and for like an entrepreneur not a
salesperson I’m not just an entrepreneur
we’re looking to start a business well
if you can’t sell if you can’t influence
you can’t persuade good luck trying to
get your business off the ground I’m not
just your customers I’m talking about
the bankers the people of venture
capitalists your vendors your credit
card processor the people who work for
you how do you get people to work for
you excited how do you get them excited
you get into want to buy into your
vision at the highest level what sales
really is the transference of emotion
and the emotion you’re transferring is
this emotion of certainty that someone
feels certain yet it’s a good thing it’s
gonna help me it’s gonna fill my need
when you’re an entrepreneur you’re
trying to start a business and you’re
recruiting people
well you’re selling people on your
vision for the future your vision for
this company if you can’t do that good
luck trying to get great people to work
for you it’s very it’s almost it’s
nearly impossible which is why we see
you know the people if they say oh he’s
a visionary well that’s true but
typically not only are they visionaries
they also possess the ability to sell
the vision to other people to inspire
them to motivate them so selling is not
just like you know people think of
selling although a lot of salesmen I
don’t either well yes you do you need to
learn how to influence how not trying to
get your kids to make their bed or do
their homework or believe in the value
of education how about trying to get a
landlord give you a reduction on your
rent or to extend the lease the way you
want have not trying to negotiate terms
you understand its it cuts to everything
so I always looking to say you know when
I say I crack the code on influence what
I really did essentially was I just I
was you know by working backwards almost
by saying I’m gonna start at the end and
go to the beginning say what has to
happen before someone says yes I was
able to take that and put it into this
system that took the no name talentless
guys and turn them into millionaires
here’s the strategy for success of the
secret right go into your house and do a
quiet room and you close the lights draw
the shades and sit on a couch and
visualize a big fat check
twenty-five G’s thousand bucks u.s. okay
with your name on it and I want you to
imagine that check and just make that
check go bigger in your mind and make it
real more real and just put it out into
the ether of the universe and the law of
attraction will take hold just think
about it
oh right hello if that’s your strategy
for success the only thing will show up
in your mailbox is not the cheque it’s a
freaking eviction notice from your
landlord
they’ll be towing away your car your
wife or your husband all for the
next-door neighbor and you’ll be still
saying where’s the check where’s the
check okay
the secret is a load of crap okay do I
believe in manifestation yeah damn
straight I do but you got to take action
I’m one of those unfortunate people I
tried it I really dice why try because I
read the books of all let me try you
know it’s like I’d try to pray for the
check never came but I went out and
started taking action guess what the
check came with extra a couple of zeros
there were four levels of learning okay
let me tell you what the levels are some
of you might know you’ve been through
any self-development this is some very
basic stuff but it’s important here the
first level is called being
unconsciously incompetent and what that
means is this when you first start doing
something you know so little about it
you basically know nothing you don’t
know what you don’t know this is a very
scary spot to be in when you’re thrown
into a situation and you’re a complete
novice you said you said love to get
better at this but I haven’t the
slightest idea of what I don’t know
everyone follow that concept this is
what most people start off ok the next
level is becoming consciously
incompetent that means that you’re like
Jesus Christ I don’t know anything
you’re like I’ve is this there’s that
there’s that sowing strategies they also
get I don’t know them that’s the next
level next level above that is called
being consciously competent consciously
confident means that you’re good at
something but you can’t really do it
with your eyes closed yet you’re good
with requires all your focus and your
mental energy like we remember we were
kids growing up you don’t even tie your
shoe in the beginning you’re like tie
your shoe like you putting your things
at all
and so with his excuse me are good don’t
interrupt me you can’t tie your shoe and
have a conversation at the same time
right that’s when you’re consciously
confident is like it requires all your
conscious focus the next level above
that is called being unconscious
competence and that means when you’re
really really great at something you can
do it without thinking about it and the
only way to get from conscious
competence to unconscious competence is
through practice there’s no other way by
drilling it into your head again and
again and again and again and again
until your brain just clicks and all of
a sudden using the unconscious part of
your mind which is infinitely more
powerful than your conscious mind
most people have goals in life and we
would Brooke think you got to be
goal-oriented that’s the first mistake
yes you need goals but there’s something
far beyond goals which is what all
successful people have and that’s a
vision it’s a vision for the future see
the here’s it is you see things as they
are but not worse than they are
yeah which is what a lot of people do
yeah they say oh it’s so terrible they
tell themselves this wild story about
why they can’t take action and in truth
the story they tell themselves is
exactly what holds them back from being
successful okay it’s that bull story
that stops you from acting like and
they’re all just some of the economy and
they play the blame game they complain
they justify and it stops them from
moving forward so see things as they are
not worse than they are you know and
then see them better than they are
yeah and make them that way look at a
Gandhi right he survived hunger strikes
in the United the country not because he
had a gold for free and yet he had a
vision of a free India Nelson Mandela
all those years in jail on vision yeah
it’s Richard Branson who’s a friend of
mine oh I know he sponsors me my
speaking tour he’s a visionary Bill
Gates they’re all visionaries and the
best example consider we’re in Hollywood
is a guy like James Cameron now here’s
the trap James Cameron is probably the
greatest visionary of all time in
filmmaking that we do a great Darren he
was booed on Diane Sawyer and they asked
him a question of what do you owe your
success to and what he’s
was this I said really really high goals
so even if I fall short I’m still doing
great and people thought that was pretty
profound and I actually believe in that
too
it’s not true though see what’s
happening is this James Cameron is that
goal center he’s a visionary he just
doesn’t realize because he’s running
unconscious strategy himself
you said the DRI says James kennels are
really just the goals or do a vision for
avatar he’d say oh of course I will
didn’t get all excited me tell you how
nothing was gonna stop him from making
this movie the fact that it took ten
years and ran 200 million over budget he
put money in himself or that’s not the
goal setters do ball setters will set a
