The Ultimate Persuasion Technique To Make More Sales | Ed Mylett

Summary

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THE ED MYLETT SHOW

“The Ultimate Persuasion Technique To Make More Sales”

Aired: November 22, 2025

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EPISODE OVERVIEW

This episode gathers some of the most dynamic and successful entrepreneurs—including Randall Pitch (Live Fit), Alex Hormozi (Acquisition.com), Ryan Bartlett (True Classic), and Brad Lea (Lightspeed VT)—to break down the mindsets, skills, and actionable techniques behind next-level persuasion and business growth. Hosted by Ed Mylett, the show dives deeply into personal journeys, pivotal business tactics, and life philosophies—centered on the art and science of persuasion. Key topics include the power of storytelling, the anatomy of modern marketing, leveraging relationships, the psychology of selling (push vs. pull), scaling with authenticity, and building brands that people are proud to belong to.

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RANDALL PITCH: FROM THE STREETS TO STREETWEAR ICON

[00:18 - 38:16]

Upbringing & Adversity

• Randall shares his upbringing on the east side of Long Beach, surrounded by gang activity and poverty.
  • His mother survived the Cambodian genocide and immigrated after escaping the Khmer Rouge.
  • Quote:
    “My mom came over here as a refugee from the Khmer Rouge, the genocide... She survived, so she came here with my dad, and they divorced when I was three.” — Randall Pitch [01:34]
  • Despite hardship, Randall stresses how his mom instilled in him a relentless drive to do better.

Early Hustle & Entrepreneurship

• Randall’s entrepreneurial roots came from skateboarding culture—flipping used decks, trading wheels, and learning the basics of hustle.
  • “If I had two skateboard decks, I would literally—hey, who wants to buy a skateboard? My old one for 10 bucks.” — Randall Pitch [06:58]
• His artistic side developed through playing drums in a hardcore band in high school, where he learned to design and screen-print shirts.
  • This creative spark led to creating merch for his band, which became his introduction to apparel.

Evolution: From Trainer to Brand Founder

• After high school, Randall juggled college, personal training, and his growing fascination with apparel design.
  • Worked at Bally Total Fitness, where he learned high-stakes, corporate sales and client communication.
  • Quote:
    “Bally Total Fitness actually taught me a lot... It taught me to be this sales savage, dude... You are your training business’s value.” — Randall Pitch [15:53]
  • Learned to connect with affluent clients despite being a tatted, nontraditional trainer.
    “These professionals... have their offense up... You got to bring that shit down and be able to relate to them.” — Randall Pitch [19:09]

The Birth of Live Fit

• Opened a local T-shirt shop in a rough part of Long Beach, noticing unique daily buying patterns and the impact of local events on sales.
  • “In the hood, what do people do every morning? They would go in, our regular customers, and buy a brand new white T-shirt every morning. They don’t wash it.” — Randall Pitch [26:17]
• Live Fit started as custom gear for fitness clients; went viral locally thanks to social sharing, “not pushy, just cool.”
  • “I was always, like, a marketing person... I wanted to make it look perfect or make it look cool.” — Randall Pitch [29:47]
  • “I never force-fed it, but whoever wanted to meet up, I’d go meet... I’m not the pushy type.” — Randall Pitch [15:11]
  • Instead of “push,” Randall uses “pull”—creating something people are proud to rep.

Loyalty, Authenticity, & Family Legacy

• Randall credits his mother’s sacrifices and unconditional support as the bedrock of his success.
  • “She gave me everything I wanted, even though we didn’t have the funds for it or the means... Now she doesn’t have to work, nothing. Got in her spot. She’s chilling.” — Randall Pitch [34:10; 35:00]
• Overcoming adversity, staying connected to his roots, and “winning the respect of the streets” is woven into Live Fit’s brand DNA.

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ALEX HORMOZI: MASTERING MODERN LEAD GENERATION & SALES

[40:10 - 66:49]

The Art of Driving Demand

• Alex unveils systems from his $100M Offers and $100M Leads books—showing exactly how he engineered massive launches and solves “getting strangers to want to buy your stuff.”
  • “A lead is a person you can contact, who’s shown interest in the stuff you sell.” — Alex Hormozi [43:28]

The “Core Four” Ways to Advertise

• One-to-one, warm outreach
• One-to-one, cold outreach
• One-to-many, warm (to your audience)
• One-to-many, cold (via paid ads)
  • Lead getters: Customers, affiliates, agencies, employees—who do the “core four” for you, creating compounding leverage.

Launch Example

• Alex details how he used hundreds of thousands of affiliates, paid ads, and content to create an “advertising event” for his book.
  • “I wanted to use every tactic or method in the book to advertise the book. So, meta concept: the book itself is a great offer, and the launch validated the methods in it.” — Alex Hormozi [47:58]
  • Stats:
    • 500,000+ signups
    • 137,000 from paid ads, 104,000 from affiliates, 200,000 from content
    • All tracked back to specific, teachable lead generation approaches.

Sales Cycle & Universal Applications

• Ed pushes Alex: do these methods work for longer sales cycles (e.g., real estate)?
  • Alex: Absolutely—“Every business can use the core four and lead getters. They are simply the only ways that one human can tell another about stuff.” [55:13]
• Practical First Step for Entrepreneurs:
  • For immediate sales, start with “warm outreach”—go through your contacts with a personal hook, connect, and implement a simple qualification/call process.
    • “If I needed to make money tomorrow...it’s the first of the core four: warm outreach.” — Alex Hormozi [56:39]

The “CLOSER” Framework

• Clarify why they’re there
• Label with the problem
• Overview their past (pain cycle)
• Sell the vacation, not the plane flight (inspire!)
• Explain away concerns
• Reinforce the decision (post-sale onboarding)
  • “Most of you make the mistake in whatever you’re doing...you’re selling the plane flight, not the beach.” — Ed Mylett [66:54]

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RYAN BARTLETT: OBSESSION WITH CUSTOMER EXPERIENCE & SCALING CULTURE

[72:50 - 83:20]

Extraordinary Customer Service as Differentiator

• Bartlett, founder of True Classic (now $600M+ in under five years!), emphasizes the “customer experience” as the lever that sets brands apart.
  • “We were going to be Ritz Carlton, create unbelievable moments for people...such that they’d tell stories forever. They may not even end up buying your product, but someday they’ll tell a story.” — Ryan Bartlett [73:06]
• Examples: Sending baby gifts when hearing a customer’s child on the phone; sending a fan a Tom Brady jersey for a personal touch.

Scaling Fast (and the Hidden Hazards)

• True Classic scaled from $15M to $600M in five years by betting big on inventory, negotiating with vendors, and keeping core inventory tight.
  • “We always have to burn every department down before we figure out how to rebuild it.” — Ryan Bartlett [76:37]
  • “You have to go from failure to failure without loss of enthusiasm.” — [78:34]

People Problems in Hypergrowth

• When companies outgrow early hires, “wrong person, wrong seat” issues appear—must handle with empathy, transparency, and referral support.

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ALEX HORMOZI (Part 2): LEVERAGE AS SECRET TO WEALTH

[83:23 - 92:15]

Four Types of Leverage (per Naval Ravikant):

• Labor (buying others’ time)
• Capital (raising and deploying other people’s money)
• Code (creating scalable software/automation)
• Media (messages, content, advertising that works 1-to-many)
  • “Leverage is the difference between inputs and outputs in a system...If I put a little in and get a lot out—that’s leverage.” — Alex Hormozi [84:29]

Buy Back Your Time, Invest the Difference

• Delegation isn’t just about freeing your schedule; the key is redeploying time onto higher-value activities.

The Emotional Leverage of Entrepreneurial Drive

• Ed and Alex discuss how personal pain, anger, even fear can be motivational leverage early on, but must be replaced with healthier “levers” as one matures.
  • “I would recommend you use the resources you have to create the life you want...If the cards you have are anger and fear, you can either wallow or turn something good out of it.” — Alex Hormozi [90:48]

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BRAD LEA: THE PERSUASIVE POWER OF LISTENING & QUESTIONING

[94:11 - 109:09]

Selling Is About Ownership & Mindset

• Brad grew up “lower middle class,” dropped out of high school, and became a monster car salesman at seventeen—not by being pushy, but by treating his sales role as his own business.
  • “When you’re on commission, you don’t have a limit. If you’re gonna give me cars...you gave me my own little business without investing a dime.” — Brad Lea [101:03]

The Key to Great Sales:

• Actively listening & asking the right questions
  • Illustrates with his famous “Bob’s mom” riddle how most people flat-out fail to listen.
  • “The ability to listen. First of all. Because a lot of salespeople really don’t listen.” — Brad Lea [104:57]
  • It isn’t just about asking questions, it’s about getting the answer and using that information to frame your pitch.
  • “If I say, go ahead and sell me that...most people start selling. That’s not really selling, that’s telling. I have to know what it is about you that values that...by the time I explain the chair, I can provide value and explain to you why it’s valuable.” — [107:26]

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NOTABLE QUOTES & MEMORABLE MOMENTS

• Ed Mylett on persuasion:
  “You don’t win by being pushy. You win by being pulley. It’s a gravitational pull.” [15:38]
• Randall Pitch on family legacy:
  “She survived so I can do this. So I can get freedom and live the life she never had.” [02:53]
• Alex Hormozi on marketing:
  “Advertising is the process of making known...those are the only four ways a person can let other people know about stuff.” [45:12]
• Ryan Bartlett on customer service:
  “Those are the kind of things where if you go above and beyond, they’re always going to remember you.” [73:06]
• Brad Lea on sales:
  “It’s not just about asking questions, it’s getting the answer.” [108:37]

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KEY TAKEAWAYS & ACTION STEPS

• Brand-building and persuasion require authenticity, creativity, and deep empathy.
• “Pull” is more powerful than “push”—make the product, experience, or community irresistible.
• Identify and relentlessly double down on leverage: labor, capital, code, media, and emotional leverage.
• Master the art of active listening and tailored questioning in all sales conversations.
• The post-sale experience is vital: reinforce decisions immediately to build trust, loyalty, and referrals.
• Scaling a brand or business means people challenges never end—handle them with empathy but decisiveness.

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TIMESTAMPS OF MAJOR SEGMENTS

• Randall Pitch - Upbringing & Brand Origin: 00:18 – 38:16
• Alex Hormozi - Lead Generation & Sales Structure: 40:10 – 66:49
• Ryan Bartlett - Customer Experience & Scaling Lessons: 72:50 – 83:20
• Alex Hormozi - Leverage & Motivation: 83:23 – 92:15
• Brad Lea - Selling Through Listening: 94:11 – 109:09

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EPISODE IN ESSENCE

A masterclass in how the most successful entrepreneurs use authenticity, creative leverage, the power of “pull” branding, obsessive customer experience, and the often-overlooked art of listening to out-communicate and out-sell everyone else. If you want to move from “average” to “next level,” this episode is an essential roadmap.

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Transcript

[Ed Mylett]

Foreign. This is the Ed Milet Show. Hey, everyone. Welcome to my weekend special. I hope you enjoy the show. Be sure to follow the Ed Mylett show on Apple and Spotify. Links are in the show notes.

[Interviewer/Co-host]

You'll never miss an episode that way.

[Ed Mylett]

Here's our first guest. Welcome back to Max out with Ed Mylett. So excited. I've got sitting next to me here today, the birthday boy. And this gentleman right here has become really. I was telling him off camera, this guy's become really a cultural icon in the fitness and apparel business. And so many of you that are seeing the shot right now already know who he is. But if you don't know who he is, I want to start off by introducing to you one of the real leaders on social media, real leaders in the fitness industry and the apparel industry, and really for young people out there, too. Somebody that gives hope and inspiration because of his background. So I'm so excited this guy's here today. We've been putting our calendars together to do this finally. So, Randall Pitch, welcome. Here, brother.

[Randall Pitch]

Thanks for having me.

[Ed Mylett]

Good to have you. By the way, happy birthday.

[Randall Pitch]

Cheers.

[Ed Mylett]

We're drinking a little.

[Randall Pitch]

Thank you. Yeah, it's my birthday.

[Ed Mylett]

We're drinking a little whiskey. Hope you guys don't mind that this is not our first drink, but we're still in a good state of mind to give you a good interview. So, yeah, thank you for being here, man.

[Randall Pitch]

Of course. Of course.

[Ed Mylett]

I appreciate it. So tell everybody a little bit about, you know, just your upbringing, kind of how you came up, your family life, you know, community, that kind of stuff just set the tone for you.

[Randall Pitch]

Yeah, for sure. So, yeah, like you said, I grew up on the east side of Long beach where there was just a lot of gang activity, a lot of poverty there, a lot of Section 8 housing going on, and I was part of that.

[Ed Mylett]

You know, Section eight's government housing, everybody, right?

[Randall Pitch]

There you go. My mom came over here as a refugee from the Khmer Rouge, the genocide. She survived, so she came here with my dad, and they divorced when I was three.

[Ed Mylett]

And.

[Randall Pitch]

And I'm not like a sad dude when it comes to divorce, because I understand it. Because for those out there in the Cambodian culture, the marriage was arranged.

[Ed Mylett]

It was an arranged marriage.

[Randall Pitch]

It was an arranged marriage. So if my mom didn't like my dad, then so be it the way it is. My dad was always there and my mom was always there. It was just two separate things, you know?

[Ed Mylett]

And by the way, just real quick, stay on that for a second. People don't it's just historically, because I read about this before I knew you. But when he tells you the Cambodian genocide, you're talking about literally millions of people, right?

[Randall Pitch]

I mean, you're talking about more than the Jewish genocide.

[Ed Mylett]

That's unreal. I mean, it's unimaginable that your mom fleed. Your mom and dad flee just to get to this country. I just want to say one thing to you about that, too. There's all this conversation in the world today about immigrants, and I was going to tell you something. I can't stand the demonization of immigrants because you and I both know some of the most hardworking, loyal, patriotic people in the world. People like your mom.

[Interviewer/Co-host]

Right.

[Ed Mylett]

Like they're the hardest working people in the world. So I just want to say that to set the tone because I don't think you come to become what you've become without your mom.

[Randall Pitch]

Exactly.

[Ed Mylett]

Is that true?

[Randall Pitch]

Yeah. No. She survived. So I can do this.

[Ed Mylett]

It's amazing.

[Randall Pitch]

So I can get this freedom and live the life she never had. So she can see that and live through me.

[Ed Mylett]

Did your mom. When you were. I bet you didn't. But I'm just curious. Did your mother ever, like, talk to you about being better than her or having a better life? Is that ever. Was this, like, survival all the time?

[Randall Pitch]

It was kind of a little bit of both, really. But it was just always, do better, go to school, do better, and that's it. They didn't really talk about the war? They didn't really talk about, no. And this goes for the whole Cambodian community that lives here in the States. They don't really like to talk about the war. I don't know what it is. And all the younger generation can relate to me for sure, but it's now they're opening up when we ask them these questions where we're a little bit more grown up and really dig into our own history and try to learn. When we ask questions, then they open up. But besides that, I don't. I think they just want to sweep it and throw it on the rug and like, hey, that's the past. We don't want to talk about it. You guys are free live.

[Ed Mylett]

Do you think it's. That's interesting. So if you ask, she'll tell you now, but when you were coming up and you're living in a really rough environment, she's not sowing into you all these stories from back home.

[Randall Pitch]

Never. She didn't. I think it was maybe the parenting of, of what they thought was Right. Or. Yeah, it was good. Let's not scare the. The children of these past history or.

[Alex Hormozi]

Because I don't.

[Ed Mylett]

I don't even know about this, so I'm curious. So do you think it helped you, like, assimil this community into this culture more, or was the Cambodian community still very isolated in its own community?

[Randall Pitch]

When you grew up, it was kind of isolated, but now it's out there more with the help of Angelina Jolie. Yeah, actually, she helped bring the awareness of the culture out.

[Ed Mylett]

Yes.

[Randall Pitch]

So it's become more mainstream as far as, like, the history and what happened in the country. Okay, but.

[Ed Mylett]

But so you grew up with, like, literally gang activity around you outside the front door.

[Randall Pitch]

Gang activity. Mexican gangs, black gangs, Cambodian gangs, Asian gangs, everything.

[Ed Mylett]

Were you in one or were you never participating?

[Randall Pitch]

I participated. It was. I had friends that I skated with that you either chose to go skateboarding or you go gang bang.

[Ed Mylett]

So there's two cultures, skate culture and gang bang culture.

