Transcript of Dan Henry: The Psychology of Selling, How to Make Cold Prospects Say “Yes” Fast | Sales | E379

If you're a beginner in building a brand, I'm going to teach you something you don't know about growing a business.

Dan Henry, a self-made entrepreneur who went from delivering pizzas to building a multi-million digital empire.

It's not that hard to make money. What's hard is getting out of your own way. Most people don't understand what education is, and that's why they teach too much, and it turns people off. People don't want more or better content. They want simpler content. There's something that's happened to you in your life, some story you have, there's something you can sell. And if you don't have something to sell, holy crap, just go learn a skill that most people don't want to take time to learn, and then you just teach that skill.

You've made millions of dollars. You've reached the pinnacle of success. What actually drives you to keep going right now? And how do you fulfill yourself?

So, man, that's such a good question. And this is advice I would give to my younger self and any person who's starting out.

First of all, What's up, young and profiters? Welcome back to part 2 of my conversation with the incredible Dan Henry. Last week, Dan showed us how to build a personal brand that sells. So if you haven't tuned into part 1 of this conversation all about personal branding and Dan's come-up story, definitely go tune into that one. And today we're going even deeper with Dan. We're going to talk all things sales, sales psychology, sales storytelling, all the frameworks that has helped him generate millions of dollars in revenue. In this episode, Dan breaks down why people don't buy because the logic they buy because of belief. He explains how to overcome objections, help your audience trust themselves, and he also shares his Scary Bridge analogy, a framework for helping people cross the gap between hesitation and action. Yeah, fam, I promise you you We're going to want to take notes on this one. This episode is packed with actionable strategies that will completely transform the way that you sell. Let's jump right back in to my epic conversation with Dan Henry. You're really known for this 12-step sales script. Now, I know it's not your newest material, but I feel like people are going to really love to hear the way that you combat obstacles and things like that.

I thought we could go over it in a game. Are you down for that?

Sure.

I'm going to give you a scenario. Then you're going to tell me how you would react to that scenario. It's called close the deal. Okay? Okay, great. The first scenario is a prospect joins a Zoom call. They've got their arms crossed, no camera on, they're really cold, and they join the Zoom call and they're like, Okay, let's get this over with. What would you do?

Well, personally, with what I sell, I would probably not sell to that person. But I get your point. Whenever I would get on a call, and this is in my book, I would always research Search the person prior in case something like that happened. People post their whole lives on social media. In order to build rapport, because that's what you do the first five or so minutes of the call, you want to build rapport. The easiest way to build rapport is to talk about something that both of you are interested in, that both of you like. I would go on, I go on their Instagram, I go on their Facebook, I find something. There's got to be something that they're into that they've mentioned that I also like. And so let's just say for a moment that they do jiu-jitsu. I noticed it, and I do jiu-jitsu. So regardless of their attitude or whatever, if I simply mention jiu-jitsu and I say, Hey, I appreciate your patience. I had an early jitz training session this morning. I just got done. I'm really excited to dive in this call. Automatically, we now have common ground. Automatically, there's something between both of us that we can talk about that we can jam on.

I might just completely ignore their attitude and be like, Hey, before we get started, I saw you were Purple Bell. Is that true? And this is a great phrase, Is that true? Because it's awkward if you say, You do jiu-jitsu. That's It's weird, right? So you just say, is that true? Because whenever you say a phrase like, is that true? People are like, well, yeah, it's true. Oh, cool. How long you been doing that? And then all of a sudden now you're connecting and you have common ground and their defenses will be lowered. I would not try to immediately sell them or even mention the fact that they're upset or anything like that. And another thing that I've told people, sales reps, when I used to train them, never let a customer win a shit test. Sometimes customers will test you emotionally to see if you have resolve. So I use this scenario. If somebody gets on a call and says, Well, I really would like to buy from you, but I don't like guys in red shirts, so that's why I'm not going to buy from you. I'd be like, You know what? I absolutely agree with you.

My wife bought me this shirt. I hate it. She makes me wear it. And as soon as I cash my commission check from this deal, I'm going to go out and buy a blue shirt. It's just a very simplistic example. This scenario would never happen. But if you don't react, you show strength, you show resolve. People like to work with people who have resolve, who have discipline. They don't like to work with reactive people. So one of the best advice I can give to people is when somebody does something like that, don't react. Don't make it a big deal. If you don't make it a big deal, it won't be a big deal.

What about from a one to many perspective? How do we build rapport if we're on a webinar or even selling in a video? How can we build rapport with our audience?

I love this question so much because even though I've written a very popular book on one to one selling, I hate one to one selling. I like selling one to many. It's just a higher level of selling. Because like you said, the guy who crossed his arm, I would be like, I don't want to work with this guy. I wouldn't even try to sell him.

