Persuasion Training // The 10 Commandments of Sales With Dr. Persuasion on The Sales Podcast with Wes Schaeffer, The Sales Whisperer®

Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
This is episode 720 of the Salespodcast.
I'm your host, Westshafe Sales Whisper.
You know what? I think I got the last one
wrong. I did a solo.
I forgot I did a solo on 7/18. I think I called Mike Pritchett
718, but Oh well, he was 719. This is 7/20 and I'm sure but
and you know. Before we get started.
Look at these teeth and have a dentist appointment.

(00:22):
Clean baby clean. Also had my 4th grandchild this
week, so second granddaughter, 4th grandchild.
My oldest turned 2 this week, her brother.
So you know, I got that going on.
But I'm still here making these videos, these podcasts for you.
I had a good call today. Good interview, doctor.

(00:46):
Persuasion, Interesting dude, Doctor Yaniv Zayed.
And he was in the military like me, in the Israeli military.
I got a law degree and he learned about persuasion.
He learned about the power, the importance of it, and he teaches

(01:07):
those in the legal profession, judges, attorneys, about
persuasion. But he has written now five
books and teaches workshops around the world on sales.
His book I Got It Hidden back here.
Let me get it right. The 20. 1st.
Century Sales Bible Mastering the 10 Commandments of

(01:27):
Marketing, Negotiation and persuasion.
So you'll see why this is important because you've always
heard me say this. We are all in sales and
everything is sales. Everything you do is sales.
And what is sales? It's persuasion.
It's negotiation. It could be haggling, it could
be manipulation, right if you'redoing it wrong or for the wrong

(01:48):
purposes. But all.
Of life is sales, every interaction.
Hey, can I get fries with that? Or hey, can I, can I swap out a
fries for a salad? Oh, that'll be an extra dollar
twenty, you know, $2.00 whateveryou have to charge me.
Everything is a sale and I talk about it.
You know, we, we give some examples in this.
So he was a good guest. You know, sometimes I mean I get

(02:11):
hit up literally 2030 times a week, people pitching me their
guests and this the company he had hired was what they were
thorough, right? They they hit me up a couple
times. He has a book.
They sent it to me. They gave me time to read it.
They followed up and I, I said yes, let's have him on and we

(02:32):
did this recording on a Thursday.
I think I sent it to them on AI think I replied on a Tuesday and
he was booked. So it's sometimes, you know, I'm
like everybody, I'm not always up for these things.
And I'm like, I'd rather like, I'm heading to jiu jitsu right
now, teach the kids class. And I'm like, oh, I can work on
my blog. I'm working on a newsletter,

(02:52):
making new videos for YouTube. But then I'm pleasantly
surprised right when I hang out with somebody like this.
And I was another doctor, DoctorMark Golston.
I did not have my calendar blocked on a Memorial Day.
And this was several years ago. And I was like, Oh my gosh, you
know, Memorial Day. I was just going to hang out, go
to the pool, whatever. Great interview with him.

(03:14):
So maybe something with doctors,something with pH DS, but you
know, good chat. He's a straight shooter, super
smart. We went almost an hour even
though it was his evening. So if you're in for a treat, OK,
you'll hear me talking about theinner circle, the 12 weeks to
peak. I'll be linking to that in the
show notes. Check those out the 12 weeks to

(03:37):
peak VIP for now, I finally reached the conclusion I'm I'm
focusing on young men, 20 to 35 in tech sales.
And because that's been my background, you know, even
though I I've done a lot, I was a financial services guy.
I've sold retail mobile homes. I spent a long really since 2000

(04:00):
in high tech of some sort. Hardware software at 1st and
then a lot of SAS, right? Software as a service been
selling remotely before it was cool.
Literally going back to about 2009, 2010 for sure.
And you know, I'm picking that age group because I was 35 when

(04:22):
I invested in a 12 week class and it was just coincidental on
that. But things did they they come
together for a reason. That class was 12 weeks.
I read the 12 week year by BrianMoran had him on the podcast and
it's enough time to get meaningful stuff done, But it's

(04:43):
a it's a short enough time that you got to be consistent and hit
it hard if you're going to hit those goals.
A year goal, that's what Brian talks about a year goal is too
far out. You got to bring it down.
And in my sales training in the inner circle, you know, have you
track your time at 15 minute increments.
You got to get used to to being very stringent and strict with

(05:04):
your time. But you know, the, the VIP
program, when you enroll, you get a one year in the inner
circle and then if you want to renew the inner circle, you get
that at half price. If you want to renew in the 12
weeks to peak VIP, you get that at half price.

(05:24):
So you know, it's, I've done themath.
I don't need a lot of people. I don't need a lot of money.
I would do this for free. But you won't get anything out
of it. You won't apply yourself if it's
free. And I've got to pay for jiu
jitsu, OK. And some books and vacation.
And now, now 2 granddaughters, the boys, you know, just hand
down some guns and knives and jiu jitsu.

(05:45):
But the girls, we got to buy them stuff, man.
So I need some money for that. But seriously though, you know,
we've always had low overhead. We've always lived below our
means. And if you've listened to this
show for any length of time, thefolks I've had on, many of them
were bootstrapped. Many of them built that runway

(06:07):
and they save for a rainy day when they had their day job so
they could then launch. Well, actually, by the time this
goes live, the VIP page will be live.
I made a lot of changes to that and editing the prices.
I'm going to start out very low for five people, then go up, go
up, go up, and we'll see where it goes.
OK, So if you are looking for a radical accountability for 12

(06:29):
weeks in your faith, family, fitness and finances and you're
ready to be pushed, you're readyto sort out the noise in your
head in the world. Check it out.
OK. And like I said, I'll link to
that, but it's VIP .12 for the number 1212 weeks topeak.com,
vip.twelveweekstopeak.com. Go get you some of that and then

(06:50):
come back and listen to this episode with Doctor Persuasion,
Dr. Yaniv Zaid all the way from Tel Aviv, author of the 21st
Century Sales Bible. Welcome to the Sales podcast.
How the heck are you? Thanks, Wes.
It's perfect to be here. I heard a few episodes from your
podcast. I enjoy it very much, so I'm
very happy to be here. Well, I like what you've got

(07:13):
going on, Mastering the 10 Commandments of Marketing,
Negotiation, and Persuasion, butyou've written quite a few.
What'd you say? This is your 5th book.
It's 5th book in English and I also wrote six books in Hebrew
and my books in English were translated to 12 languages so
far and I sold more than 300,000copies worldwide.

(07:35):
Nice. So we have a similar background.
You were in the Air Force, right?
In Israel. In the IDF, yeah.
So how? How do a couple of Air Force
dudes end up teaching sales training?
I think, I think actually if you're in Air Force, you, they
teach you lots of discipline, lots of, you know, how to, to,

(07:57):
to, to, to have a system in everything, how to manage your
time, how to manage your energy.And it's the same thing about
sales. You know, you need to to get
people think that you just talk to people, you know, just if you
lecture without go on stage and start talking.
But there are lots of preparation, lots of order, lots
of discipline, lots of system. So I think this is something
that the that the Army teaches us.