[Randall Pitch]

But see, what people don't realize over there in Long beach, too, is sometimes you don't choose to be in these games. You get jumped in from the streets and it's like, okay, now you're in. If you want out, then you let us know, you know, because I had close friends that are in gangs that told me about this, so I just jumped.

[Ed Mylett]

Luckily enough, I want to learn. I want everyone else to learn. Do you get jumped out, too? Like, if you say, I want to get out, is there a way out? If you want to be out, you get jumped out.

[Randall Pitch]

For some gangs, I can speak on behalf of. Of some of my friends that if you want out, then, yeah, you can get jumped out.

[Ed Mylett]

You get jumped out. Literally just the beat out of you out.

[Randall Pitch]

Yes, sometimes. Or you done enough dirt, which they call it, and then they give you the freedom. Yeah, you're good. You've done enough for the gang and you're good.

[Ed Mylett]

So how did you avoid it?

[Randall Pitch]

I just stuck with skateboarding and just stayed away from the neighborhoods that I knew were heavily with gang activity.

[Ed Mylett]

What did you speak growing up? What language did you speak?

[Randall Pitch]

English.

[Ryan Bartlett]

English.

[Brad Lee]

Always.

[Ed Mylett]

Always. Was that was. That was spoken in your house or did you speak that outside your house?

[Randall Pitch]

I spoke it everywhere. English? Yeah. My mom spoke to me in Khmer. Then I would just respond to English.

[Ed Mylett]

You would respond in English?

[Randall Pitch]

Yeah, I can understand it.

[Ed Mylett]

And no kidding. Okay, so you grew up in a really, really rough environment.

[Randall Pitch]

Right.

[Ed Mylett]

And so were you always.

[Alex Hormozi]

This is.

[Ed Mylett]

So you're talking about an icon here in the industry. You're talking about a man who's built. He's 30 years old today, by the way, which I think is a significant birthday, at least for. It was for me. I'm like, I'm not a young guy anymore. Like, I'm a man now. You're a man before that. And I know you've built this man business, but for me, 30 was, like.

[Randall Pitch]

Kind of a big birthday stepping stone.

[Ed Mylett]

It was only 17 years ago for me. So you and I are basically the same age. We're basically the same age. So you grow up, like, this real rough environment. Were you always a little bit entrepreneurial? Like, how do you start into. I mean, we get to live fit, but before we get there, like, how do you start in? Like, how did you. Did you eventually, like, make a T shirt for something? Like, how'd that start?

[Randall Pitch]

So check this out. Like, on the streets, when we were skateboarding, a lot of the kids parents were just. They had to go to work. Like, during summer days, we would just go out, get maybe five bucks from our parents here, here, and there. And I remember literally trying to make money on the side. Like, if I had two skateboard decks, I would literally, hey, who wants to buy a skateboard? My old one for 10 bucks.

[Ed Mylett]

Okay.

[Randall Pitch]

We would hustle that. Wheels, whatever. Yeah. I didn't know that at the time, but I would exchange, you know, things that I had extra for some money. You know, I was like, hey, I should have made some extra cash. Here's some wheels. You want it for five bucks? All right, cool. Yeah. Straight up.

[Ed Mylett]

You're already negotiating. You're already hustling a little bit.

[Randall Pitch]

Yeah. Really young, and I was. I was building that very young, and I didn't know now that that's what it's turning me into, you know?

[Ed Mylett]

Yeah. So there's a little bit of that gene in you, like, somehow already.

[Randall Pitch]

Yeah.

[Ed Mylett]

That's interesting. So how's the first. Like, how do you do. How do you end up making a shirt? Like, how's that start? Like, what's. What started that?

[Randall Pitch]

So the whole whole shirt thing. Like, so I've been in the clothing industry before. The fitness industry, far before clothing.

[Ed Mylett]

Before fitness, Yeah. I didn't know that.

[Randall Pitch]

Before fitness. Yeah. A lot of people don't know that.

[Ed Mylett]

Okay.

[Randall Pitch]

In high school, I played in a hardcore band. I played drums in a band, and in that period.

[Ed Mylett]

What's a hardcore band? Explain that to everybody.

[Randall Pitch]

A lot of screaming.

[Ed Mylett]

Okay. You know, like a punk band or like, my generation.

[Randall Pitch]

Punk. Hardcore metal band.

[Ed Mylett]

Okay.

[Randall Pitch]

I don't Know what kind of bands like that can relate to, like today? Terror, maybe?

[Ed Mylett]

There you go.

[Randall Pitch]

Yeah, okay.

[Ed Mylett]

Okay. But so you were a drummer.

[Randall Pitch]

Yeah, I was a drummer in a band.

[Ed Mylett]

And we already tatted up. When you were young or you weren't.

[Randall Pitch]

When I was 18, yeah.

[Alex Hormozi]

Okay.

[Ed Mylett]

You got your first tattoo at 18.

[Randall Pitch]

First tattoo at 18.

[Ed Mylett]

Is that cause like, mom wouldn't let you or like, you just never thought about it.

[Randall Pitch]

Yeah. Asian mom's like, you get tattooed out of the family. All right. And then 18 and then fully blasted.

[Ed Mylett]

Yeah, blasted.

[Randall Pitch]

But yeah. So from being in a band, you know, you need merchandise. And I was like the creative kid, you know, I was like, hey, let's get some fucking shirts that have our band name on it, you know? So I decided to take a graphic design class in high school. This is my sophomore year.

[Ed Mylett]

Here we go.

[Randall Pitch]

And that's when I first started learning Adobe Photoshop. And in that class they did one course on how to make a T shirt. From burning the emulsion to making the screen. Literally from like silk screening to applying.

[Alex Hormozi]

Yeah.

[Randall Pitch]

Emulsion. To burning the screen in the red room, to putting on the. The screen on the press and still screening and then drying it. The whole. The whole, like, process.

[Ed Mylett]

So you're like 15, 16.

[Randall Pitch]

Yeah, 15 years old doing that whole thing. And to me, obviously I was learning it, but I was having fun at the same time. I just want a fucking dope design. Yeah. So I was just so concentrated on making the perfect design for my band, and then obviously the process came with it because you had to do it. And then I made it, went to the shows and started selling the merch.

[Ed Mylett]

At the shows for your band.

[Randall Pitch]

Exactly.

[Ed Mylett]

That's how it starts.

[Randall Pitch]

That's how we get money. That's how we get paid, you know, so you're really.

[Ed Mylett]

I believe this about you because I'm fascinated with this man. Just so you know, like, I had a little bit of a man crush on him before I met him, and I haven't had that on my show. I've had all these athletes on here and, you know, well known business guys. My first real man crush in business was you. Which is a little bit creepy, but it's true, right? Like. Cause he's this. He's very unique. Like, he's this jacked up dude. He's built this great brand. Spilling them in, spilling whiskey all over himself. That means you've had too much whiskey, by the way. I got him a little loose for you here, everybody. And. But no but, like, because I think you're really probably at heart, I think you're an artist. Like, I think, you know, the fact that you were in a band, the fact that you created, you know, these shirts, I think you're a creative, brilliant artist. And the results of your brilliance is people love your art, right. They love your brand. They love the look of it, Right? I think that's the first thing. So, okay, so you got the shirt jean, you get the shirt skill, right? The art of doing it. Now you made a little bit of money from it. Where do you. Where do you end up going from there?

[Randall Pitch]

So obviously the band look, the tattooed look.

[Ed Mylett]

Yeah.

[Randall Pitch]

Selling T shirts. My mom was like, man, what the. This. What are you doing this fool doing?

[Ed Mylett]

So are you out of high school now and not in college?

[Randall Pitch]

I'm in high school.

[Alex Hormozi]

You're still.

[Ed Mylett]

So you're still back at that stuff? 15, 16 in the band.

[Randall Pitch]

Yeah. And I'm like, dude, I'm gonna be in a band forever. I'm gonna play. I'm gonna just do this, you know. My mom was like, nah, you. I think you got to go to school.

[Ed Mylett]

Okay, Right. Which is good mom advice.

[Randall Pitch]

Exactly.

[Ed Mylett]

Right?

[Randall Pitch]

So then at the time, obviously I was. I was in a. In a band. And I had friends that were. That had clothing brands as well, that sponsored bands and whatnot.

[Ed Mylett]

A lot of guys did that then, right? They still do it, right? They got these little brands that kind of are connected to bands and different things like that. Okay.

[Randall Pitch]

So then I had this buddy, Mark Atkins. He had this brand that literally sponsored a ton of bands at that time and blew up. And I've seen this blow up. I'm not gonna say the name of the brand, cuz he doesn't own it now. And a bunch of legal shit that happened, okay, he got burned. But my buddy Mark Yakin is a fucking smart dude.

[Ed Mylett]

I know who Mark is.

[Randall Pitch]

Yeah, he took this brand and we were like 16, 17 year old. And I seen him take it from a small scale to now being distributed into Tilly's Zoomies all over the place, you know? And I was just like, fuck, this is crazy. And I was telling my mom, I was like, hey, this is something I want to do. And this is before college. He's like, no, no, whatever.

[Ed Mylett]

You know, be realistic.

[Randall Pitch]

Yeah. And I was working for Mark too, helping him seal treat at the time. And then she's like, no, you got to go to school. So I was like, all right, Mark, you just handle this thing. And then he blew it up. I'm like, fuck. So I was experienced to that. I seen my own friend blow this fucking brand up.

[Ed Mylett]

I got an example.

[Randall Pitch]

Exactly, dude. This is what I want to do. But since my mom was like, all right, go to school. I decided to take the school route. I applied to Cal State Long beach, got in, and then that's when I started studying kinesiology. Kinesiology, getting to fitness, trying to be a trainer, because that was.

[Ed Mylett]

But all that sort of this convergence, because this happens in everybody's life, it's like this convergence of circumstance that all end up favoring you, Right? Like, so the fact that you had that example, the fact that you did the T shirt thing, the fact that you're an artist now, you're learning about kinesiology and the body, all of that sort of. You don't know it, but it's building this combination, this recipe that ends up being Live Fit and some other brands.

[Randall Pitch]

Exactly.

[Ed Mylett]

That's crazy to me. So you go to college. A lot of people can relate to this. This. Our family's encouraging us to do the traditional path, which more and more, by the way, in life, is becoming less traditional. More and more people have awakened to the fact there's nothing wrong with going to college. Christiana and I debate all the time. Should our kids. My son's a 4, 5 GPA, right? Like, should he go to school? I'm kind of for him going. She's like, he should become an entrepreneur out of the gate. Like, there's this. But I think it's great that nowadays there's a debate now. Ten years ago, or when I was a kid, 100 years ago, there was no debate, like, if you were a smart kid, you went to college, you went out, you went four or five years, maybe you went six years, got a master's, you got a job. And you're like, in this system that produces average. Yeah, right. You just kind of end up in that system. So you're kind of trending there, but you got this artistic bug, the entrepreneurial bug. So you're at Long Beach State, and now what? Now what takes place?

[Randall Pitch]

So when I decided to obviously go to school in college, I wanted to move out. So I was like, all right, man, I got to get a job somewhere, you know, And I've done.

[Ed Mylett]

Everybody relates to that.

[Randall Pitch]

Yeah, I've done a construction. I've done the whole T shirt social thing. And then, you know, let me do something that's in the field that I'm studying in. So I was like, okay, let me apply to Bali Total Fitness. When it Was around back before I got bought out. Right?

[Interviewer/Co-host]

Yeah.

[Randall Pitch]

So I got hired on as a personal trainer.

[Ed Mylett]

Okay, you get certified or no?

[Randall Pitch]

Yeah, I got certified. I got my afa, nasm, all that stuff. And at the time too, I don't know. I always leave this out. I was in search and rescue as well. So I was like fresh. I was gonna be a firefighter. I did a lot of shit, man.

[Ed Mylett]

Wow.

[Randall Pitch]

No.

[Alex Hormozi]

Well, okay.

[Randall Pitch]

Yeah. So I graduated rescue academy, had so the cpr, first aid, all that stuff, plus my certificates of training and stuff. So that's why they hired me. Right off the bat, I stood out. Cause I was tattooed. I had big old holes in my ears at the time.

[Ed Mylett]

That's where these holes are from.

[Randall Pitch]

Yeah. Who the fuck is this kid? But I had all my credentials at the time to get hired on.

[Ed Mylett]

Okay.

[Randall Pitch]

Yeah, so I got hired on. That was my college job, throughout college. Cause it was pretty flexible. I trained when I had clients, this and that. And then I built pretty big clientele at Bally's before I went private. Because I took all my clients from there and then went private.

[Ed Mylett]

Let's talk about that a minute. I was interviewing Bedros Koulian the other day, right. And he was, he's a. He's a huge fan and friend of yours. And I know that feelings are mutual between the two of you, but he was telling me that when he was a trainer, that was a really important time in his life because the type of people you train typically have a couple bucks, right?

[Randall Pitch]

Yep.

[Ed Mylett]

And so these people sort of become kind of quasi mentors. So is that now. Because mentoring is also part of the recipe, right? So was that part of sort of the formula of creating? You, like, you got the art background, the band background, you've done the T shirt, by the way, when you're doing the T shirt thing, were you hustling, like, were you one of these guys? I would see sometimes once while you're selling T shirts out of the back of your rig or like.

[Alex Hormozi]

Or.

[Randall Pitch]

No, I was never force feeding it, but whoever wanted to meet up, I'd go meet it. But I was never like, oh, this is my clothes. No.

[Brad Lee]

Okay, I'll never.

[Randall Pitch]

I'm not the pushy type.

[Ed Mylett]

Okay, you weren't that. You're not the pushy type. That's good to know. Okay. Because I think a lot of guys think, hey, to get. Because I'm not either. I come from a family. Like, the culture in my family is like, sales guys are almost like piranhas. Like, you don't want to be pushy. You don't ever want to make people uncomfortable. I still feel that way. So that's good for a lot of you to relate to that. Like, neither one of us got pushy to push our success, right? We got pulley, which meant what we had was so good, people wanted it to come with us.

[Alex Hormozi]

Right?

[Ed Mylett]

That's ultimately, you don't win by being pushy. You win by being pulley. It's a gravitational pull, Right? So that's why you want to. So you're at Long Beach State. I want to stay in here.

[Randall Pitch]

Yeah.

[Ed Mylett]

You got this background now. You're a trainer. You're kind of getting some mentoring. You're also probably making some money. Yeah, right. And so what. What takes place from there?

[Randall Pitch]

So this is crazy. Like, Valley Total Fitness actually taught me a lot because it's strictly corporate.

[Ed Mylett]

It's a machine, too.

[Randall Pitch]

Fucking dude. It taught me to be this. The sales savage, dude. I remember my director, she laid out two pieces of paper. She told me, all right, tell me why this one's better than this one. I was like. I blinked out for, like, a cool 30 seconds. But then I gathered. I was like, you know what? All right, this paper is made up of this type of wood, blah, blah, blah. And she don't want this one, you know?

[Brad Lee]

Yes.

[Randall Pitch]

I don't know what I pulled off, but I pulled it off and sold her this. This piece of paper. And she's like, all right, cool.

[Ed Mylett]

Yeah.

[Randall Pitch]

Now do that with the training business, because you are. Your training is this value. And you, you know, if you believe this otherwise, then why are you even here?

[Interviewer/Co-host]

Wonderful.

[Ed Mylett]

Okay, now I want to jump in on this, too. I want to stay with you on this because there's, like. I think that guys like you have so many skills that make them successful. I want you to be aware of them. Another element at any business. So this man's in the apparel business, the fitness business. You have to be able to persuade people, right? Like, that's another layer that I didn't grow up with. No one taught me how to communicate. No one ever taught me how to persuade, right? So there was a point in my career where I learned how to do those two papers. So that's a huge. Don't you think? That's a huge. It helps you persuade employees to join you, Right? Distributors, like, pricing, everything. Persuasion's huge, right?

[Alex Hormozi]

So huge.

[Ed Mylett]

You learned that at. That's interesting. You learned that at Bally's, dude.

[Randall Pitch]

It was huge. Because at Bally's, it was Cutthroat. Once you're off your probation period, if you don't make clients and you're out.

[Ed Mylett]

Of here, they will you not only you're broke, they'll get rid of you.

[Randall Pitch]

Yeah, they'll get rid of you.

[Ed Mylett]

You're done.

