Most salespeople who are terrible think that selling is
convincing people to buy something they don't want to
buy. Persuasion and convincing are
not just not the same, they're actually opposites of each
other. You want to learn how to
persuade, influence and sell at the highest level.
You're going to want to pay attention to the guests that I
have today. Myron Golden, welcome to the
show. How do I find people to sell my
stuff to? That's a really terrible
question. Here's a better question.
Because there are already thousands, 10s of thousands who
would love to buy what I'd love to sell.
How can I make myself more findable for people who already
would love to buy what I already love to sell?
Then selling becomes effortless. They decided they wanted to do
something different. I said this is stupid.
If I'm building a business and some knuckleheads going to mess
up my business opportunity, I want the knucklehead to be me.
Everybody here is in sales that they want to persuade, they want
influence in some way. Sure.
How did you get involved in? Sales, Yeah, Kind of
incidentally, I first got involved in sales not knowing I
was involved in sales. I came home for my first first
year in college. I came home for the summer.
I bought a car out of the Pakistan Herald in Harrisburg,
PA, for $50.50 dollars, $50. Drove it around all summer.
I knew it wasn't going to drive back to Indiana from
Pennsylvania. OK.
So a friend of mine said, hey, do you want to sell that car?
Yes, I do. How much do you want for $300?
He gave me $300.00 for for a car that I bought 50 bucks for.
That's that's your first sale. That was my first sales
experience. Yeah.
And then when I was done with college and I got married, I was
looking for something to do and one of my college professors,
former college professor, said, hey, do you want to make a lot
of money? No.
Yeah. It's like asking somebody, do
you like to drink water? Right Water Brothers, No.
No, yeah, I'm allergic to water, right.
Yeah, so. And I said, I said, yeah, he
said while my brother-in-law just got started with his
business, he's making a lot of money, blah, blah, blah.
And I'm like, OK, I'm open for that.
He says, well, let me see if we can find a local office.
And it was an office that sold insurance and investments
through the company called AL Williams, which not later become
Primerica. It was it was network marketing
of insurance and mutual funds. And so I went to the office for
an interview. My wife and I both went for some
reason, but we both went did saw their presentation.
I thought, Oh my goodness, and the guy who had the office is
making $10,000 a month in 1980. Five well cash.
I was a lot of cash. In that like 90 the 60 random
month now 70 random month right exactly.
Yeah. Yeah, yeah, yeah.
Yeah, so. So I got started than that, but
I was terrible. Yeah, imagine that.
I was terrible. So you're terrible.
So like. Really terrible.
Not kind of. So you're suggesting you weren't
born with like advanced questioning skills or investment
tonality skills? Oh no, I had advanced.
Like really messing up sales skills.
Like I was terrible. I I did presentation after
presentation presentation and literally did present gobs and
gobs of presentations for a year and a half before I made my
first sale. Interesting.
Why is it so network marketing, it's a big industry.
We're training and I always have an issue with network marketing.
Network marketing is 1/3 interactive.
She's sold in OK. And I always had an issue
because when you would come into like there's no selling
involved, just bring people to the meetings, blah, blah, blah.
And I'm like you guys are killing your people because
everything is sales and communicating 100%.
So would you feel like that might be a problem in network
marketing? They kind of give that
mentality. So nobody learned?
Yeah, I think. I think, I think, yes, I think
that that is a symptom of the problem.
The problem is they're attempting to make people
believe that something that's hard is easy, right?
Because selling is not easy. It's just worth it.
If you learn the right skills. But not learning how to sell is
not easy either, right? So you just have to pick your
easy and pick your heart. It is like you're going.
To be a neurosurgeon, you have to learn how to operate on the
brain. It's pretty hard if you don't
learn how to operate. The operator of the rain,
exactly. Same thing any profession, any.
Profession. So, so how did you, like, I'm
assuming they didn't just go in there and give you some advanced
training. You had to kind of figure this
out on your own. I did, yeah.
So I memorized the presentation that was in the flip chart back
then because that's what we use. And it was terrible.
I I, I was, I was looking for a better word, but it was
terrible. And I did the presentation, but
I even though I wasn't making sales, I was still booking
appointments and doing presentations and I was paying
attention to the feedback I was getting.
And the feedback was basically no bro.
Right. And it's so interesting because
you, when I got into marketing, I'm like, this is the easiest
thing to sell because everybody's a prospect.
Everybody wants to make more money, everybody wants to have
more time, right? You just have to know how to
communicate. It's not like they're not
wanting that. So what?
Why are people not joining community?
Lack of community. Because.
Because most people who are reps in most companies that Rep
anything are actually more misrepresentatives than they are
representatives. That's good then.
Yeah, I like that. So you just kind of figured this
out. I did.
How did you, how did you figure that?
Did you recognize patterns? What did?
You do so. So after 18 months I made my
first sale. OK, you got.
So that's a lot of dedication, that's a lot of commitment
staying there. But it is.
