The Art of Selling: Brian Tracy’s Secret to Doubling Your Income

 Hey guys, Ryan offered here on today's episode of the Radcast. I have Brian Tracy.
 Brian has written 92 books on the psychology of selling personal effectiveness success.
 Look, I have certain guests on that talk about their life, talk about what they've done,
 but there's not necessarily key value insights that really drive profitability and growth for you.
 Brian does that. He talks about how to double your income, talk about specific tactics that you
 can take to get ahead, to be successful, to meet goals, to set goals, how to do it, the way to
 think about it. There's tons of value here on today's episode with Brian Tracy. I challenge you to
 listen to this and put it to practice. It'll make you rich here on the Radcast.
 You're listening to the Radcast, a top 25 worldwide business podcast.
 If it's radical, we cover it.
 Here's your host, Ryan Alford. Hey guys, what's up? Welcome to the Radcast. I'm Ryan
 offered your host. We talk about business. We talk about marketing. If it's radical, we cover it.
 So we got Brian Tracy, get an aspirinal. What's up, Brian? I'm happy to be with you.
 Yes. I love your subject. I've been speaking and teaching and preaching and writing books on it
 now for 50 years. So I'm ready to go. Yeah. We came right to the export, the expert.
 And we need to think this book title, eat that frog. I'm like, that sounds pretty damn radical.
 It's interesting. I have a friend who wrote a book and he spent five years trying to get
 someone to publish the book. And finally, he found a very small publisher and the publisher
 published the book and it promptly disappeared where I made the decision that I would write four
 books a year and I developed a system to write four books a year and have them published.
 And it's like throwing darts at a dartboard. If you keep writing and you could have good subjects
 and lots of content sooner or later, one of them will be successful. And eat that frog,
 which was put together accidentally, has become the best-selling book of its kind in the world
 in 55 languages. And it's basically eat that frog 21 ways to stop procrastinating and get
 more things done faster. It just turns out that is a major subject for people who buy books.
 It's to stop procrastinating. And many people have come up to me. I was at a conference
 in Washington, DC recently. And man came up to me and said, you're Brian Tracy. And I said,
 yes, he said, you changed my life. You made me rich. And I heard that statement over and over again.
 I get it. But once a week, people write to me and say, you changed my life. You made me rich.
 You changed my life. You made me rich. And it was also, it was always learning to set goals,
 set priorities, get started on your most important task and stay with it till it's complete.
 One of the most important things for success in an e-field is task completion.
 It's the failure to complete task. Get them to 90, 95% and then coming up with an excuse.
 Souls and it's enrolled about this. He said the number of people who will work very hard to get
 a task to the 95% level and then they'll coast back off. And the great problem, Brian, with
 coasting is you could only do it in one direction. And so completing the task, starting your
 most important task and disciplining yourself to complete it changes your life. If you can do that
 as a habit, you become a totally different person. It actually affects you consciously,
 subconsciously, it affects your personality, it affects your levels of self-confidence.
 Task completion is the key to success. There are no successful people who have not completed task
 after task. There's a saying in the world of work that the most important ability is depend
 ability. And that means that if somebody gives you a job to do, they don't have to think about it
 because they know that you will do it, you'll do it quickly and you'll do it well.
 When you develop a reputation like that, you literally put yourself on the side of the angels.
 I've always, I've used that ability quote myself because I used it with my team because I
 but I've used it with a different word. I've always said the best ability is availability
 because because in today's world, as so many people are distracted or like finding other
 things to do, if you're available, you you can rule the world. If you're a leader, a manager,
 a person who other people respond to availability is good. But up to that, dependability.
 I think it's a combination of those two is the magic sauce. But Brian, I do have a question,
 we jumped and leaped right in. So I'm going to go right at it on the eat the frog, eat that frog
 thing, talk with Brian Tracy, author of eat that frog. I always think there's so much knowledge
 available online and there's so much coaching and all these things going on and we're talking about
 task completion. For me, it's so much learning, but not enough action. I'm curious how maybe part
 of your 21 or how do you get people doing stuff instead of learning or reading or absorbing
 information? The answer to that changed my life when I was a young man was the discovery of goals
 and goals is so important. And when people say to me, you changed my life, you made me rich,
 I say, what was it in my materials that was so helpful? And they've smiled, they've been,
 they say, it was the goals. I never understood the importance of written goals and plans until
 I listened to you. And I discovered this back in my early 20s. And so one of the things I'd say,
 I've got it right here is if you want to be successful, here's a very simple formula.
