Sales Beats Marketing: Why Your Leads Mean Nothing Without This | Benmont Locker

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Speaker 3 Hey, it's Parker Posey. How did I get here? I love improvisation when it comes to acting, but when it comes to a real-life plan, I stick to a script.

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Speaker 15 What's up, the Science of Fleeting Family? I am back with an incredible podcast. I make the argument that sales is senior to marketing.

Speaker 15 Most people think marketing is senior to sales because if you don't have leads, you can't sell them.

Speaker 15 But if you're a terrible salesperson, you have no process, who gives a shit how many leads you have?

Speaker 15 So my guest today, Ben Mont Locker, is a self-proclaimed nerd who's done thousands of transactions because he has a sales process like none other. What's up, bro? What's up, man?

Speaker 15 I love the introduction. If you're ever feeling down, jump on a podcast or somewhere where people introduce you and you're like, all right, cool.

Speaker 15 That's it. I'm that guy.
That's it. You are that guy.
And I'm happy to have you. So let's get into some of this.
First of all,

Speaker 15 your background in real estate, you've done thousands and thousands of deals.

Speaker 15 You're a self-proclaimed nerd, but you have a process that has been able to deliver all those deals because of the process.

Speaker 15 Yeah, I think I was blessed to come into a good size organization and then our commitment to grow and to build that bigger. I hate the word scale, by the way.
I'm trying to avoid it mostly.

Speaker 15 Most of that's scaling chaos. But to build that bigger, we needed to create a system.
And we're a sales organization.

Speaker 15 So we went from a little bit of that rogue, really good sales guy here and there, high turnover, high profit, high chaos, to how do we do more of this that's consistent, predictable, and repeatable.

Speaker 15 And it was like, let's take everything that we love and we know about when a sale goes well and let's create a process. Let's nerdify and build this said thing that we do on repeat.

Speaker 15 And then we add people to it and it's copy and paste. And then, whatever more is for you, you can go and do that.

Speaker 15 Yeah, I've always made the argument, as I said at the beginning of this podcast, like I think sales is senior to marketing because if you're going to go out there and spend a whole bunch of money marketing, bringing a bunch of leads, but you don't have anyone who can execute on them, then you're literally torching money.

Speaker 15 So, to me, focusing on processes of salesmanship, not just scripting, and I bet you agree on this. I don't believe it's just about the script.

Speaker 15 The script gives you a guideline of what to say, how to say it, some ideation of like the path you should take.

Speaker 15 I believe more in the process of like sequentially taking the conversation down a path to get to the right destination. But focusing on sales can create a large organization or a small tight one.

Speaker 15 And what you deliver in our space of real estate really focuses on the sales process. Yeah, 100% agree.
I made a Facebook post today that said the, people ask all the time, right?

Speaker 15 I'm sure they ask you, what's the first thing I should do? I want to get into investing. And the first thing you should do is get good at sales.
Yeah. Right.

Speaker 15 Like inherently someone is going to have a property or contact you about selling.

Speaker 15 If you don't know how to sell them something, to buy their house, to fill out your documentation and get that tangible piece of paper that says I have XYZ, I see so many people.

Speaker 15 And coming from me, I'm very objective and right.

Speaker 15 I'm a data guy, marketing guy, where it's like, we'll do all of these little things over here that have nothing in correlation to what happens when we actually have to interact with somebody.

Speaker 15 What is the, what, give me, you know, the process as you see it right now and specifically to real estate, but I would argue based based around your experience and your skill set, you can put the same five-step process to any industry, any vertical, anywhere, as long as there's a process, correct?

Speaker 15 Yeah, for sure. And it's an emotional-based journey.

Speaker 15 If you can do it in housing, you can do it anywhere. Yeah.
Because you take what is the most.

Speaker 15 Important, biggest decision of their life, usually ever. Because historically speaking, there's not that many people that sell and buy homes.

Speaker 15 Like historically, my father and his father, you buy a home, you essentially have it forever. Like my grandfather's been in this home for 60 years.
Maybe two. Starter home to the white picket fence.

Speaker 15 Ideal family home is just scale. That's right.
Yep.

Speaker 15 So yeah, if you can crack that code of communicating with people and navigating that sale, man, you tone that down to selling widgets that are controllable and like not as emotional.

Speaker 15 I mean, that's, you're off to the races at that point. Walk me through your process.
Yeah. So our process is really simple.

Speaker 15 We start with really building trust with someone. And you mentioned the word script.
Again, one of the words like I cringe at. Scale, script, the S words are bad for me.

Speaker 15 You know, a framework, a talk track, I think is a great place for people to learn and get experience.

Speaker 15 However, I believe the more you get stuck in the path of following something to guide your conversation, the less fluid it becomes.

Speaker 15 Like if you had a clipboard over there checking the boxes, we may miss some of the important details to me. And it's not a one-size-fits-all.
So we always focus on building trust.

Speaker 15 And I'm not talking like, hey, man, your hat says dad gang. I like dad gang.
Oh, cool. You got a coffee? I've had coffee before.
That's awesome. Right.
Would you like to sell me your house?

Speaker 15 That's what people think

Speaker 15 about. These days are like, oh, I'm building rapport.
Oh, you have hair. I have hair.
Yeah. By the way, I don't have hair.
But you know what I mean? It's like, that's what they think rapport is.

Speaker 15 That's not rapport. It's commonality.
It's not rapport. Yeah, but that's so surface level.
Right.

Speaker 15 And it's like, if you really want to build a connection with someone, I always say we start with the beginning. You have to build trust.
And we start with the end, which is close for next steps.

Speaker 15 And typically we want to close for a contract that's the next step we want to take so if your conversation is about black coffee up front and then i'm going to ask to buy your house at a discount so that i can do what i have to do with it at the right price like there is no linear connection and investors generally get emotional and we're a little bit reckless of entrepreneurs and we pick the pieces we like.

Speaker 15 We go to Build a Bear with emotions and we're like, ooh, I like contracts. I like revenue.
And then it's like, we skip all of the things and you can't.

Speaker 15 Like the math says it starts here and ends here and we have to do everything in between.

Speaker 15 So with that in mind, we build trust, we qualify and disqualify a lead pretty extensively so that you know when you're spending your money, you're either a heck yes, we're in or a heck no, we're out and I'm okay with the fact that I just spent 500 bucks to have that conversation.

