SALES IT'S TOO GOOD TO BE TRUE 🤯🤯🤯... and how to MASSIVELY change the life of a prospect who DOES NOT BELIEVE Ep 110



Alex, addressing the skepticism surrounding beliefs that limit personal and business growth, dives into the psychology of sales and the power of belief. He uses the "unicorn close" technique to challenge prospects' doubts about achieving weight loss or business success, highlighting the importance of envisioning a comprehensive program that delivers desired results. Alex emphasizes the detrimental impact of past failures on current beliefs but advocates for learning from others' successes instead of going at it alone. He illustrates this with the growth of Gym Launch, his company, which rapidly scaled by leveraging collective knowledge and expertise. Alex confronts the scarcity mindset that fuels disbelief and suggests that requiring excessive proof to believe in a program's efficacy is unreasonable. He encourages trust in the process, the transformative power of belief, and the action of choosing to believe to overcome limiting thoughts and achieve significant life changes.

Summary Notes

Motivation for Content Creation

  • Layla prompted Alex to create content after a period of inactivity.
  • The content was inspired by a request from Danny, who works in sales.
  • Alex felt motivated to address the issue of beliefs that can negatively impact one's life.

"Layla was like, you know, you haven't made any content two weeks. All right, Layla, if Layla wants to make content, then Alex will make some content."

This quote indicates that Layla's encouragement was a catalyst for Alex to produce new content.

"And Danny the man, the myth of legend, penis, asked me to make this. So Danny, this one is for you."

Alex acknowledges Danny's role in inspiring the topic of the content, dedicating it to him.

The Impact of Beliefs

  • Beliefs such as "it's too good to be true" can have a destructive effect on one's life.
  • Alex uses the example of weight loss to illustrate how disbelief in achieving results can hinder progress.
  • The issue is often not the program or opportunity itself, but the individual's belief in its feasibility.

"Beliefs about things like it's too good to be true literally do ruin your life."

Alex emphasizes the severe consequences that certain negative beliefs can have on an individual's life.

The 'Unicorn Close' in Sales

  • The 'Unicorn Close' is a sales technique used to address customer disbelief.
  • It involves asking the customer to envision an ideal program that would facilitate their success.
  • The technique helps customers realize that what they consider a 'unicorn' program may actually exist.

"And in our sales training, we call this the unicorn close. It's like, what kind of unicorn program are you looking for?"

Alex explains the concept of the 'Unicorn Close' as a method to overcome customer skepticism during a sale.

Overcoming Past Disappointments

  • A common reason for disbelief is past negative experiences.
  • Alex advises not to let a bad experience negatively affect future opportunities.
  • Learning from others who have succeeded is emphasized as a crucial step to progress.

"Don't let something bad burn you twice."

This quote suggests that one should not allow a single negative experience to have lasting detrimental effects.

The Importance of Help and Mentorship

  • Alex highlights the importance of seeking help and mentorship to achieve success.
  • Billionaires often attribute their success to the support and guidance they received from others.
  • Attempting to succeed alone is deemed unreasonable and prideful.

"Ask any billionaire... the first thing they'll always say is, I didn't get here alone, right? I had tons of help."

This quote underscores the significance of collaboration and mentorship in reaching high levels of success.

Dealing with Cognitive Dissonance

  • Cognitive dissonance arises when a person holds two opposing beliefs simultaneously.
  • It can prevent decision-making and cause unhappiness.
  • Alex suggests choosing to believe in the possibility of achieving one's goals as a way to resolve this conflict.

"It's two equally powerful thoughts that sit there, and that's why a prospect can't make a decision."

Alex describes cognitive dissonance as a psychological barrier that hinders decision-making.

The Threshold of Belief

  • Alex questions at what point it becomes unreasonable to maintain disbelief.
  • He uses gravity as an analogy for belief based on sufficient evidence.
  • In the context of a weight loss program, he challenges the prospect to consider the amount of evidence needed to believe in its effectiveness.

"At what amount of data is it unreasonable?"

This quote challenges the listener to consider when the weight of evidence should override skepticism.

Setting Reasonable Standards

  • Alex criticizes the setting of unrealistic standards for belief.
  • He points out that excessively stringent criteria for belief can prevent progress.
  • The goal is to find a balance between skepticism and openness to new possibilities.

"At what point are you being unreasonable?"

Alex prompts the listener to reflect on whether their standards for belief are excessively high and potentially counterproductive.

Growth Metrics as Proof of Success

  • Layla discusses how growth metrics can serve as evidence to support the success of a business.
  • She mentions specific growth indicators such as employee count and sales figures to validate the effectiveness of Gym Launch.
  • Layla uses these examples to argue that if a business claims success, other corresponding factors should also reflect that success.

"So if gym launch really did x really did help all of these gyms in this short amount of time, what else would be true? Well, we'd probably go from, I don't know, 20 employees last year to 90 in twelve months."

This quote exemplifies how Layla uses employee growth as a metric to demonstrate the success of Gym Launch. The rapid increase in employee count suggests substantial business growth.

"Did we go from, like, 5 million in sales to a $50 million run rate in twelve months? Yes."

