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Alex Hormozi Explains How to Succeed as a Realtor — Transcript

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0:00they want to make one phone call knock
0:01one door make one video send one email
0:04and so let's talk about that let's shift
0:06gears and talk about creating success
0:08and you have this thre part framework
0:10where you talk about skills traits and
0:12beliefs and so let's let's get into
0:16let's break each three of those down if
0:18uh and talk about skills first then
0:20we'll get into traits and then we'll get
0:21into beliefs so skills first I think is
0:23the easiest one to knock out but for a
0:25salesperson a real estate agent uh
0:28somebody's that that that's Direct B to
0:30C what's the best way in your experience
0:32just for them to get better at at
0:35sales I feel like this is like a you're
0:37setting me up for the spike um which I
0:40appreciate uh you you got to do more you
0:43know what I mean like there 10,000 cold
0:46calls will teach you significantly more
0:47about sales than any book ever well amen
0:49and so and I also think that it's better
0:54to do some selling and then read the
0:57books because you'll have context to
0:59under WI through which to understand the
1:01stuff you're learning like if I read a
1:03sales book and i' never sold I would
1:05just like I would read the words Rapport
1:07building and not really get what that
1:08meant I would read the word like
1:10objection overcome and not re I'd be
1:12like okay I guess I got to remember this
1:14thing but like you don't have a
1:15framework to hang it on so it's not
1:17useful right so once you make the dials
1:21do the reach outs do the cold emails
1:23whatever it is you will then get the
1:24opportunities to flex and you know this
1:27is it's not my statement but repetition
1:29is the mother of skill and so if you
1:30want to get skilled you got to do the
1:31Reps yeah I love it we we talk a lot
1:33about in our community the learning is
1:35in the doing I think you you call it
1:37something different but it's like listen
1:39dude you you can sit there and study the
1:41scripts all day long but until you use
1:43it in in the battlefield nothing really
1:45is going to change and so let let's get
1:49into traits and beliefs because I think
1:50there's a lot to unpack here and so with
1:53with traits you know you had gone deep
1:56at talking about three tra three traits
1:58of of like these wildly successful
2:00people but but I want to talk about
2:02specifically Focus delayed gratification
2:05and simple scales fancy fails so let's
2:07get into Focus first because I think
2:10that when you talk about these
2:12entrepreneurs building a bunch of
2:14half-built bridges I'm like dude that is
2:16freaking spot on which then leads them
2:20to shiny object syndrome so let's get
2:21into focus and then and then we'll kind
2:23of unack the other
2:25two focus is tough because
2:29the character trait that you had when
2:31you started your business was that you
2:33basically started it through shiny
2:34objects in like the current opportunity
2:36you're in was the shiny object that got
2:38you out of the job or out of the you
2:40know college you know whatever it was
2:42right to start this thing and so the
2:44problem is that human beings if we get
2:46rewarded for something we want to do it
2:47again right but the problem is that you
2:49only really need to innovate once right
2:52I mean there's micro iterations but
2:54macro iterations in terms of strategic
2:56changes very few and so the focus like I
3:00think there's this quotee from Neil
3:01Strauss that I love but he says Su
3:03success comes down to doing the obvious
3:05thing for an inordinate amount of time
3:07for an extraordin extraordinary period
3:08of time without thinking you're smarter
3:09than you are and so most people like it
3:13it takes more commitment to the plan
3:15than a better plan right like most plans
3:18succeed if they are executed with Vigor
3:21right consistently for an extended time
3:23even mediocre plans like a mediocre plan
3:25done for a decade beats a perfect plan
3:27done for a day and most people don't do
3:29that right they continue to do a perfect
3:31plan for one day at a time and they
3:32continue to use the the aphron that you
3:34used earlier like the half built Bridges
3:36right like they start building Bridge
3:38they get halfway across and they're like
3:39you know what there's another part of
3:40the Ravine that's closer so I'm going to
3:41build another bridge and then they get
3:42that one they're like actually there's
3:43another part of the build the thing
3:45that's closer the thing is if they'
3:46never left the first Bridge they would
3:47have finished it by the time they were
3:49starting their fourth one right and
3:51they'd have dollars coming across it and
3:53so I think entrepreneurship much the
3:54same way is we get good by by learning
3:59the details and the details come through
4:01the repetition it comes through putting
4:02Brick by Brick assembling the bridge
4:04right and I think the easiest way to
4:07understand this is there's a five cycle