Speaker 15 So you're going tip to tail, one call.

Speaker 15 Do you ever do a two-part close? So we are,

Speaker 15 you know, we're boots on the ground. So, right, we have inside sales or setter closer model, inside sales and acquisitions,

Speaker 15 but we run the same sales process in both. And interestingly enough, it's the same process both times.
And like that person is going to call in and learn about our services.

Speaker 15 Our close for next steps there is an appointment to send out a home buying specialist. If you're virtual, the close there might be, hey, you can, my acquisition agent will call you back.

Speaker 15 Or if it's a one-call close, somewhere in that call, there still needs to be that qualifying phase. And then you say, okay, when this happens, now we're into like the, right, the offer making process.

Speaker 15 I like the two-part close because i actually agree with it the setter closer model even when i coach my students and i'm not a sales coach like you when i just coach them on the real estate transaction it's always a hey let me get my senior underwriter let me give my senior acquisition specialist onto the phone with you because i run everything virtual so i don't have an in-house boots on the ground um

Speaker 15 But that I believe is the best model. And shockingly, probably the biggest salesy type industry, car sales, runs the same model.

Speaker 15 And for some reason, people want to be like, like, I'm going to take it from tip to tail, one call, like even if you just say, excuse me while I go get my boss,

Speaker 15 you're essentially creating a two-part close, just like the car industry. Yeah, it could be one, one setting, one, it could be one call, but create that space.
That's right.

Speaker 15 And, and there's a lot of reasons to do that, right? One is create the space for where somebody says maybe. Imagine every time you said, I need to think about it at the end and then you left.

Speaker 15 What if you would have created the space for them to think about it?

Speaker 15 So sometimes we need to do those things like, why why do you think a car manager goes and eats a donut in the back and gets his boss, right?

Speaker 15 It's creating that space for you to emotionally get excited, work through the seller's remorse or the buyer's remorse at that point in time. And

Speaker 15 let's speak to two different people. One, we're going to talk to the person who's an in-person business.
They go belly to belly. Then let's talk about how you can do this over the phone virtually.

Speaker 15 Yeah. How do you create space belly to belly? I think the answer is shorter and easier.
Yeah, we physically leave the house. Okay.

Speaker 15 Like it is, it is inherent part of our process to create space always.

Speaker 15 So our agent is in the house going through the things and they say, hey, whatever the pattern interrupt looks like there to slow things down to regain control.

Speaker 15 Justin, I almost feel like I'm moving too quick. Why don't we take a minute? Let me go out and call my manager to make sure I'm not missing anything.

Speaker 15 Why don't you take a second and talk to your significant other here and work through it? Or it shows up at the offer, that price, and we're stuck on price. Man, let me just check and see.

Speaker 15 Maybe my team can see something that I don't, I don't want to leave here today without doing everything I can.

Speaker 15 Let me run out to my car and right, like, let me check back with the office and just check.

Speaker 15 Why don't you wave me back in when you're ready then? So I don't even bug you. And then it's like, that's an amazing spot for somebody to be digressing with their other party, their spouse.

Speaker 15 And then, yeah, man, come, come on back in. Like a very welcoming greeting to come back.
So that pattern interrupt and creating that space is pretty easy in person.

Speaker 15 And you already have a step before this and creating space from the setter to the actual acquisition man in the house, right?

Speaker 15 I mean, that creates more space to say, hey, next step will be as we book an appointment. That gives them husband, wife, or husband or wife or whoever.

Speaker 15 Hey, let's talk about it before so-and-so shows up tomorrow. They're already creating space and already have thought process of where they need to be, right?

Speaker 15 So you're doing it functionally in two different spaces. Correct.
Now let's talk about the virtual business, right? I coach mostly for the virtual business.

Speaker 15 I do believe for most operations, if you're going to stay small, I would do it in your own backyard. However, you don't need to.
COVID gave us all the blessings.

Speaker 15 You don't have to do anything in your own backyard anymore.

Speaker 15 So I speak a lot more to this space. How do you create it virtually on the phone? What are some things that you can do to create the space for the seller?

Speaker 15 Yeah, I mean, it's almost similar, and I wouldn't be afraid, you know, whether it's you, you throw them on hold, on mute, you know, you schedule a quick call back in two to three minutes, depending upon the strength of that relationship, um, is the same where you're going to say, Hey, I've, you know, I just want to make sure, again, I'm not missing anything.

Speaker 15 You know, let me go grab my colleague, he's sitting next to me. Do you mind if I just throw you on hold for 90 seconds? And right, just

Speaker 15 getting out of that flow

Speaker 15 while staying in an emotional state, right? Like this is a very emotional psychological sale. So we don't want to drift into tactics.

Speaker 15 And if you find yourself doing that at any point in time, I think probably one of the biggest objections we run into is price.

Speaker 15 When a conversation starts going against like a battle of price, the best thing to do is to break that down.

Speaker 15 and interject emotion into that and saying, oh my gosh, I feel like we're stuck on the wrong thing. Why don't you give me just a second? Let me go get

Speaker 15 a second set of eyes on this thing and then come back and start back off with more of an emotional conversation.

Speaker 15 We never want to be in a price battle. We lose those often as investors.
When I say a number and seller says they want something else,

Speaker 15 it becomes an auction at that point in time. How do you pull in the emotion in these conversations, right? If, if...

Speaker 15 For example, you know, because the way I work REI Live, which is my community and we do calls every day.

Speaker 15 And so when I'm working with sellers, a seller might just say, hey, I'm not totally in need of selling.

Speaker 15 I own a free and clear i have no loan right where you start to eliminate some of the pain financially um but i'm interested in potentially selling if i can get the right price something like that can be said nine times out of ten by sellers how do you bring in the emotional factor on a conversation like that ask a lot more questions okay I mean, just going down the path.

Speaker 15 We use the six connecting questions, who, what, when, where, why, how, go toddler mode. I've got two of them, two and four right now.
They ask a lot of those connecting questions. I mean it.

Speaker 15 And then we say, you know, go three deep in each one of those. So when you tell me, and we just talked about building trust, that takes a little bit of time.

