult. So probing clarifying. I'll just clear this up. So probing is when I don't understand. Sorry, I understand what you mean and I want to know more. Right? So Probing is like, it's a thing that you do all the time. It's not scripted, right? So I know what you mean. I want to know more, right? Because it benefits me, right? So if a beautiful woman comes up to me and says, you have beautiful eyes, and I went, oh, why is that? Right? Like I'm probing. I know I have beautiful eyes, right? Tell me why. Tell me why you think I do. Right? So what's it going to do? It's going to make that person like have to think about the detail, and then it, it solidifies the opinion much harder, right? You're cute. Why is that? Right? You know what I mean? Like, so it's like, now, now, now explain to me. Now maybe she might tell me to fuck off and walk away. However, the principle is sound. Okay? Yeah. You know what I mean? So it's like, um, I give you guys ridiculous examples because it helps stick in your head. Right? That's why I do that. And we know, we know that happened to you. Don't lie. We know. I'm, I'm a very attractive man. I'm fully aware. Right? My wife's hot anyway. That's all I care about. I get to look at her. She has to look at me. So there you go. Um, um, so what was I talking about? Oh yeah. So when, when you probe, like when, when someone says something that's really beneficial to you, right? Like, oh man. Yeah. Like I really need to start doing something. You're like, why is that? If you don't— if you guys don't pick that shit up, like, you're losing sales like crazy because, like, people are very easily manipulated, okay? There was a time where people thought that Osama bin Laden did 9/11, okay? So, like, this is how easily manipulated— you think that dude did it? Thank you. That's retarded. It didn't happen. But people are easily manipulated. And so like what you're looking at is like a conversation. Like I, I could get you to say with 100% confidence that the sky is purple by the end of a conversation. All I have to do, right, is start planting seeds and then use your words and just start twisting them down to where we define purple differently. Right? Like that would take ten minutes, right? And you could be like, "The sky is purple," and you'd be like, "Yeah, yeah, the sky is purple." Like because to not do it would be completely contradictory to everything that you've said. Okay? And people hate contradicting themselves. That's why, like, when you see debates, people don't just go, "Oh, you know what? You're right. That's a really good point." Right? Like they just fucking get angry. Right? And they just start like— even if, like, even if they're wrong and they're just trapped, right? They just, they just— 99 times out of 100, they just start digging in and get angry, right? People hate, like, the contradicting of their initial statement. Like, they can't do it, right? It's just something about us. Okay, so that probing of like, give me more information— if they're, if they're moving in a direction that you'd like, probe on it, right? Now, clarifying is, I don't know what you mean, I need more understanding. Okay, and you— this is where you want to be really— you want to be, uh, you want to do it more than what you probably think, right? Um, it's arrogant to think that you know what they mean. If I say describe my hand, okay, and someone just starts describing my hand and I go, I don't see any of that, it's like, well, you didn't clarify which side of the hand we're talking about, okay? So it's like They're very different. You know what I mean? So two people can be having a conversation and not talking about the same thing at all, right? So you you you have to use their language. You have to be on their side. You're not bringing them over to your side. You're going to their side. So if they're like, if if they go like describe my hand, if you go which side of the hand? If you don't ask that question, like you're just you're gonna struggle. Okay? So like if someone says I want to get fit, what does that mean? I want to get strong. What does that mean? I want to make more money. What does that mean? I want to have more freedom. What does that mean? Right? I just really like want some more motivation. What does that mean? Like you don't know what it means. You just don't. So ask about it, right? Clarify. What do you mean? How so? Why is that? Okay, you know what I mean? If someone's like, oh, I just really want to like, you know, start making more money so I can, you know, just pay back my parents, you'd be like, pay back your parents? What do you mean? All right, it's a weird thing to say. You don't owe your parents anything. I mean, what are you talking about, right? So again, like, clarify those things and then probe, right? If you want— if you— if you— if you want to go deeper. Right. And this is where, like, when you have a script, like, if you probe correctly, what you're gonna do is you're gonna funnel them harder into the next bit and faster. Okay? Because, like, you're gonna, you're gonna get good at making things quick. Because if you guys got rid of all the fluff in your sales calls, your sales calls would be 20 minutes. Right. I almost guarantee you. Like unless you're doing like some complex B2B shit, but like standard B2C, 20 minutes, that's all you need, right? I know because that's how long mine are, right? I book half an hour, I'm like done pitching by minute 20, everything's wrapped up, right? 