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Hey,

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Grant Cardone here, host of The Cardone Zone. I'm gonna

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be talking about your money, your finances, your career,

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and this economy. Thank you for listening.

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It's a wake-up call for the middle class.

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Ouch! Ouch! Make

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success your duty. Whatever

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it takes. It ain't your daddy's

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economy. True freedom in business,

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career, and finance.

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The Cardone Zone

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starts now. My name's Grant

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Cardone, and I've spent over 25 years studying

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everything that I could get my hands

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on regarding selling, sales, negotiations,

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with the desire to create processes

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and training programs that actually could

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improve results in this area. I've

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spent years collecting research on

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both the changing marketplace and the changing

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customer.

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And out of that research, I developed and validated

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training programs that will improve the

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individual, your results, and

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the overall company's sales results. I've

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traveled across the world working with salespeople,

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managers, entrepreneurs, fundraisers,

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and global industries putting in place processes

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and practices that would ensure that a company

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and an individual doesn't just survive

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and get by, but will prosper regardless

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of the economic environment.

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For this reason, I have become known

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internationally for bringing new ideas and techniques

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to the art of selling and closing the deal. I've

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spoken to audiences in every major city

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in the United States, in Canada. I've been

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to Brazil, the Caribbean and spoken,

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Austria, Australia. My methodologies

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have been employed as far away as Ireland, Russia,

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London. Many suggest that

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the information I'm providing today on this

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subject of selling and negotiating and closing

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is the first new information provided

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in this area in over 50 years. I've

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been compared to many of the other speakers and

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coaches and sales experts.

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Audience travel all over the world, pay up to $1,000 a

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ticket to spend a day at

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our live seminars. You know, I splashed into the sales

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improvement.

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arena like a meteor, many people say,

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when I single-handedly revolutionized

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the typically

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or what's considered to be the obstinate,

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very difficult to change automobile industry.

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In the late 1980s, I accurately predicted

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how that industry would be forced to change due

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to increased competition, changing buyer

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demands and expectations, the manufacturer's

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need for improved customer satisfaction,

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and shrinking profit margins, as well

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as the outrageously disappointed sales

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production from individuals and very

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high employee turnover.

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I proceeded to successfully introduce

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new technologies now trademarked as

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information assisted selling and other

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alternative ways to handle transactions in

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a manner that was customer-friendly

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and more effective.

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These concepts were at first resisted

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and later adopted by almost every automobile

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manufacturer, a majority of the 22,000 automobile

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dealers and later, much

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later actually, the entire automobile industry.

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One of my companies, the Cardone Group, has been touted

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as the number one training company in the world

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by a leading magazine of the industry. This

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company's focus is on working hands-on

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with businesses,

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primarily automobile dealers, to increase the

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production of that group. Now, the belief is

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if we could increase the production, the efficiency

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and the customer satisfaction of

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the car dealer, which is an extremely

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competitive environment, we could do it in any industry

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and now we have. This is achieved

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through a number of very specific and measurable processes

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that remain in place in that business

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so as to ensure longevity of

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the ideas implemented. You're going to

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find this thinking very forward. You

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may even ridicule it and resist it, but

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I assure you it works. As

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many people, masses of people have now

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adapted to this way of doing business in the 21st century.

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I humbly say that I have changed the results

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of thousands of salespeople that were willing

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enough to come and be changed. We've

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moved people's incomes to phenomenal levels.

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increasing their understanding to greater

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heights so that they could truly control

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and conquer the art of selling, the

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art of negotiating, and the master

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art of closing the deal.

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I recently wrote a book called Sell

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to Survive. It's been featured on Forbes,

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Reuters, MSNBC, 40 other

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online publications. Many

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people have compared this book

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to the, if you read, the Think and Grow

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Rich of the 21st Century, like

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this new kind of way of thinking about a certain

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area.

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Others have said that the information in Sell

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to Survive is the best information

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written on selling in 50 years.

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I'll leave that up to you. Get that book. It's

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called Sell to Survive. It is absolutely

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awesome about the importance of

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selling to anyone, not just career

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sales people, but all people depend

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on selling. There's 6.8 billion

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people on this planet, and we're all salespeople.

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I have personally researched selling most of my

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life, collecting thousands and thousands

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of hours of recordings of actual

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customer interactions and

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surveying many more in order to determine

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what is it buyers want today,

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what are their expectations, and

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what they don't want so that I

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could develop practices to handle

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these customers more efficiently and more effectively

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where they're happy and where we're happy,

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where you're selling your product at

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a price that you

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can survive and prosper on. Some

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of the products that I've sold over my career has

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been insurance, automobiles,

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clothes, jewelry, food products,

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training materials, seminar tickets, coaching

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fees, consulting contracts. I've

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sold homes, commercial real estate from shopping

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centers to apartment buildings, and

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I've done a tremendous amount of fundraising

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for charitable events.

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I've consulted and positively influenced

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the lives and careers of

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entrepreneurs, bankers, realtors, mortgage

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brokers, financial planners, actors, producers,

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fundraisers, CEOs, coaches, lawyers,

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chiropractors, doctors, and the

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list goes on.

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and I know for sure I can help you.

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In addition to my onstage

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speaking engagements,

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I have proven myself in the

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real world of negotiating.

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Now, this is very, very important for you as

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a listener because you want to know the guy giving

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you information is just not

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speaking on stage or from some

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perfect little scenario, but also

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negotiating in the real world. In the last 30

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years, I've been involved with deals as small

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as $10, believe it or not,

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to deals involving hundreds of thousands

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to large transactions that

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take a long time and are a long cycle

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in excess of $100 million.

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My experience and range of transactions involves

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everything from daily retail transactions,

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you know, like an iPod, where it's highly

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competitive in a short sales cycle, to working

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with relationship intensive exchanges

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that were a very long sales cycle

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regardless of how much money was involved. I've

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worked with short term contracts and long term contracts.

