The Entrepreneurs Radio Show 043 Ari Galper

THE ENTREPRENEUR’S RADIO SHOW
Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business
Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 1 of 23
EPISODE #43: ARI GALPER
On this episode Travis talks with Ari Galper, a successful entrepreneur and the world's number 1
authority on trust-based selling. Ari is also the creator of Unlock the Game, which teaches
entrepreneurs to change their mindset on selling and marketing as a whole in order to increase their
sales and create trust with their clients.
Ari shares his radical thinking on how to remove the pressure on your potential customer and ensure
that they become your client in the future. He also provides valuable insights on the three principles
behind his system and methodology and how to effectively use his trust-based language in order to
earn clients trust and get their loyalty in the beginning phase of each sale. Entrepreneurs will surely
save time, money, and effort when they employ Ari's methodology and through the trust that is built,
create a client base, which comes to you instead of you chasing them. These are only some of the
things that Ari and Travis shares with everyone on this episode and entrepreneurs would surely find
valuable as they listen through this podcast.
Ari Galper
– Trust based selling to grow your business
Travis: Hey, it‟s Travis Lane Jenkins, welcome to episode number 43 of “Diamonds in Your Own
Backyard, the Entrepreneur's Radio Show, conversations with high-level entrepreneurs that grow your
business.” Sandra, my co-host is at Sebring International Raceway in Florida, so Sandra, we miss you,
get back to us, I'd like to have you back with me on the show as soon as possible.
For all of our friends listening to this show, I want to ask you to be sure and stay with us until the very
end, if you can. I'd like to share a little inspiration with you and I'll also want to reveal who I'm going to
connect you with in the next episode. One quick reminder, if you enjoy these free podcast that we
create for you, we'd really appreciate it if you'd go to iTunes and post a comment, and rate the show.
That would help us reach, instruct, and inspire more great entrepreneurs like yourself with each and
every guest that we bring on the show.
Now before I introduce you to our guest to today, I want to give our new friends that just started
listening to us some perspective about the Entrepreneur's Radio Show, with Diamonds in your Own
Backyard. Here, every interview is basically a conversation between four friends, me, Sandra when
she's here, of course you, and then our great guest. Even though we're talking with some of the

brightest, high-level entrepreneurs and brilliant thought leaders around, this is still just as if we're sitting
at a table with each other having just a normal conversation. Everyone that we're talking with has found
success doing what they teach, and they want to help you by sharing what they've discovered.
Normally, the only way to get this level of personal access to so many high level entrepreneurs beyond
having your own show is to join a high level mastermind, go to seminars, events and build those
relationships over several years and spending a fortune in the process. Now with this show or this
podcast and this platform, I get to share these great people with you to fast-forward your success and
your connections that grow your business.
Today our guest is Ari Galper. Ari is the world's number 1 authority on trust-based selling, and the
creator of Unlock the Game, a new sales mindset and approach that overturns the notion of selling, as
we know it today. Ari is based out of Sydney, Australia. He is a sought after international speaker and
trainer. His personal insights on how to build trust between buyers and sellers continue to break new
ground in the sales industry.
Now Ari is very accomplished on many levels so I could go on with a long list of accomplishments,
although I want to spend as much time as possible getting to know him on a personal level and then
have him teach you some of those skills to take your business to that next level. So without further ado,
welcome to the show Ari.
Ari: Thank you Travis, I appreciate it. Thanks for having me.
Travis: Yeah. So we were just talking about you travelling back in time to join us. Man, great
connection considering you're almost around the other side of the globe. Let me ask you, before we get
into some of the things that you talk about and teach with sales, can you give me the back-story of how
you found success and how you got to where you're at today?
Ari: Sure. Well, at the practical level how I got here, you hear my accent, it's not Australian, I'm actually
from California, from San Diego. But how I physically got to Australia is I met my wife online 10 years
ago on the internet and she worked in Los Angeles, I was in L.A., she's from Sydney. And we met
online and she emails me and I use my trust-based to sales approach, and then the next thing I know
we're having a relationship and she said, "You want to come visit my family in Sydney?" And so I fly
here with her, and we got engaged in Sydney, I'm married and then we're going to move back to Los
Angeles but we decided to actually move to Australia. Then we had our son Toby, he's been a special
boy and he needs more support so at a small family California and she has large family in Sydney so
we decided to take the chance and just pack everything up 10 years ago and just move here. So I'm
dual citizen, I go back and forth and that's my story in terms of why I'm in Australia and why you don't
hear an accent pretty much.

Travis: Right. How did you get to being this well-respected leader in the field of sales, have you always
been self-employed and it's just something that you discovered and evolved and grew into a system, or
what's the genesis of that?
Ari: Yeah. Well you just use kind of words evert and there's this story that I'll share with you now on
why I discovered my trust-based selling approach called Unlock the Game, and usher that so we get
down to your list because I'm sure you probably can relate to this. But this is the epiphany moment, the
story where everything changed for me. And from then it's been straight up, sky rocketing, it's been
great. But 19 years ago, I was a sales manager at a software company, and I was managing 18 people.
I was also the top sales person at the time, I was selling also to the large accounts and addition to
managing 18 people. And we sold like online, real-time data collection for websites, like hits and traffic
and page use. All the stuff like this which is free on Google now, pretty much.
Travis: Right.
Ari: That didn't actually cost a lot of money. And so I remember we had one large account I've been
working on for about 6 months. And if I close this one customer it would double the revenues of the
company in itself, by just that one customer. So you can imagine my entire sales team and whole CEO
is all excited about me and this opportunity. And my contact at this company working with me finally
agreed to a conference call with myself and all the decision makers and back east to kind of do a final
call to kind of give a demo of our product and kind of make things happen hopefully.
So, you can imagine after all these contacts I was pretty excited that they finally came, it was a
Thursday, 4 o'clock in the afternoon, I was coming back from lunch, giving high fives in the hallway
saying, "Ari, come on, bring this baby in" because if this sale came through, everyone got bonuses that
year, you know. So it finally came, I was in the conference room with our CEO and I remember that that
room had like a windows and outside the windows had like the whole office had their ear against the
window. And I'm like, "Gosh, give me a chance here."
I pulled the blinds down, introduced myself and the CEO and the middle of the table is a speakerphone.
One of the spacious big phone that has three legs on it. And I hit the speaker button; I dialled the
number my contact gave me for the conference call, right, 4 o'clock, I dialled right into their offices in
New York, and as I dialled in their main conference room I can actually hear people talking amongst
themselves. And my contact welcomes me, “I'm glad to have you here, why don't you go around the
room now, introduce everybody in the room and who's here and we'll go from there.” I said, "Great." So
they went around the room, one by one, "Hi, my name is Mike, I'm head of sales, „My name is Julia and
I'm head of marketing‟ „I‟m Michael in charge of I.T.‟" everyone in that room Travis was a decision
maker. This is the perfect sales scenarios that we all dream about, you know.

