Course Modules
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Course Modules
Each module page includes a video, content, and a form.
Foundation 01: The Ground Rules
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A Peek Behind the Curtain
Synergy’s Complimentary Training Experience
This video welcomes you into the Synergy Learning Systems family while giving you a special glimpse into the depth of our proven training platform. Doug shares how Synergy has invested over a million dollars and thousands of hours to create solutions that help call centers, field staff, leadership, and sales teams communicate with confidence and integrity. You’ll hear about the 07 Foundations of Effective Communication, practical objection-handling strategies, and Synergy’s step-by-step 05-Part Closing Sequence—all designed to help you influence with honor and serve with excellence. This complimentary training package is just a fraction of the full program, yet it provides powerful tools you can put into practice immediately to grow your skills, inspire trust, and close more business without ever sacrificing integrity.
- More Than a Giveaway: This complimentary access is a true investment in your skills, team, and long-term success.
- Proven Systems: Built from over $1M of investment and years of refinement to help teams scale with integrity.
- 07 Foundations of Effective Communication: Timeless principles for trust, connection, and influence.
- 05-Part Closing Sequence: A respectful, step-by-step approach to closing business with confidence.
- Objection Handling: Hundreds of strategies to address customer concerns without pressure.
- High Service, Not High Pressure: A philosophy of creating outcomes that benefit the customer, the company, and you.
- Action-Oriented Training: Tools you can apply immediately to improve communication, reduce conflict, and increase results.
The "E" Words
The Power of the “E Words” in Communication
This first foundation lays the groundwork for everything that follows in Synergy Learning Systems. Drawing from principles like Stephen R. Covey’s “begin with the end in mind,” Doug introduces the philosophies that guide effective communication at every level. We’ll explore what it means to operate with High Service, not High Pressure, and learn the fine yet clear distinction between persuasion and manipulation. Doug reveals how lasting influence is built on integrity, never on lying, cheating, or stealing. At the heart of this foundation are the “E Words” that define how we engage, from Effort and Expectation to Energy, Enthusiasm, and Encouragement. Each principle helps transform how we communicate, compete, and serve, setting the stage for mastery across every area of life and work.
- High Service, Not High Pressure: Build influence without relying on outdated or manipulative tactics.
- The Fine Line Between Persuasion and Manipulation: Understand the difference and lead with integrity.
- The “E Words” Framework: Energy, Enthusiasm, Encouragement, and more, shaping communication that inspires and connects.
Introduction to the Grandmother Rule
Communicate with Care: The Power of The Grandmother Rule
This video introduces one of Synergy Learning Systems’ core concepts: The Grandmother Rule. Doug explains how imagining every word, action, and promise being delivered to someone we deeply love and respect instantly elevates our communication, listening, and service. Applying this mindset naturally builds trust, demonstrates integrity, and separates someone who is genuinely serving from someone who is simply selling. This principle impacts every interaction, from the first phone call to the final handshake, and is a cornerstone for influencing with honor, serving with excellence, and closing without conflict. This two-part sample represents just a glimpse of the 30+ videos in our Ground Rules Training Module, offering practical strategies you can apply immediately to see real results.
- Serve with Integrity: Treat every interaction as if communicating with someone you deeply care about.
- Build Trust Instantly: Sincerity and professionalism create lasting connections.
- Influence Without Pressure: Guide decisions ethically, without manipulation.
The Grandmother Rule - Part 01: Defined
Why Integrity is the Starting Point of Influence
Before sales, persuasion, or numbers, Synergy starts with something deeper: integrity. Doug introduces the Grandmother Rule, a guiding principle that keeps every recommendation rooted in honesty, service, and alignment. The philosophy is simple: if we would not recommend something to our own grandmother, we should not recommend it to anyone else. This foundation reframes sales and influence as service rather than pressure. It is about seeing, hearing, and understanding others, not chasing commissions or winning arguments. By applying the Grandmother Rule, we build trust, loyalty, and a reputation that lasts far longer than any sales tactic. This is the Synergy Standard: doing right by others, serving with passion, and leading with character.
- The Grandmother Rule: Only recommend what you would confidently give to someone you love and respect.
- Service Over Sales: Sales at its highest form is service, not pressure or manipulation.
- Trust and Reputation: Consistent service builds loyalty that no advertisement can match.
The Grandmother Rule - Part 02: The Application
Integrity in Action: Putting the Grandmother Rule to Work
Many people worry that sales training is about slick tactics, gimmicks, or high-pressure manipulation. At Synergy, our approach is the opposite. Everything we teach is grounded in the Grandmother Rule: if you would not recommend it to your own grandmother, you should not recommend it to anyone else. This principle is more than theory. It is a litmus test for every recommendation, presentation, or decision. Imagine serving someone you deeply love and respect; a grandmother you would protect, support, and go to great lengths for. Would you rush her, pressure her, or mislead her? Of course not. You would take time to listen, understand her concerns, and guide her with honesty. By holding ourselves to this standard, sales becomes service. Influence becomes alignment. And communication builds trust instead of conflict. We invite participants to measure every strategy, script, or role play we share against this rule. If it does not pass the test, we will refine, update, or remove it. The result is a program designed to elevate both skill and character.
- The Litmus Test: The Grandmother Rule serves as a simple, decisive measure of integrity for every recommendation.
- Service as the Standard: Approach customers as you would a cherished family member, with empathy and respect.
- Trust Through Transparency: Openness invites dialogue, questions, and even challenges, ensuring accountability.
Introduction to An Investment in YOU
Unlocking Potential: The Value of Investing in Your Team
This 3-part video series, “An Investment in You,” explores the transformative impact of investing in people. Doug explains that just as companies invest in tools, technology, and marketing, the most important investment is in our people; and in ourselves. When leadership commits to training, they signal that their team is valued and has unrealized potential. Through this complimentary sampling, you’ll see how time, energy, focus, and habits compound daily, either for or against us. This series highlights the investments necessary to build a thriving business culture, enhance teamwork, and unlock higher performance—demonstrating how small, consistent commitments can yield massive results.