Fuck this guy.

There's four things that you can mention at the very beginning of any talk. First thing you mention is family. Second thing you mention is occupation. Another thing you mention is hobbies, recreation. Then the final thing you mention is money. You want to mention the money last. You'll notice when we started talking, I mentioned that my father didn't get paid his worth. I said that I had an occupation delivering pizza. I mentioned that I couldn't do my favorite hobbies. Then I mentioned that I was only making 500 bucks a week, and I wanted to make more so I could retire my debt. When you mention family, occupation, recreation, and money, almost every person can relate to these things. They can always relate to family because everybody has family. They can always relate to occupation because everybody has an occupation. They can always relate to recreation because everybody has hobbies and things they like, and they can always relate to money because everybody has to use money to live in the world. I learned this from Dan Kennedy, by the way, which is a legendary internet marketer. It's called form, right? So family, occupation, recreation, money. If you just mention those things, people will relate to you.

The one way you could do this is to be like, does anybody here have a hobby that they really like, but they just don't get to do much anymore? And, oh, yeah, I do. Well, I don't know about you, but mine's jiu-jitsu. See how you do that? You just hit Hit those four points because you can't really talk to each person individually so much. You have to be able to speak to everyone in the room. The way you do that is family, occupation, recreation, and money.

You're familiar with Russell Brunson, of course, right? You were a part of ClickFunnels and everything. I've studied him a lot. He's one of my clients. What do you think about using a hero's story in the beginning of a webinar? Do you think that's important where you go over what your struggles were and how you discovered the solution?

I love Russell. Russell is the guy that got me interested in internet marketing. Then I became obsessed with the idea of communication and doing these talks and communicating so that people would buy my stuff. Russell actually had me a couple of years ago do a repitch at one of his conferences, and he got up and pitched. Then the next day, I got up and pitched, and I nearly doubled his sales. He gave me a great testimonial. It was super nice to him. Then I also hosted a challenge for him. For me, I've always found that there are so many scripts and there are so many different ways to say things. It's more about accomplishing something rather than a script or a I'm at. And so I simply tried to accomplish certain things. I tried to accomplish three things when I tell that opening story, regardless of how I tell it. I don't think about how am I going to script it. I'm like, how do I just accomplish these three things? The first thing is I have to show them that I understand what it's like to be them. The second thing is I have to show them that I took a very long journey that took a lot of time and money.

And the final thing is that I have solved the problems that they used to solve, and I have actually achieved what they want to achieve. I call this the scary Bridge story. All you have to do is you create a before. There's three things that you used to experience that your customers are currently experiencing. That way they're like, Oh, yeah, I'm dealing with that now. I'm dealing with that now. I'm dealing with that now. And then what you do is you craft an after. Well, an after, unless you're a liar, which hopefully whoever is listening to this is not a liar, is the opposite of the before. So if I say, Well, I didn't know what to say in order to get people interested in my products and services, and now I know exactly what to say. My sales were inconsistent, and now they're consistent. People used to question my value, and they would always bargain on price. Now people pay a premium every time. It's just the opposite. Imagine that there's this bridge between the before and after. Well, this bridge, I call it the scary Bridge. This is what you had to go through, all the horrible trials and tribulations, all the time and money that you had to spend to figure this out.

That The scary Bridge is full of snakes and goules and goblins. It's just really bad time, but you came through it. Well, now they have the option. If they want to go from the before to the after, they have the option to do what you did and take the scary Bridge, which costs a lot of time and money. Or let's just say that there's a helicopter, and the helicopter can pick them up from this side, take them over, and land safely on the other side. Well, the helicopter is your The helicopter is what you sell. So one time, I was speaking at an event, and I only had 15 minutes. I had 45, but something happened, they had to cut it down. All I did was tell my scary Bridge story. And when I did that, People came up to me after I got off stage and they were like, Hey, can you help me do this faster? Hey, can you help me do that quicker? I said, Yeah, I have this thing. I still ended up doing like 100,000 in sales because people just came up to me and talked. This illustrates, you know what it's like to be them.

This illustrates that you've achieved the thing they want to achieve. And your story of how you did that is the scary Bridge. You just have to make sure that you show that it works, but also show that, Hey, if you don't have to do this or you could make it quicker, that would be a lot better. And that is your offer. And so that's more the loose framework that I follow today. It works really well for me. And when I teach it to people, it's a lot easier to understand than the hero's journey and all People get really caught up in it. I just try to make it simple. And when it's simple, you do it. And when you do it, you make money.

Yeah. And it doesn't have to be so formulaic or in order. It's just making sure you achieve those things by the time you're ready to pitch your offer at the end. Okay, so let's go through another scenario. You asked why they booked a call and they shrug and they say, I don't know, I'm just looking around maybe for the future. How do you dig deeper to uncover the real reason of why they're on the call?