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I've worked with and had personal experience with products

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across the board, including consumables, all

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consumables, gym memberships, banking

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memberships, cross-selling, clothing,

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automobiles, country club memberships, home

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furnishing, home purchases, buying and

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selling real estate, multi-level marketing

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products, investments, and again

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charitable donations. In addition to my speaking

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business and my consulting companies, I

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created a real estate company. A

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real estate company was created much out of what you're

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going to hear in this book because the ability

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to negotiate

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and to close

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and to get agreement from others is critical

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in real estate. These transactions

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have included single family homes at $80,000

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to purchase a multi-family apartment

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building in excess of $50 million at a

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WAC. So let's get to it. This

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is called the Closers Almanac. And

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my goal for you is to learn this book in every

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way

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possible through reading,

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listening to the book, drilling,

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rehearsing. and role-playing the

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specific closes. Now before I get

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into the specific closes, I want

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to talk about the whole area

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of working a deal. If

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you ever feel like the buyer's toying with you,

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know this, they are. And

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they are because you don't have the respect

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of your prospect. They will quit

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toying with you when you know, KNOW, how

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to handle them with confidence and logic.

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When this happens, you will be able to control and

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predict your income. You will be loved

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and respected by those you do business

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with. You will be loved and respected within

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your company or organization and even

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loved and respected by your industry.

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As others will hear about you because

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of the results you will attain. You

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will become a different person as a result of studying

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this material and you will grow a new

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confidence in your future, your life, and your

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ability to take care of yourself, your family, and

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to make your dreams come true.

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Closing the deal is the transfer point

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where you quit selling and get the

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buyer to exchange something they have

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for something you have. The

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close, unlike selling, is that specific

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moment where the individual is seeking to acquire

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an agreement and all parties

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actually take an action or actions

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and things of value are actually exchanged.

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If there is no exchange, then there is no closure.

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And if there is no close or agreement, then

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there is no real value exchanged.

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This single step is where the salesperson,

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the consultant, the account executive, the

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negotiator, the mediator, the middleman, the broker,

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whatever you call yourself, finally and

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for the first time becomes of real value

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and benefit to the prospect or buyer.

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You know that may seem harsh to you but until an

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exchange takes place, you

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may have been of service but because you have

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not closed, because you have not caused

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an exchange,

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you have not really created value.

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Until the close, agreement and exchange

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takes place, there is no real

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value. in what preceded it. No

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exchange equals no real

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value. No close equals

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no exchange equals no

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real value. This point

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can be compared to working out. Until

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you start actually getting into shape and

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receiving the benefits of working out, the

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actual working out is just something you

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had to do in order to get where

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you wanted to be the

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exchange. See if you stop

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working out before you ever get results, was

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there really any value? Certainly

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you can find some value in the first workouts,

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but that's not why you went in there and worked

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out. See until you start actually losing

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weight or improving muscle tone, no

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real value has been attained. Therefore

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you never received any exchange for your

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workouts. You quit before you got

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the exchange. You quit before the close

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basically and this is what most people

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do that is the cause of their demise.

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They quit before they get an agreement

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to exchange.

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This single misunderstanding is the cause

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of individual, entire companies

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and the dreamers undoing. It

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explained why targets are not achieved, goals

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are not attained

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and dreams not fulfilled.

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Let's face it, no dream has value

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until it becomes a reality. It was

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just a dream. It was an idea, it was a concept.

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Until you can close others and

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it becomes reality, it doesn't

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benefit anyone. See for all

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people and especially sales people, this exchange

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point is a new way to think about the close.

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If you accept this point completely and without

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challenge, I promise you it will prove

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critical to your future and will result

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in your closing more deals and having

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the life you desire. Do not underestimate

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this point I'm making here.

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Real value is demonstrated only

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when there is an actual physical exchange

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between two parties. They

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give you something, you give them something.

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So I'm gonna say this again, do not

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underestimate this point I am making.

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Real value is demonstrated

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only when there

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is an actual physical exchange

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between two parties. They give

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you something,

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you give them something. Certainly there

12:09

was benefit in showing your product,

12:11

presenting your product, being enthusiastic.

12:14

Of course there are points gained by being friendly

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and making others feel good. The customer

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appreciates you for the information exchange,

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but there must be an agreement

12:24

to transfer and actions taken

12:27

between both parties for

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any real value to occur.

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This is very, very important

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point for salespeople and management

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and for anyone who negotiates, anyone

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who has a dream and anyone who

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is not getting the desired results.

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It is my experience that most people are confused

12:47

and have the belief that if they know the product, product

12:50

knowledge, if they act enthusiastic

12:52

and are nice to the customer, then

12:55

all will be good. While these

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things are important, your prospect will

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rarely, you know, very seldom

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will that prospect ever pay for any of

13:03

these things.

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That is why the close, not the sale itself,

13:07

not the promotion, not the persuasion,

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is that place where you and

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your company for the first time get

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rewarded. Basically everything that

13:16

preceded this thing called the close, while necessary

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and vital,

13:20

is not involved with an actual exchange.

13:23

Therefore, no reward is earned until

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this critical survival exchange point

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takes place. I call this

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critical survival exchange point because

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unless you know how to close, you

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will not survive in this world.

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Don't get me wrong here, while all the steps

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that preceded the close are vital

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and necessary, the most valuable

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step is when you get an agreement to

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exchange between two parties or

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more.

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They get what you have to offer in return

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for something that you want from them. That's

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that exchange point. See, take the presentation,

13:57

for example. You're presenting your product or idea

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or concept.

13:59

or proposal. Can

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the prospect take that presentation or proposal?

14:05

Can they take that forward in their life and benefit

14:07

them and solve problems with it?

14:09

No, probably not. See

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that prospect can't do anything with

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it as there has been no real exchange.

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He hasn't given you anything. He doesn't have

14:19

anything to really own and have ownership

14:21

of. Close him on using what

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it is you represent,

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using the product or the idea or

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the concept. And then there is value.

14:30

Did he learn something from your presentation? Did

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he benefit from the time you spent with

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him? Hopefully. But again,

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he cannot use it in his life and

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if he or she cannot use it and you

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didn't close them because if they don't

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take it with them you didn't close them, right?

