Sales Pipeline Radio, Ep. 76: Q & A with Grant Cardone @GrantCardone

July 24, 2017 Sheena McKinney

By Matt Heinz, President of Heinz Marketing

Late in 2015 we started producing a bi-weekly radio program called Sales Pipeline Radio, which runs live every other Thursday at 1:00 p.m. Pacific, moving soon to 11:30 a.m. Pacific.  It’s just 30 minutes long, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals.

We’ve already featured some great guests and have a line up of awesome content and special guests into 2016. Our very first guest was Funnelholic author and Topo co-founder Craig Rosenberg.  Next we had Mike Weinberg, incredible writer, speaker, author, followed by Conrad Bayer, CEO & Founder of Tellwise.  Recent Guests: Jim KeenanJoanne BlackAaron RossJosiane FeigonMeagen Eisenberg, and Trish Bertuzzi.

We cover a wide range of topics, with a focus on sales development and inside sales priorities heading into and throughout the year. We’ll publish similar highlights here for upcoming episodes.  You can listen to full recordings of past shows at and subscribe on iTunes.

If you don’t know him yet, it’s time to know Grant Cardone. Join us for the provocative, maybe controversial conversation with a sales legend. In addition to the show, don’t miss his core package of MP3 books for your commute or flights. His success is legendary, his energy infectious. You do not want to miss this. Listen in or read below!

Matt:  Thanks very much everyone for joining us here on Sales Pipeline Radio. We are here every week live at 11:30 pacific, 2:30 eastern. Some of the best and brightest minds in sales and marketing helping you be better at your job. We are super excited today to have Grant Cardone, the Grant Cardone, joining us today who needs no introduction, but, Grant, first question I really have for you is really to have you kind of explain your story. You started in auto sales, and now years later books, an entire empire of sales training. It’s really quite impressive, but maybe give people a sense for first of all where started.

Grant Cardone:  I started like everybody else. I was a kid. I was 15, 16, 17 years old. Didn’t want to do hard labor jobs. I grew up in a refinery town and didn’t just want to do the $50 an hour job, but didn’t know what the alternative was. I paid attention to school, then I went to college, got out of college and realized I still didn’t know how to do jobs that actually paid money.

Started reading books and found out, “Hey, the people that were making money on this planet had upsides.” Those people tend to be, call them whatever you want, but they all end up connected to sales, and they end up connected to the revenue line. They weren’t just working in a company. They were contributing to the top line of the company. I’m like, “Look, if I’m ever going to make money, ever going to have freedom, if I’m ever going to get out of the middle class, have some choices, I have to connect to the revenue line, which is just another fancy word for sales.” Started learning everything I could about sales. Made a commitment to being great a sales even though I hated it. Literally hated.

A lot of people don’t know this about me, but I was very uncomfortable meeting people, uncomfortable negotiating, going through the whole sales process, keeping a funnel, prospecting, all the things that are required follow-up. Just decided, “The fact that I don’t like this doesn’t mean that I don’t need to get good at it,” and I made a commitment to it and got great. Auto sales was like my fifth sales job. I sold clothes and furniture and pretty much a failure at all of them. When I made a commitment, I put my head down and started learning how to play the game.

Matt:  I think it’d be interesting for a lot of people that have seen what you’ve not done with your career in sales to hear that first of all you hated sales and second of all that you were a failure at sales. I think if you look at the role of sales, and if you’ve ever done sales, you know that it is not always a string of successes. That it takes a lot of hard work. We’re going to talk a little bit about hustle and The 10X Rule and everything in a bit, but what did you learn in that process from someone who hated sales to have become one of the world’s preeminent sales trainers and someone who failed at sales but kept at it until you saw the success you wanted?

Grant Cardone:  I just remember my dad died when I was 10 years old. He always told my mom, I always heard him telling my mom, “Hey, if something happens to me tell the boys,” we were the youngest, “if they can learn how to sell they can go anywhere.” I didn’t understand what that meant until maybe when I was 30 years old. I started my first company, and I was going out to pitch my company to other companies. I was basically it’s a business to business sale, and I had to make a cold call. Nobody knew me. I’d never written a book. I’m 30 years old. I look like I was 20. It’s hard. Nobody likes that. Today, 30 years, without a doubt, without bragging, I’m not the preeminent, even my contemporaries say, “Grant Cardone owns sales.” This is my world at this moment with all the changes in technology and sales and how it’s changing and affecting people’s purchase decisions. I understand this space, but what really helped me was what my dad said.

