T R A NS CR I PT

The secrets of authentic selling

Imagine you’re on a call with someone who’s interested in your service. How would it feel to
hear this?: “Well, I really appreciate it. This is amazing, actually. I’m going to sign up for Zero
to Launch, today. And I’m excited to hear what you have to say.” Or this: “No. No, I don’t want
to check out that course.” Or this: “Would it be bad to do both? No. I think you should do both.
Well, yeah, I definitely want to do both then.”

Ahh, the feeling of a new client. All of your work on finding an idea and creating an offering,
pricing and packaging and sales. Finally, they recognize the value. Signed. I want to take you
behind the scenes of an actual sales call to show you how it’s done, but keep listening because I
guarantee you’re gonna be surprised at the end of this video.

In this clip that I’m about to play, here’s the basic framework that I’ll be using. And this is the
same framework you can use for your sales call. Build rapport, ask, ask and ask more. Ask them
what caused them to want to speak to you. Ask them more about their issue. Ask them what
they’ve tried and what they’re looking for. Then recommend solutions, yours if appropriate.
Answer questions and objections and close the sale. So let’s listen in now on a real sales call I did.

Ramit: Good morning or good evening.

Speaker: Good afternoon over here. Afternoon.

Ramit: Alright. Where are you calling from?

Speaker: Just London, central London actually. I’m just uptown for the day. [inaudible] How
about yourself?

Ramit: I’m in New York.

Speaker: OK. Nice, nice.

Ramit: Just getting the day started.”

Here I am kicking off the call by building just a little bit of rapport. “Hey, where are you calling
from?” You don’t want to jump right into talking about business. It feels really weird. You actu-
ally want to make them feel comfortable. Warm them up with a little small talk. It’s important.
Let’s keep listening.
“Let me make sure I understand a couple of things first. So you do personal training on the side
and you have a full-time job. Is that right?

Speaker: Yes. So I teach group classes in London. So I teach fitness group classes in London.
And I used to do, like, face to face PT in a gym just outside of London. But I’ve moved from that
gym and moved my plan and moved my clients online, so I can be in London all the time but still
have clients online. So I can still train them, for less price, but not actually be there with them.

Ramit: Got it. Makes perfect sense.”

Notice I begin by asking questions. First, I’m asking about this person’s background: “So let me
make sure I understand a couple of things first.” And I’m repeating them back to him to show
him that I understand. In fact, I even tell him, I completely understand because I’ve worked with
in-person personal trainers and online personal trainers. So he gets it. I get it. We’re building
some rapport. OK, let’s move on.

“So let me ask you a question. You mentioned 30 pounds a week. Where did you come up with
that?

Speaker: So I used to charge 30 pounds a month and I was doing a lot for 30 pounds month.
And then I just had a look around, and I charged 60 pounds for one-to-one, face-to-face clients.
Now the people online, again, spent a lot of my time. And they’re getting the same as what a
face-to-face client would normally get, but just not get me in front of them. So that’s how I kind
of got to half of the face-to-face client price, about 30 pounds a week.

Ramit: OK. So let me see. So let me read that back to make sure I understand it. So you were
charging 60 pounds for an in-person client for one session?

Speaker: Yes, for one hour. Yeah.

Ramit: For one hour, makes sense. And so you said, all right, these guys are gonna be online,
so they’re not going to get the full treatment that they would get in person. I’m going to cut that
price in half and I’ll charge them 30 pounds a week.

Speaker: Yeah.

Ramit: OK. As I say that back to you, does it sound reasonable or a little crazy? What do you
think?

Speaker: Semi, semi crazy. But they probably do get an hour of my time over the week, if I broke
it down. But when you say it like that, if I was to put the price up, which I feel like you’re going to
maybe tell me to do it, it then becomes a harder sell I feel.

Ramit: Well, let’s not worry about the sale. Let’s just, let’s focus on you first. We’ll get to the
client in just a second.
Speaker: Yeah.

Ramit: Let me ask you this. Pretend I’m your client, OK? I could very well be your client. And I’m
going to guess that most people come to you for what? Weight loss? Is that the most common?

Speaker: Yeah, normally weight loss, and yeah. Feel good about themselves.

Ramit: OK. So when I’m sitting there evaluating you, am I saying to myself, ‘How much time is
[inaudible] really spending with me per week? Let me go through his timesheet.’ Is that what I
want from you?

Speaker: No.

Ramit: What do I want?

Speaker: You want to see results.

Ramit: Bingo. And specifically, go even deeper than that. What is the result that I want to see?

Speaker: Well, you want to lose weight and feel good about your body.

Ramit: Yeah. And like, how much weight?

Speaker: You want to feel confident. You want to get ... You want to drop two dress sizes and get
into your wedding dress or ...

Ramit: There you go.

Speaker: Walk on a beach in a bikini.

Ramit: There you go. So you already know this. You ... Those answers are so good. You clearly
know your clients. They’re telling you these things and they’re very specific. People are super
specific, aren’t they? They say, ‘I want to fit into those jeans that I wore in college, etc., etc.’ So
you already know this, but you have gotten in your head when it comes to pricing and you went
through this very logical, rational approach: ‘I used to charge this much per time. Let me take
it ...’ It’s like you’re a factory worker, but actually you’re not a factory worker. You’re delivering
results.”

I’m still asking and asking, and I’m listening at this point. “So let me ask you a question, you
mentioned 30 pounds a week. Where’d you come up with that?” And I’m also saying, “What’s
the result you want to see?” I’m trying to understand where he is. What are his pains? What are
his dreams? So I can make the right recommendation. OK, let’s jump to the next clip, which is
actually about seven minutes later, after I’m doing more asking and more listening.