But see, you know one of the one of the best ways to commit not
having a Plan B. Burning the burning.
The burning the boats? Yeah, exactly.
You don't. I didn't have a Plan B.
There was no I had polio as an infants.
There's no professional athletic athletics in my future.
You weren't going to be on the the track.
I wasn't. Going to be on the track team,
wasn't going to be in the NBA, so I didn't know how to play
golf. So none of that was it.
So what am I going to do? I'm going to do something.
And these were the only people I had ever seen in my life who
were making like, real crazy significant.
Major for sale What happened after that?
I just paid attention to what I did and I put took the thing
that worked finally and instead of getting bored with it, I got
paid with it and put it on with a repeat.
I just kept doing the same thing over and over.
Repetition, repetition. Once I found something that
worked, I just refined it. And and where did you Start
learning how to refine it? You go through trial and error.
Did you learn? Somebody, I did go through a lot
of trial and error and I read a lot of books.
So I, I started out I read Tom Hopkins, how to master the art
of selling anything. That's where I started, right?
And so, so the two things that I got from Tom Hopkins book that
changed my life were #1 Learning to Love, Know and #2 was STP 20.
STP stands for C20. People belly to belly every day.
And so I said, OK, well I could. Those are things I can do.
You can do that. You can control those things.
I can. Control the I happen.
To play the numbers game exactly.
So how did you go from like, OK, I know how to play the numbers
game now. I got a really double down,
triple down, quadruple down on my skill game.
Because obviously, as you know, the numbers game is only going
to get you so far because you're just one of you.
That's right. How did you start to build?
Like, where did you start? Like, hey, you're learning
skills. I I went to a lot of trainings,
a lot of seminars, read a lot of books, and then implemented of
the things that I learned or heard because I didn't really
learn them, implemented the things that I heard and then
learned from the responses that I got.
Which couple? Books.
Do you feel like because books are books, as you know, they're
kind of an introduction to the thing you're wanting to?
Sure, right? You're not really mastering it
from a book, but it's like intro or a couple books that kind of
set you on that path of like, hey, there's more to this than
what I know so far. Yeah, the greatest salesman in
the world for me was really Augmentino.
In fact, all of Augmentino's
books were really great for me. Also some cassette tapes that I
had back then, The Strangest Secret by Earl Nightingale that
was one of my favorites, and one by Jim Rohn called The Day That
Changes Your Life. Interesting.
Yeah, so I listen to those and because here what like in
hindsight, I can see what happened while I was doing.
I didn't know what's happening. I was just I'm going to figure
this thing out. I'm.
Just kind of following what they were doing.
Didn't know why you're. Doing right and so, but in
hindsight I realized like the ultimate text back in selling is
mindset plus skill set plus tool set equals assets and so.
It's pretty hard to fail if you have those.
Three down right and what happens, I think the biggest, I
think one of the biggest problems in people learning how
to sell is they'll get a tool set.
Like they'll get so an autoresponder or Instagram
messaging bot or something and they think the tool set's going
to fix their problem or they'll learn a skill set in the form of
tactics, but they don't have the mindset.
And so they're saying the right thing with their mouth, but
their energy is telling the truth on.
Them yeah, there's cuz their tonality.
It's it's the way you say it, like I was asking, you know, how
are this how, how are sales people in every industry who
sell the same thing at the same price points to the same
prospects using the same script get completely different?
Results 100. Percent.
That's exactly what you said. Exactly.
And it's it's, it's, it's not just their tonality, it's how
they feel when they're saying yes.
It's their certainty. It's their I like to tell people
you can lie with your words, but your energy always tells the
truth. Yeah, it's like if a if a
salesperson gets an objection, most of them like, well, they
get all defensive and their face gets flustered in person and
then your your prospects like there's Spidey senses or
survival, part of the brain picks up on that and they're.
But if you're like how he's called the Spidey senses, if
you're like relaxed and just calm, they stay calm, their
nervous system stays calm, right.
So how did you, I mean this, most people don't know those
type of things about the brain and in getting the guard down.
And I've read those books that that you have there.
So there's much more deeper stuff that you've obviously
learned from to learn, like how to get somebody to let their
guard down. So like the thing that impacted
my life first and foremost, even in network marketing, was a
mentor. Like having a mentor who
understood the game at a much higher level than I did and then
paying him whatever he charged. Why is that so important?
Like I want everybody to pay attention to what Myron Singer.
This is like key number one for you to to get where you want to
go. Because they've been there, done
that, got 2 T-shirts, and if they're good, they know why
they've gotten there. All mentors are not created
equally, right? There are some people who are
successful because they were at the right place at the right
time and they had the right skill set.
They didn't have the right mindset though.
So they can't teach you how to have the mindset if they didn't
have to develop the mindset. And so, so this meant the other
reason I think it's important is because people who pay, pay
attention and people who pay a little pay a little attention.
People who pay a lot pay a lot of attention, and people who pay
nothing don't pay any attention at all.
As you call them, the free people people.
