Sales Mindset, Multiplier & Sales Training by Alex Hormozi's
Let's break down the concepts of Sales Multipliers and Sales Training as described by Alex Hormozi, assuming you're starting with no prior knowledge
Let's break down two key concepts Hormozi emphasizes: Sales Multipliers and Sales Training. Think of this as your beginner's guide to selling smarter, not just harder.
Mindset Shifts for Sales Superstars: Behaviors That Drive Success
Hormozi reframes "mindset" not as some abstract concept, but as concrete behaviors that you can actively cultivate. These mindset shifts are the fuel that powers your sales engine.
1. Care More Than Anyone Else: The "Caring Wins" Principle
The Golden Rule of Sales Mindset: "The person who cares the most about the prospect wins the sale." Genuine care is your superpower.
Behaviors of Caring:
Deep Understanding: Constantly strive to understand their needs, fears, and goals.
Build Real Rapport: Care builds genuine connections that last.
Ethical Guidance: If you're not the best fit, tell them! Long-term trust trumps short-term gain.
Focus on Helping, Not Just Selling: Frame your role as a guide helping them make the best decision for them.
Uncover Underlying Fears: "I need to think about it" often masks fear. Dig deeper to understand it.
Avoid "Commission Breath": Prioritizing commission over the person makes you sound insincere and self-serving.
Human-First Approach: When they sense you genuinely care, they're more open to your guidance and your questions – the questions that can truly transform their situation.
Key Takeaway: Genuine care for your prospect isn't just "nice" – it's a winning sales strategy. Focus on helping, not just closing, and you'll build trust and long-term success.
2. Volume Negates Luck: Consistent Action is the Antidote to Chance
Sales is a Numbers Game: Think of sales like dating – you need a pipeline and consistent activity. "Volume negates luck."
Volume Drives Skill, Skill Drives Volume: More sales activity accelerates skill development. Improved skills make you want to do more. It's a positive cycle.
Embrace High Volume Early: Force yourself into high-volume activity, even with tough leads, to fast-track your learning curve. The initial struggle is temporary but essential.
Mastery Through Repetition: Consistent practice, call after call, conversation after conversation – that's how mastery is built.
Key Takeaway: Don't rely on luck. Focus on consistent, high-volume activity. It's the fastest path to skill development and sales success.
3. Sales as Personalized Marketing: Tailor Information to the Individual
Beyond Generic Marketing: Marketing provides initial information, but sales is personalized marketing.
Individual Information Needs: Each prospect needs different pieces of information to make a decision.
Salesperson as Tailor: Your role is to identify and fill those specific information gaps for each prospect.
Key Takeaway: Think of yourself as a personalized marketer. Tailor your approach to address the unique information needs of each prospect.
4. Belief and Trust: Continua, Not Binary Switches
Belief & Trust - Not "On/Off": Don't see belief and trust as all-or-nothing. They are continuums that you build incrementally.
Incrementally Increase Belief & Trust: Your goal is to move them further along the belief and trust scales with every interaction.
Actions & Words Matter: Every action and statement either builds or erodes belief and trust. Be mindful of your impact.
Key Takeaway: Focus on building belief and trust incrementally throughout the sales process. Small actions and consistent behavior add up to big gains.
5. "No" Isn't "No Forever": Persistence, Not Pressure
"No for Now ≠ No Forever": A "no" today doesn't mean "no" always. Prospects' situations change.
Consistent, Light Follow-Up: Reach out every 3-6 months for a casual check-in. A lighthearted message or relevant update can keep you top-of-mind.
Respect Their "No" (For Now): Don't pressure them, but remain open to future opportunities. Persistence, not pushiness, is key.
Key Takeaway: A "no" today might be a "yes" tomorrow. Stay in touch, but respect their current decision. Gentle persistence pays off.
6. Be a "Trash Man": Embrace the Challenging Leads (They're Training Gold)
"Trash Man" Mentality for New Salespeople: Especially when starting out, "be a trash man" – take the less desirable, tougher leads.
"Yellow = Gold": Difficult leads are actually valuable training grounds.
Free, Intense Training: Harder leads force you to improve faster and hone your skills.
