20120408 Mindset Newsletter Sample Updated

The Mindset Insider®

For

entrepreneurs, sales people and business owners

who believe building trust is the key to success!

Ari Galper’s Mindset Insider Newsletter We are only a short amount of time away from our live event Sales Breakthrough 2012 in Los Angeles, Saturday Jan. 21. If you want to come, there are just a few tickets left, visit the event site for details here:

www.UnlockTheGame.com/SalesBreakthroughDay-WithAri.

I have been spending hours preparing the content for the event and it’s going to blow everyone away. There are so many new ideas of how to use the Mindset and to make it a permanent part of your thinking that I just can’t sleep at night waiting to share it with everyone coming. If you don’t have your tickets yet for this one-time full-day special training event, get them asap before they're sold out. By the way, I’ve got to tell you this story. Ever since I was in college and went to a live Tony Robbins event (this is like 25 years ago), I always said to myself that one day I’d like to become as powerful on stage as Tony and even meet him personally one day. Tony Robbins

Well, I came really close to not only meeting him this week, but also speaking WITH HIM on his stage here

in Australia. I got a call from his manager, who had heard about me through a family member who is successfully using Unlock The Game. She asked if I could put together a proposal to speak at Tony’s event next week in Melbourne, but she wanted me to adapt my presentation to online marketing. I was so excited to even be asked that I barely slept last Thursday night. The next day I sent her a proposal and adapted my presentation as well as I could to meet her criteria. She wrote me back asking me to make it more technical, more towards SEO and pay per click advertising. Of course, that was way too much of a stretch from my core expertise (I don’t think she exactly understood what I actually teach at the core)

someone else who would fit the bill perfectly. She was incredibly appreciative of my honesty and that I was the one willing to say that WE WEREN’T A FIT (Mindset?) -- that she said she is going to consider putting me in one of Tony’s other events next year! I also mentioned that next year I’ll be releasing my first-ever real book store book and she said she wants a preview copy to give to Tony for his review for a possible testimonial! The Mindset still surprises me! I was honest and authentic with her that we weren’t a fit and now she wants to work with me in the future. Even though it wasn’t my time to meet Tony, the day will soon come and I can’t wait! Master the Mindset, stay authentic and you will achieve your dreams.

See you at Sales Breakthrough 2012 in Los Angeles Sat. Jan. 21…don’t miss it!

How To Access Your Intuition by Brian Tracy Guest Author This Month: Brian Tracy is one of the “good guys” a true legendary sales guru. I remember listening to his “Psychology of Selling” tapes in my car driving on long drives to visit potential customers in the old days. Brian has been a supporter of Unlock The Game for over 10 years and Brian Tracy he is loved by his many thousands of fans. I’m honored to have him as our guest author in this month’s newsletter. It has been said that men and women start to become great when they begin to listen to their inner voices. Your intuition is your direct connection with infinite intelligence. Intuition is so powerful that it has been studied and written about by the greatest men and women of history for thousands of years. When you begin to use it regularly and systematically, there is virtually nothing that you cannot accomplish.

I was honest with her and told her that I really couldn’t meet her criteria because it wasn’t within my core knowledge and expertise and then I referred her

Your intuition has often been called the “still small voice” within. You may experience your intuition as a gut-feeling, as an inner sense of what is right or wrong for you. Sometimes your intuition manifests itself as a hunch or an inspiration. Often it comes as a flash of

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Ari Galper’s Mindset Insider Newsletter

insight. Your intuition leads you to new ideas, concepts and breakthroughs. Sometimes, an intuitive flash will enable you to see a situation completely differently and solve it on a completely different level. Einstein was referring to intuition when he said, “No problem can be solved on the same level at which you meet it.” In breakthrough thinking, we are taught to redefine a problem and take it to a higher level in order to find a solution for it. Since the more you do of what you’re doing, the more you’ll get of what you’ve got, trying to solve your current problem at your current level is often an exercise in frustration. You can unlock your intuition by using your imagination to think about your problem in a completely different way. There are two major types of imagination that you use continually, both of which require the highest use of your intuitive powers. They are first, synthetic imagination and, second, creative imagination. Synthetic imagination is your ability to assemble existing pieces of knowledge and information into new forms. It is very much like taking all the pieces of a jigsaw puzzle, having a clear idea of the picture or goal that you want to accomplish and assembling them into a single piece. This form of imagination is often called, “integrative intelligence.” It is one of the highest forms of intelligence for success and achievement anywhere. Integrative intelligence is defined as your ability to integrate a large number of different pieces of information into a single precept for decision and action. It is your ability to recognize and sort many different facts and insights together, emphasizing some and discarding others, in the process of making the correct decision. This form of intelligence is extremely valuable in fast-moving, fluid situations that require your considering a large number of different pieces of information in making a decision. It has been estimated that you need between 20,000 and 50,000 bits of information at your disposal to be really successful in any field of endeavor. We live in the information age, and knowledge is the raw material of production and value in this age. So the more different bits or “bytes” of information that you have, the more effective your integrative intelligence, or synthetic imagination, will be. The people who rise to the top of any field of endeavor are invariably those who know more than others. In fact, the division in our society today is not

between those who “have more” and “have less” but between those who “know more” and those who “know less.” One of your jobs is to be continually gathering additional bits of practical and useful information so that you have plenty of different ideas and concepts to draw upon when you are wrestling with any problem or striving toward any goal. Your intuition then goes to work for you by helping you quickly sort out the relevant facts and giving you the answers you need when you need them. The more ideas you expose yourself to, the greater the probability that the right idea will appear at the right time. When it does, your intuition will help you to recognize the idea and integrate it into everything else you are doing. The second form of imagination is creative imagination. This is a higher form of imagination where intuition plays an even more important part. Creative imagination refers to your ability to come up with completely new and different ideas and concepts to solve your problems and achieve your goals. It is the highest form of imagination and is responsible for all the great breakthroughs in science, technology, art, music, literature, and medicine. The most successful men and women of all time have been those who have deliberately trained themselves to tap into their creative imagination on a regular basis. And so can you, if you learn how. Your creative imagination is the source of all hunches, inspirations, imagination, flashes of insight and new understandings of complex concepts. The cultivation and development of your creative imagination can enable you to make more progress in one or two years than the average person might make in ten or twenty. And your creativity, your intuitive sense is like a muscle. It grows with use. The more you practice with it and rely on it, the stronger it becomes and the faster it acts for you. Men and women who have highly developed imaginations have often reached the point where they completely trust their intuition, their inner voices, to guide them in every situation. They never speak or act until they feel an inner urging to do so. They know that their intuition will always bring them exactly the right answer, at exactly the right time. Your intuition is your direct pipeline to a form of intelligence that is completely beyond your conscious brain. It is accessed by your subconscious mind, Please turn to the next page

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which his controlled by the thoughts you think and the beliefs you hold in your conscious mind. The more you affirm and visualize your desired goals in your conscious mind, the more readily they are picked up by your subconscious mind and the more rapidly your intuition or creative imagination is triggered. Successful, effective, happy people are those who have gotten onto the beam of their own intuitive senses and who rely continuously on their inner guidance. And they seldom make mistakes. In your lifetime, you have made a lot of decisions, some of them right and some of them wrong. But when your intuition tells you to do or to not do something, it is always correct. If you have ever gone against your intuition, your inner voice, haven’t you regretted it? Wherever you have pushed aside that nagging inner feeling, hasn’t it come back to haunt you? This is because your intuition is always correct. It always gives you exactly the right answer for you at any given time, and in any given situation. One of the smartest things that you can ever do is to listen carefully to your intuition and to postpone making a decision until you have an inner sense of what choices are correct. You will often find that your intuition will urge you to either speak up or to remain silent in a social or business situation. Later, it will turn out that that was exactly the right thing to do. In retrospect, you will find that your intuitive learning has always been more accurate than anything that you could think of with your conscious mind. All the great writers, composers, artists, and scientists have developed the habit of listening to their intuition. You have access to the same intuitive powers as the smartest men and women who ever lived. By the way, research shows that men and women, tested separately, have intuitions that are equally accurate. They seem to come up with the same intuitive answers for complex problems and questions. Why is it, then, that women’s intuition is more respected than men’s? The answer is simple. Women listen to their intuition more, while men have a tendency to brush it aside. When a woman says, “This situation doesn’t feel right,” she views this feeling as a valid and important assessment of whether the situation is right or wrong. Women are very respectful of their intuitive feelings and they generally refuse to go against them. Men will often put aside their intuitive leanings in favor of shortwww.UnlockTheGame.com

term advantage, only to pay the price later. Perhaps the best method for stimulating your intuition is by learning to practice solitude on a regular basis. Throughout the ages, the greatest thinkers of all time have practiced solitude as a regular part of their work and life. They have taken time to be alone with themselves. They have gone off and sat quietly prior to any situation of importance. Most of the great thinkers of today use solitude as an essential tool in developing the creative insights and intuitions that often have the power to change our lives. Most people have never practiced solitude because they wrongly believe that they have no time for it. However, one good idea that comes to you in the silence of solitude can save you a year of hard work. You cannot afford not to practice solitude on a regular basis. Here’s how you do it. First, find a place to sit where you can be completely alone, in silence, without interruptions. You want to avoid any activities that will disturb your reverie, such as eating, drinking, listening to music, and getting telephone calls. You can sit in your basement, your backyard, or on a park bench. The main objective is to be completely alone with yourself. And second, force yourself to sit without moving for 60 minutes. The first 25 or 30 minutes will be excruciatingly difficult. You will have an irresistible urge to get up and walk around. But you must persist. You must force yourself to stay still. After 25 or 30 minutes, a wonderful thing will happen. You will start to feel very good about yourself and your life. You will relax completely. Your mind will become calm and clear. You will feel energy flowing through your body. The situations and difficulties of your life will seem to fade away, and you will begin to get tremendous clarity on how to reach your goals. At the end of your 60 minutes, get up and do exactly what your intuition told you to do. Don’t worry about whether or not people will like it or approve of it. Just take the action, make the commitment, do the deed. You will find later that this was exactly the right thing to do. Solitude requires no energy, no effort, no trying at all. It simply requires a state of relaxed awareness where you open your mind to infinite intelligence. 4

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And at the right moment, exactly the right answer you need will come to you, in exactly the right form.

“Thank you for your interest in _________ and thank you for your patience during our selection process.

You can overcome any obstacle, solve any problem or achieve any goal by tapping into the incredible powers of your mind and by trusting your intuition in everything you do. Once you begin to develop and use your intuition, you will become more alert, more aware, smarter and more effective in everything that you do. And your potential will begin to unfold at a speed that you cannot now imagine.

Although you have an impressive background, unfortunately we are unable to offer you employment at this time. We will however, keep your resume on file and should something suitable become available we will contact you. Best wishes for success in your career search.”

**Brian Tracy is a leading authority on personal and business success. As Chairman and CEO of Brian Tracy International, he is the best-selling author of 17 books and over 300 audio and video learning programs.**

At that point, most people would hand out more resumes and move on… Using your Unlock The Game approach I called him up and this is how the conversation went…

How To Get a Job (Even After Being Rejected) By Using Unlock The Game

Me: Hi, Craig. It’s Dan Hoeppner, I’m sure you remember me. I was interviewing for the sales position with your firm. I realize you went with another candidate, so I was just calling for some feedback. What skills did the other candidate possess that I didn’t?

In last month’s newsletter I featured Derek Wizneski who described how he got his dream job using Unlock The Game. Just a few days ago I received another letter from UTG subscriber Daniel Hoeppner who also landed his dream job using UTG. I LOVE receiving Dan Hoeppner letters like this. Master the Mindset and you can achieve your dreams, it’s absolutely possible and Daniel’s story proves it.

Craig: We actually haven’t hired anyone yet. Me: Oh really? Do you mind if I ask what made you decide not to hire me? Craig: We just don’t feel you have enough experience.

Wow Ari, using Unlock The Game actually helped get me a job! It turned a rejection letter into a third interview which ultimately landed me my dream job.

Me: Ok, that’s a fair, aside from experience, was there anything else holding you back from moving along with my application?

This is how it went…

Craig: No, everything else looked good.

I received the letter that went as follows;

Me: That’s good to hear. Would you be open to having another in-person conversation about how I can benefit your firm and make your job easier? Craig: Yes, we could get together tomorrow afternoon if you’re free. Me: How about 2:00pm? Craig: 2:00pm works for me. Thank you Ari, you have helped me in so many ways, I can’t thank you enough. Dan Hoeppner Please turn to the next page

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85 Unlock The Game Case Studies in 48 Hours Last week we did a fun promotion for Sales Breakthrough 2012 and offered a FREE Scholarship as an award to one person, randomly drawn, among all of the success stories that were posted at the UTG blog. I didn’t expect 85 stories to be written describing

how Unlock The Game has helped so many people…I was blown away!! And all within just 48 hours. Congratulations to Julio de Unamuno who won! You’ll see his story below. There are a whole bunch of great strategies you can pick up from these stories, so I included them all below. If you have a success story to share, please send it to [email protected]

Joe, Colrain, MA I’m brand new to sales and find that being inauthentic is sooooo painful. I desperately want to just be a good friendly hardworking business person who doesn’t trade ethics for money. Being kind and authentic and caring are very much a part of great success in sales in Ari’s program. That’s why I love it. steven klein, Miami Florida I would begin my day with the thought of cold calling, and this horrible feeling would overcome me leaving me somewhat scared to pick up the phone, I hated it, I would prolong making calls by rewriting my script several times, improving it only from the day before, I would then walk the dog before getting started, then the moment comes to begin ,and it would be lunch time, and it would be this and that and I just was not o.k. But I had to do it, So I went on line and Goggled cold call techniques, I came across several companies that offer this service, I contacted them but unlock the game stood above the others, and after speaking to Bill McCarty several time and watched & listened in on some of the videos of Ari… Phone call reluctance-ended there for me, and it all came together ,I learned how to Open up a 2 way conversation, instead of a 30 second commercial, and my pitch is so simple who but Ari would have thought to begin as , Hi my name is ---- Maybe you can help me out for a moment, just like that. Boom- I have the confidence needed to win them over, I love it, I am a changed man it’s incredible thanks’ to Ari Galper & Bill McCarty. Sincerely Steven H. Klein Nelson, Vancouver, BC, Canada

Johnny Spicer, Big Bear Lake, CA Coming from the Old School of Mentors – I was able to rise to the top of Outbound Phone Golf Club Sales gigs with Gary Player Direct back-in-the-day when ‘it was a numbers game’, and rebuttals were a chance to pull clever arrows, and launch counter attacks. I added to my phone skills learning cleverness thru embedded commands and NLP . . studying with Richard Bandler. This all served me well in the late 90’s and first few years of this Century as I moved over to technology, web dev, and internet marketing sales . . training more than a few ‘phone rooms’ in this old-hat confrontational style of ‘Gold Calling’; yet I was becoming burned-out in the last few years…as I began noticing not only was I not having fun anymore - my sales were getting increasingly harder to make. Cleverness was (and is) no longer the order of the day! Last year I was conducting a bit of research for Michael Senoff’s Hard to find seminars dot com - when I ran across Ari’s interview with Michael. I was extremely intrigued, and intuitively knew that Ari had something to teach me…I hadn’t really realized how entrenched in my brain these old patterns of selling were. As I began to dig-in and subscribed to his newsletter…a new wind blew across my Sails – as I practiced, and even began sharing my new found interest in ‘solving problems’ and having ‘authentic conversations/ based on ‘Truth’ with trainees from 3 different tech companies. I began to listen more to my clients, and have begun to enjoy prospecting again. Ari’s approach has changed my core values in regards to what solutions I am willing to pursue, and provide my clients. My Father used to say; ‘If it is honest, it is honorable.” and if that rings some bells with you…Ari’s, his company, and Trainings are gonna make ‘ya ‘Sing Happy’ once again!