14:46

See that person would have been better off staying

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at home and reading about the product.

14:50

Was he impressed with your presentation or with

14:52

your personality or how you dressed? Hey,

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you better impress him. But again,

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there is no real value. Exchange.

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Impressing people if you don't close

15:02

that person on your product, your idea, your

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dream or your service.

15:06

Finally, when he does close and agrees

15:08

to give you something in exchange for your product,

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your service or your idea, then

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and only then

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is value exchanged.

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The goal of your presentation

15:19

is to create a desire and an urgency for

15:21

your product so the customer will want to exchange

15:23

with you

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something that is of value to you. The endgame

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then is the close. The ultimate

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goal is that your prospect takes ownership

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of your product, uses your service or

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funds some activity and in turn

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this makes him feel good, solve some problem,

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makes him money or whatever your

15:41

proposition does for him. What

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is the benefit to them? In

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exchange, you get something you want,

15:47

need and value. For most

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of us, the thing received is money. With

15:52

what you received, you can now go out

15:54

and be closed on other products, ideas

15:56

and dreams that solve your problems, expand

15:58

your company.

15:59

get support, make you

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feel good, and maybe even

16:04

make you more money. Thus, the creation

16:06

of an entire economy. Until there's

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a close, there's no exchange.

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And until there's an exchange, there

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is no economy. That's why this chapter,

16:15

the creation of an economy, see, until

16:17

there's a close, there's no exchange. And until there's

16:19

an exchange, there is no real economy.

16:22

Economies require exchange, lots

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of exchanges. The more exchanges and

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the more valued the exchanges, the bigger the economy.

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It is said that money makes the world go around,

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but it would be better stated

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that the close makes it possible

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for the money to go around the world.

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See, without the close, the exchange,

16:42

nothing would ever actually happen.

16:44

You either create your economic future

16:46

by closing others or others will

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create their economic future by

16:50

closing you. You see, once someone is actually

16:53

closed and agrees to owning your product, your

16:55

service, or getting behind your dream, at that

16:57

moment, he is carrying something forward

16:59

with him

17:00

that he didn't previously have.

17:02

Hopefully, what he received is actually

17:04

worth more than whatever he gave

17:07

up in order to have whatever

17:09

it is he received so that you

17:11

can continue to repeat this over and over.

17:14

This is what I call the winner's exchange.

17:17

When there is a winner's exchange, they

17:19

not only felt like it was a good exchange,

17:22

but they would do it again because the value he received

17:25

was better or greater than the

17:27

value given.

17:29

They will go out and tell the world about

17:31

this deal they made.

17:33

At this point, the individual feels good

17:35

about what they gave up as

17:38

they feel it was the more value to have

17:41

that product, whatever it is you were presenting,

17:43

than what they had to give up

17:46

in order to get it. Then

17:48

they will tell others. The fact

17:50

that you did a great presentation, that you were professional,

17:53

you were enthusiastic, that you made him feel

17:55

good,

17:56

hey, it will benefit you down the road,

17:58

but it won't benefit you until you ask.

17:59

actually get to close. Regardless of

18:02

your position in life, you will have to

18:04

learn the art of closing a deal. Your

18:06

job is a closer and we're all closers.

18:08

Everyone is a closer.

18:10

Even children are closers. They just, they're

18:12

not, they have no shame about it. See,

18:15

your job as a closer can be reduced

18:17

to this one point,

18:18

getting the prospect to take action

18:21

and give you something you value and

18:24

exchange for something your prospect

18:26

values.

18:28

Hopefully, both parties will value

18:30

what they received more than what they gave up in

18:32

order to consummate the exchange.

18:35

Closing is the only thing that

18:37

assures your buyer, your prospect,

18:40

actually gets your product, your idea, your

18:42

dream and that you get whatever it is that

18:44

you value for you and your

18:46

company.

18:48

To the degree that each party walks away feeling like

18:50

he did well in the exchange, we'll

18:52

determine how many more times you're

18:54

able to repeat this activity with others. Thus,

18:57

the winner's exchange. Now, this

18:59

is critical. To the degree that

19:01

you actually know

19:03

big K-N-O-W, capitalized

19:06

K-N-O-W,

19:08

to the degree that you actually know what you did

19:10

that caused the situation too close

19:13

and are able to repeat those actions again

19:15

and again is the degree

19:18

to which you will prosper. Knowledge

19:20

comes from the word no, K-N-O-W,

19:23

meaning you know what happened, how it

19:25

happened and what caused it to happen.

19:28

You know you have knowledge about what

19:30

happened, how it happened and what caused it to

19:32

happen. See, anyone can trip over

19:34

a close and then not be able to repeat it and

19:37

thus not be able to prosper over time. As

19:39

the song goes, even a blind squirrel can

19:42

find a nut.

19:43

I think that was a song or a poem. See,

19:45

in this game of closing the deal, you do not want

19:47

to depend on luck or chance as in life.

19:50

You don't want to depend on luck or chance as

19:52

you will find your career to be like a

19:54

bitter winner with few nuts to eat. You

19:57

want to have your eyes wide open when it comes

19:59

to this very rare moment.

19:59

rewarding step of your presentation. You want to

20:02

know KNOW how

20:04

to close. You want to know KNOW

20:07

exactly what caused the close and

20:09

you want to know KNOW how to create

20:12

urgency, how to remove time from the

20:14

decision. You want to know how to handle

20:16

any and all objections installed.

20:19

The word know from the dictionary

20:21

means to be aware of through observation,

20:24

inquiry, or information. Two,

20:26

be absolutely certain or sure about something.

20:29

That's what the word know means KNOW

20:31

to be absolutely certain or sure about something.

20:34

Knowledge, definition, one,

20:36

facts, information, and skills acquired by a person

20:38

through experience or education, the theoretical

20:41

or practical understanding of a subject.

20:43

Two, awareness or familiarity

20:46

gained by experience of a fact or

20:48

a situation. KNOW

20:51

assume the K is for knowledge and then assume

20:53

the W is for wisdom. If

20:55

you remove the K and the W you

20:57

end up with no, N-O.