[Randall Pitch]

And I ended up making, not even being a regular trainer. I was one of the elite master trainers breaking almost like 10k a month for Bally's as a young guy. As a young dude, there was only like five of them at.

[Ed Mylett]

Do you keep any of the 10K?

[Randall Pitch]

Yeah, probably like, I don't know, a small percentage of it.

[Ed Mylett]

Yeah. Right. Not a whole lot goes back to. But you're paying your bills at least while you're in college doing that.

[Randall Pitch]

I was living.

[Ed Mylett]

You're living large probably compared to your budd.

[Interviewer/Co-host]

Exactly.

[Randall Pitch]

Yeah.

[Ed Mylett]

Okay, so you're there, you're training, you're obviously getting a lot of business experience, communication experience.

[Randall Pitch]

Right.

[Ed Mylett]

Because this is, here's the thing, everybody, especially if you're young, this is all part of the journey of winning. It's like he wasn't a millionaire when he was 20 at Long Beach State. Right? But he was, he was making deposits in himself. Right. Like you're all these investments you were making in you through experience, through the grind, through just doing stuff. Like you probably when you were skating, when you were playing in the band. I doubt you thought I'm gonna be a personal trainer in Valleys.

[Alex Hormozi]

Right?

[Randall Pitch]

Never.

[Ed Mylett]

Right. Never.

[Alex Hormozi]

Right.

[Ed Mylett]

So it's crazy. Okay, so you're there, what, what happens from there? Like where do we go?

[Randall Pitch]

So each. So the clients that I met as I became more of like the master trainer, what they called it. Yeah, I got, I didn't have to go out and prospect much, so they used to make me prospect. Like go find your own clients. They never fucking gave it to you.

[Ed Mylett]

Right.

[Randall Pitch]

To go close the deal yourself, walk up to strangers. I did all that in the gym.

[Ed Mylett]

Or out of the gym?

[Randall Pitch]

Both, Both. However you can get them in the office.

[Ed Mylett]

Okay.

[Randall Pitch]

You know, and sell them on it. So I did so good at that. I built such a great clientele and now when the leads actually came in that weren't for me.

[Ed Mylett]

Yes.

[Randall Pitch]

That were high paying leads, like these professionals that would come in that, that need help, I would get fed those leads and close them on the deal, you know, and in that process, these professionals like me being a tattooed, yeah. You know, minority type of person. Okay, how the fuck do I speak to these guys?

[Ed Mylett]

45 year old white male banker guy or doctor. Right.

[Randall Pitch]

Because they come in and they have their offense up, you know, or they're the red wall. You got to bring that shit down and be able to relate to them.

[Ed Mylett]

Yeah.

[Randall Pitch]

And see what the problem is.

[Ed Mylett]

I'm curious. Everyone's relating to this right now, right? Like how, what would you do? How would you do that? Was it asking them questions about them or how.

[Randall Pitch]

Asking questions and just keep kind of relating why they're here and how I can help them and that I'm not this, this dude that's just, you know, here to sell you on shit like I can actually change your life.

[Ed Mylett]

Yeah.

[Randall Pitch]

You know what I'm saying? So once I learned that and I'm talking to this, a surgeon to a lawyer to like a college student, you know, so I was able to maneuver.

[Ed Mylett]

Communicate, that's massive, bro.

[Randall Pitch]

And bring down these, these red wall barriers and connect with them on a personal level.

[Ed Mylett]

And it was basically how you could help them, how you could connect with them. This is interesting. I did all this reading about you. This is the part of the story I didn't know and it helps me piece together your success.

[Alex Hormozi]

Yeah.

[Ed Mylett]

Because I've always felt like I don't care what the business is, I don't care if you're in the software business. You have to be able to persuade and communicate. This is, that's interesting.

[Randall Pitch]

It's hard because I've done a lot of interviews here and there. But you know, you live life. There's 365 days a year. There's so much that goes on even with just like eight hours of the day that you can't even explain. Explain for.

[Ed Mylett]

Yeah.

[Randall Pitch]

A full two hour interview.

[Ed Mylett]

I'm really glad because it like, it helps me piece together you because I just, I have this overriding belief like you have to learn how to connect with people.

[Randall Pitch]

Yeah.

[Ed Mylett]

And, and I've met you and I think one thing I will just tell you that I, I see about you too is like, I think you have a genuineness about you. Like, you're instantly likable, man. Like, you're super humble. Like you don't even know how successful you are. And I love that about you, bro. Like, I just, I hope I have that a little bit. Like, I don't think you know how amazing what it is you've already accomplished because I think you're in the mid, I think in your mind you're like still in the beginning, which is huge. I think I'm still in the beginning too. Right. Like, and I'm 17 years older than you. I still think I'm in the beginning anyway. So you're there, you're training, You've learned to communicate, you've learned to close. Right now you got some mentors. What? We're getting close to live fit, but. But we're not there yet. Right. Okay. And also, I assume you're probably still connected to the way you grew up a little bit too, so you still got buddies, ears, getting in some trouble. Some are successful, some are probably getting even locked up once in a while. You probably even lose a friend here and there. Right. That's killed. Right. I mean, you're in this environment that's. Most of us that didn't grow up in it, but grew up close to it, you know? I know. It's almost like you almost lived in a minor, minor war zone, a minor combat zone, and you're still connected to that right at that time.

[Randall Pitch]

Yeah.

[Ed Mylett]

Yeah. So what did you. Were those associates, like, were you pulled back into that all the time, or were these new associations kind of sculpting you and shaping you at the same time as you still had your. Kind of your. Your homies from home, from where you grew up at the same time, at.

[Randall Pitch]

The time, like, it. There's that stereotype where, like, the gang activities, like, heavy, and they'll pull you in, like. No. Once you get to, like, level. Yeah. And the guys that are still doing it, they respect you as, like, more of a friend, like, okay, yeah, what's going on, man? Let's catch up.

[Ed Mylett]

And then they're proud of you almost to some extent. Right.

[Randall Pitch]

And then when you're done hanging out, then they'll go back, do their thing. You do your thing. You know, it's kind of like we already lived our separate ways, because when people do the dirt stuff, that's when we're young. Young, you know?

[Ed Mylett]

Yeah.

[Randall Pitch]

Once you start making real money and making a living.

[Ed Mylett]

Yeah.

[Randall Pitch]

Everyone respects one another.

[Ed Mylett]

You know, my other friends who are athletes who come from those environments to tell me that there becomes a transition where they're, like, really rooting for you and proud of you. You come from where they come from. There's some truth to that.

[Randall Pitch]

Yeah. No, I even ask these guys. I brought one of my. My. My friends as, like, one of the OG gang bangers, like, Shaw Collar. And he came down to the warehouse and he was so proud. Like, he was genuinely proud.

[Interviewer/Co-host]

Yeah.

[Randall Pitch]

Because he has a family of his own. He's like, dude, I'm.

[Ed Mylett]

Yeah. You know, I think a lot of the things, too, from these communities Because I. I think Long beach is part of your story. I think it's always going to be. I think being Cambodian is part of your story. But I don't come from that kind of a community. But I have many friends who do, especially the athlete guys. Especially, by the way, some of them from Long Beach. Long Beach Poly is like, one of the great football, basketball schools in the. In the country. Right. And I think that sometimes a lot of the people that grow up in those communities, at least my sense is their actual family isn't intact all the time. And so there's almost a family relationship to the community. Like, they're all rooting for you.

[Randall Pitch]

I know exactly what you're talking about. Yeah, no, I can relate.

[Ed Mylett]

I think there's a lot of people out there that are just, like, literally proud and rooting for you all the time.

[Randall Pitch]

There's people you see every day that I used to skate with or just hang out with, like, on the streets, like. Like, they almost become families because our actual family's working or doing something to put food on the table, you know?

[Ed Mylett]

And I think that's part of the success of your brand. I think that the great brands now, and we're gonna get into that in a minute, they're not just communities or cultures. They're almost like a family of people that all sort of support the same culture, the same way of thinking, the same thought processes. I think that's what you have, brother. I do. I think it's almost like a family. I don't think it's a. I think brand is, like, minimizes what it is. Like, the people I know that wear your stuff, like, they're proud of it. Like a dude you grew up with. Like, they're. They. It's not like, hey, I. When I meet guys at the gym that wear your stuff, they're aware they're wearing it. Like, once people walk up to me like, hey, nice hat. I'm wearing some clover hat. I'm like, is that what I'm wearing? You know, it's nothing to me. Right? But when guys wear your stuff, I'm like, hey, I'm about to interview that dude. They're like, oh, bro. Like, they go right into it. They know they're wearing it. They're proud they're wearing it. It's like a family brand. It's like. And by the way, that's huge.

[Alex Hormozi]

That's crazy.

[Ed Mylett]

Okay, so let's get into it. You end up. Eventually. How do you end up getting to where you have. You, like, start A store or something. Don't you like?

[Randall Pitch]

Yeah. So after Bally's, obviously I realized I was making good money, but I'm like, dude, I can make a little bit more if I left and, you know, went into private trading.

[Ed Mylett]

That's private personal training.

[Randall Pitch]

Private personal training. Yeah. So running my own business, training multiple clients at one time. Running boot camps maximum, maximizing my time and.

[Ed Mylett]

All right.

[Brad Lee]

You know.

[Ed Mylett]

Okay.

[Randall Pitch]

So I learned that actually looking up Bedros.

[Ed Mylett]

The boot camp idea.

[Randall Pitch]

Exactly. Business model and all that stuff. So.

[Alex Hormozi]

Okay.

[Randall Pitch]

This is before he even knew who the fuck I was, you know?

[Ed Mylett]

Okay.

[Randall Pitch]

So I took that model and literally fucking nailed it to the T. I was in college making way more fucking money than anybody I knew.

[Ed Mylett]

Yeah.

[Randall Pitch]

Around me. And I was like, fuck, what am. Fuck am I doing? You know?

[Brad Lee]

Yeah.

[Randall Pitch]

So I mean, I just kind of was doing it for my parents at the time.

[Ed Mylett]

Yep.

[Randall Pitch]

So I stayed. Stayed doing that. And then this random opportunity came up with my buddy, Bruce Soft. He owned this T shirt store in. In Long beach off of Molino, Anaheim.

[Ed Mylett]

Not. Not a good area, by the way.

[Randall Pitch]

Not a good. It's fucked up over there and it's still fucked.

[Ed Mylett]

Yep.

[Randall Pitch]

He still owns it. It's pretty good.

[Interviewer/Co-host]

Yep.

[Randall Pitch]

Or he does pretty well. But it was like a shop that offered just like 5 or 10$, like blank T shirts or you'd make like custom one off shirts, you know, that people go in and buy and sell like. Yeah, retail store.

[Ed Mylett]

Okay.

[Randall Pitch]

And at the time he gave me this offer to like buy into it. I was like, all right, sure.

[Ed Mylett]

So you're entrepreneurial then.

[Alex Hormozi]

Okay.

[Ed Mylett]

You buy into a T shirt store in a pretty rough area where you grew up.

[Randall Pitch]

Yeah, because I seen the people would just see. That's fucking rough area. I seen the money because. And over there in the hood, what do people do every morning? This is a trip. Every morning they would go in our regular customers and buy a fucking. A brand new white T shirt every morning. They don't wash it. So this is maybe something new you learn. They don't wash their. It's their Pro5T shirts. Okay, so just buy a new one every day.

[Ed Mylett]

Every day and throw it out.

[Randall Pitch]

Yeah.

[Ed Mylett]

Buy another one the next day so you have like regular traffic. Like someone's going to a Starbucks to buy a cup of coffee, they're buying a white T shirt from you.

[Randall Pitch]

Yep. I promise you. Yeah, it's crazy.

[Ed Mylett]

Okay.

[Randall Pitch]

It's weird as when I tell people, I'm like, yeah, no, that's why when you see like, you know, Some, some like gay main dudes that wear a white T shirt, they'll still have the crease just from the packet.

[Ed Mylett]

This guy is such a beautiful shirt. Every freaking time. So that's why it's a brand new shirt.

[Randall Pitch]

Exactly. They just open it.

[Interviewer/Co-host]

Okay.

[Ed Mylett]

So that's why that location works. That's why, like, it's actually a pretty damn good location. And you knew that because you grew up in it.

[Randall Pitch]

Yeah, yeah.

[Ed Mylett]

All right.

[Alex Hormozi]

Okay.

[Ed Mylett]

I'm learning a lot here.

[Alex Hormozi]

Okay.

[Randall Pitch]

So then with that, I got obtained the T shirt store with my buddy Bruce. And then I wanted to do this whole Long beach brand as well in there. I was like, I think I can sell some cool fucking Long beach logo stuff. Because Long beach has a lot of pride. People within the city like to rock, you know, Long Beach. So I started making designs and created this LB clothing brand. And fucking. It took off in the store.

[Ed Mylett]

People would just come in, inside the store.

[Randall Pitch]

Inside the store. Okay. And I obviously started market marketing it on like Facebook and MySpace. At the time there was no Instagram.

[Ed Mylett]

So there was. You were already dabbling in the social media deal, which is huge to your success now, which we'll get to. But. Okay, so you're. Now you're. Were your training clients wearing this stuff or this was like a local brand thing.

[Randall Pitch]

Into what stuff? The.

[Ed Mylett]

So the. In your store, the shirt you were selling in your store that you created. Right. Was that. Was that something your. The people you trained war or like local dudes would.

[Randall Pitch]

Just. Local dudes, yeah.

[Alex Hormozi]

Okay.

[Ed Mylett]

Yeah.

[Randall Pitch]

But then over time, when I was running my private training business, I had all this graphic design skills. I had all these other like video editing skills, photography skills. I had my trading business as well.

[Ed Mylett]

Okay.

[Randall Pitch]

I was like, okay, I'm gonna design some stuff for my clients. What can I. What's a catchy slogan?

[Ed Mylett]

Okay.

[Randall Pitch]

I was like, all right. Lift Fit.

[Ed Mylett]

You're kidding me.

[Randall Pitch]

Yep. So I fucking designed.

[Ed Mylett]

Are you serious? Litfit started for the people you were training?

[Randall Pitch]

Yep. Mama clients. So I had rp, RP Fitness. And then my slogan was Lift Fit. So I just made this collection of like a T shirt design and black zip up hoodie.

[Ed Mylett]

Yep.

[Randall Pitch]

That we still sell today.

[Ed Mylett]

Okay.

[Randall Pitch]

That were the first, I guess, line that was offered to my clients first. So then they started wearing it and then I. At the time there was only. What, Facebook?

[Interviewer/Co-host]

Yeah.

[Randall Pitch]

So I was like, alright, this is fucking cool. Let me film this. You know when we're doing like boot camps or group training because everyone's having fun and everyone's wearing the same shirts, this and that. And not only did I post it, but because they were my clients that were part of the community or my training business, they wanted to post it too, because they were wearing the shirts like they wanted to show off to their friends, like, look what I'm a part of. So it just kind of went in viral in the local community, and then it just snowballed from there because then people were like, okay, I'm not training with you, but I want that shirt. How do I get it?

[Ed Mylett]

You're kidding me.

[Randall Pitch]

Yeah. So then it kind of just.

[Ed Mylett]

When was this? What year are you talking about?

[Randall Pitch]

Like, 2011.

[Ed Mylett]

Okay. So you're like, all this stuff we see today that everybody does is acceptable, which is film their brand, make it fun. You did before most of everybody was doing it. What made you think that? How did you know to do that?

[Randall Pitch]

I just thought that was cool.

[Ed Mylett]

You thought it was cool?

[Randall Pitch]

I was like, hey, man, this shit's tight. I want to. Let's film it. You know.

[Ed Mylett]

You know that that's genius, right? Like, that's. No, no, not. I guess I didn't know that.

[Randall Pitch]

Yeah.

[Ed Mylett]

Okay.

[Randall Pitch]

I was always, like, a marketing person.

[Ed Mylett]

Everything.

[Randall Pitch]

Everything. If you wanted to look at my brand or whatever I'm about, I wanted to make it look as cliche as it sound. I wanted to make it look perfect or make it look cool, you know? So how do I do that? I think I'm gonna film this, you know, and show what My. Show my friends what I'm doing, you know, that I'm.