Ari really knows his stuff. Just using the mindset and the language when a client disappears helped me recover two sales. The fact is, sometimes the client is not ready to buy. They’ll let you know if you ask with your mind clear of making a sale, with only an intention to find out the truth of their situation. In my case, two months later when they were both ready, they both ordered for a revenue amount worth over $8,000 with me pocketing 8% of that. Thank You Ari!

I have recently signed up as an Affiliate and look forward to spreading Ari’s Message to many whom find themselves in a new economic environment where tired old prospecting approaches are failing.


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Be Well, & Best Prospecting, johnny spicer Defiant Sun Media - Big Bear Lake, CA http://WombatData.com http://jspicer.LightSpeedNow.com http://ICUGolfStories.com http://Twitter.com/DefiantSun

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Ari Galper’s Mindset Insider Newsletter Rita, BC CDN Hi Ari, I was at a kids birthday party the other day and one of the moms heard me talking to another mom who uses my product. Anyways, she was interested to know more, so I asked her if she’d be open to seeing a demo. I also assured her that I would only do the demo and I wouldn’t be talking about prices, but if she was interested we could set up a time to discuss what her needs are. Anyways, totally took the pressure off her and we have an appt to follow up this Fri. I did the demo for her last night. She loved the fact that I wasn’t going to try and sell her anything. I’ve learned a little from the utubes but it’s big in many ways. I asked a mom the other day if she’d be open to seeing a demo once she expressed an interest in what I offer. She actually started asking me questions about what I do at a party. I said that I would do the demo for her but I wanted to let her know that I wouldn’t be talking price at the demo but if she was interested that we could set up an appt a couple of days later. She was right on that. Totally took the pressure away. Anyways, she was very interested and we set up a date for this Friday. Love the languaging and the philosopy of treating other people how I’d like to be treated. Thanks, wonderful info forward to learning more.

and

looking

—Rita Stephen, Alberta Canada Just using “That’s not a problem” and “Where do you think we should go from here?” has made meetings much more relaxed. And the client tells me what exactly is on his mind. Simple, easier, more relaxed, and it works. Jeff Pallian, Portsmouth N.H. Thank you Ari for your free tips and audio trainings...I am amazed how helpful your free info has been to me and has transformed my outlook on how to connect with people both on the phone and in person.In just a little over 3 months I became the #1 top Please turn to the next page

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Ari Galper’s Mindset Insider Newsletter rep in my office for new sales....When I have to sit at my desk and listen to other reps make calls I realize many of the most common mistakes new and veteran sales reps make and really don’t have a clue that there is a better approach than the same old techniques that typically get taught in sales training classes most of the time ! Michael, Diamond Bar, California - USA First off, I apologize for this being so long, but after what happened today, I had to share my story with you. After 25+ years as an estate planner, I finally had enough with it all and decided to start my own business helping small businesses get more leads and turning them into repeat buyers. Little did I know at the time how competitive and tough it was going to be breaking into this market. For 10 months I was spending more than I was making on marketing and sales training with mediocre results at best. What I was learning from Tom Hopkins, SPIN Selling and the Sandler Method (to name a few), was how to take control of the sales talk and close hard… it was almost like playing chess where I had to think 7 moves ahead with the goal being to block my opponent’s moves while attacking their defense. All of these sales methodologies were touted as being the best of the best. But the truth is, they were burning me out fast. They felt so manipulative and un-authentic. Bottom line, I felt that it just wasn’t me. I threw myself a pity party (which was only attended by me) and was thinking about calling it quits. But then I happen to come across Unlock The Game through a referral. I remember that I wasn’t very enthusiastic about learning yet another crummy sales technique. On September 21st, I listened to “The 7 Secrets of Cold Calling Even The ‘Sales Gurus’ Don’t Know,” and read the 4 articles, taking copious notes. I was totally skeptical of this non-traditional sales approach and I wasn’t buying into this new “mindset” Ari was selling. I mean come on… this guy wants me to focus on a conversation and try to build trust and NOT focus on the sale. What B.S. --- I was thinking.

is to get to the truth.” It took me the better part of the day to come up with 2 or 3 core problems from my market’s point of view, and it was very enlightening because it forced me to articulate it. And the more I drilled down, the more clear it became to me. I know it still needs work and testing, but I think I did okay for now. I wrote out my script and some possible objections and rehearsed them for a few hours and went to bed that night unsure if this was going to work. I woke up at 4:00am. It was Monday, October 4th and today was the day. I lied in bed going over my script and the mindset in my head because I couldn’t go back to sleep. 6:00am. My alarm went off and I got ready for the day. I did all my usual rituals that I do for myself, my wife and my daughters, which takes a few hours to complete. But this morning I was dragging my feet and extra hour. I kept going over my script, then listened to “The 7 Secrets to Cold Calling” again. It was now 9:25am. I forced myself to pick up the phone. I felt nervous and a little scared. I dialed my first business owner and got his voice mail. I was relieved he didn’t answer, hung up and went to my second dial. Someone answered… Business: “Hello… Staff Printing. Can I help you?” Me: “Hello, this is Mike speaking. Maybe you can help me out for a moment,” I said as low-key as my nerves would allow. Business: “Sure can. What’s on your mind?” Me: “I’m just giving you a call to see if your business is struggling with getting new and repeat customers through your front door.” Business: “Yeah… we can use a boost. But you’ll have to talk with the owner. He should be back in a few hours. His name is Arlo. It’s better to call him after 5 and before 7 when he leaves. That’s when it’s most quiet around here.” Me: “Thanks, I appreciate that. Say, you mentioned that you could use a boost… what did you mean by that?”

Over the next week I was getting emails with videos and articles, which I watched and read over not just once, but at least 9 or 10 times each.

He spent the next 15 minutes telling me everything, which I wrote down for my call to the owner. It was pretty good intelligence I thought.

I can’t tell you what exactly happened that changed my mind about Ari’s sales method, but I do know that I decided to give it a try because what I was doing wasn’t working and was making me feel desperate for the sale.

The rest of calls went pretty much the same except some went on a lot longer and some of them were not a fit.

On October 1st, 2nd and 3rd, I went to work on my business. My goal was to put 100% effort and 100% heart into the Unlock The Game methodology. I made a poster that I hung over my desk that says “I will not make any assumptions during my sales calls. I will build a conversation with the business owner to build trust and to see if there’s a fit to do business together. My goal


I should tell you that I used the “not a problem…” objection diffuser and it worked most of the time. I think I still need to work on that a lot more to get it down so it comes out naturally and logically. And when the call came to an obvious end, I’d “opened” (not closed, get it?) with, “Where do you think we should go from here?” The amazing part of this whole experience is that I only

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Ari Galper’s Mindset Insider Newsletter learned the little bit that I was given from Ari, you know, the free recordings, videos and articles. So I know that there’s more to this than what I’m stumbling around with. I’m thinking that I could accomplish much more. I also noticed I was making fewer dials. I usually made 30 to 50 calls on Monday and Tuesday (sometimes Wednesday) and got anywhere from 2 to 4 appointments. Using the Unlock The Game methodology, I made about 20 calls and had 7 appointments for a presentation. I’ve already been on 2 of the appointments and unfortunately, not knowing any better, I reverted back to my old school sales style and burned both of the appointments. I realize that was a mistake, but since I don’t know everything I needed to know about the Unlock The Game methodology, I just don’t know what I don’t know, if that makes any sense, so I’m not sure how to proceed. Today was my third appointment and I booked a small order, but I closed it old school and I really didn’t feel right about it. I called the business owner and told him that I think that I may have pressured him into the sale and I wouldn’t feel right taking his money (even though I really can use it). I told him my goal was to build a relationship and to help him build his business and I apologized. I offered his money back. He told me that he was actually thinking about canceling, but changed his mind because of this follow up phone call. Is that cool or what? Tomorrow and Friday I go out on the last 4 appointments I made. I’m both excited and dreading the disconnect between how I got the appointments in the first place and then reverting back to my old school presentation. I guess I’ve said enough. Thank you so much for giving me a way to communicate. I want to learn more. —Michael Stephanie McWilliams, San Diego, CA Ari, I heard about your work first through Lisa Sasevich. Then I saw a recommendation for your work again through the Marketing Maven, Karen Witzig. After that I’ve come across a wealth of info from your website and ezine that have been SO powerful. I think the thing that has been the most powerful is the clarity around being of service and the mindset that’s required when doing a sales call. That alone has shifted EVERYTHING for me. When I do this, my wording and energy are completely different, my clients can hear me without defensive energy, and I get to support them SO much more powerfully! You have a million other great tips, but I think this has been the most powerful. It’s helped my conversion immensely, making my success so much greater -- and I get the chance to see just how much, as when I forget this simple step, I immediately feel and see the negative results. So thank you! I’m so eager to learn everything else you have to offer...

Otto, Slidell, LA The reason I have become a member of UTG is because all my life I was thought the old school way of selling and I have always had a negative perspective towards it (maybe because is not effective most of the time and does not feel right) but everything about Ari’s program makes so much sense. I’m willing to re-train myself and change my mind and will leave you with this anonymous quote “Whatever you hold in your mind will tend to occur in your life. If you continue to believe as you have always believed, you will continue to act as you have always acted. If you continue to act as you have always acted, you will continue to get what you have always gotten. If you want different results in your life or your work, all you have to do is change your mind”. Clint Stevens, NY, New York UTG first off has made a huge difference especially for this hard driving type A choleric who wants results right now. Its allows me to really take a step back to get to the truth. I’ve combined UTG with some Stephen Covey stuff, he says something like this, “With people “fast” is “slow”, and “slow” is “fast”.” So its allowed me to drill down to get to the truth about where they are coming from. For example, “Are they really looking?” and “Are they a fit in terms of their level of “openness” in mindset/mentality and does the kind of time for money fit their needs?” The hard part for me has been to translate everything from “sales speak” to “sponsorship,” which is unique to network marketing. What I have figured out that when folks come to the table with “attitude”, they probably are not looking. This saves me lots of time. When in doubt I go back to trying to figure out if they are really looking, and when in doubt, I have determined not to present the model/plan. Michael Obremski, Bend, Oregon Ari, I can’t say Thank YOU enough. I no longer live by a set of “ticks on sheet”. I don’t just track my performance, I can now measure my success. My job is now all about creating relationships and having “meaningful conversations”! In the short time that I have worked with you I make half as many calls and have more than doubled my sales. I have even been promoted to Director of Sales at my company! Not bad for someone who came from the restaurant industry and had no idea what sales was really about. I feel like I owe it to you for helping me BREAKTHROUGH the barrier of the “sales game” and can actually have fun at my job again! I hope to see you in Los Angeles!

—Stephanie Please turn to the next page

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Ari Galper’s Mindset Insider Newsletter Derek Wisniewski, Toronto, Ontario-Canada The reason I choose my current job is because my CEO was completely open to a fresh new perspective. The first day of cold calling he handed me his salesy script. Knowing it was not right, I put it away and used my opening question and problem statement. The rest is history. Within 6 weeks of selling, the sales I have made have more than paid for Unlock the Game. My colleagues continued to be amazed at the success I have. One recent example, was a prospect that I did a demo for disappeared. After 2 weeks, I wrote a warm e-mail saying to them in the mindset that it was game over and I just wanted their feedback. She called me an hour after the e-mail was sent, apologized for not getting back to me sooner and bought our service with more to come later on from her. ULG has worked outside of sales as well, it has allowed me to find a wonderful women on-line by using the mindset and we continue to be connected after a month and a half of dating that everything just feels right. Thank you Ari! I am so glad I found you. Praveen Bellur, Pune, Maharashtra India I just spoke to Linda the AA to Nancy Jenkins, VP Sales and Product Development, I took the approach of the mindset training to treat AA’s like the decision makers and asked if she could help me for a moment and it really helped, she started by saying that she will pass my information to Nancy only if I give her the detail about what we do and she said this in a firm tone, I told her right away that it was fair to ask that as you must be getting so many calls from people trying to reach out to Nancy and every one wants a chance to talk to her, she immediately connected to that statement and said that she was happy that I understand that, I then told her that I am looking to talk to Nancy regarding a solution that we have for sales compensation process, she said then it was good and she will surely try to help me connect with her, I then asked her if she could help me understand how many people get commissions in the company to which she took time to pull the data from the systems for me and gave the figure of 250 people for whom commissions is rolled out and also said that as of now they are using a home grown system which was automated but she was not very sure if that was fully automated, she also took my contact details and said that she has access to Nancy’s calendar and she will talk to Nancy and try to fix up a call for me on her calendar to introduce our company to her and to share our expertise with her, this approach to treat AA’s like actual decision makers helped me gather good information due to the Mindset Training today. This is a great technique and this works for sure all the time!

