저자: E.Kevin · 외국인
요약 보기
영상은 Alex Hormozi의 영업·기업가정신 강연에 대한 비평이다. 광고만 늘리는 것은 쉬운 핑계이며, 영업은 공감과 가치 제공이 핵심이라고 주장한다. 팔로우업이 거래 성사를 좌우한다는 점에는 동의하지만, 성공 모방보다 자기 개선에 집중하라고 조언한다. 또 지능은 학습 속도로 정의되는데, 학습할수록 학습 속도가 붙는 지수적 성장이라는 견해를 제시한다. 증시·자산 가격에 대한 예측 발언은 없다.
다듬은 글
You know what? There's a process I didn't understand when I started in this. In this video, I'm going to explain what I have against Alex Hormozi. We'll see what I like, what I don't like, and where an additional perspective might be helpful in summarizing Alex's thoughts on entrepreneurship, sales, and success, especially in business.
Oh, and by the way, hello. I am E. Kevin. I offer financial news and commentary here on YouTube or wherever you watch me. I am a licensed financial advisor and I have almost every series licenses that exist. We manage over one hundred million dollars and hope to have a few startups on their way to a billion dollars and more.
And I started as a real estate broker in sales, licensed lender, licensed contractor. I hope to have some useful ideas to help you become better at sales and entrepreneurship. That being said, let's get down to business. The first thing that, in my opinion, is an easy excuse. And I don't want to start in a negative and harsh way because I really like what Alex says, but I have to say that the first thing that is an easy excuse is that if you don't do ere, you shouldn't even think about it .
But I hate hearing that. I hear it all the time. People say, "Why isn't your business successful?" "No kidding." You are not showing enough advertisements. Advertise. You can divide that. Oh, yes. Let's be realistic for a moment. Advertising, especially when starting out as an entrepreneur or business owner, is not only expensive, but must be done correctly.
And let's be clear, I 'm not here to sell you advertising, because there are plenty of companies that will call you all day long suggesting that you could become a millionaire if you simply did more advertising. After all, if you could put in a dollar and get two back, why not do more? But the problem for most entrepreneurs and business leaders is not getting attention, it's what to do once you have it.
Now, there are two sales styles, and many people forget that, okay? You can opt for the script-based style . It's really door-to-door sales; this transaction needs to be completed here and now. I've done that before too. Door-to-door sales are a completely different ball game than relationship selling.
Most people don't ask themselves what type of sale they're in, and that's a problem. Because if you can sell by reciting a script while knocking on doors, then selling becomes a simple numbers game. It's transactional. How many "no"s does it take to get a "yes"? Not all sales work like that. And that's where many people make small mistakes.
You can run ads all day and recite your script. But if you're using the wrong sales method for your industry, then it doesn't matter how good your script is or how many ads you run. The market is telling you it doesn't want your product. The market is very good at telling people what it expects. Let's simplify things.
If you're not selling anything, it's because they don't want your product or service. Is it the script or are you using the wrong sales method? Yes, that could be the script. Alex Hormozi is right. Perhaps you didn't have a script. Perhaps your script is bad. Perhaps there are things that could be improved here.
Perhaps you are unkempt, you know, you need to take a shower, dress properly, put on a suit, shave, or explain things to people better. I come from the world of relationship selling. And that doesn't mean that script-based selling is bad. You can use scripts to initiate a relationship sale. Here's the difference.
Let's say you're a real estate agent or you're trying to sell something at an open house or event where someone comes to you. People come to you because they have a problem or a need. People who visit a house during open house events are usually neighbors who want to know the value of their property in order to buy or sell later.
Note that it is generally not the tenants who come by. These are other potential sellers. Moreover, open days are an excellent way to find sellers. Most people say, "He's just a nosy neighbor." "They are salesmen." They are evaluating you for the day when they want to sell. Or they are buyers or investors who need help.
The thing is, when people come to you, they have a problem. Even when you are the one going to them, your goal at the beginning of the script is to address a problem. For example, let's say you sell pest control services. You knock on the door. "Hey, you know, we're doing pest control in the neighborhood right here.