Speaker 15 Like when we're on the phone for four minutes, I can't say that we have a super deep level of trust on the call, but asking appropriate questions will tell you not many people are going to disclose the transparent, truthful, and depth of information when you ask.

Speaker 15 a surface level question. We call those high impact questions with a low impact relationship.

Speaker 15 And regardless of if you're on the phone for four to 10 10 minutes, I would say that most of that is BS, you know, at best until you really start getting through that.

Speaker 15 Like, how many times does somebody say, hey, man, I actually caught a felony. I'm in sheriff's sale.
Give me 60 cents on the dollar and come out and bring me a check today. Right.

Speaker 15 Like those don't happen. We find out that that kind of stuff happens, but like it's not going to happen on the beginning of the call.

Speaker 15 The best way to really find out true motivation is ask better questions. So if you're thinking about selling, you know, why are you thinking about selling? Okay.

Speaker 15 Well, you know, I was just considering it. Well, what would that do if you did sell? What would happen if you didn't sell? And then, you know, the price of the.
So now you just went three into one.

Speaker 15 So why? So your point was who, what, when, why, how, where, where. Yeah.
And then you go three layers in, three questions in on each of those. Yeah.

Speaker 15 And you'll get deep enough to have the emotional trigger somewhere along that path. Yeah, because you're just, you're getting surface level answers.
It's like price.

Speaker 15 People, consumers know two prices at best. Five minutes ago, we said people sell one to two houses in their lifetime at best.
We ask, what do you want for the house?

Speaker 15 Like, what two numbers do you think people commonly know about their house, if you guessed? What they bought it for and what they want to sell it for? Maybe. Like, and that's Zestimate at best.

Speaker 15 Maybe a mortgage at best. Maybe a mortgage payoff

Speaker 15 statement. Yeah, what their mortgage is.

Speaker 15 So when you ask that question, they're not going to sell it to you for what they bought it for, likely. They're probably not going to sell it to you for their mortgage payoff.

Speaker 15 So they're going to inherently go with the only other number they might know a little bit about, which is what Zestimate told them it was.

Speaker 15 And then it's like, we qualify all of our future opportunity or revenue based upon that question and take it at face value, where it's like, okay, cool.

Speaker 15 Like we'd be the world's worst poker players if we treated lead management like we do that aspect of things.

Speaker 15 And then it's like, well, even if they give you that answer, well, why do you want the 450 for it? Well, I gotta, you know, pay off some debt. Okay, cool.
Like, you know, what would that do for you?

Speaker 15 And how much do you need to pay off the debt? You can ask those questions. Like, if you're going to go on this journey with somebody, we have to understand what we're solving.

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Speaker 1 For adults with Crohn's disease or ulcerative colitis symptoms, every choice matters.

Speaker 1 Trimphaya offers self-injection or intravenous infusion from the start.

Speaker 1 Trimphaya is administered as injections under the skin or infusions through a vein every four weeks, followed by injections under the skin every four or eight weeks.

Speaker 1 If your doctor decides that you can self-inject Trimphia, proper training is required.

Speaker 1 Trimphaya is a prescription medicine used to treat adults with moderately to severely active Crohn's disease and adults with moderately to severely active ulcerative colitis.

Speaker 1 Serious allergic reactions and increased risk of infections and liver problems may occur. Before treatment, your doctor should check you for infections and tuberculosis.

Speaker 1 Tell your doctor if you have an infection, flu-like symptoms, or if you need a vaccine. Explore what's possible.
Ask your doctor about tremphaya today.

Speaker 1 Call 1-800-526-7736 to learn more or visit tremphayaradio.com.

Speaker 3 Hey, it's Parker Posey. How did I get here? I love improvisation when it comes to acting, but when it comes to a real-life plan, I stick to a script.

Speaker 4 Cue the music.

Speaker 2 Invest in your story with DIA, the only ETF that tracks the DAO from State Street.

Speaker 7 Getting there starts here.

Speaker 5 Before investing, consider the fund's investment objectives, risks, charges, and expenses. Visit state street.com/slash IM for perspectives containing this and other information.
Read it carefully.

Speaker 5 DIA is subject to risks similar to those of stocks. All ETFs are subject to risk, including possible loss of principal.
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Speaker 15 There's two questions I've always found in any, so I did door-to-door sales when I came out of college, right?

Speaker 15 And that led into real estate brokerage back in 2007. We all know what happened in 2008.
I fell along with the real estate market.

Speaker 15 So I lost it all, but went directly into real estate investing, rebuilt, you know, myself and my money and my bank account and my empire and whatnot. But I say this to say I've always been in sales.

Speaker 15 I've never not been in sales. Door-to-door to real estate is all sales.
There's two questions I have always found. You've said it repeatedly.

Speaker 15 what would that do for you yeah right what would that do for you any any vertical i don't care if you're selling credit card processing you talk to a business owner of hey reducing your fees what would that do for you yeah oh god i would be able to save this and then if i could save this i could right what would that do for you and the other thing is what's the most important part to you about x meaning in our world is selling your home don't give me the price but what is the most important part about selling your home excluding the price yep then they think and they say well, I could be next to my grandchildren.

Speaker 15 I could be whatever. It brings in the emotional component for you to lean into for the emotional sale.
And then you can push on that, right? Like you'll start to be able to isolate.

Speaker 15 We talk about conditions and objections. An objection is a belief.
A condition is something you can't move. So don't fight conditions, right? Like if you owe 160 and

Speaker 15 it is what it is, like you're not changing that. If your objection is, I want to net 20 grand at the end of it, we can work on that.
Yeah. Cause you owe 160 and we can't change that.

Speaker 15 And if it isn't worth 180, you're not making 20 grand at the end of it. Yeah.
So like, let's talk about it. And then like, why? What is important about the 20,000 that you would get?

Speaker 15 And what do you need that for? Oh, it turns out they actually needed three grand to relocate quick. And they wanted some extra money to.
Sure. I can want a lot of things.
Me too.

Speaker 15 I got a long one last year. That's right.
My birthday's this week. I want a bunch of stuff.

Speaker 15 So let's go through, you know, what are the steps of your sequence to create this process for anyone, really?

