How to Become a Closer in 15 Minutes | Andy Elliott

Summary

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Podcast Summary: "How to Become a Closer in 15 Minutes"

Podcast: Andy Elliott's Elite Mindset Motivation and Sales Training
Host: Andy Elliott
Guest: Eric Klein
Date: September 12, 2025

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Episode Overview

Andy Elliott and his guest Eric Klein, both leaders in sales training, set out to distill decades of selling experience into a rapid-fire, 15-minute masterclass. Their goal: uncover and explain the eight core principles that, if implemented, can transform any salesperson—newcomer or veteran—into a legendary closer. The episode is energetic and direct, emphasizing mindset, practical skills, and powerful habits for sales success.

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Key Discussion Points & Insights

1. Mastering People: Build Relationships, Not Just Transactions

[00:00–02:35]

• Sales is about understanding and connecting with people, not just presenting products.
• Building real rapport uncovers customer pain points and leads to deeper trust.
• Memorize: If people like you, they’ll listen to you; if they listen, they’ll believe you; if they believe, they’ll buy.

  “People don’t care about how much you know until they know how much you care.” – Andy Elliott [02:35]

• The close should be easy if you’ve built enough value and credibility upfront.

2. Certainty and Confidence Win

[02:36–04:32]

• The most certain person in any room will usually win the sale.
• Confidence is contagious: “Own it.”
• Scripts are a powerful tool, especially for overcoming fear and selling virtually.

  “The last thing somebody wants to hear over a telephone is a bunch of ums, ahs… They want to be confident in who they’re talking to.” – Eric Klein [04:01]

• Top performers (the “GOATs”) don’t just sell the product—they sell themselves and their belief.

3. Objections Are Gifts

[05:28–08:29]

• View objections as maps to the close—listen, reframe, and turn them into reasons to buy.

  “Every objection is a road map to close.” – Andy Elliott [05:28]

• Use rapport and questions to uncover objections before the close.
• Example roleplay: Handling the “I need to talk to my wife” objection by digging into the real issue.

4. Repetition Builds Mastery

[08:29–09:38]

• The only way to master sales is through relentless repetition: “Repetition is the mother of skill.”
• Record conversations, review, and improve.
• Master your pitch, objection handling, and closing routines.

5. Ask Better Questions

[09:22–11:07]

• Great salespeople are great question-askers, not talkers.
• The right questions uncover real pain points, desires, and true motivations.

  “The questions asked allow you to go into that last 10%, collect the money, because you have all the answers.” – Eric Klein [09:50]

• Questions create context for framing your solution as the perfect fit.

6. Relentless Follow-Up

[11:07–12:58]

• Sales are rarely closed on the first call; persistence is key.

  “Don’t stop until you get a yes or a restraining order.” – Andy Elliott [11:23]

• Major deals often require 8–10 (or even 15–20!) follow-ups—consistency wins.
• Timing and circumstances can shift; don’t vanish after one or two tries.

7. Sell Results, Not Products

[12:58–13:49]

• Focus on outcomes, not features—what does the product do for the customer?
• Use imagery and storytelling (e.g., selling a vacation, not airport security).

  “People don’t buy products, they buy outcomes… People trade their money for results.” – Andy Elliott [12:58]

• In real estate, for example, sell speed and convenience, not the transaction itself.

8. Emotion Drives Decisions

[13:50–14:57]

• Emotional connection is critical: people buy feelings, not just products.
• Use vocal tone, energy, and authenticity to “transfer emotion.”

  “Emotion drives decisions. Logic justifies, but emotion sells. Tap into their feelings and you’ll close them every time.” – Andy Elliott [14:11]

• Persuasion is about making someone feel, not just think.