 It I call the book eat that frog was originally entitled W income, W time off. And they choose
 the name eat that frog, but it was 21 ways to increase your productivity. And your productivity,
 your ability to get results that other people will pay for is the critical determined of your
 standard of living. It's successful. People are known for getting more and better results.
 So one of the things that I did in my coaching program is I used to say, I will give you a guarantee.
 I trust $5,000 a person for a year and they would come and spend a full day with me and
 a group of other entrepreneurs every three months. So it was four sessions over one year,
 was $5,000. Average income had to be above $100,000. So that guarantee, my double guarantee,
 of W income and W your time off within 12 months or you get your money back. And I never had a
 person ask for their money back. Most people doubled their income within the first 30 days. They
 could not believe it. And well, here's what I did. You and I are talking so they can't see us.
 But what I did is I hand out a spiral notebook at the beginning of each session to guarantee
 that I wouldn't have to give them the money back. And in this spiral notebook, I would have them
 write goals in today's day and then write down 10 goals that they want to accomplish in the next 12
 months. And I hope for our friends who are listening, please remember this. It's life changing
 in its life changing in for me now in 84 countries. I've given this exercise and people have said
 it changed their lives. It made them rich. So what you do is you write down 10 goals and then
 tomorrow you take your spiral notebook and you turn to the next page without looking back
 and write down your 10 goals again. And then next morning, first thing you do is you write down
 your 10 goals without looking back. So you write them from memory. And what will happen is the
 order of goals will change. The description of goals will change. The various goals will change.
 But your 10 goals, if you keep doing this for one month, you'll reprogram your mind almost like
 a computer and your life will change forever. And so I would say to people, please do this. And
 they would come back to me after 90 days. I would say, how many of you wrote down your goals?
 Well, almost all of them. And how's your income? Double, triple. I never earned so much money
 in my life. I couldn't, they couldn't believe it. There's something about programming your mind
 with goals. And the only goals that are of any value are written. You've got to write them
 down in the present tense. Not I will earn, but I earn at this amount of money by this day.
 And what that happens is your subconscious and your superconscious mind then goes to work on that
 goal 24 hours a day. And the most amazing things happen. The law of attraction that everybody knows
 about is start to attract into your life. People circumstances ideas you see something in the newspaper
 changes your life forever. So anyway, so if our friends who are listening to this want to get
 a real benefit number one is to write down 10 goals every single day for a month. After that,
 by the way, that's a test. It's a test. Can you do it? Do you have the discipline? Do you have
 the character? Do you have the strength to write down 10 goals? It's two to three minutes. Do it
 every single day for a month. And I promise you your life will change forever. And it always does.
 I've never had an exception. I've spoken for 40 years in 84 countries to five million people,
 not a single person has ever said it didn't work. The only thing they said is it worked so fast.
 It couldn't believe it. It was revolutionary. And it made them rich. In every single case,
 they talk about their family and friends and health and everything. But the biggest thing was I
 couldn't believe how much more money they earned when they were working for written goals. Let's
 pass it on to our friends. Hey, look, I'm a firm believer in giving value on this show.
 We just gave some value there, Brian. So we jumped right into the value equation,
 which I like. My goal coming into this podcast was value to the audience and being we're already
 done it, Brian. But let's step back a second. I'm going to set the table. How the hell do you get
 so smart? What's been the life journey? I know we could talk probably for hours. You've had a
 lot of experiences, but what's guided this path for you? I came from four beginnings. I didn't
 graduate from high school. My first job was washing dishes in the back of a small hotel. That was my
 first job, by the way. I don't interrupt you. You learned character when you wash dishes, my friend.
 This is Joe. My biggest promotion was to pots and pans. I still have the marks on my fingers.