"We've noticed you're having problems with these cobwebs here, and the beginnings of a rodent infestation around here; We hate seeing that around you, especially with children. It's...it's ...How can we help you while we're here? Perhaps we could give you a discount, could n't we? This might be your script or your method for getting started.
To start. But in my opinion, every sale eventually succeeds when you show empathy. And that's really what was missing, in my opinion, from Alex Hormozi's latest presentation, which I've linked below. I thought it was good, but empathy is something that is sorely lacking. And of course, there are many other missing pieces we need to talk about.
But when people come to see you, for example at a trade event, they are not there to be sold something . Nobody likes to be forced into something . They are here because they need help, information, or data. When they ask an agent: "How is the market doing ? "You'd better be ready with some figures." Which is the best school district?
What is the crime rate? You need to know these answers. It's the same as when you go to a car dealership and say, "Hey, I need eight seats." I have children, and I need at least two seats with ISOFIX systems for car seats, and others that will be on booster seats. How am I going to attach them? "Do you have something with four straps and, you know, still eight seats?" " You need a salesperson who can say, 'Very well, you should look at a Sienna or an Odyssey.
Look, we sell Siennas here, but I also recommend you check out the Odyssey dealership across the street, because I want you to make the best decision for you and your family. "Now, here's what you'll find between the two." When you go to see this Odyssey across the street, pay attention, you know, to that difference.
It has a slightly larger trunk, let's say. But, damn it, she doesn't have, you know, the XYZ you might be looking for. Pay attention to that. And then compare that to this. Take both for a test drive . Listen carefully to the noise of the transmission when changing gears, okay? That's what it means to bring value to your customers; Everyone is talking about providing value, about creating value.
I used to be called "Meet Kevin," which was a registered trademark. The registered trademark " pressure-free agent" which brings more value. I have registered all of these trademarks. “Meet Kevin”, “bring more” and “no-pressure agent”. All of them, because I think the value of a salesperson lies in not having to pressure someone to sell.
You can use empathy and relationship building to sell. You could start this relationship with a script, but most people start there and get so stuck on the script that they forget that selling is about delivering value and helping people solve a problem. It's human nature. Sales will always, always be a human profession.
It frustrates me so much when people try to dehumanize sales . Nobody wants to sell or buy anything from an idiot. Just as nobody wants to feel like they are being forced to buy something. You know, I don't have 10,000 people enrolled in my courses on wealth creation in the stock market, real estate, property management or, you know, my entrepreneurship course by chance.
I don't have people signing up for this or thousands of people coming to my live sessions for members because they were forced to. They come because they want value and perspectives, and they perceive that someone else has a perspective that could help them. Isn't that right? And so, your goal is to do exactly that.
How could you increase this perception of value? And you don't need to start a video with: "Oh, I have all these licenses, $100 million, I'm working on projects." " What ? None of that matters. When I started out as a real estate agent, I began as someone who was present at open houses, just to be there and share in people's pain and frustration with the market at the time .
Because we were just coming out of the 2008 recession and people were scared. They were worried about it. A double recession, they were worried about this phantom inventory of houses coming onto the market, which would eventually cause the market to collapse. My job has therefore become that of an educator for people, so that they can feel comfortable making a decision about what they want to buy or do.
So it's very important, and it's something we forget. So, this idea that you should simply do more advertising, in my opinion, is an easy way out. There are plenty of opportunities to acquire customers without wasting money on advertising. Let's move on to the next thing Alex does very well, which is follow-up.
My God, he's so right when he suggests that people aren't following up enough. If you work in sales or business, a simple follow-up can make the difference between closing a deal or not. I have a rule of thumb. The last person on the phone with a prospect is the one who closes the deal. Let me give you an example.
You make an offer for what you want, or you give a contact to a client, you provide them with information, you bring value, and you say to yourself: "I did a good job. I brought so much value to this client. They will surely choose me." That's what you think. You are enthusiastic and excited because you followed the rule, added value, and did your best.
But you didn't follow up. So, I have a rule. If you provide value on a Wednesday and the customer says they will make their decision on Friday, guess what will happen on Thursday morning, Thursday afternoon, and Friday morning before the customer decides? Everyone is going to harass them . Everyone else will bring more value, and that value will be more recent than yours, because the seller will be able to say on the Thursday call, "Well, I had this guy on yesterday, it was you, who told me this, that." And they will reply: "Oh, that's very good, but here's how our offer is even better." Oops.