(08:19):
Yeah. Were you an officer in the Air
Force? Yeah, I was a Lieutenant in the
Israel office daily, Israeli AirForce, first the flight Academy
for a year and a half. And then then it was an air
traffic controller commended theair traffic control.
And like I told you before, before the interview, then I, I
used to work also with the American army and to in a lots

(08:41):
of collaboration between the Israeli and American air forces.
Well, look, I, I just, I will apologize on behalf of the Army.
You know, not everybody can get into the Air Force.
So we, we let them serve, you know, 'cause they had a good
heart. They just, you know, weren't
quite up to it. But you know, so just take them
with a grain of salt, OK? Yeah, they were great.

(09:03):
They were great guys for what I what I recall.
Now and now LA is getting to meet our Marines.
So that'll be interesting. But you know, that's a whole
nother topic. Oh my gosh.
So what is, what's your educational background?
What's your PhD in? I'm a lawyer and economist and

(09:25):
my PhD in law, how to persuade judges in courthouses in the
digital era, there was somethingthat's very innovative.
I wrote it 15 years ago when thedigital era started, when just,
we had Google and Facebook just started and it, it was a, it has
that lot of, in fact, in fact onthe legal procedures.

(09:45):
So I wrote a PhD on it. And till now, I, I, I do, I
don't do legal, but I teach lawyers.
It judges how to persuade in courthouses.
And it's also sales, you know, you also sell yourself each day.
You sell your arguments, you know, yeah, you have a, you have
a debate with the other parties.So it's like a, it's like

(10:06):
salesperson in courthouses. Yeah.
And that's what I try to instillin everyone is that sales,
marketing, persuasion, it is everywhere.
You know, like the old, the old story, you know, in poker, if
you don't know who the chump is at the table, it's you, right?
And so it's it's everywhere. It's like in Facebook, you know,

(10:29):
if if someone doesn't sell you anything, that you're the,
you're the product, you know? Right.
Yeah. I mean, and like in the New
Testament, you know, it says like we're when two or more
people gathered in my name, there I am, right?
I tell people when two or more people gather, a sale is made.
You know. And and they'll they'll try to
fight me on it, but it's like ifyou meet your best friend, you

(10:50):
know, say what? You want to go to lunch?
Yeah. What do you want?
Yo, I want Indian food. I'd rather have Italian.
OK, let's go get Italian. That's a sale.
Oh, it's not really sale. It is a sale.
You know clients. Clients tell me.
You know, I don't. I can't say it.
I can't say. So I say, are you married?
Yes. So you saw yourself at least
once. And if you're married in time,

(11:10):
you saw yourself at least at least two times.
Yeah. I mean, so, so this is universal
then like, you know, you see this in Israel as well.
People are like, they shy away from like, oh, I'm, I'm not in
sales. There are people like this
everywhere, by the way, sales are, you know, it's global,
global problems like global solutions.
You know, I deliver workshops all over the world and I had the

(11:32):
one once in 2017, something likethat.
In one month I delivered a salesworkshop in Hanoi, Vietnam, in
Tel Aviv, Israel and in New Jersey and the same, the same
content. So you imagine you said to
yourself, OK, different mentalities, different people,
maybe there will be different questions, the exact, the same
questions, exactly the exact problems of business persons and

(11:56):
entrepreneurs. It amazed me that different
mentalities, different people, different spaces on the planet.
And when you talk to entrepreneurs, you talk to
managers who talk to sales persons, they have the same
problems. And This is why, This is why my
book is, is global. And I I managed to sell it to so
many languages because probably the principles are universal.

(12:18):
Yeah. And so you say you, you got your
PhD, did you say was it 15 yearsago or you wrote the the first
book 15 years ago? I wrote my first book when I 20
years ago, when I was 27. Now I'm 48 and I, my PhD I got
when I was 41. So, so it's 17 years ago when
the digital area was just starting to involve, you know,

(12:39):
there was just the beginning of Facebook and YouTube and extra.
I've been an entrepreneur and self-employed since 2003.
And when I started marketing myself and sell myself, there
was no Facebook, no newsletters,you know, no YouTube.
I, I can't even remember how I brought people to my first
workshops, you know, because if you talk today, all the things

(12:59):
we do, none of them existed in, you know, 2025 years ago.
It's amazing, right? Yeah.
When I you, you remember fax machines, for example, you
remember we used to, to send mails to millions of, of emails
you bought, you bought data of millions of emails, you know,
for example, stuff like that that doesn't exist and not even
legal today by the way, because of the spam laws, you know?

(13:20):
So, yeah, so, so we did things differently, but we need a
salesperson and marketing people.
We need to evolve all the time and we need to adjust ourselves
all the time because the, the market is changing and the
clients are changing and now we are in a new era now 20, 25, you
know, there I, I always say thatclients that have, let's call it
a fake radar or bullshit radar. That's the other things you, you

(13:42):
could say 10/15/20 years ago, you can say now or a marketing
writing you wrote in a differentway 20 years from now and today
and so on. Tacticity is very important that
you need, you need to be yourself because you try to be
someone else. People will will notice the the
fake in a minute. Yeah, I was going to ask you
like what? What has?
Stayed the same so. Being authentic, what else?

(14:08):
You know, because it is especially since COVID, a lot
more working from home, hybrid work executives are at home
versus the office. Direct mail is a little harder,
you know, to reach these executives.
You know, people are now callingand texting, you know, as a
first time outreach, which was Idon't think I ever called a cell

(14:32):
phone or texted, you know, even 10 years ago, at least as a
first step, it's an outreach. But now it's kind of OK, So
what? What has stayed the same?
So first of all, authenticity isvery important today more than
ever because you know, back thenyou could say the things about
yourself that you're great and you just talk about your

(14:53):
achievements and success. But today people are looking for
your failures as well. They would like to be to to see
that you're authentic to do and you're not perfect.
I always tell my clients in workshops be Batman and not
Superman, you know, because what's the difference?
You know, Batman and Superman, they're both superheroes and
they're both look like human being, right?
But Superman is not a human being.
You came from another planet. So we've Superman deliver

(15:15):
workshop, how to fly. And I buy the VIP ticket and I
sit in the first row and it tells me everything, you know,
exact, exact instructions. You know, go to the highest
tower, go to the roof, check thewind, check your first step.
I will do exactly what he says. I'm still going to fall because
he's a superhuman. I'm not.
But Batman will deliver how to fly.
And then it would tell me, you know my name.

(15:36):
I'm just like you. I I even had a worse life
because, you know, the Joker murdered my parents when I was
young and I fell into a cave andI was afraid of bats and afraid
of darkness. But then I taught myself how to
fly. Look what I did.
So this guy can relate to because we are the same.
So today, you know, you need to be very, very authentic.