 And macaroni and cheese dishes at a meat and three. Oh, that's right. And when I lost that job,
 I got a job washing cars in a car like and when I lost that job, I got a job washing floors
 with a janitorial service. It used to joke that I thought washing was in my future because that's
 for the jobs were. And I went on from there. I worked in factories and saw mills. I worked in the
 woods with a chainsaw. I dug wells on farms. I lived in my old car. And then one day I started
 asking the question, which was the life changer, is why are some people more successful than others?
 I met people that were my same age and they had new cars and they're earning good livings
 and they had ice clothes and everything else. And I would say, why are these people more successful?
 And that became my organizing question from my entire career. I've now written 92 books.
 Every one of them is on some degree of success in business or personal life.
 I've recorded more than a thousand programs. Every one of them is on how you can be more successful,
 faster and easier. And what I found is that there's basically I say three things. I call them the
 golden triangle of success. Number one is psychological. And that is when you accept complete
 responsibility for your life and for everything that happens to you. The failure to do that, the 80-20
 rule, which we've all heard about, says that 20 percent of people earn 80 percent of the money
 in any field. And the top 10 percent earned 10 times as much as the bottom 80 percent. What I found
 was that when I first learned that rule, it was a life-changer for me because I made a decision,
 but if that's the case, I'm going to be in the top 20 percent. And that changed my life.
 Within a year, I was. Within two years, as I've been in the top 10 percent. I've increased my income
 10 times. I could not believe how successful it was. So accepting responsibility is the turning
 point in your life. Most people are still blaming someone or something else, their parents,
 their upbringing, unfortunate experiences and so on, for their status in life. No, what you
 say is the magic words, I am responsible. But it's interesting. Negative emotions are the biggest
 single enemy that human beings have. And the way that you cancel a negative emotion is when you
 think of it, you always think of someone or something who's the cause of it, the blame. And you
 say instead, I'm responsible. When you say, I am responsible, your negative emotions disappear.
 When you're negative emotions, I used to toss and turn at night because I'd be really angry
 people who had done me dirty and so on. And I started just saying, I am responsible, I'm responsible,
 you know what? It's fall asleep. All the negative emotions disappear. But that's number one.
 And every single leader will say the same thing is that's the top of the triangle. The second part
 of the triangle is written goals and plans that you work on every day. And the third part of the
 triangle, the third point is continuous learning, which is what you and I are talking about. But
 continuous learning has to be focused on our result or an end game. And therefore you don't learn
 generally, you learn how to be better and better at what you are doing now. When I was struggling
 in sales, I was making 70 calls a day and no sales. I used to run from place to place so I could
 be rejected more often. I used to work on call it offices and business people during the day,
 and I'd knock on doors of homes and apartments in the evening till 9 or 10 o'clock.
 My rule was if the light was on, I would knock. I made my first sale at 930 at night on an
 apartment door. The light was coming from under the door and I knocked on the door and I said,
 I sell this product and they said, we were just thinking of buying that product. Come on in.
 That was my first sale after 31 days of knocking on doors, 70 doors a day. I realized at that time,
 I was not a good sales person. It was a lovely salesman. And so I began to study sales. I bought
 every book and every article in magazines. I listened to audio programs. I immersed myself
 in selling and my sales went up and up and up and up. And my program, I did a program some
 years later called the Psychology of Selling, which is the best selling audio program on sales in
 the world in 22 languages that I know of. And it's phenomenal. It just takes all of my years of
 experience and puts it into one place. And they did a study. They said more people, more sales
 people became millionaires after listening to Psychology of Selling than any other single sales
 influence, which was very exciting for me. And I was talking to one of my clients on Zoom a couple
 weeks ago. And I said to him, I said, do you know this statistic about Psychology of Selling?
 He said, that would explain me. He said, it made me a millionaires. I'm not 26 sales people
 working for me. And I'm worth, he said, I have enough money. But I never have to work again
 because of Psychology of Selling. My point is not to sell the program because it's available on
 audible, by the way. Not to sell the program, but to say that the key to your success is learn
 how to be very good at what you do. And that means listen, read a 10 seminars.
 I've given about 3,000 seminars in the course of my career. And my average audience was 1,620 people.
 I would keep track sometimes more sometimes less. And I found that all the people who came to my
 seminars were or became the top people in their fields. And the companies began to send people
 get repeatedly and so on. Is that something about a seminar, which is a full intensive day,
 and I've prepared workbooks and everything else for them, is that people will go out with their
 mind loaded with new ideas. So that's the key to success is you've got to learn and learn.
