Inside a live Unicorn Closer Mastermind call, Josh Lyons maps a sales conversation onto five words, then spends the next hour proving that the same words manipulate or convert depending on nothing but intention.
Posted
yesterday
Duration
Format
Tutorial
educational
Views
824
22 likes
57 · 43
Big Idea
The argument in one line.
A sales call succeeds or fails on five specific words, you, now, how, why, and the prospect's own language, because each one pulls the conversation away from blame, the past, vague generalities, and untested beliefs and back toward a truth the prospect can't avoid.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
A high-ticket closer or sales rep working inbound, booked calls who wants a framework for asking better questions instead of memorizing scripts.
Someone building or refining a coaching or sales training curriculum who wants a model for teaching the reasoning behind tactics, not just the tactics.
A salesperson who already knows objection handling but keeps sensing prospects go vague, defensive, or evasive mid-call and wants language for why.
SKIP IF…
You're selling low-ticket, transactional, or cold-outbound products where a 90-minute framework about presence and truth doesn't fit the sales motion.
You want concrete word-for-word scripts or objection-handling lines; this teaches the underlying structure, not swipeable phrases.
The spiritual and quasi-religious framing (sin, angels, God, karma) applied to sales tactics is a dealbreaker for you regardless of the tactical content underneath it.
TL;DR
The full version, fast.
Josh Lyons breaks a high-ticket sales call down to five words, you, now, how, why, and a prospect's own specific language, each one built to pull a conversation away from blame, the past, vague generalities, and untested beliefs and back toward one truth the prospect can't avoid. He argues the tactic only works when it comes from genuine care rather than a need for control, using his own relapse into manipulative selling, and a story about being tempted to show off a new Ferrari, as evidence that the same words can serve two opposite intentions. He closes by pushing closers to review their own call transcripts by hand instead of outsourcing self-assessment to an AI trained on average performance.
Free for members
Chat with this breakdown — free.
Sign in and you get 23 free chat messages on us — ask for the hook, quote a framework, find the exact transcript moment, generate a markdown action plan. Bring your own key when you want unlimited.
Josh states the video's thesis (five magic words, $100K/mo in commissions) and drops the first mastermind link CTA inside the first 30 seconds.
00:56 – 07:30
02 · The truth compass: boundary, center, and the Five Sales Sins
Josh draws a boundary square with truth at the center, explains 'letting the chips fall,' frames inbound sales as easy when done right, reframes missing the mark as spiritual sin, and names the five magic words (you, now, how, why, rollercoaster) as coordinates toward truth.
07:30 – 12:50
03 · Magic Word One: You — killing the third person
Deep dive on the first word: replacing third-person deflection ('the business,' 'the scales') with first-person ownership, tied to the Launchpad value of extreme ownership.
12:50 – 22:04
04 · Q&A: frame control and the black hole reframe
Freddie and Jay share takeaways; Jay's 'black hole' metaphor for frame control gets corrected by Josh, who reframes the technique as turning up the brightness of truth rather than sucking a prospect in.
22:04 – 36:33
05 · Star Wars, Spider-Man, and the money mirror
Josh uses Anakin Skywalker and the Spider-Man black-suit arc to explain the pull toward power when someone feels powerless, then argues you only find out who you are when you have unlimited access to resources.
36:33 – 46:01
06 · The Ferrari story: temptation with the top down
Josh tells a personal, present-tense story about being tempted to rev a new Ferrari for attention over 48 hours, catching himself, and turning around before watching a sunset; Christopher and Simon give takeaways and press him on where the line is.
46:01 – 1:01:43
07 · Magic Words Two through Five: Now, How, Why, Rollercoaster
Returns to the framework: now (present-tense focus), how (cause-and-effect clarity), why (belief and mental models), and rollercoaster (a prospect's own unique language) as the remaining four coordinates.
1:01:43 – 1:08:43
08 · The bullseye recap and why scriptless beats scripted
Josh recaps all five truth dimensions as a bullseye a closer aims for, then argues scriptless selling is actually more structured than a scripted call, not less.
1:08:43 – 1:15:19
09 · Tie-downs and the AI call-review method
Ben asks how commitment 'tie-downs' fit the framework; Josh explains tie-downs work because of what they reference, then proposes a five-question rubric for grading call transcripts and argues against outsourcing that review to a generic AI.
1:15:19 – 1:23:18
10 · Know thyself: Ferrari, Bible, and MMA — channeling repressed energy
Jacob ties the black-hole metaphor back to a book recommendation ('Letting Go'); Josh describes correcting his own Ferrari temptation at the beach, then tells Kimberly that whether MMA helps her repressed aggression depends on the intention behind it, not the activity itself.
1:23:18 – 1:27:46
11 · The villain carries the bomb: Batman, Vader, and the outro pitch
Casey's chat comment about Batman leads into a closing riff on Darth Vader and Doc Ock as the archetype of the redeemed villain, then Josh wraps the 90-minute training and delivers the final mastermind CTA.
Atomic Insights
Lines worth screenshotting.
A sales call has one job: pull the prospect from vague, third-person, past-tense talk back to a specific, first-person, present-tense truth.
Every time a prospect says 'the business' instead of 'I,' they are avoiding ownership of the decision in front of them.
Asking 'how' forces a prospect to describe the mechanism behind their problem, and only the mechanism can actually be changed.
Asking 'why' surfaces the belief driving a stated goal, and an unexamined belief held for years is usually the real blocker, not circumstances.
The specific, unique words a prospect uses to describe their situation carry more truth than any generic assumption about their situation.
The same persuasion tactic executed from a need for control backfires, while the identical tactic executed from genuine care for the other person lands.
You don't find out who you really are until temptation is available and the price of taking it looks low.
Getting access to real money and power doesn't change your character, it just removes the ceiling that was hiding it.
A structured conversation and a scripted conversation aren't the same thing: five underlying principles applied flexibly beats twenty memorized questions.
Reviewing your own sales calls by hand builds the gut-level pattern recognition that an AI scorecard can't install.
An AI trained on average sales calls scraped from public blog posts will, at best, teach you to sound like an average closer.
The fix for a bad coping habit usually isn't stopping the activity, it's changing the intention behind the same activity.
People around you can feel a shift in your energy before you consciously register that you've made it.
In stories that hold together, redemption comes from something good already inside the person who went dark, not from an outside force beating the darkness.
Takeaway
Five words that force a sales call back to the truth
WHAT TO LEARN
A high-ticket sales call works when every question pulls the prospect from blame, the past, and vague generalities back into their own present-tense, specific truth, and the same principle explains why people sabotage themselves the moment they get real power.
02The truth compass: boundary, center, and the Five Sales Sins
A sales conversation only has one legitimate goal: surfacing what a prospect already believes is true, not persuading them of something new.
When a prospect talks about 'the business' instead of 'I,' they are hiding from the decision, and the conversation needs to be pulled back to first person before anything else works.
03Magic Word One: You — killing the third person
Every time you replace 'the business' or a third-party name with 'you,' you are forcing someone out of blame and back into ownership of their own situation.
Confronting someone with their own avoidance works only when the intent behind it is genuinely for their benefit, not your commission or your ego.
04Q&A: frame control and the black hole reframe
Persuasion pressure that comes from a need to control the outcome reads as manipulation, even when the words used are identical to a values-driven approach.
The same tactic executed with two different intentions produces two different results: one earns trust, the other backfires and erodes it.
05Star Wars, Spider-Man, and the money mirror
You don't discover your real character under normal conditions. You discover it under temptation, when taking the easy, powerful-feeling shortcut is actually available.
Feeling powerless is the moment people are most likely to reach for control tactics that later damage the relationship they were trying to build.
06The Ferrari story: temptation with the top down
Access to more resources doesn't create better or worse character, it just removes the ceiling that was hiding which one you already had.
Noticing you're being pulled toward a self-serving version of a normally-good habit, and choosing to stop, is a skill practiced in real time, not decided in advance.
07Magic Words Two through Five: Now, How, Why, Rollercoaster
Questions about the past or future only have value when they're used to make the present moment more vivid, not to let the conversation drift away from now.
Asking 'how' forces a person to describe the mechanism behind their situation, and only the mechanism, not the symptom, can actually be changed.
Asking 'why' surfaces the belief underneath a stated goal, and a belief that's been sitting unexamined for years is usually the actual blocker.
08The bullseye recap and why scriptless beats scripted
A structured, repeatable conversation and a scripted one are not the same thing: structure can come from a small set of principles applied flexibly, not memorized lines.
The specific words a person uses to describe their own situation carry more diagnostic information than any general assumption you could bring into the conversation.
09Tie-downs and the AI call-review method
A simple word-frequency count of your own conversations (how often you said 'you,' asked 'how,' asked 'why') is a concrete, checkable measure of whether you're doing the thing you think you're doing.
