“The brain won’t do it.” It goes, “Wouldn’t be prudent, too confusing, let’s move on. Shouldn’t we.”
14
Temporal predicates,
You go, “Now, when you came in here you had doubt, the belief that, you know, the middle-pricey thing was probably where it is.” And then you say, you know, “And as far as people who sell the kind of equipment I do, I’m probably the low end, you know, but, you know, I’m not gonna sell somebody
something just to make money off of them. I have to have you feel secure for the rest of your life. That I’m what’s gonna protect you.”
“Because you, like me, want the best for your family.”
Great embedded command. ‘You, like me!, want the best for your family, not somebody that’s not gonna be in business next year.”
“Hey you can get a deal on certain things, how would you like to get a deal. I can get you a discount, there’s a guy who’s down the street who does vasectomies. Yea, he’s not a doctor and he does use a hunting knife, but he cuts in the same place!”
And when they laugh you go,
“Ok, now, forget about that. We’re not talking about How much you can get something as a deal for, you can get the same equipment somewhere else, cheaper. That’d be one thing. But you gotta remember, we’re not just talking about equipment, we’re talking about whether the people that put it in care about what happens to you afterwards.
Because you’re not just buying a machine, this isn’t like going out and buying a mix master, when you turn it on and it runs, this is an installed and kept working perfectly, what’s at risk here is everything and everyone you love. Now, I don’t know about you, What price do you put, do you want a discount on the safety of your family?”
“Yea,” the guy says, “I used to keep doors on the car and stuff, seatbelts but, now I just have roller skates and I tow the kids behind a motorcycle. Yea it’s not safe, but if they balance just right everything will be fine!
That’s not the way people deal with their families.
The people that come in here are people that wanna feel secure because you like me wanna feel secure when things work. And anything else, you know, isn’t gonna give you that sense of security. It may in some situations protect you, but there’s no way in the world you’ll feel secure without this.”
“Now I don’t know if you believed everything I’m saying to you, because I know, I’m the one that understands this, I’ve seen what happens to families and what doesn’t happen to them. And I’d rather you feel that you were one of the families that nothing bad is gonna happen to you. It’s beliefs like the one you used to have” (that’s 3 by the way, in case you guys were counting.)
Now, remember, by going back and forth, You don’t have to pitch hard,
Your tonality is soft, smooth.
This high powered stuff, you’re trying to make ‘em feel secure, don’t scare them! It’s incongruent!
You turn around and you go, “We’re gonna install things in your house that you won’t even see there, that are gonna be protecting you.”
Now I’ll tell you the kinds of gadgets I’m talking about adding, is the stuff that no one will bring up.
The reason I added those on to the systems, cause we had probably the most expensive systems you can get. I love those things, you knock ‘em in the ground and they can tell dogs apart from everything and, height beams and stuff,
And the people I had as customers man, these people had more valuable stuff than at the banks.
You know, these are people that, you know, have hundreds of thousands of dollars worth of Jewelry and didn’t wanna leave it in the bank safety deposit box cause then they couldn’t wear it! You know, and then I’d go, “Why don’t you get a paste made of it and sell it!” you know, but they told me that the paste is worth more than the real jewelry now, isn’t that funny?
That’s why I went into the jewelry business when I found that out. By the way you didn’t know that I had a jewelry company too. I like Jewelry, not to wear but, I like it to sell and buy. Because it’s interesting, it has different values depending upon where you are on the globe. You can go across the street into Chinatown and if you’re a good
negotiator, and if you wanna study a good negotiator take my wife with you over there. She can make a Chinaman cry. 2 $2500 set of pearls, $220. But then, when we go to Europe, over there pearls are incredibly expensive. But other things aren’t.
Diamonds are cheaper in certain places, so as long as I’m going she likes to shop, I let her shop and when we get back I sell it. That way she still gets the sensation of buying things, and it doesn’t cost nearly as much! It’s kind of a reframe. I let her keep some of it. In fact, um, Now I’ve got it so that she likes to buy things for me, and I keep some of it. She actually had this made for me, now she’s gotten so serious about it that ah, she found out that it’s nice, you get beautiful pieces of jewelry that were handcrafted in Europe and you come back and have a guy make 30 of them and sell ‘em. And then you sell one of those to a company that does
reproductions. So that you can actually let people steal what you have for a price and take a percentage of it.
See there isn’t anything that anybody can present you that you can’t turn into an opportunity if you believe that what you’re – the reason you’re selling good systems is cause they work, right? Right, those other things can be beat.