21:00

And the reason so many people get so many

21:02

no's in life is because they

21:04

lack know.

21:06

They lack knowledge and wisdom.

21:08

N-O, know the

21:11

ultimate devastating you know

21:13

depressing N-O comes from

21:15

missing knowledge and wisdom.

21:18

It is said that if you think knowledge is

21:20

expensive

21:21

compared to not having knowledge,

21:23

there are two basic ways to learn and it

21:25

is your choice as to which route you will

21:28

take in anything that you want to

21:30

learn in life and particularly this book.

21:32

There are two routes. One, you will create

21:34

an experience and then learn from

21:37

the process of creating and practicing

21:40

through that experience. That means you set

21:42

up an experience

21:44

and you learn from that experience.

21:47

The second way to learn is experience

21:49

something and learn as a result

21:51

of that experience. Unfortunately

21:54

most people pick number two. They experience

21:56

something. They go through their whole life 80

21:59

years of the K. experiencing things happening

22:01

to them. At the end of their lifetime, they

22:03

become wise men or women out

22:06

of all these 80 years of experiences

22:08

and no time left to use this

22:11

newfound knowledge that took 80 years,

22:13

by the way. See, most people pick number

22:15

two and learn from the school of hard knocks, accumulating

22:18

losses along the way

22:20

and having very little time to correct anything.

22:23

The best choice is to create an experience

22:26

so that you can formally learn how

22:28

to win, Navy SEALs, athletes, actors,

22:30

all create an experience prior to the

22:33

event. They learn before the event

22:36

actually takes place. They create

22:38

an experience that puts them

22:40

in a position to better handle the

22:42

experiences of life. Business

22:44

people, entrepreneurs and sales people are

22:47

notorious

22:48

for learning from the experience,

22:51

after the fact.

22:53

So there's two choices. You're gonna either create a

22:55

scenario where you can start learning or

22:57

you're gonna live in scenarios

23:00

and learn after.

23:01

See, one guy spends his whole life learning

23:03

from his failures

23:04

and another guy practices so he can

23:06

create an experience and avoid

23:09

the so many failures.

23:11

It is said, even an idiot can

23:13

learn from the experiences of a lifetime, but

23:16

a wise man

23:17

learns so that he can create the

23:20

experience he desires. I

23:22

suggest you take the time to learn both from experience

23:25

by paying very close attention to what is

23:27

happening in the close and

23:29

also

23:30

take the time to prepare yourself intensely

23:33

prior to ever being in the close.

23:36

Things like taking notes and especially

23:39

through drilling, rehearsing and role-playing.

23:42

See, this point of actually knowing what caused

23:44

the close is a greatly missed

23:46

point by those involved in closing transactions.

23:49

Most veteran professionals miss the

23:51

point of really knowing, K-N-O-W-I-N-G,

23:54

what it is they did

23:56

or what it is they do that creates success.

25:59

closing on someone else's proposal,

26:02

at which point you probably lose something. There

26:05

is no cost to a salesperson, for

26:08

that matter any person who wants to do big

26:10

things. There is no cost greater

26:12

than the cost

26:13

of the loss close. None.

26:18

But close the deal, get

26:20

the agreement, and have the parties exchange

26:22

things of value. And this is the point

26:25

where trumpets will blow, parades

26:27

fill the streets, and the heavens will

26:29

burn. I guess I got a little carried away there with

26:31

my rejoicing. But

26:33

that is what it feels like to complete an agreement.

26:35

And everyone listening this knows

26:38

when you close a deal, you get excited,

26:40

like, oh, wow, man, I closed something. It's almost like

26:42

something magical happened.

26:44

Everyone gets jacked. Everyone

26:47

feels invincible,

26:49

if just for a moment.

26:52

Knowing exactly what accomplished the close

26:55

is necessary, vitally necessary,

26:57

in order that you are able to repeat this action

27:00

and then be able to predict future

27:02

results.

27:04

This knowing is the single

27:06

most important thing to an individual and

27:08

an entire company.

27:10

It is that thing knowing that

27:12

will catapult you and your company

27:14

into a whole new stratosphere where

27:16

you're able to order the parades, order

27:18

the dancing girls, and the bands, because

27:21

you're able to predict

27:22

the close. See, whole companies

27:25

try to control their future with

27:27

budgets only because they don't

27:30

know what they're going to close.

27:32

If they knew they could close future business,

27:34

expand their business, they wouldn't be so budget

27:37

driven. When you can do that, you

27:39

are now in a position to make your dreams come

27:41

true. Your business will be prosperous.

27:45

Your individual finances will

27:47

be prosperous. And you start to

27:49

create entire economies, at

27:51

least for yourself.

27:53

See, the true pro-closer is

27:55

that individual that has taken the time to observe

27:58

what is happening. recording

28:00

his or her experiences.

28:03

They take the time to practice, drill,

28:05

and rehearse

28:07

before they ever even enter

28:09

the arena of closing a deal.

28:11

They now know, know, K-N-O-W,

28:14

how to close. They even

28:16

know where the whole situation will go

28:19

prior to being in it, the ability to predict

28:21

that I wrote about and sell to survive. This

28:24

individual practices what

28:26

they need to say in order to get to close. This

28:28

person knows why someone closes

28:31

and knows why they don't close. This

28:33

person will be prepared for every

28:36

possibility.

28:37

The true pro-closer

28:39

will have complete certainty about their feel,

28:41

their profession, be able to predict

28:43

their income, and they will absolutely

28:46

love their job.

28:47

With this certainty comes confidence, and

28:50

with this confidence comes more

28:52

closes, and more closes creates

28:54

momentum for more of everything.

28:57

The individual starts to glow and vibrate

29:01

at a frequency that others find compelling,

29:03

attractive, and irresistible, and they keep

29:05

saying yes to this person. Now, I know you

29:07

think that's overstated when I say that, but the reality

29:10

is I did this for myself as

29:12

a young, rookie, unaware,

29:15

no-knowledge, and no-wisdom salesperson

29:17

when I, for a short period of time, dedicated

29:20

myself to learning everything possible

29:22

about the close. My confidence increased.

