The Evolution of a Salesperson with Fitness Legend Vince Del Monte

Welcome to another episode of Coffees for Closers. We're here with Vince Del Monte. So, Vince, thank you very much for coming on the show. Really appreciate your time.

Yeah, absolutely. What time is it for you guys there?

It's 10, 10:40pm Nice. Okay, that's good to go. I'm fresh as a daisy.

Nice and early here for me. Fantastic. Yeah. Great to have you. Great to be here, guys.

Awesome. And so really excited to have you on. If you listen to this podcast, you.

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So, Vince, you know, for anyone in the fitness industry, you definitely know who Vince Del Monte is. Like the OG of seven figure fitness businesses now runs one of the premier, if not the premier, online fitness coaching program. And he's a client of Sales Sniper. We work together. It's been nothing but a pleasure. So I asked him to come on the podcast and he was gracious enough to do it. And what we want to find out today is a bunch of things about where Vince came from, how sales has kind of impacted, I guess, the growth and trajectory of your business from infancy all the way up to where it is now being one of the premier names in the fitness industry, hands down, and just sort of how that journey's taken. And also, one thing I always like to talk about is like, what do you look for? Because I'm sure there's no shortage of people in suits hitting you up on Instagram, telling you how they're going to help you grow their business through their high ticket closing. So what do you look for when you're looking for a salesperson or what advice can you give people who are looking, looking to work with organizations like you. But let's just sort of get a quick background on you, Vince, and then just sort of see where it is you're coming from and how you came to be in the position that you're in.

Yeah, let's cover all that. That's really good stuff. So I did get my start in the fitness industry after university. I got a $50,000 university degree from Western Ontario. Great degree. I went to the same university my parents went to and where they met. And I ran for the same coach that my dad ran for. I had a running back. I was A distance runner.

Okay.

Cross country. Became the captain of the cross country team in my fourth year. But even with that, I was always an average runner. I would say I was like a mid packer. I never broke through, I was never an all Canadian. So there was always this struggle through my career of just trying to like get to the next level. There was so much effort, but the results didn't reflect it. You know, I trained 60 to 100 miles per week and, you know, running consumed my life. I was also a competitive triathlete. I represented my country and had that background and I share that because it's going to make why I fell in love with sales, I think, make more sense and why that's a core.

Well, you're definitely a grinder. I think we've established that if you're running that much per week, you definitely have the stamina, right?

Yeah, the dumb aunties all have big engines. Our dad gave us that. So running became who I was. But I lived with these BU guys in university and they were like pretty much, you know, the big influencers of today, if Instagram was around back then. So they're all ripped, shredded, good looking, you know, they're there a guy. They were the guys. Guys wanted to be and the girls wanted to be with. So muscle rubbed off on me in my running days, but I couldn't pursue that. So after university, where my career, my eligibility was up, I finally had this shot at seeing if I could transform my body. And I pursued it while starting this new career as a personal trainer, making a whopping $10 per hour at the YMCA.

Huge. I'm surprised that it just didn't go to your head.

Yeah, it was tough, man. I was trying to stay under the radar, but, you know, but it was pretty humbling. After four months, when I asked my boss for a raise and she said, let me talk to the boss, I was pretty anxious and excited. And she came back the next day. She said, vince, here's what we can do, you know, I was really in anticipation because that same day my dad had asked me, so are you going to be a personal trainer when you're 35? Here's his son who spent four years in university, $50,000 degree and now he's helping old guys do the back extension at the same gym he works at at five minutes from our house. Not much of a. Not much of a. Hey, this is my son.

The trajectory wasn't quite.

That's my son. That's my son cleaning the floor. Sorry, was he paying you for Sessions?

Yeah.

Was he paying me for what?

Sessions.

Oh, man. Oh, no. Yeah, he probably would have paid some guilt sessions for sure if I'd stayed there long enough. I know he probably told his friends too, but yeah. She said to me, vince, we can give you a raise in a year from now to $11 per hour.

Jesus.

Couldn't make that story up. I quit on the spot. And it wasn't even like a big, bold, gutsy move. It was just like, sorry, I have to figure something else out. So I went to this other gym up the street and it was run by this guy who had a pretty shady reputation, but he was crushing it. He drove this Hummer around town. I guess he was a sales monster. And he got mentored by this guy who ended up in jail, who ran all these premier fitnesses, John Cardillo, all through Ontario, associated with the mafia and all this crazy stuff. This guy basically introduced me to a whole new world in the fitness industry at the young age of 22. And he said, you're going to do gym sales. And he started showing me how to do gym tours. I just followed him around. I listened to what he said. I actually got really intrigued. I'm like, this is pretty cool. People sign $500 contracts and one year contracts. And I just saw him like stack these papers up and I was like, that's pretty cool. And he said, you're going to start selling gym memberships. And that was my first introduction to sales. And I quickly fell in love with that entire process of selling gym memberships to people who are walking in. And that quickly evolved to selling personal training where you could write a bigger paycheck because if you sell 144 session deal, $6,000, $40 per session, something like that, it paid in full. If I made a certain amount per month in sales. He had me on this tiered structure which paid me more the more I sold. And I quickly saw that, holy crap, why am I wasting time on the gym floor training people when I could just sit in the office all day and write my own paycheck? And that's when my whole world just opened up. And I pretty much fell in love with the world of sales without having any. Have never had read a sales book. So that kind of my dad. So now you're doing sales?

Yeah. Still in fitness. Don't worry. I'm still a disappointment. It's so good.

So how are you going to provide for your family working for Habib? I fell in love with sales at an early age. That's kind of the point of the story. And I quickly got recruited because of my results to go to another gym 45 minutes in another town. Because this gym owner, Habib, and another gym owner, Murray, that were getting sales consulting from another guy became of my number one mentors, Jeff Russo. They were using the same sales system. They had this consultation system. And it was essentially a mandatory 90 minute process where every new gym member had to sit in the office. And I did their assessments as pretty much, you know, a sales pitch. It was finding out what their goals were, why did they join, and let's make them a recommendation. And it was my job to grow the personal training department. And I loved it.

