What Alex Hormozi isn't Telling You

you know what there is a process that

when I got into this I didn't understand

in this video I'm going to break down

what bone I have to pick with Alex Heros

we're going to go through what I like

what I don't like and where some

additional perspective could be useful

to finalize some of Alex's thoughts on

entrepreneurship sales and success

especially in business oh and by the way

hi I'm me Kevin I provide financial news

and commentary here on YouTube or

wherever you're watching me I'm a

license financial adviser and got like

almost every series license under the

sun we manage over $100 million and

hopefully have a couple startups on the

way to a billion plus of dollars and I

started as a real estate broker in sales

license lender license contractor so

hopefully I've got some insights that

are useful to help you become better at

sales and Entrepreneurship so with that

said let's get into it the first thing

that I think is a copout and and I don't

want to start negative and harsh because

I like a lot of what Alex says but I

have to say the first thing that I think

is a cop out that if you're not doing

some of the other things we're going to

talk about here you shouldn't even be

thinking about this but I hate hearing

this I hear it all the time people like

why is your business not succeeding no

duh you are not running enough ads

advertise you can chunk it up oh yeah uh

let let's be real about this for a

moment ads especially when you're

starting out as an entrepreneur or

business owner not only do they cost a

lot of money but they need to be done

correctly and let's be clear I'm not

here to sell you on Advertising because

there are plenty of firms that are going

to call you all day long suggesting you

can become a millionaire if you just

advertised more because after all if you

could put a dollar in and get $2 out why

would you not do more of that but the

problem for most entrepreneurs and

business owners isn't getting the

attention it's what to do when you have

that attention now there are two styles

of selling and many forget this okay you

could go with the script based this is

very much the door knock we got to close

this transaction right here I've done

this before as well door to-door sales

totally different ball game from

relationship selling now most folks

haven't considered which typee of sales

they're in and this is a problem because

if you can sell with running a script by

knocking on a door then sales becomes a

purely numbers game it's transactional

how many NOS to get to a yes not all

sales is like that and this is where a

lot of people make a little oopsy

dupsies so you could run ads all day

long

and give your script but if you're in

the wrong type of sales for your

industry then maybe it doesn't matter

how good your script is or how many ads

you got coming in the market is telling

you they don't want your product the

market is really good at telling people

what the market wants let's make it

simple if you're not selling they don't

want your product or service is it the

script or are you using the wrong sales

method yes it could be the script Alex

Heros is right maybe you didn't have a

script maybe your script is bad maybe

there are things to improve on here

maybe you just stink you know you got to

take a shower and dress up and put a

shoot on a suit on and shave or clarify

the way you explain things to folks or

how you react to them I come from a

world of relationship selling and that's

not to say script based selling is bad

you could use scripts to lead into

relationship selling here's the

difference let's say you're a real

estate agent or you're somebody trying

to sell something and you're doing an

open house or some kind of event where

somebody comes to you people are coming

to you because they have a problem or a

need people who go into an open house

are usually neighbors who want to know

what their Market values are so they can

buy or talk about selling in the future

notice it's not the tenants who usually

come through it's other potential

sellers great way to get sellers is open

houses by the way most people like is

this the look L neighbor those are

sellers they're vetting you for the

future when they want to go sell or

they're home buyers or investors who

need help the problem is the thing is

when people come to you they have a

problem even when you go to them your

goal when you start off this script is

discussing a problem for example let's

say you're selling uh Pest Control you

knock on the door hey you know we're

just doing some Pest Control in the

neighborhood right over here we noticed

you've got some problems with these

cobwebs over here and a little bit of a

potential rat intrusion over here and

hate to see those around you and you got

children your children this this is how

can we help you while while we're here

maybe we could throw in a discount right

that that might be your script or your

pattern to get start with to get started

with but all sales ultimately wins in my

opinion when you employ empathy and that

was really in my opinion missing from

Alex Hero's last presentation which I

link down below I thought it was good

but empathy is a very very big missing