29:25

My results got better. I

29:28

started to get momentum,

29:30

and momentum

29:31

breeds momentum, and success breeds

29:33

more success, and literally, I

29:35

started to glow and vibrate

29:37

at a frequency that others found compelling

29:40

and attractive and irresistible, and I

29:42

started getting lucky, and I started getting more

29:44

yeses, and people liked me, and that's

29:46

what I mean by the glow and the vibration. People

29:49

start saying yes to people that are winning.

29:52

See, the individual becomes more able and more

29:54

successful in making things happen due

29:56

to his knowing, K-N-O-W,

29:59

ING, he knows or she

30:02

knows the game and is able

30:04

to quickly adjust

30:06

when necessary and ultimately

30:08

correctly control the outcome.

30:10

He or she then becomes more valuable

30:13

to everyone around them,

30:15

peers, the executives,

30:18

the corporation, the industry

30:21

and the individual that you're making the proposal

30:23

to.

30:24

The prevailing lack of commitment to practice.

30:27

I'm talking about what's going on in the marketplace now. This

30:29

prevailing lack of commitment to practice,

30:31

to drill and rehearse, this skill

30:33

of closing as a learned skill is

30:36

the single biggest missing

30:38

ingredient

30:39

in getting people to a point where

30:41

they can have what they want in their life.

30:44

I'm going to say that again. The prevailing lack

30:46

of commitment

30:48

and dedication to practicing,

30:50

to drilling, preparation,

30:52

to rehearsing the skill of closing

30:55

as a learned skill is the single

30:58

biggest missing ingredient

31:00

in getting people in a position

31:02

that they can have what they want in life. Let's

31:05

face it. There's no shortage of dreamers

31:08

on this planet. There are only a shortage

31:10

of people doing whatever it takes to

31:12

make those dreams come true.

31:14

The lack of practicing produces a lack

31:16

of knowing

31:17

and a lack of knowing is replaced with hoping,

31:20

wishing, praying and

31:23

ultimately more disappointments. If

31:25

you find yourself doing any of this, hoping,

31:27

wishing, praying, begging,

31:30

pleading

31:31

or being disappointed is because you

31:33

don't know something.

31:34

In this critical area of getting others

31:36

to support you

31:38

and the close, that's what we're talking

31:40

about. In this critical area

31:42

of getting others to support you and close and

31:45

get behind you and close, a

31:47

lack of know will result in

31:49

a lifetime of knows. There's

31:52

a saying, knowledge always

31:54

desires an increase as

31:57

fire demands more fuel. always

32:01

demands more knowledge. The

32:03

winner craves knowledge.

32:06

The winner craves solutions

32:09

so that he or she can better control

32:11

the outcome of their life and

32:12

reduce the chance of

32:15

no and oh by

32:17

having more no,

32:19

K-N-O-W. It

32:21

is crucial that you develop the ability to bring your

32:23

prospect to a positive decision for

32:26

your offer and thereby terminate

32:28

their desire to look, to think, to

32:30

talk it over, to wonder about it, pray,

32:33

question, worry, stall, and object.

32:36

The degree to which you get an

32:38

exchange for something agreed upon

32:41

by itself determines your stability

32:43

and productivity as a dealmaker and

32:46

ultimately your value in the marketplace. I'm

32:48

gonna say that again. The degree to which you can

32:51

get an exchange for

32:54

some agreed upon valuable by

32:57

itself

32:58

determines your stability and productivity

33:01

as a dealmaker and ultimately your

33:04

value in the marketplace. You understand what I'm

33:06

saying here? To the degree that you

33:08

are able to actually get

33:10

an exchange for some agreed upon valuable,

33:13

this by itself determines

33:16

the stability of you, your household,

33:18

your finances. It determines the

33:20

productivity

33:21

of you as a dealmaker and ultimately

33:24

determines your value in the

33:26

marketplace. Those who can

33:28

close love life and

33:30

those who cannot close will dread

33:33

it.

33:34

Those who can sell their ideas and their dreams

33:36

and their products and close others will get whatever

33:38

they want in life because they're able to get people to

33:40

exchange with them regardless of what

33:42

they're representing. It wouldn't matter what you're

33:45

selling. You're selling music, advertising.

33:47

You're selling ideas, concepts, dreams.

33:50

It doesn't matter. You're selling food products or consumables,

33:53

refrigerators, or insurance. It doesn't matter

33:56

to the degree that you are able to sell and control

33:58

that process.

33:59

what you get in your own life. Those

34:02

who know how to get the close, know what to

34:04

say, know how to handle the objections,

34:07

know KNOW how to stay in the deal,

34:09

know enough different strategies to

34:11

withstand even the toughest of prospects

34:14

will close deals and will

34:16

be able to predict their incomes and

34:18

will be able to predict their future

34:20

successes. These people, these

34:22

people that are able to do this are the

34:25

most valuable people to the company,

34:27

to the industry and even entire

34:30

economies. These are the closers,

34:32

these are the people that make things

34:35

happen.

34:36

There's a rule about being able to predict

34:38

your income that goes like this.

34:40

If you cannot predict your income, there's

34:42

something you are short on knowing. Here's

34:45

the rule. If you cannot predict your income,

34:47

there's something you're short on knowing. Either

34:50

you, number one, don't know what you want

34:52

or number two, you know what you

34:54

want but you don't know how to get it or number

34:56

three, both.

34:58

Okay, so there's three things. You don't know what you

35:00

want. Number two, you know what you want but don't

35:03

know how to go get it or both.

35:06

Anytime I'm having trouble with

35:08

what I want, I look at what I don't

35:10

know and hopefully I clear it up.

35:13

The longer I take to clear it up, the longer I

35:15

suffer. Or I look at

35:17

number two, okay, I know what I want but

35:19

I don't know how to get it. Maybe that's it. Do I really

35:21

want it? Maybe I don't really want it. See,

35:24

most of the time in my case, I do really want

35:26

it. There's just something I don't know in

35:28

order to actually achieve it.

