How to Sell Better than 99% Of People (4 HOUR ULTIMATE GUIDE)
In this four‑hour masterclass the speaker (Shanli Liu, CPA, CTP) delivers a comprehensive, principle‑driven framework for selling and closing at a level that outperforms the vast majority of salespeople. The presentation begins by contrasting logical versus emotional buyers and argues that the seller’s job is to help the prospect’s logical brain justify a decision that the emotional brain already wants. A set of personal "selling beliefs" is introduced (e.g., selling happens before the ask, expect "no", price‑anchor with a "gasp", belief‑trust bridge, power of influence). The talk then distinguishes obstacles (pre‑ask barriers) from objections (post‑ask disagreements) and explains why handling obstacles is easier. The core of the content is a psychological model derived from Albert Ellis’s CBT distortions – circumstances, others, and self – and how these manifest as common sales excuses (time, money, fit, authority, avoidance). The speaker provides concrete, repeatable tactics for each distortion (macro vs. micro time objections, price‑anchor framing, value comparison, empathy‑driven questioning, recording every call, using hard‑questions, child‑like curiosity). Throughout, the speaker weaves in analogies (NFL red‑zone, Charlie Munger’s rationality, Feynman’s "understand, don’t memorize", Jordan Belfort, Jason Fladlien) to illustrate why logical arguments, belief, and trust are the true drivers of high‑ticket sales. The ultimate goal is to shift the salesperson’s metric from "closing a deal" to "helping the prospect make a decision that helps themselves", thereby removing pressure, increasing conviction, and creating sustainable, powerful influence.
Chapters
This is all my best presentations and videos on sales. You could call it my ultimate guide. Enjoy. Selling with logic to make lots of money. And so this will either be the best presentation on sales you ever heard, the worst presentation on sales you ever heard, or somewhere in between. That is a promise. All right. And so I thought it would make sense to start with this. We have a high This is Charlie Munger, who's probably like my number one hero in this season of my life. We have a high moral responsibility to be rational. And I think that getting someone to rationally decide is important because emotional buyers oftentimes get excited, they'll buy, and then who's had somebody who calls them 2 days later, it's like, I don't know why. Anybody? Raise your hand. Just so you know you're not alone. Okay. And what happens is, it's just like dating. I think Leila talked about it yesterday. If you have a rational foundation for or a relationship or a decision, when the emotions fade, the logic will continue. And so it's good to answer both sides of the decision-making process. The short-term side is the emotion that gets you to decrease your action threshold and take a step, right? But the logic is what makes it stick and actually makes a great customer, all right? And so for me, and I think that the further along you get in business and the higher up you get in business, the more you'll see people who tend to make more logical decisions more logic-first decisions and fewer and fewer emotional decisions. All right. So what does being a rational— sorry, what does rational logical have to do with selling? Well, you have logical buyers and you have emotional buyers in general, right? Most people sit on this continuum one way or the other. And emotionally, people want to believe you. People want to buy. You must help their logical brains justify the decision that they already want to make. Think about it that way. They want to buy from you. You have to help them. All right? So, who here identifies— actually, I'll skip through this. Emotional, logical, you're probably in between. Anybody in between these two? Anyone? All right. Then you'll love this. So, before we get started, I thought I would give you a few beliefs about selling that have served me very well throughout the years. Number 1. People want to believe you, they want to buy, you must help their logical brains justify the decision. 2, selling happens before you ask for the sale. Closing happens after. So you're selling for a lot longer period of time, but the moment you kind of like take your pants off and you're like, this is what it is, that's when you're closing, right? You have now solicited. Now you close. 