Tony Robbins | The keys to success
how many have you been in a situation again where you’ve learned information was valuable you’re excited about it and you didn’t follow through and it wasn’t because you weren’t interested it’s because you’re overwhelmed who’s been there before raise your hand say aye we wanna help you to change that the way you change that is by learning one simple skill it’s a skill you already have but you may not be using it to its maximum ability and tonight rather than teach you the whole skill let’s just point it out and the skill is called chunking chunking is the understanding that when you’re first learning something that something feels like many things case in point you’re going to learn to drive a stick shift car and you’re brand new at driving a car who can remember this experience and was it overwhelming yes or no why because driving a car today for most of you is one chunk of information i’m gonna go drive that’s it because most of what you’ve done you got cognitive knowledge about you repeated enough with enough emotion you did enough in your body now all of those complex things happen and what do you call it is just driving but the first time you were driving it was a lot of different activities i can remember they called me speed racer because i couldn’t figure out how to get anything going i got in the car you know okay accelerate or break got that watch the road and i’m supposed to do this too and watch the rear view mirror no no no this ain’t happening right because it was overwhelming because what it was was one chunk of you was figuring out how to accelerate one part of your break another part of you’ve got to watch the road another one’s watching the rear view mirror another gotta figure out the timing of moving this in but after a while it just became driving and most of you drive today literally on automatic pilot because many of you how many you’ve ever done this you’re driving along and all of a sudden your mind goes somewhere else and all of a sudden you go who’s been driving who’s had that experience before say aye well who’s been driving is your subconscious mind the part of you that makes your heart beat a hundred thousand times a day without you having to think about it even when you’re sleeping and your subconscious absorbs way more when you’re in a position of total absorption like you are here immersion more than your conscious mind does but will make you confident and help you is if you can design a few triggers or a few ways to take all this mass stuff and break it into the way most people learn most people think one two three many they get past three chunks and they get a bit overwhelmed so we have these seven tools that we’re giving these seven pillars the first one we spent the morning on was this concept of taking stock into these five questions that’s the first pillar once that’s in place now we focus on the second one innovation and marketing we’re going to touch on tomorrow we touched a little bit on today then we go to the third one it’s strategies versus tactics it’s a bit of you know what is this education marketing it’s all the things you’re starting to learn right now that can give you a huge competitive advantage how many agree the content you just learned could give you a huge advantage implement it how many would agree with that say i when you can start to get a 10 times 10x 20x return for the same activity your business changes overnight and there’s no reason why anybody here can’t do it and it doesn’t matter what it is but you do have to change your mindset your mindset can’t be well you know i want people to use my services to take care of their parents but you haven’t added the value by teaching me something i need to know about what happens at these hospitals or what happens in these locations to my parents if i’m not aware of it or if i’m not aware of my other choices are you going to engage me emotionally it isn’t just a mental tactic it’s really caring enough about your client to enter their world and have the feeling and compassion and you don’t just know this stuff you feel this stuff here’s chunking here’s what’s happening to many of you in life this is your to-do list of life oh my god i gotta do this and i gotta do this and i gotta do this and i gotta do this oh and i learned that i gotta do this i gotta do this i got this i got this i got this oh i gotta do this i’ll get it out i got this i do that and what happens your brain goes eat you’re going to overwhelm because you have all these things and the brain has a difficult time taking all these individual items but what if you could come along and you could say you know this one and this one and this one and this one and this one and this one these all relate to how i can increase the number of customers that i get from the same amount of activity okay and what if this and this and this and this and this relate to something else that’s really important to me let’s say these are all about how i recruit the right people oh yeah and what if this and this and this and this and this all this relates for me to how i can immediately make a shift i mean immediately make a shift in the culture of my company so i’m not the only one driving it other people are thinking of this all of a sudden i have three things i got to focus on instead of 33 things i got a function how many can handle these three have a lot better in your mind say i so i’m always looking for chunking devices ways to take the complex and at least chunk it even if i don’t get it at least i can put in the right slots i can go okay if i can remember the overall theme and i come back here and i can look at these individual things and figure out how to you know implement them so jay abraham is going to be here tomorrow jay’s been a friend of mine for years and jay and i were talking i don’t know 18 years ago 19 20 years ago how long ago was a long time ago and i was interviewing him and i was saying most people in business business is complex that’s why most people don’t do it and as the business becomes more successful does it become more complex or less complex usually which one more complex but complexity can also be simplified if you learn to chunk things if you learn to organize things there’s a lot of activity for example in sending an email but today for most of us it’s one chunk it’s been automated for us well you can do the same thing with your business