Sales training and development

From: alexhormozi

Alex Hormozi, known for Gym Launch, is recognized as a significant figure in internet marketing for fitness. Russell Brunson, founder of ClickFunnels, has referred to Alex Hormozi as the best sales person he knows [00:00:26]. Hormozi’s businesses have achieved a lifetime return on advertising spend (ROAS) of 36 to 1, having spent just under $3 mi ll i o nina d v er t i s in g t o g e n er a t eo v er$ 100 million in revenue [00:02:12], [00:01:36]. His approach emphasizes that simplicity is what scales in sales [00:04:58].

Personal Sales Journey and Development

Hormozi developed his sales techniques through extensive practice, having conducted 4,000 one-on-one sales consultations in the fitness industry [00:03:31]. He would often handle 20-25 consults daily for about four years, gaining significant experience in reading people and gauging tonality [00:03:38]. His experience spans various sales contexts, including in-person, phone sales, and both high-ticket and low-ticket transactions [00:04:37]. This practical experience led him to develop effective training methods for sales teams and managers [00:04:18].

A key turning point in his career involved shifting from selling trials to selling expensive offers on the front end, which dramatically increased his return on investment from 2:1 to 10:1 [00:10:24].

Core Sales Frameworks

Hormozi identifies three main frameworks for scaling high-ticket sales:

The Closer Framework [00:11:40]
The Conviction Framework [00:12:00]
Scaling Sales Teams [00:12:41]

The Closer Framework

This framework outlines a structured process to guide prospects to a “yes” [00:11:42]. It is applicable to both B2C and B2B sales and works for tickets ranging from $500 t o$ 100,000 [00:13:22]. The acronym “CLOSER” represents the key stages:

C - Clarify Why They’re There: Understand their objective, problem, and what they hope to solve [00:13:43]. It’s crucial for the prospect to acknowledge their problem [00:16:00].
L - Label Them with a Problem: Restate their problem to ensure accurate understanding [00:13:58].
O - Overview Their Past Pain: Discuss what they’ve tried previously, how long, and why it didn’t work [00:16:10]. This helps gather “ammo” for later and explains why their past efforts failed (e.g., missing a piece of the puzzle) [00:16:23], [00:16:31].
S - Sell the Vacation: Present the solution by focusing on the desired outcome or “vacation” rather than the “plane flight” (product features, jargon, or modules) [00:21:23], [00:21:59]. This involves using short, anecdotal stories to shift beliefs around the solution [00:18:14]. The core message should be concise, ideally under three minutes [00:19:25].
- Three Key Things on a Sales Call: Only three types of communication should occur:
  1. Questions [00:19:59]
  2. Restatements [00:20:00]
  3. Anecdotal stories [00:20:02]
- Salespeople should focus on the prospect’s problems and desires, not just the product features [00:24:17].
E - Explain Away Their Concerns: Address common objections, primarily price, decision-maker issues, or stalls [00:22:50], [00:24:49]. Rely on past agreements to overcome these [00:25:01]. The core questions to assess readiness are:
1. Can the solution meet their needs? [00:26:22]
2. Do they want to work with your company? [00:26:28]
3. Do they have access to funds? [00:26:34]
R - Reinforce the Decision: After the sale, continue to “sell” the client on their decision [00:14:40]. This involves actions like sending personalized videos, handwritten cards, and ensuring a positive onboarding experience [00:27:38]. The first 48 hours after a sale are critical for customer retention and belief [00:27:54].

The Conviction Framework

This framework highlights that belief in the product is more powerful than sales skills alone [00:30:55].

Tonality is Key: While scripts provide words (10% of impact), how those words are delivered (tonality) accounts for 90% [00:29:14].
Conviction Corrects Tone: If a salesperson genuinely believes in the product, their tone will naturally convey confidence and desire to help [00:29:56], [00:31:00]. This is why Alex never hires seasoned closers and prefers to train based on conviction [00:12:23], [00:12:27].
Building Conviction:
- Read Testimonials Daily: Regularly reading testimonials aloud to the sales team reinforces belief in the product’s effectiveness [00:32:05]. If a business lacks testimonials, it might not be a good product to sell [00:32:10].
- Continuous Product Improvement: For business owners, constantly improving the product and never blaming the customer for lack of success builds internal conviction [00:32:31]. This relentless effort in making the product better justifies the price [00:32:48].
- Personal Belief: The strongest belief wins the sale [00:34:00]. Salespeople must truly believe in their product, to the extent they would sell it to their own mother [00:34:17].