# Sales (Hormozi)

Study notes. Paraphrase and short quotes, each with a source link and timestamp. Acquisition.com course audio and YouTube captions are machine transcribed, so check the source before quoting word for word.

## 1. CLOSER framework (sales call structure)
Taught as The Closer framework, an acronym, for what to say to prospects on the phone when you're just starting to get your first sales. [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:31:11](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=1871s)
* **C, Clarify why they're there.** Ask what made them take the step (book the call, reply, comment, opt in). Everyone but a true cold call has taken an action toward you, which gives you authority in the frame. [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:31:11](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=1871s)
* **L, Label them with a problem.** So what I'm hearing is ... you want this outcome and you haven't gotten it yet, is that about right? [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:31:43](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=1903s)
* **O, Overview their past experiences.** What have they tried, why is it important, what has it cost them. He calls this the pain cycle: you temporarily raise their deprivation around the outcome before you sell. [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:32:14](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=1934s)
* **S, Sell the vacation, not the plane flight.** Talk about Maui, not TSA, bags and seats. Usually a three point pitch; anything can be chunked into three things the prospect agrees they need to succeed. [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:33:17](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=1997s) [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:34:21](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=2061s)
* **E, Explain away concerns.** The reasons not to buy are usually: specifics of the program, time, money, decision maker (handing authority to someone else), or avoiding the decision for fear of a mistake. Know how to handle all five. [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:34:21](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=2061s)
* **R, Reinforce the decision.** The next 24 hours after purchase are crucial; most customers judge a business on the first 24 hours. Promise what happens next and deliver faster than promised. [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:34:52](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=2092s)
* Why it matters: it is simple enough to teach. In his gym days, seeing someone else close a sale using the framework without him was when he realized this may actually be a business. [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:35:24](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=2124s)
* Caution he gives: a workshop guest asked him to go over CLOSER, but his close rate was 40%, so sales was not the constraint. Fix the real constraint first. [13 Years Of Brutally Honest Business Advice in 90 Mins (2024-05-11), 00:12:29](https://www.youtube.com/watch?v=KhFlD54nQrY&t=749s)

## 2. The 3A reframing framework (Acknowledge, Associate, Ask; video sourced, not a book framework)
* Reframing = the one to three sentences that you say after a prospect says anything but yes that raise the odds the next thing you say gets them to buy. [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:00:00](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=0s)
* The person asking the questions is the one who's in control. Answer a trap question with a question about the question (Which certifications are you looking for specifically?). [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:00:32](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=32s) [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:01:05](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=65s)
* The best closers ask for the sale more times than anyone else, so each ask must not cost rapport. [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:02:41](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=161s)
* Steps: acknowledge what they said, make a positive association, then ask your next question. [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:10:49](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=649s) [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:11:22](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=682s)
* Examples he gives: I need to think about it becomes Totally understand. What are the main things you're considering?... What would it take for you to say yes? Timing objection becomes smart that you're already thinking about implementation... what would make it a good time? Spouse objection becomes what parts do you think they wouldn't like? [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:10:16](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=616s) [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:10:49](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=649s) [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:11:22](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=682s)
* If you don't know how to answer the question you can always ask more questions about their question. [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:10:16](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=616s)

## 3. Onion of blame (objection map, from the 4 hour sales guide; video sourced)
* Prospects blame from the outside in: circumstances (time, money), then other people (spouse, kids, employees), then self. The objection tells you how close you are. A prospect who says they have to think about it is the decision maker. [How to Sell Better than 99% Of People (4 HOUR ULTIMATE GUIDE) (2024-07-31), 00:22:51](https://www.youtube.com/watch?v=JE2_7elAcxM&t=1371s)
* Three big buckets: circumstances, others, self (avoidance or stall). [How to Sell Better than 99% Of People (4 HOUR ULTIMATE GUIDE) (2024-07-31), 00:23:58](https://www.youtube.com/watch?v=JE2_7elAcxM&t=1438s)
* On price nerves: if you're not getting gasps you're not going high enough, you can always walk down. [How to Sell Better than 99% Of People (4 HOUR ULTIMATE GUIDE) (2024-07-31), 00:03:17](https://www.youtube.com/watch?v=JE2_7elAcxM&t=197s)

