How To Sell

Basics:

People do NOT buy because of you, your offer, your testimonial, etc…

They buy because they believe (or maybe ’feel’ is a better word) that you have the solution to
their problem

●​ People are always looking for ways to move from their current place of Pain or Lack

●​ To a place where they are “pain-free” or “have plenty”

HOWEVER

●​ It’s not enough for you to just have their solution…

●​ Your solution also needs to be the perceived path of least resistance

●​ People fear losing what they currently have MORE than a potential gain

In other words…

You need to be able to get people to believe for themselves (or in other words “convince
themselves”) that your offer is not only the answer to their problems, it’s also the “easiest”
path.
“People buy with their emotions and justify their
purchase with logic”
While there are a lot of surface-level reasons people purchase, it always ties back to 6 basic
human needs:

Tony Robbins’ 6 Human Needs:

1. Certainty: assurance you can avoid pain and gain pleasure

2. Uncertainty/Variety (Novelty): the need for the unknown, change, new stimuli
3. Significance: feeling unique, important, special or needed
4. Connection/Love: a strong feeling of closeness or union with someone or something
5. Growth: an expansion of capacity, capability or understanding
6. Contribution: a sense of service and focus on helping, giving to and supporting
others

You can tap into these needs to enhance the persuasiveness of your content, offer and pitch.

Pressure Spurs People To Action (Or Keeps Them

From Acting)
●​ Nobody gets their mind changed in a social media fight.

●​ The last thing you want to do is “pressure” your client to the point that they either resent
you or purchase but then become your worst-nightmare client.

●​ We want people to convince THEMSELVES and feel internal pressure to take you up on
your offer.

You can help build this internal pressure by doing things such as:

○​ Helping them clearly define their current state vs. desired state
○​ Getting specific with numbers and details around their ideal situation
Becoming The Only Solution To Their Problem
We hate tension and dissonance

●​ A prospect with a high level of internal pressure will look to resolve it

●​ It’s time to swoop in with your offer

However, it’s not enough for them to just feel internal pressure, because they might just take
action in another way…

You have to become the absolute BEST (and only) solution to their problem.
 Founder OS: Pitch OS
Pitch OS To Do List

​ Create your Promise (this is essentially the offer)

​ A Proven Process...
​ A Mental Model...
​ A Simple Checklist...
​ A Timeless Framework...
​ An Unbreakable System...
​ Craft 3-4 pillars that deliver on your promise
​ Make sure the pillars have unique languaging
​ Example: Build Your Brand, Drive Leads, Close Deals, Generate Referrals

3 Phases of the Pitch

​ Discovery - 15 mins
​ Pitch - 25 mins
​ Objection Handling - 20 mins

Offer Example: 4-Step Proven Method to Build a Profitable Coaching Business

Promise Example:

“4 steps to get you from being unknown online to growing your coaching business
consistently at 20% every month.”
 Sales Discovery

Hey ____! How are you?

Hey - It’s [Matt] from [Founder OS], what’s going on?

(Listen)

Been having a good week so far? Awesome!

(Listen)

Great well - I know we got a limited amount of time here so are you ready to jump in?

Great, what I found to work best on these calls is:

1.​ What you’re looking to achieve [in your career]

2.​ How much you’re looking to make from it
3.​ What that will allow you to do,
4.​ And ultimately how we can best support you in getting there
5.​ From there, what I'll do is customize a specific roadmap on how we can help you get
there IF, I can help you get there.

Does that sound good?

Desired Situation:

●​ Gotcha, well let’s start with the end in mind then, so ultimately, what’s the goal?
○​ Probing questions (Tell me more, why is that important, etc)
○​ How long has that been the goal for?
■​ Why is that the goal?
●​ Do you feel like you’re on the trajectory to hit this goal currently?
●​ What's missing?
●​ Why is this goal so important to you?
●​ And what’s your monetary goal?
○​ (If they give you a number quickly) You seem like you’ve thought of that number
before… Can I ask, why that number?
●​ (Financial Qualifier) And how much money would you have to have just to REPLACE the
amount of income that you’re making full time? (find out what their HOUSEHOLD
income is, you can use this to find out if they have a spouse)
○​ Is that ultimately the goal? To transition out of that?
Current Situation:

●​ Now I’m curious, what do you do now [for work full time / current pain point]?
○​ Nice, what do you like about it?
○​ okay got it… and what would you change about it, if you could though?
■​ And then you use probing questions to dig into the pain:
●​ “What's the worst part about that?” “Take me back to the day
where you said… “enough is enough” what happened?”
●​ How long have you been doing it? And how long have you been
thinking about starting this business?
○​ Can I ask you a personal question? After all that time…
what was the final straw (ie. has X event impacted you in
any way? → Oh in what way specifically though? Like
what made you draw the line in the sand and say - you
know what - this has got to become a priority now,
though?​

○​ (Doubt) What’d you think has been the biggest challenge in getting this started
by yourself? What’s in the way? (Reiterate whatever their challenge is)​

○​ (Solution Questions)
■​ Have you reached out to anyone else to get help with this in the past?
■​ What are you really looking for in terms of mentorship and guidance
specifically?
●​ For a lot of people it’s either speed, proof of concept, or support,
what is it for you? ​

○​ (Support Questions) Are you married/ do you have a business partner?