4:08change there's kind of like the five
4:10grief stages there's another one that's
4:11a I can't remember where it is but I'll
4:14tell you what they are in the beginning
4:16you have uninformed optimism so that's
4:18the girl in the red dress who walks by
4:20she looks sexy as hell you're like man
4:22that looks easier my buddy's trading
4:24crypto whatever exactly yep sure and so
4:27it's uninformed optimism
4:29then you get in and then as soon as you
4:32get in you find out that there's there's
4:35hair there right she's actually a little
4:37crazy she wants all your money you know
4:39what I mean underneath of there she just
4:40knows how to wear Spandex and is
4:42actually like kind of frumpy right and
4:44so it's now your informed pessimism so
4:48now you know and it's not as pretty as
4:50you want step three is the valy of
4:53Despair which is you continue down this
4:55path and it just feels like it sucks it
4:58feels like there's 100 problems you
4:59don't know what to do and so then what
5:01happens for most people another pretty
5:03girl walks by and so then they start
5:04back over at uninformed optimism and
5:06they run that three-step cycle over and
5:07over again right but they miss out on
5:10step four and five so step four is
5:12informed optimism is that you now
5:16understand where the bodies are buried
5:17you understand the dirt the hair that is
5:19involved in this particular opportunity
5:21and how to still overcome them and then
5:24step five is that you realize the goal
5:26right you achieve what you originally
5:27set out to do and then of course that
5:29point you reset your goal you move the
5:31goal post whatever and you do it again
5:32but the thing is is that most people
5:34especially newer entrepreneurs never get
5:36past step three they get to the valley
5:37to spare and then they jump ship part of
5:40that is because they were reinforced by
5:42the excitement of jumping ship the first
5:44time they did it so they have this
5:45reinforcing Behavior which is hard to
5:46break right and so that's why it's it's
5:49a very much a character thing like you
5:51don't need to be more skilled to win you
5:52just need to stick with it yeah 100% I
5:55mean what do you when you're talking to
5:57these entrepreneurs and in your
5:59experience if you're if you're mentoring
6:02somebody what do you think the Cure is
6:04for shiny object syndrome what is it
6:07that you think what is the character
6:09trait that one needs to really focus on
6:12to keep their head down and keep the
6:14main thing the main
6:20thing I think it's
6:22context it's it's having a larger time
6:25Horizon through which that you make your
6:27decisions right and so like when I talk
6:29cuz like and this is for everybody this
6:32happens at every level so this happens
6:34at a million a year at 10 million a year
6:35at 100 million a year because fighting
6:37it right now yeah the girl in the red
6:39dress just gets hotter yeah like that's
6:42all it is is that the distraction the
6:43shiny object gets shinier the better you
6:45get right and
6:49so and part of this is like I wish I
6:51could give it to people so you know
6:53that's why you know do podcasts like
6:54this and whatnot is like if I can give
6:55you the experience which is or give you
6:57this give you the scar and the give you
7:00the story so you don't need the scar
7:01right
7:04um I have I have changed business
7:06directions multiple times every time I
7:09have done it I have been negatively
7:11reinfor I've been punished for doing so
7:13for sure and it just has taken enough
7:16punishment for me to realize that it's
7:18because I couldn't stick with it which
7:19is why I'm so vehemo about it because
7:21like I struggle with it
7:24today I mean right before we got got on
7:26this call I was I I was like we have 600
7:28companies a month that reach out out to
7:29try and do something and we take one you
7:31know I mean yeah like it's so hard and
7:34the better you get a year from now it'll
7:36be 6,000 you know what I mean and I
7:39still will have to stick with the
7:40original plan which is like if we buy a
7:43few big good companies we don't we don't
7:46need multiple Facebooks we just need a
7:48few and me trying to get 20 or 100 is
7:51what's going to distract from the few
7:52that will matter because when you look
7:54back on your life and this is maybe the
7:55best perspective to solve it for the
7:57focus thing is that when you look
8:00retroactively there are probably only a
8:03handful of decisions that shaped your
8:04life and that means that 99% of the
8:07you did basically didn't matter and so
8:10it's making sure that the decision that
8:12you made you force it to be one of the
8:14ones that matter by sticking with it
8:17yeah I love it I love it and you know
8:20you you said something about um you had
8:23nine companies at one time and Lea's
8:24like dude what what is wrong with you
8:26man like we don't need all these and I
8:28was the same way and and my wife was
8:30saying the same thing to me and Alex
8:32after I watched you uh talk about that
8:35we we sold our our brick and mortar
8:37companies and just focus on our
8:38e-learning space and everyone's like