"Advanced Level Bosses": Reframe tough prospects as challenging bosses in a video game – they test you and make you stronger.
Sharpen Your Sales Sword: Every interaction, even with unlikely buyers, sharpens your skills and makes closing easier deals even smoother.
Key Takeaway: Don't shy away from challenging leads. They are your best teachers and will make you a much stronger salesperson. Embrace the "trash" – it's gold in disguise.
7. Objections ≠ "No": Distinguish Observation from Rejection
Objections are Not Always Rejections: Prospects voicing objections are often just thinking out loud or reacting to information.
Don't Jump to Objection Handling Immediately: Unless they explicitly say "I don't want to buy," don't immediately launch into objection handling.
Experienced Salespeople Discern: Learn to distinguish between a casual observation and a firm rejection.
Key Takeaway: Don't overreact to every objection. Listen carefully to understand if it's a true rejection or just a point of discussion.
8. "We Don't Negotiate with Terrorists": Value Over Price (Hold Your Ground)
Firm on Pricing: "Never change price to close a sale." Maintain your value.
Price Testing is Strategic, Not Reactive: Price testing should be a planned strategy, not a knee-jerk reaction to a prospect's request.
Shift to Value, Not Price: If they ask for a lower price, counter with: "We could actually do it for more." This highlights their buying intent and redirects the focus to value.
Key Takeaway: Don't devalue your offering by negotiating price to close. Focus on demonstrating value and holding firm on your pricing.
9. Confront Hard Questions Early (with "Foils"): Build Trust Through Transparency
Address Sensitive Issues Early: Confront tough questions early in the sale (before asking for money).
Use "Foils": Frame sensitive questions by referencing "others like them" – this makes it less personal and less confrontational.
Transparency Builds Trust: Addressing hard questions head-on, in a respectful way, builds trust and rapport.
Key Takeaway: Don't shy away from tough questions. Address them early and use "foils" to maintain rapport while tackling sensitive issues.
Sales Multipliers: Boost Your Sales Before You Even Start Selling
Imagine increasing your sales without changing your sales pitch at all. That's the power of Sales Multipliers. Hormozi defines them as strategies you put in place around your sales process to create more opportunities and make it easier for people to buy.
Think of it like this: Multipliers are the groundwork that makes your sales efforts way more effective. Hormozi argues these can often have a bigger impact than just perfecting your sales skills alone.
Here are the game-changing Sales Multipliers Hormozi recommends:
1. Sell 7 Days a Week: Don't Limit Your Selling Hours!
The Problem: Most businesses sell only Monday to Friday. But are your customers only available then?
Hormozi's Insight: Your prospects have lives outside of the 9-to-5! Evenings and weekends are prime time, especially if you sell to busy consumers. Hormozi himself saw huge success in the fitness industry selling after typical work hours.
Convenience is King: People buy when they're motivated. If they see your ad on a Saturday and want to buy now, being available is crucial. Otherwise, that impulse might fade.
The Math is Undeniable: Adding just two weekend days adds a whopping 104 extra selling days a year! That's a potential 29% sales increase compared to a 5-day week.
Avoid the Monday Rush: Weekend closures create a backlog of inquiries for Monday, overwhelming your team and leading to missed opportunities. Weekend selling keeps things flowing smoothly.
Key Takeaway: Think beyond the traditional work week. Be available when your customers are ready to buy.
2. Speed of Response: Strike While the Iron is Hot (Like, Really Hot!)
First Impressions Matter (Massively): When someone shows interest (clicks an ad, fills a form), your first response sets the tone for your entire business.
Efficiency Speaks Volumes: Imagine clicking a button and your phone rings instantly. That screams "professional and on-the-ball!" Slow responses scream the opposite.
Harvard Business Review & Hormozi's Data Agree: Speed is critical. Hormozi's company, Allen, sees this daily – quick responses = more success.
First Follow-Up is Gold: While consistent follow-up is important, that initial rapid response is the most impactful.
The 5-Minute Rule: Aim to respond within 5 minutes! Waiting longer can lead to an 80% drop in your chances of closing that lead. It's not about lead quality; it's about your responsiveness.
