Hormozi's Pre-Sales, Opening & Closing Playbook
Think sales only starts when you're on the phone? Think again. Alex Hormozi, a master of sales and business growth, emphasizes that winning sales actually begins way before that first conversation. It
Pre-Sales Power: Setting the Stage for "Yes" Before You Even Call
Hormozi's core message is this: the sale starts the instant a potential customer interacts with your business. Every click, every website visit, every ad they see – it all counts. This pre-call phase is your opportunity to lay the groundwork for a successful sales conversation.
Here's how to maximize your pre-sales efforts:
1. Create a Seamless Customer Journey: From Click to Call (Consistency is Key)
The Problem: A disjointed experience between an ad, your website, and the actual sales call screams unprofessionalism and kills conversions.
Hormozi's Fix: Ensure a smooth, consistent experience from the first click to the sales call. Your branding, messaging, and overall feel should be the same across all platforms. Think of it as a unified, welcoming journey for your prospect.
Why it Matters: Imagine clicking an ad promising "amazing results" and then landing on a clunky website with different branding. Trust erodes instantly. Consistency builds confidence and makes your sales team's job much easier.
Key Takeaway: Make sure your entire online presence feels like one cohesive, professional experience. Consistency builds trust before the sales call even begins.
2. Edify Your Closer: Warm Up the Lead Before They Connect
For Teams with Setters: If you use setters to book appointments, they have a crucial pre-sales role: edifying the closer.
What is Edification? It's building up the closer's credibility and expertise before the prospect even speaks to them. Think of it as a warm introduction that primes the prospect to be receptive.
How to Edify: Setters should highlight the closer's successes, specific skills, or knowledge relevant to the prospect's situation. Example: "You'll be speaking with Sarah, our senior consultant. She's helped dozens of businesses just like yours achieve [specific result] in the past few months."
Key Takeaway: Setters, act as hype-men (or hype-women!) for your closers. A warm introduction makes a huge difference.
3. Nail Your Qualification Process: Don't Waste Time on Unqualified Leads
Why Qualify? Salespeople's time is valuable. A solid qualification process ensures they focus on prospects who are actually a good fit and likely to buy.
The BANT Framework (Budget, Authority, Need, Timing): Hormozi recommends using BANT as a qualification guide.
Budget: Can they afford your solution?
Authority: Are they the decision-maker?
Need: Do they genuinely need your product or service?
Timing: Is now the right time for them to buy?
Qualification Points: Start qualifying early (applications, initial forms). But remember, even on the closing call, quickly re-confirm key BANT points before you ask for the sale.
Key Takeaway: Qualify, qualify, qualify! Use the BANT framework to filter out unsuitable prospects and focus on those most likely to convert.
4. Outbound Scripting: The "Intrigue" Approach
Outbound Challenges: Getting callbacks on outbound calls is tough.
Hormozi's Creative Script: Try this curiosity-piquing message: "Hey [Business Name], I'm calling about [Competitor]. Give me a call back."
Why it Works: Business owners are naturally curious about their competition. This unexpected message sparks their interest and significantly increases callback rates.
Key Takeaway: For outbound, ditch the generic scripts and try Hormozi's intriguing competitor-focused approach.
5. Inbound Lead Scripting: Direct, Humorous, and Action-Oriented
Inbound Lead Advantage: They've already shown interest! But you need to re-engage them quickly and effectively.
Hormozi's Opener (Slightly Disarming & Humorous):
Start with "[Prospect's Name]?" (Upward inflection, like a question, followed by a pause).
Then, "This is [Your Name]" (Imply they should know you, slight pause).
Immediately explain: "I'm calling because you opted in on Facebook for our promotion, and I just wanted to make sure that one, you weren't a crazy person on the internet, ha, and if there was a time that worked well for you to come in, and obviously to make sure that you knew that we weren't crazy people either."
Why it Works: It's direct, reminds them of their action, injects humor to break the ice, and quickly moves to scheduling.
Transition to Scheduling: Immediately offer concrete time slots: "I've got [Time 1] and [Time 2] today, which works better?" Give options, ask for preference.
Key Takeaway: For inbound leads, be direct, inject some humor, and get straight to scheduling with specific time options.
6. The 5-Minute Prospect Power-Up: Pre-Call Research
Small Effort, Big Impact: Spend just five minutes researching a prospect or their business before a call.
What to Research: Website, social media, previous interaction notes.
The Payoff: You'll sound significantly more informed and prepared. This builds rapport and shows you care.
Key Takeaway: A quick 5-minute pre-call research session makes you sound like a pro and builds instant credibility.
7. Leverage Setter Notes: Show You're Connected and Informed
For Teams with Setters (Again): If setters qualified the lead, closers must use their notes.
