Here’s a transcript of Tony Robbins Motivating The Hell Out Of His Reluctant Sales Team
There are 5-10 audio cassettes in this office that are treated like gold.
Tony Robbins is the star of three of them.
The rare 1992 recording of Tony Robbins that I’m sharing with you today probably hasn’t been heard by more than 100 people. And that’s being very generous.
Now I’m not giving you the audio for this recording here and you should be grateful to me for this because the quality of the recording itself is shit.
This is a recorded conference call with the tiny group of people who owned his franchises back in 1992. Need I say more?
There are conference call recordings today that are garbled garbage. This was 22 years ago in the recorded conference call dinosaur age. You don’t want to imagine how bad it is.
So what I’ve painstakingly done is typed out word for word Tony’s incredibly inspiring words.
Remember, there is the option at the bottom of this post to convert this piece into a PDF. I highly recommend you take advantage of it as this ended up being over 10,000 words long and is some of the most rock solid advice for moving to the next level in your business that you will ever receive.
Setting The Stage For What You’re About To Indulge In
The year is 1992.
Tony has Robbins & Associates franchise owners who are attempting to sell graduates of Tony’s prior certifications, attendees of their 1 day trainings, and their Unlimited Power Weekends into Tony’s 9 day, $5,000 dollar Mastery seminar experience.
Last I checked, the current version of this experience was selling for $10,000 dollars but it could be more now.
Now think about how challenging it might have been to make a $5,000 sale for a seminar ticket in 1992 when five large was nothing to sneeze at.
Hell, I imagine a lot of sales people today would be shitting their pants if tasked with making a $5,000 dollar sale.
And this explains a little bit about why even though Tony is on fire and is taking the nation by storm selling tons of tickets to his introductory events and his Personal Power tapes, these guys are getting their dicks kicked in.
What’s more is that it is do or die time as the event date is not far away.
Tony’s got to do something or this series of events is going to crash and burn.
So what does he do first?
He gathers the troops on a conference call to figure out what they believe is preventing them from making sales.
Tony is on this call but for the first twenty or so minutes he’s lurking and someone else on his team is leading it and is trying to find out what the reps are experiencing in the trenches.
You hear from one owner who says that the post cards are not bringing very many people to their form of “Tupperware Parties” that they’re hosting in order to get people in a room and pitch them…
You hear another owner talking about he’s got some people on the line who are putting him off because they’re trying to figure out how to rearrange their schedule or get the financing they need…
And then you hear a guy come on talking about how he feels like he can sell anything if he’s had a positive experience with it but since he hasn’t been to Mastery before, he’s having a hard time selling it because he has no personal reference for how awesome it is…
This is when Tony stops lurking and authoritatively takes command of the call and starts working the magic he’s so famous for.
Here’s what Tony had to say to these obstacles that his franchise owners are telling him are stopping them from selling registrations to this event.
Read this as if Tony were reaching out to you with his hard won, raw, emotionally charged wisdom on the topic of what it takes to get your business to the next level . . .
TONY: “There’s a definite common bond between the people who are struggling and that is that you are not creating the emotional intensity and you’re hallucinating that experience is what creates that.
Let me tell you exactly what creates it.
When I went to work for Jim Rohn and I marketed his leadership seminar I was the number one man in the nation in marketing that program and I had NEVER BEEN TO THE PROGRAM.
What made me unbelievably successful was two primary things:
#1: I went to a seminar with this guy that cost $35 dollars and an evening for a COUPLE. I listened to that seminar and I got fired up about that program when he talked about it, I personally signed up.
I had no experience with it and the person who signed me up had no experience of it.
I just believed.
When Jim got up on stage and said, ‘This is absolutely the finest program that I have ever conducted. If you want to change your life and move forward to the next level, here are the subject areas, all I can tell you is take me at my word and do whatever it takes to be there. If you don’t, you will always wish you had and if you do, it will be a phenomenal experience in your life.’
That’s all it took and I unleashed my imagination as to what the hell that meant. The imagination is 100 times more powerful than any fact or any experience you could have.
I’ve seen people in my sales career who did better selling before they went to the program than after they went to it because their imagination was even more potent. They didn’t limit themselves to the process.
So when I went out there, the way I marketed this thing was just absolutely deciding that what this was about was a period of time, where in our case it’s nine days, but there, it was two days, where someone was going to concentrate all of their emotion, all of their focus, all of their physiology for maybe the first time in their life, being around the best coaches on earth who would show them how to absolutely change their life right now at every single level that mattered.
And that’s what we’re doing with our program.
Emotionally, physically, relationship wise, finances, and their life.
I just got done doing six seminars in the last eight days and I just finished an Unleash the Power Within here in Orange County.
I’ve got to tell you something…
These people out there, they have no clue what their life can be like. They all come up and say, ‘How can I find a role model?’ I tell them, ‘Come to Mastery.’
People come up to me every single day and go, ‘I see you on TV and, how would I really turn my finances around or improve this problem with my relationship or this problem with feeling depressed or overwhelmed or angry. I can’t seem to get to control of it. Life is hard. How did you master all this stuff?’
How I mastered it is what we’re giving them in Mastery which is why I’m so damn excited about it.
What I did is I went out and found the people in the world who were succeeding at what I wanted to, found out what the hell they were doing and I went and I did that.
