Why They Buy: Cracking The Personality Code With Cheri Tree 

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Why They Buy: Cracking The Personality Code With Cheri Tree 

My guest is the legendary Cheri Tree. We’re new friends and getting to know each other. Cheri, among other things, is the bestselling author, a keynote speaker and a world-renowned entrepreneur. She’s the Founder and Chairman of Codebreaker Technologies with clients in more than 100 countries around the world. She is the Creator of the revolutionary BANK methodology and Codebreaker’s Personality Coding Technology. She’s the author of the book, Why They Buy. It is a fantastic book and we’ll get into the mechanics of why people buy and is what she refers to as Buyology. She has spoken to hundreds of thousands of entrepreneurs.

A lot of speakers and authors are prone to hyperbole, but in this case, she has spoken to hundreds of thousands of entrepreneurs around the world. She has spoken at some of the top business conferences. She’s been invited to speak at Harvard, University of California, Google and the United Nations. She’s been featured in numerous international publications, such as Forbes.com and Entrepreneur.com. She’s even been nominated as the Innovator of the Year and Entrepreneur of the Year because of the breakthroughs created from her Personality Coding Technology, including Codebreaker AI. We live in a time where AI or Artificial Intelligence is everybody’s favorite buzzword, but they have the world’s first artificial intelligence powered by her BANK Technology, which we’re going to learn about.

Here’s the reason that we have connected in the way that we have. On the one hand, you could look at Cheri as a high-level renowned “sales methodology” person. If you dig a little bit deeper, what you find is that she a salesperson and therefore profit-driven, but she’s also very much purpose-driven. She has a goal to create income, influence and impact for all, which is an audacious vision. Her mission is to crack the code of every human on the planet and ultimately make our world a better place by creating one world and one language. She’s passionate about this, about life, and helping others to take it to the bank so they can take it to the beach as soon as that beach is open once again. Cheri, thank you for being here. It’s a real pleasure to have you on the show.

Steve, it’s an honor. I’m excited for what’s about to unfold as we jam back and forth together. Thank you.

Tell us a little bit about your story because it is an unusual one. You’ve got this great company and incredible clients. You’re teaching salespeople all around the world of this BANK methodology, but where did it begin for you?

I’ve read Rich Dad Poor Dad many years ago and got excited to be an entrepreneur that I jumped in with both feet and got involved with a financial planning company working on full commission. I crushed it in my first year. I made $700. It was my total income for the year. I was the worst on the whole team. The only reason they didn’t fire me was because I didn’t quit. For years, my story is that I was trying to figure out how to get good, how to win the game in sales and business, and how to get my income up to a six-figure income. I struggled. I read a lot of books. I listened to a lot of audio programs. I hired leadership coaches and mentors. I did have an improvement. I took my income from $700 to $72,000, but the irony was that I was still totally broke. I was $30,000 in credit card debt. I’m renting an apartment. I don’t qualify for a home, but I’m driving a BMW so that I can fake it until I make it.

What year was this?

It was the late 1990s to early 2000s. My BMW was a salvage title one. It was terrible that the battery would die spontaneously in random locations. I not only needed my own set of jumper cables, but I needed my own battery pack because sometimes I’d get stranded where there was no one to give me a jump so I jump myself. It reminded me of this quote from Robert Kiyosaki where he says, “Stop taking advice from people more messed up than you.” I am a financial advisor that’s broke. I’ll never forget this, Steve. I was meeting with a husband-wife couple trying to tell them where they should invest their future savings and their 401(k) and all of that. I remember them looking at me saying, “Where do you put your money in?” My eyes got really big and I thought to myself, “What money? I don’t have any money. That’s why I’m trying to help you with your money.”

It felt hypocritical and that didn’t feel good to me. I realized something was broken in what I was doing. To be honest, I wasn’t sure that whether it was me that was broken or maybe it was the system or the advice that I was getting. My journey of BANK happened when I realized that sales is not a number’s game. That’s what was being crammed into my head, sales is a number’s game. They kept brainwashing me into believing that in order to get more yeses, you have to get more noes. Finally, I woke up one day and said, “That’s one of the dumbest things I’ve ever heard because the truth is in order to get more yeses, you have to get more yeses not noes. I don’t want to go for no. I want to go for yes.”