Paula, Philadelphia, PA Hello Ari, I just recently found your website and love your Heart based approach to selling. I totally agree that being authentic and transparent is the only way of transacting business now and in the future. I look forward to seeing your e-mails every day and hope to meet you in person! All the best, Paula Michael Bowles, Houston, Texas Ari, After being introduced to UTG from my younger brother in Pasadena, California (Jon Bowles) I was skeptical. I have been in sales for over 24 years and have heard of and attended most if not all of the top sales guru’s seminars, but I had never heard of Ari Galper. I must say at first I was a little taken back when you mentioned the idea of changing my mind-set. I have invested and worked very hard to get this mind-set, so the idea of changing it was not very appealing. Once I began to listen to and process the UTG technique it all became very clear to me. I have been using the wrong approach for all these years. All of the mistakes and successes that I have made over the years became so obvious while I was listening to the CD’s. The prevailing pattern became apparent immediately. I had my highest level of success when I connected with people in a trusted relationship. I made the most mistakes when I was overly aggresive, and not interested in what was important to the client. Thank you for teaching me that through geniune emotional connections most peopple respond in a positive helpful manner. Thank you for sharing not only your business experiences with us, but your personal ones as well. Peter Tandy , Denver I have been in sales my entire career. That’s more than 27 years for anyone who is counting. You would think after all these years, I wouldn’t need any help. Unlock the game has changed my life profoundly over the last three years that I have been using it. Specifically, the change from hunter to gatherer of information has changed the way I look at my day. Today I work for a Fortune 5 company involved in advertising. My latest sale was directly attributable to the fact that I “apologized” for the breakdown in communication with my client. He wrote back and said it wasn’t my fault...he just needed some space and recently signed a contract for 5 times the amount of our average client $30,000 annually. I so appreciate you Ari. I look forward to meeting you in November. Roxann Bauerle, San Jose California

Warm Regards, Praveen Bellur

Truth - the most important practice in your life.


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Ari Galper’s Mindset Insider Newsletter Service - the key to opening your heart and creating lasting success.

of us can apply his teachings and spread his word - the world would be a better place.

Ari’s work is one of a kind and will change the way you sell and live your life - without a doubt!

The job of selling is one of service. Improving the lives of those we serve is a wonderful blessing.

I swore I would never get back into sales. After 18 years in broadcast sales and management, I was burned out and lacked any desire to sell again. I strived so hard in my sales career to please and adhere to the “rules” passed down to me for successful selling. I felt like I was building a prison around my soul. My “soul voice” kept telling me things could be different. That voice was faded behind direct orders from management and sales quotas that reminded me to just keep working harder and longer. There were many old sales beliefs that occupied my mind and and controlled my behavior: 1. The harder you work, the better the results. 2. If you achieve your quota, you will feel good about yourself.

Thanks Ari for bringing the “Soul” back to selling. Peace Always in the Hearts of Sellers, —Roxann Bauerle John Kruckman, Chicago, IL USA Dear Ari, The mindset is a very liberating approach to sales. It allows one to be themselves and lose much of the fear and trepitation associated with sales and cold calling in particular. I find it interesting now when being approached or “sold to” under the “old” mindset and comparing the two approaches. Please keep the great work and ideas coming! Would love to join you and everyone in LA. Warmest regards, John Kruckman

3. Someone higher up always knew more than I did about what I was supposed to do make that sale (even when they didn’t know the client).

Adrian, Toronto, ON Canada

4. If someone said the sale the possible(no matter how much my heart said no) than they must be right. 5. Make more calls and work longer 6. You should be able to make the sale with the resources you have, Don’t ask for more. 7. Why would we want to try selling a different way, we don’t have time for that. 8. You don’t make your quota, your fired! Operating in this sales environment is like working in a minefield. It brought up insecurities in me and made me feel like a rocket ready to explode. How could I stand up for what I believe when all the sales training and gurus don’t support it? The pain fueled by silence and habit kept me on the same path for many years. I was determined to find another way. I asked myself, doesn’t anyone teach principals that are based on universal truths and principals? Isn’t there anyone courageous enough to turn the belief systems upside down? Hello, Unlock the Game! As a former sales manager in charge of training sales people, I can’t tell you how successful you will be if you were able to learn Ari’s principals. I used his principals to teach some of my new sellers and few of them exceeded the sales activity of some of my sellers with over 10 years of experience- within one year! Wow. His principals are sound, aligned with truth and universal principals, and they make you feel proud to be a sale person! It was my mission to try and bring Ari’s work to as many sellers as possible. I did not have the chance to take his workshop but it was always my intention to do so. If more

Ari, thanks for the opportunity to share our experiences in a safe and friendly envrionment. I have been in sales for the last 10 years. I have not been a cold caller, preferring to door knock instead. Challenges with timing have required a change to my business creation model. I had followed your “free” info on the web and eventually realized that your mindset is the right one for me, so i enrolled in your Mastery I and Mastery II program. I have used your languaging with respect to a referral lead. I responded to her request for general information by asking her about her issues and problems and what she wanted the result to look like. We have traded a number of calls and emails. On each I have continually asked her if what we were discussing was making sense and if the information was helpful. On our last communication she went so far as to thank me for my “no pressure” approach. I was floored by this comment - it re-inforced that this way of dealing with clients works. Warmest regards, Adrian HS Kondal, London I’ve been using the mindset for a couple of weeks now and the best example is when I called an account I had been trying to work with for a while. I could hear the scepticism in my clients voice on the call and then when I started asking about the frustrations that they have and being sincere about my standpoint he went from giving me no business to suddenly talking about lots of different projects we could work on together and Please turn to the next page

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Ari Galper’s Mindset Insider Newsletter even using me as a sole vendor; I never said a word about our business in the whole conversation. It was an amazing experience and something I would never have experienced with the old sales ways. Thank you very much! Penny, Singapore Hi Ari, Your audio report on hardtofindseminars.com helped me to establish rapport with my prospects the first time I call on them and give me more opportunities to follow up with them .By learning just this opening statement, I could potentially reach 30% more prospects and net me an increase of $3000 in sales within a week. Ali Jamil, Amman, jordan Dear Ari Galper, I`m not an American and our culture not like yours but you teach me how to change my mind set so i want to thank you. Regards Ali Jamil Julio de Unamuno, San Diego, California After making the jump from inside sales to outside account manager, I got it in my head that I needed to change the way I sold and adopt one of the selling models the “grown-ups” were all using. I spent the next year and a half dabbling in everything, from Neil Rackham’s SPIN Selling, Miller Heiman’s Strategic Selling, to Keith Eade’s The New Solution Selling. In pursuit of emulating the “perfect” sales model, I lost my authenticity as well as suffered from a debilitating case of paralysis by analysis; and customers noticed. Over the next two years my sales crashed through the floor and I garnered more income hawking my Airline miles from traveling to meet prospects than I earned in commissions. Sad…I know, but it fed the kids. Thank God Ari’s teachings came upon me just in time and opened up my mind to the fact that “Following a linear selling process limits your natural creativity”. With this new insight, I have shaped my focus and direction towards honing my “inner game”. It’s still a work in progress, but suffice it to say my career has come a long way from flipping airline tickets –at the age of 25 my wife and I just closed escrow on September 29th and are realizing our dream of watching our three little ones grow up playing in our own backyard. We were high school sweethearts and thought this would be a nearly impossible dream given the hardships of being parents at 19. Thank you, Ari, you have been a blessing to our family and I hope to be able to extend my gratitude in-person


one day. Dave Duke, Port Royal, VA Ari, my name is Dave... could you help me out for a moment? I’m just writing you... to see if your team may be grappling with a sudden influx of blog comments, each trying to sell you on how great your material is... and how they should ALL be ‘the one’ to win tickets to your event. I was wondering if you would be OPEN... to discussing alternative solutions to this issue. Great! ;o) Where should we go from here? Jeff Simon, Sacramento, CA It wouldn’t really be fair to “limit” my comments to the effect UTG has had on my sales. Being aware of pressure has helped me in all my relationships, as a husband, father, and in all my business interactions. Being sensitized to pressure, and how it inhibits truth in interaction has done wonders for finding the truth behind my own motivations in selling and winning business. Over time, I was able to recognize how all of my business interactions were motivated by the need for respect. Of course, if a prospect and I weren’t a fit, I used to perceive disrespect and the “loss” of the account would hit me pretty hard. Ultimately, I came to realize that respect wasn’t something to be taken or won from someone else, it was something I need to give myself. Being aware of pressure in my interactions kept me asking questions about my own motivations. And overtime I was able to overcome my own feelings of a lack of respect. It really has changed everything. Many thanks Amanda VanderVeen, Prince George, BC, Canada Thank you so much for developing this program and sharing it with us. I’ve only gotten a small glimpse of your program so far, but already I feel like a massive weight has been lifted off my shoulders! I have never been a fan of traditional sales techniques and worried that I was sabotaging my new business by not adopting them. Your approach is so much more genuine and natural. It is a relief to have somewhere to turn for techniques to improve my skills without feeling the need to compromise my principles. Your verbiage is just the tool I needed to help break down that salesperson/customer barrier! As a “salesperson” and as someone who has been subjected to entirely too many pitches herself, thank you, thank you, thank you!

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Ari Galper’s Mindset Insider Newsletter Otilia, Melbourne

Thanks Ari! It is the first time in my network business life that I really get it grace to you and your clear teaching: “If I stop being defensive, maybe the other person will stop putting up their own defenses.” Sheila Woltz, Des Moines, IA Ari,

Because of your material, my confidence has gone up. New doors of opportunities are opening up. Actually I have the honor of speaking at an entreprenaur workshop later this month teaching about marketing and managment. For sure I will use your materials on “cold calling” to market yourself. I am one of only 2 ladies who have been ask to participate. Just building friendships, trust and loyalty feels so right and is in alignment with my core values as a person. I find “that’s not a problem” to now be one of my favorite sayings. I would absolutely love to be considered for the scholarship and have the opportunity to hear you make cold calls with positive results and to learn from your wisdom and knowledge. Thank you for the offer. Best Regards, Sheila Woltz, Owner of HomeMaids and Primerica District Leader Brian Matsumoto, Denver, Colorado, USA I cannot help but admire the comments from Ben Vaughn. One can only imagine the challenges and struggles he faced, the “uncertainty, doubt and fear” he lived with until he found relief with the Unlock the Game program. Ben clearly articulated that his appropriate concerns need to be more on solving problems and “giving” to the customer rather than about “taking” for himself. What that meant to me was not getting so “attached” to needing to make a sale or “blaming” anyone for not making one, at the expense of being ill-prepared, victimized and not at my best for the next opportunity someone was providing me. You certainly have my vote. Since surfing the Internet on September 12th 2010, I was pleasantly surprised to discover that this type of sales training existed. It only confirms my thoughts about how we need to change the way we do business (or make room for Ari), adapt and find our way in a changing world of globalization. I appreciate how Ari Galper articulates how business has been traditionally handled, but enjoy the perspectives he shares about how business could be done. It certainly turns the paradigm upside down which professes that prospects don’t know what they want (core belief assumes that salespeople are smarter than the customer), are blank slates and that salespeople have all the answers, are in control and will do “whatever it takes” to ultimately prevail. Clearly, Ari Galper possesses some “magic” about sales that seems natural, sustainable and worth examining. I need to continuously improve, differentiate myself from the competition and apply my “thinking cap” to the challenge each new sales opportunity presents. I am convinced that Ari Galper

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provides a compelling argument and I look forward to learning more. Mark Patterson, Johannesburg Sunny South Africa What could be more natural than a conversation? Good conversations like good red wine are for savouring and remembering. Ari’s Unlock the Game program has given me more opportunities to have conversations with people that I would have thought possible. I do a lot o cold calling and colleagues at the company I had recently joined commented “You need to speak to new people not your friends” as I had finished a call. “That was a new person. I have never met XYZ in my life” “But it sounded like you were old friends!” That is what Unlock the Game gives you. It provides you with the confidence, if not the elegance to go to work and have a conversation either telephonically or in a meeting environment. But maybe more than that if the person you are talking to is not interested or has no need at that point in time, I have found they will remember you and often approach you when they have the next problem they cannot solve - even if they know you don’t have the product for them, they feel you will know someone who does. This is not giving you selling tools it is giving you confidence tools - for life. Mike Dalton, Racine, Wisconsin, USA Ari, as a consultant, selling my services always felt so inconsistent with everything else I do - like something I had to suit up for, put on the armor and just go do. Whereas consulting is all about understanding clients problems, getting to the root cause and helping them take action. Unlock the Game was really the missing link for me. Now I see how wrong all the other sales guru’s are. And here’s proof - just weeks after beginning to integrate the mindset into my selling approach, I closed a sizable account in a third of the time it would have taken me before - from months to just a few weeks. The best part of all was that by staying focused on their core problem, I never had to apply any pressure. Not to get the appointment, not to get an in depth meeting with the leadership team, not even to develop the proposal. Talk about the fast track - Every step of the way, I asked them “Where would you like to go from here?” and they shared the next step in their buying process in a completely frictionless manner. Please turn to the next page

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Ari Galper’s Mindset Insider Newsletter Thanks Ari - Now I can’t wait for the next selling opportunity! Carlos García, Monterrey, NL, México UTG, not for every body, “Hope my competitor never finds you” (just kidding) Honestly, I can’t remember how Ari came across, he completely changed my sales perspective, I turned from a stalker and brochure reciter, to a helping and trusted consultant, cold calls became from uncomfortable to enjoyable challenges, as well gatekeepers, and objection, I became an excellent contractor, and trust builder. My fellow colleagues envied my facility to get info and appointments with key players. My prospects became customers, then fiends. UNFORTUNATELY, in my case, cultural idiosyncrasy, and Status Quo from whit in the own company always were my mayor objections, and unbelievable, but true, most prospects can really believe there are sincere empathy, almost like too good to be true. I used to work for a non profitable organization that provides technical and financial support for small industries, loans up to 2 million pesos, were government puts up to 90% of the capital in a lost found (means free) and the company only pays back 10% of it, our broker service, and technical support has a symbolic price, but, it is 100% task deductible, so every thing is FREE, (daddy government pays in order to create jobs).

thank you for all your wonderful emails and sharing all your stories. You are a true inspiration but not in just my work life, in my home life too! I have emailed a few times requesting you to visit NYC. Well I truly hope that I win so that I can meet you in person since you have truly inspired me and have changed my life for the better and in turn I have passed your info on to many people to help them as well. I look forward to more emails from you (especially the one that says I won!!! lol) Please keep up your great work! Diana Gonzalez Blanco _ Smooth Parenting, New York “Defuse the objection and reengage the conversation”, instead of overcoming the objections or leaving the conversation. I am a parenting coach, and price is always an issue when dealing with ‘soft-topics’ like this. Thanks to what I learned from your newsletters, I know have a different, more honest approach in my conversations with prospects. When someone says my fee is too high for example, I now acknowledge what they’re saying and respond ‘You’re absolutely right, it can be perceived as high for people who don’t have experience with what I have to offer’. What a difference has this made! I know engage in the truth, instead of getting into defending my fee. Thanks! DianaDiana Gonzalez Blanco Founder. Smooth Parenting http://www.SmoothParenting.com

Latin cultures aren’t ready for sincerity, they disbelief, and distrust, honest and genuine people, that’s why I’m planning to start a business of my own, hopefully then I could have enough to buy the UTG Cd´s.