But I didn’t have the luxury of doing that in 9 days.
I had to do it over a period of years.
And I had to go out and try to find these people, and once I found them I had to develop rapport with them and find a way to give them something of value so that they would want to work with me.
It was unbelievably arduous and frustrating process that took forever.
It was not in Hawaii, it was not overseen by someone like myself who facilitated the entire process, it was not in environment that would drive them crazy, it was not in an environment that gave them a vacation, and it certainly wasn’t in a concentrated form that flowed with level of skill and technology that we have.
But I think the main thing you guys have to do is know what this can do for YOU.
I’m concerned that some of you are not going to the program yourself and you’re SCREWING YOURSELF because the only way to get to the next level is to get some new distinctions.
And the beauty is, you never know when you’re going to get them and this drives me crazy to this day.
That’s why I bust my ass and still do Power Talk every month because I’m constantly knowing that the next person I meet, the next conversation, the next metaphor, the next something could take EVERYTHING to a brand new level.
I live in that state of unbelievable expectation and imagination. I don’t have a clue.
I’m interviewing Marianne Williamson this week.
You know what, I saw her on Oprah after I’d already booked her in and I was like, ‘Holy shit! With all due respect, this lady’s stuff is so basic that it’s a joke. What the hell am I doing? How am I supposed to get excited about interviewing this lady after watching her interview with Oprah? Oh man, why did I book her?’
But every time I’ve done that, I’ve turned myself around by just imagining what the hell could come out of this and my imagination, my ability to push out there what is possible, I’ve created the excitement and the excitement I’ve created has allowed my experience with this person to be INCREDIBLELY POWERFUL.
But I live for that.
I know, just like I talk about in the video that we created for Mastery, the power of distinctions, and that is juice, that is life.
You want to look at your life, you want to look at someone else’s life, it’s a distinction or two that makes their life stronger.
All of you out there have got to get into your gut and out of your god damn intellect and make it happen. And it’s not going to really happen until you develop this sense of certainty in yourself.
The way I can get on stage and get out there and take a group of people and turn them on their ear and make it happen and make them do things that they’ve never done before is because when I walk into that room I have more certainty than any human being in that room – more certainty than all of them put together.
There’s no possible way that they’re not going to move to the next level in my presence because I’ve created that certainty.
But that all started by me years ago, being in the same position you’re in holding myself to a higher standard and saying, ‘Look. I’ve got to develop this thing for Jim Rohn. How the hell am I going to do this? These people went to a $35 dollar seminar.’
How I did it was I decided on what this seminar would do for their life and I decided that I would not LEAVE without them having that impact. I felt like I’d be ripping them off if they didn’t do it.
What the hell else are they gonna do in two days that would take their life to the next level? What else would they spend $1,200 dollars on in those days that would take their life to the level that this would? THERE’S NO WAY IN HELL IT WAS GONNA HAPPEN JUST WANDERING THROUGH LIFE DOING WHAT THEY’VE ALWAYS DONE!
And every one of those people absolutely wants their life at the next level.
So I would go out and I would drive to the appointment. The whole way to the appointment I’d be doing these affirmations, “I NOW COMMAND MY SUBCONSCIOUS MIND TO DIRECT ME TO HELP THIS PERSON TO CHANGE THEIR LIFE TODAY BY GIVING ME THE STRENGTH, THE EMOTION, THE PERSUASION, THE HUMOR, THE BREVITY, WHATEVER IT TAKES TO SHOW THIS PERSON AND GET THIS PERSON TO CHANGE THEIR LIFE BY SIGNING UP FOR THIS PROGRAM AND MOVING FORWARD NOW! WHATEVER IT TAKES!”
And I’d do that again and again and again with more and more intensity, driving my Volkswagen bug to meet this person who was ten times more successful than me, to convince them that they needed to move their life to the next level by going to a program that I hadn’t been to.
(As a side note, to give you an even better reference for how 20 year old Tony was showing up at these appointments, in another one of his talks that I believe was done at Date With Destiny, one of the segments of Mastery, he talked about what a piece of shit this car was and how he had to park it far away from the appointment so that the person who drove their Mercedes there to meet him wouldn’t be turned off by seeing him getting into it after their meeting… how he had minestrone soup acne… how he was wearing fake gold chains because he didn’t have any money for real ones… and how he was dressed in a 2 piece leisure suit that he’d bought at the thrift store. I wanted to add this context to show you how powerful what he’s talking about here is. He was talking about this period of his life to express how powerful self-generated certainty is, telling the audience that if they are not daily doing incantations like this, they flat out aren’t doing what it takes to make the most of his material.)
I would be saying this stronger and stronger, louder and louder, banging on the steering wheel while I’m screaming and driving down the freeway with people looking at me while I’m doing this but I’ll tell you what, by the time I walked into that goddamn room THERE WAS NO HUMAN BEING I WASN’T GOING TO INFLUENCE!
I influenced EVERY SINGLE HUMAN BEING I SAW FOR A MONTH TO GO TO THAT PROGRAM. There wasn’t one person who didn’t buy.
Point of fact, Mike was there, these guys from all across the country were asking me how the hell I was doing this and I said, ‘One way. TOTAL CERTAINTY! TOTAL BELIEF that nothing they can do in two days is gonna be more important than going to this event and that if I don’t get them there, I’ve screwed this person.’
