Marshall Sylver is a motivational speaker, author, and performance hypnotist who works primarily in Las Vegas, Nevada. He’s even been on television shows including “Late Night with David Letterman” and “The Montel Williams Show”.
But now, he is more known for his work in subconscious reprogramming and helping companies create irresistible influence.
He was recently a guest on the Influencers Radio show where host Jack Mize asked him about about his techniques and how this can literally change the world.
Welcome back to another episode of Influencers Radio. Today, my guest is the world’s leading authority and subconscious reprogramming and irresistible influence. Yup, that’s a mouthful, but that’s not all.
As a world class entertainer, he is the creator of the largest hypnotic production show in the world. He’s headlined top showrooms in Vegas, in Lake Tahoe.
He’s a favorite on the Howard Stern show and has appeared an unprecedented five times on David Letterman. Even bumping the famous top 10 list.
If that’s not enough, he’s also a highly respected business consultant sought by Fortune 500 companies.
He’s led training programs for companies like IBM, Ford, KFC, Pepsi. Teaching management how to motivate employees and teaching sales staff how to close deals. That’s what we’re going to be talking about today.
He’s also the author of the bestselling book, Passion, Profit and Power. I’m thrilled to welcome to the show the number one leading expert on subconscious reprogramming and the master of persuasion and influence, Mr. Marshall Sylver. Marshall, welcome to Influencers Radio.
Hello Jack. Very pleased to be here.
I got to say, you got to stop doing stuff.
You know what? It never gets old, but I have an unfair advantage. I’m a hypnotist and I use my skills wisely.
You know what? I got to say, and I hadn’t told you this before. I could have added. You’re also the man responsible for my mouth puckering every time I hear the word lemon. I know you know what I’m talking about.
Yes, it is psychosomatic, isn’t it?
Let’s get right into this. Irresistible influence. I know there’s a lot of people that ... We have a lot of people that listen that are into sales or they’re in the marketing. Sales is the lifeblood, basically, of any business regardless of what you do. Sales have to occur.
Absolutely. Unless something is sold, there’s no business.
It seems to be one of the thing that people try to avoid or it’s the bad word. I don’t even like to think about what you do with irresistible influences as sales, so it goes far deeper than just talking someone into buying what you have. Let’s start with that. Let’s define irresistible influence.
Irresistible influence is getting someone else to ask you for what you’re selling. That’s not even the part that’s going to make you tingle. Irresistible influence is getting someone else to ask you for what you’re selling and have them believe it was their idea. They literally are begging you, whatever you’re selling, “Please, I’m buying.”
I want to address something you mentioned a moment ago too that I would agree that for most people, selling, or even worst, buying, is something that automatically throws up subconscious blocks. Someone will sit in front of somebody else and say, “What are you trying to sell me?”
The challenge with that is that those that are afraid to buy are always afraid to sell. Since every single thought we think has a psychosomatic response. Every thought we think has a physical response in the body that if we hold any kind of apprehension about buying something, when we go to sell something, we will automatically telegraph those very same emotions and fears on to the person we are attempting to influence. Therefore, causing to resist buying from us.
I think that the fastest way to overcome that is authenticity. I think that’s the biggest challenge for most salespeople is they think that they need to come in covertly and beat around the bush and finally pounds on their prey. Just the opposite is true.
When I’m on stage and I’m speaking and I’m offering up additional training, first thing I do is I get on stage and I say, “Who here thinks I’m going to try to sell you something?” When their hands go up I’d say, “I will not let you down. I’m actually not going to try to sell you anything. I’m going to sell you something. It’s good for you. It’s good for me. It’s good for the entire economy, everybody wins.”
When you come from that point of view, when you come from a place of being clear and honest and upfront, what happens is your authenticity, your congruency and your honestY all become very, very, very compelling and the process of causing someone to be open to purchasing or investing with or agreeing with whatever it is you’re offering.
I think that’s one of the things that makes what you do so unique, and I think it’s probably the foundation of why people almost instantly feel comfortable with this process, because you’ve almost redefine sales as from something that you ... Selling is not something you do to someone. It’s something you do for someone.
Without a doubt. When I train salespeople, I tell them, “When you don’t influence somebody ...” First of all, if you believe in what you’re selling, you have a moral and ethical obligation to sell it. If you believe in what you’re selling and the other person does not take advantage of that offer, don’t feel bad for yourself. Don’t say, “Oh my God, I lost the sale. I didn’t make that money.” Feel genuinely bad for the people you seek to influence, because if what you’re offering could certainly solve their challenges, you fell short. You failed them. Don’t feel bad for you.
One of the biggest tenants that I teach salespeople is, “Keep in mind, it’s not about you. It’s about them.” When you get into their mind, when you could be empathetic at its deepest level, when you can say, “If I were them, what were I be afraid of here? What would my concerns be?” Know how to overcome those by being transparent, by offering your product, by framing the offer in such a way that it is exactly what they’re looking for, then you don’t have to sell. That, literally, if you’re on stage speaking, they’re racing to the back of the room before you even tell them what you’re selling.
