The structure of the meeting is very important, but the persona can be even more potent.

First time we talk about the structure. Every meeting must start with four things.

You must establish rapport. You must establish credibility. You have to gain their attention.

You have to generate interest. And you better do it fast.

It's a conceit that when somebody walks into a meeting,

they say, oh, well, you are meeting with me and so I have all of your attention. No, you're doing

something right before you met me and you're going to be doing something right after you meet me

because by definition, if you're not busy, you probably don't have any money. Of course you're

busy because everybody wants your money.

So it is completely arrogant to believe that you're not thinking of something before you come in the meeting

and you're not stressed about something else in your life.

You've got your own life.

And that's the whole idea of the Copernican theory of selling.

When I walk in the room, the whole world is you.

I literally only exist in your mind.

My existence, and this is actually very meditative, the whole idea that we make up our own

realities and our own mind. The whole idea is, therefore, I need to establish rapport. I need to say,

hey, let's change the setting. Hopefully makes it a little bit charming. Sometimes you just talk about the weather.

I know it sounds silly, but today happens to be a beautiful day. Well, talk about it if you want. If you've got something else, you can talk about. It's particularly worthwhile if you walk into somebody's office and just pick out something in the office to talk about. That happens all the time. Very few times. Okay, great. Thanks for meeting. Let's just jump to business.

That is a terrible way to start because they're not paying attention. about. That happens all the time. Very few times. We say, okay, great, thanks for me to let's just jump to

business. That is a terrible way to start because they're not paying attention. If that happens,

just run with it, but then later make sure you charm them. Make sure it happens because they've got to

...