Speaker 15 But just because because we're talking to the investors let's talk to them yeah so the the best thing to do is to start by setting clear expectations that's like one for us which is when you call if you're not willing to go through my process your process whoever's and you need to have that defined then we have a misalignment there's that we either need to fix it and get aligned or we're out okay so that's like hey for us to be able to give you that offer for your house we're in person what would happen today is we're going to talk for 10 to 15 minutes i'm going to learn a little bit about you i'm going to tell you about us and if we're a good fit what I would like to do is send out one of our home buying specialists.

Speaker 15 They'll spend 60 minutes with you. And at the end of that engagement, they will give you the best offer possible.

Speaker 15 If someone isn't willing to go through that journey with us, they're not a good fit for us. And we're okay with that.
Like we need to set boundaries respectively, like on both sides. Right.

Speaker 15 And that is for virtual, whether that is or isn't, whatever it looks like, right? If somebody says, I'm not talking to you until you say a price, like we can't get there. I don't know enough about it.

Speaker 15 And if that's just the match we're going to get into, it's not for me. Right.
And the reality is, by the way, what you're doing, so I say there's four

Speaker 15 pivotal pillars of salesmanship, right? And you're doing it, whether you think or you're cognizant of my four pillars will be indifference, which is what you're already doing. Yep.

Speaker 15 Hey, if we can't get there, we just not a good fit, totally okay. That is complete indifference.
I believe that is the best sales tactic there is in the planet.

Speaker 15 And so then you have fear of loss, right? You have sense of urgency, and then you have Jones effect. Jones effect is your neighbor sold for this, you want this, right?

Speaker 15 So now other people are doing it, so you should do it. Fear of loss is pretty simple, but confused with sense of urgency.
Sense of urgency is time.

Speaker 15 I only have so much time to complete this. Fear of loss is I literally only have so much money, right? It is gone when it is gone.
Fear of loss, it runs out, right?

Speaker 15 QVC, if you remember QVC, you and I, I think, are old enough too. Yep.
My mom was fully addicted. That was Amazon beforehand.
Free e-commerce. Yeah.

Speaker 15 So like every day we would get new my stepfather was anyways uh they did this brilliantly right so if you remember qvc enough they always had a time time and a quantity man time and quantity fear of loss and sense of urgency they always had it fear of loss there's only two left time's running out right so they did this they were like the right then they have jones effect how did they use jones effect oh susie who just bought this same purse susie over here you know tell me all about the purse you just bought how do you love it how many oh my god i get all the compliments jones effect Yep.

Speaker 15 Right. And then you have indifference.
Hey, guys, if you can't get the last two in the last 36 seconds, no big deal. The next thing we have is the cup of coffee.

Speaker 15 This is the best cup of coffee in the world. So if you can't grab this, don't worry about it.
A cup of coffee's coming next. Now I'm indifferent.
Like QVC knocked it out of the park.

Speaker 15 And I think regardless of all the sales gurus and you yourself are one and you're brilliant at it,

Speaker 15 these are the four that we all have to lean on.

Speaker 15 And you lean, an expert like yourself leans on all four of them without even knowing you're doing it more often than not because a lot of time people don't say it audibly the way I'm saying it.

Speaker 15 But you're leaning on all of those throughout the entire process.

Speaker 15 And it creates an experience. Right.
And sales is about the experience. So, right? Like that is, that is exciting for people to be a part of, right?

Speaker 15 All of those things, they're all emotional triggers that you discussed.

Speaker 15 So if you're stuck on calculating MAO and a spreadsheet and pre-underwriting a deal and not on the person,

Speaker 15 think Disney. Like, it is the place where you know you're going to pay the most.
Yeah. Like you cringe booking it.
Trust me.

Speaker 15 Only way that you go back is because they provide such a good experience. Yeah.
So what is the opposite? Like in our world, right? Disney, we don't pay the most, we pay the least.

Speaker 15 So it's like the inverse. So how do you pay the least? Is you create the best experience.

Speaker 15 So if you're not as a investor creating a phenomenal sales experience that truly is unique, not a script running down the lines like, oh, why are you selling? Well, my husband died. Oh, sorry to hear.

Speaker 15 How old are the windows? And it's like, like, right, that's not a Disney experience.

Speaker 15 So you have to create that in exchange for then being able to ask for either a high price or a low acceptable price in this case.

Speaker 15 And that is all done by pushing those emotional triggers that you're talking about. So we got to number one so far.
I think you have like five or six. But we covered a couple.
So

Speaker 15 we build trust. We qualify and disqualify.
We touched on briefly, right? So then it's like, cool, if you're in, now let's see if you're a good fit or if we're a good fit for you.

Speaker 15 And let me learn about your situation. Let me tell you about what we've got going on.
So, right, it's just a continued evolution of that.

Speaker 15 We're focusing on services and people here, not so much the product. We haven't spoken about the house yet at this point in time.

Speaker 15 You know, and then we start to dig into exploring what it looks like to do business together.

Speaker 15 And then, right, once we quantify that, now that it's like, okay, cool, you do own a house. It is standing.
It didn't fall over.

Speaker 15 Now we are going to close for that next step at the end, which is what we talked about in the beginning with setting their expectations of, hey, we are now going to come out there.

Speaker 15 Everything sounds like we're a good fit for each other today. What time is best for us to meet tomorrow or Wednesday?

Speaker 15 So you said something I think a lot of people in the sales space, I've studied sales my whole life, and I'm sure you have too. That's why you're so brilliant at it.

Speaker 15 There's a minor close and a senior close. That's how I name it, right? The minor close is the first one you just did.
Okay, cool. It sounds like we're a good fit.

Speaker 15 I want to schedule a time to come out. That's a minor close.
Them saying yes. You're closing them on the concept of taking the next step, right? The senior close in our space is, here's the contract.

Speaker 15 here's the number, let's do a deal, right? And we start at the beginning of the call with that. Hey, if this goes well today, at the end of the call, are you okay with us scheduling that?

Speaker 15 So like we even, it's kind of like as part of our

Speaker 15 pre-close to the minor close. Yeah, so all it is really is we're, it's very soft for us because that's the, it's the most enjoyable style sale that isn't forceful.

Speaker 15 Like we're not selling with, with fear tactics, right?

Speaker 15 Like we're not, don't, we're in Miami now, like shout out our boy Wes Watson, but like we're not selling with like, hey, I'll right beat you up if you don't sell your house. It doesn't work.
Right.

