Flipping the Script
Hey there deal makers,
Welcome to the Better Business Brief, where I share takeaways from:
- running a business I’m building to sell for millions
- my consulting with business owners building to sell for millions
- tips and tricks you can use to do the same
I’m in a business where understanding people is really important. And people can be tough to understand because we’re fickle, don’t always operate logically, and can be tough to actually deal with at times. In business, I’ve noticed that those that understand people the best get more done, are more effective, and are better leaders. So I’m always trying to improve my communication skills and my sales skills.
Picture this - I’m in the middle of building this private equity fund from scratch, and I start realizing that those communication and sales skills are going to be the main determinant of whether I’m able to raise capital and acquire companies. Then I read a book that totally alters my perspective on those very 2 skills in a great way.
So today, in less than 5 minutes, I’ll give you:
📖 What that Book Was
📋 My Top 5 Takeaways from it
🗺️ How to Apply Each in Deal-Making
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The book I read recently is called “Flip the Script” by Oren Klaff. Oren is an incredibly accomplished speaker, but even more, he’s known for having an incredible knack for raising capital and getting massive deals done. He’s literally raised billions of dollars across his own projects and projects for other people. Accordingly, he’s one of the foremost experts on communication and sales in my opinion. Here are the top 5 things I took away from reading his most recent book…
1. Things are Bought, Not Sold: |
People make decisions when they feel certain. Rather than trying to "convince" someone through persuasion or traditional sales tactics, Oren talks about creating an environment where the other person naturally arrives at the conclusion that working with you is the best option. Rather than pushing someone into a sale, this is done by lowering their guard and allowing them to feel that they are making their own decision without being pressured. This is counterintuitive, but the best salespeople are the ones who know how to create this environment of decision making rather than how to “corner” someone into buying. If you are trying to raise capital or get a deal done, rather than trying to “sell” the person on the other side, it’s better to just create the environment that helps them decide the decision you want them to make is the right one, and let them choose it on their own.
2. Control the Conversation, Don’t Let It Control You: |
Oren talks a lot about something called “Frame Control,” which is really just a fancy way of saying that the person who sets the tone or direction of the conversation is the one who holds the power. In deal-making, you want to be the one guiding the discussion, not letting it wander off or get hijacked by the other person. If you can keep things moving in the direction you want, you’re a lot more likely to get the outcome you want. Not controlling the discussion would be like trying to go somewhere on a sailing ship, but not steering the ship and just letting the ocean take you where the tides flow naturally. You’ve gotta be intentional.
3. Treat People Like They’re on Your Level: |
The book calls this “Status Alignment.” People like to do business with those they see as equals. It’s really simple: if someone feels like you’re trying to boss them around or act like you know more than they do, they’re going to resist. But when you treat them like a peer, it builds trust, and they’ll work with you a lot more easily. Think of it like being on a team in a sport—nobody likes the player who acts like they’re the coach, but usually the natural leaders are the ones who everyone feels like they can relate to and communicate well with. In deals, showing mutual respect keeps things moving forward without unnecessary drama.
4. Start Small, Build Trust: |
You don’t need to push for a big commitment right out of the gate. Oren suggests in the book that getting small agreements first—things that are easy for the other person to say “yes” to is a better way to start. These little wins build up trust and make the bigger “yes” down the road feel like the next logical step. This is kinda like dating - you’d be pretty crazy to propose to someone the very first time meeting them, but if you build some rapport and a relationship first, and slowly build more and more over time, the ask will make a lot more sense one day. So instead of asking for the whole deal upfront, focus on getting those small agreements that build momentum toward a larger commitment.
5. Sell with Stories, Not Stats: |
Oren is big on using stories instead of facts and figures to sell. People just connect more emotionally with a good story than with a bunch of data points. It’s the difference between telling someone, “This product will save you 20%,” versus, “Let me tell you how this helped someone just like you double their profits.” Just talking about the figures of something would be like showing someone a place you like on a map and expecting them to understand how cool it is vs. actually taking them there and letting them experience it. Stories stick with people and help them see the value you’re offering in a way they can relate to. And the more they relate, the more they might want to make a deal with you.
These are the biggest takeaways I had. These have already helped me feel more influential, convincing, and confident in my process.
If you’re curious to hear more about the strategy behind this private equity fund, I made a video going in depth recently. If that interests you, check it out here: https://youtu.be/kN3BmNP2xbM
Be great. Keeping growing and aspiring. And as always: I hope you got something from this.
If you did, share it with a friend who may too, as this is the best way for me to grow it and make this better.
They can even sign up here :)
Happy value-building to all of you!
See you next time for Better Business Brief,
-Brody
