How to Use FBI Hostage Negotiation Tactics to Close High Ticket Sales

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As I recently sat and watched some of Chris Voss’s videos, who was previously an FBI negotiator, I started to make some connections between the negotiation tactics he was talking about and how to leverage them to close high-ticket sales.

When growing up, if we did something wrong as a child, we were usually always asked by our parents or teachers why we did what we did.

Over time, this has created an inner turmoil mindset issue for people associated to the word or question of “why?”. 

Using FBI negotiation tactics, you can actually train yourself to respond rather than with “why” questions, such as “why do you want to make money?” or “why do you want to lose weight?” with a phrase starting with “what” or “how”. 

I am going to give you the breakdown and examples of how to help potential clients get past their mindset issues using these tactics, so you can close more sales over the phone in no time!

In this episode, I am going to cover:

• What are “mirroring” and “labeling” tactics, and how you can use them in your sales calls
• Why your sales call isn’t really a “sales” call (I’ll tell you exactly what it really is…)
• The importance of reaching the bottom of your client’s “why” and how to leverage that in your calls to close more sales
   

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— TRANSCRIPT —

How do you use FBI negotiation tactics to close deals? That's what we're covering in today's episode.

Cool episode. So you know, one thing that I think a lot of people miss about getting better at things that they do is once somebody becomes really good at something, they tend to, a lot of people tend to think that there's this massive expert and they can't learn anything else. And I see this a lot in, you know, especially in, in the, in the entrepreneur and marketing game, people get an ego and they don't, they just don't think they can learn any more. And so I came across and keep in mind, I've closed millions of dollars in high ticket sales. Right. I my team has closed millions of dollars in high ticket sales. So you could argue that we're pretty darn good at it. I mean, we teach people to close high ticket sales. We teach people to sell their coaching, their services, their online courses, their mastermind for, you know, high, high ticket.

And so, and, and we've created multiple millionaires from that. So with that all said, you might say, well, you know, Dan, you guys are experts at this and we are experts, but that doesn't mean that you can't learn anything new. And so know that's what, that's how you become an expert. You, you open your mind to learning new things. So last night I come across this guy, Chris Voss, who was a FBI negotiators, former FBI negotiator, and he's negotiated, you know, a hostage situations and you know, terrorists, hostage, all kinds of stuff. Right. And I'm kind of heard, have heard of him before, but I'd never really like went in and listened to his YouTube videos or, or, or listen to any audio courses from him or anything. And last night I had literally watched everything there was to watch on Amazon, Netflix, Hulu, like there's, I've left no stone unturned.

Everything has been watched. Yeah. Cobra Kai, I got that out of the way, every like, and I'm like, alright, well, I might as well sit here and learn something. And even though I do my morning walk and I learn in the morning, I was like, well, I got to learn more stuff. So for like three hours last night, I'm watching Chris Voss videos. And I'm hearing these FBI negotiation tactics. And I'm, I'm hearing how in my mind, as I'm hearing it, I'm applying it to high ticket sales. And I'm just like listening and working things out in my head. And I just wanted to share on this episode some of the things that I worked out in my head, and we're going to be implementing them into our calls as well.

But let me give you an example here. Okay. So one of the things that a lot of people struggle with is asking why you want to do what you want to do. So on a high ticket sales call, a lot of times you have to find out their why, right? You have to find out, like, let's say you're selling a, how to lose weight. It's very important that you find out why someone will wants to lose weight, because that's going to be a big emotional driver that when you come to the close, you bring that back up and that, and as they're thinking about it, and as they're responding, and as they're telling you why it reminds them how important it is to them, whether it's make money, whether it's lose weight, et cetera.

But even though that question is so important, right? That question is so important. It's a little abrasive to ask, Hey, why do you want to lose weight? Why do you want to make the money you want to make? And it's because as children, whenever we do something wrong, we are always asked. Why like, why did you do that? Why didn't you put your toys away? Why, why, why? And so it's ingrained in our brains. We're programmed to be offended by the why question. That's just, I mean, it's as simple as that, that's all it is. It's just, we get used to hearing the why question in such a negative context that when somebody else asks it, even if it's not intended, if it's not nefarious, not intended to be nefarious, they, they believe it’s offensive and they feel offended because it's just how we're programmed. So he was talking about, you know, the what and the how question and how you can instead of saying, well, why do you want to make the money?