If you’re front of them in person, one to one, before you’re even done talking about what the offer is, they’ve said, “Hey, whatever this is, I want it. Let’s just get this done.”
I think so many salespeople have subconscious fears that, number one; they’re not going to close the sale or that the person is going to resist them, or that you don’t ... Even worse, they’re pulling the wool over that person’s eyes, “Sure hope I get away with it.” The challenge with all of that is it’s like a speaker who steps on a stage and says, “Gosh, I hope they like me.”
In due respect, there’s never been an audience in the history of the world that sat down in a room, saw a speaker get on stage and said, “I hope this guy sucks. I hope I hate them.” From the get go, they want to love the speaker.
The fact that somebody is even willing to give you the time of day to make your offer, to present your product or service or concept of idea, the bottom line is they want to buy. They’re there. If you start with that mindset, if you start with an authority mindset that says, “I’m the expert. I know what I’m doing. I know I can solve their challenges. I am the solution.” Then everything else gets easier.
It’s almost like when salespeople take that adversarial role against a prospect, “It’s me against them.” When it really should be something completely opposite that. Right?
It stems from their own fear of buying, because they have a fear of buying, they project that on to their customer. They say, “The customer is going to resist me. They’re not going to want to buy.”
To all salespeople, I say fall in love with buying. When you fall in love with buying and you think it’s a good thing, when you offer an opportunity for other people to buy, you’ll think you’re doing them a favor. You won’t say, “They’re doing what I always do. Their arms are crossed. They’re going to resist me. They’re going to fight me tooth and nail. They’re never going to buy.” Then they never do.
I’ll give you an example. I consult in many different industries. One of the industries I consult in is timeshare. Timeshare, that’s a $25,000 to $40,000 ticket. How timeshare works is somebody will approach somebody in a mall or in a hotel or a resort and they’ll say, “Hey, would you like free show tickets? Would you like a free dinner? Would you like two nights stay in our property? All you got to do is sit through a two hour presentation.”
The fact to the matter is the majority of the people that go on those timeshare tours are flat out never going to buy. They’re not interested. In fact, even before they got there, they have sworn to each other, the husband and wife had said, “No matter how good this appears, no matter how good the salesperson is, we are not buying.”
With that in mind, what I did for one of my clients is I said, “I think you should take a different approach. Everybody knows the deal. Everybody knows that if they get the free show tickets or the free meal, they’re going to get the crap meat out of them for two hours.”
Here’s what I would recommend you do. I’d recommend that the couple come in for their tour, they sit down. Salesperson comes in, he sits down and he just looks at the husband. Just stares at him for a few seconds. Looks at the wife, just states at her for a few seconds. Then he says, “I’m sizing you up.” When they giggle a little bit, he says, “Nine out of ten people that come into this room are only here for the goodies. One out of ten people have an open mind and they’ll at least let me do my job and give me the benefit of the doubt. If what I have is a feeling, and then they’ll keep an open mind. Maybe they’ll buy, maybe they won’t. It doesn’t matter. Yet, they have an open mind. I want to know which one are you.”
Now, the fact that they put that on the table in the beginning, the couple has an option. They can either say, “Oh, we’re just here for the gift.” They can say, “Oh, we’ll keep an open mind.”
First and foremost, what that does is that increases the likeliness of them saying, “They’ll keep an open mind.” Even if it’s a lie, it doesn’t matter. The fact that they said they would keep an open mind means that they have moved from left further towards center.
Let’s imagine though that they’re honest and they say, “No. We’re just here for the free gift.” They titter and they laugh, and the guy says, “Thank you so much. You have no idea how much pressure you just took off of me, because I don’t want to failure. I want to be good at what I do, and I’ve got kids to feed myself and I’ve got to take care of my own bills. The fact that I know that there’s no way in the world you’re going to buy, then I won’t feel bad when I do the whole presentation because I’ve got to do the presentation. You got to sit through it to get your gifts. We’re both in the same boat. Now, we’re on the same side of the fence. Thanks so much.”
“Would you do me a favor? During the two hours that I’m doing the presentation, let me practice. Let me feel like I’m doing really good so when I show you the property, the resort, could you at least coo a little bit or ooh and ah and say, “Oh my God! This is great.” Wouldn’t that be fun when I tell you to imagine your family here on quality vacations year after year. Won’t you hug each other a little bit and say, “Yeah, that would be really nice.” and just pretend. If you would do that for me, it would really great. I get to practice. You have some fun. We all know you’re faking it. At the end of the day, everybody wins. Would you do that for me?”