- Invest in People:Recognize the value and potential in your team.
- Compound Impact: Habits, focus, and energy determine long-term success.
- Transform Company Culture:Training can change mindsets, attitudes, and teamwork.
An Investment In You - PART 01: Gratitude
An Investment in You: Gratitude at the Core
Gratitude is one of the simplest practices in life, yet it holds the power to reshape how we see everything. It is not about pretending circumstances are perfect, but about recognizing value even when challenges remain. The opportunity to participate in this program represents more than access to training materials. It is a clear investment in you; an investment made by leaders who believe in your unrealized potential and your ability to grow. Gratitude transforms that investment into fuel for progress, shifting focus from what is lacking to what is possible. With each lesson, you are invited to honor that belief, take ownership of your development, and move closer to the best version of yourself.
- Gratitude as Perspective: A mindset that shifts focus from lack to abundance.
- A True Investment:Leadership invests in you because they see potential.
- Responsibility and Ownership: No one will rescue us, but we can choose gratitude.
An Investment In You - PART 02: Must. Be. Nice.
Breaking the Myth: The Truth Behind “Must Be Nice”
Success in business often looks effortless from the outside, but appearances rarely reflect reality. New vehicles, upgraded facilities, or growth in operations may seem like signs of wealth, yet more often they represent debt, risk, and relentless sacrifice. Doug draws from decades of experience building companies across industries to reveal what ownership in the trades truly demands: capital, time, labor, constant adaptation, and unshakable resilience. Behind every “must be nice” remark lies a story of sleepless nights, financial risk, and the unrelenting pressure of leadership. This lesson reframes misconceptions about ownership, urging us to replace judgment with respect and to recognize the grit required to sustain growth.
- The Myth of Ease:Success is never as simple as it looks from the outside.
- Relentless Sacrifice: Business ownership requires time, capital, and personal sacrifice.
- “Must Be Nice”:A phrase that dismisses the struggle behind achievement.
- Respect for Leadership: True growth comes with pressure, responsibility, and resilience.
An Investment In You - PART 03: Money
The Price of Growth: Counting the Real Cost of Business
Behind every successful trade business lies an overwhelming list of expenses that most never see. From trucks, tools, and inventory, to wages, insurance, training, and constant marketing; every step forward demands capital. Doug breaks down the staggering financial reality of ownership, showing why comments like “must be nice” ignore the relentless sacrifices required to keep a company alive. The truth is sobering: starting a business is easy, but sustaining one through risk, competition, and constant reinvestment is a battle few win. And yet, for those who embrace the challenge, the reward is found not in ease, but in purpose; mentoring teams, serving customers, and building something that lasts.
- The Odds Are Against Us: Most startups fail within a decade; trades are even riskier.
- A Hidden Price Tag:Every tool, truck, and team member comes with ongoing costs.
- Endless Investments: Growth requires capital for operations, marketing, training, and people.
- The True Reward: Purpose is found in mentorship, service, and building something meaningful.
Conclusion to Foundation 01: The Ground Rules
Thank You for Sampling This Module!
Over the past day, we’ve shared a brief sampling from Foundation 01 of the 07 Foundations of Effective Communication. Every choice we make, from our mindset, energy, habits, and training; compounds into either the future we want or the results we don’t. This complimentary content is designed to give you new ideas, insights, and conviction: by raising standards and committing to growth, you set the stage for long-term success. While this sampling of The Ground Rules may be complete, our journey is just beginning. The full Synergy Learning Systems program dives deeper into all 07 Foundations, showing how to communicate more effectively, serve better, and close with integrity; without ever creating conflict.
- Compound Choices: Mindset, energy, and habits shape your long-term success.
- Raise Standards: Growth is a priority that drives results.
- 07 Foundations of Effective Communication: Complete framework for connection, influence, and trust.
Foundation 02: The Mindset
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Introduction to Foundation 02: The Mindset
Unlocking the Power of Mindset: Complimentary Training Sample
Welcome to Foundation 02: Mindset, the heartbeat of the Synergy Learning Systems training program. Mindset shapes how we see ourselves, our customers, and our opportunities—and it drives the results we achieve. This complimentary sampling offers a glimpse into how the right mindset transforms communication, influence, and leadership across every role in your organization—from call centers to field staff, sales teams, and leadership. By applying these principles, your team can achieve results beyond what they thought possible, while serving with honor, integrity, and confidence.
- Mindset Matters: Our thoughts shape actions, results, and experiences.
- Transform Communication: Approach every interaction with clarity, confidence, and integrity.
- Elevate Every Role: Tools and strategies designed for every team member.
- Serve with Honor: Win without compromising trust or values.
Our Mindset
Our Mindset, Our Ultimate Competitive Edge
Mindset is the foundation of success. It shapes how we respond to life’s challenges, fuels our perseverance, and determines the quality of our outcomes. It’s not just about skill or talent; it’s how we show up to life, to work, to relationships, and to every challenge we face. Developing a strong mindset requires clarity of purpose, willingness to try and fail, and the discipline to build habits that reinforce resilience. By training our minds and aligning them with our mission, we can transform resistance into growth, setbacks into fuel, and ordinary days into extraordinary results. Over the next year, consistent focus on mindset will allow us to redefine what’s possible, unlock potential, and face life’s relentless challenges with confidence and discipline.
- Attitude Shapes Success:How we think and respond matters more than natural talent or skill.
- Clarity of Purpose: Understanding what drives our motivation and consistent action toward our goals.
- Embrace Failure: Taking risks and learning from setbacks builds resilience and accelerates personal growth.