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Notable Quotes & Memorable Moments

• "If people like you, they'll listen to you; if they listen to you, they'll believe you; and if they believe you, they'll buy from you."
  – Andy Elliott [01:47]

• “The close, in my opinion, should be the easiest part of the sale if you do everything right up to the close.”
  – Eric Klein [01:59]

• “Scripts saved my life.”
  – Eric Klein [02:55]

• "If you have a good product and you know it helps people, it's disrespectful not to sell 100%."
  – Andy Elliott [05:28]

• “Don’t stop until you get a yes or a restraining order.”
  – Andy Elliott [11:23]

• "The only thing is training, training, training, and getting the reps in."
  – Eric Klein [09:06]

• "People don't buy products, they buy outcomes... People trade their money for results."
  – Andy Elliott [12:58]

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Important Segment Timestamps

• 00:00–02:35 — Mastering People & Building Relationships
• 02:36–04:32 — Certainty, Confidence, and the Power of Scripts
• 05:28–08:29 — Treating Objections as Opportunities
• 08:29–09:38 — The Power of Repetition in Sales Mastery
• 09:22–11:07 — Asking Better Questions to Uncover Real Motivations
• 11:07–12:58 — Relentless Follow-Up and Persistence
• 12:58–13:49 — Selling the Result, Not the Product
• 13:50–14:57 — Emotion as the Key Driver of Buying Decisions

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Conclusion

Andy and Eric’s 15-minute blitz is a no-nonsense rundown of what it truly takes to be a top-performing salesperson. Their advice: master human connection, approach sales with unshakeable certainty, dig for real objections, practice endlessly, ask powerful questions, follow up obsessively, focus on outcomes, and always harness the power of emotion. Apply these eight essentials, and, as Andy promises, “you’ll kill it.”

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Transcript

[A]

All right, guys, Andy Elliot. This is going to be one of the best training videos you've ever learned in your life if you're in sales. By the way, I'm here today. My brother Eric Klein, and why he's with me today is not only do we talk about sales all the time, we both have big coaching companies, but we're sitting down and we were like, dude, 42 years we've been in sales combined. And we said in 15 minutes, which you see the timer, it's counting down. In 15 minutes, we're going to deliver to you the eight things that I believe that every salesperson in the world needs to know or business owner if you want to build a great sales org. What would we do if we had to build a human, me and you, right now? There was a brand new human being built and we had like 15 minutes to build them, which I'm already 30 seconds in. Now we have 14 and a half minutes. I'm like, what would we do to create the greatest salesman in the world? This is what we're going to do. So count it down. This is the best sales training video it's ever been built. Number one, it would be master people. By the way, I'm going to talk to you about some things we spoke about and then, Eric, I want you to rip. So master people. This is huge. Mastering a stranger is everything. Mastering a person is everything. Sales isn't about what you sell. It's about who you're selling to build relationships, not transactionals. How do you feel about that versus relational versus transactional?

[B]

So in the world of sales, thousands of people are trying to get to these consumers. So for me, the one thing that I live and die by is people are going to buy from someone they like, trust, and want to do business with. In a sea full of so much noise, building rapport, and I believe rapport built the right way is asking questions that's ultimately going to help uncover pain points and close the deal down. A lot of people like just to rush to try to make an offer and they don't even really know who they're talking to or why they're offering them the product or service that they're trying to get in front of them.

[A]

People don't like you.

[B]

They don't like you.

[A]

So I want you to write this down. I'm mastering people. If people like you, they'll listen to you. If they believe. And if they, if they listen to you, they'll believe you. And if they believe you, they'll buy from you so, like, listen, believe, buy.

[B]

I always say the close, in my opinion, should be the easiest part of the sale.

[A]

That's right.

[B]

If you do everything right up to the close. Now, they like you, trust you, want to do business with you.

[A]

That's right. In the first 90% of the time, you're building value, credibility, making sure the client falls in love with you. Then the last 10% of the time, you're going to lock in 100% of the money. Yeah, because money doesn't change hands in the first 90% of the time.

[B]

No.

[A]

What happens is they fall in love with you. So when you ask for the Money the last 10% of the time, you collect 100% of it.

[B]

Yeah. I watch people struggle at the very end so much. It's like, well, you didn't do the work you were supposed to do.

