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Ep. 035 - Mentor to Tony Robbins
Discusses The Lost Art of Direct Sales

with Edward Harding of

“You don’t say “buy,” you don’t say “sell,” you don’t say “when you buy,” you say, “when you own.” People don’t mind owning things, they just don’t want to buy them.”

Shoulders Of Titans Podcast Interview #035 with Edward Harding:

Edward Harding began his career as an entrepreneur in 1969 when he became a salesman at The National Music Company, a company that sold cassette tapes in the home directly to the retail customer.  He is the author of the highly successful book, The Lost Art of Direct Sales.

By 1971, Ed Harding was the number one salesperson in the company competing with other distributorships nationwide. After becoming the top salesperson, Ed Harding broadened his vision by realizing that he could do only 100% of his personal production. In practicing the universal principal “in order to keep it, you have to give it away,” Ed began training new recruits for free. Within six months, he developed the most productive team in the company and was promoted to district manager. Three months later his district was #1!

It was during this period that Ed Harding gave Tony Robbins, the American self-help author and motivational speaker, his first job in sales. This is where Tony Robbins first heard the phrase “positive thinking” and learned the rules of influence.

Ed Harding conducted sales seminars daily teaching effective methods for handling objections and closing sales. His lectures are strong in personal motivation stating that anyone who would do exactly what he was told could be earning $100,000 a year in less than one year. He trained thousands of people nationwide.

Tony Robbins followed those instructions, and one year later, opened his worldwide successful seminar business – the rest, as they say – is history!

Ed Harding continued to open hundreds of dealerships nationwide.  By 1980, he reached a new level becoming a millionaire and was promoted to national sales manager supervising distributorships from New York to Hawaii.  Ed’s vision and leadership created new and inventive sources of financing which eventually financed all sales nationwide.

This experience in financing resulted in additional revenue exceeding $300,000,000. Because of his success in sales and financing, Ed Harding became an equity partner in the company. He opened his own finance company which produced millions of dollars in receivables.

Throughout his marketing career, Ed Harding received his inspiration from the original icons of sales and motivational speaking, including Joe Martin, J. Douglas Edwards, Earl Nightingale, Napoleon Hill, and Zig Zigler. Ed Harding combined the principles he learned with the spiritual teachings of Emmet Fox resulting in his ability to teach tens of thousands of people to reach wealth beyond their wildest dreams.

One example of Ed Harding’s successful students is Jerry Chamales who started Rhinotek Computer Products in a one-room apartments in Venice, California and built it into a $60,000,000 a year business. Chamales’ company received national recognition in The Wall Street Journal, NBC News, The O’Reilly Factor as well as being voted Entrepreneur of the Year in Southern California.

Sales, motivation, and positive thinking applied with spiritual principles became the hallmark of Ed Harding’s dynamic presentation. Ed continued as an equity partner in The National Music Company, which became Cassette Library Associates, until 1993 when he realized a tremendous opportunity created by the real estate recession.

He began purchasing foreclosed apartment complexes, and by 1999, Ed Harding’s vision resulted in the ownership of thirty-two separate apartment communities, an auto center, a regional shopping center, as well as single-family homes and condos. He founded his own management company which today operates all of the holdings as well as providing jobs to people throughout the Inland Empire.

By 2005 his real estate portfolio was valued in excess of $100 Million Dollars.

Visit Edward Harding’s website:

Topics Discussed In This Interview:

  • The ONE shocking shortcut to success in business that is not only openly celebrated, but highly recommended by the millionaires and billionaires alike… To the crooked-nosed, old-school businessmen saying “there’s no such thing as shortcuts to success” – you’re so wrong!
  • The weird, yet crucial role of spirituality in success and salesmanship
  • How to get your prospect to say “yes!” over 100 times in an hour making it nearly impossible to say “no” when you ask for the sale (highly effective in dating as well)
  • The revealing origin-stories of 17-year old Tony Robbins and the secret teachings of Ed Harding that led Tony to start his global personal development empire
  • The one characteristic found in the DNA of every successful entrepreneur… dead-or-alive… man or woman… that makes what others call “the impossible” easy and quickly attainable
  • How to trigger uncontrollable desire for a product or service in using “emotional transference”… the sneaky technique salesmen use to close sales and cruelly laugh about after you’ve exited the store
  • The “Three Methods Of Learning” every entrepreneur must know in mastering the art of business
  • The “Four Industries Of Absolute Human Necessity” that are waiting for the action-taking entrepreneurs to profit from
  • How to forever protect you and your family against economic downturns… in other words – how to make money while everyone else is losing it as outlined in “The lost art of direct sales”
  • The 9-letter word that describes the single, most pleasurable state a human can ever experience
  • The magic words that every successful salesman MUST know by the heart and recite like the alphabet… and the commonly used “dirty words in sales” that must be replaced immediately
  • How to take unexpected ‘no’s’ and objections into money in your pocket by the end any sales-conversation (Hint: involves using as few words as possible and asking a special type of question)
  • And much, much more!

Full Transcript of Interview:

Resources mentioned:


“You have to be what’s called a closer and you have to be able to create a desire in your prospect and that desire is created by your own enthusiasm and your own genuine appreciation of the product that you’re selling”

“Fools create, wise men imitate.”

“You don’t say “buy,” you don’t say “sell,” you don’t say “when you buy,” you say, “when you own.” People don’t mind owning things, they just don’t want to buy them.”

“Politically correct is not my favorite method of living.”

“Now, there’s certain things that people have to have and you’re always better off and it’s always easier if you can get involved in a business that is producing a product in an area of absolute human necessity.”

“There’s lots of fake leaders out there that sell phoney opportunity and fake accomplishment and when you’re on the path, your gut gives you your momentum. And once you get on your path, you’ll feel it inside of yourself and the excitement of the opportunity and the momentum builds.”

“There’s an old saying, ‘youth is wasted on the young.’”

“And I have always not worked for material things; I don’t work for money. I work for success, I work to become the best at what I do and if I become the best at what I do the money is going to come automatically.”

“Egotism, for me, is a recipe for self-destruction. The most successful people I know can step in and out of their ego.”

“The Mercedes that they drive, or the Rolls Royce, or the 80 foot yacht is only a by-product of the success that a man or woman creates with their own guts, inspiration and divine guidance.”

“Contentment and self-realization is an inside job. It doesn’t work from the outside in. It works from the inside out. And the more I’ve tried to make it work from the outside in, the more I’ve found myself dissatisfied, hurt, unhappy and soulless. And that’s not what I want to be.”

“There’s an old saying ‘in order to keep it, you have to give it away.’”

“I think of myself as successful and living well and living the life that I want to live. And I think that’s the most important thing – whether you’re a schoolteacher, a nurse, a lawyer, a doctor, an entrepreneur – the rule of success is measured in personal growth and conscious expansion in terms of your ability to accept human nature and to accept yourself with your own personal failings and inadequacies and learning to improve on those.”