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The 6-Step CLOSER Framework: Alex Hormozi’s $100M Sales Script Revealed

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The Alex Hormozi CLOSER Framework has become the gold standard for high-ticket sales teams worldwide, acting as a structured, repeatable sales script that cuts through complexity to focus on the prospect's true needs and desires. As of late 2025, this methodology remains the cornerstone of the sales training used across Hormozi’s portfolio of companies, including Acquisition.com, and is credited with driving conversions north of 40% for many users. The framework is not just a script; it’s a psychological roadmap designed to guide a prospect from initial curiosity to a confident, reinforced buying decision.

This deep dive reveals the complete, step-by-step breakdown of the C.L.O.S.E.R. acronym, offering a fresh, updated perspective on how to implement this powerful system. By mastering these six stages—from clarifying the problem to reinforcing the ultimate decision—you can transform your sales conversations, increase your closing rate, and build a scalable sales engine that mirrors the success of Alex Hormozi's own $100 million ventures.

Alex Hormozi: Entrepreneurial Profile and Biography

Alex Hormozi is a first-generation Iranian-American entrepreneur, investor, author, and philanthropist who has built and scaled multiple businesses past the $100 million revenue mark. His work focuses on simplifying the complex processes of lead generation, offer creation, and sales, making high-level business strategy accessible to a mass audience.

  • Full Name: Alex Hormozi
  • Date of Birth: August 18, 1988
  • Nationality: American
  • Partner: Leila Hormozi (Co-Founder of Acquisition.com)
  • Education: Vanderbilt University (B.A. in Organizational Development)
  • Primary Companies: Gym Launch (original scaling success), Acquisition.com (private equity firm and business partner to portfolio companies)
  • Notable Books: $100M Offers: How To Make Offers So Good People Feel Stupid Saying No, $100M Leads: How To Get Strangers To Want To Buy Your Stuff
  • Estimated Net Worth: Between $100 Million and $200 Million
  • Key Philosophy: Focus on creating an undeniable "Grand Slam Offer" and using a simple, repeatable sales process like CLOSER to maximize conversion.

The 6 Pillars of the C.L.O.S.E.R. Sales Framework Explained

The CLOSER Framework is a systematic approach to high-ticket sales calls that ensures the salesperson controls the flow of the conversation while maintaining a consultative, problem-solving posture. It's designed to minimize objections by preemptively addressing them and building maximum value before the pitch. The acronym breaks down the entire sales process into six distinct, powerful stages.

1. C: Clarify

The Clarify stage is all about understanding the prospect's current situation, their desired future, and the gap between the two. This is the discovery phase where you ask deep, probing questions to uncover the prospect's pain points, frustrations, and underlying motivations. The goal is to get the prospect to articulate their problem more clearly than they could before the call. This step is critical for building rapport and establishing yourself as a trusted advisor, not just a salesperson.

  • Key Questions: "What have you tried so far?" "Why is this a priority *right now*?" "What is the biggest frustration in your business/life today?"
  • Topical Authority: This step aligns with the 'Diagnose Before You Prescribe' philosophy common in professional consulting and high-level B2B sales.

2. L: Label

In the Label stage, the closer summarizes and validates the prospect's problem, giving it a clear, emotional 'label.' You articulate the cost of inaction and the emotional toll the problem is taking. By labeling the issue, you demonstrate deep understanding and amplify the urgency for a solution. This moves the conversation from a casual chat to a serious discussion about a critical problem.

  • Action: Use the prospect's own words to restate the problem and its negative consequences.
  • Example Script: "So, if I'm hearing you correctly, the core issue is that your lead generation is inconsistent, which means you're leaving $20,000 on the table every month, and that inconsistency is causing you to feel burnt out and worried about the future of your business. Is that right?"

3. O: Overview (The 'Sell the Vehicle' Stage)

The Overview is where you briefly present your solution—the 'vehicle'—without going into excessive detail. The focus here is on the *mechanism* of how you solve their labeled problem, not the features. This is where you introduce your Grand Slam Offer and the core components of your program or service. The goal is to establish that your solution is the logical bridge between their current reality and their desired future.

  • Focus: Highlighting the unique selling proposition (USP) and the outcome.
  • Avoid: Getting bogged down in pricing or complex logistics. Keep it outcome-focused.

4. S: Sell the Vacation (Future Pacing)

This is arguably the most powerful emotional stage. Instead of selling the product (the plane ticket), you sell the 'vacation' (the destination). You paint a vivid, aspirational picture of the prospect's life or business *after* they achieve the desired outcome with your help. This future pacing leverages the emotional desire for the solution, making the cost and effort of the program seem trivial by comparison.

  • Technique: Ask future-oriented questions like, "Imagine six months from now, when your sales are consistent and you're working 10 hours less per week—what does that feel like?"
  • LSI Keyword: This is where the emotional power of the Grand Slam Offer is fully realized.

The Final Stages: Execution and Reinforcement

Once the emotional connection and value have been established, the final two steps of the CLOSER Framework transition the conversation into the logistical and commitment phases. This is where the rubber meets the road, and the sale is secured and solidified.

5. E: Explain (The Logistics and Price)

Only after the first four stages have been completed and the value is maximized do you "Explain" the logistics and the price. The price should be delivered with authority and confidence, positioned as the necessary investment to achieve the 'vacation' you just sold. You clearly lay out the terms, the payment options, and the next steps. By this point, the prospect should already be mentally committed, making the price a simple logistical hurdle rather than a point of contention.

  • Best Practice: Present the price as a fraction of the value they will receive (the cost of inaction vs. the cost of the solution).
  • Objection Handling: This is the natural point for the most common objections (price, time, partner approval) to surface, which can be handled by circling back to the 'Clarify' and 'Label' stages.

6. R: Reinforce the Decision

The 'R' for Reinforce is a critical, often-overlooked step that Alex Hormozi added to acknowledge the ongoing nature of the sales process and combat buyer's remorse. Even after the payment is processed, the sale isn't truly done. This stage involves congratulating the new client, setting clear expectations for their onboarding, and affirming that they have made the correct decision.

  • Action: Immediately introduce them to the next step (e.g., "Our onboarding specialist will call you tomorrow") and reiterate the key benefit they are most excited about.
  • Goal: To build immediate momentum, reduce refund requests, and turn a new client into a long-term success story and a future referral source. This is essential for the long-term health of the Acquisition.com portfolio companies.

Why the CLOSER Framework is the Ultimate High-Ticket Sales Script

The CLOSER Framework’s enduring relevance in 2025 stems from its psychological depth and its systematic nature. It transforms the sales conversation from a stressful negotiation into a consultative problem-solving session. By meticulously following the C.L.O.S.E.R. steps, sales professionals can ensure they never skip the crucial discovery and value-building phases, which are the real keys to closing high-value deals.

This methodology is highly teachable, making it perfect for scaling sales teams—a core focus of Alex and Leila Hormozi’s business empire. It provides a uniform sales script that allows for consistent analysis and refinement, leading to the remarkable 40%+ closing rates often cited by those who master the system. Whether you are selling a $2,000 service or a $50,000 coaching package, the systematic approach of Clarify, Label, Overview, Sell the Vacation, Explain, and Reinforce is the definitive roadmap to closing more sales with confidence.

The 6-Step CLOSER Framework: Alex Hormozi’s $100M Sales Script Revealed
alex hormozi closer framework
alex hormozi closer framework

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