Almost everything you should say should be a question. Almost everything. I normally tell people, Listen, how these calls work is they're like a visit to a doctor. You book the call because you have a problem, just like you would go into the doctor because you have a problem. I'm going to ask you some questions about your problem, and I'm going to see if I can help, if I have the medicine that will take away the problem. I'll give you a diagnosis on this call of what I think the problem is and if I can help. If I can, great. If it's an alignment, great. If not, no big deal. So I always set the frame first, because now if I start asking them questions, it can be a bit abrasive. But if I frame it like that, now they're like, Okay, that makes sense. I'm going to start answering these questions. And so that thing that you said where they were like, oh, I don't know, just for the future or whatever. If I don't ask that first and I use that doctor analogy, well, now they're like, oh, yeah, okay, I guess I did I took a call because I had a problem, and it makes sense that he would ask me and give me a diet.

They start doing the math in their head, and now it makes sense to answer questions. I've done this opening a lot, and it works really well. So then I said, Okay, so right off the bat, why did you reach out to me specifically? That's how I asked the first question. Because if I say, Why did you book a call? They might say exactly what you said. I don't know, I'm just looking around. But if I say, Why did you book a call with me specifically? And what do you need my help with specifically? Now they're going to tell you why, particularly, they trusted you with their time more than anybody else. They have to say something like, Well, I saw your ad, or I've seen you got results with this guy, or whatever. Then when you say, Well, what do you need my help with, specifically? Now, they're going to tell you the problem. I don't like to ask why they booked a call because that's a very open-ended question. I'd rather say, What do you need my help with specifically? It gets closer to the root of the problem. I tried to ask questions that don't allow them to go into the no buy zone.

I try to keep it very focused. Jordan Belfert, actually, years ago, I was on his podcast one time. He has this thing called the straight line system. That's the guy that the Wolf of Wall Street was based off of. This is very similar to what he does. He tries to keep you on this path so that you can't veer off into the zone where you're not going to buy. I'm very intentional with my question. That's how I would handle I love that.

It reminds me of something Chris Voss talked to me about called the fool or the favorite. Have you heard of this?

No, but I'm a huge Chris Voss fan, so I want to hear it.

Yeah, I love him. Yeah, he's great. He says, Why me? Then based on their response, he figures out if he's the fool or the favorite. If they say something like, Well, because you're the number one in your niche and you did this and you done that, you learn what they actually know about you. But if they say, Well, my intern found your name and they don't really know anything about you, or you might find out that they're talking to a bunch of people and you might be the fool in this situation. They're just trying to understand your price or use you as leverage for some other deal. So he calls it the fool or the favorite.

Oh, that's great. I love that. I love that, yeah. When somebody's on the phone and they say, Have you ever had the objection? Well, how do I know this is different? How do I know that you're any different? So I have a really great way to handle that. I basically say, well, I'd love to answer that question. Can you give me an example? Because when people People ask that question, what they're really saying is, I had a bad experience. This thing happened. I'm not going to tell you what this thing is, but it happened, and I'm worried that this thing will happen again. That's what they're actually saying in their head. They're not saying, why are you different? So I need to find out what that thing is. So I would say, Okay, I want to be able to tell you that. Have you worked with some other companies before? I can tell you how we're different than them. And then they'll say, Oh, yeah, I worked with this company, or I did this, or I did that. I said, Okay, well, is there a particular thing that happened with that company that you didn't like?

And they'll say, Yeah, when this happened, they didn't do this or whatever. Got you. And do you think if that did not happen or it went a different way, you would have got the result you were looking for? Well, yeah. I said, great. So now you have the information. So now you can say, well, here's how we're different. That particular thing you said, it won't happen with our company because of this. So does that make you feel more comfortable? So One time somebody said to me, we had a call, I had a mastermind that was like $50,000. And it was like a high-end entrepreneur mastermind. And the guy says, Well, how is this different than any other mastermind? I'm like, Okay, well, have you been in any other mastermind? And he's like, Well, yeah. I said, Well, what's something you didn't like? And he says, Well, what would happen is I would go to the mastermind and I would ask a question and the guy would just not answer it. He would just give me this philosophical answer. I just I wasn't there for that. I just wanted help. I just wanted to know what to do.

