Mastering The Art of Sales (on The Ed Mylett Show) Pt. 1 Oct. ‘23 Ep 652

Summary Notes


In a dynamic discussion on The Game podcast, host and marketing expert Alex Hermosi dive into the intricacies of sales and lead generation. Hermosi emphasizes that sales should empower informed decision-makers and outlines his strategy for converting contacts into engaged leads. He highlights the importance of personalizing outreach and using a structured sales conversation to empower potential customers. Hermosi also shares insights from his book "100 Million Dollar Offers," detailing how to craft irresistible offers and explaining the significance of engaged leads over mere contact information. The conversation delves into the four core methods of reaching out—warm, cold, content, and paid ads—and the four "lead getters" (customers, affiliates, agencies, employees) that can amplify a business's message. Hermosi's approach is validated by the successful launch of his book, which employed all eight methods, demonstrating the power of a well-executed advertising strategy.

Summary Notes

Sales as Empowerment Conversation

  • Sales should be viewed as a conversation that empowers the decision-maker.
  • Only informed and empowered decision-makers are the desired audience for sales conversations.
  • Structured sales conversations can increase the number of empowered decision-makers.

"I am a big believer in sales being an actual empowerment conversation because if you're talking to an empowered decision maker who's informed, that's the only person you want to talk to."

This quote emphasizes the importance of having sales conversations with individuals who are both informed and have the power to make decisions, as it leads to more effective outcomes.

Podcast's Mission

  • The podcast focuses on customer acquisition, maximizing customer value, and retention strategies.
  • It also shares failures and lessons learned in the process.

"Welcome to the game where we talk about how to get more customers, how to make more per customer and how to keep them longer and the many failures and lessons we have learned along the way."

The quote outlines the podcast's primary objectives, which include strategies for increasing customers, maximizing revenue per customer, maintaining customer loyalty, and learning from past mistakes.

Alex Hermosi's Content and Influence

  • Alex Hermosi's content is highly regarded and widely shared by the host.
  • The host admires few in the business space, but Alex Hermosi's results-based content has made him a top influence for the host.

"He's probably the person whose content I share the most on the planet because I think it's that good."

This quote reflects the host's high regard for Alex Hermosi's content, suggesting that it is practical, effective, and highly valued.

Book Launch Success

  • Alex Hermosi's book launch for "100 Million Dollar Leads" was highly successful with significant live participation.
  • The success of the launch was attributed to the strategies outlined in the book.

"We had 500,000 people who signed up for the event. We had just under 200,000 who clicked to join live."

The quote provides evidence of the successful book launch, highlighting the large number of participants and the interest generated.

Alex Hermosi's Books and Concepts

  • "100 Million Dollar Offers" focuses on creating irresistible offers.
  • "100 Million Dollar Leads" addresses the question of finding the right audience for these offers.
  • A lead is defined as a person you can contact, with the distinction that engaged leads have shown interest in what you sell.

"So once you have something to sell, then you're like, well, who do I sell it to? As you need leads."

This quote captures the transition from having a product or service to identifying and targeting potential customers, which is the premise of the second book.

Defining and Classifying Leads

  • Leads can be classified into unengaged leads, engaged leads, and qualified leads.
  • The goal is to convert unengaged leads into engaged leads who show interest in your offerings.

"And so the thing that creates a lead... a lead is a person you can contact."

The quote defines a lead as someone who can be contacted, which is the starting point for any sales or marketing effort.

Four Ways to Let People Know About Your Stuff

  • There are four fundamental ways to communicate with potential customers: one-on-one or one-to-many, and whether they know you or not.
  • These methods include warm reach out, cold reach out, posting content to an existing audience, and paid ads to strangers.

"You can talk to people one on one, and you can talk to people one to many, and there are people who know who you are before you talk to them, and there are people who don't."

The quote breaks down the basic methods of communication with potential leads into a simple framework based on the relationship and communication style.

Lead Getters and Leverage in Advertising

  • Lead getters are individuals or entities that promote your product on your behalf.
  • There are four types of lead getters: customers, affiliates, agencies, and employees.
  • Each type of lead getter can use the core four advertising methods to generate more leads.

"So there are four. The first is customers. So you do the core four to get a customer. Now that customer can then do the core four again to get you other customers."

The quote explains how customers can be leveraged to become lead getters, creating a cycle of advertising and lead generation through their own networks.

Prioritizing Lead Getters and Product Quality

  • Customers are considered the most valuable lead getters due to the implication of product quality.
  • Exceptional products or experiences encourage customers to refer others.

