The Game with Alex Hormozi - SALES: "IT'S TOO GOOD TO BE TRUE" 🤯🤯🤯... and how to MASSIVELY change the life of a prospect who DOES NOT BELIEVE | Ep 110

Episode Date: March 5, 2019

“If this were true, what else would be true?” Today, Alex (@AlexHormozi) discusses the importance of challenging your own beliefs and being open to help from others in order to achieve success. He also addresses the topic of evaluating the truth of a statement and suggests looking at the evidence and data presented.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:(1:37) - Overcoming mental blocks to achieve success(6:05) - Examining the evidence of Gym Launch's success(10:54) - The hard work behind achieving weight loss goals(13:21) - The value of believing in your goals(18:22) - Benefits of weight loss programs and Gym Launch customer service(23:08) - How believing in yourself can unlock your potentialFollow Alex Hormozi’s Socials:LinkedIn | Instagram | Facebook | YouTube | Twitter | Acquisition

It is early. And Layla was like, you know, you haven't made any content for two weeks. It's like, all right, Layla. If Layla wants to make content, then Alex will make some content. So, that being said, this is on my mind. And Danny, the man, the myth-a-legent penis, asked me to make this. So, Danny, this one is for you. So it's too good to be true, right?

And how to deal with the beliefs that literally ruin your life. And so I wanted to make this because beliefs about things like it's too good to be true, literally do ruin your life. And so one of the things that, and this obviously come up, so Danny works for us. He's one of our sales guys. And, but this is something that comes up also in a weight loss sale where someone's like, I don't believe that I can achieve that result. I don't believe that X, Y, Z, right?

Like, I don't think I'll ever get back to my high school weight. I don't, well, you know, whatever it is, right? And usually it's a bulk at the price, right? And so the first, the first, like, confrontation there is like, well, what would it look like? If you were to imagine a program that was going to get you there, like, what would it involve, right? And then usually the prospect will come back to you. It's like, like, I don't know. I mean, like, usually because they don't know, right?

It's like, well, do you think they'd have like, you know, customer support that answers within three minutes? Do you think you'd have a personal coach to walk you through everything? Do you think you'd have a strategic coach that you can hop on to every single day? Do you think that you'd have 500 other people who are in exact same type of business in your style of market who went from where you are to where you'd want to be who've all done it within the last 12 months to make sure that it's relevant? Do you think that would be something that would be there? Well, yeah, it's like, okay. So, and so you're using this in the weight loss sale, just like you'd use it in a B2B sale. Everything's the same, right?

And so you're like, what, and like in our sales training, we call this the unicorn clothes? It's like, what kind of unicorn program are you looking for? Right? Because like all of these things that you think would be required in order to get there are. here, right? So what else is missing, right? And the reality is that there isn't anything missing. What's missing is the belief that it's possible, right? It's the conviction that it can actually happen. And that happens for two reasons. One is because I got burned in the past. I wanted to believe something. I did say yes. I did something like this and then it didn't happen,

right? And so the mental overcome for that is don't let something bad burn you twice. Right? If I went to middle school, I asked a girl to dance and then she said no, right? Do I now, automatically assume that I should never go after girls ever again. I can never be married. Of course not, right? Because you wouldn't let that one mistake burn you more than once. Because if it did, then that one mistake will continue to haunt you forever, right? We make mistakes or people make false promises. It happens, right? But if you then cling to that and say, forever, I will never let someone help me, it's dumb, right? Because the best way to get to where you want to go is to learn for people who've done it. Ask any billionaire, ask any, I mean, you might not ask it,

If you observe billionaires, you watch their interviews, the first thing they'll always say is I didn't get here alone, right? I had tons of help. I have tons of mentors. I have tons of, because like I have tons of coaches who've helped me through these different areas, these blocking points, because they had already done it. Right. To try and figure it all out on your own is literally impossible. All we do is human beings is stand on each other's backs and continue to move forward. So to believe that you can do it on your own is unreasonable and prideful. Okay. That's just to cover that one scenario. The other scenario is that you truly don't believe it's possible. Now, that's from the limiting standpoint, which is this is like one of the most paralyzing and things that makes you unhappy in life, right? Is you're like, I want this huge change.

