WEBVTT 1 00:00:00.000 --> 00:00:02.160 Conviction is the number one secret ingredient to sales. 2 00:00:02.160 --> 00:00:03.600 Is that you actually have to believe in the things 3 00:00:03.600 --> 00:00:05.200 as the first person you always have to sell is yourself 4 00:00:05.200 --> 00:00:06.680 and most people actually aren't sold. 5 00:00:06.680 --> 00:00:08.840 Number one, number two is that conviction itself 6 00:00:08.840 --> 00:00:10.160 is not binary. 7 00:00:10.160 --> 00:00:11.880 It's not, do you believe or do you not believe? 8 00:00:11.880 --> 00:00:13.360 It's how much do you believe? 9 00:00:13.360 --> 00:00:14.680 How deep do you believe? 10 00:00:17.840 --> 00:00:20.120 Welcome to the game where we talk about how to get more customers, 11 00:00:20.120 --> 00:00:21.240 how to make more customers, 12 00:00:21.240 --> 00:00:22.120 how to keep them longer 13 00:00:22.120 --> 00:00:24.600 and the many failures and lessons we have learned along the way. 14 00:00:24.600 --> 00:00:26.080 I hope you enjoy and subscribe. 15 00:00:26.920 --> 00:00:31.080 All right, I'm going to switch completely here. 16 00:00:31.080 --> 00:00:32.400 Love this conversation. 17 00:00:34.400 --> 00:00:40.400 Sales, influence, impact, persuasion, whatever you want to call it. 18 00:00:41.240 --> 00:00:44.400 So many businesses, no matter if you're two employees, 19 00:00:44.400 --> 00:00:49.160 200,000, 500,000 a year to 50 million a year. 20 00:00:49.160 --> 00:00:51.800 Every company needs focus, 21 00:00:51.800 --> 00:00:54.320 exponential growth, shifting, evolution, 22 00:00:54.320 --> 00:00:57.240 innovation in their marketing and sales. 23 00:00:57.240 --> 00:01:01.680 But so many startups and people launching their business, 24 00:01:01.680 --> 00:01:03.280 not only they apprehensive, 25 00:01:03.280 --> 00:01:05.800 they could be apprehensive the sales, they could be, 26 00:01:05.800 --> 00:01:10.480 they were in a, I feel we are in an error 27 00:01:10.480 --> 00:01:12.640 where sales is considered bad. 28 00:01:12.640 --> 00:01:14.800 When simultaneously it is the oxygen 29 00:01:14.800 --> 00:01:16.960 for every successful business that exists. 30 00:01:18.960 --> 00:01:22.280 I have fallen in love with selling because of impact 31 00:01:22.280 --> 00:01:24.840 and have converted it to service. 32 00:01:24.840 --> 00:01:27.360 In your life, your evolution of sales. 33 00:01:27.360 --> 00:01:28.920 What has been the biggest lift? 34 00:01:28.920 --> 00:01:30.360 How have you fallen in love with sales? 35 00:01:30.360 --> 00:01:31.520 You're amazing at what you do. 36 00:01:31.520 --> 00:01:32.960 You provide an incredible product 37 00:01:32.960 --> 00:01:33.920 and everything you do. 38 00:01:33.920 --> 00:01:36.240 What drives you and what could drive others 39 00:01:36.240 --> 00:01:38.400 to fall in love with sales through your lens? 40 00:01:39.640 --> 00:01:44.640 So I see sales as helping the person you're speaking to 41 00:01:45.520 --> 00:01:47.600 realize that they are in power. 42 00:01:48.440 --> 00:01:52.240 And the three things, 43 00:01:52.240 --> 00:01:56.200 like the more you sell, the more you hear the same excuses. 44 00:01:56.200 --> 00:01:57.120 And so in a lot of ways, 45 00:01:57.120 --> 00:01:59.600 selling is the first conversation to helping someone, 46 00:01:59.600 --> 00:02:01.600 make decisions to help themselves. 47 00:02:01.600 --> 00:02:03.720 And so there are three major buckets 48 00:02:03.720 --> 00:02:07.840 that people use to blame, we said earlier, 49 00:02:07.840 --> 00:02:10.160 about where the finger blame goes, so does the power. 50 00:02:10.160 --> 00:02:13.120 And so the widest area of this is, 51 00:02:13.120 --> 00:02:15.120 they'll think about it like an onion. 52 00:02:15.120 --> 00:02:16.600 This is the best analogy I can give. 53 00:02:16.680 --> 00:02:19.040 The outer layer is circumstances. 54 00:02:19.040 --> 00:02:20.880 So they're going to blame money, 55 00:02:20.880 --> 00:02:22.040 they're going to blame time, 56 00:02:22.040 --> 00:02:23.840 they're going to blame some particular aspect 57 00:02:23.840 --> 00:02:24.800 of the thing that they're buying 58 00:02:24.800 --> 00:02:27.520 that's not perfect for them, whatever it is, right? 59 00:02:27.520 --> 00:02:29.080 But that's the first layer. 60 00:02:29.080 --> 00:02:29.920 Yeah. 61 00:02:29.920 --> 00:02:31.840 Underneath of that, they're going to blame other people. 62 00:02:31.840 --> 00:02:33.000 They're going to blame their partner, 63 00:02:33.000 --> 00:02:34.160 their spouse, their kids, their wife, 64 00:02:34.160 --> 00:02:35.920 their coworker, whatever, right? 65 00:02:35.920 --> 00:02:37.280 That's the second layer. 66 00:02:37.280 --> 00:02:39.480 And then the final layer is that you have somebody. 67 00:02:39.480 --> 00:02:41.480 So if I make you realize, 68 00:02:41.480 --> 00:02:43.120 okay, well, the difference between self-made 69 00:02:43.120 --> 00:02:44.880 millionaires and you is that you both started at zero. 70 00:02:44.880 --> 00:02:45.840 So what's the difference? 71 00:02:45.840 --> 00:02:47.680 They decided to do something, right? 72 00:02:47.680 --> 00:02:49.120 All of a sudden, like, 73 00:02:49.120 --> 00:02:51.680 you can start breaking down each of these beliefs. 74 00:02:51.680 --> 00:02:52.520 And with other people, 75 00:02:52.520 --> 00:02:53.600 I'll give you a common one. 76 00:02:53.600 --> 00:02:55.120 It's like my spouse, right? 77 00:02:55.120 --> 00:02:56.280 My spouse won't let me do this. 78 00:02:56.280 --> 00:02:58.040 And it's like, okay, well, let's play it out. 79 00:02:58.040 --> 00:03:00.040 Well, if every time you want to make these decisions 80 00:03:00.040 --> 00:03:01.760 that are going to help yourself, 81 00:03:01.760 --> 00:03:04.600 and every time your spouse says no, three years from now, 82 00:03:04.600 --> 00:03:06.320 I was like, how are you guys going to feel? 83 00:03:06.320 --> 00:03:08.000 So I'll, you probably resent your spouse 84 00:03:08.000 --> 00:03:09.920 because they've held you back this whole time. 85 00:03:09.920 --> 00:03:12.360 And so what happens is you're actually giving your spouse 86 00:03:12.360 --> 00:03:16.080 the responsibility over your success in life. 87 00:03:16.080 --> 00:03:17.320 That's not fair to them. 88 00:03:17.320 --> 00:03:18.160 It's not fair to them. 89 00:03:18.160 --> 00:03:19.280 Not fair to your marriage. 90 00:03:19.280 --> 00:03:20.480 And I was like, so you're literally, 91 00:03:20.480 --> 00:03:22.000 you're planning the seeds right now 92 00:03:22.000 --> 00:03:24.560 for a resentment tree to grow later. 93 00:03:24.560 --> 00:03:26.640 And so what I think you want is you're thinking 94 00:03:26.640 --> 00:03:28.320 you need permission, but what you're asking, 95 00:03:28.320 --> 00:03:30.480 will you actually need a support? 96 00:03:30.480 --> 00:03:31.720 I love those two layers. 97 00:03:31.720 --> 00:03:33.880 And what's the center piece? 98 00:03:33.880 --> 00:03:36.480 The center layer is avoidance. 99 00:03:36.480 --> 00:03:37.960 Is, so now you're talking to a person in power. 100 00:03:37.960 --> 00:03:39.920 So it's like, okay, it's not the time. 101 00:03:39.920 --> 00:03:40.760 It's not the money. 102 00:03:40.760 --> 00:03:41.600 It's not someone else. 103 00:03:42.040 --> 00:03:45.040 Yeah, it's not other people what they try and then do 104 00:03:45.040 --> 00:03:46.560 is like, I'm going to think about it. 105 00:03:46.560 --> 00:03:47.960 I'm not sure, right? 106 00:03:47.960 --> 00:03:49.200 It's avoidance. 107 00:03:49.200 --> 00:03:51.200 Now, we could get into like, is it shame? 108 00:03:51.200 --> 00:03:52.040 Is it fear? 109 00:03:52.040 --> 00:03:52.880 Is it self-doubt? 110 00:03:52.880 --> 00:03:53.880 Like whatever it is, all I know 111 00:03:53.880 --> 00:03:55.080 is that they avoid the decision. 112 00:03:55.080 --> 00:03:56.280 That I can observe. 113 00:03:56.280 --> 00:03:57.360 They avoid the decision. 