## 4. Diagnostic sale
* Steps he lays out: current state, desired state, the obstacle, then present the desired state and your vehicle to get past the obstacle. [10x Revenue with 1 New Sales Process (You Can Steal It) (2024-05-18), 00:00:32](https://www.youtube.com/watch?v=1UhvBSQFy6A&t=32s) [10x Revenue with 1 New Sales Process (You Can Steal It) (2024-05-18), 00:01:03](https://www.youtube.com/watch?v=1UhvBSQFy6A&t=63s)
* If you win the argument in a sale you lose the sale. It is harder to get a yes after price is presented, so handle doubts before. [10x Revenue with 1 New Sales Process (You Can Steal It) (2024-05-18), 00:02:40](https://www.youtube.com/watch?v=1UhvBSQFy6A&t=160s) [10x Revenue with 1 New Sales Process (You Can Steal It) (2024-05-18), 00:03:12](https://www.youtube.com/watch?v=1UhvBSQFy6A&t=192s)
* In his story, the new process took what people paid from 200 to 800 (4X LTV) without changing the core service. [10x Revenue with 1 New Sales Process (You Can Steal It) (2024-05-18), 00:03:46](https://www.youtube.com/watch?v=1UhvBSQFy6A&t=226s)

## 5. Running a sales team
* Scaled a team with BDRs (setters) feeding closers; BDR on target earnings he cites: about 40 grand if they hit all commissions. [How I Scaled My Sales Team [Compensation, Recruiting & Training] (2022-01-19), 00:24:48](https://www.youtube.com/watch?v=okA9Yt2KZuk&t=1488s)
* Closers are promoted from setters try or die: two weeks to show they can close. [How I Scaled My Sales Team [Compensation, Recruiting & Training] (2022-01-19), 00:26:58](https://www.youtube.com/watch?v=okA9Yt2KZuk&t=1618s)
* Speed to lead as a single 12 week focus: go from contacting leads within 30 minutes to 5 minutes. [13 Years Of Brutally Honest Business Advice in 90 Mins (2024-05-11), 00:41:00](https://www.youtube.com/watch?v=KhFlD54nQrY&t=2460s)

## 6. What the best salespeople do differently (Sales Was Hard Until I Understood These 9 Concepts)
* He has never seen the top salesperson in a company also work the fewest hours. [Sales Was Hard Until I Understood These 9 Concepts (2024-06-21), 00:00:34](https://www.youtube.com/watch?v=cy2k1GdA-9o&t=34s)
* Always book a meeting from the meeting. [Sales Was Hard Until I Understood These 9 Concepts (2024-06-21), 00:07:32](https://www.youtube.com/watch?v=cy2k1GdA-9o&t=452s)
* They don't take rejection personally and do more outreach and follow up attempts between calls; the CRM shows it correlates with calls taken. [Sales Was Hard Until I Understood These 9 Concepts (2024-06-21), 00:07:32](https://www.youtube.com/watch?v=cy2k1GdA-9o&t=452s)
* They keep a kill list of the best prospects somewhere visible, not just in the CRM. [Sales Was Hard Until I Understood These 9 Concepts (2024-06-21), 00:08:03](https://www.youtube.com/watch?v=cy2k1GdA-9o&t=483s)
* They create their own opportunities with referrals; his favorite ask is who do you know, because it can't be answered yes or no. [Sales Was Hard Until I Understood These 9 Concepts (2024-06-21), 00:08:35](https://www.youtube.com/watch?v=cy2k1GdA-9o&t=515s)
* The best salespeople take notes and prepare; the big guys had the reputation the small guys went through preparation (auto caption wording). [Sales Was Hard Until I Understood These 9 Concepts (2024-06-21), 00:16:12](https://www.youtube.com/watch?v=cy2k1GdA-9o&t=972s)
* Looping: resolve the concern and ask again. [Sales Was Hard Until I Understood These 9 Concepts (2024-06-21), 00:37:43](https://www.youtube.com/watch?v=cy2k1GdA-9o&t=2263s)
* His early sales story: he learned by doing about 4,000 one on one sales (from his CRM), and in his experience simplicity is what scales (auto captions garble this line). [I Taught 116+ Salesmen My Closing Framework (2021-06-02), 00:03:16](https://www.youtube.com/watch?v=q32-l3Yoqg4&t=196s) [I Taught 116+ Salesmen My Closing Framework (2021-06-02), 00:04:52](https://www.youtube.com/watch?v=q32-l3Yoqg4&t=292s)

