From: alexhormozi
The most powerful sales tactic, though learned by accident, revolves around the importance of belief and trust in sales and the seller’s underlying intention. This method, detailed in the upcoming 100 Million Dollar Sales Book, can drastically increase closing rates by rapidly establishing trust with prospective buyers [00:00:00]. Initially, this approach allowed for a 100% close rate for the discoverer and enabled new salespeople to close 80-90% of clients in a retail environment selling physical products [00:00:14].
The “Ghost Product” Tactic: Building Trust Through Concession
The core of this strategy, originally called “sacrificial lambs” and now “ghost products,” involves making concessions that demonstrate you are acting in the customer’s self-interest, rather than your own [02:19:00]. This builds trust by giving the client a reason to believe you are not trying to take advantage of them [03:01:00].
The tactic was discovered while selling supplements in a gym. During nutrition orientations, product recommendations were made [00:00:32]. When a key product ran out, instead of trying to “skirt around” the missing item, the salesperson advised the customer that a similar, cheaper alternative could be found at Costco [01:07:00]. Immediately after this concession, customers purchased all other recommended products [01:36:00].
This led to intentionally identifying products that could be recommended for purchase elsewhere, even those that were lower margin [01:42:00]. Over time, the products used for these recommendations were not even carried in stock, as their primary value was in their role as a sales tool to gain trust [02:24:00]. The recommendation is to make the products sent “across the street” the lowest margin items, gaining trust for the sale of higher-margin products [03:27:00].
Practical Application
- Retail/Product Sales: If selling multiple products, identify low-margin items that can be transparently suggested for purchase elsewhere [03:41:00].
- Service Sales (e.g., Web Design): Inform clients that a service is not your core capability and suggest they can find it cheaper elsewhere, even providing a connection [07:15:00]. This positions the salesperson as an ally.
Intent as the Arbiter: Help vs. Manipulation
The distinction between manipulation and help hinges entirely on intention [02:41:00].
“If you want to help someone you are manipulating them but you’re just doing it in a positive intent now and if you change someone’s behavior and you have negative intent you are manipulating them.” [02:44:00]
If you believe in the stuff that you sell, you can create an environment where someone will trust you faster by giving them a reason to trust you [02:53:00]. This means acting in their self-interest rather than solely your own, so they do not feel taken advantage of [02:59:00].
The “Side of the Table” Principle
The ultimate goal in sales is to move psychologically from being “across the table” from the customer to being “shoulder to shoulder” with them [07:56:00]. This means both parties are looking at the decision together, with the same information, to make the best decision for the customer [08:01:00]. The “ghost product” tactic is one of the fastest ways to achieve this psychological shift [08:07:00]. By demonstrating that you prioritize their needs, you become an ally rather than just a salesperson.