# How To Close Prospects By Saying "No" First (ALEX HORMOZI)

## Метаданные

- **Канал:** Alex Hormozi
- **YouTube:** https://www.youtube.com/watch?v=j1tA4l7R2c0
- **Дата:** 03.11.2020
- **Длительность:** 8:13
- **Просмотры:** 93,810

## Описание

Download your free scaling roadmap here: https://www.acquisition.com/roadmap-yta15
The easiest business I can help you start (free trial): https://www.skool.com/hormozi
Business owners: Want to scale faster? We provide in-person advisory for companies doing at least $1M per year: https://www.acquisition.com/workshop-yta15

If you're new to my channel, my name is Alex Hormozi. I'm the founder and managing partner of Acquisition.com. It's a family office, which is just a formal way of saying we invest our own money into companies. Our 10 portfolio companies bring in over $250,000,000+ per year. Our ownership stake varies between 20% and 100% of them. Given this is a YT channel, and anyone can claim anything, I'll give you some stuff you can google to verify below.

How I got here…

21: Graduated Vanderbilt in 3 years Magna Cum Laude, and took a fancy consulting job.
23 yrs old: Left my fancy consulting job to start a business (a gym).
24 yrs old: Opened 5 gym locations.
26 yrs old: Closed down 6th gym. Lost everything.
26 yrs old: Got back to launching gyms (launched 33). Then, lost everything for a 2nd time.
26 yrs old: In desperation, started licensing model as a hail mary. It worked.
27 yrs old: "Gym Launch" does $3M profit the next 6 months. Then $17M profit next 12 months.
28 yrs old: Started Prestige Labs. $20M the first year.
29 yrs old: Launched ALAN, a software company for agencies to work leads for customers. Scaled to $1.7mmo within 6 months.
31 yrs old: Sold 75% of UseAlan to a strategic buyer in an all stock deal.
31 yrs old: Sold 66% of Gym Launch & Prestige Labs at $46.2M valuation in all-cash deal to American Pacific Group. (you can google it)
31 yrs old: Started our family office Acquisition.com. We invest and scale companies using the $42M in distributions we had taken + the cash from the $46.2M exit.
32 yrs old: Started making free content showing how we grow companies to make real business education accessible to everyone (and) to attract business owners to invest or scale their businesses.
34 yrs old: I became co-owner of https://Skool.com, which is a platform for people to build communities online, making a living doing what they love, with people like them.
36 yrs old: I did a $106M book launch selling 3.6M copies of my $100M Money Models book, in 72 hours, breaking the Guinness world record for the fastest selling non-fiction book of all time.

Today: Our portfolio now does $200M/yr between 10 companies. The largest doing $100M/yr the smallest doing $5M per year. Our ownership varies between 20% and 100% ownership of the companies. Many of them we invested in early and helped grow (which is how we make our money - not youtube videos).

To all the gladiators in the arena, we're all in the middle of writing our own stories. The worse the monsters, the more epic the story.

You either get an epic outcome or an epic story. Both mean you win.

Keep crushing. May your desires be greater than your obstacles.

Never quit,

Alex

DISCLOSURE
Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies, and identify any potential risks. The information shared here is not a guarantee of success. Your results may vary.
Copyright © 2025.