25, 30 minutes, like you should be fine for the next one, right? Now like that's hard to get to, but it's like if there's no fluff in the call whatsoever, Then that's— that, that— then like that can be done. But that fluff is gotten rid of by all the probing and clarifying questions, right? Because it like, someone's going this way and you probe them back to here. You know what I mean? Yeah, I think I really need to do this. Why is that? Right? It's like they were gonna trail off and say something shitty, but we cut off their thought process and probed them back on. You know what I mean? So like, that's kind of how you, you do like Faster sales. Okay, anyway, we're getting off track, ironically. So blah blah blah blah blah. Yes. So you've got your connecting, you got your situation question, then you got your problem awareness. Okay, so your problem awareness is really just like what is the problem? How long has it been a problem? What's causing the problem and what impact is the problem having? Okay, that's it. So you're like, I want I'm gonna use weight loss because it's a really ubiquitous thing that people have experienced themselves usually, like wanting to get fit, lose whatever it is. Like everyone can sort of connect with it in some way. I want to lose weight. Perfect. What are you doing to lose weight? Oh, I'm just kind of going to the gym, going for walks. Okay, right? It's like, now that is a system that they're using. Okay, so that what you're doing, like, what you want to find out is like, uh, like you want to find out the problems associated with that method, right? Like, if someone comes to me for sales training, I don't care how you sell. I go, what are you doing to get better at sales? Uh, well, like, I'm just doing a bit of YouTube. All right, is it working? You know what I mean? Like, first things first, it's like, what's the problem? Like, are you getting better? No. Are you seeing a significant ramp up in your, in your skills? No. Okay, like, what's the problem? What's causing the problem? Why do you think that is? Are you getting feedback? Like, what's going on, right? Okay. What? So what's what's the problem? Sorry, little back. What's causing the problem? What impact is the problem having? So it's like, what's that doing? Okay. And then like, so what's causing it? What impact is it having? Anyway, I forget. I fucking my brain scattered this morning. But okay, we're gonna look for all the things that are the problems associated with the way in which they're doing it. Okay. And we want to kind of dive into that. And there are a number of different tools that we can use. Like if someone is vague, okay, then we give like the 2 truths question. Okay. Okay. Oh, it sounds like things are going fairly well, right? Like what would you change if you could? Right. So someone's like, yeah, you know, I'm kind of going to the gym 3 times a week and, you know, I'm doing this and this and this. I'd be like, all right, man. Like it sounds like, like, you know, and is it working? Yeah. Like I'm losing weight and You know, like it's not going too bad, right? I'd be like, oh, it sounds like things are going pretty well. What would you change if you could? Right? And they might go, I just want it to be faster. What do you mean? And boom, now I have the problem. I need— it needs to be faster. Okay, so it's like, why isn't it faster? Okay, when you say faster, what do you mean? Where are you at? Where do you want to be? What's the time frame? What have you lost over the last 6 months? Okay, so now I can like— that's a tool that I can use that I don't like I'm not gonna have it in my script all the time, but it's a tool that I can use in order to sort of like move the ball forward. Okay. All right. Now, once we get all the problem stuff associated, so we know like what's the problem, what's causing the problem, what impact is that problem having? Okay. The problem, the cause, the impact. Then we can go into like that rationale question, right? Or any variant thereof is a really good transition into solution. Okay, so that is also a great place to stop the first call and begin the second call if you're doing a 2-call close. All right, because like you don't want to get too deep into solution, but like before the next call. Okay, so the rationale question, I always like to formulate it in a way that dismantles like a DIY objection. Right, or dismantles like the logical conclusion of what they're doing. Okay, so like if someone's been like doing, uh, like if someone has a— if someone's been trying to do their own marketing, it's like, hey, just so, just so I can understand the reason why you might be looking for someone to come in and actually like give you a more systemized marketing plan, what's the main reason for doing that rather than just like, I don't know, you could just like— you're running ads now, you can just double your spend, that'll double your leads, right? Okay, now they're obviously not gonna wanna just double their spend, double the leads, 'cause they just would've done that. Okay? And we know that their leads are inefficient, their lead cost is too, you know, I mean, all those kind of things are already pre-espoused, right? So it's like, well, I don't do that because like that's just not scalable. Like it's taking me too much time and like the lead, the lead cost is kind of going up anyway. Okay, that makes sense. Like, let me ask you, and then from there I can go, now I can go into like the exact numbers that I wanna set. Okay, which is like we're gonna go through like a little number clarifying area. It's like, okay, so what lead cost do you want? What are you getting now? So now we have a good gap. Like from those leads, how many do you want to sell? Okay, like what do you think your close rate would be? What is it at now? If you had better leads, where would it be? All right, and like what's your average sale, right? How many sales per month are you making? How many do you want to be making? All right, cool. Now with all those questions in that random-ass fucking order, I now know their current revenue and where they want to be. And then I go, oh, okay, so it looks like with your current system you're kind of able to generate about $100,000 a month, and ideally you'd be able to get better leads, raise your close rate from 20 to 30%, and get to about $300K a month, the same spend. Is that right? And they go, yes. And I go, okay, cool. And before you started talking to me, are they looking for ways to kind of increase lead quality so you can like not have to ramp your spend to crazy amounts and make more money? Or like, what have you been doing? Okay, so like I formulated a series of questions, okay, to get a very specific outcome and goal with a gap, and then I'm going into that like gap question. Okay, before you started talking to me, had you been out there looking for ways to? Now it might sound redundant, but it's an important question to ask. Okay, then from there you're going to go into your criteria question, which is like, okay, and in order to ensure that you can actually like get that lead quality You know what I mean? And you're quite