 You've become a lifelong learner. I still read 2 to 3 hours a day. I read all the time because
 you can't see my office, but my office is full of books, my living room is full of books,
 based minutes full of books. I keep buying about 2 books a week. They say human beings are the only
 ones who will buy more books than they will ever live to read. And that explains me. But the
 most important thing for our friends who are listening is these very clear goals. And then ask
 this one question, what one skill would help me the most to achieve my most important goal? Look at
 your list of goals, your 10 goals, and ask if I could only accomplish one goal on this list,
 which would be the most important. And in almost all cases it's financial. That's good. And you ask
 yourself, what one skill would help you the most to achieve your most important goal?
 This form of focus is life changing. So just focus one goal and one skill. And I promise you,
 as you work on that skill, you start to move faster toward the goal. Your whole life is going to
 change. And in a very positive way, each time you take a step toward your goal, it gives you
 what is called a positive chemical reaction. Usually it's endorphins or dopamine or one of those
 chemicals that makes you feel a little bit high. And there was a book written by William Glasser
 last century called positive addiction. And it says you can actually become addicted to positive
 chemicals. Positive chemicals are released by your brain whenever you complete a task or part of
 a task. And so what you can do is you can get yourself addicted to these positive chemicals,
 dopamine and endorphins. And whenever you start and complete part of a task or even a full task,
 you feel happy. It gives you a release. You have more energy. You feel positive. You're
 cheerful. You're lab. You feel good about yourself. And you feel motivated to do it again. And to
 start and complete another task, a full task or a partial task. And what you do is you get total
 control of your mind and your emotions. So you'll find that successful people are happy people.
 They're positive. They've got a lot of energy. They smile. They tell jokes. You know, what do they
 say? They in poker, there's that wonderful line. The winner's laugh and tell jokes and the losers
 say, shut up and deal. And I'll remember that the winners laugh and tell jokes and the losers
 say, shut up and deal. What's the same thing when you become a winner when you start to feel yourself
 moving towards your goals, you you feel happy about yourself. So those are the most important
 things we can tell our friends. And these are the most important things I've learned in a lifetime
 teaching millions of people. Awesome. Number one, it's all on you. Take the responsibility. Number two,
 set goals and stick to them. Write them down. You got to write them down. And number three,
 keep learning and specifically focusing on one skill to meet your most important goal.
 Did I pass the test? Brian. Yes. There they are.
 My most important skill when I was struggling working, I was closing sales. I did not know how to ask
 in a low-keyed, no-pressure professional way. I didn't know how to ask the person to buy.
 So I did a full court press on learning how to close sales. And I became an expert on it.
 There's a book of mine called The Art of Closing the Sale. And many people have become rich reading
 that book. And what it does is it explains everything you need to do prior to asking customer to buy.
 And how to ask a customer to buy professionally, how to answer their objections and so on. And so
 when I learned that myself increased my sales 10 times in just over a year. And I began when I began
 speaking and seminars. The first seminar I gave was The Art of Closing the Sale. It was 24
 techniques that you can use to ask people to buy. And countless people said it made them rich.
 It made them rich because once they could close the sale, then they became animals for
 prospecting and calling on new people because they had this confidence. One of the reasons why
 salespeople hold back their fear of failure, fear of rejection is they're not going to be able
 to close at the end. So they lose their enthusiasm for contacting the prospect in the first place.
 But as soon as you know that you can ask for the sale in a positive, low-key,
 professional way, you are hyper motivated to call on more people because if you close the sale,
 you make more money, make more money, have a better lifestyle or a nice restaurant so they're
 a nice home. So anyway, so learning that skill was a life changer. And then I learned every other
 skill that went with it. But there's no limit to what a person can accomplish if they will identify
 their goal, let's say it's financial, and then identify that one skill that can help them.
 Once you've mastered that skill, then you ask it again. Now what one skill will help me the most.
 And your life has become like a frog jumping from lowly pad to lowly pad from skill.