114 00:03:57.360 --> 00:04:01.160 They just try, they, and so at this point, 115 00:04:01.160 --> 00:04:03.560 we then, at least if I'm trying to sell something 116 00:04:03.560 --> 00:04:06.120 to someone or trying to help someone make a decision, 117 00:04:06.120 --> 00:04:07.600 I help them make the decision, 118 00:04:07.600 --> 00:04:09.680 which is well, what would it take 119 00:04:09.680 --> 00:04:11.480 in order for you to feel good about this? 120 00:04:11.480 --> 00:04:13.360 And at what point is it unreasonable 121 00:04:13.360 --> 00:04:15.160 for you to not believe that this would work? 122 00:04:15.160 --> 00:04:17.360 And so this is a, like, for example, 123 00:04:17.360 --> 00:04:19.120 if I had, it's because I sold a Zillion, 124 00:04:19.120 --> 00:04:20.360 gym memberships back in my day. 125 00:04:20.360 --> 00:04:21.200 Yeah. 126 00:04:21.200 --> 00:04:23.840 If I said, if someone's like, well, I'm just not, 127 00:04:23.840 --> 00:04:25.000 I need to think about it. 128 00:04:25.000 --> 00:04:26.560 I'm like, cool, well, what are the main things 129 00:04:26.560 --> 00:04:28.120 that you use to make the decision? 130 00:04:29.320 --> 00:04:31.440 And the reality is that you think you need that, right? 131 00:04:31.440 --> 00:04:33.120 You think you need time. 132 00:04:33.120 --> 00:04:35.000 What would you really want is information. 133 00:04:35.000 --> 00:04:37.120 And so we conflate time for information. 134 00:04:37.120 --> 00:04:39.000 So if I have more time, I must get more information. 135 00:04:39.000 --> 00:04:40.480 I was like, but I'm your only source of information. 136 00:04:40.480 --> 00:04:41.800 I was like, so what's your main concern? 137 00:04:41.800 --> 00:04:42.960 And let me give you that information. 138 00:04:42.960 --> 00:04:43.800 Right. 139 00:04:43.800 --> 00:04:44.880 And sometimes you just ask, like, 140 00:04:44.880 --> 00:04:46.200 and like, there's a lot of different ways 141 00:04:46.200 --> 00:04:47.360 of asking the same thing. 142 00:04:47.360 --> 00:04:49.320 But just saying, like, what's the thing 143 00:04:49.320 --> 00:04:52.080 you don't want to have happen if you do this? 144 00:04:52.080 --> 00:04:53.600 What are you afraid of having happened? 145 00:04:53.600 --> 00:04:54.760 Wow, so good. 146 00:04:54.760 --> 00:04:57.200 And a lot of times it just pierces right to the point where like, 147 00:04:57.200 --> 00:04:58.520 I just don't want to buy another thing 148 00:04:58.520 --> 00:05:00.040 and have my husband yell at me. 149 00:05:00.040 --> 00:05:00.880 Right. 150 00:05:00.880 --> 00:05:01.800 And you're like, real peace. 151 00:05:01.800 --> 00:05:02.640 Right. 152 00:05:02.640 --> 00:05:04.080 And then you're like, I got it. 153 00:05:04.080 --> 00:05:04.920 I feel you. 154 00:05:04.920 --> 00:05:06.160 I was like, so what if we do this and like, 155 00:05:06.160 --> 00:05:08.240 and then you, and then you can, now you actually just, 156 00:05:08.240 --> 00:05:09.320 you have a real conversation. 157 00:05:09.320 --> 00:05:10.160 Exactly. 158 00:05:10.160 --> 00:05:11.000 Now we're not smoke screening. 159 00:05:11.000 --> 00:05:12.320 We're actually getting to the real stuff. 160 00:05:12.320 --> 00:05:14.560 And the thing is, is that if you have, like, 161 00:05:14.560 --> 00:05:16.200 I love this, this quote, I don't remember I heard it, 162 00:05:16.200 --> 00:05:18.400 but it was, it was closers ask hard questions. 163 00:05:18.400 --> 00:05:19.240 Right. 164 00:05:19.240 --> 00:05:22.920 And so most people hate sales because they were not sold well. 165 00:05:22.920 --> 00:05:26.240 Like true sales doesn't feel like sales. 166 00:05:26.240 --> 00:05:28.160 It just feels like making an informed decision 167 00:05:28.160 --> 00:05:29.360 with somebody who is an expert 168 00:05:29.360 --> 00:05:31.520 who helps you make the best decision for you. 169 00:05:31.520 --> 00:05:32.360 Yeah. 170 00:05:32.360 --> 00:05:33.320 And you know what? 171 00:05:33.320 --> 00:05:35.440 And this is what I train all the sales people to do. 172 00:05:35.440 --> 00:05:39.000 I was like, my goal is that you help the person 173 00:05:39.000 --> 00:05:43.160 you're speaking to decide, not that they buy. 174 00:05:43.160 --> 00:05:44.000 Make a decision. 175 00:05:44.000 --> 00:05:45.600 Even if the decision is absolutely no, 176 00:05:45.600 --> 00:05:46.760 they made a decision. 177 00:05:46.760 --> 00:05:47.600 Yes. 178 00:05:47.600 --> 00:05:48.440 And they walk out, right? 179 00:05:48.440 --> 00:05:49.720 Not the miserable maybe. 180 00:05:49.720 --> 00:05:50.720 Right? 181 00:05:50.720 --> 00:05:51.720 Reservable maybe. 182 00:05:51.720 --> 00:05:52.560 Right there. 183 00:05:52.560 --> 00:05:53.400 Right that one down. 184 00:05:53.400 --> 00:05:54.240 Right. 185 00:05:54.240 --> 00:05:55.240 Another year of almost, right? 186 00:05:55.240 --> 00:05:56.320 Who wants that? 187 00:05:56.320 --> 00:05:58.720 And so it's like we, like, and this is, again, 188 00:05:58.720 --> 00:06:00.400 I've trained a lot of sales teams and whatnot. 189 00:06:00.400 --> 00:06:03.520 And so I'm like, you have to train for no. 190 00:06:03.520 --> 00:06:05.040 You have to expect no. 191 00:06:05.040 --> 00:06:06.320 And this really comes with anything in life. 192 00:06:06.320 --> 00:06:08.520 Is that like, if every person you just said, 193 00:06:08.520 --> 00:06:09.520 hey, you want to buy the thing? 194 00:06:09.520 --> 00:06:10.520 And they said, yes. 195 00:06:10.520 --> 00:06:11.520 I was like, then you're not required. 196 00:06:11.520 --> 00:06:13.680 We could just put up a page on people 197 00:06:13.680 --> 00:06:16.160 just go on Amazon and click buy, right? 198 00:06:16.160 --> 00:06:19.040 And so we have to expect that the people who are coming to us, 199 00:06:19.040 --> 00:06:21.560 and I train a lot of weight loss sales teams, 200 00:06:22.600 --> 00:06:25.480 if they could do it on their own, they wouldn't be here. 201 00:06:25.480 --> 00:06:27.720 So we have to expect that they're going to have some demons 202 00:06:27.720 --> 00:06:29.360 in the closet that we got to help. 203 00:06:29.360 --> 00:06:30.920 We like, think about it like this. 204 00:06:30.920 --> 00:06:32.360 You're side by side with them. 205 00:06:32.360 --> 00:06:34.520 You've got a sword and they don't. 206 00:06:34.520 --> 00:06:36.280 And they're like, the monsters are in here. 207 00:06:36.280 --> 00:06:38.400 And you're like, all right, let's open the doors. 208 00:06:38.400 --> 00:06:39.400 Right? 209 00:06:39.400 --> 00:06:40.400 And like, that's the role of the salesman. 210 00:06:40.400 --> 00:06:41.880 It's like, you can kill these demons in front of them. 211 00:06:41.880 --> 00:06:44.560 You're like, it's not your husband's responsibility. 212 00:06:44.560 --> 00:06:45.400 Right? 213 00:06:45.400 --> 00:06:46.600 It's not the fact that you don't have time 214 00:06:46.600 --> 00:06:47.600 because I can promise you there. 215 00:06:47.600 --> 00:06:49.080 Someone who's had it worse has done better. 216 00:06:49.080 --> 00:06:50.080 Yeah. 217 00:06:50.080 --> 00:06:51.080 Right? 218 00:06:51.080 --> 00:06:52.400 And so you can have those real conversations. 219 00:06:52.400 --> 00:06:54.440 And so for me, that's where I get passionate about it 220 00:06:54.440 --> 00:06:58.400 because I think, real sales, real sales is service. 221 00:06:58.400 --> 00:06:59.960 I mean, you're serving that person 222 00:06:59.960 --> 00:07:01.120 because if it's a gym membership, 223 00:07:01.120 --> 00:07:03.600 they've been putting off getting themselves in shape forever. 224 00:07:03.600 --> 00:07:06.800 And if you quit before you get to the root cause, 225 00:07:06.800 --> 00:07:09.760 the peeling back the onion to get to the avoidance, 226 00:07:09.760 --> 00:07:12.000 to the avoidance leads to the root cause 227 00:07:12.000 --> 00:07:13.800 of why they're not going to the gym. 228 00:07:13.800 --> 00:07:16.560 If as a salesperson, you got to solve that 229 00:07:16.560 --> 00:07:18.120 and they were in the gym, 230 00:07:18.120 --> 00:07:20.280 then you did good for the world by selling. 