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Jon: Welcome back to another edition of List Building Lifestyle with Igor Kheifets.

Igor, it’s been a while since we’ve gotten together, what is up brother.

Igor: Well, I’m pumped and ready to go my friend. Lots to talk about today.

Jon: Yeah. I can’t wait. So, what do you have in store for us today?

Igor: Well, I want to discuss three ideas that are going to be so weird to most

marketers listening to this, but at the same time, so profitable that these

ideas are being talked about for the most part. The gurus and the people who

make a lot of money, they know this. They know this, but they never share

this stuff with their downline, they never share this stuff with their followers.

It’s the kind of stuff they keep locked up in a safe in their bedroom behind a

Van Gough painting or something. It is truly the foundation to almost every

single sales presentation that I’ve seen convert in our industry.

Jon: Okay. Alright. I’m interested.

Igor: So, the idea number one is that we do believe that our market knows what

they want. There’s a bunch of people out there who say you should survey

your list. In fact, I believe there’s a bunch of people out there who use list

surveying software. They claim to make a killing because of it. You see almost

every list building out there suddenly surveying the list and asking the

questions. How much money you’re making right now? What’s your biggest

challenge right now? How can I help you right now? If I could flick my fingers

and make a problem go away, what would that problem be?

Jon: Yeah.

Igor: Paint me the ideal life that you see for yourself and so on. It’s a standard set

of questions. Usually, we would get a standard set of answers. So, I want to

live on the beach. I don’t want to work. I want a laptop to print me money. I

want to do my daily gratitude in the morning. I want to spend the evenings

with my friends. I want to spend the afternoons with my wife or my husband.

Jon: Igor, you know me…

Igor: I know. I’m psychic dude.

Jon: (Laughing)

Igor: So, it’s pretty much the same stuff every single time. So, if we take all this

information we collect from surveys and we make a sales presentation and a

product based on that, as a rule; and this has been my experience so far, it

does not work. [3:00]

Jon: TA-DA!

Igor: (Laughing) The trick is to be able to read between the lines of these answers.

Not to actually take what the client tells you literally. So, this is when people

don’t know what they want really comes to fruition because people cannot

articulate their desires.

Jon: Right.

Igor: Another thing is that people respond differently when in a private setting. So,

if you confront somebody in public or you’re just friends with someone and

you ask them a question, most of the time they’re going to give you the

answer they think you want to hear or the answer they believe is the right

way to answer the question. Not what they really feel or think. Did you ever

have that happen to you, Jonathan?

Jon: You’re saying it and I’m thinking, this is kind of off-track. I think I told you

we’re adopting a child and we just got matched. I’m going to be a father soon,

but one of the things we had to do to get into the process was we had to take

psychological exams. For me, the exam was easy. It was hundreds of

questions and I just went ripping through and answering. For my wife, she

was just excruciatingly going through every question, trying to figure out

what the thought the right answer would be. It screwed up her results a little

bit because she wasn’t just answering, she was thinking what is the right

answer.

Igor: Yeah. And this is, again, that’s how we are. I’m the same way. I would much

rather tell people what they want to hear in the social conversation,

especially the parties that my wife drags me to sometimes. I so fucking hate

it.

Jon: (Laughing)

Igor: These people, it’s like we’re from different planets sometimes because most

of our friends aren’t entrepreneurs. I have to; I’m acting pretentious and I’m

being a hypocrite, but I have to give them the answers that they want to hear

in order not to start a huge fight. Early on, I just told them what I really feel

and it always ended up in an argument and everybody thought I’m an

asshole. So, I just stopped doing that. That’s rule number one.

Rule number two is that people don’t want to work hard. Again, that’s

another incongruence that I find. If you ask anyone, they’ll tell you I’m a hard

worker. Do you know anyone, who when confronted about their work ethics

will tell you, well, you’re right, I don’t work hard? I hate working.

Jon: I know one guy. I know one guy specifically that when you ask him what he

does, he says, I’m a bum who writes one email per day.

Igor: Oh. I think I know that guy. That’s pretty much the only guy that’s honest

about it because most people, even the people I’ve managed here as my

employees. It’s funny, that was my job. To watch how they work, to monitor

their progress, to monitor their productivity throughout the day. It’s like, I

see [6:00] that they’re not hard workers but God forbid I confront them

about it head on. That conversation never leads anywhere because people get

protective about it.

Jon: Yeah.