So then I would say, Okay, got it. So you went and it was maybe like a nice networking thing, but when you actually asked a question, you didn't get a direct mechanical, here's what to do answer, right? Yeah, right. Okay, well, do you think if they gave you that answer and they got in the weeds with you, you would have got the result you were looking for? Well, yeah, of course. Okay, got it. Well, here's how my mastermind is different. I don't do any philosophical stuff. I'll To be honest with you, I don't give you a T-shirt. I don't take you out to a fancy dinner. We go to my office and we literally Uber Eats in food and we spend every minute opening up all the problems in the business. And I'll tell you exactly what to say. I'll tell you exactly where you're going wrong. I will script things for you off the top of my head. I'll tell you exactly what you should. And I just said, look, this is how it goes. And then sometimes I'll even send them a video of, did Carlos send you the video of me interacting with the client?

Right? Literally telling them a script, and then they went and did it and it made all this money or whatever. So I'll just address it directly. And so here's what happens, right? When this happens, you know what to address directly and what part of your product or service to tell them directly. Or you realize very quickly that you have something in your service that sucks that people don't like, and you should probably fix it. Okay? One of those two things is going to happen. So that's how I would handle that.

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Yeah, I went over to Eman Ghodsi's house just the other night and did a pitch with him.

One of the things that stuck with me when I interviewed him is that he told me that objections are never what they seem like. People will say it's a price thing. People will say it's a timing thing. But at the end of the day, he told me that it's usually based on beliefs. It's like some limiting belief that they might have. How do you feel about objections and how do you handle objections in a webinar setting or social media, like a mass setting?

When you say something, you need to know what the thing they're going to think is after you say. Because you can't talk to every single person when you're doing a group setting. So I like to put in stories, analogies, and metaphors that conquer those objections as they happen. Because you can't just say something and it makes sense automatically. You have to break things down. When you make a point, people are going to think, Well, that makes sense, but... And then you say something else. And they go, Well, that makes sense, but... And then you say something else. And they go, Well, that makes sense, but... And all you have to do is fill in the blanks until there's no more buts. And so When somebody has a belief, the belief is something happened to them. They had some common experience that most people have. And because of that experience, they don't believe this thing will happen. And I'll go back to Jordan Belfort for a second. He famously said that people do not buy for three reasons. They don't buy because they don't believe you, they don't believe in your product, or they don't believe in your company.

However, there is a fourth reason. Dan Henry says, there's a fourth reason people don't buy. They don't believe in themselves to use your product. Especially when you sell any consulting, coaching events, people oftentimes believe in you, but they don't believe in them. So a lot of what you do has to be getting them to believe in them. Let's say I'm showing you something and you think it's hard. You think you're not capable. You think you're not special, you're not good enough, whatever. Sometimes I'll use what I call the asteroid close. So I'll say, okay, how many of you just don't think you want this? You want it really bad, but something's telling you that you're just not capable and therefore you shouldn't try. I'll get hands raised. I'll get people saying that because this is a common thing. So I'll say, okay, let's do a little thought experiment and let's see if you're really capable. If I can do a thought experiment and show you whether or not you're capable so you can put this to bed so you can understand once and for all, are you actually capable of this? Will you do this thought experiment?

It with me? And they're like, Yeah. I'm like, Okay, take the thing that you think you're not capable of. Take this particular thing. If the President of the United States called you on the phone and said, Hey, there's an asteroid headed towards Earth and it's going to hit us. But If you can accomplish this thing, it misses us and everybody's fine. But if you can't accomplish this thing, it smacks into the Earth, and that's the end of the human race. Could you do it? They always go, Well, yeah, of course I could do it then. I'm like, Wait a second. What you're telling me is that you're capable because look, you're either capable or you're not. The only thing that changed in that scenario was your motivation. You see, you said you were capable. You said you could do it because you had to do it, because you had to save the world. But see, you don't have to make more money. You don't have to lose more weight. You don't have to fix your relationship. You don't have to do any of this. The question is, Why do you want to? Now, the next thing might be, well, I don't know if I can motivate myself, but at least we covered they're capable.

You just got to go one by one and break down one by one these beliefs through analogy, metaphor, and story to show them, Hey, you can. No, this isn't a problem. When you get to the end, all the roadblocks are gone, and now you can make the sale.

Now, how much of this webinar presentation or talk is educational versus just storytelling and interacting? What portion is actually educational and how long are these webinars typically?

A free webinar is going to be 45 minutes to an hour. A paid webinar could be multiple days. I mean, I've done five, six hours a day for three days. I've done an hour a day for five days.

Even with a paid webinar, you're pointing to an offer at the end of it?

Yeah. What I do for my paid webinars, this is really cool, and I've sold 25 and 50,000, and I've sold 10,000 as well, is I say, Hey, look, you're going to apply for this thing. When you apply, you're going to put down a $500 deposit just to show me that you're serious. You're going to get my WhatsApp number on the next page. Just text me and I'll personally tell you if it's for you or not, or if you have any questions, whatever. What will happen is they'll put down the deposit, they'll text me. I swear to you, it's literally like two questions, and most of the time is I'm in. And I will literally make a 25, 10, or sometimes $50,000 sale just on WhatsApp on text. No sales team, no sales calls. In December, I did have someone come in and help because we got so overwhelmed. I couldn't get back to everybody. And then I had them text them, which is a good problem to have. But the thing is, you've done all the selling, right? So you mentioned education. I want to address that. So most people don't understand what education is, okay?

