The secret to scaling: Break the mold.

Listen, empathize, move on.

I was in line to order at a chaotic, hipster coffee shop in LA.

A barista with rainbow hair named Emma was running the show.

A guy with a mustache ordered a painfully detailed coffee order — half almond milk, half oat milk, two shots of espresso, one pump vanilla, one pump caramel, 165°F ...

The kind of request that could give even a veteran barista nightmares...

But Emma didn’t miss a beat.

She made the drink in 2 minutes while simultaneously heating up a croissant, wiping down the counters, and taking the next person's order.

I watched in awe. I can hardly get from one Zoom meeting to the next some days... This was next-level multitasking.

When my turn came around, I made a remark: “It's amazing how you handle all these orders so smoothly. You're so calm and collected. How do you do it?"

She shrugged and said, "I dunno man, I just keep it simple. I listen, I empathize, I move on." Then she slid me my coffee and called up the next customer.

Boom. I got schooled by a 20-year-old with facial piercings in places I didn’t know could be pierced.

That statement still rings through my head: Keep it simple. Listen, empathize, move on.

What if you could unlock that kind of simplicity and coolness in your sales? Would it change your business? Your life?

I have a sneaking suspicion it just might.

[P.S. Scroll to the end of this email for a cool free thing that expires in 3 days]

Today in 7 minutes or less:

✔️ Listen, empathize, move on

✔️ A crazy (but effective) sales tactic

✔️ The LESS framework

A CRAZY (BUT EFFECTIVE) SALES TACTIC ☎️

Enter Shaun Clark, the co-founder of HighLevel. Also, the guy who gave a human face to an otherwise faceless checkout process.

It all began with one crazy idea: Posting his personal cell phone number on his checkout page.

Today, he's at the head of a massive operation. But it didn't start that way.

This bizarre move, let's face it, was kind of sketchy...

But when I called him, there was Shaun, being totally real, casually clearing my doubts, and that made all the difference.

Firstly, he dared to break the norm. He dared to make himself accessible, to be the person behind the product.

Secondly, he did this when everything was about automating and disconnecting. Quite a gutsy move to be going old school when everyone was fixated on the new.

"I was just there to show that this was real," Shaun says. "I took calls, answered doubts, and basically, I became the human face of my product.”

The brilliance of this approach lies in its simplicity. There's no complex algorithm, no high-tech AI. Just an individual willing to connect, willing to talk.

Even when businesses are massive, there's always room for that human touch. It's that accessible person that finalizes the sale, not a faceless entity.

It's a mantra that many seem to forget.

Shaun says, "The industry thinks of graduated SaaS companies as disconnected entities. But it's NOT about being disconnected, it's about being accessible."

Fear of human interaction, he suggests, is a significant roadblock. But, he insists, "Early on, you create a human connection. You show that you're real."

Eventually, he realized he needed to scale. So, just like how businesses automate processes, he ensured his team was accessible. This is how he managed to maintain that human touch, even while growing his business.

Shaun proved that in a world obsessed with automation, the human connection is still king… And nowadays, AI is good enough to actually imitate a human connection, so imagine the possibilities… 😯

This goes to show that the simplest (and craziest) ideas make the biggest waves.

THE “LESS” FRAMEWORK TO SELL MORE 🤘

Following our chat, I've distilled Shaun’s insights, along with what I learned from that punk-rock barista, into a practical, ready-to-use model — the "LESS" framework. While less is in the name, this framework is about getting MORE results.

1. Listen: Tap into the power of active listening. It’s not just about hearing words… You need to understand the underlying needs, desires, and pain points of your prospects. The first step towards creating a sale isn't speaking. It's lending a willing ear to your potential customers.
   

2. Empathize: Once you've heard your prospects' needs, show them that you understand. By mirroring their emotions and acknowledging their challenges, you create a connection that's a precursor to a strong, trust-based relationship. Empathy isn't a luxury in sales. It's a necessity.
   

3. Solve: After showing understanding and empathy, it's time to introduce your solution. Address your prospects' issues, but remember, the key here is clear and concise communication.
   
   Instead of asking business owners if they “need” 2-way SMS marketing or an efficient CRM, tell them. This is the Tell, Don’t Ask sales tactic. After all, YOU’RE positioned as the marketing expert here.
   
   Tell, Don’t Ask goes something like this…
   
   I hear how you’re tired of struggling to connect with your customers and followers. Isn't it frustrating to put so much effort into creating messages that end up piling up in their inboxes unopened??
   
   We can get you set up with conversational SMS and email marketing tools that can help you create messages that not only get noticed, but get your customers pumped to work with you. The next time you hit send, you’ll reach leads with messages they can’t dismiss.
   
   Don’t sell people on your features. Sell them on the result.
   

4. Streamline: The final part of the equation is simplifying your sales process. Strip away unnecessary complexities and barriers that can hinder the buying process. Make it easy and straightforward for your customers to go from deciding to buying.

Bottom line: The path to success doesn’t have to be full of obstacles. By doing LESS, you can eliminate sales friction, speed up conversions, and crush sales.

As Shaun showcases, the best sales strategies are often the simplest ones.

What this means for you: Keep it personable, do things differently, and watch your sales graph take an upward curve. Because molds are made to be broken.

And if you want a team of personal cheerleaders to elevate your HighLevel business, hop on a call with my team.

To profiting more and working less. 💸 

-Matt

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READY TO JOIN THE HL PRO TOOLS FAM?

Ready to kick your agency into high gear? HL Pro Tools has got your back with two awesome options to join our community and start making moves:

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