Full Throttle Sales: Leveraging the 6 Cylinders of Success

0:01 Welcome to The Coaching Equation, brought to you by Empire Partners and hosted by Ryan Lang and Brooke Bishop. Our mission is to help you build a profitable and impactful coaching business by cutting through the noise and all the expert advice to deliver tried and true, actionable insights that you can deploy in your business today. Each week, we bring on expert guests, unveil cutting edge tactics and strategies, and share the secrets and stories that we've gathered from working with the most successful coaching companies on earth. Welcome to episode five of the Coaching Equation podcast.

0:42 I'm your host, Ryan Lang, alongside my co-host and co-founder, Brooke Bishop. And in this episode, we are digging in on sales and specifically a strategy and a framework that you're not going to get anywhere else. Listen, if you want to be able to eliminate objections in your sales engagements before they even come up... If you want to have a sales approach that is truly in alignment with what's going on in the world today, if you want to have the opportunity to actually level up your own psychology all at the same time, then you, my friend, are going to love this episode.

1:25 So without further ado, let's dig in on episode five of The Coaching Equation. Welcome back to the Coaching Equation podcast. I'm your host, Ryan Lang alongside Brooke Bishop. And dude, finally, we get to dig in on some sales today. I'm excited for this, man. How are you? Dude, I am pumped and I'm very, very excited about this segment just cause yeah, this one's near and dear to our hearts in terms of it's the keys to the kingdom. It's our secret sauce. It's the magic. That's exactly right. And for those of you that know us well, you know that sales is at the center for both Brooke and I has been for a very, very long time.

2:05 And, and it's at the center of your business too, by the way, it is the lifeblood of any business. It's not just unique to coaching. If you can't sell, you have no business period end of story. And so We're going to get into something really unique today, though, in the realm of sales and something that nobody else talks about for that matter. So I really want you to grab something to write with. Make sure that you can, if you're in the car listening to this or you can't write something down right now, make sure you save this episode so you can come back to it and jot down some distinctions and take some notes. Because we're going to give you a little bit of framework today. But before we do that... I want to kind of tee this up by just saying this.

2:47 Brooke, you and I are both in total agreement that the landscape as it relates to sales at this stage of the game and at this stage of humanity has changed. It's not the same. And old school sales, all of the things that have been working for the last 50 years... Quite frankly, they're dead. They're not working anymore. And we have to find a new way. That's the only way that we have the opportunity to win in this game at this point. And part of what we want to do today is give you guys a small piece of framework that actually has a dual purpose. It's something that's going to be an incredible value add for your prospect.

3:29 But in addition to that, it's exactly what you need if you want to be crushing it in today's game of sales. So before we dig in to what we call the six cylinders, and you'll have to wait just a minute to find out what those are. It's what we call a tease. Brooke, tell me a little bit about this is your baby. This is something that you developed after thousands and thousands and thousands of sales calls. Tell me a little bit about how you came across this, because I think the how is really important in understanding why this is so effective. Yeah, it's a really important, big question. So when I first started off selling with Tony specifically, when I first came on his team and everyone's doing sales, and what I noticed very quickly was that the mass majority of people on the team were muscling it.

4:20 What I mean by that is when they were doing their sales calls, like they jump on a call and then they would just drive, drive, drive. It was very, if you guys are familiar with disc profiles, it was a very high D approach of I'm going to push this person into an enrollment. which was also very consistent with most of the 80s and 90s sales training that's out there. Right. Like a case in point, how many female sales trainers do you know that in the space? I'm not very familiar with any of them. Right. So there's this very masculine approach, which is drive, drive, drive, drive. And what I was noticing is I kept getting different objections that kept coming up. And for me, anytime an objection will come up, if it came up once, I'm like, okay, that's interesting. Right. If it started to come up multiple times, if there was a pattern that would arise, I would go, uh-oh, wait a minute.

5:04 If there's a pattern of an objection happening at the end of my call, that means I missed something earlier in this conversation or I didn't address it or I didn't frame it or I didn't create a structure to prevent it from happening later. And that's really the core ethos of where this came from was really objection removal. But I had to do it in a way that was more, this might sound interesting, but more of a feminine approach, right? It had to be more of a nurturing experience because coaching really, it's more of a feminine experience, right? So I had to bring that to the table. Hit the pause button really quickly for a second there, because I know a lot of people are listening to this right now. And when you kind of talk about a more feminine approach, more nurturing, there's somebody listening to this right now that knows exactly what you're talking about.