Part 01: Zig Ziglar - Cooked in The Squat - Overview
From Dreams to Action: Breaking Free from the “Squat”
Too often, our plans, goals, and dreams stay stuck because we hesitate, overthink, or wait for the perfect moment. True transformation comes when we take bold, decisive action; when we turn intention into impact. The lesson of “Cooked in the Squat” reminds us that progress is earned through doing, not just planning or talking. By mastering our craft, embracing challenges, and cultivating specialized knowledge, we gain the confidence to navigate life’s toughest moments with clarity and conviction. Success is not about luck; it’s about courage, consistency, and the willingness to rise, take action, and never settle for anything less than our potential.
- Action Creates Momentum: Real growth comes from doing, not planning.
- Overcome Hesitation: Stop waiting; start moving, and keep moving.
- Master Your Craft:Specialized knowledge allows you to handle challenges with confidence.
- Courage and Consistency: Bold, repeated action builds resilience and results.
Part 02: Zig Ziglar - Cooked in The Squat - 03 Day Training School
Don’t Wait Until You’re Ready: The Lesson of “Cooked in the Squat”
This session with Doug drives home a timeless truth: waiting for the perfect moment leads to missed opportunities. Most of us never feel fully prepared, yet progress only comes when we take action anyway. Through stories, insights, and reminders of the Forgetting Curve, Doug emphasizes the importance of repetition, applied learning, and moving forward before perfection arrives. This training challenges you to stop hesitating and start building momentum; because the only way to grow is to do it now.
- Do It Now: Momentum is built through action, not waiting for the “right time.”
- Repetition Matters: Mastery comes from revisiting, applying, and refining.
- Good vs. Great: Settling for comfort prevents us from reaching true potential..
Part 03: Zig Ziglar - Cooked in The Squat - The Fire
Fueling the Fire: Why Success Demands Consistent Effort
In this session, Doug draws from Zig Ziglar’s timeless wisdom: “You’ve got to put something in before you can get something out.” Lasting results; whether in business, relationships, health, or personal growth; don’t come from shortcuts or waiting for perfect conditions. They come from disciplined, consistent effort. Just as a fire won’t burn without fuel, success won’t spark without investment of time, energy, and persistence. This training reminds us that the path to mastery is built daily through steady action, responsibility, and refusing to stop until the work is done.
- No Shortcuts:Real results demand consistent input, not quick fixes.
- Build Before You Expect: Just like a fire, success requires fuel before reward.
- Discipline Wins: Fitness, relationships, and careers all grow through sustained effort.
- Consistency Creates Results: Random actions bring random outcomes, but steady habits create excellence.
Mindset Defined: Jocko Willink
The Strength Within: Building a Powerful Mindset
Mindset is more than positive thinking; it is the habitual attitude that shapes how we interpret challenges and respond to life. At its core, it is formed by our identity (who we believe we are) and our attitude (the energy we bring). When aligned, they create a lens that can either limit us or empower us to see opportunity in adversity. As Jocko Willink reminds us, no one is coming to rescue us. Our life is our responsibility. A strong mindset is not built overnight; it is developed like a muscle, through repetition, discipline, and a refusal to give up when things get difficult. The true test of mindset is not in avoiding hardship, but in embracing it and using it as fuel to grow stronger.
- Mindset Defined: A habitual mental attitude that determines how we interpret situations and respond to them..
- Identity Drives Action: Who we believe we are shapes how we show up in life, whether as problem-solvers or victims.
- Attitude Sets the Tone: The energy we bring influences whether challenges drain us or fuel us.
Part 01: No One Is Coming to Rescue Us - How Bad Do We Want It?
The Power of Personal Responsibility
Success begins when we accept that our life is our responsibility. Just like securing our own oxygen mask before helping others, we must first take care of our health, our finances, and our mindset if we ever hope to lift others up. This requires clarity; knowing our “why,” deciding what we truly want, and committing to it with relentless consistency. Comfort and excuses are easy; sacrifice, discipline, and persistence are what build results. True success doesn’t come to those who “kinda want it.” It comes to those who want it so badly that they are willing to push through exhaustion, setbacks, and doubt; refusing to quit until the vision becomes reality.
- Life Is Our Responsibility: No one is coming to rescue us; success or failure depends on our choices.
- Secure Your Mask First: We must care for our health, finances, and mindset before we can help others.
- Clarity Is Power: Get crystal clear on your goals, your “why,” and the legacy you want to leave.
- Discipline Over Comfort: Replace distractions with daily habits of growth, even in small, consistent steps.
Replace distractions with daily habits of growth, even in small, consistent steps.
No One Is Coming: Your Future Depends on You.
The truth is simple: everything in our lives; our future, our family, our legacy; is at stake. Every day, we hold the keys to either waste our potential or rise above expectations. No one else can want this more for us than we want it for ourselves. Success requires obsession, purpose, and consistency. It means showing up every day with the resolve to be better, to fight for our future, and to create a life we will not be denied. The opportunity is already in our hands; it’s our responsibility to seize it, drive it, and refuse to let go until the life we’ve imagined becomes the life we’re living.
- Everything Is on the Line:Our health, finances, relationships, and legacy depend on the choices we make daily.
- It Starts with Us: No one can want our dreams more than we do; it begins with personal accountability.
- Be Obsessed, Not Passive: Success requires a warrior mindset: driven, disciplined, and unwilling to settle.
- Purpose Over Paycheck: Show up every day with intention that goes beyond “just getting by.”