Travis: Right.
Ari: And so went around the room and then I finally introduced myself and I began to demonstrate our
software live over the web to them, describing it and selling it. And as I'm talking, hearing these noises
and the sounds on the phone like, "Wow, this is great! We could use this tomorrow. This could be
second par conversary." I mean really good sounds you want to hear on a sales call.
Travis: Buying signs.
Ari: And they start asking me all kinds of questions and I had all the right answers. I was trained to
sale, I had all the CD's in my cars, I've been a sales guru in conferences and there was so much
chemistry on this call, it was like a love fest on the phone, you know what I'm talking about.
Travis: Yeah, I do.
Ari: When it feels so right, the customer asks you the question, you got the answers, you say to
yourself, "This is like a slam dunk." There's no resistance here, right? So I do the hour of call, they're
asking the questions, we're going through data, and they're all happy and I'm happy and the call comes
to an end. They said to me, "Ari, thank you so much for a great demonstration, and what you had to
say." And I said, "Thank you so much. Give us a call a couple of weeks and we'll follow up with us and
we'll go from there."
So, and as I'm kind of finishing the call, I could see my CEO in the corner on his cell phone calling the
Porsche dealership, and his new Porsche is waiting for him for a long time because you know that this
deal is going to pay for that and then more.
Travis: Right.
Ari: So we said our goodbyes on the call and as I take my hand and reach for the conference room
table, the phone on the table, hit the off button. I'm reaching for the off button and by complete accident
instead of the off button; I hit instead the mute button, which was right next to the off button. They were
so close together I hit the wrong button. And for a split second they started talking amongst themselves
thinking I had left the call. And at that moment, a little devil inside of me, left ear said, "Listen in. Go to
the dark side, do what they have to say, go to a place where no one's ever been before." You know like
the Star Trek thing? And then my right ear, a little angel says to me, "Just hang up the phone, you did a
great job, it'll all be fine, just move on." So, who do you suppose had won that battle?
Travis: Well, I'm going to guess the devil in this case.
Ari: That's exactly right. So I pulled my phone back, just for a couple of seconds, or a couple of
minutes, and they kept talking amongst themselves thinking I had left the call. And what would you

guess, what do you think they may have said given the call we just had? Any ideas, or any general
guesses?
Travis: Well, in the moment I would assume that I would hear some encouraging things, maybe some
inside details as to when this thing is going to close, but my intuition is telling me that you heard the
reverse.
Ari: Okay. Yeah. So let me share it to you what I heard verbatim, word for word, I'll never forget it. And
it's the premise behind everything that I teach. And here's what they said, they said this, they said,
"We're not going to go with him. Keep using him for more information and make sure we shop
someplace else cheaper."
Travis: Which is fairly common.
Ari: Knife in heart, twist.
Travis: Right.
Ari: I was in a state of shock.
Travis: Hard in the stomach, right?
Ari: Yeah, I was like, "What, after that call?" I had enough strength to finally hit the off button, go to the
wall and said to myself, "What did I do wrong?" I did everything I was trying to do in sales, present, trial
close, build rapport, everything I was supposed to do from the gurus, and the first epiphany hit me at
that moment, I realized that moment that somewhere along the way it has become socially acceptable
not to tell the truth to people who sell. Are you getting me on that?
Travis: Yes.
Ari: Right? It‟s okay to say things like it sounds good, send me information, I'm interested, but having
no intention to buy, right?
Travis: Or "Let me get back to you" or "Wow" "Give me some time on this", right?
Ari: Exactly. Then another epiphany hit me. I ask myself, why were they afraid to tell me the truth?
What are people sales, or business, or entrepreneurs are trying to do when they hear a no or
resistance from a potential opportunity, what are they trained to do instinctively?
Travis: Or well are you saying what the salesman is trained to do? They're trained to overcome
objections and still go after the sale, right?