I want to talk about those those framing techniques in a minute,
because those are brilliant framing techniques.
Take, take me back to this mentor because I always say the
the most and I, and I, I've learned this from somebody,
whoever I'm quoting, just I give you the credit the most.
Like successful people learn from their mistakes, but the
most successful people, the top .01%, they don't learn from
their mistakes. They learn from other people.
They don't make the same mistakes themselves because
they're all about speed to like, I want to overcome the learning
curve like next week, next month, not in five years or 20
years. Exactly.
It's the ultimate. A mentor is the ultimate
shortcut. It's the ultimate shortcut.
And time is more valuable than money.
And So what people will do is it's like they they have, they
suffer from Walmart syndrome. And I don't know if I can say
that or not, but I already said it.
So, So what they'll do is they'll go to this big ginormous
store and waste a whole bunch of time to save $0.13.
It doesn't make sense. Time is the stuff that life is
made of. I would rather waste the money
and save the time than waste the time and save the money.
It's the cost, it's, it's, it's the frame of like, how much is
this actually costing? If you're a salesperson, how
much is this costing you in lost deals every day because you
haven't committed to mastering the by skills, dabbling in those
skills? I love this.
So you get into sales, you start doing really, really well.
Then how did you get into like, you know, being on stage?
Because that's it. That's a whole different sales
process. And then selling to a person
like in network marketing, the consumers now you're selling in
front of a huge audience. It is.
Those are different things. You have to.
Learn it is and, and and there's there's so much that speakers
who are good at speaking don't understand about the speaking
business because they're not the same thing.
They're not even almost the same guy in the same mentor who
really helped me shortcut sales in general really helped me
shortcut selling from the stage. So.
They're an expert in sign from stage 2.
This guy was an expert. He was an expert so and his path
was pretty much the same as mine.
Got started network marketing and then started doing training
and network marketing, then started selling from the stage.
And so I got started network marketing.
And if you're good at network marketing, which I was good at
it, and then you also have the opportunity to train people.
So I got good at training people.
And I thought because I was good at training people and I thought
because I was good at selling one-on-one, that automatically
make me good at selling for the stage.
But that's not it. Why is that?
Because they're totally different skill sets.
For the same reason that riding a tricycle is not the same as
riding a motorcycle. For the exact same reason.
Because now you're not like, if you're selling to consumer like
you're, you're, if they have a concern or objection, you're
dealing with that and you can talk with them.
Let's say you're in front of an audience of 2000 people.
You've got all sorts of different concerns and
objections going in their brain. All these stories that they make
up on why they can't get started in your thing.
And so like how you going to take that out of their mind,
right? And, and, and how you take that
out of their mind is by getting them to replace that story with
another story, not by you attempting to replace that story
with another. You're helping them and I went
to school as a psychologist. So you're basically what you're
doing is you're taking them out of their belief systems.
We call them frames, relief systems that they have the
stories and you're reframe them into a new belief system of the
new story abilities of what you know 100% for them 100%.
So there's a lot of techniques that go into that talk about
like, how did you get so you how did you actually get involved?
Like, Hey, I'm now speaking on stage.
So so because I got tired of network marketing and I said I'm
not doing this anymore because I got tired of network marketing
company owners changing the compensation plan and now my
income goes to crap because they decided they wanted to do
something different. I said this is stupid.
If I'm building a business and some knucklehead's going to mess
up my business opportunity, I want the knucklehead to be me,
not somebody. They just don't know.
They, they think the compound sounds good in the beginning,
but they don't realize this could go happen.
This could happen. What are you know?
And then they're like, oh shit, we're not making any money.
We're going to change it. Right.
This is not like network marketers don't realize that if
you are a Rep in a network marketing company, that is not
your business. Right, you're 1099.
You're a 1099 in somebody else's business general country.
That is your vendor. Yeah, you they are not your
they're. Yeah, sure.
It's not your company anyway. And so, so I got, I got out of
that and a friend of mine started a network marketing
company, OK. And he said, hey, if you'll come
train my people, I'll pay you $20,000.
I said OK, OK. Yeah, that's easy.
That's an easy yes to do that, right.
And so he paid me $20,000 and I went and trained his people.
And another friend of mine who had the same mentor said, hey,
man, you need to have Jerry come speak at this event.
I'm like, I don't need to have Jerry come speak at this event.
Why wouldn't he even speak at the event?
It's my event. It's not his event, but I let
him talk me into it. So I was allowed to sell to the
people in the, in his organization.
There are only like 35 people there, but I was allowed to
sell. I made an offer.
I did $350.00 in sales. Jerry, my mentor, he wasn't my
mentor then. He was just a guy I bought some
of his courses from. He teaches the same group and
they buy $3500 worth of stuff from him.
I'm like, wait, what just happened?
And Jerry says, he says you're flying out of Dallas tomorrow,
right? I said yeah, he said.
He said come in early, I'll give you some tips on speaking.