231 00:07:20.280 --> 00:07:22.360 And in every business that I've been a part of, 232 00:07:22.360 --> 00:07:23.880 every business I consult with, 233 00:07:23.880 --> 00:07:27.360 if that sales is service mindset doesn't exist, 234 00:07:27.360 --> 00:07:29.280 if it's just, what is the average ticket? 235 00:07:29.280 --> 00:07:30.320 How much are we getting? 236 00:07:30.320 --> 00:07:31.800 What is that lead worth? 237 00:07:31.800 --> 00:07:33.760 I know that company's not gonna make it. 238 00:07:33.760 --> 00:07:34.760 But when you, and you know this 239 00:07:34.800 --> 00:07:36.120 because you're buying companies faster 240 00:07:36.120 --> 00:07:37.280 than anyone I've ever seen, 241 00:07:37.280 --> 00:07:39.560 when you go into a place where they're heart-centered 242 00:07:39.560 --> 00:07:44.080 and service-oriented and they have an amazing sales floor 243 00:07:44.080 --> 00:07:46.640 to get people to take the action, it changes their lives, 244 00:07:46.640 --> 00:07:48.840 that's a company I put money in. 245 00:07:48.840 --> 00:07:51.200 So I'm gonna give you guys the secret, 246 00:07:51.200 --> 00:07:53.000 like the real, like the key ingredient 247 00:07:53.000 --> 00:07:54.000 to making this work. 248 00:07:54.000 --> 00:07:59.000 And it's not, it's not like some words, it's not. 249 00:07:59.240 --> 00:08:01.480 Because the thing is that humans are exceptionally good at, 250 00:08:01.480 --> 00:08:03.160 it's smelling out when someone's lying. 251 00:08:03.160 --> 00:08:05.560 We've thousands of years of evolution to see 252 00:08:05.560 --> 00:08:07.760 if someone's gonna trick you and then steal your food 253 00:08:07.760 --> 00:08:08.600 or whatever it is. 254 00:08:08.600 --> 00:08:09.640 We're actually really good. 255 00:08:09.640 --> 00:08:11.720 And intuitively, you don't know if someone's lying, 256 00:08:11.720 --> 00:08:13.400 but you're like, I just feel off about it. 257 00:08:13.400 --> 00:08:14.400 Right? 258 00:08:14.400 --> 00:08:16.560 And so there's one thing that I know, 259 00:08:16.560 --> 00:08:17.800 well there's two things that can fix it. 260 00:08:17.800 --> 00:08:19.600 One is years and years of training 261 00:08:19.600 --> 00:08:22.280 of trying to fix your tonality, pausing at the right time. 262 00:08:22.280 --> 00:08:24.280 Speaking fast, if I really wanna get someone really excited, 263 00:08:24.280 --> 00:08:27.000 or slowing down so that you really pay attention 264 00:08:27.000 --> 00:08:28.640 to what I'm saying right now, right? 265 00:08:28.640 --> 00:08:30.120 Like you can shift how you feel. 266 00:08:30.120 --> 00:08:32.640 Like pros can do that because they've trained for it. 267 00:08:32.640 --> 00:08:34.120 But if you're a beginner, 268 00:08:34.120 --> 00:08:36.320 there's one thing that's even more powerful than that, 269 00:08:36.320 --> 00:08:37.920 which is just you just believe in it. 270 00:08:37.920 --> 00:08:40.080 And so here's my example for you. 271 00:08:40.080 --> 00:08:41.920 Have you ever bought something that you were like, 272 00:08:41.920 --> 00:08:43.680 this is amazing, right? 273 00:08:43.680 --> 00:08:44.840 And when you go to your aunt and you're like, 274 00:08:44.840 --> 00:08:46.120 you gotta try these shoes on. 275 00:08:46.120 --> 00:08:49.000 They're so, I got this new thing that covers, yeah. 276 00:08:49.000 --> 00:08:51.480 And the thing is, is the way you talk about it, 277 00:08:51.480 --> 00:08:52.680 that's what gives you conviction. 278 00:08:52.680 --> 00:08:54.960 And I'll ask a question that might trigger some people, 279 00:08:54.960 --> 00:08:57.200 but if you've ever met somebody 280 00:08:57.200 --> 00:08:59.360 who found a new religion, right? 281 00:08:59.360 --> 00:09:01.960 And they're like on fire about the religion. 282 00:09:01.960 --> 00:09:04.760 If they say it enough, sometimes the person who believes 283 00:09:04.760 --> 00:09:06.400 more, you're like, maybe I don't know wrong about this, 284 00:09:06.400 --> 00:09:08.720 depending on how convicted they are. 285 00:09:08.720 --> 00:09:11.480 And so the thing that will fix your tone, 286 00:09:11.480 --> 00:09:13.320 will fix the things that you will say, 287 00:09:13.320 --> 00:09:15.440 is actually believing in the product. 288 00:09:15.440 --> 00:09:17.160 And so we see this with sales teams, 289 00:09:17.160 --> 00:09:18.720 and I can tell you, I can fix a sales team 290 00:09:18.720 --> 00:09:21.200 rather than training them on drilling obstacles, 291 00:09:21.200 --> 00:09:23.080 or comes in things like that by simply saying, 292 00:09:24.080 --> 00:09:27.160 what's happened in the last seven days, 293 00:09:27.160 --> 00:09:29.520 14 days, 30 days that made you believe in this less? 294 00:09:30.520 --> 00:09:34.280 And solving for that. 295 00:09:34.280 --> 00:09:36.560 And sometimes there's a legitimate problem with the product 296 00:09:36.560 --> 00:09:38.360 or a service, and it's like, we're on it. 297 00:09:38.360 --> 00:09:40.440 And then we start giving them updates every day 298 00:09:40.440 --> 00:09:41.440 of the things that we're doing 299 00:09:41.440 --> 00:09:43.760 to solve the problem that they brought up. 300 00:09:43.760 --> 00:09:44.600 Right? 301 00:09:44.600 --> 00:09:46.760 And so it's like, we're just fixing the act, 302 00:09:46.760 --> 00:09:47.960 like we're getting to the heart of it. 303 00:09:47.960 --> 00:09:49.600 So you're gonna fall in love with what you're selling. 304 00:09:49.600 --> 00:09:51.120 Right, because if you don't believe in it, 305 00:09:51.120 --> 00:09:53.000 you know what, you shouldn't sell it. 306 00:09:53.000 --> 00:09:53.840 That's the real. 307 00:09:53.840 --> 00:09:55.520 Like if you don't believe in it, you shouldn't sell it. 308 00:09:55.520 --> 00:09:57.640 And the problem is so many people sell things 309 00:09:57.640 --> 00:09:59.760 they don't believe in to make a paycheck. 310 00:09:59.760 --> 00:10:00.600 And that's why. 311 00:10:00.600 --> 00:10:01.360 That's why sales get a bad name. 312 00:10:01.360 --> 00:10:02.200 Exactly. 313 00:10:02.200 --> 00:10:03.040 Yeah. 314 00:10:03.040 --> 00:10:05.240 So when people, it's funny, I love, I love, I love, 315 00:10:05.240 --> 00:10:06.800 I love, listen, I love being a student. 316 00:10:06.800 --> 00:10:07.680 I love hearing this. 317 00:10:07.680 --> 00:10:09.800 When people say to me, how did you guys do the biggest launch? 318 00:10:09.800 --> 00:10:11.800 How are you so good at sales? 319 00:10:11.800 --> 00:10:14.320 What I always say is, because I love what I do so much 320 00:10:14.320 --> 00:10:15.920 that I feel bad if they don't get it. 321 00:10:15.920 --> 00:10:16.760 Yeah. 322 00:10:16.760 --> 00:10:17.600 And people are always looking. 323 00:10:17.600 --> 00:10:19.400 People are like, give me the secret to sell. 324 00:10:19.400 --> 00:10:21.200 Like just what you said is at the slow down. 325 00:10:21.200 --> 00:10:22.040 Is it the speed up? 326 00:10:22.040 --> 00:10:22.880 Yeah. 327 00:10:22.880 --> 00:10:24.640 I've never studied any of that. 328 00:10:24.640 --> 00:10:28.080 I've just fallen in love, again, back to Agbandino's 329 00:10:28.080 --> 00:10:29.200 but the world's greatest salesman. 330 00:10:29.200 --> 00:10:31.960 The second, the most important one is, 331 00:10:31.960 --> 00:10:33.400 I will meet this day with love. 332 00:10:33.400 --> 00:10:35.800 And he said, they might not like my clothes. 333 00:10:35.800 --> 00:10:37.280 They might not even like my product. 334 00:10:37.280 --> 00:10:39.880 I might not like my voice, my complexion. 