 What's up everybody? Ricky Kruth here. Welcome back to my channel. Yes, I'm a 17-year real estate agent. Yes, I've made over 100,000 cold calls in my career. And in this video, I want to share with you everything that I learned through that roller coaster of a journey. So back in 2002, when I started real estate, I was 20 years old. Okay, I didn't know anything about real estate, how to sell anything. So there was an agent that was helping me and he showed me how to find property owners, how to find phone numbers. He kind of gave me some guidance on what to say, how to say it, all that good stuff. However, the way that I was taught was basically the mainstream training way. And this is true, I think, through sales in general. Okay, and if you look at mainstream training, if you look at coaches and the way that they're trying to train salespeople, it's all about the deal. It's all about the money. It's all about the transaction. Okay, so that's the way that I was brought up as well. You know, I was calling up people and I was viewing those prospects as deals, as potential deals, as money, as a transaction. So I started out by asking them if they want to buy or sell. I started out telling them that I had a buyer, even though I may or may not have had a buyer. And by the way, even if you have a buyer and you call an owner saying that I have a buyer, you know, you could get involved in a conversation where that seller may decide they want to sell their property. And then once they commit to selling their property, then you go to your buyer and your buyer say, you know what, we're not interested in that type of property anymore. Or things have changed. And we're not interested in even buying anymore at this point. So even though you have a buyer, that could change, that buyer could change their mind today, this second. They could have changed their mind a minute ago, right, about what they want, if they even want to do anything at all. Okay, so just because you think that you have a buyer doesn't mean that you really have a buyer. All right, so, you know, this whole thing about calling up people and asking them, you know, or tell them if they want to sell based on the fact that you have a buyer, doesn't really mean anything. So I quit using the, I have a buyer language. Okay, a long time ago. But through my journey, okay, I believe that success in general are made up of four key components. One, you got to believe. One, you have to outwork everyone in your field. Then you have to adapt as you go along, try new things, see what works, see what doesn't work, tweak this, tweak that, fully commit here, completely eliminate this. Then once you have all these in place, now we're going to put the work in and be patient. Okay, so through making these calls, I've adapted along the way. All right, and I'm still adapting, I'm still tweaking, I'm still figuring out what works better, what doesn't work, eliminating things, adding to, tweaking, always. So, and you have to do this also for different areas. I found different locations in the country, in the world. You have to communicate a little differently, different tones, different body language. You know, you have to go faster, slower. You know, I've noticed, you know, through watching so many ages make cold calls all around the world, that there's a lot of differences. But I will say it doesn't matter where you're located. Okay, if you can't make it work where you are, and you want to make the excuse that it's because where you are, people aren't nice, that is literally just an excuse for you not to continue forward, right? To continue pushing through that hard phase and trying to figure out how to communicate. That means that you're still in the phase of trying to figure out how to communicate with people. And you haven't fully figured out how to communicate with people, so you're still getting a lot of pushback. Whereas if you would keep going and push back the pushback, then you're going to get through that stage and you're going to effectively start learning how to communicate with these people, and you're going to start getting better results as time goes on. But you don't want, you know, you're going up against something that's a little hard right now, and you just want to just throw your hands up and say it doesn't work. I'm in a bad area, talking to people doesn't work in my area. Wrong attitude. That's the same for everybody in every area. Everybody goes through the stages of making calls. Okay, this is one thing that I learned through all my cold calls and watching other agents make so many cold calls is that they're stages in making calls. The first stage is you're scared to make the calls. Okay, and you don't want to make the calls and you're scared. Okay, everybody goes through these same exact stages. Okay, so watch it and you have to go through every stage. So the first stage is fear. You're scared. Okay, then if you're going to be a future top producer, you're going to face that fear and you're going to make those calls. Then you're going to make the calls, you're going to realize that's not as bad as I thought it was. Okay, if this is all there is to it, then I can do this. Okay, then you're going to go to the next stage, which is okay, I'm not as scared anymore. You know, I understand that it's that it's not going to kill me to do this. And I can do this. Now I want to learn what to say. So we're scared. Then we bust through that. Now we're going to learn what to say. So we do that for a while. And we're reading the scripts, which sound real robotic on this stage. Okay, it sounds very scripted. You don't get a lot of great results during the stage. Then you move to the next stage, which is learning not only what to say, but how to say it. Okay, so we're going to start, you know, crafting, you know, molding through the conversations and making it flow and sound natural. Okay, we want to make our scripts sound natural. Okay, and that's why my scripts work so well, because I've tweaked them so after so many years and so many cold calls that I've created a script that sounds natural. Okay, now it can still sound scripted if you're in that stage where you're still sounding scripted. Just realize that that's a stage and you need to keep going to get to the next stage, which is making that same script sound like a natural conversation. Okay, and it's really easy. Okay, because you just keep going through the stages to get to the next stage. So you're scared, you got through that, you figured out what to say, you got through that. Now we're figuring out what to, how to say it. Now we go to the next stage, which is reading people. Okay, we want to learn how to read people on the phone. And you realize that there's only a handful of different outcomes of a cold call. Okay, you realize that they're either going to be nice, they either want to do business, don't want to do business, already have an agent, don't have an agent, they're going to hang up on you, cuss you out, do a deal, not do a deal. There's only a handful of