## 7. Educate before the sit down (dental practice case)
* Have prospects watch a short video sales letter (VSL) before they sit down, for example while they wait: name the pains, show your process, then proof for different avatars, and answer the common objections ahead of time (what people think, why it's wrong, what's true, proof). You basically never sell less with a VSL. [This Video Should Be Required Viewing for Business Owners (2026-09-04), 00:18:50](https://www.youtube.com/watch?v=uaLNfijnp-8&t=1130s) [This Video Should Be Required Viewing for Business Owners (2026-09-04), 00:19:21](https://www.youtube.com/watch?v=uaLNfijnp-8&t=1161s) [This Video Should Be Required Viewing for Business Owners (2026-09-04), 00:19:52](https://www.youtube.com/watch?v=uaLNfijnp-8&t=1192s) [This Video Should Be Required Viewing for Business Owners (2026-09-04), 00:20:25](https://www.youtube.com/watch?v=uaLNfijnp-8&t=1225s)
* Qualification makes sure the right people show up; education makes sure they show up ready to buy. If sales takes too many calls or too many questions, educate more ahead of time. [This Video Should Be Required Viewing for Business Owners (2026-09-04), 00:21:30](https://www.youtube.com/watch?v=uaLNfijnp-8&t=1290s)

## 8. Obstacles vs objections, and the "when then" fallacy (The Best Sales Training On The Internet, 2022)
* Two principles he opens with: people want to believe you, so help their logical brain justify the decision; and selling happens before you ask for the sale. [The Best SALES TRAINING On The Internet (2022-05-03), 00:07:35](https://www.youtube.com/watch?v=NcD2t9qt-fM&t=455s)
* Obstacles come up before the ask and are easy to confront then; once you've asked, they become objections (disagreement), which are harder. [The Best SALES TRAINING On The Internet (2022-05-03), 00:21:34](https://www.youtube.com/watch?v=NcD2t9qt-fM&t=1294s) [The Best SALES TRAINING On The Internet (2022-05-03), 00:22:41](https://www.youtube.com/watch?v=NcD2t9qt-fM&t=1361s)
* The when then fallacy: a prospect who says they will do Y once they have X flips the sequence (waiting for more time, which the program would help with). He handles it with absurd parallels, like someone waiting to get rich before they start saving money. [The Best SALES TRAINING On The Internet (2022-05-03), 00:35:33](https://www.youtube.com/watch?v=NcD2t9qt-fM&t=2133s) [The Best SALES TRAINING On The Internet (2022-05-03), 00:36:06](https://www.youtube.com/watch?v=NcD2t9qt-fM&t=2166s) [The Best SALES TRAINING On The Internet (2022-05-03), 00:37:09](https://www.youtube.com/watch?v=NcD2t9qt-fM&t=2229s)

## 9. Sales masterclass notes (How To Think Like The Top 1%, 2026)
* Competition is horizontal, not vertical (plumbers versus plumbers). [How To Think Like The Top 1% | Sales Masterclass (2026-08-19), 00:02:43](https://www.youtube.com/watch?v=noE1MQPMvAc&t=163s) [How To Think Like The Top 1% | Sales Masterclass (2026-08-19), 00:03:15](https://www.youtube.com/watch?v=noE1MQPMvAc&t=195s)
* More is the highest risk adjusted return move that you can make in a business. [How To Think Like The Top 1% | Sales Masterclass (2026-08-19), 00:09:44](https://www.youtube.com/watch?v=noE1MQPMvAc&t=584s)
* Go slow to go fast: do it the right way, manually, first. [How To Think Like The Top 1% | Sales Masterclass (2026-08-19), 00:25:56](https://www.youtube.com/watch?v=noE1MQPMvAc&t=1556s)
* Before the appointment, make sure they watched the thank you page video, and remind them. [How To Think Like The Top 1% | Sales Masterclass (2026-08-19), 00:45:23](https://www.youtube.com/watch?v=noE1MQPMvAc&t=2723s)
* The discovery process is the most important part of the sale. [How To Think Like The Top 1% | Sales Masterclass (2026-08-19), 00:51:56](https://www.youtube.com/watch?v=noE1MQPMvAc&t=3116s)