Karen Miller, The Woodlands, Texas

Thanks

The Unlock the Game course gave me and my team a new direction in establishing relationships with people, who then became clients. I have a niche business where I sell a service to small business owners. Taking the approach that I am here to serve them has served me well.

Wendy, New Jersey Ari, I was getting really down on myself! Having a tough time selling especially over the phone. I felt like I was literally spinning my wheels and going no where fast. It was quite depressing. I think customers sensed that over the phone even! I have to be honest I was quite skeptical about your program and no Ari, I honestly did not welcome it with open arms. But I went to your Online seminar and I did exactly what your seminar said!!!! I have literally transformed the way that I sell by using your methods and diffusing the the pressure, getting to the truth, understanding my objections and how we can overcome them and using your apology to the customer I have become a new salesperson in only a few short weeks and I feel that I am a great example of how your program works.


I am an instructional designer by profession, not a sales person. Having this powerful tool to guide me through this process has been invaluable. Thank you Ari! Dan DiSalle, Temperance, MI Ari; I have always wanted to “help people” as opposed to selling to them- Is there another way?- I am unaware of it. Your methods have always been natural to me, not to

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Ari Galper’s Mindset Insider Newsletter say they weren’t a revelation. You are able to put people at ease and quickly build a level of trust. This is the only way to assist people in getting to their goals- for their reasons- not mine! I have always felt a connection to you with your Down’s Syndrome child. We lost ours @ 21 days, but have had 2 more kids since that fateful day- perfectly healthy. Needless to say the last decade has had its share of challenges, however, we are perservering and looking forward to a brighter future. Thanks for all your help- it’s people like you who make the world a better place. Sincerely; Dan DiSalle Greta Read, London, England Dear Ari, I was the biggest cynic about unlock the game and even “tried it” once before, with not spectacular results. However something told me to give it another go and i am so glad i did. My fear of cold calling has gone, i still cant pinpoint when the fear left, but it just did. I am having more coversations with people and reaching people who i originally thought were out of my league!!! Although I am yet to make my first sale, my pipeline is full of “real” opportunities. I am “open” to all new opportunities that come my way and not afraid to say no to someone who i genuinly can’t help. I decided to go for this 100% and i dont regret it and it has helped me through my personal life as well as my professional life. I think , no, I know, what you have offered me personally and professionally is worth more than any tickets or prizes, thank you for being the answer to some long overdue questions. Thanks Greta

speakers. I had never heard about you or your program before this. I must have listened to that CD nearly a 100 times driving following Brian Tracy’s saying of University on Wheels. Anyway, on 4th Aug’10 I went to see a provider who was on a trial product with us with no intention to sell but just to understand his business and see if I could help him understand the system in a better way. And after about half an hour of chat, I asked so where would you like to go from here? And I got the biggest surprise of my life and he asked, How can I join the premium package. It was just utter satisfaction and joy I can’t explain right now. And I had just listened to your interview with Stuart Zadel before I had parked the car to meet this fellow. I simply followed what I had learned from your interview which in point form is: - go deep in the call - really understand the prospects business and listen to him - have no pressure or urgency of sale - see if he’s open to discuss few things - and finally ask the open ended question ‘so, where would you like to go from here?’ and BANG! And I was just so relaxed through out the discussion and that is why I got a big surprise when he said ‘Sign me up’. So just wanted to say thanks. Once again i got excited getting your email this morning about Scholarship prompting me to write this testimonial/ experience. However when I looked up the tickets from MEL to LAX, I don’t think I can afford that so you may give the scholarship to someone else. However I still feel happy to write this blog and ‘THANK YOU’ Ari!

Jon L. Bowles, Pasadena, CA USA

Brenda Tsiaousis, Tasmania, Australia

Hello AriMy cold calling has never been the same. I have been fearless with the tools you have provided and making calls to prospective clients is extremely comfortable and honest. I love what I do as a Financial Advisor and you have helped me take my business to a completely different level. Asking people for help is a human request that is inevitably answered with a resounding ‘yes’, and as you have coached me, this eliminates the pressure. I continue to hone my craft and will continue to adhere to your coaching. I would really enjoy the opportunity to attend your special event in Los Angeles and because I live here I will only need the cost of admission. Thanks for everything Ari and tell Toby I loved his book. Gagan Gupta, Melbourne, Australia Hi Ari, Hope this finds you well. Yes listening to your CD from Stuart Zadel’s seminars (Sell & Grow Rich) in which out of the three sales superstars - you are one of the

Hi Ari Amazing! - This is not something that I would normally do yet felt prompted to make a comment irrespective of the outcome as sharing my appreciation for your email on an open forum like this is great and very powerful to see and read comments from others who have indeed benefitted from your program. Having recently immigrated from South Africa to Australia, I started my Transformational Coaching business and while coaching a wonderful business client the issue of cold calling came up, something which caused her instant stress, and a lot of anxiousness. I had been listening to some of your video recordings and came across “ Begin your cold call with your prospects core problem” (http:// www.UnlockTheGame.com/Begin-Your-Cold-Call) Enlightenment struck and I immediately forwarded all this information to her -we had a full session around the content of the video which we promptly put into practise and signed up 5 new clients within the week - ( Gvernments Please turn to the next page

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Ari Galper’s Mindset Insider Newsletter schools - which as we all know there are so many people (gatekeepers) to get past ) we used your clip to create a list of all potential problems they could be facing and put this into practise. Thanks, Ari, for sharing these insightful and very useful bits of information so freely. To your continued success. From sunny Tasmania today. Brenda Tsiaousis Stuart Chadban, Sydney & Newcastle Your insights have helped achieve the following in my practice. Truth = Trust. Trust = Loyalty. Loyalty = Strength. Unlock the Game. Thanks Stuart Tom Mitchell, London, Ohio Ari - there are 2 statements of yours that are some of the simplest comments that I’ve ever heard yet the most profound. They work nearly every time and can diffuse or get to the deeper truth like clockwork.

They may also simply be having a bad day or it was truly bad timing. Usually I will try and revisit the call a few weeks later and that has gotten me tremendous momentum and business as this alone has separated me from so many of my competitors. My clients have expressed appreciation for my lack of pushiness, and feel that I truly want to help them. Your methods have allowed me to bring down a lot of barriers and I no longer feel apprehension on a cold call. L. Comp, Des Plaines, Il Well, I guess this is the opportunity I have to thank you for sending your emails each week, I look forward to them because they make so much sense. I’m in the Lending business/Real Estate. Big money at times, big headaches in these recent years. I needed to earn money and trust more than ever. One of your emails made so much sense that I stopped the madness and went back to interviewing my clients-choosing whom I wanted to work with. No more running around “selling” each deal then watching them undo themselves as buyer remorse or worse yet financing fell thru. I interview, I pre-approve, I choose the worthy. I have more free time, feel more in control and I don’t worry about being busy, I worry about having time to market more effectively which helps me to interview...a happy spiral up not down. So, thanks for helping me to realize what I was doing wrong.

They not only work in opening situations, understanding objections, or rejection situations of sales - but they work in family, marital, and parenting relationships. Ari, you teach not just so that someone can learn to “make more sales” but so that people can be REAL! And the simple fact of the matter is that most people have lost that in today’s United States culture. Thank you for that inspiration. Its been surprising to find just how many people are open to, and how many things aren’t problems! —Tom Carlos Rosario, Santa Clara, CA

Eli Cohen, Brooklyn, NY, USA Dear Ari, I can’t say enough out of how much your program and coaching helped me. It helped me get out of myself and focus on helping other people. It also helped me improve my relationships with my family and friends. I often use the question “Are you open... “ as you teach us and it is much less pressure on the other person. However, I still have a long way to go and that’s why I really want to come to your 3 day seminar in LA!

I listened to your diffusal techniques and whenever a customer says anything that might even sound like an objection I always say “that’s not a problem.” I have also learned that the easiest way to get in front of the customer is allow them the “out.” They should never feel like you are trying to corner them so after ingraining this mantra into my approach I always call customers with a friendly and sincere openness that speaks to their “human - ness.” If a client does not want to talk to me now and they send me away I realize that they don’t have the whole story and are just responding in a conditioned manner.


Brian Beckner, California USA “How Can I Improve For Next Time?” Several years ago you had featured a sample email written by one of your members that talked about how he reaches out to prospects that goes incognito or lost. This one line has literally transformed how I run my business. Let me share how: I never ever feel like I have to chase down or “follow up” with a prospective client that I’ve previously consulted with. If I get the old...”It sounds good and I’m definitly interested I just need to run it by my business manager or

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Ari Galper’s Mindset Insider Newsletter spouse and I’ll call you back to see about setting something up”....and I never hear back from them...I now have total confidence to pick up the phone with ABSOLUTELY NO INTENTION of trying to resell, convince or force my agenda on my prospect. Instead I reach out and build trust through an “APOLOGY” for something that may have been said that caused them not to feel comfortable in working with me and instead ask them for help on how I can improve for next time. My ability to reopen up a conversation with a prospect is incredible. It’s so rewarding to know exactly how to reconnect with lost prospects and have the opportunity to build further trust and generate new business from one simple phone call. I no longer have to beat myself up wondering “what happened” or “what went wrong”. I’m not left loosing sleep at night hoping that a prospective client is going to commit. I now know exactly where I stand with a previously lost prospect and don’t waste a single ounce of energy “chasing” or “following up”! —Dr. Brian Beckner - Founder Decompression Practice Solutions www.DecompressionPracticeSolutions.com

a week ago. I wish it had been earlier because it would have saved my countless hours of stress and in the end would have saved my construction business. With what I’ve learned from your emails and the audio on your sales page I’m in the process of totally revamping how I approach sales forever. it.

Its changed my feelings about sales and opens up tons of new opportunities that I would never have considered before. Thanks for your commitment and willingness to share your sales methods. Roberto, Danbury, CT USA Even I am Not A Professional Sale Person I’ve Got A Lot Of insight From Your News Letters And Videos. I Am A Self-employed And After Applying Some Hints From Your Method I Have Seen A Lot Of Improvement In My Income Patsy, Phoenix, Arizona

Daniel Cox, Costa Mesa, Ca I just started a new business and realize that if I wanted a shot at growing, “cold calling” was going to be a big part of it. Poop. I started looking online for scripts and tips on making this easier for myself. After 3 weeks of frustration and utter failure, I ran across an article by Ari. That’s when the light went on! You see, I was doing things to make it easier on MYSELF! Which meant I wasn’t in a place to hear the needs of my potential partners. Not clients. Not customers. Partners. Ari helped remind me why I started my business in the first place - to help people. Thanks for your generous spirit Ari. Bret Mundt, Arlington, TN USA AriI’ve always liked helping people and hated selling. It made me feel “icky” because both me and the prospect knew that I had an agenda in being helpful. Your approach to selling has helped me realize that I can help someone, feel good about it and in the end get the order from the person with them being thankful for my help, not feeling manipulated or persuaded into giving me the order.

I always knew there was a better way and you’ve got

Ari, I hope I am wrong, however, this is most likely not a winning comment. It’s a little…. well maybe a lot corny but it is so true. Over the years as I’ve read your materials and listen to you speak. I have learned many things. The one that I treasure most is the following: Approach people with a “how you can help them” attitude. Remember, it is about them, it’s not about you. Fill every part of your being with thoughts of: “how can I help this person”. Then go about doing it to the best of your ability within your area of expertise. When you do that, you will succeed in what ever your endeavor is. You will feel good about yourself and others will admire and respect you. Luis Morgan, Memphis TN Ari, I remember on an audio hearing you say “I didn’t want to sell my product, I wanted them to buy it.” That really struck me so while I was on a call with someone I had never met I decided to try that. As I spoke to my prospect I continued to say “I only want to be available as a reference for you as you have questions or have a need that I can address.” Every time I said that the person asked another question to which I answered the best I could....to end with “but I am only interested in helping if I can.” We really had a pleasant conversation which began with the person nervous and ended with the person seeming to chase me. It did not result in a sale but I was liberated to the mindset. Wonderful!!

I was just introduced to your way of doing things about Please turn to the next page

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Ari Galper’s Mindset Insider Newsletter Prab Randhawa, Riverside, California

To our success! God bless you and your family!

