The Game with Alex Hormozi - How a NEW Discovery created a MASSIVE success from a previous failure | Ep 127

Episode Date: May 25, 2019

“No more half measures.” Today, Alex (@AlexHormozi) shares lessons and epiphanies from a recent failure, emphasizing the importance of processing emotions and learning from failure. He discusses the power of breaking beliefs to effectively sell services and avoid getting in front of a group and sucking.Welcome to The Game w/Alex Hormozi, hosted by entrepreneur, founder, investor, author, public speaker, and content creator Alex Hormozi. On this podcast you’ll hear how to get more customers, make more profit per customer, how to keep them longer, and the many failures and lessons Alex has learned on his path from $100M to $1B in net worth.Timestamps:(0:57) - Reflection on a momentous failure.(2:09) - Processing negative emotions and moving forward.(3:39) - Lesson learned: no more half measures.(5:23) - How to effectively sell your services.(10:57) - Breaking beliefs before presenting solutions.(12:13) - How I helped 34 gyms sign up in 60 minutes.Follow Alex Hormozi’s Socials:LinkedIn | Instagram | Facebook | YouTube | Twitter | Acquisition

Hey, what's going, everyone? Hope you guys are having a magnificent, fantastic Monday. I have four different things that I wanted to talk about, and I'm going to combine them into one story that hopefully should be epic and awesome. So I'm going to lessons and epiphanies from a recent failure. So not that long ago, I want to say three weeks ago, I was invited to speak at a mastermind for online personal trainers. And so it was interesting because there's a lot of things that now when I look in retrospect,

that didn't go right. But anyways, I had a three-hour speaking block. So it was a very long block of time. And so I was asked to kind of teach for most of it and then kind of make an offer at the end for supplements on the secrets, which some of you guys might know is our whole training on how to sell supplements and how they just make you far more money and help you more customers and monetize your customer base a lot better, right? That's the short pitch.

But anyways, so I spoke there and everyone was like absolutely blown. away like the vibe in the crowd was amazing for the first two hours right and uh then i kind did this kind of like i want to say like half-assed pitch um where i kind of like to skip through a bunch of stuff and then it was just like yeah and here's the deck and you know you can get it for that because in my mind at the time it seemed like well obviously like to do all these things you need this so like you should you should get it right and it was horrible it was horrible i bombed and um like i started getting peppered with questions on stage about like why are there three grand of sugar in this and like why did you use super low aspartame versus stevia blah blah you know what i mean

and they were they were trainers talking in in this way and like i know because i've been doing this a while that they just like haven't moved far along enough with their business and also they haven't talked to Trevor cashie for him to break all their beliefs around all of those things with science right um and on stage it's not like you have the time to like sit down and break every one of these individual beliefs and so it was just like absolute disaster is horrible right it was literally like probably one of the most momentous failures I've had in a while. And so, as I was sitting in the back room and I just felt like, and I was, I was kind of like trying to like audit myself and think like, how am I feeling about this right now? Right.

Like, what are my emotions that I'm feeling right now? And the honest truth is that like after a failure for me, it's just rage. It's just anger. Right. And I was thinking about that and thinking about other people that I know when when something doesn't go their way, they get sad or they get ashamed or they get embarrassed. But like and then it goes into like depression and sadness rather than anger and I don't I don't know if I have like I have the belief that I think anger is a better response Because like people who are sad don't do anything people who are angry become obsessive and want to fix things and so I think that's always been my like driver And I get excited when I have that kind of anger because I know it's about to lead to a big period of growth and so

Anywho I like first thing that I wanted to cover is just like one Are you mad or you sad? I? I'm just like when something doesn't go right and then how do you process that internally right that's the first thing and if you feel like you're some of these people who get depressed or get sad I would say like maybe if like I mean maybe it's great to just have zero positive negative emotions to be like oh this is so great for opportunity of improvement but like for most of us we're human and like something's

gonna happen and for me I think getting pissed off and being angry at myself about being inadequate and thinking like what what am I going to learn from this because if I don't learn anything from this and this and this feeling is in vain, right? And so that was the first thing. And the lessons that I want to share with you, the things that I learned afterwards, which led to another presentation that I gave on Friday,

which was a huge success. And I want to kind of walk through the things that I learned. So the first is no more half measures. So if you ever have the opportunity to do something, you either do it all in or you don't do it at all, which means that I should have, when I went to that mastermind or whatever, when I did that presentation,

I should have either said, listen, can train and teach or I can pitch which one do you want like I can't do a habsy I can't do a middle because middle grounds don't work so no more half measures and so I make these videos just as much for myself as I do for everyone else because like I want to remember these lessons as I continue onwards and so that was the first one is no more half measures either go all in on training or go all in on pitching okay now the next thing that happened is I had I had this this event that was coming up, right? And so this was at GSDCon.