Ari: Yeah. We're trained to sell harder, right?
Travis: Right.
Ari: And what that does it puts sales pressure on people then resistance. And what I realized that
moment was here's my break, I realized it that there is an invisible river of sales pressure that flows
underneath every conversation you have with a potential client. Now you can't see it and they can't see
it, but the question is can you both feel this?
Travis: I think the answer is yes.
Ari: Absolutely. Yeah, exactly. We all know it's there and I realize that invisible thing, I could see it for
the first time in my entire career of business. And I realize if I can create a system that removes the
pressure from the conversation, I'll be the first person ever to create a sales breakthrough model that
essentially helps your potential clients tell you the truth in the process. And that's where I invented my
entire system called Unlock the Game, unlock the crazy game of chasing people who have no intention
of buying. And the whole mindset that we teach is a major shift in thinking, the shift is this. Now we'll
talk more about it in just a few minutes. The shift, the premise behind unlock the game in my system of
trust-based selling is it's your goal of the process it's not too focused on the sale. Your goal of the
process is remove the pressure from the process to help your potential client tell you the truth of
whether you're fit or not. And that is the premise behind our talk today, is how to explode your balloon
to make more sales without chasing people, closing people, putting pressure on people, but instead
being authentic, helping them trust you to tell you the truth.
Travis: Right. Well, let me give you some of my experience and perspective and you tell me what's
going on, alright?
Ari: Sure.
Travis: So, number one what I hear you saying is maybe the underpinnings of--say when you walk into
a store and the person comes up to you and says, "Can I help you?" and you say, "No" when you really
do need help. And so it sounds to me like you're explaining that problem although it comes in a multiple
of modalities that's just another form of a theory, is that correct?
Ari: You're absolutely right. It was happening there and the truth is not being told.
Travis: Yeah, I really need help but I just don't want to be pressured, that's really what I'm trying to say,
is I want to be pressured, I want to take my time. Okay, so now I had built my first business to really
some epic levels and for many years I was under the misconception that science was an art and so I
was given the gift of sales and so I was unconsciously competent. I could just really sell and when I

was most effective I was focused on giving the client what they needed even if it meant taking them
away from me, even if it meant selling them less, even if it meant telling them not to do the project. And
for years I really didn't understand the reason why I was effective at that and I found it, surprising that
when other people came along and I tried to grow my business initially, that they couldn't sell as much
as I could at that time. Now I grew to understand this at a later time but is that some of the core of what
you're talking about, would that be the explanation on why I was successful early on in sales is I was
focused on helping rather than selling them something?
Ari: Yes, so what you did back then, unconsciously, unknowingly, I have put into a conscious system.
Travis: Okay.
Ari: To allow other people to be as natural as you in those moments.
Travis: Right. And so for many years I thought it was an art. This was early on in my career and I didn't
realize that, I have come to realize that actually sales is much more of a science with some art added to
it. Would you agree with that analogy?
Ari: I'll definitely say, it's a combination of the two, I'm not sure what the percentage of both but I think
that a lot of it has to do with our conditioning about what we believe selling is about and a lot of success
is about de-conditioning or letting go of the old habits that are hurting you and not even knowing it as
well.
Travis: Right. Okay, so you have this epiphany. This is the eye opening point when you see that you're
fighting an uphill battle and something's got to change, right?
Ari: Uhm hmm...
Travis: And then you transition into doing this for yourself, you decide to device the system and find
success in the company that you're working with and then transition into becoming an entrepreneur at a
later date?
Ari: Yes. I had left my company immediately after that experience.
Travis: Oh, okay.
Ari: Because I realized that I have found something that no one else has found before. I went to the
dark side, then came back to other side of it. And I brought something with me that no one's ever had
before, it's like Kryptonite, I've got my thing that no one had and that is I saw the light, I saw what the
problems are, I saw what they were lying, I figured if I can build a system that gets the truth fast and
quick. I can stop chasing what I call ghost, people who express interest and I'm chasing and following

up with and never call me back. I obtained an entire model altogether. I can remove rejection. I can
change the entire industry, and that's where I move and went and began to develop the system, for
other companies from there.
Travis: So what did you do initially as you went out on your entrepreneurial pursuit? What was it, how
did you start applying that skill initially?
Ari: Well, obviously I started giving clients, making calls, and a unique way of making any outbound
calls and builds trust and I got some engagements and did some live trainings. And then I take video of
myself, put that online and started selling the video, and adding more pieces to it, and creating a home
study kit, it was about, 6-7 years ago. And then I got involved with some mentoring, it just evolved to a
point now where we don't even offer our program at all to the consumer, we only license out the rights
for other consultants to do what we do.
Travis: Okay. So you're first entrepreneur pursuit was teaching the sales, mindset, and methodology
then? Okay, alright, great. So that makes sense. So now I know that this is made up of a system here.
So I know there's some sales myths first that typically, you like to bust. Why don't you take me down
that path and tell me what those are and explain them in a way that would make sense to us.
Ari: Sure. I think to help everyone who's listening, you give them some skills and some new ideas
today, it's a big important to clean out the subconscious of certain sales myths that are sure holding
them back, to free them to a whole new level. So myth number one and I tell people it's this idea of the
selling is a numbers game. You have that before right?
Travis: I have, yes.
Ari: Okay. And you know that comes from? It comes from a sales person making a phone call, getting
rejected, and the boss said just call someone else. Call someone else because the more calls you
make, the more chance of making the sale.
Travis: Right.
Ari: That was fine in the 80's and 90's where you can burn through leads, you have that luxury. But in
this day and age, I'll claim that selling is not about, anymore, how many contacts you make; it's about
how deep you go on each conversation. It's about how good you are at creating trust in the dialog,
that's where the real opportunity is, not burning through opportunities and chasing leads anymore. And
that's the first myth that I wanted to address for those people on this call who still think your success is
tied in to the amount of behaviours you do as opposed to how good you are at creating trust in a
conversation. That's number one.

