WEBVTT

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This is what causes emotional disturbance in people.

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This is also why people don't buy.

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These are all powerless statements.

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So this is basically the victim handbook.

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This is how you become a victim of your own life,

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or how our prospects become victims of their own lives.

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Welcome to the game where we talk about how to sell more stuff

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to more people in more ways and build businesses worth owning.

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I'm trying to build a billion dollar thing

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with acquisition.com.

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I always wished pesos, musk and buffet had documented their journey,

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so I'm doing it for the rest of us.

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Please share and enjoy.

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So sorry you guys had to go through my third introduction.

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You're like, you know, I know who he is.

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He spoke yesterday in the day before.

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No, I appreciate you guys.

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So today will be different than the first presentation I did.

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So first one was a very new style.

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Do you guys like that one?

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That style kind of like cool.

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That was like a five.

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So I'll be like, okay, I'll take that.

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It was funny because I got off stage and I was like,

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man, I was like, I don't know if it was as tight as I wanted it to be.

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He was like, and Caleb, my head, head of media,

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actually now director of brand was like,

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that was the first time you ever done that, right?

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I was like, yeah, he's like,

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I'm going to use your words back to you.

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It would be unreasonable that you were good at that.

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He's like, but I can't wait to see the hundredth one.

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And I was like, ah, cool.

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So I do that stuff too, just to be transparent with you.

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That being said, we're going to do a cool deep dive together

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on a topic that I could hold near due to my heart,

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which is closing, all right?

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And so there are different styles of sales.

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There are some of you guys who kind of lean on your own story a lot

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when you sell.

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It's like, I got in shape and I know how you feel.

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I think a little bit of that is lazy selling.

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When I first started with some of my newer trainers,

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they would lean on their story as the reason that they could close,

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but that meant that they could only close people

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who related to their story.

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And so it's like they could do really well with 25 year old girls,

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but if you had a 50 year old guy come in, they were fucked.

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And so in the beginning, sometimes we lean on the few things

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that we're good at, but over time you want to become a generalist

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in terms of just understanding the psychology behind persuasion.

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Now, the big difference, and this is my big caveat here,

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and I'll probably include in the presentation is that

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from a sales ethics perspective,

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the difference between help and manipulation is intention.

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At the end of the day, either way,

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you're going to change someone's behavior

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or your intention is to change someone's behavior.

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Now, if you want to help the person, it's a good thing.

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If you want to manipulate them and hurt them ultimately,

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it's a bad thing.

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And if you think about sales as an education process overall,

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which is how I see it,

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if the prospect knew everything that you knew,

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they should make the decision to buy.

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Now, if you've been really honest with yourself,

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if the prospect knew everything that you knew,

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and then they would choose not to buy,

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then you are deceiving them, which is no bueno.

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And that is what makes you feel shitty.

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It's also what happens when anyone here ever had a salesperson

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come in and start crushing it and then go down.

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Anyone?

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So what happens is they learn more about your product.

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And then they don't want to hurt people.

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And so they stop selling.

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Like, they don't do it consciously,

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but they just don't want to,

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like, right when it gets to the point

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where they really have to lean in

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to like get this person across the line,

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they won't do it because deep down they don't believe.

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And so, barring all the stuff that I'll cover today,

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which is a lot of the,

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I would consider myself more a logical closer

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because I like presenting like,

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let's play both these scenarios out.

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Let's see what it looks like.

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And if it makes sense for you, awesome.

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And I believe that logical closing

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has the best long term outcomes for people.

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Like, I can get everyone really raw rod,

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get someone over the line,

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and then they regret it the next day,

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and then they call you back,

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or they don't really buy into the concept,

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because the thing is that today they're excited,

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tomorrow they're excited, but two weeks from now,

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when they haven't had as many carbs

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and their cheeks are all flush,

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and they feel like shit,

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all of a sudden the emotions are gone.

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And so if the emotions is what they needed

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in order to make the decision,

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I want the logic to still be there.

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So they can remember, oh yeah, that is,

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this still makes sense, right?

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So I tend to lean towards being a little bit more

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of a logical salesman if you want to call it that.

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And I think it served me well.

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So I want to give you some frameworks

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that I use really to help yourself make decisions,

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but also help your clients make decisions.

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And fundamentally that's what I think sales is,

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is helping people make decisions to help themselves.

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Cool?

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All right, rock and roll.

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So great.

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Decision making and selling with logic

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to make lots of money, fantastic.

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So this presentation will be the best presentation

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on sales you've ever heard.

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The worst presentation on sales you've ever heard,

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or somewhere in between, that is a promise.

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All right, thank you, I was saying he was awake.

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So Charlie Munger, big hero of mine,

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he said we have a high more responsibility to be rational.

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And I think that's how I kind of approach selling

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and persuading and trying to get people

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to do the thing that would help them.

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All right, and so what is being rational

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or logical have to do with sale, right?

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Sometimes you've got logical buyers,

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sometimes you've got emotional buyers,

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there are different types of people

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who buy in different styles,

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just like the different selling styles,

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different buying styles, right?

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Like maybe you and your spouse or you and your partner,

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whatever, one of you is like,

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let's go do this thing and one of you's like,

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hey, let's get all the information, right?

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Different styles.

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And so most people sit on this continuum.

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Quick test, who identifies here

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is more of an emotional buyer.

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I don't see that as a bad thing, by the way.

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Okay, who here identifies more as a logical buyer?

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Cool, interesting.

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One of the things that I've noticed

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just as an observation is that the higher up

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in the business world you get,

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the more logical buyers you have,

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the fewer emotional buyers you have.

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So I want you to put both hats on

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while you're thinking through this

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because many of your clients will be emotional buyers

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and you may be more of a logical buyer.

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And that just changes over time.

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The more exposure to sales in general

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and marketing in general, you get the more,

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I don't say jaded, but the more accustomed to it,

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you become it's kind of like banner blindness.

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And so you kind of shift on this continuum over time.

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Who's in between?

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You identify as in between, all right, no one.

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Okay, so great.

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You'll love this, sales for all people.

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So before we get started,

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few beliefs about selling that have served me well.

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One is that people want to believe you.

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They want to buy, you just have to help their logical brains

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justify this issue.

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Like most people are like,

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hey, I can make you a lot more money.

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They want to believe you.

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You just have to help them justify.

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Hey, I can help you get into your high school genes.

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I can make you look the way you did 20 years ago.

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You should have helped them just,

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they just want, they want it to believe you.

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You should have to help them.

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Selling happens before you ask closing happens after.

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All right, so everything that happens

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until you say, here's the money.

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Here's the amount that I need for this thing.

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All of that is sales.

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For me, I define closing as the moment you present the offer.

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Everything after that is closing.

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And to be clear, that is what I'm gonna be talking about today.

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It's just the red zone.

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Three, it's easier to handle obstacles than objections.

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Obstacles are what you handle before.

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Objections, what you happen, handle after.

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That being said, expect and plan for no.

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It's not failure, it's expected.

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So stop being surprised.

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It's one of the biggest things I see with new sales people

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who are just getting in this house,

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is they freak out when someone says, no, thank you.

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I need to think about it.

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I'm not sure I gotta talk to my spouse.

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I'm not sure if it's a fit for me.

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I don't make fast decisions.

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I don't have the card I want to use on me.

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They say these things and I was like, what do I say?

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And it's like, this is what you train for.

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Because if they were just gonna buy,

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then you wouldn't be needed.

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If they already knew that they needed this thing,

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then they wouldn't be struggling with it to begin with.

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Like the sale is the first part of the coaching relationship.

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It might pin it.

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And this one's also a really good one

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to train sales people with,

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is that if you didn't get a gasp from the price tag,

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they didn't go high enough.

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And so I like this a lot because then it prepares us

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and we shoot for what we used to be afraid of.

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Like if you didn't get a gasp, they're like,

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it's a lot and you're like, I know.

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You're like, it's a lot.

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Hey, let's keep PG.

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Okay, so selling properly is the first step to becoming a coach.

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Your first impression, the expectations you set

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to dictate the relationship.

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All right.

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How you handle this first conversation?

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Like every,

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many of you seen research on first impressions, right?

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It's a lot harder to change a first impression.

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Well, the first impression of your business is the sale.

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And so a lot of things happen here.

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Like oftentimes you can change LTV's turns

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simply by changing the expectations you set in the sale.

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One conversation dictates how months of service

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are taken in.

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Selling is helping prospects make decision

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to help themselves, I said that earlier.

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Keep the prospect not the sale as the priority

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because it's not about you.

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And I don't know if I have this on here,

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but the person who cares the most about the prospect

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ultimately wins.

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Think about that for a second.

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So if you care more about them,

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then they care about them, you will win

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because you'll have the leverage.

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Because you really want to help them

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and then you will be kind, not nice.

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You'll ask the hard questions.

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If someone objects, seek to understand,

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not to argue or be right,

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this is something that took me more time to understand.

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It's like, if someone objects to buying,

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if you keep a curious hat on,

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you can keep in that frame for as long as you want.

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You just keep staying curious.

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It's like, huh, that's so weird.

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I wouldn't have thought that way.

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Why do you think that, right?

262
00:09:14.040 --> 00:09:15.920
As soon as you get into like your fists up

263
00:09:15.920 --> 00:09:18.200
of like, let me prove you wrong.

264
00:09:18.200 --> 00:09:19.320
It's kind of like Dale Carnegie's like,

265
00:09:19.320 --> 00:09:20.800
no one wins an argument.

266
00:09:20.800 --> 00:09:23.160
Like you don't win the sale by being right.

267
00:09:23.160 --> 00:09:28.160
Getting them to want to buy is the ultimate objective, right?

268
00:09:28.520 --> 00:09:31.480
Because if they feel like they made the decision,

269
00:09:31.480 --> 00:09:33.120
then you'll also get buying later.

270
00:09:33.120 --> 00:09:34.440
And so you can't be combative.

271
00:09:34.440 --> 00:09:35.800
It's much more of a dance,

272
00:09:35.800 --> 00:09:36.840
which I think is one of these other ones.

273
00:09:36.840 --> 00:09:39.360
So maintain childlike curiosity at all times.

274
00:09:39.360 --> 00:09:40.760
Closing as a dance, not a fight.

275
00:09:40.760 --> 00:09:42.720
It is seduction, not rape.

276
00:09:42.720 --> 00:09:43.560
All right.

277
00:09:43.560 --> 00:09:45.360
That's the one that wakes everyone up in the morning.

278
00:09:45.360 --> 00:09:46.200
All right.

279
00:09:46.200 --> 00:09:47.080
The idea is like, it's a dance.

280
00:09:47.080 --> 00:09:47.920
It's fluid.

281
00:09:47.920 --> 00:09:49.000
You're moving, right?

282
00:09:49.000 --> 00:09:50.000
It's not coercion.

283
00:09:50.000 --> 00:09:51.600
It's not forced.

284
00:09:51.600 --> 00:09:52.440
And this is a big one.

285
00:09:52.440 --> 00:09:53.280
This is what I was hitting on earlier.

286
00:09:53.280 --> 00:09:54.720
Is that selling is a transference of belief

287
00:09:54.720 --> 00:09:56.480
over a bridge of trust.

288
00:09:56.480 --> 00:09:57.160
All right.

289
00:09:57.160 --> 00:09:59.600
So you have to have belief in order to transfer it.

290
00:09:59.600 --> 00:10:02.800
Sometimes your new salespeople have belief.

291
00:10:02.800 --> 00:10:05.360
They gain trust and they transfer it.

292
00:10:05.360 --> 00:10:07.360
And then they learn more about your company.

293
00:10:07.360 --> 00:10:08.800
And then they have less trust.

294
00:10:08.800 --> 00:10:12.000
And even, sorry, they have left less belief.

295
00:10:12.000 --> 00:10:13.600
And even though they have trust with the prospect

296
00:10:13.600 --> 00:10:15.360
because they have trust,

297
00:10:15.360 --> 00:10:17.920
they don't transfer the belief because they don't have it anymore.

298
00:10:17.920 --> 00:10:18.760
They used to.

299
00:10:18.760 --> 00:10:19.600
They thought you were all that.

300
00:10:19.600 --> 00:10:20.520
And now they don't.

301
00:10:20.520 --> 00:10:23.000
And so they can't transfer it because there's nothing there.