You know, a much less abrasive way to say that would be, what are you going to do with the money once you make it, or, how are you going to spend that money instead of why do you want to make the money? It's the same question it's just phrased differently. And so he went over some other techniques like mirroring and labeling. Mirroring is where you when somebody is, when you're trying to build rapport or, or perhaps somebody is upset, you just repeat back the last three words they said, and it calms them down, or it builds rapport. It makes them, makes it sound like you're listening and you are listening. And as well as labeling where you, when you do ask those things back, you, you ask and you put a label on what they're feeling, and this can get a little advanced cause there's positive, labeling negative, labeling.

There's all, there's all kinds of stuff. Right? And I'm going to keep it simple in this episode, but this is how you would do a how question to a mirroring question to a labeling. So let's say, somebody says, well, how do I know this will work? All right, let me, let me do two voices. Well, how do I know this will work? That's the customer. Maybe they got some nasal issues, but I've gotta got to separate the voices. And then the sales person would be, what would it sound like? This, we talk like this. Well, how do I know this will work? Well, how do I know? You'll do the work? And they see what happened there. They, they came at me saying, well, well, how do I know this will work? But then I said, well, how do I know? You'll do the work.

So I flip it, right? They're going to respond to it. So, okay, let's go back. How do I know this will work? Well, how do I know that you'll do the work? I'll do it. I'll do it. You'll do it. Yeah. Yeah. I will listen. You know, I'm dedicated. You're dedicated. Yes, yes. I will do exactly what Dan tells me. Okay. So up until that point, we've asked the how question to take the pressure off of us, the burden off of us. And now we have mirrored to get them talking and we go from, you know how this will work to all, do it to I'm dedicated to I'll do exactly what Dan tells me. So now that we've got them to say that right now we can label it. So let me, let me start from the beginning. How do I know this will work? How do I know? You'll do the work. I'll do it. I'll do it. You'll do it. Yeah. Yeah. I'll I'll listen. I'm dedicated. You're dedicated. Yes, I will do exactly what Dan, tell me. Now we go for the label. Sounds like you're pretty convinced it will work if you do it. Dan says, I am, I am ready. And so I've actually, you know, done this because ultimately on a sales call, it's not really a sales call. It's a mindset call, right? A close is simply getting people to become, I'm comfortable with the fact that they need to separate themselves from money to buy something that they want. In other words, at least the way we run high ticket sales is we make sure that we're only getting on the phone with people that already want to buy. That's a whole, that's a whole big secret to how we do high ticket sales.

And so when they get on the phone, they already want to buy. You're just getting them comfortable with actually do the act of spending money so they can get the thing they already want. And so people get, you know, they get nervous. And so they say they just default to, you know, how, how do I know this will work? It's like, well, how do I know this will work? Well, how do I know? You'll do the work. I'll do it. I'll do it. You'll do it. You'll do it. Yeah. I'll I'll listen. I'm dedicated. You're dedicated. Yes. So now we get to the point where they say, yeah, I'll do exactly what Dan tells me. So they just said that they're going to do exactly what you tell them to do. So now you can label it. You can say, you can say, sounds like you're pretty convinced that work for you.

If you do it, Dan says, so what just happened there? Well, what happened was they became convinced. Yes. I don't like using the word convinced or persuaded, but you basically persuaded them to buy, but they thought it was their idea. In reality, it actually is their idea because they had that idea the whole time they got on that call because they believe that what you have to offer will help them. And they otherwise, why would they schedule the call at least again, the way we do it, we don't get on the call with people that haven't watched our core content. We don't even take calls unless you've watched our core content. It's funny. I had a my mother reaches out to me and she says, I met this lady in the grocery store and she's interested. I told her about what you do and she's interested in your program and can you have one of your salespeople or you reach out to her?

And I said, yeah. I said, Bob, thank you very much. But we have a, we have like an assembly line going here. So we don't actually do outbound calls. We don't call you know, we don't call people that have no, like when people get on the phone with us, they already know what we do, how we do it, what we have to offer for the most part, you know, they watch our webinar or they read my book. And so they're fully aware of everything. And then they get on a call and that's why we have such a high close rate is because we don't, we don't actually explain a lot on the call. We talk to the prospect and we figure out if it's a good fit, but the prospect already knows that they already know the details. They already know what we're going to do from, we're not explaining, we're not selling.

We're just closing. The sales happens in our webinar or in our core content. The close happens on the phone. And so I said, I'll tell you what, why don't you send her to my digital millionaire secrets website where she can get a copy of my book for free. So she says, okay, so, so the lady actually does buy the book and then like a week later books, a call. So anyway, the point here is that if you're trying to sell on the phone and convince people of things and explain everything, it's, it's tough and I've always hated doing sales that way. That's why we have our proprietary method. And, and this is what we teach our clients is, you know, you basically not going to get on the phone with somebody that, that it doesn't already want to buy your, your job is just not to mess it up.

