The Game with Alex Hormozi - Mastering The Art of Bold Decision-Making (GymCon Day 3) - Pt. 2 | Ep 567

Episode Date: July 25, 2023

"You've been asking for permission when you really need support." Today, join Alex (@AlexHormozi) as he guest speaks during Day 3 of GymCon to talk about his tips and tactics for closing sales, covering topics such as overcoming objections, understanding the customer's needs, and being resourceful. He discusses the importance of realizing that the customer is in control and that they need support, not permission, to make decisions. He also emphasizes the power of isolation and collapsing the foil, where the customer realizes that they never needed permission to begin with. This is part 2 of the talk.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:(5:44) - New identity, new priorities(14:26) - Empowering sales through conviction(17:20) - Deciding the future(26:30) - The risk-free close(34:29) - The importance of every brick(38:38) - Investing in education for long-term incomeFollow Alex Hormozi’s Socials:LinkedIn | Instagram | Facebook | YouTube | Twitter | Acquisition

So the question is, which future we're killing off today? We're killing off the future of more of the same? We're killing off the future of everything that you said you wanted? Which future? The wealthiest people in the world see business as a game. This podcast, The Game, is my attempt at documenting the lessons I've learned on my way to building acquisition.com into a billion dollar portfolio. My hope is that you use the lessons to grow your business and maybe someday soon, partner with us to get to $100 million and beyond. I hope you share and enjoy.

And so one of my favorite closes here at the end here is, best case, worst case close, which is like, listen, at the end of the day, both of these options are risk-free, right? You can walk out the door, you can sign up, get a guarantee, but only one of them will get you closer to your goal. So if you have no risk with no upside, or no risk with potential of upside, which one do you want to do? I have closed a lot of weight loss sales with that close. It's probably if I had top three, that's of the top three.

Best case, worst place, let's play it out. Best case, you change your life, you get into amazing shape. Would that be a great outcome? Yes. Worst case you do this and you don't have that happen, I give your money back and you just got six weeks of training. Fair enough? Because the only other option you have that's also risk for you is that you walk out the door.

But that one is guaranteed to not get what you want. This one's at least got a shot. And you boil it down like that. A lot of people are like, okay, I'll step in that direction. Cool. Why you don't need money? This is a big one. And I love this one.

If there's one thing that you can remember, it's the top line on here. is that you know what self-made millionaires and you guys have in common? Both started at zero. So let me tell you the story of shoe dog, Phil Knight's story. Anyone read that book? Great book. There's this moment where he's maxed out his credit cards, maxed out his loans, can't get anyone to give him money, and he's got to make payroll and buy inventory.

And he goes to everyone, and he's like, I don't know what to do because they're making so many sales, he can't, he get a cash flow constraint. And so he goes to his vendors. Imagine going to your landlord or imagine going to what vendors. You go to ClickFunnels, whatever, right? So somebody like some software. And you're like, hey, I need you to pay my payroll for me. Otherwise, I won't be able to keep paying you in the future because I'm going to go out of business.

That's what he did. He went to his manufacturing partners and said, I need you to pay my payroll for me. And they're like, what? It's like, otherwise I won't be able to buy shoes from you. And they did. And then Nike kept going. And so it wasn't the fact that Phil didn't have the resources. There's the fact that he was resourceful.

And so it's just like the $5,000 Ferrari, or if you have the hospital bill that comes up tomorrow, you become resourceful when it's for something that you truly value. Quick question. Who here has had a tax bill come up unexpectedly? About that time of year, right? Okay. Follow up question.

Who here has magically siphoned cash out of their asshole and found a way to pay Uncle Sam, right? Of course. Or an unexpectedly high payroll bill, whatever it is. And here's what's fucked up, is that everyone who just raised their hand, you're willing to flex that muscle when it's for someone else, but not when it's for your bank account.

When it's for your landlord, when it's for the IRS, when it's for payroll, when it's for other people, all of a sudden you get resourceful. But it means that you don't hold yourself to that standard all the time. Interesting, right? So the big thing here is that you need someone to be resourceful, not have resources. And that goes for all of us, right?

Like if you have a big decision, you need to make it. If you really want it, then it just comes down to being resourceful, not having the resources to begin with because every self-made millionaire starts at zero. So what separates them from everyone else? Nothing. They were just resourceful. You feel good about that? Time.

Now we went to value? Good? We're moving. Is this all right? Okay. Cool. You feel like you can use this stuff to close more sales? Okay, cool.

Also close yourself on less head bullshit. Okay, fit. Not sure it's for me. The special snowflake scenario. Genuinely, I don't think I've lost a sale on this one in a very long time. Obviously, it had a very long time. But I didn't lose many to this. I feel very confident about this.