piece and of course we've got many other

missing pieces here we've got to talk to

but when people come to you at for

example a Sales Event they're not there

to be sold nobody wants to be sold

they're there because they need help or

information or data when they come to an

agent how is the market doing you better

be prepared with data what's the best

school district what's the crime you

better know these answers it's the same

thing as when you go to a car dealership

you say hey I need eight seats I've got

children coming and I need at least two

of the seats to have latch systems for

car seats and I've got other ones that

are going to be in booster seats how am

I going to strap these in you have

something with four latch and and you

know still eight seats you need a

salesperson that can say all right well

you're going to be looking at a seat SI

or an odyssey look we sell Sienna here

but what I recommend you do is make sure

you also go across the street and go to

that Odyssey dealer because I want you

to make the best decision for you and

your family now here here's what you're

going to see between the two when you go

look at that Odyssey across the street I

want you to pay attention to you know

this difference it has a little bit of a

larger trunk let's just say but oh man

but it doesn't have you know XYZ that

you might be looking for pay attention

to that and then compare that to this

take them both on the drive listen

specifically for the sound the

transmission makes when you change it

right that's building value for your

customers which everybody talks about

providing value building value I used to

be called meet Kevin which was

trademarked the trademarked no pressure

agent providing more value I trademarked

all of those meet Kevin providing more

and no pressure agent all of those

because I think that's the value of a

salesperson is you don't have to

pressure somebody to sell you can use

empathy and relationship to sell you

could start that relationship with a

script and they come together but most

folks start here and they get so stuck

on a script that they forget that sales

is about providing value and helping

people solve a solution that is human

sales will always always be a human

business it is

so frustrating me when people try to

dehumanize what sales is nobody wants to

sell or nobody wants to buy something

from a dag just like nobody wants to

feel like they're forced into buying

something you know I I don't have what

10,000 people who have signed up for my

courses on Building Wealth in stocks or

real estate or property management or

you know my entrepreneurial courses I

don't have people signing up for those

or thousands of people coming to my

course member live streams because they

were forced into it they come because

they want value and perspective and they

perceive that somebody else has a

perspective that could help them right

and so your goal is to do exactly that

how could you increase that value

perception and you don't have to start

off a video with oh I got all these

licenses hundred million working towards

bills what none of that matters when I

started as a real estate agent I started

as somebody at open houses just to stand

there and share people people's pain and

frustration with them about specifically

the market at the time because we were

just coming out of the the 2008

recession and people were scared they

were worried about a double dip

recession they were worried about this

Shadow inventory of homes coming up for

sales uh or for sale that would that

would end up crashing the market and so

my job became being an educator for

people so that they could feel

comfortable in making a decision for

what they wanted to buy or what they

wanted to do so that's very important

and that's something that we forget so

this idea that you should just advertise

more in my opinion is a complete copout

there are plenty of opportunities to get

clients without blowing money on ads now

let's bring that to the next thing that

Alex does great and that is followup boy

he is so right when He suggests that

people do not follow up enough if you're

in sales or you're in business simple

followup up could be the difference

between getting a deal and not I have a

rule of thumb the last one to be on the

phone with a prospect is the one who

gets the deal give you an example you

put an offer in for whatever it is you

want or you give a client a contact you

give them some information you provide

some value you're like I did such good

work I provided so much value for this

client uh they're sure to use me as what

you think so you're so enthusiastic andc

excited because you followed the rule

you provided value you did the best you

could but you didn't follow up so I have

a

rule it's when you provide value on a

Wednesday and the client says they're

going to make a decision on a Friday

guess what's going to happen that Friday

evening that Thursday morning that

Thursday afternoon and that Friday

morning before that client makes a

decision everybody else is going to

Pepper them everybody else is going to

provide more value and their value is

going to be more recent than yours

because now that seller could say to