Ari, I own a very small business and the biggest thing I’ve learned from you is to take time to actually train my 2 staff people to sell. I’ve started an office “library” of things that I buy CD’s and loan them out to the office to help them get better at selling. It helps me do it too because we’re constantly pushing each other to do a better job and of course it makes the whole office a better place because we’re all working at being better at our profession. Danny L’Heureux, St Albert, Alberta, Canada I’ve ordered your program about 3 years ago, and your teachings have improved my sales skills tremendously. Your, “Would you be open to the idea…” has not only helped me in business, but in family/personal relationships as well. I definitely recommend investing in Part I: Introduction to the New Cold Calling Mindset to start, then once you’ve digested part one, buy part 2 with the extra money you’ve earned! —Danny Claire S, Singapore

Cheers! Claire Caitriona Griffin, Dublin, Ireland Ari, I have just issued an invoice to my Client for 20,000 Euro for a Director Role I successfully headhunted and filled. My Client said that he went with me because there was something in my style that he really liked when I went to tender for the business. I used your approach of not pushing my services but focussing purely on him and the position he needed urgently filled. I remember getting off the phone after first speaking with this potential client and thinking, maybe I should have sold my services more, maybe I should have mentioned all my other successes when filling other senior roles - but I held off talking about me and that was the key! He has also asked me to become their exclusive partners when filling other senior roles in their company. This will provide a revenue steam that I would not have received if I went with my old sales tactics. Thanks Ari, just being authentic and sincere is what makes all the difference. Thanks for all your help to date. Chris Cantu, Marietta, Georgia

Dear Ari, I just want to say a BIG THANK YOU! You’ve truly Unlocked The Game, not just in business alone but in life as a whole. It’s a positive and contagious attitude for me to pick up. Being natural or being true to ourselves to be the best person for ourselves first so that we can do our best for others and communicate with others well are the two lessons I learn from your blog and tips and newsletters alone. To me, your vision and ingenuity, wisdom and willingness to share and teach others about being authentic in both business and life is truly inspiring. I count you as my blessing and my mentor, even though I’ve not joined your program yet. Soon I hope. ^_^ I’d tried some of your tips when I do cold calling and your lessons help me overcome the whole mindset towards cold calling. I’m seeing better results compared to 2 months ago and thank you for showing the way. I’m grateful to you and appreciate your teachings. Please continue to inspire and guide us to be successful like yourself.


By offering clients a choice of options, they come to feel or see your interest in understanding their goals. This process is like the practice of AKIDO, a form of Japanese martial arts, using the direction and force of an “opponents” attack, pulling them into a discussion, a circular action focused on their reactions, using such non-confrontational “How is that?” type of question of their objections. Masters of this art defend themselves, leaving no serious injury in their wake. I welcome the opportunity to learn more about the customer centric logic of Unlock The Game. Terry Steffen, Pandora, OH 45877 Hello Ari- While I still struggle with cold calls and haven’t been able to change all of my language I do know I’m growing and becoming less “salesy” every day thanks to your material. Thanks for all your help! Barbara, New York Ari, I have recently discovered you and Unlock The Game. I must say that after 20+ years in the direct sales industry, I was feeling a little stale and quite honestly bored. Your videos have giving me RENEWED ENERGY! I love your style and language...more importanly it WORKS! Thank you for your amazing insights and if I win I look forward to meeting you in Los Angeles!

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Ari Galper’s Mindset Insider Newsletter Kim Eisen, St Paul, MN Dropped the Ball Email I loved your approaches yet I was leary (scared) at first to send a ‘drop the ball’ and disconnected email. Oh my gosh, I received a call back immediately (hadn’t been able to get a hold of him for six months) that very same day. The client was apologetic and made sure I know it wasn’t me, it was him and he was so impressed by my email that he wanted to work with me.

I was working a home based biz a couple of years ago and HATED cold calling. I tried the “scripts” I was given and nothing really clicked for me... until I was introduced to Ari’s UTG process. Wow... what a difference. I had to step away from the biz to address some family matters before I could really implement what I was learning. But now I’m back, and the FIRST thing I’m going to do is go back over UTG. Why? Because bottom line, it’s all about integrity, authenticity, and sincerity. UTG enables me to maintain my integrity, while valuing the dignity of each person I connect with. Thanks Ari!

I was in shock as I held the phone - it couldn’t be this easy could it? I always used to think that they must have used someone else or they didn’t like me before. I would be thrilled to win you scholarship to learn more.

Natural and easy, Downingtown, PA The things I had been taught to do on cold calls never felt natural for me. And that was known on the other side of the calls. Now I have been able to put myself at ease and talk to others in such a way that makes everyone comfortable.

Dropped the Ball Email, St Paul, MN I loved your approaches yet I was leary (scared) at first to send a ‘drop the ball’ and disconnected email. Oh my gosh, I received a call back immediately (hadn’t been able to get a hold of him for six months) that very same day. The client was apologetic and made sure I know it wasn’t me, it was him and he was so impressed by my email that he wanted to work with me. I was in shock as I held the phone - it couldn’t be this easy could it? I always used to think that they must have used someone else or they didn’t like me before. I would be thrilled to win you scholarship to learn more. Jack Zhang, Singapore Before I met Ari’s program, I always felt that I was trying too hard and like what Ari described - “Living on hopeium” and always on the constant struggle to put on a front in front of my prospects. Then I realised even after closing the sale, I wasn’t too happy because I did felt some of my clients wasn’t so sure about getting my service / products but eventually succumb to my peer pressure. It did not felt good. at all. After I met and trained under Ari’s programme, frankly I did not close as many sales but however, I felt so much better being myself. Prospects that became my clients also enjoyed the experience and I was able to foster better relationships with them. Everything is so much easier in terms of getting more business and referrals. No doubt I’m getting lesser for my sales but determine to stay in my business for the long haul, I feel that Ari’s programme build me to last and more importantly, enjoying my work more.

I also have found the techniques useful in personal and business settings. Now that is a breakthrough! John Edwards, Victoria, Australia Hi Ari, i have been working with my wife now for the past eight months and loving every minute of it except cold calling. You know I would sit for days doing nothing just trying to convince myself to pick up the phone and cold call. I didn’t do it and I would go home feeling like crap. So I started paying telemarketers which goes okay for a while but at six hundred dollars minimum for twenty hours it is not cheap for a company that is trying to get it’s cash flow going. But you would expect a great result - wrong, four appointments if I am lucky. Well, I have read your blog for all of this year and it was not until a couple of weeks ago Carolin in Australia signed me up for Mastery 1 and 2, using the same mindset philosophy. I wanted to tell you and thank your entire crew because I am now eager to make calls - there is no issue when you simply want to chat with someone and help them out. It is going great and I no longer need telemarketers, a savings of hundreds of dollars. i have paid for the course many, many times over. Thanks heaps. John

Yes, I think all of us should learn to let go and enjoy the pressure-free environment. Lives will be so much easier and trusting. Let’s for once and forever get rid of the “sales” mindset and start being ourselves again.

Judy Burke, Los Angeles, CA, USA Hi Ari,

The new mindset is liberating! Michael, Seattle Washington

First got your mindset materials about 2 years ago and have found them amazingly useful. Such simple languaging, but such incredible results. And in these Please turn to the next page

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Ari Galper’s Mindset Insider Newsletter challenging economic times, where many in my area are “pushing” even harder, just being able to listen and connect has made me different, in a good way. The freedom I’ve gained from rethinking the problem in the clients’ terms (not assuming anything) and approaching things according to the their needs (whatever they might be...just have to find out) allows me to reformulate opening statements quickly, and micro-market specific. Ask, ask, ask...don’t assume is a constant lesson. Am looking forward to your seminar and picking up new hints. Thanks, Ari.

I was watching a video where you shared a closing statement that impacted me greatly. It was simple and to the point (as you always are). After finding out the needs of your client you simply suggested we ask “Where do you think we should go from here?” PRICELESS!!! Thanks Ari Pete Dieppe, Charleston, South Carolina Dear Ari:

Kimberly Kesterke, Altanta, GA

I have got to win this contest. One of the best things that helped me from reading your blog was the concept of adding ten times more value than what the customer expects to receive in a pressure free setting. This has helped me change my viewpoint immensely. For example, after reading your blog, I decided to e-mail the president of a company that I was actively pursuing. In that e-mail, I offered a different approach- instead of focusing on who I was, and what my company was all about, instead, I focused on a situation that was affecting their business, and what my units could do to make life easier and more economical for them in the long run. I got an e-mail back and submitted a quote to him for 300 units. This has just recently happened, however I am flying out to meet with their purchasing manager in two weeks where I can hopefully close the deal. THANK YOU! And would love to see you live an in person- I know I could learn a ton!! Dan Fitzgerald, Illinois I have just started a new job and want to incorporate Unlock the Game into our business, but my boss is a big fan of Chet Holmes. I would like to win the scholarship so I can experience Unlock the Game firsthand and ultimately change our business sales model. There are alot of differences between the two, but I know Unlock the Game is the strategy we need to start using and by attending the conference and winning the scholarship, I will then be able to prove it. Ish Laos, Atlanta, Ga Although i have only recently discovered you, i have already implemented the very few things i learned from you into practice. In particular, your cold calling approach really knocks off all the pressure that I’ve been putting on myself this whole time.

I own a business that has gone from 20+ employees to 5 and I am one of those. I ordered the “Unlock The Game” Program years ago, tried a few ideas and politely put it on my office shelf and until I realized from going back into sales just how TOUGH the old way really is. I picked back up my “Unlock The Game” book and have more sales in the last 3 weeks than I had before in the last 6 months. I have provided more solutions to some of my old clients and I am developing new clients as well. I know I need a shot of “Ari” to save my business and recoup my Bell retirement that my company has in it. In my heart I know that the “Unlock The Game” Mindset is the only hope for the kind of sales that are needed to keep my employees and myself employed. Please help if you can. Walter Anderson, Atlanta I dont think I have all words capable of explaining - How unlock the game has effected me in the past 2-3 months. Just from researching your articles it has changed my mindset to say “Yes I can do it” TO “ Yes I WILL do it”. And once I discovered the MP3 this cleared the clutter from my mind - I have been a prospecting maniac .My list was originally 200 names to close to 1200 plus now and growing. Getting people to trust you with there money is hard enough but you have LIGHTENED the load. Many Thanks, Walter

Eliminating the sales jargon vocabulary, and substituting them in for common everyday words really takes the harsh bite out of my job. Although i have only scratched the surface in learning your approach, i am very eager to continue utilizing your techniques and grow as a sales professional. Thank you Mary Appell, Boca Raton, Florida


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Ari Galper’s Mindset Insider Newsletter Terry S. Smith, Scottsdale Arizona Dear Ari:

being on the phone and selling the Ari Galper way. Thank you Ari for all you’ve done for me. I could go on and on, but I’ll leave it at that. Leonard Irwin, Kingston Ontario Canada

The best thing I learned from you is the LANGUAGE you use is EXTREMELY powerful. Would you be open to telling me a little bit about your situation is brilliant! Thanks! WI

Just send me the info, Jeff Malek, milwaukee/madison,

Until I listened to you on re-engage the sales conversation, out of 10 sales conversations, 3 would ask for (and get) an email outlining our program. Now with your insight, those 3 no longer get the info upfront, however, 2 out of those 3 get the info because they signed up, thanks to you. According to Netsuite my closing ratio is now north of 60% from 40% thanks Ari. Ben Vaughn, Baltimore, MD USA

Ari I learned about you from a marketing seminar in January 2009 from Tad Hargraves. I was so surprised by what you teach. In my own sales career, at that time, as a commissioned appliance salesman your ideas changed me. From you I’ve learned to connect with people on an emotional level, a real heart to heart sense of getting to know you. The ability to walk past the superficial traditional sales training and just build rapport with people. I got that it is more important to connect with people first then to try and sell them something. It’s about making the person feel like your interested in who they are as a person. Also, realize we are all people who want to connect with other people and make a real connection.

Ari, It’s tough to nail down how your CD’s for Unlock the Game have helped my approach to sales because, quite frankly, I can’t think of any ways that they HAVEN’T helped me!! I started my company with nothing over ten years ago. I used to sit in my first house in an old, wet basement making cold calls all day long using the traditional “Hi, my name is, I’m with..., we create...” approach. It was discouraging and I hated selling because of how I was being treated. My wife used to come down stairs and plead with me to get off the phone. She used to eavesdrop on me “pitching” strangers and she felt really bad for how i was being treated. I couldn’t give up though because I had a family to support. So, I kept “grinding it out” the old way until I found your program. I dont’ remember how I found you, but it changed everything. The mindset does more for your self esteem as a sales professional then anything. I found myself really getting to the bottom of my client’s problems that needed to be solved instead of “me, me, me...” all the time. I learned how to develop relationships and tone down my voice during phone calls. I became a friend to my potential clients, looking for nothing more then to lend my help, instead of trying to make a buck. I built an entire lead followup system around your methodology that applies to our verbal and written communications. We go out of our way to just lend our help and offer “new ideas”, even if it means not closing the sale. It ends up coming back around to you in the long run because people don’t forget you when you merely lend a hand without expectation of getting paid. It’s also very liberating to realize that people sometimes just don’t have the budget! Move on and find the clients who you can help and who can truly afford and appreciate what you offer. Don’t waste your time! I certainly do not any longer! Each year, I grow my sales numbers and do so without feeling like I’m “pitching” clients. I actually love

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Thats what I have learned from you. Jerry Neumann, Minneapolis, MN I continue to be amazed at the power of 4 simple words: “that’s not a problem”... they diffuse tension, re-wire clients’ psyche, and open the path for further dialogue and the discovery process. It’s reinforcing to the self-disclosure of intent...to serve others. Thanks Ari! Martha, Cape Coral, FL “That’s not a problem” has helped me diffuse so many objections, it’s unreal. And, while it’s good to know how to reply to the objection, once the objection is raised it is still somewhere in the back of that individual’s mind. Ari, you taught me how to draw out any negative emotions, gently. For example, I’m currently dealing with short-sales in the States and speak with a lot of real estate agents about their listings that are currently in the foreclosure process. I explain that I do a back-to-back closing and even though I know that what I’m doing is totally legal....I get a lot of ignorant agents who blatantly accuse me of doing something illegal. The first objection they will say is, “I’ve been an agent for X number of years, and what you’re proposing is against the law”. To which I’ve said, “That’s not a problem. May I have a few moments of your time to explain why our local title company will not only close on such a deal, but also provide us with title insurance” thereby protecting all parties? Wham! Low pressure and educating the client are the Please turn to the next page

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Ari Galper’s Mindset Insider Newsletter Michael Livingston, Baltimore, Maryland

keys I’ve taken away from your training. Thank you, Ari. Thomas Reusch, United States I am in digital advertising sales,(new to me) all calls are cold to businesses already using print media. I incorporate UTG language in getting appointments successfully. Other sales people who overhear my approach are trying to use some of the language in their calls, I have to smile when I hear them. As yet no one has asked me how I learned this effective no pressure approach. And I am sure they will as I continue to the top posistion. Thank you Ari. Tom Reusch

I’ve been on your list now for about three years and devour every email you send. Even though I haven’t bought your program yet (I intend to soon), what I’ve learned from you has helped me tremendously. Last week I approached a CEO of a company using your languaging and got an appointment on my first call with him. And I’m not even a sales person, I’m an engineer who does consulting! You’ve given me the confidence to approach new potential clients in a way that fits my personality and values. You’re stuff works wonders! I’d love to come to Sales Breakthrough 2012.