5:48 And there's somebody listening to this right now that is going, what does he mean by that? So tell me what you mean a little bit more when you talk about feminine versus masculine and the approach and all of that. It's a really good question. If you think of traditional sales, or if you think of why sales is probably a four-letter word for a lot of people, there's this feeling like we have to push or we have to get people to do something they don't want to do. So if you think of masculine in terms of going out into the wilderness and risking their life, and if that's the traditional perspective of what masculine might be perceived as... sales for many, many years was this, I'm going to talk at you. I'm going to push you to do something you don't want to do.

6:29 I'm also going to take a superior posture and I'm going to talk down to you. Whereas feminine is way more nurturing. It's way more in a space of neutral and it's way more of guiding somebody to their own answers. It's way more loving in the communication style. It's helping people open up. Whereas the masculine is, is more of a, you know, hammering somebody into a decision. I love that. What a beautiful illustration of the difference between the two. And one of the things that I want to highlight about that is that taking a more nurturing, neutral approach doesn't mean that you lay down, by the way. And I just want to clear that up because somebody right now is thinking that like, oh, if I don't stand up, you know, for someone or what I believe in or my product or, you know, or advocate for someone, you might hear that from time to time.

7:21 So I'm just going to take a neutral approach and lay down. No, that's not what it means at all. And actually, let's think about this. Think about some of the strongest feminine people in your life. they are the epitome of somebody who will stand up for another human being when that's necessary. And in fact, not only will they do that, but they will often do that in place of putting their own needs first. They will put the needs of those around them first. And I think that's a really big key here because I think there's a misunderstanding and a misconception that, if we don't show up all masculine, that we're just going to lay down on our sales. No, no, no, no.

8:02 I'm glad you actually double-clicked on this, I think, well, a couple of pieces. Number one, the mass majority of coaches out there tend to be female, right? I think it's like 82% of coaches are female. It's not to say that there aren't guys out there that are coaches that are bad-ass coaches, but the entire industry as a whole, it attracts more of a feminine energy just to begin with, because it's helping people like that's natural. So what I would encourage everybody to look at this though, it's not to your point. It's not the feminine of inferior. It's more of the mama bear. Yeah. Like that's really how I see it. Cause then again, everywhere I've ever been, women have always dominated sales because they can be that hard voice in a loving way.

8:43 Yep. I love that. I love that. So basically, you went through a whole lot of phone calls and sales engagements to figure out that your objections were all leading you to a place where these were things that were necessary in order for not only a client to move and get what they really needed and wanted at the end of the day, but also for you personally to get what you needed and you wanted. So before we dive into this, one of the things that I want to kind of highlight here, I mentioned earlier that things have changed. And I just want to kind of highlight a couple of things that play perfectly in line with exactly what you just said, because really they relate to objections that have changed since a lot of these old school sales tactics were developed and taught and are still being taught.

9:32 But that's not a here or another. Number one, we're just more we're more informed at this point. Information is literally everywhere and transparency is vital at this stage of the game. It's absolutely vital and it's something that people are looking for. The second piece is authenticity, which kind of comes along with transparency, right? One of the things that's really interesting is that they've actually done some studies and surveys semi-recently that have consistently shown that basically the brands that truly demonstrate authenticity are absolutely crushing it in today's marketplace.

10:13 And when we talk about brands, that goes from the product to the salesperson to the support staff. The companies and the people that are valuing and presenting authenticity are killing it at this point because that's truly what people want. And quite frankly, it's about time. That's what they deserve. And one of the other things that I just want to mention is social proof and peer influence. We can't escape it at this point. And so where it used to be, you could completely show up and hammer somebody in a sales engagement and it wouldn't really be that big a deal. It doesn't work that way anymore. And if you come with the hammer and it feels slimy and icky and inauthentic, you will not win.