You turned on on its head probably one of the most pervasive notions about what it takes to be a successful salesperson, that it’s a number’s game and every no leads you closer to a yes.

That’s not true. As a matter of fact, I’m willing to be controversial and disruptive a little bit. The idea is that sales are not a number’s game. Sales is a people’s game and this is where I’m in love with what you’re doing in Love is Just Damn Good Business because the truth is if you’re good with people, you genuinely love them, you serve them and you do what’s best for them, you’ll crush it in sales. The BANK system is what allowed me to have authentic connections and communication with people, showing respect, and showing love. In one year, it took my income from $72,000 to $500,000. I had a 7X increase in revenue.

The best part for me was that I went from working 60 to 80 hours a week, grinding and hustling as if that was a badge that we’re supposed to wear as an entrepreneur and I’m working myself to death and instead, dropped it down to 20 to 30 at 7X the income. I’m like, “This is awesome. They talk about work smarter, not harder,” but no one’s teaching how to do that and the BANK system did that for me. Within three years, my income was over $1 million. By 33 years old, I was earning over $1 million a year and no one could believe it. I’m like, “This is awesome.” What happened was people started asking me, “How are you doing that?” I became passionate about teaching it to other people who genuinely wanted to learn the system and how to interact better with their clients and customers and one thing led to another.

You started making $1 million a year that nobody could believe it. Could you believe it at first?

The year I went from $72,000 to $500,000, I felt like I was cheating. I definitely cracked the code. I was trying to figure out, “Is this ethical?” By understanding people to this level authentically and how to communicate to them getting a yes, it felt like I could pick any lock there was. Give me a lock and I could crack it. If you watch the Italian Job, they got a little stethoscope leaned up to the safe and they’re turning little dials. I got that good with people. Getting that good with people and what’s important is that sales is not based on manipulation, fraud or trying to hurt or harm somebody by selling them something that they don’t need or don’t want.

It’s about the highest level of respect. How can you communicate in a way that they’re designed to be communicated with as a human being? This is where love comes in. If I genuinely love and respect you, then I will honor you by communicating with you in a way that serves you. The BANK system taught me how to do that as if I was speaking foreign languages differently with each client in a way that yielded the yes almost every single time. I thought, “If this keeps working, this is cool.”

In some ways, it’s a metaphor and some ways it’s not. To build on that metaphor of language a little bit, it’s like saying, “If I’m in Paris and I’m speaking French, am I manipulating the French people because I’m speaking their language?” “No, I’m connecting with them more deeply because I care enough to have learned their language. I’m showing that in the way that I communicate with them.” In the same way, BANK is a method for understanding different personality types. Because I love them, I can learn how to communicate in a way that they’re most likely to understand. They’re still going to make their decision as to whether or not my product or service is right for them, but they’re not going to dismiss it simply because we’re not connected.

That’s exactly the basis of BANK

You had the success for yourself and then naturally people started knocking on your door and saying, “How the hell did you do that?” Did you start teaching this because people are asking you to teach it or was there something else motivating you?

I didn’t build this product to go sell it. I wasn’t like I was some MBA student that are like, “Think of a company, build a product and go bring it to market.” The exact opposite happened, which is the awesome part of being an entrepreneur. You accidentally invent something to solve your own problem and the next thing you know is it solves everyone else’s problem too. People kept asking me. I had people that were willing to fly me around and buy me plane tickets. I remember a guy flew me up to go train his sales team on the system. I didn’t charge for it. I did all this stuff for free. He picked me up from the airport and he took me to Nordstrom and he had a custom suit made for me.

I was like, “Why are you doing that?” He went, “It is because you’re coming and training my people.” I was like, “I got a brand-new suit, totally tailor-made.” I remember thinking, “This is amazing.” People kept begging for me to teach it to them so I started putting together a little workshop and seeing if people would come. They started buying plane tickets and flying from all over the place to come learn. When I left the career that I was in where I built it and was using it as their top salesperson, I ended up resigning and leaving and saying, “I’ve got something that can help a lot more people than where I’m at.” That’s when I cut my path and said, “I’m going to go build my own company and see what we can make of it.”