goal gets up and they abandon it and I
can’t overemphasize that distinction
that’s number one is vision we thing
that stops you from getting what you
want in life is the boldest story you
tell yourself of why you can’t have it
get that what stops you back is the
story because the story stops from
getting honest and if you can’t get
honest with yourself there’s no way you
can go what imagine like this success in
sales in life it’s like a road map right
you know where you want to go and you
have this perfect strategy the straight
line to get there it’s a perfect
strategy it’s gonna get you there every
single time but if you don’t know your
starting point if you’re not getting
eyes with where you actually are it
doesn’t matter how powerful the strategy
is and it doesn’t matter how powerful
your goal is I’m gonna actually set a
goal today write a 60 day goal and let’s
say you really set this goal and I’ll
show you how to do it in a brilliant way
so it’s visceral so it makes you really
feel it you see you smell a goal
that’s step one I’m gonna teach you the
straight line which is your strategy to
get to your goal but if you’re not
honest with where you are right now your
starting point the map is worthless
there’s three things that you need to
know where you are where you want to go
and how you’re gonna get there those are
the three things you must have and take
advantage of any opportunity I’m gonna
give you the strategy I’m gonna actually
tell me exactly where you want to go for
yourself you got to get honest don’t
blame the boss don’t blame the leaves
don’t blame your job couple in the
industry you’re in
just get out if you don’t like your
industry find another one the reason
that most people are not successful but
not wealthy is not because they set
their goals too high and miss them it’s
cause they set them to go low and hit
them get that it’s not because you set
your goals too high and miss you set
your goals too low and you hit them and
you get caught up in the average daily
struggle of averages and mediocrity
that’s what kills people everybody raise
your hand for a second please
raise your hand now raise it as high as
you can I’m gonna crash so I can see
okay now just raise it a bit higher one
higher
why the hell would that happen I say
raise it as high as you can and ham I
said okay then a little high okay well
if you really mean it right you get it
it’s that extra inch that’s where you
want to set your goal not pie in the sky
and add a control like it’s never gonna
happen because that’s a load of crap to
people that set those sort of goals they
abandon those goals and I’ll get to that
later but the idea here is you want to
set the goals just above your comfort
zone
so now think about it for a second think
about your goals right now how do you
set them you’re setting them very low
and hitting them if that’s the case then
give yourself a ten are you setting
goals that don’t inspire you some people
set goals they might behind
but they’re crappy goals they’re not the
sort of goals that make you jump out of
bed in the morning make you want to go
to work for yourself to secure the
future not just for you but for your
family so you know if they’re
compromised or acquiesce to anybody
unless you love them unless you want to
that’s freedom you know money is just a
mechanism to get there also to really
take a longer-term view not just you
know to look three months from now but
look three years now and but the future
is gonna come whether you like it or not
so you want to kind of be one step ahead
it’s a mind game then it’s why I think
it’s psychology and everything again
life most of life comes down to
psychology doesn’t it it starts here in
the internal world before you can master
the external world you have to master
your own internal world that’s the true
secret to success and here’s the irony
is that most people don’t have a
compelling vision for their own future
they don’t they move through life
setting goals and goals have no power
we’re almost fear at this point your
goals on power 1959 when Earl
Nightingale came this idea of goal
setting and ever like wow I’m a goal
oriented person and that was great it
worked like 20 years everyone set goals
and they and they got results but then
all of a sudden you know you set goals
and sometimes you hit them sometimes you
know most times you don’t okay that’s
okay
but goals almost became a synonym for
like oh I’m gonna set a goal who gives
it but really happens afterwards and it
almost is synonymous with failure now
goal-setting there’s something above and
I believe in setting goals but there’s
got to be something above your goals and
that’s your vision for the future and
it’s not just about it doesn’t have like
an ending points about the world being a
certain way and that’s inspiring to you
and you when you truly have a vision for
your future that inspires you you’re
gonna jump up out of bed in the morning
and feel great about going at life
versus being miserable and going through
a job you hate or living a life that
doesn’t empower you and just you know
everyday moving through just almost like
an automaton not really you know having
the zest and the great the greatness of
life and I’m joking i’ve been
myself when I felt like I didn’t really
have a compelling vision for my own
future and I felt like I was wallowing
but at least I’m conscious of that once
you become conscious of that you can
consciously create a vision for your
future it doesn’t happen in once in one
minute or an hour you write it down you
work on until I mean you finally hit on
it you know you know you got it when you
read it back to yourself your vision
statement and it moves you and you feel
inspired okay and you know so you’ll
have that and and what happens is every
human being is thirsty for a vision
everyone is and so few people haven’t
said what I do they gravitate towards
someone who has a vision for the future
because they want to be a part of a
vision part of being a great
entrepreneur is having that vision being
able to create the vision and then sell
that vision to other people to get them
to want to be inspired to buy into it to
put in their time their hard work their
elbow grease to help you achieve your
vision if you’re a smartphone then you
spread the wealth around it’s a it’s a
win-win for everybody
my son’s 14 it’s fabulous and we’re
having this conversation about when he
plays in sports or when he does
something about you go full out or do
you not and I see sometimes in him that
when he’s out on the field of doing
something he doesn’t play full out and
I’ll have an excuse like my leg hurts or
my arm hurts or something happened the
coach was unfair what are the hanger the
referee was unfair and what happens with
people is we tend to go out into the
world and we look for those sort of
excuses about why things aren’t the way
we want them
and when you do that you lose all your
power in life you start focusing on the
external on the excuses you lose your
power here’s the way people really think
I will tell you I can go out on the
stage and bomb you go out there you just
bomb right and people will respect you
for going out there and trying your
hardest it’s not how you actually
perform that earns you the respect of
your peers it’s the fact that you went
out and actually did it that’s the
difference so if you’re out there right
now you’re a new salesperson or you’re
struggling as a salesperson there’s no
embarrassment in struggle it’s just not