What is it about the process part of it that you really enjoyed? You said that a couple times.

It was the thrill of having somebody come into the office and there's this big gap between what they think the intent is. And we definitely pre framed it really well. The intent of the consultations, to find out why you joined and what your goals are, to make sure you make the best use of the facility and all of our different services. And I'll be making recommendations. So it's a really. Well, like Jeff was, he was incredible. Like, it was a really incredible process and I had a knack for it. And I just love the thrill of coming downstairs from my office and saying, hey, I just closed 36 sessions paid in full. Hey. 72 sessions, paid in full. 144 sessions. And the wife's coming in tomorrow and the husband's getting her 144 sessions. And these guys quickly, like me, my boss is.

It's amazing how much people like you when you make the money.

So I think what was going on there just to kind of bring this back to the running, was as a runner, I was always trying to find my place, you know, and I was a good runner, but not a great runner. Same with school. I live with guys that went on to med school. One of my best friends is a surgeon. And you know, after every exam I'd be like, I think I got a 97, 63, 64. I was like, I just can't freaking. I'm just good at everything. I'm not great at anything. So I think sales gave me a little taste of. I think I'm actually better than good. Just kept doing sales. I stopped doing the personal training at the gym. And long story short, I grew the gym that I was working at from two personal trainers to 15 full time personal trainers. And I was writing everybody's paychecks a lot of people liked me. I started getting a lot of recognition and my income grew as everybody else in the club, more than the top trainers, because I was able to sell those higher ticket package. I didn't even know what a high ticket package was back then. We never used that term once. It was just 144 sessions, one of your packages. So I just fell in love with the process of not knowing what was going to happen and then walking in, hey, this is Vince. I'll be doing your consultation today and then figuring out a solution and then starting to learn all these lines. I love the lines. On a scale of 1 to 10, how committed are you to your goals? A 7. Really? What would make you a 10? I just loved all these kind of like the whole process of I didn't know what I was doing, I didn't know I was. Influenced me.

You know, it's, it's funny, I actually did a training on that the other day and it's funny because I was obviously like, what year was that that you say that you were doing that?

2002 until 2005.

Okay.

I was in the office selling like eight hours a day.

Yeah, it's. It's funny, like I was doing training with the guys the other day about the different ways that you can do the 1 out of 10. And there's, there's like, there's three different ways to do it, right? So the, the first way is the more traditional way, which is like you got a scale of 1 to 10. Okay, you're 7. Why not a 10, right? There's the way that I do it, which I did the opposite. So if I go, okay, you're one out of ten, I go seven, I go, okay, well, like, why are you not a four? Right? Because it has an opposite effect where they try and build themselves up. And there's a really, really cheeky way, I'll have to try and remember it, that Jeremy Miner does where he like, totally. It was one of the most ingenious ways that I've ever seen. And I'm going to shoot myself because there's no way that I'm going to get it right. But he basically goes, now I'm going to ask you a really cheesy question. And then he, so he prefaces it with that. Then he goes, okay, so like on a scale of 1 to 10, 10 being, sorry, 1 being that it's just not for you, and 10 being that it might be the, like that it might work for you, like, where do you think you sit and framing the 1 is not interested, but the 10 as it. You might be interested. Like, it's. It's so genius because they sort of have to give you an 8 or a 9 or a 10. And then if they go, oh, it's a 9, they go. He goes, wow, that's. That's high. Why? Why, like, why so high? And I was just like, that's genius. It, like, blew my head off. It was so small. But I was like, oh, man. Like, just framing it that way and disarming them with the, you know, with the cheesiness. Anyway, I digress.

Yeah, I know that's good stuff because I think that's all rooted in some really deep stuff, like the ability to get someone to make the decision that's right for them and just know that you facilitated that conversation and starting to see the different methods you could use. Like, you could convince somebody. But I was like, huh? My boss taught me, you know, push versus pull. I'm like, what does that mean? Push versus pull? You can compel them or you can convince them. And he helped me start seeing, like, not all clients are created equal. What does that mean? Well, you just don't want a transaction. You want them to renew and you want them to upgrade and you want them to be a loyal member of our club who enforces our PT culture. So when we do more gym tours, he gave me a vision. He said, when we do tours in the gym, I want every single person that does a tour to see them paired up with a personal trainer. I'm like, that's a freaking cool vision. And he's a small gym mom and pop shop. And he crushed it. He still, to this day is doing great. We're friends to this day. Murray Middlemost. And I just had this. So I'm like, huh, this is really cool. And I can grow a personal trainer training department. And it was really fun just trying to help people figure out, like, so you're doing this with or without us, right? So you're going to try and lose weight with or without us. And I had to help create a case for how we could get them there faster. And I started getting introduced to concepts that you guys love, like cost of inaction, like, okay, great. So there's going to be a cost either way.

Yeah, there's a price or a cost. Which. Which ones are gonna be right. And I remember doing the training, but there's a definite cost of not getting it. So let's just. Just discuss.

Right, Exactly. Right. And that was.

It's super interesting. That you said like, you know, I feel like salespeople are like, it's the ultimate middleman, you know what I mean? But it's, it's like middleman is usually seen as like this sort of negative connotation. But, you know, I think that like there's a transition, you know, from people fight tooth and now to stay where they want to be.

Yeah, right.

And pain is not the greatest motivator. It's not even close. Whoever said that had no idea what they were talking about. Greatest motivator is staying exactly where you are and not changing a damn thing. And you can sit there and I think like in the realm that we both started in, which is fitness, then, you know, people are fighting tooth and nail. Because when you're asking for fitness sale, you're asking for a couple of things that people don't want to give you. One is their time, two is their money, three is physical pain, and the fourth is you're asking them to give things up that they like. So that's why everyone that I've met who's good at fitness sales will crush it in any form of sale. But you can give the greatest high ticket closer master guru. You ask that guy to sell a $47, 28 day challenge, he has got absolutely no chance.

