How I Built A 20+ Sales Team [The Process]

Summary

• I believe that managing a sales conversation effectively is crucial, so use my "Closer Framework" for best results.
• Clarify why a potential client is engaging by asking them focused questions like "What made you get on the call?" or "What's your goal?"
• Label the client's problem in the conversation to make it clear you understand what they're facing.
• Overview the pain by discussing past attempts they’ve made to solve their problem, eliciting why they didn’t work.
• Sell the vacation through stories that illustrate the benefits of what you're offering, using simple metaphors like brushing your teeth for accountability.
• Explain away concerns by practicing common objections like price, decision maker, and stalling, and prepare responses to each.
• Reinforce the decision after a sale to prevent buyer's remorse, such as sending a thank you video from the founder or a personalized card.
• Your sales script should consist solely of questions that prompt discussion, avoiding paragraphs and statements.
• Record every sales call for compliance and training purposes; Gong is a recommended tool for sales calls on Zoom.
• Keep regular communication with your team, including daily huddles for motivation and weekly one-on-ones for targeted coaching.
• Cut the bottom 10% of performers regularly to maintain high productivity; it often results in a 30% jump in team performance.
• Foster competition among your sales team, using leaderboards and notifications to keep everyone motivated and aware of their colleagues' successes.
• Organize competitions, like trips, for high performers, investing about 25% of a month's paycheck per person as a guideline for the prize budget, which encourages a collaborative and competitive environment.
• Remember that every interaction in sales should be a mix of clarification, problem identification, pain overview, selling the benefits, addressing concerns, and reinforcing positive decisions.

Video

How To Take Action

I would suggest starting by mastering the "Closer Framework" to handle any sales conversation. When talking to a potential client, always be curious. Ask them direct questions like "What made you get on the call?" or "What are you aiming to achieve?" This helps clarify their intentions.

Next, make sure you label the client's issue by rephrasing what they've told you. It shows you understand their situation. Talk about their past attempts to solve this issue and why those attempts didn't work. This part, called "overview the pain," is to make the problem clear in their mind.

Tell vivid stories to "sell the vacation." For example, use a simple metaphor like brushing teeth for accountability. People get stories and metaphors really well, and it helps them see the benefits of what you're offering.

Be prepared to "explain away concerns." This is where you practice answering objections they might have, like worries about cost or needing to talk with someone else first. Get comfortable with handling these areas because they'll come up often.

After they buy, "reinforce the decision" so they feel good about it. Send a thank you video or a note to make them feel special.

All your sales questions should be scripted as questions, not statements, so your team can easily talk without memorizing complex info. Record every call with a tool like Gong, it's important for knowing what works.

Keep talking to your sales team regularly. Motivate them daily with good stories and have one-on-one meetings every week to go over their sales calls. This helps them improve.

Sometimes you'll need to cut the bottom performers to keep the team sharp. Even cutting 10% can boost the rest by about 30%, which is huge.

Also, boost some friendly competition with leaderboards to see who's doing great. You can even create contests with prizes to push them more. Say you could use about 25% of a monthly paycheck for a prize budget.

By using these steps, each interaction with a customer becomes focused and effective, making sales more consistent.

Quotes by Alex Hormozi

"You clarify why the person is there"

– Alex Hormozi

"Crazy people buy without obstacles, normal people have concerns, you need to overcome them"

– Alex Hormozi

"These have to be drilled so that means that you have flashcards"

– Alex Hormozi

"You can never make a sale if you never ask for it"

– Alex Hormozi

"People don't like making decisions because they fear making a mistake"