Invariably, the couple will say, “Yes.” Here’s the beauty. When they act as if they want it for two hours, they do. That is, once again, being empathetic. Getting into their minds. Knowing what’s going on for them.
In the instance of speaker so many times, I’ll see speakers get on stage an they’ll deliver really good content for 90 minutes. All content. Then they get to the last five minutes of their presentation, and all of a sudden you can physically see their demeanor change when they go into their offer.
The challenge with that is that they’re afraid the audience is going to resist them. I’ve seen a lot in the online marketing space where people will say, “We’ve got a three day event. Nothing will be sold. This is not one of those pitch fests.”
I look at them and I say, “Why the heck would you do that? You’re not helping anybody by not selling anything. Least of all, your sell.” I know why they do that. They don’t have to actually interact.
When they go to interact, they feel awkward. They feel almost dirty that they’re selling something rather than proud that they’re selling something. That, once again, it is good for the economy. You want to win the game of monopoly by everything on the board. You want to win in the game of life, buy more, sell more, have more flow.
The biggest challenge with what’s going on with our economy right now is velocity. What velocity is, is the number of times money changes hands. Even though there are trillions of dollars more in the economy now than we had eight years ago, the challenge with the economy is that people aren’t spending it. People aren’t sharing it with the velocity they used to. They’re holding on to it. The big banks are holding on to it. The consumer is holding on to it.
Therefore, the realtor that sells houses doesn’t sell houses, so they can’t buy a car from a guy that sells cars, who can’t buy clothes for his kid. The people that sell clothes can’t buy food for their family. The government can’t tax every single one of those transactions. Because the velocity has slowed down, more and more people are suffering more and more. If people would just understand that in order for economies to work, there’s got to be cash flow. Go out and buy something. When you buy something and you lose the fear of buying something, you will lose the fear of selling. Everybody wins.
You said something really interesting when you talked about how that transition from content to sale happens in that uncomfortable moment, or when people, say, announce, “Hey, we’re going to have this conference.” Nothing will be sold. I think a lot of people go to those. Like you said, they want to buy stuff. I’m thinking, you could almost use an analogy. If Led Zeppelin got back together and say, “Hey, we’re doing a concert in the mega dome, don’t worry, No t-shirts or anything will be sold.”
People would say, “Why in the world would you tell me that? Why are you afraid to sell a t-shirt?”
They go there, they want to buy stuff. Right?
Exactly. The fastest way to overcome that is honestly. If people would simply be honest. I love my wife. I was married twice before my one true wife. The thing that I entered into this relationship that is different than any relationship I’ve ever had in my life is I decided to, number one; have an agreement of total honesty.
We both have access to each other’s computers, to each other’s cellphones. I can read her journal. She can read my journal. There’s no secrets. I cannot tell people how much easier that has made my entire life on both side, both her side and my side.
The other thing though is that the same thing is true in sales. If you’ll just be honest with people and say, “Look. I’m a salesperson. This is what I do for a living. I get paid to commission if you buy. It’s not that big a commission, so one sale won’t make or break my day. I believe in the products that I’m selling, and because I believe in the products that I’m selling, I would like you to utilize them.” That’s how honest.
The person, the potential customer knows that truth. You’re not telling them anything they didn’t know walking through the door. The fact though that you would have the willingness, the vulnerability as it were to tell them, “I’m a salesperson. I work solely on commission. Of course, I’d like you to buy. It’s what I do. More than that though, I’d like you to buy because it’s good for you.” Everybody wins.
Yeah. It definitely, I think, removes that thick ... I don’t know what it is that hangs in the air in any sales conversation or a situation. That thickness that just seems to be permeate the air of people waiting for what’s their next move.
I want to just say to address that. That which we experience fully vanishes. If there’s a pink elephant in the room, the first thing you’ve got to say is, “Hey, welcome. There’s a pink elephant in the room.” Now, let’s carry on.”
The challenge is, if you don’t point out the pink elephant, then there is a resistance until the pink elephant is pointed out. That is the challenge with salespeople. When I coach salespeople, what I tell them first and foremost, “Gain rapport.” Make sure that they know you. Make sure they know your motives. If you are a commissioned salesperson, feel free to share that early on.
Then when you begin talking about whatever the offer is, tell them, “During this time that we’re together, I want to tell you about this thing that I have.” Then tell them the full retail value. Even if you’re going to get them a discount and add bonuses. Tell them the full retail value upfront, because what you’re doing is you’re lessening the impact when you tell them what the offer is later and what the full retail is later because you’ve already told them.
“I’ve got this seminar I’m going to offer up during my talk, it’s a $3,000 retail investment. Of course, that’s not the investment you’ll make. I’m going to reduce the investment so low that even a moron would take me up on it. In addition, I’m going to give you some extra bonuses and give you a better than money back guarantee. I’ll tell you more about that in a moment.”