I made going to this event a necessity; not an accessory.
When I talk to you guys I hear a lot of accessory talk like, ‘Yeah, it’d be really great because the program is phenomenal, it would help you with your management, it would help you with your emotions…’
This program is the finest program that’s out there, not because I’m conducting it but because we have put together a team of facilitators, a university of facilitators, and a process that none of those human beings are gonna experience if they don’t go to this.
If you’re a person who wants to wait a year and try to go this next time, I’ve got news for you, there may not be one.
Last year people were talking about how they were gonna wait till this year to go to Certification and now guess what? There is no Certification. That program is GONE. There are phenomenal pieces of that program no one will have access to now. Invaluable pieces.
I’m spending this weekend with John McCormack.
Now I’m going to spend two days with this guy. I think he’s one of the most phenomenal financial minds on earth.
This is a guy who can take his business from wherever it is to wherever he wants it to go. I’m going down there and I have the privilege of spending two days with him.
They’re gonna get a day with him. They couldn’t get a day with him in a million years otherwise. You don’t have a clue who this man is. You don’t have a clue what he’s built.
When I meet with him he’s bringing with him a gentleman who is an #1 international expert and the purpose of our meeting is how to raise what we’re doing to the next level and how do we go international.
1993, I want to hit international on a scale that is as large or larger than we’ve done in the U.S. and if that schedule fills up, there is no Mastery next year because my commitment is to expand how many people we reach.
But you’ve gotta get that intensity. You’ve got to have that inside of you. And you’ve got to stop playing with this intellectual stuff.
You need to start saying, ‘What could this do for my life?’
Forget about your customers. Say to yourself, ‘What could this do for my career? If I’m going to go to the next level, I need some new distinctions, some new challenges and hold myself to a new standard.’
For 9 days, I’ll get you to challenge yourself, give you strategies you’ve never heard of before and get you to condition yourself so that you can go back out in the world and make a difference.
When I was talking to Steve yesterday I was saying, ‘When was the last time you took 9 days of your life and did nothing with them but design strategic plans for how you’re going to live the rest of your life, emotionally, physically, in your relationships, in your finances, in the way you use your time, and what you’re going to contribute? When have you done that? When you been around this quality of people for that period of time? When have you had someone hold you to that high of a standard? NOBODY HAS. NOBODY HAS.’
If you talk to a customer from the first program, they will tell you this is finest thing we have ever done.
People who’d been to every program we’ve done, including certification, went nuts over the program.
You’ve got to get inside your head and say, ‘You know what? This is a chance for me to develop the skills that would take my business to the next level.’
Let me tell you what the skill is – CERTAINTY.
That’s the one thing that you guys are missing. Remember that loop that I teach on the leadership model from Ken Blanchard where you go from Enthusiastic Beginner to Disillusioned Learner to Reluctant Contributor to Peak Performer.
Most of you who are experiencing challenges are Reluctant Contributors. You know basically what to do, you basically have the skills to do it, and all you need is the certainty to push it over the top.
That is the next step for you and I’ll tell you how I created that.
I created that process by getting myself out FACE TO FACE WITH A CUSTOMER EVERY SINGLE DAY.
I’d call up every single human being who’d been exposed to Jim Rohn and gave us their contact information and say, ‘Hey Mr. Rohn wants me to follow up with you and find out what you thought of the program, what you got out of the program, what you plan to do with it and he wants to show you specific ways to integrate this into your life and make sure you apply it. What are you doing tomorrow morning at 8:30 besides having juice with me? Great! I’ll tell you what, I’ll meet you half way, I’ll meet you at Denny’s (which is five minutes from my house).’
I’d call up the next person and roll right into it again, ‘What are you doing tomorrow morning at 10:30 besides having juice with me?’
I’d tip that waitress and sit there at that booth and take over and make that my office and I’d see each person eye-to-eye with a level of certainty they’d never experienced before and I’d take them through the program.
I’d pull up the brochure and I’d go through each step and before this, I’d find their wounds and once I knew their wounds, I’d open up the brochure and say, ‘In this program, if this can do this for you, what would that mean to your life? Is your life really where you want it to be? Is it, or is it not? Be honest. Don’t say ‘basically’. Is it, or it isn’t? What could your life be like if you really went to the next level? What could it be like? What would that be worth? Would that be worth $100,000 dollars over your lifetime? $50,000 dollars? $10,000-5,000 dollars? What would it be worth?’
I would not let them off the hook. By the time I was done it was a quarter of a million dollar program. And I’d say, ‘Guess what? It’s only $1,200 bucks. Let’s do it…’ and I would assume the sale.
But that certainty, that is the thing that is missing from your business, and regardless of what you guys do with Mastery, my one primary message, the reason I came on this call is to tell you guys that you’ve got to hold yourself to a higher standard but rather than just saying that verbally, I’m telling you that you need to develop a plan for yourself.
A plan that will absolutely give you that muscle that some of your are starting to develop, some of you already have it and want to build it bigger and some of you don’t have it at all and the only reason you don’t have it is not because you don’t know what to do, but because you find out what to do, but you don’t put yourself on the line.
You haven’t challenged yourself.