302
00:10:23.000 --> 00:10:27.600
And so anyone ever met somebody who became like a born again

303
00:10:27.600 --> 00:10:29.240
Christian, I don't want to put a term on it.

304
00:10:29.240 --> 00:10:32.400
Anyone change religious beliefs that like you know,

305
00:10:32.400 --> 00:10:34.120
anyone like in your life?

306
00:10:34.120 --> 00:10:35.200
OK.

307
00:10:35.200 --> 00:10:37.160
So one of the really interesting things

308
00:10:37.160 --> 00:10:39.400
at least that I've observed is that like,

309
00:10:39.400 --> 00:10:42.080
if someone comes to me and doesn't even have to be a religious thing,

310
00:10:42.080 --> 00:10:45.360
it's just an easy one to observe,

311
00:10:45.360 --> 00:10:50.240
is that they're so convicted in their new belief

312
00:10:50.240 --> 00:10:51.960
that you start to question your,

313
00:10:51.960 --> 00:10:55.400
you're like, maybe they are right, right?

314
00:10:55.400 --> 00:11:00.240
And the thing is that like the best sales tool is belief.

315
00:11:00.240 --> 00:11:01.880
And I keep repeating this because if I'm

316
00:11:01.880 --> 00:11:03.520
going to turn a wholesale seam around,

317
00:11:03.520 --> 00:11:06.200
all the stuff I'm going to show you is the hand-to-hand stuff.

318
00:11:06.200 --> 00:11:07.080
You've got to memorize this stuff.

319
00:11:07.080 --> 00:11:07.760
You've got to know this stuff.

320
00:11:07.760 --> 00:11:11.240
But this is like the sets and reps, right, of sales.

321
00:11:11.240 --> 00:11:14.880
But if the team doesn't believe, it just doesn't matter.

322
00:11:14.880 --> 00:11:17.600
I got flown in to turn the sales seam around years ago,

323
00:11:17.600 --> 00:11:20.080
years, years ago.

324
00:11:20.080 --> 00:11:22.600
And it was a mortgage sales company.

325
00:11:22.600 --> 00:11:24.240
And they were selling mortgage leads.

326
00:11:24.240 --> 00:11:27.960
And first the morning, I rewrote the script, repositioned it,

327
00:11:27.960 --> 00:11:28.960
blah, blah, blah.

328
00:11:28.960 --> 00:11:30.880
And the afternoon, they wanted me to train the guys.

329
00:11:30.880 --> 00:11:33.240
So I got on the sales floor, they gathered everybody around.

330
00:11:33.240 --> 00:11:35.040
They wanted me to do like a Glen Gary Glen Ross.

331
00:11:35.040 --> 00:11:37.760
If you've seen that scene, like always be closing.

332
00:11:37.760 --> 00:11:40.800
And so you want me to like grow all the troops up.

333
00:11:40.800 --> 00:11:43.200
And so I sat down and I was like, who's the guy

334
00:11:43.200 --> 00:11:44.440
who I have an issues with?

335
00:11:44.440 --> 00:11:48.240
And I was like, John, how good are the leads?

336
00:11:48.240 --> 00:11:49.760
Because that's what they were selling.

337
00:11:49.760 --> 00:11:51.560
It's like, how good are the leads?

338
00:11:51.560 --> 00:11:52.760
He's like, well, there.

339
00:11:52.760 --> 00:11:54.640
And I was like, I'm good, thanks, man.

340
00:11:54.640 --> 00:11:57.880
And I was like, it was a simple question.

341
00:11:57.880 --> 00:12:00.720
I was like, if you believed you would have been like, dude,

342
00:12:00.720 --> 00:12:02.000
these leads are so good.

343
00:12:02.000 --> 00:12:04.440
Right now, I'm studying for my real estate exam.

344
00:12:04.440 --> 00:12:05.560
So I can start taking these leads.

345
00:12:05.560 --> 00:12:08.360
I got my aunt to quit her job so that she can start taking

346
00:12:08.360 --> 00:12:09.360
these leads.

347
00:12:09.360 --> 00:12:10.120
My uncle is a realtor.

348
00:12:10.120 --> 00:12:11.240
So I'm selling him leads right now.

349
00:12:11.240 --> 00:12:13.000
And honestly, I hope that in 12 weeks,

350
00:12:13.000 --> 00:12:16.080
I'll be out of this role so I can start doing these two.

351
00:12:16.080 --> 00:12:18.600
I was like, that's what it sounds like when you believe.

352
00:12:18.600 --> 00:12:19.440
You don't believe.

353
00:12:19.440 --> 00:12:20.200
So of course you don't sell.

354
00:12:20.200 --> 00:12:21.040
I was like, it doesn't matter.

355
00:12:21.040 --> 00:12:23.160
And then I ripped up the script to be all dramatic.

356
00:12:23.160 --> 00:12:24.840
I was like, it doesn't matter what's the words on here.

357
00:12:24.840 --> 00:12:25.840
I was like, if you guys don't believe,

358
00:12:25.840 --> 00:12:27.720
it's not like none of this will matter.

359
00:12:27.720 --> 00:12:30.920
And then they went in close to punch, right?

360
00:12:30.920 --> 00:12:33.480
But it's like, it's about the belief more than anything.

361
00:12:33.480 --> 00:12:36.840
And so if you need to fix that, fix that first with you

362
00:12:36.840 --> 00:12:38.080
or your team.

363
00:12:38.080 --> 00:12:39.400
And if the things that you know you should do

364
00:12:39.400 --> 00:12:41.320
to fix the product, to make a better onboarding experience,

365
00:12:41.320 --> 00:12:44.920
et cetera, do that because the thing is that when you do that,

366
00:12:44.920 --> 00:12:46.320
you will approach the sale differently

367
00:12:46.320 --> 00:12:49.840
because you'd be so confident in what you're delivering.

368
00:12:49.840 --> 00:12:52.040
You can only build trust if you generally want to help.

369
00:12:52.040 --> 00:12:53.680
And humans are exceptionally good at sniffing out

370
00:12:53.680 --> 00:12:54.600
attention.

371
00:12:54.600 --> 00:12:58.040
Like we've got thousands of years of adaptation and evolution

372
00:12:58.040 --> 00:13:01.040
to help us see who is lying to us.

373
00:13:01.040 --> 00:13:02.760
And so it's like commission breath.

374
00:13:02.760 --> 00:13:04.600
I like that term a lot.

375
00:13:04.600 --> 00:13:07.080
If you have commission breath, people can smell it.

376
00:13:07.080 --> 00:13:09.640
And so I think one of the big frame shifts

377
00:13:09.640 --> 00:13:11.040
that I like to do when I approach a sale

378
00:13:11.040 --> 00:13:12.200
is like, it's about them.

379
00:13:12.200 --> 00:13:13.720
I just want to help this person.

380
00:13:13.720 --> 00:13:15.920
And like, I just have to reset myself every time

381
00:13:15.920 --> 00:13:18.720
I get into the room right before I sit down with somebody.

382
00:13:18.720 --> 00:13:21.600
He's keeping that attention at top of mine, which is human first.

383
00:13:21.600 --> 00:13:24.160
It's like, I'm going to prioritize this human, not the sale.

384
00:13:24.160 --> 00:13:26.280
But if you do that, they'll have a positive experience

385
00:13:26.280 --> 00:13:29.080
with you either way, and you'll also close more deals.

386
00:13:29.080 --> 00:13:30.040
This is a big one.

387
00:13:30.040 --> 00:13:31.080
So I've talked about belief.

388
00:13:31.080 --> 00:13:33.000
I've talked about bridge of trust.

389
00:13:33.000 --> 00:13:35.200
They are continuums not binaries.

390
00:13:35.200 --> 00:13:36.400
So you have to treat them that way.

391
00:13:36.400 --> 00:13:38.520
It's not, do you have belief in your product?

392
00:13:38.520 --> 00:13:40.200
Do you not have belief in your product?

393
00:13:40.200 --> 00:13:42.240
Do you have trust with the prospect

394
00:13:42.240 --> 00:13:44.200
or do they trust you or do they not trust you?

395
00:13:44.200 --> 00:13:46.200
It's how much do they trust you?

396
00:13:46.200 --> 00:13:48.920
How deep is your belief, right?

397
00:13:48.920 --> 00:13:50.640
Because if they trust the shit out of you

398
00:13:50.640 --> 00:13:54.040
and your belief is miles deep in terms of how much you believe,

399
00:13:54.040 --> 00:13:56.000
how hard do you think it will be to sell?

400
00:13:56.000 --> 00:13:57.640
Not, right?

401
00:13:57.640 --> 00:14:00.200
And so a lot of us are like, did you build rapport?

402
00:14:00.200 --> 00:14:01.240
It's not, did you build rapport?

403
00:14:01.240 --> 00:14:03.240
It's how much rapport did you build?

404
00:14:03.240 --> 00:14:04.480
Does that make sense?

405
00:14:04.480 --> 00:14:05.320
Okay.

406
00:14:05.320 --> 00:14:07.000
If you can start changing your language this way,

407
00:14:07.000 --> 00:14:09.760
then it also gives you an ability to continue to get better.

408
00:14:09.760 --> 00:14:12.040
It's not like, oh yeah, I built rapport.

409
00:14:12.040 --> 00:14:13.360
I have trust.

410
00:14:13.360 --> 00:14:14.640
They believe me, right?

411
00:14:14.640 --> 00:14:15.480
It doesn't work that way.

412
00:14:15.480 --> 00:14:16.320
It's how much.

413
00:14:16.320 --> 00:14:17.720
It's to what extent.

414
00:14:17.720 --> 00:14:19.840
Oops, right there we go.

415
00:14:19.840 --> 00:14:22.640
Closers ask hard questions because they genuinely care, right?

416
00:14:22.640 --> 00:14:23.720
These are the hard conversations.

417
00:14:23.720 --> 00:14:25.560
It's funny because a lot of you guys are really good at

418
00:14:25.560 --> 00:14:27.040
having hard conversations with prospects

419
00:14:27.040 --> 00:14:29.440
but really bad at having hard conversations with your team.

420
00:14:29.440 --> 00:14:30.840
If you can have hard conversations with your team,

421
00:14:30.840 --> 00:14:33.160
it'll be easy with prospects.

422
00:14:33.160 --> 00:14:36.160
The person cares the most about the prospect wins the deal.

423
00:14:36.160 --> 00:14:37.080
This is just a side note.

424
00:14:37.080 --> 00:14:38.440
Record all your sales always.

425
00:14:38.440 --> 00:14:39.760
One of my biggest regrets in life

426
00:14:39.760 --> 00:14:42.320
is that I have 4,000 undocumented sales.

427
00:14:42.320 --> 00:14:44.560
Like, boy, wouldn't that be nice for today?

428
00:14:44.560 --> 00:14:45.840
I could use all those.

429
00:14:45.840 --> 00:14:47.280
So please, for the love of God,

430
00:14:47.280 --> 00:14:48.320
document all these things,

431
00:14:48.320 --> 00:14:50.280
best champions, watch game footage.

432
00:14:51.520 --> 00:14:53.200
The goal of closing is to get someone

433
00:14:53.200 --> 00:14:55.520
to decide not to buy.

434
00:14:55.520 --> 00:14:57.320
And the thing is that you actually have to believe this.

435
00:14:57.320 --> 00:14:59.080
If you're training your sales team

436
00:14:59.080 --> 00:15:00.920
and you're like, this is what I want you to do,

437
00:15:00.920 --> 00:15:02.840
I want you to help these people decide.

438
00:15:02.840 --> 00:15:04.520
I don't want you to help, get them to buy.

439
00:15:04.520 --> 00:15:05.560
I want you to help them to decide.

440
00:15:05.560 --> 00:15:07.640
And if their decision is to buy, that's awesome.

441
00:15:07.640 --> 00:15:09.280
But that means that you reward them

442
00:15:09.280 --> 00:15:11.440
when they get someone to decide either way.

443
00:15:11.440 --> 00:15:13.400
This is different than many of you probably do this.

444
00:15:13.400 --> 00:15:14.360
And this took me time.

445
00:15:14.360 --> 00:15:17.000
So I'm just giving you the stuff that I've learned, all right?

446
00:15:17.000 --> 00:15:17.840
Because if you do that,

447
00:15:17.840 --> 00:15:20.240
then you reward the activities rather than the outcome.

