How to Sell with Joy

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Hey, my friends, it's Brendan Burchard. And welcome to the Brendan Show. This is a podcast about helping you reach high performance in your life, in every area of your life. It's about staying more motivated, more confident, more disciplined and on purpose. You know, the high performance experience is really about feeling more vibrant, more connected, more excellent, more fulfilled in your life. But it's also challenging you because you and I both know it's difficult to reach those levels of high performance without support, without ongoing commitment and dedication to your own personal development. So welcome to our HPX community. Thank you for joining us here on the Brendon Show. I'm super pumped for today's episode. Before we begin, I want to let you know that we have specials right now on our HPX nutrition line. If you didn't know it, I rolled out three specific products to help you with your performance. These are three specific supplements that will really give you the edge. Now, don't worry, I'm not starting an MLM or a downline. I'm not asking you to promote any of my products. And frankly, just like you, there's a lot of different companies and a lot of different products that I love and I enjoy and I'm not trying to compete with. It was specifically, I could not find three world class supplements that specifically helped me in these areas. So we've got HPX Optimize, which is a mental focus and energy product for your brain health. Then we've got Essentials, which is a functional multivitamin which we've basically enhanced for longevity, for joint health and for vitality and digestion. But what we did, instead of like making a multivitamin where they sprinkled a million different things in there that actually have no effect, we put in dosages here that you'll be amazed by. And then finally we've got HPX Organic Boost, which is the energy drink mix that I take because it's 100% organic. Organic. It's actually delicious too, I have to tell you that. So go check it out. Hpxwellness.com, everything you need to know is right there. And if you've ever wanted to know how to reach the high performance experience in terms of your biology and physiology, these products can really support you. Go to hpxwellness.com and without further ado, onto today's episode.

The first time I got on stage to celebrate something, I was 26 years old, right, 26. I'd been speaking for a while at that point, but I didn't know what.

The hell I was doing.