(15:56):
It always a good a good tip. But today it's, it's even maybe
a necessity, a necessity. And then you know, because,
because people can relate to youif you're not perfect.
There is a line of, of lectures that in high tech companies
these days, it's called fuck up nights.
What is fuck up nights? Entrepreneurs telling other
entrepreneurs of other failures.So people come to the pub or to

(16:20):
the conference hall to hear about other people's failures.
Now there is a little twist because usually the story is in
my first company I lost $100 million of investors.
My second company I got break upand got divorced.
And my first company is PayPal, you know, something like that.
So it's a, it's a failure, failure success.
It's usually you don't hear, I Ilost $100 million of investors

(16:44):
and then I bankrupt and then today I'm homeless, didn't move
my parents, something like that.But still, people are coming to
hear the failures, people are coming to hear the roadshow, OK,
the road the way you did. So statistic is very, very
important. And you asked me what is the
same. So even in the digital era,

(17:04):
people still, if you have an interaction face to face, it's
very, very important. Many people, many salespeople
today, they hide behind the computer, You know, they always
prefer send an e-mail and not a WhatsApp text or messenger text
and send you a messenger text and not call you or call you and
not have a Zoom meeting or have a Zoom meeting and not have a

(17:25):
face to face meeting. So always say you still need the
interaction with people. People still work with people.
You have, you know, with the AI era and the GPT and everything,
so people even says people, theyalways, they have a comfort zone
of asking everything, the AI andsending emails and not talk to

(17:46):
other people. But if you do it, if you do the
same principles of interaction with other people like you did
5/10/15 years ago, then you're first of all, you're very unique
because most people, they don't do it and people will appreciate
it. And then people can relate to
you and people will do business with you because they feel
connected to you. So this is something I think
it's very, very important to to reserve and maintain today and

(18:09):
the years to come. How?
How did they reach someone? Today, though, it it seems
harder than ever to make these connections.
And I, I will tell you, I, I don't think it's, it's, it's
that hard, hard because people, people are social, social human

(18:32):
being. You know, they, they would like
to be with one another. I can tell you now there, there
is, I live in a neighborhood in north of Tel Aviv.
And it just there, there was a, a food truck came to our street
and the all the all week they published in the WhatsApp group
of the neighbors. There will be food trucks
selling pizza and beer out in a certain space in the

(18:52):
neighborhood. And just before this interview,
my wife and I and my baby and mydog went to eat to have some
pizza. And there were lots of neighbors
coming with the kids every, everything.
And I told her, you know, it's amazing because you can order
pizza by phone, You can order pizza by Internet.
We have a big center, a shoppingcenter next to our house with

(19:12):
lots of eat pizza houses. So I can go to eat pizza,
whatever I want. Why I go to buy food to the next
street to eat pizza. Because people are like the
gathering. They like the gathering.
They like to be with one another.
So most people they hide behind a computer because it's, you
know, it's, it's more more comfortable.
I don't need to to read people to get to know people, to be

(19:33):
curious about people you know, to have an interaction.
But if you like to sell, if you like to develop a a long term
relationship with your clients, they need to get to know you.
They would like to hang out withyou.
You would like to hang out with them.
Now there are limitation. For example, I now in Tel Aviv,
you in California. So we can't meet face to face
yet. When I come to you, when you

(19:53):
come to Israel, we let each other know.
But for now, we settle with their online recording.
But it's still better than if wetalk by phone.
And talking by phone is still better than with just, you know,
exchange emails with one another.
So it's not that hard because people like like to connect with
other people. Usually they don't have chance.
So if you are the one as a salesperson who initiate the you

(20:16):
know the interaction with othersthe other side and most people
will say yes. How do you see?
AI playing a a part in this. Obviously it's here.
I've had a lot of guys on recently doing more and more
with it. Guy just before you when I just
published yesterday, you know, he's doing more, he's leveraging
AI for inbound, helping companies handle that and he's

(20:41):
out of the UK, so obviously, youknow, Europe.
And the EU have pretty strict rules and, and they're doing
some outbound with it, but they disclose it right up front.
My, my inbox is full. My LinkedIn messages are full of
AI mass messages. Most are not very good, you

(21:02):
know? So is it going to get better?
Do you recommend using it? Do you recommend using it
sparingly? Like what's your take on that?
Great question. So first of all, this is a real
revolution we're now facing and nobody knows what the future
holds, you know, if they controlus, if you control them, you
know, it's kind of rule the world or something like that.

(21:23):
But I, I. Sarah Connor is not happy, Yeah.
Yeah, yeah, I, I tell, I tell everyone every day.
That's kind of doesn't rule us. It's a it's a blessing, you
know, it's a it's a gift. But but, you know, people are
getting addicted to AI and they ask question, you know, I had
clients, you know, do doing conferences.
They asked the GPT when to do a conference.

(21:44):
Which is the best date in your opinion that I had?
I go to a book first, international book first.
I help also authors sell the rights of the books.
So I had delegation of autos each each day.
So I, I sold, I sold the ticket to one of our authors and she
told me today she texted me, I asked the GPT whether I should

(22:06):
go to Frankfurt further the biggest one in the world or not
with you. This, this, this was the answer.
What do we have to say about it?Something like that.
So people consult with the AI ineverything.
But yet as salesperson, my, my belief is that AI for now, it's
just a tool. It's just a tool.
It is a partner is not the enemyand we can't ignore him.
OK, but he's a tool. If you just use AI, that's it,

(22:30):
then you're in a problem. First of all, you sound like
everyone else. Second of all, AI still doesn't.
It can, it can be human. It develops itself all the time
to become more and more human. But still, they're not like
human beings. We have the, let's say, the
secret ingredient of humanity, of emotions that AI can't

(22:51):
replace every in every department.
When people are having lots of experience, they identify
immediately what is AI, what is human.
You know, my wife, she, she, shein recruitment, A managing,
managing recruitment of teams all over the world.
And she tells me if if someone sends me ACV, that AI wrote in a

(23:11):
second, I know it. And immediately of obviously I
won't take this guy for an interview or something like
that. So AI is a tool.
We can use AI, especially if you're stuck, if you don't know
how to handle an objection or wehave something we would like to
ask, but still we need to take the answers and add another,
let's say human aspect in it andbe ourselves.

(23:32):
And because let's combine to theprevious question, because most
people, they're just relying on AI and seeing all the AI text,
that if you write actual text without AI, you will be
different. They will notice you.
So you can use it but not becomeaddicted to it.
You can't ignore it, but don't let it control you.

(23:54):
And this is for now. We record it in the, you know,
the middle of 2025, maybe in 2026 time to we will the world.
There are many, you know, videosabout it that they actually
they, I already took over and just let us know, let us think
that he's stupid. You know, they, they, they, they
still taking pictures of six, you know, 6 fingers in the one
hand or something like that, or three hands that we can, we can

(24:16):
say, oh, they're not, they're not that smart, but actually
they're taking over. But for now, you know, sales,
sales is an art that you need topreserve.
And I will say 11 more thing about it.
If as salesperson, marketing persons, we need to develop
ourselves all the time and become the best version of
ourselves. Because if we will become
experts and professional authority, AI can't really

(24:38):
replace that replace us. If we are mediocre, then AI can
replace us if, for example, we take lawyers.
So if you come to a lawyer and you would like a simple
agreement and the lawyer checks on the Internet, you know a
lease agreement and they just give you the agreement.
Or they just take a file of something they did five years
ago and just change the name. There are mediocre lawyers and

(25:00):
AI can replace them today. But if they have the secret
ingredient of, of, you know, creativity and knowing what to
say in courthouses and knowing right to exact writing the, the
legal document to the the the specific judge, then AI still
today can't replace them. So.
So be professional at what you do and be the best expert you
can say the marketing and AI will become your friend and not

(25:22):
replace you. Yeah.
Amen. So why is your URL doctor
persuasion and not doctor sales guru?
Yeah, yeah. So first of all, yeah, first of
all, I started in a debate society when I was 2010 to 3
years old. I finished my army.
I was the four years in the armya Lieutenant, as we said.

(25:44):
And I started learning law and economy in the high university.
It's an of Israel. And I joined the debate society
and I participated many debate competitions worldwide.
And I was #3 in the world in theworld ranking public speakers in
2003. And I reached semi finals in
2002 and then, and I loved the debate very much.