Speaker 15 So like we have to stay emotional. Your brain is logic or emotion.
There is no split. So it's one or the other.

Speaker 15 So either we are going to choose to go math and underwriting today at the beginning of this call and I'll save all my time with the fluffy stuff or at all costs, I have to avoid having objective number-based conversations.

Speaker 15 And I need to learn about Justin. I need to learn about this property.
I need to learn why your grandkids are important to you to get to them.

Speaker 15 And then I need to craft a unique Disney style experience to get you there that leaves me a five-star review. And I just happen to make some money along the way doing it.

Speaker 15 Do you bring up the words Disney in your script, in your framework, in your talk track?

Speaker 15 We don't, but internally in training, all of our agents need to be able to provide their own unique version of what Disney looks like. Yeah.

Speaker 15 And that's like, right, whether that's storytelling, their relatable family experiences, what's important to them, the little things that they do.

Speaker 15 Like, is it a, I bring you coffee, I got you a gift card and thanked you for your time today. I wrote you a handwritten note.

Speaker 15 One guy, you know, leaves a little, says a prayer and leaves leaves a little charm at the end of him. He's faith leaning.

Speaker 15 The only reason I'm asking is this is because, and you can take it or leave it, right? I'd actually encourage my team to use, hey, we're like the Disney of this industry.

Speaker 15 This industry is chock full of people who want to talk numbers, want to talk about your house, want to talk dollars and cents.

Speaker 15 I understand at some point there's an actual transaction that has to happen. However, we want to be more like Disney.
We want to make sure that you are treated with care.

Speaker 15 This is an enjoyable experience. And we are separating ourselves from the experience we give you, Mr.
Home Seller. So that's going going to be the focus of our conversation initially.

Speaker 15 Of course, we still have to get to the home, but I want you to walk away from this initial call, whether we move forward or not, indifference,

Speaker 15 that you felt great about that call and these guys are different than everyone else out there. 100%.
I would throw it in there.

Speaker 15 And again, you have your framework and talk track. I would tell you, use it.
Why not use it? Put it into the talk track. Hey, we want to be like Disney.

Speaker 15 We want that experience of like, this is why you come back. This is why you work with us.
This is why you do these things.

Speaker 15 We may not give you the highest number, but you felt so good about our conversation and our transaction that you went with us. 100%.
I mean, we, we see that every day in life.

Speaker 15 And then we get into real estate and we want to change all of the belief systems. And we like get, we get clammed up and we say like, hey, somebody send me your script or your deal.

Speaker 15 And it's like, man, a hot dog can be bought for a dollar or seven bucks.

Speaker 15 The only difference is one, somebody's throwing a baseball in front of you or the other is that you're at the checkout line at Costco.

Speaker 15 And it's like just the perception of the experience and the value that's provided. If you provide a great experience that is good for somebody, like you are rewarded for that.

Speaker 15 And that's value, right? Like price and value both have a dollar sign. One is the experience and the emotional support of it.
The other being price is like Walmart, man.

Speaker 15 Like all we're going to do is advertise price and we hope you come here because it's the cheapest. So you're either going to, you got to kind of pick.
And we lean very heavily.

Speaker 15 You know, we're 4,000 transactions deep and.

Speaker 15 19 years of doing this that has some street cred and over 400 people in our community that have shifted to this emotional emotional-based sales process that supports a better culture, a more enjoyable sales experience, higher conversions, more profitability, and ultimately it's better for the seller.

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Speaker 15 there there's no transaction i've ever been a part of whether i was you doing door-to-door sales or calling the phone with a homeowner there's no transaction that was so numbers driven transactionally Like I've done them because someone said, I'm about to lose it before the month is over.

Speaker 15 Take it for 60 grand or not.

Speaker 15 Like, yes, that is like the extreme outlier, correct but anything worth its weight or anything that i felt good of every transaction was an emotional based experience every single one i don't care if it's buying the new shoes to your car to your house to selling something if people are treating it transactionally they're going to get that type of result meaning they could probably do okay they could probably make some money they could probably get some transactions but are they actually being efficient and having efficiencies to do big deals, do more deals.

Speaker 15 You don't like the word scale, but grow your company, grow in deal flow right and so i'd tell you now i'm already going to promote ben mott right now if you aren't following him follow him but this guy's a master what he's doing right there's also a web where would you point him a website yeah our best website is is ramprei.com okay ramprei.com r-a-m-p-re-e-i.com ben mott also we're not done everybody i'm just i want him i want you guys to realize this guy's obviously studied sales does sales his whole life what i love about you is you're a self-proclaimed geek i don't think you're a geek i think you're a cool dude but i think some people need to get out of their own fucking way.

Speaker 15 I think some people think I can't because they're a geek, right?

Speaker 15 Whatever has happened in their child, whatever father and mother and friends and groups and shame that has happened in their life, they feel like they can't.

Speaker 15 And I want to speak to that because I know one thing about me, and I would assume it's the same thing about you. We did it in spite of all the things of why we couldn't, right?

Speaker 15 Whether it was the messed up childhood, my parents were all alcoholics. I had a mom, a dad, a stepdad, all alcoholics.
I, you know, would have to walk myself home. All the things, woe is me, woe.

Speaker 15 It's not about that. Is I was able to create something in spite of all the reasons that I could have used as excuses for why I couldn't create it.
I know that to be true.

Speaker 15 I know that anyone who's creating greatness is doing it in spite of something. Yeah.
Right. Whether it's self-shame, not enough confidence, their family didn't give them the confidence, right?

Speaker 15 They weren't there for them. Their friends make fun of them, whatever it may be.

Speaker 15 Talk to us a little bit about the power of like, you can be a self-proclaimed geek, but brother, you're a a fucking stud and you know what you're doing.

Speaker 15 So, how do you get someone who may be mentally in that like self-shame or I can't mode of being a victim into a fucking killer? That's a really good question. Um,

Speaker 15 man, I think like the belief system is the whole empowerment thing, right? As you mentioned, just some people do it out of spite, um, and it's like, right, I'll prove to the world. Sure.

Speaker 15 Um, and other people, the inverse of that is where they get stuck.

Speaker 15 And I think, you know, with without overcomplicating it, like having a belief system in like a sales process, whether you are nerdy, objective, right, very outgoing, it kind of guides you.

