Grant Cardone: Sell Or Be Sold Review

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Grant Cardone, Sell Or Be Sold Summary:

"Success is not something that happens to you. It’s something that happens because of you and because of the actions that you take."

- Grant Cardone

No matter what it is you do for a living, whether it’s an automobile salesperson, a criminal defense attorney, or a United States real estate tycoon and reality tv show host with political aspirations… I can say without a doubt that it will involve some sort of selling.  

In every situation of life… from going to the grocery story, what to get for lunch, how fast you should drive if you’re late for work… it all hinges on your ability to sell something.   

This is why it’s critical that you teach yourself everything you can about sales and the success essentials of selling.  Because in business staying positive despite rejection and economic valleys, you’re ability to go through the sales process could mean the difference between victory and bankruptcy. 

In this book review, we are committed to coaching you on a few of the basic, essential principles of selling.  Suffice it to say, the skill set of selling is something that you should take to heart in every aspect of your life.  

What I mean is… 

You’ll use this skill for every experience from selling a specific product to a prospective buyer, selling your friends on which restaurant to go to for dinner, or even selling in a bad economic downturn. 

In his sales books, “Sell or Be Sold” and “10x rule”, Grant has loaded it down with the kind of real world advice on improving your skill of selling an… 

  • Idea
  • Service
  • Product

…and whatever else you do to help you improve your life and reach the goals you’ve set for yourself.  

In this review, we’re going to take a look at a look at some Golden Nuggets for salespeople that are classic Cardone.  

"Selling is used every day by every person on this planet. No one is excluded. Selling is not just a job or a career; selling is essential to the survival and well-being of every living individual. Your ability to do well in life depends on your ability to sell others on the things in which you believe… Selling is not just a job—selling is a way of life!"

- Grant Cardone
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Table of Contents

Who Is Grant Cardone?

Grant Cardone is a top global sales expert, real estate tycoon, and magnate with $100M+ yearly revenues from all five of his corporations. A summary of Grant Cardone’s successes so far:

  • $800M real estate tycoon
  • Customers include Fortune 500 companies
  • Forbes #1 “25 Marketing Influencers to Watch in 2017”
  • New York Times bestselling author
  • 20 million user logins at Grant Cardone online sales training university
  • Raised $200M for charities
  • Grant Cardone Net Worth: $300 Million
  • Top social media influencer

Grant Cardone is the founder and CEO of Cardone Enterprises. His principal endeavor is Cardone Training Technologies that supports companies and helps them grow sales by adapting their sales processes to be more efficient. He also owns and operates Cardone University, Cardone Acquisitions, Cardone Capital and Grant Cardone TV Network.

What Age Did Grant Cardone Become A Millionaire?

Before Grant Cardone created his five businesses and a multi-million-dollar fortune, he was entrenched in debt and hooked on drugs.

It was guidance from his mother that finally helped him dig himself out of the hole.

“The best advice I’ve ever been given was from my mother, who was never actually in business,” the self-made millionaire tells CNBC. “She said, ‘The best investment you will ever make is in yourself. It’s a-no lose deal. It will always give you a return. Nobody can take it from you. It’s yours.”

Fighting to stay afloat with his job at a automotive dealership, 25-year-old Cardone put his mom’s advice to work.

“Even though I hated the job, I decided I would throw myself into my sales job 100 percent,” he writes of his younger self in his new book, ″Be Obsessed Or Be Average.”

He viewed sales training material while he ate breakfast, listened to self-improvement audios during his commute to work, and was always the first employee to show up and the last to leave.

“I committed to learning everything I could about sales and the automobile industry,” he writes. “In the first year I probably spent seven hundred hours just improving myself as a salesperson.”

Cardone began to see his hard work pay off. He went from earning $3,000 a month to $6,000 a month in commissions.

“I remember that $3,000 leap better than I remember the first million I made because it was probably more important to me. It changed my confidence. It changed my belief in me, and it also changed how I considered and defined my own potential.”

By 30, the budding entrepreneur had reached his first million.

Today, the 62-year-old still adhere to his mom’s guidance. 

“Every time I read a book — every time I go to a conference — I walk away with something that nobody can grab from me. Competition can’t take it from me, it doesn’t cost me any more, and I don’t get taxed on it — the government can’t tax my improvement.”

Sell Or Be Sold: How To Get Your Way In Business And In Life (Full Review)

When you get down to it, “selling” is really just a matter bringing someone around to your way of thinking and influencing them to do something that you want them to do.  When most people think of selling they envision physical products and money changing hand.  

Of course, they’re not mistaken in any way:  You can sell content… you can sell food.  Clothes, natural resources, computer technology, household appliances – you name it. Whatever you can think of that has value that you believe someone will find value in – can be sold.  