Igor: Truth of the matter is; if you watch what people buy, how they buy, how

often they buy, and not what people say; which is according to the late Gary

Halberd, is the only way to analyze a market place; we find that people do not

want to work hard. Which brings me to the third point, and that is that

people do not want to learn anything. Here’s why. The reason for that is quite

simply that life is difficult. It is extremely difficult. People are busy. Even the

people who aren’t working, they’re busy. I have a friend who, his wife works

part time for several hours a day, but even she is very, very busy just

managing the household with two kids. That alone keeps her busy all day

long. I don’t know anyone who can afford to just sit around today with

everything that’s going on. Living this very fast-paced life, we simply don’t

have the desire to make the time to learn complicated things.

Jon: Yeah.

Igor: So, if you combine the idea number two and number three, you now have the

reason why all the sales pitches out there always focus on speed, simplicity,

and convenience of the money making system or the money making strategy

that’s being sold at the time.

Jon: Push button profits. That’s what it makes me think of.

Igor: Yes. True. The trick is, of course, because you can’t really be selling push

button profits. That alone will probably get you in trouble with the FDC.

Quite honestly, nobody believes you can push a button and make money.

You’re always implying. You always have to imply that the speed, the

simplicity and how it’s not going to take forever. How it’s actually quite

simple, how it can be mastered by a rookie. These things have to; these

elements have to be present in your pitch in order for your pitch to work

today. In order for you to sort of sneak past these sales defenses that always

come up, like I’m sure this course works but I just don’t have the time to

learn so I’m going to pass and look for something that’s easier.

Jon: Yeah. Wow. People are lazy. That’s why they’re employees. I mean, if being an

entrepreneur was easy, then we’d all be entrepreneurs and successful ones at

that.

Igor: Yeah. Think how difficult it is to get a person who is just starting out on this

journey to make money online, who still hasn’t bought into the idea that it is

all about entrepreneurship and taking risks and hard work to get rid of that

employee mindset. I see it all the time. [9:00] I see it every day when people

get online with the employee mindset. I’ve had clients pay me as much as

$15,000, having that same exact mindset.

Jon: Wow.

Igor: Where they wanted for things to happen. They wanted an absolutely,

definite, ABC plan that requires less than thirty minutes a day. That’s how

unreasonable some people can get. If you think for a second, anyone listening

to this. This goes out, this is to everybody out there. If you think for a second

you clients and prospects are any different, you are kidding yourself.

Jon: Yeah. Why do you think that is? Why do people get online, why do people

start working on this and start with an employee mindset rather than a

business or a solution oriented mindset?

Igor: Well, you see, that has a lot to do with the upbringing. I mean, if you grew up

in a blue collar, simple family. Daddy used to work at the mill or in selling

cars or in an office or something, the mindset you’ve been seeing all your life

growing up is an employee mindset. You just don’t know any better. Sure,

you see business owners out there running their own shops and little

businesses and stuff, but even these guys still have an employee mindset.

They never leave the business owner quadrant. I’m sorry, the entrepreneur

quadrant of Robert Kiyosaki’s cash flow quadrant.

So, there’s the employee, the entrepreneur, the business owner, the investor.

So, the employee and the entrepreneur, they always work in their own

business. They don’t build the business in a way so it works for itself. They

have the attitude of the employee, if you will. It’s only after you make the

transition and you realize that employee mentality, where you’re only doing

the things you’ve been requested to do. Where you’re doing the bare

minimum required to run the damn thing, where you expect for someone

else to supervise you and your progress; it’s only when you get rid of that

idea is when you start seeing actual results in your business.

Jon: That brings up something interesting. I think we both went through it,

because we talked in earlier episodes how it took you three years to start

making your first dollars online. Is that partially, because you have a good

work ethic, did you have that employee mentality coming in?

Igor: Oh yeah. Absolutely. Mix it up with not having a clue of what I was doing, that

has; it’s just a deadly mix. Yeah, I did have the employee mentality. My dad,

he’s an army guy. Ex-army guy. Soviet Army. Soviet Army, it’s all about

employee mindset. No one thinks for themselves. My father, seeing him

through the recent years when [12:00] we immigrated to Israel, he was just

an employee. Either security or working at a factory of some sort. He used to

work as a cook for a little bit, he quite that job, it was too hard. He was not a

great role model when it came to work ethics. My mom, she worked pretty

much throughout the entire life here in Israel for the past almost sixteen

years now, she’s been working at a facility where they make those Motorola

chips. The UPS guy, he arrives with this computer thing in hand where you

have to sign; she used to make these. She used to participate in the making of

these. They make them here in Israel. She would always go to work cussing

because it was either she was too tired or she was too sick or they were

downsizing. She would always be pissed about her work. Growing up, my

idea of work was that’s something bad. That was like, work = horrible.