(26:05):
And then I decided I would like to teach people how to speak in
front of other people because I realized that the the debate is
just maybe hundreds or maybe thousands of people know about
it, but the tools are, are relevant for everyone, for
lawyers, for, for business owners, for entrepreneurs, for
everyone. So, so I started writing,
writing lectures and then becamemy first book.

(26:26):
It's called Public Speaking and till today you can find it on
Amazon. And then I wrote my PhD, my PhD
in law. It was about how to judges, as I
mentioned. And one day I love Marvel,
Marvel videos, Marvel movies. There was a movie before the
there was the Guardians, The Guardians that there was Doctor

(26:49):
Manhattan. Doctor Manhattan is a superhero.
He's he was a real doctor, a chemist, and they had a
misfunction in his lab and he became a superhero.
So I saw it one night and then Isay, hey, he's Doctor Manhattan.
I will be Doctor Persuasion and I immediately I bought the
domain Doctor persuasion.com. This is my domain of my English
website in today. And I waited two more years till

(27:11):
I finished my PhD and then I officially called myself Doctor
Persuasion, including website and Facebook page and LinkedIn
page and everything. And my, and, and this is was the
my way to to show you that I'm an expert because doctor
persuasion is, you see that I have already have a PhD and I'm
an expert in what I do. And persuasion is actually

(27:33):
communication. You can from persuasion, you can
take sales and marketing and public speaking and presentation
and you know, marketing writing,it's the same family.
So this was my my way to differentiate myself from my
competitors or my colleagues. Yeah, that's good.
Yeah, I love it. That's what I tell people.
I mean, it's all, it's all two sides of the same coin, right?

(27:54):
Sales and marketing, persuasion and and marketing, persuasion
and sales. It's just, it's communication,
right? It's.
Connecting with people. Yeah.
By the way, when I called myselfDoctor Persuasion, nobody liked
it in the first. My family, my friends, my
colleagues, they laughed about me.
They they say, you know, I I came to with my kids to to meet
friends at the beach. And they from from father, they

(28:16):
cry. He's a, you know, he's a, it's a
plane. It's a bird.
No, it's Doctor Persuasion, you know, something like that.
And my colleagues from the Academy, I thought in the
Academy series, they, they say, wow, it's a disgrace of, of
Academy that you call some doctor persuasion.
You know, it's like, it's like adisrespect for the Academy or
something that, but when you succeed, everyone would like to

(28:37):
be part of the success. You know, when, and suddenly
everyone says, of course, I, I love the name for the first for
the first minute, for the minuteI heard it or something like
that. So.
So if you have an idea, stick with it and you know and hold on
to your idea and preserve it to yourself.
Well, that's the old what? No man's a prophet in his
homeland. Yeah.

(28:58):
Right. I mean.
Yeah, yeah. You get picked on, right?
And like my, like I have the sales whisper.
I bought that in 2006 and nobodyreally poo pooed on it, right?
But like still to this day, my buddies will pick on me.
Oh, Mr. Whisperer, The Whisperer's here.
I'm like, come here. I'm gonna.
Get you? Yeah, yeah, probably.

(29:19):
Probably your friends from the Army and all they laughed about.
Yeah, but yeah, I think it's a great name.
So that's cool. That's cool.
You got it. So I'm looking at your
commandments here. Did you get any grief for having
like a religious overtone or undertone with this?
Yeah, 'cause I called it. Yeah, I called it sales Bible

(29:41):
because 10 commandments, 10 chapters, each chapter includes
the chapter chapters about many,many situations, simulations,
case studies about the principle.
For example, if a chapter is 1 commandment, is ask and get high
prices, then you have 15 storiesof principles inside this
chapter on how to do how, how todo it.
So my my my, the basic assumption was that everyone

(30:05):
needs all 10 commandments. But you can start with, let's
say if you see commandment #5 and obey the community.
And this is what the most commonproblem you have, then you start
with these chapters. So you don't need to read a book
from, from A-Z, but you can pickthe the relevant chapters or sub
chapters and start from there. This is why it's best seller.
This is why people connect to it.

(30:27):
And the, the religious part, it's, it's like I'm not
religious, but, but most, most population is.
And I, I said to myself, this isthe, the sales is a religion.
Sales is, is a, you know, a system of beliefs.
It's an ecosystem. You need to, to, to know the
ecosystem. So I say, if I analyze this
ecosystem, how I can call it? So I called it the Bible with

(30:50):
the commandments. You know, it's something that
stick. Yeah, yeah.
And I mean in the Jewish faith, I mean, you have a Bible, right?
I mean you got like the the Torah.
And Torah. But that's just the first five
writing five first five books, right?
Yeah, the first five books and then the.
Prophets many. More.

(31:11):
Many more, yeah. Yeah, then prophets and then.
By the way, I walk with, I walk with lots of religious people
and they know that let's say thejoke or the the metaphor.
They don't think that I disrespect the religion or
something like that. So, so they also say, say I
wrote your Bibles, I read your Bible or something like that.
You know, they don't say it's a disgrace that you call it say

(31:33):
the Bible or something like that.
So. So it's OK people first.
Product I made was the seven deadly sins of selling and and I
think I let it go. But for years I had the sales
reverend.com because an early sales manager, a district
manager of mine actually back inlike 1998 because I I get fired

(31:53):
up right? And he's like preach reverend.
And so I had that and I actuallybought I bought a Christian like
a priest black shirt and white collar and I did these pictures.
You ever see the Blues Brothers,you know, like the 80s?

(32:14):
So I was going to kind of go in that style, right.
And I had sunglasses on like I'mpointing.
Yeah, yeah, all black and. And I did it just as a spoof,
but then I so I I blotted out the collar and just use that
picture and. People are.

(32:34):
That's the. Greatest picture and so it's
from like 2010 I think. But like on my coin, that's the
my sales Reverend, but you know,you can't tell on that.
So by the way, reverends and preachers, the great
salespersons, you know, they need to to sell the sell the.
Sales, they're good. Yeah, I think, I think it was

(32:54):
David, David Ogilvy, you know, said you can't save souls in an
empty church. Yeah, yeah, yeah.
You, you market yourself and sell yourself each, each day of
the week. You need to, to, to grow
community, you know, to, to build a community and grow it,
you need to have viral marketing, the people who talk
about you and bring your friends, you know, it's all the

(33:15):
principles of marketing and sales are in a church on Sunday
or a synagogue on Saturday, you know.
Yeah, you've got to be able to communicate and, and
unfortunately, I mean, a lot of religious leaders are terrible
at that. But yeah, Oh well, what are you
going to do? It's like every department, most
people are mediocre, but if you're good at what you do then

(33:38):
you shine above all the noise. Yeah.
So let me see here. So you had mentioned number one,
right? Ask and get high prices.
Yeah. Let me see here.
Because you know, most, most people, most people, the basic
assumption, if you'd like to sell, then give discount, you
know, and lower your price. And if you're in a competitive

(33:59):
market, then it's a price market.
And I say no, it's a value market.
So instead of decreasing prices,just increase your offer,
increase your explanation, you know, sell better, sell the
problem before the solution, youknow, because for example, if
you take a regular Booker of flowers and you call it a Booker
of flowers, then you can charge let's say $100.
But if you call it a bright bouquet, bouquet for wedding,