Yeah, I think that was the thrill of helping people realize that, you know, you're not saving money, not doing this. And there was something like super evil about sales that you're literally manipulating people into doing something that they need to do. But. And there was this awkward moment. There was an awkward phase where I wasn't sure, like, was, you know, there I'm getting them to do something they weren't planning on doing today. And that was the lie that I believed for a little while about sales. There was a period where I wasn't sure, like, if what I was doing was like truly like noble and something I wanted to do long term. And over time, as I started to continue to see the results, the transformations and people bringing their spouses back and referring like close friends, I realized I was being told a lie. And what I realized that I was really falling in love with was that the reason that things that seem to be maybe manipulative and that seemed to be tactical and techniques and that the reason that they actually worked was because it was the truth. And when I would say something to somebody to the extent of, so what's it going to cost you if you don't do this? That truly was the truth. The reality of the situation was that it was going to cost them something. And then I just realized manipulation is in fact good. I'm like, I go to a chiropractor once a month to manipulate my back so that my nerves fired all my muscles so that I can function properly. And then I had this new reframe on manipulation. I'm like, people need to be manipulated. If I don't freaking manipulate this person, he's going to walk off a bridge and kill himself. I'm like, my job is to manipulate people towards what is best for them, but I have to help them make it their decision. And then that's when I went down the rabbit hole. Just really trying to sell from the position of qualifying, say, hey, this probably isn't for you. Because I realized that it went back to, I don't just want a transaction today. I want this person to renew. I want them to kick butt with their program. I want them to win our transformation contest. I want them. So what I realized is that I don't want to sell a new client. I want to only work with winners. And that changed my entire frame. Where now is the frame of being a doctor in the office place and me just prescribing a true solution, saying, hey, listen, your elbow's busted up. You've got a lot of debris in your elbow from that accident you fell. When you're 16 as a runner and we can clear it, it is going to require surgery. You're going to have to take four months off your running. You will lose a lot of muscle. But this will be an arthritic elbow in about two, three years from now if we don't get it out. And you won't be doing any lifting by the time you're 40. Now, is that manipulation? Heck yeah, it's manipulation. It's freaking good manipulation because it's the truth. He's a freaking doctor. Absolutely. So it's like, hey, we can put this off and we can put some band aids on it and we can definitely give you a cortisone shot, like that's an option for you. Or we can book surgery next week. Which. Which would you prefer? And then I realized that short term, long term, yeah, that's all I realized. That was my job. It was to help them make the decision decision that was best for them and just make sure that I gave them all the information. And then, yeah, hey, some people do need to be pushed. The truth of the matter is like a coaching program. I just joined the hundred million dollar Mastermind. It was $100,000 pay in full. And one of my best friends, Joel, Marion, he pushed me into joining that. Like, I didn't, I wasn't like, oh, I'm in. What's the wire information?

Oh, it's 100 GS. Like, you're not just.

Yeah, it was, I'm like, I'm like, man, Flavio, what are doing? You think we could put.

Okay, now let me, let me ask you a question. Before pulling the trigger on that. What was the feeling that was going through you?

What if I lose it? That's a lot of money. You know, we have to take this out of the house because it's, you know, I've been told, like, you got to pay the house down. I could hire two full time team members. I might, There was a lot of, you know, maybe what I think the big thing was that I was coming out of two other coaching programs. I was already investing a lot and we were already making gains. And I was worried that, man, I'm just like, am I, am I just a sucker for masterminds? Can I just not get my shit together and do this on my own? And Joel acknowledged that. He said, yeah, you could, but this group's not going to cost you money. He said, you're going to get pushed. And he said, who's truly pushing you? He did prescribe, like, here's what we'll focus on with you because there's a couple areas that we, we need to work on an evergreen offer. And he made a strong case for that. And he also gave like an irresistible guarantee where you completely removed the fear of possibly losing any money. So he's a master salesman, but he basically made it to the point where if you don't do this, who's going to push you to the next level? And he realized that that's what I continued to do need, I needed to be pushed. You know, he understands I thrive in environments where I'm just around people that are going hard and ahead of me. It just, it just really brings me to life.

So there's a, there's a really interesting analogy that I heard a while ago. And it's, it's like the wool, right? So I think at every stage in business, like you hit that point where you're just like, like, I don't ever want to feel that again. Right. For me, I was $90,000 debt at 18% interest, had no money, no clients, no nothing. And I put, you know, eight grand on a credit card to do a coaching program to learn how to market my fitness business. Right. And it worked. Like, thank God, otherwise we would not be, we would not be talking here today.

Right.

And so I did it, I consumed it and I ran away from that moment for like five years. And then it wasn't until recently, to tell you the truth. I mean, that business, it became well and it did well for both me and James. Like, James worked for me for a long time and now we work together and I ran away from that for a long time. And it wasn't until relatively recently that I felt myself running towards something. I think it probably has a lot to do with financial situation, being much, much, much more comfortable these days and being able to spend money and to kind of do what we want. But really I think it's like a comfort in who you are, what you're doing and a knowledge like the imposter syndrome goes away and you realize you are the person that people think you are and you're good at what you're doing. And I suppose like for you, do you feel like you were running away from that moment when the person said, hey, in 12 months time I'll. I'll pay an extra dollar per hour. Like, what is it that drove you to push? Because like, sales. Tough game, man. And I know I've done gym sales. Like, it's a grind and it is rewarding and you do get to help people transition out of things, but you also speak to every manner of human being imaginable and you hear every excuse and you see, oh, yeah, like say all the right things and never, ever, ever take action.

For me, I have done some of the, yeah. Most awkward moments in the world in the, in the office. Yeah. When I couldn't close the deal. But yeah, go ahead.

Yeah. Like for me it, like at stages throughout that I almost lost faith in humanity because I was just like, I come from. I'm hyper driven. I don't get it.

Yeah, I see what you're saying. Gotcha. You're like, yeah, why don't you, like, how are you? How are you doing the math like here?