3, it's easier to handle obstacles than objections. I'll get to what the difference between those are in a second. That being said, expect and plan for no. It is not failure, it is expected. So stop being surprised. It's one of the first things we talk new sales guys into is expect no. That's not like, that's a part of this. If they already were going to say yes, then you are not necessary. No is the job, right? If they could make the decision on their own, they would just send you the money, right? The reason they're struggling is because they can't and they need your help, which is why sales is actually the first step in coaching. And I see sales as power. If you can have the ability to direct or influence others, that is power. And I feel like it should be made much cooler than I feel like it is. 5, if you didn't get a gasp from the price tag, you didn't go high enough. This is another belief. So for those of you who are afraid to raise your price, if you're not getting gasps, you're not going high enough. Straight up. And when you do it that way, you can always walk down and have a beautiful price anchor, right? When you say $100,000 first, a grand feels like a rounding error. It's true. But when I say $10 first, like I'm saying right now, $10, and I say $1,000, Sounds way fucking bigger, doesn't it? So you've got to get the gasp and you got to train your guys if you have a team. They have to be comfortable with no and they have to be comfortable with the gasp. They got to go for the gasp and be like, dude, you should have heard the gasp on this one, right? There we go. 7. Selling properly is the first step becoming a coach, right? Your first impressions and the expectations you set dictate the relationship. How you sell, the fact that you use logic in the sale, will set you up for success and your client for success in the long run. 8, selling is helping prospects make decisions to help themselves. Like, you are helping them help themselves. That's where the power comes from. You are not helping them, you're helping them help them. See the difference? It's nuanced, but it's real. 9, keep the prospect, not the sale, as the priority. It's not about us. The more you can vanish in the sale and magnify them, the better your selling conversations will go because it's not about us. They don't care about you. They only care about them and they will talk about themselves as long as you'll let them. This is a really important one, especially when you start to getting into closing. Seek to understand, not to argue. And the way that I train our sales teams around this is childlike curiosity. So when someone says, when someone objects to something, it's like, huh, that's so weird. I wouldn't have thought that. Tell me more about that, right? And you get to be able to maintain that childlike curiosity the same way they train fighters to not breathe too much during a fight, through exposure. The more times you get into these uncomfortable, high-stakes closing scenarios, the less weird and high-stakes they become because they become what you do every day. And the good thing is you get to have this conversation hundreds and thousands of times, and they only get to have it once. So you fucking better be better at it than them. Closing is a dance, not a fight. It's seduction, not rape. I mean, I'm being super serious about this. The goal is not to beat them into submission. The goal is to sell from your back foot. It's like, I'm good. I want to help you help you. And if that means not doing this, then I fucking love it. I'm with you. I'm on your team. And I'll give you a bullet around that in a second. Selling is a transference of belief over a bridge of trust. Therefore, there are two things that are required. You must believe so that you can transfer it, and you must have trust to make the transfer. Because if you truly believe, and a lot of times Anyone been on a hot streak when they're selling? Anyone? Anyone who just had their hand up ever been on a cold streak? Most times you go from hot to cold not because you forgot how to sell, but because you stopped believing in why you're selling. You have the same skills as you did the day before, but sometimes you get a text, you get an email, you get a pain-in-the-ass customer, you ask for a refund, whatever the hell it is, right? And then you question yourself. And so that bridge might have been created, but there was nothing to walk across it because your cup wasn't full. And so that's why, especially it's you in the beginning, but your teams over time, the process of filling conviction is one of the easiest and best ways to increase someone's closing percentage. Better than any of the training in the world. If you get someone to believe, they will sell the right way because they're doing it not to make the deal because they want to help the other person. 16, you can only build trust if you genuinely want to help. And humans are exceptionally good at sniffing out intention. It's a survival mechanism. You have to know if someone's trying to double-cross you. We're very good at smelling it out. And the reason a lot of you guys can't close is because you only care about closing. Belief and trust are a continuum, not binaries. So it's not you believe or don't believe. It's not they trust you or don't trust you, but how much do they trust you? How much do you believe? How deeply do you believe? Because anyone ever been around somebody who just believes balls to bones something that you think's batshit crazy? I mean, all the way. So much so that you start to question what you believe. That's what real conviction does. 18, closers ask hard questions and it's because you genuinely care. It's why you do it. It's why we're here. Who here wants to impact thousands of lives and help people? Then you gotta fucking ask hard questions because it's the only thing that's gonna actually pierce