STEAL this 7-Figure Sales Script and make a TON of money

Well, hello, hello, hello. Welcome back to the podcast. I am excited. I am thrilled to have you here. I’m a little bit low energy today, if you’ve been following along on social media. You know, we just put down our dog yesterday, and I loved her a whole lot, so I’m feeling a little bit down in the dumps. But, you know, I’m really grateful for the time that I’ve had with her and grateful for the intense feelings of sadness that I’m experiencing right now, because they are the result of all the love that I was able to experience with her over the years. So, really grateful for that.

But I want to make this valuable for you today. Despite the sadness. We’re going to persevere, we’re going to push through, and we’re going to try and give you something here today that will help you grow your business. See, last week I was in Cancun. I was talking to 2025 top tier capital raisers. These are people who run private equity funds, and they got together in Cancun to mastermind and to learn how they can grow their businesses. And so I talked about a couple different things. I did a breakout session, talked about how to tell your origin story better as a business, as an entrepreneur, because people connect with your story more so than they connect with your product.

Right. It’s the story behind the product. And that was awesome. That was a lot of fun. But the main reason I was there was to talk to everybody about how to leverage LinkedIn to grow your. Your brand and grow your businesses. And so we, I laid out what I referred to as the LinkedIn domination triangle, because you always got to have a snazzy name, right? And we got really into the weeds of the tactics of LinkedIn. And towards the end, you know, the whole purpose of LinkedIn is to establish credibility, overcome obscurity, and create a connection.
But the ultimate end state isn’t just to get a lot of likes and a lot of views on our posts, right? The goal is actually to connect with humans and then engage with them in a way that maybe they want to do business with us. And it’s that last part of the equation that we unexpectedly got into the weeds on. So we’re nearing the end of the presentation. I said, hey, guys, are you interested in what we do next on the strategy call, the sales call? Like, would you like to know our seven figure sales script? Because we follow a very regimented process, and everybody got really excited. So I look over at the event coordinators, and I’m like, is it cool if I keep going? They’re like, yeah, keep going, keep going. And so we end up going twice as long in this presentation as we had initially intended because we went off on this tangent that people found highly valuable. And I want to bring it to you guys because this is a very powerful script that you can follow regardless of whatever it is that you’re selling. If it’s a product, it’s a service, doesn’t matter.
I’ve used this in all sorts of formats in my different businesses to different degrees. And the important thing here is that professionals always follow the script. When it comes to sales, you always follow the script, and if you don’t like, that’s the first. That’s the surefire sign of an amateur. If you can’t systematize what you’re going to say, how you’re going to say it, when you’re going to say it, then you can’t pass that on to your salespeople. You can’t train on it. And sales is a bit science, a bit art, but when my experience, the businesses that struggle the most haven’t refined the science side, and they’re just leaving it up to the gift of gab and hoping that the salesperson can just kind of talk the prospect into buying, and that is not a consistent way to drive results. And so I want to share with you this.
This nine step framework. I can’t remember where I learned this. This was years ago. I learned this from a mentor that when I decided, hey, I want to get better at sales, this was back in probably, like, 2018, 2019, maybe 2017, actually, a little bit earlier. And I worked with this guy, and he laid out this framework. I was like, this is great. And I’ve been using a version of it ever since. And then very recently, I saw pretty much the same script, but just laid out in a different visual format that I was like, oh, that’s an even better way to visualize this.
Well done to that guy. And so I want to share this with you. I can’t share the visuals because this is a podcast, and I can’t share my screen right now. But this is one of those things that we go really deep on in the beyond the apex community, this and a whole lot else. But today, I just want to lay out the nine steps. So, number one, the very first thing that you do when you get onto a sales or strategy call is you need to set the frame. You need to set the frame and set the agenda for what it is that you’re gonna be covering over the next period of time. Now, a lot of times when your prospect comes in, they’re gonna have a lot of questions and they’re gonna wanna hijack the conversation.
They’re gonna wanna get right to the questions that they have. And they’re gonna be asking you generally like, hey, what’s the product and how much does it cost? The number one thing that you walk away from here is that you always hold the frame and you don’t answer the questions outside of the order in which you’re comfortable in answering them. And the price conversation needs to be pushed until the very end for a number of reasons. Now, a lot of times when a prospect comes in and they’re asking about the price, they’re like, just give me a price. Like, give me a range. Are we talking $1,000 or $10,000? They really want to anchor it down to a number, because then they think, okay, if it’s 100,000, that’s too much, despite the fact that they have no idea what the actual package of the product or the service is and how much value it could add. Right? And we don’t want somebody who already has a predetermined number in their head where it’s like above that. I can’t afford it.
Because if I said to you, if you give me $10,000, then tomorrow I will give you a million dollars, do you think you could come up with $10,000? Absolutely. If I said, give me $100,000 today and I guarantee 100% certainty, and if you knew 100% certainty that I was going to give you a million dollars tomorrow, could you come up with that 100,000? Probably, right? Because you had this surefire guaranteed million dollars on the back end of it, you would find a way to come up with that money. So that’s where we’re at in this first part of the sales script is setting the frame, setting the agenda to make sure that we’re in control. And the most powerful frame that you can have here is the doctor frame. The doctor frame is powerful because as a patient, you go into the doctor and you don’t sit down there in your gown and you start asking like, hey, what’s the, what’s the medication? How much is this going to cost? And all that stuff? Right? Because you can’t just go and ask them, hey, prescribe me the drug, because the doctor is sitting there like, hey, I don’t even know what’s wrong with you yet. We need to diagnose the problem, and then we can lay out a course of action, and then we can discuss costs. And that’s the frame that you want to have here as the doctor, you’re trying to diagnose the problem. And so when people are pushing you really hard, often they will, for prices, you need to just say, listen, I don’t know what the price is because I don’t know what the price problem is yet.
I have a number of ways that I might be able to help you, but it would be kind of like you come in with a pain in your foot and I just chop it off without having done any diagnostics. Right. We want to make sure that it’s not just a sprain, that there isn’t another easier way of solving the problem. And it might be that I can’t even solve your problem because I’m a foot doctor. So if you come in and you have shoulder pains, we’re going to figure that out pretty quickly, that I can’t serve you. So let’s, if you’re cool with it, let’s. Let’s stick to the plan. And the plan that I have here.
I have an agenda. I have a framework that I like to go through with people to help quickly diagnose what’s the problem you’re facing, and then whether or not that’s something that we can actually solve. And if you just, you know, let me go through the agenda here, I promise we’re going to diagnose it really quickly. And then if I can help you, I will lay out exactly how we can do that. We can talk price then. Does that sound good? Right? So we’re setting the agenda. We’re setting the frame, we’re taking control. And a lot of times, actually, in 99% of cases, when you say that people will go, okay, cool, and if they don’t, well, they’ve automatically disqualified themselves.
And you need to just push them out of the funnel and just say, I can’t serve you right. It’s more important to hold the frame. Next is we’re going to go. And this is all part of the first three sections of this script is all about qualifying the lead, making sure that there’s somebody that we can actually help, because we want to make sure that we’re only bringing people in, that we can actually genuinely serve. And if we can’t, we want to exit them out of this call as quickly as possible so we can reclaim our time. So the second question that we’re going to ask is around the customer, around what they do in particular. So what we want to know is, what do you do, how do you do it? I’m sorry, what do you do, who do you serve and how do you do it? Right. So we want to understand their business model or the problems that they’re out there in the world trying to solve.
Right. And you’re going to need to adapt this, given your current, your situation. So, for instance, if I’m working with an investor and they’re coming in, they want to potentially invest with us. What I’m trying to understand is, like, where they’re at in their job, what they do for a living, living, how they invest currently. I want to know all that stuff so I can start to figure out, okay, is this person in the right income bracket? Are they the right level of sophistication for our investments? So we’re trying to get closer to understanding who they are, what they do, and if, whether or not we can actually serve them. Now, the third step in this qualify section is the decision. I want to know two things in particular. Why me? Why now? So what brings you in? Why did you come here to seek us out? Why? Like, did you see a piece of content? What is it? Right.
And a lot of times people will have been following you, they’ll have seen some content in the past, and like, I got a lot of value from you. You said some things that were really interesting and so I wanted to come. Sometimes it could be the result of your outbound efforts. Right. So if you’re sliding into people’s DM’s, they might not have a clue who you are. And so they might just be like, I don’t know. You reached out to me. I don’t know.
And that’s helpful information for you to understand where you are framed. I in the conversation. Right. If they’re coming in with a high degree of information about you already, then you don’t need to be overly pitching yourself. If they have no clue who you are, then at some point you’re going to need to fill in the gaps for them. The other part of this is, why now? Why is this a problem that you feel compelled to solve now? Why didn’t you do it six months ago, twelve months ago? Why now? Why is this the moment? Or is this a thing that you’re actually not committed to making the decision right now? You’re just still collecting information. And both of those can be very valuable for you in terms of how you proceed with the conversation. Because if they’re really not ready to make the conversation or the decision right now, and they’re just collecting information and they think, maybe in a year, two years, I want to do this.