And that's why I wanted to become so much better at sales. And I generally look like when I'm sitting in front of a genuine prospect and I can't close them, it is my fault. The words that, like, they're always going to fight to be where they are and that's just the way they are and that's why they need it. Right. It's up to me to make it happen.

And I think that's the first step. I remember saying like, well, there's a reason, you know, they're overweight in the first place. Like, they don't. They've got, you know, four figure habits. You know, they just don't have the routine, they don't have the mindset. They haven't ever had a guide. And I do have to keep things in context because I had, you know, an incredible set of parents and incredible coaches and mentors. I was truly blessed to have one. Probably one of the best upbringings you could imagine. And, you know, by the age of 22, my father's entire network of friends were all just incredible men. Like, strong, strong men.

I think he told a story once on a podcast about, your dad's been having lunch with the same four guys for like, 25 years or something.

Yeah, yeah. And, you know, my father was a pastor for 19 years. And these aren't like, you know, weak, flaky men. These are strong men who love their wives, who lead their families, who are raising great kids, who are highly engaged parents, who take care of their bodies. They successful outside of their. In their work as well. So, yeah, this is like, not the kind of men that comes on, you know, the page of People magazine, but men that are fighting for the things that actually. The fights that have to be won. You know, the fight over anger, the fight over lust, the fight over apathy, the fight over, like, the things that just pretty much ruin men. I was. I had great models for that. But I think for me, I always had this drive to make a name for myself because I think I really fell in my father's shadow in terms of, like, seeing him preach at the front of the church every Sunday and have a whole room of people. And I saw the impact that he was having on that light, on that level of people's spiritual lives. You know, he was selling the ultimate. He was selling the ultimate package, which is salvation, eternity in heaven. Like, you know, here's Vince, some 144 personal training sessions. So I think there was always this, like, you know, how do I, like, make a name for myself? Like, my father is saving people, he's saving marriages. He's helping people who are addicted to all sorts of crazy stuff. And then I'm helping people with their bicep curls. I don't know how much of a role that played, but I think there was definitely me always trying to find a name for myself. And I think what really drove me to get better was I was blessed to have these mentors, Jeff and Murray, and they recognized me. One of my Love languages is recognition. So if you boost me up, like, I'll come to life. So recognition, I feel. I really, really. Yeah. So they recognize me. They like, you know, hey, so Vince did 30k this month. Hey, Vince just set a record for the club this month. And, hey, Vince, just close another. They've pretty much figured out what drove me. And they just kept pressing that button, not knowing. Like, I didn't even know how I was wired. But, you know, if I didn't have a good sales month. I remember Murray came into my office one day and he said, hey, you know how you said you wanted to get that Infiniti G37? I don't think you're going to like your paycheck this month.

That was enough.

That's all he said to me. He says, I don't think you're going to like your paycheck this month. And he just threw it back on me. And he just kind of. I know a technique you guys really enforced, too. Let's make the problem something we work on together, or let's make the objection like what happened last month. Let's work on this together. So I had some great coaches coaching. I had some great guidance, but I was trying to just get to that. I was always just trying to continue to achieve. And that's kind of been also been a good, strong point of mine. But it also has a downfall because we don't have to get into all this, but when you become an achiever, then you. It's typically you're trying to run away from emotional connection to people, which.

How dare you talk about me? I mean, what.

But there was that thrill of trying to. Like you said, trying to help somebody see the value. And I think that was one of the biggest. That was probably the most interesting things about sales, because people come in, they don't have money, they weren't prepared for this, and then you've got to make this work for them. And then just all the different ways of overcoming the. I got to think about it. Let me talk to my spouse. Just the objection handling process. And then realizing that I got to figure out how to smash these objections, not just handle them.

Okay, so let me ask you a question about that. What is your go to objection if someone's selling you, do you have one that you usually give? Like, is it sort of the one that, you know, I always tell people the objection they get is the one that is in there.

Right.

You know what I mean? So for me, I'm the easiest person in the world to Sell. Maybe that's why I don't get that many objections, but. But yeah, like, it's sort of like, okay, let me ask you a question.

I got one. Yeah, I do have one. Yeah.

Yeah. Okay.

Recently. Yeah.

Yeah. So just before that, like, okay, so why did you decide to engage us, like, the process that I put you through?

Right.

Because that was a sales process. Because those of you don't know, I help. We're like, we help into his sales, and we do a couple things, but I think there was, like, four or five or five other people and companies that you were going through. So what is it about, like, that process in particular?

Well, you closed us. Me and Richard, when we got off the phone, we said the first guys we talked to, they were supposed to be, like, a really big deal. And me and Richard just said they didn't close us. How's he. Like, it wasn't hard. It was like, if these guys are closers, they should be able to close us. We were extremely intrigued. It was very comfortable. It was very natural. I'm trying to think there was. There was something that happened that was like, yeah, these guys are legit.

I think it tore apart one of Richard's sales calls.

Oh, yeah, yeah, yeah. That's. Yeah. You know what it was? I think you guys just got it, because I'm like, all right. If you actually say you're. Because this is how I sell, too, with, like, bigger guys. I know what they want. They just want to know, like, hey, what are we gonna be doing together? We have the money, but we just want to know, like, what's the path forward? They don't really need. They want to be treated with some respect. So, like, hey, all right, I get it. You guys are doing well. Send us over a call. We'll show you, like, what we would have done differently. Like, just don't tell me. Just show me, and I'll. I'll make the decision. And you guys just. You guys totally got it. You were very cooperative. Yeah, we can get you as much as you want. You know, there's a couple, like, logistics stuff. We. I was completely understanding of that, and I was like, okay, that makes sense. I didn't even think of that. But, yeah, just the feedback you gave Richard on one of his calls, and we were both like, all right, these guys are way better than us, and we want guys on our team that are better than us. I don't want a sales team where I'm coaching. I want to support them. I want to answer questions and be a Collaborative part. But I cannot be the person that they're coming to for questions when they don't close a deal. I just have too many.

