Summary of "The Ultimate Sales Script Format (3 Pillar Pitch)" | Episode 789

In Episode 789 of "The Game w/ Alex Hormozi," host Alex Hormozi explores the intricacies of crafting an effective sales script using his signature Three Pillar Pitch methodology. Drawing from his extensive experience in scaling businesses from $100 million to $1 billion in net worth, Hormozi shares actionable insights and strategies to enhance sales performance, increase close rates, and foster long-term customer relationships.

Introduction to the Three Pillar Pitch

Simplifying the Sales Script

Hormozi begins by addressing a common issue in sales scripts: complexity. He shares a success story where his team improved a portfolio company's close rate from 14% to 35% in four months by simplifying their sales script (00:00).

• Issue with Traditional Scripts: Salespeople often engage in "feature stacking," overwhelming prospects with technical jargon and unnecessary details, especially in B2B sales. This approach leads to confusion and disengagement from prospects who prioritize value over features.

  "If you can't explain it to a child, you don't understand it." (05:30)

• Solution - Language Simplification: To combat this, Hormozi employed the Hemingway tool to reduce the script's reading level to below third grade. This move not only made the script more accessible but also demonstrated mastery of the subject matter.

  "Oftentimes, especially salespeople who are newer coming in want to sound impressive, but all they end up doing is confusing people." (06:15)

The Structure of the Three Pillar Pitch

Defining the Product Type

Hormozi emphasizes the importance of categorizing the product or service being sold to tailor the pitch accordingly.

• Done For You (DFY) Services: These require detailed explanations, akin to an educational process. By outlining every intricate detail, prospects recognize the value and are more likely to opt for the service.

• Do It Yourself (DIY) and Done With You (DWI) Services: These are streamlined into three essential components, making them easier to grasp and sell.

Three Pillars Framework

The Three Pillar Pitch is central to Hormozi's methodology. He advocates breaking down the pitch into three clear, concise points to enhance understanding and retention.

• Why Three Pillars? While there's no definitive reason, Hormozi notes that a three-point structure has consistently proven effective across various industries.

  "Think about it like a three-legged stool. It provides stability and balance to your pitch." (12:00)

• Framework Types:

  • Sequence-Based: Steps are followed in a specific order.
  • Requirements-Based: All three elements must be fulfilled to achieve the desired result.

  For example, in a fitness program, the pillars might be fitness, nutrition, and accountability. Each is essential for achieving overall health and wellness.

Using Analogies and Metaphors

To ensure prospects quickly grasp each pillar, Hormozi recommends using relatable analogies and metaphors.

• Building Understanding: The goal is to make each point immediately clear, allowing the conversation to shift from the salesperson to the prospect swiftly.

  "The faster you get them to understand, the faster you get back to them talking and not you talking." (20:45)

• Relatable Examples: Hormozi illustrates this with an SEO analogy:

  "SEO is like an investment account where you put money in every month. In the beginning, it doesn't amount to much, but over time, it surpasses what you do actively." (25:30)

• Audience-Centric Approach: It's crucial to choose analogies that resonate with the target audience. For instance, avoiding a football analogy when selling sewing kits to women ensures clarity and relevance.

  "If you're selling women sewing kits, I'm not going to use a football or a car analogy." (30:10)

Implementing the Three Pillar Pitch

Crafting the Pitch

Hormozi outlines a step-by-step approach to creating an effective three pillar pitch:

1. Simplify the Language: Ensure the script is easily understandable, targeting a reading level below third grade.
2. Structure the Pitch: Decide whether the pillars are sequential steps or required components for achieving the desired outcome.
3. Use Effective Analogies: Relate each pillar to something the prospect already understands to facilitate quick comprehension.

Engaging the Prospect

The pitch should be concise, focusing on key points that prompt the prospect to engage rather than listen passively.

• Question Framework: Hormozi advocates for a question-based approach, encouraging prospects to ask questions and engage in dialogue.

  "Most of the time we shorten sales scripts, we shorten the amount of words and we just do it mostly based on a question framework." (40:00)

• Closing the Sale: After presenting the three pillars and establishing understanding, the next step is to confidently ask for the sale, addressing any remaining concerns or objections.

Conclusion

Hormozi wraps up the episode by reiterating the effectiveness of the Three Pillar Pitch in simplifying sales scripts and improving close rates. By focusing on clear language, structured messaging, and relatable analogies, salespeople can enhance their communication with prospects, leading to more successful conversions and sustained business growth.

"Simplify the script, execute the three pillar pitch, and watch your close rates soar." (50:15)

This episode serves as a comprehensive guide for sales professionals aiming to refine their pitch strategies. By adopting Hormozi's Three Pillar Pitch, businesses can streamline their sales processes, make their value propositions more compelling, and ultimately drive higher revenues.