8:40dude are you what what did you do and
8:42I'm like dude we're going all in on one
8:44thing we're focusing on the one thing
8:47and just like you said in your
8:48experience it was the same for us we
8:50just we took off um and but
8:53entrepreneurs feel like they need to
8:54hedge against everything I got to do
8:56this I got to do that because I don't
8:57know which one's going to take off and
8:59that's the fallacy that's the fallacy is
9:01that we think that we're putting I'm
9:03going to put five pots on the stove and
9:04I'm going to see which one pops first
9:06when in reality you only have enough
9:08fire to make one of them pop yeah right
9:10and so you just have to pick which one
9:11you're going to put on the stove yeah
9:13smart let's talk about beliefs and
9:15specifically around um I'll call it
9:18self-development we might want to call
9:19it something different but specifically
9:21traditional education versus alternative
9:23uh uh
9:25education I love love some of your world
9:29views on specifically the ignorant tax
9:32which we're going to talk about the 500
9:34versus the S&P 500 and then the tale of
9:37two Jacobs which is so good so so let's
9:40let's get into because that's been my
9:42life you know I've got a brother who's
9:44an attorney I've got another brother
9:45who's got two double double majors in
9:47Psychology and me I have no formal
9:50education whatsoever and they both work
9:53for me and they're like what the dude
9:55you're the youngest one you have no
9:57College I'm like yeah dude because I
9:59spent more money than both of you on
10:02courses mentorships learning from people
10:05like like like you specifically um and
10:09that's why so let's talk about the
10:10ignorant tax first what are your
10:11thoughts on
10:13that I think it's a frame shift that at
10:16least has been very valuable for me to
10:18understand which is that whatever I want
10:21there is a cost to getting it and so the
10:23the first time I heard this was actually
10:25somebody who was using it to close an
10:26event and they were saying and they
10:28wrote they wrote a million on the board
10:30and they asked somebody in the audience
10:32how much they make and they I think they
10:33answered
10:34$50,000 and he said and then he put
10:36$50,000 underneath of the million bucks
10:37and he drew a line and he put $950,000
10:40He said it is costing you $950,000 every
10:43year to not know how to make a million
10:44dollars love that and that like he
10:48didn't call it ignorance tax I've called
10:49it that since then but like you can put
10:51whatever number you want it cost me a
10:52billion dollars a year not to know how
10:54to make a billion dollars a year in
10:55income right um now cavey out there is
10:58like if you do know how to do it and you
10:59feel it just takes time then sometimes
11:00you just have you have to give time time
11:01but um that idea for me has been
11:06fundamental to like I will always I will
11:09pay for whatever shortcut possible now I
11:11think the game has changed somewhat uh
11:13which is that like education now because
11:15of media uh there's a lot of really good
11:18stuff that wasn't there 10 years ago you
11:20know what I mean like true my hope is
11:22not to self agrise here but like the you
11:24know the stuff that we Shar like that
11:25was you know there wasn't a lot of
11:27people out there who were who who
11:28actually doing stuff who were just you
11:30know sharing it right and so there's a
11:32lot of opportunity um to learn on your
11:35own the the piece that I think has been
11:37valuable is community um community and
11:40kind of like de bottlenecking so it's
11:42kind of more the service side of um what
11:45is commonly referred to as the coaching
11:46industry which is really just Consulting
11:48that H that hasn't been formalized yet
11:50and I want to be clear there are
11:51terrible ones for are many and I think
11:54it's it's honestly more the rule than
11:56the exception but there is value in
12:00someone helping you get somewhere faster
12:04and making sure that that person has
12:06helped people like you get to where you
12:07want to go is a great first litmus test
12:09to look through that right um and then
12:12the third piece is kind of the community
12:13piece which is for me from a belief
12:16standpoint that you were alluding to
12:18earlier I've gotten my biggest my
12:20biggest breakthroughs have come from
12:22community over anything else and
12:24watching someone that I thought I had
12:26the same chops as or better chops
12:30do better than me and then think if he
12:33can do it or she can do it I can do it
12:36and that has been very intrinsic to me
12:37now some people don't have that belief
12:39like at their core which I would
12:40recommend you know I believe like
12:42everybody's made of skin and bones and
12:43like if someone else can do it so can I
12:45um and that's a belief though you know
12:46what I mean um but that has been very
12:48valuable for me and the many people
12:51throughout my life that have spoken
12:54small pivots in the road that have you
12:56know resulted in huge changes you know
