“ Every excuse why somebody doesn't buy is probably just a false belief. Our job is to figure out how to identify that false belief and then how to destroy it. ” - Mike Morris

All  right,  so  I  want  to  show  you  guys  this  slide.  False  belief.  How  to  break  a  false  belief.  The  biggest  thing  you  guys  are  probably  running into  on  doorsteps  or  closing  solar  deals  or  anything  has  everything  to  do  with  false beliefs.

Experiences

That thing right there. Let me explain. Somebody has an experience. After they have the experience, I like thinking of it as a forge because that metal gets smacked into a shape. What happens is people end up with a lot of false beliefs. Here's an example. There was a time when somebody used to think the world was flat. It doesn't make it true. What it means is that it was a false belief. There was a time when people thought eating fat was bad. Have you guys ever heard of this guy called the Iron Cowboy? So the Iron Cowboy set a world record by doing 50 Ironmans in one year. Then his doctor said that his body was not physically capable of doing one iron man a day for the next hundred days straight. In 2021, he did it and he broke the record. People keep thinking that there are all of these doctors, all these people have all these false beliefs. So when you're out there dealing with people, selling with people they're just packed full of them.

And so you see it like you knock on the door. It's like, “oh, yeah You know, it doesn't make sense for me.” Okay, that's probably a false belief, right? “So it doesn't save me money.” That's probably a false belief. Every excuse why somebody doesn't buy is probably just a false belief.

Our job is to figure out how to identify that false belief and then how to destroy it. What helps is if you understand where it came from. As soon as you understand where they come from, then you can figure out how to crush them.

Story Forged a Belief

So how many of you guys have been with me when I said that when we're closing deals it's like it’s still heat treating and I'm smacking it into a shape? As soon as I get it in shape and I walk out of the house, I want a closed, baked deal and I don't want to touch it again. You guys heard me say that, right? Tyson's heard it, Isaac's heard it.

When I go there I take it and I get that deal set. I get their false beliefs broken. I condition it, I think of it like tempering steel, and I smack that steel into shape. Then I cool it off. I don't want to touch it anymore because I want that thing to stay in shape because somebody's gonna come along and go “Oh, you shouldn't buy this." I got all these whispering things around here trying to destabilize or ruin our deal and I try not to touch my deals ever again.

So here's where it comes from, think about it. This is how every one of your brains have worked. You've had some sort of experience in life. Actually, as you think about it, you guys have had this. When you get married, your wives are gonna have this. Something's going to happen to them. Then, they're going to have an experience. Let's say that they touch the stove. They have this experience, “Stoves are going to burn me.” Then they come over here. What it does is it tempers the false belief inside your mind.

Tell a New Story

It forges it into a false belief. So now you think all stoves are hot. So now you have this false belief. So then it's our job to come in here and help them get a new story. It's like, “Hey man, the stove's not actually hot, just the one you touched was. Look at this one, stone cold. Look, I'm laying on it. Put my hands on it, wrap 'em. I'm giving it a bear hug, right? See, no burns.” I give 'em a new story. What I do is, I actually try to tell them a story to help them have an epiphany.

Probably one of the favorite ones I like is, like when you're doing network marketing, I heard the story, it's like, “hey, I'm into MLM. Oh good, you have no more friends, nobody likes you anymore.” That's a false belief. It's like, “Oh no, yeah, that's the way we used to do it. What I do is, I do all my business online so people who are interested in it raise their hands and then they join my organization. Therefore I keep all my friends and all my family. I just do it differently.” So I tell them a new story, then they go, “oh, yeah, that's how it is.” I bridge the gap and then it comes over here and it creates a new belief, then they can take it and move forward.

Forge a New Belief

Somebody says, “So it doesn't make sense.” “Okay, so you've looked at numbers before, right?” They're like, “Yeah, it didn't make sense." “No, it didn't. God, things have changed. How about I come by and I'll show it to you?” Then, I show it to them and explain. I'm like, “So here's what you'd spend over a 20-year or over a 30-year loan. I start showing them the spreads. I'm like, “So your solar's $37,000. You would spend $357,000 if you stick with your utility company. See that? It's like 10 cents on the dollar.” I created a new story. This is how I helped bridge the gap. All of a sudden they have this new belief.

So then you have to figure out how to help people understand it. I come in and they start saying, “yeah, solar doesn't make sense.” And then I'm like, “yeah, man, look at this $319 bill. I'm like, check this out, look what changed. Now it's $679. Holy cow, we lost our coal-fired plant. It used to not make sense, but since we lost our coal-fired plants, the cost of electricity went up 96%.”

Solar makes so much sense now. It pencils, it adds up. And they're like, “Oh.” If they still don’t buy, I just go into a story. I'm just story, story, story. So then you're trying to figure it out. Like, “Yeah, you know what happened? Look at this. UAMPS right here, in 2021 they had $8.3 million. In 2022, they went from $8 million down to $-1.2 million We got a huge rate increase. Now I’m like, “Check this out. What do you think is going to happen in 2023 when they’re $12.8 million dollars in the hole?" There's a new story. “If you thought that last one was bad, wait till you see the next one.” Then I weave a new story. I can break with this false belief here and I can come over here to forge a new belief. You see what I mean?

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