Interesting. So I go meet Jerry for
breakfast. It turns into breakfast, it
turns into brunch and we're there for two hours and me and
Stan and Jerry are at lunch and Jerry's breaking down the
speaking business. I'm taking notes.
Like I I took probably 15 pages of notes on a 2 hour lunch and
we got done. Jerry says, oh, don't worry
about it, I got lunch. I said, Oh no Sir, you're not
going to teach me how to make $1,000,000 and buy my lunch.
Now, what's fascinating about that is probably 10 years later,
I told him my recount of that story.
He said, oh, yeah, I remember that.
He said if you'd let me buy lunch that day, I wouldn't have
anything else to do with you because I would have realized
that you were a taker and not a giver.
Yeah, because how much, how much, how much money did he
really give you there, right? You know, millions of dollars.
Millions upon, millions upon and so I implemented what he said
and the next very next time I spoke, it was like there were
like 135 people. I did $5900 in sales and it was
it was off to the races after. That like, hey, there's
something. To there's something to this.
And then there were people in that audience because I was, I
was teaching network marketers how to sell their network
marketing stuff and I was selling them courses on how to
do that. And so the next time I spoke,
somebody who was two people were in that audience.
One person booked me for two weeks out, another person booked
me for two weeks after that. I did $8800 and sales and $6600
and sales. I'm like, you mean I can go and
talk about stuff I know about to people who care about it, make
them an offer and get paid thousands of dollars a week?
OK, sign me up for that program. This is.
Kind of fun. Yeah, this is fun.
Now, so a lot of selling from stage because I want to talk
about this and this this applies to you, you know, watching me
here, listening to us, you know, whether you sell virtually, if
you sell on the phone, if you sell in person, doesn't really
matter. A lot of it is about
interrupting patterns. So pattern interrupting.
So what's what's maybe something that you do that's kind of
unique on how you interrupt the audience's pattern.
It could be at the start metal end to like really get them to
stay engaged and and curious about what's going on.
So I, I think, I think one of the most important things that
any salesperson can learn to do is to help the people that
you're selling to do things that are in your best interest for
their best interest. Exactly.
And I'm going to ask you this question and you hit it right on
the spot. Is is selling.
I always ask everybody and I you already, you already answered it
is selling something that you do to people or selling something
you do. For for people, something to do
for people. Exactly.
Why is that? I think a lot of sales people
don't understand that yet. Well.
First of all, because everybody already desires to buy stuff.
Everybody desires to buy stuff. And if you have something good
and it can impact somebody's life and you sell it to them,
you get a little bit of money, they get a lot lifetime
transformation. Yeah.
Like how could that possibly be doing something I'm doing to
people like? I always say like you, who has
the problems? Your prospects are you that
exactly has a problem, not you. You're the one that can solve
it. So you going to start look
viewing selling differently than most salespeople have 100 per
view like it's adversarial you against the prospect, you're
doing it to them and that's why they play the numbers game.
I I have a client and some people were going to say this is
the crazy though. They must be insane.
OK, Well, they're insanely rich now, but they were stuck at $1.2
million a year for three years, OK.
They came into my business owner, a business owner,
business owner, OK. They came into my coaching
program, my $350,000 VIP day, it's 375,000, but then it was
350. I gave them within three months.
I gave the opportunity to upgrade to my $1,000,000
coaching program and they did, yeah, in less than six months,
they had a $1.2 million day. Actually, they generate, they,
they sold from the stage. They did $1.2 million in sales
in an hour, exactly in an hour. And they did $5 million last
year. Yeah, five extra.
I got a million. They got four extra million.
Yeah. And what are they going to get
this year and then the next? Right.
And they get paid on that for the rest of their life.
And I got paid. Once and see if if Myron didn't
have the communication skills, the ability to help them
overcome their fear, change that whatever their story was, it was
holding them back, they'd still be at 1.2 million.
So that is why learning how to communicate.
The most important skill set you could literally have in life.
I always say it like, was Elon Musk the only person that had
the concept of electric cars? Unlikely he.
Just he wasn't even the first. He just knew how to communicate
the best. Everybody that you that you see
on TV or anybody is, they're there because they've learned
how to communicate and frame their message the best.
That's why communication skills are so important.
So pattern erupting, let's go back to the the, the cheapo and
the freepo stuff. Where, where did where did you
come up with that concept? I don't even remember, actually.
Oh, you know I do. There a guy named Larry in
Tampa. I heard him say something about
cheapo people one time. OK, in or no, he said something
about freeple people. I'm like freeple people.
That's a real And then I so I just started playing.
Yeah, freeple people, cheeple people, feeble people and then
people, people. People and can you can you tell
everybody what this is? I think that's really good
because you've got this audience, you've got all these
people here watching you. They've got all these different
type of concerns and so you can't go talk to them
individually and find out what their concerns are.
You're up on stage and you've got a you've got a Well,
eliminate those. You got to prevent those
instructions and you. Defrag.
But if you think about it, if you think about it, freebel
people, cheaple people, people, people, feebel people and
people, those are all identity shifts.