That's just not productive.

Yeah. Yeah. We wanted to level up and when you guys were already above us, so I think that was. You had some great social proof, obviously, from, you know, you don't have to go into details, but, you know, I was aware that you helped, you know, one of my competitors. And also Eli spoke very highly of you guys. So there's some. You guys were really, like, elevated before I even talked to you. So I think that's a really important part of the sales process.

It's a really important part because you can be awesome in sales and you can say all the right things, and the words out of your face can be awesome. But I think, to tell you the truth, one of the things that we have most enjoyed about working with you in particular, I think something that is definitely something to keep in mind if you are in the market for a fitness business coach or you're looking for just a business coach in general, is that your funnel does. As much as I would love to say it's all the things that I've taught Will and the team how to do, but I generally think that your funnel handles a fair bit of it. And so can you talk to me about that part where you've like. Because I think it's really. I think a lot of people in sort of the Internet marketing, sales, money generation world, they see sales and they see marketing, and there's like a clash between the two, and the marketing guys are always saying the sales guys are crap, and the sales people are always saying the leads are garbage. Right. But I think that, like, when you understand the two and they work together.

You know what I mean?

That's a good thing.

Yeah. No, I'll destroy that. Yeah. So marketing is your beliefs. All right? So the only people that should be getting on the call are people that have the same beliefs as you. And that's my job. It's my job to get our advisors qualified leads. Not qualified in terms of money, but qualified in context of readiness. And they're ready to start now, and they're committed. That's how we qualify. I moved heaven and earth to pay for my first business coach. I was broke. So we all know that if it took money to make money, we'd all be broke right now. It doesn't take money to make money. It takes resourcefulness. And heck, Facebook and Instagram are free. So that's complete bs. I like Grant Cardone's quote, doesn't take money to make money takes courage and it takes guts. Because Amex, Visa, MasterCard, they got your money, so go get the frickin money. There's no shortage of money in the world. There's just a shortage of people going after it. So all this like, I'm probably selling somebody right now who's thinking about coming on board with us because I'm getting them to start making, making sense of everything in their mind. They're like, that's right, it's just true. And then I want you to start thinking about are you going to do this with or without us? Great. Well, we're going to buy you four things. Knowledge, speed, relationships and accountability. So it's my job to just get them in a state of mind that are these the guys I want to select? But I am doing this with or without them. I don't want them coming on the call with like, you know, seeking out information. So we just, we. One of my favorite words is disqualify. We disqualify hard. One of my favorite sayings is this is likely not for you and not as a tactic, but as the God's honest truth. This isn't.

That's, that's the real difference, right? That is the difference. Because with you guys and every way it's presented, it is genuine. I hate false scarcity and I hate false disqualification claims and I hate when arrogant salespeople get on a phone call and they go, listen mate, like the way this call is going to work is that you really need to kind of prove to me as to why you think that you should be a good fit, I'll be like, oh mate.

Oh God, you already prove to me. Yeah, no, exactly.

If it's genuine, like if it comes from a real good space and it's like, listen, like. Because I think the statistic that I've read is 79% of customer loyalty, even up to five years, is based on the initial interaction, right? Which is going to be the marketing funnel plus the sales conversation. Right? And so if you can create such a powerful level of trust and engagement through that process, like having that dialed in and having one. And also like feeding your sales guys and your advisors, like, and them knowing that they only want you to speak to the best people. The worst thing is when I speak to a business owner and they go, yeah, just tell everybody. I go, I'm out. Because that can't be the way forward. Because you're just in six months time that happens. You come to me and you're tearing your hair out because you're speaking to a bunch of people who just don't want to be there.

Yeah. And I think that comes down. That's an interesting conversation, because I'm like, so here's a business owner. You. Now, you quickly know that this person finds their identity in what they do and not who they are. And that's the guy you need to be careful of. Because I don't believe all money is created equal. I like having excited money and committed money come into my bank account. I don't want skeptical money. I don't want anxious money. I don't want doubtful money coming in my bank account, because that client's going to be a freaking headache. And as an athlete, you know, when I ran competitively, there's different groups, right? So you got your A group, your B group, your C group. And when you go to the club, you know, the coach would put you, all right, you're in the B group today. And you'd always kind of size up the guys in different groups, and you'd say, like, man, man, I gotta get in the A group. And you'd be like, wow, look who's in a group today. Wow, that guy just won championships last week. And then you look at, you know, some of the smaller groups, and you're like, coach, who the heck are these freaking goofballs? You like these guys on the freaking team. Like, guys, this is where the freaking were, the national champions here. Why did you. So you have to have pride in the program you're creating. And I want my tops. I know for this coaching program to keep growing, I want to be known as the coaching program that produces producers. They're like, you look at that stable. Just like, best horses keep coming out of that stable, man, what are they doing over there? What are they feeding those guys? Holy geez. I got to get in that. I got to get a part of that club. So the last thing I want is some freaking flaky, fickle tire kicker hanging out with my top guys. I'm gonna lose respect. I know this because at live events, some of that, my top students, they're like, who the heck is that? Why'd you let that guy? I'm like, oh, man. I'm like, I don't know. I don't know how they got in the room. I know, like, dude, you gotta. Can't let these guys come in the room. These guys are jokesters. Like, I don't want freaking jokesters. A Part of my coaching program. I truly don't. It ruins.

I know.

The truth. I do not want a jokester a part of my coaching. I don't want clowns who are like, I don't know. I don't know. It's like, embarrassing on a coaching call when you have somebody asking, like, dude, man, Vince, like, he dressed this, like, yesterday in the live. Are you not doing what you're being told? It looks bad on me. So I want my closers. Whatever you want. You want my advice? I want my advisors to know that they're in the position of power. Like, I'm not. I'm not tap dancing for you. You got to tap dance for me. So I do like what they're trying to do, but it's probably coming across the wrong way. And when we can speak with this conviction, people hear it say, hey, listen.

Our authenticity is key. It has to be. Has to be legit. It's got to be real.