And that's why they teach too much in their content. And it turns people off. Because people don't want more or better content. They want simpler content. They want stuff they can use. And so there are four things you can do when you teach. You can teach what to do. You can teach why you do it. You can teach when to do it. And then you can teach how to do it. The thing is, and this is just how human beings work, in order to learn how to do something, it's very It's unlikely that you will actually execute on this thing unless you understand what it is, why you're doing it, and the right time to do it. What, why, and when. You actually do need to understand these three things before you understand how to do it. Otherwise, you're going to suck at it. What's great about this is that on free webinars, free trainings, and on paid presentations, you can spend so much time teaching what to do, why you're doing it, and when to do it, that your offer is the how. You can teach a little how, but ultimately what, when, and why, and showing them how to become the person that can actually do it.

This is where the analogies, the the metaphors and the transformation come in. To give you an example, just a very simplistic example. You're at the foot of a mountain, and you're looking up in the mountain, you want to climb this mountain, and you only know of one path. It's this very difficult path. There's a broken bridge and all this stuff. Somebody comes up to you and says, Hey, did you know about this path over here? It's like a straight path up. No, I didn't know. Yeah, it's right here. If we stop there, they just showed you what? Did that give you value? By simply telling you of another path that exists that you didn't know about that's value. Let's say you say, Okay, so this path is over here. Now, here's why this path is faster. It doesn't have any broken bridges. It goes straight up, etc. The only thing is it's an incline path. It's very steep. It's very hard to walk up if you don't have cleats. Really? Well, do you know where I can get some cleats? Yeah, I happen to sell some cleats. We sell cleats. Do you want to buy some cleats?

So now they're like, Well, yeah, I need the cleats to go up the path. But you didn't even know about the path before you told them about the path. I'll give you an example of what I mean by the path. Let's say you were a tax accountant and you were selling people on how to save money in taxes legally by creating your own foundation. So if you're a business owner or you're an investor, whatever, you make a lot of money, but you don't know that you can save taxes with a foundation, well, now you know what to do. Then you explain why a foundation works. Okay, well, a foundation works because... And then you explain the whole thing. And now they understand, okay, foundations can help you save taxes. Here's why foundations can help you save taxes. Well, when would I be able to use it? When would I be able to do this? Well, when you're paying at least $500,000 in taxes, that's appropriate to start your own foundation. Okay, so now I know what a foundation is and why I can save taxes and when I should do it based on my income or based on how much taxes I pay.

Well, by the way, we sell a done for you tax setup. They're not going to be interested in paying you to set up a foundation for them until they learn what a foundation is, why it saves taxes and when it's best to start one. Now they're like, Well, this is value. I didn't know this. Hey, can you set one up for me? Bam, you just sold a client into your tax practice. When you teach what to do, when to do, and why you're doing it, this opens people up for the how, and there's plenty to cover in what, when, and why.

I'm going to say one more scenario for this game. Prospect says, Yeah, our revenue has been flat for a while, but it's not the end of the world. How do you stir the pain so they feel the urgency to solve it?

I would just be like, Okay, so what are you trying to do with your business? What's your revenue? And they say, Okay, it's at a million. And you say, Okay, so is there a particular reason why a million is enough? I will try to dig and figure out why are they trying to make money in the first place. Because you don't just try to make money to make money. There's a goal. It could be something they want to buy. It could be recognition. Because like you said before, whatever they just said, it's not real. There's some reason. They want to be more recognized. They want to make more money because they want to buy something. Keep it simple. There's some reason. They would not have got on the call unless they wanted to solve the problem? So we already know that's BS, right? So I would try to dig and first discover why they're doing this in the first place. And then when they tell me, I really want to be an expert in my industry. I have enough money, but I want to be an expert in my industry. Got it. So What does being a name in your industry, what is being recognized in your industry mean?

Well, it means that a lot of people know who I am and they know the work I've done. Okay, so in order for a lot of people to know who you are and a lot of people to experience your work, does that mean you need more clients? Well, yeah, it means I need more clients. Okay, so I understand this is not about money, but to accomplish your goal, we need more clients. And when you get more clients, you just happen to make more money, right? So you see, as long as you figure out what their motivation is for solving the problem and you dig on that motivation, you don't have to tell them anything. They will tell themselves. It's what I call Socratic selling. They will answer their own question. You just have to ask questions in a certain direction, and eventually, they will answer. Do you have a specific example of a call you've done or something that you can give me?