I looked at the statistics and the people who have been in the coaching program have been enthralled because number one, that’s what took our SSR division which could barely put together 300-500 tickets, to a division that consistently puts together 1,200-1,500 tickets by themselves which made the one-day event possible.
We went out and we measured the activity. I built my whole career like that.
I said, ‘Let me look at the reality of how many calls I’m making. Let me look at the reality of how many people I’m actually reaching. Let me look at the reality of the number of people that I’m actually getting face to face with. Let me look at the reality of how many sales I’m closing. The reality is that if I’ve got a 10% closing ratio, all I have to do is increase the number of people I’m reaching out to.’
I built my entire company, everything that you’re a part of, by sitting down and saying, ‘Okay, not what will it take, I want to do ten-times what it would take in the beginning so that I develop the muscle, so that I push myself beyond anything I could possibly expect.’ I don’t care who you meet, whether it’s a McCormack or whether it’s someone like a Peter Guber, or someone like Pat Riley, I just got to spend a week with these two guys, or whether it’s someone like Captain Coffee, any person that you have ever met that you have any respect for has done one thing differently than anyone else around them: They have put themselves through the equivalent of some kind of mental/emotional/physical boot camp and pushed WAY BEYOND anything that they thought was possible and as a result, what used to be hard to do, was now easy to do.
In my business what this looked like was Rohn coming up to me and saying, ‘I want you to fill this program in Los Angeles, I need 500 people in there and that’s it. You’ve got 8 weeks.’
I hadn’t sold more than 35 tickets in my life.
So what’d I do? I took this door that was off its hinges in my house and turned into a desk and picked up the telephone and started making 100 CALLS A DAY. I did this for 2 weeks.
Some of you are making 30-50 calls in a week.
I didn’t do this for my entire career, but when you make 100 calls a day, you get pretty damn good. You get outrageous. You develop an unbelievable level of discipline and pretty soon it’s easy, anything under that number is easy.
I started calling people back who’d told him no and they’d say, ‘I said ‘no’ to you’ and I’d say, ‘I know you said, ‘no’. I’m calling you back.’ and I’d just keep teasing them until I found out what it took and the certainty that this created in my body was unbelievable.
I started to book 10 meetings a day instead of 10 meetings every month or two like I used to do. I was getting enough experience in a day that I used to get in a month or two.
In two weeks I was so booked solid that I was in customers’ all the time which is the only time you make money – FACE TO FACE with customers doing quality presentations – not when you’re doing administrative stuff, not going and posting ads, etc. – FACE TO FACE WITH A CUSTOMER.
When I was selling businesses group packages where offices could bring their staff to the event, I wouldn’t leave the meeting without talking to the manager and saying, ‘I know you wouldn’t respect me if I didn’t ask for referrals. So I need four referrals from you and you need to give them to me’ and I’d get them laughing and smiling and write down my referrals and ask them all kinds of questions about all the people and then I’d say, ‘I’m out of here but I need 60 seconds of your time. Would you please pick up that phone and let’s call John Smith, he’s the most likely candidate out of this list. Call him, tell him I’m in your office and what a great job I did, just take 60 seconds, tell him I’m right here and that I want to get on the phone so that I can book a meeting with him and then hand me the phone.’
And I’d get on the phone right there and I’d book my next meeting.
You guys need to challenge yourself and my challenge is real simple:
1: Get your fanny to this program!
You’re INSANE if you don’t go! You’re INSANE to cheat yourself out of the opportunity! You don’t know what things will trigger you, you never know when, or who, or how it’s gonna happen and you need to be in an environment that can move you forward.
2: Change Your Damn Belief Systems
Don’t operate from this frame that says, ‘Well, gosh if I’d had the experience I’d be able to sell this thing.’ I’m not attacking anyone. That’s a natural belief system to have.
I’m just saying if you act naturally, you’re gonna be like everyone else and get the same average results as everyone else and most people are not getting the results that they want.
Be extraordinary by having extraordinary vision, extraordinary beliefs, extraordinary imagination, and make extraordinary demands on yourself.
And change that belief that says that this is an accessory and instead make it a necessity for their life as this might be their only chance to have access to this. You can’t have the attitude that this is something they should do some time in the future.
What possibly could be more important than changing their physical, their emotional, their financial life for the better in the shortest period of time available?
I want to hear it.
You need to get yourself a level of intensity, whether by affirmations or by a change in physiology. You need to create that intensity.
You’ve got to know that when two people meet, if there is rapport there, whoever has the most certainty will influence the other person.
You need to be doing this knowing what it will do for their lives not only intellectually, but emotionally.
Some of you have been around this stuff so much that the law of familiarity is affecting you. You’ve forgotten what it’s really like to have a basic mindset. Go back to what it was first like to be exposed to an Unlimited Power Live seminar. Go back and experience what that really meant to you.
You changed your careers and your finances to come work here because you knew what this stuff could do.
But what’s happening is that you don’t have the level of muscle that you could, and you’re taking too long to get into a winning rhythm.
Instead of making 100 calls a day, you’re making 13 calls a day. I was making the number of calls in two weeks that it would take you months to make. This means that you’re taking 3-4 months to get the level of experience I’d gotten in a couple of weeks.
So you’re living for months in state of feeling exhausted, concerned, and feeling stressed because you’re not where you want to be.