11:00 Period. End of story. So do you have anything you want to touch on on that before we dive into the six? Yeah, I mean, I think you did a really great job of laying the frame there. You know, the buyer profiles have changed. To your point, awareness is there, research ability is there. But more than anything, what we refer to as the big three, and I don't know if we've actually shared this in a podcast yet, but the big three that we have to answer in our sales engagement is, why should I change? Why should I change? So why should I change my behavior? Why should I change providers or carrier, whatever it might be? Why should I do this now? Okay, which is a fancy way of calling it urgency. And the third part is why should they choose us for their whatever it is that we're selling?

11:42 So if we don't address those three elements at a really, really high level, we're not going to enroll. And the why now, why us has become so much more necessary than ever before because Because there are so many choices and because it is so easy to go literally just Google 50 coaches or whatever the service might be. So we have to do a really good job when we're in a sales engagement of addressing those three pieces. If we don't get ready for that, I need to think about it and I need to go do my research. Yeah, I love I love that you brought that up because it plays. It absolutely does play perfectly with the way that things have changed. And that's probably an entire episode on its own, quite frankly. But we'll end the waiting and get into the six cylinders.

12:24 So let's kick it off here with cylinder number one, crystal clear, sexy goals. Tell them what we're talking about here, buddy. Yeah. So crystal clear, sexy goals. So part of why this language came up to begin with, let me actually give a little context of when and how we use these six cylinders. In a sales engagement, we have the front of house when we do our intro and we set the stage. We then do our discovery where we find all their challenges and what they want. We have a whole process for how to extract that. Yeah. When we go into our value-added piece, when we lay out a framework for them, this is the framework. So it's the six cylinders to success, right? So to your point, number one being crystal clear sexy goals. Part of why we use this as our first piece and part of why we have the language we have here, there's a pattern interrupt.

13:09 The moment you mentioned sex, brain fires off. It's paying attention. So in traditional sales engagements, most people are... As soon as you start talking as a salesperson, your prospect is going to start to drift. If they click onto TikTok, you have lost them entirely. So with this, we want to keep them captivated. So crystal clear sexy goals to begin with is first pattern interrupt. Second... If they don't have clarity around what their outcomes or their goals or their vision is, that's why they now need you. So if we rewind the clock here before I kept getting objections, which was, I'm not really sure what it is that I want. I'm not even really sure what my goals are for the next six months, 12 months, whatever it was. I don't even really know what I want to do with my finances or with my relationship or whatever the heck it was.

13:53 So I flipped the script to where number one, you need to have crystal clear, sexy goals. Right. So instead of it being used as an objection, now it's the reason they need me. I love that. I absolutely love that. So how does this apply? It's easy to see how it applies to the prospect. And how does this apply to each of us as a business owner, a salesperson, a coach? Perfect. So here's a little soundbite. Clarity is power. Okay. And so when we talk about sexy clarity, so watch how this plays out. If we're on camera, so this is going to be even more awkward for you and I, but for the listener.

14:34 So if Dawn text messaged you right now, and she said she was in the other room wearing her sexiest lingerie, how quickly are you out of your office? We're done with this conversation right now, buddy. Right. So when we make our goals sexy to that point, it's like, get out of my way. Right now, the clarity piece and why clarity is so important, why clarity is power to use a different metaphor that might not be as embarrassing. If we were out in the middle of the ocean. And we're plotting, we're trying to figure out where we are, where we're going. If we have no clue where we are in the middle of the ocean on our sailboat, and we don't know where our destination is, we're at the mercy of the wind. We're at the mercy of the storms that come up. We're at the mercy of the tide and the swell. We don't know if we have enough food.

15:15 Is our crew going to survive? The same thing is true when it comes to our goals and our vision. And so whether it's our clients or whether it's us, if we have foggy goals, we're going to hit it with incredible accuracy. So this is where it becomes really paramount, both for our clients to have that clarity, and that's why they need us. It's also really important for us as a human being going after our own goals. We need to know what the hell the target is. 100%. Yeah, couldn't agree with you more, man. I think you just nailed it. One of the things that I want to mention too, is for those of you, I want to circle back for just a second before we get into the rest of the six here. Brooke mentioned a little bit ago, a sales framework. If you guys want a sales framework, I'll give you a really, really simple tool.