that Thursday call they got well you

know I had this guy yesterday that's you

tell me this this this and then they go

oh well you know that's great but here's

how what we're doing is even better oops

it's usually the person with the last

phone call who wins so Alex trosi 100%

correct about followup I want to give

him massive credit on this we've got to

pay attention to followup that's

something that most people get wrong uh

it's amazing to me how few salespeople

actually follow up with me when I'm

interested in doing something

specifically in for example for my real

estate startup purchasing good deals

it's surprising me how few actually

follow up unless we're constantly

reaching out to them it's like it's our

job to follow up with the salespeople to

remind them to follow up with us yeah

kind of exhausting now another thing

that Alex does great which I think is

somewhat interesting from a speaking

point of view I'm not sure how great it

is from a close in point of view from a

speaking point of view he he does a lot

of affirming with his audience for

example a lot of statements like hey you

know how to turn on a computer right do

you know how to turn on a computer yeah

yeah yeah yeah can we agree that people

with more Charisma sell more yeah do you

agree whatever you want to make more

money are you here to make these are

great in motivational style

speaking I don't think they're that

great in one-on-one deal closing and I

think that's where a little more Nuance

is useful as well so if we're one-on-one

deal closing generally what we're

looking at is not asking affirming duh

questions be more charismatic right can

we agree that if someone's more

charismatic they might do better in this

field in general yeah cool but actually

empathetic questions that are specific

to somebody's goals so for example you

sit down with a client hey um why are

you selling oh you know tired of uh

dealing with this property we inherited

it blah blah have you thought about

renting the property out oh you know I I

I just don't know how much it would cost

to have a property manager well what if

I told you it would cost 10% a month of

the monthly rent to have a tenant H well

you know I really don't want to deal

with the headache of having tenant okay

no problem see what you've done in that

you may be thinking like well you're a

salesperson why why would you suggest

that well what you've done there is

you've empathized hey you know have you

thought about not hiring me and looking

at the other option have you thought

about going across the street looking at

that Odyssey that is a way of building

empathy because you are not just

somebody there who's trying to cram

something down somebody's throat to get

them sign a contract that's where people

go wrong with the scripts and I'm not

saying scripts can't work but eventually

after you break that ice with your

script and you know what to say when

that phone rings uh or or you call or

you knock on that door move empathy

one of the easiest sales I ever closed

door-to-door selling Pest Control was a

woman who we found out was married uh to

a husband that was working a lot after

uh the script opener we realized she was

pretty stressed over the fact that her

husband wasn't really around that much

so I said hey you know who currently

does the pest control for your house oh

well you know my husband does it when he

has time and gets around to it well what

if we could get something off of your

husband's plate wouldn't that help sold

like right there let's just take the

wallet out and give it to you just all

in on getting something off of her

husband's plate so that was

great so that personto person empathy

very very frequently forgotten and I

think this is very important it's not

something that advertising can actually

solve uh and that's useful for

remembering completely agree by the way

when Alex says that your skills compound

your ability to speak and follow up and

your charisma compounds over time the

more you do the better you become but on

doing and

becoming I have a little bit of a

reaction here okay Heros suggests that

you should do in order to become so

basically simplify everything look at

who you want to be and then just do it

this is very similar to be the change

you want to see in the world want to

make more money than do what successful

people are doing right there's a quote

watch what successful people are doing

and copy

it I actually don't think that's great

for two reasons number one there is

something called the

toxicity of

Relativity so we'll just call it the

toxicity of R this is when you compare

yourself to other people so much so that

you actually just become miserable

you're like okay I I thought I was doing

better than them and I'm doing what

they're doing we actually ended up both

at the same listing presentation they

went first then I went obviously

generally different times if you're a

real estate broker whatever but then you

see the other person get the listing

you're miserable you're like why didn't

they choose me and you feel resentment

towards the person that you're trying to

emulate resentment turns into hate and

it's it's vicious it's very negative it

means your successes are never good