(34:21):
for the wedding, you know flowers for the wedding, then
you can charge 300 till $500 each.
Each product or service for the wedding costs three to five
times more. Now the flowers are the same
flowers, but what? What do I buy when I buy flowers
for the wedding? I'm not buying flowers.
I bang the, the image of a queenfor a day, you know, and the
$1,000,000 feeling. And then I buy the photo album

(34:43):
that there will be pictures of the wedding.
And I will sit 10 years from now, the bride and groom will
sit with the kids and they will say, look at the photo album and
you say, oh, look how beautiful mommy was.
And 30 years from now they will sit with the grandkids and
they'll say, oh, look how beautiful grandmother was.
This is what I buy today on the day of the wedding when I buy
flowers. So if you if you sell the
problem before the solution for example, then you can charge

(35:05):
more and people will pay you more.
Happily pay you more and if you are brand people will pay you
more. Because I always pay more for
let's say for for Max Mercedes then it's to borrow in.
In both cases, we have 4 wheels and and now in an engine that
will take you from place A to place B.
But I sell I I'm willing to pay more.
So. So my book is about how to

(35:26):
become a brand and how to increase sales even in a
saturated market, in a competitive market.
And then this may be against theinstinct of most people, but if
you're good in sales, then you understand the principle.
I'd saw a video today actually, and I've seen it a couple of
times, but I, I paid attention to it this time on Instagram

(35:46):
with the Patek watches. You know, they have, they did a
joint venture with Tiffany's andthe guys were looking at it.
And if, if the Tiffany logo is on the watch, it's an extra
quarter of $1,000,000. But you can only buy it at the

(36:08):
Tiffany's headquarters in New York.
And you're only allowed to buy it if you've already spent
100,000 or more on other stuff. Because I guess even men are
wearing like these brooches now,you know, diamond and and
jewels, you know, and there's whatever little decorations for

(36:30):
your, you know. You don't want buy the watch to
know what's the time because youhave cheaper watches you to buy
the status as you start to say, networking with, you know,
people, rich people and what thecompany does is something very
smart. It's called the creating a
shortage. You know, it's not for everyone.
You need to prove yourself. You need to becoming a special

(36:51):
club. You need to to show us you're
not you're not too big us to to sell you a watch.
You know, to show us that you spend much money and then you
need to come to New York and maybe make an appointment and
then you need to spend lots of money and only then we'll, you
will get inside our club of clients, you know, our, our, you
know, raving fans. So this is something amazing.

(37:13):
So basically most people that know about these watches, they,
they can't afford to buy them orthey won't buy them.
But they don't approach everyonebecause they are a boutique
company. They, they say, I would like
everyone to talk about us. And there will be few people,
maybe not the richest one, but few people that will be.
It's, it's what will be important for them.
Enough to buy a watch for quarter of $1,000,000.

(37:36):
Yeah, well, quarter $1,000,000 extra, I think the watch is
already, I think it's already 1 or $200,000 for the watch.
Yeah. And so that emblem is another
quarter million. The Coca-Cola test you know they
they put 3 glasses you know without symbols.
They told, they told people whatis what is more tasty than they

(37:57):
picked. Another thing not Coca-Cola when
they put 3 bottles with the titles, everyone picked
Coca-Cola. So the brand and and then
probably say this is the this ismore tasty than the others.
OK, but but yeah, there is a brand.
Our mind works there this way. Yeah, I heard they did a study
years ago and put 2 glasses of wine and they said, you know,

(38:25):
and they, they hooked up their brains, right, so they could see
the activity. And they said, OK, we'll try
this one. You know, this is a, a $10
bottle of wine, whatever. And they go, OK, but, and I
said, OK, I'll try this one. You know, this is a $400.00
bottle or, you know, some extremely rare.
And the brain lit up and then they come back and they go, it
was the same bottle of wine. And both of them were just a

(38:47):
cheap wine. But the perception, they got
more joy and pleasure out of theperception that it was more
expensive. So first of all, today in
202526, we'd like to and we talked about authenticity.
So you also need to tell the truth and to be honest about
everything and to be transparentin front of your clients.
That we appreciate it more, no. Wait, no, stop.

(39:09):
I got to delete this. We can honest.
We're set. Come on.
We're both salesman, man. We, we don't.
Come on. I I say you can, you know, for
long term relationship with people, just tell them the
truth, OK? But a little a little lie not
not even a little one. No, no, you can, you can, you
can, you can say, OK, you can use principles from the

(39:29):
subconscious. OK, I will give you an example
in a minute. You can say something in a more
marketing way, way, in a more persuasive way, but tell the
truth. Don't tell lies.
Don't, don't, don't tell numbersthat are not correct.
But what we talked about in the wine, it's called social proof.
What is social proof that if many people believe it, that I
also believe it? So if you take for example, 2

(39:51):
restaurants, I'm very hungry, I'm starving and I come to a
place I don't know. I see 2 restaurants, 1 next to
another and one is empty, one isfull and the full 1 is they have
also a line of people till the till the block, till the end of
the block and I am starving. So where do I go to eat?
So logically I need to go to theempty one because they're both
open, they're the owner stands front of the restaurant that

(40:13):
tells you come in. So I can come in and and eat in
5 minutes. But no, I will stand in line for
an hour and then I will come to a selector and I will beg him.
You know, it's always makes me laugh because I'm a paying
customer. I need to beg someone to let me
in. I will beg some selector to let
me in and then I go inside and then I also wait inside because
it's full. Why do I do it?

(40:33):
Here enters the social proof. Because our mind walks that way
that I said to myself in a matter of seconds, in a matter
of seconds here many people are here.
So probably the food is good here, nobody's here.
Probably the food is not good. I have no clue.
I don't know the restaurants. And when I stand in line, I
start telling stories to myself,my subconscious level.
I'm now taking it to the conscious level, but it's

(40:54):
subconscious level telling myself, for example, maybe here
it's it's more fresh, the food is more fresh.
Maybe here it's it's more tasty.I don't know it, but I need to
justify to myself why I stand inline like an asshole.
Sorry for for saying that for anhour when I could, you could
have eaten already 20 years ago,20 minutes ago, something like

(41:15):
that. So you need to, this is how our
mind works. So you can use social proof, for
example as a tool, but not like,but not cheat for example.
I can show you evidence why manypeople like me, you know, then,
like I mentioned before, numbersof copies I've sold, numbers of

(41:36):
languages that people translatedto me, translated my books, you
know, stuff like that. But if I tell you the wrong
numbers or if I just made-up a book is a vessel when it's not
or I I finish my degree in in excellent when I didn't finish
the degree. Something that you can find out
today. All the information is
available. You can find out, and if you

(41:56):
find out one thing I said is nottrue, you won't believe, you
won't believe me ever. So we just finished finished our
relationship. But let me ask you something
about that, because there are popular trainers right now with
literal fraud cases, public record, right?
In America, you, if you've got acriminal charge against you,

(42:19):
it's public record. These guys have been in shady
deals. They have ripped off mentors,
copied content, claimed it as their own.
Just like early this week. Today is what, Thursday, I think
Tuesday. I saw this guy, one of his ads
because yeah, I kind of read these guys stuff like what's
going, what are they doing, right?
He's like, you know, we've already trained 509,000 people

(42:41):
in your niche and I'm like, or, or your industry, right?
I'm like, OK, let's say there's just 10 industries.
They've trained 5 million people.
Like, come on, man. But people, they still people
buy their stuff. Who's falling for this stuff?