It's usually the person who makes the last call who wins. So, Alex Hormozi is 100% right about the follow-up. I want to give him immense credit for that. We need to pay attention to monitoring. This is something that most people overlook. It's astonishing how few sellers actually follow up with me when I'm interested in something.
Specifically, for example, for my real estate startup, to buy good deals. It is surprising how few follow up unless we constantly remind them. It's as if it's our job to follow up with the sellers to remind them to follow up with us. Yeah, it's pretty exhausting . Now, another thing that Alex does very well, which is interesting from an oratory point of view .
I'm not sure it's as effective from a sales closing perspective. From an oratorical point of view , he seeks a great deal of approval from his audience. For example, many statements like: "Hey, you know how to turn on a computer, right?" " Do you know how to turn on a computer?" Yeah. Yeah. Yeah. Yeah.
Do we agree that charismatic people sell better? Yeah. Do you agree? Never mind. Do you want to earn more money? Are you here to do... These are excellent motivational speech styles. I don't think they're that effective at closing face-to- face sales, and that's where a little more nuance is useful.
Therefore, during a one-on-one sale, we generally avoid asking obvious questions. To be more charismatic, isn't it ? Do we agree that someone more charismatic generally succeeds better in this field? Yeah ? Great. But we need to show empathy, focused on everyone's goals. For example, you sit down with a client: "Hey, why are you selling?
"Oh, you know, I'm tired of managing this property." We inherited it, blah, blah, blah. " Have you considered renting out the property ?" "Oh, you know, I don't know how much a property manager costs ." "Well, what if I told you that it costs 10% of the monthly rent to manage the tenant?" "Uh, well, I really don't want to have the worries associated with..." Okay.
No problem. " You see, what you've done there, you might think to yourself, 'Wow, you 're a salesman.'" Why would you suggest that? "What you did was a sign of empathy ." "Hey, have you considered not hiring me and exploring another option?" Have you considered looking elsewhere? "It's a way of creating empathy, because you're not just someone trying to force their hand into signing a contract.
"That's where people go wrong with scripts." I'm not saying that scripts don't work, but once the ice is broken, you need to know what to say when the phone rings, or when you call or knock on a door. What is empathy ? One of my easiest door-to-door sales for pest control was to a woman whose husband worked a lot .
After the script introduction, we realized that she was very stressed by the fact that her husband was not often there. So I said, "Hey, who's currently handling pest control at your place?" "Well, my husband does it when he has the time and when he thinks about it." "And what if we could lighten your husband's load a little ?" Wouldn't that be useful ?
That's it, exactly like that. Let's get out the wallet and give it to him. She is quite ready to lighten her husband's load. It was great. This interpersonal empathy is very, very often forgotten. And I think that's very important. This is not something that advertising can solve. And it's useful to remember that.
I completely agree, by the way, when Alex says that your skills are cumulative. Your ability to speak, follow up, and your charisma will develop over time. The more you practice, the better you become. But, regarding the idea of acting in order to become, I have a small reaction to that, okay? Hormozi suggests that action is necessary to become.
So basically, simplify everything. Look at who you want to be, and go for it. It's very close to "be the change you want to see in the world". Do you want to earn more money? So do what successful people do. Isn't that right? There is a quote: "Observe what successful people do and copy them." " I don't think that's a good idea, for two reasons.
Number one, there is what is called the toxicity of relativity. Let's call it R toxicity. It's when you compare yourself so much to others that you end up being unhappy. You tell yourself: "I thought I'd do better than them, and I'm doing what they're doing." "We both ended up at the same sales presentation ." They went first, then it was my turn.
You know, these are generally different times depending on whether you're the real estate agent or something else. But when you see the other person get the contract. You are miserable. You might be thinking, " Why didn't they choose me?" " And you feel bitterness towards the person you are trying to imitate." Bitterness turns into hatred, and that's vicious.
That's very negative. This means that your successes are never enough because someone is better than you, and your failures eat away at you like acid. Comparing yourself to others is a horrible thing to do in the business world. Instead, and this is the second part where we can build on what Hormozi says, a much better strategy than comparing yourself to others is not to say, "What is someone who is where I want to be doing so that I can imitate them and get there?
