$100M Salesman Reveals #1 Persuasion Hack

Summary

• My name is Alex Hormozi, owner of Acquisition.com, a portfolio of service coaching, e-learning, and info businesses with annual revenue around $85 million.
• I once consulted with a team selling mortgage leads and noticed a salesperson, John, didn't truly believe in the product, which is vital for sales success.
• The best salespeople are those with a deep belief in what they're selling, often stemming from personal use and success with the product or service.
• Sales is fundamentally about transferring conviction; without belief in the product, a salesperson can't effectively convince a customer.
• Performance drops in salespeople are often not due to lack of skills but due to dwindling conviction, typically caused by negative feedback or doubt.
• To maintain and build belief within sales teams, it's essential to have systematic interaction between sales and customer success, sharing client wins regularly.
• Creating opportunities for the sales team to hear directly from happy customers, through testimonials or personal stories, reinforces their belief in the product.
• In my own experience, witnessing client transformations firsthand massively increased the conviction of my sales team, improving their ability to close deals.
• Salespeople need regular reminders of customer successes to counterbalance the doubt they face from prospects and their routine rejections.
• As a leader, it's my role to continually bolster my sales team's belief in our mission and the effectiveness of our products.
• Having a process to strengthen your sales team's belief is as crucial as the actual sales training and technique.
• True belief in a product can have more impact on a salesperson's effectiveness than the sales techniques they use.
• The depth of a salesperson's conviction can influence a potential customer's doubts and can be more persuasive than logical arguments or training.
• Building trust with potential clients allows for the transfer of conviction, hence why sales skills are valuable for clear communication.
• Always remember, the key to improving sales numbers lies in amplifying genuine belief in the product, not just refining the sales pitch.

Video

How To Take Action

I would suggest implementing a process to increase belief within your sales team, as it's crucial to their success. Here's how you can do it effectively:

First, connect your sales and customer success teams. Have them meet weekly to discuss customer wins. This interaction builds belief in the product and gives salespeople fresh stories to share with prospects. Sales will get energized seeing the positive impact they're making.

Then, create a system to collect and share testimonials and customer reviews. Ideally, let your sales team hear directly from happy customers. When they witness the transformations your products provide, their conviction grows, and their sales pitch becomes more authentic.

Keep in mind, it's not just about the sales techniques. True belief in the product often outweighs the fanciest sales strategies. You have to constantly remind your team of the good they're doing and the problems they're solving. Start every day with positive customer stories to refill their conviction. It's like adding fuel to their fire.

Remember, as a leader, it's my job to keep the team's belief strong. It's easy for doubt to creep in from rejections, so it's important to keep pouring in the positive stories to offset this. When the sales team truly believes in the mission and the effectiveness of our products, they'll be more convincing and passionate.

By focusing on the depth of belief rather than just skills, salespeople will naturally be more persuasive, and that can lead to better sales. Implementing these steps doesn't cost much, but the value they bring to your team's morale and effectiveness can be significant.

Quotes by Alex Hormozi

"People who believe in something automatically sell it"

– Alex Hormozi

"If you can bridge that gap between the customer success and the sales team… you can do that both internally and externally"

– Alex Hormozi

"The best sales people are true believers"

– Alex Hormozi

"It's a transference of conviction and… trust is what completes the transfer"

– Alex Hormozi

"We need to be reminded more than we need to be taught"