335 00:10:39.880 --> 00:10:42.840 But if I'm in my head saying, I love you, 336 00:10:42.840 --> 00:10:44.240 I know it sounds a little hokey, 337 00:10:44.240 --> 00:10:46.040 but if they're saying, I love you, 338 00:10:46.040 --> 00:10:48.440 there's no way they could say no to me. 339 00:10:48.440 --> 00:10:50.400 Because if you meet this day with love, 340 00:10:50.400 --> 00:10:51.840 if you don't just love your product, 341 00:10:51.840 --> 00:10:54.320 don't just love the success of your company, 342 00:10:54.320 --> 00:10:56.840 actually love the person you're serving, 343 00:10:56.840 --> 00:10:59.040 you wouldn't sell them something that sucks, 344 00:10:59.040 --> 00:11:01.200 but you also wouldn't do them the disservice 345 00:11:01.200 --> 00:11:02.880 of them not having it, right? 346 00:11:02.880 --> 00:11:04.800 If you fall in love with the movie, 347 00:11:04.800 --> 00:11:06.760 you want everybody you love to go see it. 348 00:11:06.760 --> 00:11:08.720 You fall in love with going vegan, 349 00:11:08.720 --> 00:11:11.560 you are praising from the roof, my arthritis went away. 350 00:11:11.560 --> 00:11:13.680 I feel better, go vegan, right? 351 00:11:13.680 --> 00:11:15.960 When you love a product or a service 352 00:11:15.960 --> 00:11:18.000 or the company you're launching or the coaching program, 353 00:11:18.000 --> 00:11:20.640 you're not selling, you're feeling bad 354 00:11:20.640 --> 00:11:23.600 by not persuading someone to take that action. 355 00:11:23.720 --> 00:11:26.680 And when I see that passion in someone or a company, 356 00:11:26.680 --> 00:11:28.400 I know where they're going. 357 00:11:28.400 --> 00:11:30.440 The top, the number one salesman 358 00:11:30.440 --> 00:11:33.440 for the last five years at my old company, 359 00:11:34.440 --> 00:11:35.960 you could listen to his sales calls 360 00:11:35.960 --> 00:11:38.640 and he was unbelievably persistent, 361 00:11:38.640 --> 00:11:42.240 but it wasn't in a pushy or a coercive way. 362 00:11:42.240 --> 00:11:44.800 I would watch these sales calls and someone to be on, 363 00:11:44.800 --> 00:11:47.280 they're sixth now and he would take his glasses off 364 00:11:47.280 --> 00:11:49.440 and he'd rub his face and he's like, 365 00:11:49.440 --> 00:11:51.920 Pete, I'm not giving up on you, man. 366 00:11:51.960 --> 00:11:54.120 He's like, you said that you're struggling 367 00:11:54.120 --> 00:11:55.440 to pay your mortgage right now. 368 00:11:55.440 --> 00:11:59.480 And I know because I have all of this proof behind me 369 00:11:59.480 --> 00:12:02.240 that there's something that's stopping you emotionally 370 00:12:02.240 --> 00:12:05.080 from doing this, like let's work on this together. 371 00:12:05.080 --> 00:12:07.120 Let's figure this out, right? 372 00:12:07.120 --> 00:12:07.960 Exactly. 373 00:12:07.960 --> 00:12:11.760 And so the thing is, I love saying this is that it's not, 374 00:12:11.760 --> 00:12:15.360 sales is a dance, not a fight, right? 375 00:12:15.360 --> 00:12:17.000 You're just working with the person 376 00:12:17.000 --> 00:12:20.240 and a thing is, if you're ever selling a physical environment, 377 00:12:20.240 --> 00:12:21.880 you always want to be on the same side of the table 378 00:12:21.880 --> 00:12:24.280 because it really signals what the relationship should be, 379 00:12:24.280 --> 00:12:25.600 which is one of the same side of the table here. 380 00:12:25.600 --> 00:12:27.160 I'm trying to help you make a good decision. 381 00:12:27.160 --> 00:12:28.000 And you know what? 382 00:12:28.000 --> 00:12:30.240 And this is the thing about having integrity 383 00:12:30.240 --> 00:12:33.400 as a salesperson is that if you find out 384 00:12:33.400 --> 00:12:35.880 while you're talking to them that it's not a good fit, 385 00:12:35.880 --> 00:12:38.560 then you will be able to, you will sell so much better 386 00:12:38.560 --> 00:12:40.360 if you let a couple people go 387 00:12:40.360 --> 00:12:42.480 that you know it's not going to be a good fit for 388 00:12:42.480 --> 00:12:44.520 because then you know why you're doing it 389 00:12:44.520 --> 00:12:47.040 because then you have more conviction in yourself 390 00:12:47.040 --> 00:12:48.400 that it's not that I just sell every person 391 00:12:48.440 --> 00:12:49.240 on the heartbeat. 392 00:12:49.240 --> 00:12:51.880 I sell the people that I think really need this thing 393 00:12:51.880 --> 00:12:53.480 and some people might not need this thing 394 00:12:53.480 --> 00:12:54.960 because they have a different team and they got a slay. 395 00:12:54.960 --> 00:12:55.800 You know what? 396 00:12:55.800 --> 00:12:56.800 Then make them a recommendation 397 00:12:56.800 --> 00:12:59.280 because you do care about them rather than the sale. 398 00:12:59.280 --> 00:13:00.280 Yeah. 399 00:13:00.280 --> 00:13:02.760 So conviction over commission, like that's the, 400 00:13:02.760 --> 00:13:05.920 and that's the end of the day it boils back to that love thing, 401 00:13:05.920 --> 00:13:07.560 that service thing, that caring thing 402 00:13:07.560 --> 00:13:09.760 and it is the unfair advantage to sales. 403 00:13:09.760 --> 00:13:11.560 Like I love, I love here in your perspective, 404 00:13:11.560 --> 00:13:14.200 you're so good at sales, Alex, I've, 405 00:13:14.200 --> 00:13:16.400 I've watched you train it, I've watched you train it, 406 00:13:16.400 --> 00:13:17.520 I watch you talk about it, 407 00:13:17.520 --> 00:13:20.160 but it always starts with that caring. 408 00:13:20.160 --> 00:13:22.560 And I've never met anybody consistent, listen, 409 00:13:22.560 --> 00:13:25.000 I can see someone who's got a business 410 00:13:25.000 --> 00:13:27.160 doing a million a year and when I watch them 411 00:13:27.160 --> 00:13:28.440 and I'm not saying a million years bad, 412 00:13:28.440 --> 00:13:31.360 please I'm not, a million years amazing, 413 00:13:31.360 --> 00:13:32.840 but they want to go to 10. 414 00:13:32.840 --> 00:13:34.520 And I could tell the way they sell. 415 00:13:34.520 --> 00:13:36.240 I could tell what they've rehearsed. 416 00:13:36.240 --> 00:13:38.280 They don't believe in what they're doing. 417 00:13:38.280 --> 00:13:41.120 And in my head I know you will never pass that. 418 00:13:41.120 --> 00:13:43.080 There's no way beyond where you are 419 00:13:43.080 --> 00:13:45.520 unless you change how you feel. 420 00:13:45.520 --> 00:13:48.360 If you sell someone and then think, gotcha? 421 00:13:48.360 --> 00:13:49.200 Yeah, it's not. 422 00:13:49.200 --> 00:13:50.040 You're not gonna make it. 423 00:13:50.040 --> 00:13:50.880 Yeah, you're not gonna make it. 424 00:13:50.880 --> 00:13:51.880 Cause what happens is one, 425 00:13:51.880 --> 00:13:54.520 you'll foster a whole army of people who hate you. 426 00:13:54.520 --> 00:13:56.280 But secondly, like that, 427 00:13:56.280 --> 00:13:57.720 like if you have any ethics at all, 428 00:13:57.720 --> 00:13:59.680 which most people do, I actually think a lot more people 429 00:13:59.680 --> 00:14:01.680 have ethics than other people give credit for, 430 00:14:01.680 --> 00:14:03.040 it starts to eat at you. 431 00:14:03.040 --> 00:14:06.080 And Dean and I have been doing this business game enough 432 00:14:06.080 --> 00:14:08.200 to see, we've seen people bottle rock it their way up 433 00:14:08.200 --> 00:14:10.680 and then fizzle, bottle rock it up and then fizzle. 434 00:14:10.680 --> 00:14:13.600 They create another new product every, every 12 weeks 435 00:14:14.440 --> 00:14:16.240 if it's crypto, they got a crypto program. 436 00:14:16.240 --> 00:14:19.000 If it's AI, there's a new AI program 437 00:14:19.000 --> 00:14:21.880 rather than going deep, falling in love 438 00:14:21.880 --> 00:14:23.440 and actually making transformation. 439 00:14:23.440 --> 00:14:25.320 So if you're in business, 440 00:14:25.320 --> 00:14:27.160 starting a business, thinking about business, 441 00:14:27.160 --> 00:14:30.400 even your career, what if tomorrow, 442 00:14:30.400 --> 00:14:31.600 if we challenge you to say, 443 00:14:31.600 --> 00:14:34.160 how can I fall in love with this business? 444 00:14:34.160 --> 00:14:36.360 How can I fall in love with my product? 