Jon: Yeah.

Igor: I never wanted to work. Eventually, I learned to see work for what it is. In my

world today, work is a blessing because I remember what it was like to have

no work. I remember what it’s like for the market place to have zero demand

in Igor. I remember what it’s like to not know exactly where the next dollar’s

going to come from. Thankfully, now I have the abundance of opportunities

and I can choose where the next dollar’s going to come from. Even today, I

work just as hard as I used to work back in the day when I wasn’t making

money simply because I cherish the privilege to be able to wake up in the

morning, put on my slippers and thank the universe that there’s a lot of work

that needs to be done today. You have to go get to the grind. That’s my

philosophy today.

Jon: So, a couple things, and I don’t want to take us off track because we’re going

to have to bring this back in, but I am kind of curious. If you grew up the

same way that I did, where money was the reason we didn’t have things. We

can’t do that, we don’t have the money, can’t have that, we don’t have the

money. Did you grow up that way?

Igor: There were two parts to my childhood. When my dad served in the army in

the Soviet Union, I was just growing up, the army took like; if you were smart

enough to take care of yourself in the army you always had things. Growing

up, I never felt a shortage. I was one of the few kids in the Ukraine that would

get; do you guys have like the kinder surprise? This egg with milk and the

toy?

Jon: Yeah. Yeah.

Igor: I would be like the only kid, or one of the few kids that would actually get

these occasionally. I had a good bike, I had a Sony mega-drive two or

something like that. It was like a gaming station. So, in Ukraine, I did not feel

shortage. But, when we immigrated to Israel, that was like the second half of

my; that was in my teens now.

We immigrated when I was twelve. This is when it changed dramatically.

[15:00] Like, we had zero. In fact, at some point a couple of years down the

road when my dad pretty much lost every responsible job he could get and

his health started to deteriorate, we not only didn’t have anything but we

basically sunk very deep in debt. To the tune of about $10,000, and this was;

we were just buying groceries. That was our thing, so we would just go buy

groceries and we would sink deeper in debt. Yeah, for the second part, the

contrasting part, was when I felt this shortage and I realized that I was going

to school with kids who were third and fourth generation in their families

established in Israel and they had money. They had a good car, they were

given cars as a graduation gift. They were wearing nice clothes and I was

wearing $5.00 t-shirts and stuff. All the things they spoke about were so

weird and different to me because I simply could not afford what they were

talking about.

Jon: Right. Cool. Let’s bring this back to the List Builders listening. How can they

use this in their business Igor?

Igor: Very simple. I’m not saying you should sell push button profits. Not at all. In

fact, you don’t want to do that simply because

Jon: Oh damn.

Igor: You simply don’t want to do this because people won’t believe you. People do

have bullshit radars and when you say you’ll make money within like five

hours or whatever; no one’s actually going to take you seriously.

What you do want to keep in mind is that you want to present your case

when the prospects are ready to hear it, as something that does not require

lots and lots of effort and time to learn. As something that doesn’t require

lots and lots and lots of hard work. Basically, you should not listen to what

your target prospect tells you the want, but you should; you basically should

give them what you know they need.

Ben Sill, I think said this, he says sell them what they want and give them

what they need. That’s pretty much it. You’ve got to sell them what they want

so they’ll listen to you and once they’re in and they’re committed; then you

can start bringing them up to speed on how the real world works. That’s how

it happened for me. I wish someone had done it with me early on. I wish I did

not have to waste three and a half years to make my first dollar.

Jon: Yeah. Well, we are saving people those troubles right here on List Building

Lifestyles. Igor, what do you have coming up for us next time?

Igor: Next time we’re going to talk about programming, specifically how most

marketers in the industry today remind me of eggplants because that’s how

they think. Honestly, it’s just the most frustrating thing in the world for me to

talk to these people sometimes. I think it’s about time I stood up and I shared

my genuine and true perspective on how you need to think if you want to

make money.

Jon: OH. [18:00] I love that topic, looking forward to it. So, that is a wrap for List

Building Lifestyles Episode number 14. We will be back in your ear buds next

week. Thank you Igor for sharing a little part of your life with us. Thank you

list builders for listening in today.

Narrator: Thanks for tuning in to the List Building Lifestyle show. If you’re digging

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