Key Takeaway: Respond instantly to new leads. Speed is your secret weapon in capturing initial interest.
3. "Call Now" Option: Capture Ready-to-Buy Customers
Beyond Scheduling: Offer a "Call Now" button alongside scheduling options on your website or landing pages.
High Intent = High Value: Someone who chooses to call immediately is likely highly motivated and ready to buy now.
Qualify First (If Needed): If you need to filter leads, place the "Call Now" option after a brief qualification step.
The ROI of More Salespeople: Worried about capacity? Think about the revenue boost from capturing these immediate calls. Hiring another salesperson could be a smart investment.
Key Takeaway: Make it easy for eager customers to connect with you right now. Don't make them wait.
4. 15-Minute Time Slots: Make Booking Super Convenient
Precise Scheduling = More Bookings: Offer appointment slots in 15-minute increments instead of traditional hour-long blocks.
Find the Perfect Fit: People are more likely to find a truly convenient 15-minute slot, increasing booking and show-up rates.
Addressing the "Gaps" Myth: Worried about awkward gaps in schedules?
Solution 1: Hire More Sales Reps: Fill those gaps with more sales power.
Solution 2: "Off-the-Call SOP": Create a plan for salespeople to be productive during downtime (lead follow-up, etc.). Most companies only focus on on-call activities.
Busting the "Limited Availability" Myth: Thinking scarcity makes you look busy? It just makes it harder for customers to book. Convenience wins.
Pro Tip: Early Bird Wins! Have salespeople call leads who booked future appointments (e.g., Monday appointments booked Saturday) and offer earlier slots if available. This boosts show-up rates dramatically.
Key Takeaway: Offer highly flexible scheduling to maximize bookings and show-up rates. Don't let scheduling friction lose you sales.
5. Feed the Killers: Match Leads to Salesperson Skill
Strategic Lead Distribution: Give your best sales closers your best leads. Less experienced salespeople get the less qualified leads.
Maximize Closing Efficiency: Ensure high-potential prospects are handled by your top performers for maximum sales.
Minimize "Net Waste": Weaker leads are less likely to close anyway. Giving them to less experienced reps minimizes wasted time for your top closers.
Hormozi's Timeshare Story: A top salesperson boosted income and company sales by convincing the CEO to switch to this strategy from a simple round-robin system.
Attract Ambitious Talent: This system can attract hungry salespeople willing to start at a lower wage for the opportunity to earn big by eventually getting top leads.
The "Churn Factory" Advantage: Newer salespeople handling tougher leads become battle-tested and, if they improve, become ready for better leads – a training ground in disguise!
Key Takeaway: Don't distribute leads equally. Strategic allocation based on salesperson skill maximizes your closing potential.
6. Increase Show-Up Rates: Get More People to Actually Show Up
Show-Ups are a Huge Lever: Improving show-up rates is often easier and more impactful than drastically improving closing rates.
Recognize Show-Up Superstars: Reward salespeople with the best show-up rates. Highlight their success and learn from their strategies.
Strategic Reminder Sequence:
Automated Reminders (Essential): Use automated systems, but don't try to fake personalization – it backfires.
Layered Manual Reminders (Personal Touch): Add personal reminders on top of automation for extra impact.
The "Magic Three" Reminder Times:
24 Hours Before: Personalized message showing you've prepped (e.g., "Reviewed your website, excited to chat!"). Makes them feel valued and committed. Tailor this to your industry!
Morning Of: Simple reminder to jog their memory.
1 Hour Before: Final nudge as the meeting nears.
IM > SMS (Blue Bubbles > Green Bubbles): IMs feel more personal.
Voice Memos/Short Videos: Add an extra personal touch for key reminders.
Logistics & Policies for Show-Ups:
Same-Day/Next-Day Booking: Limit booking availability to capitalize on immediate interest and boost show-up rates.
Hire More Salespeople (If Needed): If limited availability restricts bookings, hire more reps! More shows = more sales.
Key Takeaway: Don't let booked appointments become no-shows. Implement a strategic reminder system and booking policies to maximize show-up rates.