Outsourcing self-review entirely to an AI model trained on average performance will, at best, teach you to imitate average performance.
Skill built through repeated manual review creates pattern recognition and gut-level timing that a scorecard alone cannot install.
10Know thyself: Ferrari, Bible, and MMA — channeling repressed energy
The fix for an unproductive habit is rarely to stop the activity; it's to change the intention behind the same activity.
If a coping outlet starts working, the sign isn't that you keep doing it forever, it's that you eventually don't need it in that form anymore.
11The villain carries the bomb: Batman, Vader, and the outro pitch
In stories that hold up, redemption doesn't come from an outside force defeating darkness, it comes from something good that was already inside the person who went dark.
The people around you can feel a shift in your energy before you're consciously aware you've made it, which is itself useful diagnostic information.
Glossary
Terms worth knowing.
Self-Actualized Selling
Josh Lyons' term for a sales approach built on personal psychology and truth-telling rather than scripts, objection-handling tactics, or manipulation.
Frame Control
Holding a steady, non-reactive presence in a conversation so the other person adjusts to you, instead of you chasing or persuading them.
Scriptless Selling
Running a sales call from a small set of underlying principles instead of memorized questions or word-for-word scripts.
Tie-down
A closing question that locks in a prospect's own stated reasoning, said to work because of what it re-references, not because of its wording.
Internal Locus of Control
Framing your own results, and a prospect's, as caused by personal choices and actions rather than outside circumstances.
Detachment (sales)
Doing the work of clearly presenting a prospect's situation, then staying emotionally neutral about whether they choose to act on it.
“Guys, we're doing inbound sales. This shit is easy as fuck when you actually do the right stuff.”
Blunt, high-energy line that reframes the whole video's premise in one sentence.→ TikTok hook↗ Tweet quote
17:28
“You are not creating a black hole. You are not creating a vacuum. You are turning up the dimmer switch on the brightness of the truth.”
The core reframe of the whole video, delivered as a clean, quotable metaphor.→ IG reel cold open↗ Tweet quote
33:20
“You'll only know who you truly are when you have unlimited access to resources.”
Contrarian, standalone claim about wealth and character.→ newsletter pull-quote↗ Tweet quote
1:04:49
“The irony about scriptless selling is it is way more structured and way more technically accurate than a scripted call.”
Counterintuitive claim that reframes 'scriptless' as more rigorous, not less.→ TikTok hook↗ Tweet quote
1:10:57
“Truth is what sells. Truth is what lets the chips fall the way they're supposed to be.”
Tight thesis statement that works as a title card line.→ IG reel cold open↗ Tweet quote
1:12:29
“It's like someone going to a basketball court and saying, I've got this amazing AI... but that doesn't actually train your body.”
Vivid analogy against outsourcing skill-building to AI, relevant beyond sales.→ TikTok hook↗ Tweet quote
1:19:53
“It's never the activity. It's where is it coming from.”
Short, general-purpose self-improvement line detachable from the sales context.→ newsletter pull-quote↗ Tweet quote
36:34
“I've got a Ferrari outside right now and I've been driving it around... I kept catching myself.”
Personal, specific story with a clean moral, works as a stand-alone anecdote.→ IG reel cold open↗ Tweet quote
The Script
Word for word.
Read-along
Don't just watch it. Burn it in.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
17px
metaphoranalogystory
There are five magic words in sales that make your prospects sell themselves, which I use to earn $100 ,000 a month in commissions. By mastering psychology, communication, and leadership instead of hacks or tactics, I learned to sell without a script or word tracks. And now I've taken five closes to earning $100 ,000 a month in commissions, and many more to their first 90K, 70K, 50K, 40K, and 30K commission months.
If you're ready, to create that reality for yourself, you can click the link below this video and join the mastermind now. And if you're one of the closers still choosing to earn less money whilst you do your research, here are the five magic words in sales.
On a sales call, you have, let me draw a square, okay? You have this kind of boundary here. How do I put this to the back?
So this is our... sales call conversation boundary, meaning this is the line that is kind of as far out as it can go, ignore everything that's out here. And this is obviously the center.
I'll draw that in green to really labor the point here. What is the center point of a conversation that we're always trying to aim for guys? Burning problem, impact, truth, truth, truth.
Okay. The answer guys is the truth okay we do not try and sell we try and illuminate the truth and then the prospect has a choice if we've done a good enough job as a salesperson of illuminating the truth we have to let the chips fall meaning there will be some prospects that don't want to face the truth it's too painful for them They say they can't do it.
They don't want to do it right now. That's entirely their choice. This is what detachment means.
Detachment means once I've illuminated the truth, the outcome of that, I do not care either way. My only job is to get to the truth. Does this make sense?
You let the chips fall. Now, there is a big cop -out from salespeople when I say the words, let the chips fall. They say, oh, well, you know, the prospect just didn't want to buy.
They didn't have urgency. They didn't have a burning problem. They were A -type prospects.
95 % of the time, it was nothing to do with the prospects. It was that you didn't do a good enough job of illuminating them to the truth. Okay, so don't use the cop -out of, well, Josh said you just let the chips fall, and I guess most of the time the chips just don't fall in my favor.
Guys, we're doing inbound sales. This shit is easy as fuck when you actually do the right stuff. This is not cold calling.
This is not convincing people to buy stuff they don't need or stuff they haven't already asked for. They've put their hand up and said, I have a problem that I am moving towards action on that I think your company can help me with. And I've now taken time out of my day to hop on a call.
It's downhill as it gets. It doesn't get any more downhill than this. Now, does that mean you have to do nothing?
No, people still don't like the actual consummation of taking action. They like the idea of taking action. They like the idea of the relief of their pains and their problems.
But when it actually comes to taking action, as we all know about ourselves and therefore other people, people don't like to actually make a change. It's scary, okay? So your only job on a sales call is to bring people from the outside edge to the center.
Okay? And there are five ways that we can be what is called off the mark. Now, what's also interesting for those that know this, what is the other translation spiritually of missing the mark?
Anyone know the answer to that? Well done, Bartholomew. Sinning.
This is why sales is spiritual. There is a mark. There is a...
center point. Okay. Which is the truth to be over here and be on this line or on this bit or on this bit or here, here, here, or anywhere in this that is not perfectly in the middle is to be out of alignment with spiritual truth is to be sinning.
Okay. That's actually a very good title for this training, Ben. I've not thought of that.
The five sales sins training. Thank you. I'm going to steal that five sales sins.
There we go. Five sales sins training. What this training was actually called is nowhere near as good as Ben's one there.
It was called the five magic words in sales. Magic speaking for itself, meaning five magic words in sales. Magic meaning it is spiritual, okay?
It almost feels divine that there are these magic words in sales, okay? What is the job of the magic words? Each five of them, it is to move the prospect progressively closer and closer and closer to the truth.
And these are like coordinates, meaning you have kind of the north degree, you have the east degree, you have the west degree, you have the east, the southeast, and you have the southwest. You have these kind of coordinates that you can bring someone closer and closer and closer to the truth. And you do that.
through these five magic words in sales. What are the five magic words? You, now, how, why, and rollercoaster.
Okay? So why are these the magic words in sales? They are the magic words because to have conversations that are out of alignment or further towards the edge, of each of these five things is to keep people further away from the truth.
What is untruth? And these are like, they're like dimensions, dimensions of the truth, okay? So there is a spectrum, which is this line here for this word, you, okay?
What is the spectrum? On one side, you have untruth or falsehood, falsehood. And on this side, you have truth, okay?
So your job is to bring someone closer and closer to here. On this dimension, it is untrue for someone to be living outside of themselves, externalizing things. Why is that untrue?
Because it's not real. The only thing that's real is our own personal experience of something. Anything outside of you is only a projection.
And the projection is like a mirage. It's like a hologram. It's not tangible.
You can't grasp it. And the truth is the opposite of that, which is bringing everything back inside of ourself. Does this make sense?
Okay. So the first line of truth is to bring the conversation from what I'll call other than you to you. So in your sales calls, The more times you use the word you, you, you, you, which could also be replaced by their name, although you want to be cautious how many times you use their name, you are doing what?
You are bringing the prospect from falsehood into truth or from externalizing things, in the technical terminology, externalizing into internalizing. This is why in almost every question or every statement that you hear me using on a role play, you will hear me say you. What is your biggest challenge right now?
Not only do I use the word, I emphasize the word because it is one of the five magic words in sales to bring your prospects closer to the truth. Does this make sense? Your prospects will try and take you away and take themselves away from the truth.
Well, my friend John did X, Y, Z. My business, this, that, and the other, the business, they'll use everything but first person. This is third person, second person, and this is first person.
They will say the business. The business is a little bit up and down right now. Got it.