448
00:15:20.240 --> 00:15:21.840
Because they can only control like the sales team,

449
00:15:21.840 --> 00:15:23.920
you're self-included, can only control what you do,

450
00:15:23.920 --> 00:15:25.520
you can't control what they do.

451
00:15:25.520 --> 00:15:27.960
But what you can't do is actually try and get them

452
00:15:27.960 --> 00:15:29.400
to confront the decision that they've been putting off

453
00:15:29.400 --> 00:15:30.200
for a long time.

454
00:15:31.360 --> 00:15:33.960
And finally, power is the ability to direct

455
00:15:33.960 --> 00:15:35.000
or influence people.

456
00:15:35.000 --> 00:15:37.360
If you want to be powerful, you must learn this skill.

457
00:15:37.360 --> 00:15:40.040
Because fundamentally, if you can move mountains,

458
00:15:40.040 --> 00:15:42.840
you can move rooms, you can get people to do stuff,

459
00:15:42.840 --> 00:15:44.800
you have power, you have the ability

460
00:15:44.800 --> 00:15:46.560
to direct or influence other people.

461
00:15:46.560 --> 00:15:48.800
And so sales is power.

462
00:15:49.760 --> 00:15:52.160
And if that makes you feel queasy,

463
00:15:52.160 --> 00:15:54.080
then I think you should check yourself

464
00:15:54.080 --> 00:15:57.320
and think like, why do I not want to be powerful, right?

465
00:15:57.320 --> 00:15:59.960
You can build hospitals, you can build bombs, right?

466
00:15:59.960 --> 00:16:00.960
Power.

467
00:16:00.960 --> 00:16:02.880
And so I think for me, I've, you know,

468
00:16:02.880 --> 00:16:05.120
sales has been always near and dear to my heart

469
00:16:05.120 --> 00:16:08.200
because it's the thing, if you want to make an impact,

470
00:16:08.200 --> 00:16:09.800
it's like, well, what is an impact?

471
00:16:09.800 --> 00:16:11.440
It means like influencing lots of people.

472
00:16:11.440 --> 00:16:12.600
How do you influence lots of people?

473
00:16:12.600 --> 00:16:14.040
You have to persuade them.

474
00:16:14.040 --> 00:16:15.040
That's what we're doing.

475
00:16:15.040 --> 00:16:16.280
Cool?

476
00:16:16.280 --> 00:16:18.720
Okay, so when does selling happen?

477
00:16:18.720 --> 00:16:20.280
When you engage the lead, when you qualify the lead,

478
00:16:20.280 --> 00:16:22.920
when you solicit the sale, when you close the sale,

479
00:16:22.920 --> 00:16:24.480
the entire time.

480
00:16:24.480 --> 00:16:26.960
Now, what are we going to talk about today?

481
00:16:26.960 --> 00:16:27.880
Closing the sale.

482
00:16:27.880 --> 00:16:31.160
Everything you have to do after asking for the sale

483
00:16:31.160 --> 00:16:32.360
to get someone to buy.

484
00:16:32.360 --> 00:16:33.520
That's all we're going to talk about,

485
00:16:33.520 --> 00:16:36.240
just the last five yards, okay?

486
00:16:36.240 --> 00:16:39.000
And so here's an insane sat for you.

487
00:16:39.000 --> 00:16:39.960
And this is something that you know,

488
00:16:39.960 --> 00:16:41.240
Kale and I were talking about yesterday,

489
00:16:41.240 --> 00:16:44.680
which is if a gym owner knows how to close,

490
00:16:44.680 --> 00:16:46.800
we're just not that worried about them

491
00:16:46.800 --> 00:16:49.240
because they can afford the most expensive leads,

492
00:16:49.240 --> 00:16:50.760
they can sell for higher prices

493
00:16:50.760 --> 00:16:53.160
because they know how to close.

494
00:16:53.160 --> 00:16:54.920
There are very few people in the fitness world

495
00:16:54.920 --> 00:16:58.400
that do not succeed if they know how to close.

496
00:16:58.400 --> 00:17:00.000
It's just hard to fail.

497
00:17:00.000 --> 00:17:02.240
And I found this set and I thought it was really interesting

498
00:17:02.240 --> 00:17:04.040
is that the top five red zone offices

499
00:17:04.040 --> 00:17:06.720
made the playoffs 90% of the time.

500
00:17:06.720 --> 00:17:11.720
Of all stats in football, top five offenses in the red zone,

501
00:17:12.560 --> 00:17:16.400
when the game's on the line, when they need to close the deal,

502
00:17:16.400 --> 00:17:19.920
made the playoffs 90% wasn't about special teams,

503
00:17:19.920 --> 00:17:23.280
wasn't about defense, wasn't about just in the red zone.

504
00:17:23.280 --> 00:17:25.400
People who can score when the game's on the line,

505
00:17:25.400 --> 00:17:27.520
go to the playoffs 90%.

506
00:17:27.520 --> 00:17:29.240
I was like, that's a good stat.

507
00:17:29.240 --> 00:17:32.280
So if you want to be a top 10% gym,

508
00:17:32.280 --> 00:17:35.080
might be something worth having.

509
00:17:35.080 --> 00:17:39.200
So here's how I have observed the breakdown

510
00:17:39.200 --> 00:17:41.240
of prospects when it comes to closing.

511
00:17:41.240 --> 00:17:42.520
10% of people never gonna buy,

512
00:17:42.520 --> 00:17:44.040
which means you can't get upset about the fact

513
00:17:44.040 --> 00:17:44.880
that someone doesn't buy.

514
00:17:44.880 --> 00:17:46.440
That's what we have to focus on getting them to decide,

515
00:17:46.440 --> 00:17:47.680
not necessarily to buy,

516
00:17:47.680 --> 00:17:49.360
because otherwise you're always gonna be upset.

517
00:17:49.360 --> 00:17:51.720
On the other hand, 10% of people were going to buy

518
00:17:51.720 --> 00:17:54.640
if you were not there, if you were a scarecrow

519
00:17:54.640 --> 00:17:56.160
that just said, please buy.

520
00:17:57.760 --> 00:17:58.640
Question mark.

521
00:17:58.640 --> 00:18:01.120
Got credit card, question mark, right?

522
00:18:01.120 --> 00:18:04.760
Now, 80% of people need help deciding.

523
00:18:04.760 --> 00:18:06.480
And this is why we train.

524
00:18:06.480 --> 00:18:08.080
And I think presenting this to your team

525
00:18:08.080 --> 00:18:09.960
is also really helpful just so that they understand.

526
00:18:09.960 --> 00:18:11.720
It's like, this is what we train for.

527
00:18:11.720 --> 00:18:13.320
It's for the 80% of people that need help.

528
00:18:13.320 --> 00:18:14.280
That's why they're here.

529
00:18:14.280 --> 00:18:16.040
If they knew how to make the decision on their own,

530
00:18:16.040 --> 00:18:17.040
they wouldn't need our help.

531
00:18:17.040 --> 00:18:18.560
They would do it already.

532
00:18:18.560 --> 00:18:19.720
And so if after this presentation,

533
00:18:19.720 --> 00:18:21.160
you just have one more bullet in your chamber,

534
00:18:21.160 --> 00:18:22.560
one more plane, your arsenal to close,

535
00:18:22.560 --> 00:18:23.760
one more deal per month,

536
00:18:23.760 --> 00:18:25.800
my goal is that that pays for this whole weekend for you.

537
00:18:25.800 --> 00:18:26.800
Cool?

538
00:18:26.800 --> 00:18:27.640
Okay.

539
00:18:30.000 --> 00:18:31.080
Awesome.

540
00:18:31.080 --> 00:18:31.920
There you go.

541
00:18:31.920 --> 00:18:33.480
I even have put a little thing there.

542
00:18:33.480 --> 00:18:35.200
Okay, one of my favorite things is that you're only

543
00:18:35.200 --> 00:18:36.760
one decision away from changing your life forever.

544
00:18:36.760 --> 00:18:37.720
And I love thinking about this

545
00:18:37.720 --> 00:18:39.120
when I think about talking to a prospect.

546
00:18:39.120 --> 00:18:42.760
It's like, this decision could change to the life forever.

547
00:18:42.760 --> 00:18:44.760
And that's a lot of power, right?

548
00:18:45.760 --> 00:18:47.240
But instead of changing lives,

549
00:18:47.240 --> 00:18:49.960
and this is what's interesting for me, we blame.

550
00:18:51.600 --> 00:18:55.440
Think, give power to sources outside of our control.

551
00:18:55.440 --> 00:18:57.880
And this is exactly what the people walk in your gym

552
00:18:57.880 --> 00:18:59.760
and we do it ourselves every day.

553
00:18:59.760 --> 00:19:02.680
And so even though I said originally

554
00:19:02.680 --> 00:19:05.640
that this is a talk on logical closing,

555
00:19:05.640 --> 00:19:08.400
what it really is is a talk on power.

556
00:19:09.360 --> 00:19:12.920
And so the problem is that most people cast their power,

557
00:19:12.920 --> 00:19:14.680
they become victims of their own lives

558
00:19:14.680 --> 00:19:17.680
because they point to other things to cast their power to.

559
00:19:17.680 --> 00:19:19.840
This is us and our prospects.

560
00:19:19.840 --> 00:19:22.600
And this is why so many people are weak and powerless.

561
00:19:22.600 --> 00:19:24.520
And so I believe that if you can talk to somebody

562
00:19:24.520 --> 00:19:26.520
who is powerful and you could help them

563
00:19:26.520 --> 00:19:28.320
realize that they are powerful,

564
00:19:28.320 --> 00:19:30.280
then you talk to an empowered individual,

565
00:19:30.280 --> 00:19:33.320
which believe it or not, often buy shit to help themselves.

566
00:19:33.320 --> 00:19:34.240
Okay?

567
00:19:34.240 --> 00:19:35.840
So we're gonna do a fun activity day.

568
00:19:35.840 --> 00:19:37.840
One, help you make a decision, help yourself

569
00:19:37.920 --> 00:19:40.000
with whatever decisions you are facing in life.

570
00:19:40.000 --> 00:19:41.440
Some of you guys have some hard decisions

571
00:19:41.440 --> 00:19:43.280
that I was talking about two days ago.

572
00:19:43.280 --> 00:19:45.560
Some conversations that need to happen, right?

573
00:19:46.520 --> 00:19:47.640
I don't know why there's another one,

574
00:19:47.640 --> 00:19:49.320
but number one, there you go.

575
00:19:49.320 --> 00:19:52.880
Use these frameworks to help prospects help themselves.

576
00:19:52.880 --> 00:19:54.800
And then finally just become more powerful for yourself.

577
00:19:54.800 --> 00:19:55.640
Okay?

578
00:19:55.640 --> 00:19:56.960
This is what we're gonna do.

579
00:19:56.960 --> 00:19:58.960
So rather than keep these hypothetical,

580
00:19:58.960 --> 00:20:01.720
I want you to visualize the decision that you need to make.

581
00:20:01.720 --> 00:20:02.560
All right?

582
00:20:02.560 --> 00:20:03.840
So this is one of my favorite things from Confucius.

583
00:20:03.840 --> 00:20:05.240
I hear and I forget, I see and I remember,

584
00:20:05.240 --> 00:20:07.000
I do and I understand.

585
00:20:07.000 --> 00:20:08.040
Right?

586
00:20:08.040 --> 00:20:09.680
You might have read a hundred books about sales,

587
00:20:09.680 --> 00:20:11.600
but your first hundred actual conversations

588
00:20:11.600 --> 00:20:14.000
probably taught you more than all of them put together, right?

589
00:20:14.000 --> 00:20:15.440
When you do it, you start to understand.

590
00:20:15.440 --> 00:20:16.480
It starts to make sense.

591
00:20:16.480 --> 00:20:17.520
All right, so think through a decision.

592
00:20:17.520 --> 00:20:18.360
If you want, write it down.

593
00:20:18.360 --> 00:20:19.200
It doesn't matter to me.

594
00:20:19.200 --> 00:20:21.000
As long as it's in your head,

595
00:20:21.000 --> 00:20:23.720
walk through these decision-making frameworks for yourself

596
00:20:23.720 --> 00:20:25.640
because that way you can transfer them to other people.

597
00:20:25.640 --> 00:20:26.640
Okay?