Travis: Okay, that makes sense.
Ari: Okay? The step 1 is this kind of the sale is lost at the end of the process. You've been there
before, I'm sure Travis, where you were with a potential client, all is going well and at the end it falls
through, and you say to yourself, "Damn, I didn't close it.", or, "What happened?" You start blaming
yourself.
Travis: I had that all the way until the last minute, I had that.
Ari: Exactly. So what's changed in this new economy is the sale is no longer lost at the end of the
process, it's lost at the beginning of the process. And that's lost at Hello, I'll give an example right now.
Let's just have a call at your office this Monday morning, and you pick up the phone and you hear, "Hi,
my name is... I'm with... We are a...” what goes to your mind about 3 seconds?
Travis: Oh, sales call?
Ari: Yeah. It's over, right?
Travis: Right.
Ari: In your mind the wall goes up almost instantly. Now you're going battle this whole selling concept,
and stereotype, and the pressure, and that's where sale's lost at the beginning. So our way of thinking
and methodology is around the point of the beginning of the process so we can create enough trust and
begin the sales happens on its own at the end. About how that you can if you call somebody or close
them, which is so opposite of most sales thinking because most sales thinking is about all about their
close, or realize it's all about the open. That's number two.
Travis: Okay.
Ari: And the last one, which I'll focus on, is this idea of rejection. And there's this concept where
rejections part of sales, if you can't take it you're not macho enough, you're not strong enough, you
can't take the no, you should get out of that business, and... you know what we discovered with our
clients?
Travis: What's that?
Ari: We discovered that rejection is triggered. You figure about certain things you say and do that
cause your client to push back on you. And I'll share some of the triggers to today.
Travis: Okay.

Ari: So those are the 3 myths, so when they kind of bring out, it's going to jar people's thinking, to get
them to be a bit open to what we're about to share with you.
Travis: Okay. Alright, so let's see. So, we've got, and what I did is I've been reading and going through
your information for quite a long time. You and I had met awhile back and so I'm familiar with a lot of
your stuff. And so the four objections, I'm getting some crazy feedback, is that? Hold on just a second.
Ari: I can hear you fine by the way.
Travis: Are you getting that feedback over there?
Ari: No feedback, I can hear you fine actually.
Travis: Okay, alright. Then we'll just ignore it since you're not hearing it on your end.
Ari: Sure.
Travis: Okay. So we have those sales myth there and those make sense and I guess, why don't you
go ahead and walk us through those 3 things because I have some things that I'm curious about but
let's go deeper into those 3 things that the 3 principles or the mindsets, and then we'll delve into maybe
some of those questions from there, if you don't mind.
Ari: Sure. So, no problem. So, we have three principles behind our system and our methodology, and
there's two core elements that make this whole thing work. One is the mindset shift. We're just focusing
on the truth of the conversation. And then the thing is that we invented is called, we had our own what
we call Trust-based Languaging. Our words and phrases that create trust instantly with people that
does not trigger rejection. And one of triggers of rejection is languaging. And I'll point out a few things
that might shock some of your listeners who are still doing certain things that actually might be causing
a client to push back on them. So let me kind of walk to the first principle and that is number one, is
always focused on diffusing pressure. Take them that river of pressure out of the conversation, and
how you do that is you use our trust-based languaging, and let me give you an example right now, what
I mean by that, okay?
Travis: Okay.
Ari: So let's do a live scenario. Let's say for instance that you are having a first conversation with a
potential customer on the phone or prospect, and either you call them or they call you. It's a good
conversation, the call's going well, could be an opportunity, and the call's coming to an end. What are
people trying to do, typically selling at the end of a call like that, what are supposed to say, what are we
supposed to do?

Travis: Well, if--I would imagine schedule an opportunity to follow-up with them again. Is that what
you're talking about in the first phase?
Ari: Yeah, exactly. The typical model or next thing you're going to say is, "Hey, how about a next step,
right? Let's get together. Let's move this thing forward. Let's close this thing." Right?
Travis: How about I come out and visit with you guys and let's see if we can find something that works
and get your project going.
Ari: Exactly right. But what can happen if you attempt to move things forward and they aren't ready yet.
What can be broken right at that moment?
Travis: Well, I sense that you're saying that element of trust, is that what you're saying?
Ari: Exactly right. They're not ready yet...
Travis: Why I know that what they'll do is they'll move away from you by saying, "Oh, well, I don't have
my schedule in front of me, I don't know what really--Let me get back to you, I need to check with my
wife and then we'll see about scheduling an appointment," is that what you're talking about?
Ari: Yep, exactly right. So we're conditioned to move the sales process forward yet we risk losing trust.
So let's rewind the tape now, we go back to the same scenario and let me share with you some of our
trust-based languaging in that scenario to make a difference, okay?
Travis: Okay.
Ari: So same scenario, good call, call comes to an end, rather than saying, "Hey, let's move things
forward towards the sale,” which is my goal, instead we'd say something like this, it goes right from our
system. It goes like this. So call comes to end, all going well, we'd say this, we'd say, "Where do you
think we should go from here?"
Travis: So you put the ball in their court.
Ari: Yeah, where do you think we should go from here? That's right. Now what do you suppose that,
how does that change the moment when I say to them, "Where do you think we should go from here?"
Travis: Well, you're no longer rushing out, you're not perceived as rushing at them so it has more of a
consultative approach to it that I no longer feel--the way you're presenting that, I no longer feel like
you're sitting across the table from this so I feel like you're sitting beside me.

Ari: Well, let me tell you what their first reaction is when they hear someone say it in that way. They are
in a state of shock. Okay, they are in a state of shock. They can't believe they're being treated like a
human being in that prospect.
Travis: Right.
Ari: And that in itself creates instant trust, because you are not moving towards a sale. And what
happens is when you deliver this right and own this way of thinking, they begin to tell you the truth.
They say things like, "I've got one more question. I'm not sure yet." Or if they're actually qualified they're
going to say, "Okay, how about we move things forward" and they without you having to push it
forward. And that's the moment where you have a trust-based selling situation. So that was a little piece
of languaging, if we hung up the call right now, and your listeners took that one phrase and deliver that
at those moments, you watch for the change and the other, I want to mention something about triggers
of rejection. What did you notice when I used the language when I said, "Where do you think we should
go from here?" What did you notice when I delivered that?
Travis: The slow inflection, the cadence to that is something that stood out to me.
Ari: Yeah. So the words are one thing but the delivery is other thing. The delivery also configure
rejection so being staying calm and centered, slowing down and being yourself is what creates the
trust. I have so many people who had listened to me, I was, "Oh, what a great line, and then they'll use
it the next day and they say it real fast, "Hey, where should we go from here?"
Travis: Right.
Ari: They're back to square one again. This has to be authentic; it has to be delivered with sincerity,
without momentum. So, trigger number one is languaging, number 2 is delivery. And the more you own
that centeredness, the more people are drawn to you and they see you as a human being, not as
someone trying to sell them something.
So, ultimately what we're doing here is humanizing the sales process and stripping out all the elements
that connect you to negative salesperson stereotype. Does that make sense?
Travis: Oh, definitely. I think there's some underpinnings there too because there's a part of us where
we're wired to run away from things that rush at us anyways. And so there's something at a deeper
level at play here as well is rather than, again it's a consultative approach rather than someone rushing
at you. Even though you need help, you say, "No, I don't need help" so yeah, it definitely makes sense.