445 00:14:36.360 --> 00:14:38.800 And if you don't love it, here's what I'll tell you. 446 00:14:38.800 --> 00:14:40.280 Just go fix it. 447 00:14:40.280 --> 00:14:41.120 Go fix it. 448 00:14:41.120 --> 00:14:41.960 I love this. 449 00:14:41.960 --> 00:14:44.520 So I'm going to go real deep on this real quick. 450 00:14:44.520 --> 00:14:49.520 So it's usually, I look at a lot of businesses every day. 451 00:14:50.000 --> 00:14:52.400 It's usually the biggest, most obvious thing 452 00:14:52.400 --> 00:14:54.280 is that the sandwich shop isn't doing well, 453 00:14:54.280 --> 00:14:56.480 they're like, it's our marketing, it's the location. 454 00:14:56.480 --> 00:14:58.720 I was like, your sandwiches just aren't that good. 455 00:14:59.720 --> 00:15:02.680 So all it is, they're just not good enough. 456 00:15:02.680 --> 00:15:05.680 That's all, they're like, we just need more customers. 457 00:15:05.680 --> 00:15:07.280 I was like, if you serve the customers, 458 00:15:07.280 --> 00:15:09.800 you had well enough, you wouldn't have this conversation with me. 459 00:15:09.800 --> 00:15:11.600 You'd already have a line out the door every day at lunch. 460 00:15:11.600 --> 00:15:12.440 When you have the sandwich, I mean, 461 00:15:12.440 --> 00:15:14.160 we're using the sandwich as a sandwich. 462 00:15:14.160 --> 00:15:16.840 When you have a killer sandwich, what do you do? 463 00:15:16.840 --> 00:15:20.120 You post it and nobody even wants to see a post about it. 464 00:15:20.120 --> 00:15:21.400 Like, please, right? 465 00:15:21.400 --> 00:15:24.000 But you do, compared to good, 466 00:15:24.000 --> 00:15:26.280 and you and I both know some companies. 467 00:15:26.280 --> 00:15:27.360 We talked about one earlier. 468 00:15:27.360 --> 00:15:29.360 It's a really good marketer, 469 00:15:29.360 --> 00:15:33.560 but the company's kind of like a calendar that you get spaghetti in. 470 00:15:33.560 --> 00:15:36.080 They market so good, but they keep falling through the holes 471 00:15:36.080 --> 00:15:38.200 because their product's not amazing. 472 00:15:38.200 --> 00:15:39.040 Yeah. 473 00:15:40.040 --> 00:15:43.040 Most of the nation real quick, 474 00:15:43.040 --> 00:15:46.080 if you are a business owner that has a big, old business 475 00:15:46.080 --> 00:15:48.160 and wants to get to a much bigger business, 476 00:15:48.160 --> 00:15:51.640 going to $50, $100,000 plus, we would love to talk to you. 477 00:15:51.640 --> 00:15:52.880 And if you like that, 478 00:15:52.880 --> 00:15:53.880 we'd like to hear more about it. 479 00:15:53.880 --> 00:15:56.520 Go to acquisition.com and you can plan anywhere on the page 480 00:15:56.520 --> 00:15:58.520 and talk to one of our team and see 481 00:15:58.520 --> 00:15:59.640 if we can help you get there. 482 00:16:01.880 --> 00:16:05.080 And this is at least my hack for getting conviction. 483 00:16:05.080 --> 00:16:05.920 Okay. 484 00:16:05.920 --> 00:16:07.880 So like, my next book's coming out. 485 00:16:08.840 --> 00:16:10.640 I spent 2,000 hours writing it. 486 00:16:10.640 --> 00:16:11.480 Wow. 487 00:16:11.480 --> 00:16:13.000 And my editor spent 1,500 hours. 488 00:16:13.000 --> 00:16:15.960 So it's 3,500 hours of time went into this thing. 489 00:16:15.960 --> 00:16:17.160 And I'm not saying that for the book, 490 00:16:17.160 --> 00:16:20.080 but I'm saying my understanding of the level of effort 491 00:16:20.080 --> 00:16:22.720 that is required to make something that is wall class or excellent 492 00:16:22.720 --> 00:16:26.320 has continued to move up my bar and my expectation of self. 493 00:16:26.320 --> 00:16:29.040 And so like, the guy who has the sandwich shop, 494 00:16:29.040 --> 00:16:30.280 I sometimes I sit down at places. 495 00:16:30.280 --> 00:16:32.960 I'm like, how did someone think this is my life's work? 496 00:16:32.960 --> 00:16:34.080 And they made this sandwich. 497 00:16:34.080 --> 00:16:35.880 I'm like, if I were going to open a sandwich shop, 498 00:16:35.880 --> 00:16:39.000 I'd spend a year trying every sandwich I possibly could 499 00:16:39.000 --> 00:16:40.160 and thinking like, how can I make, 500 00:16:40.160 --> 00:16:42.360 I would go to the best, I would drive to the best sandwich shops 501 00:16:42.360 --> 00:16:44.280 and think like, okay, how do they set up their menu? 502 00:16:44.280 --> 00:16:45.800 What are the few items that they have? 503 00:16:45.800 --> 00:16:47.000 Like, how do they source their ingredients? 504 00:16:47.000 --> 00:16:49.920 Like, it's doing the actual work 505 00:16:49.920 --> 00:16:52.280 because the thing is, is that when you do that work 506 00:16:52.280 --> 00:16:54.040 and I'm about to invest in a company that doesn't have 507 00:16:54.040 --> 00:16:55.240 no strips, so it's kind of exciting. 508 00:16:55.240 --> 00:16:57.880 Cause I've, like, you've had no strips on. 509 00:16:57.880 --> 00:16:59.840 My whole life, yeah, I know, and I was like, 510 00:16:59.840 --> 00:17:02.600 and I was telling this guy, the creator, 511 00:17:02.600 --> 00:17:04.160 and I was like, this is what we need to look at 512 00:17:04.160 --> 00:17:05.720 in terms of how long the residue stays on your nose. 513 00:17:06.280 --> 00:17:09.120 And I was like, how much coverage it has, 514 00:17:09.120 --> 00:17:09.960 how long it sticks? 515 00:17:09.960 --> 00:17:11.600 I was like, I think the plastics used to defermer. 516 00:17:11.600 --> 00:17:12.640 And I'm like, naming all these things, 517 00:17:12.640 --> 00:17:14.440 he's like, no one has ever broken down 518 00:17:14.440 --> 00:17:15.960 or brought with all this detail. 519 00:17:15.960 --> 00:17:18.120 And the thing is, is that once you fix 520 00:17:18.120 --> 00:17:19.560 every single one of those things, 521 00:17:19.560 --> 00:17:22.080 you make sure it's toasted for exactly 17 seconds 522 00:17:22.080 --> 00:17:24.200 and you make sure it gets flipped at this way 523 00:17:24.200 --> 00:17:25.320 in this time, why? 524 00:17:25.320 --> 00:17:27.720 Because you did it at 30, you did it at five, 525 00:17:27.720 --> 00:17:30.520 and you found out that 17 was perfect. 526 00:17:30.520 --> 00:17:32.760 When you go to talk about the sandwich, 527 00:17:32.760 --> 00:17:34.200 you'll have the conviction. 528 00:17:34.680 --> 00:17:35.760 That's what I was going to say is, 529 00:17:35.760 --> 00:17:37.120 and people don't realize they're saying, 530 00:17:37.120 --> 00:17:39.760 well, I have a good product, but it doesn't sell. 531 00:17:39.760 --> 00:17:41.000 Is that true? 532 00:17:41.000 --> 00:17:43.880 Because when you know that product is the best, 533 00:17:43.880 --> 00:17:45.840 the conviction goes through the roof, 534 00:17:45.840 --> 00:17:47.800 sales go through the roof. 535 00:17:47.800 --> 00:17:50.240 What a, what a, I'm so glad I asked you that question 536 00:17:50.240 --> 00:17:53.080 about sales today because, no, because listen, 537 00:17:53.080 --> 00:17:54.960 you see more companies than me. 538 00:17:54.960 --> 00:17:57.680 I'm in a place right now, I don't have time to consult, 539 00:17:57.680 --> 00:18:00.320 I don't have time, I invest in about a company a month, 540 00:18:00.320 --> 00:18:02.480 but small, I don't take them over, I just invest them, 541 00:18:02.480 --> 00:18:05.280 but we have so much opportunity coming our way. 542 00:18:05.280 --> 00:18:07.720 And I see the companies that are stuck, 543 00:18:07.720 --> 00:18:09.200 especially for years when they asked me 544 00:18:09.200 --> 00:18:11.120 to consult on sales or marketing. 545 00:18:11.120 --> 00:18:13.040 And it's because they don't have conviction. 546 00:18:13.040 --> 00:18:14.240 It's such a great analogy. 547 00:18:14.240 --> 00:18:15.960 I'm going to think about this for the rest of my life. 548 00:18:15.960 --> 00:18:17.760 They're selling a crappy sandwich 549 00:18:17.760 --> 00:18:19.960 and trying to overla, trying to fix it 550 00:18:19.960 --> 00:18:22.960 with better marketing, the magical money machine, 551 00:18:22.960 --> 00:18:27.240 better, better opt-in funnels, better upsell process, 552 00:18:27.240 --> 00:18:28.880 like, no, just go fix the sandwich. 