Sales Training: Build a Sales Dream Team (Instead of a "Churn Factory")
Hormozi points out that most companies' sales training is weak, relying on a "sink or swim" approach. Effective training lets you develop talent from within and even attract talent by offering valuable skill development.
Here's Hormozi's blueprint for building a high-performing sales team through training:
1. Daily Huddles (with Role-Playing - The Secret Weapon!)
Daily Team Power-Ups: Short daily meetings focused on key skills, especially role-playing.
Role-Playing: The #1 Sales Skill: Practice and instant feedback in a safe environment. It's the single best skill to master.
Conquer the Ego Monster: Entrepreneurs and managers often avoid role-playing due to ego. Embrace mistakes – that's the point of practice!
Effective Role-Playing - Key Tactics:
Focus on One Skill: Don't overwhelm. Pick one area for improvement per session.
Fast, Real-Time Feedback: The faster the feedback, the faster the learning.
Constant Positive Reinforcement: Nods, "greats," thumbs-up for correct actions during the role-play.
Interrupt to Guide: Don't be afraid to interrupt frequently (30-40 times!) to give immediate guidance and prevent frustration.
Repetition for Muscle Memory: When someone gets it right, have them repeat it multiple times quickly to solidify the skill.
Team-Wide Skill Building: Daily huddles are perfect for addressing common team challenges and drilling core skills.
Key Takeaway: Make daily role-playing a non-negotiable part of your sales training. It's the fastest path to skill mastery.
2. One-on-Ones (Personalized Feedback is Key)
Individual Growth Sessions: Regular meetings between sales managers and salespeople.
Tailored Feedback: Focus on individual strengths and weaknesses.
Listen to the Tapes! Sales managers must listen to sales recordings to identify specific areas for improvement.
Focus on One Big Win: Even if you see many areas, prioritize just one key improvement per session that will have the biggest impact on their closing rate (e.g., asking for payment, agenda setting, conversation control, handling objections).
Top Closer ≠ Top Manager: Your best salesperson might not be the best manager. Closing deals and coaching are different skills. Managers need patience, leadership, and a desire to develop others.
Ego-Free Management: Effective managers are comfortable with their team members potentially surpassing them. Team success is the ultimate goal.
Key Takeaway: Personalized, data-driven feedback in one-on-ones is crucial for individual salesperson development.
3. Game Tape Review (Call Recording Analysis - Your Secret Training Weapon)
Record Everything! Record every sales call throughout the entire customer journey. This is your training goldmine.
Weekly Sales & Customer Success Reviews: Jointly review recordings with both sales and customer success (CS) teams.
Why Joint Reviews are Powerful:
Sales Understands Customer Impact: Sales sees how their words and promises affect the customer experience and CS workload.
Reduce Sales-CS Conflict: CS can point out over-promising, sales gains post-sale process understanding.
Sales Learns Onboarding: Sales sees what happens after the sale, boosting product conviction and future sales knowledge.
CS Feedback for Sales: CS identifies recurring issues stemming from the sales process.
Seamless Customer Journey: Improves sales-CS collaboration, reducing customer drop-off due to unmet expectations.
Identify Improvement Opportunities (Both Sides): CS suggests sales tools, sales highlights customer needs for CS.
Which Calls to Watch?
Analyze Your Hot Streaks! When you're closing deals like crazy, record and dissect those calls. Identify subtle differences in tone, opening, closing, etc.
Systematize Success: Good closers get hot. Great closers figure out why and replicate it consistently. Analyze winning calls to systematize your winning formula.
Key Takeaway: Treat sales calls like game tape. Regular, joint reviews with sales and CS teams are invaluable for learning, alignment, and continuous improvement.
Additional Training Boosters:
Competition (Us vs. Them, Not Us vs. Us): Foster a team spirit against competitors or customer problems, not internal competition. Too much internal competition can backfire.
Team Conviction (Testimonials are Fuel): Share customer testimonials regularly. Genuine belief in the product is contagious and powerful. Connect salesperson effort to positive customer outcomes. Sales is about transferring conviction!
Key Takeaway: Build a team culture of collaboration and genuine product belief to amplify your training efforts.
Last updated