someone's heart and actually get the transformation to happen. If you cannot have transformational conversations, you cannot coach. And this is the first step. The person who cares the most about the prospect wins the sale. That includes them. So if you care more about their well-being than they do, you will win. And if you are more convicted, they will question their own excuses because you are so certain. Little tip, little nugget for you. Record all your sales, by the way, because when you do get on that hot streak, right, when you get on that hot streak and then you get cold again, Watch your hot streak. See where you paused, what jokes you made, when you asked for the sale, when you didn't, how you overcame it, and it'll get you back in the flow much faster than trying to question yourself. What did I do? What did I do? Always record all your sales. It's also the easiest way to train new people. And then lastly, 21. Power is the ability to direct or influence people. If you want to be powerful, you must understand is skill, and that's what we're gonna talk about. Cool? Awesome. When does selling happen? Does it happen when they're a lead? Does it happen when we're qualifying them? Does it happen when we solicit the sale? Does it happen when we close the sale? When does the selling happen? All the time. The entire time selling is happening. But what are we gonna talk about today? Just this. Just closing. Everything you have to do after asking someone to buy. Why are we doing that rather than the entire process? Beyond the fact that we'd be here all day, the other reason, and I love this, is that closing has one of the highest predictors of success in business. And here's an analogy for it. Everyone familiar with the NFL? Great. So here's an insane statistic. The top 5 red zone offenses in the league now, last 5 years, made the playoffs 90% of the time. Here's why this is interesting and crazy. There's a million other stats. They could have horrible defenses. They could have terrible coaching. They could have a terrible whatever it is, right? They could have all these things that are wrong with their— they could have terrible special teams, whatever. But just this one stat, if they're in the red zone, they fucking close. And I can tell you, if you have this ability, if you have the skill, It will make up for a tremendous amount of deficiencies in other areas of your life and business, and it will buy you time to learn those. But if you can't close, it's very difficult to grow in business, especially in the beginning, because it's probably you. That's why we're talking about closing. Why is this important from a money-getting perspective? Well, first off, if you have 100 people walk in the door, 10% are never going to buy. Just accept that, right? Problem is you don't know which 10% it is. But 10% are ever gonna buy. 10% are always gonna buy. You just gotta not fuck it up. And most of you guys, these are the only sales you're getting. They're like, well, I'm already here, my friend told me about you, I have my credit card out. And some of you are like, well, you know, let's make sure. You're like, just shut the fuck, just take the card. You know what I mean? Like, shut up, right? That's like, hey, my friend's so awesome, you gotta meet him. And she's like, oh my God, he's great. And then the guy starts talking and she's like, oh, just kidding, you know, like. Terrible, right? But this is what we fight for. This is what we train. And if you want to make a big impact, that's what we're fighting for. It's the middle 80. Why this presentation will make you money. If after this presentation you just have one more bullet, one more play in your arsenal to close, or I get you one more deal a month, I'll feel like my job was done. All right? And hopefully if you just do that, it'll pay for your entire weekend. All right? That's my goal for the presentation, that everything that you guys have done for this whole weekend is paid for. Is that cool? Fair outcome? All right. So this is one of my favorite sayings. You're only one decision away from changing your life forever. And whenever I feel overwhelmed or I feel like I'm decreasing, like I feel powerless or I feel like I have less power than I want to have, I always say this. If you understand it, you won't have to go back to your notes because let's be real, half the time you're not even going to open these notes up again. You're here now with me. Try and understand. If you do that, it can change your life, because what we're gonna do is not gonna be some scripts that you have to understand, but the logic behind the arguments that people will give you as to why they are not choosing to become more powerful. And if you can unlock that, people will feel more powerful talking to you, and they will want to buy from you because of the feeling they have. Does that make sense? And so that's when you're using logic to create an emotion. So, here's an easy one for you. Anyone here presented with a decision in the last 24 hours? Yes. Great. Fantastic. So who thinks a decision could change your life for the better? Great. For the worse? Who knows? All right, let's