September 24, 2025
Sales don’t have to be scary. With the CLOSER framework, you’ll know exactly what to say. In this episode of Bringing Simplicity Unfiltered, Judy and Greta walk through Alex Hormozi’s CLOSER framework step by step and put their own spin on it, showing exactly how they use it to help clients improve their sales calls and conversions.
Follow it, and you’ll naturally eliminate a lot of objections without having to “handle” them or sound pushy, and you’ll build confidence so sales feels normal, not scripted. For online coaches, a sales call should feel almost like your first coaching call, just with a close. Some people go too far into coaching and some go too far into selling. This framework combines both. And you should use it beyond high-ticket calls, too, like at events where everyone you meet is a potential client.
Judy focuses on sales and Greta focuses on marketing. Greta has told Judy many times that she’s bad at sales, and Judy (who never lies to her and sits in on a lot of her calls) always says she’s not. Greta realized she’d been associating sales calls with super pushy people. What she loves about the CLOSER framework is that it lets you show up as a human.
CLOSER stands for:
When someone books a sales call, they usually know they need help, and they’re often willing to tell you their exact problem because they want to know if you can solve it.
One client used to open sales calls with “So great to see you, let me tell you about my program,” followed by a seven-minute pitch from a framework someone else gave her. Greta asked how it felt. “Honestly, I hate it.” So they cut the whole spiel and replaced it with: “Super excited to be on this call today. Just curious, what made you book it?” Then stop and listen.
Most people will tell you their problem and the solution they’re hoping for, especially if you pause. Sometimes you need a few probing questions, but that one question is often enough. The prospect feels heard and leans into the solution.
Judy has learned from listening to thousands of sales calls in big sales organizations, including eight-figure ones. You don’t need to recite your menu of services. They can look that up. You want them to say why they chose you, like “I booked because I love your obsession with data and I’m not a data person.” When someone says it themselves, they believe it more.
If someone opens with “I’m just here to find out what services you offer,” ask more questions instead of jumping to packages: “Before I go into our packages, I’d love to learn a bit more about your business so we know which one makes sense to discuss.”
Judy says Greta does this extremely well without realizing it, probably the social worker in her. Labeling sounds like: “What I’m hearing you say is that your previous ad agency’s messaging wasn’t congruent with your brand, they used images that didn’t align, and they posted without your permission. So you’re looking for an ad agency with experience scaling online coaching businesses that stays aligned with your brand. Is that fair to say?”
They’ll usually clarify further. You want head nods throughout, similar to what Russell Brunson teaches for webinars.
Greta adds that you’re not just labeling the problem, you’re labeling the solution and painting a clear picture of it. It’s a human-first approach. If you can’t agree on the problem, and that your offer is the solution, it’s okay to say, “This was a great call. Here are some straightforward things you can do to start, but I’m not the right fit to work with you.”
Judy’s rule of thumb: if you’re not closing around 80% or more of your sales calls, something is likely off in your marketing or ads messaging, or the wrong leads are coming into your pipeline. Our own calls close around 90%. When someone isn’t the right fit for us to run their ads, they often join the Simplicity Ad System instead.
Here you walk through their pain cycle by going back to the problem they named. For example:
People tend to spend too much time either pitching up front or digging into the overview. On a 30-minute call, aim for about 10 minutes on C, L, and O combined (going a little over is fine, especially when you’re learning). Greta admits that if it were up to her, she’d ask about everything from the past three years.
Sometimes you’ll need to circle back to C, L, and O if something comes up out of left field, like “Actually, I’m on a trial with another agency.” Then you ask when that trial ends.
If you’re not sure you’re doing this well, take your call transcript and this framework, plug them into ChatGPT, and ask how to improve your script and which questions you should have asked.
Sell the vacation, not the plane. After you know their pain points, it’s tempting to list every feature and benefit. They don’t care. They want to know which ones matter to them. Pick two or three.
For example: “If you were able to improve your reach on your organic content without recording extra content, and only had to record five video ad scripts a month that were written for you, spending maybe 10 hours a month reviewing and recording, do you think you’d generate the revenue you lost?” Then tie it back to their goal and ask, “Does that sound like it’s in alignment with what you’re looking for?”
Notice the wording: it’s all about them. “If you had scripts written,” not “we write the scripts.”
Greta emphasizes that the vacation depends on the person. If someone was burned by an agency’s creative, part of their vacation is peace of mind through a thorough review process before anything gets posted. You wouldn’t necessarily mention that to everyone. You probably have 10,000 reasons someone should work with you, but sharing them all is overwhelming, and every extra feature gives them another reason to object.
No sale is done when the person says yes. It’s done when they feel good about saying yes. That prevents refunds and creates raving fans, which creates more sales.
Judy shared the five common concerns Hormozi identifies:
A great question here is simply, “When are you looking to get started?” Let them set the timeframe. When you’ve done C, L, and O well, people often want to start immediately.
If you sense hesitation, name it: “It seems like you had some hesitation about something I mentioned. Is it fair to say you have a concern before moving forward?” With practice you’ll notice when body language shifts at a certain word. When it’s going well, the only questions left are “When can I start?” and “What are your prices?” Then: “Based on what you shared, here’s the package I’d recommend,” described in two or three points with the monthly or annual investment.
If you get a lot of objections at this stage, that’s okay. Go back and improve C, L, and O. Usually it means you talked too much at the beginning.
Greta usually decides whether a prospect should hire us to run their ads or start in the Simplicity Ad System, so she listens closely through C, L, and O. Then she reinforces the decision based on what they said: “I’d personally love to run your ads, but I’ve heard you say over and over that you have a lot of distrust of media buyers. So I want to give you an easy way back in. In the Simplicity Ad System, you’ll spend six weeks with us, meet our media buyer, learn how to run ads, know the right questions to ask any media buyer, and get ads running. How does that sound?”
A downsell makes sales calls so much easier. It doesn’t have to be live like ours. It could be a simple paid course, like “For $297, I’d start here.” Keep it about them: “I’d love to work with you, but I don’t want to put you in a position you’re not ready for.”
You also don’t want clients who won’t do the work. We recently let go of a client who kept saying they’d do things and didn’t. When we have concerns, we start with a three-month engagement so we can learn each other.
Reinforce with clear next steps: “Is it fair to say the Simplicity Ad System is a good starting point?” “Yes, how do I get started?” Send the link and say, “As soon as you sign the contract and submit payment, we’ll send your onboarding information.” Don’t give access to anything until that’s done. And don’t add details like “it starts tomorrow,” which can create new concerns.
Buyer’s remorse often shows up within 24 hours. Get new clients progress and early wins right away, and keep them busy and engaged: send us your logins, your B-roll, access to your course so we can create content. Then share progress reports from your side.
It’s Alex Hormozi’s six-step sales framework: Clarify why they’re here, Label the problem, Overview past experiences, Sell the vacation, Explain away concerns, and Reinforce the decision.
Skip the pitch. Ask, “What made you book this call today?” and then listen.
On a 30-minute call, aim for about 10 minutes on clarifying, labeling, and reviewing past experiences.
The program, time, money, other decision makers, and the unspoken fear of repeating a past mistake.
If you’re closing less than about 80% of qualified calls, look at your marketing messaging and lead quality, and tighten the first three steps of the framework.
If you want more qualified leads showing up to your sales calls, see our services or reach out to us.
Want more? Watch every episode of Bringing Simplicity Unfiltered on our YouTube channel.
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