as it gets more complex so i’ve seen a j there’s got to be a way we took about all these tools for improving your business i mean really there aren’t that many ways to improve your business if i wanted to improve my business and i said look a significant jump in most people’s business would be 10 or 20 but how many agree 33 big jump in your business how many agree with that say i how many love to have a 33 jump say aye let me show you right now less than 15 minutes how to do it it’s so damn simple because there aren’t that many things you can do to grow that business in fact there’s only three things what if you could grow that business 250 percent in the same time period really truly do it how many beans in that say aye great then let’s chunk it right now if you’re going to grow a business if you’re going to increase a business of any sort you’re going to make a shift i want to give you the equivalent of this for a moment i’ll hide this you’re not steering it anymore there’s really only three things you do to grow business think about it the first thing you do to grow a business more than anything else is you got to get more what got more what clients got to get more clients somebody used to call them customers maybe nothing of clients again as was noted earlier customer you might have a one-time relationship with a client you’re really trying to figure out how to meet their needs you’re looking out for them you’re trying to make sure that this is somebody you’re protecting you’re caring for if you get more clients and you’re charging for your clients are you going to increase the business yes or no so that’s one thing you can do obvious and by the way you’re gonna learn a million different ways to get more clients but that’s one of those areas what’s the second thing you can do there’s only three things you can do you can get more clients and you can get each time somebody buys to get them to buy what more that’s the only other thing you can really do get more clients or get them to buy more make make an investment it can be more money more more price or a greater price per unit if you increase the product quality can you charge more yes or no or could you have multiple products like we described to you so when you meet their needs and there’s other needs they start going wow i need that too and it’s a legitimate need you’re not just selling them you truly are meeting their needs can you find a way once you have a client to meet more of their needs if you’re innovating and if you love your clients if you care about them if you understand them not mentally but emotionally how do you think you can find some other needs you could truly meet for them since you’re an expert how many can do this say i so if you do that you can charge more right the third choice and the only third choice to grow business get more clients get more money each transaction or get them to buy more often those are the only three ways to grow any business i don’t care what business you’re in that’s what’s so beautiful about this get more clients get more income per transaction with the client and or get the client to buy more often and here’s how you’re going to do that open your notebook and i’ll put it on the screen for you as well let’s do a little math real simple math and we’ll do it with a number that’s small enough that no need to grab their calculator number one out loud so it’s in your body what’s my first way to grow my business increase the number of that’s number one number two increase the average what more money per transaction or third increase the what repurchase or some of you might get more referrals because some of you might say tony i sell real estate and a person doesn’t buy again you know on average they might not buy for four years three years five years but the best realtors i know have an absolute formula where they want for example a 20 return on all their clients they don’t necessarily buy again either buy again within four years five years or they refer somebody who buys now not everybody does that but some people are for three people to buy one of the guys i know makes several million bucks a year in real estate he’s been doing this for about 20 years because he has a formula he has an absolute glow i want you tonight to leave with a formula for an absolute goal to grow your business by at least the third and if you think you can do it without even being aggressive 250 let’s do the math it’s so damn simple it’s mind-boggling so look right here let’s take a number of customers let’s say a business has a small business let’s say it’s a 200 000 little business to make it really really simplistic some little startup some little company just getting going this might be me incorporated one person or one or two people but they want to do this and they got a thousand customers and those customers average price of a sale each time they buy is how much come on guys how much 100 and they repurchase usually an average of how many times over the course of that relationship twice twice in a year in this case so that produces 200 000 so let’s just do this how many of you think that screwing up if you took one little itty-bitty tiny you know inconcessable piece of these five days you took one or two strategies you could find a way to get 10 more clients somebody think you could do this let me see your hands anybody not thinking you get ten percent if you don’t know that’s okay but the end of five days if you don’t we will have your head examined right you’re gonna have so many ways you could apply one or two out of everything just apply one and you could do this so you get ten percent more clients for this person ten percent more clients fill in the blank how much would that be they got a thousand clients they get ten percent more how many is that eleven hundred so we’re gonna get a hundred more to do it and let’s say that you’re only gonna increase the average price of the sale by ten percent so how much would they get per transaction now 110 jot it down and let’s say their average repurchase in a year is for per customer is twice in a year and we’re increasing 10 so how much is that 2.
2 percent now with these small numbers it’s real easy we add those together and guess what we end up with 266 thousand dollars doesn’t sound like a lot of money because most of you have 200 thousand dollar business is ridiculous but i’m doing this deliberately that is a 33.