Seven. Seven figure earners. This year, we're looking to produce 50, 100 new six figure earners. Like, are you interested in our process of helping to get there? Like, it's. It's your decision. Like, I just love. I want them to make the decision. It's like climbing a mountain. Like, I just climbed the Grouse Mountain in Vancouver.

I used to live right near Grass Mountain.

Are you serious?

Yeah, I went to Lynmore School just around there. Yeah, I lived there for four years.

Did you do the Grouse grind?

Yeah, I used to go up to Grouse Mountain. Like, I used to do night skiing there when I was a kid. What?

Oh, my gosh. Small world. Jesus. Anyways, my wife kicked my butt. She beat me by 10 minutes. Long story short, there's these different markers. There's a quarter marker, the half marker, three quarters, and then you get to the top, it's 3K straight up, as you know. And at the quartermarket tells you, if you're sucking for air, turn around. You don't have to go all the way to the top. So I just love that frame. Okay, listen, you don't need. No one's twisting your arm. You don't need to do this. We're gonna have people on the call later today. Somebody will take your spot. Your. Whatever they pay us is not going to change your life. And I do take advantage, obviously, of my authority and my position and all that. That's not probably how I would have talked when I first started, but I tried to help my students have that conviction, to know this will grow if you attract the right people. And the first thing you need to center in your heart if you want to attract the right people is that you're truly here to serve people and you want people to get results. If you want people to get results, you're not going to let everybody into your club. Right?

And I think, I think as well, I was trying to clarify. It doesn't mean you don't. Objection. Handle. It doesn't mean you don't fight for people. It's not that. It's just like, okay, like. And it's, it's more about a framing issue from a marketing perspective. You know what I mean? So it's not necessarily even how you show up to on a call because you know a call is going to go a certain way and you want to, you want to give the person the best transition. But I think, I think it's important to know that like when you're in a position that you're in as well, it's obviously different than in a salesperson position. But you know, the real key is to understand who you want as a client and don't make exceptions for people just because there's money involved. And I've made that mistake in the past and man, like every single time I think I've done it like what, three times, James, where I've gone, yeah, yeah, I'm not sure but I'm gonna, you know, bugger it. It could be a good opportunity here that, let's do it anyway. And it never works. And I always go. And the last time it popped up, we went, I go, I'm getting that feeling. And James goes, no, we're not doing it.

When you make the decisions like, no, we have to. So we've got now a system where it's like Matt will speak to someone. Then if we take them on as a client or we take them on for something else, they have to speak for me first and there has to be two yeses and vice versa. If I speak to someone and want to take them on, then they'd have.

To speak with Matt and he'll do.

Do the follow up.

I get a bit excited. Vince.

Well, I want to talk about what you are saying about the objection handling part where you said it doesn't mean you don't fight for people. This is probably the part of sales for me right now that frustrates me the most and where I need support and coaching on and I'll share the situation. When I reached out to you recently, it's when I see student with so much potential. And you know, I've had a couple consults with guys that they have big businesses already. They're at way further ahead. Like money's not the issue. But for some reason they're still thinking about it. And I get so frustrated. I don't know if it's because I'm not putting the right words together in terms of what they want to hear. Sometimes it's because they, they want to go in a certain path. And I know I haven't compelled them to go on the path that I know will get them to the next level. But I get so frustrated when people. I think the biggest thing I get frustrated about is when I see the path forward for them having done this for 15 years, since 2006, and they want to go with another coach or they want to try a different process and they're like, I am making a decision, but they don't go with us. That probably frustrates me most because they heard something that piqued their interest. But I wasn't able to. To go with the guy that specializes in paid ads, but the guy hasn't even made his first $5,000. And we don't let our students do paid ads until they're consistently over 20k per month. And there's a reason for that because you haven't figured out what works organically. You're going to get, you're going to lose your shirt. So I'm like, man, oh man. The other sales guy said something that compelled them to go in a direction that I know is a bad direction. And that worked for the other guy. But because that other guy's got skills and he got, he's going to come into our group probably in a couple months, he's going to have a bad experience. Somehow I didn't get that guy or the guys. They have money. They've been at it for a long time. They should be way, way, way further ahead. And they just. I'm like, dude, man, if you sign up three years ago, you'd have a seven figure business by now.

I think, I think it's about ideas.

Those ones are the hardest ones. And that's, remember I text you, I'm like, you, hey, we got these guys, they've got massive potential. Money's not an issue. They've been stuck at 30k a month. They should be over 100k a month by now. And like, how do I handle these guys? If I lose these guys, I'm going to get really frustrated. And it's the guys with egos that I have sometimes a little tricky time. I think what I sometimes do is I try to impress them, and I actually do a different process. For some reason, I think they need to be impressed. And what I need to do is the same thing I do with people who are just starting out and just gotta find out, so why are you here? You know, why now? And. And help them, you know, talk their way into it.

So, you know, it's funny, right? I speak to, like, our most successful client does about a hundred million dollars a year. Like, it's a big number, man. You know what I mean? Like, we don't. We don't have a lot to do with that. We do it. We do. It's Ryan Sirhan, like the, you know, the real estate agent. So we sell his real estate coaching. We don't do the real estate side, obviously. I just posted up on my Facebook. I did an interview with him yesterday. Yeah, I spent an hour with him yesterday. So. Yeah, but. So, like that, like, that's. But that's put a lot of things in perspective for me because I'm just like, oh, man. Like, you know, what are you doing? And I think, you know, the first. The first business coach that we worked with, you know, fantastic business coach, but a lot of them are doing like 100, $150,000 a month. And then we got one that was doing a million dollars a month. I was like, whoa. Like that. And I sort of saw behind the curtain of that. And then I, you know, working with guys that are now doing, you know, this, this, this, this, and it's just like, okay, okay. So I think, like, trying to impress those people, like, from my. With my prowess and my ability to make money, like, it's not gonna happen. Like, if I came to you and I tried to tell you how much money I make, it's not as much as you, right? Or at least it wasn't at that time. I don't know. You know, but. And so it doesn't work. So it's about ideas, right? And really focusing on the things that, you know, that you're good at. And when you have someone who's a very tricky person to sell and someone who's a big person to sell. Like, I had to pitch Ryan Sirhan, right? Like, I had to pitch him. It wasn't a guaranteed. I had to get on the phone and I. And he was like, why you? I was like, okay, here we go, right? And selling salespeople sucks, right? But, you know, sometimes they enjoy it. But you Know, we managed to get over line, which is great, but you have to take an idea.