– Alex Hormozi

Full Transcript

in this video i'm going to tell you the number one way to increase the percentage of sales that get closed by you and your team through a systematic process and if you don't know who i am my name is alex romizzy i own acquisition.com it's a portfolio of service coaching e-learning info businesses that do about 85 million a year and so the reason i want to make this is years ago i was recruited to bring in or to be brought in and flown in for a sales consulting gig which i don't do and it was it was years ago but the team was selling mortgage leads and so they wanted me to do is the first half of the day i i took apart the the actual sales script and rescript everything kind of reframe the offer all that kind of stuff and the second half of the day i was supposed to train the team and so after spending the first half on that talking to the founders all that kind of stuff the second half they had a nine person team and they were selling mortgage leads and when i walked in the first thing that i asked the team was hey and they were like hey this guy john's been kind of a problem i was like okay cool i was like hey john how good are the leads whole team's there it's quiet ever like pressure's on john he's like well i mean they're uh and i was like i'm good thanks so much and everyone was like what is happening i was like dude i can give you the best script in the world i was like but if you don't believe in the product i was like none of this is gonna matter i said if you believed in the leads i was like you wouldn't even need the script because if you were to ask me the same question and i truly believe that these leads were amazing i would be like dude these leads are sick i mean right now my my cousin is a realtor and i'm sending her leads right now because she's already building so much of a pipeline from it i'm actually studying for a realtor exam so that i can so i can buy these leads from this company and not even sell these but sell houses instead right because houses have a much bigger ticket than these leads do and so for me like i'm just basically waiting to get through to that point so that i can move out on my own but yeah i mean these leads are awesome so the way that you talk about the products that you have will indicate the level of conviction that you have and the best sales people are true believers and you that's why a lot of great salesmen come from clients who've used the products and services if it makes sense for them you know for for their life and whatnot and so people will believe like if you think about what sales really is it's a transference of conviction and so you've got some person who doesn't believe one person who does believe and trust is what completes the transfer and you have to duplicate the conviction in this person in this person and so if a salesperson doesn't believe in the product they have no way to transfer the conviction because they have no baseline of conviction to work off and a different version of this happens when people start hot they do really well and all of a sudden they start not selling as well it's not because they don't know how to sell and training is not the thing that's going to fix the problem because they're already closing before and they're not closing now it means they've changed something and oftentimes it's because they've heard something from one of the prospects they sold that something was not good and so the way to prevent this and to actively increase conviction which is what's going to change the way they say the words on the script is by actively having a process to make them believe and so obviously the way to make a believe is to actually have a good product but in terms of systematizing that it's having a regular cadence between customer success and sales so this is me getting a little bit operational with you but this is how it works you meet weekly and you have both teams on and the people from customer success share the wins of the clients who are going through the program that's on a weekly basis it's a long form format it also serves as as a way for them to talk back and forth to each other the sales team can see what's happening on the customer success size customer system can see what's happening on the sales side and you create cross departmental knowledge which is really useful because the sales team knows not to say some things because people are misunderstanding them and the success team is giving the sales team ammunition for the things that they know that they're doing to deliver that makes them more convicted on top of that you should have a pipeline that is established for customers where you can collect testimonials and reviews and what you do is in the best case scenario you have that client hop on with the sales team and explain their story and i can tell you this because me first hand one of the things that i realized when i looked at our stats was that on saturdays and particular saturdays we were closing like 100 of people were walking the door and i was like huh what's different about these days at my facilities versus the days that we're not you know we're closing a normal amount and it turned out that those days were the days that we would actually do the way outs for our program so people would finish their six week or their 12 weeks or whatever it was and we would do all the way outs on the same day and so it's kind of like a graduation ceremony so everyone steps on they're crying they're losing weight they feel amazing but all of my team was there and so when we had sales consults that were that morning or throughout the graduation day or right after the graduation well it's all fresh in their mind they would when someone walk in it's like the sales took half as long because the belief and the conviction was so strong in the salesman it overcame the fears and the doubts of the prospect right and so in a lot of ways you have to compensate for lack of conviction with training and you know learning logical based frameworks and and learning how to have excellent conversation right that help people make decisions but if you truly believe and if you think about how we buy things as prospects we buy these things because somebody recommends them and we believe the person like think about an organic buying process right someone says hey have you gone to that sandwich shop it's awesome like you're like well great i'm gonna go there right like why would i not and so the closer you can have the trust so that when you make the recommendation it's like having a referral the person will believe you because the way you are saying it is believable and the way to make it believable is to actually believe it and so having a structured process of increasing the conviction of the sales team is a way to massively increase the closing percentages of your team not based on skill but based on heart and so if you can bridge that gap between the customer success and the sales team and you can do that both internally and externally internally because you have