No, but the question that comes to my mind. Russell Brunson says that all decisions are made based on status. It's either going to increase their status or decrease their status. Basically, every decision you make is status. I think you say love or status, right?

Yeah, it's love or status.

It's love or status? Okay. Can you talk to us about that?

Yeah. Let's say a guy walks into a car dealership and he looks at a red Corvette. He's like 40 years old, he looks at a red Corvette. Most people would assume, mistakenly, that he just wants a red Corvette because he he's going to get women. He's having a midlife crisis, whatever. He's divorced. He wants to get a Corvette. He wants to look cool. But this is an assumption. I might ask, what makes you interested in this red Corvette? He may tell you, Oh, yeah, I want to attract women. Okay, fine. Or he might say, My kid loves Hot wheels, and his favorite car is a red Corvette. Honestly, man, I just want to take him to school every morning in a red Corvette, it's going to make him feel amazing. You see, neither of these people are buying the car. They don't care about the car. They care about what the car gets them. The first guy, he wants to look important so he can attract females. So that's status. The second guy wants to make his son happy. That is love. So generally, when someone buys something, it's either or. I tell you, I've had people come on and buy business consulting from me And sometimes they say, I just want to buy a Lamborghini.

I want to be a big dog. I want to be amazing. And other people will say, I want to make my mom proud. I want to buy my mom a house. I've been promising my wife for five years that we're going to get a bigger home. We have a two bedroom house. We have three kids. She's burnt out. She's overworked. She wants a bigger house. And I keep telling her I'm going to do it. And man, I just want this business to work so that I can get her the house. That's not status, that's love. Now, maybe he is also, you can do it for both as well. But the primary motivator, the primary driver, that's what you got to find out on the call. What is the primary driver? Because the primary driver, that's the thing that's most important to them in the world. When you can show them it's most important to them and you can get them to say how important it is, that's when all objections become irrelevant because they want desperately to see did that primary driver actually become a reality. Most of what you're going to do on a sales call is just ask questions until you understand, Okay, here is what the primary driver is, and then you can speak.

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What I try to do in a mass setting is use example stories that will cover all the bases. There's going to be some people in the room that want love, and there's going to be some people in the room that want love, and there's going to be some people in the room that want status. So all you have to do is cover both. This is a misconception. Not every person who's listening to you talk is going to resonate with every single thing you say. But you can do it in a way where you hit multiple For instance, if you're a man and you're speaking from stage or you're speaking in a webinar, there's going to be women who are naturally going to want to buy from another woman more than they're going to want to buy from you. So I'll give you an example. This is a story I tell on a lot of my webinars It's my almond milk story. This is such a famous story if you're in the Henry verse that people bring it up all the time. I like to open talks with this. I tell this story about how I come home one day and there's this big, huge jug of almond milk, probably this big.

I was like, why is that? I knew it was almond milk because we don't do dairy. I'm like, why is there a big thing of almond milk here? My My wife goes, Hey. She's got this real mean look on her face. She's like, Come here. Come to the refrigerator. I'm like, Okay. She opens the refrigerator and she's like, Do you know what this is? She points to a store-bought carton of almond milk. I was like, Alma milk? She's like, Yes. It costs $6 a carton and it has all these cancer-causing chemicals in it. I go, What do you want me to do about it? I don't know. She goes, she walks over to the big jug and she says, You know what this is? I'm like, Alma milk? She's like, Yes, but... Then she grabs this black contraption. This is a lens, but she grabs this black contraption. She's like, You know what this is? I'm like, No, that I don't know what it is. She's like, This is a home made almond milk maker. I can take a handful of almond this big and I can make this huge jug of almond milk, and it's maybe 20 cents for what It would cost $12 with two jugs, and there's nothing but water and almond in it.

It was at that moment that I realized that my wife was right. We had been wasting 150 bucks a month on almond milk. I drink a lot of it, and ingesting horrible cancer-causing chemicals simply for one reason. We didn't know you could make homemade almond milk. Isn't it the things in life that we don't know that cause us the most pain and suffering? You're here today because you want to learn how to grow your business. I'm going to teach you something you don't know about growing a business or whatever it is. That's how I open it up. What do I cover there? I cover a relatable story about a wife showing her husband something that you didn't know that relates to food or kitchen or childcare or whatever. I said the magic phrase, My wife was right, fellows, if you're a man and you want to resonate with women, all you have to do is say, My wife was right about anything, and you will automatically have report. Then I make a print A principle, a point. I always end things in lessons or principles is look, pain and suffering comes from just simply not knowing things.

