From: alexhormozi
Sales are fundamentally about the transference of belief across a bridge of trust. This requires two key elements: the seller must genuinely believe in what they are selling, and there must be a foundation of trust between the seller and the prospect to facilitate this transfer [06:21:21].
Logic vs. Emotion in Decision Making
While emotions often drive initial excitement and prompt action, it is logic that makes a decision or a relationship stick [00:00:51]. Emotional buyers may become excited and make a purchase, but they often experience regret or “buyer’s remorse” a few days later [00:00:36]. Business professionals, especially those higher up, tend to make more logical, rather than emotional, decisions [01:12:35].
Ultimately, people want to believe and want to buy, and a salesperson’s role is to help their logical brain justify the decision they already desire to make [01:40:40].
Core Beliefs for Effective Selling
Several foundational beliefs contribute to successful sales:
- People naturally want to believe and buy; sellers must assist their logical minds in justifying the purchase [02:13:48].
- Selling occurs before the request for the sale, while closing happens after [02:20:49].
- It is easier to address obstacles before asking for the sale than to handle objections afterwards [02:41:26].
- Sales is seen as power – the ability to direct or influence others [03:23:09].
- If there isn’t a “gasp” from a price tag, the price isn’t high enough, establishing a high price anchor from which to negotiate down [03:34:55].
- Selling properly is the initial step to becoming a coach, as first impressions and expectations set the tone for the long-term relationship [04:16:16].
- Selling involves helping prospects make decisions that benefit themselves [04:30:10].
- The prospect, not the sale, should be the priority. The more a salesperson can “vanish” themselves and magnify the prospect, the more effective the sales conversation will be [04:42:30].
- Always seek to understand, not to argue, by employing childlike curiosity [05:07:07].
The Transference of Belief
The concept of “transference of belief” is crucial:
- Sellers must first believe themselves to transfer that belief to the prospect [06:27:07].
- A seller’s hot streak often turns cold not because they forget how to sell, but because they stop believing in why they are selling [06:44:07].
- Cultivating conviction is one of the most effective ways to improve closing percentages [07:11:08]. If someone truly believes, they will sell correctly because their intention is to help the other person [07:20:47].
- Belief and trust exist on a continuum, not as binary states [07:41:25]. The depth of a seller’s belief can even cause prospects to question their own skepticism [08:00:07].
The Importance of Trust
Building trust stems from a genuine desire to help. Humans possess a survival mechanism that makes them exceptionally good at detecting intention [07:26:40]. If a salesperson only cares about closing, this will be perceived by the prospect, hindering trust [07:37:37].
Key Aspects of Trust-Building:
- Caring for the Prospect: The person who cares most about the prospect wins the sale [08:30:17]. If the seller cares more about the prospect’s well-being than they do themselves, the seller will win [08:37:32]. This genuine care allows closers to ask hard questions that lead to transformation [08:07:45].
- Transparency and Honesty: Prospects need to believe that the product will help them achieve their goal in the way they want to get there [01:18:11]. They also need to believe the seller and others will support them, and that the solution will work for them specifically, not just others [01:59:58].
- Proof and Testimonials: To foster belief, provide proof that makes it more unreasonable not to believe than to believe [01:13:38]. Rereading testimonials aloud daily can reinforce belief [03:07:07].
- Tone and Communication: The way words are delivered (tonality, emphasis) constitutes 90% of communication in sales, with words themselves being only 10% [03:00:25]. A seller’s conviction will naturally correct their tone [03:00:58].
- Active Listening: The most brilliant salespeople listen twice as much as they talk [01:35:53]. They allow the prospect to do most of the talking, as people believe what they say themselves more than what the seller says [01:36:45]. This allows the seller to understand the prospect’s specific needs and tailor their communication [01:39:17].
Overcoming Obstacles through Understanding
Sales objections often stem from a prospect casting their “power” to external circumstances, other people, or self-doubt [02:11:58]. Common excuses include time, money, fit (e.g., “I’m a special snowflake”), authority (needing to consult someone else), and avoidance (needing to “think about it”) [02:40:47].
Effective sales involves understanding the underlying fallacies behind these objections and guiding the prospect to confront reality rather than a self-created distortion [03:47:04]. By peeling back these layers, the salesperson can help the prospect regain control and make an empowered decision [05:50:56].