An editorial comment here. I’ve been doing my work in leadership development for years and I can honestly say that whereas I have received a few t-shirts over the years, I don’t believe anybody’s ever bought me clothes. That’s a whole new level. When did you start your company?

It’s been a process. It started with this BANK thing in the late 1990s and early 2000s as a work in progress. When I built the system for how to code someone’s personality, and you can see these cards, the original versions of these were white 3×5 cards that I would hand to my client and BANK is the acronym that represents the four types of personalities. Rather than based in psychology like DISC, MBTI, the Color Code or some of those other ones, I reverse-engineered it. I made it based on what I call Buyology, the science of buying behavior. I was trying to figure out what their BANK code was, what triggers the yes and what helps me avoid the no.

The B in BANK is Blueprint. This is going to be someone that’s conservative and inside the box. They make decisions for different reasons than the A in BANK, which is ready for Action, mover, shaker, millionaire maker and outside the box. You can see the polarity of the B and the A. They’re different one from another. If we apply this in business, these differences can create explosive relationships in the workplace where leadership comes in. If we apply this in life, a lot of times you hear opposites attract and opposites attack. These types of people marry all the time because they think Jerry Maguire’s style, “You complete me because you bring something to the party that I don’t have.” As romantic as that sounds, the truth is you’re marrying someone who speaks a different language in their authentic state.

It’s like a PC marrying an Apple computer. There’s going to be a disconnect throughout the entire relationship. You’re going to be forced to speak that other person’s code all the time and that creates dysfunction a lot of times. People are not emotionally intelligent enough to overcome those differences. I could go down that rabbit hole. The N in BANK stands for Nurturing. This is the person who cares more about people than profits. The types of businesses they’re running are non-profits versus for-profits, but they care about making an impact in the world. They do care about love and they do believe that love is damn good business. The K in BANK stands for Knowledge. This is the person that would engineer the box. They are smart, analytical science, and data-driven. I use the color green, like Microsoft Excel’s logo or The Matrix, the computer code that falls across the screen is green.

The idea behind it was that these people are different. I built a set of cards back in the day that was little 3×5 cards because what I found out was that every human was not just one of the four, but they’re a combination of all four. That’s what creates their BANK code. Think of it as a pin code. If you take your ATM card and go put it into the ATM, the ATM is going to ask you for a four-digit pin code if you want money to come out. Your client is the same way, except they have a four-digit BANK code. If you communicate to them in the wrong sequence, no money’s going to come out. No yes is going to come out. No relationship is going to happen. That’s what most people are playing.

The number’s game is the shotgun approach of there are 24 different BANK codes and the odds of you communicating to someone in their exact BANK code is 1 in 24, which has roughly a 4% chance. That’s why they call it the number’s game versus a people game. What if I could know their BANK code prior to engaging the conversation about my products and services or life or whatever. If I know their BANK code first, then could I communicate effectively? I built those cards and then those led to those results. That led to me hosting some workshops. I didn’t even have workbooks or PowerPoints or anything back in the day. I only trained the philosophy of it. The time came where someone asked me for audio CDs. That was back when those were cooler than cassette tapes.I recorded audio CDs and then it turned into the evolution of where we are now.

It’s quite a big jump from audio CDs to artificial intelligence-driven online stuff. You have some cutting edge and cool-looking stuff. The beauty of your system is its simplicity. Being in the leadership development arena that I’ve been in, we’ve used a lot of tools over the years, assessment tools of various kinds. In the leadership arena, the leadership practices inventory is one that’s part of my history, Jim Kouzes and Barry Posner’s incredibly simple and powerful 360 Assessment. There’s the more universal stuff like Myers–Briggs and DISC. To do a DISC profile, which I’ve done for myself and with people on my team, it’s a pretty involved assessment, whereas BANK is a deck of four cards and is much simple to use. Talk a little bit about the distinction between BANK and some of these other methods and how can a person start to use your approach right away?