[Ed Mylett]

You know, and it went a little bit viral through their posts and them wanting it. Then people who don't train with you want a little piece. So you have that going on, the sort of viral social media virtual world, and you have this physical store that you're selling local stuff to as well. Right? Tell them to tell them real quick, like, because I didn't know this. And you would get business spikes at this store through tragedy almost. Right? Like, and I want people to understand this because there's. There's this. There's all these brands that are massive, that are. What? I. I don't know the right word for it, but I'll just call it, like, urban driven or city driven or culturally driven brands, Right? That a lot of people don't understand, whether that be even, like, music like Jay Z, or we were talking about Damon John earlier with Fubu. Like, like. Or what was Russell Simmons brand? Baby fat, right? Or these other brands. Like, so you would have A spike in business, in your store and in your shirt. When what type of stuff would take place?

[Randall Pitch]

When murders would happen.

[Ed Mylett]

When murders would happen. Why?

[Randall Pitch]

Like I said, there's heavy gang activity. So one of the things we did to. Were just one off. Custom shirts.

[Ed Mylett]

Yeah.

[Randall Pitch]

And a lot of that was rest in peace or in loving memory of.

[Ed Mylett]

Because in gang culture, if someone dies, what happens?

[Randall Pitch]

Usually they retaliate or whatnot.

[Ed Mylett]

They retaliate, but they also make some. They make. I didn't know this. There's like rest in peace shirts.

[Randall Pitch]

Yeah, they'll make rest in peace shirts just for the lost ones, loved ones.

[Ed Mylett]

You know, so you would hear, like, there's noise, like someone was killed, there's going to be retaliation. And you'd literally be thinking, business is going to spike.

[Randall Pitch]

Yeah. Me and. Me and my buddy Bruce were like, dude, we're going to be busy in the next couple days, man, because this person got smoked. They came in, made a bunch of shirts, but we know this other person has a green light on them. And we're like, all right, he's about to die. And then sure enough, but he dies like a week later and we're.

[Ed Mylett]

Do you guys.

[Randall Pitch]

It's just that, you know, in that cycle of bubble.

[Ed Mylett]

Dude, that's amazing to me. And so. So you put an unreal story, by the way. So I'm curious. I don't know this. So you have this store.

[Interviewer/Co-host]

You got your.

[Ed Mylett]

It's interesting. You got all these things going.

[Interviewer/Co-host]

So you're training.

[Ed Mylett]

You got this culture going where now live Fit starting. You got the store guys are coming and buying their shirts every single day. Plus someone dies. Business spikes because you're making those shirts, plus your normal brand that's local, plus the other stuff you sell. Like, you ever get. I don't know. I always think about this. I go into when I'm driving home from LA back here, right. Or when I was even a kid, I'd go out and play baseball at Long beach or Long Beach State. I go to a game there or I go to a. Or even Cal State la. You know, you drive back from there. You go get gas at a gas station. You grew up in Diamond Bar. Where I go, it's like, hey, man, this is a rough gas station. I'm more careful. Right. Like, I go into where you grew up and did you ever get robbed?

[Randall Pitch]

Yeah, actually, when I was. They'll rob you. They don't care what fucking age you're at. I was think 13, 14. It was on 11th in temples. Funny, you Asked me, I was with probably 12. 12 of my friends, just hanging out in front of my buddy's house. These two Asian guys are Cambodian as well, because there's two gangs in Long beach that. Two Cambodian gangs. They beef with each other, too.

[Ed Mylett]

Okay. Still to this day.

[Randall Pitch]

Yeah, still to this day, there was this. These two gang members, they walked by and they looked at me. They're a little older, and, like, I was like, that's kind of weird, you know? How the fuck did you look? And they walked to the end of the block. Then they decided to walk back. I was wearing this gold Buddha necklace. I didn't know at the time, you know, My mom gave it to me. And then.

[Ed Mylett]

Your mom gave it to you?

[Randall Pitch]

Yeah. And then these two guys came up, and then one of them, the second time they walked back, he took a knife out, put on my neck. He snatched it. And all my friends were just like. We kind of just knew. We're like, fuck.

[Alex Hormozi]

All right.

[Randall Pitch]

Fuck we do, you know?

[Interviewer/Co-host]

Yeah.

[Randall Pitch]

I even call my friend that was in. In that gang, too. I was like, hey, man, can you get my fucking necklace back? My mom's gonna fucking kill me. You know, she gonna be my ass. Because that's just. What?

[Interviewer/Co-host]

Yeah.

[Randall Pitch]

If you get jacked, they're gonna get mad at you.

[Ed Mylett]

Yes.

[Randall Pitch]

But then they're like, nah, dude, I can't if they're just doing that. That's just part of the work. I was like, fuck.

[Ed Mylett]

Did you ever get it back?

[Randall Pitch]

No. It was funny because when I went back home, I guess I never said anything to my mom. Dude, this is weird. I never fucking talk about this shit. She never asked where the necklace was. And it was fucking years later. I was like, hey, mom, you remember what I thought? She's like, I know you got robbed. I was like, are you serious? Yeah. Because she's. I was like, how? You know? She's like. She's just new. I guess I was too quiet or something, you know?

[Ed Mylett]

But your mom. But we're gonna get to live fit now. But your mom's, like, a central piece of your life, huh?

[Randall Pitch]

Yeah, no, for sure.

[Ed Mylett]

You talk about your mom a lot. Why? Like, what. What. Why is that?

[Randall Pitch]

She was probably, like, the only person that. Now that I realize.

[Ed Mylett]

What?

[Randall Pitch]

I'm older. She gave me everything I wanted, even though we didn't have the fucking funds for it or the means for it. If I wanted new skate shoes, she would buy it.

[Ed Mylett]

She'd find a way.

[Randall Pitch]

When I was young, I didn't know what the fuck housing was I didn't know what section 8. I didn't know what food stamps was. I knew you buy this fucking food and this greenbacks, you buy other shit.

[Ed Mylett]

Yeah.

[Randall Pitch]

So my mom said, you know.

[Alex Hormozi]

Yeah, so.

[Randall Pitch]

But I didn't know. I thought I was fucking part of life, right?

[Ed Mylett]

Everybody had that.

[Randall Pitch]

Yeah. And then everything I wanted, skate shoes, fucking wheels, whatever it was, I was like, mom, I'd have to fucking have it. I was that dickhead kid.

[Ed Mylett]

Yeah.

[Randall Pitch]

I was like, I fucking have to have this right now. I'm fucking not cool. Whatever, you know?

[Ed Mylett]

Yeah.

[Randall Pitch]

So she would fucking make it happen.

[Ed Mylett]

She found a way, you know?

[Randall Pitch]

So now I realize later, I'm like, fuck, dude. I was about to beat my ass if I was looking.

[Ed Mylett]

You know what's amazing that y' all don't know is that now that Liv fit's built, one of the first things you do when you got money was you took care of your mom.

[Interviewer/Co-host]

Retired your mom.

[Randall Pitch]

Yeah.

[Alex Hormozi]

Retired my mom.

[Randall Pitch]

Yeah. Now she doesn't have to work nothing.

[Ed Mylett]

Yeah.

[Randall Pitch]

Got in her spot. She's chilling.

[Ed Mylett]

That makes me.

[Interviewer/Co-host]

That's.

[Ed Mylett]

That's my favorite part of your whole. All the wealth you're gonna make, man. All the cars you already have. You're gonna sell live fit for a couple hundred million someday or whatever you're gonna do. My favorite thing about it is that the first thing you did when you made some money is you took care of your mom.

[Randall Pitch]

Yeah.

[Ed Mylett]

And that's everyone watching this, like it's one of their dreams. Like, wouldn't you love to take care of your mom? All the stuff you went through being robbed as a kid. I'm pretty sure your store probably. I don't know. Did your store ever get robbed or almost robbed?

[Randall Pitch]

Try to get robbed? Yeah, man.

[Ed Mylett]

Try to get robbed.

[Randall Pitch]

At one time, we're talking about with. On Andy's thing, man.

[Interviewer/Co-host]

What happened there?

[Ed Mylett]

I don't know about that.

[Randall Pitch]

Some guy tried to buy a T shirt with a fake $5 bill, this Mexican dude. And he was just from a gang that just didn't like Asian people.

[Ed Mylett]

Okay?

[Randall Pitch]

So I was like.

[Ed Mylett]

So he comes in your store with.

[Randall Pitch]

A fake $5 five, tries to buy it. And I'm like, dude, I can't. I can't sell you this. He's like, why? Because I'm a donkey? I'm like, nah, dude, because this is a fake five dollar bill. He. I think he was all drugged up. He was like, dude, I'm gonna come back and kill all you guys. Kill all the Nips. That's what they call us Nips. And then I was like. I knew he was serious. I'm like, all right, man. This.

[Ed Mylett]

Oh, my God.

[Randall Pitch]

So then my buddy, we had a shotgun in the store. In the store. Yeah, he would have shotgun in a Glock. But we fucking had. We loaded the shotgun, cocked it back, and just had the safety on. That's how fucking scary the shit was. And my friend Bruce was like, if this will comes back, just point that shit. That way you don't have to aim, just fucking point, shoot. It'll fucking blow the whole fucking window off. I was like, oh, were you scared? I was scared as I was fucking about to shit my pants. But I was ready. That's the thing. I was fucking ready, dude. I was like, all right, this will come.

[Ed Mylett]

Yeah, you literally have a gun right.

[Randall Pitch]

Next to you under the keyboard.

[Ed Mylett]

Just like, just get this, everybody. We're gonna segue now into where he is now. But, like, just so you get this, and I'm not exaggerating when I say this, on some level I am, and I'm not. What's. What's been. What's happened now is the modern day Nike. It's the modern day Nike came from this. Do you understand that? Like, when you go Google him or you research him, it's the modern day Nike. It's like. It's like you're. And by the way, I think you're more viral and innovative and creative and have a more loyal following than them. So you're talking about somebody who grew up in a band, skating. He drops out of Long Beach State, just so you know. I mean, like, pretty close to graduating. You probably could have graduated if you went like, what, six more months or something, probably, right? He leaves. He's in a store where he's getting robbed with fake $5 bills. His business would spike initially when people were killed, right? And he ends up building this modern day massive brand. So just think about what you're capable of when this man's done this. And there's this combination of unique things you've built. You've got this artistic. I think everyone who wins in business takes advantage of some birth blessing and then builds skills after it. So, like, for you, my analysis is you were born with a birth blessing of artistry, of creativity, right? Like, skating's an art to me. I skated too. So skating's an art. Playing in a band is an art. Creating these designs you've created is an art. I think at your heart, you're an artist, but that's not Enough. Then you learned how to close. Then you got some mentoring. Then you learned to be an entrepreneur, which you already had that kind of desire because you come from nothing. So you want to make money, right? Like scarcity, crazy. I want more of this.

[Randall Pitch]

Exactly.

[Ed Mylett]

World class mom who sows belief into you and love all the time. Like just loving a child, like you were loved by your mom, gives you confidence. Like, even as I say that, just so you know, badass tattoo guy, your face just changed, right? When I talk about how much your mom loves you, right? Like, that's this. When you. The story of your life and you're engaged in this beautiful woman you're gonna marry. The central figure of your life till this moment is your mom. She's the one. If I turn the pages of the book of your life is your mom, right? And so I love that, bro. Like, and your mother went from, like, I've read about, like, like, literally no food eating, like, anything she could find to eat. Right? Like, is that not true? Like, your mother would, like, what would she do? Like, to eat?

[Randall Pitch]

Like, I remember the story because I asked her. I remember her, her mom, my grandma, during. When they were at the, what do you call, the labor camps.

[Ed Mylett]

Yes.

[Randall Pitch]

Because they only get fed one time or twice. They would try to get. They see a fucking lizard, she would snag it and fucking like, kill it and put it in her pocket and then later distribute it to the rest of the kids later just so they can eat.

[Brad Lee]

I, I heard that.

[Randall Pitch]

Knowing though, that if they did get caught, execution right away. But it's like eat or, you know, survive every day.

[Ed Mylett]

Isn't it amazing that your mother, bro.

[Randall Pitch]

Like, no, it's fucking trippy, dude.

[Ed Mylett]

And her son becomes this. Like, I just, like, I, I hope people listen. So, like, if this is possible, what's possible for me or my children, right? Like, or my future? Like, your past, your. Your upbringing, your. The tragedies you gone through, they don't define you. Like, look what this man's become. Very short intermission here, folks. I'm glad you're enjoying the show so far. Don't forget to follow the show on Apple and Spotify. Links are in the show notes. Now on to our next guest. Welcome back, everybody. This person sitting across from me, he's been on the show before.

[Interviewer/Co-host]

You guys all went nuts when he was on.

[Ed Mylett]

But I got to tell you, he's probably the person whose content I share.

[Interviewer/Co-host]

The most on the planet because I think it's that good. I really, really like a lot of People in the business space I admire and listen to very few. And he has risen up the list for me of the people that I admire and I listen to the most because his content is so good. His message is so good because it's based in actual results and act experience. My guest today is Alex Hermozi. Welcome back, brother.

[Alex Hormozi]

Thank you for having me and such a gracious introduction. Just to apologize ahead of time, the audience, there's no way I will live up to that, but I'll do my absolute hardest. I'll try my hardest. He will.

[Ed Mylett]

Fifteen minutes in, he will have exceeded it. By the way, he's got a new book out called $100 million how to.

[Interviewer/Co-host]

Get strangers to want to buy your stuff.

[Ed Mylett]

And I think it's the book launch.

[Interviewer/Co-host]

I told you this off camera. I've heard the most about ever. He had a few people participate in it.

[Ed Mylett]

How many did you have?

[Interviewer/Co-host]

Tell them.

[Alex Hormozi]

Yeah, we had 500,000 people who signed up for the event. We had just under 200,000 who clicked to join live the moment we launched. It was wild. It was a whole city.

[Interviewer/Co-host]

And I said to him, I said.

[Ed Mylett]

Well, how'd you do it?

[Interviewer/Co-host]

He go, actually, I did the stuff in the book. Give us a couple specifics of what that means.

[Alex Hormozi]

I'm going to give a little bit more context, and I'll give the better answer. So $100 million offers, which is my first book, was an offer about making a proposition to somebody that they would say yes to. So how to make offers so good people feel stupid saying no. And the first question that you need to answer when you're an entrepreneur is, what do I sell?

[Interviewer/Co-host]

Right.

[Alex Hormozi]

And so you make an offer, and that's why that was the first book. And so the offer book itself was what I would consider a meta book, as in it, both, the goal was that I demonstrate the concept while also with the book, while also teaching about it in the book. And so the book itself, I premiered it for $1.99, and it came with a course that Most people charge $5,000 for. And I gave that away for free and did no paid advertising whatsoever. And it continues to sell 25,000 30,000 copies a month. This month, obviously, way more than that, because the launch and whatnot, but more every month than it did the month before. And it's still top 100 two years later. Now the next book answers the next question. So once you have something to sell, then you're like, well, who do I sell it to? And so you need leads, and so that was why the second book is $100 million leads. And so leads mean a lot of different things to a lot of different people, but most people agree that they're the first thing that you need to have to get new customers. And so the thing that creates a lead. And when I was trying to go through this book, I was like, what is a lead? And so I had a buddy of mine ask me that question, and I stumbled. I was like, you know, a lead. And he was, no, what's a lead? And so I was like, you know, it's someone that, you know, you get name, phone number, email address. And he's like, okay, if someone follows you on Instagram and you can message them, are they a lead? I was like, well, yeah, I guess they would be a lead. He's like, okay, well, if I subscribe to YouTube, am I a lead? Then I was like, no, I guess not. It wouldn't be because I can't contact you in any way. And so we started going through all these things. If I knock on someone's door, they a lead, right? And so we start going through it, and so we come up with a lead is a person you can contact. Now, from there, you're like, well, there's a lot of people I can contact. Which then gave me the conclusion that what people say they want is leads, but what they really want are engaged leads, which is a person you can contact, comma, who's shown interested in the stuff you sell.

[Interviewer/Co-host]

Would you call it qualified lead?

[Alex Hormozi]

That would be the next level. So, yeah, if you're looking on the lead continuum, you've got unengaged lead, engaged lead, a qualified lead. And then. Yeah, and then you go to customer and whatnot. And so then the question is, how do you go from an unengaged lead to an engaged lead? And that one. That one flip just from there to there is the entire book. After that point where someone raises their hand and says, I'm interested in your stuff, that is where the book ends. And so I wanted to show people how to get strangers to want to buy their stuff. Not to buy it, because that would be sales, but how to want to buy their stuff. And so in going through this, we made two four boxes, and this took, it's awesome, 100 iterations last night.