Which is, someone says, I don't like something very specific about the program. I only like Zumba. I don't want to eat broccoli. I think you should have a vegan version of this plant. whatever right and so here are the three ways that overcame this no identity of priorities pain of change and hypothetical all right so let's start with the first one so we vote with our dollars about the things that we care about and this was always my that like just like uh uh the busy one I was saying earlier busy is the best time we vote with our dollars but things we care about like that was

always my as soon as someone would say I want to change the thing I was like let me tell you quick story I was at Sephora which is a makeup store um with Layla and I was standing there awkwardly like this, watching them paint faces. And there were these two little girls come in. They were so excited. Yayish, hi. Old. And they were new to womanhood. It was clear. Right. And these girls came up and the girl with the smock goes over to them. And she's like, hey, girls, now that you guys are women, you're going to have to start budgeting for this stuff every month because you're going to need to buy this because you're becoming women. You're going have to put this makeup on. And they were like so excited. They grabbed the things. They go rush to check

out. And I was like, that's so interesting. It's like they, their identity changed from being girls to being women. And so with that new identity came new priorities. And I was like, that was like, that moment that I got to witness, I was like, this is a perfect analogy for what people do when they're trying to lose weight, when they're trying to become better business owners, is that when you have a new identity, you have new priorities. And so if you're explaining this to a prospect, Let me tell you a quick story. You tell that story or your version of that story. You say, listen, you want to be this person.

So right now, you're not stepping into a woman. You're already a woman, right? Or whatever it is, right? You're already a man. The question is whether you want to be a fit woman for life. The question is whether you want to be a successful gym owner. Somebody's wealthy. And with new identity comes new priorities.

We vote with our dollars of the things that we care about. You say you care about these things, but if I look at your bank account, I can see what you vote with your dollars for. Does that make sense? Right. And you can close it. Next one is pain of change, right? And this one's a big one, which is like, oh, I remember this girl's like, do you think

you could change the breakfast to this and this? Because that's what I already eat. And I was like, girl, I know that's what you already eat. I can see that. That breakfast got you that body. Right? That morning routine got you that bank account. Yeah.

Right? Got to change to change. And the thing is, I would always have that conversation to say, hey, the pain of change. staying the same. This is Tony Robbins quote. That's not mine. But when the pain of change is greater than the pain of staying the same, you will change. And sometimes I look at a girl and just be like, hey, maybe you've got to gain 50 more pounds and come back. I was like, you're not enough pain. You're comfortable. They're like, well, I don't want that. I'm like, well, that's what you're saying with your actions. You're not enough pain. I'm like, let's just play it out. How much you

gain the last five years? 50? Cool. Come back in five years. What do you wait now? 250? You'll be 300. just come back when you're 300 real talk and they were like well I don't want that I'm like you're acting like you do and they're like well shit I'm like yeah damn but it's like all of us have these things that we hold on to when in reality like are you in enough pain maybe need to be broker maybe you have no money in your bank out need you be in debt it's like come back when you're 50 grand in debt come back when you lose money for another two years come back then then you'll be ready. That'll be the right moment. That'll be the right time for you. The thing is, is everyone's thermostat, I'm side-questing here for a second, but everyone's

thermostat is different, right? Like, I feel actually pretty fat and out of shape right now. Because on my thermostat, I'm fat and out of shape. For some people, I'm hashtag life goals. Everyone's different. And what's interesting is that even people are 250, 300 pounds, whatever, there's a moment where for them, that's their thermostat. And they're like, no, no, no, I can't above here. And what's crazy is that all you have to do is just reset the thermostat. It's the same effort. You just reset the thermostat. Right now, your thermostat may be $10,000 in bank account, maybe it's $100,000 a bank account, maybe a million dollars in bank account. It might be $50,000 a month in income. It might, whatever it is. It's like, all you have to do is just reset what that

thermostat is. And I think if you can communicate that to a prospect that it's just made up in their head, the thing is, if you can have that little, that little moment that you, some of you guys just had, if you have that with a prospect, like you can change their life. And I think that's really cool. So pain to change. You got to change in order to change. I really did say that the breakfast thing. I was like, girl, I know. I was like, why don't we try my breakfast so we can get the body you actually want? All right. So here's a good one. I've been trying to come up because when my sales book comes out, I'm going to do this hypothetical thing. But I'm trying to figure out some like a three-step process to closing like most obstacles.

that I can teach. But one that I use a lot is anything that, this is why this one, I basically never lost sales on fit stuff, was, okay, well, if this program had everything that you needed, would you do it? Hey, if this program were perfect, would you do it? If the program didn't have this thing that you just said, isolate the issue, would you do it? And then you get agreement. And then you're like, cool, we don't have to worry about that one thing. What card do you want to use?