I want this huge outcome, right? And yet, I don't believe it's possible. It's literally cognitive dissonance. It's two equally powerful thoughts that sit there, and that's why a prospect can't make a decision. because they have both and they believe both but on some level you can't believe both so you have to pick which one you want to believe do I believe that I really like I really want to achieve this I think it's impossible then stop wanting to achieve that you know what I mean or believe that it's possible you have to part ways with one of them right and then the

next thing that happens is how like at what point does it become unreasonable to not believe at what point does it become unreasonable more reasonable to believe than not to believe right like some people like a lot of people believe in laws of gravity right like you can't see it but at what point after demonstrating enough times does it become believable it would be unreasonable to not believe in gravity right so at what point at what amount of data is it unreasonable and so like if it's a weight loss program you can ask that question. At what point, how many testimonials do I need to show you for you to believe that it's reasonable? And if you still don't believe, then at what point are you being unreasonable? And then

what arbitrary bar have you set that is unattainable that you would say yes to? Right? Like you're saying like, well, you know, if somebody who had my exact DNA had gone through this program at the same time, literally just six weeks ago, then I would believe. It's like, well, do you believe that that is reasonable, and do you believe that having that standard is actually going to help you get to where you want to go? For the gym owner, who wouldn't believe,

be like, I mean, I don't even know what. Here's 800 testimonials in the last 12 months. Like, I don't know, like, here's 20 people you can talk to who are doing it right now. Still, like, I don't know what's still. You know, like in markets just like yours, who ran models just like yours, who went to where exactly where you are

to where you want to go. I don't know. At one point is it being unreasonable. That's up to you. You know what I mean? And so one of the other things is that I like using one of these like a weight loss type situation is like it's just it's just the belief situation. Right.

It's like if this were true, what else would be true? Right. So like okay, you're not sure. So like if gravity exists, if I drop this thing, it should fall at the same rate as if I drop this. right my gum both should happen right okay so if if if gym launch right really did X really did help all of these gyms right in this short amount of time what else would be true well we probably go from i don't know 20 employees last year to 90 in 12 months that might be something that would also be true did it happen

Yes. Okay. Do we go from like five million in sales to a $50 million run rate in 12 months? Yes. Huh. Okay. So that happened too. Like you don't know what I'm saying like like what else had happened? Well, we have the largest community of gyms that's out there that pays more than anyone else. Why? You know what I mean? Like what else would need to be true in order for the postulate in order for the first statement to be true? Same thing with you. at the gym. If you're like, okay, you're asking the prospect, what else would need to be true for you to believe? Like, would you, all of these testimonials, okay, sure, forget those because that's not reasonable. Fine, no big deal. Like, what else would need to be true? Oh, all of these

five-star reviews on Yelp. Cool. Okay, maybe those aren't true. All of these five-star reviews on Google. Those are probably fake, too. All these five-star reviews on Facebook. Cool. And your interpersonal judgment of who I am as a person, right? You do need to trust your intuition at a certain point. Like, if there were a person who went through the trouble of trying to, like, think about this, like, just for a moment. Like, let's just use our example because it's the internet and it's like more crazy. If there were a business owner that somehow paid all of these actors, right, to get on the phone with people, that's one, to all of the people that somehow anonymously comment on all the stuff and all the groups, okay, all of these people are fake

counts. Sure. That's a lot of effort. Okay. Next, all of the videos of all of these people, again, paid actors, all of these huge event venues, which mind you, even renting an event venue that big cost half a million dollars. Like, no big deal. But like, now we're starting it into real money that to real money and amount of effort to make something that is fake, right? Like if that's really where you're coming from, it also comes from like a ridiculous amount of scarcity and like fear, like which you need to confront on your own time if that's actually what you're operating from. That being said, if that's your belief set,

at some level I'd be like, I almost want to work with these people because they went through that much effort. You know what I mean? Like, it would be so ridiculous that like the amount of work ethic that would be necessary to pull off a sham like that

would almost be equivalent to the amount of skill that it would be required to make a $50 million dollar business in 24 months. and that skill would be translated into the products that we sell on how to scale a business. So how can we make the argument that we can't scale a gym, right, if we can sell something that's bigger and more complex at a faster rate, right? Like, if this is true, what else also must be true? And if all of those other things are also true, that must be true for the primary argument,

then it would be unreasonable for you not to believe. Right. And so one of the things that, and I'm a boss, I'm getting, I'm getting winded. So here's the damaging admission. So if I wanted to gain your trust, right? What I would do is a lot of people, like, the next question is like, would you prefer if we had worse results? Would you prefer, would it make you more comfortable if we had fewer testimonials?

