image

Tony Robbins Podcast, Mastering Sales | Tony Robbins Podcast

if you're listening to this podcast it

means you're hungry hungry for change

hungry for growth and ready to have a

major breakthrough in your business as a

partner or founder in more than a dozen

businesses that do more than five

billion dollars in revenue each year

Tony Robbins has learned from the best

in the world

the Steve Wynn's Marc Benioff and Peter

goobers what it takes to be successful

whether you've been in business for

decades or are just getting started

it's important to get help from someone

who's been there someone is going to

coach you through it

that's why Tony is offering a free

one-on-one business strategy session

from one of his top business strategists

a $600 value completely free no strings

attached if you're listening right now

go to Tony Robbins comm / CEO and sign

up for a free session with the Tony

Robbins trained business strategist

who's helped business owners just like

you to overcome their obstacles and set

them on the path to success in a world

where 96% of businesses fail after 10

years you must know how to anticipate

and how to take advantage take advantage

of this offer today

and now back to the podcast

[Music]

welcome to the Tony Robbins podcast I'm

your host auntie org in a special

episode you'll hear an insightful

interview between Tony and his past

friend and business partner

Chet Holmes during his life Chet was

known as one of the best sales and

marketing experts in the world working

with over 75 fortune 500 companies

including American Express Merrill Lynch

Estee Lauder and Xerox in short Chet was

the master of sales systems and his

teaching is still the foundation of

sales education across the globe in this

interview Tony talks with Chet and

breaks down the strategies that

propelled his success they address

real-life examples of companies that

Chet advised giving you the tools to

understand the market you're in and the

exact hiring process you need to build a

world-class sales team transform your

business and experience exponential

growth

hi it's Tony Robbins welcome to the

podcast this session is gonna be a very

special one I have an opportunity

introduce you to a dear friend of mine

and a partner and a gentleman who's

helped businesses from all over the

world more than 75 of the fortune 500

and have sought him out he wrote the

book the ultimate sales machine his name

is Chet Holmes

he's a gentleman who took Charlie Munger

9of Charlie Munger's divisions and

literally doubled their sales in the

first year something Charlie never seen

and Charlie's multi-billionaire and one

the most successful business men in the

world so Chad has got quite a track

record of making businesses go to a

whole nother level what I love about

Chad is he makes it so simple we're

going to show you some principles in

this interview that once you understand

them you can apply them whether you're a

web marketer or you own a car dealership

or you're you've got a candy shop you

know someplace and in Korea doesn't

matter where you are and we have people

from all over the world who we reached

out and said look we're different

session this time we're gonna do a

session where we're going to teach you

some principles I'm gonna do my

interview with our guest but we wanted

to really troubleshoot your business a

little bit so tell us what your

challenges are and let's let him see if

he can give you some answers to that so

it's amazing we got responses literally

from all over the world through the web

and we're gonna dress those in this

session so it'll be a kind of a little

workshop at the end of what the problem

what's the solution how can we use some

of the principles that we talked about

here so I want to begin by just walking

my dear friend chat I'm gonna see you

buddy thank you I really appreciate you

coming down and visiting I am I'm

excited introduce people to you here I

mean your don't introduction for most

people in business but I'm curious you

started with very humble roots and you

know now you're the guy that's called

upon to do these turnarounds for giant

corporations some of our clients will

have recent clients we turned around is

Billy and a half dollar company and and

yet we're also able to turn around

you know dentists dental offices you

know I mean we really have the chance

now to make a difference in every type

of business every type of size because

the principles you teach are so solid

and so simple and they work and they

give a competitive advantage so how did

you come up with this concept of how to

create a competitive advantage it was

different than everybody else of selling

the same way marketing the same way

we're did the drive for that come from

and tell us just a little bit about you

know your background how this evolved

well

we were poor you know as when we were

growing up we were poor my father was a

first he was a Marine combat instructor

and then he came out of that and became

a police officer and five children and

my mother didn't work so we were poor

and I didn't like being poor you know so

I was definitely driven to try and climb

above that and then later in life I got

into sales and I didn't like being

treated like a salesperson so I found

that if I was able to bring value beyond

just the product that I was selling I

could get more appointments I could get

appointments with higher level