[Interviewer/Co-host]

It's awesome.

[Alex Hormozi]

It was really hard. Like, as crazy as it sounds, I believe it. I came into it with a lot of the preconceived. I was like, what about earned media? What about owned me? Like, I had all these and I had to deconstruct everything into simply, you can talk to people one on one, and you can talk to people one to many. And there are people who know who you are before you talk to them, and there are people who don't. And those are the. Those are the four variables. So if you're one to one to friendlies, that's a warm reach out. If you're one to one to strangers, it's a cold reach out. If you're one to many to friends, it's when you post content, it's your audience who knows you. And if you're doing one to many to people who don't know you, it's paid ads. Gosh, that's good. Okay, and so those are the only four ways that a person can let other people know about stuff. Anything at all. Like, if a girl's like, I just slept with six guys, she's advertising what she did, she let people know about it. Right. And so advertising is the process of making known. That's how we define it. And so then you're like, well, if those are the only four things that I can do to let other people know about stuff, are those the only four ways to advertise? And so the answer is kind of like yes and no, because the other four are what I call lead getters. And so lead getters are people who let other people know on your behalf.

[Interviewer/Co-host]

Yes.

[Alex Hormozi]

And so they are where you get the greatest amount of leverage in advertising. Because, for example, if I were to say, okay, I'm going to hire a recruiter who brings me affiliates every month, and so I hire one person. So I do whatever amount of work it takes me to hire one person, and then I go and I sip my ties on the beach, which we know that's not true. But just for the example, now that person works every hour of every day bringing affiliates in. And then those affiliates, then either they do one of the core four, they reach out to their friends, they reach out to strangers, they post content, or they make ads to their audience to tell them about my stuff for money, free stuff, or both. That's the incentive. And so that is an example of a lead getter and how one day's work might create zillions of dollars on the back end by just having leverage, getting more for what I put in. And so there are four. The first is customers. So you do the core four.

[Ed Mylett]

That's what I ask you.

[Alex Hormozi]

Yeah, you do the core four to get a customer. Now that customer can then do the core four. Again, to get you other customers, do.

[Interviewer/Co-host]

You feel that there is a priority among others? In other words, when you were saying it, I'm like, customer might be the.

[Alex Hormozi]

Best one for sure. The reason I would say customer is more important isn't as much about the customer, but about what would make a customer want to refer is typically an exceptional product. And so if you have a better product, like you can incentivize any affiliate if you put it in a better.

[Ed Mylett]

Product or better experience.

[Alex Hormozi]

Right, exactly. So I'll quickly go through the four lead getters and then I'll explain the whole cycle in total. So you have customers, you have affiliates, which I talked about just a second ago, which looks like a customer referral, but it's a little different because it's another business who refers their customers to you. You've got agencies who can do the core frontier we have. They can run ads, they can post content, they can do outreach, all for you. Because there are agencies who do all those things. And then you have employees. So, like, I don't make my content. I have a team of people who make content for me. And so you can see how the first four things are the only things a human can do to let other people know about stuff, to advertise. The other four are the people you get from advertising who can then do the advertising on your behalf. And so the long winded answer for like, how did I get 500,000 people there? Is that I purposefully took the 24 months leading up to that because once offers launched, everything was about leads. So I knew that the audience didn't know that, but everything that I was doing was knowing that in 24 months I was going to have my next book come out. And so I wanted to, to use every tactic or method in the book to advertise. To advertise the book. So that's the whole meta concept. The first one was I had to make a meta offer. Like the book itself is an amazing offer, so good people feel stupid in saying no. And then $100 billion leads. I wanted to get as many strangers to want to buy my stuff using warm outreach, cold outreach, posting content, running paid ads, getting customer referrals, affiliates, agencies and employees.

[Interviewer/Co-host]

So the launch itself is validation of the book itself? Yes, keep going.

[Alex Hormozi]

And so the thing that always grinds my gears and I think what I've strived really hard to do with the content that I make, et cetera, is that I always want the proof to be undeniable. And so, like, I started the presentation for the Book launch with this little picture of a book that says how to market a book, and it has 14 reviews on Amazon. And whoever wrote this book, I hope I'm not just like just destroying you. That's not my goal. I blacked out the name. I don't know who it is, but I don't need to read the book because I already have evidence that the person doesn't know how to market a book because if they knew how to market a book, they wouldn't have 14 reviews. So I have real world evidence that the contents of the book are irrelevant. And so I wanted to do the exact opposite of that, which is if you're going to have a book about advertising, it should be advertised better than anything. And so that was exactly what I wanted to do, was just lean really hard on that and purposefully use only the things that I have in the book, which was actually kind of fun for me. So when we scripted out the ads, I have an ad creation framework that I just, just used the framework that I introduced in the book only. And with the affiliates I had the structure that I set up in the book, I used only like I call it Talk Whisper T shot, which is kind of like the method that you do to launch anything, or at least that I used to launch anything. You know, like we used agencies when we didn't have to because I wanted to have an agency run it so I could talk about that. And then obviously the team did all the content. And so we used all eight methods to promote the book. And then that is what resulted it. We had 137,000 people came from paid ads. We had 104,000 people came from affiliates. We had 27,000 affiliates sign up to promote the book launch. We had just under. Just over 200,000 people came from content. And then we had. What am I missing? And then referrals. The rest were referrals.

[Interviewer/Co-host]

Do you, by the way, everyone hearing this right now, it's amazing to me. Obviously the detail of the book and all of that is one thing. The other thing is that how many people, all the concepts you just described to them, even if they were at the book launch, is still four of them, meaning they still look at business almost like a linear transaction. In other words, this is a simple analogy. Look, here's how I got wealthy. I don't play checkers in business. I'm playing chess. I've got multiple moves that I'm already making in front of the other one that set up something else. Most people are like, I just Got to get this client and then once.

[Ed Mylett]

I get that, I'll breathe out loud.

[Interviewer/Co-host]

And then I'm going to go through this arduous, grinding, debilitating, horrific self loathing process to get one more right. The power of one more.

[Ed Mylett]

That's what Ed Mylett says.

[Interviewer/Co-host]

And do you agree with that though? Does it still blow your mind how many people still don't get progressive marketing that stacks on top of one another? Funnel's a terrible word but there's multiple funnels happening here, meaning you've got the.

[Ed Mylett]

Affiliate funnel, you've got the paid ad.

[Interviewer/Co-host]

Funnel, if you choose to do it that way. You've got your content or client referral funnel. But most people in their businesses, they're still, what you just did is so brilliant, it's like washing over them still.

[Ed Mylett]

Even of the half a million people.

[Interviewer/Co-host]

That were there, you and I know this. It's, they, they, they're picturing how business works fundamentally incorrectly. Would you agree with that?

[Alex Hormozi]

I think so. And I think part of it is I would, so I would say it's more like a, like, at least from my perspective like an incomplete picture. So they, they, they can usually you can only see as far as like what's in front of you. And so if you are barely making rent, you and you're barely making payroll, it's really difficult to think about brand.

[Ed Mylett]

You know what I mean?

[Alex Hormozi]

And so it doesn't make it less important though, but it's just really hard. And so you know, for at least the prescription that I have in the book for advertising is pick one method. You can pick warm reach outs, you can pick cold reach outs, you can pick, you can pick making content, you can pick running paid ads. And those are all the things that you can do. And I start there because most people reading anything in business are usually the ones doing it for the most part. And so we start with the core four that a person can do. But of course all four work better together.

[Interviewer/Co-host]

Yes.

[Alex Hormozi]

Now you can just do cold calls and you can build a business. You can just run paid ads, you can build a business. But if you do cold calls, run ads and have content that people consume, when they click your ad, they consume some content and then they complete the transaction. Or you do a cold call, they take the set call and between the set and the close they go to your profile, they read some stuff, they watch a video too and they're like, oh, this guy's legit. Now if you didn't have that, the likelihood that you close them would Be way lower. But you would attribute the failed close to bad cold calling. But you could have given the assist with brand with content.

[Interviewer/Co-host]

Let me ask you a hard question. I bet no one's asked this and if they have, cool.

[Ed Mylett]

But I was thinking at your work.

[Interviewer/Co-host]

Like I was going through all of it last night again and I was thinking, okay, I want to ask him the tough stuff. Like the stuff no one's going to ask them an interview. I want two entrepreneurs pushing one another to figure this out even together. Okay, so what if the sales cycle of your product is different? Does that dictate which way you should go? So let me give you an example. Marketing a book that's a tangible product that can be acquired instantaneously. Let's switch it. Let's make it a hard one. I'm a realtor. Yeah, I'm in the mortgage business. I'm in the insurance business. This sales cycle is a little bit different. It's not necessarily A to B. Bam, we've got a client. Does that change your methodology? And let's walk through a real world one. I'm a realtor.

[Ed Mylett]

Let's use what I think is maybe.

[Interviewer/Co-host]

The hardest one to make the application fit on some cycles.

[Alex Hormozi]

Sure.

[Interviewer/Co-host]

Do you pick a lane, all of the lanes and does that matter that the product isn't a consumable can of Coca Cola or a bottle of water, but it's a transaction experience that you're going to have to go through in the sales cycle?

[Alex Hormozi]

I don't think it would matter at all. Okay, so if we were to just let's fill in the boxes if we will. So like if you're a realtor, warm outreach is going to be you reaching out to your friends and family saying, do you know anybody who's interested in buying a house? Now ideally, you probably not start with that because that's what every realtor says. So it might be something like, hey, what's your dream home? Or something like that. And then you can start talking about something more interest. Believe me, I'm not in the real estate space, so hopefully there'd be a better hook. But that would be the idea. Cold reach outs is you're just dialing numbers that are close to you or cold emailing or that is cold reach out. If you're making content, you're talking about the houses that you're selling. And many realtors do that. And then you have paid ads, which also plenty of realtors either generate buyer or seller leads that they call and then they can help them sell Their house. So either they list houses and they show these six or seven carousels of cool houses and they get buyers, or they talk about recent sales and then. And use them as case studies for like, here's the 17 steps in the process. We took this house from the owner, thought they could sell for 500, I sold it for 575. And this was the 60 day process we ran through. If that sounds interesting, I can walk you through what I would do for your house, Whatever. So that would be the core four. But a good realtor should also have friends who are ancillary to the industry. So it might be, you know, lawn care people. It might be. I know there's regulations around loans and kickbacks and things like that. But like still cleaners, anybody who does home services, you can still get referrals from them, which would be an affiliate. Right now, customer referrals is you sell the house and you ask them for friends. Or before you sell the house, you ask them for friends. Or sometimes they just do it on their own because they actually like you and you did a good job from an agency perspective, you could hire agencies to do any of those things. And then if you're a bigger realtor and you have a team of people, then you can use your employees to do any of those things on your behalf. And so the core four and the four lead getters work independent of whatever business you have because they are simply the only ways that one human can tell other human about stuff.

[Interviewer/Co-host]

It's a fact. So let me give you an example. I have several homes listed right now. Just different things I'm doing. I'm just thinking through what you just said. One of the homes I have listed, they literally knocked on my door as a cold call.

[Alex Hormozi]

Yeah.

[Interviewer/Co-host]

And the fact that they did that, they make a lot of money too. I was like, this is my lady.

[Alex Hormozi]

Yeah.

[Interviewer/Co-host]

So that's one of them. The other one I have an interior designer referred me, the realtor that is now listing my house. Isn't that interesting. And the third one just literally had a digital footprint that I saw their digital footprint went to. Their brand was validated by other significant properties they had sold and they're listing that property.

[Ed Mylett]

So what he just said, I just.

[Interviewer/Co-host]

Gave you, in my own life, validation of all three of those methods right there off the top that I'm currently using, currently in the MLS with three people in that industry.

[Ed Mylett]

Exactly the way that he just described. But I wanted to push you to describe it first because that's the theory.

[Interviewer/Co-host]

Here's why I think you're this way too. There's validation, and then I want to push the theory to the extreme. Most difficult measure to see whether it passes the taken on water test. And that's what it does for me.

[Ed Mylett]

Number one thing I want to ask you.

[Interviewer/Co-host]

Someone's an entrepreneur, they're listening to this and they are not getting enough leads in general.

[Ed Mylett]

And.

[Interviewer/Co-host]

They'Re literally thinking that what I'm going to do is I'm going to continue to do just posting stuff on my Instagram over and over again, and people are going to magically appear. If there's one step now I should take to change my tactic, first thing I should do, aside from get the.

[Ed Mylett]

Book, get the book would be what?

[Alex Hormozi]

So if I needed to make money tomorrow.

[Interviewer/Co-host]

Yes.

[Alex Hormozi]

And I was that guy.

[Interviewer/Co-host]

Yes.

[Alex Hormozi]

It's the first of the core four in the book, which is warm outreach. And so what that means is I go through my email and I look at every single contact that I already have already in my email list. I open up my iPhone or my Android and I go down my contact list and I download that and I export it. And then I look at every one of my social media profiles. I've got 700 followers on Instagram. I've got, you know, 400 friends on Facebook. And I list out all the people into one mondo Excel sheet. That is my first leads list. And I reach out to them and I open with something that has nothing to do with my profession, which usually has something to do with their life. And so I take the 30 seconds before I message everyone, because you only have a fixed amount of people. And I would say, what's new in Sarah's life? Sarah just had a kid. Sarah just moved. Sarah just had a baby. Sarah just competed in Tough Mud or whatever. And then that would be my opener. And then it's house things, right? And then once you have house things, then you transition. You can move the conversation into whatever direction you want. If I'm selling fitness, I would say, oh, well, how do you have time to cook food and get in shape? If it was I was career coaching, I'd be like, how are you making time for work and your career goals? If I was talking about if I was selling therapy, I would say, how's your mental state with crushing all these goals? But are you taking time for yourself? You know what I mean? I could sell anything from once. I just know once I have their attention. And we use something that I call the ACA framework, which we learned from the gym world, but it works with anything. It's really just how to talk to a human being. But it's acknowledge whatever they said, compliment them on a legitimate compliment, and then ask the next question. And so a lot of people just don't know how to have a conversation. And so whenever someone says, I did the tough mudder, I would say, it's so cool that you did the tough mudder compliment. Which would then say something like, that's, that's so tough of you. It's so cool that you take that time to push yourself. You must be that type of person. I would label them with something that I want to use later in the sale. And then, so, and then the ask is, let me move the conversation forward, right? And so that is I then have my big list of every single contact that I have. And I start with the open hook that's personalized to them. And then I move them through ACA and then I set them up for a 10 minute qualification call of some sort just to make sure that they like whatever it is. And then I would set up for a real conversation. And if you're curious what does that 10 minute call look like, I use something called the Closer Framework. It's not that this is the perfect way to sell. It's a simple acronym that I use to organize sales scripts. C is clarify why they're there because they got on the phone for a reason or they decided to respond back to you for a reason. It's the first obstacle that comes up in any sale is someone says, I just wanted more information. Well, no, they didn't. They got there because they have a problem. You're not just hopping on phone calls for information all day. Of course you're not. Right. Like you even make that joke if you want to.

[Interviewer/Co-host]

Really good.

[Alex Hormozi]

Right? And it's like, well, what? Because then you just clarify, like, what problem do you want to solve? Like six months from now, what do you want to have happen? And then, then the person's like, well, I, you know, I can't fit in my jeans anymore. You're like, right, boom. I've clarified where they're there. Then you restate it with l label them with a problem. So to be clear, you're not the weight you want to be. You're currently. How much? £200. What would you like to be? My high school weight. What's that, 130. Got it. Gap. Okay, cool. So then we go cl. Now we go to O. So this is the closer framework. O is overview their past experiences. This is I call it the pain cycle. So you say, what have you tried so far? How'd that work for you? What did you like, what did you not like? Whenever they say the things that they like, you mental note of that so that when you present your solution, you're going to talk about and tie the things that they liked about it.

[Interviewer/Co-host]

It's part of their buying map. Uh huh.