What’s happened is I’ve gone from a place where my customer or my audience member has their arms crossed and they’re saying, “Okay. What are you going to try to sell me little hypno-boy?” To them saying, “Okay. You told me what you were selling. Now, I can just relax and pay attention to what you’re actually saying.”
When you present it that way, again, it’s total honesty. It’s transparent influence. You can even joke about it, “During my seminars, if I bring somebody up on stage and put them in an emotional state and they start crying as a release, I’ll look at the in front of a whole audience and I say, “Man, you keep crying. It’s really good for my sales.”
Again, I find in all areas in my life, the more honest I am, the more clear I am. Some people would call it vulnerable. I don’t really call it vulnerable, because I love people and I believe that people love me. The more raw I am, the more effective I am.
One thing that we have to address, the terms subconscious reprogramming. To circle about something you said at the top of the show, that irresistible influence is about not just making people want to buy, but making them feel that it was their idea to buy.
I’m almost certain in my guess that that goes back to a lot of your hypnosis training and your knowledge around the mind and the way that people think. When a lot of people think about hypnosis, they usually think of that furious, mind-controlling villain with the waxed mustache. There’s no wax mustache or black capes involved here that you have to have. Right?
No. I’m totally shaved. You’re right. Influence can either be really great or it can be really evil. That comes down to a person’s make up. That comes down to what their ethical and moral positioning is.
Like I said at the beginning of our conversation, when you believe in what you’re selling, you have a moral and ethical obligation to sell it. If you don’t believe in what you’re selling, you have a moral and ethical obligation to stop selling it even if it changed somewhere down the line. Meaning, I could believe in something and then down the line, either circumstances change or my position changes or the product changes, and then I don’t believe in it. In that moment, I’m obligated to stop.
When people come from that point of view, when they come from that moral and ethical point of view, I say everything is fair game. I say all strategy, all technique, all structures are fair game. I’ll use the analogy, I have three young children. I have a five year old named Sterling Sylver. I have a three old son named Maximus Sylver, and my dauther Prosperity Sylver is one. I love my children, as everybody should, with all of my heart.
The majority of a person’s programming is done by the time they are eight years old. Meaning, all of the troops, their whole world, what they see as reality is already formed by the time they’re eight years old. The rest of their lives are just simply seeing through those rose colored glasses, or whatever color the glasses maybe.
The thing is though, for my children, I want them to have a good life. God forbid, knock on wood, one of my children has a challenge and becomes addicted to something. I will do whatever it takes to make sure that my kids have a healthy life, and that they are clean, and that they are sober, and that they are confident, and that they are healthy. Whatever it takes.
I come from the same point of view when I’m selling something, that as long as it’s honest, as long as it’s real, there’s no hesitation on using powerful, positive, impactive language patterns that would cause people to be influenced, because my core is I know I’m doing somebody else a favor. I think that salespeople and people of influence need to understand that, that it comes first and foremost from you. Are you selling something that has integrity? Are you selling something that genuinely is worth the value of what you’re selling it for? If so, then you have a moral and ethical obligation to sell it. You have also have an obligation to your profession and your career to learn everything you can about selling that.
Another note on that, value is always determined by the buyer, and buyers always vote with their wallet. Meaning, whatever something is worth ... I drive a Rolls Royce. I live in a 17,000 square foot palace in Las Vegas. I’ve got another home on the ocean in Southern California. I live a very extravagant lifestyle. When I went to buy my car or even my $10 million home on the beach, I had to question myself and say, “Is a car really worth $400,000? Is a home really worth 10 million bucks?” The answer is, “Is it to you?” Because that’s the only answer there is.
Sometimes salespeople reject a sale because they say that person can’t afford it. I always say not believing the people that you seek to influence can afford what you’re selling is an insult. Don’t insult people. If somebody wants something, if they see the value and they vote with their wallet and want to buy, then even if it was every dime they had. Guess what? You might be doing them the biggest favor you’ve ever done anybody.
When I was 23 years old, Jack, I sat in a seminar room and the guy on stage offered up a $3,000 seminar. At that time, I had $3,000 to my name. It was every dime I have saved for dependable transportation. I thought I was an idiot investing in that seminar. Even after I had put my money down and walked away from the desk to go back home, because the seminar was in a couple of weeks, I’m kicking myself in the buckle, “You idiot. He hypnotized you to buy his seminar.”
That $3,000 has come back as over $220 million in income to me. All I can say to anybody listening to this program right now, “Would you want someone to sell you something for $3,000 that came back as $220 million?” Obviously, the answer is a resounding yes. The challenge is we don’t always know that. Even though that was every dime I had, I am so grateful that man, some 31 years ago, influenced me to give him every dime I had because that was a major turning point in my life.