 You keep developing new skill. One of the things I see in mastermind is people say,
 what skill are you working on today? What skill are you working on today? If the people listening
 to us, if someone asked you, what skill are you working on today? What's your big skill? Would you
 have an answer? 18-90% of people have no answer because they're not working on a single skill. They're
 generally reading this and listening to that. But focus, focus is the key to success.
 I love it. But I'll tell you, out of everything we've talked about, and I know you got 92 books,
 I want to tell our audience about the psychology of selling. And so I want to pick your brain there,
 talk to me. I know a lot about this, but I want to know Brian Tracy's insights.
 The starting point of the psychology of selling, of course, is to prepare yourself. So I teach
 people how to use information, visualization, and so on, so that nobody wants to buy from a sour
 push. So you need to be positive. But the starting point is prospecting, is I tell people,
 in my audiences, I say, how many people here would like to double their income?
 So you've got 1,600 or 2,000 people. Everybody says, I said, okay, today I'm going to give you
 some methods that will help you to double your income in the weeks and months ahead. And
 please open your workbooks and let's begin. And this is just an artifice. And they all go, no,
 we're not alone now. I will give you a method that is guaranteed to double your income in less
 than 30 days, right? Here's this, this is the average professional full-time salesperson calls
 on two new prospects a day. That's the average. Some are above, several below. I know sales people,
 I've spoken of, who'd call on two new prospects a week. But the average professional salesperson
 calls on two per day. What you do to double your income is very simple. You call on four new people
 each day. That's one every two hours. Is that achievable? Of course it is. So before you're calling
 on one every four hours, now you're calling every two hours. Now because of the law of
 probabilities and the law of averages, you do not know where the sale will come from. But if you
 call on twice as many people, you will make twice as many sales and you will increase your income
 by double. And people come up to me, it's funny. They come up and say, you don't know what you're
 talking about. You're full of BS. I've been in my business for 10 years and there's no
 I could double my income just like calling on more people. I said, why don't you, this is my
 favorite question. Why don't you give it a try? It doesn't cost anything. I'm not going to charge
 you for it. Just go out and keep accurate records right down. How many people you talk to and what
 you talk about? Just keep accurate records. And so if I ask you how many people did you call on
 three weeks ago, Thursday, you could open your book and you know exactly how many calls you made.
 And just do that. Keep track of your calls and call four people a day. And they come back to me.
 They write to me. They come to my seminars. They meet me on the street. They say, I can't believe.
 I can't believe I thought it was BS. I can't believe it. But in less than a month, I've doubled my
 income. I've been in my business for 10 years and I'm earning twice as much now as I ever earned
 before with no additional effort. I just basically one of my favorite stories and most of the
 people listening are in sales of some kind is one of my favorite stories is this insurance sales
 guide. And he was about to quit because he was discouraged and he wasn't making any sales. And
 he got this appointment with a store owner on the other side of town and he drove all the way
 there and he says, if I don't make this sale unquitting, I'm going to get into another line of
 work. So he went and he made the call and the person said, no, thanks. I'm not interested
 which he'd heard so many times before. So he walked out of the store with his resolution to quit.
 And he noticed that there was another store in the same shopping complex. And he thought, well,
 I'll just go and call on that other store and then I can quit and I'm finished.
 So he went in and he spoke to the owner and the owner was very interested and the owner bought
 from him. And he walked out and he said, I was just about to quit. He said, so from now on,
 my model will be one store, one call more at the store next door, one call more at the store
 next door. And he became one of the champions of his field, one of the highest owners and so on.
 That's the mentality that you have to have. You make one call more at the house next door,
 the store next door, the person next door is you always keep adding and what will happen is you
 more people you call on the better you get. Sometimes I ask people, I said, what happens if you
 call on twice as many people? What happens to your skill level? What happens to your skill level?