And so that was Mike Arsie's event. And I had a one hour speaking slot. So you would imagine that one, the first one, I was kind of positioned a little bit better and I had a longer speaking slot so you would think that I would have sold more, right? And the reality is it wasn't even close to that. So I went to Mike Arce's event and it was a full, I was like no half measure. It's like, I'm 100% going to pitch and that is how this is going to be. And what was interesting.

And this is what's crazy. and this is a belief that was shattered for me that I want to shatter for you so that you don't have to get on stage and suck or get in front of a group and suck, okay? Is that after I had the presentation with Mike where I did 100% of pitch, I did 437 slides in 60 minutes.

I mean like, it was aggressive. It was violent. I had so many messages after that pitch of people thanking me for the presentation and how much value they got and how their minds were blown because what happened is that in that 60 minutes,

I did the real thing that matters, which I was able to break beliefs, which is how you set. Right? The first time I did it, when I was training, I was giving people tactics, right? But the thing is,

I didn't break their beliefs first. And if you give people tactics without breaking their beliefs about whether something is possible, they don't act on them. And so I was doing ultimately a disservice to that entire community because I was not able to pitch them,

sell them on taking action in order for me to actually help them. And so that first community, I did a massive disservice to them by, A, doing a half measure, not going all in, right? And secondly, by teaching before breaking beliefs. And so that has probably been one of the biggest lessons that I'm going to, like, it's etched on my soul right now because it's so recent and so fresh for me. And so, like, when I went to this event, like, I'm telling all of you this because it was so huge for me.

Like, I had so much positive feedback. I had more positive feedback from me pitching than for me teaching, which is insane to me. It's still insane to me and I'm still like reeling from it because it's like my mind is blown right now. Mosy Nation, real quick, if you are a business owner that has a big old business and wants to get to a much bigger business going to $50, $100 million plus. We would love to talk to you.

And if you like that, we would like to hear more about it. Go to acquisition.com. You can apply anywhere on the page and talk to one of our team and see if we can help you get there. But I had so much positivity. And so now I'm like deconstructing why it is. And because ultimately, the highest level that you can serve someone in any defined period of time is breaking their beliefs about what's possible. The biggest thing, no matter what anyone says about why Jim Lords and legacy is is so valuable is because you see other people that are just like you making four times more money than you. And you're like, holy shit, I can do this. Right. That is the biggest thing.

Same thing with gym launch is you get in there and you see all these people who, who were doing 30 grand, 40 grand, 50 grand in their first go-round, and you're like, holy cow, this could happen for me. Like, I believe this. And that belief is broken. I could have given all of the click here, click there, this is the ad you should run. This is how you do a sales script. But until I break the belief, nothing happens.

And so if you want to serve your people, you want to serve your community, you want to serve people who are coming in who are brand new, it is honestly, and I believe this now even more to my core, it's your obligation to sell them because that is. That's how you will break their beliefs into actually helping them achieve what they want. Because I can tell you from the room that I did with Mike Arcey versus the room that I did with the first event, I'm going to help so many more gyms now use these systems to actually grow their gyms, right? Versus now I walked away from a stage and they're going to just keep living their lives

and that's going to be that. And so like never be afraid to sell if you do it well. And so the biggest thing is like when you're selling people. feel weird about selling and like even myself like I mean like I'm human too and I think like no I'm just going to buy a shitload of value and then obviously I'll just like make an offer and they're going to want to buy it right because I just provided so much value but it's not true it's not true it didn't work and instead I just broke all of the major beliefs around selling product selling food selling things besides service at your facility that everyone was like oh my god