Ari: Good. Now I'll tell you, I'll give you a little example here. A phrase that's been used by most
business people and sales people out there and they don't even know it. And I used to tell folks to take
oath of me and never use it again, and it's the word "follow-up."
What's the only industry in the world that uses the word follow-up?
Travis: I guess I've never really thought about that Ari but a quick assessment of that seems like it
would be sales and sales alone, I believe.
Ari: Absolutely, and that--follow-up is the worst phrase ever used and I'm going to ask everyone
listening to this call to remove it from the vocabulary, never use it again. And I'm sure that'll probably
shock people because they'll probably say, "Oh my god, I use it on email, my follow-up, my voice mail.
You have to strip out and remove all phrases that connect to that stereotype and follow-up basically
moves the company towards a sale. So you call somebody, "Hey, I'm just going to follow-up." What are
they thinking? They‟re thinking, "Oh, here he is again calling to move this thing towards his sale." So we
have new languaging that replaces all the languaging like that, so in this scenario you replace the word
follow-up with, "I'm just giving a call to see if you have any feedback. I mean feedback from our
previous conversation we had a week ago."
See the difference there? Feedback goes the opposite direction of follow-up, because follow-up goes
forward, feedback goes back. Feedback takes the pressure and momentum out of the conversation to
allow them to feel comfortable telling you the truth.
Travis: Well, you know Ari it does something else as well. I noticed great copy that communicates with
people the, written word focuses on the person you're speaking to rather than the person that's writing,
and that's what I'm seeing here is you're moving the shift if I'm the salesman and you're the prospect,
I'm moving the shift from what I want from me to you which really where the focus should be if you're
trying to help someone with an outcome that's for their best interest, right?
Ari: Correct. And the reason why this is a tough shift for a lot of people who are in business,
entrepreneurs, because we have been commissioned by the old gurus to focus only one thing, the sale.
Which is our goal, not the customer's goal. So, the way we work with our clients, it's a bit of a detox
system, it's de-conditioning and letting go of the old ways of chasing people, focusing on your goal. Just
like you said, being present, stepping on their shoes, and not worrying with the next step, because the
more present you are with people, the more they trust you and connect with you.
Travis: Right.
Ari: And that's what this whole thing is about, is trust-based selling is about creating trust with people
where they can see you don't, and here's the big idea, you don't have a hidden agenda. That's where

you go to a whole new level because people start buying from you because they can see you actually
do care.
Travis: Right. And so, now that cadence is--does that cadence come naturally to you because that
seems to be kind of part of your vernacular almost, it's probably not even the proper description for that.
Is that a cadence that is natural to you or something that you've evolved to unlearned and re-learned
this new cadence over time?
Ari: Natural. I had, just like you said; I actually talk fast when I get excited. I slur my words sometimes.
I've had to listen to myself and realize that the way I'm being perceived and coming across that way is
like a locomotive train going through a station not stopping. And people in sales are wired that way to
not pause, not enjoy the selling, so they're wired to keep things going because they're afraid if they
slow things down, they're going to lose the sale, because they're still locked into that notion. So, I've
had to all the time to slow myself down and let go of the goal of the sale and focus only on the truth,
and that lead us to our next principle. Principle number 2, which is getting to the truth. Getting the truth.
Travis: Right.
Ari: And people say to me, "Ari what does that mean, it sounds so abstract." I'll tell you what it means
in a practical way. What that means is helping your clients and prospect feel comfortable telling you the
truth on what's on their mind. What they're actually thinking, so then you can assess and now whether
they're interested or not. Let me give you an example of this real quick. I got call weeks recently in my
office here in Sydney, and I picked up the phone, this random call and unscheduled call was unusual
for me. And I picked the phone up, I heard this from the phone, I heard, "Hi, my name is Michael, I'm
with XYZ Computer, Big International Corporations you recommend, I promise you. I'm the head of
global sales. We're looking to bring in a thought leader to change our culture and as a result we're
looking at you and two other people. And we're on Facebook right now, just plug it down all your
information and we like to know, one, why should we hire you, two, what do you have that no one else
has, and three, give me your best sales pitch."
So he's putting pressure on me, right? That's the game isn't it? He expects me start doing what?
Travis: Selling, presenting.
Ari: Start dancing, right? He called the wrong guy, at the wrong time, at wrong place, at the wrong time.
So remember, we unlock the game, we don't play the game. We know what happens when pressure
people to make pitches and put pressure, so...
Travis: Right.