Speaker 15 So the best thing to do, it's like your mentor almost. So if you're stuck, right, like lean on, you are not going to, if you haven't taken the jump on your own yet, that's okay, right?

Speaker 15 There are personality styles and some people can't push through those barriers themselves.

Speaker 15 But like where we find that introverts and objective people can thrive in sales is they will follow rules, right and then the rules say do this and you take someone who naturally doesn't have those just like street style sales abilities and you teach them it and they learn it then they can effectively compete probably and outpace somebody who just naturally leans on intuition and see to the pants meter so treat a sales process in this instance like or whatever you want to go do like find the the the empowerment and the mentor whether it's a process a document a a person to help you overcome those beliefs.

Speaker 15 I was that way for a long time.

Speaker 15 Like it took me a while to sift through and a while, I'm talking probably 18 months of like analyzing data on five, 600 transactions before I confidently understood enough about what has to happen in here and all of these variable pieces for my personality type to be like, oh, okay, cool.

Speaker 15 Like I will start to lean into this. And then two, three years later,

Speaker 15 spun off a whole new wholesaling company and went from zero to 100 deals in a year. And then a year after that, we were like, okay, cool.
Like, let's get into the education space.

Speaker 15 We literally just prove of concept this thing to eight figures, this one to seven figures. Let's go share some of this with the world.
And now I sell for that company.

Speaker 15 And like, if you would have asked me that 10, five years ago, I would have been like, oh, man, I don't know, man. I like, I'm not sure what to do with this.
So you relied on your data.

Speaker 15 And then you relied on a system.

Speaker 15 And the combination of the two gave you the confidence to go do it. 100%.
What I see all the time is someone I've been coaching for over a decade, right?

Speaker 15 I've been in business for 20 years flipping homes. What I see all the time is people have uncertainty and they lack the confidence.
Well, there's a phase of where you need to go.

Speaker 15 You got to start with a certainty that you can do it. I know, I believe this is the unseen, untangible.
You can't feel it. You can't see it.

Speaker 15 You believe you can do it because you've seen simply, you've seen others do it. So you need to believe that first.

Speaker 15 The confidence grows by the act of doing and realizing, holy shit, I can do the thing. Now I go from certainty to confidence.

Speaker 15 So some people, like yourself, create the certainty by relying on data and a process.

Speaker 15 The act of doing, transacting and doing a hundred deals, saying, I just stood this up out of nowhere. Now you have confidence.
You're like, let's pour gas on this damn thing. Exactly.
Right.

Speaker 15 So for those out there, they need to start somewhere. And you brought it up.
You need to find a mentor or coach, a community to lean on to create your certainty. Right.

Speaker 15 There is affordability out there. You have a coaching program, in my opinion, very affordable.
I have one. I focus on the larger investing.
You focus on sales. like

Speaker 15 lean into someone or a group or community that is affordable that's not twenty thousand dollars that's affordable to build certainty then you want to gain confidence because you see the master the guy Ben Mont crushing sales you're watching it happen you're like I know I can do this right I'm watching him do it he's nothing special then you can gain the confidence by going out and doing but people have to get out there and go do

Speaker 15 and those that are stuck about the certainty are always going to be stuck, in my opinion, until they rely on the person that has done it before, has what they want, has the lifestyle, has the deal flow, has the resume,

Speaker 15 lean into that person, ask for help. People will troll a free Facebook group and nothing wrong with it.
That's like day one of I want to learn a little bit about it.

Speaker 15 But if you're seeking input and insights from somebody that truly, you don't align with where they are going, like, what the heck are you doing?

Speaker 15 Meaning, like, if you're asking for input from somebody who has no credibility, who right, maybe has never done a deal, but is giving you the direction of your life, like, you should want to emulate everything in the foreseeable future on that.

Speaker 15 Like, this place is awesome. Like, I want a studio like you, right? Like, I want to have the 20 years experience like you, right? We were talking about watches in the beginning.

Speaker 15 Like, though, that's somebody that I want to follow in their footsteps. Yeah.
A, you've done it. B, you can share your experiences with it.

Speaker 15 You can make money and do a lot of things, but like seek direction and influence and mentorship from somebody.

Speaker 15 And if there's a price associated with doing that, like then by all means, there's got to calculate a return on investment. But like free advice may not come with a good return.

Speaker 15 And then you're just wasting time. More often you get what you pay for.
Yeah. Right.
And then if that's a bad experience, what do you think happens? Now you're like, oh, I can't do it. Right.

Speaker 15 You wasted six months and you're burnt out and everything was bad about it. So now investing equals bad.
And that's not the case at all.

Speaker 15 So, you know, I would say one of the most important things is to lean into a community, a something

Speaker 15 somewhere that has what you want. And that has to align with your vision and where you want to take your life.

Speaker 15 And for those out there watching this that have been trying and they're struggling, don't let your past dictate your future ever. Because now I'll just bring it to the dating world, right?

Speaker 15 Like if you get your heart broken when you're young and you're 16 years old and you're a high school sweeter and you get your heart broken, what are you going to never date again, never get married?

Speaker 15 You can't allow that to happen in business either. You can't allow that in the adult world of how you're going to go create and provide and go after what you want.

Speaker 15 So if you're out there struggling, you can't allow your past issues follow into your today's world because there are people like Ben Mont.

Speaker 15 There are people like me that you can actually start to lean on to say, hey, I need to do something different. I tried it on my own.
I got nowhere. I failed.
I lost money. Whatever.
It never worked.

Speaker 15 Well, then don't try it on your own. Go lean on Ben Mont.
Go lean on Justin. Go lean on the people that have it.

Speaker 15 And if you have to cut a check, then pony it up. It is an investment.
If you think it's anything other than investment, then never be an entrepreneur. Ever, ever, ever.

Speaker 15 And I'm talking to you if you're here. And if that triggers you, sorry.
Sorry. But stop listening to me.
Because the reality is I pay a lot of money every year for coaches and masterminds.

Speaker 15 They're not always in the real estate section. They're not always in sales.
It is business growth. It is marketing.
It is operations.

Speaker 15 Sometimes I fucking cut a check just to be around the people I want to be around. For period end of story.
Because I know by being around them, they're further than I am.

Speaker 15 And I'm going to get something. Crush.