There are a lot of great systems that are out there and they were invented for different reasons. BANK was the first one that was invented specifically for salespeople by salespeople, people in business, entrepreneurs, etc. I love a quote from Einstein who said, “Any fool can complicate things. It takes a genius to simplify it.” I was not looking for more complications. Complexity shuts down sales. I was looking for simple. At the end of the day, I wanted to hit the easy button and figure out, how do I get the yes from this customer? What triggers the yes and tripwires the no. When I realized that it broke down to a set of these different values and the BANK. system was based on values instead of psychological profiles. Someone came up to me and said, “How many psychology classes did you take in college?” I said, “None. That’s why this works.”

I’d gone deep into psychology, I would have joined everything else that was already out there. It’s not that any of them are bad, they’re complex. Some of them can take 45 minutes or 60 minutes to complete an assessment, whereas this four-card approach of BANK was done in less than 90 seconds. I didn’t even know if it would work, Steve. When I created it, I created these sets of values based on what I was learning. I’d hand them to my customer and I’d say, “Steve, do me a favor. Before we get started, take a look at these four cards.” I’d hand them to you and your hand would come to grab them every single time. No one ever not took them. Curiosity gets the best of you. The topic on the cards is about you, not me, which is your favorite subject. I then spoke to them and the four personality types when I asked you to do it.

When I hand you the cards and I say, “Take a look at these cards,” I’m talking to the knowledge part of you that’s siphoning information. I then give you instructions and say, “Sort these cards from top to bottom, most like you to at least like you.” I’m talking to your inner blueprint who wants the rules, the instructions. I then say, “This is going to help me serve you better.” I’m talking to the nurturing part of you that wants a relationship connection with me. I end it with, “And save us both some time.” I’m talking to the action. It’s like, “Hurry up. Let’s get to the bottom line.”

There’s a couple of distinctions that you made that are important. It’s not a psychological profile, it’s a values profile. It’s done in a way where a person can look at a set of written values on these cards and ask themselves, “Which of these apply most to me?” and then prioritize them. For people who are learning this for the first time, I want to read the values. The Blueprint profile, the values are stability, structure, systems, planning, processes, predictability responsibility, duty rules, credentials, titles and tradition. As you’re reading, ask yourself if it rings your bells. That’s what we’re doing. The Action profile, the values are freedom, flexibility, spontaneity, action, opportunity, excitement, attention stimulation, competition, winning, fun and image.

The Nurturing profile, the values are relationships, authenticity, personal growth, significance, teamwork, involvement, community charity, ethics, harmony, morality and contribution. Finally, Knowledge is learning intelligence, logic, self-mastery technology, research and development, science, universal truths, expertise, competence, accuracy and the big picture. The magic sentence that you said when you hand somebody these cards contain all of these profiles in it so I’m going to be more willing to do the card sort, to begin with. I remember when somebody first handed these to me, one of your certified trainers, our friend, Trina, where I first heard about you from. She handed me these cards and I sorted them out.

For me, looking at these, the ones that would rose to the top for me were action, freedom, flexibility, spontaneity, attention stimulation, opportunity and excitement. Those are the ones on the list that jumped out at me. The second one for me was nurturing. These are things like relationships, authenticity, personal growth, significance, teamwork and involvement. That took number two in my particular deck. The third one was knowledge of learning, intelligence, logic, self-mastery, etc. The last one was stability, responsibility, duty, structure, systems blending, and all of that. It is not that I’m throwing away some of these. It’s whichever set of values most makes me say, “That’s me.” It’s very simple. Did I get it right?

The thing is there’s no wrong answer. It’s your preference. The whole point of BANK is that salespeople, and people in general, make assumptions. They communicate in their authentic BANK code, their authentic language. They communicate in English versus taking into consideration what is the BANK code of the person you’re talking to as if you were in Paris speaking French. The highest level of respect that you can show someone is by understanding, what is your BANK code? What’s your operating system? Are you PC or Mac? Those are different paradigms. What language do you speak? In our case, what code do you speak? The cards were a quick way for us to do the assessment and the technology evolved.