the embarrassment is in quitting the
embarrassment is it not trying your
hardest poor people believe they are
creatures of circumstance that means
that the life life happens to them you
get that wall
rich people are creators of circumstance
I will tell you this there is no more
destructive belief in the world and to
think that life happens to you because
there’s three things that you do when
you don’t think that you can create your
own destiny I’ll tell you exactly what
they are right number one the first
thing you do is you play what I call the
blame game you stop blaming everybody
for why you don’t have what you want
you’ll blame the government you’ll grin
your family you blame your spouse you’ll
blame your boss you’ll blame the economy
you’ll blame the people on Wall Street
which probably deserve some blame but
you’ll blame anybody and everybody when
you think the world happens to you
you’re powerless the second thing you do
it is because because the economy stinks
it’s because people are unfair to me
it’s because money doesn’t really matter
anyway you don’t know that I
live on love alone really go bring that
to the bank and pay the rent hello okay
I love la middle of other the greatest
woman in the world on them I’m gonna get
married next year for the third time
unfortunately but I’m getting married
next year great woman so I know that but
you know money’s money right they
justify third this is the worst one of
all so write it down and big lives they
complain I hate these people you know
why I’ll tell you why because I do
believe in some laws of the universe I
do and one of them is that what you
focus on expands gets bigger and what
you focus on you attract because you
move towards it your focus is on you
attract so here’s what happens when
you’re complaining what are you focusing
on all the in your life so guess what
happens to you you become a giant get
the picture I don’t want to be around
because they attracted to you got to get
away from them because when here’s some
playing like that you to it’s the worst
of all
that’s what complain does so if you’re a
person that believes that you know
you’re a creature of circumstance life
happens to you good luck what sales
really is is the transfer of emotion
that’s what’s happening when you sell
your transferring emotion and the
primary emotion that you’re transferring
is the emotion of certainty in other
words watch this you as a salesman when
you enter the encounter you have to be
absolutely certain that your product is
the best make sense it’s gonna give them
the best benefits out there the best
value proposition and so forth and you
are in the state of absolute certainty
so imagine now we have a continuum of
certainty a line of certainty so we have
this line of certainty and on one side
of the equation we have it’s called a1
and the other side we have a 10 so a 10
represents a state of absolute certainty
meaning your prompt is the best thing
since sliced bread it’s gonna give them
exactly what they want benefit wise it’s
the best deal for the money is gonna
make them feel the whole thing right it
is just absolutely awesome that’s a 10
on the certain skill it is great the
best thing since sliced bread and on the
other end of the spectrum you have
what’s called a 1 right which is it’s
the worst piece of in the world
right it’s crap right your product is
terrible it’s not gonna work
okay the benefits don’t match up what
they need it’s overpriced I didn’t want
to be near this piece of crap because I
just feel stupid even buying it or even
thinking about buying it that’s a 1
right so here’s the first thing you need
to understand that the moment you open
up your mouth to speak as a sales from
you start a sale the question is this
where is the average prospect the person
you’re trying to sell to where are they
on the certainty scale at the beginning
anyone know where are they who the knows
you must be in this state of absolute
certainty because what’s happening is
this what you’re doing when you’re
selling is everything that you say
everything that you do every tonality
use every gesture you make every
document you hand them every phrase that
comes out of your mouth are all designed
to do one simple thing to essentially
raise the prospects level of certainty
to as close to his 10 as it possible
that’s what you’re doing your the words
that you say the the presentation that
you make the tonality that you use every
any document you in sales AIDS whatever
it might be is all designed to take them
from where they are on the certainty
scale and move to as close to where you
are as possible essentially you’re
transferring your white-hot certainty to
songs that up
at a lower level of certainty it’s
almost like this first law or so I think
it’s actually the second law of
thermodynamics in physics rather you
study physics energy always flows from
hot to cold not the other way around
so you need to be this white-hot level
of certainty it’s exerting out of you
every pore that you have and we know
what certainty feels like in sounds like
we intuitively know as salespeople and
our prospects know as well we know when
someone sounds certain and they have
confidence and they’re enthusiastic we
know what that looks like feels like it
sounds like essentially the police that
you old about yourself about your
capabilities about money whether you
don’t believe that attract money to you
or that repel money whether that you
have believes that allow you to move
through barriers and obstacles or
beliefs that cause you to shy away from
barriers and obstacles and the beliefs
that we have really control our actions
we don’t typically go at things or do
things that we believe we’re not good at
we don’t take actions everything we’re
gonna fail we shy away and then of
course we don’t say that we’re scared we
come up with a story
so the sort of these negative these
limiting beliefs Institute it’s the gate
they’re telling the both stories
ourselves right and it holds us back
from success so the idea is that is to
understand what your core limiting
beliefs are and then to actually break
those beliefs and you can do that’s not
that if you want to do it do it in a
seminar setting you break the limiting
beliefs and you essentially empower
somebody by helping them install their
own beliefs in themselves because your
beliefs are malleable you can change
them so the idea is to essentially
retrofit your beliefs to serve you and
your outcomes in the case of
entrepreneurs stuff and money is not the
root of all evil that building the
business as possible that I can learn
whatever any noble sort of beliefs
people have these extraordinary skills
and they take action yeah so I’m a big
believer in learning skills like you
wrote read my first book right yes well
when I first tried to write I was a
terrible writer I taught myself to write
by woeful Wall Street was your first
book yes I don’t roll before I put my
first try drives to tell right how I
copies have sold a millions of copies
right Wow so how do
right wolf of wallstreet myself without
a ghost right I picked up a book called
bonfire of the vanities and started
reading it Tom wolf before you’ve read
it right yeah and as soon as I started
reading I’m like oh my god this guy’s
the best writer in the world I want to
write like that and I used his book like
a textbook I took out my highlighter and
I broke down his strategy for writing
and I practiced before I wrote the book
I said let me first teach myself the