– Alex Hormozi

Full Transcript

who's pumped about sales sort of pumped about okay so quick question so i can cater this to you guys um as i try and tell my team sometimes i'm gonna talk fast you can just listen fast so um who here has one person or less that would mean if you are selling um doing the majority of the sales in your company can i get hand raised okay so like half okay that's perfect and the other half of you have a sales team multiple two or more right okay so the name of my lovely talk um is going to be the closer framework all right and so what i'm going to do is break this up into two halves the first half is how you actually manage the conversation that should say work you get the idea close the framework and then the second half is how you manage the sales team so you can get wicked consistent sales on a monthly basis um so first things first who here has ever struggled with uh inconsistent lead quality inconsistent cac right you're like i thought i was at a thousand and now i'm at three thousand my leads are actually my leads are amazing uh my sales team is under work now they're overworked they said there's too many there's too few they're not being efficient at setters anyone done with any of that stuff okay cool so um i've run a lot of sales teams uh b2b we did outsource sales company we would fly two gyms actually sell for them so we'd fill them up in 30 days um with us actually flying people out and selling so we've done a lot of sales and this is the simplest framework that you can use um and so this is the first of the five c's so i try to use markets as 5c so when you go home you've got 10 c's okay so um the first one it governs the conversation so that's kind of for everyone who was raised there's kind of more of you over here we're raising your hands about i've got one person or it's me this is the governing framework for how you make the conversation c is you clarify why the person is there all right now when you use this framework everything that's in your framework has to be a question only do not put paragraphs do not put statements because they will start reading them they can't think that way only put questions because they can pause they can ask another question they can pause they can ask another question and they need no intelligence to do that which means it's scalable okay so when you're asking so all of these buckets are the buckets under which you want to create the framework that you're making your sale so it's like what made you get on the call what's your goal why is that important to you what would it look like 12 months from now if this ideal outcome were to be achieved right those are the clarification questions next you label them with a problem so what i'm hearing is you've done x y and z and the missing link has been x whatever is that right yes got it i now have a problem you know i have cancer i can cure it all right next is oh we're going to overview the pain okay so i'm assuming i'm not the first person you've come to to try and solve this problem so what have you done in the past all right i've done x y and z why did that not work for you obviously it didn't work because they're on the phone with you all right so you always have that advantage because they are on the phone with you right now so you're overviewing past pain we call the pain cycle you do that until they have nothing left and you're like awesome and then you recap the pain then s you sell the vacation this is the only thing that your sales people have to actually know there's going to be three stories that you're going to tell them they're going to be illustrative of the thing that you were helping them solve so an example would be fitness nutrition fitness nutrition and accountability if i was trying to sell weight loss right you're usually missing one or two or all three of these things that's why you weren't successful right you couldn't consistently work out you couldn't consistently eat the right way or no one was there to hold you accountable does that make sense yes if you're selling leads it would be like you need your leads to be exclusive you need them to be timely you need them to be geographic whatever like you're going to find three things and you have to give a short 30 second snippet of why that's important right if i was trying to illustrate accountability i'd be like hey did your parents ever tell you to brush your teeth when you grew up you probably hated it you're like no i don't want to and they kept doing it over time and i'll bet you brush your teeth now right you need someone to hold you accountable so you can create the habit does it make sense 30 second story they understand it that's how you sell a vacation all right e explain away their concerns away concerns blah blah blah you get the point all right that's where you're doing all of your optional overcomes all right crazy people buy without obstacles normal people have concerns you need to overcome them these have to be drilled all right they have to be drilled so that means that you have flash cards like i need to think about it i have to talk to my husband i have to check with my partner i have to so there's only three by the way if you don't know what they are it's price it's stall it's decision maker all right so all you have to do is understand what each of those three are if it's price it's a description discrepancy in value they don't understand the value if it's decision maker what you have to do is rely on past agreements that are implied that that person has already communicated to the partner so your partner knows that you're struggling with these things already right they know that you're looking for a solution right so why do you think they'd be opposed with you solving the problem that you already know you have that they don't agree