Speaker 15 Accountability.

Speaker 15 You got FOMO at that point. Come all the way back to the sales process again.
You're putting yourself emotionally in a situation that wants, demands better and different.

Speaker 15 And there's only so many ways to get there. So, no, 100% resonate with that.
And

Speaker 15 if you play small, you can't expect a big return either.

Speaker 15 So I'm not telling you, like you said, you don't have to go spend 20 grand, but like the $3 PDF is probably, let's say I had a 10X return, you're going to make 30 bucks.

Speaker 15 But like, what if you invested a thousand bucks, 2,000 bucks, and you had a five to 10 return? Like now we're talking, all right, now I got 10 grand. How quick can I spend another $1,000, $2,000?

Speaker 15 a hundred percent right so treat that all the same um when you're whether you're investing in your business yourself your life whatever that is yeah you got to really just find the investments into yourself and then the the belief system that you can go execute on that thing now the other thing is i think to talk to the people that do and then don't do because one thing for someone to come into benmont's world and make the investment and you're very affordable in my opinion you should charge a whole lot more and my coach tells me the same thing right price is going up hurry up get it get it now price is going up that's right and so but then you sit there and you give them the gold, the real shit, like this, if you do this exact way of the framework to talk, like you will crush.

Speaker 15 And they don't.

Speaker 15 And they won't do it. And that is the most challenging part that I find as an educator is to say, I'm literally giving you gold.

Speaker 15 Like it will make you more money than you've ever made in your life if you just execute.

Speaker 15 I always find it is difficult for us to give them the thing they need versus the the thing they want. They want to make money, but what they need is to get the fuck out of their own way.

Speaker 15 Because if you can't go do it, then you won't get anything from it. Right.

Speaker 15 Talk to us about how you can, not force someone, but to like

Speaker 15 get someone to start actually doing the thing that would create them to do it. Like

Speaker 15 there's a saying something about

Speaker 15 It's going to be hard either way. Choose your hard.
Yeah. Right.
I say that a lot. There's a different way of like, you know, like your day is hard.
Go do something harder. So your day is not as

Speaker 15 my day sucks. Go for a run outside in the heat.
I hate running. I come back, man.
Whatever task I was working on is way better than that 20 minutes that sucked. Yeah.

Speaker 15 I think that talk to us about that philosophy because I think what we do is, is after 20 years of doing this and as long as you have with this amount of deals, it can be like, oh yeah, Justin, but you've done it for 20 years.

Speaker 15 People will create the excuse of why they can't.

Speaker 15 Even though I'm giving them the same thing, I still do to this day, 20 days in, I'm giving them the same thing. But they think it's hard.
They think they can't.

Speaker 15 They think, so let's talk about like the hard is hard either way you cut it. Life is going to be hard.
You have to choose your hard. I made a post recently, like being a parent.

Speaker 15 You, you and I both have young kids. I have a four-year-old.
I have a four, 15-month-old. You have a four-year-old and two-month-old or two-year-old.
Yeah, close to you. Right.

Speaker 15 Being a parent is really difficult. Here's what I find to be the most difficult part of parenting.

Speaker 15 I want to provide. I want to protect.
That's all I really want to do.

Speaker 15 But I want to be the most present, in the moment father, while with them and loving them and encouraging them and supporting them and being that father that I didn't necessarily have.

Speaker 15 But to provide and protect means there's a lot of times that I have to go out and hunt. And while I'm hunting, I'm not in moment, in present moment with my children.

Speaker 15 That is the hardest part, but I have to choose my heart. I don't get both.
I can't create an amazing life that they deserve while sitting on the floor playing with their toys.

Speaker 15 Right? So, talk to us about the there's always hard, choose your hard.

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Speaker 15 Yeah, I love that too, because it's like, it's hard to be broke and it's hard to work hard to make enough money that you're not broke. That's right.
And then you just, you choose. So, you know,

Speaker 15 that sparked a thought in my brain of like, this is why we built our community at Ramp was because we went through every training possible and every newest, next, best thing.

Speaker 15 And what we found was what you touched on, a lot of

Speaker 15 inspiration.

Speaker 15 And it didn't come with any accountability or consistency beyond that. And I am not a motivational rah-rah guy because

Speaker 15 math doesn't say that. Like one plus one is two, like somebody's crying.
I don't get it, right? It doesn't matter that.

Speaker 15 But when we built our community, it had to be different because we saw the challenges for our team.

Speaker 15 I mean, we've got 48 employees and we saw them struggling and us spending a bunch of money and them not getting better and us just going through the motions.

Speaker 15 So we said, said, what is different look like?

Speaker 15 And we kind of leaned into what you talked about, where it was like, we do need to inspire people and we need to teach them information so that they have the baseline.

Speaker 15 They're further ahead than where they were. But you can't quit at that.

Speaker 15 I'll see Goggins on YouTube and I've yet to go run with a weighted vest on in the rain and the dark yelling. So like it inspires me.
Like I literally like will give me chills, right?

Speaker 15 His voice and stuff sometimes. And it's like, man, that guy's badass.
But I'm not doing it. But like, I'm inspired to want to be better, to go to the gym.
Cool. Like that's inspiration.

Speaker 15 But then like, how do you keep going is we've implemented then coaching inside of there where it's like, okay, cool. Now you take this information, go try it.
Then tell me where you're stuck.

Speaker 15 I'm not going to tell you something new. I'm going to help you enrich and overcome that hurdle that you're stuck at now.
And then with that, repetitions and practice comes into play.

Speaker 15 So we built in practice into that. You think a sports team, right? Aside from baseball, the lunatics play every day.
Like everybody else trains and practices a ton for the game.

Speaker 15 So inside of our community, we have segmented calls that have a different purpose of those kind of things because all three of those create the continuity that, okay, cool, let's get excited about it.

Speaker 15 Let's do it and see where we got hung up. And then let me hold you accountable to continuing to do it and to revise what you're doing so that we get to that end result.

Speaker 15 I can't be there every day with you, but providing those couple hours a week where three days a week we're in contact, where we're doing those different activities keep inspiring you because you need that North Star and that belief system.

Speaker 15 You need to keep compounding knowledge. You need to keep getting coached, right? If the coach walked off the field, like the team doesn't know what to do.