skill to write like Tom Wolfe and that’s
what I did I spent about six or seven
months with 18 hours a day
really oh yes to the poor I can’t recite
the whole book verbatim okay obviously
so the point is is that I learnt how to
introduce characters almost like was a
mentor the book was your mentor it had
my model yeah I mean I wrapped it up
with tons of rest counselors to get it
made sense go to the drug use right so I
know but I used those pmm I was
reviewing the New York Times they said
the book sounds like want the rest
Thompson and Tom Wolfe so it was amazing
right then I accomplished my mission and
made her turn myself into a writer my
message is this there’s only one way to
get rich and that’s quick that’s not a
get-rich-quick scheme though it’s the
world’s too expensive to get rich slowly
but what I mean by getting rich quick is
that there are certain things you have
to know on the inner game of wealth how
you manage your emotional state your
beliefs your standards your focus in the
outer game entrepreneurship sales
marketing how to develop multiple
streams of income once you it takes time
that’s where the hard work is a lot of
hard work goes into getting this lined
up and that lined up but once you have
it all lined up and you’ve done the work
then you can make money very very
quickly so it’s not a scheme but you got
to get rich quick and you have to put
the work in I say if you don’t want to
work hard good luck I mean I don’t know
any rich people it don’t work really
really hard that’s the bottom line so
hard work and knowing knowing stuff
there’s no quick fix easy so it’s you
know it’s again when you get rich it
happens quickly but there’s a lot of
work that goes up to that point before
the money starts pouring and that’s the
distinction that I think a lot of people
who are not wealthy they don’t get that
they think that it’s you accumulate
money just a little bit at a time it
doesn’t work that way you work work work
don’t get the resultant BAM one last
piece of the puzzle clicks in whether
it’s not knowing how to close and all
happens well I still do a firm called
the Investor Center which is a penny
stock farm right and that was where I
you know was really first my ever sold
stock and I became the the top broker
the FIR
– broke all the records really the first
day you broke all your first day yeah
yeah so you’re a bore
do you think you’re a born salesman yeah
for sure I am another and there are
people out there will born closers one
salesman far if you would do there are
some when that really means though what
does it mean to be a born salesman what
it means is that you’re actually running
the strategy automatically inside
usually good you’re still following this
script but it comes natural
automatically so you but you don’t
realize it but you are following a
certain protocol that gets you to the
same outcome every time so that’s really
what it born closers so for those people
watching that our entrepreneurs want to
learn sales what did you do in that
first day that you basically became on
top sales in like was there we’re gonna
talk more about your whole sales
straight-line formula but first Dan you
didn’t have time to implement a whole
script what do you do that most people
don’t do is it your tonality that’s one
of the things body language tonality
taking people through features not just
features but benefits according I think
you did that first day well in fact I
see one of the interesting things you
say you had enough time to put the other
scripts in fact I did oh you did oh yeah
day one I took three hours to write one
see I would never this is something
interesting thing had many years layers
is relevant is that when I was tested by
some psychologists not my ability to
close they put me through a whole
battery of these weird tests and one of
them was a mock sale where I had to
close someone in a investment type of
situation that was being filled was
there like so me this panel there’s they
handed me up like a little sort of us
some information on the dairy industry
and I have to then convince someone to
open up an account at a firm to manage
the money for the dairy industry right
okay so they handed out about 10-12
pages of information right and they said
take as much time as you want and you
know just I said let’s see you close
this guy right so I start reading I’m
reading it and I’m reading right I start
writing down my thoughts about 30
minutes later they knock on the door I’m
like yeah it said give me more time yeah
just give me another 30 bits I said okay
no problem 30 minutes goes by they come
back I said just me another 20 minutes
they said no problem take twenty more
minutes I said give me 15 more minutes
right anyway after about two hours I
said I’m ready and I wrote myself a
really really not an exact
but pretty close to a really killer
script with so if you know how I would
actually engineer the sail from storm
surge penny stocks no canals recent
material is relevant now this is in
nineteen it’s like I think 2010 at this
Apple okay with psychologists being fill
okay this is the later guy he was an
actor and he was opposed to be the CEO
of a dairy company and I was supposed to
close him so we go through this whole
thing I introduced myself and I we go
for this back and forth back and forth
and they’re filming the whole thing and
it’s about 15 minutes
the guy just he’s like okay fine I’ve
opened up an account and he starts
laughing his ass off so I’m like what’s
so funny
psychologists cover and they say we told
them under no circumstances should he
say yes yeah within 15 minutes yet no he
said yes I don’t get it he said I said
well you don’t I got the guy into a
situation did it make sense to say no he
said well here’s the weird thing we’ve
tested a hundred other people in sales
and no one ever spent more than five
minutes reading the material huh you
spent so apparation it’s some simple
fundamental teach equip are the straight
line is about strategic preparation
meeting that you don’t you know what was
my overriding concept is every sales the
same right yes and that would seem to be
counterintuitive yes because everyone
has different needs different belief
systems right different outcomes real
but the truth is that every sale is the
same yes and I’ll explain that little
bit later on in the interview but it
starts with your ability to essentially
make an airtight case to someone yes on
both illogical and right yeah
about you know essentially why you’re
right you could want them to do whatever
you want them to why does it make sense
right yes and it’s got to be an airtight
case and then you have to be able to
also accomplish other things as well so
there’s two ways to go about that one is
still wing it which you could might be
able to do if you’re really really great
or you can write it down plan it out I
mean the second one is where you really
start to bring your averages of
tremendous easel when I was 12 years old
I was shoveling driveways after
snowstorms in New York yeah big twenty
bucks a driveway after a big snowstorm
I hit it big for the first time when I
was 16 selling Isis on the beach blanket
– blanket the blanket night by that’s
how it started and after that I was
hiring people to come work at little I’d
12 year old kids selling puka shell
necklaces for my mother was buttering
bagels in the morn
and that was really the way I always was
was you know moving towards life yeah I
was just you know always wanted to make my
