the podcast recap episode with aj & rory vaden

Ep 299: Overcoming Sales Reluctance with Dean Graziosi | Recap Episode

Listen to the episode below

When you have an exceptional service but are afraid to market it, you are actually depriving your potential clients of the help they need.

No one knows this better than Dean Graziosi, an expert information marketer, author, investor, entrepreneur, and co-founder of Mastermind.com alongside legendary Tony Robbins.

Tuning in you’ll Rory share his top three takeaways from their conversation, including why the person with the broadest reach is not necessarily the best at what they do but is undoubtedly the best at marketing.

We also discuss how to overcome your sales reluctance by being so passionate about your product that you feel guilty if you don’t make people aware of it and the conviction Rory feels when it comes to the services they offer at Brand Builders Group.

To learn more about our eye-opening conversation with Dean Graziosi and how to take advantage of his free training with Tony Robbins, make sure you tune in today!

Key takeaways from this episode

  • Rory shares his top takeaways from his conversation with Dean Graziosi.
  • Dean’s key insights on advertising, spending, and optimal reach.
  • Why you need to master marketing to reach your audience.
  • How to overcome sales reluctance through a passion for your product or service.
  • How to shift your mindset around money by intending to give it away.
  • Find out how you can benefit from Dean Graziosi and Tony Robbins’ exclusive free training offer.

Tweetable Moments

“The person with the most reach is not the smartest, they’re not the best, they’re not the most credible or qualified or experienced, they are just the best at marketing. And that’s a huge part of this. If I don’t know about you, I can’t buy from you.” —  @roryvaden [0:08:03]

“The more convicted you are in what you do. The more convicted you are in your product, your service, your own expertise, the harder you’ve worked at crafting the thing, the easier it becomes for you to have the conviction that people should buy it.” —  @roryvaden [0:13:11]

About Dean Graziosi

Dean Graziosi is a multiple-time New York Times best-selling author, entrepreneur, and investor. Graziosi is also a popular speaker and business consultant, speaking in front of audiences of more than 200,000 people at conferences and live events. The methods Dean Graziosi teaches have been tested and proven to work by countless students. He believes anyone can achieve success and create impact as long as they are willing to take uncomfortable action with the right tools and knowledge. He’s determined to stand in the gap and provide the tools and knowledge people need. To date, he has played a role in the growth and development of more than 14 major companies. He has worked behind the scenes with massive 8- and 9-figure companies helping them overhaul their processes, reinvent their marketing and sales strategies, and drive exponential growth, both in net profit and overall reach.

Links Mentioned

Dean Graziosi

Millionaire Success Habits: The Gateway to Wealth & Prosperity

The Underdog Advantage: Rewrite Your Future by Turning Your Disadvantages into Your Superpowers