Once we came out with these cards, I’ll never forget, we were doing workshops. We’d call them Code Breaker Summit. People come for a couple of days. They learn how to crack codes. It’s like speed dating or speed networking. We’ll partner you up across from someone you’ve never met before. You have three minutes to crack their code. Ask them whatever questions you want like playing the game 20 Questions. Sometimes we have poker chips and you lay down your card in the sequence that I think you are. It’s like the game Mastermind. It’s fun. It’s a two-day workshop and experiential. We released these cards. We made them in plastic. When we roll them out, we were walking on water. When we gave a pocket wallet-size version of these cards, like credit card style, the audience went nuts. What started happening is people would hold them up on Skype. Back before Zoom was popular, there was Skype.

Let’s say we were talking on Skype and they hold it up to the camera and they’d say, “Steve, tell me when you’re done reading these ones.” They are trying to crack the code virtually. I’m like, “Why don’t we build a technology that allows you to drag and drop these four cards on a website?” That gave birth to our digital version of the code crack, which is called the BANK PASS. As evolution took us more into the future, we work together on developing artificial intelligence based on BANK. We can already take any type of copy, website, email, and social media posts. I could even go to your LinkedIn profile. We’re making the announcement on the Google Chrome extension where I can be on LinkedIn. I can look at your profile. I can click one button and our AI will reveal your BANK code. It will guide me on exactly how to communicate, negotiate, and close the sale based on your code even if we have never met before. That’s the future. That’s where we are going.

I also noticed if that’s the AI version of this, that’s fantastic, but there’s also the tactile version of it. I noticed I sorted the cards out for myself live and in person. Because we’re looking at each other on Zoom, I saw that you were holding your deck. You had reshuffled your deck according to what I said I was.

What’s great is when our clients learn this and they understand the BANK code of their prospect, client, whoever they’re talking to, they can lay these out on their desk. We have guides that we would give them. Some people will print them, put them up on their wall, where we give them the top tips of how they’re communicating to them. What are their behaviors? What are the sales tips? What’s going to trigger the yes? What did they need to avoid to stay away from the no and guiding them? If I understand your BANK code, which is Action first, you’re phenomenal. I understand what makes you tick, what turns you on, etc. This is the love part of you that’s like, “I’m going to be number one in the marketplace. I can show you that I will be. The reason I’m number one is because I care about people. I’m going to serve people in extreme leadership capacities because I genuinely care and I can’t stand any of the dysfunction.”

That’s Action and then Nurture.

When you follow it up by the reason that you can go accomplish this because you’re going to be able to prove it scientifically with the data. You’re going to do the research and you’re not just writing a book willy-nilly. You can back it with all of the data and the case studies from it. You do want to be an expert and you don’t want to be played a fool.

That’s the knowledge piece.

The last piece is Blueprint where the rules, the structure, the regulations go out the window. You’re willing to be controversial where this person might be way conservative and say, “Steve, you can’t say damn. You can’t put a swear word on your book.” You’re going to be like, “Yes, I can. Watch me.” The Action card is going to be like, “I can do whatever I want.” This one’s the rule breaker or the rule follower type is going to get mostly this.

I did notice in your name, it says Cheri Tree, BANK.

Cracking The Personality Code: If the leader is emotionally intelligent and genuinely cares about the other person, they’re going to communicate and lead more effectively.

I reveal my BANK code on every session and we happen to be a matching BANK code, which is only a 4% chance. There are 24 different codes and we happen to have the exact same code. We’re analyzing all of the BANK codes. This is where it gets fascinating. The older our company gets with data technology, we’re studying the BANK codes of the world’s most successful people. The BANK code that we have is one of the most successful influential BANK codes there is in business and sales because you are Action. You’re going to punch the pedal to the metal and nothing’s going to stop you. You’re going to carve your path. You’re an entrepreneur and the nurturing piece of you is doing it for the love of people because you genuinely care. People can feel that authenticity from you, they will open up doors of opportunity for you that allow you to punch through it and reach levels that maybe you’ve never gone before because you’re doing it with your heart leading you. That’s where I resonate with your concept of Love is Just Damn Good Business. BANK is my way of showing love by understanding who you are and communicating with you based on that.