598
00:20:26.640 --> 00:20:29.240
So who's presented with a decision the last 24 hours?

599
00:20:29.240 --> 00:20:30.240
Anyone?

600
00:20:30.240 --> 00:20:31.520
Okay.

601
00:20:31.520 --> 00:20:32.360
Sandra.

602
00:20:32.360 --> 00:20:34.480
Just kidding.

603
00:20:34.520 --> 00:20:36.360
I say it was the good one, Sarah.

604
00:20:36.360 --> 00:20:37.840
Right?

605
00:20:37.840 --> 00:20:38.680
Okay.

606
00:20:38.680 --> 00:20:40.960
Who thinks getting rid of Sarah or doing anything else

607
00:20:40.960 --> 00:20:42.840
could better improve your life?

608
00:20:42.840 --> 00:20:43.680
Yes?

609
00:20:43.680 --> 00:20:45.200
Yeah, two people, fantastic.

610
00:20:45.200 --> 00:20:46.320
Everyone else.

611
00:20:46.320 --> 00:20:47.160
Fucked.

612
00:20:47.160 --> 00:20:48.000
Right?

613
00:20:49.720 --> 00:20:51.120
So my goal is that I want to show you

614
00:20:51.120 --> 00:20:52.920
as though you were prospect how to think through decision.

615
00:20:52.920 --> 00:20:54.560
All right, I can help others using this.

616
00:20:54.560 --> 00:20:56.880
What I want, what I don't want.

617
00:20:56.880 --> 00:20:58.000
Cool.

618
00:20:58.000 --> 00:20:59.160
I'm gonna skip this real quick.

619
00:20:59.160 --> 00:21:01.360
Sales ethics, I think I covered this earlier

620
00:21:01.360 --> 00:21:02.640
because I want to get to the,

621
00:21:02.640 --> 00:21:04.320
so helping someone make a decision help themselves

622
00:21:04.320 --> 00:21:06.200
is not being fired from you.

623
00:21:06.200 --> 00:21:07.560
It just means keeping them in their goals

624
00:21:07.560 --> 00:21:09.200
at the center of the decision, okay?

625
00:21:09.200 --> 00:21:11.160
I keep repeating this because it's so important.

626
00:21:11.160 --> 00:21:13.160
And you should be happy if someone makes a decision

627
00:21:13.160 --> 00:21:15.160
for themselves independent of whether they choose

628
00:21:15.160 --> 00:21:16.320
to work with you or not.

629
00:21:16.320 --> 00:21:19.320
If you can get to that point, you'll be untouchable

630
00:21:19.320 --> 00:21:21.520
because they have no leverage over you.

631
00:21:21.520 --> 00:21:23.720
Like that's how you sell from your back foot

632
00:21:23.720 --> 00:21:26.600
is that if you are genuinely happy

633
00:21:26.600 --> 00:21:28.680
that if they make a decision, an empowered decision

634
00:21:28.680 --> 00:21:30.040
that's informed not to work with you,

635
00:21:30.040 --> 00:21:32.280
you're like, what a great day.

636
00:21:32.280 --> 00:21:33.480
I hope this person out.

637
00:21:33.480 --> 00:21:36.440
If you can get there, you become untouchable.

638
00:21:36.440 --> 00:21:38.040
Cause you don't need anything.

639
00:21:38.040 --> 00:21:41.600
Most of the nation real quick,

640
00:21:41.600 --> 00:21:44.640
if you are a business owner that has a big old business

641
00:21:44.640 --> 00:21:46.720
and wants to get to a much bigger business,

642
00:21:46.720 --> 00:21:50.200
going to $50 million plus, we would love to talk to you.

643
00:21:50.200 --> 00:21:52.200
And if you like that and would like to hear more

644
00:21:52.200 --> 00:21:53.600
about it, go to acquisition.com

645
00:21:53.600 --> 00:21:55.080
and you can plan anywhere on the page

646
00:21:55.080 --> 00:21:57.080
and talk to one of our team and see

647
00:21:57.080 --> 00:21:58.280
if we can help you get there.

648
00:22:00.520 --> 00:22:01.360
And so most importantly,

649
00:22:01.360 --> 00:22:02.640
how to make high stakes decisions

650
00:22:02.640 --> 00:22:04.040
and help your prospects do the same.

651
00:22:04.040 --> 00:22:04.880
Cool.

652
00:22:04.880 --> 00:22:07.440
So here's a fun delineation.

653
00:22:07.440 --> 00:22:08.880
Obstacles versus objections.

654
00:22:08.880 --> 00:22:10.600
Who here has heard these terms?

655
00:22:10.600 --> 00:22:12.280
Good, thank you, like thank God.

656
00:22:12.280 --> 00:22:13.120
Okay.

657
00:22:14.400 --> 00:22:16.160
Who knows the difference?

658
00:22:16.160 --> 00:22:17.640
Ah.

659
00:22:17.640 --> 00:22:19.400
So obstacles are a thing that blocks

660
00:22:19.400 --> 00:22:20.840
one's way or prevents or hinders progress

661
00:22:20.840 --> 00:22:24.040
when you disagree with something they say.

662
00:22:24.040 --> 00:22:26.000
So you disagree with them.

663
00:22:26.000 --> 00:22:27.880
That is an obstacle.

664
00:22:27.880 --> 00:22:28.720
Here's an example.

665
00:22:28.720 --> 00:22:30.560
Hey, why'd you hop on the call today, them?

666
00:22:30.560 --> 00:22:32.560
I just want to find out more about the program.

667
00:22:33.560 --> 00:22:35.080
That's an obstacle.

668
00:22:35.080 --> 00:22:36.480
They're giving you bullshit.

669
00:22:36.480 --> 00:22:37.320
That's not why they hop down.

670
00:22:37.320 --> 00:22:38.880
They find out more about the program.

671
00:22:38.880 --> 00:22:41.880
They hop down because they're fat, right?

672
00:22:41.880 --> 00:22:43.240
Why are they there?

673
00:22:43.240 --> 00:22:45.040
I was like, you don't spend all day hopping on

674
00:22:45.040 --> 00:22:47.080
information to find out about programs, right?

675
00:22:47.080 --> 00:22:47.920
No.

676
00:22:47.920 --> 00:22:49.640
Well, then why are you doing that?

677
00:22:49.640 --> 00:22:51.520
Cause I'm overweight.

678
00:22:51.520 --> 00:22:52.360
I don't like how I look.

679
00:22:52.360 --> 00:22:53.400
I don't like how I feel blah, blah, blah.

680
00:22:53.400 --> 00:22:54.240
Ah.

681
00:22:54.240 --> 00:22:55.360
So you have a problem you want to solve.

682
00:22:55.360 --> 00:22:57.920
Yes, fantastic, right?

683
00:22:57.920 --> 00:22:58.920
If you don't address that,

684
00:22:58.920 --> 00:23:01.320
it blows up on you in the close, right?

685
00:23:01.320 --> 00:23:05.360
Obstacles happen before you present the offer.

686
00:23:05.360 --> 00:23:08.080
Objections happen after.

687
00:23:08.080 --> 00:23:10.120
Objections are an expression or feeling of disapproval

688
00:23:10.120 --> 00:23:11.840
or opposition or reason for disagreeing.

689
00:23:11.840 --> 00:23:14.760
When they disagree with you.

690
00:23:14.760 --> 00:23:17.480
So obstacles, we're in the offensive.

691
00:23:17.480 --> 00:23:20.800
We get to go attack them and their limiting beliefs.

692
00:23:20.800 --> 00:23:24.600
You're in the driver's seat before you make the offer.

693
00:23:24.600 --> 00:23:26.640
So you want to destroy as many of these obstacles

694
00:23:26.640 --> 00:23:28.320
as we possibly can, the things that will hinder them

695
00:23:28.320 --> 00:23:31.200
from making a decision before we get to the close.

696
00:23:31.200 --> 00:23:33.440
That being said, once we get to the close,

697
00:23:33.440 --> 00:23:36.040
we need to low know how to handle objections.

698
00:23:36.040 --> 00:23:37.840
Them, I don't want to buy right now.

699
00:23:37.840 --> 00:23:39.080
You totally reasonable.

700
00:23:39.080 --> 00:23:41.040
What are the main criteria you're thinking through?

701
00:23:41.040 --> 00:23:42.880
They're like, oh, fuck, you still here.

702
00:23:42.880 --> 00:23:45.040
I thought this was going to end this

703
00:23:45.040 --> 00:23:46.520
and you're like, I've had this more conversation

704
00:23:46.520 --> 00:23:47.560
more times than you.

705
00:23:47.560 --> 00:23:49.400
All right.

706
00:23:49.400 --> 00:23:51.520
So learning how to talk through those high-stakes decisions

707
00:23:51.520 --> 00:23:53.280
with yourself or others is the purpose presentation.

708
00:23:53.280 --> 00:23:54.120
All right?

709
00:23:54.120 --> 00:23:55.160
And the result is that everyone here is more powerful

710
00:23:55.160 --> 00:23:57.040
and can transfer that power to other people.

711
00:23:57.040 --> 00:24:00.240
So, before I dive into those arguments,

712
00:24:00.240 --> 00:24:01.080
this is a big point.

713
00:24:01.080 --> 00:24:02.640
Is that the person has to really want the goal

714
00:24:02.640 --> 00:24:04.680
and believe that one, the product will get to them

715
00:24:04.680 --> 00:24:06.880
to their goal the way they want to get there.

716
00:24:06.880 --> 00:24:09.520
Two, that you and others will support them.

717
00:24:09.520 --> 00:24:10.720
And three, that it will work for them,

718
00:24:10.720 --> 00:24:12.160
not just everyone else.

719
00:24:12.160 --> 00:24:13.000
Super important.

720
00:24:13.000 --> 00:24:14.440
If they don't believe these things,

721
00:24:14.440 --> 00:24:16.280
you could understand all the stuff I'm going to show you

722
00:24:16.280 --> 00:24:17.680
and they're not going to buy.

723
00:24:17.680 --> 00:24:18.920
All right, you have to provide proof

724
00:24:18.920 --> 00:24:21.360
that it would be more unreasonable for them not to believe.

725
00:24:21.360 --> 00:24:24.320
You have, you know, some provide proof

726
00:24:24.320 --> 00:24:25.320
that it would be more reasonable for them

727
00:24:25.320 --> 00:24:26.960
to believe than to not believe.

728
00:24:26.960 --> 00:24:27.800
All right?

729
00:24:27.800 --> 00:24:30.480
The reason that Jim launch has a gazillion testimonials

730
00:24:30.480 --> 00:24:32.280
is because like we just want to be like,

731
00:24:32.280 --> 00:24:33.480
obviously this shit works.

732
00:24:33.480 --> 00:24:35.880
We've done it a hundred thousand fucking times.

733
00:24:35.880 --> 00:24:37.400
We know how the model works, right?

734
00:24:37.400 --> 00:24:38.960
And just like you, we're talking to your prospect,

735
00:24:38.960 --> 00:24:42.520
you're like, I promise calorie deficits work.

736
00:24:42.520 --> 00:24:45.640
I promise you don't have a stubborn metabolism.

737
00:24:45.640 --> 00:24:48.520
You don't even mean you don't go to Uganda.

738
00:24:48.520 --> 00:24:49.240
They don't have stubborn,

739
00:24:49.240 --> 00:24:51.120
they don't have stubborn body fat there.

740
00:24:51.120 --> 00:24:53.280
Tough, right?

741
00:24:53.280 --> 00:24:54.040
Real talk.

742
00:24:55.000 --> 00:24:56.320
Otherwise, if they're unsure of those things,

743
00:24:56.320 --> 00:24:58.560
they will object to something else in the close, okay?

744
00:24:58.560 --> 00:25:00.520
Which is why you should expect no at first

745
00:25:00.520 --> 00:25:01.640
because if they could make the decision,

746
00:25:01.640 --> 00:25:02.560
they wouldn't need your help,

747
00:25:02.560 --> 00:25:03.600
they would just send you money.

748
00:25:03.600 --> 00:25:04.920
Wouldn't that be nice?

749
00:25:04.920 --> 00:25:06.640
Great, that's the appetizer.

750
00:25:06.640 --> 00:25:07.640
Now to the main course.

751
00:25:08.560 --> 00:25:09.840
So here's my request.