Serve Like a Saint, Serve Like a Savage
How Service and Grit Create Lasting Success
This message captures one of Synergy’s most powerful philosophies: serving others with the compassion of a saint while competing with the toughness of a savage. Doug shares how customers often approach contractors with fear of being misled, overcharged, or taken advantage of. The solution is not slick sales tactics, but a higher standard of service. To serve like a saint means to act with honesty, integrity, and care, putting the customer’s best interest first. To serve like a savage means to bring urgency, resilience, and a competitive spirit that refuses to quit. This mindset extends beyond business into every area of life, challenging us to be better partners, parents, teammates, and leaders. The call is clear: no one is coming to rescue us, so the future we build depends on the choices we make today and the intensity with which we pursue them.
- Compassion and Grit: True service balances integrity with relentless commitment.
- The Wolf Mentality: Facing challenges with courage, focus, and urgency.
- Trust Through Service: Customers fear being misled, so we must prove we care more than anyone else.
- Beyond Business:Serving like a saint and savage applies to family, teamwork, and personal growth.
Conclusion to Foundation 02: The Mindset
Building the Mindset for Lasting Success
This program brings together timeless lessons and powerful perspectives designed to shape a mindset of strength, service, and resilience. From Zig Ziglar’s wisdom on staying driven, to Jocko Willink’s call to take responsibility, to Synergy’s own principle of serving like a saint while competing like a savage, every part of this training is built to sharpen focus and deepen commitment. It challenges us to rise above excuses, embrace urgency, and influence with honor. The goal is not just professional growth, but personal transformation; developing a mindset that serves others, pushes through challenges, and creates results with integrity.
- Resilient Mindset: Build the inner toughness to face challenges with clarity and persistence.
- Service First: Anchor every action in honesty, care, and a genuine commitment to others.
- The Wolf Mentality:Approach competition with courage, urgency, and an unwillingness to quit.
- Personal Responsibility: Recognize that no one is coming to rescue us; our success is in our own hands.
Foundation 03: The Wordsmith
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Introduction to Foundation 03: The Wordsmith
Mastering the Words That Influence, Inspire, and Serve
Thank you for registering for our Grand Prize Giveaway and taking the first step toward investing in yourself, your team, and your future success. As part of this complimentary sampling, we’re excited to introduce Foundation 03: The Wordsmith. This module is built on one transformational truth: the words we choose matter. Every conversation, whether with a customer, teammate, or leader, is an opportunity to build trust, inspire action, resolve conflict, or unintentionally create tension. In this sample, you’ll discover how intentional word choice shapes results in every interaction, allowing you to influence without pressure, close with confidence, and serve at the highest level.
- Words Shape Outcomes: Every word either builds or erodes trust.
- Influence Without Pressure:Speak with intention, not force.
- Conflict Resolution: Language can de-escalate or escalate tension.
- Every Conversation Matters: Each interaction is an opportunity to strengthen relationships.
Introduction to Foundation 03: The Wordsmith Program
Mastering the Language of Influence
This program opens the door to one of the most powerful tools in communication: the words we choose. Foundation 03, The Wordsmith Program, explores how language can either build trust or create resistance in every interaction. Through lessons on history’s greatest orators, real-world customer service examples, and the “dirty words” of anti-persuasion, you will see how subtle word choices can shape perception and outcomes. By replacing weak or negative phrases with empowering alternatives, this training equips you to guide conversations with clarity, confidence, and influence.
- The Power of Words: Understand how the right language creates trust and credibility.
- Anti-Persuasion Traps: Identify “dirty words” that cause resistance and replace them with stronger alternatives.
- Practical Application:Apply strategies through real-life examples from customer service and sales.
- Influence Through Clarity: Learn how precise language turns objections into opportunities.
What If Our Prospect Had a Dial?
Unlocking the Prospect’s Dial
This training introduces the powerful Dial Analogy, a breakthrough way of understanding how every word, phrase, and interaction impacts a prospect’s decision-making process. Doug explains how rejection is inevitable, but by mastering language and communication, we can lower resistance, reduce conflict, and move the dial closer to “yes.” The Wordsmith Program equips you with the mindset and skills to replace fear with confidence, avoid anti-persuasion “dirty words,” and create trust-driven conversations. By refining how we speak, we gain clarity, influence, and the ability to serve customers, colleagues, and loved ones with greater integrity and effectiveness.
- The Dial Analogy: A framework to gauge and guide how words affect trust and decision-making.
- Reframing Rejection: Building resilience to rejection by focusing on effort, growth, and communication skill.
- Word Power: Identifying “dirty words” that trigger resistance and replacing them with empowering alternatives.
The Power of Words - History's Greatest Orators
Voices That Changed the World: The True Power of Words
This section of the Wordsmith Program highlights how words have shaped history, transformed emotions, and influenced entire populations; for both good and bad. Doug illustrates how legendary figures such as JFK, Martin Luther King Jr., Winston Churchill, Nelson Mandela, and even infamous figures like Hitler leveraged cadence, tone, and delivery to move people to action. By studying these examples, participants learn the importance of choosing words carefully, mastering delivery, and practicing relentlessly until communication becomes second nature. The training reinforces that words are a professional’s most valuable tools; capable of building trust, inspiring action, and overcoming objections when used with integrity.
- Words as Tools: Just as a blacksmith masters hammer and anvil, professionals must master words as their primary tools.
- Preparedness Matters: Great communicators carefully craft and rehearse their words so they sound natural yet powerful..
- Delivery Shapes Impact: Cadence, tone, and volume are as critical as word choice in moving others to action.
- Historical Proof: Orators throughout history show that words can transform societies; for better or worse.
Exercise: The Dirty Words of Anti-Persuasion | CSR Example
A Quick Test of Persuasion Awareness
This exercise reveals how certain words and phrases, while common in sales or customer service, actually create resistance instead of trust. Participants are challenged to identify and circle these “Dirty Words of Anti-Persuasion” from a short example script, showing how word choice alone can undermine persuasion. The activity highlights how habits in our communication can work against us without our realizing it. By raising awareness, this training shows how small changes in language can transform conflict into connection and resistance into receptiveness.
