The C.L.O.S.E.R Framework: A breakdown of Alex Hormozi’s system

When it comes to selling, the process should be about genuinely helping the customer, not just closing a deal. The C.L.O.S.E.R framework by Alex Hormozi is a great way to approach this. It’s a six-step process designed to put the customer first, ensuring that their needs are understood and addressed in a way that builds trust and long-lasting relationships.

Here’s how it breaks down:

1, Clarify: The first step is all about understanding the customer’s needs. You need to ask the right questions to get to the heart of what they’re looking for and why. It’s about having an honest conversation that digs into their pain points and desires. Listen intently to their response, their answers will be valuable for the remainder of the conversation

2. Label: After clarifying the customer’s needs, it’s time to label the problem. This means making the issue clear and identifiable. By putting a name to the problem, you help the customer see it more clearly, making it easier to address. Many times the customer will not know exactly what their problem is. Your job is to help them explore and get to the root cause. 

3. Overview: Next, you gather a full picture of what the customer has tried before. Understanding their past efforts and challenges not only shows that you’re listening but also helps avoid repeating mistakes and builds a stronger connection. This step again helps the customer see exactly what their problem is and why what they have tried hasn’t worked

4. Sell The Vacation: Instead of focusing on the details, this step is about selling the end result. You paint a picture of what success looks like for the customer, showing them the benefits and positive changes they can expect. Again focus on what they will be getting rather than technical details, or as Alex says 

Explain: Once the vision is clear, it’s important to address any potential concerns. This step involves reassuring the customer that you’ve thought everything through and are prepared to handle any obstacles that might come up.

Reinforce: Finally, you reinforce the customer’s decision, reassuring them that they’ve made the right choice. This helps to solidify their confidence in the solution and strengthens your relationship with them.

The C.L.O.S.E.R framework is more than just a sales technique—it's a way to connect with customers on a deeper level. By focusing on clarity, understanding, and genuine solutions, you’re not only driving sales but also building trust and long-term relationships. When you make the customer's needs your priority, the sales will naturally follow, leading to sustainable success for both you and your clients.