Number two, being willing to get great at something I didn’t like. I hear a lot of people talk about, “Do what you love and everything else is going to follow.” Yeah, but somebody’s got to sell it. Somebody’s going to have to sell the idea. Whether it’s a shift from retail stores to Amazon, or whether it’s from a horse to a car or from taxis to Uber, or whatever the next technological shift is, somebody’s got to sell that concept. I raised $107 million for charities in the last 18 months. There’s no product. It’s intangible. I’m probably top four, five people in the world that raised that much money. How do you do it? You have to understand the sales cycle. You have to understand how to create a lead, how to create urgency, how to handle objections, how to qualify a lead so you’re not spending time with people that are unqualified, how to close a deal, how to lock a deal down, how to make sure that deal’s closed, how to make a second sale, how to follow it up, and then how do I duplicate that process over and over.

We’re just talking about business. Unfortunately, most people think sales is just a dirty word, but it’s a top line. If you could just wrap your head around this one concept: Sales is the top line of every financial statement on planet Earth regardless of what language it’s in.

Matt:  Talking today with Grant Cardone on Sales Pipeline Radio. You can learn more about Grant and his business. You get a lot of great feedback, a lot of great tools. as well as I like that you’re kind of getting into how you approach sales, and I wanted to ask you how would you summarize your sales approach? There’s a lot of great books that you’ve written. We’re going to get into The 10X Rule a little bit. You definitely promote a more, what some people have called, a more aggressive, a more proactive sales approach, but clearly it’s worked. How would you characterize the sales approach that worked for you and it is really espoused throughout your training enterprise?

Grant Cardone:  It’s a great question. Number one, it doesn’t have any manipulation in it. It is not the old “spend more time with them the better off you are.” It’s not even true. That’s completely not true. I grew in the age of Brian Tracy, Tom Hopkins, and the older guys. Someday people will call me the older guy, but it was the longer you spend with a client, the better off you are. That’s not true today.

First of all, it’s not even good for a sales person. The longer you spend with a client, the less chance you have of spending more time with more clients. Time is money. The longer you spend with somebody, the reality is today time is the new currency. It’s not just money. It’s how fast can you service someone? With the advent of the internet and the prevalence of information and data, I should be spending less time with a client to close. I don’t want to spend time unnecessarily with a client and more than a client wants to spend unnecessary time with me. I would describe my sales process very, very transparent, very authentic, no tricks, anyone can use it. There’s no manipulation at all, and it’s shorter. It’s much more compact, which leads people to think I’m more aggressive, but I’m not more aggressive. I’m just more transparent.

I don’t put account representative on my business card. It says, “Sales Person.” I’m a sales person.

Matt:  What’s interesting is you hear a lot of people espousing sales strategy today, and I think there’s one phrase that I hear more frequently recently. It’s “Selling is helping.” That you need to be a counselor to your prospects. That you need to be an advisor. The idea that selling is helping may be true, but that doesn’t mean you sit back and wait for the deals. I think even if you’re saying, “Selling is helping,” you still have to do what you’re espousing. You still have to be proactive. You still have to hustle. You still have to provide value. Everything you’re explaining, this is not dissonant with selling is helping is it?

Grant Cardone:  Yeah. Of course, you’ve got to help. You’ve got to solve a problem, but I know a lot of helpers out there that can’t sell. I know a lot of salesman that can’t close. I know a lot of closers that can’t follow-up most people just don’t have the whole package. You can help as many people as you want, it still might not be money. I know a lot of people that try to help out with charities, but they can’t close a qualified prospect on giving money to the charity, or when they do the guy only gives $10,000 when you could’ve given 100. Now what we’re talking about is do you have the financial motivation to mix with the sales skills? Most sales people actually are under-operating based on their potential.

When I meet a client, I am there to do one thing: close a deal. The only reason I determine what their needs are is so I have the right product to put them on. The only reason I find out what they’re qualified for and what they need is so that I can actually close the deal. I got a six year old daughter, when I come home at night, she says, “Hey, Papa. Did you close a deal today?” She doesn’t ask me if I sold something. I could sell people and not get paid.

There’s so many nice sayings out there. “Cold Calling is Dead.” It’s a great title for a book. “Four Hour Work Week.” Great title for a book, but nobody’s going to work four hours. It’s just ridiculous. “Selling is helping.” Yeah, well, you want to make a million dollars? You’re going to have to do more than help. You want to make 100 grand a month? You need to do more than help. You have to close transactions with qualified buyers. You have to transfer money from them to you, and then you got to duplicate that.

That sounds aggressive to people, because I just kind of cut through the BS saying, “Look, if you’re in a sales job and you’re underpaid, go get a different job, because it’s a tough job. It’s a tough job. You should be paid a lot of money like a boxer or UFC guy or a rapper.” It’s tough out there on the road, right? All the rejection, all the turn down. You should get paid a lot of money for that. That means you need to get great, connect with the money, get transparent. Again, speed is currency. You need a lot of clients in the pipeline. You need margin, and you need volume.