CRM is Key: Setter notes should be easily accessible in your CRM system.
Start Strong with Setter Intel: Open the call by referencing the setter's notes: "Hey, [Prospect Name], [Setter's Name] was telling me earlier that you're X, Y, and Z, and you've done this and that... Is it fair to say that's where you're at right now, and what you're trying to accomplish?"
Why it Works: Shows a joined-up approach, proves you're informed, and makes the prospect feel understood and heard.
Key Takeaway: Closers, use setter notes! It shows you're organized, informed, and value the prospect's time and previous interactions.
Opening Strong: Make the First Impression Count (and Set the Stage for "Yes")
You've nailed pre-sales – now it's time for the live conversation. How you open your sales call is critical. It's your chance to grab attention, establish authority, and steer the conversation towards a successful close.
Here's Hormozi's guide to opening like a pro:
1. Set the Agenda - Fast! (Control the Conversation & Respect Time)
Time is Precious: Prospects are busy. Waste their time, and you lose the sale.
Agenda Setting = Professionalism: Immediately set the agenda for the call. This shows you're organized, value their time, and are in control.
Key Takeaway: Don't ramble. Get to the point quickly and set a clear agenda for the call right from the start.
2. The "Proof, Promise, Plan" Framework: Your Secret Opening Weapon
Hormozi's Framework for Captivating Openings: Use the "Proof, Promise, Plan" formula in your opening. It mirrors how effective content grabs attention and keeps it.
Proof: Briefly mention your company's success, track record, or results with similar clients facing similar problems. Build credibility fast.
Promise: Clearly state the desired outcome or main benefit the prospect can expect. What's in it for them?
Plan: Outline the steps you'll take on this call. What will you cover? What's the process?
Example in Action: "John, great to connect. We've helped many businesses in your industry [Proof] achieve significant growth in the next few months [Promise]. On this call, I'd like to understand your current situation, share how we typically help companies like yours, and then we can see if it makes sense to move forward [Plan]. How does that sound?"
Key Takeaway: Open with Proof, Promise, and Plan. It's a powerful, structured way to grab attention, build credibility, and set expectations.
3. Skip the Small Talk (Especially in B2B): Get Straight to Business
B2B Time is Gold: In B2B sales, prospects often appreciate efficiency and directness.
"Skip the Foreplay": After a brief, polite greeting, get straight to the point. Setting the agenda upfront achieves this naturally.
Key Takeaway: In B2B, be respectful of their time. Keep small talk brief and get down to business quickly.
4. Follow the Script (But Make it Sound Natural): Consistency & Key Points
Scripts are Your Friend: A well-crafted sales script ensures you cover all essential points and maintain a consistent message.
Don't Sound Robotic: While scripts are crucial, deliver them naturally. Focus on tone and pacing to make it sound conversational, not canned.
Key Takeaway: Use a script as a guide, but focus on delivering it with a natural, engaging tone.
5. Master Emphasis, Tone, and Pacing: Your Vocal Toolkit
Beyond Words: How you say something is just as important as what you say. Vocal elements are key.
Emphasis: Strategically pause or stress key words to highlight their importance. Think of underlining key words in your script to remind yourself to emphasize them.
Tone: Your inflection matters. End statements like statements, not questions. Maintain a positive, confident tone throughout.
Pacing: Vary your speaking speed. Slow down for critical info, speed up to maintain energy. Use all caps in your script to remind yourself to emphasize and maybe slow down.
Key Takeaway: Pay attention to your vocal delivery. Emphasis, tone, and pacing are powerful tools for conveying confidence and building trust.
Closing the Deal: Turning "Maybe" into "Definitely" (Even When They Say "No" First)
Now for the moment of truth: the close. Hormozi's approach to closing is all about expectation, preparation, and skillful guidance. Get ready to master the art of turning initial resistance into enthusiastic "yeses."
1. Closing Starts with "No": Embrace Resistance as Part of the Process
"No" is Not Rejection, It's the Beginning: Hormozi stresses that closing begins the moment someone says "no." Don't fear "no"—expect it!
Train for "No": Sales professionals should be trained to anticipate and handle objections. If everyone said "yes" immediately, salespeople wouldn't be needed!
"No" is Your Opportunity: View an initial "no" as a signal to step up your game, understand concerns, and guide the prospect towards a "yes."
Key Takeaway: Don't be afraid of "no." It's a natural part of sales. Embrace it as the starting point of the real closing process.
2. "Yes" Means Shut Up and Close: Don't Talk Yourself Out of a Sale!
Golden Rule of Closing: If they say "yes," stop talking and close the sale immediately!
Resist the Urge to Keep Talking: Don't add extra details or keep selling after you've gotten a "yes." You risk creating doubt or opening the door for them to change their mind.