I think probably one of the cornerstones of why people are so comfortable and confident in what you do, and I think that’s so much different than a lot of, I guess, sales trainings or even persuasion trainings out there, is that it doesn’t ... It’s not about, “I could teach you how to sell anything.” Because you’re pretty firm. I shouldn’t even say pretty firm. You’re extremely firm on the fact that you have to sell something you believe in.
Do you think that that point is like the Achilles heel where so many people that are in sales that when they go to so sell something, they’re not afraid of rejection, but sometimes they’re afraid that, “What if they say yes?”
I do think that certainly people often are put in a binder. They think they’re limited or they’ve made poor choices about what they’re selling, and the money was good. They make a sale. They make good money, and so they get stuck selling things that, like I said, either they don’t believe in at all or maybe they believed in and then it changed, and they’re unwilling to say, “You know what? I could sell anything I want to sell. I’m only going to sell things I truly believe in.”
Without a doubt, there are people that think what they’re selling is crap and think that what they’re selling is not good for the customer, yet they sell it anyway. I say bad on those people. Bad on anybody that selling something they don’t believe in.
Again, the value is always determined by the other person. Whether it’s the buyer or the person selling. Timeshare is a good example. There are people that are evangelical about timeshare. They may own 5 or 10 timeshare units. There are people that think timeshare is the dumbest idea in the world. Which is it? It’s neither. If you love it and you love the idea, then it’s a really great thing. If you think it’s a great thing, you’ll make it a great thing. If you think it’s a bad think, you’ll think it’s a bad thing.
Same thing with hypnosis. Some people say, “Oh my God, that’s just ... That’s the devil’s work.” I have a different belief. I love God deeply, and I happen to believe that hypnosis is the foundation of everything, that every decision we make is based on the subconscious programs of our mind, and every action we take is based on who we believe we are.
My methodology for making people better people, whether they’re better in relationship or they are millionaires whose money has not yet been deposited in their bank account. Whether they are a slender person who put on a few pounds. My belief is that communication equals wealth. That we communicate in two ways, both through the words that we say on a subconscious level. Those 1,500 words per minute that go through our mind, which is called programming, or the words that we speak out to influence the actions others which is called influence. Communication is wealth.
When we learn how to communicate more effectively, first, with ourselves, and then with the outside world, what happens is we become wealthier. We become more powerful. We become more confident. We just become better.
You have done something, I think, during this show that may have gone unnoticed, and I want to hit on it, I think even allow you to go back and explain, and that is reframing. A lot of what you do is reframing. I want you to talk about the concept of reframing. Like I said, you’ve done that almost through the show, because you framed a lot of things, reframed a lot of things that people may have felt. Maybe had some friction with or may not have been a comfortable concept with selling that I think you’ve been able to reframe to show that, “Okay. I am good with this.”
Let’s do a little, maybe a Quentin Tarantinoish type thing, and explain what you’ve just done here.
You’ve got me, and I acknowledge it. Yes. I do reframe things. Much like when I do a presentation, I’ll disclose what it is that I’m selling. I’ll disclose the full retail value upfront or what the retail cost is.
In the course of communication, I seek to get into the mind of the people that I am communicating with. When I do that, then I can foretell what resistance they might have. The job of a person of influence is to play with the other party’s resistance. Not to take it personally. Not to take it as an offense. Not to take it even as resistance that is stuck. To take it as a resistance that is to be played with. The moment that I start pointing out resistance, then I can play with it.
You’re right. There’s a few pieces of resistance that I’ve played with during this conversation. Before I tell you what those are, I do a thing in one of my seminars, one of my presentations, where I tell the audience, “I’m going to bring somebody up on stage in a moment, a random volunteer. I’m going to sell them something they didn’t even know they wanted. When I’m done, they’re going to say thank you and mean it. Next week, next month, they’re going to be glad that I sold them. More than just sell them, they’re going to command me to let them have the thing that I’m selling.” Then I proceed to do so.
They’re in the course of this conversation. There’s a bunch of pieces of metadata that I have to cover. Number one, people need to know who I am. Yes, I dropped in some validation. I said I drive a $400,000 automobile. I live in a 17,000 square foot palace in Las Vegas. Our second home is a $10 million home on the ocean in San Diego. Because if I were listening to this interview, I would like to know what the heck does this guy know and what the heck has he done, because so many people think they’re gurus because they place an ad on Facebook.
The other piece is, is that I’ve talked to during the course of this conversation about many things that people don’t like talking about, such as 9 out of 10 customers have absolutely zero interest in buying, and that 10th customer is inclined not to as well.
When you acknowledge that and you say, “Hey, everybody that sits down in these chairs, the majority of the people that come here really aren’t interested. Could some people have an open mind and they let me do my job?”