I kicked ass on everyone around me, not because I’m so brilliant, but because I just said, ‘I will not be denied. I will do whatever it takes and committed at a level like few people before me and I created so much certainty in my body.
I want to throw down the gauntlet to you guys.
Go out and sell a $5,000 dollar program with more intensity with as many human beings as you can see for ten days and every day get better and watch what the hell happens when you go to sell a $1,000 Power To Influence program or a $700 dollar Unlimited Power program.
It will be a piece of cake.
If I were you I’d be saying, ‘For the next 10 days I need to move my business to the next level. I need some skill in my body way beyond what I’ve got now. If I keep doing what I’ve always done I’m going to continue to get what I’ve always gotten. Here’s my chance to push myself. Let me agree that for 2-3 days a week for every one of my meals, breakfast, lunch, and dinner I’m going to meet with a person who is a potential candidate and I’m not going to walk in until I know they’re going. I’m going to go in and find their wounds and I’m going to find a way.’
If you limit yourself to people who you believe can financially do this, or will likely be able to go to the seminar, you’re killing your ability to reach people. I would have never been exposed to this stuff had somebody taken on that perspective with me.
Somebody had to have been willing to talk to anybody and they talked to me. And I went there and saw that program and there was no fucking way that I was going to get exposed to Jim’s Leadership event if I didn’t figure out how to borrow the money to do so, or earn it. So my certification was figuring out how I was going to get there.
And that’s one of the reasons why I am who I am.
Anybody out there who can’t go to this program, must go.
If a person can’t figure out how to get their hands on $5,000 dollars and figure out how to get these 9 days coordinated, then they MUST go because these problems aren’t gonna change based on them being exposed to anything we’ve got now.
You’ve got to get inside your head. You’ve got to start with yourself. You’ve got to get your own sense of certainty from saying, ‘I’m gonna go out there and see three people a day, I’m gonna do the most phenomenal presentation that I’ve ever done, every time I do it, I’m going to a better job. Every person I meet is a potential candidate for me, I’m gonna get referrals…’
If you did that for 10 days and you saw 30 people face to face, and you’re marketing a $5,000 dollar program, you’re gonna develop something inside yourself that moves every aspect of your business to another level.
Or… you can keep doing what you’ve been doing, which you’re probably very comfortable with but I doubt very seriously that it is gonna give you what you want.
MODERATOR COMES IN: Miles came into this business with very little skill in interacting with people but in the first month of his business, for his first video based event he was selling (these guys used to sell preview 1/2 day or one-day seminars that were filmed, that they would show at theaters and put people into rooms that way), he made 300 calls in two days and got a bunch of people to the event and he enrolled nine. Last month he had 1,192 sales into live programs. 1,192 sales!
TONY: His number one comment to me, I didn’t say anything to him, was, ‘You know something, this was the easiest thing I’ve ever done because I finally just committed to something intensely, something big enough, something strong enough. I can’t wait to get back out there. Everything changed because I put a much bigger demand on myself. I had to do it.’
This is exactly what I did when Rohn gave me Los Angeles and said you’ve gotta put 500 people in the room.
Commitment is the critical component of human excellence. There is no way around it.
Disney goes out and calls on 310 banks before he finally got someone to say ‘yes’ to funding Disneyland. You look at anyone who has succeeded and you find that the one talent they harnessed was creating a certainty in their body and holding themselves to a higher standard and believing and pushing themselves until they find what works.
That muscle MUST be developed.
Without this muscle, nothing in your life that you want will matter. Nothing will come to you in the long term without it.
So the key question is, ‘How do you come up with a plan to create that muscle in the shortest period of time?’
Peter Guber, as you know, is a big supporter of my work, chairman of the board at Sony, John McCormack is not just coming to speak at Mastery but is coming to attend, the man who is known for building some of the biggest luxury homes on the planet, who is building a 25,000 square foot beach front home in Malibu at this moment for Jeffrey Katzenberg, (then head of Disney) is also attending.
These people love me and support my work 1,000% and they’re wired out of their mind about the chance to have access to me, to work on their physical body, to get access to Joel Barker to get a better idea of what is coming in the future, and all the other distinctions they’re looking forward to pushing them over the edge.
One thing you’ve got to realize is that our data shows that sign ups skyrocket in the last three weeks. If you look at our last certification, we put 500 people into that event in the last two weeks. We had hundreds of people show up at the event that we didn’t expect to show up.
Right now is the time to grab people.
The urgency of the deadline looming can push them over the edge to make a change in their life. Don’t let them off the hook by not being out there and not helping them make the shift and letting them continue to transition in the direction that they’re going.
If I were you, I’d give myself a 10 Day Challenge and I’d make my goal at the end of that 10 days to be at a different level in the quality of my certainty and my ability to influence any human being I get in front of.
And this 10 day challenge could be, ‘I’m gonna spend at least 3 times a day in front of someone giving a quality presentation and when I walk in to make that presentation, I want certainty in my body’ and certainty comes by you generating it inside. By you envisioning what you know can happen, by your thinking in detail about how you feel about being responsible for changing this person’s life on an ultimate scale, by thinking about what will happen if they don’t go to the program, by thinking about all those things and generating the emotional intensity and then maybe doing affirmations at the level of physiology that I’ve told that I’ve done for years.
I still do my affirmations before I get up on stage every single time, the same affirmation.
