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How to Close High Ticket Sales (The 5 Closes You Need to Know) by Alex Hormozi

Alex Hormozi is an entrepreneur, author, and investor known for his success in buying and growing businesses. He has a strong presence on social media, where he shares business tips and insights, particularly related to the fitness industry. Hormozi is the founder of Gym Launch, a company that helps gym owners grow their businesses. He has also authored books, including "$100M Leads," and hosts events to share his knowledge and strategies. His approach often challenges conventional wisdom, focusing on strategic thinking and efficiency rather than mere hard work.

The speaker, Alex Hormozi, begins by emphasizing the importance of decision-making in sales and life. He argues that decisions shape our destiny and that we must take control of our choices rather than letting life make them for us.

1. Understanding Decision Making

  • The Power of Decision Making: Hormozi explains that decisions are the source of power and that indecision is a decision in itself. He encourages the audience to take control of their decisions and not give power to external factors.
  • The Time Tax of Ignorance: He introduces the concept of the “time tax of ignorance,” where not knowing something costs time and money. He urges the audience to invest in education to reduce this tax.

2. The Five Closes You Need to Know

  • The Past Close: This close focuses on the client’s past experiences and how they may be holding them back. Hormozi suggests asking questions that help the client reflect on their past and how it may be affecting their current situation.
  • The Rocking Chair Close: This close involves asking the client to imagine themselves in the future, reflecting on their life. It helps the client visualize the consequences of their decisions.
  • The Three Questions Close: Hormozi presents three questions to ask the client: Do they believe in the product? Do they believe in themselves? Do they believe in you (the seller)? If the answers are yes, the sale is almost guaranteed.
  • The Informed Decision Close: This close emphasizes the importance of making an informed decision. Hormozi recommends offering a trial or guarantee to help the client make an informed choice.
  • The Logical Close: This close appeals to logic by presenting the client with options and emphasizing the risk-free nature of the offer.

3. Additional Closes and Techniques

  • Urgency Close: Hormozi discusses creating urgency by emphasizing the benefits of acting now rather than later.
  • Reframing the Question: He suggests reframing the question to focus on whether the decision will bring the client closer to their goal.
  • The Reason Close: This close turns the client’s reason for not buying into the reason they should buy.

4. Investing in Yourself

  • Building a Bridge: Hormozi uses the metaphor of building a bridge to describe the process of investing in oneself. Each investment is a brick that brings you closer to your goals.
  • Personal Story: Hormozi shares his personal story of investing in a mastermind group and how it set him on the path to success.

Key Insights and Recommendations

  • Emphasize Decision Making: Understanding and controlling decision-making is essential in sales and life.
  • Invest in Education: Investing in skills and experiences is a way to reduce the time tax of ignorance and increase capacity to earn.
  • Utilize Various Closing Techniques: Different closing techniques can be applied depending on the client’s personality and needs.
  • Believe in Yourself: Continuous progress and self-belief are vital for success.


The video provides valuable insights into closing high-ticket sales and emphasizes the importance of self-belief, decision-making, and investing in oneself. The various closing techniques presented can be powerful tools for sales professionals, and the overarching message of empowerment and self-investment resonates beyond the sales context. By applying these principles, individuals can take control of their destiny and move closer to their goals.

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