A better approach would be to say, " What can I do better than this other person?" "Because if I want to look like someone else, but I can do something better than them, well, then we really start to potentially win. Because not only do we consider them a kind of bare minimum, but now you see your idol as a stepping stone towards what you really want to do, which is to offer a better product or a better solution than what they offer.
And it is of course important to take into account that if you are in an environment where you want to sell a better hot dog than someone else, well, it's difficult, you know, the Costco hot dog is essentially a loss leader, for example. So, if you want to start a hot dog business outside of Costco, you know, the market might not be very happy or very enthusiastic, no matter how empathetic you are.
However, if you can provide a service 10 times better than someone else's because you're a plumber who works cleanly, arrives on time, is empathetic, gives reasonable quotes, works evenings and weekends—everything you need to do to get started— well, suddenly you could actually attract more business because you're able to bring value where others are neither able nor willing to.
Again, I'm not saying you have to work 24/7, but when you're starting out, you have to do what needs to be done. So, I'm not a big fan of comparing myself to others. I really like the expression " compare yourself to your future self". That's great. But Alex went directly from that to "look at what others are doing and copy them." I've heard it all my career and, believe me, it's toxic.
Then, another thing I've heard a lot is having this inversion mindset: how to guarantee failure ? And that's: okay, well, don't work. Scroll through TikTok, you know, don't go to that open house for real estate or anything. And then his thinking is to do the opposite. That's...that's good. It's...it's not bad.
I mean, obviously, if you're really going to take action rather than do nothing, then yes, you only have yourself to blame if you don't really go out and work hard when you start a business. My main rule for guaranteeing more success is optimism. Optimism and progress . Now, here's an interesting tip.
Look at this. Let's say you feel like your business is stagnating; it has grown, but now seems to be stagnating a bit. Sometimes, what I've done intentionally is create a sort of reset, where you start almost from scratch, while still retaining your experience, your brand image, and everything else.
And your goal becomes: how can I eliminate these ideas, projects, marketing methods, advertisements, or whatever we were doing before? Delete everything, start from scratch, then begin building on what works. All right ? So, keep the best parts and start from scratch, sort of . The interesting thing here is that psychologically, this "reset" hits you hard, but then every action feels like progress as you get back to where you were.
And the goal is then to do better. And damn , once you start to surpass your previous level, that delta, that creates euphoria in an entrepreneur or someone who seeks to succeed. Someone who is striving for success. In my opinion, success is not a matter of money. It's a bit like what Sam Altman says.
Sam Altman supported this in a blog post published four or five years ago, probably. You know, the type of OpenAI. He says that many people start entrepreneurship for the money, but end up simply wanting to contribute something to humanity. That's great. And the more success you can achieve, the more you want to continue building; It becomes less a question of money and more a question of contribution.
And it's a really nice position to be in. So, what else? Well, one thing I completely agree with is what Hormozi suggested: if your plan relies on luck, it's a bad plan. Phew, I love that one . That's excellent. Luck is fantastic, but you can't rely on it. Not only can you not plan with it, but you can give a criminal a lot of luck , in the end, luck runs out and he always ends up in prison.
You can give someone a lot of bad luck who perseveres, and at some point , the bad luck runs out, they end up having a lot of luck, and people look and say, "Wow, this person became a millionaire overnight." And people respond: "No, this person worked hard for 12 years before becoming a millionaire." It's so easy to forget when you look from the outside, especially with this TikTok, Instagram and chartered jet mentality you see on the internet these days, which is quite sad.
Uh, but it's very common because the idea is to show off the Lambo, show off the rented jet, show off the big mansion and lifestyle, and say that I can go to the Apple Store and buy everything. That's all nonsense. This is absolutely ridiculous. That's ridiculous. Brief. Then, uh, Hermozi talks about starting to change things when you're busy.
Make sure it works under the worst conditions. That's interesting. I quite liked where he was going with that. His idea is to say, hey, don't wait for the perfect moment to start changing. Make this change now. Like, what are you waiting for? Make this change now. Even if you are busy, stay up for a few more hours, pour yourself another cup of coffee and get to work.