Well, of course, that's unreasonable. So like, but, but like if you have to ask the question, it's like, it's really like, it's just the belief of, is it possible? And if it is possible, like, the person's like, I don't think I can do that. Okay, well, then that's a you belief that I can try and help you break, but it has nothing to do with the business and you're just projecting that, right? But if you need a damaging admission, read anything, and this would be from the gyms too. Like if you're talking to a weight loss prospect, you're like, there is no one in this gym right now who has lost 100 pounds, who lost 60 pounds, who will tell you that it will happen overnight. There's no one that will tell you that it was easy. There's no one that will tell you that it was not emotionally difficult to go through this.

And the amount of growth that they had to have through that period of time was not taxing, right? Read any of the testimonials we have. Read daily testimony we have for weight loss customers. Same stuff. No one says, wow, this is really easy, right? Of course not. They say, this is more work than I have ever done in my life, right? But it worked the way it said it was going to.

Right? Like, if you drink from a fire hose, everyone wants, like, everyone wants to lose weight until they actually have to do the things that make them lose weight. Until they have to give up the foods that they like. until they have to be sore the next day, until they have to come into the gym when they're still sore and go. Until the time that they have to wake up

early six days in a row, until the time, like, there's all of these things that they come along with the thing that they want it, right? And so the damaging mission that I have for you is that like, if you're,

I want to change my gym, cool, there's going to be a million hard conversations that you're going to need to have in order to get there. What you're going to have, you're going to have to break your own employee's beliefs because believe it or not,

if you have these limiting beliefs, you hired other people probably have them too, right? Which means we can successfully help you break your belief. And there's a million gyms who we help, who we have. We can break the gym owners' belief. They come to our summit. They see all these gyms getting on stage hitting a million dollar run rates, right?

Like, ironically, I'm going to be speaking in an event in a little bit in a few months. And one of the people who's going to be getting on stage is a gym owner who, like, their claim is that they have a gym that does $6,000 a year. And they're going to be on stage. and mind you, they came through our program. You guys, love that you're listening to the podcast. If you ever want to have the video version of this, which usually has more effects, more visuals, more graphs,

drawn out stuff. Sometimes it can help hit the brain centers in different ways. You can check on my YouTube channel. It's absolutely free. Go check that out if that's what you are into. And if not, keep enjoying the show. I didn't let them into legacy. They requested it twice, and I said, no, it wasn't a good fit.

that is average for legacy. We've got 500 gyms who average that. You know what I mean? And so, but like when you get into a room full of people who are doing that and you're like, they're not different than I am, they just executed these things, then you all of a sudden believe it's true for you, right? But what happens now is all the conversations that have to happen after that point are the hardship, right?

That's the hard stuff. You go there and then you're like, trainers, like team, we're going to do it. And they're like, no one's going to pay that price. No one's going to let us drop our membership from unlimited to three days a week. No one is going to, like everyone's going to revolt if we could take away barbells. Blah, blah, blah, like limiting belief, like, let me tell you why it can't work. Cool, that you might not be the ones to help me get there. But I believe that I can go there, right?

And so like the biggest value that we really provide, being super, like, transparent with everyone here, is that we can help you believe because of the amount of people who have already achieved what you desire. Right. And when you see that happen and you have it happen again and again and again and again to the point of nausea, at some point something breaks inside of you. It's the thing that said, I can't do this. And you're like, holy shit, what if it actually is real? What if this could actually be true?