12:58when we went from H scaling brick and
13:00mortar to licensing like that was a huge
13:02change in my life um you know when we
13:04even went to go pursue what we're doing
13:06now just through m&a and private Equity
13:07like that was a huge change in my life
13:10um and much of those decisions came
13:13through dialogue with people who were
13:14further
13:15ahead yeah well and the thing is is I
13:18continue to and I told you this before
13:19we started this interview that that our
13:22team studies your work and we will
13:23continue to do that but from what I see
13:25from
13:26afar you you you went to Vander built I
13:29don't know what that cost you right and
13:32you you also invested a lot of money
13:33into mentorship and I don't want to
13:35assume anything but I would have to I
13:37would venture to say that the money you
13:39put into mentorship got you a lot
13:41further than than what you spent at
13:42Vanderbilt would that be safe for sure
13:45and one of the things that um I was
13:47talking to my team about today actually
13:49um is that it got me a lot further
13:53partially because of who I am and I'm
13:55not saying that again to self a grand
13:56eyes but I say that because there many
13:59people who pay money and get nothing out
14:01of either of them and that's because
14:04they don't do anything it's a good point
14:06and so and so I like to just be very
14:09clear that like nothing is going to save
14:11you you know I mean like it's all going
14:12to come down to you and I again when I
14:15go into anything I try and say I'm going
14:17to be number one I will be the best
14:19student here and I will not fail for
14:21lack of effort or execution and those
14:23are just agreements I have with myself
14:25because I want to know that I want to
14:26eliminate myself as the variable in the
14:29success in whatever Endeavor I have so I
14:31want to make sure that the plan not my
14:32execution on the plan is the problem um
14:36if if I don't now and to be fair in
14:38every one of those communities that I
14:39ever did join I ended up becoming number
14:41one and you know take that for what it
14:44is you know but that was an agreement
14:45that I made with myself when I started
14:46and oftentimes I was not even close to
14:48the top or even the middle when I joined
14:50those places and so I say that uh to
14:53just add a little bit of color to it but
14:55yes I do think that the formal education
14:56system as a whole is a terrible return
14:59um at this moment for the vast majority
15:00of people who are not going to be a
15:02lawyer a doctor and accountant the other
15:0499% of people um and I think that the
15:06reason that the e-learning coaching Guru
15:08Etc space has proliferated has grown um
15:13is
15:14because demand for income generating
15:17skills hasn't gone away right it's just
15:19the supply of where they came from has
15:21shifted and so because of media because
15:23of the distribution of platforms people
15:25can teach real skills to others at free
15:28for free they're free communities
15:29there's other things too but at the end
15:31of the day we have to pay the ignorance
15:32tax down we can pay with time we can pay
15:33it with money we can pay with both and
15:35for me I will pay with whatever it costs
15:37to move faster yeah and you you did
15:40bring up a great point though that I
15:41want to make sure the audience doesn't
15:42miss is just because you do go to a
15:46great mentor and give them your credit
15:47card doesn't mean all your problems go
15:49away you still got to do the work and so
15:51that was a great point so let's let's
15:52talk about sales skills something I
15:55think that you and I both share uh
15:57passionately there are four skills
15:59specifically that I hear you talk about
16:01most those are transference of beliefs
16:04through conviction
16:06labeling uh selling the vacation and
16:08then the sacrificial lamb so let's I
16:11want to I want to break these four down
16:13because there's so many things that are
16:15congruent with what we teach so let's
16:18talk about your belief around what I
16:21think you believe sales is to be which
16:23is from the highest level is really
16:25one's ability to transfer belief to
16:28another person through conviction can
16:30you speak to
16:32that yes um it's it's so funny because
16:37the next book is on sales and I've
16:38already like started outlining it I
16:39can't wait I I can't wait either and I
16:42think it's GNA I think it will not be
16:44what people expect it to be I'll put it
16:46that way love it um but like I
16:49mean even I'm I'm gonna say something
16:51right now that might break some people's
16:53brains but I also have now I think
16:56adopted a belief that hard sales is
16:58better bad
16:59branding like if you you have to sell
17:03hard because you don't have a brand and
17:05so I learned all the hard sales skills
17:08because I didn't have one and it was
17:10because I lacked the skill right this
17:11was you know I didn't understand or you
17:13can call it believe that that brand
17:14mattered and now like my beliefs have
17:16changed such to the point where I think
17:17BL brand is more more than everything it
