Alex Hormozi Breaks Down the ‘Assumed Close’ Sales Tactic That Generated $35 Million

In a recent LinkedIn post, Alex Hormozi discusses a fundamental sales tactic that he credits with generating $35 million throughout his career: the “Assumed Close.” Hormozi, a prominent entrepreneur and author, shared a personal anecdote from his early days running a gym to illustrate the power of this technique.

Hormozi recounts a pivotal moment when a woman attended one of his presentations. Instead of launching into a lengthy explanation of his products, he employed a simple yet effective questioning strategy.

“Me: “Do you want chocolate or vanilla for your protein?” Her: “Which one do you like?” Me: “I prefer chocolate” Her: “Okay, I’ll take one of those””

This interaction, Hormozi explains, led to his first-ever supplement sale and a significant realization about sales psychology. He highlights that the key wasn’t explaining the benefits but rather framing the choice.

The Power of ‘Which One’ Over ‘Whether’

Hormozi argues that the critical shift in his sales approach was moving from asking customers “whether” they wanted a product to asking “which one” they preferred. This subtle change, he contends, fundamentally alters the customer’s perception and commitment.

“I didn’t explain what these supplements did, why they were good for her etc. I just simply asked, which one she wanted. The KEY was I didn’t ask her “whether” she wanted them, I asked “which one” she wanted. That’s when I was introduced to the “Assumed Close.” It’s the biggest upsell in business,” Hormozi wrote in his post.

According to Hormozi, this method makes the purchase feel like a foregone conclusion. By offering choices between specific options (e.g., chocolate or vanilla, kiwi or strawberry), the salesperson implicitly assumes the customer has already decided to buy.

Applying the Assumed Close in Sales

Hormozi’s experience demonstrates that the assumed close can be highly effective across various sales scenarios, not just in the supplement industry. He emphasizes that this technique bypasses potential objections by not giving the prospect an opportunity to say “no” to the purchase itself, but rather to choose among the available options.

He further illustrated this with the pre-workout choice:

“Me: “For your pre-workout do you want kiwi or strawberry? I prefer the kiwi” Her: “Okay, I’ll take that one””

The final step in his example involved confirming the payment method, again assuming the sale was complete:

“Me: “Do you want to use the card you have on file?” Her: “Yep!””

Hormozi concludes that mastering the assumed close is crucial for maximizing sales and revenue, positioning it as a cornerstone of successful upselling strategies. His insights underscore the importance of framing and psychological nudges in driving consumer behavior and closing deals effectively.