There isn’t a morning that I don’t do it. I get in front of the mirror and I do it with such intensity as I’m looking right into my own eyes convincing myself with this certainty that when I walk into that room, it’s gonna happen.
I make that kind of physical difference in my body and then when I walk into that room it’s there.
But if you did that for 10 days, where every single day you’re going out there and being with three people and you’re doing that, and every single time you’re with them you’re either gonna enroll them into Mastery and you’re gonna get them to give you referrals for the other programs you do locally, you’re gonna get the biggest jump in your business that you can imagine because you’d have the transformation you need in yourself.
If you have that in yourself, you sure as hell can transfer it to someone else that you’d want to hire as a salesperson eventually but you can’t give to someone else what you don’t have inside yourself.
It’s a 10 day challenge to take yourself to the next level.
That’s what I offer you.
Send me a fax personally that tells me what you’re gonna be taking on and if you’re not, that’s fine, tell me you’re not going to so I know who’s playing out there.
Tell me what you’re going to do, exactly what activity you’re going to do, tell me what result you’re going to produce and then commit to it.
Not so much so that you’re committing to me, but commit to yourself to move this business. That’s how your business will get better.
Nothing else will do it but a change in your own consistency of physiology.
All of you that I know care deeply about people. All of you are committed to making a difference. All of you have got the right heart.
Many of you are doing extremely well. Some of you are in between. And some of you are not doing well at all and the difference here lies in building the muscle.
The difference lies within holding yourself to a higher standard.
The difference is in consistently being face to face with customers everyday where every day you’re finding a way to improve and get better and concentrating the time periods, not stringing it out over a month.
Make it a short period of time because any of us can do anything for a short period of time.
I asked Captain Coffee, ‘How’d you make it through 7 years of being in Vietnamese P.O.W. camp?’ and he said, ‘I chunked it down to six month periods. I figured I could do anything for six months. And when that six months was up I’d repeat the process and kept repeating it. I would have died if I would have thought I had to make it for 7 years straight.’
So you chunk it. You build the muscle and then you find out what you’re capable of.
I didn’t imagine a week and a half ago that I was capable of doing what I’ve done for eight straight days with this seminar schedule. It was unbelievably intense.
So what I did was I chunked it to today – Today I’m going to give every ounce of myself. I didn’t say, ‘Oh my god, if I give every ounce of myself today I won’t have anything left for tomorrow.’ This is the day I’m here for. I’m here for these human beings in front of me. These human beings deserve every ounce of who I am and I will not leave this room without my knowing that when I was done, every breath I gave was at the intensity that would move them. Beyond my words, beyond the thoughts, to a different level of possibility.
That’s what I’m asking you to hold yourself to. You do it, your life will change. If you don’t, you will always wish you had.
You’ve got to know what’s possible.
I spent about a week on the river with Peter Guber, Pat Riley, Tony Danza, and Patrick Swayze. Every one of these people, to hear their story and what they did, would BLOW your mind.
You’d start understanding what effort and reward is. You’d start understanding why these people are the best at what they do.
Riley was saying that the way he developed his teams in New York and Los Angeles was to make UNBELIEVEABLY hard work, natural.
He started out having practices with the Lakers and they were used to 90 minute practices and he showed up as the new coach and put a 3 HOUR practice together and he had a revolt on his hands.
Magic came to him and said, ‘The guys are really upset by these 3 hour practices.’
Practices were starting at 10:30 A.M. and Riley said, ‘I’ll tell you what I’ll do. Let’s just start at 8:30 tomorrow morning and I’ll see what I can put together for you guys.’
They all arrived at 8:30 in the morning and they practiced until NOON with more intensity than ever before. Then they watched film for two hours. Then they went out and practiced until 5:00.
The guys were mad as hell at Riley.
Riley looked at them and said, ‘You prima donnas! You can be as pissed off at me as you want to be but I’m here to make you into champions and I want to tell you something, what you just did is what everybody else on earth does every single day who is average and mediocre and struggling to survive. You guys think three hours is tough so we’re gonna keep working from 8:30 to 5:00 until you know what work is.’
Suddenly three hours didn’t seem like a big problem.
If you listen to John Wooden and you say, ‘What made your teams the best?’ his reply was, ‘I didn’t always have the most talented teams but when we went on the floor, there was never a team that was in better shape than we were. We worked harder.’
The whole thing Riley says is, ‘I make sure I think of the toughest workout I’m ever going go to give them and if I only did that once in a while they’d complain about it so I make every workout tough so that pretty soon their thought process is that this is natural.’
It is natural for me to get up and do a 12 hour seminar with every ounce of myself. People come up and go, ‘Oh my god, how do you do that?’ Because of who I am.
Because I hold myself to that standard and I’m asking you guys to discover who you really are, what you’re really capable of in ten days.
I expect to hear from those of you who want to take on the challenge.
Now don’t think that the answer is me just sitting here and saying, ‘You guys gotta work harder.’
You need to work on doing what matters.
What matters is time spent face to face with customers. If you guys spend your time there, there’s no question you’ll succeed.
And if you aren’t succeeding, I’m a 1,000% committed to making sure there’s someone out there to help make sure you succeed. And that’s why we’re doing this coaching program in the field.