- Awareness First:Before we can improve, we must recognize the words and phrases that create negative impressions.
- Hidden Resistance: Even ordinary terms like “appointment” or “contract” can trigger pushback from customers.
- The Power of Substitution: Replacing “dirty words” with better alternatives leads to more positive, trust-building conversations.
Dirty Words: Price | Cost | Fee | Charge
Why These Everyday Terms Work Against You
This lesson introduces the first Wordsmithing exercise, where we replace four of the most common yet damaging words in sales conversations; price, cost, fee, and charge. Doug explains how these familiar terms often trigger negative emotions, resistance, and even subconscious fear in prospects. By shifting language from transactional to transformational, we create a framework that positions offerings as meaningful investments instead of burdensome expenses. Through this exercise, participants learn to recognize and replace “Dirty Words of Anti-Persuasion” with empowering alternatives that reduce conflict, increase trust, and encourage logical decision-making.
- Words Carry Weight: Everyday terms like price, cost, fee, and charge often trigger resistance and negativity.
- Investment Over Expense: Reframing with “investment” creates value, ownership, and positive emotional response.
- Reduce Sales Resistance:Strategic word choice lowers barriers and keeps conversations collaborative.
The Power of Words: Dirty Mouth Test and Gavin in Australia
Why the Words We Choose Matter More Than We Think
On a Synergy Leadership Call, Doug ran a live experiment with Gavin from Australia that showed how one wrong word can change everything. When Gavin replied “I like you too” instead of “I love you,” the reaction was instant and unforgettable. The lesson: words carry weight. By replacing negative terms like spend or pay with positive alternatives like invest, we reframe conversations, reduce resistance, and build stronger trust.
- Words Carry Weight: Small shifts can create big changes in reactions.
- From Loss to Value: Replace spend or pay with invest to inspire confidence.
- Practical Training:Wordsmithing exercises help reframe language in real time.
Dirty Words: Spend & Pay | Down Payment | Monthly Payment
Turning Payments Into Possibilities: How Language Shapes Value
This lesson dives into three of the most emotionally charged “Dirty Words” in sales; spend, pay, and payment. Doug shows how these words instinctively trigger feelings of loss, debt, and depletion, often shutting down trust before the conversation can even progress. By reframing them into “invest,” “initial investment,” and “monthly investment,” we shift the dialogue from obligation to empowerment. Through interactive exercises, unforgettable examples (like the iconic Orbit “Dirty Mouth” commercial), and even a live demonstration from a Synergy Zoom call, participants experience firsthand how words can spark laughter, unlock memories, and most importantly, influence emotion. The shift isn’t just about semantics; it’s about transforming conversations into opportunities that inspire responsibility, confidence, and lasting trust.
- Spend and Pay = Invest:Reframe money as a forward-focused investment, not a depletion of resources.
- Down Payment = Initial Investment: Removes negative connotations of debt and replaces them with empowerment.
- Monthly Payment = Monthly Investment: Inspires responsibility, consistency, and long-term growth instead of stress.
- Words Trigger Emotion:Terms like “spend” and “pay” subconsciously activate fear, while “invest” evokes confidence.
Dirty Words: Dispatch Fee | Trip Fee | Jessica Young
Rethinking the Language of Service Fees
This session explores how common phrases like “dispatch fee” or “trip fee” can create resistance and erode trust with customers. Through real-world examples, including Jessica Young’s experience, you’ll see how small word choices have a big impact on how prospects perceive value. By reframing these “dirty words” into customer-friendly language, you learn to position your services in a way that builds confidence, reduces friction, and strengthens long-term relationships.
- Clearer Communication: Why certain terms trigger negative reactions and how to replace them with more inviting language.
- Real-World Insights:Jessica Young’s story demonstrates how a simple word shift can dramatically improve customer response.
- Building Trust:How rethinking language turns fees from points of resistance into opportunities for clarity and professionalism.
Dirty Words: Financing Options
Turning Financing into Confidence-Building Offers
This session takes a closer look at how the words we use around money shape customer decisions. While terms like “financing” or “loans” can trigger hesitation, re-framing them as “special promotional offers” or “options” creates a sense of value, trust, and opportunity. You’ll see how this small but powerful shift keeps conversations focused on solutions, reduces resistance, and opens the door for customers to say yes without fear or pressure.
- Language Shapes Perception: Words like “financing” or “loan” can create fear, while customer-friendly alternatives inspire trust.
- Value-Driven Wordsmithing: Replace “financing options” with “special promotional offers” to highlight benefits instead of obligations.
- Principles of Persuasion: Leverage words like “special” and “promotional” to tap into scarcity and uniqueness, helping customers feel empowered.
- Confidence with Integrity: Position services in a way you would proudly recommend to someone you love, ensuring the message is both persuasive and ethical.
Dirty Words: An Hour And A Half
Turning Hours into Manageable Minutes
When we tell a customer something will take “an hour to an hour and a half,” it sounds long, heavy, and inconvenient. Those words can drain energy and create resistance before the conversation even begins. But the truth is; the same time can feel shorter and more approachable if expressed in minutes. Saying “60 to 90 minutes” reframes the appointment as more manageable and professional, while still being honest. This simple switch transforms customer perception and keeps the focus on value instead of obligation.
- Minutes Feel Shorter: “60–90 minutes” sounds lighter than “an hour and a half.”
- Language Shapes Reactions:The way time is framed can make or break a customer’s willingness to commit.
- Value-Based Positioning:Use “invest” and “share” instead of “take” or “spend” to emphasize mutual benefit.
Dirty Words: Appointment | Book an Appointment
From Dreaded Appointment to Welcomed Visit
The word “appointment” often brings to mind doctors, dentists, accountants, or attorneys; all things most people dread, usually involving stress, cost, or inconvenience. Pair it with “book,” and it can sound even worse, like being “booked” for a crime. By replacing “appointment” with “visit,” and “book” with friendlier words like “schedule” or “reserve,” we instantly shift the tone. A “visit” feels warmer, more welcoming, and even enjoyable; transforming the interaction from an obligation into an opportunity.