you totally changed the way I see my gym I totally see it as like another distribution center for myself. Like I have this network of people that I should be monetizing in additional ways. And like their beliefs were broken and by extension, their life was changed. And the amount of value that they were able to get from the presentation in 60 minutes was far superior to any single tactic I can teach anyone. And so if you're in your selling process, right? And mind you, in the 60 minute presentation, I didn't provide any tactics because I didn't have time. Like all I had to do, all I was focused on was what are the major beliefs that someone has are on why they shouldn't sell supplements, which the first one is like,

well, there's no money in it. Let me show you why there is. And then like, well, how is this actually helping my customers? And then I show them why it actually helps our customers and give lots of belief cases on like how, like how this person wasn't paying enough. Now they pay more. They pay more attention. They're more invested. They get better results. Right. You do this over and over again, right? And then third, how do I get my team involved? How do we get them bought in? Well, I don't think my team's going to be invested. Well, let me show you how you can actually pay them more, get them more invested. And so then by extension, you can have better people. You can retain them longer.

They get more engaged and then they stay more invested in the community. Oh my gosh. That's a belief that's broke. And then finally, how this actually works, right? And how this works is really where you present the actual opportunity to vehicle that you're providing to solve the like cool. So this is all possible. And if you want, I can tell you how we do it. And then that's kind of like what introduces the actual pitch or the solution.

And so when you are selling someone in person, I want you to have the conviction that like your goal is to break their beliefs. It is not to talk to them about their macros. It is not to talk about the workouts. It's not to talk about the programming. It's not to talk about any of that shit. It doesn't matter. It doesn't matter because they don't believe you yet. Right?

And so you have to break the beliefs first. You have to break the beliefs first. And then you can present the solution. I did it backwards. I presented the tactics and the solution before breaking the belief, which is like such a fundamental error. It's such a new mistake. And I just want to tell you that I make them too.

Right? And it sucked. Like I got out that I was angry. I was so pissed off. It turned so negative so quickly. I was like on stage for another hour. Just like, I mean, it was ugly. Like the girl was like, well, I only do her, you know, this is I, I don't, I preach not selling supplements.

Like, so what should I do? And I was like, don't do it. Next. And she was like, I can't believe you'd say that. I was like, I don't have time to break your belief right now. You know what I mean? And that's what I should have done in the whole presentation was breaking all the beliefs rather than teaching the tactic.

And then all my questions that I had were all their. limiting beliefs around why they couldn't do it. And so I'm telling you this so that you don't make the same mistake, whether you're pitching in person, you're pitching one-on-one, or sorry, pitching in big group or you're pitching one-on-one, is that you have to start with the beliefs. You break the beliefs, and then you can change someone's life afterwards and you can give them to do this, do that. But don't do it backwards and don't do a half measure. Don't sort of tell them what you're going to do and then sort of present the offer. Like, you have to full-on commit to breaking beliefs. And the thing is, and here's my belief that was broken, is that I believe that people would

see me as salesy or that people wouldn't believe that I that I was providing value when in fact me selling and breaking their belief was the biggest value I could have possibly done in a 60 minute time table. So anyways, I'm super excited for those gyms who are coming on. We've got 30, 40 gyms who signed up just from that presentation, which was awesome. And I'm talking to those guys tomorrow, which is super cool. But anyways, I hope this is valuable for some of you guys. And hopefully this breaks a belief of yours about selling in general is that like if you feel, like you have to get into that stuff, you don't. Like people value beliefs being broken more than anything else in the world.

When people go to Tony Robbins big events like UPW, what happens? He doesn't give you any tactics. He only breaks your beliefs. Because once you break someone's beliefs, you can change their life because you change the way they see the world and the way they process information. If you've known anyone who became like a Bortigan Christian or somebody who changed religions and then went all in on that new thing, right? you notice the way they change everything about their life changes the way they talk the way they dress the way they the way they the way they perceive the world the way they act all of those things change as a result of the belief being broken you could have given that all of the reasons and

the tactics for them changing the way they see the world being nice and all that stuff but it's not until the belief is broken that the subsequent transformation occurs and so this was a reminder for me and i'm making this just as much for myself as i am for you is that like when you go go all in no half measures, sell all the way, break everyone's beliefs so that you can help them, and they will perceive that as the biggest benefit you can possibly give someone is breaking their beliefs of what is possible. So anyways, I love you all. I hope you have an amazing day.

And if you're a gym owner, you should, you know, work with us because we're good at what we do. Anyways, be easy. I'll get you soon. All right.