But selling is about much more than the experience of buying products.  There’s another dimension of selling that we all engage in on a daily basis: The sale of ideas… Things like comfort, luxury, simplicity, and security–these are all ideas, and they can all be sold.

That being said… 

There’s a lot more to selling than just physical products changing hands in exchange for money.  There’s a whole new world of selling that we take part in on a regular basis.  

The buying and selling of ideas.  Ideas like: 

  • Comfort
  • Security
  • Luxury
  • Simplicity
  • Peace

These things are all ideas, and they can be sold just as easily as a new house or new cars.  

For example, when you buy car insurance, you’re buying peace of mind–the idea that, if something were to happen to your car, you know that your insurance company will cover the cost of repairing your car after an accident.

Consider this, when you go to an insurance salesperson to buy insurance for your car, you’re not buying the policy.  You’re buying the peace of mind that the insurance policy represents.  The peace of mind you’ll have when or if you’re ever in an accident knowing that everything will be ok because your insurance will be paying for the damages.  For new businesses, staying positive with peace of mind is critical.  

Individuals are also sold on ideas of what beliefs they should espouse and what actions should be taken based on those beliefs.  

Evangelists and Preachers will sell you on the tenets of their religion.  A man can sell his buddies on which football game to watch on television.  Parents sell their kids on finishing their vegetables before getting any dessert.  In a way, I’m selling you on reading this article until the end.  

How am I doing so far? 

Here’s the deal: 

If you want to achieve a certain goal or task, whether you’re in the industry of selling sporting equipment or selling your wife on the prospect of getting a new boat… learning how to sell is priceless.  

Be able to sell is such an invaluable asset; unfortunately, it’s a skillset that most people rarely learn.  

This is a terrific exercise that Grant Cardone suggests in his book, “Sell or Be Sold”: 

Create a list of all the individual roles you play in life.  Such as: 

  • Parent
  • Teacher
  • Sibling
  • Spouse
  • Employee
  • Board Member
  • Law Enforcement Officer, etc

Next, for all the items on this list, create another list that outlines all the responsibilities of those roles and how important selling is to each of those roles.  You’ll see just how central selling is in your life and not just your occupation. 

Training And Dedication = Success

Countless individuals have a problem with undervaluing what they’re able to do and overvaluing what others are able to do.  They take one look at a sales vet or sales training expert and think to themselves… 

“They must be a born salesman, I could never do what they do!”

They look at people like that and thin they’re magicians, hypnotists, or in some way superhuman… then they look at themselves as some problem-ridden, mediocre nobody who can’t boil water.  

But nothing could be further from the truth.  Anyone with the desire greatness can become great. 

Individuals who have attained great results have done so through problem solving and dedication, so perhaps that’s all the other person is simply unwilling to do.  

And before you can reach any level greatness, you must first become a professional.

On the road from amateur to professional, the first thing the amateurs need to stop doing is looking at the greats and thinking of them as “those people”.  The truth is, they’re no different from anyone else.  

Of course, they didn’t make it to the top by sprinkling fairy dust and thinking happy thoughts, no they understood that what happens to them in life is their complete responsibility.  Once you admit to yourself that no one controls you but you, then you’re just step away from reaching your goals. 

If your goal is to become superhuman at selling, then you need to eat, drink and sleep the stuff.  You should spend every waking moment thinking just about selling. 

  • Listen to sales techniques on audio or podcasts during your commute
  • Make a note of your sales interactions with customers at work
  • Write down every problem that a customer has and what you do to handle them.
  • Make recording of al your calls
  • Have role play session with co-workers and video them. 
  • Practice while you’re eating lunch
  • Don’t take so many coffee breaks
  • Don’t blame bad outcomes on your customers or the economy

Take Responsibility

It’s not their fault… It’s you.  Take responsibility for yourself. 

I know that may feel like it’s harsh… but there is a certain relief in taking responsibility for your actions, because it means that you’re in charge. 

You have to be completely responsible for yourself before you can be fully committed.  When you do take control, you have the ability to turn every failure into a success. 

Don’t wish your problem to go away… make them go away. 

Take every free moment you have and go over your recordings and your notes.  You’ll start to see patterns emerge… you’ll start seeing consistencies in how customers complain and what you say and do in response. 

When you sit down with a dedicated eye for detail and unbiased emotions, you’ll find yourself able to start anticipating how your customers interact with you.  When you can anticipate, you can sort of predict ahead of time what your responses should be. 

Also, don’t be afraid to take phone calls and massive action.  In a bad economy overcoming call reluctance filling your pipeline with new business is key to surviving when other throw in the towel.   

When you are able to adequately respond to an product objection or hesitancy, this will boost not only your confidence but also the confidence of your customer which means you’ll be able to close more deals and make more money.  