"The reason I would say customer is more important isn't as much about the customer, but about what would make a customer want to refer is typically an exceptional product."

The quote highlights the importance of having a high-quality product as a prerequisite for customers to become effective lead getters by referring new customers.

Meta Concept and Book Launch Strategy

  • The strategy for launching "100 Million Dollar Leads" involved utilizing all the methods outlined in the book.
  • The concept of the book and its promotion were aligned, demonstrating the principles in action.

"The first one was I had to make a meta offer. Like, the book itself was an amazing offer. So go. People feel stupid at saying no."

This quote illustrates how the book's launch was a practical example of the concepts it teaches, with the book's offer being so compelling that it drives significant interest and sales.

Marketing Strategies for Launching a Product

  • Discusses various methods for marketing: warm outreach, cold outreach, content posting, paid ads, customer referrals, affiliates, agencies, and employees.
  • Emphasizes the importance of using multiple marketing strategies in tandem to maximize effectiveness.
  • Highlights the success of using these methods in the context of a book launch.

o buy my stuff. Using warm outreach, cold outreach, posting content, running paid ads, getting customer referrals, affiliates, agencies and employees.

This quote outlines the various strategies that can be employed to market a product or service, suggesting a multifaceted approach for successful promotion.

Validating Marketing Expertise

  • Stresses the need for undeniable proof of marketing expertise.
  • Uses the example of a marketing book with few reviews as evidence of insufficient marketing knowledge.
  • Aims to demonstrate the opposite by effectively marketing the book discussed.

And so I started the presentation for the book launch with this little picture of a book that says how to market a book, and it has 14 reviews on Amazon. And whoever wrote this book, I hope I'm not just like, just destroying you. That's not my goal. I blacked out the name. I don't know who it is, but I don't need to read the book because I already have evidence that the person doesn't know how to market a book, because if they knew how to market a book, they wouldn't have 14 reviews.

This quote illustrates the speaker's belief that real-world results, such as the number of reviews for a marketing book, are a clear indicator of someone's marketing expertise or lack thereof.

Utilizing Book Content as a Marketing Framework

  • Describes using the book's own advertising framework for its marketing.
  • Mentions the use of different promotional methods detailed in the book.
  • Highlights the success of these methods by providing statistics from the book's launch campaign.

So when we scripted out the ads, I have an ad creation framework that I just used the framework that I introduced in the book only. And with the affiliates, I had the structure that I set up in the book. I used only, like, I call it talk about whisper, t shout, which is kind of like the method that you do to launch anything, or at least that I used to launch anything. We used agencies when we didn't have to because I wanted to have an agency run it so I could talk about that. And then obviously the team did all the content, and so we used all eight methods to promote the book.

This quote provides a practical example of how the speaker applied the marketing strategies from their book to its own launch, emphasizing the importance of practicing what you preach.

Business Strategy: Chess vs. Checkers

  • Discusses the concept of viewing business as a complex, strategic game akin to chess, rather than a simple, linear transaction like checkers.
  • Suggests that many entrepreneurs fail to understand the importance of stacking marketing efforts and creating multiple funnels.

Look, here's how I got wealthy. I don't play checkers in business. I'm playing chess. I've got multiple moves that I'm already making in front of the other one that set up something else. Most people are like, I just got to get this client. And then once I get that, I'll breathe out loud. And then I'm going to go through this arduous, grinding, debilitating, horrific, self loathing process to get one more right. The power of one more.

This quote compares the strategic depth required in business to the game of chess, where multiple moves and considerations must be made simultaneously, as opposed to the simplicity of checkers.

The Importance of a Comprehensive Marketing Strategy

  • Argues that many entrepreneurs have an incomplete picture of marketing, focusing only on immediate needs rather than a broader strategy.
  • Advocates for starting with a core method of marketing but emphasizes that combining methods is more effective.
  • Describes how content and brand can assist and improve the success of other marketing tactics, such as cold calls.

But if you do cold calls, run ads and have content that people consume when they click your ad, they consume content and then they complete the transaction. Or you do a cold call, they take the set call, and between the set and the close, they go to your profile, they read some stuff, they watch a video too, and they're like, oh, this guy's legit. Now, if you didn't have that, the likelihood that you closed them would be way lower. But you would attribute the failed close to bad cold calling. But you could have given the assist with brand, with content.

This quote emphasizes the synergistic effect of combining different marketing methods, particularly how brand and content can enhance the effectiveness of direct outreach methods like cold calling.