They are, yeah. They're identity shifts reality.
Right. So, so Freebel people, who are
they like Freebel people. I don't work with Freebel
people. Freebel people who want
everything for free. You want everything for free,
Good, go get it from somebody else like I.
But I don't want to pay. Great.
You don't have to pay me and I don't have to deal with you.
Everybody's. Happy, well, it's like a
salesperson who's not willing to invest in their skill level.
And then you ask them, well, well, what objections are you
getting from your prospects? And it always comes back to.
The same. Cost, It's too expensive.
We can't afford it, and they buy in and it.
They can't overcome those objections because they believe
that story. Too Exactly.
There's no way they know. Exactly.
So they're they actually are in agreement ideal ideologically
with that prospect. You are the objection.
Exactly, 100%. So you get the free people,
freeable people. And then the next is are the
cheapo people, they only want stuff for cheap, right?
Like like there's a certain brand that says we sell cheap
stuff cheap. I'm no, I'm sorry, we sell good
stuff cheap. Sorry, like I don't, I don't
want cheap stuff. I just want good stuff.
Good stuff last longer. Cheap stuff is more expensive
than quality stuff because you have to keep buying it.
You have to keep buying it over and over and so cheapo people
want everything. As long as it's cheap, I'll buy
it. As long as it's cheap and then
you. We would call those type of
salespeople dabblers, even dabblers.
They buy a few sales books a year.
They follow you on Instagram or or YouTube.
I can try to free free tips. You know, they go to free event
and they they say like as long as I stay in it long enough, get
enough reps eventually I'll figure it out.
And that's where most salespeople are.
They stay average, but. Eventually, not only eventually,
we figure out, eventually you'll be dead.
So you got to outrun the Eventually I'll be dead.
Yeah, and nobody knows when that is exactly.
That's the great part about life.
OK, so you get the cheapo people and then you what's the next?
Feeble people. What's that?
People who are willing to pay a fee, right?
And they're willing to pay $1000 to go to an event or they're
willing to pay $5000 to buy a course, right?
They're feeble people. And you know, they can have some
transformation, but the rapid transfer, some success, they get
some success. Summers, we call those the know
it all there's they tell everything about because they
buy a couple courses they might start making like low 6 figures
a year and then they're and. They become a copy of a cliche.
They get capped because they don't.
They don't, exactly. Yeah, like that.
And then the highest level is people.
People, those are people who are willing to pay a premium and
people who are willing to pay a premium are deserving to receive
a premium. It's literally a a rite of
passage. Like I, I, I like to ask this
question if I'm talking to an audience or if I'm talking to a
person. How would you like to have a
multitude of people lined up outside your business, out the
door, around the block, cash and credit card in hand, clamoring
to buy whatever you'd love to sell?
Would that be awesome? Yes.
OK, cool. Perfect.
So I'm going to tell you how you can have that.
Are you ready? But I have to ask you a question
first. What does a tree have to do to
bear apples? Has to grow.
It has to grow. That's what people say.
It has to grow. It has to have water, has to
have sunlight. But you know the most important
thing it has to do, it has to be an apple tree.
Now, what does that mean? That means everything reproduces
after its own kind, and you don't get a multitude of people
lined up out the door and around the block ready to buy your
stuff until you become that kind of buyer.
We don't attract the kind of buyers we want, we attract the
kind of buyer we. Are yeah, that makes so much
sense. So that so you're putting them
in an identity frame and remember, he's not doing it to
them, he's doing it for them. Because if he doesn't do this to
them, they feel no need to change.
And that's why they. Don't so.
So let's talk about your event. What's the name of your event?
NEPQ Master would be our next one.
And then we have what's what's? Neuro emotional persuasion
question. That's about OK.
Neuro Emotional. Our leisure events are called
Sales Con Live. Sales con live so so here's what
I know everybody who's come how much does how much are tickets
to that event. Oh, the sales con live is still
that's like 1000 bucks, 1000 bucks OK.
So you have, you have and you have.
Let's say you have 1000 people paid $1000 to come to Sales Con
Live. They're not there because they
want a chicken sandwich. Yeah, so they've already told me
what they want. All I'm doing, if I'm speaking
at that event, is showing them how they can get the thing
they've already told me by their presence that they desire to
have. That's why when I sell them
something for a premium, I'm doing something for them because
they told me what they want. By being there, they provided
the content. I provide the context.
Because you're not going to master anything from a three day
seminar. That's right.
What's the saying you? Can't.
Can't teach a kid how to ride a bike?
Get a seminar. From Sander OK, so I want to go
back into this. This is really good.
So the the the freeple people, I love that kind of stuff, that
framing. Now want to make sure all all of
you understand, like you can use a frame like that, but really
selling from stage, selling in person, you know, selling on the
phone, selling version, it doesn't matter.
It's a series of frames. Like 1 frame is not typically
going to help that prospect overcome the fear of change,
right? As you know, every objection you
get, every reason why somebody doesn't buy, comes down to the
core that you're human and you have the fear of change, right?