go. So here's my goal. I want to show you as though you were a prospect, how to think through a decision and help others using these frameworks, right? What you want, what you don't want. Maximize the left, minimize the right. So here's what this is translated to. If you decide to buy the offer, you feel more certain about your decision. If you decided not to buy the offer, you feel fucking certain about the decision. And if you're undecided, you make a fucking decision, all right? And you feel good that it's the one that has the highest likelihood of getting you closer to where you want to go. And this is what we have to walk through with our prospects. When you're looking at them, you have to be like, I don't want you to buy. I want you to decide for you, not for me. I'll be the same either way, right? You're like, I'm gonna be ripped and in shape. It's not gonna change me, right? Like, that's not gonna change, but like, it will change for you. Right? So quick note on sales ethics and then we'll dive in. Helping someone make a decision to help themselves does not mean buying from me. That's a reiteration. You have to keep their goals at the center of the decision and you should be happy. I mean this because if you can shift this truly, if you can be happy when someone decides to own the power and not work with you, then the pressure around sales disappears. It evaporates. There's no stake. The stake is did I help them? Does that make sense? And that means that you can win every sale because you change the metric you're measuring yourself by. That's the superpower. Like, and that's where you do make the most sales because you don't care about the sale because you care about the person. And the people pay the people who pay the most attention. So I call it paying attention. They pay for it. They pay for you to pay attention rather than talking about yourself, right? Because they don't care about you because they're thinking about 100 other things. And this is why, most importantly, Make high-stakes decisions to help your prospects in order to best serve them. Okay, so I told you earlier I was going to talk about the difference between obstacles and objections. A couple of you guys raised your hands, but the difference is— I'm not going to ask, I'll tell you what it is. Obstacle is a thing that blocks one's way or prevents or hinders progress. When you disagree with them, that is an obstacle. This happens before you solicit the sale. Someone says some bullshit before you even get to the sale, that's an obstacle. A simple example I hear all the time, "Hey, why'd you hop on the call today?" "Hey, why'd you walk in the gym today?" Whatever it is, right? Them, "I just wanted to find out a little bit more about the program." First 10 seconds, obstacle. You're not here to find out more about the program, you're here because you're fat. But they got to say it. So you're like, "Oh, so you're finding out, like, do you do this all the time? Do you go to lots of different programs to find out information? Or is there a problem you're trying to solve?" They're like, "Oh, well, you know, I'm trying to lose weight." Like, "Oh, got it. So you're not just hopping on 100 calls a day because I was like, that would be a very weird existence, right? You just hop on for information all day. Hahaha. Great. Fantastic." I've had this conversation before, right? So it's an obstacle, right? And the thing is, it's easy to confront and destroy obstacles before you ask for the sale. Once you've asked for the sale, you switch to objections. Objections is when they disagree with you. So it's much easier to be on the other side disagreeing and helping them break their beliefs before the stake has been presented. After you're in the red zone, it's all closing. It's all objection overcomes, right? Example of that is like, "I don't want to buy right now." And you're like, "Totally understand. What are the main criteria you're thinking through?" Which is always funny because people are like, "I need to think about it." I've never had someone like leave because they need to think about it. I'm like, "Cool, what are you thinking about?" And they're like, "Oh, I'm still here." Right? So learning how to talk through these high-stakes decisions with yourself or others is the purpose of presentation, and as a result, you'll become more powerful. Okay. So before I dive into each of these arguments, I have to make this one statement, is that the person must really want the goal and believe 3 things. One, which we'll get to it. There we go. The product will get them to the goal, comma, the way they want to get there. And I learned that second half the hard way because we found out in Gym Launch that people would say no sometimes to buying memberships, right? Or buying challenges or whatever. But when we offered them the ability to come back the next day, help them for free, we'd sell them $400 of supplements. And they just said no to $100 down service thing. I'm like, what the fuck? It's because they want to lose weight. But they wanted to lose weight their way. And so that's when I started learning like, oh, not only do we have to make sure