And then at that point, your mind starts racing because you're like, holy shit, this could be it. This could be what I was looking for. And newsflash, what would the thing that you are looking for actually look like if it did what you want it to do? If you wanted something to transform your gym and it really did transform gyms, what would it look like? It would probably have an insanely fast growth rate if it did what it said these people do, right? Like if you were talking to a quote guru, right? Or whatever, right? And they said, this thing's going to turn your gym around.

it's going to double your profit, blah, blah, blah, right? If it did that, then why wouldn't their business be growing faster? I see people who have been in this, like, we've only been in the space for 22, two months. You know what I'm like? Literally nothing, right? I've seen people in this space who've been in for 10 years, their business is the exact same size. How? How can you be a master of scaling things and your business is the same size? If it did what you said it was going to do, then why isn't everyone telling everyone about it? Right? If this is true, what else has to be true?

And you can use that reasoning to make logical decisions when you're confronted with things that you don't understand or know or have enough data about. And that's not a matter of stupidity. It's a matter of ignorance. You don't have data. If I go to the African jungle and I give a kid an orange and he eats it like an apple, it's not because he's dumb.

It's because he doesn't know, right? And so you don't know. So what else has to be true in order to make a decision that makes sense? Right. And so if what I'm saying is true, what else needs to be true? Would we have the fastest growing company? Yes. Will we have revenue levels where they are? Yes. What have all happened almost overnight. Yes. If the person says that they can scale and then they're actually scaling, that's probably something else.

If you connect with all these other gyms and they almost seem impetuous at your questions like, you really don't believe yet. Seriously, you've been in this group for nine months. You've been in this group for nine months. like holy cow and so what happens is there's actually a bell curve and this is for everyone if you're curious about like how product distribution actually works is you have your innovators your first 2% right

and then you have your early adopters which is the next 3 to 15% and then there's this big chasm right this big gap that goes from the early majority sorry early adopters to early majority which is the big the first big chunk in this bell curve right it's 13 35%. So it's two times, more than two times as big is the first two segments of the market.

The thing is, is that those people tend to have more limiting beliefs. And that's okay because most people have limiting beliefs. But the reason they have those, right, is because the amount of effort they're willing to expend is lower. They want to see 10 other penguins jump in the water before they're like, I'm going to jump in the water. The innovators, the first 2% want to be first in line. They wait six hours in line to get a $40,000 flat screen, right? When six months later, it's going to be a quarter of the price and they can go in without waiting in line. But that type of person tends to be the more entrepreneurial, like the highest, like entrepreneurial people tend to just, they want the edge, right?

They want like, if there's something, I want it. Right? They want the competitive edge. But to be fair, that's only 2% of the marketplace. The rest of the market needs to see more people. The early adopters just want to see the first ones jump in. Like nothing blew up, nothing exploded. Cool, I'm going to do it.

They're like right there and right now we as a business are crossing our own chasm into the early majority And so it's fun for us because we're actually learning a very different type of buyer behavior, right? Which is cool. It's interesting, but It's funny because like those types of buyers tend to be less emotional about the purchase, which is fine And so when presented with data can make sound logical decisions, which is why we don't have a rush sales process, which is why we don't try and pressure close people in the first call because like It's like, it is a big deal. You know what I mean? It's a huge investment.

So anyways, I say all this to say, if you're on the fence about weight loss, what would it look like if it did what I am saying it does, right? Would it have a meal plan, grocery with fruit preparation instructions, eating out guide, recipe book, online portals, a coach to follow up with you every day, coach with you in the gym? Like, what would it look like for you to actually transform your body? Like, and if it's not this program, what's missing? reality is that no one can answer that question because there isn't anything missing because all the programs that like that everyone's laying out here like has every component of what someone needs right right and so to the same degree like we've tried to do the same thing with gym launch which is what would it look like if it actually did what you think it should do right it would probably

have customer service that's available all the time right that response within three minutes right i remember a guru most of you guys probably know his name message me was like how do you get these people to stop thinking that you're going to respond to their emails within an hour and I was like we do it in less than three minutes and he was like what I was like yeah I was like have a great day he was like totally like mind blown right but like what would it look like so um any whose dudes and if you need another damaging admission if you were on the fence about anything um here's a good one for you to chew up not everyone does gym launch is successful. Okay. There you go. What we have is we have a category that we call