1 percent increase in business here’s the formula increase the number of clients by 10 increase the transaction value by 10 increase repurchase or referral by 10 you just grew your business by a third by the way will your profit only be a third how much of this is going to profit is it going to be the same as all your other purchases or all your other sales yes or no no because you’re covering most your overhead already in your core business so your profitability this goes to a great significant amount to your bottom line who here can find a way to get 10 more for your current product or service even without much enhancement how many think you could do it i’m just curious how many could do it definitely by an enhancement or by adding another service let me use your hands you know you could how many think if you worked and focused on really serving your customer you’re gonna buy 10 more often 2.
2 times per customer how many think you could do that great one-third business growth i want you get how simple this is now if you want to get a little bit more aggressive and most of you in this room certainly should let’s take the same little business and let’s say we’re going to increase the number of clients not 10 if you can get a 10x or 20x return on your ads if you start using education marketing as an element you’re using market data and people start going wow of course i do business with you you’re not even selling them you’re just telling them the truth you’re adding value to their life if you just took one or two or three of these strategies and you’re just a little bit more aggressive you hired some sales people you’re in young adult excuse me you’re in toddler and you hire some salespeople before you think you couldn’t afford it but now you know what i’m going to figure out what the value of this customer is and i’m going to pay disproportionately for some of these people i’m going to do an educational strategy like we saw where i can give them more income i’m going to hire some more salespeople or you’re in that stage of young adulthood and you say you know what we’re going to get much more efficient i’m not going to keep mailing to everything i’m going to find a more efficient way to get my clients whatever it is let’s say increase them by 33 percent 33 would be 1 30 new clients say it took you a year to do that and by the way let’s say we increase the value per sale by 25 percent so now instead of 100 it’d be how much come on guys how much 125.
and let’s say we increase the repurchasing frequency by 50 50 more by the way if somebody loves you they’re not going to buy 2.2 times they probably like three times in a year if you’re really adding the value so that’s three times now when you put those numbers together what do you end up with by the way you end up with a 500 000 business that used to be a 200 000 business who thinks they could do this in a year i’m just curious let me use your hands you could do it frankly without most the strategies you’re learning here so what i want you to do is just take the numbers and make them closer to your business let’s say you got a business that’s a two million dollar business right take the same formula and what happens you go from a 2 million business to what size business in less than a year come on guys what well you can make it 2.
6 just by doing 10 10 10 or you can make it a 5 million dollar business by doing 33 25 and 50 percent how many followers if you go those numbers are boring to me add a zero take your 20 million dollar business and make it a what if it was a 20 million business and we use the same formula it would be 50 million you’re going to jump proportionately 100 million businesses just out of zero i started with the most simple zero because then it’s believable to you but the ratio doesn’t change based on the size of the business so here’s what i want you to do turn the page and do your formula right now by the way who here feels certain you could find a way to increase new number of clients by 10 raise your hand let me see if you really believe that say i anybody not think you could find a way to get 10 more clients if it was your total focus total focus okay second anybody here who feels certain you could find a way to get ten percent more money that’s it per transaction by either added value additional product whatever it takes whoever feels you can absolutely do that raise your hand say aye great who here can find a way to get ten percent more purchasing time more referrals where you can’t say i great then i want you to do this now flip the page and right now my time is ending so you got to do your job how many clients or customers do you currently have fill it up there it was filled in in the blank up there go ahead and put it up there how many clients do you currently have what’s the average value per sale how often do they buy back from you what’s the size your business now right now you’re rolling your eyes that means you don’t know the answers these questions that means you really don’t know how to run your business the first thing you better know is how many clients you have you got to know what the average transaction is you certainly wonder how often they’re buying from you otherwise you really don’t know anything about the fundamental matrix your business here’s the good news if you don’t know it can you go find this out yes or no not hard to do do an estimate if you don’t know do an estimate start out with what you guys the size of my business currently is x million x whatever work backwards how many new clients how many total clients do we serve in a year some of you thought of as customers you can use that word if it helps you get back to what they were because many of them were customers for you how much on average do those people pay how often do they buy and then all i want you to do is fill that in and then below it add 10 10 10 and calculate the number and you will know your plan or if you want to grow it 250 percent add 33 add the 25 add the 50.