35:30

See, that's number two. I know what I want

35:33

but I don't know how to go get it.

35:35

Anytime I'm having trouble getting what I want,

35:38

I look at what I don't know and clear it

35:40

up. And the longer it takes me to

35:42

look at what I don't know, the longer I'm gonna suffer.

35:45

Or I look at, hey, do I really want this?

35:47

Do I really want this thing? Yeah, well, most of the

35:49

time in my case, I do really want it and

35:51

I believe in most of the time in your world, you

35:54

want what you're going after. There's just something

35:56

you don't know in order to achieve it.

35:58

So what do I do? What should you do?

36:01

Get busy learning everything you can about

36:03

whatever it is. You know what that means? That

36:06

means you don't listen to this program one time. Learn

36:08

everything there is. Trust me, you're

36:10

missing points right now. If you listen

36:13

to it a second time, a third time, a fourth time, you're gonna

36:15

hear things that I'm saying that are gonna

36:17

be more meaningful to you. Add knowledge

36:19

to desire,

36:20

like wood to a fire, and sooner

36:22

or later, you will achieve your dreams.

36:25

Most of the people I work with in my seminars, they

36:27

have the desire. There's no shortage of desire. But

36:30

man, they're short on correct knowledge. So

36:33

that's what we have to fix here.

36:35

After graduating from college, I took on a full-time

36:38

sales position.

36:39

When I think I had first heard the

36:41

term close the deal,

36:44

I knew nothing about selling, and certainly

36:46

nothing about closing a deal. They

36:48

just don't teach those things in school. I spent 17

36:50

years in school and never heard the word close

36:52

the deal, or the term close the deal. See,

36:55

up to this point, no one had suggested that there

36:57

were strategies, even in the sales

36:59

business that I was in, no one had suggested

37:01

there were strategies or actual processes

37:04

for getting a deal to close so that

37:06

I could actually get rewarded.

37:08

They just kept calling it selling.

37:10

It was pointed out to me that this thing called closing

37:13

the deal was an actual step to

37:15

be done in the sales process,

37:18

rather than something that just happened as

37:20

a result of selling. So I started

37:22

listening to the people around me, you know, the

37:24

professionals, because those guys

37:26

around me knew a lot more than I knew. I assumed that

37:28

because they'd been around for a while, they knew

37:31

what they were doing. A word of advice,

37:34

don't assume others necessarily

37:36

know how to sell, much less how

37:38

to close. Just because they were there

37:40

before you

37:42

doesn't mean they know much.

37:44

Most salespeople haven't developed

37:46

a true understanding about what it really takes to

37:49

close deals consistently, much

37:51

less how to exactly control the process

37:53

and the outcome. I see most salespeople, even

37:56

very, very seasoned salespeople, veterans,

37:59

know a lot about

37:59

sales.

37:59

offense to anyone listening, most

38:02

even seasoned salespeople haven't a clue

38:05

about this area.

38:06

It is not surprising, because most

38:08

have never invested the time and energy

38:10

and resources in even learning the

38:13

exact skills necessary to close.

38:16

I assume when I was new to selling

38:19

that everyone around me knew what they were doing. It'd

38:21

be like thinking, OK, the furniture was here before

38:24

I was, so it knows more than I do. I mean, that's

38:26

basically what I was doing. So

38:28

I started paying close attention to these pieces

38:30

of furniture around me, the people, and

38:33

particularly paid a lot of attention to those

38:35

with the most experience. While

38:37

this proved somewhat helpful, and as much

38:39

as I was impressed with some of what I saw,

38:42

I now know that watching them and learning

38:44

from them caused me to develop some very,

38:47

very bad habits, much like the furniture

38:49

in the room.

38:50

You see, most of them,

38:51

and now I'm being very kind, that

38:53

we're using the expensive school of gaining

38:56

knowledge. Remember we talked about that earlier? What's the

38:58

expensive school? I do something. I have an

39:00

experience, and I try to learn from it.

39:02

Wrong way to learn anything. The

39:04

expensive school of gaining knowledge is

39:07

where you learned after the fact as

39:09

a result of the experience. This is the

39:11

most popular, the most expensive,

39:14

and the least successful way to learn.

39:17

A Navy SEAL wouldn't do it, OK? An

39:19

Army Ranger wouldn't do it. An actor

39:21

and actress wouldn't do it. And a professional athlete

39:24

does not learn that way. They

39:26

prepare before

39:27

game time.

39:29

Learning from sheer experience is

39:31

very, very, very expensive.

39:33

It takes a long, incredibly

39:35

long time to accumulate any real

39:38

wisdom. And by the time you've developed

39:40

accumulated real wisdom, you'll probably

39:42

be out of time to use it.

39:44

My coworkers learned while

39:46

they were in a deal rather

39:49

than

39:50

learning before the deal. My

39:52

coworkers were learning while they

39:54

were in after they experienced

39:56

losses as a result. They then tried

39:58

to make the adjustments.

39:59

after the fact and

40:02

this just takes tremendous time

40:04

to ever actually accumulate any real

40:06

learning.

40:07

The other, the smarter way to go is to study,

40:09

observe and create experiences for yourself

40:12

so you would learn how to handle a situation before

40:15

it ever happened, beforehand.

40:18

See these people were learning after the fact

40:20

rather than prior to the facts. These

40:23

people were learning after the situation and

40:25

trying to adjust when it was too late rather

40:27

than before the situation actually happened,

40:31

then they would make slight adjustments over time, usually

40:33

over entire careers

40:34

with very poor results. This is what most

40:37

people do.

40:38

This results in extreme

40:40

transactional losses, not

40:42

to mention the emotional losses

40:45

that are accumulated day after

40:47

day after day.

40:49

I had spent 17 years up to this point

40:51

seeking knowledge in my life.

40:53

I'm talking about back when I was first selling.

40:55

Everything at that time, the more I

40:57

learned,

40:58

the more I could earn. These people

41:01

that I was surrounded by seemed to think

41:03

exactly the opposite. I asked them

41:05

if there were schools or books or something I could

41:07

listen to or watch. Anything I could learn

41:09

from, I was new and I was hungry.