I don't want to do broccoli. Fantastic. Not going to do broccoli. If we didn't have that, would you do it? Great. And so it's just one of those really easy things that you can always use. On the flip side, it's also just a good close overall, which is, what is it missing? And then they're like, oh, I've never been asked this question before.

And you're like, right, because it doesn't sound like there's anything wrong with the program. It sounds like you're afraid of something happening. Let's talk about that. Right. And then you actually get to the real stuff, peeling back the layers. So I'm not sure it's a fit for me. We covered that with new identity and priorities, pain of change, you've got to change to change,

and hypothetical. So isolate, hypothesize, a world where it wouldn't have that issue, then overcome. See how we're peeling down? Peeling down the layers? All right, awesome. Two more. You're still hanging in there?

Okay. I know this is more tactical. I know this is more tactical. I know this is tactical, but I just want you guys to have stuff that when you leave here, you're like, I will make more sales. Okay.

Raise your hand. If you've ever thought or had a prospect say, I have to talk to my business partner, spouse, friend, kids, employees, pets. Yes, right? This is big. When someone says this, what they say is that person controls me, wherever they point. So if some of you guys are like, I got to talk to my spouse, totally get it. That person controls you.

Say, hey, I got to talk to my employees. Guess who owns you? I got to talk to my pet. It's kind of weird. But hey, some people do it. And so I have really only found one way to overcome this that has been smooth. All right. So the rest of the other obstacles are the zillion ways to overcome it.

Lack of authority is one of the hardest ones to overcome. Because I don't have control of my own life. I can't make decisions for myself. I am powerless. I am a victim. That's what it says. And so this one is a process. So first off, you know, like in many selling situations, you don't have the advantage that you

like here. Like some of you guys could call people yesterday, talk to people, whatever, right? or you have more time. In weight of loss sales, we all know, we're all waiting for Lisa to come back. She said you call you back. It's been five years. She's not calling back. Right.

And so you want to get the person to bring their spouse. You want to get the person to bring the decision maker whenever possible. It's also worth the get to the second sale. Why not? Right. But if you can't, then this is the only thing that I have found that has worked consistently. So it's three steps. Let me go back one.

There you go. Isolate and collapse the foil. The realization. they've already given you permission and the realization that you never needed permission to begin with. All right. So I'll walk through. So you say, hey, assuming you already asked, right, transactional versus long term, you say, hey, what part do you think they wouldn't approve of of this thing that I talked about?

The reason this is the isolate and collapse of the foil, all right? Your reason you ask them, why do you think your husband, why do you think your partner, why do you think your employees would not want you to do this? Now, mind you, the employees and the partner and the husband are not here. So they have no idea. So they're just going to answer it with the reason that they actually don't want to do it. And then you have isolated and collapsed the foil. And then you can attack the reason that they say.

So what do you think your husband will be opposed to? Well, I've done a couple of things in the past and they didn't work. Okay. Then let's talk about the thing that you're afraid of, which is that this is not going to work too. So it sounds like it's a belief issue. So let's talk about that. Right. Now it's not about the husband anymore.

It's about the fact that she doesn't believe. Does that make sense? So we just, we pull, now she's back in the driver's seat and she can make a decision to help herself or he can make a decision to help himself. Okay. That's step one. Sometimes you just close it off that, which is wonderful. Two and three go together. And so if they, if you've already asked, hey, what do you think they wouldn't approve of?

Right? Then you say, well, do they approve of your current struggle? And they'll be like, well, no. It's like, well, then why would they be against something they already don't approve of? Like, huh, I think about that. Well, what if the rules were reversed? And your husband was struggling or your partner was struggling with making money, getting in shape, whatever it is.

I was like, and they found something that was going to help them. I was like, would you be against it? No, I would want that. Right. So why would it be different for them? Because I think the thing is, is that you're looking for permission, not for support. Because let's play this out, three years. You're still bankrupt.

You're still out of shape. Whatever it is, three years from now. Or you're not making the money you want, whatever it is, three years from now. And all the while, you blend. Now, see how we're changing the language? You blame them because they never let you do it. Is that fair to them? Is that fair to you?