Ari: Let me tell you how I responded based on my principles, okay? So I took a deep breath, so I'm a
human being too, and I have a big company, and I took a deep breath, go back to that principle of
diffusing pressure and get the truth. And I said this, I said, "Well isn't that interesting? Because always
sure our company, we have a very similar process to you. We have a phase 1 where we ask some
questions, get to know each other, see if we're a good fit and work for a good fit and we decide to go
from there. Would you be open to obtain any information about that, ask some questions, would you be
open to that?" That's all I said in a very soft voice. Next thing I heard was nothing, not a word, I mean
dead silence. Then I felt his breath across, he sounded like he actually breathed from the first time. He
lowers his voice and he says, "Okay, what kind of questions do you have for me?" Next thing I know
we're having a natural, normal, 2-way conversation. There are no games, no pitches; it's like having
coffee with a friend. We're going back and forth for about 5 minutes and in that dialog I determined,
one, he's not a decision-maker, two, he has no budget, and three, he's just curious as to what I do.
So I gracefully send him off on his happily way in our website for some free PDF's, he's happy with that
and off he went, I hung up the phone 10 minutes later, now what did that process just save me months
of?
Travis: Well, pursuing a sale that was never going to happen.
Ari: Yeah. It's actually this drug that it's in our veins that gets active at moments like that; you know
what it's called?
Travis: Dopamine?
Ari: No, it's called Hopium. You know the Opium drug?
Travis: Hopium. Oh yeah. Yeah, that's right up there with the Kraken, very addictive stuff.
Ari: Yeah. You go home, you tell your wife, you say, "Hey honey, guess what, I got the call. I'm so
excited. I got the opportunity; this is--looking for a long time." You know, when you're high in that drug
and you‟re so excited then all of a sudden you start chasing the guy, and they didn't call you back then
you just like drop it go, "Man, selling sucks." That hopium drug, everyone's got in their veins. It is active
and there for most people everyday who still sell the old way, who focus on the pitch, who focus on the
sale, who are trying to close, they're in hopium mode and they're hitting the wall, playing the numbers
game, and that is just very unproductive and it's terrible for the soul. So the way to shift is to change
that mindset and languaging, and we make that shift, you watch people around you. Who you talk to
start coming towards you; giving you money because you‟re not doing that game anymore. So that's
number two, the last principle was this idea of becoming a problem solver, not a pitch person, a
problem solver. What I mean by that is that we have met something called a problem statement,
meaning taking your pitch, your solution and converting it into the problems you help people solve,

because some people are wired, when they say what do you do or you're at a moment describe what
you do. We're conditioned to jump to the solution and describe what we do, because we're comfortable
there. We're not comfortable diving in and describing the problems we help people solve. And let me
tell you, when you shift to that mode and you articulate the issues you help people solve. When I say to
you what do you do, you don't describe your software, you don't describe your company, you don't
describe anything about you at all. What you say, we help people solve these 3 problems, you now
become a trusted adviser and they have those problems, you will have a natural conversation to a sale
and never have to make a pitch. So being a problem solver, diffusing pressure and getting to the truth
is how you make a breakthrough to unlock the game.
Travis: It definitely makes sense. It's even; there's been a big shift in the way business is getting done
on many levels. And I really like the angle that you take on, really all 3 of these. The problem solver so
many people I see when I interact with them even at events that I go to is they get caught up IN trying
to explain a very wordy, confusing definition of what they do rather than saying I help X do Y by this.
And so that's definitely a brilliant way to go about it, I agree with you 100% on the problem solver angle.
One of the things that in dealing with my salesman for several years, the cadence is so important to--it's
not always what you're saying; it's how you're saying it. And so, I want to come at some of these things
that you've taught from a different angle. And so one of the examples I used to teach my guys is we
take, I think it was 6 or 7 words and we'd say it with a different inflection and cadence and it changed
the meaning all 3 times. And so it was a crude example of, I didn't steal your car, so that means the
inflection is, I didn't steal your car, but I did steal someone's car. Another way to say it is, "I didn't steal
your car," that means I don't know who did and I didn't do it. Or you could say, "I didn't steal your car",
and that means, "I didn't do it but I know who did." And I give that example to highlight the importance
of the cadence and the inflection that you're talking about.
Ari: Yup.
Travis: And so, it's super important in building those relationships with people. So how long--this is
brilliant, it's--even several steps beyond what I finally evolve to over time. As a system of teaching my
guys how to go in and focus on giving people what they need and accomplishing their goals at the
same time. This is interesting, there's a lot to digest here. And I'm quite accomplished in sales.
Ari: This is not a quick fix, this is not a couple of tips to close a sale, this is letting the whole sale letting
go or what you believe is right from the past and being open to being a student again and learn to be
fully authentic with able to methodology that can be followed in order--openly just be your natural self.
So this is like a martial art, this is a white belt, green belt, black belt mastery level type of approach, and
you get more authentic over time the more you replace your languaging with sales languaging, and the
more your mindset shifts towards not the sale but focuses on the truth of helping people. And that's why
what we do is wrapped around the support, coaching and licensing because it is a long term

commitment but the results come immediately, literally, if you took my languaging I just gave you from
this call, and did nothing else with us ever again, you'll watch what'll happen, in terms of people
opening up to you will be shocked. It's just really potent in terms of the languaging specifically.
Travis: So there's an unlearning process. Yeah, I want to learn a lot of the old ways and vernacular
and things that you use and then relearning. What's a time frame? How long does it take to--I know
different people learn at different paces, what's the time frame to shift over to this new way of doing
things.
Ari: Well, the variable in terms of the speed is "How humble you are and how much your ego gets in
the way."
Travis: Why is that?
Ari: Because, meaning the more, the person want to say to themselves, "You know what, I've been
doing this for a long time in sales but I want to start again, be fresh. I'm not going to fight this thing, I'm
here to learn." The person that comes to that open mindset, they get traction really fast, like with the 90
days, it's already at level where things are doubling, tripling, they're getting calls back, it's all just
change. Those were kind of fighting it, but we're kind of holding on to you all the way and that kind of
questioning and I'm not sure this is right. I think we should go back to those on the fence; they take
much longer to crack.
Travis: Well, I've gone in and done a lot of implementation in companies and if they're not going to take
ownership of the system, you may never crack them, right?
Ari: Correct, exactly.
Travis: You may never get them to transition.
Ari: Right.
Travis: There's so many different things to think about this.
Ari: Well, what I see about it is if your entire business and most businesses are driven by making sales
then this become sort of a priority, you know, in terms of anything else that any business owner does,
which is optimize the way to sell better. So we're kind of on a spot where companies go, "Well, this is
kind of important, it's how we make money so we probably should think about this."
Travis: Right. Okay. So what do you see, is the difference--when you go into companies and you see
one salesman selling, and I'm just going to pick some arbitrary numbers here. You have one salesman