Secure the "Yes": Immediately move to payment and finalize the deal.
Key Takeaway: When you get a "yes," seal the deal now. Silence is golden at this stage.
3. Preparation is Your Power: Anticipate and Master Objections
Underprepared = Unsuccessful: Hormozi is blunt: If you're caught off guard by an objection, you're underprepared.
Know Your Objections Cold: Anticipate common objections and have well-rehearsed strategies for handling them.
Sound Natural, Be Prepared: Use techniques like AAA (Acknowledge, Associate, Ask) to respond naturally, but have a solid plan for every likely objection.
Key Takeaway: Preparation is paramount. Know your objections and practice your responses until they feel natural and confident.
4. Rapid-Fire Questioning: Uncover the Real Roadblocks
Early "No" or Stall? Question Time! When faced with initial resistance, use these rapid-fire questions to dig deeper:
"What's your main concern?" (Early in the sale to identify initial hesitation).
"What are you afraid of having happen?" (Deeper into the sale, to uncover core fears).
"What variables are you using to make this decision?" (Understand their criteria).
"What makes this a 'yes'?" (Flip the script to focus on positives).
"What makes this a 'no'?" (For the unsure, clarify their negative points).
Purpose of Questions: These questions help you pinpoint the true underlying concerns and guide the prospect toward clarity.
Key Takeaway: Use strategic questioning to understand the real reasons behind resistance. Don't just accept "no" at face value.
5. All-Purpose Closes: Your Versatile Closing Toolkit
Versatile Closing Techniques: All-purpose closes are adaptable to various situations, helping you move towards a decision without getting stuck on specifics.
Example Close: "Does that sound like a fit for what you're trying to accomplish?" followed by "Great, what questions do you have for me before we get going?"
Why They Work: They step back from details and focus on the overall fit and next steps.
Build Your Arsenal: Learn and practice several all-purpose closes to have options in any situation.
Key Takeaway: Master a few versatile all-purpose closes to handle a wide range of closing scenarios effectively.
6. Details are Death Traps: Question the Question (Don't Get Lost in the Weeds)
Detail Overload = Sale Derailment: Getting bogged down in minute details can kill momentum.
Question the Question: Instead of directly answering detailed questions, respond with a question about their question.
Example: Prospect: "How many days a week are you open?" You: "Well, how many days a week were you looking for it to be open?"
Why it Works: Tailors your answer to their needs and avoids giving potentially unhelpful "blind answers."
Authority/Mechanic Closes for Tough Details: When pressed on a detail you're hesitant to answer directly:
Authority Close: "It's like asking the secretary for a heart diagnosis – you need to see the surgeon (the expert)."
Mechanic Close: "We haven't brought your 'car' (situation) into the shop yet. I can't ethically give you an accurate answer without fully understanding your needs."
Key Takeaway: Don't get trapped in detail overload. Question their questions to understand their real needs and avoid derailing the sale.
7. The AAA System: Acknowledge, Associate, Ask - Your Objection-Handling Flow
AAA - Your Go-To for Objections: When faced with a question or objection, use the AAA (Acknowledge, Associate, Ask) system:
Acknowledge: Repeat or rephrase their point to show you're listening and buy time.
Associate: Connect their concern to something positive, understandable, or a common experience of successful clients. Use "foils" (others in similar situations) if helpful.
Ask: Transition back to your sales process with your next question.
Why it Works: Maintains rapport, addresses concerns naturally, and keeps the conversation moving forward.
Key Takeaway: AAA is your objection-handling superpower. Acknowledge, Associate, and Ask to navigate concerns smoothly.
8. Childlike Curiosity & Hard Questions: Understand, Don't Argue
Curiosity, Not Combat: Adopt a mindset of childlike curiosity to truly understand their perspective, not just "win" the argument.
"Huh, Interesting..." Approach: If they resist, inquire further: "Huh, that's interesting. I wouldn't have expected that. Can you tell me more about that?"
Questioner Closes: Remember: The person asking the questions is the person closing. Questions guide the conversation and uncover crucial info.
Sales = Education: Sales is about identifying and filling information gaps. Your questions are your educational tools.
Key Takeaway: Be genuinely curious about their resistance. Ask questions to understand, educate, and guide them to a decision.
9. Pre-Emptive Objection Handling: Load Up Questions Early
Head Off Objections at the Pass: Address potential concerns earlier in the sales process, especially during qualification and pain point discovery.
BANT Early & Often: Clarify Budget, Authority, Need, and Timing before you ask for money.
Proactive Problem Solving: Pre-emptive questions show you're on their side, anticipating their needs and concerns.