that they want the goal and they believe that the product's gonna get them there, but it has to get them there the way they want to get there. This gives you ammo for the questions that you're gonna ask. Does this make sense? Okay. The second thing is that you and others will support them. Like, are you telling me the truth? Is this really what's going to happen? Will other people around me support this decision? And the third is that it will work for them and not just everyone else. Sure, I've seen the people who step on the stage, but they're different than me. I'm a snowflake. I have metabolic thyroid ketosis, right? Whatever. I have zero influence all— alliger, whatever, you know what I mean? Like, I have no following-iss, -itis, right? Whatever it is, right? Whatever bullshit you tell yourself. And what you have to do in this situation is you have to provide proof so that it'd be more unreasonable not to believe than to believe. And this is a logical close. This is not an emotional close. This is when you look at someone and say, how many people would you need to see for it to be more unreasonable for you not to believe than to believe? At what point? Is it 10? Is it 50? Well, here's 1,000. Tell me when to stop. Okay, okay, okay. Great. So that's not the real reason. And then you can confront the real shit. All right. So otherwise, if they're not sure of those things, if they don't actually want to lose weight, if you don't actually want to make money doing online fitness, then it doesn't matter what Jason says. You don't want to make money doing online fitness, you're not going to buy, right? If you do want to make money doing online fitness, then you go down, you go down the train tracks. That makes sense. Okay. Again, this is why you expect no at first, because if people could make the decision, they would have already made it. All right, now to the main course. Richard Feynman, besides Charlie, one of my favorite thinkers of all time. He was like the second guy on the atom bomb. Sounds negative. Brilliant teacher. He's known for this: Understand, don't memorize. Learn principles, not formulas. And that's what the rest of this presentation is about, is the principles behind overcoming these distortions that people have. And so this is me asking you for your own sake, don't take pictures of the slides. It's because all the stuff's gonna be in the recordings, but you are here now, so be here now so you can understand it. Okay, so there are 3 sources. This is a huge breakthrough for me, so I'm going to share it with you. The first time I've shared it live. There are 3 sources that we cast our power to, okay? And it took me a very long time to get through this because I looked at Grant and he had his, you know, you got stall, decision maker, money. Then you talk to Barry who owns Sage, he's like, you got time, fit, money, fear, shame. Right, those are hers, and then Jordan Belfort's got his, and so everybody's got like, these are the only overcomes, right? I was like, there has to be an actual truth here. Like, there has to be something that's true that's unquestioned. And so trying to figure this out, I actually went back to Dr. Albert Ellis. Anybody who knew who he is? No one, great. Who here knows what cognitive behavioral therapy is, CBT? He invented it. Smart dude. And so what he noticed is that he originally had 11 distortions of reality, then he dropped it to 9, then to 7, and then he came to 3, and the 3 stuck. And the 3 are what I'm about to share with you. You're like, why is he talking about this about sales? Because the objections that people offer you, where they cast their power to, are distortions of reality. They are the things we use to upset ourselves. These are the 3: circumstances, And this is the irrational statement that people make: I must get what I want when I want it. I must not get what I don't want. If I don't get what I want, I can't stand it. That's when people blame their emotional disturbances on circumstances. 2, others. Other people must treat me fairly and kindly, and if they don't, they are no good and deserve to be condemned and punished. It's like your animal brain, right? 3, self. I must do well or else I am no good. These are the 3 core distortions that upset people. This is like mental illness, right? And so I'm not saying anyone has mental illness if they don't agree with you. It's more so that these are distortions that are not real. And if you can understand, not memorize, if you can understand this, then you can have these high-stakes conversations understanding exactly which distortion they're suffering from. And I'll show you how to overcome them. Okay? And so I like to consider like the onion of blame. People start— this is like one of the bigger breakthroughs I had. They start with the outside. They blame circumstances, time, money, other shit. And then the step next to that, they start to blame other people, my spouse, my kids, my employees. And then finally they say like, it's me. It's my fault. And so you might have to overcome multiple layers as you peel back. And based on the objection they give you, you can know where you're at. You know