Speaker 15 And then we need to keep practicing independently from that or with our peers and with other people.

Speaker 15 treat this thing like if you want big results you got to invest in yourself big to do it so those are the three pieces we found of teaching coaching and practicing that have overcome every inspirational style sales training or any other program that there would be yeah just like you said there's an emotional component to all this.

Speaker 15 You got to, like, what I try to do, and I'm no Tony Robbins, but you do the same thing. I'm sure you try to figure out what community member, what the real challenge is.

Speaker 15 You say, okay, well, what are the decisions, right? Like, what's more important?

Speaker 15 The thing that you are creating an issue about or creating an awesome life, right?

Speaker 15 And so you try to find a way to like say, hey, if you do these things, if you practice, you do it consistently, you stay a part of the community, then you're actually going to win. Yeah.

Speaker 15 I mean, understanding that is the basics of, I think,

Speaker 15 if I had to say, that's like the basics of success. In general, no matter what you do.
Right. And that feels good.
Like when you do that, when you like get those things and you're learning, right?

Speaker 15 You're like, you're compounding like dopamine hits of like, oh, cool, I learned more information. Oh, I did it and it kind of worked.
Like that feels good.

Speaker 15 Like, right, there's a fire smoldering in there. And then it's like, all right, let me go revise this and hit a couple foul shots at home or in a role play.
And then you feel even better about it.

Speaker 15 And then you go back out.

Speaker 15 That's what culture looks like. Right.
I think a lot of entrepreneurs, once they get outside of solopreneuring, they want culture. Like that's not pizza parties and retreats.

Speaker 15 Like you can't buy your way to winning. Like you want to see your team thrive, whether it's one or 25 people.

Speaker 15 Like show them what success looks like and let everybody be a part of hitting goals and accomplishing milestones. Like that's what feels awesome.
Dude, you're a stud.

Speaker 15 Everybody, Ben Mont Locker, if you're interested in sales of any level and understanding a true process, you guys have it locked. Right.
You have this process down.

Speaker 15 You've done thousands and thousands of deals. Make sure you follow him.

Speaker 15 Make sure you go to ramprei.com yep right understand what this process is if you're serious about being in real estate investing ben mott and i agree senior is sales junior is marketing if you can't sell anything then who cares about the leads that you're bringing in wasting money to fill up your inbox with a bunch of notifications so yeah and anybody that's interested uh like you said ramprei.com we'll throw on a free seven-day trial you can spend like three hours of live training and full access to everything we do in the community for a week.

Speaker 15 If you don't like it, click cancel and bounce. But I think there's a lot of good information in there for anybody, no matter what level investor you are.

Speaker 15 I mean, if it's day one and you want to be inspired, there's a great free resource for you.

Speaker 15 If you've got a team of people and you lack being that sales manager, that accountability partner, if you're not investing five hours a week into your team, let somebody do it.

Speaker 15 That's all that they do. And we love it.

Speaker 15 Awesome. Guys, check them out.
If this was helpful, if you learned a little bit about sales, then make sure you share,

Speaker 15 make sure you share this with at least two of your friends make sure you follow ben mott make sure you go to amp ramprei.com and we'll see you on the next episode thanks

Speaker 15 hey i'm gonna redo that end i'm gonna redo that end i don't know why i like stuttered over that

Speaker 15 hey if this was interesting and if you feel like you've learned a couple things about sales and actually getting out of your own way and succeeding at the business then make sure you're following ben mott and make sure you go and share this with at least two of your friends so you can execute proficiently i'll see you guys on the next episode

Speaker 15 Hey guys, back to the playground again, huh?

Speaker 2 Yep.

Speaker 3 You know what this playground could use?

Speaker 15 A wine country. Heck yeah, and some waves so we could go surfing on it.

Speaker 15 I love that.

Speaker 21 A redwood forest would be cool.

Speaker 15 I've been. Ah, ski slopes.
Let's do it. Um, ten or girl goes shopping.
Yeah, baby. Wait.

Speaker 15 Did we just invent California?

Speaker 1 Discover why California is the ultimate playground at busycalifornia.com.

Speaker 3 Hey, Fidelity.

Speaker 22 What's it cost to invest with the Fidelity app?

Speaker 22 Start with as little as $1 with no account fees or trade commissions on U.S. stocks and ETFs.

Speaker 1 Hmm. That's music to my ears.

Speaker 22 I can only talk.

Speaker 23 Investing involves risk, including risk of loss. Zero account fees apply to retail brokerage accounts only.
Sell order assessment fee not included.

Speaker 15 A limited number of ETFs are subject to a transaction-based service fee of $100.

Speaker 23 See full list at Fidelity.com/slash commissions. Fidelity Brokerage Services LLC member NYSE SIPC.

Speaker 24 With Venmo Stash, a taco in one hand, and ordering a ride in the other means you're stacking cash back.

Speaker 11 Nice.

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Speaker 24 From takeout to ride shares, entertainment, and more, pick a bundle with your go-to's and start earning cash back at those brands. Earn more cash when you do more with Stash.

Speaker 24 Venmo Stash terms and exclusions apply. Max $100 cash back per month.
See terms at venmo.me slash dash terms.

Speaker 25 There's a reason Chevy trucks are known for their dependability. It's because they show up no matter the weather, push forward no matter the terrain, and deliver.

Speaker 25 That's why Chevrolet has earned more dependability awards for trucks than any other brand in 2025, according to JD Power.

Speaker 25 Because in every Chevy truck, like every Chevy driver, dependability comes standard. Visit Chevy.com to learn more.

Speaker 25 Chevrolet received the highest total number of awards among all trucks in the JD Power 2025 U.S. Vehicle Dependability Study.
Awards based on 2022 models. Newer models may be shown.

Speaker 25 Visit JD Power.com/slash awards for more details.

Speaker 15 Chevrolet, together, let's drive.

Speaker 26 At Capella University, learning online doesn't mean learning alone.

Speaker 26 You'll get support from people who care about your success, like your enrollment specialist who gets to know you and the goals you'd like to achieve.

Speaker 26 You'll also get a designated academic coach who's with you throughout your entire program. Plus, career coaches are available to help you navigate your professional goals.

Speaker 26 A different future is closer than you think with Capella University.

Speaker 15 Learn more at Capella.edu.