So your business is a bit up and down right now. You're constantly pulling the conversation on this dimension, the first one, back into you or your or first person. Do not allow your prospects to say the business or the.
scales when they're saying, I'm standing on the scales and the scales are telling me that I'm fat. Got it. So when you stand on your scales, you are getting a reading that your body is 225 pounds.
Yes. You do not let people externalize with the or talk about other people. The moment they're talking about other people, listen to this very carefully, guys.
It is not about the fact. that you're not going to get a sale. It is about the fact that that is not the truth.
If you approach this tactically from the mindset, it won't work, of I'm using these tactics, these five tactics that Josh is now laying out to close a deal, you will execute these tactics and they will not land. It has to come from the intention behind the training. The intention behind why we're using these tactics is not to sell, not to close a deal, not for our own ego, not for power, not for control, for truth.
Does this make sense? You have to come at this from the right place. Now, bonus points.
How do you talk to yourself? How much of your conversation is about the? commission check, the offer owner, the business that I'm on, my girlfriend, my boyfriend, my parents.
No, spend more of your time talking from first person perspective, which is called internal locus of control. When we combine the tactics with the eight values that are in the launchpad, you see how Things like the launch pad are how you know the tactics.
Obsessive, extreme ownership. That is one of the values of being a rocket ship in life, being a unicorn. How does that tactically get executed?
Well, the opposite of ownership is to be on this end of the spectrum, in this dimension. I'm talking about everything outside of myself. That's not radical, extreme, obsessive ownership.
Everything is yours. It's not the leads. It's your leads.
So how have you influenced the leads to be dry, to be limited, to be low quality? You are the thing that touches everything in your life. And it is through your touch that you influence those things.
Does this make sense? Okay. So we've got, what are we doing in a sales context?
We've got the intention behind it. We've got the fact that you've got to view this as how you operate just as much as you're viewing it, how your prospects need to be led to operate. Then we've got the tactic of what are you actually doing?
You're putting the word you into a lot of your conversation and then we've connected it to the value. Okay. let's pause and then we're going to go through the other four anyone got any takeaways questions any light bulb moments pinging off in your brain just shout out if you do guys yeah yeah josh one thing i've first person go last person was freddie yeah i've noticed on my calls that like when i'm going scriptless it's almost as if the prospect just feels like slippery like they're talking about their past and these different things and i'm like We're having a bullshit conversation, but I don't know why.
And now I'm thinking about it. A big reason why is because they're talking about the past or they're talking about their doctor or the surgery that happened. And I'm like, this isn't real.
So, yeah. Spot on. Not real, guys.
The five magic words are the five words that intersect into this center point of the truth. Anytime you deviate from that, whether it's you in your own life or your prospects in their life, and you're the shepherd and you're the Sherpa of your prospects, you are not living in reality. You are literally living in verbal BS that doesn't exist.
The only perspective that is true is the one that is inside of your own personal lived experience. It's therefore also the one that you can change. We are doing this for our prospects so they have power to change.
If you do not lead the conversation in this way, they don't have power. And you are the one with the blood on your hands that you have taken their power away by allowing the conversation to go off into Pluto. This is why we get paid.
And we are leaders on the call when we are Sherpas of the truth. And there are literally five magic words in a sales call that brings your prospect closer to the truth. And I'll say it again so it's crystal clear.
They don't want you to do this to them. They want to live in Narnia. They want to live in fairyland.
It feels safe. It feels comfortable. It's their habitual way of showing up in life.
But remember, there was a seed inside of them, a little inkling. which is why they booked the call. Your job is to stoke that fire and feed that fire and let it grow and let it burn.
You are taking the kindling. You're taking the wood. Each question, you're putting another bit of kinder.
Oh, what do they call it? Tinder or kinder? I don't remember the name.
But anyway, the little bits of wood. You're putting that every question onto the fire and you're letting this tiny little fire. turn into a huge bonfire.
That is their higher self that you have allowed to grow. You do that through your words. You do that through your questions.
You do that through your identity as a salesperson that is living in truth. Okay. Jay, what's up?
No, Ivan was first. I just put my hand up. I haven't shut it up.
Nah, I thought about it. It wasn't a necessary question that I'm already clear on. So go ahead, Jay.
Yeah, my takeaway was, you know, you gave me this feedback on Friday about frame control and bringing everything into the present. And it's like, the frame control is literally just your presence and you being in truth. And it's like a lot of us, and including myself, will confuse frame control with like, UM describes it as like, you're trying to like run around trying to.
throw the lasso around the person to try to pull them in. But frame control is, the frame is just still. You don't need to try to hold up a frame.
It's because it's just standing there. And then the prospect just wraps themselves up because you're just repelling anything that's outside of the present and the truth. And so it's almost like this black hole that you're like, I'm only allowing in truth and everything is...
Yes, beautiful. But we have to use the right language or there'll be a... What's the most spiritual way that I can explain this?
It's like if you're trying to do the right execution from what I would call dark energy, dark tactics, it will backfire on you. Did that sound like dark tactics? Yes, because you said a black hole.
Listen to this. This is going to blow your fucking mind. You are not creating a black hole.
You are not creating a vacuum. You are doing this, guys. You are turning up the dimmer switch on the brightness of the truth that it is so bright they can't not see it.
Imagine that you're this angelic white figure that is so fucking bright that the prospect's like, I'm being blinded by the brightness of the truth. The opposite of that is I'm going to make the truth so dark and so black and so much of a vacuum that it's going to suck you in. It's coming from the wrong place.
It still is power. That is someone that's seeking power of like, I'm going to turn up the vacuum so strong that it's going to suck my prospects in. No.
You have to keep turning up the brightness, turning up the brightness, turning up the brightness so that it's so bright, you will see what happened to Jan where he just cracks into tears. What I'm doing in my calls that makes you guys cry or break into your emotions is not a black hole. It's not a vacuum.
I'm using frame control to turn up the brightness of the truth until it's so fucking bright. that you guys just crack. You're like, fuck.
You're watching a Unicorn Closer Mastermind live call from the sidelines right now. But imagine instead of watching everyone else in the action, you were actually in the action with us. Getting trained directly by me on self -actualized sales, going deep on the internal mastery and scriptless selling, getting your calls reviewed and asking the questions specific to you.
A unicorn closer doesn't sit on the sidelines watching other people get trained, mentored and becoming the best version of themselves. They get in the room. So if you've spent enough time watching the action and it's time to be a part of the action live alongside us, click the link below this video and join the unicorn closer mastermind.
Now back to the live call. Like the truth is just so bright. I can't ignore it right now.
And what's very interesting about the truth and the light of the truth is it's not specific. Meaning, and this is why we break from role play into real life. I didn't turn up the truth of Jan's or whoever, sorry, Patrick's or whoever's situation.
of their actual personal situation. I didn't use questions or, you know, getting details and getting specifics of their real situation. Number one, because I didn't know what their real situation was.
And number two, because it doesn't actually matter. So long as you turn up the brightness of the truth as an abstract set of coordinates, whatever the actual specific is will just come out. Does this make sense, guys?
I don't need to know what am I actually looking for that is the truth. It's just, I'm going to hold you in a frame of truth that is so blindingly bright that whatever that niche truth is that's inside of you will just fly out of you. Does this make sense?
So you're spot on, Jay, with the metaphor in terms of what you're doing. But we need to flip the intention into an intention of goodness as opposed to an intention of, you know, purity as opposed to an intention of power play. Like I'm using power plays.
Yeah, it's so interesting how that came out like that because that's definitely, I guess, how I've been viewing it. I thought I was just like saying like, oh, this would be a good metaphor. But I guess part of me is like doing it as more of a.
a dark thing than an actual like you know angelic spiritual thing and that's what i'm seeing in a lot of you in the mastermind guys and do you know why jay do you know why as someone pointed out in the chat before jacob the freudian slip came out of the truth the truth not the real truth your truth of how you view these tactics do you know why it came out that way i don't know i've been trying to figure this out myself but i haven't come to an answer No worries, brother.
Sorry to use another Star Wars analogy, but it's my favorite. Please, please do it. There is a point in the third of, in chronological order, it's Revenge of the Sith, which is, for those that don't know Star Wars, I'll give you the basics.
Basically, there's someone that's been called as being the chosen one, and they think he's going to restore balance to the universe. And actually, he goes through a bunch of shit. And instead of thinking that his solution to going through the bunch of shit, which is that his wife is pregnant and his wife's going to die in childbirth, that's the shit that it is.
Instead of thinking of, I wonder if I tap into my goodness and my purity, if I can either save her or find salvation. Instead of that, he slips into the dark side of, if I develop, an amount of power that is so dangerously potent, I can just have so much power that I can either fix the situation or I'm so emotionally captivated by the power that I'm not going to feel the pain.
And that is another archetypal point in a hero's journey is when you feel backed into a corner, do you... let go and surrender and let your light shine forward? Or like they say, do you let the bite of the dog come out?
