Guest Post by Craig Ballantyne
Quick. Without using The Google, guess what personal trainer is worth $200 million and is the 2nd biggest distributor of bison meat in America. And no, it’s not Joel Marion. Yet. Not until he starts BisonTrust Nutrition. LOL. (I would like to see that video sales letter!)
I’ll tell you at the end of this article. You’ll be surprised. Shocked even. You might even be more surprised to know that the biggest Prime Time fitness experts are worth only $2-$4 million. It’s surprising how LITTLE the most famous television personal trainers make (far less than top fitness info marketers). And I’ll have a lesson to teach you on all of this. But for now, don’t cheat. No googling the answer.
Let’s look at the difference between our $200 million man and our $2 million man. You see, television fame doesn’t guarantee financial fortune. But do you know what does? There’s one special skill that brings in money. That’s selling. Nothing else matters – with the exception of having the right mindset!
Listen, if you want to be a huge $200 million success story, or even a $20 million success, or even a $2 million success, you need to be clear and unambiguous about your goals. You cannot have self-doubt. As Dan Kennedy says, “A 7-figure earner has no margin for weakness or bowing to external resistance or uses excuses.”
Success means overcoming inner, emotional resistance. It’s personally possible for you to take your ideas and turn them into great fame and fortune, and just as importantly, into life-changing solutions for millions of people around the world. That’s been proven time and time again by my coaching clients, including Isabel De Los Rios, Joel Marion, Mike Whitfield, Shawna Kaminski, and Dr. Peter Osborne.
So here’s the bottom line. You must have the right mindset and you must learn to sell. You must be like Vince & Flavia Del Monte, Joel Marion, and Dan Long, CLEAR about your intent for World Domination. Your success is your responsibility – you must open up your mind to money & fortune.
“Money is attracted to the individual operating free of guilt or shame. People with inferiority feelings about their information, expertise, or business activities are at a profound disadvantage. They subliminally communicate their guilt to others and unconsciously sabotage themselves.” – Dan Kennedy
Your success is up to you. You choose and control your actions. It’s up to you to get out of bed. You are the one that controls where your butt goes – whether it’s off to sell or off to do busy work like tidying up your gym. It’s your choice. And so, you must choose to do the right 5% of activities that determine your success that Bedros teaches all of the time. The 5% is the 80-20 of your 80-20. You know the rule. And you know what matters most.
For the bootcamp owner, it is selling new clients into EFT. For the online fitness info expert, it’s getting affiliates, writing copy, and selling via email, sales video, and webinars. Regardless of how you make your money, a business is nothing without it. That’s the only thing that brings in revenue to build it. Don’t sweep over the essentials of selling by spending time on frivolous matters like Twittering or painting the walls of your gym.
I know, I know, “You hate selling” <= said like a whiny kid.
So did I. But in 2003 I recognized that there was one path to the top of the mountain of success. I could continue on the route that led round and round the bottom of the mountain without making any progress, or I could learn to sell and slowly – and eventually rapidly – climb the mountain of success.
There is nothing wrong with selling your solution to the world because you know it works and you know it will changes lives. So why are you so reluctant to sell? (I’ll let you answer that one to yourself…be honest!).
Almost everyone turns a sickly shade of green when you give the advice, “Learn to Sell”. So let me inject a little political correctness into this article. Replace the word selling with “persuading”. You must learn to persuade. (Even though they are the same thing!)
The definition of persuasion:
- Cause (someone) to do something through reasoning or argument.
- Cause (someone) to believe something, esp. after a sustained effort; convince.
That’s selling. But in a much more politically correct term, I suppose. After all, when we were trainers and we persuaded clients to work harder every workout, like it or not, we were actually selling them.
Listen, even Jesus had to sell. First he sold (sorry, “persuaded”) his disciples on going out and spreading his word. Then he persuaded the thousands of people that would attend his sermons on the mount. He sold the beggars and the prostitutes to believe in the word of God. And sure, sure, he had the fact that he could perform miracles on his side, but aside from that “minor” advantage, he was still out selling his system every day.