I really didn't. I had had some good success. I had helped start some things. I had gotten my dreams out there. Things were, like, going pretty good. And I gave a speech one time, and somebody was in the room, and they saw me give a speech. And I was talking about how I got these sponsors for an event I did at Walt Disney World. I got a bunch of sponsors because I was working with kids back then. My pass was helping students become better leaders. Right. Remember my book, the Student Leadership Guide? So I put on this event at Walt Disney World. I had no money to pull this off. So I did this partnership model where I got sponsors to pay for these educators to fly into Walt Disney World to give some scholarships to the kids to come out to pay for the printing and the tools and everything else. All in all, having nothing to my name and really no idea what I was doing, I raised almost $500,000 to put this event on. Okay, it was like, almost. I mean, it was serendipitous. And you remember I was talking about, sometimes things are planned for you. It just happened. I mean, it wasn't that I didn't hustle, but all I was doing was really hounding people and emailing them. And I had nothing to lose. Sometimes it's good when you have nothing to lose. Cause you will go for it. How many know what I'm talking about? Oh, my God. So I was just harassing these people. I hey, here's what I'm gonna do. I'm serving these kids. And I'd follow up. I'd follow up. I'd follow up. I'd call. I'd follow up. I'd call. But I followed this process later. We called the partnership process. How do you get companies to want to reach the same people as who you want to reach? And then you team up together. You bring the people and you bring the curriculum. They bring the dollars. Right? Basic sponsorship model. Figure it out. Someone hears me somewhere talking about my experience doing that, and they say, hey, I want you to come and share this with this audience. And it was Mark Victor Hanson's and Jack Canfield's event. They used to be called Mega Speaking in Mega Book Empire. I don't know if you guys remember, if any of you ever went to that time. I just remember I'm backstage and they said, what we want you to do is go out and teach this. I said, okay. So I went out and I taught it. I literally gave it all away in about 90 minutes. And afterwards, I mean, I Literally don't know this industry or anything. I just taught. And people freaked out. They're like, oh, my God. Because everyone else was selling, and I was just teaching everything I knew. So I just walked off stage, and people were running up with their credit cards, and they're like, oh, my God. That was amazing. I was like, what? And Mark sees it. He comes over. He's like, kid, come with me, come with me, come with me. He says, you got to do that. I got two more events coming up this fall. You got to do that and sell. I'm like, sell what? He goes, you're teaching of that? I go, oh, I just taught it. That was. He goes, there's gotta be more. I'm like, not really. No, no, no. You gotta put a seminar together, and you come back here and you sell. And at this point, we did the seminar for the kids. We made our difference. It was amazing. And six months after that event, I get this call from an insurance company, and they say, hey, Brendan, did you do this event at this college success bootcamp, Walt Disney World Resort? Yes, I did. Oh, well, we're filing this claim with your insurance company. What's your insurance company? I'm like, filing a claim. What do you mean? Well, what's your insurance company? I said, oh, my insurance company is so and so. And they said, oh, okay. Well, we're filing this claim with them. And I said, what are you talking about? The event was six months ago. He goes, yeah, you know, somebody at your event, the woman who got hurt, she's filed a claim with the university she worked with, and, you know, they're filing back pay and taxes and damages and stuff like that. And I'm like, what do you mean, someone got hurt? No one got hurt. Well, anyway, we'll talk to your insurance company, and we have to sue you for the damages as well that it caused the university, which, of course, damages means anything they can get, right? So if everyone's gonna sue you for damages, you're like, oh, my God. But I'm thinking we're on the right. We've got all the affidavit. This person was never hurt. They never said anything. We literally have this person's release. Like, everything was done buttoned up. Except I screwed up. I had insurance for the event. It was Thursday, Friday, Saturday, Sunday. The day she claimed she got hurt was Wednesday. She never had to prove that she got hurt. Didn't even matter. It was moot because I didn't have that day insured. It's called load in day. In the seminar world. So if you ever do a live event and you bring people, you do your retreat, you do your high end mastermind. You gotta ensure the day that people arrive. Don't forget that. Write it down if you're ever gonna do an event. Cause it wiped me out. So here I'd raised $500,000. Everyone say it with me. $500,000, which, if you are from Montana, is the most amount of money in the history of the world. I had raised that. We had put on the event and I knew how to figure out that process. And now I'm broke because of this thing. Takes me into bankruptcy. That's what took me into bankruptcy and had to start all over, had nothing. But I gave that speech to some people who were in the nonprofit world. They heard that speech, they invited me over. I gave that speech at Mark's event. All the people ran up to me with a credit card, said, teach us more. Mark grabbed me, he said, why don't you come back and teach it and sell? I said, teach. That was the whole thing. He goes, create a whole seminar on it and you can sell it. And I said, sell it. He goes, you'll make so much money. I'm like, really? Cause I could use some money right now. Tell me about this world you're talking about. What do you mean? He says, just do what you did and then hand out an order form. And I was like, oh, okay. He says, I'll make it happen. We'll coordinate. So they coordinated, right? So now I'm at the event and it was like about the size of an audience. And I am backstage and I have never had sales training. I've never done any of that before. I'd seen people offer something on stage, but I had no idea. So I'm backstage and assistant lady comes up. So she's got the order form. So she goes, okay, how much are you gonna sell it for? And I kinda looked at her, I go, what? She goes, how much are you selling it for? I go, I thought you guys were gonna tell me. She goes, what? I said, I don't know, I've never done this before. They just said, leave the price blank so you guys could approve it. She goes, you don't know how much you wanna offer? I go, no. She goes, you need to choose right now. We need to go train the staff so when you sell, they're ready to sell. I'm like, and Jack Canfield is on the stage. I'm backstage. Jack Canfield's on the stage. He's been with us, remember, 25 years longer than me. And I hear him say, if you come to my breakthrough program, it's $4,995. And I just look at the lady in panic. I go, $4,995. She goes, okay. She writes it down and she leads me. And now I'm standing back there trying not to pee myself. And I was like, oh my God, my hand, my whole body goes in immediate shock and sweat and anxiety. And Jack walks off and Mark comes up and he goes, are you ready, kid? And I was like, $4,995. He said, Sounds great, go. I was like, oh my God. So I kind of get pushed down the stage and I just, I'm like, I have no idea what to do. So I just go back to like, just teach what I know. So I just share my process, what I went through, not trying to sell, just like, here's what I've learned, here's how it really helped me, but here's the exact process that I did. And I just start drawing it out and telling them the whole story along the way, showing them how I contacted them, the emails that I sent. Like, the entire sort of partnership approach takes about 90 minutes to teach. And then at the end, I almost forgot and they're waving the thing in the back. I'm like, what are they doing back there? And then I go, oh, oh, yes. And listen, if you want to know more, I do a seminar on this. It takes about four days to explain. Because everyone else was doing four day seminars. I thought that's how long they. I didn't know. So they're going to hand you out some registration forms and when they do that, I'd really love for you to sign up because most of you have a big dream, but you need help getting it done. And sometimes you have to partner with other people or other organizations who give you the money to do your dream. And that's what I did and that's why I'm here. And they asked me to teach you then and I gave you the process. It's pretty good. Most of you can go do that process. But if you want to like, see all the materials and walk you through the printouts and we get to workshop your thing with you. That's what this is and that's what they're handing out. So if you'd like to sign that up, just go ahead and fill it out. And then I stood there and like half the people looked at me like, well, I'm not Gonna fill it out, kid. And the other half started writing, but I didn't know that was as far as I knew what to do with myself. So I just stood there, and I kind of was looking for, like, someone to come tell me to get off stage or something. I'm thinking. So I'm just. Like I said, I'm happy to see many of you filling that out. I just awkwardly. I didn't know what to do. I kept waiting for them to come hook me out. And people kept. Well, then people. Oh, look. And they started signing. Thank you for signing your form, ma'. Am. And signing their forms. I'm still waiting for nothing. Nothing's happening. And I was like, well, you know, I wish everybody would sign up for it. Because you know what? Tell you what, I'm gonna be honest with you. I've never done this kind of deep dive training. I've never explained the whole process. So I want to tell you right up front that you're gonna get first. And because it's my first time, though, and because I know how far you're gonna be able to go with, I wanna do something that is. If you fill it out and you come to the seminar and it's not the best training you ever got on this topic ever in your life. Attend the whole thing, and at the end, if you aren't absolutely blown away, ask for your money back. And I'll give you all of your money back on the spot. And I'll also pay for your hotel and your airfare for coming out. Cause I would never waste anyone's time. And then I just stood there and people started going. And they just started thing. And finally, thank God someone saved me and started clapping. And then other people started clapping. And then I realized everyone was clapping, and I said, okay, we're done. And they're like, yeah. And I was like, okay, thanks, guys. I'm back there if you have any questions. And I walked off stage, and I'm back there. And the people come there like, oh, my God, you just murdered that. I'm like, I did. And they're like, yeah. And we go around the back, and the line is all the way around the room. By the time I get back there, it's all the way around the room. Half the room, 50% signed up at $5,000 and changed my life. Changed my life.