By position [inaudible 00:29:41] that way, what happens is people start asking themselves, “Why am I here?” “Why did I go on the timeshare tour?” “Why did I sit in this guy’s audience?” “Why did I do whatever it was that I did?” It’s like somebody that walks into a retail store. They walk in the retail store, the salesperson who’s trained to rush up to that person and say, “Hello, could I help you find something?” Not even taking into acknowledgement that their automatic response, even if they want something, is to say, “No. Thanks. Just looking.” It’s a preconditioned response.
When I train retail salespeople, I tell them, “Do not bum rush the customer and say, “Hello. Can I help you?” Yet, worst, don’t ignore them. The moment they walk in to the store, let them get established. Walk up to them or walk past them and say, “I’ll be with you in a moment.” That way they know they’re not ignored.
Then let them wander a little bit, and eventually you’ll see them wander right over to what they want. Rather than go up and ask them for what they want, they’re likely looking at what they want. Walk up and make a comment about the thing that they’re looking at. Give one of the benefits. Give one of the attributes, because that’s likely what they came in to get anyway.
You have an automatic advantage of seeing what their interest is in that. I guess the way that a lot of the ... Not just hypnosis, but the ...
Yeah, exactly. With the cold readings, I think is the term that you use.
Since every single thought has a physical response in the body, it is impossible to think something and not telegraph it out. That telegraphing of that thought, that physiological change, creates a butterfly effect in the real world.
What happens is, and I said this earlier as well, I train salespeople, it’s not about you. It’s not about the fact that your mortgage is due and you need to make this commission. The moment that it is, you’re scared of money and you lose. It’s about the customer.
Put full attention on the customer. When you say something, pay attention to their facial expressions. Did their eyes dilate? Did they cross their arms? Did the couple suddenly become affectionate? Did they fire off buying signs? Pay attention to them, and if you’ll pay attention to the customer, you’ll be able to read them like a book.
Yes, cold reading is a huge part of this influence process. The best cold readers are always massively empathetic. They really see it from the customer’s point of view. They say, “Hey, if I were them, I would feel this way.”
I have a new promotion that we’re doing and it’s a pretty simple thing. I have a training video. It’s two hours long. I allow people to watch the video, and if they’ll just watch the video, I’ll pay them $100. It’s a big risk, and yet I now that if people will just put attention on the things that I teach, I know they’ll be engaged and I know that they’ll want more of what we’re offering, and ultimately become a customer.
Will everybody become a customer? No. Will enough people become a customer to make me paying out, because we’ve already budgeted over a million dollars to this promotion. Will enough people be interested in what we’re offering? I absolutely and certainly will.
What you do is ... I guess it’s a ... I’d say it’s an art and a science. Clearly, you’re gifted at what you do. How is it that someone that is into sales, someone that does not have the background of a Marshall Sylver can be able to move from that selling a something that they’re doing to people to selling a something that they’re doing for people using these types of techniques?
I teach people specific communications patterns, language patterns that have a tendency to cause people to shift, to be influenced, to want to buy. I don’t teach people techniques. I teach them a new way of communicating. The process is, it has to be not what they say, it has to be who they are.
When I teach people to be better at influencing better, at persuading or selling, the first thing I do is work on their inside. I work on their own subconscious programs. I work on that mindset of everything we’ve been talking about this interview, that selling is good. When you’re selling good products, services, concepts or ideas, you’re actually doing someone else a favor. When you’re doing someone else a favor and you know you’re doing someone else a favor, then feel good about doing it.
The second thing is, like I said, we teach people specific ways to communicate. I don’t try to do anything in my life. I either do it or I don’t. I don’t ask why. I ask what or how. There’s nothing I can’t do. There’s only things I either don’t want to do or don’t yet know how to do.
Those words, try, can’t, why, those aren’t words that I utilize on a regular basis. The same as I don’t ask how much does something cost. I ask what’s the investment. When I’m offering something, I say the investment for my product, investment for the seminar is X. It’s a massive shift of frame. That reference that you were talking about, in my whole world. I’m not afraid to buy things. I wear $120,000 watch on my wrist. Is it any better than the $500 watch I wore in my younger years? No. Is it prettier? By far. Yet, is it better? No. It tells time exactly the same way.
The good news though is that watch helps a lot of people eat. That watch ... Me, putting that kind of money into velocity helped a whole lot of people. Help the watch manufacturer. It helped the retailer. It helped the salesperson, and on and on and on.
Once again, and I’m not just saying this because I’m a rich guy, because I was born very poor. I have nine brothers and sisters. Our first home had no running water, had no electricity, had no phone. Often, we had little, sometimes no food. Twice, my family was homeless. The second home I lived in in Rural Michigan was a converted chicken coupe. That’s my background.
When I talk about the willingness to buy things, that’s not a rich man’s point of view. The moment that I realized that that was how the world worked, that as we sow, so shall we reap. Then my whole world changed, and I said, “You know what Marshall? You’re not making enough money, because you’re not spending enough money. You’re not spending enough money because you think that the harder you work, the more you’ll get. When the fact is those that think govern those that labor.”