selling $200,000, $250,000 a month and you have 3 salesmen struggling to sell $75,000 a month, is it
just--what's the difference between those guys?
Ari: Well, a lot of course is mindset, large experience, a lot to discuss, being centric. There's a lot of
variables in between, and what's interesting about that is even the guy is doing really well. We get a lot
of guys that come to us and they're like superstars among everyone else, and they go, kind of, "I'm just
looking for a few tips, I just want to improve my game." Shouldn't we have a dialog with them, when we
say, "How you doing, how well you doing?" and "I'm doing great, I'm a top guy in my company, I got a
good month this month." So let me ask you a question, "How many opportunities are you losing every
month?" They go, "What do you mean? All the people in your pipeline, how many are not closing?" And
that's a complication that they've never been asked before, they don't want to go there, they want only
talk about what they've been making, and we dig in to that, they realize they've been burning and
chasing these opportunities and never realizing it. And half their opportunity of growth is sitting in their
current through put, and by optimizing, changing the way they approach those calls, they just pick up a
whole bunch of opportunity and they can literally jump to a whole new place.
Travis: And so, is there a benchmark, I know this is a really broad question because teaching sales
skills could really apply to just an endless number of combinations of businesses, right? And so, is
there a traditional bump does the--to use more sales vernacular bump and stuff like that. You go from
10% closing to 20, to 30, to 50. What kind of transition do you see there? How big of a variance is it?
Ari: We see 50% increase of the sales over 90 days if what you're selling, your prize points over a
thousand dollars. If it's under a thousand dollars, it's a little bit harder you have more a commodity you
set-up consulting, any kind of service, any kind of product, anything that's over a thousand dollars, if
you implement this, you're looking at an immediate increases because what you're doing is you're just
saving the one's your about to lose anyways. You‟re picking all that stuff, you're losing them, whatever I
was doing in the pipeline, you're now sifting out early on and letting go the one--so you're not chasing
anymore. So, a lot of this productivity, where you stop chasing deals that you know are lost, and the
other area is, well you have new opportunities, you immediately create trust in the beginning to detect
who's real and who's not real. So, there‟s a significant improvement instantly, and we allow that
success story you're going to cite it, tell those stories. And it's just common sense; you build more trust,
what's going to happen? People start buying from me more.
Travis: Right, plus you'll lower the opportunity cost because for all of the reasons you just explained.
You're not spending all of this time, money, and effort pursuing opportunities that are never really going
to become sales anyways, and therefore you're spending the time on the people that really are
interested or viable sales candidates.
Ari: You're right.

Travis: Interesting. Great stuff. It really is a complete different approach to the whole thing. I've seen
other really good salesman similar to myself when I was in the home improvement industry. I still own
that business but I don't work in that business anymore. And what I'm noticing as I'm consolidating
everything that you're saying here and I'm present although I'm going back and rethinking about some
of the things that have happened in different people, and what comes to mind is I think those extremely
successful salesman that are selling 200-250,000 dollars a month are closer to the description naturally
of what you just described, does that make sense?
Ari: Yeah. Absolutely right.
Travis: They're just--of the four stages of competence the third stage is unconsciously competent,
they're just wired that way.
Ari: Exactly.
Travis: And so, it's just a natural gift to them and so that's one of the reasons why they excel so much
and so it's a system that regardless of whether you've been taught those, those skill sets come to you
naturally not, it's basically a formula for acquiring those skill sets.
Ari: Exactly right.
Travis: Good deal. Now, I'm a little easier because I've been reading your stuff for a long time although
it still is a lot to digest so thanks for going deep with us on that. We're getting close on time. We
probably went too deep on a couple of things but it's just really interesting and extremely important to
the health of businesses. So thank you for that. Let's transition into the lightning round if you don't mind.
Ari: Sure.
Travis: Okay, great. So I sent you three questions, did you get a chance to look at those?
Ari: Sure did.
Travis: Alright. So what book or program made an impact on you related to business Ari, that you'd
recommend and why?
Ari: Well, I've had a lot of Robert Dan Kennedy in the past, I was in this platinum group a couple of
years back with a whole bunch of guys like Bill Glazer and Frank Kern, and we got a lot of insight from
him in terms of simplification around positioning. And I think his book, Trust-Based Selling with Matt
Zagula. Matt and I are partners by the way; we're customizing programs for financial advisers in the
US. But that kind of thinking around trust really has impacted me in many, many ways where we take
what we're doing now, and cross marketing as well. So, he's had a big impact on me.