[Alex Hormozi]

And then the pain part is where they're like this was terrible, it's too hard to follow. They didn't pay attention to me, no one followed up, blah blah, blah. And so then it's like, well what else have you tried? And so we just keep doing until we've exhausted all the pain. And whenever you bring up past experiences, it always aggravates and increases importance. Like in the political world, whatever the news cycle is on people will say is the most important issue of the election. And it's really just whatever the media chooses to, whatever piano key they want to play on everyone's emotions that month. But it works the same way on a micro level on a sale. So whatever you're talking about in the pain cycle is going to be the thing that they now think is more important. Maybe my health is more important. Maybe my, the cleanliness of my house is more. Maybe I do need insurance, like whatever it is, right. And so in a set call we stop there. So you basically go clarify, label, overview the past experiences, they're in the middle of pain and you're like, I think I can totally help you. I don't have time right now. Let's put a much longer because this is like a cold, like basically it's a set call now if someone has, if you're selling a smaller ticket thing then you can go cradle to grave, right? You can go to clay to close if you want to. But if you're selling an insurance product you're trying to buy, you know, get them to do a house or do a longer sale, then cool, then let me put some stuff together for you so I can give you a much more informed answer. But I think we can really help you.

[Interviewer/Co-host]

Can I ask you a question before you do that? Do you get any commitment from them like if there's, if I can end up helping you, are you open to me solving the solution for you or do you not get any hook close at that point?

[Alex Hormozi]

Yeah, we call it the integrity tie down. So yeah. Yes, we have this big checklist that we call the lead nurture checklist. But it's like 17 things that we do Whatever we take on a portfolio company, we always look at their show rates on appointments, and we can usually take all show rates, even in the coldest prospects to 85%. But everyone's like, there isn't one thing you have to do like 17 things that each bump you by 5 to 7%.

[Interviewer/Co-host]

But I like it. So you're gonna end the conversation there with some probably minor commitment total that if you can solve the problem, they're gonna move forward when you get back together 100%.

[Alex Hormozi]

And so then when you go to the second call, we still go through CLO again and you'll be like, again? You're like, sure will. And you just dive a little bit deeper into all of them. And then you go SER So S is sell the vacation. And I use this acronym, this moniker, because I say, you want to sell the vacation off the plane, flight. And so a lot of people, when they want to sell stuff, they talk about the widgets, they talk about tsa, they talk about checking their bag and taking their shoes off and who they're going to sit next to on the plane and the seat and how long the flight's going to be and the modules and the services and whatever. But people just want Maui. Yes. And so you should be ascribing the beach and the ocean and what they're going to experience the moment they get into the hotel room.

[Ed Mylett]

Right.

[Alex Hormozi]

And they can open up the curtains and they look out the window like that's what we should be ascribing, not how they're going to get there. So you sell the vacation, and then ER is explaining with our concerns. So once you sell the vacation, that's when you make the ask. And then ENR is okay if they don't say yes immediately. Totally reasonable. Most people don't expect no train for no because that's where you make the money. And then we explain away their concerns. And so, you know, for us, I train on three major obstacles, which is they correspond to the distortions of reality. From Dr. Albert Ellis. And so you've got people who are upset at the universe. So circumstances that's on the outermost layer and then the next level underneath. And this is like an onion. So if someone says no and they say, time, money, this isn't the perfect fit for me. All of those are circumstantial, and that's the easiest thing to say. And that's the first thing people say when they say no. The second level underneath of that is other people. So first, people are upset and distorted about the universe, everything's unfair. Nothing goes my way. The next level is because of insert person blame finger goes out. My kids, my husband, my co workers, my mom, whatever it is, won't let me do this thing. And so they put all the power on the other person. And so we have to break that apart and get somebody who's in power who can actually make a decision. And usually I am a big believer in sales being an actual empowerment conversation, because if you're talking to an empowered decision maker who's informed, that's the only person you want to talk to. And I believe a well structured sales conversation can increase the number of people who are that person.

[Interviewer/Co-host]

Agreed.

[Alex Hormozi]

And so the final layer, the deepest one, is themselves.

[Ed Mylett]

Right.

[Alex Hormozi]

And so they have their own fears that they have to overcome and doubts about what's going to happen. And so we work through those layers until we eventually have a person who has now made a decision. And so when we can do that, I'm a big believer in like try and get yes and no, not, not to be, not to be like hard closing, but just so that if someone doesn't give a decision, then we want to walk them through how they make decisions so that they can make a decision about your product. And so as we're going through, so that's. That was basically just like the explain away concerns. And then finally R is that the person says yes and you reinforce the decision. And so a certain percentage of sales, especially in high, high volume transactional sales organizations, people back out, they get cold feet, et cetera. And so what we try and do is the moment someone closes, we want the next 24 hours to be unbelievably choreographed. And so like we're talking immediate. So the moment they sign or the moment the credit card goes through, they get a text from the onboarding person or we do a warm handoff like, hey, this is Shirley. Shirley's gonna be taken from here, like I said earlier. And so what we want to always do is set expectations, meet expectations, set expectations, meet expectations. And I have changed my tune about this. I used to always say over deliver, but I've come to the point now where I genuinely believe that if you just keep your word, they will trust you more. And ideally, and this is a little hack for everyone. If you're any type of services business, let's say you're an agency that does SEO, whatever, and it takes you 14 days to on ramp somebody rather than saying, we're gonna touch in every week, right. Which would be fine. And that's what most people do in that week. You probably do like 25 things, right? But you're gonna have one meeting. If you want to be really clever every day, send an email that says, hey, no need for reply. Just wanna let you know, we did these three things. We'll recap at the end of the week. But I just wanna let you know where we're at. If you send progress reports every day, what happens is you create multiple reinforcement cycles. And so you're setting and completing, setting and completing. And so at day seven, when normally your competitor has only talked to them, this is the first time they talked to them since the sale. You had a warm handoff and they've received communication from you every single day. So this is like the eighth touch point for them. And now their trust in you is so much higher, which then translates to way lower backouts, way higher ascensions into whatever your next revenue thing is or the next product or expansion revenue and more referrals and testimonials. And so we try and choreograph that process. And that's the R. And so close your framework. Clarify where they're there, Label them with a problem that you can solve. Overview their past experiences, the pain cycle. Sell the vacation, not the plane flight. Explaining where their concerns and then reinforce the decision.

[Interviewer/Co-host]

Okay, a lot to unpack there.

[Alex Hormozi]

Yes.

[Ed Mylett]

Okay, so hang on. First off, this is one of those notes, a segment on the show.

[Interviewer/Co-host]

Rewind it and go listen to it again. Go rewind seven minutes back or whatever that was and listen to it again because there's genius in there. I just want to unpack a couple of things. Most of you make the mistake in whatever it is that you're doing. You even do it with your kids. You are selling the plane flight, you're selling the process, you're selling the steps as opposed to the beach. That's a biggie. Number two, this, this notion of the 24 hours post. I cannot get over how many people think the sale just got closed. I'm done. I cannot get over it. Number one, you're probably gonna lose the sale. Number two, you're definitely diminishing the amount of leads you're gonna generate from it. I just did a very significant transaction with somebody, had a very laid out process in my company. It's a very major exit type decision for somebody.

[Ed Mylett]

Okay.

[Interviewer/Co-host]

I told my team the second we hang up this phone, he is going to begin to doubt this decision. If he's an airplane, he's freaking losing altitude. We need to be doing X, y, And Z, which is already a predetermined process. I was just taking them back through, reminding them why some of the businesses you have, it is just a 24 hour process. Some of you, to your other point, it's a week or eight or 10 days. And whatever it might be, sure enough, what was supposed to happen the next morning didn't. By midday we were behind. Then he messages us with a question, which we replied to. Then he messaged with another one. When the second question came in, I messaged the entire team. This deal's over. Yeah, we're losing this deal. No, no, no, we can get it back. We've lost the deal. He has switched. He's got downward momentum and it's our fault. Sure enough, massive, like close to nine figure mistake.

[Ed Mylett]

That was a process that was involved.

[Interviewer/Co-host]

Some of you are making a $800 mistake when this happens. Let me ask you a hard question because this is something I've done in my career. It's not process driven, but it's important. You went through this process. Sometimes I think that somewhere in that flow. Tell me if intuition works or you just stick to the process somewhere in that flow before you get to close. I've had the intuition, this person's ready right now. I can go to this step. That's not necessarily something that's able to teach on scale.

[Ed Mylett]

You know what I'm saying? Yeah, but I've also watched a lot.

[Interviewer/Co-host]

Of people go, you have them here and now you're beginning to layer objections in it. And it's taking longer than their tolerance level is.

[Ed Mylett]

I see a lot of people, especially.

[Interviewer/Co-host]

The longer they're in sales, they unsell them, they give them more.

[Ed Mylett]

Let me tell you one more thing.

[Interviewer/Co-host]

One other thing you should know. One other thing. By the way, my Checklist says Step 4 is I then do this. Do you? Because scaling this isn't as easy as.

[Ed Mylett]

But I also know the real world.

[Interviewer/Co-host]

Should someone still have sensory acuity when they're in the process and go, we're ready now.

[Alex Hormozi]

So the way that we train sales is that one we start. You might love this. So we try and think back to front, which is if someone, a lot of people train rapport building first, they train the script top to bottom. But if someone knows how to do the first half of the script and they don't know the second half of the script, the likelihood that they can close is zero.

[Interviewer/Co-host]

Yes.

[Alex Hormozi]

If you train people from the back of the script to the front of the script, if someone doesn't have rapport and they don't know the opening questions, but they know how to close. The likelihood they could close is greater than 0. 100%.

[Interviewer/Co-host]

100%.

[Alex Hormozi]

And so for us, my belief from a selling perspective is that if you follow the closer, right, clarify whether they're all we're doing asking questions, labeling them is just asking for agreement on one statement that they have the problem. Overviewing past experience is just questions. We haven't said anything else, we're just asking questions. And then the only time you actually make a statement is when you sell the vacation. And then after that you ask. And so for us, the E only comes out after they've said no. And so we got it. We explain it through obstacles and objections. And so objections, as I see them, come up after the ask, obstacles come up before the ask. And so if someone says, I'm just here for more information, that's an obstacle. So we want to handle that up front. If you know, like an upfront again, it's like, is there any other decision makers that need to be on the call? And we ask that in the nurture process before we're on the call and we'll reaffirm that at the beginning. Because if they say no or yes, I do need someone, then like, cool, let's just reschedule. There's no point in going through this. Objections happen, which is universe, like time, money, fit, I need the other decision maker or I don't know how to make a decision, which is the personal thing, the doubt part. And so then we walk them through making the decision making process. But each one of those we always loop back. So they give us the thing, we overcome it and we say, great, so now you're ready or makes sense. Fair enough, let's ready to move forward. Do you have your idea on you? Whatever the closing question is. And so that way as soon as someone says yes, that is when we stop selling. So that's the big to your point of the unselling is because people then get like really excited. It's like, dude, take credit card.

[Ed Mylett]

Exactly.

[Alex Hormozi]

As soon as they say yes, great. What card you want to use.

[Ed Mylett]

That was a great conversation. And if you want to hear the full interview, be sure to follow the Ed Mylett show on Apple and Spotify. Links are in the show notes. Here's an excerpt I did with our next guest. All right, welcome back to the show, everybody. So I'm so excited about today because you're going to learn from somebody who is currently in the hunt doing something great in business in their Life. And, you know, I've been asked a lot lately, you know, why is it that I don't always just have celebrities on the show? Because we've had lots of celebrities on in the past. And one of the reasons that's just for other shows, to be honest with you. I want to put out podcasts every week that can impact and change your life. And oftentimes I feel like when I have someone super well known, it's just sort of platitudes and general statements. That's not always. You can look at, at Matthew McConaughey's A episode we did and others. They're just incredible. But I want people that can change your life that are doing it right now. And this man fits the bill big time. So my guest today is Ryan Bartlett. He's the CEO and founder of True Classic. It's a men's apparel line. Listen to this, guys. He scaled his company in three years, over $150 million in revenue and is in the hunt of building a billion dollar brand and a billion dollar company. He does it every day, including today. And so I want you to be able to have me pick his brain for you about business and life, balance all these other things that he's clearly mastering right now in his life. So, Ryan, welcome to the show, brother.

[Ryan Bartlett]

Thank you so much for having me, Ed.

[Ed Mylett]

Customer service is like 90s. Everything today is about and you call it the customer experience, right? What is the customer experience, and why does that matter so much in today's world?

[Ryan Bartlett]

It's something I'm obsessed with and probably a little too obsessed with. But I will tell you that when I started this thing, I was definitely on the same page with my co founder, Nick, that we were going to be Ritz Carlton and we were going to create such unbelievable moments for people that they were going to tell those stories forever. And so, like, we would be talking to a lady, we would hear a baby in the background, and we would send them some sort of baby gift along with their refund. And so there's just like, there's so many nuanced moments that I can think about. I've sent a guy a Tom Brady jersey because I found out he, he, he lived out there and he was a huge Tom Brady fan and he was having a bad experience with us. So, like, those are the kind of things where if you go above and beyond for people, they're just always going to remember you. Right? They may not even end up buying your product, but someday they'll tell a story. When they see that advertisement and they'll tell somebody in the room, that guy sent me something one time and it just really made my day. And I think a lot of that is lost today. I think people are trying to really automate customer service as good as they can with AI and they're trying to create all these chat bots. And I just think having a human be able to make an impact on your life in a moment where you're frustrated and you really need someone to show up, that is really the time to do that. And I think people ultimately just don't want to deal with customer service. I see it as an unbelievable opportunity to show up in that moment when they need you most and over index for them so that they can just become a fan for life of the brand and really say, you know what, this is definitely lost in this era. And this one company did show up for me that one time. So that when they consider us in the future, that's just something that's ingrained in their memory about us. And that's the feeling I want them to take away, which is just like I said, look good, feel good. It's feel good on the ads, it's feel good on the product, it's feel good in customer service. You name it. There is a feel good component to every part of this business, and that's why it operates at a 10 in every facet and how you're able to grow so fast like we have.

[Ed Mylett]

Funny.

[Interviewer/Co-host]

This is so good. My kids are going to watch this today for a business course.

[Ed Mylett]

I'm telling you. You guys, I think, Ryan, the reason that customer experience isn't something most. Ask yourself, if you're listening, by the way, 1 to 10, how is your customer experience based on what he just described? Because I think it's a separator. Because you really almost can't teach it. Like you can go to any business course, you go to any seminar, but you actually have to think through customer experience. It has to be part of your culture. Like you have to bleed it. And it is the separator. The other cool thing about it is nowadays it's the advantage to the small business over the big business because you're more nimble, you can have more listening skills, you can move faster, you can create culture easier here. Small businesses have huge advantages if they take advantage of them over big ones. Now, one of the advantages they don't have though, and this is what I want to ask you, because you've done this, you've scaled really big really quickly. I mean, that's electric, like meteoric growth that you've had. What's been the hardest part of scaling so big, so quick? And can you scale too big and too quick and harm your company when you do it?

[Ryan Bartlett]

Absolutely. So we're up to about 600 million now. We did 200 million last year. We're in year five. We just got valued at 950 million. So to get to a billion in five years in terms of just enterprise value is pretty mind blowing. And it still feels pretty surreal to be honest with you.

[Ed Mylett]

Okay, so I completely undersold you at 150.

[Interviewer/Co-host]

We're, we're, we're.

[Randall Pitch]

It's all good.

[Ed Mylett]

Nine times that. Thank you for fixing, by the way. It's more impressive. Keep going.

