How Hot Beliefs Lead to Success

If you want to convince your agents to see things your way, you have to turn up the heat.

May 19, 2014

Ask diehard football fans why their team is the best and they’ll have a solid answer, supported by both statistical and emotional evidence. The more you argue, the stronger their opinions seem to be. They are actually fueled by the conflict. They’ll talk about current players, former players who have gone on to coach other teams, and past seasons. Talk about a recent losing streak and they’ll tell you why the number of wins isn’t the only barometer for a team’s merit. Say “I don’t get it” or “I’m not convinced” to a true Dallas Cowboys fan and see what happens.

Brokers can learn from this. Whether you’re presenting an unpopular idea to your team or reminding agents in a slump that they are truly in charge of their future, you must be as ardent in your beliefs as the most dedicated sports fan. Agents (and anyone in the business of selling) tend to have strong opinions. In order to persuade someone to think like you do, your beliefs have to burn brighter than theirs.

“Hot beliefs” are the ones we are willing to die for. Those who lack intensity in their beliefs also lack intensity in their presentations of those beliefs. But those with the hottest of hot beliefs will go down swinging for them.

On a recent sales call, my prospect said, “Now how do I know that this wasn’t just an awesome sales presentation? How do I know this is going to work?” Since I am hot in my belief that my training works and is worth every penny I charge, I stood up to the challenge. I told her that every single thing I do is related to selling — every weekly call, every video lesson, everything. “In each interaction, I’m trying to convince my audience that if they do what I tell them to do, they will be more successful. It’s the transference of beliefs,” I said.

Will you fight to transfer your beliefs to your agents? Consider an issue you feel highly passionate about personally, professionally, or politically. Would you face confrontation, argue counterpoints, and stand and fight for it? Would you go down swinging to convince a person that your side of the belief is right? Rate the intensity of this one belief on a scale of one to 10 (one being “I have no opinion” and 10 being “I would die for this belief”).

Now consider your intensity over the following statements:

  • I believe that my team of agents is the best for representing prospective clients.
  • I believe that each of my agents has the potential to be a top producer in my market.

What is the intensity gap between these two statements and the rating for your “hottest” belief? What can you do to close that gap? If you’re a 10 in your belief levels, you will have the power to transfer your beliefs to those who need them.

Jason Forrest is a sales trainer, management coach, member of the National Speakers Association’s Million Dollar Speakers Group, and author of three books, including his latest, Leadership Sales Coaching. Learn more at