I’m sending coaches to the people who are doing something. I’m sure as hell not gonna send coaches to people who aren’t doing anything because that’s not something we can change for you. That’s something you’ve got to fix by holding yourself to a new standard by developing some muscle and some discipline.
What’s happening right now is you’ve got people out there who are slowly trying to develop the skill.
Whenever I create a technology I’ll go out and read 10 books on the subject I’m doing my Power Talk on. I jam through all the stuff and I do this in 3-5 days or a week or 10 days at the absolute maximum.
What happens is all this stuff is being fired off in my nervous system simultaneously and whap!, whap!, whap!, I synthesize this information and come up with brand new stuff that is a hybrid and that builds on what I’ve absorbed.
If I try to read those same ten books over ten months, I guarantee you I’m not coming up with the same technologies.
When I went out and started this business and Rohn said, ‘Take L.A. and put 500 people in the room,’ and I didn’t have a clue what to do, my whole day was 100 calls a day. Whatever it takes.
I want you to realize what that did.
That made me who I am.
Because I went out there and made 100 calls a day and what happened was I got so damn good because I had to.
Every single day I expected an unbelievable amount out of myself. I started getting crazy and outrageous and I had so much information, so many references in such a short period of time that my skill went through the roof.
Let me tell you something. My ratio when I started was 10%. The ratio you guys are doing as a group is 10%. My ratio when I was done was 80%.
That was what happened by growing in a short period of time.
My minimum goal was to set 10 appointments a day. So I was making 100 calls a day. By the second week I was not making a 100 calls a day. I was making 50-60 because I no longer needed to make 100 calls a day. I was doing less and less and getting more and more success.
But I want you to understand what was happening. If I’m making 100 calls a day and you’re making 67 in a week, that means in a day I’m getting two weeks of experience. That means when I go through a period of a week, I’ve had two and half months of experience.
In two weeks of my doing this I’ve got five months worth of your experience.
I want you to think about that.
Five months of dragging this shit out trying to learn this stuff, by that time you’ve lost your belief, you’ve lost your certainty, you’re struggling financially, you’re not sure what to do and you don’t have the power of compression and concentration of power.
You do five months worth of experience in two weeks you are a different human being. And that’s what can change your business.
I told Brian that there’s only one problem with this network.
It is not the product. People love the product. And of course, we can always make it better but people love the product and we know that it produces results.
So is the problem with our training? Hell no! We’ve got better training than anyone in this industry. We have longer training with better people, better facilitation, so what is it?
Bottom line: People are not talking to enough human beings face to face and that is it.
That is number one. If you look at the statistics, you will see that this is the problem.
When people measure themselves, even if they’re doing lousy at least you know your ratio and I honor the people who have the courage to look at that instead of kidding yourself about what you’re actually doing.
Once we measure it, the people who are making calls, if they still aren’t getting results, I’m gonna send people into the field and help them.
But I’m not about to send anybody out to help somebody who won’t help themselves. And that’s why we’ve got to hold this standard here.
There is no business on earth that will be successful when the sales force is making 13 calls a day, that I know of.
You talk to a stock broker, what’s the average number of calls? 80-100 calls. Most of them will tell you 100. That’s what they do to earn $50,000 dollars a year in a business that I wouldn’t want to be in, in a hundred years.
That’s EVERY. SINGLE. DAY. EVERY. DAY.
This business doesn’t require that but there no way in hell, you may as well get out of this business, if you think you’re gonna make 13 calls a day and ever be successful.
If you build your business and you develop that discipline, that’s when you can hire a salesperson and you can look them in the eye with the kind of certainty necessary to influence someone else and say, ‘This is what you need to do, here’s what your ratio should be if you’re terrible, here’s how you can make this thing happen,’ and you can start to build a team because YOU’VE DONE IT and pretty soon, now you begin to build a business which is what I want to help every one of you do.
I don’t want you all out here five years from now still making these individual calls. I want to help you build a business so you’re doing what you love to do most which I think by that point will be to influence but doing so on a larger and broader scale.
But you’ve got to earn the right!
And some of you have done that so please don’t take me wrong. But many of you have not gotten close to this yet. And if you’re not willing to measure yourself, that’s the FIRST PROBLEM.
Be in reality.
How long does it take to make 13 calls? Let’s say it takes two hours to do this, you’ve still got plenty of time to do everything else in your business and tell me something that’s more important to do than be face to face with a customer. I want to hear it.
There’s only one reason you wouldn’t succeed in this business: Not because you’re not working hard because I believe most of you are working hard. Some of you are on your ass but most of you have your heart in the right place and I know you’re driven.
But you just aren’t putting yourself on the line emotionally with the intensity and with the customer face to face, with a high enough standard.
I’m telling you, you do this, it will change your life.
Use Mastery as a tool for that and get your fanny there and let’s spend some outrageous time moving you to the next level.
If you go out and you’ll do your presentations every day and you call me and tell me honestly that you’ve done them with certainty for period of a month, there is no way that you’ll be telling me that your business is not working.
And if it isn’t, call me within two weeks and I will personally send out someone awesome to get beside you to see what the hell you’re saying because something is way off base and we’ll get it corrected for you.
I’m a 100% committed to supporting every single one of you that’s committed to supporting yourself and making your business work.