Matt:  We’re talking with Grant Cardone today on Sales Pipeline Radio. We’re going to be back in just a couple of minutes. We’re going to talk about some of his books, talk about The 10X Rule, talk about the importance of process and hustle. Got a lot more. Really excited to have Grant Cardone with us today. We’ll be right back. Pay some bills. Sales Pipeline Radio.


Matt:  Thanks again very much everyone for listening to us. If you’re listening live, I appreciate you joining. If you’re listening to what’s on the podcast, thank you for subscribing. You can find Sales Pipeline Radio and every future episode straight to your smartphone, straight to your computer, at Google Play and the iTunes store. Every episode, including today’s episode with Grant Cardone. All of our past episodes, all of our future episodes, you’ll find on

Back with our guest today, Grant Cardone. Grant, I really appreciate your candor and transparency around what it actually takes to do sales. I think a lot of people that talk about whether it’s “selling is helping” or want to talk about providing value to your customer and making a mutually beneficial transaction, well of course that’s what you want. You’re not going be successful in sales long-term if you don’t do that, but you still have to put in the work. You have to put your hardhat on every day and hustle. You talk a lot about hustle as part of that as well. Talk a little bit about the importance of hustle and process that you’ve mentioned already to get to that level of success.

Grant Cardone:  It’s great. I really appreciate what you’re asking here. Let’s just go back a second about the selling is helping. Who doesn’t know that? That’s an obvious thing. It’s like, “Oh, you got to build value for the customer.” Everybody knows that. 99% of all sales people are good people, so we’re telling people to do things. To me, I don’t know why we’re spending time talking about leadership. I own five companies. I never talk about leadership, and the reason I don’t talk about it is because I lead my company. The people that are talking about it might not be leading.

The point I’m making is I don’t want to play games with the customer. I have to help the customer. Everybody knows that. I have to build value. The question today is how do you do that when people have less time? They’re more knowledgeable. This isn’t 40 or 50 years ago nobody had information about anything. I got competition everywhere. Margins are shrinking. What is the value proposition for the sales person? It is service. It is, “Can I answer questions? Can I put them on the right product? Can I shorten their time? Can I build certainty for the client that’s not certain?”

People go to Macy’s today to buy something on the internet. The reason they went to Macy’s was to become certain about that black shirt or those black tennis shows, to make sure they fit in the nine and a half, and then went to the net and bought them. They made the trip to the Footlocker only to try them on and then left without a close because the person that met with them doesn’t provide value, doesn’t create certainty. People close when they’re certain, and they shop when they’re not. The salesperson or the organization’s job is to raise certainty.

We’re talking to sales organizations about a lot more than the simplest things like helping is selling and build rapport. I mean, if you just look at things like building rapport. Do customers really want to build rapport with me? If you call my office, are they calling to get to know the person that answered the phone, or do they want a product or service and to know how much it’s going to cost them and whether or not they’re on the right product?

That’s all we’re saying is we don’t waste time on things like tonality. I think the Wolf of Wall Street guy, the guy that got convicted of stealing hundreds of millions of dollars and never paid anybody back, is out there pitching that you should match personalities. I don’t spend any time trying to match people’s personality. My personality is my personality. You’re going to like it or not like it. Here’s my product. It’ll solve your problem. This is what it’s going to cost. If this doesn’t fit, why don’t try these two things? That either works or it doesn’t work, and I got to go move on, but the last thing I want to do is change my personality for every different customer that comes in.

Matt:  Talking to Grant Cardone today on Sales Pipeline Radio. If you like what you hear, definitely encourage you check out He’s got a lot of great information, great blog, tons of training events coming up, great free e-book, set of free e-books as well. Grant’s written a bunch of books on sales over the last several years, and the one that I would point you to first, the one that I probably got the most out of, was The 10X Rule: The Only Difference Between Success and Failure. What this reminded me, and I think a part of what we’re talking about here, is that it takes work to be successful in sales. There are no shortcuts. This isn’t something you put work in and then you coast. This is a level of sustained effort. Talk a little bit about what the 10X Rule is. Talk about what you mean by “massive action” and how that system and that process leads to sustained success for salespeople.

Grant Cardone:  One thing The 10X Rule talks about … By the way that book has become an international phenomenon. It’s been translated into seven languages. People all over the world have read The 10X Rule and/or listened to the audio program, which is available at Amazon or Audible or wherever you get your audio programs. While it’s true that it takes a lot of effort to succeed, one of the things the book says, that a lot of people got a lot from, was it takes more energy to just get by. It takes even more energy to fail.

