Alex Hormozi - C.L.O.S.E.R framework

 

The C.L.O.S.E.R. method is built on the fundamental idea that people are motivated by pain or the desire to avoid pain. The core driver of this method is the concept of perceived deprivation. People are more motivated when they are aware of what they don't have and the negative consequences of not having it. This framework helps you identify their pain, amplify it, and position your product or service as the solution.

Let's dive into the acronym:

C - Clarify Why They're Here:

• Purpose: The initial step is to understand the customer's starting point and intent. Why did they engage with you in the first place? What brought them to your community or platform?
• Action: Ask direct questions. For example, "Why did you sign up for my free community?"
• Goal: This sets the stage for the rest of the conversation and establishes their baseline needs or desires.

L - Label Them With a Problem:

• Purpose: Once you know their "why," you need to identify a specific problem they're experiencing. This involves active listening and digging deeper than surface-level answers.
• Action: After they share, keep probing with follow-up questions to identify the underlying issue. For example, "It sounds like you want this but you don't have that, right? You need help because of this?"
• Goal: To surface their core pain point, the real reason they are seeking help or a change. It helps to frame the problem using their own words.

O - Overview Their Past Experiences:

• Purpose: This step is about amplifying the pain. You want to tap into the cycle of past frustration and unmet needs. This isn't just about recalling what happened but understanding the emotions associated with it.
• Action: Explore their past attempts to solve the problem and why they haven't succeeded.
• Goal: To increase their perception of deprivation and therefore their motivation to change. You want to move them from a passive state to a proactive state of looking for change. This is where you make the pain tangible, real, and urgent for them.
• Pain Agitation: Use both positive and negative visualization.
• • Positive: What are they missing out on by not having a solution? (Example: "Imagine all the free time you could have once you..." )
  • Negative (Present): What are they currently experiencing negatively because they don't have a solution? (Example: "How is the lack of a system causing you to feel?" )
  • Negative (Future): What are the long-term costs if they don't change now? (Example: "If you keep going down this path, what will your health, business, etc., look like in 5 years?")

S - Sell the Outcome, Not the Vehicle:

• Purpose: Now that you've amplified the pain, it's time to present your solution, but in a very specific way. Focus on transformation and results rather than on features.
• Action: Paint a vivid picture of the desired outcome. Sell the destination, not the transportation. Use analogies and stories.
• • Example: Instead of talking about the specific features of a weight loss program (meal plans, workouts), focus on what the customer will experience: "Imagine feeling confident, having more energy, and wearing the clothes you love!"
• Goal: To create an emotional connection with the desired outcome and demonstrate how your product or service will deliver that.

E - Explain Three Components for Success (or Fewer):

• Purpose: While you avoid dwelling on features, you still need to explain the mechanism that drives the outcome in a way that the prospect can understand.
• Action: Identify 2-3 key components of your offering that are essential for success. Frame these components in a way that is easy to understand and remember.
• • Example: A fitness program might highlight "fitness," "nutrition," and "accountability" as the three crucial pillars.
  • Use Analogies and Metaphors: Create engaging stories that illustrate the benefits.
• Goal: Build conviction and help them visualize the journey.

R - Reinforce the Decision & Onboarding:

• Purpose: This is the follow-up after the sale, a crucial step to ensure customer satisfaction and retention.
• Action:
• • Onboarding Call: Reiterate their goals and problems, then explain the next steps in detail. You're no longer selling the vacation; you're explaining the trip. (Example: "Here's what to expect when you arrive at the destination..." )
  • BAMFAM (Book A Meeting From A Meeting): Establish a clear schedule for future interactions. Ensure the customer always knows when the next communication point is. (Example: Schedule the next onboarding step and any follow-up calls during this call.)
• Goal: To reinforce that they made the right decision and create a seamless experience going forward. This is the beginning of a good customer journey.

Key Takeaways:

• Focus on the Customer's Pain: Understand the underlying frustrations and amplify the urgency to find a solution.
• Sell Transformation, Not Features: Emphasize the desired outcome and how your product or service helps them get there.
• Use Storytelling and Analogies: Help the customer visualize the benefits and why your solution is the right choice.
• Be Intentional and Proactive: Never leave the customer in doubt about what comes next. The customer must always have a next step.
• The Onboarding Process is Just As Important as the Sale: Use the same questioning techniques and active listening to guide the customer through the next steps of their journey.

Why This Method Works:

The C.L.O.S.E.R. method isn't just about manipulating people into buying. It's about deeply understanding their needs, presenting a compelling solution, and guiding them through a seamless experience. By focusing on pain points, desired outcomes, and the customer's journey, this framework helps you build trust, foster loyalty, and drive lasting results.

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