You need to get off that call as quickly as possible because it’s just a bad use of your time. Okay, so the next step, the next three steps in the sales script that we’re going to follow is all about stretching the gap, the pain of where the person is currently versus where they want to be. And so this is what we call the three R’s. First is we ask them, what are the results that you’re looking for? Where do you see yourself in the future? Where would you like to be? How much are you making? How much time are you spending? Who are you spending your time with? Like, what is the end state that you’re hoping for when you come here? What is that? So if, you know, you go to the doctor, you’re like, I’d like to have no pain. I’d like to be able to pick up my kids. I’d like to be able to throw a baseball. On the softball team, we’re trying to forward cast to where they want to be their ideal outcome. The next r is then to work back to their current reality.

So first we set the results, and then we come back to the reality, okay, you want to have a shoulder that works, pick up your kids, throw the baseball. Where are you currently? Where are you at right now? And if this is, maybe you have a monetary product, like, you’re helping people make more money. It’s like, okay, you want to be making a million dollars a year. Where are you at right now? Oh, you’re only making $60,000 a year. Okay. How many people are on your team? How does that feel? How many hours a day are you spending on this stuff? Right? We’re trying to, we’re trying to get as clear about where their reality is now and how it’s falling short of their desired results or end state. The more we can stretch that gap, the more pain we can make them feel, the more antagonized they’re going to feel to take a step that is going to move them towards a solution. And that’s what we want.