enough because somebody's better than

you and your losses are like acid on you

comparing yourself to other people is a

horrible thing to do in the business

World instead and this is the the second

part where we can kind of build off of

what her MOSI says a much better

strategy than comparing yourself to

other people is not saying what is

somebody in a place I want to be in

doing so I can emulate them and get

there a better thing would be to say

what can I do

better than that other person because if

I want to be like somebody else but I

could actually do something better than

them well now we really start

potentially winning because now not only

are we seeing them as sort of the bare

minimum but now you're looking at your

idol as a stepping stone on the way to

what you really want to do which is

providing a better product or solution

than maybe what they're offering and

this of course is important to consider

as well is that if you're in an

environment where you want to sell a

better hot dog than somebody else well

it's difficult you know the Costco hot

dog's basically a lost leader for

example so if you want to get into the

hot dog business outside of Costco you

know the market might not be too uh too

happy no matter how EP or or too

enthusiastic no matter how empathetic

you are however if you can provide

provide a service that is 10 times

better than somebody else because you're

uh a plumber who does clean work shows

up on time is empathetic gives

reasonable bids uh works nights and

weekends whatever you got to do to get

started well well now all of a sudden

you could actually bring in more

business because you're able to provide

value where others are not able or

willing to provide that value again not

saying you want to be working 24/7 but

when you get started you kind of got to

do what you got to do so not a big fan

of comparing yourself to others big I do

like the phrase of compare yourself to

your future self that's great but Alex

went straight from that into look at

what other people are doing in copy we I

I've heard that my whole career and boy

I'll tell you it is it is

toxic now another thing that I I heard a

lot of was about having this inversion

mindset of how do you guarantee to lose

and it's okay well don't work scroll on

Tik Tok

uh you know don't go hold that open

house for Real Estate or whatever and

then his thinking is do the

opposite this is this is good this is

it's not bad I mean obviously like you

can actually do versus not do then then

yeah like you only have yourself to

blame if you're not actually getting out

there and trying to put the grind in

when you're start starting a

business my big thing

for guaranteeing more

success is optimism optimism and

progress now this is an interesting hack

watch this let's say you feel like

you're stagnating in your business and

like it's grown but now it feels like

it's somewhat

stagnating sometimes what I've actually

done on purpose is I've created a little

bit of a reset where you're kind of

resetting at zero or it almost feels

that way but you have all of your

experience and your branding or whatever

still with you and your goal becomes how

can I now Now kill those ideas or

projects or marketing methods or ads or

whatever we were doing before kill

everything and just start over and then

start building on stuff that

works right so just take the best and

kind of start over one of the things

that's neat here is you actually

psychologically get a hit with this

reset but then everything you do starts

looking like progress as you climb back

to where you were and then the goal is

to exceed it and boy once you start

exceeding where you were that Delta

right

here that just creates Euphoria and an

entrepreneur somebody trying to suce

somebody's trying to succeed success is

in my opinion not about money it's kind

of like Sam Alman says Sam Alman argued

in a blog he posted probably four or

five years ago you know the open AI guy

uh he's like you know many people start

an entrepreneurship for money but they

leave just wanting to have provided for

Humanity that is amazing and the more

success you could provide the more you

want to keep building it becomes less

about the dollar it becomes more about

providing and that's a really fun place

to be in so what else well then one

thing I completely and wholeheartedly

agree with is Heros suggested that if

your plan requires luck it's a bad plan

love that one that's great uh luck luck

is fantastic but you can't plan on it

not only can you not plan on it but you

could give a lot of luck to a criminal

eventually the luck runs out and they

still end up in jail you can give a lot

of unluckiness to somebody who

perseveres and eventually the bad luck

runs out and they get really lucky and

then people look and go wow that person

like became an overnight millionaire and

then people go no that person's been

grinding for 12 years and then they

became a millionaire it's so easy to

forget on the outside looking in

especially

with the sort of Tik Tok and Instagram

mentality and rented jet mentality that

we kind of see on the internet these

days which is pretty sad uh but that's

very common because the idea is oh show