[A]

That's right. You got to master people. Remember this, your competition, they're not mastering anybody. They're just going out there and they're talking to them about the product. Nobody cares. Okay? People don't care about how much you know until they know how much you care. All right? Certainty sells. This is a big one, guys. 80% of sales is belief. The most certain person in the room always wins. Confidence is contagious. Own it.

[B]

Got it. So when I first jumped into sales, full of anxiety, the fear, the rejection, all of that stuff. Phone fear. A lot of what I do is virtually over the phones. So scripts saved my life. Saved my life. And I. What I did in is I had a script that I knew worked. And I know you guys, like, in. In your business, you have scripts, you. You memorize the script, and then you put your own personality. Yes.

[A]

Yeah. Hey, guys, Sorry to interrupt the video. This book, I am more fired than anything else I've ever released in my entire life. I literally would have given my legs to have this book. The last 25 years, I've spent five months in Dubai when I was gone, building this entire book with the 50th most deadliest closes on planet Earth that will work in any industry. And you guys can get this book right now. Go down to the description box below on this YouTube video and click the link. Fill out your information, and you guys can get your book. Remember, this book right here is going to change your life. And you guys can get it. Now Go down, get it, and then let's get back to the video.

[B]

So for me, what I hear a lot is people will jump on the phone one. They don't have a script in the Very beginning. And two, they don't know their product or service. And that's going to give you the certainty. The last thing somebody wants to hear over a telephone is a bunch of ums, ahs, or. You know what I mean? Like, they. They want to be confident in who they're talking to.

[A]

Yeah. And if something's new to you when you go into sales, the more you understand it, the more certain you can become. The more you believe in yourself, the better you're going to do. And by the way, there's a slight difference between the greats and the goats.

[B]

Yes.

[A]

The goats in the space. The greats believe a lot, and that's why they sell a lot. But the goats, the top OGs, the greatest, the multimillionaires in the sales space, it's not that they sell their product so you'll believe in it. They believe in their product so much that their client believes in them.

[B]

And.

[A]

And then they believe in the product, so that they believe in the product because they believe in the person who's selling the product. So, Eric, if I explain something to you, you see how much I believe. And then literally, it's not about you believing in this. It's you believing in me. And you believe in me so much because I've sold you on me, and I believe in that, that you buy me. So you buy that.

[B]

Yes.

[A]

Does that make sense?

[B]

And there's a lot of you out there that, me included, I've sold something I was not 100% convinced on.

[A]

That's right.

[B]

I was okay at selling it. But once I absolutely believe that if this person hangs up, they made a bad, bad decision. Dude, you. You can sell anybody, any place, anytime, anywhere.

[A]

Yeah. If you have a good product and you know it helps people, it's disrespectful not to sell 100%. All right, so cool. So objections are gifts. Every objection is a road map to close, listen, reframe, and turn it into reason to buy. Eric, I give you an objection right now. Is that a bad thing or a good thing?

[B]

No, it's a great thing.

[A]

Okay, explain.

[B]

Yeah. So a couple of things on this, and we got nine minutes on objections. I believe a lot of people, what they do is they wait till the very end to get hit with all these objections.

[A]

Right.

[B]

We know in a sale there's only so many objections you're going to get. Right. I need to think about it. A spouse competition. Right. There's only a handful of timing time. Yeah. Which. So rather than wait to the end, rapport done the right way is asking questions. That's going to uncover the objections, give you the ammunition to go into a close and have all the bullets to shoot those down. An amateur is going to wait till the end. Yeah.

[A]

And so let's use an example as an objection. Guy says, let's say I sell fitness coaching or training or something, right? And the guy goes, yeah. You know, I appreciate you, Eric, you know, but I got to talk to my wife. Hey, let me ask you a question. Does your wife know that you've been struggling with this for a while?

[B]

Yes.

[A]

Okay. Do you think that she would want you to continue to struggle with you with this problem if she was here right now?

[B]

Of course not. It's actually affecting my wife.

[A]

How long have you been struggling with this?