(43:04):
Yeah, so first of all, karma is a bitch, you know, because if
again, if you lie to people, if if you're all business model is
based on lying and, and, and showing fraud, you know, debt or
something like that, then eventually people will notice.
The media will notice. Some people will, will publish
in social media. By the way, today you're not,
not in the research of New York Times, you know, just a few

(43:26):
people on Facebook showing that you're a fraud and, and many
people will, will notice it. So eventually you can't lie to
everyone all the time. In my recommendation again in
2025, don't lie at all and just saying good things that everyone
can create, have an achievement that they can be proud of.
Okay, so, and basically, for example, let's say someone was

(43:48):
in jail, okay? And there is a public record, so
you don't need to hide it. You can talk about it and use it
as a leverage. For example, the wolf vote
suite. Okay, Jordan Belfort I was he
came to Israel in 2014. It was the biggest lecture
presentation in Israel so far. 3000 people in the big
conference of in Tel Aviv and I was the the lecture before him.

(44:12):
I was it was me and then him. I was the the opening show,
let's say, and he was the keynote speaker.
So I talked to him and and he talked to the audience.
He's very authentic admit admitshe was wrong.
You know, he's not he's some of the things he's proud of some
he's not proud of, but you can relate to him because he's not
trying to hide his past. OK, so even if you did mistakes

(44:34):
in the past and even if the media covered it or you know, or
there's public record or something like talk about it
because people can know it. Everything is on record.
Everything you know today, thereis there is information
everywhere. You know, you have LinkedIn, you
have Facebook or Instagram. I can I can Google you.
I can ask the church GPT about you and they will they they they

(44:54):
will tell me all your track record from 50 years ago and
things that even you don't remember.
So so why why lie to people? Why tell tell fraud?
OK, Why you telling something it's not?
But these guys do, I mean, because I'm all I'm all for.
I've had at least four guys havebeen to prison on my podcast,
you know, some of them multiple times.
But yeah, they, they've come clean with it.

(45:15):
So that's fine. But these guys, like they bury
it or you know, so. So, so, so bless them.
And you don't want to be like them and I don't want to be like
them. And eventually they attract the
wrong people. You know, they attract the
people that are maybe not smart enough or they don't check
enough, or they're just the wannabes and they're blind from

(45:36):
the success. You know, I've talked about the
authenticity and things are changing.
For example, 510 to 15 years ago, it was very popular to say
before you start pitching to something or lecture, this is my
beautiful wife, my model wife, and this is my condo, my
penthouse. This is my reason why.
Oh yeah, this is yeah, this is my, my car, my, my Porsche or

(45:56):
something like that. And look how rich I am and look
how successful I am. And I was broke.
And then in one minute I made the $2,000,000 in one, one
minute once I realized the system in, in one day.
But those stories today, first of all, again, it's, it's a
cliche and people don't buy it. And even if you tell it, then

(46:16):
people can check in a minute if,if it's a legit or not.
So if you still want to do it, you know, to shorten to shorten
your learning curve or somethinglike that and just tell a fake
story, then people will notice it's fake.
And the ones and the ones there,they don't, the ones that don't
know it's a fake. I don't want to work with them.
I would like to, to, to work with smart clients, with

(46:37):
educated clients, you know, withpeople that, that will look,
look into my, what I say that won't treat me like I'm the rib
eye or priest or you know, or guru or something like that.
I'm their consultant and you know, and they consult with me.
But at the end, they need to take responsibility for the for
the actions. So this is what this is my
belief and this is my business model.

(46:59):
I was really hoping, you know, Doctor Persuasion, you'd show me
how I look into my eye. You.
You. Yeah, well.
I'm by the way, I'm very persuasive.
Yeah, but but, and use it in courthouses, I use it in armies.
I use it, you know, in many, many occasions I worked with the

(47:19):
other armies about how to, you know, persuade the other side,
how to not to have agents from the other side or stuff like
that. But I'm very persuasive.
But at the end of the day, I would like to sleep well at
night and I would like to tell my clients only things that I
know for a fact that works and only things I used on myself for
my business and I use on other clients.

(47:41):
And This is why people come to me.
This is why they buy books and order my workshops, because they
know they get they get the truth, the authenticity, and
they get case studies that actually happen.
Do you have a Tom Cruise few good men moment?
Do you ever get somebody to breakdown in court?
So this is a cliche. This is actually a cliche.
I could tell you as because of have PhD in law and I'm a lawyer
and also I help many lawyers there to do a cross examination.

(48:05):
It doesn't happen in real life, you know, you don't have serial
cures. Say I didn't do anything.
And then you say say something and say, oh, you know what?
I killed all those 20 bodies. And also I have 10 more bodies
that, you know, don't even know about it, but I will tell you
where they are buried. So if that doesn't happen, it's
only in movies. But what you can do is not crack
someone in order to admit the decline, but you know, under

(48:29):
undermine their their, their confidence.
For example, let me give you a little trick.
For example, you can a lawyer can prepare the witness what to
say. You can prepare the witness and
you will say them what to say, what to say.
If they ask for this, you will say this.
If you ask for this, you say this.

(48:50):
It's legit okay. But most lawyers, they don't
tell the, the, the witness, if someone will ask you, did I
prepare you, you can say yes, it's OK.
They don't say it. So the first question, if you
would like to undermine someone,they go to, to, to, to the
bench. They are very confident.
And then you ask, tell me, did you have that preparation with

(49:11):
your lawyer? What to say today?
Now they don't know what to say because if they will say yes,
maybe I say, oh, well, you can'tprepare.
They, they can't tell you what to say.
OK, so you're dismissed, right? But if you say no, they lied in
the first question, they lied inthe first answer.
So what they do is they look at at the lawyer, OK, because
they're looking for the answer. So I said no, don't look at him,

(49:31):
look at me. I asked you, did they did they
prepare you or not? And again, they look and say no,
what's what's your problem? What's your problem?
Look at me, did they prepare or not?
And this minute, you know, they feel OK.
We are not in Kansas anymore total, you know, we are in a
different background. So the first question you
already achieved, achieved something, you know, it's not

(49:52):
again saying that they did the crime, but immediately they they
feel less confident. Yeah, that's good.
You know, it's, I find that I dothings similarly, I get on a
sales call, like when, when they're trying to sell me and
they're trying to get information and you know, I let

(50:15):
them do the opening and they're,and they'll, OK, well, tell me
about your situation, whatever. And then I'll just, I'll ask
something that seems like innocuous, you know, minor about
what they had just said. And they go off on a tangent.
They'll talk for 10 minutes, youknow, and it's helping me get

(50:35):
info from them. And, and it's because I know,
right. And I've always taught this,
whoever's asking the questions is in control of the
conversation. Yeah.
But by the way, you told me, youasked me before what, what is
not different today than 1520 years ago?
The listening part, because thisis something that every

(50:56):
salesperson, good salesperson need to, to, to, to know is how
to listen. Now it's not, it's not obvious
to us because if, if you're obvious listener, if you're not
your listener, you don't go to be a salesperson or manager or
entrepreneur. Usually you go to be a shrink or
psychiatrist or mediator or something like that, that you
all, all the time. Your job is to listen to people.