No. So I think what you've been looking for this whole time is you've been asking for permission when you really need support. Do you think your husband will support you? In solving this problem, you already said he doesn't approve of? Yes. So the whole idea here is that we're relying on past agreements to extrapolate into the present. And then we're future forecasting a negative situation,

which realistically, like hopefully for everyone here, I know that if I wanted something, Layla's not going to be like, how dare you? Right? Like, I wanted it. I mean, like, it's not even a discussion, right? And so it's really a question of power. And at the end of the day, I think even if the person doesn't buy from you, if you can help them make a decision that is empowered,

you have served them. And for me, that's my big thing with sales is like, if I can actually get in this person's mind, peel back the shit, get them to make decisions one way or the other, I feel like I serve this person today. And that I feel like I can be very convicted about. And so at the end of the day, it's your decision. If they say no, no resentment.

And so then I say, hey, let's just get you going. We have a three-day no-sweat guarantee, which is you sign up today. You get back home. Your husband says, sweetheart, I want you to live 10 years less long. I want you to be out of shape. I want you to get that diabetes needle, right? I want you to put those sweatpants on, reach the head of those bag of Cheetos, just, you know, and sit down and get comfortable.

and pass down generational unhealth to our kids so we can make future generations to people who don't understand health. He says that to you. One, have him give me a call. Two, I was like, I'll happily tear this up. All right. And then, of course, they're cracking up. And you're like, right, of course, he's not going to say that. He wants you to live longer. He wants you to pass on these good habits to your kids. He wants to be hot and sexy and feel good about yourself. Right? Of course he does it. What you're afraid of is that's not going to work. That we can help you with. Right? That makes sense? All right. Cool. So we're peeling back the onion. We covered time. We covered value. We covered fit. We covered people casting their power to authority.

All these different things, they cast their power to. Here's the best part. When you finally have learned and you know how to de-bullshit yourself and de-bullshit their brains to get them down to this final thing, you're actually talking to a person who's in power. They can't blame their, they can't give the authority to other people. They can't blame the circumstances because it's about being resourceful overall, fighting the time, making it work, getting out of pain. All you have now is just somebody who says, I get all that, I just need to think about it. And when someone says anything about it, what I want you to translate that into is, I need to avoid this decision for fear of making a mistake. That's what that means. Because what it really means is just,

I just want the universe to make the decision for me. What a pussy move. Like, I'm not man or woman enough. I don't have the go nads, which are both sexes, by the way. I don't have the nads to make this call. So I'm just going to let the universe do it so then I can blame the universe if it doesn't go right. It's just fear. So big important note, we have exhausted all reasons outside of themselves. Now we're talking to someone who's at least in power. All right. So raise your hand. You've ever thought or had a prospect say, I have to think about it, not sure I need today. This guy still. He's like, mm-mm, not me. Everyone decides. Okay. As a fun side note, Anyone know like the root of decide?

So it comes from Latin Dicadera, which means to kill off. And so a good one is to even ask someone with that question. It's like, we just need to decide. Do you know what the root of it is? Decadere, which means to kill off? So the question is, which future are we killing off today? We're killing off the future of more of the same? We're killing off the future of everything that you said you wanted?

Which future? Cool. All right. Avoidance. I need to think about it. So this is the frame I think about, past, present, future. and this is an easy one for you. So when someone says, I need to think about it,

you translate that into, I'm going to avoid this decision for fear of making a mistake. And you're like, cool. Well, let's talk about your past. The thing is, this is not a fast decision, right? You've been deciding this for years. How long have you wanted to be in shape?

My whole life. So this doesn't seem fast at all. You've been deciding this forever. Now we're just taking action on it. You decided a long time ago. They were just taking the first step. Huh. Didn't think about like that.

And there's another one come this far, six inches from gold, it's like, listen, and this is one where I like to stack all the shit they've done to get to this point. We're like, listen, you saw an ad, you clicked it, you bought a ticket, you reserved it, you blocked the time, you flew out here, you got a hotel, you showed up at the crack of dawn, you had all these notes, you walked in here, of course you want to fucking grow your gym, of course you're trying to lose weight, you blocked the time, you got in your car, you got all the way over here. This isn't a fast decision. You've indicated with your actions up to this point, this is important to you. And do you think,

that maybe the reason you've struggled in the past is because you haven't been able to pull the trigger? Do you think needing to think about is the reason you're here right now rather than where you want to be? Because you always need to think about it, which means you don't. And so the question is just, do you want to have another year of almost? Love this one. Do you want another year of almost being in the shape you want, almost making the amount of money you want, almost being the spouse you want to be, but not quite? And so the question is how much is not deciding costs you up to this point. How are the last five years for you? Is that a cost? You didn't decide to do this five years ago, right? So would you say all that pain that you went through? Was that a big cost? So when you

think about like that, I don't think it's that expensive. Right? That's past. So it's getting them, and what we're doing here is we're adjudicating and reminding them of why they are here to increase their action threshold, rather decrease their action threshold to get them to step over and make a decision. Does that make sense what we're doing conceptually here? We're looking at their past decisions. I'm going to go through all of them. Showing them how far they've come, explaining them that maybe the reason that they're in the fucking seat today is because they have struggled pulling the trigger in the past.

