Why that person didn’t close...and how to use this one unstated fact to give you the upper hand in the sale | Ep 45

Application Advantage

In sales, having a customer apply for a service provides a strategic advantage. Alex Hormozi explains that when a customer applies, they have already acknowledged a problem and shown interest in a solution, giving the seller an upper hand 1. This is because the customer has essentially admitted they lack a solution, which can be leveraged during the sales conversation. Hormozi emphasizes the importance of establishing a gap between what the customer has tried and where they want to go, as it "nails them to the table" and highlights the need for the offered solution 2.

   

Goal Clarification

Clarifying a customer's goals and past efforts is crucial in establishing a sales gap. Alex Hormozi stresses the need to understand where the customer is currently and where they want to be, which helps in bridging the gap between their past attempts and desired outcomes 3. By doing so, the salesperson can remind the customer of their previous struggles and the investments they've made, reinforcing the necessity of the new solution. Hormozi uses examples from gym and weight loss scenarios to illustrate how to effectively probe and clarify these goals 2.

   

Addressing Pride

Overcoming customer pride is a key part of the sales process. Alex Hormozi discusses how customers often resist acknowledging their unmet needs due to pride or ego 4. He suggests that salespeople need to help customers admit their failures to pave the way for a solution. By addressing past failures and explaining why previous attempts didn't work, salespeople can break down resistance and establish a need for the offered service 5.