- Words Carry Baggage: “Appointment” triggers negative associations.
- Shift to Visits: Warmer, friendlier, and more value-driven.
- Drop “Book”: Use “schedule” or “reserve” instead.
- Raise Perceived Value: Customers see the time as meaningful, not burdensome.
Conclusion to Foundation 03: The Wordsmith Program
The Lasting Impact of Wordsmithing
Foundation 03: The Wordsmith Program has shown us how the smallest shifts in language can create the greatest differences in persuasion, trust, and customer experience. By replacing “dirty words” with value-driven alternatives, we transform conversations from burdensome or negative into meaningful, respectful, and engaging exchanges. These lessons remind us that words shape perceptions; and when chosen carefully, they allow us to influence with honor, serve with excellence, and inspire confidence in every interaction.
- Words Shape Outcomes: Language can build trust or create resistance.
- Eliminate Dirty Words: Replace terms that trigger stress with words that add value.
- Create Positive Perceptions: Wordsmithing reframes conversations as opportunities, not obligations.
- Influence with Integrity: The right words allow us to persuade while serving with respect.
Foundation 04: R.A.R2.E. Listening
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Introduction to Foundation 04: The Synergy R.A.R2E Listening Sequence
A Proven Framework for Listening with Impact
This session introduces the Synergy R.A.R2E Listening Sequence, a step-by-step process that makes empathic listening simple and practical. Built to help reduce conflict, clarify communication, and build stronger relationships, the framework equips you to handle even difficult conversations with confidence. By learning each step—Repeat, Acknowledge, Rephrase, Relate, and Express—you gain a reliable tool to create trust and influence in every interaction.
- Clear Process: A repeatable five-step framework for listening that works in any situation.
- Conflict Reduction: Tools to de-escalate emotions and bring clarity to tense conversations.
- Relational Trust: A sequence designed to help people feel safe, valued, and understood.
- Everyday Use: Practical skills that apply across personal, professional, and customer settings.
- Foundation for Influence: Listening with empathy lays the groundwork for meaningful persuasion.
Introduction to Empathic Listening
The R.A.R2E Framework: Listening That Builds Trust
This foundation explores empathic listening as the starting point of all effective communication. By listening with the intent to understand rather than to reply, you create trust, lower conflict, and connect with others on a deeper level. These skills transform personal relationships, strengthen teamwork, and empower you to lead with empathy and clarity.
- Empathic Listening Defined: Listening to understand, not just to respond.
- Trust Builder: Creates safety, respect, and authentic connection.
- Conflict Reducer: Helps de-escalate tension and resolve challenges.
- Universal Application: Applies equally to personal, professional, and customer relationships.
- Leadership Skill: Empathy and presence establish true influence.
Introduction to Becoming a R.A.R2E Listener
From Framework to Real Life: Applying R.A.R2E Everywhere
This module takes R.A.R2E Listening from theory to practice, showing how to apply it in business, family, and personal relationships. Through real-life examples—from parents and teenagers to significant others—you’ll see how the sequence lowers conflict and deepens trust. You’ll also learn practical alternatives to common phrases like “I understand” that often shut people down, replacing them with language that demonstrates empathy, curiosity, and genuine respect.
- Practical Demonstrations: Parent-teen and relationship scenarios show R.A.R2E in action.
- Beyond “I Understand”: Replace dismissive phrases with language that keeps conversations open.
- Emotional Awareness: Address not just words, but the feelings behind them.
- Connection Over Conflict: Build deeper trust at home, with your team, and with customers.
- Leadership Through Listening: Empathic listening turns defensiveness into connection and influence.
Conclusion to Foundation 04: The Synergy R.A.R2E Listening Sequence
From Skill to Habit: Living the R.A.R2E Way
The R.A.R2E Listening Sequence is more than a communication tool; it is a habit that transforms how we connect with others. By consistently applying its five steps, you build credibility, strengthen relationships, and lead with empathy in every area of life. As you move forward, remember that true influence begins not with speaking, but with listening. Mastering this foundation will set you apart as a communicator who inspires trust, collaboration, and long-term success.
- Habit Formation: R.A.R2E becomes most powerful when practiced until it is second nature.
- Trust as the Outcome: Lasting influence comes only after others feel heard and valued.
- Leadership Advantage: Leaders who listen first create stronger teams and greater results.
- Beyond Business: These skills apply at work, at home, and in every personal connection.
- Long-Term Impact: Listening with empathy builds influence that lasts far beyond a single conversation.
Foundation 05: The MOST Effective Sentence Structure
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Introduction to Foundation 05: The MOST Effective Sentence Structure
The Words We Choose Shape the Outcomes We Create
In this foundation, we uncover how sentence structure can either build trust or create conflict. The way we frame a message determines whether it opens doors or closes them. By practicing the principles of Generalizations, Transitions, and third-person communication, we can lower resistance, reduce defensiveness, and guide conversations with confidence. These subtle shifts in phrasing create social proof, validate emotions, and help us uncover customer needs without pressure. Foundation 05 reveals how the right sentence structure transforms communication into a tool of influence, clarity, and trust.
- Framing Matters: The same facts, expressed differently, can build alignment or create conflict.
- Third-Person Perspective: Neutral phrasing reduces defensiveness and builds credibility.
- Generalizations & Transitions: A formula for lowering resistance and guiding dialogue.
- Emotion and Empathy: Acknowledge how people feel to create deeper connections.
- Transformational Impact: Shifts in sentence structure improve trust, influence, and collaboration.
What is the MOST Effective Sentence Structure?