They've thought about doing things like this before, but they haven't been able to. They haven't nutted up. And today they need to. Otherwise, they're going to have another year of almost. And then we ask them if all the pain they've been through has been enough pain for them to make a decision. Hey, guys, real quick, if you're new to the podcast,

I have a book on Amazon called $100 million offers that over 8,000 five-star reviews and it has almost a perfect score. You can get it for 99 cents on Kindle. The reason I bring it up is that I put over a thousand hours into writing that book. And it's my biggest gift to our community.

So it's my very shameless way of trying to get you to like me more and ultimately make more dollars so that later on in your business career, I can potentially partner with you. So that's my give. Go check it out, Amazon, and back to the show. And that was the one.

I actually had this last year. This lady was like, this is like she was referencing a call that was like five years earlier very beginning at gym launch she's like it's crazy to think i had the sales call with you six years ago and i'm kicking myself in the butt for not jumping in your program wall well so funny so funny i was like yeah you let a bad decision burn you twice once when you made a poor investment the second time we let that bad investment for you making a good one i remember the conversation right here she is six years later same position same exact shit but she couldn't because he had one bad boyfriend

She's like, no men for me. That's it. Just me and my cats. So, two is present. All right, so we talked about the past. All the things you've done to get here, all the pain you've been through. Do you think not being able to pull the trigger is the reason you're sitting in the seat today, right? So now let's talk about present.

So I love this one. I use the rocking chair clothes a lot. As far as I'm concerned, I made it up. So here's how the rocky chair clothes works. I'd be like, when you say you need to think about it, I was like, You don't really think we're going to think about it, right? Because, like, what's going to happen? You're not going to, like, drive out of here, go home, sit in a rocking chair on your porch and be like, hmm, am I going to join this program or not, right?

Of course not. What are you going to do? I was like, you're going to get in your car. You're going to check your phone. You're going to see six mixed tax messages. And you're going to be like, oh, fuck, I can pick up the laundry. I've got to go the dry cleaning. I got to pick up Timmy from school.

I got to get food. I got to order a pizza, whatever it is, right? All the shit. And then, five days from now, you're going to put on one of your skirts. You're going to check your bank account. And it's going to be like, ooh, this is tight. And in that minute, you're like, I should have done that thing. That's when you made the decision right then.

Then you keep living your life and you do another five years until it gets painful enough. So you don't need, and you've heard this one from me before, you don't need time to make a decision. You need information. And I'm your source of information. So what are the main things you're thinking about? How are you making the decision? So we're bringing it to the present, right? We're not letting them kick it off.

We're saying, let's confront this. What are your main criteria? you. Now, they're going to say, I have no fucking idea because I don't know how to make decisions because I'm a victim. And you're like, oh, you know what? I've talked to victims before. Let me tell you how I teach them how to make decisions. Cool. Great. So here's how to make a decision. Product, us, you, access to money. All right? So do you believe the product could work? Yes. Do you trust us? Do you trust me? Do you like me? Do you think I have bad breath? No, I think I like you guys. Okay. Do you think it'll work for you the way you want it to go? Yes. Cool.

do you have access to the amount of money to start this thing or know someone who does? Yes. Right? She made the decision. Let's do it. A lot of times people should need to be walked through how to make a decision. People actually don't make that many decisions. It's kind of crazy.

We make lots of micro decisions. They don't make big ones. So we should have to teach them how to make decisions. Many of you guys suck in making big decisions. She have to learn having framework. That's why all these investors talk about having a lattice work of decision-making frameworks. That's why I do a lot of framework stuff. It's got to have to make a lot of big-stake decisions all the time.

Big strategic directions, big checks. Like you have to make big decisions. You have to have a framework and be able to do it and remove your emotions. If it checks the boxes, you do the deal. This one's really good. If you ever have the opportunity to do free trial stuff, it's just, or free trial and or money back guarantee stuff. The third one is fucking fire, which is, listen, can we both agree that you just need

to make an informed decision? They're going to say, yes, that's what I need. An informed decision. Absolutely. They're going to, let's take in the bait. That's what that is. All right? You're like, okay, you need to make informed decision.