And I’ll tell ya, we had fun, we went down in a group to, and I love that they have the National Security Conference every other year at Disney Land. Isn’t that perfect? Isn’t that the coolest thing? You know, you go over to Disneyland, you’re right on star tours, and you do this and that and then you go over to the Anaheim Convention Center and you go and, and it’s like, James Bond, right,
So we’d go in and what we did is I took the two physicists that I had working at my R&D Company, 2 guys from the security company and we’d go down there and try to beat everything. Right. And to us it was like, “Beat the clock.” Like they had these safes that they said you couldn’t open, right, they said,
“No, because the tumblers spin,” and they had all these reasons, well, I knew a trick that they didn’t
14
know cause I talked to a factory rep, I called up and talked to a guy who works in the manufacturing engineering and So That these guys, they were just like computer programs so that these guys don’t have to go through a lot of trouble if you forget your combination, they built one backwards combination for themselves. And it’s always the same. Now they don’t want that to get out, do they. Especially which one it is. Right. I mean they don’t tell the guys who own the stores this, this is so that when the big guy from the factory comes out, you know, when you leave the room, he can magically have opened your safe. We’re not talking about a $200 safe here, we’re talking about very expensive equipment. And the guy was demonstrating, you know, talking about the reason, cause he even like, when you leave you even take the cap with you with the numbers and everything with you, and when you put it on if you’re even 1 iota off, all 4 tumblers spin automatically, You have to like, you must have a certain touch, if you were drunk you’d never get into your safe, I know that.
But I walked up and I said, “So this can’t be opened!”
and the guy said, “no this can’t be opened,” I went in front of like this and went, “Really.” You shoulda seen this guy. (lol) The guy went, “How did you do that!” and I went, “It’s all in the ears, man.” I didn’t tell him that’s cause I called on the phone, but – one of the guys that used to work for them used to work for me, and has a big mouth and a post-hypnotic suggestion. Goes, “Richard, what can I do for you.”
Being a hypnotist always helps, especially in that business.
But I’ll tell ya, some of the stuff is such junk, but then Some of the stuff that’s really cheap can really be used, as a for a convincer.
Because one of the things is, is that, that, you know, To me, it’s not just the system itself, it’s how it’s applied. Because, you know, there’s all that stuff, even if they do break in and the alarm calls the police and that stuff, it’s such a pain. Right. Better to chase them away. You should always have 1st 2nd 3rd lines of defense. And, to me, especially if the people have children. Because to me,
I’d go, “If you’ve got children, you know, you don’t want ‘em to break in and have the cops come, cause there’s a lot that could happen in the meanwhile!”
And you don’t want, you know,” cause they know that thing that you buy down in K-mart, you know with the two lights and you walk by and the picture there and the two lights come on, Wooo, that’s gonna scare them. Typically, it tells them you’re not home. You know, and if you are home then it’s even more dangerous. What you need to have is
something that fires off in their mind exactly what would worry them. And the answer for that is not at the security conference, it’s in the prison.
Go and interview people, go, “How did you get caught?” And I’ll tell ya, they’ll tell ya the signs to look for. They’re not worried about a squad car driving down the street, they’re worried about a cop who’s not in their car. Cause that means there was probably a silent alarm that went off. If you have a
‘silent alarm’ in the house sticker? Yea, you can go down to radio shack and buy those. Now if it was a real amateur it might deter them, but if you really have valuable property, you need to have something that turns lights off and on. And I’ll tell ya since you know the back of the button, those elevator things?
These are the things – you gotta get into these, these are fun. Cause they’ll turn off anything you want depending upon what they touch. And I mean, that means you can take a safe, and the minute
somebody touches the safe it’s just like the elevator button, but instead of the light goes on it’ll turn on any device you want it to. These things are only
$150, but boy they really…
Right, you go, “Go ahead, open the drawer,” and they open the drawer and suddenly something happens behind them? Right. And boy there’s all kinds of stuff they got at that security conference, they squirt you spray you can do everything.
And ah, for example, one of my favorites is is you can get little motors that open and close doors.
Cause I’ll tell you, it’s one thing to create a sound and it’s another to create reality. You know, I mean, you know, video projectors? If you have anybody who has a video projector in their house, you know, then if somebody walks up and approaches the property, then put somebody in the room! Why not?
Big screen TV, and have ‘em say just the right things, there’s somebody in the front, if they’re in the side they should say, “There’s somebody out the side.”
All of these things are possible now with the advent, you know, of random access machines. I mean, all you gotta have is 4 cuts on a record player, “Go to cut 1, go to cut 2.” But now that we have things like DAT machines, DAT machines are programmable.