By the way, you're gonna tell me the whole story. Can't leave me hanging there, but keep going.

Yeah. It's about an idea, right? And if you take. If someone has a good idea, then. And it. When it works in your ver, you need to get them to strengthen and tighten the idea. And if someone has a bad idea, you need to get them to unravel it with their own words. And so someone comes into you and they're really arrogant and they're like, I really want to do this paid ad strategy. And I think we could. This, this, and this. I go, okay, that's awesome, man. Tell me why. And be like, okay, what do you mean by that? And what is it that caused you to think that way? And because if I'm having a debate with you, let's just say I'm not. Let's say I'm an atheist and you're a Christian, right? So you're a religious guy, right? So if I. Or if you try and debate me from a position of authority, and if you quote the Bible against me, I don't recognize the authority, right? If I was an atheist, I'm not. But if I was, right? So, like, it doesn't. It doesn't work because I don't recognize the authority. So what you have to do is go after the ideas and the concepts, and you have to take one thing that you know that you can strongly, like, argue for, which would be, like, say, free will. Right? It's the hardest argument for an atheist to combat, right? Because you don't have to use the Bible as an authority piece, but you can say, where does it come from? Why doesn't everyone just act the same? There are a lot of ways that you can debate that, right? Same way if someone is a racist, you don't shut them up. You don't just say, no, you're a bad person and you're stupid and you're ignorant. It's like, it might be true, but it doesn't do anything. So when someone comes to me and they're like, yeah, man, just kind of want to do a bit of this, this, and this. And I think it's best if I just want to kind of shop around a little bit. I go, yeah, man, that makes total sense. Do you mind if I ask you a few questions?

Yeah.

I go, okay, well, you kind of mentioned that you're struggling with. Objection. Handling. What exactly do you mean by that? And so I want to chunk it down to really specific bits, and then I want to either build up or unravel the specific bits, but I need to ask it through questions so they can do it, because everything I say is garbage, and everything you say is gospel. And so. But if you come at it from a frame of authority all the time, and for someone in your position, 95% of the time, you can, because you are in the position of authority. But for the guys where you're. Maybe they're coming up to you know where, or they think that they're in that position because they're young and they got a bit of money and they're driving a new Mercedes and they think they're on. You know, they're thinking that the members of Team Killing it, it's harder to do. So the more authority you come at with them, the more they're going to combat it.

Right.

Does that make sense?

Yeah, no, totally. I love it. You figure out the idea why they think that. Yeah, you just got to take the time with it. Yeah. No, that's really, really interesting. That's the most interesting thing. Just, you know, helping people. Helping people just realize that. I think that's what got Joel really frustrated with me, that, like, he saw the potential. And basically, Joel's going ahead. He's hanging out with all these, like, fascinating people, and he's getting left. Like, he had a true, like, reason why you have to do this. Like, guys, he's telling me in a circle, guys, like, I'm moving forward and you're not. Like, I want to hang out with you guys more. I was talking to some other guys. Did Joel use that one on you, too? He's like, yeah, but it's true. Joel takes trips. Like, he just flew out a whole freaking. Another private plane to Puerto Rico, I guess, where there's restricting on as many restrictions. And. And, you know, he's going to the jungle, and he's going to, you know, all sorts of places. Africa. And, like, he wants to bring us with him, but, like, he's like, you know, you're stuck, and I think you just have to really help people. Like, that's where. Like, just to go back to the point where there are people you do need to push, and it just comes from a place of love and conviction. Say, hey, listen, you don't need to do this. It's totally up to you, as you know. And I don't use this line on many people, but, like, what. I'll drop the amount they're gonna invest. I'M like, it's not gonna change my life. And I use a little bit of ego. I already live in a. You know, I'll drop how much. My home is here in Toronto. I tell them, like, it's not gonna change my life. So I want to ask you a question. Do you truly want to do this? I just don't know if you figure that piece out yet. And I just let them sit with that for a second because nobody's forcing you. Go up higher on the mountain. I'm like, do you want to go? Like, if you're comfortable at 30 grand a month, there's like, it doesn't make you a bad person. It just magnifies who you are. I mean, what happens? And I love what you said earlier. I want to find out what happens if you stay where you're at. Like, are you okay with that? If you are. And again, this isn't. This is the. The genuine truth.

Like, it's not. It's not judgmental. It's just. Yeah, cool, man.

I'm serious.

Not the train that I'm driving.

So I'm just so curious to know, like, are you okay with that? Like, if we're tied in the same conversation in a year from now, you know? You know, five years from now, if we're still doing 30k a month, you still got the great YouTube channel, you still got your following. Would you be okay with that? Genuinely, like, there's not a right or wrong answer. I'm just curious. And they almost always say no. And I ask why?

Yeah, that's powerful. Why?