well, how can you make an informed decision without doing it? Huh. Hmm. Got me there. Like, so, why don't we do this? Let's get you started. And if 30 days in, you hate it, let me know. Oops. Boop. Boop. There we go. And if you're 30 days in and you hate it, let me know. Now give your money back. No big deal. But that way, at least, you'll have made an informed decision rather than one that's made up in your mind about what I say or what you think it is. It'll bridge our communication gap because you've got an idea what it is in your head. I know what it is in my head and I'm using words to try and communicate that to you. That's going to fail versus you actually doing it. Can we agree that that's a way more informed decision? Yes. Well, then let's do an informed

decision. Let's get you going. Right? That makes sense if you close some sales with that? Yeah. Fweggs. Okay. Decision definition. I already went that one over that one. So again, when we're in the present, we have to tell them which future we're cutting off. Did you know from Naden, Dekadere, means to kill off, which future we're killing off? The good one or the bad one. Cool. Future. So you guys getting this past, we stacked all the past pain, bring them to this point.

Present, it's all about rocking chair, time, not information, helping them make the decision in the moment. And future is future casting, what I prefer to see, positive and negative. So five years in the future, what does it look like if you keep doing what you're doing? Are you broker? Are you in a worse marriage? are in a worse body? A lot of times literally just saying like,

what did you gain in the last five years? Cool. Let's tack that on. What do you weigh now? 230. Okay. 270. How's that feel?

You can see them viscery really active. You're like, oh, shit. You're negative $10,000. Let's go negative $50. Let's try that on. Maybe that'll jog your memory, right? And they're like, fuck, I don't want that. Right?

And what we're doing is we're trying to decrease the action threshold so they walk across the line, make the decision. The next one, let's consider the options. This is the risk-free close. I mentioned it earlier. I just love this because, again, we're future pacing the scenario, right? Both these options are risk-free. Only one of them will get you closer where you want to go.

So what are we talking about here? They're both risk-free. If someone still doesn't want to do it, then you have to confront with or afraid of. Because at that point, it makes no logical sense, which means there's an emotional need. I love this one. Well, you're not going to struggle forever, right? they're like well no I'm not going to struggle forever you're like right well if you're going to start getting in shape eventually might as well do it now why would you not want to be in shape longer in

your life would you rather only be in shape for like three years or for like 30 I promise you it's way cooler to do it for longer right you're right and so this last one is probably one of the strongest decision frames that I can give you guys all right I'm emphasizing this on purpose And this comes with all decisions. So like if I'm ever louded in the future, praised in the future for making good decisions, this is probably the single framework that I use the most, which is not will this get me what I want, but will this get me closer or further to what I want? Because the thing is, will this get me what I want needs a high amount of predictive value?

Like to really say, this will get me that really tough and you'll be wrong a lot. And that can be very discouraging. but simply saying, okay, I've got two paths. This one will get me closer. Will this be everything I need to get there? Probably not. But will it get me closer? Yeah, I think so.

And when it comes to education, in my opinion, the more educated you are, the closer you'll get to where you're going because you'll have context to see the path more clearly. And so the problem is a lot of Sandy's, right, are sitting there and they're like, well, you say it's this, and that guy said bacon's bad for me, and this guy says keto's good. and I don't know what the fuck, you know, right?

The thing is, she doesn't have the perspective from which to make a judgment. It's all gobbledygook. And the thing is, is that we are all in Sandy's seat in different verticals of our lives. We don't have the perspective from which to make a judgment. And so trying to say,

will the first fitness program that Sandy buys be the one that gets her to the promised land? Likelihood? Probably not. Some of you guys know many of your trainers who left you who have some weird things that they do and they teach people, right? you're like, if Sandy starts with her or him,

is she going to get the perfect body? Probably not. Will she be better than she was before she was doing something? Probably. And so if you can regress the decision-making framework to simply like, Sandy, if you walk out of here, do you think you're going to get closer getting in shape or further? If you stay and sign up, do you think you're going to get closer or further? Closer. I think that's all we got to do today. And if we do that one step closer, enough weeks in a row, I think we'll get to where you want to go. It takes the pressure off of making a perfect decision.

Does that make sense? That decreases the action threshold and gets people to actually take a step and be like, Jim Walsh doesn't have to be perfect. X, Y, D doesn't have to be perfect. It's just we'll get you closer. Does that make sense? Okay. That single framework has made me more money than anything in my life.

Thanks. Appreciate it. In real talk, I bought a lot of things in the past that didn't get me the thing, but got me a thing that I used later. They got me closer to where I wanted to. to go. And so the question was, was it a good investment? Well, only based on my expectations would it be a bad investment. And so if I change my expectations of education in general, which is what I'm trying to encourage you to do with your prospects and yourselves, then you can shift what you

expect to get out of something and you ultimately get more out of it. Future. Okay. No reasons left. It's just you. It's just your prospect, right? Sitting there, barren naked in the field, forced to make a decision, right? Sandy's looking at herself. She's like, I haven't seen. see in my toes in so long. The idea is you want to get them to be empowered, right? And so the thing is, is like, truth hurts sometimes, but sometimes a sting is what it takes to get someone to take a first step. And so, like, my big thing is, like, I don't want to be nice.

