Albert Einstein and the Anatomy of a Close

Did you know that in 1955 Albert Einstein died in his sleep, and hours later they cut out his brain? But why? They wanted details, like, what was different in his brain compared to the average brain? After all, you can’t figure out how things work without some study!

I’m sure what the researchers found was of value, but today I have something even more valuable to you. Let’s get into the MIND of a closer.

Here’s what’s going on inside my brain during a sale:


A customer was objecting to signing a deal because he wanted $100 off.

Grant: You’re talking about a $100, you need to worry about a million dollars. We don’t have any more money to give you. You’re going to spend $30,000 over the next 3 years. $100 doesn’t change it one way or the other.

Ok, I’m going to ask you a question now, alright? There’s one answer. Yay or nay? Yes or no?

If $100 is the decision maker, don’t do it. Because if you’re interested in $100 you need to go find a street corner to beg on.

Customer: That is true.

Grant: Yay or nay?

Customer: Let’s do it.


The next time you have a pitch or sales presentation, it might be valuable to take a page from my playbook.

While not word for word, the above video was a combination of the Reduce to Ridiculous close and the Done Everything Possible close found in my Closer’s Survival Guide HERE.

REDUCE bring someone or something to a lower or weaker state, condition, or role. In this case to make an objection smaller or less important.

TIP: Always reduce objections to smaller numbers. The buyer always focuses on big numbers and you should not! Once a buyer makes a decision, he almost always makes it go right. And when buyers are done buying something from you, they always spend more money with someone else. Your job is to justify and make sense of the figures so the buyer can say yes.

(Notice in the video above how ridiculous I make the $100. He was objecting to $100 in a large deal, so I made the small number that he was objecting to seem ridiculous—which it was.)

(Notice in the video above I told him there is no more money for me to give him. I did all  I could, now it was on him to make a decision.)

I have over 100 closes in my Closer’s Survival Guide. Start practicing with my material and watch your income skyrocket.  Listen to it, use it, drill with it, practice and rehearse it.

Yay or nay?

Be great,


Grant Cardone is a New York Times bestselling author, the #1 sales trainer in the world, and an internationally renowned speaker on leadership, real estate investing, entrepreneurship, social media, and finance. His 5 privately held companies have annual revenues exceeding $100 million. Forbes named Mr. Cardone #1 of the “25 Marketing Influencers to Watch in 2017”. Grant’s straight-shooting viewpoints on the economy, the middle class, and business have made him a valuable resource for media seeking commentary and insights on real topics that matter. He regularly appears on Fox News, Fox Business, CNBC, and MSNBC, and writes for Forbes, Success Magazine, Business Insider,, and the Huffington Post. He urges his followers and clients to make success their duty, responsibility, and obligation. He currently resides in South Florida with his wife and two daughters.

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