And so like, when you guys feel backed into a corner, is the way that you deal with that kind of like a repressed or suppressed aggression that usually comes out as kind of like nice guy tendencies that are actually a projection of you feeling like your power is slipping out of your hands, like you're losing control of the reins?
Or when you feel like you're losing control of the reins of the situation that you're in, do you realize that your solution, your salvation is brightness, is light, is angelic forms? It's almost like if someone was in a bad situation, who are they going to pray to? Angels or the devil?
And the honest answer, guys, which is why it's in a lot of movies, when backed into a corner, people will make pacts. People will do deals with the devil, metaphorically. So you have to realize this as a closer because hopefully it's obvious that if you do that, it's going to bite you in the ass.
Karmically, you're going to start writing checks that you can't cash. When you feel powerless, you have to decide which direction you're gonna go.
Are you gonna go into the dark side of like trying to take more power and channel more power than really is yours to channel? Or are you gonna let God have the power and channel it through you? And so the reason that that Freudian slip came up, Jay, is there are times in your life right now, we've had some one -on -one chats, and there are times in your sales career, where you feel powerless and your subconscious thought process of how to deal with that is, hmm, well, if I became Anakin Skywalker that just had so much access to the dark side, I can sort this out.
I can fix this. Well, you know where that ends. That ends in you having your fucking legs chopped off and your arms chopped off and your whole body burnt to scars.
So I wouldn't recommend it. Someone put in the chat, half jokingly, it's a Freudian slip. It's not a joke.
It is a Freudian slip. You can see people's intention by the words that come out subconsciously of how they communicate about things. And I'm so well equipped to do this, guys, to explain this, because I did that.
When I started to get really good at sales, I was using it as the vacuum. I was like, I can fucking suck people into my conversations and just quote unquote, manipulate them to do what I want. And then I went up to $100 ,000 a month.
And then I came all the way back down. I think my income went back down to like 12 ,000 a month. So I know what I'm talking about because I've lived it.
And the reason I am so. conscious now when i'm training all of you like when jay said something how many other trainers would be like yeah that's a great analogy it it tactically makes sense whereas i'm like stop we need to pause here because i've done that and it fucking backfired on me and it bit me in the ass and i and the reason that you invest in mentorship guys is so that there are a lot so that there are a lot of the problems that you won't have to go through Because the mentor has gone through them and can say, don't go that way.
I went that way and it was a bad direction. I took the wrong turn and I went all the way off the fucking deep end into the wrong place. That's why you invest in mentors so that they can try their best to help you avoid a lot of the pains and the problems that they had to pay their dues to learn the lesson.
I don't want you to have to learn this lesson by trial and error, guys. So be conscious of where things are coming from. Does that make sense?
Sorry that that was a long tangent there, guys, but is that clear? 100%. Anyone got any takeaways on that?
Joe, Jacob, if your takeaways are on what I just said, I'll come to you. If not, we'll circle back. Jay, what's up?
I actually have a massive takeaway because Jacob and I were reviewing a call yesterday and there was a lot of... you know stuff i've been digging into the last 24 hours and i'm actually taking call my family is at the at the beach this week and so i'm at this place taking calls all week and when i go outside out of my office space that i'm in my my dad just had a conversation with me this morning and he was like you know we can like like i can feel that you're just not performing right now on your sales calls because like everybody else feels it when you like like when they came home last night from dinner and you're like sitting on the couch looking at like your computer and reviewing your calls like you're not even saying anything but we can feel like this energy like suck and it's like weird that i just mentioned the thing about the black holes because i'm like sucking energy out right now because i'm like because what exactly what you just said like the the powerless
I was talking to Jacob about this yesterday and, you know, some guy mentioned, you know, obvious rationalization that normally I wouldn't slip up on. But in my recap, you could see it in his face that he smirked a little bit and he's like, oh, we go down to that one. Like he doesn't have to have the conversation today.
And like Jacob was like, this is the example that you said, like you're not leading and you're not you don't have it. like the powerlessness. And so this just shined a light metaphorically on the fact that, yeah, I am leaning more into like anger and almost like wrath than, than allowing, you know, God to work through me and almost like resisting and like angry with, and maybe angry with God.
I don't know. I've been trying to articulate this, but it's not, it's not that you're angry with God. It's that you don't trust him enough.
I'll give you another analogy. We're going to really nerd out. I rewatched this the other day.
Such a good movie. I don't usually watch many movies, but it's such a good one. It was the amazing Spider -Man with Tobey Maguire, the one where there's the black suit, the symbiote Venom suit.
And essentially the same exact thing that I just said with a different example, because it's archetypal and these are always the best movies, in my opinion. There's a point where the bad guys that come into the movie. are so powerful toby mcguire peter parker spider -man is like i can't beat these without the black suit so he goes and puts on and for context he's already been wearing the black suit and then he realized it's taking over his mind and it's like he's like i need to i need to get away from this thing so he takes off the black suit he puts it into a trunk like a suitcase and he locks it away and everything's fine and he's like okay i'm not even going to be spider -man i'm not going to be using this black suit that was taking me down the dark path and then all of these bad guys come into the movie and he's like he tries fighting them and they just fucking beat the shit out of him and he's like i i can't do this without the black suit he puts on the black suit and once again he realizes and this is always the moment of letting go the moment of surrender the moment of
are you gonna pray to the angels and god or are you gonna pray to the devil who are you gonna make a pact with to help you when when you need it he realizes again this thing is just gonna kill me this suit is just gonna consume me mentally spiritually my morals my values he takes off the suit and there's kind of two things that happen at the same time which is why it's such a great plot line not only does he realize that what made spider -man spider -man was not the suit it was his intelligence his honor his values but also what made spider -man spider -man is his friends and so all of a sudden when he realizes you know what if i'm gonna die as the red spider -man trying to kill these bad guys so be it all of a sudden his best friend who also was the son of the bad guy the green goblin all of a sudden flies in and then now he's got his friendship with harry osborn which is um Forget the actor's name, but anyway, the Green Goblin's son.
And so the point is, it's always in every spiritually aligned archetypal storyline that you have this moment where you have to decide when the odds are against you. And it's always when the odds are against you because that's when what is at its highest? Temptation.
You only see someone's true decisions in life. When temptation is at its highest. You can't say that you're a good person, guys, until you're tempted.
This is fucking Adam and Eve in the gardens of Eden. When the delicious fruit is in front of you, do you take a bite? That's the only time you know someone's values.
And this is also why, guys, you'll only know, and it's part of the spiritual reason why you need to get rich. You'll only know who you truly are when you have unlimited access to resources. All of you that say you're good people, right now you don't have access to a fucking bank account with millions of dollars in it.
You can't say that you're a good person because you're very limited by what you could actually do in life. When you have the money, you have access to be a good person or a very, very, very bad person. When you don't have access to that resource, how bad of a person you can be and how good of a person you can be, there's really no fucking difference in either direction.
When the money starts pouring into your bank account, how extreme you can take each of those pathways is crazy. And so if I draw this out visually on the whiteboard, there's a point. Right now, we'll call it decision, which is, you know, devil.
I should do that on the other side. Angel, angel or versus devil. And right now, the path that you can go is this far in either direction.
It's like you fucking walked 10 meters in either direction because you're poor as a good person or you're poor as a bad person. Once you have act, and so the difference between these two lines is basically fucking nothing. Like they're so fucking close.
It makes no fucking difference. When you start making money and I'm zooming out intentionally, this fucking line can go all the way over here. And this fucking line can go all the way over here.
And now look at the distance between these two. You make shit loads of money and you set up a bunch of charities. You create salvation for your parents.
You inspire your friends and the people around you at your town, your old college friends, your church. You have a massive good impact in the world or you're going to fucking burn the world down. You only know when you have what we would call the impartial, which is this middle line, the impartial access to power.
or resources. And this is why I think it's a spiritual rite of passage. You have to get rich as fuck because you can only truly become a good, good, good person when you got this far down the line and you decided to go this way or this way.
When you're down here, you don't know who you are. Does this make sense, guys? this is this is the highest value you could provide josh and i want you all guys to know that i am the only person i know that is impervious to this is um i don't want any of you to look at me and think oh josh has fucking transcended this and the reason i haven't transcended it is because i do think for a long long long time it's always something you're tempted by.
And I'm going to give you a very practical example that happened over the last two days. So for those that haven't been watching my Instagram, I've got a Ferrari outside right now and I've been driving it around. And the first day that I was driving it around, I had such an incredible day.
And I had an incredible day. Because as I was driving it around, I was seeing the faces light up of the people that were seeing it. And that was giving me a kick, but a kick from the right place.
The right place being there was this father that stopped me in the road and he had his little daughter with him. And he was like, wow, look at the Ferrari. And his daughter was all excited and he was all excited showing his daughter.