[Ryan Bartlett]

Going. Yeah. So absolutely you can. I mean, there, there's. This could be just an hour in itself. I mean, we've made every mistake under the sun. I would say that we always have to burn every department all the way down before we figured out how to rebuild it back up. So I would say most of the challenges we've had in the early days were over betting on inventory, which is like the classic mistake of every E commerce company where they just over bet and now they have all these receipts coming in that they can't fulfill because the sales aren't there, there. And so like in year two, I made a 40 million dollar inventory bet because I just, I was like, hey, we're going to the moon, guys. And we're, and we're just going to keep going. So that was right after we had hit 100 million in year two. So we did 15 million the first year and 90 the second year. So right after the second year I was feeling really confident and I was like, look guys. And I'm sitting around the table with our executives and I'm just like, let's just make a bet. What do you guys think? And this is the. So after music, by the way, just going back, I, after I kind of gave up on music, I got into poker and that took over my life for a good amount of years. And I became a, I guess what you would call a pro is really just not having a job and trying to gamble. But that really built my risk tolerance and it showed me that what, what it feels like to lose and just getting numb to that losing feeling, which in hindsight was a huge advantage in entrepreneurship because as you know, you have to go from kind of failure to failure without with no loss of enthusiasm, which is one of my favorite quotes, I think that really sums up entrepreneurship. So what I did was after, you know, doing poker for a while and also failing at that, it definitely built up my risk tolerance. And one of my other co founders, it was also a poker pro at one point, which does not help us, by the way. In business. It just really, you know, we, we had no fear. For better or worse, we had no fear. But ultimately, even though we made that $40 million bet, I think what we were telling ourselves was, even if this doesn't go well, like, let's just play out the worst case scenario. Even if it doesn't go well, what's going to happen? We're going to have to go back and renegotiate with our manufacturers, right? Like we're going to have to hold some safety stock, we're have to pay some interest, whatever it is. We just believed in our ability to negotiate with these people and level with them on a really human, human to human basis and say, look, you see us going to the moon. Do you want the business or not? I know we overbought this time, but stick with us and you'll be our preferred vendors in the future. So that was kind of our pitch to them and it worked out. All the people that stuck with us in those early years when we over bet and couldn't pay our bills on time, ended up eating it for a short term for the greater good later because they just knew that we were going to figure out a way. Plus it was like inventory that it wasn't like I was, you know, holding yellows and oranges. This was like sellable inventory. So they all like could see that. They're like, okay, this is core product, they're going to get through it. But I would say that is a very easy way to sync the business. And that has been the hardest part. It's called demand planning in our business. And we still don't even have it perfect. And we're in year five, it's still a nightmare. We run out of stuff all the time. And then I would say outside of that, now in year five, what I'm dealing with in terms of, you know, what are the biggest problems I have, it always goes back to people, you know, and I love people to a fault and I'm overly empathetic, which is why I win in business because it really works for the customer. But where it doesn't really work in business is employees. And I have had to learn to put the business first in a lot of situations. And when you move as fast as we do and You're a startup, and you're scaling fast. One of the problems with people is that when you hire a person for a role, they quickly. The business outgrows them very quickly. And when we were at 100 million, that CFO is a different level than at 500 million, right? And now we're looking back and we're going, well, where do we put this guy? Like, we. We. There's no other spot for him to go. And a lot of times we will find a spot. Like, if it's wrong person, wrong seat here today, we will try to shuffle them around and make it work, ultimately, because if they're here, they're here for the right reasons, which is they have the right DNA. They're gritty, they hold all our core values. But, you know, we really try to now look and say, you know, I got a guy who works for kitsch. Maybe you can go over there. Let me just ask him if he's looking for a cfo. Cfo, because he's doing, you know, X amount of revenue, and you're perfect for that bracket. And so it's really tough, though, because you have to have insanely hard conversations with people, and people are going through their own stuff too. You know what I mean? Like, a lot of times it's not even about work. I mean, ultimately, there's someone that doesn't work out here. It's for one of two reasons. I always tell our employees. Because a lot of employees will come to me and they'll go, why didn't it work out with so and so? And I'll have to have these hard conversations. But what I always say is, like, it's two things. It's either wrong person, wrong seat, and they're just really not qualified for that job because the business needs them to really move at an absolute 10 to make it work. We don't have the luxury of having 20 people for one job, and they can just kind of chill and let things go. Like, this isn't that environment. Like, if you're here at True Classic, you are building legacy. You're working with an insane startup, and you better be providing real value for. For the business. So if you can't live in that world, we're just not a good fit. But people know that by now. They've seen enough podcasts or they've listened to us, and they know how we roll. So it's not a big surprise anymore. But it's been really tough to watch all the OGs of true classic kind of make their way out of the business because you start with one group and you end with a completely different one.

[Interviewer/Co-host]

Wow.

[Ryan Bartlett]

And. But it's for the better. I mean, I look back now, and all these people are thriving in different departments. So. So when I let people go, or I have to let people go for the sake of the business, I always tell them, look, I'm gonna help you. I'm gonna be an amazing referral. This is not. This doesn't have to be a negative. You know, there's always severance, obviously, like, you can help people land softly.

[Interviewer/Co-host]

Yeah.

[Ryan Bartlett]

It's not just like, let me cut the cord and never see you again. It's like, no, I'm gonna see you again. And I can promise you, when you go start interviewing, they're all going to be pinging me about you and saying, hey, how did this person work out? And I'm going to give a great review because I just know that you're a great person. You work hard, you're gritty, and you provide value. So I'm going to show up for you there. But that's. Those two things take up all the. You know, what's the hardest part of the business in my brain, it's just. It's. Those two components are always the toughest.

[Ed Mylett]

Before we start the interview with my next guest, just want to remind you all that you can subscribe to the show on YouTube or follow the show on Apple or Spotify. We have all the links in our show notes. You'll never miss an episode that way. Now, on with the show. All right, welcome back to the show, everybody. I have been looking forward to this.

[Interviewer/Co-host]

Interview for a few weeks. Mutual friends of ours that turned me on to Alex said, you need to get with this young man and get him on your show. And then when I dove into his content and his work, I was blown away. He is brilliant.

[Ed Mylett]

I don't say that very often when I introduce people. I think he's probably got one of.

[Interviewer/Co-host]

The highest IQs of anybody I've ever had on the show. And his content, as it relates to personal success and particularly entrepreneurship is very unique, very special, very detailed, and I wish we had three hours today like other podcasts have, because we could use that entire three hours and still have a bunch of time and stuff left over.

[Ed Mylett]

So he is the host of the Game with Alex Hormozi on all these different platforms.

[Interviewer/Co-host]

He's a serial entrepreneur, by the way. He's built brick and mortar businesses, virtual businesses.

[Ed Mylett]

He's written incredible books. He's got another one Coming out.

[Interviewer/Co-host]

So, Alex Hormozi, welcome to the show.

[Alex Hormozi]

Thank you so much for the introduction. I will do my very best to live up to it.

[Ed Mylett]

You better live up to it.

[Interviewer/Co-host]

One of the things you've been pretty good at doing, though, is using leverage. And leverage, to most people typically means borrowing money from other people. But you define leverage freaking brilliantly.

[Ed Mylett]

So talk a little bit about what.

[Interviewer/Co-host]

Real leverage is and the way you define it.

[Alex Hormozi]

So leverage is the difference between the inputs and outputs in a system. It's the discrepancy between what you put in and what you get out. So if I have a lot of leverage, then it means if I put a little bit in, I get a lot out. If I have low leverage, I have to put a lot in to get a little bit out. If I'm working at a froyo shop, I have to put a lot of time in to get a very little amount of money. So I have very low leverage. If I, if I do put a deal together, right, And I make a couple phone calls and then that deal yields me $10 million from connecting parties and then maybe underwriting something, all of a sudden, that's a lot of leverage. So I put a very little bit amount of time in, I get a lot of money. And so the idea of, of using more leverages, looking at what my inputs and my outputs are and figuring out how I can create bigger and bigger discrepancies between those.

[Interviewer/Co-host]

Are there different types of leverage other than just money?

[Alex Hormozi]

Yes, which are. So anything that increases your output without per unit of effort is leverage. And so that can happen in the physical space. So like a literal lever is, increases your leverage. If I take this, we take this podcast and you put it on YouTube, that was leverage because we put the same input in, but then we get more output. If I have a cold calling system and I'm able to now dial 10 phone numbers per minute because I have a dialer that's doing outbound, I have more leverage per unit time. If I take a form of media and then I transcribe it and then I also make an audio version, that is leverage. So all of those are different versions of just getting more out for what you put in.

[Interviewer/Co-host]

Hard question.

[Ed Mylett]

So I.

[Interviewer/Co-host]

Let's, let's, let's dig deep.

[Ed Mylett]

I'm an entrepreneur and I'm listening to this. Doesn't matter. I could even be self employed.

[Interviewer/Co-host]

I sell life insurance. I'm a mortgage broker. I'm in real estate.

[Ed Mylett]

I've got, got a cannabis business.

[Interviewer/Co-host]

I got six People working for me.

[Ed Mylett]

And I now kind of get from.

[Interviewer/Co-host]

Listening to this dude and listening to Ed regularly, like, this idea of leverage is what successful and wealthy people do. Right. They do it better than other people.

[Ed Mylett]

This is a really big deal.

[Interviewer/Co-host]

Everybody listening to this right now. They do this better than you. They understand the concept of this better than you. And to the extent that you can understand it and most importantly, apply it, is where you make a shift. So it's a hard question because you've.

[Ed Mylett]

Answered it, but I want to push.

[Interviewer/Co-host]

You harder on this. If I have any type of business right now and I've evaluated the concept that you've described here, how do I apply it? What do I look at in terms of buttons I could push to get more leverage? Yeah.

[Alex Hormozi]

So Naval Ravikant does a really good job of defining his four types of leverage. Now, within those, I described a lot of different leverage around one, which is media. Right. But you have leverage around labor, which is you buy other people's time. So that is the first version of leverage. So is there something that I'm currently doing that I can pay someone else to do to gain time back and then use the excess time I have to make up the difference? So if I can pay someone $10 an hour, and I know that I can make $50 an hour on the phone selling, then I can pay somebo to do any of my tasks for $10, and then I make up the time selling.

[Interviewer/Co-host]

Stay on that. Brilliant. We're gonna go to the other three.

[Ed Mylett]

Just stay on that. This is something I struggled with young.

[Interviewer/Co-host]

I don't know if you did.

[Ed Mylett]

When I was young, I didn't have.

[Interviewer/Co-host]

A lot of capital. I used to think, no, I'll just. I will do these things because I can't afford the expenditure right now.

[Ed Mylett]

Were you ever that way when you.

[Interviewer/Co-host]

Were young in business?

[Alex Hormozi]

Totally.

[Ed Mylett]

I just held on because I'm like.

[Interviewer/Co-host]

I had the scarcity idea that this may be the $2,000 a month that keeps me in business. Yet it was the very thing that kept me in the small business. I had.

[Alex Hormozi]

I think they're. I mean, you got to work double time. I have. There's no real sexy answer that I have for that, which is just like, you have to work the normal amount you would to make your money, and then you have to make enough, then you work again to make someone else's money. And that's in the beginning. So it's like, I'm making my job, and I'm making someone else's job. So that I can buy that time that I used to work to pay someone else to then make more money in that period of time.

[Ed Mylett]

Really good.

[Alex Hormozi]

And the big thing that I think a lot of guys, because I on the flip side of the entrepreneur space, the influencer or whatever space, people are always talking about buying your time back, but then they don't talk about what you do with the time you bought back. So if you just buy your time back and don't do anything, you're going to make less money. Like, just want to be clear, but because I had an entrepreneur who was talking, he was like, I bought all my time back. He's like, but I'm really not making. I was like, you're not doing anything. Like, you still need to work. You just got to now work on higher leverage opportunities, more dollars per time. So in that that input is my time, my output is my money, so it's a higher leverage.

[Interviewer/Co-host]

What are the other three?

[Alex Hormozi]

So you got labor, which is the, which is the most operationally complex and heavy of the. Of the types of leverage. The next one is capital. If you can raise money, leverage other people. That's the one that, you know, the mortgage brokers, etcetera, they're more familiar with real estate guys. Because if I don' to put any money up and I can buy something and then I can sell it for more money, then I get to make the. The difference between those two things. And I used it on some. On basically someone else took the time to earn the money and then they just gave me that time. If you think of money as a. As a tradable unit of time that I got to borrow and then make the difference on something. The third one, And I think 3 and 4 kind of go hand in hand, but it's. You've got software, so code, and then media. So code is just, you know, you write code and it takes you one time investment to get the thing to do something, and then every additional time. So the input was the time I took to build once, and then every additional person who uses the software and gets a benefit from it, I get almost no incremental cost. And so that's leverage. And then with the media side, we said it earlier, it takes the amount of time for us to make this one podcast. If one person listens to this or a million people listen to this, it's the same amount of effort.

[Ed Mylett]

Yeah, I told you guys when I.

[Interviewer/Co-host]

Introduced them that this would be stuff you've not heard before. And it is.

[Ed Mylett]

There's another type of leverage And I.

[Interviewer/Co-host]

Really related to this. I'm 20 years further down the road than you on some of these things, but I very much relate to some of the things you talk about.

[Ed Mylett]

Obviously you have this relationship with your.

[Interviewer/Co-host]

Dad, maybe we'll go there, but that you were just trying to prove him wrong all the time. But you said something in one of your quotes. You said, I found out later that I was constantly trying to prove a fictitious person wrong. Meaning the type of leverage that I got on myself when I was young was, I'm gonna prove them wrong, I'm.

[Ed Mylett]

Gonna prove them wrong. And it was like this. I mean, I think the best way.

[Interviewer/Co-host]

To describe me as an early entrepreneur was a little bit angry. And I leveraged intensity, I leveraged anger. I actually leveraged fear of losing to this fictitious person, of them being right.

[Ed Mylett]

And by the way, some of that.

[Interviewer/Co-host]

Probably served me really, really well, but I don't know that it was healthy long term. So what about that getting leverage on yourself idea?

[Ed Mylett]

Would you recommend someone operate out of.

[Interviewer/Co-host]

That space and talk about your own journey on it?

[Alex Hormozi]

I would recommend you use the resources you have to create the life you want. And so if the cards that you have dealt right now are anger and fear and disappointment, then you can either wallow in those or you can turn something good out of it. And so, I mean, I love the saying, you can either let life beat the strength out of you or you can let it beat it into you. And I think that you can use that. You could put pain, you could put disappointment, you could put fear, you could put whatever that, that life thing is. And so it's just a decision of whether these circumstances are going to serve me or I'm going to serve them. And so I think that whatever your raw materials are, a lot of people lament what cards they're dealt, but you don't have control over those cards. You only have control of how you play the hand. And so I think everyone just needs to move past that and stop the pissing contest on who had a sadder upbringing.

[Ed Mylett]

Yeah. I also think, though, that you have to be if you're making progress. You know, one of the things that's.

[Interviewer/Co-host]

Made Jordan great or Brady great is changing the leverage they get on themselves. So it's not that Tom Brady still isn't playing football to prove the fact that he was a six round draft pick, right?

[Ed Mylett]

But this notion that that's what he.

[Interviewer/Co-host]

Gets up every single day, that's the chip on his shoulder anymore, is not true. He's now playing for greatness. He's playing because it's his standard. He's praying to.

[Ed Mylett]

So. And I find with a lot of.

[Interviewer/Co-host]

Entrepreneurs, they don't ever change the leverage.

[Ed Mylett]

And so when they get to where.

[Interviewer/Co-host]

They have proved that fictitious person wrong.

[Ed Mylett]

Or they have gotten to where they.

[Interviewer/Co-host]

Are no longer starving, they don't have any mechanism to drive themselves any further.

[Ed Mylett]

You know what I'm saying?

[Alex Hormozi]

I do.

[Ed Mylett]

I think a lot of people are.

[Interviewer/Co-host]

Just oblivious to the fact that you've lost leverage.

[Ed Mylett]

I'm not motivated anymore. I'm not inspired.

[Interviewer/Co-host]

It's because the old lever you pulled.

[Ed Mylett]

That worked at one stage.

[Interviewer/Co-host]

You need to now find Jordan used.

[Ed Mylett]

To say, listen, I play every day.

[Interviewer/Co-host]

Jordan didn't take a bunch of games off. He'd say, because there's a kid in the stand who it's the one time.

[Ed Mylett]

He'S ever going to see me play is that night in Sacramento. And even though it's the Kings, I'm going to play all out because that kid's going to tell stories about seeing me play. That's different than his motivation his rookie.

[Interviewer/Co-host]

Year to prove he belonged in the league. Right. Entrepreneurs don't find that new lever.

[Ed Mylett]

You obviously have.

[Alex Hormozi]

I. So I've made some content on that specific thing that Michael Jordan said. So I have you super resonate on that. Like, that was my biggest of the whole series that I watched. That was like the point where I had to pause and chew on it. But it really made me appreciate every podcast, every opportunity that we have to share something, to really try and bring it rather than call it in. You know what I mean? But yeah, for me, my leverage has changed. I think I was really angry. Younger and more fearful than angry. Me too. Just really, just the idea of the disappointment and him being right was just like unbearable.

[Interviewer/Co-host]

Him being dead.

[Alex Hormozi]

Yeah, yeah.

[Interviewer/Co-host]

Isn't it? Do you think? I think that anger is typically the manifestation of fear. And so I. When I say angry, I wasn't throwing chairs all the time or anything like that, but there was this almost like game day intensity type anger every day to the way I approached my life and my business.