Key Takeaway: Don't wait for objections to surface at the close. Address potential roadblocks proactively throughout the sales conversation.
10. When Lost, Repeat It Back: Buy Time & Show You're Listening
Unsure How to Respond? Mirror Back: If you're stumped, simply repeat their question back to them slowly.
Benefits of Repeating: Buys you thinking time, shows you're actively listening, keeps the conversation flowing.
Key Takeaway: When you need a moment to think, mirroring back their question is a simple but effective tactic.
11. Get Permission to Be Direct: Soften the Impact of Tough Truths
"Permission to Be Real?": Before delivering a potentially challenging message, ask for permission to be direct.
"Can I be a coach instead of a friend here?"
"Do you mind if I get real with you for a second?"
Why it Works: Softens the impact and makes them more receptive.
Authority Matters: Effectiveness depends on your perceived authority. If lacking, leverage external authority (success stories, company leadership) through association.
Key Takeaway: When delivering tough truths, seek permission first to make your message land more effectively.
12. Stack Closes: Attack Objections from Multiple Angles
Multiple Closes, One Obstacle: If they're hesitant, "stack closes" – present multiple closing arguments addressing the same objection from different perspectives.
Time Objection Example:
Address prioritization: "Is this truly a priority for you right now?"
Highlight time savings: "Our solution will actually save you time in the long run."
Address risk of inaction: "If you wait, you risk getting even busier and further behind."
Key Takeaway: Don't give up after one close. "Stack" multiple closing arguments to overcome persistent objections.
13. Understand the "Why" Behind Objections: Beyond Memorization
Theory > Rote Closing Lines: Don't just memorize closes – understand the underlying reasons behind common objections.
Time Objection: Prioritization.
Decision Maker: Seeking support, not permission.
Detail Objection: Control/their way.
Money Objection: Perceived value/resourcefulness.
Stall Objection: Decision avoidance (fear, lack of clarity).
Adaptable Strategies: Understanding the "why" lets you create more adaptable and effective closing approaches.
Preferred Closes per Obstacle: Aim to have 2-3 go-to closes for each common objection type.
Key Takeaway: Go beyond memorization. Understand the root causes of objections to create truly effective and adaptable closing strategies.
14. Zoom Out with Best/Worst Case: Simplify the Decision
Lost in the Weeds? Zoom Out! If the conversation gets too detailed, "zoom out" and use a broad closing technique.
Best Case/Worst Case Close: Clearly outline the best possible outcome and contrast it with the minimal worst-case scenario (especially with a guarantee).
Simplify Decision-Making: This close simplifies the decision by focusing on the big picture and risk vs. reward.
Key Takeaway: When things get complicated, zoom out and simplify the decision with a best case/worst case close.
15. Reinforce the "Yes" (CLOSER Framework - The "R"): Post-Sale Power
CLOSER Framework - "R" is for Reinforce: The final step in Hormozi's CLOSER framework is "Reinforce the decision."
Handshake with Customer Success: Smooth transition to customer success, clear next steps.
"Bamfam" (Book a Meeting From a Meeting): Ensure the customer always knows when and with whom they'll connect next.
Reduce Buyer's Remorse: Reinforcing the decision minimizes drop-offs, refunds, and buyer's remorse.
Key Takeaway: Don't stop at the "yes." Reinforce their decision post-sale to ensure a smooth transition and happy customers.
16. Handling Specific Objections: Real-World Scenarios
Cheap Competitor: "Cheap Competitor Close": "If we were the same price, which would you choose and why?" Let them articulate your value.
"I Need to Think About It": Use rapid-fire questions to uncover the real concern.
"Talk to Spouse/Decision Maker":
Involve all decision-makers early.
"What if they said no?" -> "What would be their main concern?" (Address hypothetical objection).
Reiterate past agreements.
Shift to "seeking support, not permission" – emphasize their agency and consequences of inaction.
"Give Me Time" (Stall): "What will you be doing instead?" Compare potential returns of their current plans vs. your solution. Emphasize prioritizing results.
Lack of Guarantee: "Anti-Guarantee": Explain guarantees are less applicable when you can't control their commitment. Frame it for serious, responsible individuals.
"Watch Free Stuff First": Agree! It will either help them succeed (leading to future problems you solve) or highlight why they need your help now.
Key Takeaway: Hormozi provides practical, actionable strategies for handling specific, common sales objections. Study these techniques!
Dominate Every Stage of the Sale: From Pre-Call Prep to Confident Close
By mastering Hormozi's pre-sales strategies, opening techniques, and now, these powerful closing methods, you're equipped to dominate every stage of the sales process. Remember, sales is a skill that's honed through practice and continuous learning. Go out there, embrace the "no," master your closes, and turn those prospects into paying customers!
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