Q&A Coaching Call “How To Expand The Mindset Across Your Entire Company!”

Josh McGinnis, Chattanooga, TN., USA Ordered Ari’s complete program right before I left for a 4 day conference for Veterinarians. As a consultant, I went to meet potential clients and strategic partners. This is a new niche market for me and for the first three days, I got nothing! One person said they wanted help getting clients and as soon as they new I was a consultant, they turned cold and walked away (they didn’t know I saw them throw my business card in the trash). On my last night I sat in my room feeling defeated. As my last ditch effort, I busted out some of Ari’s material and read through just a portion of it. With a new mindset and language to match it, I was determined to spend the last four hours of the conference in the method Ari teaches. What did I have to lose?

Ari Galper:

Tony Jacobs

I want to mention the Unlock The Game event in November where I will be doing a live training for the first time in ten years for all of our members and clients. It is going to be an amazing event and you still have the chance to get your tickets and bring someone for free at the early bird rate. The web site for that is UnlockTheGame.com/ breakthrough.

Also, I would like to mention a few new things. We now have an Unlock The Game YouTube channel where you can see video clips I have put up from time to time. The channel is at YouTube.com/unlockthegame.

We also now have a Facebook fan page where you can click the Like button and sign up for it to get announcements. It is at Facebook.com/arigalperfans.

First three full days I got nothing. In the last four hours, I had two veterinarians give me their info and ask me to call them. An industry sales person practically begged me to let him introduce me to his clients throughout three states, and a consultant for Pfizer, who ignored me previously, engaged and suggested I work with him on a project. I couldn’t believe the difference Ari’s approach makes. It is natural, more authentic, and actually fun. I highly recommend his material to everyone and he has become my go to resource for all things sales related. Cherry Choo, Singapore I stumbled upon your website recently, because I’ve been very frustrated with my result in calling for appointments. Your articles in particular on shifting/ changing one’s mindset, and especially using words like “are you open to”, a call is to start a conversation and find a fit, has in fact given me a new sense of confidence, purpose and joy in prospecting. I am seeing results in getting more appointments than in the past. I certainly look forward to learning more from you. Thank you, Thank you, Thank you.


Everyone, thank you so much for joining us tonight on our monthly Q&A Coaching Call. There is a lot to share with you this evening. We have a special guest, Tony Jacobs, who will share with you some of the amazing things he has been doing in his company with Unlock The Game. I am really excited about sharing these things with you tonight.

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We are also now developing an iPhone app for those of you with iPhones or even Android Phone systems. An iPhone app is being developed now and will be ready soon which will allow access on your phones to all kinds of cool stuff with Unlock The Game from blog feeds to videos to our Facebook connections to Mindset Daily Inspirations to news about all of our events. You will be able to keep a connection with us through your phones. This is kind of a cool thing we are working on.

Tony Jacobs: Thanks, Ari; it is great to be here.

These are the things which are happening. Tonight I want to introduce Tony Jacobs who has been a long time Unlock The Game Inner Circle member. I continue to be astounded by how our own members are taking the Mindset into amazing places and making a difference in people’s lives and their own. Tony is going to tell you his story in a moment. What is unique about Tony and his company is how they have taken the Mindset and expanded it across their entire company. It has become a part of not just selling, but every in every point of communication within their business from handling irate customers to handling team meetings, and many other ways which you will hear tonight. This is going to inspire you to understand how you can take the Mindset for yourself and expand it across every point of communication in your life, both personal and in every part of your business. It will really help you succeed, generate more income, and make life easier for you in so many ways.

I am proud to have Tony on the call tonight and I am thrilled to see how Unlock The Game has matured over the years and where it is going.

We will begin. Tony, welcome tonight.

Ari:

For Tony, it is actually a welcome to this morning because he is in Australia as I am.

Tony:

It is morning here, too.

Ari:

Exactly, I am trying to be mindful of all the time zones here. I am going to have Tony introduce himself and give us a bit about his background. We will go from there.

Tony:

Okay, hi everybody. I will start with who we are and comment on where we were and where we are now.

Our business is a branding and design consultancy. We work primarily on consumer good brands, the sorts of things you see on shelves in supermarkets. We do a lot of packaging and branding design work.

These days the way I talk about our business is that we are good at dealing with some specific problems, notably how you change consumers buying behavior when they are standing in front of a supermarket shelf.

As a business, we are 14 years old and prior to finding Unlock The Game we were very successful. We had 11 or 12 years of good profits, but we were also just like every other branding consultancy among our competitors. We were very focused on ourselves, focused on getting out there and showing how smart we were by showing everybody the work we had done for other people.

As a business, we were kind of dysfunctional from our standpoint of today. We were very stressed as we worked with clients who were not, honestly, a good fit with our business. This created difficulties and conflict and the work going through our business was quite difficult and quite challenging.

We were totally focused from a sales Please turn to the next page

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point of view on getting out there and seeing as many people as we possibly could. I used to get on the phone and I was great at making appointments to present at people. I would go out there and have ten or 15 appointments a week.

The first thing I would do as I sat in front of those people was to pull out our portfolio and show them all the wonderful work we had done. If I was having a conversation with them, I would look for some little crack in an open door that I could jam my size 12 feet through in order to start presenting at them at that one particular opening. It was very much about us and this is how we ended up with a business in which there were clients that were not a good fit. This created a lot of stress. Now we are at a very, very different place. We came across Unlock The Game through one of my partners. We were initially looking for something that was a better way to sell. Instinctively, we felt that there had to be another way; something that got away from this classic selling at people approach.

We started gently. We started by listening to the Mindset CDs, going into the Web site, and starting to try to understand what was going on there.

It has taken us to a place where now we approach business in a completely different way at almost every level. It starts with the sales point of view. Instead of measuring success by how many appointments I am able to get and how many presentations I could do, we now go out of our way to almost not meet with people.

The whole approach now is to have conversations. It is about trying to understand what issues people might have, what issues companies might have around their brands, around their branding, and exploring those issues.


We go deeper into those issues to see if there is a fit. If there is a fit, that’s great and maybe those conversations go further. If there is not, the conversations stop on a very friendly basis.

You can hear it in people’s voices. When I ring and begin to speak with people, I start asking them about their problems. They ask, “Well, would you like to come in and present?”

I say something along the lines of, “Look, I would like to talk to you about what we do, but wouldn’t it make sense if, first, we got to an understanding of the issues you might have?” You can hear the relief in their voices and it is very different than our competitors.

It started at that sales level and now our business has evolved so that our sales volumes, our revenue, is just as good as it ever was. The nature of the projects and the clients we work with has improved from the perspective of both parties.

There is generally a much better fit now. We both know and are confident that we are a good fit for problems they have which we all fully understand.

Since that point, it started to trickle down through every other part of our business. Initially, it was something that happened with our promotional and advertising materials. Going back to that issue of portfolios, I am sure many of you have come across design companies before.

The first thing they tend to do is show you their portfolio and it is all about, “Look at this. Isn’t this wonderful? We did this.” It has nothing whatsoever to do with understand a specific problem the client has.

These days, I have to say I try to avoid presenting a portfolio as much as I can. Rather than a portfolio that talks about projects we have done, we are very much focused around issues and

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problems we know a lot of marketers have. It allows a conversation to develop where we can start exploring whether there are issues this person I am presenting to might share.

Our next step is doing advertising and promotion by direct mail. We send out postcards and in days past, again, it used to be portfolio material.

Ari:

Let me take a step back for a moment and help crystallize this for everyone on the phone who is listening.

You said earlier that you have detached from this idea of getting the appointments. You have detached fully from the idea that you have to show them what you have as a way to get in the door.

in their space. You need to be thinking about them and their problems.

Those times when we used to try to get lots of appointments, we were very much about being in our space. What did we need as a business? What did we think we needed as a business in order to succeed?

Ari:

Let’s talk about this. I’m sorry to interrupt you, but let’s talk about this whole idea for a second. It is about living in truth rather than using Unlock The Game as a technique to get the sale.

This is the challenge many folks have when they enter our world. They say, “Oh, what a great line I am going to use. What a great phrase I am going to use.”

This complete detachment has allowed you with full confidence to tell potential prospects or clients, “Let us not meet until we can first determine if we are a good fit yet.” You are not doing this as a technique, but with complete truth.

There is a certain chasm you have to cross or, as you said, a tipping point to cross where you step into your world and you own this. This is not a technique anymore; it is how you operate as a person and as a business.

Tony:

That is absolutely right. You just touched on something that is absolutely important, Ari. I view Unlock The Game and the Mindset very much as a journey I have been on and continue to be on.

There was a point where it suddenly became something we believed in and was a complete truth rather than being a set of new techniques we were learning. This was a real tipping point in our business.

Tony is a great example of this as well as other members we have interviewed each month. These folks have done certainly activities you will learn about that our new folks do not do. It involves joining these calls every month and committing to immersing themselves in the concept and owning it.

What is happening here, Tony, is that you have owned this so well that your clients and prospects can feel that you are genuine in your approach, right?

Tony:

Absolutely, yes. It is important that you are genuine or that we are genuine in our approach. We judge ourselves now around the nature of our conversations and how well we really believe the Mindset.

It is one thing to adopt the language and to understand the principles. It is great and it is a long way ahead of the traditional approach to selling. However, when you get to the point

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It was the point at which we quickly started building trust with people. They knew that we were honestly, truly interested in their issues and that we were honestly, truly not trying to shove our foot in the door and sell at them. Let’s be realistic. There is no point trying to sell something to someone who does not have a problem you can solve. In order to even know you can solve it means you have to start where you are 100% in that other person’s shoes,

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where you almost stop thinking about it and just start living it, a whole new world opens up. It becomes powerful and it is really quite exciting.

Ari:

Tony:

We find ourselves in the business now even having internal conversations and internal meetings where, again, our focus is entirely on trying to understand our staff issues; where there might be a fit between their issues, what they want and need, and our business wants and needs.

members has a particular outcome that we get to by sitting down with them and asking them what they want from their job with us. What are things that excite them? What are the problems and challenges they face?

We try to understand them and in doing that, they develop a very deep trust in our focus and our belief in the Mindset, in our belief of wanting them to be happy and to succeed.

Take us into those meetings a little bit. Give us more examples. At a company meeting now where you have adopted the Mindset as your entire company culture, what exchange happens in a conversation between you and a staff member with the Mindset?

Also, during that meeting we explore the things we need as a business. It is not completely altruistic. We then start exploring where these things intersect.

As an example, we have one-on-one meetings with all of our staff on a regular basis, fortnightly or monthly. The purpose of those meetings is to help both the company and the individual staff member to achieve their own objectives and solve their own problems.

If you want to work particular hours, how can we do that in a way that helps you achieve those hours and still allows you to contribute what is needed to our business? Each person ends up almost on a unique employment situation that fits everybody as well as possible.

If a new staff member starts, the first thing we do is to sit down with them and introduce them to the basic ideas of Unlock The Game and the Mindset. We have them listen to a couple of the very early CDs.

That language day to day in meetings also extends into briefings. We are in a creative industry and there are lots of meetings where we are trying to communicate, for example, to our design teams what a client wants and the problem they are trying to solve.

It used to be that we were very focused on the creative elements. It needs to be blue; it needs to be round; all those sorts of things. These days, those meetings start with a lot of discussion around understanding the client’s issues.

We spend time going to supermarkets and looking at their brands on the shelf. We do exploring into other categories. We ask lots and lots of questions.

I think you know, Ari, that we have some questioning tools we use to help all of us, particularly those of us who are less directly involved in Unlock The Game, to be able to ask the sorts of questions that help them go deeply into the problems of other staff members or clients or people on the phone.

We try to get a really good, deep understanding of what they want out of their job and where they would like to be and how they want to succeed. As an example, I now work from an office remotely on the Gold Coast which is a long way from Sydney where our head office is located because one of my objectives was to be closer to family that happens to be living in a different town. One of my partners, Steve, now works three days a week because this was one of his outcomes. Each of our staff


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Ari:

This is fantastic. I hope everyone appreciates what Tony is saying here in terms of the multiple applications of the Mindset.

Let’s go back for a second and look at the platform on which you are now able to communicate with your staff members which enables them to open up to you.

I think you are saying that the Mindset and the CDs and materials you have them listen to as they come on board with you give you and give them permission to tell each other the truth of what your goals and agendas are. This is so rare in any company, as you know.

Staff members can have different goals and objectives and I think what you are saying is that the Mindset across your company gives your staff permission to actually express to you their objectives and you can express to them honestly what the company’s goals are. You are then able to find that match.

I think what you are saying is that this is a platform of truth around your entire business now, right?

Tony:

It is. That honestly is critical and it builds trust. When someone starts in the business and they start being exposed to the Mindset and the way we talk, for many people it is quite a challenge. They are not used to it. They are used to companies treating them like a cog in a machine and they are not used to being honest with us.

Ari:

We need, as a business, to be completely committed to it so that through our actions as well as our words everybody knows we believe in the truth. We want the truth and we use it as an important tool to make our business better. I tell you, the more you are talking here, I’m sure the people on the line are saying, “How do I work for you?” You have the kind of organization that everybody wants to work for.

Just as a quick side note, I am hearing more and more about members of companies wanting to connect with people who believe in the Mindset. We are actually thinking of doing a job board at some point in the future with Mindset-only companies and staff who want to work with each other. It will connect businesses together with potential staff who believe in this concept which is a perfect match.

It is interesting how you say that at first the folks who come on board with your company are not used to this idea of actually being transparent at work.

Tony:

You see it. We have a one-on-one meeting with the person for the first time and it is almost like seeing a rabbit in headlights from an oncoming car. They look terrified. You can read their mind saying, “If I tell the truth, am I going to get in trouble here? If I do not tell the truth, am I going to get in trouble here?”

Through gentle and consistent application of the Mindset, through the questioning culture we have, and through living up to that Mindset in everything we do, the trust builds very, very quickly.