■​ Do they like the idea of you earning more income or where are they at
with it? ​

○​ Cost of Inaction → What can we do to point out that the cost of inaction is
greater than the program
■​ ie. so you’re not working right now - so what is your current run rate
before you run out of savings?
■​ If they have a job - can I ask, how long have you been at this job?
●​ Can I ask - what happened specifically that made you realize that
enough is enough and you need to make a change?
○​ Get the trigger event (an emotional story of what was the
tipping point for them)

Gotcha well I feel like we’ve covered quite a bit…

Is there anything else you feel like we didn’t cover (regarding your biz, goals, etc) that we
should?

Well [NAME] - based on what you told me previously mentioned on here I know that because
you’re someone who XYZ, you’re the type of person who gets the best results in [Insert Your
Product / Brand] for multiple reasons because:
-​ Reason 1:
-​ Reason 2:
-​ Reason 3:
-​ Reaffirm they can do it and be successful

Do you agree?

So let me walk you through exactly what we can do together to help you get to your goal.

Go into your pitch script 👇

Basic Transition:

“Look so I feel like we’ve covered a lot of ground here… Is there anything else that you feel like
we haven’t covered that I need to know?”

[prospect response]

Well [NAME] - based on what you told me previously, I think what I have going on over here
may be a good fit for you…

....because you know how earlier on the call you told me that you're only [PROBLEM: closing
about 1 out of every 10-15 consults that you have and it's making you feel a little bit like you're
in that feast or famine thing you mentioned?]

[prospect response]

Well, my area of expertise is helping [insert what you help people with and the outcome
you drive].

[prospect response]

Gotcha - so do you still have that pen & pad?

Great, on your pen and paper - write out 1—>4 with a good bit of space in between them to
take notes on each. 1, 2, 3, 4
[wait for them to acknowledge they’ve done this]

Ok - let me preface this by saying that everything I do is all customized on what’s best for the
client.​

The Bridge:

Ok… so when you come in, the very first thing we’re going to do is build out what I call
becoming a [Insert Pillar 1].

Pitch OS

This is where you go through the 4 pillars that make

your offer superior and your proven process

Pillars Summary

Go into each of your 4 pillars on how you deliver an outcome for the prospect.

PILLAR #1: INSERT NAME

“You know how earlier on the call you mentioned XYZ (can’t get clients, can’t attract clients,
can’t grow your audience)?....” “...

And it’s making you feel frustrated/confused, etc” (look at the language from the sales call)

Well that’s because you’re making the #1 mistake I see founders make - they use a “spray and
pray” method to build an audience.

PILLAR 1 DETAILS

Does that make sense?

Questions? Thoughts? Or are you ready to move on?

Cool, so the next step is

PILLAR #2: INSERT NAME

You know how you told me… [logical pain = you’re not getting the
revenue/customers/audience growth you want].

And it’s making you feel… [emotional pain = frustrated, unclear on the right direction].

PILLAR 2 DETAILS

Does that make sense?

Know what I mean?

Anything else on that or you wanna move on?

Ok - so next is…​

PILLAR #3: INSERT NAME

Now at this stage, most founders are completely lost, confused, and overwhelmed.

You have constructed an irresistible offer, but you don’t know how to stand out from the noise
and get off the content hamster wheel.

PILLAR 3 DETAILS

Any questions on that?

PILLAR #4: INSERT NAME

So you know how earlier in the call you mentioned you were stuck on the monetization of your
audience and unsure of how to hit your revenue goals from your audience?

PILLAR 4 DETAILS
Make sense?

Questions… thoughts

Committing Phase

Temperature Check

Just curious but in terms of the process specifically… how do you feel?

(Certain answer + certain tonality = move on)

(Uncertain answer and/or uncertainty tonality = alignment bit)

I hear ya and just to be totally clear… what’s really important to me is ALIGNMENT - when you
come in and work with us, we’re rolling up the sleeves and getting in the trenches with you on
this thing. I mean our team is ALL IN - so it’s really important to us that you feel GOOD about
the process, know what I mean?

So just to be 100% clear.. On like a scale of 1-10, 1 being ___ and 10 being ___, where do you
feel like you fall exactly?

(if 9-10 + certain language/tonality = move on)

●​ Gotcha - that’s a high number, can I ask - what do you like about this specifically that
makes you say that?

(if 8 or below = ask the following:)

●​ Gotcha - that’s a high number, can I ask - what do you like about this specifically that
makes you say that?
●​ Gotcha man, and I appreciate you being honest about that… just curious, what exactly
do you think is keeping you from say being a 8, 9, or 10?

(Then handle objection /// ask clarifying questions // re-temp “are you sure”)

Transition Language

Any questions?
(if necessary) Gotcha so you feel good, no questions… so what’s next? Where do you feel like
you wanna go from here?

Investment

...and then investment to get you to (INSERT GOAL: high-level outcome) is just $X.

(...and the investment to get you to $20k/m, $240k a year is just $X).

[SHUT UP]

Objections & Enrolling.

You Get First Objection:

●​ Isolate & Tie Down Twice:
○​ No worries… [X Objection] aside - do you feel this is everything you need to get
to XYZ goal?
○​ Okay - so you’re 100% in and ready to rock and roll, it’s just a matter of figuring
out [X Objection] and then you’re good to join, is that correct?

MAKE SURE YOU HANDLE THE RIGHT OBJECTIONS

-​ Financial
-​ Uncertainty (“I need to think about”, “I’ve been burned before in the past”, “I’m scared
this won’t work for me”)
-​ Spouse
-​ Timing

ONCE CLOSED:

Make sure that you keep their emotions HIGH:

HYPE THEM UP

“I’m so pumped for you..”

100% certainty we’re going to crush it for you.

Get them hyped.

Any questions for me before I hop off here?

“Cool I’ll see you inside the community”