For those of you who are not, you’re gonna have to get out of this business because you’re cheating yourself. You need to go some place else where the standards will be lower for yourself and you won’t feel bad about yourself for a while.
I don’t think that’s the majority of you.
I think that’s the minority but the minority needs to get out and leave, or raise their standards and play at a higher level so that we can make a bigger difference in people’s lives, so that we can be proud when we have a phone call like this about what the hell we’re all doing together.
We can call up and say that the average of what we’re doing in this business is X and every one of us is proud of what we’ve done together as a team that supports one and another.
That is how life changes.
My life changed eight years ago because I raised my standards but if I were to stop there, I wouldn’t be who I am right now. As humble as I am too. I’ve continually raised my standards and that is the beauty of life because the only time any of us are happy is when we’re growing.
So this call is a gauntlet drop in front of you saying, ‘Damn it guys, be who you really are! Discover who you really are.’
But no matter where you are, whether you’re already successful in this business because I know many of you are, take yourself to the next level.
Don’t compare yourself to somebody else who is doing less than you and be proud of that. Compare yourself to your capability.
And if you’re not doing well, then pick someone who is way above you as the model or better yet, use yourself as the model once again.
Who are you really?
What could you do in life if you prove to yourself, not just by thought process but by action?
Who you are and what are you’re capable of?
What can this business do and what are the rewards of this business when you start changing other people’s lives and your own?
So here are the practical steps:
#1: Decide what you’re going to commit to
How many people are you going to visit with face to face?
What’s the result you’re going to produce out of that?
Let us know what that is.
#2: Make sure that every single presentation, on the way to it, you spend all your time focused on what this could do for this person’s life, why this could benefit this person, and then maybe doing a series of these affirmations until you have that certainty in your body
#3: When you get in front of that person, sit down, develop rapport, ask them all the questions that you know will open up their wounds, determine what is most important to them, and come from the belief that this person would not have gone through your program, been to whatever experience they’ve had with us and been willing to drive to sit down and talk to you in the first place unless somewhere inside of their brain and body they want to improve their life on a major scale with our technology
Have that certainty so strong in yourself that you know that you’re not doing this for you; you’re doing it for them and that you’re not going to allow them to allow their fear or what they perceive to be a lack of ability, to keep themselves from doing this.
They can make anything happen if it is must.
You need to get them to make the commitment, get them to see that just going for it, the stretch of figuring out how to get there will change their life, just like the stretch of you getting people there will change yours.
And make sure that when you do it, talk to them and when you know their wounds, meet those wounds by going through the brochure and go through and have questions to ask like, ‘If you could spend time with a guy who ran 1,000 miles in 11 days (he’s referring to Stu Mittleman, one of the speakers at Mastery) who taught himself and trained himself to burn fat so that he had that level of endurance and he could show you exactly what to do with your individual biochemistry to have that kind of energy, what would that energy do to your life, to your business, to your relationships? And what would that be worth in your lifetime to have that level of vitality in your health? Would it be worth a $100,000 dollars? $50,000 dollars? What would it be worth?’
You want to get them to write down a number and commit to it then go to the next aspect of the event, and the next one and the next one, doing the same thing until the value is so SOLID that it’s not only emotional but it’s also justifiable for them.
Then, flat out assume the sale.
Don’t hope, don’t ask if they’d like to do this or ask what they think. Assume they’re raring to go and proceed to arrange the next step for them to have this in their life.
Make it happen for these people with that kind of certainty in your body and leave there with this incredible feeling.
Call them back and reassure them or write them a note telling them how exciting it is going to be.
These are the skills that you must have in your business.
Put yourself through this for ten days and then you let us know what happened. Tell us what the reality is. Give yourself a chance to live at that level.”
END OF CALL
And the rest is history. 22 years later this elite offering of his is still going strong which is an incredible feat. Perhaps this call was the critical factor that kept them from them having to give up on hosting the event because they couldn’t put asses in seats, as happens with many a seminar.
I don’t know for certain, but what I do trust in with all my heart is that small pockets of the earth’s population have been immensely enriched because this seminar was marketed and sold effectively.
When I first heard this rare 1992 recording of Tony Robbins, I’d never sold anything as an adult.
The last thing that I’d sold on a incredibly small level was dirt weed as a teenager and I hardly needed to be a great salesperson to make that sale.
I have Dexter to be grateful to because for whatever reason he had at that time, he thought it was a good idea to expose me to this specific message, amidst the nine-jillion other Tony audios he had, even though I was only a construction laborer getting paid for his muscle; not his brains, at this period in my life.
I could hear “Studio Tony” perfectly fine, but the rough, rugged, partying/construction worker/trouble maker part of me could appreciate this RAW, unpolished, yet still shimmering bright version of Tony’s off the cuff wisdom at a different level.
I had my own recorded copy of this that I listened to over and over and over and over again on my Sony Sports Walkman. I played it on my Walkman while driving because my car had no tape player in it. I’d listen to it while I was doing my grunt labor on commercial construction project sites.
Even though I wasn’t selling anything at the time, I could sense there being something of value in this message for me.
Maybe some part of me knew at that time where I’d be today and how important this message would be in encouraging and helping me to succeed with these writing/marketing/sales talents that seemingly came naturally to me once I gave them the chance to audition.
Can you see how Tony’s advice could apply to any small business owner who is struggling to sell a high quality product or service?