Hey, it's Brennan. I'm bopping in here real fast for you.

So to urge you to go to.

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The day before I'm in bankruptcy and then a room this size half signed up for $5,000. And I genuinely did exactly what Dean was talking about. It was just, I was so enthusiastic. Help them so authentic. I wasn't trying to, you know, fancy stuff. There is the process to selling. There's no question. And if you've never had training, get training. I'll tell you how we can help you. There is that. Then there is you doing you and really giving a damn and not hurrying it up. Here's why it worked. I had something great. I had something great that worked. It's the most important thing. You gotta have something great that works. And if you've done it before and you can tell your story behind it, everything changes. I had something great that worked. That was it. 2. I was literally willing to just share. I drew out the entire process and people were like, I can't believe he's doing this. I just drew out the whole thing and I told him, it's the whole process. And then it was like, and if you want more, I have that. And that was kind of the beginning of me learning how to do it. Right? Learning how to do it. But it was a mess. And I know some of you really have something great that you want to get out there and you're have to learn new vehicles for it maybe, right? A new way to sell it, a new way to package it, a new way to put it online, a new way to launch it. A new way to do whatever with whatever you have. But at the core, Dean's got it, Dean's got it. You gotta love it so much that you want them to get it. But you also, what I always tell people, you also have to do what I did. You got to step on the stage before you're ready. That's the scariest thing in life. You have to step on stage before you're ready. Because that is what readies you. Experience is the only thing that readies you. Here's what I had to learn to sell. Here's my career. Most of you Guys know, right? If you look at my career, especially today, here's what I really focus on in my business today, in my industry. Subscriptions are like everything, okay? Subscriptions, membership, continuity. That's where somebody signs up for your stuff and they pay. Rebilling like Dollar Shave Club, you give them money every month. You know, the Razors show up, Netflix, you give them money. You have the membership of all the videos and the TV and the entertainment, right? In my world, you give me money every month. I give you access to courses every month. This type of thing is kind of the new model, right? And you got to figure it out. When we went in that really heavy two years ago, I didn't know how in my industry, online courses were hugely profitable. People were launching multi million dollar online courses, right? They were starting from scratch and launching 100,000 here, 60,000 there, 30,000 here, $200,000. A million dollars that they were doing these courses. I'd never done a course. I didn't know how to do it. My first one, I hated every single second of it. Every single second. Because how many of you have ever done video for the first time? Like, you remember that? Do you remember how horrible that is? You turn on the video camera and you look at the video camera, you're like, if that helps.

Hi, I'm Brendan.