Mastermind.com

Time To Thrive Challenge

AJ Vaden on LinkedIn

AJ Vaden on Twitter

Rory Vaden

Rory Vaden on LinkedIn

Rory Vaden on Twitter

Take the Stairs

Brand Builders Group

Brand Builders Group Free Call

Brand Builders Group Resources

The Influential Personal Brand Podcast on Stitcher

The Influential Personal Brand Podcast on Apple

RV (00:03): Every time I get to sit down with someone like Dean Graziosi, it just like, I just think it’s the coolest thing that after doing this, I guess I’ve been at this for a while now, you know, 15, 15 years at least I mean, legitimately you would say, yeah, like 15, 16 years that I’ve been pretty much full, full time at this industry and getting to meet people like him, you know, it was like, this is someone I grew up, there’s watching on TV. Right. And Tony Robbins, like they’re doing business together. Like what an honor to just, just to, to get, to meet them and talk to them and then how valuable to get into this guy’s mind. And that’s what I wanna give you, these, these three core takeaways from me or, or from Dean that I took away, I took away from me. RV (00:49): And I love like if you didn’t listen to the episode yet, go back, go, go back and listen. Because a couple things, first of all, there’s sort of three things I’ve always wanted to like ask Dean about. And we got to all three thing, all three of them in, in that interview. So, and I’m gonna share the debrief of those right now, because I thought there was like, these are three very specific things that like, when I think of him and what he has done really well, I wanted to like, know how the, these, these parts that are really mindset things. And the other thing is, you know, and I just have to say, like, I just, I didn’t have much of a relationship. I had zero relationship with Dean other than what I saw online and stuff here and there in, in different promotions. RV (01:31): And you know, he’s definitely a, he’s definitely an information marketer. I mean, he’s, he’s one of the direct response Kings and and yet I never had a personal encounter with him, but I’ve had a few now. So this would be like my fourth or fifth time spending time with him, one on one. And every time I’m with him, I, I genuinely enjoy the guy. And I genuinely feel like, I feel like he is both serving and I think he is selling like I, and I think he’s, I I’ve known him as a salesperson, but also getting to understand a little bit more about, about his heart and stuff. And that’s why we wanted to bring, to bring him to you. We wouldn’t, we wouldn’t bring anyone to you that we, that we didn’t believe in. And obviously thrive 3 53 thrive, three fifty.com. RV (02:18): That’s our affiliate link. So we’re, we’re putting it in front of you because there’s a lot to learn from, from Dean Graziosi and Tony Robbins, a lot to learn, like whether you know, a lot about ’em or nothing about him, whether you think of Dean as a, you know, you might think of him as a direct response. Marker. You might, whatever you think about Tony, like they they’ve been around a long time or maybe you don’t know either, but like, no matter what you think about them, it’s indisputable to me to go. These guys know how to reach people. These guys know how to get their message out there. These guys have an influence. These guys, they are connected to the most Speaker 2 (02:58): Influential people in the world, athletes and billionaires and politicians and charitable organizations and like churches and, and entertainers. And like they have built massive influence both in terms of their indirect relationships, the people they know and their direct reach, their ability to like their audience, the number of people who come to their events, read their books, follow them on social media are in their email list, et cetera, et cetera. And you go, I think myself included here. Some of us struggle a little bit with, you know, maybe it’s knowledge like maybe it’s knowing what to do to reach people. But I think a lot of us mission driven messengers, we, we struggle with sort of the conviction and the boldness of telling people who we are and why we’re like, why, what we’re doing matters. And that was a really important interview. And you know, that’s what they’re, that’s what they’re they’re teaching, right? Speaker 2 (03:55): So anyways, you could check out three fifty.com go as soon as you, as soon as you get this, as soon as you listen to this, because they, they have a bunch of free training with Matthew McConaughy and Tony and Dean, obviously he mentioned, so Jenna Kucher is another, become another really good friend lately. She’s, she’s a doll like and so, you know, check this out, go there. And I would say if, if nothing else go register and watch how they do these launches, right? Like I’m fascinated being that we’re an affiliate for this launch for them is I’m learning a ton, just seeing the way that they do things and just like, oh, this is how that this is how that works. And this is how that works. And they, they have reaching people down to a science. And, and so that’s actually my first takeaway that I wanna talk about was the whole conversation around advertising. Speaker 2 (04:49): And, and it’s amazing, like what Dean said is so true where it’s like, do you know the person who wins is the person who can spend the most on ads. That is the person who wins when, when you’re talk, not just about making money, but just reach where you go, who’s reaching the most people. Is it the smartest person? You know, like, is it the, is it the neuroscience, you know, scientist? Is it the neurosurgeon? Is it, is it the, you know, the doctorate at the university? Is it the brilliant guy that lives in somebody’s basement? No, it’s like, they’re not reaching the most people, the people who are reaching the most, people are spending the most money on advertising is Coca-Cola the best soda ever. No, like probably not. I mean, I don’t drink soda, like but like, it’s it, but they reach the most people they’re spending the most on advertising. Speaker 2 (05:46): And so that to me is a really important switch that has to flip for you, right? Like at some point you have to get over that you have to get over that reluctance, that apprehension of telling people about what you do, like whether you like it or not. If you can’t get past that roadblock, if you can’t get past this limitation, this, this mental barrier of, of saying I am unashamed of what I do. I have to boldly and unapologetically tell the world who I am and what I do. If I cannot get past that, then I’m going to be stuck here in secret in private, the world’s best kept secret. And you know, the parallel that he used of, of like Martin Luther king Jr, is, is a gray one. Like lots of people wanted to, to affect civil rights and, and, and, and cure injustice and inequality. Speaker 2 (06:43): But Martin Luther king is remembered