If there's something you don't know about growing a business, that's why you have pain and suffering. We're going to show you something you don't know. You see how simple it is. And that's it. And so these are the ways that you can cover men, women, young people, old people. But one thing I teach about building a brand that's important, and this will help you because a A lot of what we're talking about is pretty advanced. If you're a beginner in building a brand, and I relate this, I relate it all to the same thing, is don't try to build an audience, just try to become one person's favorite creator. If you could just think of that one person, just make content for that one person. When you're starting a business, try to just think of one person. When you think of that one person, it's easier to speak to these objections and these things because the more specific you are and who you serve, the more consistent the beliefs and the objections will be. Then it makes it easier to cover all of them one to many.

Well, Dan, this has been a master class in personal branding and sales. I want to close this out with some personal questions for you to try to just understand. You've made millions of dollars at such a young age. You've reached pinnacle of success in your industry. How do you fulfill yourself these days? Because before we got on the call, I was telling you how I have a sports car. The battery died and you were like, Well, I don't buy Lamborghini's anymore. I found out that you sold your $2 million yacht at one point.

That was during COVID because I couldn't do anything with it. Yeah.

How do you think about money? You're still making money. What actually drives you to keep going right now? How do you fulfill yourself?

Man, that's such a good question. This is advice I would give to my younger self and any person who's starting out. First of all, happiness is overrated. It's so overrated because When you are on your deathbed, you're not going to be thinking, Was I happy? You're going to be thinking, Did I do the right thing? Did I accomplish what I set out to? Did I treat people right? Did I do right by people? The thing about accomplishing the mission is that you don't accomplish the mission by being happy. You accomplish the mission at the cost of being happy. One thing I never try to do is focus on being happy. I don't care about being happy. I care about being fulfilled. It means more to me to be fulfilled and feel like I've done the right thing than to be happy. If every man wanted to be happy, they would do a lot of weird stuff. Most people can't relate to this. I've lived both lives. I've literally delivered pizza for seven years and I've bought a $2 million yacht cash. I mean, these are wild ends of the spectrum. I wasn't any happier on that yacht than I was when I was playing tech and two with my girlfriend hanging out laughing.

I swear to you, it does not make you happier. And so I think to myself, okay, if all these things that are so expensive don't make me happy, and happiness, honestly, is overrated, I'm not going to care too much about it when I die, then I need to align my life and my money and everything with things that make me feel fulfilled. So I live in Dubai right now. For me, I feel good when I get things done and I feel fulfilled when I accomplish things. So I live in Dubai marina where I don't have to drive anywhere. This apartment costs $1. 6 million. I live here, specifically, so that I don't have to go anywhere, sit in traffic for an hour. I can go do everything I need to do, workout, gym, coffee, whatever, content, whatever I need to do right here. And that means at 6: 00, 5: 00, whatever, I can stop what I'm doing, I can stop my business, and I can relax with my wife. If you lived in a suburb here in Dubai, you'd be driving all over the place You spend half your day in traffic. So I just say to myself, okay, what allows me to do the things that accomplish the mission?

And what do I got to buy? Or where do I got to put my money where I do that? So another thing is my personal brand. I've exited a couple of companies, but I don't try to play the exit game. I try to play the my personal brand makes massive amounts of cash game. And then I take that cash and I put it in the real estate and I let that money turnover and make more money. So my big thing is make cash with your Internet business, make good cash flow, and then just put it into something that does not mess up, like real estate. I'll be honest, you got to be dumb to lose money in real estate. This is a very beginner friendly way to make more money. So I just do that. I just make money and I jump it into real estate and I buy the things that allow me to accomplish the mission and I keep it simple. That's it. I don't try to buy extravagant things anymore, though I'm not going to lie to you. I have been eyeing a Rolls-Royce Phantom recently. It's a $400,000 car. My wife is like, You should get the car.

You deserve the car. I'm like, No, I don't need this for any car. You deserve the car. Get the car. I know. My CEO says that. My wife says that. I get it. There's practical reasons for it, picking up clients, content. But my main reason for getting it is if I do decide to go somewhere in Dubai and I'm stuck in traffic for two hours, I'm very comfortable. I can get work done. Etc. But I always say to myself, Do I really need that? It's not going to make me any happier. But my wife is pushing me. She's like, Yeah, you deserve it. That might be the next big purchase.

I love it. Well, Dan, I'm going to end I'm in this interview with one question that I ask all of my guests. What is one actionable thing our young improvisers can do today to become more profitable tomorrow?