Travis: Okay, and so that book is, what did you say the name of that book was?
Ari: No BS Trust-Based Marketing.
Travis: No BS Trust-Based Marketing, yeah, I think I've got that book. What is one of your favourite
tools or pieces of technology that you've recently discovered, if any, that you'd recommend to other
business owners and why?
Ari: It's actually old technology but it's as potent as it ever has before, and that is Live Chat.
Travis: Live chat.
Ari: We have a Live chat in our website, we got leads from them every single day. We actually applied
our trust-based methodology to using Live chat.The words we use in the chat draws the truth out and
creates leads for us so we don't use, "Hi, how can I help you?" like you just said earlier, there's no store
talk. We have our own customized trust-based languaging for live chat that we use to build trust and the
cadence about how we type, same motto, different medium, key results.
Travis: So is that something that people can, that you guys drive and people can download on their
website or what?
Ari: No, we don't sell it, we just use it. We're not a provider of software anyway.
Travis: Okay.
Ari: We just use the tool for ourselves.
Travis: But using Live chat as a tool for conversion while people are on your site is what you're talking
about then?
Ari: Absolutely right, yeah.
Travis: Do you mind sharing the name of that online chat service?
Ari: We use LivePerson.com, live person.
Travis: Live person, okay. What famous quote would best summarize your belief or attitude in
business?
Ari: I'd say "Stand guard at the door of your mind to prevent negative thoughts," because I think a lot of
those thoughts enter our mind every day, and it suppresses our potential, and the more alert we are to

how we think and how we view things, and the more we leap through certainly to the gates and keeping
then, the more, so that's what we'll be over time.
Travis: Right. Let me ask you one off topic question, I'm going to throw you a curve here at the last
minute. What do you dream of?
Ari: What do I dream of?
Travis: Personally, professionally, what are your aspirations?
Ari: I'd say, well, I have a vision that the more trust that I can help put out to the world, the more toll I
can make I seat with them on a client-base and I see people absorb trust-based communication and
what it means for their families. I have a father who got myself recently, he's been using trust-based
selling for their kids and as he had a huge difference in communication, using my languaging, I think
the more I can get to side of the world, the more difference there'd be politically, economically in many,
many ways which is more trust in people.
Travis: I like that. How do people connect with you?
Ari: Just go to unlockthegame.com, just like it sounds, unlockthegame.com. There's a free test drive
there, you can take a free test drive, listen to the some of the materials, the audio, there's a little quick
started kit you can get on the site. But we don't provide, offer, and if you can buy online to get access to
the core mastery systems that we have, we now license out the rights to access and get certify what we
do through our mentor program, it's on the site, it‟s called mentor program. And so, we kind of become
the wholesaler now so we have consultants and coaches who fly to Australia and get certified on what
we do and they have the rights to go out and deliver this training and make a difference. So, we've kind
of, over the years we've evolved. We used to have self-study kits and membership programs, but now
we're kind of moving behind the scenes and offering license to other people, certify what we do and
teach it.
Travis: Well, that's a brilliant way of doing that.
Ari: Yeah, on the website, to become a mentor there's an application there and all that kind of thing...
Travis: And so basically they could go there and start getting the core skills and things that we had
talked about today. And then since you have people that are doing the mentoring, then if they wanted
somebody to come in and help them implement then they could use one of them, right?
Ari: Yeah, or they can become one themselves. I'll be assessing a lot of entrepreneurs who aren't
themselves--they just want a master for their own companies, they just join for that.

Travis: Oh it makes sense, I didn't think about that way, that definitely makes sense. Excellent
interview Ari, and a cool name too, I dig the name Ari. Hey, let me wrap things up, can you hang out a
couple more minutes with us?
Ari: Sure.
End of Interview
Travis: Okay, great. So listen, I want to remind you about the show notes here, I'm going to place at
the bottom of Ari's show and I'll place all of the book links, the resources, and of course, a way that you
can directly connect with Ari under the profile. I want to remind you to go to DIYOB.com, so that's short
for Diamonds In Your Own Backyard, so it's DIYOB.com, enter your name and email and we'll send you
the 2013 Business Owner's Guide, From Frustration to $70 Million, a candid behind the scenes look at
what you need to know to grow your business to incredible levels of success no matter where you're at
in your business even what size you want to build your business to. What I'll tell you in that guide is
critical to your success that no one‟s talking about because I don't feel like they're not telling you
because it's not in their best interest financially, really aligns with what we were talking about today with
Ari. When you opt-in, you'll become a member of the authentic entrepreneur nation, which is really a
network of people, tools, and resources that you can trust to grow your business. And that's our private
rolodex, that we use and recommend and we'll give you access to that as soon as it goes live.
In the next episode, I'm going to connect you with Andrea Vahl. Andrea helps entrepreneurs leverage
the power of Facebook, Twitter, YouTube, and LinkedIn to grow their community and increase their
revenue. It's really, really good stuff for growing your business. As always you won't want to miss that
episode either.
Today I want to close the show with another famous quote by Babe Ruth, which reads, "Don't let the
fear of striking out hold you back." I chose this quote so that I could remind you to take action even if it's
imperfect.
This is Travis Lane Jenkins signing off for now, I want to remind you that what you're contributing as an
entrepreneur and leader matters more than you may realize. So to your success, may you inspire those
around you to go after their dreams too. Talk to you in a few days. Take care.

How We Can Help You
We know that finding someone that you can trust online today is hard and that so many “so called
gurus” are self-‐appointed and have never really even done what they teach you to do. That‟s exactly
why we created the Double Your Profits Business Accelerator. This is an exclusive offer for our fans at
a fraction of its normal cost.
Here's what to expect. We'll Schedule a 'One on One' private session, where we'll take the time to dive
deep into your business and tell you what is missing, so that you can have your best year ever!
We'll do this by performing a S.W.O.T. Analysis. This tells us your Strengths, Weaknesses,
Opportunities and Threats within your business.
This will be an eye opener for YOU, for several reasons, however some of the most common reasons
are.
As the 'Business Owner' it‟s difficult to see the big picture of your own business because you‟re in the
middle of a daily management.
And you are too emotionally involved to completely impartial.
This is a common problem for EVERY business owner. It doesn‟t matter if you are a one-man army, or
an army of 150, the problem is still the same.
Travis Lane Jenkins
Business Mentor-Turn Around Specialist
Radio Host of The Entrepreneurs Radio Show
“Conversations with Self-made Millionaires and High-level Entrepreneurs That Grow Your Business"

The Entrepreneurs Radio Show 043 Ari Galper

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