And it was awesome. Then there was this guy that. came up to me this really cool californian surfer guy in the parking lot and he was like wow is that a cal is that a ferrari 488 i was like yeah blah blah and he was like all excited to see the car and then i pulled up at the traffic lights and there was this like 65, 70 year old gentleman that pulls up in a white Corvette.
He winds the window down and he was all smiling. He was all excited. He wasn't depressed, but he was like, I fucking sold my Ferrari.
It was the worst decision of my entire life. And even though he made a bad decision, you could tell that he was, he was in a good energy space to see me in the Ferrari. And it was all coming from these great places.
I was so lit up to inspire people. And that was two days ago. Yesterday I took out the Ferrari and I'm driving around and I keep being tempted to drop the gears and hear the fucking thing rev, which is really loud.
And I kept catching myself. I'm like, why am I being tempted to rev this in public for me? And so over the space of 48 hours, I felt myself teetering and tottering.
Between the line of enjoying the Ferrari for the goodness and enjoying the Ferrari praying to the devil. That's me in the last 48 hours. I'm driving this thing around.
I'm like, man, I'm on this fucking line right now. It's actually just fucking made my whole body have goosebumps. My whole legs are all covered in goosebumps right now.
Like we're all still tempted. And the extremeness of that temptation being on this side. or on this side was really noticeably extreme because I have access to the money to have the Ferrari.
You don't notice this as much when you're down here. And I drove it around and I told myself after I caught myself, I must've caught myself five times in a row in the space of about half an hour. I was like, I'm going home.
When I took the Ferrari out, I planned to go and park it up. There's like a parking lot where you can see the sunset and it's very popular place. And there's a lot of people there.
And I intended to go and enjoy for myself to watch the sunset, drive the Ferrari, go park it up, watch the sunset. And as I'm driving to this place to park it, I feel myself being pulled or not being pulled because that makes it sound like it's outside of you. Allowing myself to pray to the devil, metaphorically speaking.
I'm getting tempted and swaying too far in that direction. I'm like, I'm going to go off the deep end here if I carry on driving this thing. So I turned around, did not watch the sunset and drove the fuck home.
That wasn't my plan. I wanted to enjoy the Ferrari for another hour. I wanted to watch the sunset.
But I was like, I feel myself and I know where I'm going right now. I'm going into a place that's a bad place. So I drove home.
Does that make sense, guys, the story? We are always susceptible to it. Okay.
All right. Takeaways, points, questions. I don't know who's first.
I'll assume it's Joe. Christopher? Just one of my takeaways is this idea that you just mentioned.
You don't really know who you are until you actually have choices. I knew that in two aspects of life. One of them is violence and the other one is being faithful to your partner.
You're not really faithful if you don't have options. You're not really faithful if you don't have it in you to create those options. You're not really...
But I had never seen it in everything. You don't really know if you're a good person if you don't have access to whatever the fuck you want. Correct.
That's my takeaway. And you're right. It's also something to look forward to in the future.
So like when I get rich, then I will prove to God how actually good I am. And that's something good to look forward to. And I like that idea.
It's in every fucking movie, guys. Lord of the Rings. Frodo Baggins has the ring.
He decides I won't accept the power of the one ring. spider -man harry potter you know harry potter has the same powers as voldemort um star wars lord of the rings like every canon movie that actually follows a useful script of like this is a movie kind of subconsciously teaching you the decisions that you should make and the path that you're gonna have to go through it all follows the same thing That's why I always say in the mastermind, it really doesn't matter whether this was sales, you were a professional athlete that wants to play in the NBA, you were a musician that wanted to be the greatest of all time, you're going to go through the same trials and tribulations, not because they're happening to you, but because they're happening for you, for you to enlighten yourself.
And we're doing a mini, mini, mini version of that on our sales calls to our prospects, which is why I can't get my head around how people don't realize how spiritual sales actually is when done right. Simon, what's up? Yes.
So massive takeaway on what we just went over, essentially. So at least the way that I boil it down to is that ultimately the modus operandi. upon whatever is presented to us is just to do things right and to have faith in the process and to trust that we're on the right road in whichever way it is presented to us.
And pretty much that being the modus operandi across all areas of life. But I do have a question, and it's about the Ferrari. So I'm curious about what you meant earlier when you said that you were essentially being tempted.
to rev it and just go down a few gears and hear the engine and all of that. And I'm thinking about that, but I'm comparing it to something that you mentioned way, way, way earlier. I think in the Launchpad trainings where you said that one of the things you've always wanted to do because of where you were raised and everything was having a house by the beach and being able to walk in the beach barefoot and just have that.
When you said the Ferrari and kicking down the gears, I immediately thought, okay, this is bad because it's indulgent. So how does that compare to, for example, you having the beachfront house and just quote unquote indulging and having that walk in the morning if they're different? They're different because one is coming from a place of letting your light shine freely and abundantly.
And the other is trying to create a black hole vacuum to suck everybody else in. I can rev the Ferrari from two different places. I can rev it to let that fucking engine scream and let everybody around it go, wow, what could I become if I realized my full potential?
I can let that be the siren of the potential that those other people haven't unlocked. Or I can rev it to get everybody's head to turn and look at me. Same rev, different intention.
And the first day, I was still not overly revving it. In fact, I hadn't figured out how to change the gears manually, so I couldn't rev it that much. It was on automatic.
The first day, it was still noisy. But every time someone looked, like this little girl, this older man, this Californian surfer kid, as they looked at it, there was just a different feeling. It was like this translucence where they were looking at me.
But I was allowing them to look at their own childlike enthusiasm of like, just like joy of this vehicle. Whereas the second day, I was trying to suck those views in. I was trying to, oh, I was being tempted to suck those head turns into my reality.
It's a very fucking bad place. Very toxic. All right, let's go back to these words.
So we've got our five magic words. We're on word number two. All righty.
So magic word number one. Oh, I should probably draw that in green. Magic word number one was you.
Magic word number two is now. Much quicker. We all know that the only time that exists, guys, is the present.
So when your prospects want to have conversations about the past or the future. It's not truth. Now, some of you have heard me ask questions on a sales call about the past.
Some of you have seen me ask questions about the future. And I've explained this very quickly in real time when I was doing it. But now I'm going to put it into this context.
When I'm asking about the past or about the future, I'm using it as a reflection. to what's going on right now. I'm not using it to shift the conversation into past -based tense or future -based tense.
I'm asking about the future to reflect back on the gap of, well, if that's where you want to be, that must infer that you're here right now. I only ever in a sales call use past or future questions to illuminate the severity of the right now. Whereas what a lot of closers do is they talk about the past thinking that, you know, getting into some deep conversation about the past actually is the truth.
It's not. It's only a truth to illuminate. They have a track record in the current present moment of failure or the future to illuminate how bad their situation is that they're not there right now.
Okay. So on the spectrum of the truth on this one, the line is, oh, sorry, the line. is right now is the truth and any other time this is not a chronological line guys any other time meaning anything other than now which could be the past or the future on the spectrum of truth is away from the truth okay so your conversations must always be about you the the first person of the prospect and they must always be about now that's why even in the opening of the call, in your opinion, what is your biggest challenge in blank right now?
And then they'll say, well, you know, I had a business three years ago, this, that, and the other, blah, blah, blah, blah, blah, blah. Understood. So what are you doing right now?
We're always pulling the conversation into the right now, the right now, the right now, the right now. Okay. What I also said there, which I want you to realize, and I've said this in different contexts before, we set all of this up in the frame.
So we are going to have a deep, no BS conversation about what you have got going on right now in terms of blank. We are setting up these agendas of truth in the frame. That's why it's written that way.
That's why we do a frame. And that's why you emphasize the five magic words. Okay?
All right. The next magic word is how or why. These aren't in any specific order, but how and why.
So why is how a magic word? There is another place of truth versus falsehood. Truth, falsehood, and this line is the line of clarity or understanding.
When someone knows what's going on, but they don't understand how it's happening, they don't understand the connection between cause and effect. They're just living the scenario, but they can't see the inputs. to that scenario.
They can't see the reality creation. They can't see the physics. They can't see the maths.
They can't see the underlying structure that has created their situation. So in our conversation, when we understand what is going on, we can't just stop at what is going on. We have to understand the inputs to how that is happening.
We ask how -based questions. In a simple term, we wouldn't just say, how many leads have you got right now? After they say 10, we would say, and how are you currently getting those leads?
And the more that we ask about how, the more we take the prospect into the truth of clarity and understanding and their ability to see cause and effect or reality creation. We don't want people to see the surface level of what is going on and stop there because the surface level is just a projection. It is an output that is caused by an input.
We want to reverse engineer the conversation to the inputs because you can't change the outputs. Our job is to serve the prospect, to give them power, to empower them. To have conversations about outputs is not empowering because you can't change them.