Adapting Marketing Strategies to Different Sales Cycles

  • Discusses whether the sales cycle of a product affects the choice of marketing strategy.
  • Uses examples from the real estate industry to illustrate how the core marketing methods can be adapted to different types of businesses and sales cycles.

I don't think it would matter at all. Okay, so if we were to just, let's fill in the boxes, if we will. So if you're a realtor, warm outreach is going to be you reaching out to your friends and family, saying, do you know anybody who's interested in buying a house? [...] So that would be the core four. But a good realtor should also have friends who are ancillary to the industry. So it might be lawn care people. [...] And so the core four and the four lead getters work independent of whatever business you have, because they are simply the only ways that one human can tell other human about stuff.

This quote suggests that the fundamental marketing methods can be applied universally across different industries and sales cycles, with adjustments made to fit the specific context of the business.

Validation and Testing Theories

  • The speaker discusses the importance of validating ideas and theories by pushing them to their limits.
  • The "taken on water test" is mentioned as a metaphor for testing the robustness of a theory.

There's validation, and then I want to push theory to the extreme most difficult measure to see whether it passes the taken on water test.

The quote emphasizes the speaker's approach to rigorously testing theories by applying extreme measures to ensure they hold up under pressure.

Promoting the Podcast and Community Support

  • Alex Hermosi requests listeners to spread the word about the podcast to help more entrepreneurs.
  • He emphasizes that sharing, rating, and reviewing the podcast can have a significant impact.

Real quick, guys, you guys already know that I don't run any ads on this, and I don't sell anything. And so the only ask that I can ever have of you guys is that you help me spread the word so we can help more entrepreneurs make more money, feed their families, make better products, and have better experiences for their employees and customers.

Alex Hermosi explains that the podcast is ad-free and product-free, relying on listener support to reach and assist more entrepreneurs.

Lead Generation for Entrepreneurs

  • The conversation shifts to actionable advice for entrepreneurs struggling with lead generation.
  • Alex Hermosi advises entrepreneurs to use warm outreach by leveraging existing contacts from various platforms.

It's the first of the core four in the book, which is warm outreach.

Alex Hermosi introduces "warm outreach" as a key strategy for lead generation, which is detailed as the first of four core methods in his book.

ACA Framework for Conversations

  • Alex Hermosi introduces the ACA (Acknowledge, Compliment, Ask) framework for engaging in conversations.
  • This framework is derived from the gym world but is applicable to general human interactions.

We use something that I call the ACA framework, which we learned from the gym world, but it works with anything.

The ACA framework is presented as a universal tool for effective communication, useful in various contexts beyond just fitness.

CLOSER Framework for Sales Calls

  • Alex Hermosi explains the CLOSER framework for organizing sales scripts and conducting sales calls.
  • The framework includes steps to clarify the customer's problem, label it, overview past experiences, and set up for a future conversation.

So I use something called the closer framework. It's not. That is the perfect way to sell. It's a simple acronym that I use to organize sales scripts.

The CLOSER framework is outlined as a systematic approach to sales, emphasizing its utility in organizing the sales process rather than being the definitive method for selling.

Integrity Tie-Down and Lead Nurture

  • The concept of an "integrity tie-down" is introduced as a way to secure a commitment from potential customers.
  • Alex Hermosi mentions a lead nurture checklist that includes multiple steps to improve appointment show rates.

We call it the integrity tie down. Yeah. Yes. We have this big checklist that we call the lead nurture checklist.

The integrity tie-down and lead nurture checklist are strategies used to increase the likelihood of customers moving forward in the sales process.

SER Framework for Selling

  • The SER (Sell the vacation, Explain with concerns, and Respond) framework is discussed as a method to sell the end-result experience rather than the process.
  • Alex Hermosi uses the metaphor of selling the vacation (the end goal) rather than the plane flight (the means to get there).

So s is sell the vacation. And I use this acronym, this moniker, because I say you want to sell the vacation, not the plane flight.

The SER framework is introduced as a technique to focus on the benefits and outcomes that customers truly desire, rather than the details of the product or service itself.

Addressing Customer Objections

  • Alex Hermosi talks about training for customer objections, which he views as opportunities to make a sale.
  • He references Dr. Albert Ellis's distortions of reality to explain the layers of customer objections.

Expect no, train for no, because that's where you make the money. And then we explain away their concerns.

The quote emphasizes the importance of preparing for and effectively handling customer objections, as they are critical moments in the sales process where the deal can be won.