[B]

I mean, this is something that's been up and down in my life for the last 28 years.

[A]

Okay, so if your wife knew that you could solve all of this and not struggle with these anymore, would you say, no, babe, don't do it? Or do you think she would say, go ahead? Obviously, I don't think that this is something that we need to talk to your wife about. I think we already know what your wife's going to say. She's going to say, eric, this time will you do the work? Hey, guys, sorry to interrupt the video real quick. A lot of you may be asking, who is Eric Klein? Eric Klein owns the number one wholesale real estate coaching company in the world. What he teaches people to do is to work part time. I want you understand this. People can work full time doing this and they can make millions and millions of dollars. But he teaches people part time how to make just a couple hours a week on calls from their home, not having to go anywhere. The average transaction on wholesale real estate deals between 15 to 25, $25,000 per transaction. And he teaches you and coaches you how to do this. And literally imagine one of those a month making 15 to $25,000 part time, additional month. If you want to learn more about this right now, text the number below and Eric Klein will explain it to you. He coaches you, he'll teach you. It's unreal. We do live events together, but he's got a program that you can learn it all and you guys can start making more money part time. You don't have to quit your job. It's amazing. I love you guys. Let's get back to the video and you can text the number on the screen. Let's go. And Eric, you wouldn't be here Today. If you weren't willing to do the work, would you?

[B]

No.

[A]

Your wife's going to be proud of you for making a decision and stepping up and being the man and leaving the home. And the better that you take care of yourself, the more you love you, the more you're going to love her. Would you agree?

[B]

I couldn't agree more.

[A]

So you know that this is actually going to bring more joy to her, her and your children. Is that correct?

[B]

Of course.

[A]

Okay, good. What did we do? We took an objection. We took it to a road map. All right. Repetition builds mastery. This is a big one, Eric, because practice your pitch. I know how you feel about this. Your closes objection. Handling until it's second nature. Repetition's a mother skill. Please explain how the greats are made through repetition.

[B]

Yeah. If you're just getting started. I know I been saying this a couple times now. If you're just getting started in sales, there's no word track that's going to get you the results you're looking for right out of the gate. It's literally doing call after call, getting in front of as many people as humanly possible. But more importantly, like, if you're doing virtual sales, record your conversations, go back to the tape, listen to what you're doing good, what you're doing bad, where you can improve. The only thing is training, training, training, and getting the reps in repetitions of.

[A]

Other skill if you want to be great. Repetition, repetition, repetition. Ask better questions. Great salespeople don't talk. They ask, okay questions. Uncover three things. Real pain points, desires, and the real reasons people buy. How do you feel about questions?

[B]

I. I believe it's what's. I believe that's why I have been able to get into the 1% club, and I've stayed there for the last 14 years. The right questions uncover the pain, right?

[A]

Yeah.

[B]

It's going to give you the answers at the end when they give you an objection, which we talked about. Dude, Andy just said it. The money is made in the last 10% of the phone call. That's where 100% of the money is collected. The questions asked allow you to go into that 10%, collect the money, because you have all the answers.

[A]

And he said, remember to remember what you hear. So whenever I was in the automotive business, quickly, somebody pull up. And I would say, hey, a couple of questions. You know, how long have you guys owned this car?

[B]

Yeah. 15 years.

[A]

15 years. That's a long. But most people say like three years. Like you're 29 years. But let's say somebody says three years. I'd say, hey, cool. Why, why did you buy it three years ago?

[B]

My wife loved the color of it.

[A]

Okay, cool. So what, so what's changed since then?

[B]

Dude, it's. I mean, yeah, she'd sit higher. Well, she wants an SUV now. She wants to be higher up off the ground.

[A]

Okay, cool. All right, so. So really quickly I understand why they bought it because she liked the colors. Now she wants to sit higher off the ground. So when I'm talking to them about this new suv, when I go to show it, first thing I'm doing is say, doesn't this feel more safe when we're driving this doesn't. This feels so much better than your last car that's sitting lower on the ground Isn' to feel good today when you're driving out of here and you're not driving home and that old one, you're sitting lower on the ground. Does this feel more like you?