we’re going to give you since i’m done and i did it less than 15 minutes we’ll give you five to come up with your formula go how many have been able to complete this let me use your hands how many come up with this great if you’ve got a question two three quick questions i try to answer a few the biggest question i’m hearing from several people um mark were you over there where are you mark yeah mark would you share your questions would give a perfect example give me that smart ladies and gentlemen no i said it’s mark ladies and gentlemen [Applause] share with me your question because it’s the nature of many people’s questions tell what business you’re into if you would we’re a commercial general contractor so we build uh hotels casinos retail around the country and uh obviously the markets change quite a bit our sales are off by about 50 percent and uh my question was is how can i how can i increase um the average dollar per sale when no one’s buying um and increase the customer base as well when everybody is price driven and there’s just not a whole lot of uh that type of work going on these days so so two things i want you to notice ask and you shall what ask a lousy question you get a lousy what how come i can never lose weight because you’re a pig if you ask that question of your own mind your brain’s gonna go because you’re a pig i’m using the example what happens in people’s minds somebody know what i’m talking about here say hi if you say how can i lose weight your brain will say well go on a diet but that’s painful so i’m not doing it but if you said how could they lose weight totally lose weight and completely enjoy the process and you kept asking that question expecting an answer from a state of what uncertainty your certainty which one certainty your brain goes you know years ago i used to play racquetball or basketball one-on-one or something hey i wasn’t really exercising i was having what i was the best shape of my life if you ask a better quality question with an absolute expectation to keep asking you’re going to get an answer but notice the questions he asked me they both had built-in presuppositions that they couldn’t be fulfilled how do i do this when it’s impossible basically what he said in both questions how many follow this so i didn’t let that happen i just said to him i didn’t say oh no the market’s going to change or oh no people will pay more money i didn’t see either one of those things instead i met his world i came to him instead of saying well just as you heard with roofing contractors you can absolutely change somebody who’s price driven to something else with education marketing what i start to see it’s more risky to pay that price but that’s your job to come up with that core story i didn’t tell them that that would have been one way to do it i said to him instead when you’re trying to do this you’re presupposing that this is the only product you can offer you’re presupposing this is what we do we do about six projects a year you told me of what five billion each yeah five million bucks each we have this thirty million dollar business we do these six million projects these six projects five million bucks each and you know the market’s just not doing it right now and i said maybe it’s time for you to invent a new product remember what is business innovation and marketing if you’re not going to innovate you’re going to eat it you can market all you want sometimes you have to innovate and i said what season do you think the industry’s in right now what season is it or winter i said how long do you think winter’s gonna last he said about a year and a half i said i hope so how many think it could be more than a year and a half for the construction industry everybody in everybody else’s industry except his seems to think that the reason is because we don’t want to face the level of change we need to make even though it may be the best thing ever happened to him let’s assume that a year and a half from now the industry explodes and new casinos are opening all over let’s just assume that all came together perfectly then he’d be back in the business he was in maybe the greatest thing that ever happened his entire life was this thing collapsing because now he has to create something brand new with the same resources people he thinks wow there’s a different need out there there’s a need right now people are aging i’m making this up this is completely wrong people are aging and the only place they can go is these not even hospitalities these horrible places nobody here would want to put who had any caring for their parent would want to put their parent and yet people same time can’t take care of them at home very often what if we built facilities that were like residential facility completely wrong idea and we do them in partnership with the state that has funds for it and oh my gosh we could do something that actually took the millions of people are getting older the baby boomers they’re turning 65 one every 10 seconds and wow the value of that real estate is going to go up because by the way that real estate’s a necessity this is real estate’s an accessory now it’s very different we might not do five million dollar projects maybe we do instead of six five million dollar projects we do 31 million projects maybe do 35 maybe we make 35 million dollars and by the way you know you’re not negotiating across the table with somebody like steve wynn we might actually have a better margin you know instead of a casino hmm i’m making this up it’s probably the stupidest idea on earth the point is there’s an idea that isn’t stupid how many follow what i’m talking about here see when i’m listening to you guys my brain’s racing and my brain’s racing going get out of your box your box is this is my business no that’s not your business is resourcefulness your business is meeting needs your business is adding more value to people than anybody else dreamed of your business is your creativity your business is your people and resources and ideas when you start falling in love with your product you’re screwed because eventually that product is going to be out of date no matter how good it is no matter how many years or decades you’ve been doing it for and i said by the way what if it’s not turned around a year and a half from now wouldn’t now be the time for you to be coming up with a new product or service how many follow what i’m talking about here somebody asked me a similar question saying you know i’m in the