different outcomes here. Okay, and you can almost understand where the phone call is going to go, what the outcome is going to be, as soon as you answer the phone and you hear those first couple of words. When you get to where I am, I'm pretty good. It's not every single call. I don't know exactly how they're going to, they're going to shake out, but I'm really good at knowing what the next step is going to be in that call to get that type of prospect that's talking to me with that tone and that language and that speed to get to the part of the conversation that I want to get to and get the desired outcome. Okay, so you know, there's a flow and the more calls you make, the better you get at reading people on the phone. And when you get to that level, it gets really fun because now every call session is just incredibly positive. There's nothing but good, positive. And when you make calls, I want you to know that everything is a win-win. Okay, if you have a bad call session, that's a win because each call session, you're getting a little bit better and that's a call session you had to go through to get to the next step, to get to the next level, to get to the next stage. Okay, so even the bad call sessions are moving yourself in a positive direction and the more of those bad call sessions you have, the better off you're going to be. Now, I have three more things I want to share with you in this video and if this video is helping you, I want you to smash that like button for me and leave a comment. Let me know what you think. So after all my cold calling over all these years, what was the main thing that I learned out of all of this? And that was intent. Okay, and what my objective is with the cold calling, because in the beginning of my career, I thought that my objective was to make the sale, but now I realize that that is so far away from the objective. It's not even funny. The objective is to connect with my prospect. Okay, and to really go deeper with what's going on with them. You know, what do they have planned for the future and how I can create a game plan around that scenario as me as their real estate agent to help them accomplish those bigger goals, you know, their life goals. Okay, because they don't choose to buy or sell property because, you know, they want to, there's something going on in their life. There's a bigger reason behind what they're doing. We have to find out what that bigger why is. Why do they want to buy or sell? And then we want to really listen and capitalize on that. And when we listen and we capitalize, now we're giving them time. Now they start to trust us. They start to like us. And now they see theirself doing business with us. So the objective is to connect with my prospect. I refer to this as FE, okay, friend or family effect. Okay, whereas I'm talking to them like they're my mom, they're my dad, my best friend. I'm talking to them like they are part of my family. Okay, whereas I feel comfortable with them, they feel comfortable with me. Your job is to make people feel comfortable with you. And the best way to do that is to feel comfortable with them. Be comfortable in these situations. Be calm, cool and collected. Your job as a salesperson really, another part of your job is to make the transactions smooth and to take all the stress off of your client and absorb all that stress and keep them calm. Okay, because this can be an emotional roller coaster for them. We want to help them stay calm through this huge decision in their life. Okay, this big financial situation, we want to keep them calm because this could be very nerve wracking. Another thing that I learned through all these calls was that the results of the call sessions do not matter. As long as I make the call sessions, that's what I care about. If I quit making the call sessions, I know my business is going to die anyway, right? But if I'm making the call sessions, even if I have a bad call session, I'm okay with that because I made the call session. The next call session is going to get better results and the next one is going to get even better than that because I'm going to learn something from every call session and I'm going to continue to get better and better. I can't control people pick up the phone. I can't control if they want to do something with me or not. I can't control if they have another agent. I can't control the market, the ups and downs, what's going on, but I can't control my actions, what I'm doing and I know that closings happen every single day. So because I have faith that it happens every single day, regardless of the market crashing, then I know that as long as I'm making calls and I'm asking people what I can do to help them, right? And I'm getting those email addresses. Email addresses are the main thing. They're king. You take the emails, you do a weekly email every single week on the same day of the week forever, you build that brand, okay, which I've been doing mine since 2007, 12 years now, and every single Wednesday. And when you build that brand with that email, you can also re-market it on Facebook, on Google, on Instagram, right? You're hitting them up everywhere and you're building that brand. So results don't matter, okay? Your actions matter. We want to create the relationships. We want to connect first, then convert. And the last thing I want to leave you with here as far as what I've learned over all these cold calls that I've made is that if you are not making calls, okay, I feel like you're being selfish because you know cold calling is what's going to put you on the next level. It's what's going to take you to the places that you want to go in your business and in your life. And if you go to those levels of success, it's going to help not only you, but your family out, okay? Don't you want this for your family? Don't you want to do all you can do for them? And I think if you're scared to make calls and you won't make the calls, right? There's agents that I know that are literally drowning in bills. They are literally losing their house, their end foreclosure. They can't pay whatever bills that they have and they won't make calls. And it's like, why don't you at least try to do this so that you can succeed? Your family is about to lose their house and they still won't make calls because they don't want to feel just a little bit uncomfortable for a second. That's the same stage that everyone has to go through. You're scared. Then you learn that it's not that bad. Then you learn what to say. Now you learn how to say it. Now you learn how to read people. It's the stages of cold calling. So go through the stages as quickly as you can. Don't hesitate. Power through. If something scares you, right? If making calls scare you, I want you to use the three to one method. If something scares you, I want you to get right in front of it. I want you to say three, two, one and just do it. I'm going to leave you guys with that. Leave me a comment. Smash that like button. Let me know what other videos you want me to make and we'll talk to you soon.