From: alexhormozi
Alex Hormozi, founder of Gym Launch, is recognized as a leading internet marketer in the fitness industry, with Russell Brunson of ClickFunnels calling him the best sales guy he knows [00:00:26]. Hormozi’s businesses have achieved significant financial success, reaching over $100 million in sales with a remarkable 36-to-1 lifetime return on advertising spend [00:02:12]. His approach to sales emphasizes simplicity, efficiency, and deep conviction in the product [00:04:57].
Core Sales Philosophy
Hormozi believes in a simple sales process that yields significant returns, especially when selling expensive stuff [00:06:54]. The key is to focus on making more per customer through efficient conversion [00:07:06]. This strategy allows businesses to afford more leads and grow faster, as seen when transitioning from selling trials to selling high-value items on the front end [00:10:25].
The CLOSER Framework
The CLOSER framework is a systematic approach to closing deals that works for both B2C and B2B, and for products ranging from 100,000 [00:13:22]. It’s designed to guide prospects to a “yes” by hitting specific milestones.
- C - Clarify why the person is on the phone [00:13:42]: Understand their objective, their goal, and the problem they are trying to solve [00:13:49]. This step is crucial; if the problem isn’t clarified, don’t ask for the sale [00:23:25].
- L - Label the problem [00:13:58]: Reiterate what you understand to be their goal and problem, ensuring they acknowledge and own it [00:15:55].
- O - Overview their past attempts [00:14:02]: Ask what they’ve tried, how long they tried it, and how it worked out [00:16:10]. This process, called the “pain cycle,” generates “ammo” for the close [00:16:18]. Crucially, explain how their past failures were not their fault, but due to a missing piece of the solution [00:16:29].
- S - Sell the Vacation [00:14:23]: Instead of describing the product’s features (the “plane flight”), sell the end result or transformation (the “vacation”) [00:21:23]. The pitch should be short, ideally no longer than three minutes [00:19:25]. Prospects buy because they feel understood, not because of jargon [00:19:32]. Sales calls should consist of only three types of communication:
- Questions [00:19:59]
- Restatements [00:20:01]
- Anecdotal stories (to break beliefs) [00:20:02]
- E - Explain away their concerns [00:14:27]: Address common objections like price, needing to consult a decision-maker, or needing to “think about it” [00:22:49]. Memorize responses to these obstacles [00:22:56]. People often stall due to fear of making mistakes [00:25:53].
- Three Core Questions for Decision:
- “Do you feel like what we’re doing can meet your needs and solve the problem?” [00:26:22]
- “Do you want to work with us as a company? Do you like our values, what we stand for, what we believe?” [00:26:28]
- “Do you have access to funds or know someone who does?” [00:26:36]
- Three Core Questions for Decision:
- R - Reinforce the decision [00:14:40]: The sale continues throughout the customer relationship. Reinforce the decision through personalized videos, handwritten cards, and consistent follow-up to ensure continued belief and engagement [00:27:37].
The Conviction Framework
Conviction in the product can make any salesperson outperform a seasoned veteran [00:30:00]. If you believe in the product, you won’t need to have all the sales skills because you will genuinely want to help the person [00:30:55]. This deep belief enables one to “sell hard” ethically [00:31:23].
- Tactics for Cultivating Conviction:
- Read testimonials out loud daily: If a business lacks testimonials, find another business to work for [00:32:05].
- Continuously improve the product: Fix everything possible and never blame a customer for lack of success [00:32:31]. Take responsibility for making the next person successful [00:32:44].
- Inner conviction: The drive to put in the work to truly merit the price charged [00:32:58]. Salespeople burn out from internal guilt, not external rejection [00:33:11].
- Be an evangelist: When you become a “disciple” of your product, scripting becomes less critical because your belief drives your message [00:33:40]. The most convicted person will always win the fight [00:33:53], as belief is a spectrum, not binary [00:34:07].
Sales Training and Scaling Sales Teams
To scale sales teams and duplicate sales skills in others, consistent training is essential [00:12:56]. Alex Hormozi’s teams practice 60 minutes a day, five days a week [00:34:37].
- Daily Training Schedule:
- First 25 minutes: Read the script out loud [00:34:46].
- Five minutes: Draw obstacles (e.g., “I need to think about it,” “I need to talk to my partner,” “This is expensive”) [00:34:48].
- Second half: Practice active listening by reviewing call recordings to identify what went right or wrong, and plan for the next time [00:35:03].
When training salespeople, the focus should be on understanding the prospect, not just the product [00:24:15]. If a salesperson misarticulates the prospect’s problem, the product’s effectiveness becomes irrelevant [00:24:49].
Resources
Alex Hormozi shares his insights and resources on his social media platforms, including Instagram (@apromozy) and YouTube (Alex Hormozi) [00:35:24]. He also offers a book, “Alex’s Book.com,” which includes 35 pages of obstacle overcomes in its appendix [00:35:34].