17:19I mean brand is everything um so I say
17:22that with with that caveat first um that
17:25being said if you truly believe in what
17:27you sell selling is actually very easy
17:31the problem is that people are either
17:32selling stuff they don't believe in
17:34right um or actually it's really just
17:37that yeah like they sell stuff they
17:39don't believe it it's either their own
17:40stuff or it's somebody else's but either
17:41way they're not wholeheartedly convicted
17:43when you refer a friend to a pair of
17:45pants or like a shoe that you
17:48like you sell the right way yeah I love
17:51it because you believe in it right and
17:53also because if they don't do it you
17:54don't really care you're like I'm just
17:55telling you I mean like you want it
17:57awesome right and
17:59so if you truly believe which is where I
18:02would put n like my where I put my
18:03attention on a sales team is on the
18:05conviction more than anything because if
18:07you if you get that right the tonality
18:10where they pause their demeanor the
18:13frame they hold on the call is the right
18:16frame is the right tone and you don't
18:18even need to train it because they do it
18:20innately as humans if they know how to
18:21communicate and so more of my sales like
18:24as I understand it now because I think
18:26my you know my viewpoints shift over
18:27time is really just very succinct and
18:30clear communication with another human
18:32being and if you can do that most people
18:34if you listen to sales calls I'm sure
18:36you have because I'm sure you have sales
18:37team now um if you listen to some of
18:39these calls you're like how did this
18:40close like this is a train wreck right y
18:44because many people hop on the call
18:45ready to buy and sales people give
18:47themselves credit for making a sale when
18:50really they just transacted and so often
18:53times it's just clear thinking in a
18:54framework that we can apply consistently
18:56and so if you believe in the thing then
18:58you're going to say hey I believe that
19:00we can help you and if they believe you
19:03too which is comes from trust they will
19:05buy if they have the ability to do so
19:07right love it and that's from a first
19:09principal standpoint you have to believe
19:11it well you don't have to it helps right
19:14and then you transfer that belief to the
19:16other person they now believe it and
19:17then if they have the means they will
19:18buy yeah makes a lot of sense you know
19:21one of the things I was just working on
19:23with my sales team just this week is is
19:25is labeling and it's made a huge mass
19:28massive impact can you just take a
19:31minute or two and help the audience
19:33really understand what is labeling and
19:35then maybe give an example yeah labeling
19:39is honestly just really good psychology
19:41in general to understand because it has
19:43far it has far greater implications than
19:45just sales um
19:48like it's very helpful in identifying
19:51objections early that a prospect will
19:54have so for example I like using weight
19:57loss because everybody understands it if
19:58I were selling a gym membership of some
20:00sort or a weight loss program whatever
20:02and Judy luhoo right says I did Weight
20:07Watchers and I would say okay how'd that
20:10work for you and then she might say I
20:12love the program but it was really
20:14expensive right now I know that my way
20:17more expensive than Weight Watchers so
20:19what do we do from here I haven't even
20:20gotten the presentation of our stuff I
20:22haven't even gotten into closing like
20:23what do I do I have to confront the
20:27label that she just put on experience
20:29and I have to crack it otherwise there's
20:31no point in getting further in the sale
20:33because I have to overcome this now
20:34otherwise it'll detonate in the close
20:36right and so I would say so you said it
20:38was expensive what made you say that so
20:40now she's labeled it right and I have to
20:42now change that label right like what
20:44made you what made it expensive well I
20:46mean it was $39 a month well I mean how
20:48much does your wardrobe cost how many
20:50pieces of clothing have you bought that
20:52you now no longer can wear as a result
20:54of that if you could get 10 more years
20:56on your life what is the what's the
20:57value of that what's the value of your
21:00high school
21:01weight oh my God that'd be so Val so
21:03then was it really not expensive or was
21:05it that you didn't get what you wanted
21:07out of it I didn't get what I wanted out
21:08of it okay just to be clear because if
21:10you did get the high school and you did
21:11get the the clothing B blah blah blah it
21:13would have been worth 10 times that
21:14right right done right we relabeled it
21:18and so we have to be clear with language
21:20so that we can close later now from the
21:23labeling perspective is as as you're
21:25referencing it that's kind of reactive
21:26labeling what I just said there's also
21:28proactive labeling which is that you can
21:30then ascribe traits to somebody else
21:34earlier on in the sale that they will