executives and then when I went to work

for Charlie we institutionalized it I

turn it into a system and because he

didn't give me nine companies that wants

to give me one and then I doubled the

sales in it and then they gave me two

more and then a double the sales of

those and they gave me three more and so

that's how I ended up running nine

different divisions and then the first

one I doubled three years in a row you

know using the techniques that we're

gonna talk to today so the the primary

tool that I use to help people trying to

track the widest possible audience is

what we call education based marketing

and you and I have a client right now

they're the largest home builder in the

world or certainly in Mexico the largest

it might be the third largest in the

world and maybe probably be the largest

in the world before they're done but

these guys build 700 homes a week and

there are New York Times Stock Exchange

you know trade on the New York Stock

Exchange basically they're out there all

the time going you know buy a home X

home buy a home X home by home X home in

Mexico right and so we went in there and

again trying to always understand the

market do research on it and most people

never do this they don't really

understand their markets like I talked

to a group the other day and they were

selling to lawyers and I said how many

lawyers are there in the country nobody

know they know their product and other

service they don't know anything about

the industries or the markets that they

serve so we did this research and we

went out there and we found out the

biggest problem in Mexico is that people

will live three generations in one

household I mean literally you will have

15 people living in a 700 square foot

house there's a living room a bedroom

and a bathroom I mean

in the kitchen that's it very very tiny

houses and their shacks and yet the

Mexican government now is funding all

the homes you want to possibly buy so

you can go out of that Shack into a

brand new home and they're taking the

money out of your paycheck anyway so

just like they do social security in the

United States in Mexico that social

security can be applied as a down

payment on a house and then the

percentage that they take

they'll just take it out of your pay and

they'll pay the mortgage for you Wow so

you know it's like why wouldn't you get

a house and just motivating people to

get out of that whole thing so we did

some research we found out that an in

crowded household the chance of infancy

death is 400% greater than in a non

crowded household if a little girl grows

up in a crowded household because she's

the lowest on the pecking order she

learns she sort of grows up with learned

helplessness boys who grew up in crowded

household are twice as likely to be a

failure in life twice as likely to be an

alcoholic females who grow up in crowded

households are twice as likely to get

pregnant younger you know so this is

data so we tell you we took some of this

data and we're there ads used to say by

home ex home we're home X we hit build

homes you know buy a home looks home and

their agency at the time just said to us

basically look you know the advertising

is not really you know gonna pull

response I mean you know people are

gonna buy a house whether they want to

or not you can't really motivate people

to buy a house we're just you know

fundamentally just Brandi and I you know

I don't buy that for a second by the way

I do not believe it if you're

advertising you should be pulling in

response and it's a waste of money

otherwise like while I'm branding let me

pull some response so we started running

the ads and we started saying you know

did you know the chance of infancy death

in a crowded household his former

percent greater did you know that blah

blah blah and then you know we set up

the whole stage and the first week that

the ads ran the week prior the month

prior they pulled seven phone calls

there's a billion and a half dollar

company right way so people know yeah

and the first week they ran the ad they

pulled what we thought at first whereas

1300 inbound phone calls later on we

found out it was 2,300

because the 800 went into nothing

because they've over we filled up their

voicemail nobody could answer any more

call city they they were able to track

800 and lost calls and that alone for a

company doing 700 homes a week in some

weeks has boosted their sales 300

additional homes it's extraordinary and

this is the value of education marketing

it's it's knowing what your audience

really needs to know in order to get

them to understand what they need to do

get in fulfilling the need after you've

established what the real problem is and

I've watched you do this again and again

and just any kind of industry you can

imagine let's talk about let's say I

have a little restaurant there's five

people that wrote in to us and I'm in my

restaurant and right now the economy's

Titans people are spending more time at

home they're eating less at the

restaurants I'm really I got great food

I got a great restaurant I got great

service but I can't keep the restaurant

full you know I'm advertising I'm

spending more dollars in advertising

before people are just not coming in and

there are people right now like that

that are closing up take that case what



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if you're listening to this podcast it