When I realized that I needed to get smarter. I needed to find a mentor. I needed to find somebody that I could trust in this very moment that would teach me about influence, because ultimately everything is sales. Everything is influence. They could teach me about having a life of adventure, rather than a life of maintenance. When I realized that I could find a mentor that was living a life like I wanted to live and that trust in that person and put every ounce of resource, whether it was money or time or support into that support. In that moment, my world changed.
That’s the call to action for everybody listening to this interview right now, is do you have a mentor in your life? Do you have somebody that their lifestyle is something that you would aspire to? Not everybody wants to live like I do. I fly around the world in private jets. I live a lifestyle most people will never even believe they could have. Let alone give themselves permission to desire.
The first thing when selecting a mentor is you need to find somebody who’s done what they purport to teach. Not somebody who teaches theory. Secondly, somebody whose lifestyle you would want to live, because some people don’t want to live a wealthy lifestyle. They’d like to money and still live very modestly. I wouldn’t be that person’s mentor.
Finally, I think when you’re selecting a mentor, or a teacher, or a coach, or a consultant, you need to find somebody who is willing to hold your feet to the fire. That is, without a doubt, the downside of anybody training with me is I expect them to succeed. If they’re not willing to do what I tell them to do, I won’t coach them anymore.
If somebody though will put wax on, wax off, without question and understand that that is the karate training. If they’re willing to do that, then we produce massive results for people in helping them become more confident in their ability to influence and sell. More powerful in their communication. Lastly, much hungrier in their desire to have a big and beautiful and bold life.
You know what? I guarantee, you keep setting hooks. You keep setting hooks.
I do that, don’t I?
You do. You know what? I’m not going to let you go, because there’s two that are right in me right now that I can’t let go off here. You talked about, one, the watch that you talked about. The difference in the watch. Some people may say that, “That’s great, but what I sell doesn’t have that much. There’s no way I can make that kind of money on what I sell. The value of what I sell, it’s not worth that.” You said that, obviously, the value is in the buyer.
How many people do you think that are selling things at a price because they are telling themselves, “Nobody would pay that much.” Everything from ... I see people that sell websites, “I’ll sell websites for $99.” Nobody will buy a website for $5,000. They do it everyday.
Do you run into that, where people have those imaginary ceilings or their margins are just so off [inaudible 00:39:05] that they defeat themselves?
To reduce your prices, thinking that will make the sale, is very dangerous. Don’t reduce your prices. Increase your value. If you cannot increase your value, then the challenge is not your influence skills. It’s your product.
To address what you were talking about, like on the website, or even somebody saying, “You live this lifestyle, $120,000 watch, and $10 million home, $400,000 car.” I sold this thing that has such a small margin that I couldn’t possibly have that lifestyle. My response to that is either stop selling that thing that you’re selling then. If the margin isn’t there, move on already.
I’ll give you a good example. I had a client who is in that very circumstance. He sold water purification systems here in Las Vegas. Because there was a lot of competition for water purification systems, he kept dropping his price further and further and further, because basically everybody sold the same system.
When he came to me, he was selling the water purification system for 500 bucks, $495, and there was about a 10% margin, $50 worth of margin in there. He said, “Marshall, I’m about to go out of business. I can’t live on this. What should I do?”
I said, “You should increase the price of your product from 500 to $1,500. That will give you 1050 profit margin in there.” He said, “I can’t do that. Nobody will buy.” I said, “You need to increase the investment for your purification systems to $1,500 and make it a lifetime purchase, a lifetime guarantee that has often as they need to replace that unit, you will give them a unit for free.”
He said, “I can’t do that. I’ll go out of business.” I said, “No. You won’t. Here’s why. How long does the average water purification system last?” He said, “About five years.” I said, “Okay. Somebody buys a lifetime guarantee. No matter what, it breaks down, you replace it, no cost for labor, no cost for product. What’s your actual hard cost on the product?” He said, “About 250 bucks.” I said, “So if it’s 250, the other $200 is commission and admin and everything else. Since you don’t have to pay any other commission on that replacement, your true hard cost is about 300 bucks if they replace it.”
“Let’s imagine, somebody buys the water purification system for $1,500 and it breaks down and you have to replace it. Instead of making 50 bucks, you made 1050. If you got to replace it, that’s an additional 300 bucks. You’re still $800 ahead. What if they replace it again? You’re still $500 ahead. One of two things is going to happen, either they’re going to sell their house or they’re going to forget that they have that warranty. On average, you may replace 1.5 of those ... Excuse me. One and a half times the number of purification systems you did in the past. You’re still going to come out way, way, way ahead of your $50 margin.”
He went back, he did exactly what I told him to do. He used that as his promotion, “Never buy a water purification system again. The last water purification system you will ever buy guaranteed.” Within one year, sold his business for a strong eight figures. Then went on to launch another $100 million a year company based on that same concept.