You can't see what's on the other mountainside.
You have to pay 1st and then you get to see what's on the other
side. So you have that little fear.
So it's helping them overcome that fear by continually taking
them out of their frames or belief systems and reframing and
looping. So the reframing, where did you
start to develop that? Yeah, Jerry, same guy taught me
how to reframe stuff and then once I once I learned some
reframes from Jerry Clark. Yeah, then I started watching
speakers and seeing how they reframe things.
Saw the patterns. Have you ever watched Tony
Robbins? I have, yeah.
Good. I would.
I just went to his date with destiny a couple months ago.
I and I went to like see the D frames and the reframe.
That's a really good that's a good reframe.
What what have you learned from Tony?
The the most I've learned from Tony, Tony was from some of his
early stuff, like this is like he was probably this 20's.
The best stuff that I learned from Tony Robbins, I learned
from this old stuff like I had it on cassette tape.
Really. Yeah.
And I think my favorite Tony Robbins quote slash concept is
if you want to model any form of human excellence, you have to
find somebody who's really, really good at it and model 3
things. Number one, you model their
belief systems #2 you model their mental syntax and #3 you
model their Physiology. So you model their belief
systems. You ask them what they believe
about XYZ. You ask them the order in which
they fire off messages in their brain.
That's a syntax. And then you learn how to hold
your body in time and space like they hold their body in time and
space. And I found that to be so
dynamically powerful and work so well.
The other thing, the second, my second favorite thing that I've
ever heard Tony say is you don't get to control what happens to
you. You would get to control 3,
Three things. What am I going to do about it?
What does this mean to me, and what am I going to do next?
Those are probably my two favorite.
How you react to the thing where it happens, it separates you
part. Most people react in a negative
way. It's it's it's the radical he
talks about like, hey, if you were abused as a child, well,
you need to, you need to give them like you need to radically
blame them for your success because because, because they
did that to you, it actually caused you'd like something to
happen. Maybe you got a chip on your
shoulder. Maybe you just, you know, when
all not to say abuse is right, obviously, but whatever happened
to you as a kid, like got you where you're at, right?
That's how your that's how your brain thinks you're world view
and maybe put that chip on your shoulder to be successful and
drive. So without that, maybe you grew
up in a extremely wealthy family.
Maybe you wouldn't be where you're at right now or even
talks about himself, you know, OK, so let's talk about where
did you. OK, so this, so the reframing
techniques, I want to go back into that.
So you get you get up there, you're up on stage, OK, You
know, you got 1000 people there. You know, typically for, let's
say you're, you're doing this for another company or even
yourself, you know, like kind of what their objections are going
to be. Maybe maybe kind of share a few
things that you do to like maybe the top three objections on how
you kind of eliminate those them from their mind.
So what would those objections be, for instance?
Let's say that they have an objection, like your objection
you typically get for them is like, oh, I just don't have time
to learn how to do this. Let's say that that's a time
objection, OK, A lot of a lot of audiences are going to have
that. Like when you're selling like
training or something, I'm going to have time to learn how to do
this. I'm busy.
I'm learning from somebody that's not have a time.
OK, so I I you're you're asking me how I'd reframe it, but not.
Because I brought strategy, OK. Because so, So what I do is
people say, Myron, how do you overcome objections?
I just don't get them right, Right.
Exactly. I don't get objections because
an objection is a question that you didn't answer in your
presentation. And so it got infected and
festered into a an objection. So if somebody says I don't have
time, it's because there was something in your presentation
that didn't address the fact that if you don't take time to
get better, you're just going to get worse over time.
Yeah, right. Right.
And so you're. Seeding that frame.
Frame 1st and so, so, so how do I reframe that is I use an
epigram like I just did, which is if you don't take time to get
better, you're going to get worse over time.
So I took the concept of time and I showed both sides of that
time coin. Generally speaking, when people
have an objection, it's because they're only looking at one
aspect of the thing that they're objecting to.
They're not looking at the other aspect of it.
For instance, let's say somebody says well, but I just don't want
to pay that much. OK, you don't want to pay that
much. Do you believe you're smart?
Yes. Do you believe 1 smart person
can teach another smart person something to know how to do?
Yes. If somebody's made millions and
millions of dollars, if you're smart and they're smart, could
they teach you how to do it? Yes.
OK. So write down $1 million at the
top of a piece of paper, and then write down how much you
made last year subtracted from the million.
Yeah, so let's say they made 200,000 last year, subtracted
from their 800 grand. So.
So because you don't want to pay me $50,000 to learn how to sell
better, you paid life $800,000 for not knowing?
See what you just did, this is brilliant.
So you took them out of price or cost based thinking and you can
refrain them to results based thinking one of the result they
want. Exactly.
They just have this fear of change on well, I don't know if
it'll work for me. I don't know how to get it
right. So what all Myron did there is
he took him out of that price or cost based thinking frame and
he's reframing. There's not like I'm making this
up. I'm not manipulating them, just
helping them become aware of something that is currently real
in their experience that they're unaware of.