16:00 It's simple, but it's also extremely powerful. We'll literally give you the script. Just go to www.empirepartners.io forward slash script, and you can download our seven-step framework just so that it's not completely foreign to you. I would go grab that right now. And then after you have it, come back and listen to the episode again. You finish the episode, go grab it, come back, listen again, because it's going to make even more sense at that point. You'll understand even better how it's going to fit in. So on to number two. What's number two? Massive leverage or leverage, depending on if you're in the UK.

16:40 So that massive leverage, what that really pertains to is our story around why. And this is where things get really, really interesting. So as we mentioned earlier, why make change to my behavior? Why should I do it now? And why should they choose us? This really pertains to the urgency piece. So why now? What I started seeing was the biggest challenge in my sales engagements. And actually, I'm going to go biblical for a moment. What? What? Call the doctor, call the priest. Okay, so in the Bible, it talks about something really important, right? It's to, you're either fiery hot or ice cold. What does the Bible say is the worst possible thing that you could be? Lukewarm.

17:20 Lukewarm. From a sales aspect, what is the most challenging person to move off the ball? Lukewarm. Somebody who's lukewarm, right? So if somebody's fired up and they're like, I'm stoked, I'm kicking ass at life, I'm ready to take it to the next level. They're usually gung-ho on like progress is there. I want to maintain this momentum. I want to keep taking it to the higher status. Or at the other end, it's like, oh shit, my world is in turmoil. I have to do something different. Those two personality profiles, they're easier to move in terms of influence. The ones that are smack in the middle of it's okay. It's not that bad. My marriage is all right. My finances are okay.

18:01 Like those people are tough to move. So we have to artificially create leverage of emotion. And so I'm going to give you a little language twist, but this is what a lot of coaches will do in their sales engagement. It's like, oh, well, why do you want to make more money? Oh, well, tell me more. Okay, well, why this? Why that? So what I would encourage everybody to start asking a shift of question, which is why must? you make this change. Why must you save your marriage? Why must you lose the weight? You're going to get a different caliber of answer and you're going to get more oomph. You're going to get more energy behind it. And I'm going to give you one little piece to this puzzle. When we get into leverage, I like to artificially create a situation to get more out of someone.

18:46 So it'd be something to this. So Ryan, what's your youngest child's first name? Addison. Addison. That's a cool name, by the way. So Addison, if I told you that your goals that you just shared with me, if I told you that Addison's life depended on you reaching those outcomes, I said, you've got six months to hit these outcomes. If you don't, Addison's life is in the balance. How much different would you be going after them? There's zero chance that I would miss. I'd find a way. Okay. So I'm going to hit pause. So check this out. If we went from somebody who We artificially change what's at stake. I'm not giving you anything, how to do anything different. We're not talking about any of that. It's just, if we change the story, the person changes the way they show up.

19:29 Why is this critical? I can use this as my objection. They go, oh, well, it's not that bad. Whoa, whoa, whoa. You told me X, Y, Z, it's been going on for this long and blah, blah, blah, blah, blah. I'm going to paint back to the leverage. So I'll hit pause there for a moment. What do you say to somebody who then goes, yeah, but Brooke, that's not really real. Addison's life is not really in danger. So what that tells us, one of two things. One, you didn't get proper leverage in the discovery process. So we didn't dig deep enough and we didn't get to the heart and core of why they really need to make these changes. Number two, I'm going to use that as a tool to mirror back to them to go, look, Addison's life doesn't depend on this right now, but you just shared X, Y, and Z with me. And here's the reality of where you're at.

20:10 You already shared with me that Addison's life kind of does. It's not that somebody's got standing there with a gun, but you shared with me that your marriage is going to fall apart or that your business is going to collapse or that you're going to be out on the street or that your kids can't go to the college of their dreams, which means you not showing up as the best version of yourself is now affecting their future. So whatever they might've given me in discovery, I'm going to play back. Yeah. But the truth should be there and you should have done a good enough job in discovery to extract that. Love that. And I want to double click on something here real quickly because this is absolutely vital. And there are a couple of pieces that I think are really important. Number one, I think that there are a lot of people in a sales engagement who, especially heart-centered coaches, who, who will avoid digging deep with people in the discovery process because they feel like they're doing something to somebody, which is the furthest thing from the truth.