Ari:

It is really a testament to making this, as you said, a part of your entire company culture, how you act and how you communicate. Actually, it is making it believable for people. It is demonstrating that this is not some flyby-night management process you are trying out and testing for better results. You are actually living in that moment with them and, of course, it all rolls back to the customer.

It is interesting to hear a lot of this. What else can you share with us around company culture and how it pervades everything you do?

Tony:

I got started talking about some of the advertising promotions. I did not finish Please turn to the next page

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that, so I will quickly touch on that.

We do a lot of promotions and direct mail advertising where we send out postcards that used to be all about us.

These days, we have started sending out postcards that are focused on issues that are common among the marketers we talk to. We have done it in a neat way.

We found a guy named Tom Fishburne who does these really funny but quite insightful cartoons based around the problems that marketers face every day. While poking a little bit of fun at them there is a serious message behind it.

People get these postcards which address a problem. Then we simply say, “Look, if you are open to some ideas around this particular problem, perhaps we could have a conversation.” We do not assume on the postcard that we can solve it; we do not show our work on the postcards. It is very much about trying to have a conversation around their issues which is a fundamental change.

yes. This is the kind of breakthrough info we will have at the event. You really need to be there to see what he has to show you.

It is phenomenal to create this reverse energy where he has customers calling him. He has people coming inbound through changing the whole model based upon how he presents himself in an advertisement to the outside.

This is a real breakthrough because advertising has been a traditional industry for years using the same headlines that worked for years. To actually change the headlines and ads in this new way and thereby get better results is just breakthrough stuff. This is really cool.

Tony:

Look, every time we find a way of incorporating the Mindset into something we do, even though we are used to the exciting results it provides, we still sometimes get shocked by how much of a difference it actually makes. It is really quite incredible.

Ari:

I would like to comment on that quickly. What you are all hearing today is quite profound. They have taken the Mindset and now pushed it out into their advertising, into the copy on their advertisements.

Do you want me to chat about some of the client relationships we have? Beyond selling we have relationships with people and they have changed completely now with the Mindset, as well.

I have seen these advertisements and they are incredible. Of course, they are getting more phone calls and more inbound leads than they ever had before by applying the Mindset to their advertising.

Ari:

Before this call, I had a talk with Tony and invited him to come to our event in November, Sales Breakthrough 2010, to present a case study presentation to everyone at the event. I would like him to walk everyone through more specifics and visuals to show everybody their actual ads.

Do you know why I want to hear that? A lot of people ask. They say, “I do not necessarily make cold calls, but I would love to know how to apply the Mindset to my current clients to embed a deeper relationship and to create new revenue opportunities.” It would be great to talk about that.

Tony:

Again, the keys are to make sure we are constantly 100% in our client’s space. We are always thinking about and talking with them about their problems. We ask, “What are you problems? What are your issues? What are your challenges? What are your priorities?”

When there are not projects on, we do

He is thinking about coming and he will let me know. Hopefully, he will say


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not do it in a way where we are pushing. We avoid pushing like it is a plague germ. We are not trying to get them to a place where we can find projects.

Our relationships now are built around constantly maintaining a knowledge of their issues and priorities. Where those issues happen to intersect with our ability to solve the problems is fantastic, but it has built an amazing level of trust. In the past, clients came to us as a packaging design company. If they had a packaging design problem, they would say, “Here’s a brief. Go away and do it for us.” Now they trust us to have their best interest at heart. They understand the sorts of problems we solve. Even in areas where we cannot directly provide a service to solve it — if it is not design-based — we regularly receive phone calls from clients saying, “We would love to involve you in this problem we are having. Can you sit in on the meeting we have with some other companies (this even includes some of their competitors) and help us try to solve this problem?” That has moved us from being a company that sells design work into a company that is a consulting firm around problems. Our client focus is on being able to understand and solve their problems rather than looking for design project opportunities in their business.

them.

Of course, in many cases you can have customers or clients working with you, but it does not mean they are going to be totally transparent with you, tell you all of their issues, and open up to you to solve their problems. This is what is happening here.

What is really interesting is that you are bringing a customer on, but then they are opening up to you to the extent that they are suggesting issues to you that you do not do as a core business. They trust you enough to ask your advice and that is a whole new level of openness and communication.

Of course, it creates income opportunities for you and helps them solve their problems. It is a testament to this concept that when you lower barriers and hidden agendas, when you are both are in alignment together around solving their problems, these are the kinds of things that happen.

Tony:

The ultimate outcome of those deeper and better relationships we have with companies and clients is that we are now doing less work for the same revenue and for better margins. Our client relationships are much healthier, much more trusting, much more open, and much more honest.

Clients trust us, for example, to tell them if we do not think we are a good fit for a particular problem. Because of that, they are more willing to share all of their problems with us.

The projects and the profitability come as a by-product and they come more completely and more fully with less discussion about price. Everything is a lot smoother.

Ari:

I have a member who recently mentioned the same thing. Their clients come to them saying, “Your competitor has come to us with another bid.” They tell them everything.

Ari:

It is interesting to watch the spectrum here from getting a customer, creating that level of trust, and once you have a customer, taking the Mindset to a deeper level and building trust with

“We do not want to go with them. Help us deal with the inbound bid here so we can stay with you.” The client trusts them. My guess is that this will happen with you, as well, because of this level Please turn to the next page

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of trust you have with them. Tony:

It really is, Ari. That trust is everything. The cornerstone is relationships and putting ourselves 100% in the other person’s shoes.

I will not pretend this has been easy. We went through development stages and critical points in our journey with Unlock The Game and the Mindset where it started as techniques, language, and an understanding that we were trying very hard to implement. It was showing great progress and benefit for our business.

Success came very quickly and then the more we learned about the Mindset and tried to incorporate it, the more it became, in some instances, another script. We lost sight of the core Mindset values of being in somebody else’s shoes. We almost started to apply it as another sales technique.

We realized that and turned the corner. Delmae is my coach and there is funny thing I talked about with her. I realized at one point that I was trying to be Ari rather than trying to understand the Mindset and Unlock The Game and their importance. I was not allowing myself and the business to incorporate these things into our personality.

If you try to be Ari, you will not be Ari. No one can sound like Ari except Ari. However, if you understand the ideas and concepts and you believe in them and apply them, then all of those benefits flow from it. It has been a very amazing journey.

Ari:

This is great. First of all, I do not want everyone to be me. I want them to get to the goal which is to be who they are. Of course, the whole idea behind Unlock The Game is to shed the hidden agendas and my job is to be a bridge for people to get there and to realize that they own the power within themselves.


I want to help people see the vision of your journey. At first, you came from a place where you were looking for a new way of doing something. You then absorbed the materials. Obviously, you were involved in these calls and always have been; you read the newsletters and have been immersed in everything.

Then you went to a stage where you began to practically apply the languaging and the Mindset, but you still did not own it. It was a tool you were using as opposed to something you owned, right?

Tony:

That is exactly right. At one point, I probably overfilled the tool box. I was absorbing and taking on board everything and probably moving forward almost too quickly. I was adopting more and more of the new language without being confident and comfortable and owning some of the earlier, more important concepts.

That is not to say that this did not bring success, as well. It did. However, the true success, the true tipping point was that point at which we did take ownership of it.

It is almost like driving a car. When you first learn to drive a car there are so many things to think about that you are not the world’s best driver. Then you reach that point where you cease having to think about the brake, the accelerator, the steering wheel, and the mirrors. It becomes a system that is almost natural and organic. It becomes part of you and then you become really good at it.

This was the case with us. It was successful all the way along. We built success. There were little roadblocks along the way like when I tried to become a clone of Ari instead of being myself.

However, one day we woke up as a business and realized that we were

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living the Mindset. It was part of us; it was part of our DNA. It opened a whole new world for us. Ari:

Tony:

In retrospect now, are there certain ideas or things you could have done, maybe certain tips to accelerate to the tipping point? If you could go back, knowing what you know now, are there things you would change in terms of your immersion into the process to reach the end quicker or was it a natural progression of just letting go that has to happen to get there? I think it is a combination of both. I would say that coaching is really important. The time I spent doing personal coaching, from a sales point of view, with Delmae was fantastic.

Another thing we do a lot of is having our internal coaching sessions. My partner Steve and I focus on how we are going with the Mindset. We record calls and we listen to calls.

Being able to hear yourself is very important. The issue of being honest and owning rather than simply saying the words is something you can hear in your own voice, but you cannot hear it when you are on the phone. You can hear it when you listen back to yourself.

To accelerate your progress, do as much analysis with somebody else as you can. Get people to listen to what you are saying; do the coaching.

The other thing I would say is that adopting and trying the techniques and the language is very important. It is all very, very powerful for any individual person.

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I think some of the language techniques and some of the language perhaps works better than others. A different person may find different bits of language or might find a different way of saying the same thing. The only way of getting this to happen quickly is to take the leap of faith, adopt it, and use it.

one reason or another. However, if you are listening to yourself and doing the coaching, you will quickly be able to find out why and you will quickly move on to the next place.

I guess those would be my main suggestions for people. I would say to dive in, do it, implement it, and then do as much as possible with other people so you can hear what you are doing.

You can judge, for example, whether or not people on the other end of the phone sound like they have developed that trust. Where are the conversations going? Are they going to the right place? Through that you will quickly improve.

Ari:

I think that is a great point and very important. You said to record, if possible, your phone conversations and go back and listen to yourself. It is a whole new world when you and someone else hear your voice and how you are coming across, certain words you used, and how the other person is reacting to you. This is where the real truth happens and the real change happens.

We do that here with our own staff, as well, to give feedback. A lot of our members come to us for personal coaching just for that purpose. They bring recordings to us, we analyze it for them, and they say, “Wow! I did not realize I was saying that! I did not realize I was moving that fast! I did not realize I was not connecting!”

There is no way you can know how you are coming across to the fullest extent without having someone on the outside listen to you with an understanding of the Mindset to bounce off what you are saying. I think this is the biggest accelerator.

I have discovered over the last ten years and taught members that in order to get the Mindset we need to listen to their conversations and role play together.

Yes, sometimes things do not work for

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The smallest nuances make the biggest difference, as I am sure you realize. Tony:

It is very, very much so. It is a fact that for some reason you cannot hear yourself when you are on the phone or having a conversation. You think you can hear yourself. One of my issues early on with Delmae was the pace of my conversations. I used to speak like a machine gun. In my own ears, I thought I was talking slowly and thoughtfully, but when I listened to tapes of recorded calls or when Delmae was listening to me talk to her, I could hear it again.

You cannot hear it firsthand, but when you go back to it, suddenly things become visible that were not so before.

Ari:

That is so true. This has been fantastic. Do you have a sense of where you will go next with the Mindset? What other frontiers can you conquer with your business and your life? Where do you see this thing going for you?

Tony:

There are so many things I could say in answer to that question. From a business point of view, I think one of the amazing things for us has been moving beyond just working on packaging design projects. We have moved away from focusing on our skill to focusing instead on a company’s problems and the sorts of problems we might be able to help with.

For example, those are problems of how to disrupt on a supermarket shelf so that a product is seen among competitors. Sometimes it is about packaging and sometimes it is about how a store lays out a section; sometimes it is about promotional activity. All of these are now things that clients look to us for help with. This is likely to lead us beyond our traditional market and beyond consumer goods and into the world of corporate branding, perhaps, which


we have done a bit of. It is starting to accelerate now because of our focus and our way of doing things.

The first thing is to open up completely new markets and completely new areas of business. We are talking to people with whom we previously would not have even been able to start a conversation because they were not interested in a pack design company. They are interested, though, in someone who can help solve the problems they might have.

Ari:

I hear this frequently. Once you get confident and comfortable in your ability to solve problems, you get a new vision of where you can go with your business and what other problems you can help people solve.

It is a platform that keeps growing your company because your company can now see itself doing things beyond what you normally do. I see this happening in your case.

Tony:

Absolutely. Another thing is an interesting call I received yesterday. One of our clients rang and spoke to me asking for help around a problem they have in briefing, controlling, and managing other creative agencies.

This is not about us doing creative work for them. It is us helping them with their systems and procedures and approach. This consultative area is something we are certainly going to develop.

It is also just consulting from the perspective of brands and brand strategy. This has always been an integral part of what we have done and then executed at a particular place. Now we have people coming to us who are willing to give us budgets to simply consult with them, talk with them about brand strategies, and help them plan brand strategies.

The short summary of all of this, I suppose, is that our future is no longer as

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a packaging design company which is how we used to see ourselves. It is truly as a brand and branding consultancy in the fullest sense of the phrase. Ari:

You are a true testament of taking the Mindset and changing your company culture. It is about changing the way you work with clients, creating a more profitable company, and growing your business into the future. This all comes from changing your thinking and applying the languaging. I hope you are all appreciating this call tonight because it is a major breakthrough for Unlock The Game and for everyone listening. It is about how far this can go and this is just the beginning as Unlock The Game grows. You will be hearing more about how we are going to be growing, as well. We have members who are taking this to all different levels in their personal lives, with their children, with their families, and just their normal interactions during the day. It is changing things everywhere. You can imagine the applications here for much larger conflicts in life. Who knows, it might even reach into politics and countries. It is a really big vision here and we are seeing this happening before our eyes. You are all part of this. I just want to thank you, Tony, for opening up today and helping people see what you are doing and sharing your progress. I am inspired by it and hopefully everybody else is. I want to mention one more time that Tony will probably be coming to the event in November. He will be sharing things he has not shared with you here on this call. He will show examples of tools he has created within the company that help draw out communication with his clients; examples of his advertisements which

you have to see so you can begin to think about ideas for your business.

It really is breakthrough stuff and I want to thank you again, Tony, for taking the time tonight and for coming.

Tony:

You are welcome, Ari. Thank you for developing the Mindset and Unlock The Game. It certainly changed the way I do business and I am a much happier person.

Ari:

That is the ultimate goal, isn’t it? It is a more peaceful, happy life.

Tony:

It absolutely is. I am doing things and living a life now that I never would have with the way our company used to be.

Ari:

That’s great; I am so glad to hear that.

Now we are going to open up the call to Q&A. I hope everybody will take advantage of the next 15 minutes to ask me or Tony any question you have by hitting *6 on your phone.

Get in the queue because this is your chance to really pick Tony’s brain. I am sure if you have your own business or work for a company, there are probably many questions you have about how to apply the Mindset to your business.