The Power of How We Frame Our Words
Foundation 05 reveals how sentence structure shapes influence, trust, and outcomes. The words we choose—and how we arrange them—can either build bridges or create barriers. By practicing effective composition, neutrality, and perspective, we gain tools to guide conversations, uncover needs, and resolve conflict with confidence. Subtle shifts in phrasing can transform customer experiences, strengthen relationships, and help us communicate with greater clarity and impact.
- Framing Matters: How sentences are structured changes how they are received.
- Influence with Integrity: Communication skills that build trust without manipulation.
- Customer Connection: Tools for handling challenging conversations with neutrality.
- Pain Point Discovery: Structure that uncovers needs without creating defensiveness.
- Transformational Impact: Simple shifts in phrasing that elevate every interaction.
Generalizations and Transition Statements
Lowering Resistance and Building Trust Through Framing
This session introduces the Generalizations & Transition Statements Formula, a simple yet powerful framework for guiding conversations without pressure. By shifting to third-person language, we leverage social proof, create neutrality, and reduce defensiveness. This approach makes customers feel understood rather than pushed, while positioning us as credible, likable, and trustworthy guides. Combined with empathy and alternate-choice questions, this formula helps lower resistance, build rapport, and move conversations toward solutions with ease.
- Four-Part Formula: Generalizations → Descriptions → Emotions → Challenges/Solutions.
- Social Proof in Action: Using phrases like “Oftentimes our customers…” lowers resistance and builds trust.
- Stay Neutral: Replace “you” statements with third-person framing to reduce defensiveness.
- Emotion Creates Empathy: Acknowledge customer feelings to validate their experience.
- Alternate Choice Options: Offer solutions while leaving the customer in control of their decision.
- Principles of Persuasion: Leverages Social Proof, Consistency, Authority, Likability, and even Unity.
- Practical Impact: Transforms sales conversations into collaborative, customer-focused dialogue.
Conclusion to Foundation 05: The MOST Effective Sentence Structure
Details Matter: Choosing Words That Build Trust and Influence
Foundation 05 shows us that sentence structure is more than grammar; it is influence in action. By combining Generalizations, Descriptions, Emotions, and Solutions, we can craft conversations that feel natural, collaborative, and safe. Customers no longer feel pressured; instead, they feel guided. Every word we choose either lowers or raises resistance, and intentional phrasing ensures we build trust instead of conflict. As Zig Ziglar reminds us, “Every word out of a salesperson’s mouth should be scripted. But never should one word sound as though it is.” With practice, the Most Effective Sentence Structure becomes second nature, helping us communicate with clarity, integrity, and confidence.
- Four-Part Formula: Generalizations, Descriptions, Emotions, Solutions.
- Leverage Persuasion Principles: Social Proof, Consistency, Authority, Likability, and Unity.
- Stay Intentional: Word choice reduces conflict and positions us as trusted guides.
- Practical Results: Lower resistance, greater trust, stronger influence in every interaction.
Foundation 06: The Science of Influence
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Introduction to Foundation 06: The Science of Influence
Influence with Integrity, Confidence, and Purpose
Foundation 06 is about uncovering what truly drives human behavior and decision-making. Influence is not about pressure or manipulation; it’s about service, character, and building trust. In this foundation, we’ll explore the 7 Principles of Persuasion, the art of Masterful Storytelling, and key concepts like The Great Equalizer and The Ultimate Resource. We’ll also tackle the realities of competing on price and share specific steps to rise above it by delivering unmatched value. This is where influence shifts from a hope into a skill we can apply with purpose.
- True Influence: Built on service, integrity, and long-term trust.
- The 7 Principles of Persuasion: Timeless truths that guide decisions.
- Masterful Storytelling: Move hearts and minds through narratives.
- Beyond Price Competition: Win by adding value, not lowering cost.
- Process Over Results: Focus on what we can control to create lasting success.
The 07 Principles of Persuasion Overview
Influence with Integrity: Mastering the 07 Principles
This video dives deep into Dr. Robert Cialdini’s 07 Principles of Persuasion—Reciprocity, Consistency, Social Proof, Authority, Liking, Scarcity, and Unity. These are human tendencies, not tricks. Applied ethically, they reduce conflict, build trust, and help people make decisions aligned with their values and best interests. Doug shows how stacking these principles with Foundations 02–05 increases clarity and decreases resistance. Through real-life examples from call centers, field teams, sales, and leadership, you’ll see how to implement each principle effectively, ethically, and in a service-first way. You’ll also learn common pitfalls to avoid and how to layer principles naturally while maintaining integrity.
- Reciprocity: Offer value first; service drives influence.
- Consistency: Anchor recommendations to small, values-based commitments.
- Social Proof: Show how similar customers make choices to reduce anxiety.
- Authority: Demonstrate expertise clearly, competently, and with care.
- Liking: Build genuine connection and trust through authenticity.
- Scarcity: Highlight real limitations to guide attention and decisions.
- Unity: Foster shared identity and purpose with “people like us.”
- Ethical Stacking: Combine principles naturally to guide decisions without pressure.
- Practical Examples: Field, call center, sales, and leadership scripts show real-world application.
- Integrity First: Never fake authority, scarcity, or social proof; always align with customer benefit.
Conclusion to Foundation 06: The Science of Influence
Mastering Influence by Serving Others
This video closes our brief sample of Foundation 06: The Science of Influence. You’ve seen how human behavior, decision-making, and trust operate, and how ethical influence is about serving others, not applying pressure. In the full training module, we go deeper into the 07 Principles of Persuasion, masterful storytelling, and powerful concepts like The Great Equalizer, What We Actually Get Paid For, and differentiating process from results. We revisit the “Should Go Without Saying Basics” and show how to win with integrity even when others compete on price. This foundation equips you with science-backed strategies and a mindset to influence with honesty, reduce conflict, and build trust in every interaction.