Sit down and make a list of things that will make running your business easier and less effort. Do not subscribe to this idea that if you just put in maximum effort and you do a lot, that's going to win you the Find velocity vehicles, find things that make running the business easier, that make you get more output for less input. Put more focus on finding those things and building those assets that make running a business easy. When you do that, you will achieve success in your business faster with less burnout, and it will give you space to enjoy life. Because why are you making money if you're not going to enjoy life? Why? This whole, I'm not going to hang out with my friends. That's fine for a moment in time. But eventually, you're here to live life, create a business that allows you to live life. That's why we call it the lifestyle business. If we can't have a lifestyle, why are we doing it?

There's going to be 60 to 80,000 pizza boys and pizza girls tuning into this episode. Any last pieces of advice for these 20 or 30-year-old somethings that are trying to make it in life?

Anybody can make a business out of their name. The thing that got me started that really made me realize it was possible was a man who was a math teacher. He got paid back then $20,000 a year to be a math teacher. And his class was how to use Microsoft Excel to do math equations. One day, he decided that he was going to create an online course on how to use Microsoft Excel. Put it on the internet, and he made a million dollars. So every other teacher that was getting paid 20 grand a year to teach math, he made a million when they made 20 grand. Why? Because he changed the equation. There's something that's happened to you in your life, some story you have, no matter how boring you think it may be, that to someone else is fascinating. There's something you can sell. And if you don't have something to sell, holy crap, just go learn a skill that most people don't want to take time to learn, and then you just teach that skill. And it doesn't even have to be a big deal. Fricken Microsoft Excel. I paid my way through college by going and learning how to use a home recording software, and I charged $50 an hour to teach people how to set up their home recording software, and I paid my way through college doing that.

It's not that hard to make money. What's hard is getting out of your own way.

Dan, this was such an awesome interview. Honestly, I swear, one of my favorite interviews of 2025. I'm so glad that I had you on the show. Thank you so much for all your wisdom. Where can everybody learn more about you, everything that you've got going on, some of your new offers and things like that?

I'm always putting out great content on YouTube and Instagram. I'm at danhenri. Our main website is getclients. Com. But if you want, I can give your audience access to the talk that I did in Bali on personal branding if you think that they would find that helpful. Yeah, they'd love that. Okay, great. Awesome.

Cool. We'll put that link in the show notes. Dan, thank you so much for your time today.

Thank you very much.

Well, there you have it, Yap, gang. What an incredible second half of my conversation with Dan Henry. Now, every once in a while, I get a guest where I'm like, Man, where have you been the last seven years? Because Dan Henry was just so good. He knew so much about sales and marketing. It's my favorite topic to talk about, and he just absolutely crushed it. We've got so much to learn from Dan, and I hope he comes back on the pod. And today we got a sales masterclass. He completely reframed what it means to close deals. I remember he said that sales is not about convincing anybody. It's about helping people make a decision that's in their best interest. You're not changing minds, you're changing their beliefs. One of my favorite things that he said was that most objections aren't really about money. They're about belief. People don't think they can actually get the result. Sometimes it's not that they don't trust you, it's because they don't actually trust themselves. When you can help people see what's truly possible, the sale becomes easy, natural, and honest. I also loved Dan's insights on creating one high converting talk or webinar and mastering it until it just prints money.

He said most people chase complexity when they should just be chasing consistency. Focus on refining your best offer, your best talk, and your best system. That's how you scale without chaos. Finally, remember his concept of the scary Bridge. He explained that your customer wants to get from point A, where they are now, to point B, where they they want to be. But between those two points is a scary Bridge full of fear, doubt, and risk. Your job as a marketer is to show them that they don't have to walk across that bridge alone. Your product is the helicopter that carries them safely across. All right, I'll catch you guys next time, and thank you so much for tuning into this awesome two-part series of Young and Profiting podcast. If you enjoyed this conversation with Dan Henry, then spread the word and help others listen, learn, and profit as well. If you did enjoy this show and you want to thank us, then make sure you drop five-star review on Apple Podcasts, Spotify, or Castbox. Guys, I literally check Apple podcast reviews every single day. I'm obsessed with reading your reviews. They make me so happy.

They motivate me to keep going. I love hearing about what you love about the show and what you like to learn about on the show. It really helps me craft episodes that I know you guys are going to enjoy. So drop us a review. Let us know what you think. And if you prefer to watch your podcast as videos, this is an especially good two-part series that you can go find on YouTube. Dan was whiteboarding and sketching things out while we were talking. So it's just such a good episode to listen to twice because it was so good. And then also to watch, especially if you're a visual learner because Dan was drawing as we were talking the whole time. So check that out on YouTube. Just look up Young and Profiting. We'll also put the links for our YouTube videos in the description. You can also find me on Instagram at @YAPwithhala or LinkedIn by searching my name. It's Hala Taha. And finally, I've got to give a huge shout out to my YAP team. You guys are all legends. Thank you guys so much. This is your host, Hala Taha, a. K. A.

The Podcast Princess, signing off.