Layla points out the significant increase in sales as further evidence of Gym Launch's success. The dramatic revenue growth supports the claim of effectiveness.

Validating Claims Through Community and Reviews

  • Layla emphasizes the importance of a strong community and positive reviews as indicators of a company's credibility and success.
  • She questions the likelihood of all positive reviews being fabricated, arguing that the effort required to fake such evidence would be immense.

"Well, we have the largest community of gyms that's out there that pays more than anyone else."

This quote highlights the significance of having a large and engaged community as a measure of a company's impact and success in the industry.

"All of these five star reviews on Yelp. Cool. Okay, maybe those aren't true. All of these five star reviews on Google. Those are probably fake, too. All these five star reviews on Facebook."

Layla lists multiple platforms with positive reviews to suggest that the widespread acclaim is likely genuine and not fabricated.

Effort and Skepticism in Assessing Credibility

  • Layla discusses the skepticism some people may have when evaluating the credibility of a business.
  • She argues that the level of effort required to fabricate success on a large scale would be so substantial that it would be almost as impressive as legitimately building a successful business.

"If there were a business owner that somehow paid all of these actors to get on the phone with people, that's one to all of the people that somehow anonymously comment on all the stuff in all the groups."

Layla considers the implausibility of a business going to extreme lengths to fake its success, which would involve a massive, coordinated effort to deceive.

"Real money and amount of effort to make something that is fake."

The quote suggests that the financial and logistical efforts required to fabricate success would be counterproductive, making it more reasonable to believe in the company's genuine success.

The Importance of Trust and Intuition

  • Layla stresses the role of trust and intuition when evaluating the credibility of a business or person.
  • She acknowledges that while evidence is important, there comes a point where one must rely on their judgment to make a decision.

"You do need to trust your intuition at a certain point."

This quote underscores the necessity of trusting one's instincts after considering the available evidence.

Damaging Admission as a Trust-Building Strategy

  • Layla introduces the concept of a damaging admission, where a business openly shares its challenges or limitations to build trust with potential customers.
  • She explains that acknowledging the difficulty of achieving results can actually enhance credibility and align expectations.

"There is no one in this gym right now who has lost 100 pounds, who lost 60 pounds, who will tell you that it will happen overnight."

Layla uses the example of weight loss to illustrate how admitting the hard truth about a challenging process can foster trust and set realistic expectations.

"The Damon jiggy mission that I have for you is that if I want to change my gym. Cool. There's going to be a million hard conversations that you're going to need to have in order to get there."

The quote implies that a damaging admission involves being transparent about the difficulties ahead, which can help to build a more honest and trusting relationship with clients.

Breaking Limiting Beliefs

  • Layla discusses the importance of overcoming limiting beliefs, both in oneself and in employees, to achieve business growth.
  • She suggests that a business owner's beliefs can influence the type of employees they hire and the overall mindset of the company.

"You're going to have to break your own employees beliefs. Because believe it or not, if you have these limiting beliefs, you hired other people who probably have them too."

This quote highlights the need for business owners to address and change limiting beliefs within their team to foster a more productive and growth-oriented environment.

The Power of Testimonials and Success Stories

  • Layla talks about the motivational impact of seeing other gyms achieve success, particularly through testimonials and presentations at events.
  • She implies that witnessing the success of peers can help break limiting beliefs and inspire action.

"They come to our summit, they see all these gyms getting on stage, hitting a million dollar run rates."

The quote illustrates how sharing success stories at events can serve as powerful evidence and motivation for other gym owners to believe in their potential for success.

Encouraging Engagement with Additional Content

  • Layla invites listeners to engage with the video version of the podcast for a more enriched experience with additional visual aids.
  • She suggests that different formats of content can cater to various learning styles and preferences.

"If you ever want to have the video version of this, which usually has more effects, more visuals, more graphs, drawn out stuff, sometimes it can help hit the brain centers in different ways."

Layla encourages listeners to check out the video version for a potentially more impactful and informative experience.

Belief in Achieving Success

  • Layla discusses the importance of belief in achieving success and overcoming limiting beliefs.
  • She highlights how being in a room with successful people can instill belief in others.
  • The challenge arises when trying to implement changes and facing resistance from others who doubt the feasibility of the proposed changes.
  • Layla emphasizes that if one's team does not share the belief in achieving the goals, they may not be the right people to help reach those goals.
  • The value provided by Layla's organization is in helping others believe in their potential for success through the examples of those who have already achieved it.

"But when you get into a room full of people who are doing that and you're like, they're no different than I am. They just executed these things, then you all of a sudden believe it's true for you, right?"

This quote reflects the idea that seeing others succeed can inspire belief in one's own potential for success.

"Then you might not be the ones to help me get there, but I believe that I can go there, right?"

Layla suggests that if the current team does not share the vision for success, they may not be suitable to support the journey towards that success.

Consistency between Promises and Results

  • Alex questions the authenticity of experts who claim to help businesses grow but do not demonstrate growth in their own businesses.
  • He challenges the audience to critically evaluate claims by considering what would logically be true if those claims were accurate.
  • Alex uses logical reasoning to assess the credibility of business growth strategies and the experts who promote them.
  • He implies that if a business truly delivers transformative results, it should exhibit rapid growth and widespread endorsement.

