Anyone can drastically improve their ability to sell by understanding one simple concept.

Did you know that?

I recently listened to a fascinating podcast, where multi-millionaire Alex Hormozi explained how anyone can sell to anyone without sounding cringe, icky, dodgy or desperate.

Its a matter of understanding how to frame the purpose of the sale.

Hormozi's approach:

"The aim of sales is NOT to make the customer buy, rather it is to make the customer 'decide' - to buy"

When our aim is to make the customer buy - it comes across as obvious, manipulative, tacky, cringey and icky.

However, when the purpose is to make the customer decide for themselves to buy, the salesman is simply guiding the customer to a place where they can comfortably make the decision.

The former is forceful and desperate - the later is passive and gentle.

When a customer decides for themselves, on their own terms, without obvious pressure, the experience does not feel cringe.

The key to guiding this decision:

Is understanding why customers defer their decision.

Hormozi explains that there are three main areas that a customer will blame for their purchase apprehension.

No matter what the excuse, they will fall under one of these three core areas:

• blaming the circumstances (not enough time to decide)

• blaming others (My wife wont approve)

• blaming themselves (I can't afford)

The art of sales, according to Hormozi is using clear and concise communication to deconstruct these three areas and convert the sale.

In his twenties Alex Hormozi went from broke and in debt to earning $1,200,000/month.

In one year he took home more money than the CEO's of McDonalds, IKEA, Ford, Motorola and Yahoo combined.

He did this by communicating in a way that clarifies the person's individual decision.

Understanding this method will allow you to solve more people's problems and convert more successful sales. Turning fewer customers away and simplifying the process and sales pitch.

You will earn more money, grow the business and influence more people in a positive manner.

Now, let's dive in.

#1: BLAMING CIRCUMSTANCES

When overcoming obstacles in a sale, it is important we account for the circumstances that customers like to blame. This means taking away time, money or areas of the product or service as reasons they can't do it.

For instance, if someone explains that they don't want to purchase because they don't have the 'time', Hormozi suggests that you simply break that down with questions.

Explain to them that using time as a reason not to purchase has an underlying assumption, that in the future if they get busy again - they will have to stop.

Conversation would look like this:

• So, do you want the success you are after to be long term? - "yes"

• Do you believe that you will never be busy again for the rest of your life? - "no"

• So, you may as well start and learn whilst your busy so when it gets quiet you will succeed even more and then when it gets busy again you will be comfortable with it because that's how you started...

This allows the customer to internalise their concerns and come to logical conclusions themselves.

#2: BLAMING OTHERS

Hormozi explains that these discussions are like peeling an onion - there are several layers that get closer to the core.

The 'time' reason is often the first. Peel that away and customers will often blame some one else, "My partner won't let me".

Conversation would look like this:

• Well five years from now, if you didn't do the things you wanted to do with your life and you blamed your wife the whole time because she said you weren't allowed, what's your life going to look like? - "Not great"

• So, you as an individual won't be happy and neither will your marriage. Is that fair for you or your relationship? What do you think? - "No"

• Well it looks like what you are actually after is support, not permission. If you repeat this habit your going to look at your life in five years time and your not going to be happy with your marriage or the fact you aren't where you wanted to be. And who are you going to blame?

Again, Hormozi's approach is really about peeling away the layers of concerns people have in an almost therapeutic approach.

Rather than berating them with a million positive reasons why they should buy the product or service.

#3: BLAMING THEMSELVES

The only forceful thing about this approach is that the person is forced to confront reality.

However, often the customer still doesn't know what to do and wants to avoid it. This is where most sales crash.

Hormozi's greatest advice is to understanding that:

'People's biggest fear is making a mistake. People don't want to be seen as stupid. People don't want to loose status as a results of this decision'

It should sound a little like this:

• It's not 'time' you need to make a decision, it's more information. If I am the only source of information, lets talk... What are the variables you need to make the decision? Let's walk through them.. - "Okay"

• Now we have discussed the obstacles, does this offer solve the problem you have? - "Yes/No"

• Do you want to work with us? - "Yes"

• Do you know anyone with access to the money to get started with this program/service? - "Yes/No"

• Great lets do it.

No doubt these are simplified examples.

Practice is essential to develop flow and appear natural. But I hope it conveys the message that we should focus on assisting the person to make the decision on their own terms - not just sell features and benefits.

Essentially, the idea of selling according to Hormozi is to set up a situation where you are talking to an empowered person. You must then sift through all the crap people tell themselves as to why they can't decide.

In doing so, you make them feel empowered by giving them the tools to make the decision.

And in making that decision the customer has now made a step towards creating the life they want to have - without feeling pressured.

Well done.