salesperson I’m not just an entrepreneur
we’re looking to start a business well
if you can’t sell if you can’t influence
you can’t persuade good luck trying to
get your business off the ground I’m not
just your customers I’m talking about
the bankers the people of venture
capitalists your vendors your credit
card processor the people who work for
you how do you get people to work for
you excited how do you get them excited
you get into want to buy into your
vision at the highest level what sales
really is the transference of emotion
and the emotion you’re transferring is
this emotion of certainty that someone
feels certain yet it’s a good thing it’s
gonna help me it’s gonna fill my need
when you’re an entrepreneur you’re
trying to start a business and you’re
recruiting people
well you’re selling people on your
vision for the future your vision for
this company if you can’t do that good
luck trying to get great people to work
for you it’s very it’s almost it’s
nearly impossible which is why we see
you know the people if they say oh he’s
a visionary well that’s true but
typically not only are they visionaries
they also possess the ability to sell
the vision to other people to inspire
them to motivate them so selling is not
just like you know people think of
selling although a lot of salesmen I
don’t either well yes you do you need to
learn how to influence how not trying to
get your kids to make their bed or do
their homework or believe in the value
of education how about trying to get a
landlord give you a reduction on your
rent or to extend the lease the way you
want have not trying to negotiate terms
you understand its it cuts to everything
so I always looking to say you know when
I say I crack the code on influence what
I really did essentially was I just I
was you know by working backwards almost
by saying I’m gonna start at the end and
go to the beginning say what has to
happen before someone says yes I was
able to take that and put it into this
system that took the no name talentless
guys and turn them into millionaires
here’s the strategy for success of the
secret right go into your house and do a
quiet room and you close the lights draw
the shades and sit on a couch and
visualize a big fat check
twenty-five G’s thousand bucks u.s. okay
with your name on it and I want you to
imagine that check and just make that
check go bigger in your mind and make it
real more real and just put it out into
the ether of the universe and the law of
attraction will take hold just think
about it
oh right hello if that’s your strategy
for success the only thing will show up
in your mailbox is not the cheque it’s a
freaking eviction notice from your
landlord
they’ll be towing away your car your
wife or your husband all for the
next-door neighbor and you’ll be still
saying where’s the check where’s the
check okay
the secret is a load of crap okay do I
believe in manifestation yeah damn
straight I do but you got to take action
I’m one of those unfortunate people I
tried it I really dice why try because I
read the books of all let me try you
know it’s like I’d try to pray for the
check never came but I went out and
started taking action guess what the
check came with extra a couple of zeros
there were four levels of learning okay
let me tell you what the levels are some
of you might know you’ve been through
any self-development this is some very
basic stuff but it’s important here the
first level is called being
unconsciously incompetent and what that
means is this when you first start doing
something you know so little about it
you basically know nothing you don’t
know what you don’t know this is a very
scary spot to be in when you’re thrown
into a situation and you’re a complete
novice you said you said love to get
better at this but I haven’t the
slightest idea of what I don’t know
everyone follow that concept this is
what most people start off ok the next
level is becoming consciously
incompetent that means that you’re like
Jesus Christ I don’t know anything
you’re like I’ve is this there’s that
there’s that sowing strategies they also
get I don’t know them that’s the next
level next level above that is called
being consciously competent consciously
confident means that you’re good at
something but you can’t really do it
with your eyes closed yet you’re good
with requires all your focus and your
mental energy like we remember we were
kids growing up you don’t even tie your
shoe in the beginning you’re like tie
your shoe like you putting your things
at all
and so with his excuse me are good don’t
interrupt me you can’t tie your shoe and
have a conversation at the same time
right that’s when you’re consciously
confident is like it requires all your
conscious focus the next level above
that is called being unconscious
competence and that means when you’re
really really great at something you can
do it without thinking about it and the
only way to get from conscious
competence to unconscious competence is
through practice there’s no other way by
drilling it into your head again and
again and again and again and again
until your brain just clicks and all of
a sudden using the unconscious part of
your mind which is infinitely more
powerful than your conscious mind
most people have goals in life and we
would Brooke think you got to be
goal-oriented that’s the first mistake
yes you need goals but there’s something
far beyond goals which is what all
successful people have and that’s a
vision it’s a vision for the future see
the here’s it is you see things as they
are but not worse than they are
yeah which is what a lot of people do
yeah they say oh it’s so terrible they
tell themselves this wild story about
why they can’t take action and in truth
the story they tell themselves is
exactly what holds them back from being
successful okay it’s that bull story
that stops you from acting like and
they’re all just some of the economy and
they play the blame game they complain
they justify and it stops them from
moving forward so see things as they are
not worse than they are you know and
then see them better than they are
yeah and make them that way look at a
Gandhi right he survived hunger strikes
in the United the country not because he
had a gold for free and yet he had a
vision of a free India Nelson Mandela
all those years in jail on vision yeah
it’s Richard Branson who’s a friend of
mine oh I know he sponsors me my
speaking tour he’s a visionary Bill
Gates they’re all visionaries and the
best example consider we’re in Hollywood
is a guy like James Cameron now here’s
the trap James Cameron is probably the
greatest visionary of all time in
filmmaking that we do a great Darren he
was booed on Diane Sawyer and they asked
him a question of what do you owe your
success to and what he’s
was this I said really really high goals
so even if I fall short I’m still doing
great and people thought that was pretty
profound and I actually believe in that
too
it’s not true though see what’s
happening is this James Cameron is that
goal center he’s a visionary he just
doesn’t realize because he’s running
unconscious strategy himself
you said the DRI says James kennels are
really just the goals or do a vision for
avatar he’d say oh of course I will
didn’t get all excited me tell you how
nothing was gonna stop him from making
this movie the fact that it took ten
years and ran 200 million over budget he
put money in himself or that’s not the
goal setters do ball setters will set a
goal gets up and they abandon it and I