Stop being a wimp and get to work. Actually, I quite like it. And one of the very useful things about making changes when you're busy is that it forces you to be more efficient. The simplest piece of advice I can give regarding efficiency is to make sure that every time you encounter a problem, you fix it.
Don't wait. So, if you're thinking "oh, my phone battery's dead again". Why don't you have more chargers? It costs around $15 on Amazon for a pack of two. So, buy more chargers so you don't find yourself in this situation again. It's the same for your car or your travel bag. Why do you always forget your toothpaste, your razor , this or that?
Have duplicates. Suddenly, you make a small investment to become exponentially more efficient. The last thing you want is to start your day off on the wrong foot just because you couldn't find something, your computer battery died, or you forgot something. I mean, these are just basic obstacles, and it's much easier to succeed when you don't fall into these absurd traps.
Reducing your travel time is also a good thing. And so, little Aristotle, well, ancient Greece, we are what we repeatedly do. Actually, it's not really a quote from Aristotle. This is a misattribution, especially because it was the interpretation of a guy in the 1920s who thought that was basically what Aristotle meant.
And so, what Aristotle meant had a lot to do with excellence. And so, the idea of excellence is really about how to live a good life. And so, the idea of living a good life is really about having a balance, eudaimonia. Everything in moderation, nothing in excess. You drink in moderation. Neither too little, nor too much.
You have to play in moderation, not too much or too little, otherwise you're unhappy or you're a loser who does nothing, right? Thus, the idea of excellence is quite simply this. When you take action , you want to excel at what you do. But you want to do these things in moderation. You want to offer the best possible service to your customers, without being too pushy or annoying, nor so lax as to become lazy.
So it's not just about what you do, so to speak, but about balance, about moderation in how you do it. And that's why I keep coming back to the idea that people think a business is simply about launching ads and making money. More advertising, more victories. No, no, no, no, no. Perhaps launch advertisements in moderation, such as retargeting ads to people who have expressed interest .
But at the same time, you also need to have scripts, in moderation, so that you can answer the phone correctly the first time. Next, you need empathy. Not to the point of calling them every day as if they were your boyfriend/girlfriend, but enough to show that you care about them. And it's when you put all these elements together that it becomes much easier to succeed as an entrepreneur.
Now, my final comment for Alex Hormozi concerns his reaction to the idea that intelligence is defined by the speed at which one is able to learn. I actually believe that it becomes easier to learn quickly as you learn more. When we generally think about intelligence, we imagine something we are born with, much like our character's stats at the start of a video game.
Like, you see, I have five out of 10 in intelligence, but I chose strength , didn't I? Or, oh, I have nine out of 10 in intelligence, but only one in strength. All these things, in my opinion, can be changed. You could go to the gym and really work out , or work out more, if that's important to you .
Yes, obviously, being healthy to some extent is important for everyone. Everything in moderation, right? But Alex Hormozi defines intelligence as the pace of your ability to learn. I actually think that by learning, your intelligence and your speed of ability to learn more begin to accelerate. The more you learn, the easier it becomes, because not only do you learn to learn more effectively, but things overlap more and you structure your brain better.
Note that what I drew is not a linear line, for the mathematicians. Learning is exponential. Damn, I wish that marker had worked. That's better . In my opinion, learning is exponential. I therefore believe that if you learn faster by learning more, then your intelligence can actually increase over time, and intelligence may simply be a measure of the slope of a curve at a given time.
Thus, the more you learn, the steeper that slope becomes . In short, that's my point of view. This is not a criticism of Hormozi. It's just another point of view . And if you like this kind of video, subscribe to see more here on the Meet Kevin channel . You can also find me every market opening day on the Meet Kevin Live channel, where I will be live to cover the opening of the Stock Exchange and talk a little about the market.
Every opening day around 5:25am, I start streaming until the opening bell. And of course, also check out the Meet Kevin podcast. Everything is linked below, as well as the "Meet Kevin Just Chatting" channel. It was the old channel dedicated to politics. We're going to turn it into a discussion channel, so we can chat in the evening when I 'm available and no one else is there, like my family or my children; We can discuss this there .
So, if you found this useful, subscribe, take a look at the training courses to develop your wealth via the link below, and see you in the next one. Bye.
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