[B]

Of course. Love it.

[A]

Yeah. See? So these right here ask better questions. All right, follow up like a maniac, guys, we got three and three minutes. Follow up like a maniac. Most salespeople don't know this, but sales are made after the 5th or 10th. Don't stop until you get a yes or restraining order.

[B]

This is where you're all failing.

[A]

Probably the most 99% of salespeople right.

[B]

Here or are going to fail. Dude, 1, 2, 3 follow ups is not going to do the trick for you.

[A]

You're not hungry enough.

[B]

He has right here, I believe he says five. The fifth followup. Dude, I'd even beg to differ. It could be eight to 10 follow ups. It could happen like I look just in my CRM on my own business. Some of the biggest deals I've ever closed. Hand to God be my witness. 15, 20 follow ups, right? They've talked to three to four different closers in my organization, been pitched three or four times, and for whatever reason, their time and their circumstances changed and they were ready to make a decision.

[A]

Yes. Think about what he just said. Listen to me, guys. Sometimes, well, marketing and, and in closing is the right message to the right person at the right time.

[B]

Time and circumstance.

[A]

Chapters can change from one day to the next fast. Eric, let's do this. Let's do this, let's do this, let's do this, let's do this. Oh, this guy's not interested. You just missed it. Eric, six months later, had a circumstance change in his life, a chapter change in his life, something with his family change, a Health scare. Something happened and today he's thinking differently than he thought then. But you're not around to ask the question, do your follow up right here. Sell the result, not the product. Right. People don't buy the TSA go through the airport. They buy the vacation that they're getting. But people don't buy products, they buy outcomes. When you're selling something, you should sell how amazing of what it does or how you're going to feel or what the result is. People trade their money for results.

[B]

Yeah, like in my industry, the wholesale real estate space, Y we speed and convenience, dude. Last thing someone wants to do. Moving's a massive task right now. I think the average home sits on the market for 90 to 120 days. There's three price drops before they ever get an offer accepted. So for us, when I go to offer somebody something, I say, you know, listen, you don't have to pack your, your kids up, leave every Saturday and Sunday for open houses. We're going to give you an offer. It's a solid offer going to the closing table, 30 to 45 days. You're going to get your money, you're be able to pack your bags and move on. That's speed and convenience. Y Right. It's selling the outcome of what they ultimately want.

[A]

Y Money replenishes, but time. Yeah, you can always get more money, but you can never get more time. How many more times do you want to leave for an open house on the weekend or go clean the house every night because someone might show up and then literally something to someone doesn't show up. They say, I'm sorry, somebody said they were coming, but they're not coming now.

[B]

Hundred percent.

[A]

I'm sick of this crap.

[B]

Yes.

[A]

Okay. Lastly, right here, emotion drives decision. Me and Eric are very emotional people. Yes, we understand product knowledge, but we understand people. Knowledge pro. Emotion drives decisions, logic justifies, but emotion sells. Tap into their feelings and you'll close them every time. People buy feelings?

[B]

Yes.

[A]

Not products. Talk to me about emotion.

[B]

When you are trying to get someone emotional, the last thing you want to do is be monotone whether you're doing it.

[A]

Face transfer of emotion.

[B]

Yes. You want to. Voice fluctuations. Use your hands. I might do this. If I'm talking to you about maybe a death in the family or whatever, my voice is going to lower. It's going to get you to, to feel exactly what I'm feeling. But if I'm sitting here talking to Andy and I'm like, andy, I understand your mother has cancer and I'M going to be able to help you do this or that. He's not going to feel it.

[A]

So, you see, you got to make people feel the way that you feel. That's called transfer of emotion. That's called persuasion. Guys, we did it. In 15 minutes, we come out. Hey, guys, I love you. If you guys practice these things, you'll kill it. We love you. Subscribe like the video. Share it. We'll see you in the next video.

[B]

Dude, that was 15 minutes.

[A]

I know. See.