## 10. Ultimate Sales Blueprint (The Ultimate Sales Training for 2026, full course)
* He opens with six elements, starting with sales multipliers. First multiplier: sell seven days a week; prospects are often free after 5 pm and on weekends (in fitness he closed from 4 to 8 pm). [The Ultimate Sales Training for 2026 [Full Course] (2025-01-04), 00:00:00](https://www.youtube.com/watch?v=StVqS0jD7Ls&t=0s) [The Ultimate Sales Training for 2026 [Full Course] (2025-01-04), 00:00:33](https://www.youtube.com/watch?v=StVqS0jD7Ls&t=33s)
* Edify the closer when setting the call. [The Ultimate Sales Training for 2026 [Full Course] (2025-01-04), 00:39:21](https://www.youtube.com/watch?v=StVqS0jD7Ls&t=2361s)
* Booking: look at your schedule and offer two openings that both work, which do you prefer, instead of asking them to pick a time. [The Ultimate Sales Training for 2026 [Full Course] (2025-01-04), 00:45:58](https://www.youtube.com/watch?v=StVqS0jD7Ls&t=2758s)
* Re engaging a cold pipeline: send a message to the old list (his example: 200 people) and expect a handful to re engage. [The Ultimate Sales Training for 2026 [Full Course] (2025-01-04), 01:12:09](https://www.youtube.com/watch?v=StVqS0jD7Ls&t=4329s)
* Childlike curiosity: you want to understand not win; if someone doesn't buy, get curious instead of hard closing. [The Ultimate Sales Training for 2026 [Full Course] (2025-01-04), 01:31:49](https://www.youtube.com/watch?v=StVqS0jD7Ls&t=5509s)
* Handle concerns earlier in the sale, before you ask for money. [The Ultimate Sales Training for 2026 [Full Course] (2025-01-04), 01:38:17](https://www.youtube.com/watch?v=StVqS0jD7Ls&t=5897s)

## 11. Ghost products and future pacing (My Best Sales Tactic)
* Ghost products (he first called them sacrificial lambs): recommend that the buyer get one item cheaper somewhere else. Acting in their interest instead of yours earns trust fast; he ended up not even carrying those items. [My Best Sales Tactic (to Make a TON of Money) (2022-09-18), 00:01:05](https://www.youtube.com/watch?v=bx48qPlaGvE&t=65s) [My Best Sales Tactic (to Make a TON of Money) (2022-09-18), 00:02:09](https://www.youtube.com/watch?v=bx48qPlaGvE&t=129s) [My Best Sales Tactic (to Make a TON of Money) (2022-09-18), 00:02:41](https://www.youtube.com/watch?v=bx48qPlaGvE&t=161s)
* The difference between manipulation and help is intention. [My Best Sales Tactic (to Make a TON of Money) (2022-09-18), 00:02:41](https://www.youtube.com/watch?v=bx48qPlaGvE&t=161s)
* Before you ask, give them a vision of using it: exactly how and when, tied to a habit they already have (put it next to the toothbrush). [My Best Sales Tactic (to Make a TON of Money) (2022-09-18), 00:03:44](https://www.youtube.com/watch?v=bx48qPlaGvE&t=224s) [My Best Sales Tactic (to Make a TON of Money) (2022-09-18), 00:04:16](https://www.youtube.com/watch?v=bx48qPlaGvE&t=256s)
* If they're on a budget, offer to order the items by importance: what they absolutely need versus nice to have. [My Best Sales Tactic (to Make a TON of Money) (2022-09-18), 00:05:22](https://www.youtube.com/watch?v=bx48qPlaGvE&t=322s)
* Do lots of low ticket transactions early for reps; walk around the table psychologically so you're deciding together. [My Best Sales Tactic (to Make a TON of Money) (2022-09-18), 00:06:56](https://www.youtube.com/watch?v=bx48qPlaGvE&t=416s) [My Best Sales Tactic (to Make a TON of Money) (2022-09-18), 00:08:01](https://www.youtube.com/watch?v=bx48qPlaGvE&t=481s)

## 12. Sell the vacation, not the plane flight (30 Minutes of Sales Training, 2022)
* Sell the final destination (Maui), not the steps (TSA, modules, macros); get them to understand what they'll experience, not how. [30 Minutes of sales training that will explode your business in 2022 (2022-01-21), 00:06:23](https://www.youtube.com/watch?v=oi7bnS8uyJM&t=383s) [30 Minutes of sales training that will explode your business in 2022 (2022-01-21), 00:09:35](https://www.youtube.com/watch?v=oi7bnS8uyJM&t=575s)
* His call scripting covers the common objections: price, stalls and decision maker. He handles price with value and decision maker with past agreements. [30 Minutes of sales training that will explode your business in 2022 (2022-01-21), 00:10:40](https://www.youtube.com/watch?v=oi7bnS8uyJM&t=640s) [30 Minutes of sales training that will explode your business in 2022 (2022-01-21), 00:12:46](https://www.youtube.com/watch?v=oi7bnS8uyJM&t=766s)