 And they look at me and they go, you get better. You get better. You cannot get worse at selling by
 doing it. You can't get worse at the skill. Am I doing this? So what you do is you just call on more
 people, read, study, listen, psychology of selling, upgrade your skills, learn from the experts,
 don't try to figure it out for yourself. And your income will double. And then once you double
 your income, what do you do? What do you do? I'm asking this huge audience, what do you do? And they
 said, you do it again? Yes. You do it again. You do it again. You do it again, double your income,
 do it again, double your income again. So it never ends. Yeah, you want to quadruple your income,
 you know, it's all the math equation, right? There's all kinds of studies on this and they talk
 about the most important thing. Remember, a woman was my course. She said she had two children,
 she was divorced, she had to drop them off and pick them up and everything else. So she could only
 work about three hours a day. So what she did is she consolidated her calls in one geographical area
 of the city so that she didn't have any traveling time. And I never forgot about that. She
 became the top salesperson in her company, even though she was working fewer hours because of her
 children, but what happened was she was, she cut down travel time. And that's one of the simplest
 techniques I ever learned is to reduce your traveling time because salespeople actually
 shoot themselves in the foot. I say, well, call on this person on the other end of town. And then
 I'll call on this other person at the other end of town. And then they travel all day in between
 and they convince themselves that they're working while they're driving to an appointment. The only
 time you're working is when you're face to face for the perspective customer. What is the key to
 success? You take the, my favorite one, you take two numbers with two dots in between is what is the
 one-to-one relationship? It's FaceTime. FaceTime, how many, how much time do you spend face-to-face
 with perspective, customers or clients? It's the same for a doctor, a lawyer, an architect,
 an engineer, a chiropractor, how much time do you spend face-to-face with potential clients,
 with potential customers? That determines your income more than any other factor. So what you do,
 you use your intelligence, your ability to manage your time to spend more time face-to-face.
 And the rule is 80-20. Is 80% of your time should be spent face-to-face with people who can and
 will buy and 20% travel time. If it's more than 20% travel time, then it's up to you to reorganize
 yourself so you're spending more time. I used to do what I was calling. I used to drive my car
 downtown and I would park it in a parking garage in the middle of downtown and I would leave it
 there and I would go out and make calls from office to office from building to building a sewing
 and I would only go back to my car at the end of the day. I only drive and park my car once
 and I would park it in a center of prospect and then I'd just go, I used to take a elevator to
 the top floor of an office building and start on the top floor and work my way down and I'd call
 every single company in the office building all the way down and those are the tricks that I used
 to play on myself but they transform my life and they'll transform the life of anybody else who
 uses it. Increase your face time spend more time face-to-face with customers. There's a rule that
 I learned from Peter Drucker and he said there are no customers in the office.
 I love that there are no customers in the office. If you're in the office, you were officially
 unemployed. You might as well go home, go back to bed and pull the sheets up over your face
 because you have no use to yourself or anybody else if you're sitting in the office because there's
 no customers in the office. Us customers are out there and that's where you've got to be.
 So you look at the top salespeople, the top 10 or 20% in every company, you'll find that they come
 in, they call a touch-and-go, you're flying an airplane, they come in, they touch first thing in
 the morning and they go and they're gone for the whole day and maybe they'll come in at the
 evening to catch up but they're coming in after five o'clock but during the day you can't find them
 in the office because there's no customers in the office. How do you balance that?
 Ryan, with today's world of somewhat selling his online, it's not in person. I don't know,
 there's still jobs out there that is but that are in person but what would be the pivot of that advice
 maybe in the online sales world that we live now? The situation that we have today is this is the
 things that you order online and I'm a huge fan of Amazon. The things that you order online are
 products that you have already decided to buy. Now maybe you didn't decide to buy them till you saw
 the ad and you realize that's something that I want, something that I need. Like for instance books
 for example sometimes you read a review of a book and you think I like to have that. My friend
 Jim Roland used to say this, don't ever ask yourself how much the book costs. Ask how much does
 it cost if you don't know what's in that book and that's a really important question. If paid $20
 for a book that book may contain something that's worth fortune to you. You never know so therefore
 you keep exposing yourself to more ideas but the whole purpose of online is to buy things
 that people have already decided to buy. They're already fixed products. You cannot do customized
 selling just like you had to customize medical treatment online. So the best thing that you can do
 online is you use online to get appointments so you can get face-to-face with people and it's
 what your product that you're selling is something that has to be customized. It's not just an
 automatic cookie cutter for every person. They want more of this unless a bad and some of this
 is some of that and so on and they cannot make that decision without the advice that you give them
 as a professional sales person. I always say you think of yourself as a professional sales consultant.
 A consultant is a person who asks a lot of questions and then gives a lot of thought to structuring
 the offering so that it satisfies the most important needs of the potential customer that can only
 be done face-to-face. So we say it was all this online selling. Yes, but only standardized products.