legacy eligible, which means that if there is somebody, like to be legacy eligible, you need to have made more money than it costs you to do gym launch. So if someone makes $16,000 over the time duration that they're in launch, we do not consider them legacy eligible because it means if you could not execute with what little was given, how can I trust you to execute what I can you more, right? And so it's not best serving them and it's not going to serve us. And that's why Lexi has the reputation does, which is why when people get in there, within months, their gyms double, their nutrition, all these things, because there's more things to do than just solve acquisition, right? Solving acquisition simply exposes the rest of the problems in your business.

But if I have someone who has limited conviction, right, and doesn't go all in, then how would I expect them to do going all in with things that are potentially less sensitive? Like establishing a cadence of communication with all of your team. Hugely important. Not at all sexy. Right? How can I have, if I, like,

make sure that they put themselves on payroll and a bunch of things accordingly. Is that sexy? Not at all. Is it important? Hell yeah. Right. How do I make sure that they're going to reach out

to all the customers within a 14-dice cycle? Right. How do I know that they're going to reach out to other customers by Wednesday if they haven't shown up that week? Right. That's not sexy. But doubling lifetime value is. Trebling lifetime value is.

Right? But a lot of the things that actually take to make money aren't sexy. They're boring, right? But boring but rich. Boring but consistent, right? So anyways, if you're facing someone and there are the prospects who's like, I just don't believe I can hit the goal, I don't believe I can achieve what you're saying, I can achieve, then just run them through like, why do you believe that? Is it because you had a past failure, or is it because you literally never believe that you could do it? Both of those things, this one will burn you twice. You don't want to let the mistake bring you twice. And this one

will literally never serve you because if you want this thing, then how can you also believe that you cannot achieve it, right? And then, cool, we can put those aside, what things would you need to see in order for it to be true? How many testimonies would you need to see for this to be, for that to create a belief? And if you still don't believe, then at what point are you being more unreasonable than I? Like, at what point is your disbelief unreasonable? And then, push that aside and be like, well, then let's just walk in this like magical fairy ground for a moment. if this were true, if I said I could transform your life, and that six months from now you'll be in a bikini, right,

and you've never been in a bikini in your life or whatever it is, right? What else about this program that I am telling you would also have to be true? Well, if that was actually that, then you'd probably have to have all these testimonials. Well, I mean, it's not just the workouts, right? It's the food. Well, but I don't know how to cook the food. Well, how do you make a taste? good. But what if I go on vacation? Right? And then they start running out. You're like,

right? So what else would need to be true for this to be true for you? And then at what point is you not believing more unreasonable than believing? And once you reach that point, then you realize it's like you just need to choose to believe. Because this is a little bit pulling from those of you who go to church. But if you listen to any pastors talk about marriage, they will say love is a action, right? It's not a feeling, it's an action. You choose to love someone. You love on your wife, right?

You love on your husband, right? Faith is a action, right? You choose to have faith. You walk in faith. You choose to believe and you walk in that, right? And so one of the things that I actually think that people who have faith have an advantage over people who don't, and this is no offense to anyone, is that those people believe. that big things can happen. They believe in a big God. And so what happens is believing in a big

God frees you from a lot of limiting beliefs inherently because you believe in something much bigger, right? And you believe that that person can move pyramids. You believe that that person could walk on a lot. You believe that that person can come back from the dead. And so it's like, if that God that I believe in brought someone back from the dead, why can't my business double? Why can't my business quadruple? Why can't I massively transform an industry? Why can't I massively transform my community. So, anyhow, I didn't want to get on it. The point is, is that belief in and of itself

is a competitive advantage. If you can choose to believe, then anything really will be open for you. But most people just don't believe, and that's their problem. And they believe that belief is an after effect and not an action. So, anyways, thanks for tuning in,

but I hope you enjoyed it, and nothing's ever too good to be true. Actually, tons of things are too good to be true. But if the other things that should be there are there, then you need to confront that. It might just be you who's limiting yourself. So lots of love. Have an amazing day.

And I'll talk to you guys soon. Bye.