And then I'd say, I'd say say something like, OK, so the
problem is though that it didn't just cost you $800,000.
That's just how much it cost you last year and the year before
that and the year before that and the year before that and the
year before that. Here's the question I have for
you. Would you rather pay life again,
$800,000 this year for not knowing?
Or would you rather pay me so you can learn and you don't have
to live in the land of not knowing it's costing?
You more in reality, which is more expensive exactly and then
in their brain they're like it's way more expensive if they don't
pay exactly and so all he's doing is reframe them out of
what you're thinking and that's what you want to do with your
prospects. It doesn't matter if you sell
windows or life insurance or if you sell you know or security to
Bank of exactly. It's all the same.
Thing it's all the same, different side beans and they
have belief systems that you have to take them out and you're
doing it for them, not to them. To them.
That is a massive difference. I love that.
OK. And that was your.
What would you call that frame that you use is that you're
like, I know you well. It's it's, it's, it's the price
versus cost frame. I like that.
Yeah, right. It's or the price versus worth
frame. Poor people know how much
everything cost. Rich people know how much
everything's worth. That's the difference.
If you want to be rich, start asking better questions.
I like How much is it worth? How much is it worth?
All right, a couple of other questions here.
What would what what would you say is the key principle behind
your approach? Let's get into the entrepreneur
step. What is the key principle behind
your approach to business coaching that maybe would set
you apart from just a lot of the wannabes out there that sell
business coaching? Yeah.
So I think I think the two biggest things are, one, I sell
from a biblical perspective. And so if I want to be great at
sales, I have to sell to serve the people.
Do I pay for them? That's right.
Do it for them. I have to sell to serve the
people, not sell so the people can serve me, right?
And #2 is, and I teach this to people, love your clients so
much that you would never sell them anything that would do them
harm. And so.
This is really cute. Yeah, it is it.
And and by the way, loving people is a funk you can't fake.
Yeah, I agree. And I, I hate the old saying
that, oh, they're so good, they can sell ice to an Eskimo.
No, I'm not going to sell ice to an Eskimo.
I'm going to sell them a coat, I'm going to sell them warmer
gloves, I'm going to sell them a better shelter.
Like that's what Myron's talking about.
You're selling them what they need based on the problems.
You help them. Find I I, I I like to say it
like this. Don't use the money, don't use
the people and love the money. Use the money and love the
people and take it to its ultimate extreme and use the
money to love the people. Exactly, and that's where you
start to that's where God blesses you were you learn these
skills, you know, you have way more abundance because you're
doing it for the right reasons. 100%.
OK, so I love that. So maybe give us a mistake that
you made early on in your entrepreneurial journey that
maybe I learned a lot from this mistake.
But man, if I would have not done that, you know?
Greatest sales mistake I think people make is trying to get
people to buy. Tell us what you mean.
OK, so people do things for their own reasons, not yours.
Most sales people who are terrible think that selling is
convincing people to buy something they don't want to
buy. Exactly.
Persuasion and convincing are not just not the same, they're
actually opposites of each other.
Convincing is when I attempt to get you to do something I desire
you to do for my reasons. Persuasion is when I help you
make a decision you already desire to make for your own
reasons. You're doing it for them.
And people say to people say, well, Myron, how do I find
people to sell my stuff to? If you ask the wrong question,
you cannot get the right answer. That's right, right?
And so that's a really terrible question.
How do I find people to sell my stuff to?
Here's a better question, because there are already
thousands, 10s of thousands, millions, maybe 10s of millions
of people in the world who would love to buy what I'd love to
sell. How can I make myself more
findable for people who already would love to buy what I'd
already love to sell? Then selling becomes effortless.
Yes, you still have to have skill.
Yes, you still have to understand how to help them,
like unpack their old identity, But they already desire to the
transformation. They're just looking for someone
who can empower them to make the decision.
Well, like I always say, you know, Tony Robbins says a
version of this. I like to take it a step
further. In order to influence at the
highest level, you have to get that person or people to feel
like you understand them, their needs, their fears, their
desires, even, you know, their ones.
All of that, all of it without buying into their story.
That's the unique balance, right?
Because they've already done that.
They've already bought into these limiting beliefs.
So if you buy into the limiting beliefs like they don't have
time for this, OK, get back to me next month.
We don't have the money for this.
OK, well, when you get the money, get back.
See, you're just buying into their story and you offer them
zero value, right? Because the problem stay the
same and nothing ever changes them because you're buying to
their. Story right, They sold.
You exactly. Most of it is if you view like
you said that selling something you're doing to them.
So when a salesperson sells to you and you give them all this
resistance assistance and all this stuff, you're going to do
the set, you're getting the same stuff from your prospects on
because you don't understand what selling actually is 100%.
Once you, once you really started to master that concept,
because that's, that's commitment to master.