I want to be kind, and sometimes kindness hurts. Like, maybe you need to come back 50 pounds heavier. Maybe you need to go be poorer. Maybe you need to struggle more. Maybe that's what you need. At the end of the day, it is their decision, and they have to have that power. And here's bonus number six. So in my like blanket closes, this one, I separate it out purposely because I've used it a lot of times.

It's kind of like the best case, worst case. Like I've used it a ton of times, which is whatever reason the prospect is telling themselves, you just repeat it right back to them as the reason they should do it. Watch this. I don't have the time to get in shape. You're like, that's the perfect reason you do this program. So I'm going to show you exactly how to have the time so you can do it. Give a different one.

I don't have the money. It's the exact reason you need to do this is you don't have the money because you need to get it. Right? Let's see another one. Come up with one. Say something. Spouse. My husband doesn't support me.

That's the perfect reason you should be getting in shape. Do you want a husband who doesn't support you and then not be in shape? I don't know. Right? My wife doesn't support me. It's a perfect reason to do this. And so whatever reason they present with, you literally can just say that's the reason. and people think about it a little bit deeper and they're like, fuck, you're right.

And I think if you, if you, like, it's, because like, as a salesperson, you always have to have a couple of fast bullets. Like, if you're like, I need to catch, like, take a breath. Like, whatever they say, you're like, that's the reason. And you're like, what did I just say? And you're like, okay. I don't have time to get to the gym. It's the perfect reason to do it.

Right? I hate broccoli. Perfect reason to do it. Doesn't matter. Because whatever the reason, and here's the thing is, is that whatever reason they give you is usually the perfect reason they should do it, right? Because it's actually the thing they're presenting with is the thing they're most afraid of. And so hopefully it helps you realize that you and your clients are always in complete power.

All right. So rather than casting their power to circumstances where they say it's the time, it's the money, it's the fit, you transition to saying, I don't need to have resources. I need to be resourceful. Instead of casting their power to other people, their spouses, their partners, their kids, their employees, whatever it is. They then say, I'm the one who gets to decide. I do not need permission. I'm asking for support. And notice, it didn't say I need support.

it saying I'm asking for it. And then finally, when you're talking to the person themselves, they're just trying to avoid the decision because they do not want to make a mistake. So whenever someone says, I want you to translate this in your brains, whenever someone says, I need to think about it. Just say, I need to avoid this decision in order to avoid a mistake. That's what they're saying. Need to avoid this decision in order to avoid making a mistake. All right. So it's not about time. It's about information. And then you need to make sure that they have the information that they need to decide. And at that point, hopefully, you've given the person or the prospect enough power and you've debunked a lot of their bullshit. You've peeled the onion of blame back

so that they're the ones in power. And then at that point, they can finally just make a decision. And maybe it's the first dishes they made in five fucking years. And you got to help them do that, which I think is there's very few things that are more in noble that, in my opinion. And so like I promised to the beginning, my hope is that you become more powerful by making a decision rather than letting it life make it for you, being a victim of universe. somehow you think that randomness is going to make a better decision than you because you don't want to be responsible for making a bad one. Well, how are you going to learn if you never take responsibility for the decisions you make?

So a few final thoughts. Fortunes are created by taking lots of risk with a little money. Fortunes are maintained by taking little risk with lots of money. Of everything that I ever made in my life, the result of investing my own education has gotten me higher returns in the stock, market, real estate, or crypto or anything else. In all investments to myself, for skills, beliefs, and traits have gotten me closer. key point closer to where I wanted to go, even if that brick wasn't the last brick. And so what I mean here is that if you imagine yourself, I'm going to go over here. So imagine I'm here and I want to get

over there. And there's this big thing of lava underneath of me. And I have to build this bridge. And there's a hundred bricks between where I am to where I want to go. Just because something that I learned didn't get me all hundred bricks, if it gets me 28 bricks, I am closer to where I want to go. And what's interesting is that I've observed this in the education space overall is that people will attribute their success to the thing that gives them the last brick. But if you had 99 bricks and then the last one, it's like who or what was the thing that really got you there. It's like people making fun of their elementary school teacher who taught them arithmetic when they learn calculus. They're like, this is this shit. It's like, dude, you didn't know how to add before.