with right overcoming okay those have to be drilled next one um is uh so we decision maker we did price and stall right all you're doing is teaching someone to make a decision because people don't like making them because they fear making mistake right perfect halfway through okay so what you're gonna do is walk them through the decision-making process so how do we make decisions either do you do you like me yes or no do you like the product yes or no do you think that will be able to help you achieve this outcome yes or no do you have access to this amount of money in your bank account or know someone who does yes or no yes what card you want to use right overcome you make them confront the decision all right what's your main concern then they tell you main concern you overcome it close all right last one is reinforce the decision and i like doing this and we included it after time is that people back out right so how can we slam slam it on them how can we get them super pumped so immediately afterwards that's the 30 second video from the founder be like hey just saw you sign up for our software super excited to have you by name personalized head written card t-shirt any of those things reinforce the decision make their feet nice and hot make sense that's the closer framework every single one of these buckets has to be questions that are simple for them to ask all right so when you're organizing your script this is the conversation we're going through that makes sense to everybody okay that is the first of the five c's don't worry the other ones are are fast and about how you manage your sales team okay don't worry i'll be fast so that's closer the next one is don't worry i'm rocking we're good okay the next one i should know these that's okay okay call recordings and then i'm just going to write these down real quick for you so you can write them down comms cut competition okay so marcos is much smarter than me i think he's like the really classy classy person um this is like from the streets closing four thousand people one-on-one sales like weight loss susie's riding with you know her kids trying to write permanent marker on the wall and i'm trying to close your credit card all right so close your sequence is how you manage the framework call recordings if you're not recording every single call that your your people are on one you're not compliant two you should do it because then they become more accountable to following the script all right you also overview those the tool that you need to use is gong if you if you guys sell it via zoom it's the best it's all i can say use gong it's amazing all right comms you need to talk to your team on a regular basis all right the cadence there is daily huddles weekly one-on-ones and when you do the and then obviously monthly but the um the daily huddles are quick all you do is you share testimonials so they remember why they're selling so they get beat up every single day with no's they need to remember why they're still doing it all right from the one-on-ones that you're doing when you're meeting with them you're gonna record you're gonna have them tag you in three calls their best call their worst call on their average call when you go over in the 101s you're going to ask them to show you where they clarified the problem where they outlined the paint and then where they asked for the sale and where they overcame objections if they never clarify the pain and they've asked for the sale you don't make money so that way they always know that on every call you always ask for the sale you can never make a sale if you never ask for it all right that's what you from the communication cadence cut you got to cut the bottom all right it's the number one thing that will drive sales teams is by cutting the bottom 10 percent you do it on a regular basis it has to be on a regular basis all right even if the team is going okay when you cut the bottom you'll see a 30 jump in productivity every time so if you can have a persistent 30 jump why would you not do that that make sense okay competition last point i'm good i got a minute 20. okay so competition sales people are competitive you have to have a leaderboard that is published that they can see every single day that they get notified when every other guy is making a sale if it's super high volume it could be end of day but when they you've got a bell if you're in person if you're not in person you have a thread that should be all the sales guys digging they can literally send an image or a gif of a bell so it's like ring the bell right so that they know and it says volume they can see it there's activity there's action right it's all of momentum so leaderboard that has to be checked every day has to be updated regularly like that has to be on point and then competitions we found that six weeks works best um in terms of sending them on like closers go to vegas or go to the bahamas or whatever it is and so we put them in three men teams and that tends to work really well because they they share best practices they continue to work with each other they root for each other so it's not as cutthroat it's just always having top dog and in terms of how much to spend on that uh 25 percent of one month check um is usually the amount per person that a prize like that would be right so if you guys make 70 you might spend 1500 bucks to send per guy for like a three day or like a two day weekend it's not expensive five grand but it is worth every dollar so to recap if you want really really consistent sales use the closer framework everything has to be questions do not have statements have 30-second stories record your calls make sure you're sticking to the comp cadence cut the bottom percentage and keep it competitive so they stay in it thank you [Music] [Music] [Applause] you