 It's only products that have already been manufactured and put in a box and they're set out to you.
 If you're selling any kind of a services whether it's insurance or investments or anything else
 that you're selling any kind of a service that requires person-to-person face-to-face. We say
 need to need heart-to-heart conversation other than that they won't take place.
 Yeah, it's fascinating. I don't know. I'm making a lot of sales over Zoom. Maybe that's the
 equivalent of a face-to-face. Yeah, it's the equivalent and sometimes what happens is people
 will see you online, hear you online, learn to like you and respect you online. Then they're open.
 They'll call you or you can call them or you can make an offer to them to like a consultation
 of some kind. Spend 30 minutes with me and we can decide whether or not I can help you achieve
 a goal. One of the things that I teach adamantly is what is called the value proposition.
 What is your value proposition? Every product or service has one or more and people buy
 from you based on that and most say 80-20, 80% of companies don't know what their value
 proposition is. It's lots of things. It's better and faster and cheaper and easier and more
 attractive and so on. But people buy one thing and that is improvement. They buy a product or
 service because they feel that will improve their life or their work in some way more than any
 other product or service offered by anyone else. So one of the things I learned in economics is
 that every customer has three choices. They can buy from you, buy from your competitor or buy
 nothing at all. It must immerse you by nothing at all because you have not appealed to them to what
 it is that will motivate them to buy, represent 80% of the market. Most of the customers out there
 are customers that neither you nor your competitor is talking to. Why is because you're
 to find the value proposition? What is it? Now let's take a look at Amazon. I read Amazon because
 Jeff Bezos started this idea out of his head. He had this idea of selling stuff online.
 Just when the internet was getting popular and it was used for communication, he had this idea.
 You could sell stuff and so he thought, well, what would be a good product and of all the products
 available, he decided on books and so he worked out a system where he would offer books for sale,
 popular books. They sellers, the ones that we were reading about, talking about and then he would
 turn the orders over to the publisher, the publisher, but send the book and he'd pay them and he would
 give the customer a 30% discount. That was his basic idea to sell books online with a discount.
 So people who wanted the books, the value of offering is clear. The special value of offering is
 30% discount, mail to your home so you don't have to go to the bookstore and look around and find
 it's not available and so on. That was the starting point. By 2018, Jeff Bezos was the richest man
 in the world. Richest man in the world and what he has now is Amazon and what Amazon does is it
 delivers products and services faster than you could buy them yourself. I remember ordering some
 lights for my Zoom phone calls and so on and I went on to Amazon. I order the lights. I was given
 guidance by experts in the field and I order the lights and they came and the answer popped up
 when do you want delivery and this is like on a Wednesday. Thursday morning between 8 and 10
 between 10 and 12, between 12 and 2 and so I pushed between 8 and 10 and the stuff was delivered
 the next morning at about 9 o'clock in the morning. You think, oh my god, and that's fast. Imagine
 if I had to go down and go to different stores and walk the shell, walk the the aisles looking for
 this sort of stuff. They've got three million products on Amazon and they deliver them to you overnight.
 I just read about their new warehouse here in San Diego. It's five and a half acres of
 mechanized delivery. It's just it's unbelievable. Five and a half acres is what is it $250,000
 square feet or something like that? You can't believe it and the speed of delivery is amazing.
 So what Jeff Bezos do, a value offering is rapid delivery, low prices, unconditionally guaranteed.
 So if you don't want something and I turned out I didn't need some of the things that I ordered,
 I called them up and they said, please place them by your front door. UPS will pick them up,
 will credit your account. And they did. Everything I bought was picked up by them and then credit
 it backers. How can anybody ever compete with Amazon and it makes the founder the richest man
 in the history of the world? Yes. Everything is value offering is what value are you offering that
 nobody else can offer that is motivational, that improves people's lives in such a way that they
 want to buy from you and only from you. That's the key to success in business. As we close out, Brian,
 how do people find that value prop? Is there just talking to more and more customers?
 Well, it's a great question. 80% of products fail because customers don't want them.
