The perfect saleman says nothing Just asks smart question fyp diaryofaceo alexhormozi saleman debate

So the perfect salesman says nothing and only asks questions, because there's nothing to disagree with. And fundamentally, they're going to believe way more of what they say than what you say. So you want them to say it, not you. And so you clarify whether they're C. It reminds me of spies. I've interviewed a couple of CIA spies now and every single one of them, I was expecting some like incredible technique or whatever. They all say, no, we just spend six to eight weeks in the back of the cab listening to the Iranian taxi driver to figure out what, that his son has a health issue that we can then leverage later to get him to turn against his country. So the first eight weeks, you're just listening to him offload. And they're like, it's crazy how people will just offload if you let them. Everyone wants to talk. Oh, a hundred percent. So one is, you know, clarify whether they're L is labeled them with a problem that you can solve. So it's like, okay, so it sounds like you're here, you respond to my ad, you DM me thing or you, you whatever, because of this reason, is that right? Right. So you get confirmation on the problem, which is L. Then you O, which is overview past experiences or past pain. So it's like, what have you done so far to try and solve this? And this is important because motivation is the equal opposite of deprivation. So the more deprived someone is of something, the more motivated they are to solve it. And so like, if you haven't eaten in an hour, you're probably not that motivated. If you haven't eaten in two days, you're very motivated. If you haven't slept in, you know, a day or you're normal motivated, I guess that was a bad one. But if you haven't slept in three days, you'll be incredibly motivated to sleep. And so we want to find, we want to find what they're deprived of and then try to increase that deprivation in the conversation, basically make them more aware of the deprivation, the things that they don't have. Right. So if you have, you know, enough deprivation, that's very clear. That's like, okay, this is, this is what, why you're here. This is, you agreed with, this is the problem that you want to solve. You've tried all these things and it hasn't worked for you. I can imagine how frustrating that would be, um, S, which is then you sell, right? You sell a vacation, which typically is just three points. Um, I, I usually keep it to three cause most people can't remember more than that anyways. And the three points are usually, you can always find three and if you need to, you can chunk up if you've got five and if you've got, you know, two chunk down as in like break into smaller pieces. But like when I was in the fitness world, it was fitness, nutrition, accountability. If when I was selling, you know, mortgage leads, it's like you want the leads to be unique. You want them to be timely and you want them to be exclusive. Right. And so like, or a qualified. And so it's like, there's always three things that you can usually triangulate. But when you say the three points, you don't then feature, you know, jarble about the points. You then just usually put like a one sentence analogy of, of what that thing is. So it's kind of like this. And so these are like little 30 second sound bites to make the three points that should never last longer than 90 seconds because most people waste all this time on the selling part and that doesn't really matter because the more we can talk about them, the more they're going to want to buy. And then eat like at the end of that, you say, cool, ready to get started, ready to rock and roll, ready to start on Monday, whatever it is. And then E and R around what happens if they say no, right. You explain it with our concerns, E and the R is you reinforce the decision. And so R was actually something added much later when I was teaching, you know, many salespeople because after they would like explain away and then close, they would just like, see you later. I got the credit card, like you're dead to me. But the R is like, no, no, like reinforce the decision. Like I think it's a great decision. I'm going to introduce you to Polly. Polly's going to get you onboarded. And then Polly also continues the R and being like, you know, Jack definitely helped you out. I mean, let's get you all squared away. A lot of people say that 70, 60, 80% of our communication is body language. Do you think much about that? Alex, you have a with or without you energy body language. It's a casual, it's a very casual body language, which in fact reinforces your authority in a way. So do you think about if people are right, that 60 or 70% of our communication is the things we don't say. Do you think about training people on how to hold themselves, how to be, you kind of alluded to something there, which I think people don't think about, which is actually the less you say sometimes the higher conviction and the more I believe you. Yeah. And some people can oversell because, yeah, so I'll, so I'll, because I think getting, so I'll just, there's so many variables here, but I'll just try and focus on the ones that a lot of people sell over the phone and even via zoom, it's harder to see body language as well, which nowadays I think a lot of selling happens in those two environments, even more than in person, even though that's where I came from, which I actually think is the best place to learn because you have to control every variable and then you have far more leeway on the phone or on zoom than you do in person. And so to that extent, um, there's basically five things you can control about how you talk. And so you have your speed of talking, like how, how fast you talk, you have your cadence, you have your, um, basically your, um, your enunciation, like, do I pronounce every letter in the words that I'm saying? You have the volume that you speak at, because if I talk too low, like you on a phone, it doesn't really matter because they're just going to increase the volume. But if I lower what I'm saying right now, it sounds more important in person. It's more important to volume is more important in person. And so those first three, I consider there's kind of a persuasive tone, which all three are constant. And the only point of those is to maximize comprehension. It's just that they can hear you, that they can understand what you're saying because you're talking at a speed that they can understand. Like I'm somebody who talks fast and I have to, I have to pull back how fast I talk when I'm in like a selling situation. There's only two that you, that I teach salespeople to try and actively control, which is going to be pauses to draw attention. And when do I raise my voice? And the reason that those are the only two things you really need to teach a salesperson outside of the persuasive tone, which is that that you're going to talk at a certain speed, which usually about 150 to 170 words a minute, because that's the amount of speed that most people can understand. You're going to enunciate the words, which is going to force you to actually speak at that speed. And you're going to talk loud enough they can understand you. This sounds very simple, right? Like this sounds like so simple. Like I can't believe people don't do this except they don't and they don't close. And so the only things that you have to teach a salesperson, and these are so important, like there's been three independent studies that are like massive meta-analyses of salespeople. The salespeople who one, speak less, close more. And number two, the salespeople who know when to shut up, most importantly, after you ask for the sale, like if you wait eight seconds after you ask someone to buy, you close 30% more sales. If you wait eight seconds. Yeah. So you're ready to start? Okay. So. Mm-hmm. And so people, they'll close themselves, but the salespeople are so afraid of that silence that they then jump back in. It's like, you had the sale, just shut up. And so I used to talk about how emphasis was super important. And so like a very, very easy example to demonstrate this in terms of communication is that if I say, I didn't say he hit his wife, I didn't say he hit his wife. I didn't say he hit his wife. I didn't say he hit his wife. Those all mean very different things, but fundamentally it's just because I changed where I pause, right? Mm-hmm. What word? So I'm emphasizing a different word. And so I used to talk about emphasis a lot, but I've trained more and more and more and more salespeople over time. I just say, when do you shut up and when do you raise your voice? That's it. We speak in the exact same tone. And the reason that I feel very confident about this is that AI is doing an increasingly good job at ads. I don't know if you've noticed this, but like a lot of ads are just being voiced over an AI and they convert higher because people can understand them.