The only thing that's changeable is the inputs. So we have to bring the conversation to layers deeper so we can understand the inputs, their lack of action, their lack of commitment, their lack of mentorship, their lack of time, short -term thinking instead of long -term thinking. We are bringing them back and back and back and back and back into the truth.
Does this make sense, guys? Total sense. So when we say we're going to have a deep conversation about what is going on right now, the deep bit means we're not just going to talk about what is going on right now.
We're going to go deep into the layers of what is going on right now, which is going from the what surface level back into the how. Input level. Another magic word in sales is when you ask how things are cause and effect taking place.
The next one is why. When you ask why based questions, you are empowering someone with the truth of their mental model about things because how does reality work? Reality is created by what you assume and expect reality to be.
So this is another form of going to the inputs. Another input is why. When you ask them, why do you think blank is happening?
And they tell you something, you're going to find one of two things. They have a mental model around the why that is BS. or they have a mental model around the why that is correct.
And when we bring the mental model around why something is happening to the surface and it's correct, it's now been excavated to the surface, and therefore the truth of what's caused their situation is now at the surface, which is their expectations, their assumptions, their beliefs, their mental models. If we excavate to the surface their why, and their why is not a useful mental model, we couldn't fix it when it was deep in the soil, but we can fix it when it's on the surface and we can reframe their mental model to one that will serve them instead of sabotage them.
So you want to make more money. Understood, John. Why do you...
want to make more money? Why can't you just make the amount of money that you're making right now? Well, you know, making more money is just cool.
If they said something like that, we know that that mental model is not going to allow them to have the truth that is going to allow them to actually hit their goals. Interesting. And so how long have you wanted more money just because you think more money is cool?
Oh, like five years. Hmm, that's interesting. So if you've wanted it for five years and that's your belief, why do you think it hasn't happened?
Hmm, and then now we'll go through that process of helping them realize that belief hasn't been enough for them to actually materialize what they want. So we've excavated another form of reality creation to the surface, which is why it is a magic word. We are literally doing magic spells on the prospect's ability to create reality through conversations.
That's why in the Bible, it says first was the word. The word is how you create reality. Everything is built on the letters of the alphabet, which is how you create words.
All right, guys. So I want you to start seeing how these are all truths. This is the truth of the first person.
Okay, which is, you know, we'll call it the main character. The only person holding the joystick and the controller for the video game is the main character. Okay, the second one is the truth of time.
Okay, and that truth is the present moment. Think of all of these like spectrums. Present moment, absolute truth.
Anything other than the present moment, further away from the truth. First person, character, main character, truth. Anyone other than the main character is falsehood.
Okay, that's why these are truths. This one, spectrum of understanding. Any form of confusion, vagueness, deletions, distortions, generalizations, that is not the same as clarity.
And this is mental. Okay, so we've got different dimensions. We've got the mental dimension, the time -based dimension, the character -based dimension, you know, who's playing the game.
This one is alignment on the spectrum. Their beliefs are either truly aligned to the reality that they are living in, and therefore we just want to bolster them up. because they're helping them.
Well, throwing a sales call, obviously their fucking beliefs aren't aligned with reality. Otherwise they would have already figured most of this out. Or their beliefs are out of alignment.
In other words, there is a huge gap between what's going on and what they truly believe under the surface. Our job is to pull that belief from under the surface to the surface, take a critical look at it and go, no, that belief, is not why you're in this situation.
We have to actually get to why you are in this situation, which is understanding the real problem in reality creation. It's their mindset around things, their beliefs. And then we have to shift it.
Now, be careful with this word. When I say mindset, that's not the same as mental because that's intellect. Okay, they're not quite the same things.
Your mindset is your mental models for something. Your intellect is kind of like, are the pieces all lined up in terms of I can understand things? You can understand something, but as many of you members have said on this call, yeah, I understand it, but I'm not living it.
Well, that means you understand the maths of things and the structure of things, but you aren't actually in alignment with your beliefs to act in that way. Okay, so this spectrum here, Truth versus falsehood is this spectrum of alignment.
Okay. And then the fifth and final one, the word is rollercoaster. And someone asked, how is that in your pitch?
Sorry, how is that in your frame? It is in your frame when you say, in your opinion, what is the biggest challenge you have in blank, blank, blank right now? In your opinion.
Why is this truth? The only truth that actually exists in someone's reality is their own unique experience of it. How someone experiences a business that goes up and down in revenue as a roller coaster, another person experiences that as thrill.
Oh, I love the thrill of having a good month and a bad month and a good month and a bad month. And someone else says, oh, it's a roller coaster ride, man. Like it's so exhausting.
You have to know the unique words of how someone describes their situation because on the spectrum, the uniqueness versus the general abstract experience, this is a spectrum of truth. You can't just say, oh, their business is up and down, so I assume that's bad. That's you just taking general canon.
assumptions and just planting them onto your prospect. That's why the more times in your sales calls you dig out and then understand the unique words of the prospect's lived experience, the more you're bringing them into the truth because the truth is their lived experience. not your idea of their experience or your assumption of their experience, their actual lived experience.
And their actual lived experience comes out in these weird, unique words. They can be numbers, the number 22, the number seven, the number 345, whatever the numbers are. Those very specific things are the specificity of this person's truth.
How many months left of living expenses do you have in the bank? 5 .5. That is the same as roller coaster.
It's a very unique truth of their lived experience. So hopefully you're enjoying this training. Now, if you're brand new to the channel, you can skip this.
But if you've been watching my videos for weeks or months, you've gotten value, you've implemented, you're making more money because of it. The question I have for you is, what are you doing? still sitting on the outside?
Are you someone who's going to continue to just watch free content when deep down you know being on the inside, being mentored by me directly, being around other unicorn closers is the thing that would take you to the next level? If you think you're getting value from the free content I'm putting out here on YouTube, what do you think happens inside the mastermind?
So if you know you're ready, if you're at that point, you've seen what you needed to see, click the link below this video. Jump inside. I'll see you there.
Now back to the training. So on a sales call, we have these five spectrums, five paradigms of truth. And there is a cross section.
There is an intersection where we have covered. Let me do it in a different color. We have covered each of these five truths and the bullseye.
In the middle is absolute truth. Truth in all five of the different dimensions, the five dimensions of truth. Dimension number one, first person, second person, third person, objectifying an object as opposed to calling it you.
The second dimension is timeline. The third dimension is understanding the cause and effect of things in an intellectual sense. The fourth dimension is understanding your beliefs and how they created your reality.
And the fifth dimension is the personalization of an individual unique lived experience. When your conversations intertwine at these five cross sections, As I said at the start, you have given everything you can possibly give in the sense of truth to the conversation, and you now just let the chips fall.
This is the strongest thing you can do to influence a person. You cannot manipulate them. You cannot get them to do something.
You cannot make them to do something. But if you now look at this like the ball of light that I said, the ball of light starts this big. And then its brightness in this direction will get bigger and bigger and bigger.
So now the shape would kind of look like this weird bubble with like, I've pulled the circle and kind of pulled the brightness in this direction. I've then pulled the brightness in this direction, in this direction, in this direction, and in this direction. And then now, now the circle is this big.
You have made the brightness much larger by pulling the light in all five dimensions of these, these truths. Does this make sense?
Okay. So that is what you're doing on a sales call. That is why we say definitely excited to dig, which is understanding the how into your story and going deep.
into what you have got going on right now in your business. And then the roller coaster is kind of a mix of those, you know, dig into your story in your opinion. Okay, so we lay out the frame the way we do because we're intonating that we are going to cover these waypoints.
So what's interesting is when people think scriptless selling is just like, oh, just throw words out in fucking thin air and see what sticks. The irony about scriptless selling, listen to this carefully, guys. It is way more structured and way more technically accurate than a scripted call.
Whereas the surface level thought is scripted has more structure than scriptless. To just throw fucking 10 random questions on a piece of paper and think that means structured. Well, you didn't even understand the fucking points of the structure, which are these five.
Okay. So hopefully now you've all got more structure to your scriptless course. You've got to keep throwing the word you in there.
You've got to keep throwing the word now in there. You've got to keep asking about how things are happening. You've got to understand why, in their opinion, things are happening.
You've got to listen for those killer words, those very unique language patterns. You've got to get the data gathering, which is the specific numbers. Okay?
So that is the five magic words. Ben, what's up? Hey, so I just had a question.
So you said like our... Your number one job is to illuminate the truth. That's the highest form of influence.
And then it's like once they have the truth, that's, you know, it's going back to the YouTube that just posted this week. You said that there's like the tipping point. It's like, OK, I understand why in their current situation they need to change.
We've got to the truth. It's more expensive for them to stay there than pay me. But then you're like, well, that's not really the end of the call because.
human nature it's like there's a million things that we can get to the truth about you know if you drink every day you know you should quit but you still have to get them you said you specifically said you have to bury them in commitment and ownership and tie downs and whatnot so i'm curious like how does that second part like the commitment play into once you've gotten to the truth well because i'm using different analogies or different explanations to explain the same thing They're the same thing, but we're just using a different model right now in the sense of the tie downs that you're doing.