 And this is again, I do continuous research in this. At 80% factor, just a, it's called SMH,
 shake in my head, is they come up with an idea that they think is a great idea for a product or
 service and then they start a company and they advertise it and they promote it. But you know,
 you know, the story about the big company that spent a hundred million dollars developing the
 perfect dog food and it failed completely and they asked the researchers, what was the problem?
 They said it was the beautiful dog food perfectly developed but the dogs hated it.
 And that's the story because people think, oh, this is a great product or service but the
 customers hated it. At least they didn't like it more or better than a competitive product or
 buying nothing at all. But remember that they can buy from you, buy from your competitor or
 buy nothing at all. And the thing I would say to our friends in listening is that if there's three
 words that determine your successor failure and the words are test is sometimes just a one company
 test. Here's one of the great techniques is take a piece of paper and write out a description
 of your product and the change it makes in the life of the person who consumes it,
 the benefit, the advantage, the value, all right. And then show this written description to a
 potential customer. If the potential customer will not commit to buying based on a written
 description then the product is not correct. And so there's this cheapest test of all
 we call it a one customer test. Say who is the ideal customer for my product or service?
 Let's say Jeff Bezos, it's a reader, a person who likes to read a lot, all right. So I'm going to
 write out this is what you get if you order it from me rather than go into the bookstore,
 which was the alternative choice. And if that description is not so attractive that I decide to buy
 immediately from this, then you have to go back to the drawing boards. And 80% of companies fail
 because their product does not have a value proposition that customers want in sufficient
 quality to buy and to make it successful. And you are responsible. You are responsible.
 There you go. Blending the beginning with the end. Brian, I think I have something tells
 what we could talk for three hours and we'd get about 100 valuable lessons. But something tells
 what you've got all this in books and or audio format for everyone. Where can they find all
 this great info and all the value that you put out there, Brian? The books are all on Amazon.
 Easiest way to buy them and the audio programs are all on audible. And they're not that expensive.
 And fortunately, these companies all offer unconditional guarantees. One of the things that helped
 me when I when I was selling was I would offer from the stage. I would offer different learning
 programs. And I would say all these programs are free. So special offer just for today. They're
 all free. Everybody would go, yeah, I said, now it's a special kind of free. And let me explain
 to you what I mean. And then I'll go, oh, it's like playing a musical conductor. And I say,
 here's what I'll do. Please buy these programs. Take them with you. If they don't more than pay
 for themselves and turn out to be free in terms of the added income that you get from applying them,
 you could give them back to us anytime in the next year or forever. And we'll give you your money
 back 100 percent. No questions asked. So I call it my level. If you don't you double your income,
 then you don't have to pay for it. And so people would buy it from me by the truckload. And we used
 to get one in 400 would come back one in 400 because the programs we could give that guarantee
 because the audio programs were so good. They're so so helpful. And that's the same thing. So I
 always offer a I call it free plus a profit. If you buy from me, not only is it free because it
 pays for itself, but it makes a profit. So you can't go wrong because if you don't get it free,
 plus a profit, I'll give you money back. Hey, that's I say that to our friends who are listening
 because it's a fabulous guarantee free plus a profit. Wow. That's a great deal. And if you believe
 in your product, if your product, your service is a good product or serve, and you should have no
 reluctance to give that kind of a guarantee. There you go. You're proud. I like to say you're eating
 your own dog food. You're proud to sing what you preach. I love it, Brian. I really appreciate
 your time. I know you've added a lot of value here. And maybe we can do it again because I'm
 telling you, you've got even more value to share. Thank you, Ryan. It's a pleasure being with you.
 And I wish all of our friends the very best of success. And if you want to learn from me directly,
 join my newsletter, Ryanoffer.com backslash newsletter. Sign up. I give daily advice on marketing,
 personal branding, podcasting, life. Give that a shout. Join that. It's free. Staley, just
 like this show. Give away our best advice. Hey, guys, I want you to check out the show notes.
 You'll find links to everything Brian Tracy talked about today and his books will link to those
 in the show notes. Sort of find us the radcast.com. And I'm at Ryanoffer.com all the social media
 platforms. We'll see you next time on the radcast. To listen or watch full episodes, visit us on the
 web at the radcast.com or follow us on social media at our Instagram account d.rad.cast or at
 Ryanoffer. Stay radical.