41:12

These people believed that the only way to learn

41:14

was to be in the experience. They

41:17

believed the only way to learn to close a deal was

41:19

actually in the close and that selling was a numbers

41:21

game and suggested to me that my

41:23

results would be based on how many people

41:25

I could get in front of and it was not

41:28

something you could actually control or predict.

41:31

I agree that all success has something to do with the

41:33

numbers game.

41:34

It only makes sense. The more people I'm in front of, the

41:36

more people I'm going to do well with. I

41:39

also know there's a science to increasing

41:42

results.

41:43

If you're trying to go to the moon,

41:45

it's not how many rockets you can be able to get up there.

41:48

At some point, you have to make some smart

41:50

analysis to predict whether the rocket's

41:52

going to even leave the ground. Otherwise, you're going to go busted

41:55

broke in the rocket business. See, there

41:57

exists a science, a body of knowledge for

41:59

everything.

41:59

everything in life, everything you want to

42:02

know about. Today I know that

42:03

there is a body of knowledge. There

42:05

is nothing you can't know.

42:08

Because if it was just a numbers game, for instance,

42:10

in selling, if it was just a numbers game,

42:13

then all success would be

42:15

some random lottery and there'd be

42:17

no control at all.

42:19

If anyone has ever told you there's something

42:21

you can't know, trust me, trust

42:24

me, you can know. Go do

42:26

the research. Somebody's looked into the

42:28

area, you can know and control

42:30

as much as you want to,

42:32

particularly around selling. We're

42:34

not talking about the heavens parting here.

42:36

We're talking about closing human

42:38

beings on exchange.

42:40

So I continue to watch these people as a young

42:43

salesperson.

42:44

They were the only people I could learn from because I

42:46

had no other resources for information. Let's face

42:48

it, these people knew volumes, volumes

42:51

more than I knew. But what I heard

42:53

them say and what I observed from

42:55

these

42:56

professionals

42:58

were the same type of attempts being repeated

43:00

over and over and most often

43:02

with very poor results. In

43:04

the middle of the negotiations, they'd say things like,

43:07

hey, what would it take to do this? Or

43:09

where do we need to be? Or what

43:11

is your budget? And hey, by

43:14

the way, if I could do this or that or whatever it is

43:16

you want, would you actually buy the product?

43:19

These people were repeating the same things over and over. It

43:21

was a very limited range of closes.

43:24

Certainly was not a science.

43:26

Top guy doesn't always mean much.

43:29

See, the most experienced and most respected

43:31

person in this group had been at the same

43:33

location for 12 years,

43:35

had accumulated a tremendous amount

43:38

of following from customers, and

43:40

he had only achieved average results

43:42

at best.

43:43

While he acted quite confident and

43:45

was more experienced than all the rest of us,

43:48

he was still unable to predict his income.

43:51

He was never quite sure of what his production

43:53

would be and his earnings were

43:56

flat.

43:57

Year over year, they were flat. They weren't

43:59

going up. Though he bragged about

44:01

his past production,

44:03

and when it came to predicting his future production,

44:05

he talked about it as though it were up to

44:07

someone else or it was up to the economy, it

44:09

was up to the manufacturer, up to management.

44:12

While he bragged about past production, he could

44:15

not predict his future production. This

44:17

confused me. It didn't seem consistent

44:20

with how I thought other people would

44:22

create businesses.

44:24

How could someone work at the same place for 12 years

44:27

and still not be able to predict his income? I

44:29

mean, basically he was in the same place

44:31

I was and I was brand new.

44:34

If everyone else, the economy,

44:36

the manufacturer and luck were responsible

44:38

for his results, where is the

44:40

security in that job?

44:43

How could I even ever plan a vacation

44:45

or make an investment or buy

44:47

a house if I couldn't plan? Lastly,

44:51

and most amazing to me, is how could someone

44:53

sell fewer products? 144 months

44:56

after they started a business, 12 years, then

44:58

they did the first month they were in the business.

45:01

This came up during the earlier period

45:03

of confusion for me

45:05

because this top guy had experienced what

45:07

he said he was having, man, I'm having a devastating

45:09

month, this is killing me. He was

45:11

complaining, the idiot sold, he told me, I

45:13

sold one half the products this month in

45:16

the 144th month of his

45:18

career,

45:19

then he had the very first month.

45:22

This freaked me out. It seemed mathematically

45:24

impossible to have 12 years of experience, 12

45:27

years of knowledge, and 12 years of customers

45:30

and sell fewer products. But it was happening

45:33

and it was happening to him and I'm

45:35

telling you, I was concerned it would happen to me one day.

45:37

It didn't

45:38

give me much security about

45:40

this business that I was in. I'm like, 12 years from now

45:42

I'm going to have this experience? I don't want that. Here's

45:44

the most respected salesperson in the group and

45:46

I knew if it could happen to him,

45:48

then it could happen to me. I

45:50

was telling a friend I had graduated college with about

45:52

this situation, about this guy selling 144

45:55

months of business in the same industry, in the same industry.

45:59

location in the same company and

46:02

then having this devastating month and not being able

46:04

to predict his income and I was telling him how disconcerting

46:07

it was for me. He said to me,

46:09

Grant maybe these guys really don't know what they're doing

46:11

and you shouldn't be comparing yourself to them. Maybe

46:14

these people lack commitment, maybe they lack dedication,

46:17

maybe they don't have an education and

46:20

maybe they don't have the dreams that you have. Maybe

46:23

you don't have to have these swings in production

46:26

and maybe these guys are the wrong people to

46:28

model your career after.

46:30

All that hit home for me it was like when he was

46:32

telling me this I'm like wow maybe that's the problem

46:35

maybe I'm comparing myself to the wrong people.