can’t overemphasize that distinction
that’s number one is vision we thing
that stops you from getting what you
want in life is the boldest story you
tell yourself of why you can’t have it
get that what stops you back is the
story because the story stops from
getting honest and if you can’t get
honest with yourself there’s no way you
can go what imagine like this success in
sales in life it’s like a road map right
you know where you want to go and you
have this perfect strategy the straight
line to get there it’s a perfect
strategy it’s gonna get you there every
single time but if you don’t know your
starting point if you’re not getting
eyes with where you actually are it
doesn’t matter how powerful the strategy
is and it doesn’t matter how powerful
your goal is I’m gonna actually set a
goal today write a 60 day goal and let’s
say you really set this goal and I’ll
show you how to do it in a brilliant way
so it’s visceral so it makes you really
feel it you see you smell a goal
that’s step one I’m gonna teach you the
straight line which is your strategy to
get to your goal but if you’re not
honest with where you are right now your
starting point the map is worthless
there’s three things that you need to
know where you are where you want to go
and how you’re gonna get there those are
the three things you must have and take
advantage of any opportunity I’m gonna
give you the strategy I’m gonna actually
tell me exactly where you want to go for
yourself you got to get honest don’t
blame the boss don’t blame the leaves
don’t blame your job couple in the
industry you’re in
just get out if you don’t like your
industry find another one the reason
that most people are not successful but
not wealthy is not because they set
their goals too high and miss them it’s
cause they set them to go low and hit
them get that it’s not because you set
your goals too high and miss you set
your goals too low and you hit them and
you get caught up in the average daily
struggle of averages and mediocrity
that’s what kills people everybody raise
your hand for a second please
raise your hand now raise it as high as
you can I’m gonna crash so I can see
okay now just raise it a bit higher one
higher
why the hell would that happen I say
raise it as high as you can and ham I
said okay then a little high okay well
if you really mean it right you get it
it’s that extra inch that’s where you
want to set your goal not pie in the sky
and add a control like it’s never gonna
happen because that’s a load of crap to
people that set those sort of goals they
abandon those goals and I’ll get to that
later but the idea here is you want to
set the goals just above your comfort
zone
so now think about it for a second think
about your goals right now how do you
set them you’re setting them very low
and hitting them if that’s the case then
give yourself a ten are you setting
goals that don’t inspire you some people
set goals they might behind
but they’re crappy goals they’re not the
sort of goals that make you jump out of
bed in the morning make you want to go
to work for yourself to secure the
future not just for you but for your
family so you know if they’re
compromised or acquiesce to anybody
unless you love them unless you want to
that’s freedom you know money is just a
mechanism to get there also to really
take a longer-term view not just you
know to look three months from now but
look three years now and but the future
is gonna come whether you like it or not
so you want to kind of be one step ahead
it’s a mind game then it’s why I think
it’s psychology and everything again
life most of life comes down to
psychology doesn’t it it starts here in
the internal world before you can master
the external world you have to master
your own internal world that’s the true
secret to success and here’s the irony
is that most people don’t have a
compelling vision for their own future
they don’t they move through life
setting goals and goals have no power
we’re almost fear at this point your
goals on power 1959 when Earl
Nightingale came this idea of goal
setting and ever like wow I’m a goal
oriented person and that was great it
worked like 20 years everyone set goals
and they and they got results but then
all of a sudden you know you set goals
and sometimes you hit them sometimes you
know most times you don’t okay that’s
okay
but goals almost became a synonym for
like oh I’m gonna set a goal who gives
it but really happens afterwards and it
almost is synonymous with failure now
goal-setting there’s something above and
I believe in setting goals but there’s
got to be something above your goals and
that’s your vision for the future and
it’s not just about it doesn’t have like
an ending points about the world being a
certain way and that’s inspiring to you
and you when you truly have a vision for
your future that inspires you you’re
gonna jump up out of bed in the morning
and feel great about going at life
versus being miserable and going through
a job you hate or living a life that
doesn’t empower you and just you know
everyday moving through just almost like
an automaton not really you know having
the zest and the great the greatness of
life and I’m joking i’ve been
myself when I felt like I didn’t really
have a compelling vision for my own
future and I felt like I was wallowing
but at least I’m conscious of that once
you become conscious of that you can
consciously create a vision for your
future it doesn’t happen in once in one
minute or an hour you write it down you
work on until I mean you finally hit on
it you know you know you got it when you
read it back to yourself your vision
statement and it moves you and you feel
inspired okay and you know so you’ll
have that and and what happens is every
human being is thirsty for a vision
everyone is and so few people haven’t
said what I do they gravitate towards
someone who has a vision for the future
because they want to be a part of a
vision part of being a great
entrepreneur is having that vision being
able to create the vision and then sell
that vision to other people to get them
to want to be inspired to buy into it to
put in their time their hard work their
elbow grease to help you achieve your
vision if you’re a smartphone then you
spread the wealth around it’s a it’s a
win-win for everybody
my son’s 14 it’s fabulous and we’re
having this conversation about when he
plays in sports or when he does
something about you go full out or do
you not and I see sometimes in him that
when he’s out on the field of doing
something he doesn’t play full out and
I’ll have an excuse like my leg hurts or
my arm hurts or something happened the
coach was unfair what are the hanger the
referee was unfair and what happens with
people is we tend to go out into the
world and we look for those sort of
excuses about why things aren’t the way
we want them
and when you do that you lose all your
power in life you start focusing on the
external on the excuses you lose your
power here’s the way people really think
I will tell you I can go out on the
stage and bomb you go out there you just
bomb right and people will respect you
for going out there and trying your
hardest it’s not how you actually
perform that earns you the respect of
your peers it’s the fact that you went
out and actually did it that’s the
difference so if you’re out there right
now you’re a new salesperson or you’re
struggling as a salesperson there’s no
embarrassment in struggle it’s just not
the embarrassment is in quitting the