how close you are. If someone just says, I have to think about it, you're like, great. I'm talking to the person who's in power and the decision maker, and I just need to get them to say yes. If they're like, I don't have, they're casting the power away. And some of you guys are probably casting your power away on decisions you need to make, which is why I'm making this presentation. Even though that these are the things that distort people's realities, because you're like, no one's ever said circumstances are getting in my way, right? No one says that. They manifest in 5 ways that I want to equip you to deal with, all right, for yourself and others. So these are the 5 most common excuses, scapegoats, that people use for circumstances. And if you find other ones, these are the biggest buckets because I didn't want to have 100 things here. But the big 3 buckets are circumstances, others, and self, right? But they manifest with time in multiple ways, and I'll show you how. Value, price, money, etc. Fit, I'm a special snowflake. Others, which is I don't have the authority to make the decision. And then finally, self, which is what if I just don't make the decision? Let life make it for me, right? Avoidance, stall. You go from surface level to core. And as a side note, you should never get stuck on the stuff near the top. And ideally, you should really never get stuck anywhere on this equation if the person wants what you have and you truly believe in what you have to help them. And I mean that. Like, if you understand this thoroughly, you can walk someone towards helping themselves. OK, this is what they look like, or this is what they sound like in reality. Not a good time right now. I'm really busy, right? That's time. Can't afford it. Too expensive. Fit, not sure if it's for me. I hate broccoli. I can't do a plan with broccoli, right? Can't do a plan where I have to DM people every day. It's against my brand. I'm poor, but it's against my brand. Right? Authority. Have to talk to my partner, spouse. I have to talk to somebody who has more power than me. It's funny because when you start thinking this way, it sounds silly. And then avoidance. I need to think about it. Well, clearly, let's think about it now. All right? And so I told you I want you to think about the principles behind these things, not memorize. You've got circumstances, you've got other people, and you have yourself. And we drill down. So quick test. Who here is physically in the room? Raise your hand. Wonderful. Arms are working. We're rocking. So here's my ask. Raise your hand if you or your prospects present with this distortion. So who here is a time person? I'm busy. It's not a good time. Maybe in the future. Anyone deal with these? Sometimes it's yourself? Totally. So I'm also going to tell you a secret about this. I think the reason I got pretty decent at logical arguments It's because I am inherently skeptical, and I will paralyze myself from not doing anything unless I have really sound reasons to do it. And I realized that I couldn't move forward and make any progress in my life until I had these frameworks to think through these hard decisions through so I could start taking steps to where I wanted to go. It took me years to get there. And so hopefully I can give you some keys that helped me unlock my own head to get out of my own fucking way so that you can too and help your clients, all right? So the way I think about time And there's a lot of overcomes for all of these things. What I tried to do is bunch the 3 biggest ones that I like to use most frequently. And if I veer from like the bullets on the screen, it's 'cause I'm riffing with you and I'd rather just kind of stay in the flow. Is that cool? Okay, fantastic. So when you're overcoming this one, each of these is kind of a specific angle that you're attacking it from. So macro is like, this is a busy season for me. I've got lots of stuff going on, right? Micro is like, I don't have any time in my day. So you're one person saying I've got lots of shit going on, one person's like I can't find the time. It's different. Sounds subtle, but it's both about time but in different ways, all right? And then the last one is, well, when I have time, I'll start, right? Everyone knows it's fucking horseshit, but whatever. Okay, so as always, we never disagree with prospects because you're not in a fight. Totally get it. Totally understand. Do you think— like, do you want this to be something that lasts for the long term? Right? It's a question. You're like, "Yeah." Do you think that you're gonna be busy again in the future? Well, yeah. So you want this to last in the long run, and you do think you're gonna be busy again in the future. Well, then don't you think it'd be best to start now when you are busy? 