46:38

You know I knew that the way they

46:40

were approaching their futures

46:42

was incorrect and then I had

46:44

to do something different. It

46:46

wasn't the job, it wasn't selling,

46:48

it wasn't the company, it wasn't the product,

46:51

it was

46:52

the mathematical formulas these

46:54

people were using. I need to get in front of a lot of people, if I

46:56

get in front of a lot of people and I don't know what I'm doing I'll still be

46:58

successful. That's an incorrect formula. You

47:01

got to know what you're doing when you're with these. While these

47:03

people they call themselves professional

47:05

salespeople, the truth is they knew very

47:08

very little about the subject and in fact

47:10

we're not even participating in controlling the

47:12

outcome of this subject. None

47:14

of them had any real formula

47:17

or plan to work with and only a limited

47:20

amount of strategies that proved

47:22

to be hit or miss at the best. See

47:25

success should be dependable. I had

47:27

already had some success, it just wasn't

47:29

consistent. I mean I've been selling for a couple

47:32

months now, I'm like I hit or miss, it was like I

47:34

could do good one month and not so good the next but

47:36

it wasn't consistent, it wasn't predictable

47:38

and it wasn't dependable

47:41

and if you can't predict it and you can't depend

47:43

on it how can you really call it success?

47:45

It had been the scary

47:48

kind of success that was fleeting and mysterious

47:51

that has no security involved. It wasn't

47:53

because I wasn't trying,

47:55

it was because I didn't have proven strategies

47:57

in order to get people to agree with me

47:59

and hit that critical survival

48:01

exchange point I talked about earlier.

48:04

Remember critical survival exchange point?

48:07

When they give me something, I give them something and

48:09

we have the clothes.

48:11

Up to this point in my career, things were heading in

48:13

the same direction as those around

48:15

me, the furniture. There were

48:18

no strategies, there

48:19

was no control, there was no plan,

48:22

and when those things are not present, there's

48:23

no way to predict results. I

48:26

would tell myself, all you can do grand

48:28

is work harder, see more people, things will

48:30

improve, keep your chin up man, be positive.

48:33

This was more hope than strategy,

48:35

more effort than results.

48:37

I was getting sick of hoping and

48:39

it's hard to work harder when you aren't getting results

48:42

and I know you know what I mean. When it

48:44

came to closing the deal, when it came time

48:46

to wrapping a deal, it was mostly

48:49

heart beating, bum bum bum bum bum bum, scared

48:51

to death, fingers crossed, hoping and praying

48:54

that people would like me enough to buy from me type

48:56

of closing. I was experiencing more

48:59

fear than my prospects were and

49:01

look that is not a good sign. Note,

49:03

fear is an indicator that you don't know

49:06

something. If a line comes

49:08

to attack me and I know exactly how to kill

49:10

the line, I'm probably not gonna fear it, particularly

49:12

if I've been through it a number of times. Fear

49:14

is an indicator that you don't know something,

49:17

don't know how to do something, aren't

49:19

in control of something. At this time

49:22

in my career, I didn't know how to ask for the close.

49:24

Look, I didn't know how to justify the

49:26

close. I couldn't create urgency.

49:29

I couldn't see the close. I

49:31

couldn't handle objections. I wasn't

49:33

able to persist and the truth

49:36

is my results

49:37

were at best based

49:39

on fingers crossed

49:42

luck. Then the blame phenomenon

49:44

kicked in as a way to handle my disappointment.

49:46

You ever had that experience? You're not getting any closes

49:49

and the blame phenomenon kicks in? You

49:51

start blaming your prospects. You

49:53

start calling them unreasonable. I'm starting

49:55

to say they're too difficult. Hey, they are not

49:58

qualified when they were.

49:59

They're a waste of my time,

50:02

and when I got tired of blaming the prospect,

50:05

when that didn't work anymore, I

50:06

started blaming management. When that

50:08

didn't work, I started blaming the product. When

50:11

that didn't work, I started blaming the manufacturers,

50:13

called the blame phenomenon. This

50:15

is what every failing salesperson and dreamer

50:17

goes through in order to justify their poor results.

50:21

It was, this

50:22

is a rule, it was, and

50:24

you should learn to live by this rule, it was and it

50:27

never is the customer management

50:30

or the product. You need to knock off this

50:32

blame phenomenon. It is a late

50:34

response to someone that doesn't

50:37

know what they're doing. Ridicule

50:39

is a good indicator.

50:40

The people that work with me laughed and ridiculed

50:43

me for this newfound interest and

50:45

quest and this dedication, but the

50:47

laughter didn't last long because my production

50:50

went out the roof almost immediately.

50:52

I have come to believe that ridicule by others

50:55

can often be a good indicator that you

50:57

are doing something right. Their incomes

51:00

didn't change. Mine went up.

51:02

My results immediately showed up in

51:04

both higher closing ratio, increased

51:07

sales, and increased income.

51:10

I became the leading salesperson for the first time,

51:12

and I was outselling everyone else in numbers

51:14

that had never been achieved by anyone

51:17

in this group before. One month, I

51:19

sold more products than the entire crew

51:22

combined. I was pumped. I

51:24

was in control, and I knew

51:26

this had just begun. There's a direct

51:28

relationship between the amount of effort someone is

51:30

willing to put into their learning

51:32

and

51:33

their earnings. Let me tell you, ridicule

51:35

is a good indicator of success. At

51:38

first, everyone including me thought my results

51:40

were just a fluke, some luck, some random

51:42

happening that could not be repeated and sustained.

51:45

I continued to study, and month after month,

51:47

I continued to outsell everyone. Again,

51:49

at first I was ridiculed, then I was

51:51

resented, and later I was embraced to

51:53

find out by others, hey man, what are you doing

51:56

that made such a difference? What are you listening

51:58

to? What are you learning? Can you teach me? some

52:00

of that. At first I was ridiculed,

52:02

then I was resented, and later I was embraced.

52:05

So know that you're going to probably go through that when you start

52:07

really getting committed to your career and getting results

52:09

in your career. Management started asking

52:11

me to start working with and training the

52:14

other salespeople

52:15

on these newfound strategies, which

52:17

I did because I believed the more I could

52:19

teach other people, the more I would learn. Hey,

52:32

Grant Cardone here, host of the Cardone Zone. Thank

52:34

you for listening.