What are you tying down? You're tying down you, now, how, why, and their specific language. That's what you're tying down.
When you give a summary or you do the summary at the end of the call and you then say, so how much longer? When you say how much longer? It's not the words how much longer that do the selling it.
So how much longer, Ben, are you going to have a roller coaster of a business when you understand that blank, blank, blank is causing it, your mental model belief, this, that, and the other is causing it. It's the bits at the end that are these five intersections that are actually doing the tie down. It's not the word how much longer.
That's also why. When you learn sales as like, oh, here's the questions that are really powerful. It's like there isn't a fucking single question in sales that is powerful, guys.
It's the contextualization of any question that's powerful. Why dot, dot, dot. It's not the words.
It's not the three letters. Why? That's the powerful bit.
It's using the right. attack, which is, am I using a why, a what, a how, a when, a this, a that, a other, whatever, at the start of the question. That's just choosing the right direction.
But what actually gives the question the power is the you, now, how, why, and rollercoaster that you contextualize into the question. Does that make sense? A hundred percent, yeah.
Okay. Someone's calling me. I need myself.
Final bit on this takeaway, guys, so you can see another way to understand this, learn it. Imagine that you're reviewing your calls.
Okay. So you've got one, two, three, and I'm going to generalize a little bit here, but just so you understand in principle, you've got this kind of measurement. Okay.
So you've got that bang, bang, bang. I'm not going to draw all the lines, but those should be like evenly spaced lines. I just can't be bothered to draw them all evenly spaced.
Okay. So you've got going in this direction okay so this is ben doing a sales self sales call review generally speaking guys if you go through your transcript and you count the number of times you use the word you and you have one call where it was like three and you have another call where it was 20 that's a better call If you count the amount of times that you talked about now, now, now, now, and one call you said that 10 times and the other you said it zero, that's a better call.
How many times did you ask them to explain how blank, blank, blank is happening? You did that three times as opposed to one. That's a better call.
I could literally run your calls through an AI and say, right, here's the five measurements. How many times did I ask? a question or use the word you in my call.
And you could literally rate a call. AI is only as smart as the person creating the program. You got all these idiot salespeople using AI to review their calls.
They don't even know what to prompt the AI to review. Let the AI tell you what's a good sales call. Based on what?
Based on all the fucking information online that is of average salespeople that made no money. You just go to chat GPT and say, I'm going to upload a sales call and I want you to review it based on good calls or bad calls. It's only going to take all the free information that's on like blog posts and Google and written websites to be able to review it.
Well, you don't know what a good call is. As in AI doesn't know what a good call is. So if you actually, and I don't recommend this, and I'll explain why here in a second, but if you do want to use AI to review your calls, this is the model that you should plug into an AI.
I am creating an AI model that allows me to review my calls based on truth. Truth is what sells. Truth is what lets the chips fall the way they're supposed to be.
Here are the five dimensions of truth. How much in the conversation are we keeping the onus on the prospect? How much in the conversation are we keeping the onus on the present moment?
How much in the conversation are we keeping the onus on understanding and clarity? of the cause and the effect of things? How much are we keeping the onus on reality creation being around beliefs, expectations, and assumptions and digging those out of the prospect and double -checking if they're in alignment with the reality that they've currently manifested?
And how many times are we keeping the conversation in alignment with the absolute specific, unique truths of the prospect by way of their very unique language patterns? That is how you create the most advanced AI on how to review sales calls right now. The only person that can do that is me because nobody else fucking knows how to program the AI.
That's why you're in a mastermind, guys, rather than just going on fucking chat GPT. Okay? So go through your calls and review them based on this.
Now, why do I actually not recommend you get an AI to do this? Any ideas? If I was in sales right now, I would...
What's that, Ben? I mean, you're... You're not really learning.
Correct. You're getting an AI to tell you what you did right or wrong. You're not training how to do it right or wrong.
It's like someone going to a basketball court and saying, I've got this amazing AI. It sits on the hoop of the basketball and it tells me how many shots I got in or out. And how does that fucking tell you how to shoot the ball better?
Well, and like the AI has got this screen, right? Imagine this. So I'm going to draw it.
practicing my drawing here. So you've got this person that thinks they're a fucking genius. They go, oh, I've created this amazing thing.
I've got a basketball court now and it's got a hoop here. It's got the backboard there. Look at this 3D.
All right. So that's the net. Okay.
And they're stood here and they want to practice their shots. And it's one of those fucking nerds that uses AI for everything yet still sucks at life. And they go, I put a little sensor on here.
So sensor. And then what I've done. is I've put a television screen here and the television screen after the sensor, which has like a camera and it watches, you know, how the ball goes into the hoop.
It tells you, you know, two degrees left, you know, 0 .5 feet upwards, and it tells you what to do for the next shot. But that doesn't actually train your body to be able to physically move your hands and have the muscle coordination. It doesn't train you on coordination.
And that's the problem with AI is it's just telling you, do more of this, do less of that. Yeah, but that doesn't actually train you to do it. Why you should review your calls manually by hand is as you're reviewing it, you're looking to see if you can train your brain to spot the things, to spot the patterns, to have the pattern recognition.
to even feel the sensation of like, I think it was Martin did some cool reviews a while back. And it's like, I think it was DMs that he messaged me. It's like, you're reviewing your calls and second time round, you get that feeling inside of you of like, oh shit, that's what I should have asked right now.
But it's not a logical thing in your brain. It's a gut. It's like a tension inside your body of like, you feel the tension of the moment of truth in the call.
You're training your nervous system to feel those tensions of we're on the truth, we're in alignment with the truth, or we're off the truth. You want to train your body, not train a piece of paper that spits out what you said well and what you said wrong and why it was good and why it was bad. You want to train your body and your muscles and your coordination of your muscle to actually feel it in real time.
Okay? I think we covered that. Jacob, he's back.
Jacob is back. Yes, I had to jump and take a call with a referral. I only wanted to add as addition to what we were talking about earlier when you were explaining getting to truth and following the five laws is that that was why you recommended to me to focus on letting go instead of focusing on.
a book based on power because the last thing that you said i needed to focus on as somebody who was coming from the dark place like jay was in like a black hole was a book based on power and i just wanted to tie that to earlier to in case anybody else didn't get that referral or that reference is to, that's why you listen to the book, letting go is to let go of the feeling of the need that you have to do it from power.
And you're like sucking them into something instead of like, the truth is just there and you're turning up the dimmer switch. That was a really good analogy. And I wanted to, I wanted to add that in there.
A hundred percent. And that's a really important point on self -awareness guys. You know, I obviously mentioned the story with the Ferrari instead of driving the Ferrari when I took it home, I went to the beach in my gym clothes, even like intentionally, like I'm not even going to wear like that nice clothes.
And I just stood there watching the children surfing in the surf because I'd swung, not intentionally, but the pendulum had been swung to the direction of, I'm kind of stepping more into a shadow, like under a tree, like the shadow that I don't want to be standing under. I want to step out of the shadow and go and stand in the light of the sun, metaphorically speaking.
And so I consciously did that. And so when Jacob's saying like, you have to really know yourself to know what ingredients do I need to put in the recipe right now based on where I currently am at. For some of you, like I mentioned to Chloe, the best thing for you to go and do right now is to go and watch a bunch of gory movies of like Spartan warriors to remind yourself of like the raw power inside of you.
Or for Chloe to go and play her soccer again and just bash people into the wall. Because you've lost touch with a certain side of the spectrum that will be useful for you right now. For someone like Jacob and I, the last thing we needed to go and watch was the fucking movie Gladiator.
It's like, you need to know, like, based on where I'm at right now, what should I put into my recipe? For some of you, you need to go and watch some of those movies to remind you of like the gritty, gory, raw power of like certain things. For others of you, like you're way too tapped into the edge of the dark side right now.
And you need to go and read the fucking Bible. And what's interesting as a general rule of thumb, whatever you've been doing, if you're not where you want to be, you need to stop doing that and go and do the opposite. So like for someone like Kimberly, as an example, I don't know if she does read the Bible on a daily basis, but let's just assume it's like, and I hope this doesn't sound offensive to anyone that's very religious, but the person that wakes up every day and opens their Bible and does the highlighting and reads the fucking Bible and all of that shit.
If you're not where you want to be, it's like you should probably not read the Bible for a month. Not because the Bible is bad, but it's because you probably need to put a different ingredient in your recipe right now. you need to go and instead of your bible study in the morning for now you need to go and do you know soccer with chloe and get bashed into the wall and have to bash back hey josh i have a i have i have something because i was thinking about this and i was trying to like think of maybe some different things to start incorporating into my life i literally do mma so it's like you know like i literally hit people and it's funny because when i first started it some of those tendencies came off like, oh my God, I feel bad.