752
00:25:09.840 --> 00:25:11.400
See a lot of cameras.

753
00:25:11.400 --> 00:25:14.320
For now, for the rest of it, just put them down

754
00:25:14.320 --> 00:25:16.200
and I want you to just be present with me

755
00:25:16.200 --> 00:25:18.560
because I'm sure there's recordings or whatever

756
00:25:18.560 --> 00:25:20.160
and you can watch these things later.

757
00:25:20.160 --> 00:25:21.720
But what I would like you to do is just be present

758
00:25:21.720 --> 00:25:24.200
is the only thing, only time we can do this IRL.

759
00:25:24.200 --> 00:25:25.200
All right?

760
00:25:25.200 --> 00:25:29.480
So this is Richard Feynman, big fan of his, he's dead now.

761
00:25:29.480 --> 00:25:31.880
He was one of the guys who worked on the atom bomb.

762
00:25:31.880 --> 00:25:34.560
Understand, don't memorize, learn principles, not formulas.

763
00:25:34.560 --> 00:25:37.200
If you can understand the frameworks I'm going to show you,

764
00:25:37.200 --> 00:25:39.720
then you'll be equipped to have these conversations

765
00:25:39.720 --> 00:25:41.080
with your prospects for the rest of your life.

766
00:25:41.080 --> 00:25:43.400
If you can just understand them rather than memorizing,

767
00:25:43.400 --> 00:25:44.880
because it's real, you're not going to memorize them

768
00:25:44.880 --> 00:25:47.080
in the next 45 minutes, you're not going to.

769
00:25:47.080 --> 00:25:48.320
But if you can understand them,

770
00:25:48.320 --> 00:25:50.800
you can approach them with forever, okay?

771
00:25:50.800 --> 00:25:51.640
There you go.

772
00:25:52.520 --> 00:25:55.840
There are three sources that we cast our power to

773
00:25:55.840 --> 00:25:57.440
that I'll break down.

774
00:25:57.440 --> 00:25:58.640
This is Albert Ellis.

775
00:25:59.640 --> 00:26:02.040
He was probably haven't heard of him.

776
00:26:02.040 --> 00:26:05.160
Anywhere heard of cognitive behavioral therapy, CBT?

777
00:26:05.160 --> 00:26:08.680
He invented it or is one of the fathers of it.

778
00:26:09.760 --> 00:26:12.280
If you would stop, really stop dimming yourself others

779
00:26:12.280 --> 00:26:14.400
in unkind conditions that you would find it almost impossible

780
00:26:14.400 --> 00:26:18.080
to upset yourself emotionally about anything, yes, anything.

781
00:26:18.080 --> 00:26:21.560
And so when he was with 30 or 40 years of therapy,

782
00:26:21.560 --> 00:26:24.000
he tried to break down all the things that people

783
00:26:24.000 --> 00:26:25.160
were bothered about.

784
00:26:25.160 --> 00:26:27.440
In the beginning he had 11, and then he had nine,

785
00:26:27.440 --> 00:26:29.600
and then he had seven, and then finally,

786
00:26:29.600 --> 00:26:30.600
at the end of his career he said,

787
00:26:30.600 --> 00:26:32.720
there's only three things that people get upset about.

788
00:26:32.720 --> 00:26:35.160
And they also are the same three things

789
00:26:35.160 --> 00:26:36.640
that people cast their power to.

790
00:26:37.600 --> 00:26:40.120
And these are his causes of emotional disturbance.

791
00:26:40.120 --> 00:26:42.920
Circumstances, I must get what I want, when I want it,

792
00:26:42.920 --> 00:26:44.160
I must not get what I don't want,

793
00:26:44.160 --> 00:26:47.160
and if I don't get what I want, I can't stand it.

794
00:26:47.160 --> 00:26:48.520
That is the belief.

795
00:26:48.520 --> 00:26:50.400
Two, other people must treat me fairly and kindly,

796
00:26:50.400 --> 00:26:51.440
and if they don't, they are no good,

797
00:26:51.440 --> 00:26:53.400
and they deserve to be condemned and punished.

798
00:26:53.400 --> 00:26:56.120
And three, self, I must do else, I must do well,

799
00:26:56.120 --> 00:26:57.680
or else I am no good.

800
00:26:57.680 --> 00:26:59.800
This is what causes emotional disturbance in people.

801
00:26:59.800 --> 00:27:02.000
This is also why people don't buy.

802
00:27:02.000 --> 00:27:04.760
These are all powerless statements.

803
00:27:04.760 --> 00:27:07.920
So this is basically the victim handbook.

804
00:27:07.920 --> 00:27:09.880
This is how you become a victim of your own life,

805
00:27:09.880 --> 00:27:13.000
or how our prospects become victims of their own lives.

806
00:27:13.000 --> 00:27:14.920
So I call this the onion and blame.

807
00:27:14.920 --> 00:27:16.000
So there's the big skate quotes.

808
00:27:16.000 --> 00:27:18.840
You've got circumstances, other people,

809
00:27:18.880 --> 00:27:20.520
and then finally, self.

810
00:27:20.520 --> 00:27:21.680
And this is important,

811
00:27:21.680 --> 00:27:24.000
because as we're going to be going through this,

812
00:27:24.000 --> 00:27:28.040
when a prospect presents with a circumstance issue,

813
00:27:28.040 --> 00:27:30.720
then you are at the outermost layer of their onion,

814
00:27:30.720 --> 00:27:32.800
which means you still might have two or three more layers

815
00:27:32.800 --> 00:27:34.320
you got to dig through before you get to somebody

816
00:27:34.320 --> 00:27:36.080
who's empowered to make a decision.

817
00:27:36.080 --> 00:27:37.560
And so if you hear a circumstance,

818
00:27:37.560 --> 00:27:38.400
just be ready, you're like,

819
00:27:38.400 --> 00:27:40.960
I might have two or three more layers I got to get through.

820
00:27:40.960 --> 00:27:42.200
If you talk to somebody and they're like,

821
00:27:42.200 --> 00:27:44.160
I got to talk to my spouse, then you're like,

822
00:27:44.160 --> 00:27:46.440
okay, I got to get through that one.

823
00:27:46.440 --> 00:27:48.560
And then they're like, oh, I can make a decision.

824
00:27:48.560 --> 00:27:49.960
I need to think about it.

825
00:27:49.960 --> 00:27:51.880
So you have to be able to wait through all of these layers

826
00:27:51.880 --> 00:27:53.120
and be prepared for that,

827
00:27:53.120 --> 00:27:54.120
rather than thinking they're like,

828
00:27:54.120 --> 00:27:56.160
oh, I'll just overcome this one thing.

829
00:27:56.160 --> 00:27:57.000
And they'll buy.

830
00:27:57.000 --> 00:27:58.600
People got a lot of shit on their heads,

831
00:27:58.600 --> 00:27:59.720
just why they can't make decisions,

832
00:27:59.720 --> 00:28:01.760
which is why they're asking for your help.

833
00:28:01.760 --> 00:28:04.560
So even though these are the things that distort

834
00:28:04.560 --> 00:28:05.760
other people's realities,

835
00:28:05.760 --> 00:28:07.720
they manifest in five different ways.

836
00:28:07.720 --> 00:28:09.520
So I want to equip you how to deal with these.

837
00:28:09.520 --> 00:28:10.360
So these are the five.

838
00:28:10.360 --> 00:28:12.320
So you got circumstances, other people's self,

839
00:28:12.320 --> 00:28:13.880
but this is what they look like.

840
00:28:13.880 --> 00:28:16.560
You've got time obstacles.

841
00:28:16.560 --> 00:28:18.400
People say I don't have time for it.

842
00:28:18.400 --> 00:28:19.560
You got value obstacles,

843
00:28:19.560 --> 00:28:20.920
which is I don't have the money for it.

844
00:28:20.920 --> 00:28:23.040
You got fit obstacles, which is this isn't for me

845
00:28:23.040 --> 00:28:25.400
for XYZ Special Snowflake reason.

846
00:28:25.400 --> 00:28:26.600
You got authority, which is,

847
00:28:26.600 --> 00:28:30.320
I got to talk to my friends, spouse, mom, dog, grandmother,

848
00:28:30.320 --> 00:28:33.640
employees, business partner, whatever,

849
00:28:33.640 --> 00:28:36.080
my online discord group for my gaming community.

850
00:28:37.760 --> 00:28:41.360
And then self, which is, it looks like avoidance.

851
00:28:41.360 --> 00:28:42.880
They avoid the decision.

852
00:28:42.880 --> 00:28:45.960
They just try not to make it for fear of making a mistake.

853
00:28:46.800 --> 00:28:49.640
And the interesting thing is that you think

854
00:28:49.640 --> 00:28:51.200
that when you overcome a money thing,

855
00:28:51.200 --> 00:28:52.800
you're actually getting to the root of it.

856
00:28:52.800 --> 00:28:54.240
It's often not true.

857
00:28:54.240 --> 00:28:55.480
That's a surface level thing.

858
00:28:55.480 --> 00:28:57.320
Anyway, it's easy to say time, I don't have time,

859
00:28:57.320 --> 00:28:58.760
I don't have money, right?

860
00:28:58.760 --> 00:29:00.480
It's easy to say that stuff.

861
00:29:00.480 --> 00:29:03.280
When they're like, I'm really afraid of failing,

862
00:29:03.280 --> 00:29:05.680
that's when you have like a much more real conversation, right?

863
00:29:05.680 --> 00:29:07.960
So you have to be equipped to show someone

864
00:29:07.960 --> 00:29:10.440
the logical fallacies around the things

865
00:29:10.440 --> 00:29:13.560
that are keeping them in a state of emotional disturbance,

866
00:29:13.560 --> 00:29:16.680
in a state of victimhood, in a state of carlessness.

867
00:29:16.680 --> 00:29:17.520
Cool.

868
00:29:17.520 --> 00:29:20.560
So time, now it's not a good time, value, I can't afford it,

869
00:29:20.560 --> 00:29:21.760
fit, not sure if it's for me,

870
00:29:21.760 --> 00:29:23.560
authority, I have to talk to my spouse partner,

871
00:29:23.560 --> 00:29:24.720
avoidance, I need to think about it

872
00:29:24.720 --> 00:29:26.520
in general, I don't make fast decisions.

873
00:29:26.520 --> 00:29:27.680
Those are the principles.

874
00:29:29.040 --> 00:29:31.080
Quick test, are you physically in the room today?

875
00:29:31.080 --> 00:29:32.520
Raise your hand.

876
00:29:32.520 --> 00:29:33.360
Awesome.

877
00:29:33.360 --> 00:29:35.160
All right, because this is gonna be a little bit more interactive

878
00:29:35.160 --> 00:29:36.440
on this side, all right?

879
00:29:36.440 --> 00:29:37.840
So raise your hand if you've ever thought

880
00:29:37.840 --> 00:29:40.720
or had a prospect say, time, I'm busy,

881
00:29:40.720 --> 00:29:42.680
now's not a good time, maybe in the future.

882
00:29:42.760 --> 00:29:45.640
All right, so time, now's not a good time.

883
00:29:45.640 --> 00:29:48.240
Here's, I have pages and pages and pages and pages

884
00:29:48.240 --> 00:29:50.560
of obstacle overcome, and I looked through all of these

885
00:29:50.560 --> 00:29:51.720
to make this presentation, and I was like,

886
00:29:51.720 --> 00:29:53.760
what are the three that I use the most

887
00:29:53.760 --> 00:29:54.880
that I can simplify and to a frame

888
00:29:54.880 --> 00:29:56.320
with you guys can use, okay?

889
00:29:56.320 --> 00:29:58.880
So I break this down in my head as macro-micro-seasonal.

890
00:29:58.880 --> 00:30:02.560
Sorry, macro, micro, when then?

891
00:30:02.560 --> 00:30:07.560
Macro is the, this is a busy time in my life, all right?

892
00:30:08.480 --> 00:30:09.760
Microchall get to in a second is,

893
00:30:09.760 --> 00:30:11.840
I don't have the time in the day.

894
00:30:11.840 --> 00:30:13.320
Slightly present slightly differently.

895
00:30:13.320 --> 00:30:15.000
I'll show you how to overcome both of them.

896
00:30:15.000 --> 00:30:17.120
All right, so if someone says, hey,

897
00:30:17.120 --> 00:30:19.880
now's not a good time, I'm too busy.