People have computers you can actually get the sounds outta the computers.
But you have to put better speakers on them than they give you with these computers. They’re so cheesy with those things. You turn it on you go,
“Where’s the speaker?” “Right here!”
And then if you get one, I like the one they put out, I saw the catalogue the other day. “The most awesome sound you’ve ever heard!” and I looked and the speakers they’re like this. little plastic things that you put on there. We know those aren’t gonna sound like reality. If you want speakers by the way it’s not the size of the cabinet it’s the quality of the speaker.
Like stereo sound. A friend of mine used to sell stereos a company and, when people come in, they’re interested in how ‘big’ it is. “How big is this?” Big wooden cabinet, little IC chips. Big meant we had tubes. We don’t use tubes anymore.
Now, but see, if you actually used, see cause I figure, in most things, that one of the best things that you can do is keep some of your competitors’
equipment around, and demonstrate what it doesn’t do. Now maybe it does some good stuff but you don’t demonstrate that, you demonstrate its weaknesses. For example, when you show people how easy it is to pick a lock. And then show them a Medco lock, it’s world of difference. Medco locks are more expensive, they’re a high-end product. But boy I’ll tell ya, you don’t just show ‘em a lock and tell them about the lock – Medco shows you how to sell their locks and it don’t work. I’ll tell ya the fastest thing is to have one of the guys who works there, and anybody who works in the security business should know how to pick locks, right, cause, the one thing I like to do is when you go out to people’s houses you can just go chk chck and open their door, right, show ‘em how you open a deadbolt, you know, and then go in their house and before they even say anything show them where their valuables are. Cause they all put ‘em in the same place, you know, it’s not like you have to be anything you go,
“Aww,” cause you can, if they have a key that they hide and you find it like that, all you have to know it’s either under the fake rock or the door jam, under this,… And then some of these rocket scientists
14
figure, “Well, I won’t leave it at the house, I’ll put it in the hide-a-key in the car,” right so you go and take the hide-a-key and when they drive away you just walk in the front door! Something fire off in this room? “Oh oh!” Yea! What’dya think, do you look in that little hide-a-key every time to make sure the key’s still there? No! You go well, “Honey I thought I saw someone under the car,” you walk out he goes,
“there’s nobody there,” Now they’re waiting for you to leave to go into your house. That kinda cheesy stuff. PLUS, they sell it, everybody gets those catalogs, and you think a burglar doesn’t look at that stuff? Right, the thing is is Sure something costs more, but very few people know how it works.
“Now, I don’t know if you want just the best burglars to come to your house, but ah”
I’ll tell ya, there are things which can’t be defeated and then, for me, and I think you guys should have this cause I told you about it,
The things I’m telling you about are things that are so easy to do but then you can say, “No one has this.”
There are other people that even sell the same equipment, but we find one or two things we can stick in and make your first line of defense, because better they get scared and go to somebody else’s.
And I’ll tell ya that carpet tack along the back fence?
Boy that one is the convincer they go like this,
“Ahh!”. Nails up through every finger, they’ll go to somebody else’s house. Barbed wire thing’s like that? They know to climb up and cut that. That carpet tack, they can’t see that. You can’t do it in neighborhoods with small kids, but I’ll tell ya, if you’re in a neighborhood without ‘em, you can do it.
Los Altos Hills, that was a good one. Los Altos down there, I used to sell a lot of systems up there, people would have a house and they have 3 acres and then they have like the backyard fence anyway? Put that carpet tack when they go across the fields and they’d run up and they’d jump up on that fence and the more force goes down the more nails go through your hands. And if you ever – you ever seen that stuff on the edge of the carpets there? This stuff is the sharpest stuff you’ve ever seen in your life, you can’t even get your hands off and try to move them one way or another, it just cuts! This is stuff designed to stick in and hold carpet there, right, not cut the carpet, to hold it there. lol. And then of course, you know, when your next door neighbor comes over after you come back and has a bandage on either hand? Then you know it was an inside job.
Now we got any more objections here? See, I want your brain, instead of going, “This is impossible, this is insurmountable,” to realize, - and this is only 1 way of looking at it differently. Anything, anything at all has got to be an opportunity. The only thing that would make it otherwise is if you know that your product is not what you should be selling. And
Now we got any more objections here? See, I want your brain, instead of going, “This is impossible, this is insurmountable,” to realize, - and this is only 1 way of looking at it differently. Anything, anything at all has got to be an opportunity. The only thing that would make it otherwise is if you know that your product is not what you should be selling. And