553 00:18:28.880 --> 00:18:31.680 Right, and that's the work that has to be confronted. 554 00:18:31.680 --> 00:18:34.800 And that's the work, if you got into the sandwich business 555 00:18:34.800 --> 00:18:36.640 because you wanted to make money, 556 00:18:36.640 --> 00:18:37.840 then that's why you're not passionate. 557 00:18:37.840 --> 00:18:39.480 But I can talk about no strips I'll take 558 00:18:39.480 --> 00:18:43.640 because I've had two no surgeries, I just breathe bad. 559 00:18:43.640 --> 00:18:45.280 And so I know all the different things 560 00:18:45.280 --> 00:18:46.600 that I've tried every single brand 561 00:18:46.600 --> 00:18:49.080 and I've done them all for 30, 40, 50, whatever days. 562 00:18:49.080 --> 00:18:50.800 And I can tell you all the differences about them 563 00:18:50.800 --> 00:18:51.880 because it's, I'm passionate. 564 00:18:51.880 --> 00:18:52.960 You can see how I'm talking about it. 565 00:18:52.960 --> 00:18:55.680 I'm passionate about it, which is ridiculous. 566 00:18:55.680 --> 00:18:57.320 But if you have that for the product or service 567 00:18:57.320 --> 00:18:59.800 that you're getting into, you'll know the details. 568 00:18:59.960 --> 00:19:02.920 It's why mastermind.com with Tony and I. 569 00:19:02.920 --> 00:19:05.280 We've been in the self-education for so long. 570 00:19:05.280 --> 00:19:06.320 It changed our lives. 571 00:19:06.320 --> 00:19:07.280 It made us better humans. 572 00:19:07.280 --> 00:19:08.680 It allows us to take care of our family. 573 00:19:08.680 --> 00:19:11.680 We get the feed between him and him way more than me, 574 00:19:11.680 --> 00:19:12.920 but hundreds of millions of people. 575 00:19:12.920 --> 00:19:14.240 Like, we can do this cool stuff. 576 00:19:14.240 --> 00:19:16.680 So when I talk about selling what you know 577 00:19:16.680 --> 00:19:18.520 or creating an information product, 578 00:19:18.520 --> 00:19:21.360 or I'm not, it's my life. 579 00:19:21.360 --> 00:19:24.480 I would, I'd be fixing cars if that didn't come into my life. 580 00:19:24.480 --> 00:19:27.680 So it's not, if my conviction is an 11 out of 10. 581 00:19:28.680 --> 00:19:30.960 I'm going to give you this line for everyone who's listening to this. 582 00:19:30.960 --> 00:19:33.720 So conviction is the, like, if you've gotten anything 583 00:19:33.720 --> 00:19:34.880 from what Dean and I were just talking about, 584 00:19:34.880 --> 00:19:37.160 is that conviction is the number one secret ingredient to sales. 585 00:19:37.160 --> 00:19:38.240 Is that you actually have to believe? 586 00:19:38.240 --> 00:19:40.320 And the thing is, is the first person you always have to sell is yourself. 587 00:19:40.320 --> 00:19:42.280 And most people actually aren't sold. 588 00:19:42.280 --> 00:19:46.880 Number one, number two is that conviction itself is not binary. 589 00:19:46.880 --> 00:19:48.560 It's not do you believe or do you not believe? 590 00:19:48.560 --> 00:19:50.040 It's how much do you believe? 591 00:19:50.040 --> 00:19:51.280 How deep do you believe? 592 00:19:51.280 --> 00:19:52.120 Wow. 593 00:19:52.120 --> 00:19:52.640 Yeah. 594 00:19:52.640 --> 00:19:54.200 And so you can look at a sales team and I can say, 595 00:19:54.200 --> 00:19:55.920 like he's a two out of 10. 596 00:19:55.920 --> 00:19:57.000 He's a four out of 10. 597 00:19:57.000 --> 00:19:59.760 If I were to just judge them based on how much they believe in the product, 598 00:19:59.760 --> 00:20:03.760 that would map significantly more to what their closing percentage was more than anything else. 599 00:20:03.760 --> 00:20:04.440 Wow. 600 00:20:04.440 --> 00:20:09.680 But the cool thing is, is that because conviction is measurable and it is changeable, 601 00:20:09.680 --> 00:20:14.160 it's also something that you can work on and you can outwork yourself out. 602 00:20:14.160 --> 00:20:17.280 So if you're not like, if I didn't think the book was good, 603 00:20:17.280 --> 00:20:19.600 that I would work on the book until I thought it was good. 604 00:20:19.600 --> 00:20:22.240 And then my doubt would go away because I have evidence 605 00:20:22.240 --> 00:20:24.880 that I've done this thing to make it exceptional. 606 00:20:24.880 --> 00:20:27.440 And so if someone then says, I think your book's shit, 607 00:20:27.440 --> 00:20:31.160 I would just say like, well, here's all the evidence of all the things that I did. 608 00:20:31.160 --> 00:20:33.960 Like I revert back all the way to the beginning. 609 00:20:33.960 --> 00:20:34.920 100%. 610 00:20:34.920 --> 00:20:37.000 And so, I don't want to say your first book. 611 00:20:37.000 --> 00:20:38.000 It was pure fire. 612 00:20:38.000 --> 00:20:41.360 I have recommended that book more than any other book, 613 00:20:41.360 --> 00:20:43.080 especially when it comes to marketing and sales. 614 00:20:43.080 --> 00:20:44.280 What's the name of your new book coming out? 615 00:20:44.280 --> 00:20:44.960 Can you share it or not? 616 00:20:44.960 --> 00:20:45.600 No, no, I can't. 617 00:20:45.600 --> 00:20:47.320 $100 million leads. 618 00:20:47.320 --> 00:20:48.520 $100 million leads. 619 00:20:48.520 --> 00:20:49.520 Yeah. 620 00:20:49.520 --> 00:20:51.320 How can people follow you? 621 00:20:51.320 --> 00:20:52.320 We're not done yet. 622 00:20:52.320 --> 00:20:53.320 I got a couple more things. 623 00:20:53.320 --> 00:20:55.400 But I just want people to be able to follow you. 624 00:20:55.400 --> 00:20:58.080 I mean, if you're on the podcast, I have a podcast called The Game, 625 00:20:58.080 --> 00:20:59.440 Alchemos, or you can just type my name in, 626 00:20:59.440 --> 00:21:01.320 but pretty much on every social media platform. 627 00:21:01.320 --> 00:21:03.080 So Twitter, LinkedIn, Instagram, you too. 628 00:21:03.080 --> 00:21:05.560 If you don't have this first book, $100 million offers, 629 00:21:05.560 --> 00:21:06.560 go on Amazon. 630 00:21:06.560 --> 00:21:08.880 It's on Amazon, go get it, and be on a lookout. 631 00:21:08.880 --> 00:21:09.400 OK. 632 00:21:09.400 --> 00:21:12.720 And so you know, we made it as cheap as Amazon will let me make it 633 00:21:12.720 --> 00:21:13.640 and make it a book still. 634 00:21:13.640 --> 00:21:16.280 So if you're a shrapher cash, it's $0.99 for the Kindle. 635 00:21:16.280 --> 00:21:18.720 Like it's just, I just wanted as many people to have it as possible. 636 00:21:18.720 --> 00:21:20.000 Well, and a lot of people got it. 637 00:21:20.000 --> 00:21:21.480 So anything nice work. 638 00:21:21.480 --> 00:21:24.520 No, it is my go-to, somebody has some questions. 639 00:21:24.520 --> 00:21:27.680 I'm like, go get that book. 640 00:21:27.680 --> 00:21:29.760 We've, in the last four or five podcasts, 641 00:21:29.760 --> 00:21:32.480 people have asked me a question a lot of times in life. 642 00:21:32.480 --> 00:21:33.440 Same as you. 643 00:21:33.440 --> 00:21:35.480 People are always like, how did you do this? 644 00:21:35.480 --> 00:21:36.040 How did you do that? 645 00:21:36.040 --> 00:21:38.600 So I know you said earlier, you got one for me. 646 00:21:38.600 --> 00:21:41.680 What pain do you cherish? 647 00:21:41.680 --> 00:21:43.800 Ooh, I knew you'd get a good one. 648 00:21:43.800 --> 00:21:46.360 I knew that would be good. 649 00:21:46.360 --> 00:21:47.960 What pain do I cherish? 650 00:21:50.960 --> 00:21:52.160 I know the answer, though. 651 00:21:52.160 --> 00:21:57.200 Credibly, I know the answer is, so I'm going to make it light for a second. 652 00:21:57.200 --> 00:22:01.840 So Alex and I are the co-founders of the DLB club. 653 00:22:01.840 --> 00:22:02.720 Daddy's a little boy. 654 00:22:04.920 --> 00:22:08.280 We both had a time in our lives when we wanted to go for our own thing 655 00:22:08.280 --> 00:22:10.440 that our dads weren't so supportive. 