That’s the first step on the road to becoming a pro and it’s a key step.  If you don’t have the ability to predict what your customer will do, then you will never truly have a solid grasp on the sales process.  

No matter what you do, no matter if your sales interactions are successful, you’ll still just be flying blind.  As soon as you can get to the point where you can have a confident answer to every objections, only then will you be on your way to becoming great. 

Taking Massive Action

What happens when you throw a pebble into a pond?  

It starts a rippling effect… go wider and wider. But what happens when you pound that lake with mortar round after mortar round? 

Everyone from all over come to see what the heck you’re doing.  

The idea of  “Massive Action” is fairly self-explanatory. When you decide to take on a new project, attack it with the same amount of massive action that you would want to see in massive returns.  For every problem you decide to solve, every goal you want to achieve… every idea that comes to mind that you want to pursue, massive action is the key. 

Take on so much work that others around you will think you’ve lost your mind. 

So what!

When you’re faced with a task, there are only 3 actions you can take: 

  1. The right action
  2. The wrong action
  3. No action at all

Of the three, taking no action is the worst choice you can make, because no action means no results.

Which one do you think is the worst one? 

You guessed it. 

Of course, the fourth one is Massive Action, but very few people think of that.  You basically decide how much effort a task requires, then multiply it by 10x. 

More Action = More Results

If you’re taking action and it’s positive action in a positive direction, then there really isn’t any downside to massive action. The only problem that you’re going to run into is that instead of not having enough clients, you’ll have too many to keep up with.  

But that’s a good problem to have

Devote so much time and effort that others will be confounded by your results.

Remember That You're In The People Business

To be a great salesperson, you have to get into the mind of customer.  One thing you should always remember is that people like to feel good and they like to buy products that make them feel good.  

If you understand the product before you understand people, you’re putting the cart in front of the horse.

- Grant Cardone

On top of that: 

They like to feel good even when they know that you’re selling them.  So if you can make them feel like they’re NOT being sold to, then you’re on the right track. 

You might think that you’re selling a product to a customer, but it’s more like you’re selling the customer on a product.  

What’s the difference? 

Well, the difference is that the product is always going to be there.  The customer, on the other hand, might not be… and if there’s no buying customer, you don’t have a sale.  So, with that said, you need to make your customer your sole priority.  

When you’re with your customer, you don’t want to say “Hi” and go straight into your sales pitch.  They’ll see right through that.  

Here’s a thought… get to know your customer better than you know your product.  After all, customers won’t care about how much you know until they know how much you care.  

Always Agree With Your Customer

Of course this doesn’t mean that “the customer is always right”, because those of us in the sales industry know that the customer is quite often wrong.  The point is to not disagree with them.  When you disagree with someone, especially if you’re trying to sell them something, they almost immediately put their guard up. 

That’s not good!

It’s almost a sure fire way of not getting a sale.  

You see, if you always agree with your customer, even when they have an unfavorable opinion of your product or service, then you will always have the opportunity to move them to a more favorable opinion.  

Agreeing with the customer is not manipulation.  It’s letting the customer know that you understand them and that you have their best interests at heart. 

So let’s say that like the product that you are offering, but they heard some unfavorable customer reviews.  Now you definitely don’t want to tell them that they’re simply wrong and that your product is fantastic, because their guard will go up.  Of course on the other hand, to don’t want to tell them that they’re exactly right and all those reviews are exactly right… then you certainly won’t get a sale.  

So try this: 

Say something like, “I understand what you’re saying about those reviews, and to be honest, I would feel the same way… but let me show you these statistics”.  

What you’ve just done is that you just agreed with them, but point them into a new way of thinking.  You’re on your way to making a new sale, while building a strong customer rapport.  

Sales And Lead Generation

The strategies and techniques that Grant Cardone teaches in his books and course are fantastic.  However, those strategies in and of themselves will not make any money for you.  You need a vehicle to focus them onto. 

So what should you do? 

Well, when I first discovered Grant Cardone about 7 years ago, I was struggling for month to get my little one-man operation of affiliate marketing in the black.  I decided that affiliate marketing was not for me and so I started searching. 

I went through so many different courses on Digital Marketing, I could have probably sold my own course just from rote memory.  

Then I found Lead Generation.  

This was it!

This was going to get me to the level I wanted to be. 

Basically, Lead Generation, specifically Local Lead Generation is the idea of building small websites that pull in customers looking for a specific service and renting the websites out to local businesses for a monthly fee.  

Right now, I have 15 websites that average $750 per month. 

15 x $750 = $11,250.  

It took me about 6 months of hard work and dedication, but it was worth it… and I have Lead Generation and Grant Cardone to thank for it.   

Now, I’m on track to building 50 more websites.  

If you’re curious or have any questions regarding how I did this, click here. 

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