I only, only the masters would even know what we just talked
about, right? It's a, it's a different level.
What, what happened in your business?
Like once you really started like, man, I'm getting this down
because it's I'm still doing this stuff.
Yeah, I'm and I'm still I'm. I'm.
I learn every day, bro. Never let a day go by where I
don't want someone I didn't know the day before.
Exactly. Exactly.
Yeah. What changed is like money
became the byproduct of excellence instead of it
becoming the pursuit. Yeah.
So that's true. How did you get into that
mindset though? People don't just happen to get
there. Like what caused you?
Like what? What happened there to get you
into that mindset? Desiring to become the best
version of myself. Which doesn't mean Myron being
better than Jeremy or better than Russell or better than
Tony. Just me.
Me means me being the best version of me.
Sure. I don't have any competition.
I'm the first, the one and only the greatest of all times.
Myron. Freddie Golden, who has ever
lived. Yeah.
And that is the right attitude because think about your
favorite, you know, maybe your NBA basketball started like
LeBron James or Michael Jordan or your favorite, you know, so.
We said that in reversal to Michael Jordan and LeBron, and
I'm just kidding. No, I, I, I did that for, I did
that for the, I did that for the people watching.
I did that for LeBron Pans. I love LeBron, but I'm I'm a I'm
a loyal MJ guy. I grew up, you know, MJMJM is
the man in high school. So like it, it doesn't matter.
Serena Williams, you know, Elon Musk, Warren Buffett, Yeah.
You're the the most successful doctors and most successful
attorneys. They every, every, they all
share one thing in common. And this man just told you it's
the commitment to mastery because they know that that
training is not something you did in the past.
Training is something you do every, every single day.
So if you're not training every single day, you're you're just
going to go, you're just going to go backwards.
Never stay. There's no standing still.
You're going forward or
backwards. You're growing or dying. 100
percent, 100%. So that is where commitment to
mastery actually comes in. OK.
Couple last questions as we wrap this up.
I wanted to go back to commitment to mastery.
So, you know, I, I believe this is one of the industries we're
trained, you know, this coaching consulting industry.
And we see a lot of people just, you know, it's like they have
success in something for like a year and they're like, I'm going
to start my own thing selling this.
How do you feel about some of that?
Because I feel like sometimes people don't really have the
skill level. Or the knowledge, I think one of
their own thing, yeah. One of the biggest mistakes,
yeah, employees ever make is thinking that because they're
good at doing a job, they think that they're going to be good at
running that type of business. And they are totally different
animals, totally different. They're not even, they're not
even the same neighborhood. And so I believe that's one of
the biggest mistakes that people like ever make.
Nobody's great at everything, but everybody's great at
something. And I believe that if everybody
stayed in their lane, everybody could feel great about the work
they do and how they show up to serve other people in the world.
And here's the thing, people can buy your all your training, they
can go through all of it and they can go start their own
thing competing against you think you know, the one thing
they cannot buy is your experience and your wisdom
because they don't have the experience and wisdom themself.
They will never be 5% of what right do with clients because
they don't understand why they're doing it.
And that takes experience, wisdom that takes longer.
I had an 18 year sales career at the top of my game before I even
start my own sales training company and I see people sell
for one year and like, I'm a sales trainer now.
I'm like, dude, if I would have done that after one year, right,
you wouldn't know who I am. Was like, I wouldn't have the
experience and knowledge to be able to to do this in every
industry. It just takes time.
It takes. It takes time.
Time, like the purpose of time is becoming.
The formula for success is B do have.
The platform for success is time, space and matter.
The purpose of time is being. The purpose of space is doing.
The purpose of matter is having B do have.
That's a really good frame as
well. Myron, that was a great
interview. We're going to do this more
often here. Where can people learn about
what you do about, you know, learning how to speak?
And so from stage, because I always say that you can be a
great speaker, People can stand up and give you like an an
applause. The people vote based on their
dollars 100% and if they're buying your stuff from stage
compared to just giving you a round of applause, because
giving you a round of applause, you help them a little bit,
they're not going to retain 97% of that within 30 days, right?
So you've got to get into your. You've got to sell them a
course, a coaching program, a mastermind that they can go
study for the next year, 2 years, three years, so they can
take the time to become the person who can do that.
They're. Not going to do that in a two or
three days or an hour and a half because I know it's training.
So where can they go to to learn more about what you do and and
get? Like if they go to
myrongolden.com, pretty much they can find anything they need
to know about our coaching programs, about our challenges,
about our books, whatever. Go to myrongolden.com, we'll let
Myron golden.com, we'll put that in the show notes.
And if you have questions, if you're like, hey, how do I learn
how to frame for what I sell? I sell solar SAS or life
insurance or whatever you sell. The easiest way to get a hold of
me is simply to text me. So I'm going to give you the
number 480637 2944. Myself and a few of our sales
trainers lock ourself in a room, but an hour a day and we
actually answer your text messages.
Myron, it's been a pleasure. Great interview.
Fantastic.