Right? Like, did you know how to add? Can't do calculus. Right? Like, if you didn't know how to do fitness and training, you wouldn't be able to have a gym. Right? If you didn't know how to sell, it'd be tough to market. If you don't know how to sell, it'd be tough to manage because you've got to persuade people. Right. And so each of these things are just the little bricks. And then we attribute our success to the last brick. And this is something, again, for me, I wouldn't think about like, what are the biases I have psychologically that filter the information that I make decisions off of? And so for me, I'm telling you, this biggest and best frame I have is, will this get me closer or further from where I'm trying to go. And I think if you can relate that frame to your prospects, who are walking in the door, it will help them make a low. lower stakes decision. It's like, it's going to get me closer. And if I make enough of these, it will get me closer decisions. I'll get to where I want to go. Because what happens is the perfect

decision maker makes none. The directional decision maker makes many and then course corrects much faster. I have five minutes and 40 seconds more. You guys good with that? Is that all right? Okay, cool. Okay. So it's why I dedicate my life to education. That's acquisition.com. Our mission is to make real business education available to everyone. Because we realize that you are source. Everyone here. Say, I am source. Right. You are a source. Everything comes from you. You realize the Superman is not coming. Jim Longsh ain't coming. Alex ain't coming. Nobody's coming. Just you. Like, you have to save you. Right? Can't ask for a savior. It's just you. And so every decision is a vote towards or against the person we want to become.

And so the question is, are the decisions you're making voting towards the person you want to become or just more of the same? Many votes every day. And so people ask me all the time, how do you so quickly and I think the answer is I know how to buy time. And so the question is, how do you buy time? By buying the time other people took to make mistakes that taught them the lessons. Because again, I said this, I think on the first day, which is strategy, prioritizing, doing the right thing. I don't do this really fast. It's just you get more for every step, right? And so when you buy time, you don't have to spend eight years figuring out the right way to have the lobby set up, right? When your prospect walks in, it's like I took, it's a

took me, and I'm sure it took some of you guys, like, six years to weigh through the bullshit of, like, intermittent fasting. And then it's like, no, it's cardio. Oh, no, it's body weight and kettle that's functional. And you're like, oh, fuck, you know what I mean? Mind you. Some of you're like, that's what I do now. That's not what I mean. The point is that you go through your own iteration until finally you figure out, I'll just say your truth. I'm just going to leave it at that, so no one gets upset. All right? And so finally you figure out like the thing, right? But wouldn't it be cool if you just started there? Because you got to buy everyone else's time? Like, I would say if there's there's a skill that I've had, it's by, it's that. I'm just willing to buy other people's time

and not, it's an egotistical thing, I think, to say, I can figure it out on my own. Because the answer is, of course you can. The question is whether you want to spend time or you want to spend money. You spend the one you value least, right? You're going to learn the lessons either way. It's just how you want to pay. And sometimes that time might be 30 years. Steep price tag. Not when I would want to pay. So ignorance is the most expensive debt that we all pay every day. And this is my favorite thing I heard. This was a close that I heard from. Shit, I can't remember his name.

Anyways, he wrote this thing on the board and I'll just do it live. Okay. How much you make right now per year? Income. Just personal income. Awesome. 185,000. So imagine I wrote a million dollars on here.

Minus 185,000. So right now it costs you $815,000 a year not knowing how to make a million a year in income. Every year, just paying the universe. You're like, here's $8,000. And guess what? Costs you $9.8 million per year, not knowing how to make $10 million a year, every year. And so, like, we think about taxes.

We think about all these other expenses. The one that eats me alive is the debt of not knowing, of not knowing all the shit that I should know to make what I want to make. And that's the debt that really we all pay the most of every day. There you go. And so for me, I think you should be willing to invest money to increase your capacity for income because once you have it, it pays you forever. One-time investment pays you forever. You don't get taxed on education.

Government can't steal it from you. Can't lose it in a divorce. If you think about it from an asset perspective, it makes every other asset you have more valuable. It appreciates with time. if you actually thought about it as an actual asset, your investment, it actually checks all the boxes. It's amazing. It increases your asset value, increases your income. It's great. And so that's one that I like thinking. And so for me, 10 years ago, I had my little do-or-dye decision. I went from my swinging consulting job to sleeping on the floor. And I think a lot of times we have the decisions. And I think we need to present these to our prospects.

You say, like, you have a do-or-dye decision. Where's your action threshold? Maybe we need to wait another five years. Maybe you need to gain. another 50 pounds. And so here's my two cents. Make the decisions to help yourself, implement like crazy, take ownership, realize that there are no silver bullets, but some things can move you closer to your goals. And when those rare acceleration opportunities come in life, take them. Because either win or you learn, and both of those get you closer to wherever it is you want to go. Thank you.