"If it did what you said it was going to do, then why isn't everyone telling everyone about it?"

This quote encourages skepticism towards claims that lack observable evidence, suggesting that truly effective strategies would be widely recognized and shared.

"If what I'm saying is true, what else needs to be true? Would we have the fastest growing company? Yes. Would we have revenue levels where they are? Yes."

Alex provides a logical framework for assessing the truth of a claim by considering what other facts would need to be true if the initial claim holds.

Understanding Market Segmentation and Buyer Behavior

  • Danny explains the concept of market segmentation using the bell curve model, which includes innovators, early adopters, and the early majority.
  • He discusses how different market segments exhibit varying levels of willingness to adopt new products or ideas.
  • Innovators are willing to take risks and be the first to try new things, while the early majority needs more evidence before committing.
  • Danny shares that his business is transitioning into appealing to the early majority, which requires understanding their less emotional, more data-driven decision-making process.
  • He emphasizes the importance of not rushing sales and allowing potential clients to make informed decisions.

"The thing is that those people tend to have more limiting beliefs, and that's okay, because most people have limiting beliefs, but the reason they have those right is because the amount of effort they're willing to expend is lower."

Danny acknowledges that the early majority may have more reservations due to their lower willingness to expend effort without sufficient evidence.

"Right now, we as a business are crossing our own chasm into the earlier majority."

This quote indicates that Danny's business is at a stage where it is beginning to appeal to a broader segment of the market that requires a different approach.

Visualization of Success and the Ideal Solution

  • Layla invites the audience to envision what the ideal solution for their goals would look like.
  • She encourages them to consider the specific features and support that would be included in a program that truly delivers transformation.
  • Layla challenges listeners to identify what might be missing from their current strategies and to imagine the components of a successful transformation.

"What would it look like for you to actually transform your body? And if it's not this program, what's missing?"

Layla prompts listeners to critically evaluate their current approach and consider what an effective solution would entail.

Comprehensive Customer Service

  • Gym Launch aims to provide exceptional customer service with rapid response times.
  • Customer queries are responded to within 3 minutes, surpassing typical industry standards.

I remember a guru, most of you guys probably know his name, messaged me and was like, how do you get these people to stop thinking that you're going to respond to their emails within an hour? And I was like, we do it in less than 3 minutes.

This quote highlights Gym Launch's commitment to customer service by responding to emails much faster than what is commonly expected, which surprised an industry expert.

Success and Eligibility Criteria

  • Not all participants in Gym Launch are successful; success is defined by making more money than the cost of the program.
  • The concept of "legacy eligible" is introduced, which requires participants to profit beyond their investment in Gym Launch.
  • This criterion is used to determine who can be trusted to execute more complex tasks.

Not everyone who does gym launch is successful. Okay, there you go. What we have is we have a category that we call legacy eligible, which means that if there is somebody, like, to be legacy eligible, you need to have made more money than it cost you to do gym launch.

This quote explains that success in Gym Launch is not guaranteed for everyone, and the "legacy eligible" status is reserved for those who have demonstrated profitability through the program.

The Importance of Execution Beyond Acquisition

  • Gym Launch emphasizes the importance of tasks beyond customer acquisition, such as team communication and financial management.
  • These tasks may not be glamorous but are crucial for the consistent growth and stability of a business.

How can I have make sure that they put themselves on payroll and budget things accordingly? Is that sexy? Not at all. Is it important? Hell yeah.

The quote underscores the importance of seemingly mundane yet essential business tasks like payroll and budgeting, which contribute to a business's overall success.

Addressing Prospects' Doubts

  • Prospects often doubt their ability to achieve goals due to past failures or inherent disbelief.
  • It is important to challenge these doubts by asking for evidence or testimonies that could change their perspective.
  • Belief is framed as a choice, and faith is likened to taking action, not just harboring feelings.

If you want this thing, then how can you also believe that you cannot achieve it, right?

This quote challenges the logical inconsistency of desiring success while simultaneously doubting the ability to achieve it, encouraging prospects to confront their limiting beliefs.

The Power of Belief

  • Belief is considered a competitive advantage and is likened to faith, which can lead to overcoming limiting beliefs.
  • People who have faith are seen as more likely to believe in the possibility of significant achievements.
  • The ability to choose belief is presented as a key factor in unlocking potential and success.

Belief in and of itself is a competitive advantage. If you can choose to believe, then anything really will be open for you.

The quote emphasizes that belief is an active choice that can open up possibilities and is a critical factor in achieving success.

Self-Limitation and Opportunity

  • Many people limit themselves by not believing in their potential.
  • It is important to recognize when disbelief is unreasonable, especially when evidence suggests otherwise.
  • Recognizing self-imposed limitations can lead to personal and business transformation.

But if the other things that should be there are there, then you need to confront that it might just be you who's limiting yourself.

This quote suggests that when all necessary components for success are in place, the only remaining obstacle is often the individual's own disbelief, highlighting the importance of self-awareness in personal growth.

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