“I would recommend a program called Earn1K. It’s actually quite ... It’s very targeted to what you
want. Helps you find multiple clients. It helps you with pricing strategy. And it helps you with
marketing in a way where your users, or your customers and clients, are going to say, “Oh my
god, this person is for me.” Number one, you’re going to grow your business. But number two,
you’re going to understand your clients better because now you’re investing in yourself just like
they’re investing in themselves.

Speaker: Yeah, for sure, yeah. Yeah, I need that.

Ramit: Any questions about the program or my recommendations?

Speaker: What is it, Earn1K? How long will that last then?

Ramit: That program is approximately eight weeks. You can go through it and you can take your
time because you have access to it. Right? So you have lifetime access. If I were you, I would take
some of that time and carve out a couple of one or two hour blocks a week. And that way you can
keep training your clients, but also you can learn along the way and you can start to test little
approaches with them every time you talk to you.

Speaker: Yeah. Alright cool.

Ramit: Any other questions about that?

Speaker: No, I don’t think so. No, it’s good to get, like, another opinion on how to go about
things.

Ramit: Absolutely.

Speaker: From someone who’s obviously doing it and helping people do it as well, so ...

Ramit: Completely.

Speaker: That’s a really big help, I appreciate it.

Ramit: It’s my pleasure. And I have a special appreciation for trainers because I know that, you
know, you change lives. And I think a lot of people don’t understand what trainers actually do
and how much of a difference it can be.

Speaker: Obviously I’m here to make a business, but I enjoy making people happy about their
body and enjoying, like, coaching people to make them care. And I feel like fitness is the foun-
dation of what I love, success. Obviously, I want to help people change their lives, also, make a
business out of it as well.

Ramit: Yeah. So. So what would you like to do today? Do you want to join the program? [inaudi-
ble] team sends you a link.”

Speaker: Now it’s finally time to make a recommendation. Notice: recommendation. I’m listen-
ing and listening. And now I’m going to recommend a solution. I’m not going to tell him. I’m
not going to order him. He’s a prospect. I’m going to recommend a solution. Sometimes the
solution is not one of my courses. It might be a book. It might be trying a different approach.
But sometimes it is my course or my program. And at that moment, I am unapologetic about my
recommendation, because I know it’s awesome. So here’s what I say: “I’d recommend one of our
programs called Earn1K.” Next clip.

Speaker: “Yeah, if they could send me a link over, that’d be great. And I could have a look
through it and see how it’s all going to go down. That would be amazing, yeah. You can send me
a link over by email.”

Ramit: Now the questions about the program. Now that I’ve made my recommendation, I open
it up for questions or objections. And once I address them, it’s time to go for the close.

“Yep, I’ll have my support team reach out right now and we’ll get you a link today. And send me a
little DM on Instagram once you join. I’d love to know once you’re in.”

“So what would you like to do today? Do you want to join the program? Sure. My team will send
you a link.” Alright, they’re in. But remember when I told you to keep listening to the end of
this video? That’s because there’s a twist. Remember each of the people from the beginning of
this video? Each of those people who said, “yeah, I’m excited.” And I was so happy. The sale was
signed. Not one of them ended up signing up. Do you know why? The answer is that I didn’t ask
for the sale. I didn’t get them to sign up while I was on the phone. And in fact, if someone gets off
the phone without signing up right there while you’re on the call, you have less than a 10 percent
chance of closing them. Out of five sales calls I did, only one closed. And that was the woman
whose credit card I literally took on the phone and entered it into our system. Here’s the record-
ing of that very call.

“So we have a few different options in this course. I’m actually going to recommend that you
start with the ... It’s the basic level. The pro level, I don’t really think you need the more expen-
sive level. And if you want it later, you can add it on. Our support team would be happy to work
with you. But I would prefer you just get started. And I think once you get into the first module,
you get these videos, you’re gonna start to feel a lot more comfortable. So that’s the $1,000 pro-
gram. We don’t need to go to the more expensive programs. Are you comfortable with that?

Speaker: Yeah, let’s do that one.

Ramit: Perfect. OK. So let me take a little bit of information here from you. I’m going to take
your name. I have your name already. I’ll take your email address, your billing information, and
then I’ll make sure that you’ve got the order confirmation before we get off the phone here.”

The key lesson here, is that you could have the perfect sales script. You can answer every objec-
tion. They can even tell you, “I’m in.” But if you don’t ask for the sale, you probably will not get
it. I remember helping a student with her sales calls. She’d gotten really good at getting people
to join her sales call and she’d worked on her sales skills, so she was pretty good at making the
offer. But then when they said, “Yeah, that sounds great,” she would go, “OK, bye.” Like what? I
sat there listening. I said, “what is going on here?”
She was too nervous to ask for the sale. So she would go through all of these mental gymnas-
tics to do everything except saying, “OK, what’s your credit card number?” Because if she asked
that, then maybe they might say no. In her mind, it was better to let them have some time, to
not be pushy, than to ask for the sale where they might say no right on the spot. This went on for
months, months, and finally she got fed up and decided to ask for the sale. Her first call, a person
said, “Sure, let’s do it.” She was completely blown away.

So ask for the sale. You are respecting your prospect when you push them to make a decision.
Whether or not they join you, your goal is to get them to make a decision. I’ve included these
sales calls in the playbook so you can hear for yourself exactly what happened.