in history because he was able to do it through influence and, and understanding people and communicating and getting the message out and, and being able to rally an audience. This is a life changing skill set. And, and it, you, you got to have conviction in what you’re doing. And, and I, I think the first is sort of like a logical realization. This isn’t the order that we talked about them in the interview, we talked about ads in the middle of the interview. But to me, the first realization is that the person with the most reach is not the smartest. They’re not the best. They’re, they’re not the most credible or qualified or experienced. They are just the best at marketing. And that’s a huge part of this. No, if, if I don’t know about you, I can’t buy from you. If I don’t know about you, I can’t donate to your charity. If I don’t know you are there, I can’t be involved in your mission, your product, your service, your program, your institution, your university, your organization, like people have to know about you. And if you are not willing to get into the game of going, let, I wanna let people in the world know that I’m here than somebody who is probably less qualified. Speaker 2 (08:00): Somebody who is less credible, somebody with less expertise, somebody with less experience, somebody with a less effective program is gonna reach those people, because they’re willing to overcome that, that mental roadblock about their somehow inconveniencing other people by telling them that they’re there. And this has been a huge continues to be a huge struggle and battle for me. And, and, you know, for so long, I’ve worn it as a badge of honor that we don’t spend money on advertising. It’s all referrals and word of mouth of which I think there’s some real beauty to that, right? Like you want, you wanna grow your business in the most profitable way possible. And, and I do think referrals is the best way to grow your business, but it’s not necessarily a, like, that’s not at odds with going, what’s the, what is the predictable way to constantly grow or to reach more people is to go, but how do you win? Speaker 2 (09:00): Who’s gonna reach more people. Is the, the, the person who can spend the most on advertising and the way you justify that will, you know, not just emotionally, which we’ve been talking about, but logically and financially is you go, you have to get really good at your metrics. You have to know your numbers. You have to understand customer lifetime value of, of every click and every step of the way. And you have to have a process of what you’re driving them to do. You know, these are the things that we, these are things that we teach that brand builders group in our, you know, revenue engine and high traffic strategies. Those are some of our phase two trainings to our clients. And, you know, that’s why I’m excited about learning from people like Dean and Tony in the programs they have, because they’re doing it right. Speaker 2 (09:39): And they’re directing so many people. So like you have to get past that, that roadblock, the second one is going, okay, not just telling people about it, but then selling people and collecting money. And so many of us struggle to sell. We’re afraid. It’s almost like we, we, we grovel at the idea of asking people like, oh, I’m sorry. I have to ask you, ask you for money. And we don’t think of it as, as a service. And I I loved what he said when it was like, you have to fall in love. You have to love so much. Here’s what he said. You have to love what you do so much, that you feel bad. If you don’t offer it to people, you have to love what you do so much that you feel bad if you don’t offer it to people. Speaker 2 (10:27): And you know, in this very moment, I feel that way. I go man, brand builders group, like we created this company because we don’t see anyone in the world that can do this better than us. Like our team cares so much about helping our clients succeed and in the human to human space of like getting real life coaching, like, and training human to human and, and live experiences encounters. It’s like, I don’t know anyone who has a better, a better program for that better curriculum. We spent our, our, our career life, learning these things and testing these things and putting together like, and the amount that we charge is so low. I mean, we literally have multiple clients who in the last few years have created seven figure businesses, a million dollar annual businesses from the stuff that they’ve learned from our curriculum. We don’t charge anywhere near that. Speaker 2 (11:23): Like to, to, to, to know the value of it is we’re super convicted of it. And man, we’ve just, we’ve poured so much time into it to fall in love with it. And I feel that same way about Dean, right? Like I’ve gone, man. I have to at least let you meet Dean. I mean, because it, his results are irrefutable. Like the amount of people that they’re reaching. And it’s like a it’s, it’s like a predictable growth. He’s figured out a way to get his message out to lots and lots of people. And he’s done it consistent for 30 years. And it adds up over time to a lot of influence, a lot of influence. And so if you’re struggling with this, one of the practical things I think you do, like one of the practical takeaways is fall in love with what you do. Speaker 2 (12:06): The more convicted you are in what you do. The, the more convicted you are in your product, your service, your own expertise, the harder you’ve worked at crafting the thing, the, the easier, the more conviction you’ll have that people should buy it. And I feel like in many ways, brand builders group, I mean, honestly, we have spent the first four years of this business building a world class program, like we’ve, we have sold some like a lot. I mean, we’re a, we’re a, a very healthy, multi seven figure company. But like, I think we will become an eight figure company quickly because we haven’t been focused on advertising and reach. We’ve been building, we’ve been building the program, building the ship, tightening it, testing it, tweaking it. And we have poured so much into it, but it’s like, now we can go tell the world because it’s, it’s tight. Speaker 2 (12:55): And, and we have that conviction. You should do the same thing as go like, well, what, what would make you so convicted? Like if you had to cure for cancer that tasted like chocolate, and you knew somebody had cancer and you knew you could cure them, you would feel obligated to share with them. You would feel it was your duty, your responsibility, your, your privilege, your honor, to let them know that you have, that you can help them. You got to get to that, like, you know, to that level or somewhere close to that level with your own products and services. Like I’ve worked so hard at my craft. I’ve worked so hard at putting this together that I, I, I have to have the