Transcription
I've been in high ticket sales for eight years. I've sold everything from 5K fitness coaching to 80K B2B masterminds. In that time, becoming the top sales rep on Cole Gordon's B2C offer, B2B offer, as well as his back-end sales offer. I've sold tens of millions of dollars in the process and made upwards of 30,000, 50,000 a month in commissions consistently.
In this video, I'm going to give you the top lessons that I personally learned from Cole Gordon himself on my way up of getting there. And these are really the lessons that are going to take a sales art from making 10,000 to 20,000 a month in commissions, which is where I was before I met Cole to making 30,000 on your worst day and then 50,000 plus on your best day.
Now, a quick caveat before we get into it. A lot of these lessons are actually practical mind frameworks. And I give that caveat cuz a lot of the times we hear mindset, we think of that 997 guru course we bought where there's a whole mindset section before they even get into the strategy. And they put more effort on the mindset and it's [ __ ] without even teaching the strategy.
Now, I say this caveat because I don't want you to enter these lessons I'm about to share with that mindset framework. If you do, you're going to miss out on arguably the biggest mental frameworks that Cole Gordon himself taught me that allowed me propelled to where I am today. What I can promise you is that these are the direct mental frameworks that you see people like Cole Gordon, Jeremy Haynes, Alexi, Tony Robbins that are personally using and operating on on a daily consistent basis that it took them from the lowest success to the pinnacle of their success. And these are the same mental frameworks that I personally use and now today they're the same mental frameworks you're going to have without ever having to work with them on the inside. Let's get into it.
Lesson number one is treat every objection like a mini discovery. If you've been in sales for at least a day, you know what objection rebuttals are. And every sales coach almost is teaching this on the market. Prospect says this, you say that. However, the issue is is rebuttals are losing you thousands of dollars in commissions every single month by learning these meaningless frameworks. Instead, what every single sales pro is doing there that they're not telling you is before they do any reframe or fancy rebuttal, they are treating every objection like a mini discovery. Meaning, they go ahead and ask that prospect a series of questions on a deep dive about that objection before they even handle it.
This does several things. The first thing is the rule of reciprocity. If you want the prospect to actually listen to what you have to say and change their belief, they have to feel listened and heard first. The issue is so many closers hear an objection and immediately attack that objection, which is going to cause the prospect to be more garden and reserved and obviously less resistant to changing their opinion. However, if you give them the time of the day to really feel heard and understood about their objection, you show serious intent in understanding their objection, when you go to do that fancy reframe, it's going to land 10 times harder because the prospects actually have a much more open mind, which is going to lead to a massive increase in them changing their belief.
The second thing this does is it actually gets to the core objection of their objection. Half the time when a prospect gives you an objection, it's really a halftruth. Meaning that they've gone ahead and give you what is kind of the truth of their objection, but the real truth is hidden behind that objection, aka a smokeokc screen. When you actually treat an objection like discovery, you skip the smokec screen handle part, which typically is 10 minutes objection handling to begin with, and you get straight to the truth.
And the third and final thing this does, and it's really the most important thing, is it buys you time on how to actually handle that objection. So many closers hear that objection, they're so reactionary in handling. And when you're reactive, that reactive thinking is going to lead you to have short-term solution thinking. Meaning, you're just going to go ahead and solve the immediate problem. You're not really probably changing the core reason or belief of why that prospect is not moving forward. However, when I actually allow the prospect to explain their objection and give them time, it buys me time to think, what is the best possible strategy to handle this and which one's going to be the fastest path to the close.
Lesson number two is having a high sad ratio. If you've been around any business owner that's doing 500,000 plus per month profit, you'll know that they have this aura about them of when they walk around you and how they command a room, whether it's virtually or in person. But the secret to that aura, that commanding energy, is not their revenue or profit numbers. What it really internally is is having a high CDU ratio. And what that high CD ratio effectively means is you have a high commitment follow-through to the minor and major commitments you make throughout the day.
Now, the reason this is important is the commitments you follow through have a direct impact on your subconscious as well as your confidence. And if you haven't put two and two together yet, that basically means the way the prospect is going to view you is the way you view yourself. So when you say you're going to go to the gym today, but you go tomorrow, or you say you're going to follow a diet, but you have that dessert for dinner, all those failures stack up and have a much bigger impact on your subconscious than you realize.
The solution to this is having a high sadu ratio, meaning you commit to all the little and big commitments that you make throughout your day. So not only does this apply to sales, meaning if you say you're going to hit X amount units per month, you need to find a way to hit it, but you need to apply that commitment to every area of your life. And what happens when you do this over a long enough time scales is your outward projection of your self-confidence and the depth behind your words grows massively. Meaning when you say that you can follow through on things, most importantly on a sales call to a prospect, your prospect has a much higher likelihood of believing those words because they can feel the depth and confidence behind those words that simply cannot be faked.