And so that is why we don't do high pressure sales. We just think about this. This is not high pressure at all. It's their idea. They're saying they're admitting that they want it, that they're comfortable with it, that they think it'll work. That they'll do the work and they're there they're committing, right? So they don't limp into the program or into the engagement with this bad attitude. And it's not enough to close somebody and sell somebody, something. You have to get them in the right frame of mind before they join so that they get results. If we just sell something to you, because we convinced you, you may not get great results because you come sort of with this, this funky mindset that maybe it wasn't a good idea or how's it gonna work. But if we get on the phone, we see it's a good fit.

We notice any mindset issues that you have. And then we, we deal with those. We get you to commit. We, we get you to, to fully go all in. Then when you come into the program, you are in a much better state of mind to take action and get results from that program. And that's why we have such a high success rate with our clients is because, you know, we just don't sell anything to anybody, you know, but at the same time, we don't convince people. We let them convince themselves. And if they're not convinced we don't sell it to them, we don't even offer them the program. So, you know, even though for the most part, we've been doing it this way for some time when I watched the Chris content, I, I saw a lot of things that he did in FBI negotiations that, that, that mimic, or that are very similar to how we close high ticket sales.

But I like, I just like how I liked the flow of how he, how he does it and how FBI negotiators do it. And it's a little bit more I think it's, it makes both parties more comfortable because that's the thing is, is one of the worst things that can happen to you when you're selling over the phone is to be uncomfortable. But here's the thing being uncomfortable is the key to learning. If you're not uncomfortable, you're not learning. That is a natural bypass. Just like if you bang your knee on a, on a, on a door, your knee swells up, it's your body's natural reaction to well up Phil, Phil that yeah. Injury with fluids to bring in healing fluids. I'm not going to have that doctor, but I know that that's the case because I, I trained jujitsu and, you know I've, I've swollen up several times.

And you know, there, there's a whole thing about that, but the, the, the point is that you're going to be uncomfortable when you ask questions. Right. But yeah, that's part of learning. So understand that when you're on, when it's your first time selling high ticket over the phone, that it is uncomfortable, that is normal. And I'll do another episode about it, but to make it as comfortable as possible, these FBI negotiate techniques to me are great because it's just this very slight difference between saying, well, you know why, you know, we love our success stories and we'd love to talk about, you know, how, how people's lives have changed as a result of, of, of yeah. Creasing their revenues. So let me ask you, why do you want to make the money you want to make now that that's one way to do it.

That's the way I've done it a lot in the past, because you give them a reason for the why that you want to share their story. And that, that really sort of, you know softens it. But if you say know, well wow, that's great. Wow. That's great. You want to make 50 grand a month? That's that's awesome. What do you, you know, how you gonna spend it? You know, it's, it's a lot less abrasive. And in fact, I do recall on so many now that I really think about it, I recall on so many calls, I have said, why do you want to make the money you're going to do, like, what are you going to do with it? Like, how are you going to spend it? And I've done that. But I do, like, I like just going right to that and skipping the why, because I remember Chris Voss and one of his videos, he said, you know, he said, when we're kids, every time we do something wrong, our parents ask why we did it.

That's why it's programmed into our brain to be offended when somebody asks why. And so when I heard that, I was like, Ooh, that's good. We should take that out. You know? Cause I think back to my relationships, I think back to my, my, my failed marriage and all this, and I think what are some of the times I like completely peed off my significant other and I, and I think about it and I go, yeah, it's when I asked why, you know, like S immediately when I asked why they got super angry and I think back, and I go, I wonder what would happen if I said what or how, instead of why, if, if the relationship would have gone the same way. So yeah, but that, that, that's what I learned last night, watching some, and he's got stuff every, since I'm on YouTube, he's got stuff on masterclass and I watched his masterclass on it.

And then I went and watched like every YouTube video I could find where he explained the same thing, but in different ways. Cause one thing I like to do is when somebody explains something that I think is awesome. I go in, I try to find four or five, six, seven times. They explained the same things because a lot of times when people re explain things or explain things more than once you can find little nuggets and little tactical sort of execution bonuses, because maybe that one time that they explained it, they didn't say one thing that really made it sink in or, or one important little golden nugget, but another time they did. And, and so I go, and I try to find like every video where they discussed that. But anyway we're going to be implementing some of that stuff and doing doing some training and role playing on our calls for that, with our clients. And it's going to be sweet. So I hope you guys enjoyed this episode and don't forget to subscribe and I'll see you in the next one.