means you're hungry hungry for change

hungry for growth and ready to have a

major breakthrough in your business as a

partner or founder in more than a dozen

businesses that do more than five

billion dollars in revenue each year

Tony Robbins has learned from the best

in the world

the Steve Wynn's Marc Benioff and Peter

goobers what it takes to be successful

whether you've been in business for

decades or are just getting started

it's important to get help from someone

who's been there someone is going to

coach you through it

that's why Tony is offering a free

one-on-one business strategy session

from one of his top business strategists

a $600 value completely free no strings

attached if you're listening right now

go to Tony Robbins comm / CEO and sign

up for a free session with the Tony

Robbins trained business strategist

who's helped business owners just like

you to overcome their obstacles and set

them on the path to success in a world

where 96% of businesses fail after 10

years you must know how to anticipate

and how to take advantage take advantage

of this offer today

and now back to the podcast

[Music]

welcome to the Tony Robbins podcast I'm

your host auntie org in a special

episode you'll hear an insightful

interview between Tony and his past

friend and business partner

Chet Holmes during his life Chet was

known as one of the best sales and

marketing experts in the world working

with over 75 fortune 500 companies

including American Express Merrill Lynch

Estee Lauder and Xerox in short Chet was

the master of sales systems and his

teaching is still the foundation of

sales education across the globe in this

interview Tony talks with Chet and

breaks down the strategies that

propelled his success they address

real-life examples of companies that

Chet advised giving you the tools to

understand the market you're in and the

exact hiring process you need to build a

world-class sales team transform your

business and experience exponential

growth

hi it's Tony Robbins welcome to the

podcast this session is gonna be a very

special one I have an opportunity

introduce you to a dear friend of mine

and a partner and a gentleman who's

helped businesses from all over the

world more than 75 of the fortune 500

and have sought him out he wrote the

book the ultimate sales machine his name

is Chet Holmes

he's a gentleman who took Charlie Munger

9of Charlie Munger's divisions and

literally doubled their sales in the

first year something Charlie never seen

and Charlie's multi-billionaire and one

the most successful business men in the

world so Chad has got quite a track

record of making businesses go to a

whole nother level what I love about

Chad is he makes it so simple we're

going to show you some principles in

this interview that once you understand

them you can apply them whether you're a

web marketer or you own a car dealership

or you're you've got a candy shop you

know someplace and in Korea doesn't

matter where you are and we have people

from all over the world who we reached

out and said look we're different

session this time we're gonna do a

session where we're going to teach you

some principles I'm gonna do my

interview with our guest but we wanted

to really troubleshoot your business a

little bit so tell us what your

challenges are and let's let him see if

he can give you some answers to that so

it's amazing we got responses literally

from all over the world through the web

and we're gonna dress those in this

session so it'll be a kind of a little

workshop at the end of what the problem

what's the solution how can we use some

of the principles that we talked about

here so I want to begin by just walking

my dear friend chat I'm gonna see you

buddy thank you I really appreciate you

coming down and visiting I am I'm

excited introduce people to you here I

mean your don't introduction for most

people in business but I'm curious you

started with very humble roots and you

know now you're the guy that's called

upon to do these turnarounds for giant

corporations some of our clients will

have recent clients we turned around is

Billy and a half dollar company and and

yet we're also able to turn around

you know dentists dental offices you

know I mean we really have the chance

now to make a difference in every type

of business every type of size because

the principles you teach are so solid

and so simple and they work and they

give a competitive advantage so how did

you come up with this concept of how to

create a competitive advantage it was

different than everybody else of selling

the same way marketing the same way

we're did the drive for that come from

and tell us just a little bit about you

know your background how this evolved

well

we were poor you know as when we were

growing up we were poor my father was a

first he was a Marine combat instructor

and then he came out of that and became

a police officer and five children and

my mother didn't work so we were poor

and I didn't like being poor you know so

I was definitely driven to try and climb

above that and then later in life I got

into sales and I didn't like being

treated like a salesperson so I found

that if I was able to bring value beyond

just the product that I was selling I

could get more appointments I could get

appointments with higher level

executives and then when I went to work