processes externally because you get those customers on the call so they can hear the stories but also you and the sales directors can read those testimonials every single day to them in the morning and i like that because it sets the cadence for the day because it reminds us why we do what we do on a regular basis why am i taking these calls why am i knocking on these doors why am i setting up shop and and collecting leads at the whole foods so that i can so we can make sales later like why am i doing this i'm doing this so that i can be a part of this transformation these people are going through as a result of whatever products and services we sell and so the sales team probably more like customer support and sales i feel like are very similar in that they get beat up all day long and sales people especially and so this is for the founders and the ceos are going out there and they're fighting for you every single day they're the front line in my opinion they're the offensive line of the team they're just pushing they're in the in the trenches moving the ball forward every you know one two yards at a time they're chipping away at it let's see if i can get this camera back and they're pushing your products forward every single day on your behalf and so the biggest thing that a sales director and if you're the sales director because your business is smaller is that you have to breathe conviction into them because their conviction can wane over time and it's a cup that has to be refilled because it's that conviction that they're spreading to all the prospects and the thing is the prospects are spreading doubt into them and so you have to fill it up from your side so that they can become diluted and then get refilled right which is why a good salesperson comes in they can crush and all of a sudden they start going down it's not because of skill because they already had the skills they already knew how to they already knew how to close when they came in the problem was their mojo is off mojo mojo mojo and so this video is fundamentally about fixing mojo within a sales team which is just getting them to believe and reminding them to believe which is why one of the biggest sayings i have in sales is we need to be reminded more than we need to be taught people who believe in something automatically sell it and i'll give you a final final example to drive this point home i'll just use the the christian community overall or really just any kind of religious community in general a big part of most faiths is spreading the faith and you can tell when someone truly believes the faith they're on fire with the face because they they truly believe it and it's not like people go through sales training right to bring people to faith they just truly believe in it and if you've ever been around someone who has absolute conviction because conviction and this is a key point is not do you believe in the product do you not believe in the product but to what extent do you believe in the product how much and how deeply do you believe that is the predictor of your ability to close a massive predictor of your ability to close which is why so many founders are always some of the best promoters for their businesses because they believe in it more than anyone else and they should be but you can duplicate that ability in getting other people to believe by having a process in place to do so and understanding that the training of the blocking tackling in terms of like say this and that and say this and that sure it's important it's good to have those they're tools right they're tools that you have in your tool belt but the fundamental work ethic that someone will fight and their desire to actually help someone is the difference between them thinking about themselves so they can get their commission check and then thinking about the prospect and how this person is missing out on something that's genuinely going to help them and really transform their life and really solve the problems that they have and they will fight for the sale so much longer because they genuinely want this person to win because they genuinely believe that your products and services are actually going to help them and so bridging that gap and understanding this for myself was so important because a lot of times we get obsessed with the drills and all that stuff and you have to do that stuff for sure you have to drill you have to understand how to say the words all that kind of stuff but the heart if you can if you could change the heart and you can depth in right because it's not just like i said it's not just do they believe but how deeply convicted can i get this team to be and that is where having proof where you're actively selling your sales team that is where you will get the outsize returns in my opinion on increasing the effectiveness of the team is that they truly and deeply to their core belief and the last point that i was making is if you've ever been around someone who truly believes in something and it's like kind of insane like whatever the thing is like it could be aliens it could be whatever right like something crazy but they are like so sold on it there is an element of yourself that wonders if you're right because you have conviction too in whatever you believe and so you see their depth of conviction their depth of faith in the thing that they have concluded and the deeper it is the more you start to question your own beliefs which is why the pastors of huge churches typically have deep deep faith and if like there's a lot to study in terms of converting people literally because you're changing someone's entire world view and so if you study the process that people come to faith and how they convince others to come to faiths in general there's a lot of elements of selling that occur there in helping people make decisions to help themselves and so the person who typically does the converting can never believe less in the thing that they're trying to convert someone into than the person who's being converted the person has to believe in your conviction more than they believe in their doubt in the story that they have been telling themselves and so the skills are simply a way to clearly communicate and build trust so that your conviction can be transferred but it starts with having the conviction to begin with in order to initiate the transfer over the bridge of trust and so this is the number one thing that i see missing from sales trainings and it's one of the easiest things that we can do to implement in a team or even in yourself to improve your numbers overall in your business all right and if you don't know i am i probably said it earlier but if i didn't my name auction mostly we own acquisition.com portfolio of services info coaching course businesses that do about 85 million a year and so i make these videos because i struggled a lot coming up and i just if i if there's any lessons that i can share i would prefer that my pain not have been in vain all right so lots of love and i'll see you guys next video bye