And I know this sounds like a very minor mindset parlor trick to add into your tool belt, but I promise you this is one of the most powerful tricks that I've been able to implement. This is the direct thing that Cole Gordon taught me daily that I need to install as my habits is having a high CU ratio which has arguably taken me all the way throughout my career. And if you want a direct correlation of how this actually applies to my sales calls, when I applied having a high SEU ratio to the ultimate max, I completely eliminated all of my trustbased objections. Even when I would hop on a new offer with zero track record or success to prove to those prospects, I still didn't get trustbased objections like, "Can I speak to a referral? What if this doesn't work?" because they felt the confidence behind the plan I laid out for them.
Lesson number three is always go into every sales call expecting the worst objection possible. Let's be honest, majority of closers, probably including you, go into every single sales call secretly hoping that they're not going to get that objection at the end of the sales call. And when they ultimately do get it, what that happens is it leads to ultimately frustration as well as an emotional reactive response, which usually leads your objections becoming quite combative in nature and ultimately losing you the sale.
Instead, we're going to flip that and we're going to go into every single sales call expecting and hoping we get the worst objection possible. When you do this, a couple things happen. The first thing is when I ultimately do end up getting that objection, you spent the whole call mentally preparing for it, which means it will actually be fun opposed to frustrating, allowing you to be a much better flow state, present, and ultimately in a much better place to handle it. And if you're not having fun handling your objections, you're already losing half the battle.
The second thing is if you knew and you were expecting for the worst possible objection, chances are you saw the objection from a million miles away. Since majority of prospects do get their objections during discovery and you will have asked and answered every single question that you need to handle that objection with the prospect's words versus their own words, leading you to obviously much higher chance of overcoming it.
The fourth lesson is the law of diminishing returns. And what that effectively means is everything produces less results at scale. So when you scale your ad spend, your rorowaz actually drops. When you go to the gym more often, your muscle mass that you put on decreases and ultimately when you take on more sales calls, your close rate lowers. The reason I say this is a lot of times when closers want to increase their commission checks, what they do is they actually increase the amount of calls they take as the first reactionary step. And I'll just be the first one to tell you, you cannot take 10 sales calls every single day and be in perfect flow state for every single call.
What happens when you do that rule is usually the first three or four calls, you're perfectly in pocket. And then after call five and so on, you're giving 70% of yourself, 60% of yourself, 50% of yourself, which ultimately means your close rate effectively on those calls alone in the later half of the day, end up being half, if not lower your close rate, which is obviously massively decreasing the overall amount of units you can bring in per day. So, how do you combat this? Well, you always combat this by looking at what is the alternative lowhanging fruit that I can add on to my strategy that will make up for that said drop performance at scale.
So, for example, when you're looking at ad spend, increasing ad spend, one of the easiest ways to combat that lowering ad spend is to bolt on setters to append dial leads, not booking calls, which is obviously going to decrease your cost per call and increase your offer rate over time. When looking at the gym and fighting the law of diminishing returns there, the strategies are obviously going to be looking at your testosterone, increasing that, optimizing your diet, optimizing your sleep instead of just adding on more reps, trying to increase muscle. So, for sales calls, why would it not be the same thing? Opposed to taking more calls throughout your day, I actually block those times off. And I spent it strictly doing deep dives on referrals, backing up sales, as well as obviously followup. And when I ultimately took these strategies seriously and stopped just trying to take more calls, I actually increased my commissions by $5 to $7,000 per month without adding a single call to my calendar.
Lesson number five, and ultimately probably one of the most important lessons on here that I learned from Cole directly is gify your failures. The easiest way to get out of a failing streak or ultimately overcome a huge problem or challenge you're facing or get out of a sales rut is to gify it. Most people approach a series of failures or losses such as a sales rut with frustration. The issue with that is the clarity of thoughts that you operate on are directly correlated to level of frequency that you're operating at.
Have you ever realized that when you're playing a sport and you're generally having fun, those are some of the best times that you've ever played. And those are actually the times you play at your best. But on the opposite of that, when you're taking it too seriously and trying too hard, you end up playing worse and actually end up doing worse in terms of performance, which allows you to get more frustrated and play even worse as a consequence of that. Sales reps are the same exact thing. So when you're losing, you actually want to flip the table and gify and have fun. And when you gamify, what that effectively means is you want to take a step back as a third party person point of view. Look at the current game you're facing and ask yourself, what skill sets am I effectively missing that I just need to plug and play that will allow me to overcome the boss that I am facing?
So, for example, if you're in a sales rut, just take the last 30 days worth of calls, plug that into AI, and have AI correlate the biggest objections you're getting from largest to least at a percentagebased value. And what you'll ultimately see is there's probably two objections that are making the bulk of 60% of your losses. And what you'll probably see is that there's probably two objections that are making the bulk of 60% of your losses. Now, all you need to do is get the exact training you need on handling those two objections, and then you will make up 60% of your loss sales, ultimately taking you out of the sales rut.
Now, the strategy I've quickly learned applies to every area of life, not just sales, but business and your personal relationships. So, the next time you're facing a set of failure, opposed to getting frustrated and trying harder, which is going to lead you to do worse, take a step back, look at it from a third party point of view, gamify, and see what skill sets are you effectively missing that's just stopping you from getting to that next level.