embarrassment is it not trying your
hardest poor people believe they are
creatures of circumstance that means
that the life life happens to them you
get that wall
rich people are creators of circumstance
I will tell you this there is no more
destructive belief in the world and to
think that life happens to you because
there’s three things that you do when
you don’t think that you can create your
own destiny I’ll tell you exactly what
they are right number one the first
thing you do is you play what I call the
blame game you stop blaming everybody
for why you don’t have what you want
you’ll blame the government you’ll grin
your family you blame your spouse you’ll
blame your boss you’ll blame the economy
you’ll blame the people on Wall Street
which probably deserve some blame but
you’ll blame anybody and everybody when
you think the world happens to you
you’re powerless the second thing you do
it is because because the economy stinks
it’s because people are unfair to me
it’s because money doesn’t really matter
anyway you don’t know that I
live on love alone really go bring that
to the bank and pay the rent hello okay
I love la middle of other the greatest
woman in the world on them I’m gonna get
married next year for the third time
unfortunately but I’m getting married
next year great woman so I know that but
you know money’s money right they
justify third this is the worst one of
all so write it down and big lives they
complain I hate these people you know
why I’ll tell you why because I do
believe in some laws of the universe I
do and one of them is that what you
focus on expands gets bigger and what
you focus on you attract because you
move towards it your focus is on you
attract so here’s what happens when
you’re complaining what are you focusing
on all the in your life so guess what
happens to you you become a giant get
the picture I don’t want to be around
because they attracted to you got to get
away from them because when here’s some
playing like that you to it’s the worst
of all
that’s what complain does so if you’re a
person that believes that you know
you’re a creature of circumstance life
happens to you good luck what sales
really is is the transfer of emotion
that’s what’s happening when you sell
your transferring emotion and the
primary emotion that you’re transferring
is the emotion of certainty in other
words watch this you as a salesman when
you enter the encounter you have to be
absolutely certain that your product is
the best make sense it’s gonna give them
the best benefits out there the best
value proposition and so forth and you
are in the state of absolute certainty
so imagine now we have a continuum of
certainty a line of certainty so we have
this line of certainty and on one side
of the equation we have it’s called a1
and the other side we have a 10 so a 10
represents a state of absolute certainty
meaning your prompt is the best thing
since sliced bread it’s gonna give them
exactly what they want benefit wise it’s
the best deal for the money is gonna
make them feel the whole thing right it
is just absolutely awesome that’s a 10
on the certain skill it is great the
best thing since sliced bread and on the
other end of the spectrum you have
what’s called a 1 right which is it’s
the worst piece of in the world
right it’s crap right your product is
terrible it’s not gonna work
okay the benefits don’t match up what
they need it’s overpriced I didn’t want
to be near this piece of crap because I
just feel stupid even buying it or even
thinking about buying it that’s a 1
right so here’s the first thing you need
to understand that the moment you open
up your mouth to speak as a sales from
you start a sale the question is this
where is the average prospect the person
you’re trying to sell to where are they
on the certainty scale at the beginning
anyone know where are they who the knows
you must be in this state of absolute
certainty because what’s happening is
this what you’re doing when you’re
selling is everything that you say
everything that you do every tonality
use every gesture you make every
document you hand them every phrase that
comes out of your mouth are all designed
to do one simple thing to essentially
raise the prospects level of certainty
to as close to his 10 as it possible
that’s what you’re doing your the words
that you say the the presentation that
you make the tonality that you use every
any document you in sales AIDS whatever
it might be is all designed to take them
from where they are on the certainty
scale and move to as close to where you
are as possible essentially you’re
transferring your white-hot certainty to
songs that up
at a lower level of certainty it’s
almost like this first law or so I think
it’s actually the second law of
thermodynamics in physics rather you
study physics energy always flows from
hot to cold not the other way around
so you need to be this white-hot level
of certainty it’s exerting out of you
every pore that you have and we know
what certainty feels like in sounds like
we intuitively know as salespeople and
our prospects know as well we know when
someone sounds certain and they have
confidence and they’re enthusiastic we
know what that looks like feels like it
sounds like essentially the police that
you old about yourself about your
capabilities about money whether you
don’t believe that attract money to you
or that repel money whether that you
have believes that allow you to move
through barriers and obstacles or
beliefs that cause you to shy away from
barriers and obstacles and the beliefs
that we have really control our actions
we don’t typically go at things or do
things that we believe we’re not good at
we don’t take actions everything we’re
gonna fail we shy away and then of
course we don’t say that we’re scared we
come up with a story
so the sort of these negative these
limiting beliefs Institute it’s the gate
they’re telling the both stories
ourselves right and it holds us back
from success so the idea is that is to
understand what your core limiting
beliefs are and then to actually break
those beliefs and you can do that’s not
that if you want to do it do it in a
seminar setting you break the limiting
beliefs and you essentially empower
somebody by helping them install their
own beliefs in themselves because your
beliefs are malleable you can change
them so the idea is to essentially
retrofit your beliefs to serve you and
your outcomes in the case of
entrepreneurs stuff and money is not the
root of all evil that building the
business as possible that I can learn
whatever any noble sort of beliefs
people have these extraordinary skills
and they take action yeah so I’m a big
believer in learning skills like you
wrote read my first book right yes well
when I first tried to write I was a
terrible writer I taught myself to write
by woeful Wall Street was your first
book yes I don’t roll before I put my
first try drives to tell right how I
copies have sold a millions of copies
right Wow so how do
right wolf of wallstreet myself without
a ghost right I picked up a book called
bonfire of the vanities and started
reading it Tom wolf before you’ve read
it right yeah and as soon as I started
reading I’m like oh my god this guy’s
the best writer in the world I want to
write like that and I used his book like
a textbook I took out my highlighter and
I broke down his strategy for writing
and I practiced before I wrote the book
I said let me first teach myself the
skill to write like Tom Wolfe and that’s