20:59 The reality is that, look, as human beings, we are not wired to just do things just cuz. We don't do that, you know, especially if they're uncomfortable. Simple, inconsequential things, yes. Things that are uncomfortable, our brains are literally not wired that way. And so in order to move, we absolutely have to have leverage. If there's not a strong reason why, we simply will not do it. And it's one of those things. I mean, think back. You're listening to this right now. Think back to whatever your Achilles heel is, whatever it is. Maybe it's, you know, losing weight. Maybe it's making a big decision in your business.

21:41 Maybe it's a relationship you've been hanging on to. I want you to think back to the last time that you told yourself you were going to do something about it. Did you or didn't you? And in most cases when we don't, it's simply, in a lot of cases when we don't, it's not because there isn't a strong reason why, it's because we're not in tune with that reason why. So this is where it becomes absolutely vital for somebody in a sales engagement, why this massive leverage is absolutely vital for your prospect as well as it is for you. is that without that strong reason why we're just not going to move and it is going to be a, let me think about it.

22:21 Or yeah, you know, I don't know if this is the right thing for me or, Oh, I don't know if this is the right time or the litany of other excuses that come at the end of the phone call. So. Great distinctions. I'm glad you brought that to the forefront because this is an opportunity. If somebody is not getting energy out of their prospect, meaning they're not getting like emotionally charged responses. It's like, how's your day? Good. Good. How's your day really? really good, right? Like if you're getting those types of responses, you now have a tool where you can command and call to a higher version of who your prospect is when you speak around leverage, or you can bring it back. Like, hey, when I asked you about, you know, the impact and what this would mean for your family, the way you talked about it was like going to the grocery store to get a carton of milk.

23:04 Like what's really going on there? Like, have you numbed out to the point that you're just not even feeling anymore? So it just gives you a container to have an honest conversation about how they're playing. I love that. Okay, so you talked a little bit about one of my favorite analogies, just being out in that dinghy in the middle of the ocean with, you know, no direction on where you're going or even where you are. So number three will kind of help to solve that problem. Tell them about number three. Yes, number three. And there's very specific language with number three. So, and I'll break down why we use these words. And it might sound overly simplistic. However, there's a reason. So number three is solid map.

23:46 M-A-P, not N-A-P. I know some of you right now are like, oh, Brooke just gave me permission to go take a little nap. No, not a nap. It's a map. M as in Mary. Now, we also use the word solid, and here's why. Ever had a perfectionist as your prospect on the phone? Ever had anybody that really wanted every detail under the sun? They wanted to know what your syntax was and how many minutes they get to have access to you, and they want to see everything before they move? Yeah. So we're planting a seed that they need a solid map, not a perfect map. So the map really comes down to what we would refer to as like a massive action plan. This is your strategy. This is your how to your system.

24:26 This is your secret sauce, perhaps, of how you're going to help somebody. But we want to drive a stake home here that you don't need a perfect map. And we address that. We communicate that very clearly. Brian, I don't want you to come into this game needing to have a perfect map. There's no way you're going to know everything that's going to come up. And if you're expecting to know where every single detail is and where every road is and where every turn and every pebble on the road, like you'll never move because you're fixated on being perfect and never tripping over the pebble. Right. So if you've been a perfectionist before, if the paralysis by over analysis has plagued you before, you're, Get out of that. Okay. So again, you, I know Brian's got a little smirk on his face for anyone who's not seeing the video.

25:08 He's like, Oh, the amount of times people know actually where's the smirk coming from? I don't want to put words in your mouth. No, it's man. Yes. It's just, I know you can identify with this. It's that person who's on the phone who says, Brooke. Okay. Now you don't understand. I'm going to need to know literally exactly every single thing. minute of the Close Everyone framework before I can believe that this is possible. And I'm going to need to know exactly what times are your calls and are they recorded? And in addition to that, how many weeks and inside those weeks, can you give me an exact breakdown and an outline? Is that a full outline or is it actually a syllabus?

25:49 Because I'm going to need sub bullets to the main bullets, the tie to the headlines, the tie to the main headline. I'm going to need to know all the things in order to move because if I don't, then I just can't. Bang on. Yes. And the goal here is for all of our clients and literally all of our clients, their biggest challenge is they get stuck up in their head. Let's just be real, right? Like they overanalyze shit. They don't move and they use it as their excuse. They use it as a weapon. They're going to use it as an objection. So we're planting a very strong seed so that we can navigate through this, which is... Now, full transparency, I do my best to not dilly dally at all on number three. It's like no perfect map, but you need a solid map.