898
00:30:19.880 --> 00:30:21.120
This is why I didn't want you to memorize,

899
00:30:21.120 --> 00:30:23.720
because there's no script here, all right?

900
00:30:23.720 --> 00:30:27.280
Is that you have to believe that there's a false statement

901
00:30:27.280 --> 00:30:29.960
implied there, I was gonna say to anyone who it is,

902
00:30:29.960 --> 00:30:32.040
but there's no mic, so I'll just tell you.

903
00:30:33.720 --> 00:30:35.840
If they feel like they don't have time now,

904
00:30:35.840 --> 00:30:39.400
then they assume that in order for them to be successful,

905
00:30:39.400 --> 00:30:40.920
they can't be busy.

906
00:30:40.920 --> 00:30:43.680
Which means that, okay, let's play it your way.

907
00:30:43.680 --> 00:30:45.040
You're busy now.

908
00:30:45.040 --> 00:30:46.520
So when you're not busy again in the future,

909
00:30:46.520 --> 00:30:47.640
you'll do it, right?

910
00:30:47.640 --> 00:30:49.480
Yep, okay.

911
00:30:49.480 --> 00:30:51.040
So do you think that means that you'll never be busy

912
00:30:51.040 --> 00:30:52.800
for the rest of your life?

913
00:30:52.800 --> 00:30:57.040
Because it assumes that if you are busy, that you will stop.

914
00:30:57.040 --> 00:30:58.880
Do you wanna be fit for the rest of your life?

915
00:30:58.880 --> 00:31:00.640
Yes, do you think it'd be busy

916
00:31:00.640 --> 00:31:01.920
at some point in the rest of your life?

917
00:31:01.920 --> 00:31:04.120
Yes, well, that means that you should probably learn

918
00:31:04.120 --> 00:31:05.280
how to do it when you're busy,

919
00:31:05.280 --> 00:31:05.920
and that's probably the time

920
00:31:05.920 --> 00:31:08.400
where you need the most support, which is what I'm here for.

921
00:31:08.480 --> 00:31:10.240
So let's get you started.

922
00:31:10.240 --> 00:31:11.920
Does that make sense?

923
00:31:11.920 --> 00:31:13.200
Logical, right?

924
00:31:13.200 --> 00:31:14.520
Oh, thanks.

925
00:31:14.520 --> 00:31:15.360
Thanks, yes.

926
00:31:17.560 --> 00:31:18.600
Had the sale before.

927
00:31:19.880 --> 00:31:21.400
But this is why I want to,

928
00:31:21.400 --> 00:31:24.280
like if this helps you close one more deal this month,

929
00:31:24.280 --> 00:31:26.000
every single month, it paid for the weekend, okay?

930
00:31:26.000 --> 00:31:26.840
That was number one.

931
00:31:26.840 --> 00:31:28.960
We've got like 16 more, okay?

932
00:31:28.960 --> 00:31:30.080
But this is how I think about it.

933
00:31:30.080 --> 00:31:32.320
It's like each of these, the little statement there

934
00:31:32.320 --> 00:31:33.400
is my quick cue.

935
00:31:33.400 --> 00:31:35.280
If someone says, I'm really busy right now,

936
00:31:35.280 --> 00:31:37.080
I'm like, busy is the best time.

937
00:31:37.800 --> 00:31:39.840
They're like, oh, fuck, that was going to be my obstacle.

938
00:31:39.840 --> 00:31:40.880
Shit.

939
00:31:40.880 --> 00:31:41.800
They're like, that's amazing.

940
00:31:41.800 --> 00:31:42.640
Busy is the best time,

941
00:31:42.640 --> 00:31:43.720
because that's when you need the most support,

942
00:31:43.720 --> 00:31:45.320
because if you learn how to do it when it's hard,

943
00:31:45.320 --> 00:31:48.040
every the rest of your life, it'll be easy.

944
00:31:48.040 --> 00:31:51.000
And they're like, fuck, that's a really good argument.

945
00:31:51.000 --> 00:31:53.040
He's right, damn, you can have my credit card.

946
00:31:54.640 --> 00:31:55.720
Right?

947
00:31:55.720 --> 00:31:56.560
Okay.

948
00:31:57.760 --> 00:31:59.840
Now let's go micro, hour by hour.

949
00:31:59.840 --> 00:32:01.720
So if someone's like, no, I literally don't have

950
00:32:01.720 --> 00:32:03.520
the time in the day because I have all these other things.

951
00:32:03.520 --> 00:32:05.360
Now, we know that's a priority's issue,

952
00:32:05.360 --> 00:32:06.800
but if you want, you can show it to them.

953
00:32:06.800 --> 00:32:08.360
And this is how I do it.

954
00:32:08.360 --> 00:32:09.800
So I say, you know what, totally understand?

955
00:32:09.800 --> 00:32:12.400
I used to say the same thing to my wife.

956
00:32:12.400 --> 00:32:14.920
Now, you make yourself the person

957
00:32:14.920 --> 00:32:16.240
who they're going to step into their identities.

958
00:32:16.240 --> 00:32:17.720
You're not calling them silly pants.

959
00:32:17.720 --> 00:32:19.280
You're calling yourself a silly pants.

960
00:32:19.280 --> 00:32:21.360
And like, listen, I was a silly pants too.

961
00:32:21.360 --> 00:32:22.600
I used to say this some while ago, I fall at time,

962
00:32:22.600 --> 00:32:24.240
and I bitch my mind about how I didn't have time to do

963
00:32:24.240 --> 00:32:25.080
the things to make more money,

964
00:32:25.080 --> 00:32:27.200
didn't have the time to do more things to get in shape,

965
00:32:27.200 --> 00:32:28.040
et cetera, et cetera.

966
00:32:28.040 --> 00:32:29.680
And one day she got so sick and tired of me complaining

967
00:32:29.680 --> 00:32:31.600
about this that she grabbed my phone out of my hands

968
00:32:31.600 --> 00:32:33.080
as a scrolling social media,

969
00:32:33.080 --> 00:32:34.400
looked at the amount of hours per day,

970
00:32:34.400 --> 00:32:35.640
and she was like, you spent three and a half hours

971
00:32:35.640 --> 00:32:36.520
on social media every day.

972
00:32:36.520 --> 00:32:38.040
I guess I found you some time.

973
00:32:39.800 --> 00:32:42.440
Anyone here have some time, right?

974
00:32:42.440 --> 00:32:44.880
And then as a secondary point here is like,

975
00:32:44.880 --> 00:32:47.440
do you think there's anyone else on earth

976
00:32:47.440 --> 00:32:48.480
who's at less time than you

977
00:32:48.480 --> 00:32:50.240
who's been able to make this happen?

978
00:32:50.240 --> 00:32:52.240
And they're like, yeah, like, okay,

979
00:32:52.240 --> 00:32:53.400
do you really think that's the issue?

980
00:32:53.400 --> 00:32:55.040
Do you think it's a priority thing?

981
00:32:55.040 --> 00:32:57.760
Cause the end of the day, everyone has the same 24 hours.

982
00:32:57.760 --> 00:32:59.440
And I used to say this when I was closing nails

983
00:32:59.440 --> 00:33:01.680
cause it was back when Obama was president.

984
00:33:01.680 --> 00:33:04.320
I was like, President Obama gets up every day to run.

985
00:33:04.320 --> 00:33:05.800
I was like, he's running the fucking world.

986
00:33:05.800 --> 00:33:08.840
I was like, you don't have time to come to the gym, right?

987
00:33:08.840 --> 00:33:11.240
And they're like, yeah, you're right.

988
00:33:11.240 --> 00:33:14.080
And the thing is, is like, right now you feel

989
00:33:14.080 --> 00:33:15.920
like you don't have the time,

990
00:33:15.920 --> 00:33:18.400
but everyone has the same amount of time, right?

991
00:33:18.400 --> 00:33:19.880
And so the thing is, is that right now

992
00:33:19.880 --> 00:33:22.480
you're not spending the time that you are given.

993
00:33:22.480 --> 00:33:25.120
Well, and so the first thing we're gonna do

994
00:33:25.120 --> 00:33:27.080
is cut the 90% of the shit that you are doing

995
00:33:27.080 --> 00:33:28.240
that's not working.

996
00:33:28.240 --> 00:33:29.920
So you're gonna regain all that time back.

997
00:33:29.920 --> 00:33:31.320
So there's gonna be a net positive.

998
00:33:31.320 --> 00:33:32.640
Because have you seen anyone else

999
00:33:32.640 --> 00:33:33.680
who's been able to be successful,

1000
00:33:33.680 --> 00:33:35.440
do the things you wanna do and stay in shape?

1001
00:33:35.440 --> 00:33:36.680
They're gonna say yes.

1002
00:33:36.680 --> 00:33:38.000
You're like, right, which means if it's a possible

1003
00:33:38.000 --> 00:33:39.480
of them, it's possible for you.

1004
00:33:39.480 --> 00:33:40.480
You just have to have the right tools.

1005
00:33:40.480 --> 00:33:42.000
That's what I'm here for, right?

1006
00:33:42.000 --> 00:33:43.960
And to be fair, this works for anything, right?

1007
00:33:43.960 --> 00:33:45.640
If you're thinking about your gym stuff,

1008
00:33:45.640 --> 00:33:46.800
you're like, you're working all the time.

1009
00:33:46.800 --> 00:33:47.800
It's like, I don't have time to do it.

1010
00:33:47.800 --> 00:33:49.320
So, well, this shit, you're just not working.

1011
00:33:49.320 --> 00:33:51.200
Obviously, you're spending all your hours doing it

1012
00:33:51.200 --> 00:33:52.600
and you're not making any more money.

1013
00:33:52.600 --> 00:33:54.240
Spending time with the wrong stuff.

1014
00:33:54.240 --> 00:33:55.080
Cool.

1015
00:33:55.080 --> 00:33:56.840
So that's the micro hour by hour.

1016
00:33:57.840 --> 00:34:00.120
Good, thank you for that one.

1017
00:34:00.120 --> 00:34:03.000
Yeah, we have a lot of those if we, anyways.

1018
00:34:03.000 --> 00:34:04.360
I'm gonna keep moving, we'll just do that one.

1019
00:34:04.360 --> 00:34:06.760
Okay, so third one is the when then fallacy.

1020
00:34:06.760 --> 00:34:08.120
It's one of my favorites, all right?

1021
00:34:08.120 --> 00:34:10.480
Which is like, I'll start working out.

1022
00:34:10.480 --> 00:34:13.000
I'll start saving money when, right?

1023
00:34:13.000 --> 00:34:14.880
It's a when then fallacy.

1024
00:34:14.880 --> 00:34:16.440
And you'll recognize it pretty easy.

1025
00:34:16.440 --> 00:34:18.200
And again, you're gonna say,

1026
00:34:18.200 --> 00:34:19.360
I totally gonna show you where you're coming from.

1027
00:34:19.360 --> 00:34:21.000
This kept me stuck for years, right?

1028
00:34:21.000 --> 00:34:22.240
I was just silly pants, too.

1029
00:34:24.080 --> 00:34:25.200
It's just fun to say silly pants.

1030
00:34:25.200 --> 00:34:28.400
And so until I found out one day that that line

1031
00:34:28.400 --> 00:34:30.400
of the reason it's called the when then fallacy.

1032
00:34:30.400 --> 00:34:34.480
And so it's like saying like, when I am healed,

1033
00:34:34.480 --> 00:34:38.360
I'll go to the hospital, right?

1034
00:34:38.360 --> 00:34:42.680
Once I save money, then I'll start investing, right?

1035
00:34:42.680 --> 00:34:44.120
It's like it doesn't work that way.

1036
00:34:44.120 --> 00:34:46.280
Like you have to get the order correct.

1037
00:34:46.280 --> 00:34:48.760
It's like you have to go to the hospital

1038
00:34:48.760 --> 00:34:50.120
in order to get healed.

1039
00:34:50.120 --> 00:34:54.120
You have to go to the gym in order to get in shape, right?

1040
00:34:54.120 --> 00:34:57.000
It's not that you come to the gym once you are in shape.

1041
00:34:57.000 --> 00:34:58.720
That doesn't make any sense, right?

1042
00:34:58.720 --> 00:35:01.520
When I have more time, I'll do it.

1043
00:35:01.520 --> 00:35:02.640
It's a when then fallacy.