656 00:22:10.440 --> 00:22:11.680 I won't go deep on it. 657 00:22:11.680 --> 00:22:16.560 And we have some similar life stories of that will never work. 658 00:22:16.560 --> 00:22:19.680 You'll, you know, so there was one day Alex, 659 00:22:19.680 --> 00:22:21.760 I don't even know how it's hard, but I said to you, 660 00:22:21.760 --> 00:22:24.080 I said, I called you daddy's little boy or something. 661 00:22:24.080 --> 00:22:25.160 And we just, we laughed so hard. 662 00:22:25.160 --> 00:22:27.720 I think I dropped my phone. 663 00:22:27.720 --> 00:22:33.280 But if we take the funny part out of joking about the daddy's little boy club, 664 00:22:33.280 --> 00:22:35.680 that sounded weird, it was more of a silly idea. 665 00:22:35.680 --> 00:22:42.520 But when I was about 12 years old, my father was the youngest of 12. 666 00:22:42.520 --> 00:22:47.000 I'm going to take just two minutes to give you context this question. 667 00:22:47.000 --> 00:22:49.880 When I was, my dad was the youngest of 12 was physically abused. 668 00:22:49.880 --> 00:22:53.200 He was sexually abused, come from an old school Italian family. 669 00:22:53.200 --> 00:22:54.800 So he did not get help. 670 00:22:54.800 --> 00:22:56.760 He just suffered through it. 671 00:22:56.760 --> 00:23:01.440 And my dad had so much resentment for his own father who knocked his teeth out. 672 00:23:01.440 --> 00:23:04.840 That he, he was confrontational with everybody and couldn't control. 673 00:23:04.840 --> 00:23:08.200 Never physically beat me, but I had a bleeding ulcer at 11 years old. 674 00:23:08.200 --> 00:23:10.640 I threw up blood at 11 because my dad would fight with everyone. 675 00:23:10.640 --> 00:23:12.680 If we went to a restaurant and the waiter was rude, 676 00:23:12.680 --> 00:23:14.360 five minutes later, my dad would be on the floor, 677 00:23:14.360 --> 00:23:18.200 punch in a guy in the face, like a flag guy doesn't hold the flag fast enough. 678 00:23:18.200 --> 00:23:20.720 My dad's on the side road fighting a construction guy. 679 00:23:20.720 --> 00:23:23.720 Like my dad hit a guy with a bat in front of me when I was, 680 00:23:23.720 --> 00:23:25.320 like, and I hate confrontation. 681 00:23:25.320 --> 00:23:26.280 I say, I don't watch fights. 682 00:23:26.280 --> 00:23:29.040 I can't, I don't watch, you know, extreme fight. 683 00:23:29.040 --> 00:23:31.640 I'm watching none of it because I still don't like it. 684 00:23:31.640 --> 00:23:35.320 Long story short, when I was 12, my mom get remarried to a guy who was amazing. 685 00:23:35.320 --> 00:23:36.320 His name was Lenny Rizzo. 686 00:23:36.320 --> 00:23:37.400 It was her high school sweetheart. 687 00:23:37.400 --> 00:23:38.240 She married this guy. 688 00:23:38.240 --> 00:23:41.000 He was the most amazing step dad had step brother steps. 689 00:23:41.040 --> 00:23:44.600 He's got a Mongoose BMX bike that we couldn't afford before that. 690 00:23:44.600 --> 00:23:45.840 I lived in a cold sack. 691 00:23:45.840 --> 00:23:49.520 I was like, I went from the trailer park to, oh, right. 692 00:23:49.520 --> 00:23:51.880 And my dad couldn't handle it. 693 00:23:51.880 --> 00:23:55.040 And there was one day my dad, my step dad, 694 00:23:55.040 --> 00:23:56.600 my dad was screaming at me, yelling at me. 695 00:23:56.600 --> 00:23:58.360 I was shaking. 696 00:23:58.360 --> 00:23:59.400 And I could talk about this stuff. 697 00:23:59.400 --> 00:24:01.120 Now my dad's 87 still alive. 698 00:24:01.120 --> 00:24:02.400 And I talk about this in front of him. 699 00:24:02.400 --> 00:24:05.800 He knows and I know he's got a pound of regret, 700 00:24:05.800 --> 00:24:07.000 a thousand pounds of regret. 701 00:24:07.000 --> 00:24:09.760 But anyway, my step dad says to my dad, 702 00:24:09.760 --> 00:24:11.520 he's in Florida, we're in upstate New York. 703 00:24:11.520 --> 00:24:13.800 He said, hey, why don't you calm down? 704 00:24:13.800 --> 00:24:15.120 You don't know what this is doing to your son. 705 00:24:15.120 --> 00:24:18.720 You can't see your son until you calm down. 706 00:24:18.720 --> 00:24:22.120 My dad got in the car drove 14 hours straight to our house with a bat, 707 00:24:22.120 --> 00:24:24.000 knocked windows out of cars. 708 00:24:24.000 --> 00:24:25.520 We got so scared. 709 00:24:25.520 --> 00:24:27.640 I know it's a long story, but I want to share this with you 710 00:24:27.640 --> 00:24:31.360 because most people don't understand we all have our shit. 711 00:24:31.360 --> 00:24:37.800 So we get in a motor home and we hide from my dad for a month. 712 00:24:37.800 --> 00:24:40.240 We're going from campground to campground. 713 00:24:40.240 --> 00:24:42.640 And we can't go home, we're afraid, right? 714 00:24:42.640 --> 00:24:45.400 So finally, I get my older sister, we walk downtown. 715 00:24:45.400 --> 00:24:46.520 This is how long ago it was. 716 00:24:46.520 --> 00:24:49.360 I bring a quarter, go to a pay phone, I call my dad. 717 00:24:49.360 --> 00:24:51.640 He picks up the phone, where the hell are you? 718 00:24:51.640 --> 00:24:53.560 Where, tell me where you are right now. 719 00:24:53.560 --> 00:24:55.000 And like, dad, this got to stop. 720 00:24:55.000 --> 00:24:56.960 And like, you know, sometimes you got him a chore up. 721 00:24:56.960 --> 00:25:00.520 I was a man, a man in up at 12, 11, whatever it was. 722 00:25:00.520 --> 00:25:02.560 And I said, how will this stop? 723 00:25:02.560 --> 00:25:03.560 God, I can't take it anymore. 724 00:25:03.560 --> 00:25:04.560 And I was afraid for my mom. 725 00:25:04.560 --> 00:25:05.400 I thought he was going to kill her. 726 00:25:05.400 --> 00:25:06.800 Like, I didn't know, I don't think he would have, 727 00:25:06.800 --> 00:25:08.400 but I was afraid he threatened he was going to kill her. 728 00:25:08.400 --> 00:25:10.840 I thought he was going to, I know it was getting deep, 729 00:25:10.840 --> 00:25:12.760 but I want to answer this question. 730 00:25:12.760 --> 00:25:15.000 And I said, he said, move in with me. 731 00:25:16.680 --> 00:25:18.360 I'll leave her alone for the rest of her life. 732 00:25:18.360 --> 00:25:20.240 I walked back and said, mom, move in and with dad. 733 00:25:20.240 --> 00:25:21.480 She's like, are you insane? 734 00:25:21.480 --> 00:25:23.680 No, I said, I am, you can't stop me. 735 00:25:23.680 --> 00:25:24.680 I call them up, he's picking me up. 736 00:25:24.680 --> 00:25:26.040 I walk back down to pay both. 737 00:25:26.040 --> 00:25:28.560 My father picked me up, I moved in with my dad. 738 00:25:28.560 --> 00:25:30.480 I moved in with my dad. 739 00:25:30.480 --> 00:25:33.640 And when I got there, he didn't have heat in his house 740 00:25:33.640 --> 00:25:34.600 because he couldn't afford it. 741 00:25:34.600 --> 00:25:36.240 And he had an electric heater plugged in 742 00:25:36.360 --> 00:25:37.640 and night he was sleeping in the bathroom 743 00:25:37.640 --> 00:25:39.440 because the little electric heater could eat the bathroom. 744 00:25:39.440 --> 00:25:41.200 It slept in the bathroom for six months with my dad. 745 00:25:41.200 --> 00:25:43.880 Never told my mom, it said it was fine. 746 00:25:43.880 --> 00:25:48.040 And my dad literally, I realized now that I'm older, 747 00:25:48.040 --> 00:25:49.400 bipolar, whatever you want to call it, 748 00:25:49.400 --> 00:25:52.160 a little bit of schizophrenia would be the greatest man 749 00:25:52.160 --> 00:25:53.000 in the world. 750 00:25:53.000 --> 00:25:54.400 Let me drive to school at 15 years old. 751 00:25:54.400 --> 00:25:56.880 Tell me a hunt, fish, do all kinds of cool things 752 00:25:56.880 --> 00:25:59.000 and also the guy that gave me a bleeding ulcer. 753 00:25:59.000 --> 00:26:02.200 Long story short, the pain of when my dad lost it 754 00:26:02.200 --> 00:26:05.000 was so bad I would shake and be fearful. 755 00:26:05.000 --> 00:26:06.880 And I thought it was the worst thing in the world. 756 00:26:06.880 --> 00:26:09.120 But over time, by the time I was 14 or 15, 757 00:26:09.120 --> 00:26:10.640 I could read my dad's mood. 758 00:26:10.640 --> 00:26:12.760 I could feel his emotions. 