21:36find positive so it's like hey you seem
21:38like a very family oriented person or
21:39you seem like a very growth oriented
21:40individual it seems like you are willing
21:42to take risks in order to grow your
21:44business right these are all labels that
21:46we're going to describe and the thing is
21:47you'll know it's a label because the
21:48person has to agree they're going to say
21:50yes I am that way yes I agree with that
21:52statement right and then from that
21:54statement you you pocket that later so
21:56that when it comes to the close you be
21:58like because you said you're this type
21:59of person X and because of commitment
22:02consistency which is like psychological
22:03thing ke talks about it people are more
22:06likely to comply with something that
22:08makes them appear
22:10consistent with their own commitments
22:12right and so they committed earlier to
22:13this label and we made it a positive uh
22:15positive Association people will want to
22:17live up to that positive Association and
22:18so I used this in a different example
22:21when in a in a non- Monet it was
22:23monetary but I wasn't making any money
22:24from it I was treasury of an
22:26organization when I was in college and
22:28there was one member who was Notorious
22:30for not paying all right and he was you
22:32know everyone was like this guy's a
22:33piece of BL like you'll you'll never get
22:36it right because every Treasurer before
22:37me had never gotten this guy to pay dues
22:39right and so the first thing I did when
22:42I started Treasures I I met up with him
22:44and he expected that I was going to
22:45berate him which is what everybody else
22:47had done and called him a bunch of names
22:48and tell him he was a low life blah and
22:50so I said hey man I know that you're a
22:53rock solid individual I was like and
22:56you're honest I was like so I'm just not
22:57going to bother you this because I just
22:59know you're good for it so strong he
23:01came the next day and paid in cash for
23:04the whole thing and his
23:06backd because I gave him a POS because
23:08because if he doesn't do it then he's
23:10not going to get the association that I
23:11just gave him right that's right and so
23:14you can massively influence behavior and
23:16also give people legitimate compliments
23:18at the same time which is one of those
23:20which is what makes it so powerful and
23:22to be clear the way to use this
23:24ethically is not to lie about the
23:25association that you're making for the
23:27person sure I mean that's great I mean
23:29it's changed everything Alex for us I
23:31mean that whole skill is is has been
23:33incredible
23:35so selling the vacation probably could
23:37be a whole podcast by itself but I just
23:40I want people to understand when you say
23:42sell the vacation just what what you
23:45mean so the audience understands that we
23:47need to focus on the desired outcome not
23:49how we get to that desired outcome yeah
23:52I'll give the analogy because that's
23:54what it was based on so if if you if you
23:57listen to most sales people sell or most
23:59business owners sell their products and
24:00services they will describe the plane
24:03flight so they describe TSA take your
24:06take your shoes off take your pants off
24:07the person next to you you know what I
24:08mean it's going to smell like crap it's
24:10GNA be a five hour flight on the flight
24:11this is what we're going to serve you'll
24:13be able to go get up to the bathroom two
24:14or three times we'll have Refreshments
24:16once I tell you that you can't check in
24:17blah blah blah blah blah
24:18right which translates to this is going
24:21to be our communication Cadence this is
24:23the deliverables that you're going to
24:24have this is what you owe us this is
24:26what we owe you um this you know this is
24:28the time blah blah blah blah right this
24:29these are our programs these are you
24:30know the deliver
24:32whatever
24:34versus let me tell you about Maui Maui
24:38has white sand beaches where you're
24:40going to be able to sit on them and
24:41they're not going to hurt your feet
24:42because there's no rocks in them right
24:44we have one of the softest Suns on the
24:46planet so you actually won't have to put
24:47nearly as much sunscreen on so you're
24:49not going to get burned you actually get
24:50the nice beautiful tan that you look for
24:51so your pictures are going to come out
24:52amazing right it's great for Instagram
24:54you able to you'll be able to remember
24:56this vacation you'll be able to enjoy it
24:58up to it you'll be enjoy it while you're
24:59there and you're going enjoy the
25:00memories for the rest of your life right
25:03both of them are selling the same thing
25:06one of them were selling the plane
25:07flight on how they're going to get there
25:09the other one were selling the
25:10experience of what is going to be like
25:11to enjoy the benefits once they have
25:14arrived and so when we are selling we
25:16almost don't have to talk at all about
25:18the deliverables we talk almost
25:21exclusively about the experience of the
25:23benefits not just the benefits but the
25:24experience of them right because that's