Yeah, I do think people underprice. I think that it’s a lack of confidence that causes people to underprice. I think it’s a low self-esteem that causes people to underprice. I think that on the consumer’s side, if I’m in an audience and I asked my audiences this, “I have this $3,000 seminar, it’s a two day event. I’ve been teaching it for 31 years. It’s called Turning Point. Retail is $3,000. If I offered it to you for free, how many of you would clear your calendar for two days sometime in the next 12 months and come be with me?” Of course, every hand in the place goes up.
I say, “How many of you believe if you had paid a million dollars for this seminar that I’m talking to you at right now you’d be taking better notes?” They all laugh, because they realized what I’m saying. My response is, “I’m not going to make Turning Point available for free. Who here believes that when we are vested, when we have something at stake, we are likely to have greater success?” They all say, “Yes.” I positioned their wantingness by saying, “Would you want it for free?” Because if they wouldn’t want it for free, they’d still want it.
Then I’ve also said, “Of course, I’m not going to give it to you for free, because I want you to win. I won’t curse you by giving it to you for free. I’ll give it to you at a level that’s not only fair. I’ll give it to you at a level that will make you get a result.”
You just make them feel good about paying something for something rather than getting it for free. I think at that moment in time, if you gave them two choices, select A or B, do you want it for free or do you want to pay? What do you think the percentage of people that say, “No. I’m going to pay.”
Once again, you can address all those pink elephants that are in the room. When I’m training people, I’ll ask them, “How many of you in this room had some other time? Have ever invested in other books, or tapes, or seminars, or programs, and yo know you didn’t take advantage of it? You know you didn’t use the material? You didn’t even unwrapped the cellophane from the around the CDs. You barely took notes of the seminar, and yet you haven’t gotten the result.”
For me, what I seek to do is to help people be mutually responsible for their successes. If I’ve done my job, if I’ve been honest and upfront. If I’ve let them know that, “If 100% of you went to the back of the room right now and signed up for my seminar, it wouldn’t make ... There’s not enough of you in this room to make a real dent in life. I likely won’t even notice the shift in my bank account. I’ll tell you this though, you’ll notice. You as an individual, your life will change, and you will notice. That’s the reason that I’m here.”
You’ve mentioned a couple of things that I think have just ... People are now ... You’ve created the itch that they got to scratch. One, you mentioned the program that you’re rolling out. That’s a video. I can’t help but think people are saying, “What is it?” Also, you mentioned Turning Point seminar.
I’ll get on stage and I will intentionally cover topics too fast, and I’ll say, “I know I’m covering this really fast, and I know that I haven’t given you the full details. Yet, everything is explained in totality in my system called Irresistible Influence.”
If I seed early on, just as I’ve done in this conversation, because one of the things that I seek to do, is I seek not only to teach theory. I seek also to be able to teach people something and while I’m teaching it, in this instance, influence. While I’m teaching it to also utilize that process so that they can see that it’s real, then everybody wins.
At my seminars, I’ll teach influence. Like I said, not only will I tell people, “I’m going to bring somebody up on stage and I’m going to sell something they don’t even know they want. When I’m done, they’re going to command me to let them have it and then thank me when I’m done.” When we do that, I look around the room and I can see their jaws drop. I can see people say, “Oh my God. He said he was going to do it. Then he selected a random person and he did it. This must be real.”
An answer to your question, yes, we’ve got a training video. I don’t know when this interview will go live. We are very close to releasing it. Likely, it will be live by the time that the interview airs. The destination to go to find out about that training, that it’s a two hour training. Like I said, all you got to do is watch the training. There are five simple questions at the end of the training that you to answer accurately to ensure that you watched it. To be sure you didn’t game the system and just turned your computer around and walked away. Answer those five questions accurately and we will instantly put $100 in your PayPal account.
The place to find out also about Turning Point is my personal website, which is Sylver.com. and you can find out details on all of the above.
I have to say you’re truly an influencer in what you do. I think this conversation today ... I don’t see how anyone can leave this. I wonder if this works. I think you’ve demonstrated, while we had this conversation, that this works, because these were hooks into me, thinking, “Oh, I got ...” How many times during this interview I think, “I got to go back and ask this. I got to go back and ask this.” I know this means something, you just did it at the end too. Bringing up Irresistible Influence.
This really is, I think, one; it’s proven. It’s not theory, because we just saw it in action. It really is just a remarkable thing. To be able to do this to where you do move yourself from that selling, this being something you do to people versus being something that you do for people and have that confidence and believing in what you do and believing that you are improving lives and understanding that. You obviously will have the confidence, like you say too, and have that obligation to sell to people.
I want to thank you so much for coming on today and sharing this much of your time. I know you’re extremely busy, so thank you so much for being here.
Fantastic. There you have it folks.