Sales Process and Decision Making Layers

  • Alex Hermosi discusses the layers of decision-making in sales, starting with general dissatisfaction with the universe.
  • The second layer involves blaming others, such as family or coworkers, for not being able to make a decision.
  • The deepest layer is self-doubt, where individuals have their own fears and doubts to overcome.
  • Hermosi emphasizes the importance of a well-structured sales conversation with an empowered decision-maker.
  • The goal is to work through these layers to help a person make an informed decision about a product or service.

"First, people are upset and distorted about the universe. Everything's unfair. Nothing goes my way. The next level is because of insert person blame. Finger goes out. My kids, my husband, my coworkers, my mom, whatever it is, won't let me do this thing."

This quote highlights the first two layers of decision-making obstacles in sales: general dissatisfaction and blaming others. It underscores the importance of identifying and addressing these barriers to facilitate a decision.

"And so they have their own fears that they have to overcome and doubts about what's going to happen."

This quote points out the deepest layer of decision-making, which is the self-doubt individuals face. Overcoming this is crucial for them to make a decision.

Empowerment in Sales Conversations

  • Sales conversations should be empowering and only involve informed decision-makers.
  • The process of overcoming objections and concerns is essential for guiding a potential customer to a decision.
  • Hermosi believes in the power of a structured conversation to turn prospects into decision-makers.

"I am a big believer in sales being an actual empowerment conversation, because if you're talking to an empowered decision maker who's informed, that's the only person you want to talk to."

This quote emphasizes the importance of empowering the customer in sales conversations and ensuring they are informed and capable of making a decision.

Post-Sale Reinforcement

  • Reinforcing a decision immediately after a sale is critical to prevent buyer's remorse and increase customer trust.
  • Hermosi suggests a well-choreographed 24-hour post-sale process, including immediate communication and setting clear expectations.
  • Regular progress reports can create reinforcement cycles, increasing trust and reducing the likelihood of backouts.

"The moment someone closes, we want the next 24 hours to be unbelievably choreographed."

This quote highlights the importance of a structured follow-up process immediately after a sale to reinforce the customer's decision and build trust.

"If you send progress reports every day, what happens is you create multiple reinforcement cycles."

By sending daily progress reports, customers feel consistently informed, which builds trust and reduces the chance of post-sale backouts.

Sales Framework: C.L.O.S.E.R.

  • The C.L.O.S.E.R. framework is a structured approach to sales conversations.
  • Clarify why the potential customer is there, label their problem, overview past experiences, sell the vacation (not the plane flight), explain away concerns, and reinforce the decision.
  • The framework aims to address objections and obstacles, with the goal of guiding the customer to a confident decision.

"Clarify whether they're, label them with a problem that you can solve, overview their past experiences, the pain cycle, sell the vacation, not the plane flight, explaining where their concerns, and then reinforce the decision."

This quote outlines the C.L.O.S.E.R. framework, which is a systematic approach to guiding a potential customer through the decision-making process.

Importance of Intuition in Sales

  • Alex Hermosi argues that training salespeople from the back of the script to the front increases the likelihood of closing a sale.
  • Sensory acuity and intuition can play a role in knowing when a customer is ready to close, despite what the process dictates.
  • Knowing when to stop selling and take payment is crucial; continuing to sell after a 'yes' can lead to unselling.

"If you follow closer, right, clarify why they're there, all we're doing, asking questions, labeling them, is just asking for agreement on one statement that they have the problem."

This quote explains that the C.L.O.S.E.R. framework is question-based and seeks agreement from the customer on their problem, leading up to the point of sale.

"As soon as someone says yes, that is when we stop selling."

Hermosi points out that the moment a customer agrees to a sale, the salesperson should cease selling and proceed with the transaction to avoid unselling.

Real-World Sales Application and Mistakes

  • The conversation also covers the real-world application of sales processes and common mistakes, such as not properly reinforcing the decision post-sale.
  • Hermosi shares a personal anecdote to illustrate the consequences of neglecting the immediate post-sale process.
  • The discussion highlights the balance between following a process and using intuition to adapt to the customer's readiness.

"I told my team the second we hang up this phone, he is going to begin to doubt this decision."

This quote illustrates the critical nature of immediate post-sale actions and the psychological state of a customer who may begin to doubt their decision without proper reinforcement.

"He has switched. He's got downward momentum, and it's our fault."

Hermosi acknowledges that failing to follow the post-sale process can lead to lost sales and customer doubt, emphasizing the responsibility of the sales team.

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