the lambo show the rented jet oh show

the big mansion and the lifestyle and oh

I could go in the Apple store and buy

whatever all that stuff is it's

such bull crap it's ridiculous anyway

next uh Hermos talks about starting to

make change when you're busy make it

work in the worst condition this is

interesting I I kind of liked where he

was going with this his idea is that hey

don't wait until the perfect time to

start making a change make the change

now like what are you waiting for make

the change now even if you're busy now

then stay up an extra couple hours pour

yourself another cup of coffee and get

to work stop being a little weenie and

get to work I actually like that and uh

one of the things that's so useful about

making changes when you're busy is it

forces you to be more efficient the

easiest tip that I could give when it

comes to efficiency is making sure that

every time you run into an inefficiency

you fix it don't wait so if you're like

H my phone's out of battery again why do

you not have more Chargers they're like

$15 on Amazon for a pack of two so get

some more charger so you don't run into

that situation same thing is true for

your car or your travel bag why are you

always forgetting your tooth paste or

your razor or this that what have a

duplicate now all of a sudden you make a

small investment to be exponentially

more efficient last thing you want is to

start off your day on the wrong foot

just because you couldn't find something

or your computer's dead or you forgot

something these are just the basic

barriers that that make it much easier

to succeed when you don't fall victim to

those nonsensical traps shortening your

commute is a nice one too and so little

Aristotle little ancient Greek we are

what we repeated so this is not actually

an Aristotle quote uh it is a

misattribution mostly because it was an

interpretation of a dude in the

1920s who thought that's basically what

Aristotle meant and so what Aristotle

meant uh had a lot to do with excellence

and so the idea of Excellence is really

about how do you

live The Good Life

and so the idea of living the good life

is really to have a balance you dial

everything to the mean nothing to the

excess you drink in moderation not too

little not in excess you play in

moderation not in excess not too little

otherwise you're miserable or you're a

loser and you don't do anything right so

there's the idea of Excellence is quite

simply this when you do you want to be

excellent in what you do but you want to

do those things in moderation you want

to provide the best service possible for

your clients but you don't want to be so

extreme that you maybe come across as

high pressure or annoying or too

laxidasical that you become lazy so it's

not just a matter of you are what you do

so to speak but it's the balance the

moderation in how you do it uh and

that's why I kind of keep going back to

this idea of people believe that a

business is simply run ads and win the

more ads the more

winning no no no no no maybe run ads in

moderation like retargeting

advertisements to people who've

expressed that they're interested but

then at the same time you also need to

have scripts in moderation to be able to

answer that phone the first time

correctly then you need empathy not so

much that you're calling them every day

like they're your girlfriend or

boyfriend but enough to show you care

and it's when you put the whole package

together that it becomes a lot easier to

succeed as an entrepreneur now the last

comment that I have for Alex heroi is in

reaction to his idea that intelligence

is defined as how quickly you are able

to

learn I actually believe that it becomes

easier to learn faster the more you

learn that when when we generally think

of intelligence we kind of think of

something that we're born with kind of

like our character stat when we start

out in a video game like H you know I

got five out of 10 intellect but I

picked strength right or oh I got nine

out of 10 intellect but I got a one for

strength all of those things in my

opinion can be changed you could go to

the gym and actually work out or work

out more uh if that's important to you

uh obviously being healthy to some

extent is important to everybody

everything in moderation right but

intelligence Alex trosi defines as the

rate of your ability to learn I actually

think when you learn your

intelligence and your rate of the

ability to learn more actually starts

speeding up so the more learning you do

the easier it is because not only do you

know how to learn more efficiently but

things start relating more and you're

able to wire your brain better notice

what I drew was not actually a linear

line for those math folks learning is

exponential boy I wish that marker had

worked there we go learning is

exponential in my opinion and so I

believe that if you can learn faster

when you learn more then your

intelligence can actually go up over

time and the intelligence is maybe just

a measure of the slope of a line at any

given point and so the more you learn

the the steeper that slope is uh so look

that's my take this is no hate on heroi

it's just additional perspective and if

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goodbye