Closing Made Easy: The Triple A Framework Explained | Ep 791
episodePreviously titled “Closing Made Easy: The Triple A Framework Explained | Ep 810” — renamed by the publisher on Aug 2, 2026
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What is the AAA framework in sales?
I've been teaching sales for 13, 14 years now. I've taught a lot of salesmen and I realized that I was missing this one piece. I call it the AAA framework. Okay. So basically there's this gap between when someone presents an obstacle, which is anything that's not a yes after you've presented price. Okay. So if you present a price and you said you want to buy and they say anything that's not sure. All right. That is an obstacle or technically it's an objection. They said, no, what I realized is the best salespeople. And I had this as a pro tip at the beginning as just like two bullets. And I was like, oh my God, this is the whole training. And I just, I've been doing it for so long. And the best salespeople do it so subconsciously.
Like we question all of our beliefs, except for those that we truly believe in those we never question. And so it was like, this is such an unconscious competence for me and the best salespeople that I've never heard anyone teach it. But basically the AAA framework looks like this. If you look at a study of the salesman who closed the most sales, Do you want to know what they all have in common? It's the people who ask for the sale the most times. You might think, wait, if somebody asks for a sale a lot, that sounds like really douchey. Yes, which means there has to have something else that allows them to ask more times. And so the objective of closing should be you asking for the sale as many times as you possibly can while maintaining rapport.
Because if you lose rapport, you can't ask anymore. right and so then the question is how do we solve for maintaining rapport so that we can ask as many times as we want and say it is you know forcefully as we can right how can we cut through the and so that is where the aaa framework comes in okay so the the three a's are Ready for it? Acknowledge. Whatever someone says, hey, I need to think about it. Totally understand you need to think about it, right? So you're acknowledging what they say. Doesn't necessarily mean you need to agree, but you acknowledge it. Now, there's a couple of reasons we acknowledge first. First is when you acknowledge what someone says, you build rapport. People love that somebody else is listening.
How do you handle sales objections?
And when you say back to them what they said, they're like, oh, this guy cares. Right? right? The second thing is that when you acknowledge what someone says, you can take seconds to do that. And by taking those seconds, you buy yourself time to think about what you're going to say next. All right. So rather than having, and this is where I think you lose rapport. Otherwise it's just, someone says, I need to think about it. And then you go right into an obstacle overcome. It sounds like a sales response, but if you say, Totally interesting. You think about super reasonable. All right. So first day is acknowledge. Second day is associate. So you associate their response with buying behavior. All right.
What are the key steps in the AAA framework?
So what they thought was a step away from you, you actually say, you know, it's funny you say that. That actually makes you just like John, who I talked to earlier today, who was just like you. And he ended up buying blah, blah, blah, blah. And so there's three types of associations you can make. one is you just make a generically positive association so you just say that's a smart question that's a great question super reasonable all right things like that you just say it makes sense that you'd ask that question okay that's just a generic positive that's what i would consider the the lightest version of this the second version is you talk you create a foil which is basically you create a fictitious straw man or somebody who's just right next to them that's just like them that asked that exact same question but then bought
right i like to do two of these so one is either somebody who just bought earlier today or you remind me of janet who i was talking to six weeks ago she had the exact same thing and today she just lost 30 pounds that makes you just like our biggest success stories all right so you can either associate with buying or you can associate with the people who get the best results so this works for any type of overcome so if someone says like hey this is a lot of money i say
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Chapters
7 chapters
1
What is the AAA framework in sales?
0:00–1:51
2
How do you handle sales objections?
1:51–2:26
3
What are the key steps in the AAA framework?
2:26–3:31
4
How to build rapport during sales?
3:31–3:45
5
What are effective ways to associate with buying behavior?
3:45–5:39
6
How do you appeal to authority in sales?
5:39–6:51
7
What are common pitfalls in sales?
6:51–13:17
Speakers
1 identifiedMore from The Game with Alex Hormozi
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