[Ed Mylett]

That was a great conversation. Be sure to follow the Ed Mylett show on Apple and Spotify. Links are in the show notes. You'll never miss an episode that way. Welcome to the Ed Mylett Show. Fired up today. I've got one of the great young entrepreneurs in the United States here with me that I've been following on social media for a long time. We've got a bunch of mutual friends and so I'm honored to have the great Brad Lee here today. Brad, thanks for being here, brother man. I'm honored.

[Interviewer/Co-host]

I'm honored.

[Ed Mylett]

It's great to have you. We've been having great conversations off camera, very interesting conversations. And I'm hoping that transfers to on camera now, too. So many of you probably follow Brad on Instagram or on Twitter through social media, and you've seen the unbelievable posts that he makes. I think he's one of the most creative and innovative, unique people on social media. I've told you that.

[Brad Lee]

That's interesting. I want to drill into that.

[Ed Mylett]

Okay, we will. I'll tell you why it's unique too. But so I encourage you begin to follow him too, as well if you're not. But what I want to do today is get to know you better. And then there's all these young entrepreneurs out there, salespeople. I consider Brad to be an expert with how to teach people how to become more productive entrepreneurs, and especially great at teaching people how to sell and close and persuade people too. And so I want to pick your brain on some of that stuff today.

[Brad Lee]

Okay.

[Ed Mylett]

Brad's built an amazing company. We're actually at his headquarters today called Lightspeed vt. It's an unbelievable virtual technology that he's got that you see a lot of people on his platform often that you would know very well in personal development. But I want to go back prior to that. Let's do it. So how does Brad Leap become Bradley? So you grew up where you grew up in the Pacific Northwest?

[Brad Lee]

Yep.

[Ed Mylett]

Did you grow up in a super successful family? Like entrepreneurs around you, wealth around you? How did you grow up?

[Brad Lee]

No, originally we were kind of. I wouldn't say poor, but low middle class at best. We lived in a little tiny house on a hill surrounded by bigger houses. It was kind of unique because, you know, there's a lot of stories from that that I've. That I've learned back in those days that I can now see the lesson where there. I didn't really realize, but. No, we grew up a lower middle class.

[Ed Mylett]

Mom and dad married. And you. My.

[Brad Lee]

My dad and mom were divorced and then my dad remarried. So I had my stepmom at that time.

[Ed Mylett]

Okay, so you live with your dad and your stepmom?

[Brad Lee]

Yeah, well, originally we all went to an orphanage, and then my grandmother, bless her heart, told my dad to get off his ass and come get us because we were basically about to get shipped off to different families.

[Ed Mylett]

You're kidding me.

[Alex Hormozi]

No.

[Brad Lee]

When my mom and dad divorced my dad said, screw ya. And my mom said, well, here, take the kids. She kept the baby. So me and my brothers and sister went to an orphanage and was about to get shipped off. And then my grandmother told my dad, you better go get them. So fortunately, he came and got us.

[Interviewer/Co-host]

Well, what?

[Alex Hormozi]

How?

[Brad Lee]

I was 2.

[Ed Mylett]

You're 2? So you don't really remember this happening necessarily?

[Brad Lee]

No, my brothers and sisters do, but I was 2. My brother was probably 7.

[Ed Mylett]

Wow.

[Brad Lee]

And then in between.

[Ed Mylett]

Have you covered that before?

[Brad Lee]

No, but you want something new, don't you?

[Interviewer/Co-host]

I do.

[Ed Mylett]

I want stuff new. I always make them cry. Crying a little bit.

[Interviewer/Co-host]

So what my goal is.

[Brad Lee]

Come on, come on.

[Ed Mylett]

So that's interesting. So you're this little guy. You're growing up, you live with your dad. Mom's sort of in a different place. Were you always. Were you an athlete? Like, were you a competitive. Like, did you have this background of winning in competition your whole life or what were you like?

[Brad Lee]

Well, actually, yeah. I didn't know it at the time, but I excelled at sports. Like, for example, I joined a swim team and I, first year, joined a team called the Guppies. You had to start there. And the only sporting event my dad ever came to watch was my first swim meet with the Guppies. And I beat the other swimmers so badly, they disqualified me.

[Alex Hormozi]

Really?

[Brad Lee]

They said he shouldn't be in this league. And my dad basically told him, ah, you know, you guys are stupid. He left and he never went to another sporting event of mine. But I excelled at swimming at first and then cross country. Did that for a minute and, you know, kind of beat the competitors without even really trying.

[Ed Mylett]

So you're a natural athlete.

[Brad Lee]

I ran a 440 in junior high.

[Ed Mylett]

4, 4 44.

[Brad Lee]

440 in junior high. I mean, like, people say bullshit or.

[Ed Mylett]

Bull crap, that's okay.

[Brad Lee]

And it's true. It's the dead ball's truth. But I didn't have a lot of parental guidance when it came to, you know, sticking to something. So ultimately I ended up, you know, quitting over something stupid. And no one made me go back, so I didn't, I didn't. I didn't finish with sports.

[Ed Mylett]

Okay. A lot of people relate to that, though. A lot of people had some potential when they were young. They didn't have a lot of supervision. They end up kind of flaming out on their first dream. So you had all these gifts that you end up not using. So after high school, you go to college or.

[Interviewer/Co-host]

No, you didn't.

[Brad Lee]

Dropped out of high school.

[Ed Mylett]

You dropped out of high school at.

[Brad Lee]

The beginning of 11th grade.

[Ed Mylett]

So you're a high school dropout who's built this massive company.

[Brad Lee]

Yeah, baseball. Either home runs or strikeouts, there was no in between.

[Ed Mylett]

There's no in between with you.

[Brad Lee]

No base hits.

[Ed Mylett]

So you're a high school dropout and then you end up becoming this. How's that happen? So I know this. Just to speed something up here, you end up getting into the sales business eventually, right? And so how long were you in sales? What type of sales were you in? And is that when you first started to get your taste at, hey, I can control my time, I can make some money? How old were you? Like, when did all that start?

[Brad Lee]

At 17. You know, I couldn't decide between movie star and a job. Everyone was telling me, you know, get a real job.

[Ed Mylett]

Weren't you an actor though? You were also an actor?

[Brad Lee]

Yeah, I technically still am. I'm just unemployed.

[Ed Mylett]

Okay.

[Brad Lee]

So if you guys are looking for one, you know, I'm a thespian. Trained thespian, by the way. But at around 17, early 17 years old, I went and got a job with a forest service company. And I thought I was going to be fighting forest fires. Sounded cool. Went around bragging like, I'm cool. Paid like $22 an hour. First day on the job, realized I wasn't a forest firefighter. I was the dude that had a 10 pound bag of water put on my back and I went and squirted water on stumps that were smoldering so they didn't reignite a fire. They called it a piss bag, got poison oak and went and basically said, hey, I got poison oak. I'm not gonna be able to come in tomorrow. And they laughed and said, yeah, you'll be in tomorrow at 4am that's part of the job. And you know, everyone had poison oak, supposedly. So that's ultimately when I said, dude, this manual labor shit, I'm not into it.

[Interviewer/Co-host]

Yeah.

[Brad Lee]

So I opened the newspaper to get another job and there was an ad for selling cars.

[Ed Mylett]

Okay.

[Brad Lee]

So I went and applied for selling cars at 17 and basically lied to get the job. Because you had to be 18.

[Ed Mylett]

17 years old.

[Brad Lee]

Yeah, and you had to be 18. So I got the job at 17. Lying, which again, you learn. People say you can't change. I think you can, by the way. Anyway, BSD my way into the job, okay. Went around bragging to Everybody I was 17. So the other salesmen were haters because I was kicking everyone's ass. And they told management. So management brought me in and said, how old are you? And he said, don't lie to me. I said, I'm 17. He said, well, you lied and said you were 18. I said, yeah. He said, how many cars you got out? I said, like, 20. And at this time, the closest person might have had 10. And he said, when do you turn 18? I said, like, another two months. He said, can you keep your mouth shut that long?

[Ed Mylett]

Of course. I don't want to lose the golden goose.

[Brad Lee]

Yeah. So I started Excel. You know, they gave me a car to drive. You got to wear a suit. I was home. No poison oak, no hard work. A pen. And the way I looked at it, this individual paid for all the cars, paid for the building, paid for the advertising, gave me a pen and let me have my own little business without investing a dime. That's the way I looked at it. And so I was aggressive and started selling.

[Ed Mylett]

Talk about it for a second, because I don't think most salespeople think that way, especially if they're not in something where they do have some ownership of it. But you treated selling. This is important, by the way, because I did too young. I started out just in the selling business, too, and so. But you treated selling like it was your own business. Well, it is elaborate. What do you mean?

[Brad Lee]

When you're on commission, you know, you don't have a limit. So if you're gonna give me cars, let's use cars or art, because I've sold art, cars, RVs, ridiculous vacuums.

[Interviewer/Co-host]

Really?

[Brad Lee]

Candy bars? Yeah, I've sold everything. Matter of fact, at six years old, there's a story about selling candy bars that is pretty funny, but give me it.

[Alex Hormozi]

I want to hear it.

[Brad Lee]

Well, I was six years old, and they. And they gave out the boxes of candy. World's finest chocolate. Yeah. You remember those?

[Ed Mylett]

Yes.

[Brad Lee]

They were delicious. They were. I mean, still to this day, I think they're probably the best actual chocolate with almonds you can find. So I went out and I started selling candy bars and all the other kids that couldn't sell their candy bars, normally, they would ship them back to the company, and that was it. Well, they just gave me all of the candy bars everyone else couldn't sell, and I literally sold every candy bar.

[Ed Mylett]

That the school received. Knocking doors.

[Brad Lee]

Yeah, I went and knocked on doors. They'd open the door, and I'd have it behind my back. And when they answered the door, I would say, do you have the phone number to a good roof repairman? And they'd always be like, no, it's six years old.

[Ed Mylett]

You say six years old.

[Brad Lee]

And I developed it all by myself. I don't know how, but I said, do you have the phone number to a good roof repairman? They said, no, why? And I say, because when you taste one of these, you're going to go through the roof. And people were just buying little six.

[Ed Mylett]

Year old little face saying that out of people say though.

[Brad Lee]

And people were just buying boxes at a time. I'll take 20 of them. So I learned selling then.

[Ed Mylett]

Okay, I'm going to point this out, what you just did. I told Brad before we went on the camera because you just did it again. That he has an interesting way of communicating. Do you remember when I told you this earlier? You just did it again. You started it at six years old. And this is why I want you to follow him because a lot of people speak the same way. They'll say, here's what I'm going to tell you. Then they tell you you Brad's communication style is it ends up a punchline so you don't know where you're going and then boom, you land somewhere. Whether that's a joke or a sales.

[Interviewer/Co-host]

Pitch or a close or a statement.

[Ed Mylett]

You watch when you watch him and you just so you know you did it at 6 years old. You start with the candy bar behind your back, right?

[Randall Pitch]

Yeah.

[Ed Mylett]

Do you need a roof? You know? And boom, then you come back at him. So you always take them down an interesting road when you communicate. It's very unique to this dude the way that you talk. It is. And it's why I think you're social media stuff's interesting. Because it's not like, let me tell you what you need to think and then you say it. You start out somewhere and I don't know where we're going and boom, there's a punch line and we land somewhere. And when I say punchline, it may not mean something funny. It just may mean you take me where you're going to take me. It's almost like going around the corner and I find the prize. And that's what you were doing when you closed then too. So that's awesome. By the way. You started that at six.

[Brad Lee]

Started it at six, you know.

[Ed Mylett]

So let me ask you a question. You're this good closer at six. You become a great car sales young. You've gone on to sell other things and been successful. Then you built this huge training thing that we're going to talk about in a minute. But I'M a salesperson. Which, by the way, the first thing is, the first step of that is admitting it, right? That I actually close. I actually sell, right? Give me a couple things that someone out here just got into sales or is in it and struggling, right? Like, what's a couple real keys of being great at closing one, you've said you own it like your own business because not everybody does things that way. But give me a couple things. What makes a good closer, a good salesperson, a good persuader?

[Brad Lee]

The ability to listen. First of all, because a lot of salespeople really don't listen and they're not even prepared to ask good questions in order to get good answers. So I'll give you an example. When I used to train people, I would carry around a quarter, a dime and a nickel. So. So they can put this on the screen if you're editing this, but pretend this is a quarter, okay? And this is a dime and this is a nickel. Now I'm going to ask you a question. I want you to listen, okay? Bob's mom has three kids. The first one is Nicholas. The second one is Demetrius. What's the third one's name?

[Ed Mylett]

I don't know.

[Alex Hormozi]

What is it?

[Brad Lee]

Okay, well, I'm going to have you listen again.

[Ed Mylett]

Ok, do it again.

[Brad Lee]

Bob's mom has three kids. The first one is Nicholas. Second one is Demetrius. What's the third one's name?

[Interviewer/Co-host]

I don't know.

[Brad Lee]

See, that's because you're not really actively listening. Okay, now actively listen to me.

[Ed Mylett]

Okay?

[Brad Lee]

Bob's mom has three kids. The first one is Nicholas. The second one is Demetrius. What's the third one's name?

[Ed Mylett]

He got me. I don't know.

[Brad Lee]

Listen closely.

[Ed Mylett]

Stop it.

[Randall Pitch]

Listen close.

[Brad Lee]

Bob's mom.

[Ed Mylett]

Bob's mom. It's Bob. There you go. It takes me a while.

[Brad Lee]

So you notice that doesn't take you a while. You're not listening actively.

[Ed Mylett]

I'm struggling with my IQ issues, but.

[Brad Lee]

I got it eventually, I guarantee it's not that. And people do it all the time. They're not listening actively because we're having a conversation and you're not trying to sell me anything. But when someone says what makes the best salesperson?

[Alex Hormozi]

Ultimately.

[Ed Mylett]

Were all of you just watching that, going, what the hell is wrong with me? Or were any of you with me on that? Like, is at least 5% of you with me that you did not know Bob's damn name?

[Brad Lee]

I'd say 90%, because what it is.

[Ed Mylett]

The trick is there's a damn n a D and a Q. So you're throwing me off with the.

[Brad Lee]

Q. Yeah, well, that's why I have a dime, a quarter and a nickel. So people just are trying to. Because they're not listening. So if you want to be great in sales, first of all, you need to learn to listen closely and actively. And then secondly, learn to ask the right questions.

[Ed Mylett]

Wow, that is such an awesome illustration right there. My whole audience now just unfollowed me because they know how low Mike is. Well, watch this.

[Brad Lee]

Well, you can edit it, but trust.

[Ed Mylett]

Me, I can't believe it was awesome.

[Brad Lee]

95% of the people I do that with never get Bob. Sometimes they'll get it on the third one, occasionally on the second one. Hardly ever. They're listening.

[Ed Mylett]

No, I'm leaving that in there. That's too damn good.

[Brad Lee]

However, knowing the right questions to ask, you know, when people start selling things, like if I say, you know, go ahead and sell me that, you know, people start saying, oh, it's quality leather and it's going to last a long time. And that's not really selling, that's telling selling. I have to know what it is about you that values that. And I do that through questions. So if I were going to sell you that, I wouldn't just start selling, selling it like most people. That's what they'll do. Like next time you talk to a salesperson that says they're top salesman, say, okay, well, sell me that chair. And they'll say, oh, this chair is constructed this way and it's the greatest fabric and it's going to last the best. And they're not asking you, who's the chair for? Are you replacing a chair? What do you like about the chair you're replacing? What didn't you like about the chair you're replacing? So by the time I explain that chair, I can provide value and explain to you why it's valuable. Now, let's say, for example, you tell me that chair is so quality and it's going to last forever and I find out you're getting a divorce and you have to provide your ex wife a replacement chair. I just unsold you the chair, not even knowing it.

[Ed Mylett]

Why?

[Brad Lee]

Because I didn't ask you some questions and listen to the answer.

[Ed Mylett]

Well, that's the big thing. Cardone said this to me. Grant Cardone and I were talking about this very topic off camera also. And he said, because it's what you just did with me, it's not just asking the question, it's getting the answer. So A lot of people ask questions, but they never get the answer. You forced me through, finally, to get me to get the answer right. And that's what a good closer gets. Also. They don't just ask the question, they actually get the answer. I think some people think all I gotta do is ask a bunch of questions. Well, no, you have to get the answer and get them actively listening. That's why that is really powerful and why I want to absolutely leave that in there. So very, very good.

[Brad Lee]

You want to be good in sales. Listen. Listen and ask good questions.

[Ed Mylett]

Okay, so that's huge, by the way. Very, very.