26:30 And I'm going to stand strong. And we absolutely have the right map for you based on what you've shared with me. That's it. Right. Big one. So I love that you just said that because it's such an important distinction. If we don't come, especially for these people that come into the call with a belief that their overanalyzation has actually served them. And in some cases, I mean, let's be real. In some cases, it has served them to some degree. But I also believe that it's the thing that's held them back from probably their greatest successes in life. And so if they are truly going to take you at your word right now in this moment, not have to double click on this, you've got to come with massive certainty, massive, massive certainty.

27:11 So I love that you just shared that. That's great. And I also love make sure that you jot this down. Don't hang out here. Because if you happen to be on the phone or in a sales engagement with that overanalyzer and you get super wordy or you slow it down or you start hanging out here, you are guaranteed that you're about to get locked up in 5 to 10 to 15 minutes of nonsense about how the planet has to be absolutely perfect. Great point. If you've ever driven a cross country with a backseat driver, that's exactly what happens. they're going to start telling you where they're going and where to turn and they're going to take over and they're going to grab that steering wheel so don't let it happen but yes true so true all right so we've got our map and now that we've got our map now we've got a track monitor and adjust number four tell us about that Yeah.

28:03 So part of the way we quickly move out of number three, by the way, is we very quickly move into a space of, hey, how we're able to hedge and take action without having all the steps and without knowing all the details is actually leans into number four. So number four is we got to track and monitor your progress and we got to adjust. This really is like for some people who really need this insurance policy or they need to know that there's going to be support or here's the real underlying question that they're asking. What if it doesn't work? And that's where we really want to put this in play, where it's like, hey, if it's not working, if there's something that doesn't work for your unique situation, we got to track that. We need to know when that pops up and then we adjust our approach. So part of where I like to double down into this is we make a commitment to the outcome and we burn the freaking boats.

28:51 How are we able to do that? Well, how we get to our destination can change. And for each person, it's their own unique path. So for you, it's your own unique path. But at the end of the day, we don't compromise on the outcome. And this is where a lot of people drop the ball, right? So they compromise on their outcomes and they want to know that this one path that everybody else took, I'm going to go down the same path and it's going to be nice and smooth and paved. And there's not going to be any hiccups. There's not going to be a bridge that looks scary. There's not going to be any birds that might attack me. I don't know why birds just popped up, but- You're all Alfred Hitchcock on me here, bro. The crows. But this gives us a way of having a conversation of it doesn't have to be all figured out. We just need to move.

29:32 And we're going to be here with you when those trials and tribulations come up to make sure you don't freaking compromise on your outcome. So. I love this one because it ties back to the idea that we need a solid map, not a perfect one. There's the saying, no plan survives contact with the enemy. Or in the words of Mike Tyson, it's all fun and games until you get punched in the mouth. Right. And that's the thing. I love, love, love this one. Here's where this one really pops off to me, Brooke. It's brilliant because so often we set ourselves up for failure because we as the coach, as the business owner, as the service provider, as the company, we're not going to be able to do that.

30:14 We have a belief that the plan is perfect. It's going to be perfect. Nothing is going to go wrong. And that's the way that we present it to the client. And it ends up biting us in the ass every single time. What I love about this is that it says, hey, we're going to craft a really solid plan. And we're confident in that solid plan. Here's the other thing that we're confident in. it probably won't go exactly according to plan. And guess what? When it doesn't, not if, but when it doesn't, we're gonna be right by your side, helping you navigate that, helping you move around the landmines and things like that that are gonna come up when they do, not if they do.

30:55 And I love bringing this up at the very beginning because when we do that, it's not that we take ourselves, that we like get off the hook. What it is, however, is we present a realistic picture of what's actually going to go down. And that circles back to the very top of this episode and transparency and authenticity. Great freaking distinction. Yes. And it's also different than anyone else they're going to talk to. Agreed. Because they're going to go talk to somebody else, one of your competitors, and they're going to be like, I'm going to give you everything. And the best thing is to slice bread and there's going to be no challenges and it's going to be easy. Whereas you're going and going, no, it's actually going to be hard, but I'm going to be here with you.