(51:18):
But salesperson or marketing persons or managers,
entrepreneurs would like to talkall day.
I'll have to talk, you'll have to talk.
So against our instinct, we needto teach ourselves to listen to
the other side and to ask the right question and to gather the
information and then use the information.
When will you feel fit and all this in an authentic way and not
like a robot, you know, something like that.
So this is something that it's very, it's very important to

(51:41):
learn, especially in the AI area.
Yeah, so you know, I've worked from home since 2000 and even
then I had three kids, then I had 7, then a dog.
And so I'm always going on mute,right.
I like earlier I hear my daughter downstairs running the
blender, right, making her smoothie man.

(52:03):
I, I hit mute and over the yearsand and I would also like now AI
is so good. I let it transcribe for me.
Then I and I take the notes and the summaries and put it into
the blog post. But I would type notes during
the interview, you know, I wouldjust, and I would just hit mute
and I would just take typing outnotes.

(52:23):
And but I do this as well on a sales call, right?
Because usually you can tell somebody kind of the cadence,
like, OK, they're, they're stillgoing.
I've got a second and you can tell as they're wrapping up that
come back and unmute. But many times like this would
happen and they would like they would stop talking abruptly.

(52:44):
I'm like 00 and. And maybe I got a screen like,
you know, I got your PDF of yourbook and it maybe it's over.
Oh, I got to move it and it takes too long to unmute, but
just that 3/4 of a second personon the other end, they hear the
silence. They don't like the silence, so
they keep going again. Yeah.
And so it's fine on an interview, but it's really good

(53:06):
talking to a prospect cuz they just.
Keep going and keep going. I'm just like please.
Continue. You know, and it just gives you
information. And actually the clients send to
themselves because they already share all the problems and all
the needs and all the, you know,And then when you, when you
introduce a solution, they can tell you, well, I don't need it,

(53:29):
but right, just say you had the problem 123.
So this is a solution 123 actually solve to yourself, you
know. That, that's what I'm always
teaching people is that we have to get the prospect to admit
their pain and to quantify theirpain.
And this may be the first time they've ever done it.

(53:51):
I've always said if they truly understood their issue, they
would have already solved it, right?
So the fact that we're talking, it means they, they haven't come
to the realization that they have a pain and how much it's
costing them. Because as soon as they do,
they're going to, if the pain isbig enough and it's affecting
them, you know, physically, emotionally, financially,

(54:13):
whatever, they're going to invest the money.
To take away that pain. So, yeah, we talked about asking
get high prices. So the bigger the problem is,
the the more I'm willing to pay for it.
And I will need to pay more money and to go to experts
because I'm hurt, you know? Yeah, yeah.
So, so sometimes you need to to make the client realize during
the sales call how bad the situation is.

(54:36):
And it's not like you say OK, you are married for 20 years,
you have 7 kids. OK, let me tell you what your
problem is. You, you, you don't have time,
you're exhausted. You and your wife, you don't
have privacy. If I say as an expert, even if
I'm right and if I dealt with 20,000 people like you, they
will say no, it's OK. We like every other couple, it's
OK. Maybe I have a media collect,

(54:58):
but it's like this is like this.I don't I can't afford more
times. But if I still, what is the
problem? What what do you feel?
How much time do you spend with your wife?
How much time? And then you'll start sharing
stories. Then you actually realize during
the conversation, right, that, that you're in a mess.
And then and then and then and then it's easier to sell to you
the, let's say the, the, the marriage you're consultant or

(55:20):
something like that. Right, Right.
Amen. Well, it's, it's evening time
for you, huh? It's time to you're on.
You're on Daddy duty. Yeah, yeah, and daddy do deem I
have a three weeks old son from my second wife, my first one
from my second wife, my friend in general.
You know the fact that you mentioned you have 7 kids and

(55:42):
you write it everywhere, you talk about it every it's also
social proof, right? Because what I know about you is
that you are reliable. I again, I'm and I'm now taking
the subconscious level and taking it to the conscious
level. But when you say I'm married for
the with my first wife and I have several kids from the same
wife and you keep mentioning it,it's great that it's authentic.

(56:04):
And people say, okay, he's a reliable guy.
He is responsible. He knows how to manage because
he manage all those kids. He takes care of people.
They will take care of me. You know, it's not going
everywhere. It's not like tomorrow you're
getting a, you know, a like job in Hong Kong and they will split
and I will call you tomorrow. It won't be here.
So I'm relying in as my businessconsultant or something like

(56:26):
that. So it, it says a lot about you,
a lot of good things. This is why you, you mention it
probably. And also the fact that you were
in the Air Force and you will have all those pictures behind
you if people see us on video and also have I have my books
behind me. So all of these are social
proof. So this is a great way to talk
about yourself in an authentic way and people people can

(56:48):
relate. By the way, there are people
that just say 7 kids, then he won't have time for me, you
know, be probably prioritize hisfamily over the clients.
OK, So no, I prefer a single person with no kids.
That all is is times dedicated for sales and marketing and
develop my business. OK, but you you don't need those
people. You need the people that can

(57:09):
relate to you or react to you tothrough the fact that you have 7
kids and you won't, you won't hide it, right?
It's like we talked about being in jail.
You won't hide the fact that youhave 7 kids because maybe
someone won't like it. You will be authentic.
You will be the first version ofyourself and it will attract you
the relevant clients and the most most relevant clients for

(57:29):
you. Yeah, well, my wife did all
this. If if I was decorating I would
just have a blank wall, maybe with some empty beer bottles
back there. If he I think with the sport
channels, you know behind me or.Something, Oh no, supposed to be
in front so I could see it, but you might see the reflection of
the TV and, I don't know, some McDonald's wrappers.

(57:53):
All right, so where do you want people to go, Doctor?
persuasion.com. Is that the best place?
Dot com I have my e-mail yaniv@yanivzai.com it's YANIV at
YANIVZAI d.com and my mobile 972548001200I provide my
personal mobile. You can contact me but for

(58:13):
e-mail for my mobile and I I am in all the social media Yanivzai
like it's written here, YANIVZAID, TikTok, WhatsApp,
YouTube, LinkedIn, Instagram, Facebook, whatever telegram you
can find me everywhere in through an inside.
So if you have any questions, then you can ask me through my

(58:35):
e-mail and if it an inside.com, I promise to answer any
questions you may have. And let's say begin.
Let's begin a beautiful relationship.
Nice, so I'm not the only crazy one I give my cell phone people.
Is this really your cell phone? And I've had reply.
Back most people, I give it to everyone.
Most people they don't call. You know, I said that today that

(58:56):
we have a bookstore, bookstore and book fairs in all over the
world. I sell my books and in my book
there is my mobile and I when I when I in contact with people, I
tell them this is my book here. I write every accommodation or
something like that. Give me a call, tell me how the
book is or something like that. Most people they don't don't do
it even though the the the phoneis out there.

(59:17):
I told them to to call me and they still don't do it.
Yeah, I know. Ask and you shall receive.
All right. Well, Doctor Persuasion, go
enjoy your night. Go enjoy that, baby.
Thanks for coming on the show. It was a pleasure.
Hey, a great catch. Up with you, have a good night.
How'd you like that episode? I told you Doctor Persuasion was
the man commandment one, right? Ask and get high prices for your

(59:41):
products and services. Even in a quote saturated
market, we're always saying to raise your prices.
If you're new, I guarantee you you are under charging and it
just happens, right? It's and we talked about it.
Most people are afraid or have amisunderstanding of sales and
marketing persuasion, charisma. You need to sell value and it's,

(01:00:06):
I don't think it comes naturally, you know?
Yes, you may be born with an aptitude for sales, but to to
master it, you got a that takes time.
You got to learn, you got to apply yourself.
Like I was saying in the beginning, I had been in sales
since 97 when I got out of the Air Force.