1044
00:35:02.640 --> 00:35:03.800
Does that make sense to everybody?

1045
00:35:03.800 --> 00:35:04.640
It's an easy one.

1046
00:35:04.640 --> 00:35:06.000
But it's just when they give you this thing.

1047
00:35:06.000 --> 00:35:07.760
When I have more time, I'll do it.

1048
00:35:07.760 --> 00:35:08.840
It's like, no, we have to make the time

1049
00:35:08.840 --> 00:35:10.640
and then we'll have the thing.

1050
00:35:10.640 --> 00:35:13.120
Everyone feel like they can overcome time issues?

1051
00:35:13.120 --> 00:35:14.640
Yes?

1052
00:35:14.640 --> 00:35:15.640
Cool.

1053
00:35:15.640 --> 00:35:16.800
Okay.

1054
00:35:16.800 --> 00:35:18.960
As a total tactical one, which I'm sure

1055
00:35:18.960 --> 00:35:20.320
Jim much team has already told you like,

1056
00:35:20.320 --> 00:35:21.920
you should also just ask them what times

1057
00:35:21.920 --> 00:35:23.720
they're planning on working out to begin with

1058
00:35:23.720 --> 00:35:24.920
before you do the sale.

1059
00:35:24.920 --> 00:35:27.200
Have them circle the times, very easy.

1060
00:35:27.200 --> 00:35:29.040
And then you can hopefully knock that.

1061
00:35:29.040 --> 00:35:29.880
Okay.

1062
00:35:29.880 --> 00:35:30.720
Fantastic.

1063
00:35:30.720 --> 00:35:31.560
So now they're like, I can't afford it.

1064
00:35:31.560 --> 00:35:32.880
And you're like, okay.

1065
00:35:32.880 --> 00:35:33.760
Roll up your sleeves.

1066
00:35:33.760 --> 00:35:36.000
You're like, sure you can't.

1067
00:35:36.000 --> 00:35:36.840
Sure.

1068
00:35:36.840 --> 00:35:38.160
Step into my trip.

1069
00:35:38.160 --> 00:35:39.000
Okay.

1070
00:35:39.000 --> 00:35:40.200
So raise your hand if you ever had a prospect say

1071
00:35:40.200 --> 00:35:41.840
or do one of these things.

1072
00:35:41.840 --> 00:35:42.680
Yes?

1073
00:35:42.680 --> 00:35:43.520
Yes.

1074
00:35:43.520 --> 00:35:44.520
Everyone's like, one word is like,

1075
00:35:44.520 --> 00:35:45.840
I've never had that happen.

1076
00:35:47.320 --> 00:35:48.760
Not what, not me.

1077
00:35:48.760 --> 00:35:49.600
All right.

1078
00:35:49.600 --> 00:35:50.440
So here's four.

1079
00:35:50.440 --> 00:35:51.200
There's a zillion of these.

1080
00:35:51.200 --> 00:35:53.000
I was talking to my team earlier and they were like,

1081
00:35:53.000 --> 00:35:54.400
well, what if someone says this

1082
00:35:54.440 --> 00:35:55.440
and I started doing it and I was like,

1083
00:35:55.440 --> 00:35:56.840
oh, fuck, none of these are in the presentation.

1084
00:35:56.840 --> 00:35:57.840
But you know what?

1085
00:35:57.840 --> 00:35:58.680
We'll see.

1086
00:35:58.680 --> 00:36:00.640
So there's four reasons that I like using a lot.

1087
00:36:00.640 --> 00:36:01.680
These are probably the most common ones

1088
00:36:01.680 --> 00:36:03.560
I used to overcome this because at the end of the day,

1089
00:36:03.560 --> 00:36:06.720
everybody here has to understand that whenever someone says

1090
00:36:06.720 --> 00:36:09.160
they can't afford it, it's because it's not valuable enough.

1091
00:36:09.160 --> 00:36:11.520
So I'll give you a simple example.

1092
00:36:11.520 --> 00:36:13.160
Think about whatever amount of money.

1093
00:36:13.160 --> 00:36:15.000
All right, let me put it this way.

1094
00:36:15.000 --> 00:36:17.720
If I said, hey, these are the keys to my Ferrari.

1095
00:36:18.640 --> 00:36:20.800
And you're not competing against each other

1096
00:36:20.800 --> 00:36:22.720
or you're not even competing like whatever.

1097
00:36:22.720 --> 00:36:24.320
Imagine a very poor person.

1098
00:36:24.320 --> 00:36:25.560
Whatever.

1099
00:36:25.560 --> 00:36:27.200
I will give it to you for $5,000.

1100
00:36:27.200 --> 00:36:29.800
If you can give me $5,000 the next 24 hours.

1101
00:36:29.800 --> 00:36:31.760
What does that person start thinking?

1102
00:36:31.760 --> 00:36:34.560
I'm going to find a way to get $5,000

1103
00:36:34.560 --> 00:36:36.120
to get this Ferrari because it's worth a lot

1104
00:36:36.120 --> 00:36:38.080
more than $5,000, right?

1105
00:36:38.080 --> 00:36:39.360
It's very clear.

1106
00:36:39.360 --> 00:36:42.480
And so the problem is when we present our thing,

1107
00:36:42.480 --> 00:36:43.760
they don't see it that way.

1108
00:36:43.760 --> 00:36:45.840
And so they don't think, oh, I have to find a way

1109
00:36:45.840 --> 00:36:47.480
to get this to work.

1110
00:36:47.480 --> 00:36:49.760
And so that means that we didn't communicate enough value.

1111
00:36:49.760 --> 00:36:51.120
If you communicate enough value,

1112
00:36:51.120 --> 00:36:53.240
the resources are never an issue.

1113
00:36:53.240 --> 00:36:55.360
Your team has to believe that.

1114
00:36:55.360 --> 00:36:57.320
Otherwise, it's never going to stick.

1115
00:36:57.320 --> 00:36:59.280
Like, they have to really believe that,

1116
00:36:59.280 --> 00:37:00.480
because they're like, oh, the guy was broke.

1117
00:37:00.480 --> 00:37:02.000
It's like, they should,

1118
00:37:02.000 --> 00:37:04.080
and one of the things that I was proud of myself on

1119
00:37:04.080 --> 00:37:06.200
was I was an equal opportunity salesman.

1120
00:37:06.200 --> 00:37:08.040
And I don't mean that in a woke political way.

1121
00:37:08.040 --> 00:37:09.800
I mean, if every person who walks in the door

1122
00:37:09.800 --> 00:37:11.600
is like, their money spends the same.

1123
00:37:11.600 --> 00:37:14.120
And I had people who really looked rough

1124
00:37:14.120 --> 00:37:16.080
walking in my door sometimes.

1125
00:37:16.080 --> 00:37:18.040
Pretty sure I had a few people that lived in their cars

1126
00:37:18.040 --> 00:37:19.000
that I tried to sell.

1127
00:37:20.400 --> 00:37:22.120
But the thing is, I was like,

1128
00:37:22.120 --> 00:37:24.800
if this person wants to get a job, getting in shape

1129
00:37:24.800 --> 00:37:26.560
and getting some sort of routine in their life

1130
00:37:26.560 --> 00:37:28.480
is probably really important.

1131
00:37:28.480 --> 00:37:30.640
And so I sold hard.

1132
00:37:30.640 --> 00:37:31.880
And I wanted to give an equal opportunity.

1133
00:37:31.880 --> 00:37:33.680
Some people, many people in this room,

1134
00:37:33.680 --> 00:37:34.720
you start getting lazy.

1135
00:37:34.720 --> 00:37:36.160
You start deciding whether you're going to actually

1136
00:37:36.160 --> 00:37:38.560
try to sell the person before you open your mouth,

1137
00:37:38.560 --> 00:37:40.240
based on what you judge them by.

1138
00:37:40.240 --> 00:37:41.880
And that makes you a worse salesperson

1139
00:37:41.880 --> 00:37:43.520
and it doesn't help them.

1140
00:37:43.520 --> 00:37:45.320
Some of my favorite sales were single moms

1141
00:37:45.320 --> 00:37:47.480
that had four kids that drove Uber on the weekend

1142
00:37:47.480 --> 00:37:48.760
to make it work.

1143
00:37:48.760 --> 00:37:50.240
And they were like, it's important for me.

1144
00:37:50.240 --> 00:37:52.320
They changed the life round, got a better job,

1145
00:37:52.320 --> 00:37:54.400
found a guy, whatever.

1146
00:37:54.400 --> 00:37:57.000
I was very proud of those hard closes.

1147
00:37:57.000 --> 00:37:58.080
They're like, how am I going to make this work?

1148
00:37:58.080 --> 00:37:59.680
I was like, let's set a game plan together.

1149
00:37:59.680 --> 00:38:01.240
Because if you're on the same side of the table

1150
00:38:01.240 --> 00:38:02.200
and they actually believe you,

1151
00:38:02.200 --> 00:38:03.480
that you are trying to help them,

1152
00:38:03.480 --> 00:38:05.640
you can have that conversation of like,

1153
00:38:05.640 --> 00:38:07.280
all right, well, let's look at it.

1154
00:38:07.280 --> 00:38:08.120
Do you get your nails done?

1155
00:38:08.120 --> 00:38:08.960
Do you get your hair done?

1156
00:38:08.960 --> 00:38:09.800
Do you go out on the weekends?

1157
00:38:09.800 --> 00:38:10.640
Do you go out to eat?

1158
00:38:10.640 --> 00:38:11.640
You can go through all the things.

1159
00:38:11.640 --> 00:38:12.480
And all of a sudden they're like, okay,

1160
00:38:12.480 --> 00:38:14.360
we found that, we found that, well good.

1161
00:38:14.360 --> 00:38:15.520
But unless you have that rapport

1162
00:38:15.520 --> 00:38:17.400
and they trust that you really do want to help them,

1163
00:38:17.400 --> 00:38:19.480
you can't have those conversations.

1164
00:38:19.480 --> 00:38:21.840
So, let's go through the first one,

1165
00:38:21.840 --> 00:38:24.720
which is someone says, that's a lot of money.

1166
00:38:24.720 --> 00:38:25.800
I can't afford it.

1167
00:38:25.800 --> 00:38:28.680
And so you just say, so this is a lot of money for you.

1168
00:38:28.680 --> 00:38:31.000
And they're gonna be like, yeah,

1169
00:38:31.000 --> 00:38:32.640
this is called taking the bait.

1170
00:38:32.640 --> 00:38:36.880
And you're like, yeah, well, that's amazing.

1171
00:38:36.880 --> 00:38:38.960
Because I'm actually more concerned when someone says

1172
00:38:38.960 --> 00:38:40.160
that it's not a lot of money for them,

1173
00:38:40.160 --> 00:38:41.840
because I don't think they're gonna care much about it.

1174
00:38:41.840 --> 00:38:44.520
All my best testimonials, my best case that he's from people

1175
00:38:44.520 --> 00:38:46.240
where this is a lot of money for them.

1176
00:38:46.240 --> 00:38:48.040
Because if it's a lot of money for you,

1177
00:38:48.040 --> 00:38:49.640
does that mean you're gonna try really hard?

1178
00:38:49.640 --> 00:38:51.360
They're like, yeah, I'm like, right.

1179
00:38:51.360 --> 00:38:52.600
Then you should be the last person who's worried

1180
00:38:52.600 --> 00:38:53.520
about getting the results,

1181
00:38:53.520 --> 00:38:55.800
because this means a ton to you, right?

1182
00:38:55.800 --> 00:38:57.160
Does that make sense?

1183
00:38:57.160 --> 00:38:58.040
So then you can transition.

1184
00:38:58.040 --> 00:39:01.520
It's like, hey, well, before I even close you on that one,

1185
00:39:01.520 --> 00:39:03.480
would you even believe me if I said it was one tenth

1186
00:39:03.480 --> 00:39:05.960
of the price that it was gonna do all the things I promised?

1187
00:39:05.960 --> 00:39:07.720
I'd be like, well, no.

1188
00:39:07.720 --> 00:39:09.160
And you're like, right.

1189
00:39:09.160 --> 00:39:12.080
So you knew you're gonna do this either way, right?