specific with your language. Don't be lazy with it. Don't be like, so you can get more leads, like be specific. Okay. Before you started talking with them, looking for ways to increase your lead quality so you can take your close rate from X to Y and actually get to $300K a month without kind of outspending yourself. Right. See how specific that is. Right. And I got that through just a small series of questions, which is quite easy to do. Right. You can do that with nearly any niche, nearly any demographic, any sale. There is a way to do that kind of stuff because you're looking for The gap and the outcome, but you do it in a way that's kind of hard to follow, and then people don't lie to you. If you do it in an exact order and sequence, it's very easy for someone just to track bullshit numbers. Okay, then from there you're gonna go, okay, cool. What have you been doing? Yada yada yada. This is where you find out if someone's like in other sales calls, which is important to know. Okay, and I'm gonna speed through the rest because we gotta finish soon, and we're gonna go into detail in every single section of this. But this is the overview. You, right? So, and like, I'm doing this off the top of my head, guys, and you should be able to do the same, right? Like, the fact— like, this is why sales is easy for me, is because I can do this off the top of my head, right? I know every part of the section, every part of the script, every single if this then that, like, so I don't have to think about this stuff when I'm actually selling. It's just there, right? And that's just studying it. Like, anyone can do that, right? Um, and so then I'm gonna do like the criteria question, okay? To ensure that you can get XYZ, like, what do you think you need? Now ideally they say, I have no idea, right? Most people go, these guys are saying they have no idea. Yeah, that's good. That means that like you've got them where you want them. They have no fucking clue how to do it. They have no clue what they need. Then you start inserting your pillars, which is why I'm I'm getting you to write your pillows out early. Okay, okay. So what if you had something like this, right? What about this? What about this? Would that help? Or if I gave you a PDF and a tap on the bum and said see you in 12 weeks, would like— is that what you want? Or like, would you prefer if someone like kind of, you know, like having a Sherpa, right? Are you gonna have a better result climbing Everest with a Sherpa? Yes. Why is that? Well, they've been there before. Okay, cool. So if you had a Sherpa kind of go with you, somebody's been there, done that, like would Would that be helpful? Yes. Why would that be helpful? Well, for these reasons. Okay, cool, man. Let's just say we're able to get you that help, get you that Sherpa, get you that blueprint, start lowering your lead costs, right? Start getting you better leads for a lower cost so you can increase your conversion rate, not have to be on fucking shitty sales calls all day with unqualified leads, and you can actually start making more money. Like, what's the— what's the end state for the business? Like, what do you actually want? Future pace. Okay, but again, it's super confined. Very specific. Okay, then I'm going into the future pace, which is like, now I have their stage 1 goal of like, I want to get more leads. Now it's like, I want to get this, I want to get better quality leads at the same lead cost so I can go from X to Y. That's my stage 2 goal. Stage 3 goal is what's the payoff for you? What's the end state? And then we're going to try and take the tangible and mix it with the emotional to get like a bit of an anchor lockdown system. Okay. Then from there, we go through that, we future pace them out, right? Then we give them a consequence, which is like, what happens if you don't? Then we make sure we get that answer, right? And we'll go into detail and more of that in the next one. Then we're gonna go through commitment, which is like, are you sure? Why now? You really wanna make the change? Cool, pitch. Okay. So like, that's the sequence that people need to go through. I don't care what you call it. Okay, but that's an efficient sequence, right? And it can be very bare bones or very, very detailed, right? But the key is that like you understand the journey you're taking people through. Like if you wanna be good at chess, memorize a bunch of theory and you'll be good at chess. Chess is not about being smart. Chess is about pattern recognition and memorization. Sales is pattern recognition and memorization. Right, if you've memorized all the sort of like scripts and word tracks and you can recognize the patterns, all right, that like take people off track and keep people on track, that's all you have to do, right? It's just the patterns, you know what I mean? Like that person's saying, I'll bring them back here. That person's saying this, I'll bring them over here, right? It's just patterns, you know. Um, and so like, like it's an academic pursuit. Like it's not— so the more you understand like the actual, like the tactics that you're employing and where you're gonna be in 5, 6 moves, if you know where you're going to be, it's much easier to get there. But if you're kind of like living in, like you're, you're just trying to like get through it, you're not quite sure where you're going to be next, like the level of certainty in your voice drops dramatically. Right? And like, you know, like, and to be honest, you could have the world's shittiest script. If you, if you look in the, if you look at that person and you talk like Andy Elliott, you're probably gonna sell them, right? Like, that's just the truth. Like, like confidence and conviction trumps everything, which is why you see all these guys that like seemingly make no sense with their sales, but they just fucking crush it because like they're super convicted. But you can get that through being extremely confident and convicted about your process. If you know exactly what you're doing, you're confident. If you don't, you're not. Makes it really, really hard to like sell people shit, right? All right, guys, I gotta go to my next meeting. That was the first session, okay? The sort of script top to bottom. What I'd like everyone to do is before the next session, which is tomorrow,