what I did I spent about six or seven
months with 18 hours a day
really oh yes to the poor I can’t recite
the whole book verbatim okay obviously
so the point is is that I learnt how to
introduce characters almost like was a
mentor the book was your mentor it had
my model yeah I mean I wrapped it up
with tons of rest counselors to get it
made sense go to the drug use right so I
know but I used those pmm I was
reviewing the New York Times they said
the book sounds like want the rest
Thompson and Tom Wolfe so it was amazing
right then I accomplished my mission and
made her turn myself into a writer my
message is this there’s only one way to
get rich and that’s quick that’s not a
get-rich-quick scheme though it’s the
world’s too expensive to get rich slowly
but what I mean by getting rich quick is
that there are certain things you have
to know on the inner game of wealth how
you manage your emotional state your
beliefs your standards your focus in the
outer game entrepreneurship sales
marketing how to develop multiple
streams of income once you it takes time
that’s where the hard work is a lot of
hard work goes into getting this lined
up and that lined up but once you have
it all lined up and you’ve done the work
then you can make money very very
quickly so it’s not a scheme but you got
to get rich quick and you have to put
the work in I say if you don’t want to
work hard good luck I mean I don’t know
any rich people it don’t work really
really hard that’s the bottom line so
hard work and knowing knowing stuff
there’s no quick fix easy so it’s you
know it’s again when you get rich it
happens quickly but there’s a lot of
work that goes up to that point before
the money starts pouring and that’s the
distinction that I think a lot of people
who are not wealthy they don’t get that
they think that it’s you accumulate
money just a little bit at a time it
doesn’t work that way you work work work
don’t get the resultant BAM one last
piece of the puzzle clicks in whether
it’s not knowing how to close and all
happens well I still do a firm called
the Investor Center which is a penny
stock farm right and that was where I
you know was really first my ever sold
stock and I became the the top broker
the FIR
– broke all the records really the first
day you broke all your first day yeah
yeah so you’re a bore
do you think you’re a born salesman yeah
for sure I am another and there are
people out there will born closers one
salesman far if you would do there are
some when that really means though what
does it mean to be a born salesman what
it means is that you’re actually running
the strategy automatically inside
usually good you’re still following this
script but it comes natural
automatically so you but you don’t
realize it but you are following a
certain protocol that gets you to the
same outcome every time so that’s really
what it born closers so for those people
watching that our entrepreneurs want to
learn sales what did you do in that
first day that you basically became on
top sales in like was there we’re gonna
talk more about your whole sales
straight-line formula but first Dan you
didn’t have time to implement a whole
script what do you do that most people
don’t do is it your tonality that’s one
of the things body language tonality
taking people through features not just
features but benefits according I think
you did that first day well in fact I
see one of the interesting things you
say you had enough time to put the other
scripts in fact I did oh you did oh yeah
day one I took three hours to write one
see I would never this is something
interesting thing had many years layers
is relevant is that when I was tested by
some psychologists not my ability to
close they put me through a whole
battery of these weird tests and one of
them was a mock sale where I had to
close someone in a investment type of
situation that was being filled was
there like so me this panel there’s they
handed me up like a little sort of us
some information on the dairy industry
and I have to then convince someone to
open up an account at a firm to manage
the money for the dairy industry right
okay so they handed out about 10-12
pages of information right and they said
take as much time as you want and you
know just I said let’s see you close
this guy right so I start reading I’m
reading it and I’m reading right I start
writing down my thoughts about 30
minutes later they knock on the door I’m
like yeah it said give me more time yeah
just give me another 30 bits I said okay
no problem 30 minutes goes by they come
back I said just me another 20 minutes
they said no problem take twenty more
minutes I said give me 15 more minutes
right anyway after about two hours I
said I’m ready and I wrote myself a
really really not an exact
but pretty close to a really killer
script with so if you know how I would
actually engineer the sail from storm
surge penny stocks no canals recent
material is relevant now this is in
nineteen it’s like I think 2010 at this
Apple okay with psychologists being fill
okay this is the later guy he was an
actor and he was opposed to be the CEO
of a dairy company and I was supposed to
close him so we go through this whole
thing I introduced myself and I we go
for this back and forth back and forth
and they’re filming the whole thing and
it’s about 15 minutes
the guy just he’s like okay fine I’ve
opened up an account and he starts
laughing his ass off so I’m like what’s
so funny
psychologists cover and they say we told
them under no circumstances should he
say yes yeah within 15 minutes yet no he
said yes I don’t get it he said I said
well you don’t I got the guy into a
situation did it make sense to say no he
said well here’s the weird thing we’ve
tested a hundred other people in sales
and no one ever spent more than five
minutes reading the material huh you
spent so apparation it’s some simple
fundamental teach equip are the straight
line is about strategic preparation
meeting that you don’t you know what was
my overriding concept is every sales the
same right yes and that would seem to be
counterintuitive yes because everyone
has different needs different belief
systems right different outcomes real
but the truth is that every sale is the
same yes and I’ll explain that little
bit later on in the interview but it
starts with your ability to essentially
make an airtight case to someone yes on
both illogical and right yeah
about you know essentially why you’re
right you could want them to do whatever
you want them to why does it make sense
right yes and it’s got to be an airtight
case and then you have to be able to
also accomplish other things as well so
there’s two ways to go about that one is
still wing it which you could might be
able to do if you’re really really great
or you can write it down plan it out I
mean the second one is where you really
start to bring your averages of
tremendous easel when I was 12 years old
I was shoveling driveways after
snowstorms in New York yeah big twenty
bucks a driveway after a big snowstorm
I hit it big for the first time when I
was 16 selling Isis on the beach blanket
– blanket the blanket night by that’s
how it started and after that I was
hiring people to come work at little I’d
12 year old kids selling puka shell
necklaces for my mother was buttering
bagels in the morn
and that was really the way I always was
was you know moving towards life yeah I
was just you know always wanted to make my
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