The politically incorrect truth is that Christianity didn’t grow as big as it is because Jesus and his Apostles dropped off a few Bibles at the Holiday Inns across the Roman Empire. Instead, these 12 guys were out selling (sorry, PERSUADING) people every day to hear and believe the word of God.
Your business, whether it is online or offline, is not going to grow because you dropped off a couple of slick brochures at a Chiropractor’s office or because you put up a nice blog post on healthy eating. You must get over your fear, dislike, and avoidance of selling. You must persuade the world to change.
Listen, we, as the fitness industry, are in a battle to save the lives of our clients and the harsh truth is that we are getting our butts kicked every single day by the food industry – because they have absolutely NO shame in selling.
Everywhere our clients go they are tempted by the Word of Gorge. And they are giving into it because the Diet Disaster Disciples are relentless and highly skilled at selling their way of life to the people that we are supposed to be helping.
The only way to combat this is to fight selling with selling. You must become a master persuader. When you do this, you will help more people. When you help more people, you will change more lives. And when you do that, you will earn greater rewards. That’s how it works. Period.
I’m not exactly sure what is holding you back from making the change, but I can assure you the reason has to do with some sort of internal resistance that you have in your head.
But listen, you must take personal responsibility for everything you do. You must overcome the internal resistance in your life. You must come up with solutions for every obstacle that his holding you back. You must change your mindset. You cannot have self-doubt.
Overcome the resistance, self-doubt, and struggles you are facing by learning to sell. And don’t tell me you are too busy. You need to control your time as much as possible. This all starts with identifying your top priorities, doing only what matters, eliminating wasted time (get better at this every day), and accepting personal responsibility for your life.
I’ve taken personal responsibility so far that I created a rule for my life (it’s #8 on my list of 12 Life Rules). It states: “Everything that happens to me – good and bad – is my personal responsibility. I blame no one but myself. These are the choices I’ve made – this is the life I’m living. I will accept the consequences of my actions.”
It’s up to me to fix the problems in my life. It’s up to me to control what I can control. I’ll waste no energy blaming others. I’ll turn the bad into good. I’ll do what is right. You must too. Stop doing the things that you should not be doing. You can’t do it all. Pick what you must do the best and focus on that.
Oh, and about that $200 Million Man?
It’s Tony Little. The $2 million man is Bob Harper. (Jillian comes in at $4 million.) Tony is the master salesman, and he has helped and persuaded more people than Bob. That’s why he’s 100x’s richer. And even bigger and better than Tony Little is Tony Robbins, at $480 million, while non-salesman Tony Horton comes in at only $10 million.
Those are all still fantastic success stories, but what a difference the skill of selling can make in your life.
Decide what you want to achieve, and where you want to be, and then take massive action towards getting there. Start with the coaching. Fix your mindset. And then learn how to sell – and make sure that not a day goes by where you aren’t SELLING and persuading.
It worked for Tony, it worked for Jesus, and it will work for you.
Hey, Bedros here.
Craig and I want to help you reach more people with your fitness program by teaching you how to sell your knowledge as an info product on the internet.
If you have a great idea for a fitness info product like an ebook, membership site, fitness DVD, or membership then you’ll want to join Craig Ballantyne and I at our next 1-day Mastermind in Las Vegas, on Wed. September 11th where we’ll be teaching you how to create and sell your fitness information product online.
We’ve helped dozens of fitness pros just like you turn their fitness,
fat loss, and nutrition experience into massively successful online
info products. We want to help you do the same.
Here’s how you can join us in Las Vegas next month for this private one day intensive info mastermind that will help you create and get your product online and selling in 30 days.
Email my assistant Frankie at Frankie@keuilian.com to learn more and to apply for the one day mastermind. (Not everyone that applies gets accepted…we want to make sure it is RIGHT for you.)