'Cause if you learn how to do it when you're busy, you'll be able to do it forever. If you can only learn it during a perfect circumstance, then you're gonna fall off when it gets busy again. And isn't that the time you'd wanna have the most support? Goes for you guys too. That's just number 1. We got so many lower, right? And so when you knock that out, the goal is that the person says, well, fuck, that's not a good reason. And you take one step towards the truth. So when you're thinking about it, it's not like, oh, I've gotta overcome this one thing and then they'll buy. You gotta keep peeling. And if you have this framework, you understand the direction you're going in. And you can start listening for the, oh, they're talking about themselves now. I've gotten 2 layers deeper, right? So that's seasonal. Micro. You can't tell someone in a sale, hey, take out your phone, take out your hours by week, pull it up. Oh, look, 22 hours on social media this week. You've got time. So you say it differently. You say, you know what, I had the same issue. And I used to complain all the time about how I didn't have time to be successful and do things I needed to do. And my wife got so sick and tired of me saying this, she pulled my phone out and she was like, look. I guess I just found you time, didn't I? I was like, ah, fuck. And you can say it that way, and then a prospect feels better. Does anybody here feel like they don't have time? Right? And the first thing that any program's gonna do, if it's a good program, is it's gonna cut out the 90% of the shit that you are doing, which is causing you to feel overwhelmed, which is probably the real reason you feel like you don't have time. Jeff Bezos got the same time you do, right? It's just, what are the things that you're doing that he's not? It's not about adding shit to your plate. It's about removing stuff that's not working. 'Cause clearly everything that you're doing that's filling your time is not making you more money. So you're doing the wrong shit. So there's gonna be plenty of time. 'Cause all the stuff you're doing now is not working. Right? Sounds simple. But that's the reason, right? So we want macro grow. When then? Hey, in the future, when I've got time, I'll totally sign up for your program. Right? Anyone heard this one? Anyone say this one? Right? And again, you want to empathize. You don't say, like, oh, that's bullshit. You say, totally understand. I was stuck like this for years. If you can step in their shoes, you're not attacking them. You actually go from the inside out. You step into their self, and then you walk them through the epiphany that you experienced. And it doesn't feel judgmental. It feels helpful. That make sense? I used to feel the same way, right? And I found this out actually from Jason Fladlien. He was the one who told me this. It's a logical fallacy. It's called the when-then fallacy, which is why it's That's how I remember it. And the when-then fallacy simply states, when I have X, then I will do Y, but it flips sequence. So it's like, when I get better, I will go to the hospital. Sorry, there's just so many hilarious ones about money and stuff. Like, I will start saving money once I'm rich. All right, the thing is is that we do this, right? We do this. I'll pay for the program that'll make me more money when I have more money. No. That's the point of the program. I'll pay for the program that'll help me get a six-pack once I have a six-pack. Once I have more time, which the program's gonna help me have. You know what I'm saying? Like, it's just, it doesn't make, it's a fallacy. And so what that means is it's a distortion. It's not real. And so the goal of having these high-stakes conversations is simply showing people. We're not attacking. We're just walking them through it and being like, do you realize that this is holding you back? And I know this better than anyone because I'm a skeptical motherfucker. The reason I can do all these logical things is because I'm the first person I had to overcome, right? And you might be too. So once we attack time from these three angles, it depends which one they present with. If they present with one and then move to the next, you can knock all three out. You'll probably find some that make the most sense to you. But the thing here is it's not about memorization. You just got to get it. Macro, you're always going to be busy. Won't you want the most help When you are busy so they can stick forever. Yes, time. My wife showed me my phone, turns out I got fucking time. But the reality is it's not about what I am doing, it's about the stuff I gotta stop doing. And that's what I'm gonna help you with, right? This isn't scripting, this is just understanding it, right? And then when then. It's a fallacy, it's a distortion, it's not real. And then just use two crazy examples like, once I have money then, or I'll save money when I'm rich, right? It's just like ridiculous, okay. So what do we do? One reason down, and we're getting closer to the core, right? Right. So who here is somebody who's like, I can't afford it, it's too expensive, or has heard this from a prospect? I was like, I better see everybody's hands, especially if you're selling high ticket, which hopefully you get a gasp. So these are the 4 frameworks that I think through. There's a million like money closes, but these are the ones that I like the most and that to me resonate The best, right? And so why a lot is good is kind of like my first one here. And so the reason that if someone gasps