31:36 Yeah. Yeah. I love that. Love it. Great distinction. Okay, so number five. Number five. Now we got to expand. What are we expanding here? We are expanding their psychology. Okay, so why are we using this language again? So expanding psychology. We need to expand their beliefs of who they are. what they believe they're capable of accomplishing, what they're worthy of receiving. Because one of the strongest forces in the universe is our need to be congruent with our identity. So I'm going to say that again, because if all you heard was the last five seconds of this whole podcast, this is the magic. By the way, we doubled down hard on number five when we're engaging with the prospect.

32:20 But number five is we must expand your psychology. Okay. We must expand your beliefs of who you are, what you're capable of doing, and what you're worthy of receiving. Why is this one so imperative? Anyone who comes into the call with us is going to have limiting beliefs, whether it's about themselves, their circumstances, their environment, their whatever the heck it might be. This gives you an opportunity to have a real honest conversation that they have some stinking thinking that's keeping them from getting the life that they want. So we get to double down on this and call forth a higher level, a higher version of who they are. And we get to bring that to the table of who you've been showing up as is not going to get you to where you want to go. It brought you to where you are.

33:01 But you want to play bigger? Who you are has to play at a different level. So I want a commitment from them on that. Not a commitment to my program. I want them to commit to playing higher. I want them to commit to being the best version of themselves. I want them to commit to knowing that who they can be has not been showing up. So that's really the core ethos of this and where I want to double down on. Are you really ready to commit to playing at a higher level? I love this. So circling back to your explanation of how you came up with this in the first place, guys, one of the things, if you haven't heard us say it before, we are both of the mindset that the majority of objections come from limiting beliefs.

33:42 So this is absolutely brilliant because a lot of the things that are disguised as bullshit that you get at the end of your sales call, your sales engagement... is just a limiting belief. That's all it is. It's disguised as all kinds of different things. You know, husband, think about it, money, all the things. And it's really just a limiting belief at the end of the day. And this is absolutely beautiful because as we talk about, you know, when I said at the top of this show that things have changed, one of the problems with old school sales is that it involves, to your point, Brooke, doing something to somebody. The new way, is doing something with somebody.

34:24 And this is a truly beautiful example of that because you're literally digging in with the person and saying, listen, you know that there's more of you than is showing up right now. I know there's more of you than is showing up right now. And I'm not going to ask you to do this alone. I'm asking you to simply be open and, you know, let's join hands, link arms, whatever you want to do, and let's do it together, right? Let's do it together. Let's expand together. I absolutely love this. And here's the other piece of the puzzle. All of these things, if you haven't been able to figure this out, are interwoven because now we go back to leverage as well with expanding psychology and go, you know, look, why is it a must for you to get to the next version of yourself and what's waiting for you there?

35:15 Love it. So good. Beautifully said. I want to add one little piece because you mentioned it in the middle of there. I'm going to triple click on this one. By bringing this specific piece of the puzzle up now, Any objection that comes up later can be tackled as a limiting belief versus a hard thing to have a conversation about or something that we need to contract around. So I just want to just highlight that because I think it's so critical. If you get any objections, I mean, it's one of the things we love. We get excited when objections happen now because like, oh, we actually get to coach this person through this. Fuck you, baby. Like, let's go. Whereas most every other sales training out there, you have an objection and it's like, talk at them, berate them, belittle them. It's like hammer them into why you're smarter than them, whatever.

35:57 So this gives a safe container. I don't care what objection comes up because we can dig in. So. Amen. Amen. Okay. Getting into the finale, the grand finale here. Cap us off here, man. What is the sixth and final cylinder? The sixth and final. All right. So number six, and again, very specific language, because I'll tell you why in a second. neutral and heavy accountability. So neutral and heavy accountability. Why are we using these words? Number one, I cannot tell you how many people have said, I'm going to have my business partner hold me accountable, or I'm going to have my spouse hold me accountable, or I'm going to have my best friend hold me accountable. So neutral, we need somebody who is not in the story with you.