(01:00:27):
I'd made at least $100,000 starting in 1998, January of 99,
I had to make $20,000. January 20 of 2001, I got a
bonus for 2000. I got a bonus.
It was like $55,000, something like that.

(01:00:48):
Yeah, I think it's 55. Life changing money.
OK. And then being on my own, I've
had, you know, $600,000 contracts with Dell when I was
in high tech. I sold, you know, $1,000,000 to
Google and one deal I've had 33,040 thousand $50,000 months
selling software on my own. It's good.

(01:01:09):
It's fun to make a lot of money.I've I've always raised my
prices. You know what, what I charge for
today is more than I charge backin, in the past, OK.
But now because I've done that, I've had the freedom, you know,
the flexibility, the ability to work from home.

(01:01:29):
My wife has been home for 30 years.
I trained jiu jitsu. I trained or teach jiu jitsu.
I'm teaching a little more now. I'm just.
A little beat. Up I'm an old grandpa, but you
know 5-6 days a week I've done that since January 2017 so and
now that gives me the ability toroll out the VIP for 12 weeks to

(01:01:51):
peak at a super low price yeah it's it's more than 1000, but
it's way less than 10 you know and I couldn't do that if I was.
Scraping for every dollar. Right.
But I understand how to sell andwhen a bigger opportunity comes,
when I'm being with bigger companies, when when I bring

(01:02:11):
more value for a bigger issue, Icharge more.
OK. And I teach you how to do that.
But everybody starts out under, under charging and then that
creates a form of drag, right? That that drags you down at that

(01:02:32):
failure to launch it hurts you. You got to charge what you're
worth. You've got to charge enough to
get the prospects attention. If you're doing services,
especially, you know, if you're selling a widget, that's one
thing. But even that you need to charge
a premium price. But services, you've got to
charge good money. So you'll put your back into it,

(01:02:53):
right? You'll put your heart and soul
into it and the quality will stand out.
Your bedside manner will stand out.
It'll make an impact. Your customer will come back to
you, They'll refer you, they'll give you testimonials.
OK. And that's just number one of
the 10. So check out that book.
If you need help getting this, you know, squared away, go to
the VIP page. At a minimum.

(01:03:14):
I've got a link there to my calendar.
We can talk about it. OK, See if it's right for you
and it'll be a 15 minute call. I'm not selling.
I'm not closing you. You you'll know if it's right or
not. And again, because I've learned
and mastered what I teach, you know, become a product of the
product which I learned from Steve Clark back in 2006.

(01:03:37):
You know, I signed up for the class the end of of O5.
We started in those early O 6. You know, Zig Ziglar talks about
that. You got to be a product of the
product. You got to sell yourself.
You've got to be the one that's confident.
So that's what I'll help you master.
OK, so check that out and and again, if it's not right for
you, maybe sooner Circle got my book, my flash card, my whisper

(01:04:02):
starter pack. You know, I'm not selling a
bunch of stuff. It's I am I am streamlining
things greatly. I'm making a list.
Literally got a list right here that I've been working on
looking at my own assets and andthe things that I'm using and
what do I need And I'm in a unique position because of being
in the tech space for so long. I get a lot of tools for free

(01:04:25):
and so I can play with them. I can recommend them, but I try
to put together a tech stack that makes sense for you that's
as close to free as possible, and if not free then as low cost
as possible. I get discounts and pass them
on, especially tools like HubSpot which I use but it's

(01:04:47):
expensive. I've negotiated deals.
I've used them since 2014. I can get you deals on them.
Not all the platforms will give big deals, but if you buy from
me, I'd give of myself right as a little bonus to at least make
that investment a little more palatable.
But we talked about it on this episode about being authentic

(01:05:08):
and and people overuse that word.
But when you're real and you're straight and you shoot straight
with people, it it resonates andespecially in the age of AI.
So now I don't think things haveto be so fancy.
You know, I host a lot of my videos, even my like my sales
videos just unlisted on YouTube.You know why?
Because it's free and it's replicatable.
So when it's working for me, I can show you, Hey, it'll work

(01:05:30):
for you too. You don't need, you know,
premium hosting from Vimeo or wherever.
If you want to do that, fine, you know, but I try to use
simple landing pages, text, maybe a little bit of video,
make it with my iPhone, sometimes host it on, on
YouTube, embedded. HubSpot has a very good free

(01:05:51):
CRM, you know, and sometimes yougot to pay for good tools.
You know, I've told the story before.
My dad has been a commercial instruction construction his
whole life and he's run major projects, you know, upwards of
600 staff in commercial insulation and scaffolding.
And guys always want to get paidjourneyman rates, right?
The higher rates, he'd say, go get your tools, show me your

(01:06:13):
tools. And if the guy said crappy
rusty, you know, bent up, you know, uncared for tools.
She's like, you're not a you're not a journeyman.
So sometimes it's, it's worth itto invest in good tools.
OK, But like I said, my goal is to help you find what you need
because technology is kind of like adding salt to a meal.

(01:06:33):
Once you add too much salt, you can't take it out and the meal
is ruined. Same thing with technology.
Once you overdo it, you end up just messing with technology
instead of doing what you were put on this earth to do.
So, you know, I digress a bit onthat, but that's what I'm trying
to help you do. That's what.
And I've told more people no than yes when they've come to me
asking for help, you know, recommendations and what

(01:06:55):
software they think they want this.
And like I steer them, I want tosay knock them down, but I'm
keep what you got and master it,you know, or let's pivot.
Let's look at something else because this isn't right for
you. So, you know, I hope that has
come through. Over the years.
If you're still questioning it, give me a call.
Let's talk. See how I can help.
OK, my contact info. I'm easy to find.

(01:07:15):
Like Doctor persuasion, Dr. Ganive.
It's. We put ourselves.
Out there and most people don't take advantage of it.
So I hope you take advantage of getting his book, staying in
touch with me. Get the newsletter, join the
inner circle. Let me know how I can help you.
All right, thanks for watching. I'll go sell something.

All Episodes

Episode Transcript

Popular Podcasts

On Purpose with Jay Shetty

The Breakfast Club

The Joe Rogan Experience

.css-15opob5{left:0;position:absolute;top:0.8rem;} All Episodes

.css-14f5ked{margin:0;word-break:break-word;display:-webkit-box;-webkit-box-orient:vertical;box-orient:vertical;-webkit-line-clamp:2;overflow:hidden;}Persuasion Training // The 10 Commandments of Sales With Dr. Persuasion on The Sales Podcast with Wes Schaeffer, The Sales Whisperer®

Episode Transcript

Popular Podcasts

.css-r6mb8g{margin:0;word-break:break-word;display:-webkit-box;-webkit-box-orient:vertical;box-orient:vertical;-webkit-line-clamp:1;overflow:hidden;}On Purpose with Jay Shetty

The Breakfast Club

The Joe Rogan Experience

All Episodes

Persuasion Training // The 10 Commandments of Sales With Dr. Persuasion on The Sales Podcast with Wes Schaeffer, The Sales Whisperer®

On Purpose with Jay Shetty