1190
00:39:12.080 --> 00:39:13.600
And if you were selling a B2B thing, what you are,

1191
00:39:13.600 --> 00:39:14.880
but if you were, it's like, how long do you want,

1192
00:39:14.880 --> 00:39:17.440
I can't afford it to be on your list of problems in life.

1193
00:39:18.480 --> 00:39:19.980
Right?

1194
00:39:19.980 --> 00:39:24.720
So why the fact that it's expensive for them is a good thing.

1195
00:39:24.720 --> 00:39:25.600
That's point one.

1196
00:39:25.600 --> 00:39:26.640
Boop.

1197
00:39:26.640 --> 00:39:29.280
Next one is why it's not actually a lot.

1198
00:39:29.280 --> 00:39:32.040
So this is where you start expanding on value.

1199
00:39:32.040 --> 00:39:34.320
Just like, okay, well fundamentally,

1200
00:39:34.320 --> 00:39:37.360
if you got to your high school weight, would it be worth it?

1201
00:39:37.360 --> 00:39:39.080
I'm like, yeah, it would be worth it.

1202
00:39:39.080 --> 00:39:40.640
I was like, okay, so the issue isn't,

1203
00:39:40.640 --> 00:39:42.120
whether it's expensive or not,

1204
00:39:42.120 --> 00:39:45.000
the issues that you don't believe that it can happen for you.

1205
00:39:45.000 --> 00:39:47.280
Let's just make sure we're clear here, right?

1206
00:39:47.320 --> 00:39:49.360
And so what happens is you can pull apart the price

1207
00:39:49.360 --> 00:39:52.000
from the belief and the belief you can then attack on its own,

1208
00:39:52.000 --> 00:39:52.840
right?

1209
00:39:52.840 --> 00:39:54.840
Because again, for many people,

1210
00:39:54.840 --> 00:39:57.840
if you just say enough, if all this did was,

1211
00:39:57.840 --> 00:39:58.920
they're like, yeah, it would do that.

1212
00:39:58.920 --> 00:39:59.760
It's like, great.

1213
00:39:59.760 --> 00:40:01.080
So then it's not about it being expensive.

1214
00:40:01.080 --> 00:40:03.880
It's about you extrapolating your past experiences

1215
00:40:03.880 --> 00:40:05.720
that didn't work for you onto this present scenario,

1216
00:40:05.720 --> 00:40:07.720
which makes sense, but it may,

1217
00:40:08.760 --> 00:40:09.800
let me see if I can get, fuck it.

1218
00:40:09.800 --> 00:40:11.080
I'll just tell you, I'll skip ahead to,

1219
00:40:11.080 --> 00:40:13.000
we'll get, I'll skip a slide later.

1220
00:40:13.000 --> 00:40:14.800
You don't let a bad decision burn you twice.

1221
00:40:14.800 --> 00:40:16.320
Has anyone heard of this one?

1222
00:40:17.240 --> 00:40:19.800
One of my most used obstacle overcomes,

1223
00:40:19.800 --> 00:40:22.320
which was, I get it.

1224
00:40:22.320 --> 00:40:24.080
You had something that happened in the past that didn't work.

1225
00:40:24.080 --> 00:40:26.160
Maybe multiple things that didn't work.

1226
00:40:26.160 --> 00:40:28.000
The only thing worse than having that thing not work

1227
00:40:28.000 --> 00:40:30.520
is letting that bad experience burn you twice.

1228
00:40:30.520 --> 00:40:31.560
Once when it didn't happen,

1229
00:40:31.560 --> 00:40:32.640
the second time I would have prevented you

1230
00:40:32.640 --> 00:40:34.520
from doing the right move.

1231
00:40:34.520 --> 00:40:35.920
Right, like, did you ever have somebody you dated

1232
00:40:35.920 --> 00:40:40.120
in high school, or anyone dated anyone in middle school,

1233
00:40:40.120 --> 00:40:42.560
anyone, remember this one, six inches, right?

1234
00:40:43.960 --> 00:40:45.480
Imagine that heartbreak that you had

1235
00:40:45.480 --> 00:40:47.280
when you were in seventh grade,

1236
00:40:47.280 --> 00:40:48.600
fucking Caroline Capudi.

1237
00:40:50.960 --> 00:40:53.720
Imagine that heartbreak, right, in seventh grade,

1238
00:40:53.720 --> 00:40:58.720
or whatever it was, where you get your heart broken.

1239
00:40:59.280 --> 00:41:03.920
And then you say, no people ever again.

1240
00:41:03.920 --> 00:41:05.560
Shall I ever date, right?

1241
00:41:05.560 --> 00:41:07.360
You would have let that bad scenario burn you twice

1242
00:41:07.360 --> 00:41:08.720
and prevent all the good things that have happened

1243
00:41:08.720 --> 00:41:10.240
from all the people you've dated since then,

1244
00:41:10.240 --> 00:41:11.520
or hopefully that you're married to.

1245
00:41:11.520 --> 00:41:12.400
Right, and if somebody who's married

1246
00:41:12.400 --> 00:41:13.240
in front of you, it's a lot easier.

1247
00:41:13.240 --> 00:41:14.800
It's like, was the person that you're married to

1248
00:41:14.840 --> 00:41:16.680
the first thing you ever dated, they'll say no.

1249
00:41:16.680 --> 00:41:18.800
And you're like, right, imagine if you'd stop dating

1250
00:41:18.800 --> 00:41:20.560
after that first break up you ever had.

1251
00:41:20.560 --> 00:41:21.720
That would have been bad, right?

1252
00:41:21.720 --> 00:41:23.280
What's kind of like what you're doing right now

1253
00:41:23.280 --> 00:41:24.760
with this bad thing?

1254
00:41:24.760 --> 00:41:26.400
Do you think it's impossible for you to get in shape?

1255
00:41:26.400 --> 00:41:28.280
No, okay.

1256
00:41:28.280 --> 00:41:29.400
Well, then do you think it's possible

1257
00:41:29.400 --> 00:41:30.800
that there's somebody who's a good fit for you,

1258
00:41:30.800 --> 00:41:33.240
a good program for you, the husband program for you?

1259
00:41:33.240 --> 00:41:34.600
If we did it, yes.

1260
00:41:35.640 --> 00:41:37.080
Does that make sense?

1261
00:41:37.080 --> 00:41:40.680
Okay, and so then at this point,

1262
00:41:40.680 --> 00:41:42.320
when we are attacking a belief,

1263
00:41:42.320 --> 00:41:44.000
I like to have the big wall of testimonials.

1264
00:41:44.000 --> 00:41:45.400
So if you guys don't have this, like please

1265
00:41:45.400 --> 00:41:48.240
for the love of God, have floor to ceiling testimonials

1266
00:41:48.240 --> 00:41:50.480
of your before and afters and your five store of views,

1267
00:41:50.480 --> 00:41:53.160
it takes an afternoon to do it, just do it.

1268
00:41:53.160 --> 00:41:55.040
Because then all you have to do is point around you

1269
00:41:55.040 --> 00:41:56.240
and say, would it be more unreasonable

1270
00:41:56.240 --> 00:41:58.360
for you to not believe than to believe?

1271
00:41:58.360 --> 00:42:00.600
How many, how many before and after pictures

1272
00:42:00.600 --> 00:42:02.640
would you need to see in order for you to believe

1273
00:42:02.640 --> 00:42:04.120
that this could happen for you?

1274
00:42:04.120 --> 00:42:05.480
Because it becomes unreasonable, right?

1275
00:42:05.480 --> 00:42:07.600
This is why Jim Lash has 5,000 fucking,

1276
00:42:07.600 --> 00:42:09.720
actually I think we counted like two years ago,

1277
00:42:09.720 --> 00:42:12.440
we had 1,600 testimonials.

1278
00:42:12.440 --> 00:42:13.920
That's a lot, right?

1279
00:42:14.920 --> 00:42:16.120
Cool.

1280
00:42:16.120 --> 00:42:17.440
So that's why it's actually not a lot.

1281
00:42:17.440 --> 00:42:19.440
So the first one is why the fact that it's a lot

1282
00:42:19.440 --> 00:42:20.880
for you is a good thing.

1283
00:42:20.880 --> 00:42:22.800
The second one is why it's actually not a lot

1284
00:42:22.800 --> 00:42:24.240
when you think about it, right?

1285
00:42:24.240 --> 00:42:26.440
It's about the value, not about the price.

1286
00:42:26.440 --> 00:42:29.520
Third one is, what's money good for anyways, right?

1287
00:42:29.520 --> 00:42:31.520
Because the big thing is, is that money

1288
00:42:31.520 --> 00:42:33.320
is gonna get spent either way, right?

1289
00:42:33.320 --> 00:42:34.880
You guys are gonna spend your money, your prospects,

1290
00:42:34.880 --> 00:42:36.440
they're gonna spend their money in the next 12 months,

1291
00:42:36.440 --> 00:42:37.960
no matter what.

1292
00:42:37.960 --> 00:42:39.160
And the question is, is it gonna be something

1293
00:42:39.160 --> 00:42:40.000
that's gonna make you better?

1294
00:42:40.000 --> 00:42:41.760
Is it gonna be shit that you don't need?

1295
00:42:41.760 --> 00:42:42.800
Do you look at your last 12 months,

1296
00:42:42.800 --> 00:42:43.880
is there a bunch of shit you spent money on

1297
00:42:43.880 --> 00:42:44.640
that you didn't need?

1298
00:42:44.640 --> 00:42:45.480
Probably.

1299
00:42:45.480 --> 00:42:47.080
Do you wanna do that again in the next 12 months?

1300
00:42:47.080 --> 00:42:48.840
No, would it be nice to have something

1301
00:42:48.840 --> 00:42:50.280
that paid some dividends?

1302
00:42:50.280 --> 00:42:51.480
Yeah.

1303
00:42:51.480 --> 00:42:53.560
Cause here's the real real, is that you're gonna be

1304
00:42:53.560 --> 00:42:56.560
buying the lessons from this program either way.

1305
00:42:56.560 --> 00:42:57.880
That is the line.

1306
00:42:57.880 --> 00:43:01.120
You're gonna be buying this program either way.

1307
00:43:01.120 --> 00:43:03.320
The question is whether you wanna spend time,

1308
00:43:03.320 --> 00:43:04.680
we're gonna spend money.

1309
00:43:04.680 --> 00:43:06.240
You're buying them either way.

1310
00:43:06.240 --> 00:43:07.600
And so do you wanna spend 15 years

1311
00:43:07.600 --> 00:43:09.440
trying to figure this out on your own?

1312
00:43:09.440 --> 00:43:10.880
Trying to get in shape?

1313
00:43:10.880 --> 00:43:12.400
Trying to grow your gym?

1314
00:43:12.400 --> 00:43:14.760
Or do you wanna spend the money?

1315
00:43:14.760 --> 00:43:17.200
Cause the thing is, is we always spend the thing

1316
00:43:17.200 --> 00:43:18.760
that we value least.

1317
00:43:18.760 --> 00:43:21.600
So if you've value your time over your money,

1318
00:43:21.600 --> 00:43:23.720
you spend the money to keep your time.

1319
00:43:23.720 --> 00:43:26.800
If you value your money more than your time,

1320
00:43:26.800 --> 00:43:29.440
then you spend your time and save your money.

1321
00:43:29.440 --> 00:43:32.280
Do I need to tell you which one rich people do, right?

1322
00:43:33.280 --> 00:43:34.280
And the thing of the day, like,

1323
00:43:34.280 --> 00:43:35.960
what's money good for anyways?

1324
00:43:35.960 --> 00:43:37.840
Is to get you the stuff you want, right?

1325
00:43:37.840 --> 00:43:38.840
Do you want this thing?

1326
00:43:38.840 --> 00:43:40.680
Yeah, well, what else are you gonna buy with the same money?

1327
00:43:40.680 --> 00:43:43.240
Cause when you're saying that you don't wanna spend it,

1328
00:43:43.240 --> 00:43:45.480
you have something else in mind that you wanna spend it on.

1329
00:43:45.480 --> 00:43:48.160
Why is that thing more valuable than this thing?

1330
00:43:48.160 --> 00:43:49.000
Good questions.

1331
00:43:49.000 --> 00:43:50.000
The person's like, well, fuck.

1332
00:43:50.000 --> 00:43:52.200
And you're like, right, it's okay, it's normal.

1333
00:43:52.200 --> 00:43:54.640
This isn't my first conversation here, right?