I just want to know, so why? And then I want to just unpack that. And so I want to link them to some. You've got to get them emotionally connected to a bigger vision, and they have to. They have to be emotionally connected. It can't be. You can't speak to the head and say, guys, we're gonna make your money back in a week. Because it's not about the mind. They're not emotionally connected. They're not invested. There's no true skin in the game where, you know, Bedros. How did Bedros get me to join the Empire mastermind $50,000 program? I had a relationship with him, and I just got burned by these Facebook ad gurus. $55,000. They turned out to be legitimate con artists, And I lost the trust of my wife because it was her money that we used to pay these guys to blow up her business. After Melia was born, her firstborn, it was crazy. And Flavia had A great business, but we needed support, so these guys sold me. I didn't do my due diligence. One year later, literally lost $55,000. A lot of confidence, a lot of trust. And then shortly after, Bejos invites me to join the Empire Mastermind, essentially with. There's a pretty short conversation, to be honest. And he said, a lot of your friends have gone forward, but you haven't. What's going on? And he essentially identified that I've started riding the emergency brake. And he said, essentially identified together that I've been playing not to win, but playing not to lose, and that I found too much comfort in being a seven fig. And a lot of my friends had gone way forward. And he just asked me, he offered a solution. Why don't you have your own Mastermind? I said, well, I don't know how to run it. I did one many, many years ago. After a year, nobody renewed because I didn't know how to do it. And I'm kind of afraid that'll happen again. He helped me believe in myself. And he said, this doesn't sound like the Vince I coached back in 2010. And he was right, because I lost a lot of confidence and I lost a lot of trust in myself. So I said. I said my objection with him was, what do I tell Flavia? And he gave me the three magic words. You want to know what those three magic words are?

What's that? I gotta know.

Well, you need to go talk to your wife, and you need to tell her the three magic words I said, what are those? Trust me, baby.

That's huge. That's a great line. God, that's a great line. I don't know why. I've never said that to anybody, but that is.

My wife doesn't want to make. Flavi doesn't want to make a $50,000 decision. And I realized that the exact reason that I needed to sign up was because I wasn't able to lead myself anymore. And what I truly needed, what I thought I needed, was more tactics and a different funnel, a different ads guy, etc. It's like, no, you need better leadership, and we're going to help you gain the systems and the structure and the leadership to start to grow and get that confidence back. He gave me a vision. He said, I will. And that's what a good coach does. And that's why, you know, we have a great program, so we can make great promises. We'll help you do this. Like, we're going to deliver the goods. So he said, I will coach you on how to have an event. That was a Tuesday, by the way, that conversation. He said, this Saturday, I will teach you how to pitch this mastermind to the room of 40 people that were attending, flying in. And I had zero intention to do a pitch on a Saturday when the event was a few days away. When he made me this invitation to join Empire on a Tuesday and I told Flavia and we had the money, just had to move things around. It was more of a fear, like, what if this doesn't work? Another mastermind that like, all this money. And that's who I'm most fearful of. Like, because she asked me, was it worth it? Was it worth it? And I'm like, that's my job. Just like my dad always said, are you going to be a personal trainer when you're 35? Like, my dad has a right to ask that. He's not like a skeptic. He's not like, I can't get mad at my dad. He's like, that's what I'm going to ask my son. Is this what you're going to do, son? Right. That's because he. And I'm like, I have to prove he doesn't believe that's fair. I have to make him believe and I have to make my wife believe again too. So I think one of the things that gets me most excited about selling is like, I'm just helping them believe in themselves and getting others to believe in them. And if they don't believe in themselves, I tell them that's completely normal. You can borrow my belief. You can borrow my belief. What intimidates you doesn't intimidate me. And you're literally just inspiring somebody to become the person they need to become in order to continue to be successful. And I help people see, like, hey, listen, I'm just going to be completely honest right now. I say this. I believe in an education based sales process. And right now, the hardest decision you're going to make in the next 12 months of us working together, there's this one right here. Everything else after this is easy and it's the truth. If you can figure out how to come up with the money and just crash through this limiting belief that's been holding you back the last couple months, years, you're going to crush it. And then I inspire them, give them hope, and they're like, okay, let's do it. I'm in. Yeah.

The best words are effort. Let's do it. Right. You know when you got somebody there Right. I think there's a. There's a great analogy that I like that I tell people a lot is always like, you need to start making decisions based on the perspective of someone who's already there. Because if you're standing on the beach, the horizon is 15 miles away. If you're standing on the mountain, it's a hell of a lot further. So if you want to be able to see what's really out there, you have to get to the mountain. But right now, you're on the beach. But if you want to get to the mountain, you have to act like the guy who's already there, because the guy on the beach, just a guy on the beach, you know? So, like, you know, get your boots on. That's step one. Step two is start walking. It's a big staircase. Don't look up because if you do, you're just gonna stop.

Yeah.

You know? Yeah, man, it's getting pretty late. We've been talking for over an hour now. But yeah, what I'd love to ask you, man, I really appreciate your time, is what is the objection? I think we might know this one because I think at least. At least the one that's. That's grinding your head at the moment. But what is the objection that is sort of written in the back of your head over all these years or something that comes up that's like, man, that was just either absolutely ridiculous or just like you spun your head around. It was so silly.

You have to give context to this. It's happened to me twice. It were two big name dudes that pretty much painted a whole path forward. Well, yeah, they said they want to talk to their business partners, think about it, and get back to me in 24 hours. And they just. Just both, both ghost me. I've never heard back from ever since. And I think to this day, it still pisses me off.

Getting ghosted is the absolute ghost.

I don't know if it was like, it was maybe just the frustration of how genuine they were about how awesome the call was and their words or. Sorry, their actions spoke louder than words. The fact that just. I'm like, what the heck just happened? So it'll be an unsolved mystery. Yeah, man.

The ghosting. I'll send you. I'll send you a message later. I got. I got a cameo done. You know, the cameo, like where you get, like, the celebrities say stuff for you, for ghosters.

Whammy.

Yeah. For real high level ghosters. I got. I got a cameo done so I can send it to him. And it's 100 reply, right? You can't. You can't not reply to it. I'll send it to you later. All right, man. Well, I really appreciate your time. Thank you so much for being on. Yeah. As always, like, review. Vince, where can we find you? Do we just say your name loud? It'll happen.

Yeah.

The best place.

I'll keep it nice and simple. Follow my verified account on Instagram Inc. Del Monte. We answer all our questions. If you want to connect with me, that's the best place to go at Vince Del Monte on Instagram. Awesome. Thank you so much for your time, man.

Awesome, man. We will see you later. Put that coffee down.

Coffees for closers only.