This is Steve Hochman, and today I'm going to teach you something really cool.
I'm going to teach you the art of closing -- not just selling but closing.
And to do that you have to tap into people's emotions.
And to do that -- to do it like a pro -- you have to make them relive an experience.
Let me give you a perfect example.
Let's say there's someone who is 20 pounds overweight, and you're asking them all these questions.
Why is it important to you to lose weight?
Because I don't like the way I feel. Right.
And I don't like the way I look, and I don't like the way my clothes fit.
And I don't like the way this, and I don't like the way that - And da, da, da, da, da.
Well, guess what?
That's all nice, but you're just scratching the surface because you're not making them relive an experience.
The experience and the emotions of that real experience is what's going to sell.
So if someone says, well, I'm 20 pounds overweight, and you ask them, where are those 20 pounds in your body the most?
And they say their hips, their thighs, and let's say the back of their arms.
And you ask them, when was the last time that those parts of your body made you feel uncomfortable?
And I actually had a lady tell me that she went to a party and she wore a sleeveless dress.
And she was so mortified by the fat in the back of her arms that she literally stayed against a wall so no one would walk up behind her and see the back of her arms.
And the way her dress kind of came in, I guess the fat sort of went over the sides. And so she literally stayed against a wall.
And I was asking her, how did you feel when your back was against a wall?
She said how terrible it felt. It was embarrassing.
I go, what happened when you wanted to eat or go to the bathroom?
And she said, literally, it was like it seemed like walking down a hall to the bathroom was like a 10-minute walk.
I felt like everyone was looking at my fat and laughing at me.
And she was basically in tears. And I'm making her relive an experience.
Now, she's ready to be closed.
Was she just talking about fat and talking about this?
There's no connection to it. It's like if a parent -- if you're selling a time management course and you ask a parent, do you spend enough time with your kids?
And they say no.
And you say, well, do you really think that you should? And they say yes.
And then you say, how does that make you feel?
And they say, terrible.
But if you say, well, when was the last time you ditched your kids because you were too busy?
And they say, well, my daughter had a play. She asked me all week to be there. She was so nervous.
I promised and promised and promised her I'd be there, but I got caught up in work.