We always talk about, “Oh, successful people work so hard.” People that fail work hard too. The people in the middle, between the failure and the successful, in the middle, the average people if we will for lack of better words, they work hard too. The problem is only one of the those three groups gets paid. It’s not in the middle, and it’s not at the bottom. It’s the top. The people, if you study across all industries over the last 1,000 years or however long man has been on this planet, the only people that you and I know where we both can share their name, whether it’s Jesus or Steve Jobs, and I know that’s a big range, just those two individuals took massive action.

Both of them have that in common. They have different missions, different times, but all famous people, Martin Luther King, John Kennedy, all the famous people, the Elvises, took massive action. That’s why we know them. It’s not because they were more talented. It’s not because you agreed with their message. They persisted through time. Walt Disney. Tremendous activity. If you want to be successful, even in sales or as a dad or in the bank or in golf, you go to do something. You got to do it over and over. How do you get good at something? You do it over and over and over and over again. You do it at massive level.

The 10X Rule is really saying that people underestimate the amount of money it takes to truly be happy. That’s why people say, “Money won’t make you happy.” I’m like, “You don’t have any money. How can-?” The money you have is worry money, you know what I’m saying? A guy told me one day, “I’m making 25 grand a month, I’m making 300 grand a year,” I said, “You have just enough money to worry about it.” He’s like, “I’m no happier than I was making 100 grand.” I said, “Bro, all you got is worry money. You got baby money. You have enough money right now to be worried. You got two cars. You got a nice house. You got debt on your house. Your kids are going to go to good schools, and you’re just worried about the money. Will it last?”

The 10X Rule is about people don’t pop out the top. Because they never pop out the top, whether it’s work, effort, dad, money, sales, or whatever, because people don’t pop out over the top at an obsessive level where people are actually commenting about your work ethic … “Wow, you’re the hardest working guy I know.” If they’re not saying that, you’re just in the middle.

Matt:  Your money just drives you to your problems in a limo, right? That doesn’t necessarily solve the problem.

Grant Cardone:  Look, the reality is there’s only about 1% of the entire population of planet Earth that should be giving any advice to anyone on money. Most of those people are not TV. That would exclude all millionaires, by the way, from giving any advice on money. Millionaires should not be the people you get your advice from.

Matt:  Absolutely. Well, we’re going to wrap in just a couple minutes with Grant Cardone. Really excited to have him here. If you want to check out more from Grant, go to Really, Grant, appreciate you jumping on the show with us. I know you’re on the road, so I appreciate that. You got a lot of stuff coming up I know. Next week, you’ve got your Sales Bootcamp. You’ve got the 10X Growth Con coming up next year that’s one of your big annual events. What are some other things people should pay attention to if they want to learn more from you moving forward?

Grant Cardone:  Whatever your favorite social medium is, Instagram, Snapchat, Facebook, YouTube, wherever you are online, if you just plug in my name you’ll find me. I’m probably top three or four, maybe five, social media people in the world. It’s all very heavy content-driven. We give information away free every day. If your company’s really, really committed to doubling, tripling, or quadrupling your sales, get on Cardone University. It is the most used entrepreneurial sales site educational portal in the world. 30 million lessons have been delivered there. If you want my company to help your company go to next level, I’ve worked with Toyota, Chrysler, Nissan, every automobile manufacturer, Ashley Furniture, Morgan Stanley …

We’re talking about multi-billion dollar companies that are interested in more billions, they’re not interested in increasing their sales. They’re interested in how does Sprint dominate AT&T? That’s what they’re interested in doing. They’re playing at very high levels, and they’re willing to look at their sales process and figure out how to make it shorter, better for the customer, and better for the organization.

Matt:  Awesome. Well, I really appreciate you coming on. I know you’re traveling. We’re going to let you go. Thanks so much again Grant Cardone for joining us today.

Grant Cardone:  Thanks so much for having me. Thank you.

Matt:  If you want to hear more from Grant, if you want to hear a replay of this conversation today, share this with other people in your organization, you can check that out in a couple days at You can check that out on our podcast as well as Google Play and the iTunes store. Make sure you join us next week. We’re going to be here every week throughout the summer and into the fall. Sales Pipeline Radio. 11:30 pacific, 2:30 eastern. From my producer Paul, thanks very much for joining us. We’ll see you next week on Sales Pipeline Radio.

Paul:  You’ve been riding along on the sales pipeline with your host Matt Heinz from Heinz Marketing. Right here on The Funnel, radio channel for at work listeners.


The post Sales Pipeline Radio, Ep. 76: Q & A with Grant Cardone @GrantCardone appeared first on Heinz Marketing.

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