759 00:26:12.760 --> 00:26:15.280 And I knew how to treat him in advance 760 00:26:15.280 --> 00:26:18.280 so I could keep him out of crazy Paul, as he was Paul, 761 00:26:18.280 --> 00:26:20.800 and be more of the dad that I could love. 762 00:26:20.800 --> 00:26:23.880 And at the time I thought, what a burden for a kid 763 00:26:23.880 --> 00:26:25.640 my age have to deal with, I can't tell my mom, 764 00:26:25.640 --> 00:26:27.320 can't tell my sister because it'll cause shit. 765 00:26:27.320 --> 00:26:29.680 And I was afraid if I told him he would kill my mom. 766 00:26:29.680 --> 00:26:31.600 Like that's how serious it was for a 12 year old, 767 00:26:31.600 --> 00:26:32.720 the 14 year old. 768 00:26:32.720 --> 00:26:34.080 Now I look back. 769 00:26:34.120 --> 00:26:35.840 That was the greatest gift in the world, God gave me. 770 00:26:35.840 --> 00:26:38.080 I feel I can go in front of an audience of 30,000 771 00:26:38.080 --> 00:26:40.280 or next week I'll be in front of an audience 772 00:26:40.280 --> 00:26:41.440 of a half a million. 773 00:26:41.440 --> 00:26:42.880 I can go in front of half a million people 774 00:26:42.880 --> 00:26:45.520 and I think I can feel what they need. 775 00:26:45.520 --> 00:26:47.880 And it's because I had to feel what my dad need. 776 00:26:47.880 --> 00:26:49.920 I had to do it through empathy and compassion. 777 00:26:49.920 --> 00:26:53.080 It wasn't just a normal father-son relationship. 778 00:26:53.080 --> 00:26:55.960 And I think I get to sell the way I sell. 779 00:26:55.960 --> 00:26:57.200 I get to care the way I care. 780 00:26:57.200 --> 00:26:59.480 I get to build 13 different companies. 781 00:26:59.480 --> 00:27:03.080 I get to do all that because of that shit I went through. 782 00:27:03.080 --> 00:27:05.080 So it took me a long time to get there. 783 00:27:05.080 --> 00:27:06.840 And that was a long answer. 784 00:27:06.840 --> 00:27:08.560 But hopefully that helps somebody today. 785 00:27:08.560 --> 00:27:09.640 There's a real answer. 786 00:27:09.640 --> 00:27:10.480 Yeah. 787 00:27:10.480 --> 00:27:12.600 So man, I appreciate you so much. 788 00:27:12.600 --> 00:27:13.720 Thanks for being a friend. 789 00:27:13.720 --> 00:27:15.600 Thanks for all you do for the world. 790 00:27:15.600 --> 00:27:17.560 The last couple of podcasts as well. 791 00:27:17.560 --> 00:27:19.360 I'm just getting in the groove of this. 792 00:27:19.360 --> 00:27:20.920 And I thank God for all your listeners. 793 00:27:20.920 --> 00:27:21.960 Thank you for sharing. 794 00:27:21.960 --> 00:27:23.480 Go listen to the last three. 795 00:27:23.480 --> 00:27:24.680 You got great ones. 796 00:27:24.680 --> 00:27:25.960 Matthew McConaughey was amazing. 797 00:27:25.960 --> 00:27:26.760 Trent Shelton was amazing. 798 00:27:26.760 --> 00:27:27.520 There's so many good ones. 799 00:27:27.520 --> 00:27:28.960 Go listen to the last three. 800 00:27:28.960 --> 00:27:31.600 Make sure you share it with a friend. 801 00:27:31.600 --> 00:27:32.560 We'd love to get this out there. 802 00:27:32.560 --> 00:27:34.800 We do these podcasts for free for you. 803 00:27:34.800 --> 00:27:38.320 If you love it, share it with somebody. 804 00:27:38.320 --> 00:27:40.360 But lastly, I love to ask if there's someone in your life 805 00:27:40.360 --> 00:27:41.800 you'd like to thank, whether it was something 806 00:27:41.800 --> 00:27:44.880 they did wrong that inspired you or somebody that just 807 00:27:44.880 --> 00:27:48.000 is the gas to your engine or the wind behind your sail. 808 00:27:48.000 --> 00:27:49.760 Who would you like to thank? 809 00:27:49.760 --> 00:27:50.480 It's a Leila. 810 00:27:50.480 --> 00:27:51.400 Yeah. 811 00:27:51.400 --> 00:27:52.720 Yeah, I think it's Leila for sure. 812 00:27:52.720 --> 00:27:56.960 Yeah, I mean, I mean, it's just honestly 813 00:27:56.960 --> 00:27:59.880 of all the things that we, that we already think this way. 814 00:27:59.880 --> 00:28:01.800 Like we have accomplished because it's been, you know, 815 00:28:01.800 --> 00:28:04.040 she and I, even though I had businesses before her, 816 00:28:05.640 --> 00:28:10.080 like, I think our marriage is rare 817 00:28:10.080 --> 00:28:11.920 than our business success. 818 00:28:11.920 --> 00:28:14.640 In terms of like percentage of people who, you know, 819 00:28:14.640 --> 00:28:15.600 do anything. 820 00:28:16.880 --> 00:28:18.880 And so I'm very grateful for that 821 00:28:18.880 --> 00:28:22.280 because for the women who are listening or the guys, 822 00:28:22.280 --> 00:28:25.600 actually everyone, I had a decent amount of success 823 00:28:25.600 --> 00:28:26.600 when she and I met. 824 00:28:26.600 --> 00:28:29.400 And pretty much within like three or four months 825 00:28:29.400 --> 00:28:33.360 after we met, she went all in on me. 826 00:28:33.360 --> 00:28:34.680 And then I lost everything. 827 00:28:35.880 --> 00:28:37.840 And I didn't just lose everything once. 828 00:28:37.840 --> 00:28:39.680 I actually lost everything twice. 829 00:28:40.720 --> 00:28:43.200 And it's a story we'll tell at another time. 830 00:28:44.200 --> 00:28:47.840 But at the absolute rock bottom of that whole period of time, 831 00:28:47.840 --> 00:28:49.640 I actually told her I thought she should leave me. 832 00:28:49.640 --> 00:28:52.000 I was like, I, you know, I'm a self-aware enough, 833 00:28:52.000 --> 00:28:54.000 I was like, listen, there are better guys out there 834 00:28:54.000 --> 00:28:55.960 who will treat, like, you know, I respect it. 835 00:28:55.960 --> 00:28:57.640 I cared about, I was like, we're cool. 836 00:28:57.640 --> 00:29:00.480 Like, if you leave, like, I'm good, like, we're, 837 00:29:00.480 --> 00:29:04.200 I respect you and I, and I was trying to sell her 838 00:29:04.200 --> 00:29:05.760 on leaving me. 839 00:29:05.760 --> 00:29:07.760 And she grabbed my chin and she pulled it towards me 840 00:29:07.760 --> 00:29:09.000 and she was like, I would sleep with you 841 00:29:09.000 --> 00:29:10.760 under a bridge if it came to that. 842 00:29:10.760 --> 00:29:14.600 And like, I think that kind of conviction, 843 00:29:14.600 --> 00:29:15.720 like we talk about conviction, right, 844 00:29:15.720 --> 00:29:17.560 to go full circle is that in some ways, 845 00:29:17.560 --> 00:29:19.000 like she sold me on me. 846 00:29:20.240 --> 00:29:22.880 And so she was like, I guess that was her, you know, 847 00:29:22.880 --> 00:29:23.720 burning the boats. 848 00:29:23.720 --> 00:29:25.800 Mind you, I'm sleeping at her parents house. 849 00:29:25.800 --> 00:29:27.720 People, I'm not, we're not married yet. 850 00:29:27.720 --> 00:29:30.200 I'm, I'm just the guy she met on the internet 851 00:29:30.200 --> 00:29:31.640 who lost everything. 852 00:29:31.640 --> 00:29:33.480 And now we're crashing at her parents house 853 00:29:33.480 --> 00:29:35.560 for a little bit, like real winner. 854 00:29:35.560 --> 00:29:37.560 And that's the moment where she's like, 855 00:29:37.560 --> 00:29:39.320 I'll sleep with you under a bridge if it comes to that. 856 00:29:39.320 --> 00:29:42.160 And I think that that, I think every guy, 857 00:29:42.160 --> 00:29:43.480 I don't understand the power of that. 858 00:29:43.480 --> 00:29:45.720 I have that in my relationship and I feel 859 00:29:45.720 --> 00:29:47.360 beyond blessed that I didn't answer the same way, 860 00:29:47.360 --> 00:29:48.760 but I get to see that in you. 861 00:29:48.760 --> 00:29:51.360 It's not a, you guys don't have an Instagram relationship. 862 00:29:51.360 --> 00:29:53.480 It's, no, it's an, it's an amazing connection. 863 00:29:53.480 --> 00:29:54.720 And I knew you'd say that. 864 00:29:55.720 --> 00:29:56.520 You led me on. 865 00:29:56.520 --> 00:29:57.120 No, yeah. 866 00:29:57.120 --> 00:29:58.920 No, she's, so that's Talayla. 867 00:29:58.920 --> 00:29:59.920 Because she's. 868 00:29:59.920 --> 00:30:01.720 And Laila, if you're listening, you are awesome. 869 00:30:01.720 --> 00:30:02.880 Alex, thank you so much, man. 870 00:30:02.880 --> 00:30:04.640 Appreciate you coming in today to be here.