Let me test this idea with you because it seems to me that in any methodology if the motivation behind it is off, it affects the outcome. You’ve said several times that the foundation of the BANK method is love. If I love and care about you, human being to human being, I’m going to take the time to understand what makes you tick. I’m going to do my best to communicate you with you in a way that’s going to make you feel most comfortable. That’s what you do for somebody that you love. My motivation, it seems to me, can also be otherwise because you’ve given evidence that if I can crack this code, I’m going to make more sales. What if my motivation is nothing more than trying to close the deal? I don’t care about you. I’m just learning how to appear that I do?

There are two words that I’m going to point out and that’s emotional intelligence. When I created the BANK system, I genuinely wanted to close more sales and it wasn’t so that I could screw more clients. It was so that I could close more sales. In my heart, I believe that the product line I was representing was good for my customer. I had a level of integrity about myself that would not let me sell something manipulative, fraudulent, or harmful to someone else. You have to have a soul and integrity. Can a bad person use the BANK system to manipulate people? Sure, if they don’t have integrity and emotional intelligence, you can try to force speaking the code to manipulate, but people are much more awake these days. I don’t think you’ll make it very far before you find the world turning their back against you and destroying your reputation because of it.

To say it in another way, people that you’re selling to have a pretty good bullshit meter. They can sense if you’re coming from an inauthentic place. I would then extrapolate that you’re not going to be successful using this methodology if it’s not coming from an authentic place because they can sense it.

We weave emotional intelligence into everything that we’re doing. Harvard said, if you were to compare people of equal IQ, the person with emotional intelligence is going to win the game of life. They’re going to get the promotions. They’re going to get the pay increases at a track much faster than the person who’s not emotionally intelligent. Steve, you probably see this in your work with Extreme Leadership. If the leader is emotionally intelligent and they genuinely care about the other person, even if it’s for their own success, they’re going to communicate more effectively. They’re going to lead more effectively and that’s going to be their version of love, empathy, emotional intelligence. Let’s call it whatever version we want it to have, but they’re not a jerk. That’s what’s important.

Business nowadays is changing. I want to partner with you and go on some of these training gigs that you go on because I want to piggyback what you’re doing and show them that in bringing BANK to leadership, you can be such a more effective leader, more influential. You can optimize people versus some of the stuff that I see happening in corporate and the bullying and the politics, that is low emotional intelligence and not use of the BANK codes and forcing people to listen to you because I’m your boss. Those are outdated ways of building businesses and running companies. Your entire company is built on that.

If anybody’s said, “Maybe we should bring Farber and Cheri in, virtually or otherwise, to help us with our leadership from the Extreme Leadership point of view and then BANK as a methodology for applying that.” If that rings your bells, let me know. That’s a great idea. I’m all for it. There is an opportunity here for all of us to see, how in your words if we can learn to speak a universal language, we can have a huge difference. We’ll be better salespeople and more effective in whatever transactions we’re trying to take care of, but we also have an opportunity to change the nature of things for the better.

In my intro to you, this was one of the things that connected us is it’s this language. I want to read it again from your bio. “Your mission is to crack the code of every human being on the planet and ultimately make our world a better place by creating one world, one language.” Let’s bring this conversation in for a landing. On that note, what do you think the opportunity is for creating one world, one language? What can we accomplish together in whatever realm we operate in, whether it’s sales or otherwise?

I love the question that that’s our big mission. Our mission statement is simple to connect and empower humanity. I’ll use this example of speaking of language. I got a chance to go to Egypt. In going to Egypt, I went to the Egyptian Museum and there was the Rosetta Stone. As I stood looking at the Rosetta Stone, it has three languages on there. They have Egyptian, Greek, and hieroglyphics. What was powerful about the idea behind the Rosetta Stone was that they were three completely different languages that one civilization did not understand anything about the other previous civilizations. The writings were different, except that the Rosetta Stone took three different language patterns and put them in one place etched in stone. They were able to decipher what that language pattern was and it unlocked the key to that entire civilization.

When the mayor gives you the key to this city, what BANK for us does is it gives you the key to humanity because you are able to unlock the code that human beings are designed in. Everyone has a different code and if you understood that, knew how to communicate, and you did it all the time like it became part of your operating system, you would communicate so much more effectively. The conflict, wars, and divorce would reduce. We have school systems using it for anti-bullying. We have churches using it for marriage ministries. We’ve had people say that the BANK system has prevented suicide. These are claims that I could never possibly market this thing around that is happening.

