The Game with Alex Hormozi — Episode 968

Title: The Ultimate Sales Script: Never Lose a Sale Again
Date: November 13, 2025
Host: Alex Hormozi

Episode Overview

In this episode, Alex Hormozi breaks down the precise, battle-tested strategies behind building—and using—the ultimate sales script. He targets the two main reasons you’re not making as much money as you want in sales: saying the wrong words or saying them the wrong way. Across the episode, Alex details the key elements to effective scripting, the science of sales tonality, and the tactical methods that transform average salespeople into consistent high-performers. He draws from 14 years of hands-on experience, including a record-breaking $106 million launch, offering a no-nonsense blueprint to never lose a sale again.

Key Discussion Points & Insights

1. The Power of Saying Less in Sales

• "The person who speaks the most in the sale loses."
  (00:01)
• Success in sales is tied not to talking more, but to listening and asking the right questions.

2. Why Sales Scripting Matters

• You’re not converting because you’re either saying the wrong words or delivering them with the wrong tone.
• "Saying the right words comes down to the correct scripting. Saying them the right way comes down to tone."
  (00:04)

3. The Importance and Structure of a Script

• Every salesperson must have and memorize a script. Without it, consistency and improvement are impossible.
• Alex references his CLOSER Framework for scripting:
  • Clarify
  • Label
  • Overview of experience
  • Sell the vacation/pitch
  • Transition to concerns
  • Explain
  • Reinforce

4. Mastering Sales Tone: The Five Essential Elements

Three constants ("sales tone"):

1. Volume: Speakers must be loud enough to be heard.
2. Speed: Speak slowly enough to be understood but quickly enough to maintain authority—between 135-185 words/minute.
   • "If you talk too fast, trust goes down. If you talk too slow, they think you're an idiot." (02:32)
3. Articulation: Clearly pronounce and round out every word.
   • This maximizes comprehension and confidence.

Two variables: 4. Pauses: Used to highlight points or to prompt a response.
- Short pauses draw attention; long pauses indicate you expect a reply. - Scripts can be marked with "...", "." and "?" for rhythm cues. - "If you want to emphasize a point, what are you going to do? Pause." (10:05) 5. Voice Frequency: Does your voice go up (asking a question, prompting response) or down (making a statement)? - Raising your voice with a long pause indicates it's the prospect's turn to talk.

5. The Path to Script Mastery

• True mastery means you’re no longer reading the script—you’re "breathing" it.
• Hormozi’s memorization tip:
  • Print the script twice; cross out one word at a time on one copy, forcing repeated reading with gaps until you know it by heart (07:30).
• Without memorization, you’ll always sound stiff, unnatural, or unsure.

6. The Real Role of Objections and Closes

• The skill is in asking for the close repeatedly without being annoying—giving a valid reason to ask again each time.
• "You're never going to sell someone by being right, ever. It's kind of like winning an argument—no one wins an argument." (24:21)
• Most real sales happen before the close; objection handling is about giving yourself excuses to ask again.

7. Universal Closes & Reframing

• Use "universal closes" so every objection becomes another chance to reframe and re-ask.
  • Example:
    • Prospect: "I don’t have time right now."
    • Hormozi: "I think the fact that you don’t have time is probably why you need this more than anyone else." (23:50)

8. Discovery: The Source of Most Sales Failures

• Most sales are lost in discovery, not the close.
• "Pulling teeth": If answers are short or evasive, keep gently pushing for examples or specifics until you get real substance.
• "Can you give me an example of that?"
  • Loop versions of this until you have enough information to summarize their problems clearly.

9. The Chunk-Up and Bridge to Sale

• Once you have specifics, chunk up to broader issues (e.g., "So it sounds like you have a marketing issue, is that fair?").
• Get agreement on these main issues—when the prospect agrees your solution solves their core problems, the sale is nearly done.
• "If we solved X and Y, do you think it would help grow your business?" (31:20)

10. Simplicity Over Mythology in Sales Training

• Use concrete, actionable feedback: "Speak louder" vs. "Have confidence"; "Slow down" vs. "Stop being nervous."
• Avoid vague instructions like "use curiosity tone."
• Only three notations needed for script rhythm: ".", "...", and "?" (17:55).

Notable Quotes & Memorable Moments

• "The person who speaks the most in the sale loses." (00:01)
• "Saying the right words comes down to the correct scripting. Saying them the right way comes down to tone." (00:04)
• "If you talk too fast, trust goes down. If you talk too slow, they think you're an idiot." (02:32)
• "When you get consistent with how you speak, your sales conversations start to become more consistent too." (04:55)
• "If you want to sound like you’re not reading a script—stop reading the fucking script." (05:40)
• "Pauses and voice frequency are the two variables; volume, speed, and articulation are the constants." (09:50)
• "You ask them to buy, and you shut the fuck up. That’s how it works." (13:56)
• "You're never going to sell someone by being right, ever. It's kind of like winning an argument. No one wins an argument." (24:21)
• "Most selling happens before the ask; discovery is where most sales are lost." (27:10)
• "If you use the tone guide I’ve outlined, you’ll have the three constants … and two things that are variable: pauses and when you raise your voice. The rest is hullabaloo and mythology." (36:23)

Important Timestamps

• 00:01–02:30 — Introduction to sales tone and the $106M book launch
• 02:30–06:50 — The five elements of great sales tone; constants and variables
• 06:50–11:00 — Mastering scripts: tactics for memorization and natural delivery
• 11:00–17:00 — How and when to use pauses, inflection, and script notation
• 17:00–19:35 — Tactical examples and training language for feedback and improvement
• 19:35–25:00 — Objections, universal closes, and the real purpose of objection handling
• 25:00–34:00 — Discovery questions, "pulling teeth," and chunking up to identify pain points
• 34:00–End — Recap: the constants, variables, and why following this process is the path to repeatable sales success

Final Takeaways & Tone

• Consistency, simplicity, and strict adherence to a memorized, well-structured script will separate you from 95% of salespeople.
• Feedback and coaching must be clear, actionable, and based on the five elements of sales tone.
• Implementing these methods leads to smoother sales conversations, higher conversion, and scalable, world-class sales teams.

Hormozi’s tone is direct, candid, and no-BS—he cuts through jargon and ambiguity, delivering tough love and absolute clarity at every step.