25:27what they're that's what they want
25:28because people make decisions
25:30emotionally right and so that that is so
25:32good it's so strong I will say this
25:34because this is something that I've
25:35learned in time is that the higher the
25:38Acumen of the the more sophisticated the
25:41buyer the less emotional the pitch is
25:43yeah that's fair yeah 100% just
25:45something i' I've now learned from the
25:47m&a world and like dealing with Bankers
25:48things like that like if you're selling
25:50there is a story for sure there's still
25:52that element yeah but it still has to
25:55have the rock hard but like if you're
25:56basically if you're selling stuff for
25:57under you know 100 Grand there you go
25:59you're you're you're probably fine just
26:02focusing on the vacation of what they're
26:03going to experience when they're there
26:05yeah fair
26:07enough so uh we're just we only have
26:10another minute or two so the the whole
26:12sacrificial lamb we call it speaking
26:14against your own interest which is the
26:15easiest way to build trust and Rapport
26:18um and so you talk about it's it's one
26:21of the easiest ways to build trust in a
26:23sales conversation is to speak against
26:26your own interest you call it the
26:29sacrificial lamb can you give us an
26:31example of that well I mean I learned
26:33this accidentally um so we ran out a
26:36product one day and I had sold half you
26:39know the first half of people that
26:40walked in that day the product and then
26:41friends from the people from that first
26:42half came later and I didn't have it and
26:45so I uh I was like you know what go down
26:48the street get it there it's going to be
26:49cheaper it's not going to be as good as
26:51our thing but like it'll get you through
26:52the first you know two months or
26:53whatever and then what I realized is
26:55after I said that people would like
26:57write down they'd write down the address
26:58they' write down the place they're like
26:59okay okay got it got it got it and they'
27:01be like but what you do need is take two
27:03of these in the morning take two of
27:04these in the afternoon and you know what
27:05flavor do you want you want use the card
27:06you have in file and I closed like a
27:10100% the rest of the day and I was
27:13scratching my head I was like what like
27:14what was different here and I realized
27:17that because I had spoken against my own
27:20best interest to your point we I like
27:22calling it just damaging admissions
27:24right okay um where you speak against
27:26the things that most people would try
27:27and pump up about them
27:28right and then you make your ask they
27:32then the compliance on the request after
27:34a damaging admission skyrockets and so
27:38you can use that when you're scripting
27:39the sale specifically before statements
27:42of belief that you want someone to agree
27:44with right so if you're
27:46like listen man um I will say this ours
27:50is like our our service offering is
27:53going to take you more time than
27:54probably the competition right like
27:56they're going to be a little bit more
27:57done for you than we are um there's
27:59going to be a lot more work on your side
28:01here's a bunch of things that suck all
28:03right but we'll get you significantly
28:06higher returns by a wide margin on an
28:08ongoing basis for the remainder of your
28:10time so the first 60 days it's gonna
28:12you're going to make more money with the
28:13other guy but from every day after day
28:1560 we will beat it so strong when you
28:18say that you know I mean if I just said
28:21I if I took the first part out and then
28:22just said you're going to get better
28:24return like you can hear it right now
28:26that's exactly better return with me
28:28than the other guy you don't believe it
28:31no right believe resistance and so if
28:34you put that and the nice thing here and
28:35this is what I tell anybody who's a
28:36business owner or a salesperson is be
28:38honest what are the things that you
28:41actually are not as good at or what are
28:42the downsides of your there's always
28:45like every upside has a downside right
28:46like if you're really customized it's
28:48probably going to be slower right or
28:50they're not going to get as much time
28:51with you but it is more custo you like
28:52there's there's always tradeoffs to
28:54every coin right quality and quantity
28:55like there's just always a trade-off
28:57just speak to the opposite side of the
28:59coin before you tell them the thing you
29:02want them to believe and people will
29:03believe it significantly more fair
29:05enough Alex dude I appreciate you very
29:07very much we love the work you're doing
29:10can't wait to see what comes out of the
29:12acquisition. comom camp um and we're
29:15just we're really looking forward to it
29:16and we appreciate your time today thank
29:19you to the audience for having me I
29:20appreciate your attention I know it's uh
29:21you have many places to fly and spend it
29:23so thanks for spending it with us today
29:25appreciate you brother take care

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