for Charlie we institutionalized it I

turn it into a system and because he

didn't give me nine companies that wants

to give me one and then I doubled the

sales in it and then they gave me two

more and then a double the sales of

those and they gave me three more and so

that's how I ended up running nine

different divisions and then the first

one I doubled three years in a row you

know using the techniques that we're

gonna talk to today so the the primary

tool that I use to help people trying to

track the widest possible audience is

what we call education based marketing

and you and I have a client right now

they're the largest home builder in the

world or certainly in Mexico the largest

it might be the third largest in the

world and maybe probably be the largest

in the world before they're done but

these guys build 700 homes a week and

there are New York Times Stock Exchange

you know trade on the New York Stock

Exchange basically they're out there all

the time going you know buy a home X

home buy a home X home by home X home in

Mexico right and so we went in there and

again trying to always understand the

market do research on it and most people

never do this they don't really

understand their markets like I talked

to a group the other day and they were

selling to lawyers and I said how many

lawyers are there in the country nobody

know they know their product and other

service they don't know anything about

the industries or the markets that they

serve so we did this research and we

went out there and we found out the

biggest problem in Mexico is that people

will live three generations in one

household I mean literally you will have

15 people living in a 700 square foot

house there's a living room a bedroom

and a bathroom I mean

in the kitchen that's it very very tiny

houses and their shacks and yet the

Mexican government now is funding all

the homes you want to possibly buy so

you can go out of that Shack into a

brand new home and they're taking the

money out of your paycheck anyway so

just like they do social security in the

United States in Mexico that social

security can be applied as a down

payment on a house and then the

percentage that they take

they'll just take it out of your pay and

they'll pay the mortgage for you Wow so

you know it's like why wouldn't you get

a house and just motivating people to

get out of that whole thing so we did

some research we found out that an in

crowded household the chance of infancy

death is 400% greater than in a non

crowded household if a little girl grows

up in a crowded household because she's

the lowest on the pecking order she

learns she sort of grows up with learned

helplessness boys who grew up in crowded

household are twice as likely to be a

failure in life twice as likely to be an

alcoholic females who grow up in crowded

households are twice as likely to get

pregnant younger you know so this is

data so we tell you we took some of this

data and we're there ads used to say by

home ex home we're home X we hit build

homes you know buy a home looks home and

their agency at the time just said to us

basically look you know the advertising

is not really you know gonna pull

response I mean you know people are

gonna buy a house whether they want to

or not you can't really motivate people

to buy a house we're just you know

fundamentally just Brandi and I you know

I don't buy that for a second by the way

I do not believe it if you're

advertising you should be pulling in

response and it's a waste of money

otherwise like while I'm branding let me

pull some response so we started running

the ads and we started saying you know

did you know the chance of infancy death

in a crowded household his former

percent greater did you know that blah

blah blah and then you know we set up

the whole stage and the first week that

the ads ran the week prior the month

prior they pulled seven phone calls

there's a billion and a half dollar

company right way so people know yeah

and the first week they ran the ad they

pulled what we thought at first whereas

1300 inbound phone calls later on we

found out it was 2,300

because the 800 went into nothing

because they've over we filled up their

voicemail nobody could answer any more

call city they they were able to track

800 and lost calls and that alone for a

company doing 700 homes a week in some

weeks has boosted their sales 300

additional homes it's extraordinary and

this is the value of education marketing

it's it's knowing what your audience

really needs to know in order to get

them to understand what they need to do

get in fulfilling the need after you've

established what the real problem is and

I've watched you do this again and again

and just any kind of industry you can

imagine let's talk about let's say I

have a little restaurant there's five

people that wrote in to us and I'm in my

restaurant and right now the economy's

Titans people are spending more time at

home they're eating less at the

restaurants I'm really I got great food

I got a great restaurant I got great

service but I can't keep the restaurant

full you know I'm advertising I'm

spending more dollars in advertising

before people are just not coming in and

there are people right now like that

that are closing up take that case what


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