Oh, Jesus, God. Hi, I'm Brendan. Oh, God. Oh, God. And you can't even introduce yourself. You can't even get past the introduction without being an awkward weirdo. That was me. Thirteen online courses later. Thirteen online courses. I'm glad I flipped on that video. I've done $23 million plus launches in a row. 23 that earned a million dollars or more in 10 days or less. 23. And the first video, I couldn't even talk. But I stayed in it because the first thing is to get on the stage and then learn to work it like you'll fall all around and be stupid, but do it first and then start learning to dial it in. The next video gets better. The next one gets better. The next one gets better. The next one gets better. 2012, we went hard into live casts. How do you go live and offer your products and programs, whether you're live on Instagram or Facebook, but actually build that huge momentum for that big launch and that big sale. I had to learn, as many of you guys know, how to sell the living crap out of books, which is why most of you are here. You engaged with something I offered as a book, right? And then you went into what's called A funnel. An online marketing funnel where I kept in conversation with you and maybe you bought something else. I had to do high end events, whether it was a mastermind or higher dollar tickets. You get the idea. I had to learn to do webinars. The first time I did a webinar, my poor wife. Oh, God. I didn't know how to do the webinar. And the stupid thing didn't work right, which meant I didn't pay enough for the fast bandwidth at our house. And I had like a thousand people register for this thing and four or five of my friends had promoted it. And I spent months getting all these people to register for it and I do the thing in my house and we just moved to Portland and everything was going flying high. And I go to do this and everyone's expecting a lot from it, and I go to do the thing and I get about like four or five slides in and the Internet craps out. But I don't know the Internet craps out because on the dashboard, if you've ever done that, you don't really know that the webinar thing isn't working. It just stops working. And I'm going, but I'm seeing there's no comments for a little while. And then all of a sudden people are like, like, it's spotty. It kind of come in. And all of a sudden there'd be a bunch of people saying, we can't hear you. Da, da, da. And I was like, oh, my God. Oh, my God. So I'm running. I'm like, okay. I type in, hey, guys, give me two minutes, I'll be right back. I'm running around the house. I'm like, what do I. Jesus F. F. And my wife, who's barely ever seen me swear, she's like. And I'm literally running around the house. Did you do something with that Internet? She's like, no, you didn't touch the Internet. Turn off your computer, turn off your phone. Oh, my God. I go back into the webinar and I like try to get it going and it's dead. The thing doesn't even. Oh, God. I started to back up again and I started back up again and it went from like a thousand people to like 30. It's decimated, but the 30 are there. So I just like, cried them. I'm like, please stay with me. You're 30 of the thousand. This means you're the committed ones. Congratulations for your degree of mastery. Oh, God. And I go through the thing, I finish the webinar And I go over into our. Like, I, like, finish my thing. And I'm like, oh, God, that was just so awful. And I look around. Honey. Hey, Tootie. Go down to the kitchen. She's not there. Go in the living room. She's not there. I'm like, where's she at? And I go into the bedroom, and she's sitting on the other side of the bed on the floor with the laptop, watching the disaster. And she was like, I'm sorry. Oh, my God. I literally had no idea what we were doing. And now, because I got on the stage and I just went for it, turn to the person on the right, shake them and say, go for it. Go for it. All right.

Hey, it's Brandon. I hope you enjoyed that episode, and I hope it helped you reach another level of high performance in your life, whether it's just a shift in your mindset or shift in your habits or a shift in your intention for the day. I really honor you for listening to the Brennan show, and I'm deeply thankful. So could you do me a favor? Could you just go onto itunes or Apple podcasts and rate and review this episode or any of our episodes? And also while you're there, to help me, just download the last five episodes, too, onto your phone. Because, you know, Apple really cares about the downloads and the rating and reviews. And I've never really asked for that in six years of podcasting. And finally my friends convinced me to ask you to do that for me. I've never asked anything with my podcast community ever, but I really, really appreciate if you could do that. Also, if you would like some more in depth training, please don't forget that every single month I go live for two hours and teach new and original personal development research new frameworks to my entire virtual community in our HPX coaching program. And you can just go to hpxcoaching.com that's hpxcoaching.com to learn all about the different options there. But listen, I'm live two hours every single month with literally thousands of high achievers from around the world who tune in to get these new frameworks for reaching high performance in their life. Sometimes we talk about relationships. Sometimes we talk about breaking bad habits. Sometimes we talk about achieving another level of confidence or discipline or goal attainment. But we are there every single month. And I'd love for you to join us. Just go to hpxcoaching.com to see all of your options and really join us. Dedicate yourself to personal mastery. Dedicate yourself to this journey. Not just once in a while with an episode here or there or a book there, but literally a program that could change your Life. It's called HPX Coaching. And you can go to hpxcoaching.com until next time, my friends, please remember every single day, you can choose to be average or ordinary or just kind of go through the motions, or you can be more intentional, more disciplined, more excellence driven what you do because you know you need to serve those you love and those that you lead. You can choose to be extraordinary. So my friends, go out there today and be extraordinary.