## Содержание

### [0:00](https://www.youtube.com/watch?v=j1tA4l7R2c0) Segment 1 (00:00 - 05:00)

I want to give you a quick and tactical uh training. This is one of my favorite stories uh of all time from selling stuff. Uh and this comes from the uh vaults of Richard Schwarz and Manos Schwarz furriers. Uh they're a fourth generation furrier uh in Baltimore and they took over the entire market really the larger like Maryland Pennsylvania market. Um just simply doing the boring work and being better at the everyday things. And so Richard Schwarz unknowing unbeknownst to him was a mentor of mine in terms of I just observed a lot of the things that he did in his business and I started doing back of napkin math when I was 17 or 18 and I was like dude this guy kills it. Um and he was and he probably still is. Um and uh there was one I learned so many things from him u but one of them uh was getting people to say no to say yes. All right. And so this is a very real world tactical um tidbit that you can use to close sales. Now there's a specific type of sale that this really applies to which is uh a lot of times bolt-on or up or upsells, right? And these upsells can be incredibly important to the business in terms of driving bottom line profit, liquidating acquisition costs. And so usually these are sales that are not complex sales. These are not necessarily core offer sales. These are sales uh you know within the fitness world that might be attributed to supplement sales or meal sales or if you were in retail it'd be like getting someone to buy a scarf with the outfit or um just you know anything along those line you know getting someone to buy orthotics if you're in the physical therapy space or dental space getting to buy a special kind of extra brace or special toothpaste or whatever or if you're in the beauty space you know night serums that go with your service package whatever it is right the point is that usually there's going to be you one or multiple things you're going to want to go with your core offer. All right, the reason that this little trick I learned from him is so powerful um is that it closes like crazy. All right, so if you're used to having like 20 30% of people take upsells, that is a normal amount where people take upsells. And the reason he gets 90% plus to take his upsells because they don't know they're being sold. All right? And so here's the trick and here's how it works. And I mean you can take this to the bank like it works. Okay? And I'll give you the example uh that they used uh at Mano. And so somebody would come in and so every year if you bought a fur coat, you would have to store it, right? And they made they killed it on storage. But anyways, so people would come in. So basically they'd sell someone a car essentially because that's how much, you know, fur coat is. So, they sell someone a car and then uh every year they would maintain that customer relationship by getting them to come back in and store their coat uh during the summer because it's not good to, you know, keep uh really expensive fur in uh you know the heat or whatever, right? That's at least part of the pitch. And so, uh they everybody brings their fur in to get stored in condition. So, they brush them, you know, and I was one of the guys who was brushing them in the freaking warehouse and like spraying these things down. Uh it was mind-numbing work, but I got to learn a lot while I was there. And so anyh who, uh, we brushed these coats and so one of the things, one of the promotions you ran as an incentive was get a free pair of, uh, fur ear muffs, uh, when you store your coat for winter or summer, excuse me. And so tons of people would come in because they wanted these true real fur uh, ear muffs uh, by bringing it in. And so what would end up happening is David, his son, would uh the person would come in and they'd say, "I want to I would want to do this and can I get the fur for emos? " And so he would show them the free ears and then say, "Well, um you're like, what we're going to do is uh store and condition your coat. You don't want anything else, do you? " Uh and they would say, "No, I don't want anything else. " But the conditioning was an upsell, right? And it's almost even the way I presented it to you just now. It's like, well, you're going to store in your condition your coat, but storing a coat versus storing and doing the brush down and doing the uh the shampooing of the coat uh is obviously an extra service, but it immediately added a couple hundred bucks to every single coat, and they were doing thousands of coats, right? And so, anyh who, uh the point is that they would get people to just agree that they don't want anything else. Okay? So, think about how you can use this strategy, right? There's there's many ways you can use it, but the something else is the easiest that I can ever see, right? So, let's say you say, "Hey, like this is what you're gonna uh this is what you need to take uh for this weight loss program, right? These are the four supplements you need to take. " Now, you might have more supplements, right? And you're like, "You don't want to buy anything else, do you? " Right? And then they're going to automatically a lot of times like, "You don't want to buy any more stuff, do you? " And then they're like, "No, no, no. I don't want to get anything else. " Right? And by doing that, you automatically close the sale that you just recommended. Right? And you can do the same thing uh in a different way, which would be like um hey uh you don't want to pay full retail [clears throat] for that, right? And

### [5:00](https://www.youtube.com/watch?v=j1tA4l7R2c0&t=300s) Segment 2 (05:00 - 08:00)

they're going to be like, no, no, I don't want to pay. It's like, cool. So, you want me to send it uh with this discount to the, you know, the address I have on file? And they'll be like, okay, yeah, let's do that. Right? And so, by doing that, you're getting them to say uh yes by saying no. And the thing is people are so contrarian. people always feel like they're being sold that you actually use that psychological like it's subconscious like they can't even think. They're not even making the thought process like they're agreeing because they're so pre-programmed to try not to buy things that they end up buying things. And so you use that psychological bias to your advantage. It's one of the most powerful techniques I have ever seen in sales. Most people get 20 to 30% uptake on their uh upsells. If you use an assume close tactic like this, you can literally see 90% plus take rates on this, right? And so as a as to wrap up the story, um when uh they give them the ear muffs at the furer, they would they would say, "Well, now that you have those, uh you're going to need to to store those and condition those as well, so that'll be, you know, an extra whatever. " And so what ended up happening is that people would get the free uh the free ear muffs, but you'd have to pay to get it stored in conditions which would cover the cost of the So u it was just kind of hilarious because what ended up happening is you'd give it to them. They'd have it in their hand and be like, "Well, you still need to store it because you just brought your coat here and you're not going to keep these out. " So to be congruent [clears throat] with the story of needing to store the coats, they had to wrap it uh right underneath of the jacket and they would take both of them into the back. And so people would come in, they'd get the ear muffs, they'd hold on to them and they put them right back on the coat and they say, "Hey, you don't want us to do anything else besides, you know, storing and conditioning, do you? " And they're like, "No, no, no. I don't want anything else. " Like, "Okay, cool. Well, let's we'll get that taken care of. " And then they'd inspect the coat real fast. Be like, "Want to take care of this button? It's kind of loose. Want us to sew this little seam here? " And they be like, "Yeah, sure. Do you want anything else? Do you write? " No, no. [clears throat] And so every time each one of these things, they just keep selling them. Um, but people are so subconsciously uh wired to try and say no to upsells that they would say yes by saying no. And so uh you can try and utilize that in your business. Um I think it works very well with kind of like handtohand small upsells. Um but a lot of these little small upsells can be massive profit drivers in the business. This is kind of like your fries and coke situation that I'm talking about here. Like this is a lot like you don't make your money on the burger, you fries and the coke because there's the high profit margin things even though it's not the core offer. And a lot of times there's huge pockets of profit that most especially most small business owners um and especially if you're running like a brick-andmortar be uh service business uh that you're missing out on. So um highly recommend using that strategy if you're like a man I wish I could use this in my business. You can uh just use your brain and be creative because uh winners always think, "Man, I wonder how I could use that in my business. " And losers think that wouldn't work in my business. My business is different. So decide which one you are and then execute accordingly. Otherwise, lots of love. Hope you guys are having an amazing Saturday. Hope that was of value for you. If it is, you know, drop or tag or like or do all the fun stuff. And uh I hope to see you on the next podcast. All right. Catch you soon. Bye.

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*Источник: https://ekstraktznaniy.ru/video/16738*