world know about it. And so anyways, we feel that way about, about brand builders group. And that’s why, you know, we’re putting out this podcast for you to sample us, our network, the people we’re learning from the things that we’re doing, so that hopefully one day you go, you know what? Speaker 2 (13:55): I trust these guys enough to take a chance on them. And by the way, if you, if you go to free brand call.com/podcast, you can request a call with our team. You know, if you want the more human based elements separate. And in addition to that, I would say, go to thrive three fifty.com and check out what Tony Robbins and Dean Grazi are teaching. Right? They’ve put together a program teaching how they’ve gotten to be, who they are hard to not pay attention to that. And I, I felt bad. I was like, I would feel bad about going Tony Robbins has put together something that teaches the things that he actually believes about what he’s done to help him become who he is and not give you at least the opportunity to check that out. And if nothing else, at least the opportunity to go through it, right? Speaker 2 (14:45): Like sign up, go through the training watch how they do it. And just from like, experiencing what they’re doing. And you know, even if you don’t buy it, buy it or check it out. But, you know, again, like Matthew, McConaughy free training with Matthew McConaughy and Tony Robbins, like that’s pretty legit. Like so anyways, that’s thrive three fifty.com or if you go, Hey, I love what brand builders group is up to. And I think I want like a human, you know, encounter like great do both of them, but free brand call.com/podcast is how you get in touch with us. Love. So love what you do so much that you feel bad that you, if you don’t offer it to people, that’s a great way to flip that, that mental switch. And then the last takeaway, which, which we talked about was just, you know, the mindset around money is to go, if you have a block of any type with making more money, and you somehow think that it’s evil, or you have to take advantage of people or it’s selfish, or it’s self-centered, or if you have any of that related to money, then just then just change the focus and go. Speaker 2 (15:55): The reason I wanna make a lot of money is so that I can give it away, because I tell you like, every non-profit that I know is doing that, that they’re doing amazing work. They need more money. Like they they, they need money. They need money to get the message out to about what they do. They need advertising and dollars and sponsor to raise money for what they do. And, and you, if you have a, a spiritual gift of making money, then you can write checks to solve problems. And that’s true in your business too, right? Like not just with charity as you go look making a whole bunch of money doesn’t mean you have to keep it for yourself. Doesn’t mean you have to like buy a private jet in an island. Like one of the amazing things about making money, like genuinely my heart. Speaker 2 (16:41): One of my favorite things, like one of the honors of my life is employing. So many people is saying like my work and my energy and my passion and my spiritual gift of generating revenue provides jobs. And, you know, I, I, I am motivated by paying our people more like that is something that has always been inspiring to me is like, I want to not only make money for me and my family and for our charitable contributions, but the people who on our team, like part of how I measure success is like, are we able to pay our team more and more? And are we able to pay them the top of the market? Like one day, I wanna be able to say that, like the people who work at brand builders group, it’s an amazing job. It’s an amazing mission. It’s amazing culture. It’s amazing people. Speaker 2 (17:27): And they get freaking paid girl. Like they get paid more than anyone doing that same role. Like that is genuinely in, inspiring to me is, is going. I want, I wanna provide jobs for people. And in order to build that kind of company, you gotta be able to write checks to solve problems. You gotta be able to hire people to do stuff. You gotta get copy written and videos, edited websites, built, and sales people hired. And, and, you know, whatever, you know, you need administrative folks and operational people and financial stuff like you need, you need legal contracts drafted, and you need all these things that it takes to, to run a business. And they all cost money. So you gotta make money so that you can solve problems. So you can write checks, not just so you can get rich and, and, you know, whatever, buy islands and drive cars and whatever. Speaker 2 (18:11): There’s nothing wrong with those things. But like, if those things feel off to you, then just shift your focus and go, no, my goal is because I want to, I wanna provide, I wanna provide charity. I wanna support charity and good works in the world. And I wanna support the people who are doing a good job and making a, a, a big contribution, right? Like, you know, the, the people who are supporting me are creating jobs and creating opportunity. I mean, that’s just super duper valuable. So if you struggle with those things, I mean, those are mental things that I, I think, you know, Dean has really pushed past this. He’s figured this out, he’s conquered this. And anybody who’s reaching lots and lots of people like anybody in general. Right? My, my, I am one of my, my, one of my central life philosophies was when mark Twain said, each man is my superior in some way each, I really believe that I really believe each person is my superior. Speaker 2 (19:14): In some way, everybody has something to teach. And if you’re struggling with reach and you’re struggling with like sales, I go, man, Dean and Tony, Tony Robbins, and Dean Grazi like, they have figured that out how to do that, right? Like they have figured out how to reach. A lot of people make a lot of money and do a lot of good in the world. So if you’re interested in learning from them, I am, I want to know, thrive three fifty.com thrive three fifty.com, check out the free training and the other resources that they’ve got going on. That’ll come your way. If you do that. Other than that, keep coming back here, stay plugged in. And, and I hope you’re, you’re enjoying this like, and stay here until you’re ready to take the next step, that whole conversation, that Dean and I had about, you know, when he was saying the, as you get, you become a more serious athlete, you go, I need the next level of coaching and when you’re ready for it, we are ready for you. So thanks for being here. We’ll catch you next time on the influential personal brand podcast.

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25 of the World's Most Recognizable Influencers Share Their Tips on How to Build and Monetize a Personal Brand

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