Like, I don't want to hit you, which I overcame. And so now I'm thinking of maybe different activities that I can do to propel me forward. And I'm curious if you have any thoughts on that.
So I should have gone a little bit deeper guys. Remember that it's never the activity. It's not, are you reading the Bible and therefore you should go and do aggressive five -a -side soccer.
It's where is it coming from? So if Kimberly is doing MMA because she's having an outlet to express the repressed aggression, that's not coming from the right fucking place. It's what about instead of repressing the aggression that you don't demonstrate on your sales calls when you placate and be the nice girl, what about if you actually went and did something that was more...
The point of the activities that you have to do is you always have to choose activities that are actually truly aligned from a good place. And so when you first start, as an example, when someone first starts reading the Bible, it comes from the right place. This is the Icarus story again.
You first desire to go in a direction from a good place, from a noble intention, almost always. Then we do something for many months, many years. We fly closer to the sun.
And like the example I gave to Martin, all of a sudden the good intention has become an external need. It's like you started MMA because there was a part of you that was like, you've got your repressed. aggression so you're going to go and have an outlet for it but then over time it's become i don't actually need to step into my aggression in my normal life because i've got my outlet i've got my little my little safe vessel for where i can actually do that the same activity over time can often does shift into the wrong reasons to keep doing it like here's the point What if you didn't go to MMA for six months and you said, where am I going to channel my aggression?
Well, it's probably going to fucking come out on your sales calls, which is exactly where right now it does need to come out instead of being the nice person. So like it's all goes back to what I said. Know thyself.
What am I doing right now? Is it working? Not necessarily.
Why is it not working? Is it the activity? Usually not.
It's the intention. So what? shift could i make that would kind of force me into a new expression a new outlet a new version of myself does that make sense yeah and then it always goes full circle by the way so like you'll stop doing mma from an express from a expression of suppression you'll go and learn to channel your aggression into anything sales for example you'll get past that and then you'll go back to mma and one of two things will happen number one you'll hit a pr you'll just hit pr after pr after pr of whatever that looks like in mma i guess winning winning the bouts or whatever you'll you'll like hit a whole new fucking ceiling in your mma fighting because it's coming from a more attuned aligned place and You'll now be able to enjoy MMA, not from an expression of a repressed feeling, but from channeling a feeling that you now have control over.
And you now are the author and you're now the one with authority over how do you choose to channel that part of your personality? Does that make sense? So you all need to know what those things are for you individually.
and then make some changes. Now, Casey said something in the chat before I come to Freddie. He said, and this is a little while back, but we were talking about how it was John's question, the pain or burden that you have to carry for your prospects, and you carry that so that you can heal them.
And he said, oh, that's kind of like when Batman takes the bomb out to the sea at the end of the film. It's true. But it's usually expressed in a different way, especially good movies that follow the archetypal structure to a T.
Batman's kind of a half -half one because it's like, is Batman the good guy or is Batman the bad guy? That's why they've put it in the Batman movie the way he did. When you actually follow the archetypal structure.
You know who the person is that bears the heaviest burden of carrying the bomb? It's always the bad guy. The bad guy was a bad guy as a bad guy as a bad guy for the whole movie.
And then at the very end of the Star Wars movie, Darth Vader... Sorry, it's not Luke Skywalker that kills the Sith Lord. It was Darth Vader that kills the Sith Lord.
That's always the archetypal structure. And the reason this is so important is the metaphor is it's not. your it's not your light on the other side of the dark that kills the dark it's realizing that inside the dark was always the light and now the light that was inside the dark can overcome the dark does that make sense like when you actually understand the metaphor it's like you know even i used the example of spider -man i watched two spider -mans back to back it was the previous one with dr octopus who was a good guy in the beginning.
He then becomes a mad scientist. He gets overtaken by the tentacles of his octopus thing suit. And at the very end of the movie, he takes charge of his mind over control of the evil tentacles.
And he's the one that says, no, Spider -Man, you're not going to take the, it's not a bomb, but it's like a big kind of trying to talk about Icarus. He's trying to build the sun, basically. He says, you're not going to take the sun that's about to explode.
I'm going to do it. And that's always the archetypal structure is it's always the salvation that the good person provides is not salvation of their light. The good person always is the salvation to the light that was always inside of the dark people.
That's the metaphor. Does that make sense? Sorry to go on a tangent, but.
Got to understand these things in the right framework. All right, let's jump into our cool reviews. Who's got the first one?
That is it. 90 minutes of training on truth versus falsehood. The Unicorns and I, we carry on for another two hours of this training, doing cool reviews, role plays, Q &A, going deeper on these trainings and actually implementing them live inside the group.
There are closers that got on the inside whilst you still sit on the outside. If you are finally ready, You're at that point now where you've done enough research and watched enough free content where you actually want to get on the inside of the Unicorn Closer Mastermind because you are truly committed to becoming a Unicorn Closer, going to the next level and earning $100 ,000 a month in commissions.
There is a link below this video. to join us you can click that link right now you can get on the inside of these trainings get on the inside of the mastermind being around closers that are making two times three times five times even ten times more money than you the amount of money that you actually want to be earning and the only reason is that they finally took action and you haven't yet.
They got on the inside, and now they are getting the direct training, mentorship, support community to build themselves up to the best version of themselves so that they can build the life of their dreams. You can wait another day and wonder why you're earning exactly the amount of money that you deserve to be earning, or you can say, today's the day that I'm gonna change myself, change my life, and do something about it.
Choose wisely. The link is below the video. If you choose to step up to the plate, we'll see you on the inside.
The Hook
The bait, then the rug-pull.
Josh Lyons opens a recorded Unicorn Closer Mastermind call by naming five words, you, now, how, why, and a prospect's own language, that he says turn any sales conversation into a straight line toward the truth, then spends the next 87 minutes proving it live with his own students.
Frameworks
Named ideas worth stealing.
05:38list
The Five Magic Words
You
Now
How
Why
Rollercoaster (unique language)
Five words Josh Lyons says function as coordinates pulling a sales conversation off tangents (blame, past/future, vagueness, untested beliefs, generic assumptions) and back toward the prospect's specific truth.
Specific language (their exact words vs. generic paraphrase)
A recap model mapping each magic word to a spectrum running from falsehood to truth; hitting all five at once is described as the strongest form of influence available in a conversation.
Steal forA call-review rubric or coaching checklist
1:11:25model
The Five-Question AI Call-Review Model
Onus on the prospect (you)
Onus on the present (now)
Onus on clarity/cause-effect (how)
Onus on belief alignment (why)
Onus on the prospect's specific language (rollercoaster)
Josh's proposed rubric for scoring a sales call transcript by counting how often each of the five dimensions shows up, argued to be more useful than a generic AI-graded review.
Steal forBuilding a custom call-scoring rubric or coaching QA checklist
CTA Breakdown
How they asked for the click.
VERBAL ASK
00:30link
“click the link below this video and join the mastermind now”
Delivered in the first 30 seconds as the video's hook payoff, then repeated around the 19-minute, 61-minute, and 86-minute marks as direct-to-camera inserts spliced into the live-call recording, each time reframing the ask as 'stop watching, get in the room.'
Add Modern Creator as a preferred source and Google shows you more of our breakdowns in Search, Top Stories, and AI Overviews. It only changes what you see, and you can undo it in your Google settings anytime.
Add to Preferred SourcesOpens your Google source preferences with us pre-loaded. Tick the box and you're done.
A 97-minute compiled masterclass on the sales psychology that makes prospects chase you, close themselves, and pay premium -- without a single pushy pitch.
A solo-founder monologue compresses eleven years and $50M in sales into seven numbered lessons, running from a Bali affirmation story to a $600,000 ad-spend audit.
A five-category breakdown of fifteen spoken-language patterns — swapping direct claims for questions that get the listener to convince themselves — pulled from a track record of $100M+ in sales.
David Bayer breaks down the Golden Equation — desire plus nonresistance equals desired result — and the childhood decision hiding underneath every stuck goal.
02:52
03:33
04:29
06:50
08:57
10:02
11:02
12:21
14:38
15:57
16:34
19:11
20:17
21:00
23:57
24:57
25:46
26:52
27:30
28:33
29:38
31:16
32:02
33:27
34:16
35:13
38:05
38:59
39:33
40:44
41:41
42:57
44:03
45:00
47:19
48:18
49:26
50:32
51:40
52:58
54:29
55:04
56:29
57:06
58:24
59:28
60:20
63:18
64:10
64:48
65:54
67:28
69:38
71:03
72:13
72:27
73:47
76:04
77:20
78:26
79:09
80:38
82:08
83:29
85:01
86:04
1:37:40
38:00
27:45
44:27
Video of the Day08:26
1:16:17