People saying, “This saved my marriage. This made me a better parent.” I love Jason. Jason worked for our company. He’s friends with Craig, your friend. Jason said, “You know what BANK is for me? My interpretation of BANK is that human beings are wired in a certain way. When you speak their BANK code, you’re speaking to them in the way that they were designed to be spoken to.” As I listened to that, I’m like, “That’s deep and that’s exactly what BANK does.” It allows the person to communicate not based on who you are or how you want to be communicated with, but how the other person wants to be communicated with. The goal would be not to make it one-sided. I don’t want to speak your code, Steve, and then you speak back to me, not in my code.

If we can train enough people on what this code is and how it works, cracking the code and teaching the code. We have a four-part thing where we say, crack the code, speak the code, live the code, and take it to the BANK. All of a sudden, we’d have a world where we could communicate far more effectively. I had a guy come up to me and say, “I think this is going to win the Nobel Peace Prize.” This was years ago and I was like, “Nobel Peace Prize and BANK were never two thoughts that crossed my mind together. Why would you say that?” He said, “Cheri, I come from Israel, a country torn in war. The only reason that country goes to war together is that country leaders do not communicate effectively with other country leaders. That escalates to war and your program deescalates by allowing people to communicate effectively.”

That’s why I’m honored to collaborate with you, Steve, because you are teaching BANK. You don’t know that you’re teaching BANK, but your outcome of trying to have love be the basis of Damn Good Business is by bringing in essences of these pieces of the equation to communicate more effectively, to have empathy and emotional intelligence. If you do that, then the outcome would better result in business, a more optimized salesforce and workforce. You’re going to reduce people calling in sick. You’re going to improve the hiring cycles. All of these things are going to be the outcome of practicing these skills.

I’d like to share one other perspective that occurred to me as you were laying out that vision. This all started with you wanting to get more yeses in sales. Look at the implications of what your insight has yielded. It’s incredible. I know you’re a humble person. I hope you’re also very proud of the great simple, elegant method that you’re helping people connect with. They’ll get results in whatever arena they apply it, whether it’s sales, leadership, marriage or community, or wherever it is. These universal models that are simple at their core. It reminds me of LEAP, of Love, Energy, Audacity and Proof because it’s simple, universal and therefore, has thousands of applications. I’m honored that we made this connection. Cheri, how do people stay in touch with you? Do you have any resources for us that we can avail ourselves of?

We have a gift for everyone. If you want to crack your code like Steve and I did using the cards, we have a digital version of it. You can go to our website, CodeBreakerTech.com. Choose the option to crack your code. We’ll give you a special link that you can do it totally for free and that will give you a report. Once you sort these four cards in order and we’ve translated them into 35 different languages. Wherever your followers are around the world, you should be able to crack your code and you’ll get a BANK code report complimentary from us, $99 value that tells you all about you. Not just that piece of it, which is going to be cool and insightful.

You’re going to say, “How did they know that unless the 90 seconds?” On top of that, we’re going to teach you, how do you engage in relationships with other people differently? It might be your spouse, children, boss, coworker or customer. We’re going to give you some great little tips to help you optimize that. For those of you that want to read the book, Why They Buy on our website, just click on the link. You can order a copy. You can add a set of these cards to your order. That’s a great way to start getting familiar with the methodology, read the book. We also have the tools, the training, the technology, for those of you that say, “I love it. I want more.”

I’m glad I asked. I can’t wait to run over there and sign up for that myself. I have to admit, I’ve got a lot of that already in hand. I’ve got the cards and books, but I want the report. I want to thank you for the time. I know you’re a new mommy and you brought the little one home. Even in that exciting, personal context, you carved out some time to spend with us. It means a lot to me, Cheri. Thank you so much for joining us. It is a great pleasure having you on the show.

Thank you, Steve. It’s an honor. I love you. I love your book and work.

Important Links:

• Codebreaker Technologies 
  Why They Buy
  Forbes.com 
  Entrepreneur.com
  Rich Dad Poor Dad 
  CodeBreakerTech.com

About Cheri Tree

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