or thinks that this is a lot of money, you just ask them, is this a lot of money to you? And they're gonna say yeah. If they say no, then you're like, awesome, buy it. And if they say yes, right, and if they say yes, then you're like, that's the exact reason how you're gonna be successful. Because there's other people who buy this thing and you know what, they're not all in on it. But the question is, do you wanna draw the line in the sand and go all in? Do you wanna step over the line and be the person you wanna be? Because I can tell you that this is not about whether this works or not, I've already proven that. The question is whether you work or not. And so if you put more on the line, then you have a higher likelihood of being successful. So you should be the last person to be worried about this. I'm more excited because the best stories are always coming from people like you, in your exact situation. So don't let that be a reason not to do it, that should be the reason to do it. So the next one is like, why is this not a lot? So first is, The fact that it's a lot for you is good. It means you're gonna try hard. The second was like, well, it's a lot in terms of absolute amount, but relative amount is very little, right? Because if all this does is add $10,000 a month to your income, is it worth it? If all this does is get you into a bikini, is it worth it? Yeah. And so then what happens, and the reason that this is a stepping process, right, is that we're We're just taking these objections out of the way so we can get the person to confront reality, not a distortion they've created, because the reality is the thing they're afraid of. And so what happens is when they say, "Yeah, if it did that, it would be worth it," right? The problem is they don't believe you, right? And so it's like, "Great, then it's not about the price. It's about whether you believe me." So you can sidestep it. Does that make sense? We're taking a step closer. And then obviously you can use a comparison. Depending on what you're selling, if you can price anchor with like, well, here, they don't have a 4-year degree for doing online fitness. That's why the alternative education industry exists, and it's because the formal education has failed most of us, right? Anybody graduated here with a 4-year degree? Anyone immediately be able to use that 4-year degree to get leads, make sales? No? Me neither, right? And what's crazy is that some of these degrees are $50,000, $100,000, $200,000, and take 4 years when you've got something that can help you make, make that entire amount of money in half the time, right? For a tenth of the price. When you think about it like that, frame, it's actually a great deal. Does that make sense? So you just frame it. You have to give context. All right. So number 1 is the fact that it's a lot for you is good. It means you're actually going to try. Number 2 is if it does what we say it's going to do, the value is there. So that's not actually what you're opposed to, which then we can take the next step. All right. Number 3 is what's money good for anyways? This is actually one of my favorite lines of reasoning for a variety of reasons, and I'll get to it. When you're looking at a prospect or looking at yourself, you're going to spend this money either way over the next 12 months. You're going to spend it, right? And in fact, not only are you going to spend it, you're going to buy the program. The question is whether you're going to pay for it in money or pay for it in time. And so, like, you can learn every single lesson that's in this program, whether it's losing weight, you know, getting leads, selling online, whatever it is, right? You're gonna learn these lessons. But do you want it to take 12 weeks or 12 years? And the question is, are you gonna be able to live 1,000 lifetimes because of the 1,000 people that we've helped just like you and gathered all those lessons and put them together so you don't have to do the trial and error for that entire period of time? So the question is, Not whether you're going to buy it or not. It's just how do you want to pay. And so for me, this is a personal note. And I'll probably say it at the end. But the reason we've been able to move quickly through life is that I will buy other people's mistakes. Because it's just— it's the only way you can buy time in this life is to buy the knowledge to take less time from other people who have taken their time. And if you think about human civilization in general, Edison took however long to make a light bulb. And then we just bought the lesson from him. And now we have light bulbs. Right? And the next guy figures out the next thing, and then we just buy the lesson from him. And that's how we have to move faster. So you're gonna spend the money either way. The question is, 12 months from now, is it gonna be on shit that didn't get you anywhere or stuff that is going to get you somewhere? And no matter what, you're buying the program. You're just gonna pay time or you're gonna pay with money. And if we're being real, you've probably been paying for time the last 6 years. How's that working for you? Do you want to do