- Ethical Influence: Master persuasion by serving, not pressuring.
- 7 Principles of Persuasion: Applied with integrity to guide decisions.
- Masterful Storytelling: Connect and inspire through narratives.
- The Great Equalizer & Ultimate Resource: Concepts that shift opportunity and perspective.
- Process vs. Results: Focus on what we can control for consistent outcomes.
- Winning with Integrity: Add value, build trust, and compete ethically.
- Everyday Application: Tools and scripts for field, call center, sales, and leadership use.
- Science in Action: Apply thousands of years of proven human behavior science.
- Service First: Influence works best when the focus is on helping others.
Foundation 07: The EKG Method of Performance
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Introduction to Foundation 07: The EKG Method of Performance
Mastering the Rhythm of Influence and Communication
This video introduces Foundation 07, where we explore the EKG Method of Performance—a framework for controlling the rhythm, tone, and energy of your communication. Doug explains how effective communication isn’t just about words; it’s about how we deliver them. By mastering volume, cadence, pace, and presence, we can move hearts, inspire action, and connect authentically. You’ll learn how to use body language, hand gestures, posture, and eye contact to reinforce your message, while applying energy and rhythm intentionally to influence with integrity.
- Rhythm Over Words Alone: The way you speak impacts how your message is received.
- EKG Method of Performance: Learn when to raise energy, slow down, or pause for maximum impact.
- Body Language & Presence: Posture, gestures, and facial expressions communicate as much as your words.
- Authentic Performance: Show up as your best self in every interaction.
- Practical Application: Use energy, cadence, and intentional pauses to guide attention and foster connection.
- Connection Drives Results: Aligned words and delivery inspire action and build trust.
Are We Flatlining?
The Difference Between Words and Performance
Doug highlights a critical truth: the success of any script, conversation, or presentation depends not just on what we say, but how we perform it. Even the most perfect script can fail if delivered flatly, without passion, energy, or rhythm. Using the EKG Method of Performance, Doug demonstrates how voice inflections, pitch, cadence, and energy—paired with body language and presence—can transform a flat, lifeless message into one that engages, inspires, and persuades. The EKG analogy helps visualize the heartbeat of our communication: when it flatlines, we lose influence; when it pulses with energy and rhythm, we connect and drive results.
- Intent Matters: Persuasion vs. manipulation depends on whether your aim is to serve or deceive.
- Performance is Everything: Words alone do not influence; delivery determines impact.
- EKG Method of Performance: Raise energy, modulate pitch, and vary cadence to create engagement.
- Voice as a Tool: Pitch, speed, and volume dramatically change the meaning of the same words.
- Passion is Contagious: Enthusiasm and authenticity build trust and attention.
- Consistency is Key: Every call, presentation, and interaction benefits from reliable, high-quality performance.
- Responsibility & Ownership: Results depend on your commitment to perform with purpose and energy.
Conclusion to Foundation 07: The EKG Method of Performance
Bringing Your Message to Life: Mastering the Rhythm of Influence
This wraps up Foundation 07, shining a spotlight on the true heartbeat of influence—how we deliver our message. Monotone or “flatlined” delivery can drain even the strongest words, while intentional variation in tone, cadence, speed, and presence transforms any script into a message that engages, inspires, and persuades. This sample offers a glimpse of the full program, where you’ll dive deeper into mastering rhythm, commanding attention with body language, amplifying points with gestures, and maximizing presence so every conversation, meeting, or presentation lands with clarity, confidence, and impact.
- EKG Method: Up, down, fast, slow—modulate energy, pitch, cadence, and pauses to engage.
- Voice, Body, and Presence: Tone, gestures, posture, and eye contact reinforce trust.
- Flatline vs. Rhythm: Monotone kills engagement; purposeful variation brings impact.
- Performance Matters: Every call, meeting, and presentation benefits from deliberate delivery.
- Passion is Contagious: Enthusiasm and authenticity inspire others and strengthen relationships.
- High Service, Not High Pressure: Serve ethically—align outcomes for the customer, company, and you.
- Action-Oriented Training: Tools to turn any script into a performance that persuades and delivers results.
BONUS #1: Asking for the Order with Precision
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Introduction to Closing: Asking for the Order with Precision
Ask for the order.
Placeholder body text for the introduction to precise closing. Content to be finalized—this section will outline the mindset, mechanics, and language patterns for clean, confident asks that serve the customer.
- Clarity First: State the ask simply and confidently.
- Permission-Based: Invite next steps without pressure.
- Benefit Framing: Align the close to outcomes the customer wants.
- Objection Readiness: Normalize addressing concerns with empathy.
Closing Sequence: The 05-Part Closing Sequence
05-Part Closing Sequence
We will detail each step, sample language, and transitions that keep the conversation collaborative and customer-centered.
- Step 1: Use the 05 Part Closing Sequence at the end of the process.
BONUS #2: Handling Customer Concerns
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Introduction to Closing: Addressing Areas of Concern
Address Areas of Concern
Use this close to professionally handle areas of concern with the homeowner.
- Normalize Concerns: Use the R.A.R2.E. listening sequence with the homeowner.
- Clarify the Why: Uncover the intention behind the concern.
- Collaborative Framing: Shifting from “objection” to “joint problem-solving.”
- Next-Step Options: Offer a simple, low-friction path forward.
“I need to think about it...” Reverse Engineering the Intention Statement
Reverse Engineer the Intention Statement
Placeholder body text on decoding “think about it” into the real intention. This section will cover gentle questions that surface the underlying concern, language to keep the door open, and how to align on a clear, respectful next step.
- Decode Intent: Translate vague pauses into specific needs.
- Permission-Based Questions: Invite honesty.
- Isolate the Concern: Identify the single biggest blocker.
- Co-Create the Plan: Define a mutually comfortable next action.