I am also open now for questions relating to Unlock The Game; to help you with problem statements or anything you want. This is an open coaching opportunity and it is highly valuable time for everybody, so please take advantage of it.

I see the queue is already lining up here. Again, hit *6 on your phone. I will open up the lines so we can have an open and honest conversation. We are here to help you.

Tony has offered to be on this call tonight to help people; this is why he joined us tonight and he is coming to do the same thing in November. Everybody on the line should really take advantage of this because you are Please turn to the next page

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all people we really care about.

Let’s start with the first person here. Welcome, and please introduce yourself.

Caller:

Hey, this is Bob. Hi, Tony. I am glad to hear someone in marketing from the other side of the desk. I am in advertising sales.

Tony:

How can I help?

Caller:

I would love to see what you are doing with the postcards. It might help spur me on with some of the common issues you see from your side of the desk that I could apply to some of my opening statements in order to help people out.

Ari:

We are going to save those goodies for the event. The visuals and all the ads will be exclusive just for the seminar. This is bait to make sure you come in November. If you do not have your tickets yet, make sure you go to UnlockTheGame.com/breakthrough. This is stuff I want to reveal just for the folks who make the effort to come.

Are there any tips you can give to this gentleman in terms of his question aside from visuals?

Tony:

Bob, the major important change we made was changing the focus. Instead of our advertising being about what we do and what we have done for other people, our thinking around postcards in particular now is about how we can start a conversation with people.

The important thing is to understand their problems and to be in their space. The focus now is very much talking about problems they might have and to see whether they are open to a conversation.

It uses language and the principles from the Mindset. We have let go of trying to ram our stuff down people’s throats, what we have done and what we think is important about ourselves.

Everybody does this. Every design agency sends out direct mail about the wonderful project they just finished for a big company. Most marketers (I used to be one) take one look at it, say, “Oh, there’s another one,” and then throw it in the bin.

Caller:

Right.

Tony:

Is it a particular area you are grappling with or have problems with, Bob?

Caller:

I do not know that it is a particular area beyond finding people that get what we do. Ari spent a moment with me a couple of months ago discussing the service we have.

It is a network of local radio and TV affiliates. It is in content, so we talked about people being open to a different perspective of going after let’s say homeowners, than what they are currently doing with their radio and TV.

Tony:

What is the core problem you can solve for the sorts of people you are approaching and talking to?

Caller:

It is engaging someone before they hit either the remote control or they push the button on the radio to go to the next song or piece of information they want.

Tony:

If we were doing something with that sort of issue, I would be thinking about how I can say that to people through the medium of advertising.

It is easy to do it when you are talking face to face, but if you approach me as an advertiser, and say, “How could I prevent someone from hitting the remote control and changing channels before hearing what I have to say?” it would make me sit up and say, “Gee, maybe that is a problem I have. Maybe this person has some ideas that could help me.”

The way I would think about that is how can you talk to people and engage with people around that problem before going to the next level of starting to talk about what you do? If you begin by


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trying to tell them what you do up front, it is the same as me calling you and starting to present my service before I understand your issues.

Do you have something to add to that, Ari?

Ari:

No, I think you said it perfectly well. I think the more precise you can get in articulating the issue you solve, the better. It is like anything. Hopefully we will see you in Los Angeles and you can meet Tony. Perhaps he could give you more coaching on the spot there.

Thank you for the question. I appreciate it.

Caller:

Thank you.

Ari:

Take care. Well, let’s try again. Please hit *6 on your phone to come on the line. We can coach you or you can give us ideas or comment on tonight’s call.

What stood out for you as important? What was new for you? Let’s process tonight’s call. Tony talked about a lot of ideas and the more we can talk about it, the better. Welcome to the next caller. Come on in and give us your name and where you are from.

Caller:

Hi, Ari. This is George and I am from Wilmington, Delaware.

Ari:

Hi, how are you doing?

Caller:

I’m doing well, great. I have a couple of questions about the Mindset and about some of the language you use as I study this. Just to preface this, I am new to sales, so I do not have to be detoxed, per se. However, I really like your approach because it feels very natural to me.

I listen to some of the language you use. For example, when you say, “Can you help me out for a minute?” they say, “Sure,” at which point you say, “Are you open to new ways of…” and then the problem.

It strikes me as a little bit disingenuous. You ask for help about something, but then you do not really ask for help. It is the same with saying “no problem” when there might really be a problem.

Obviously, it works and people are having a lot of success with it, but for me to adopt this I want to make sure the consistency is there. When I ask somebody for help, I want to make sure I am really asking them for help or that I have a follow up that asks for help.

I was curious as to your view of that.

Ari:

That is a good question. How long have you been a member or been involved with us?

Caller:

It has been a couple of days.

Ari:

Welcome. This is so interesting because your question reflects the kinds of questions we get from folks who are new, who are brand new to our concept.

Be patient with yourself because it takes some time to own the Mindset concept; to live it in its fullest to the point that what you are saying is not a technique to result in a reaction you want. As you dig deeper, over time you will see this.

Before you even pick up the phone, the Mindset is that you have no idea if they are a fit for you or not because you have not spoken with them yet.

Caller:

I absolutely understand that and it is what attracts me to this. I am just trying to understand the literacy of the language and being consistent. It seems like it works and I am really about getting to the truth without being gimmicky.

Ari:

No problem, I will take you through it. It is no problem at all and I am happy to do this. There are baby steps which have to happen and you have to get in alignment with it until you feel comfortable. There is no doubt about it. Please turn to the next page

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When you are calling in and saying, “I am hoping you can help me out for a moment,” this is the entry point of the conversation that basically creates a dialogue that begins the possibility of identifying if you are a fit for them.

When you say “help me out for a moment,” you are asking them for help to see if there is some way you can help them or not because you have no idea yet. It is simply a way of initiating the dialogue without them connecting you to the negative sales stereotype and shutting you down at hello.

It is not a way to get them to talk to you. It is the truth because you do not know if you can help them yet. You are just trying to being the dialogue. It is simply an entry point; this is all it is. There is no agenda behind it.

When you say, “I am just giving you a call to see if you may be open to the possibility of a different perspective around how you folks generate new sales,” you are still just opening this conversation as a way to see if there is anything here or not.

They may not be a fit. You are just spurring the conversation to have them react to you in a way that generates a two-way dialogue to get to the next point to see if there is something here. Every step of the way is just one more step to see if there is a connection; if you are able to zone in on a problem they have.

If they react by saying, “What do you mean?” or, “Who might this be?” you continue in your humble dialogue to say, “My name is this and what we do is help folks deal with the issues around generating customers. I just didn’t know if that was an issue you folks are working on right now or struggling with.”

You are still in this mode.

Caller:

I wanted to say thank you. I want to give time for other people to talk. You answered my question perfectly. I just wanted to know how it is helping me out and I understand it is helping me to find out if there is a fit and if I can help them. I was not making that connection, so thank you very much for that answer.

Ari:

Beautiful. Just do not be too hard on yourself. Be patient because this is a long term process; it is not a quick fix. It is a transformation and your questions are exactly in line with the process you should be going through right now.

The answers to these questions should embed into the empty spots in your mind about how it fits together. The more you immerse yourself, every day you will have a new “aha” moment. You will have a sense that this feels right.

Caller:

It is very important for me to be sincere in all of my work. This is why I am so excited about this.

Ari:

I am excited for you, too. This is wonderful. Thank you so much. We have had some great questions tonight.

Again, hit *6 on your phone because we have time for a couple more. You may have a question or comment for Tony or a question for me. Maybe there is something on your mind about Unlock The Game that remains unclear. Maybe there is something you are working on with which you need help such as languaging. This is your chance to step up and ask the question and we will help you.

We will try the next person in line. Welcome tonight.

Caller:

Hi, Ari. This is Joran from Denmark.

Ari:

Thanks for calling from Europe.

Caller:

Thank you. It is 3:00 A.M. here, so bear with me if I sound tired. I have a question regarding using the Mindset.


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I have taken on a big challenge — maybe too big. I started my own firm recently and I have the opportunity of working for a company in the Far East. I sell software solutions.

I only have one year of experience in sales. I have used the old approach and have studied a lot, but I want to use Unlock The Game because it seems more genuine to me.

I am really on rock-bottom doing this because I have no sales person other than me and I am the only person in the country, basically. The only communication I have with the company is over Skype and I have to go out and find my own leads list, so I am really starting on rock-bottom.

Right now I am battling with getting myself to actually jump into Unlock The Game. I used it a tiny bit to try to recover a customer and get some feedback. I am dealing with the very, very real pressure of almost going broke in my business and letting go of the pressure when I call.

Basically, do you have any tips on how to let go and adopt the Mindset in that way?

Ari:

First of all, are you listening to the Mindset CD every day?

Caller:

Yes, I have been through the Mastery I program once.

Ari:

It is important right now at this moment in your life where there is pressure on you to really make sure that you spend at least 30 minutes every morning and evening listening over and over to the CDs and DVDs to make sure you embed this within you. Of all times, this is when you need to anchor yourself. You need to really stay centered.

If you have a product that can help people, and you have interested potential companies in this opportunity in the Far East, you have something there. If you said you were starting a brand new company with a new product you have not tested yet, it would be a very different story.

You have the potential to succeed; the key is to stay centered.

Let’s start by helping you right now with the most tangible application of this which is your potential opportunity with this client in the Far East. Tell us about that deal and where it is in the sales cycle.

Caller:

I’m sorry, can you repeat that?

Ari:

Yes, tell us about where the opportunity is with this company in the Far East, what communication there has been so far, what their problems are, and where you are with them in the sales process.

Caller:

That is the only place. I am working for them now, but my challenge is getting clients for them. The key selling point is that they can do things a lot cheaper. It is a very reputable company which has been around for 12 years.

We solve problems in the sense that we can make custom solutions cheaper, but we also have to sell people on the idea that they software is made in the Far East and they do not communicate face to face other than through video conference.

Basically, I have no ready-made product, but I have a company that sells a service. This is another thing I am battling with. The solutions we have are so individual for each company that comes on. Somebody may want to have a Web shop made which is pretty standard or a company profile or they might want to do a huge Internet portal that has to incorporate all sorts of stuff.

I am also having trouble with my problem statement and working out how to ask questions that make sense.

Ari:

This seems very much in line with Tony’s situation. It is a very custom solution for every client, right Tony?

Tony:

Yes, it is different for everybody.

Ari:

Maybe you want to step in a bit and give him some context of how he should communicate with Please turn to the next page

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these prospects in a way that helps draw out their core issue. Much of it may be the stance of first having a conversation and an understanding of the core issues you are trying to solve here before you can come back with a solution. Does that seem like what you are doing, Tony? Tony:

Yes, it is. With a tailored solution like we produce, it is impossible to tailor that solution until you understand very, very deeply the specific problems and issues that the customers have and you are confident there is a fit.

You mentioned, I believe, that you are having some problems with your problem statement.

Caller:

Yes.

Tony:

You said some interesting words here. You said that each of your customers might have a completely different solution. Is that something that your competitors are less able to produce? Are you talking to people who are looking for something that is better tailored?

Caller:

Yes, much of what we do is custom. Anybody can go out and get a standard Web shop and do that cheaply. However, if they have to go out and create a custom Web shop and do it at normal Danish rates, they are paying about 1,500 krones an hour instead of 400. I do not know if that makes sense to you, but it is a lot of money.

Ari:

Let me step in quickly here. I know where this is going and I see the challenge here.

As an overall philosophy when you engage a prospect and they engage you, you will have to take a very firm stance like Tony does. Early on in the conversation, you will have to explain that you have had experiences in the past where potential clients have gone to cheaper solutions and have had problems. They have not succeeded. There have been nuances because of the lack of understanding of the actual problem.

Your company specifically will not take on a new project unless it can fully understand every detail of the client’s needs. You are really expressing to them that your business philosophy and policy is a full understanding of the problem first and the solution before you can design the answer.

If a person goes a cheaper route, there is not a full understanding of the issues or the problems. Does that seem viable?

Caller:

Yes, that is very much in line with how we do things.

Ari:

Okay, maybe it is just taking on more of a standard around this with these people who are looking for cheaper solutions. You can indicate that there are cheaper solutions, but it means giving up certain analysis and consultations which they would get with your company. Your company provides that kind of expert ear and expert consultation.

It may be a matter of understanding that dealing with the problem by going with the cheaper solution is not really a homerun for them.

Tony:

May I add something, Ari? We have found that geography has become much less of an issue as we focus more on understanding people’s problems.

Your potential customer in the Far East, if they believe that you are the best people to solve their problems, it will not matter where you are. The way to get to the point where they believe you are the best people to solve their problems is for them to really honestly know that you want to understand their problems.

You have to really take a stand, as Ari said. Make sure they know that you want to get deeply into the problem and understand it fully before you try to put a solution together. They will then have the confidence that you are really there to help them and the solution you are putting together is the best solution for them.

I would also add as a last point that if you have been questioning them, if you have been going


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deeply into the problems and you think you are deep enough, go deeper still. You can never know too much about somebody’s problems or issues. Caller:

Thank you.

Ari:

Hopefully this gives you more confidence to step more into that problem focus. We have to end the call in a moment here, but thank you for the question and thank you for joining us so early in the morning. We are having lots of members coming in for the event from Europe and Australia. We have members from Singapore, from Australia, and from the U.K. coming for the event. If you do not have your tickets yet or would like more information about the conference, just go to UnlockTheGame. com/breakthrough. I want to thank everybody for joining us tonight. Thank you, Tony, for some wonderful insights. You can see the potential here for everybody. I want to say good night and, hopefully, we will see you all in Los Angeles in November. Thanks again, Tony. I appreciate your time.

Tony:

Thank you very much, Ari. Thanks, everybody.

Ari:

Good night, everybody, take care.

That’s it for me for this month…see you on our next coaching call! To your success,

Website: www.UnlockTheGame.com E-Mail: [email protected] Phone: US/Canada: (866) 530-5125 United Kingdom: 0208 150 6147 Australia: 1300 763 654 U.S. Address: Unlock The Game 24112 Park Casino Calabasas, CA 91302 USA Copyright © 2010, Unlock The Game. All rights reserved. Reproduction in whole or in part of any text, photograph, or illustration without written permission from the publisher is strictly prohibited. Unlock The Game is a registered trademark of Ari Galper.

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