business of insurance and clients i get the price is fixed by the insurance companies and you know they don’t really do the referrals i said the same thing you have this delusion that this is the only product you can sell maybe the way you do this formula is you keep that business fixed but now you have the new business with this ratio of these new products or services you can offer the same clients this is the creativity this is what’s going to change your life and this by the way in the beginning it’s scary or maybe it’s exciting maybe there’s a part of you that’s been yearning for a long time to be growing again and feel alive because progress equals happiness he starts making progress on this even if he’s not there yet he and his organization have come to life people are going to feel like man this is it maybe this really was a gift the guy that worked for lehman brothers or woman who used to get up out of connecticut or wherever they were and get on the train and spend three and a half hours going back and forth to work every day and they got to be there by 6 37 or 8 in the morning and they get home at 10 or 11 at night and they don’t know their kids and they don’t know their husband or wife and their health is deteriorating and they’re making lots of money maybe the best thing that ever happened in their lifetime was for leaving to go under because now they get to reinvent their life based on the new season and the new nature and what they really want and why they’re doing it all in the first place is this making sense to you these guys these next four or five days give yourself a gift to say i’m gonna work harder than i’ve ever worked on the business not in the damn thing you guys work hard in your business all the time we all know this distinction intellectually but how often are you really doing it that’s why we’ll go day and night listen i can make this hell a lot easier on me and you i can just pop in and out and do nothing i want to make sure when you leave these five days you leave with a plan that you can look yourself in anybody else and go if i screw up it’s going to be like this that’s the goal we have here and so you don’t have to do it all but i do suggest this the other way you chunk is when all that stuff’s in your head you still got it in short-term memory right now but you won’t by morning now you may have written it down but you’re going to have to take time to go review all this stuff again so here’s what i do as a practice when i want to master something when i was learning new linguistic programming i’d sit in a class and we’d go all day and their idea was like you know nine to noon and then noon to like three you know and everybody’s like wow that was a long day right see my view is if you’re really building something and you got this and people go i have no time to build a business you know i’m i’m working you know nine to five what are you doing from seven to two that’s the second shift if your business isn’t going that’s the shift you better take on because your family deserves it you deserve it if you did it for a short period of time you’ll have such a new momentum that you can have a job that’s working three or four hours a day but if you don’t do what’s necessary when it gets winter i gotta tell you something you gotta work harder in winter you got to go out and chop the wood and bring it in but you also can ski and snowboard and do all those cool things it’s a different game but here’s what i do right now you got so much you pulled in today here’s what i did with an nlp i’d sit down and i would just write out two lists one list was every principle or distinction i could pull out of my head while it was still there i made myself see everything you’ve ever seen heard taste touched or smelled is in your nervous system but it gets stored but if you don’t retrieve it in short a short period of time you don’t get the ability to really treat it very well it’s not linked up but if while it’s in your memory you quickly go grab it you set up the retrieval system you’ll be able to get it again so i’m gonna ask you to do this every night we’re gonna do it right now for just five minutes so what distinctions did you make today that could absolutely change your business forever well you just learned one i just learned the three the formula the three-step formula for growing my business by a third to 250 percent that i know is totally doable so i’d write down the principle and i’d write down if there was an action item like some of you right now when you go home you shouldn’t leave this whole binder you should be able to go to the back of this binder and go here’s my action list i’ll decide when i’m going to do it later or i’m going to lock down win and i’m going to make sure i follow through and implement this how many think this three-step plan would be invaluable for you to be focusing on ongoing raise your hand if you believe this will make a difference say i great so i’d write down the principle and i write down an action item you know if you don’t know the number then i say i’m going to get the number of clients i’m going to call someone tomorrow i write down an action at it i’m going to make sure i get the number of clients i’m going to find out what our average is or i’m going to call my account and get them to do it for me or i’m gonna meet with my team when we get home and we’re gonna establish this is the plan you don’t just take the information in and go isn’t that interesting you come up with principles and action plans what other distinction did you make today that was valuable any little one you could go you know i made that distinction about you know education marketing i knew the distinction before but i’m not doing it here’s what i heard different tonight i heard this story that triggers me that story about the shoes you know really thinking about to the point that all these different things will make somebody the nerves in their feet this i need to look at that in my business you write down the principle and you’re like okay action item i’m going to figure out what’s the equivalent what’s going to be my core story or i’m going to hire empire or i’m going to say screw your empire i’m going to go to your website i’m going to do it myself but make it an action item so principles stories action items you got five minutes right as fast you can make two columns one of those is any principle any story any distinction that will trigger memory in you the other is the action item go for it now