36:41 Why is this really important? Okay. As a human being, the most dominant force we have, or the biggest fear I should say we have, is the fear of being judged, which is a fancy way of saying losing love. So why would we not want our spouse to hold us accountable? Well, the first time they have to say, get your fat ass in the car and go to the gym, you need to lose weight. That's going to hurt us. And the likelihood of them saying that, probably low, unless you've got a real a-hole of a spouse. The likelihood of them doing that is going to be pretty low, and they're not going to do it consistently, right? And so we need neutral. We need somebody who's out of the frame, somebody who's not in the story with us. And we need somebody who's going to call it tight. We need somebody who's going to be heavy accountability.

37:21 We need somebody who's going to get behind us and yell, run, right? We need the truth, but it needs to be delivered in a way that's neutral. And so when we get into accountability, everyone's expecting, oh, you need to hire me as a coach because I'm going to hold you accountable. But I want to package it in a different way where we can have an honest dialogue that's going to be very different than what any of my competitors are going to bring up. Hmm, this is so good. One of the things that I want to highlight on this one is number one, obviously, you just really outlined why this is so vital for the prospect. Here's the other piece, though. We told you at the beginning of this episode that these six cylinders are not just applicable to your clients.

38:03 They're applicable to you. And Brooke and I subscribe to all of this. Like we hold ourselves to all of these standards as well. And these are all things that we seek out in our daily lives and our businesses, etc. And I think it's really important because I think this one, as it relates to neutral and heavy accountability, Brooke, gets lost a little bit sometimes on coaches because we spend so much time providing that to others that oftentimes we start to believe that either, A, we don't need it or we just neglect ourselves. We know that we do need it and we don't take the time to go out and get the neutral and heavy accountability that we need to get ourselves where we want to go.

38:44 Very freaking spot on. It's being an alignment. It's being a product of the product. I mean, I can't tell you how many times, the amount of times in a sales engagement, somebody said, well, who's your coach? Right? Who holds you accountable? Who calls you to a higher level? Yep. Right? And they want to know, like, are we eating the same food we're cooking? Like whether they say it verbally and they have the cojones to do it or the ovaries to do it, or whether they don't, That's going to be sitting in the back of their mind. So they're going to want to know you're a product of the product for sure. Amen. And I'll just say this to cap this off guys. At the end of the day, we talked about expanding psychology and holding somebody to the standard that they're going to seek out the next best version of themselves.

39:28 Let me just be totally honest with you. You cannot have that conversation with someone if you are not willing to do that yourself. If you are not being the example of somebody who's consistently expanding into the next version of yourself and seeking that out day in and day out, people will smell that bullshit and it will fall flat when you try to call them out on that. So make sure that you're willing to take each lens that we gave you here in these six cylinders and point them at yourself. I think this is a really good reflective exercise every bit as much as it is, you know, an exercise that you can bring into your sales engagement. And just to circle back earlier, I mentioned in the call that we'll give you guys our sales script completely for free.

40:14 no-brainer. And by the way, you guys, this sales script by itself is responsible for over $100 million in coaching revenue. So go to www.empirepartners.io forward slash script. You can download it completely for free. And with that, my friend, we are about out of time. Any last words of wisdom before we put a bow on this, baby? I would say this, and you just articulated it beautifully, but if you're not converting or enrolling 30 to 40% minimum of your clients that are coming across your desk, then you If you feel out of alignment, if you feel like you're doing something you wouldn't want done to you, take Ryan up on the offer. Go download the structure, the script, the system.

40:55 It's there. It's plain in sight. It takes the pieces we talked about today. It'll show you exactly where to plug those in. And yeah, if you guys want to get into the nuance or you need additional support, you want to pick our brains, we're here to help. So with that, I'd say, yeah. Another one in the books, my man. Good show today, brother. In the meantime, everybody go have an absolutely beautiful day. Make sure that you come back to this episode again. If you're driving, if you're walking, if you're working out, make sure that you can be in a place where you can actually jot these down and make sure that you not just bring this into your own sales engagement, but make sure that you're willing to put that lens on yourself, run yourself through those filters. And I think that you'll find yourself in a better position as will your client at the end of the day.

41:38 Bye. Thank you for listening to this episode of The Coaching Equation. Please hit subscribe wherever you listen to your podcasts. And if you got value out of this episode, we would be so grateful if you would share it out with a friend and leave us a review on iTunes or your favorite platform. To learn more about Empire Partners or to inquire about working with Ryan and Brooke, please visit www.empirepartners.io forward slash go.