Today, I spoke to Tony Little, who overcame one major adversity after the other to become a fitness giant, record-breaking world-renowned salesperson, and founder and CEO of Health International Corporation. His latest book is called There’s Always A Way: How to Develop a Positive Mindset and Succeed in Business and Life. In this interview, Tony talks about how he overcame adversity, his sales skills, how he is his own brand, how he’s stood out in the marketplace, and more.
Tony, can you explain your personal story of overcoming adversity and what can others learn from it?
I’ve had my share of setbacks, some of it pretty crushing. But the one thing I learned long ago is to not dwell on the negative. It’s okay to take your lumps and commiserate for a little while with those close to you. But at some point, you have to pick yourself up and push forward. And if you can use those setbacks as motivation, you’ll find almost nothing can stop you.
You sold 3 billion dollars worth of retail product on TV. What sales skills do you have that allowed you to achieve this?
Perseverance and giving it everything I’ve got are the keys. Let’s face it, there are obstacles to everything in life, but it’s critical to look for workable solutions and not give up until you succeed. Of course, ingenuity and sustained effort aren’t enough; you also have to give 100% of your mind, body and soul to the effort. If you do, it’s absolutely possible to move mountains — or sell 3 billion dollars worth of products!
How would you describe your brand to someone else? What are your recommendations for people who are striving to build their brands?
My brand is me. I’m not a hired gun — everything I’ve ever sold has my name on it, so it’s really important that I believe in the product. Over the years I’ve been very fortunate that the public has come to embrace the products I sell because they know they can trust me. So my brand is an extension of who I am as a person. My recommendation to anyone trying to build a brand is to always put your integrity first and foremost. Trust is something you can’t buy; you have to earn it.
What confidence building strategies have worked for you and can work for others?
What most people don’t realize is that negative thinking has nothing to do with others or what’s going on in the outside world. It is directly related to how we react to these forces that determine our state of mind. When things go bad around us, it’s paramount that we take responsibility for our thoughts — and not let our unfounded fears run wild. Most of the things we worry about never happen anyway and even if they do, hysteria is never a helpful option. To build confidence, we must always realize that while we may not be in control of the world around us, we are in control of what we think.
How did you stand out in your competitive marketplace? Do you recommend that people take a niche?
High energy enthusiasm has been my signature since I started out in business. Nothing makes one stand out more than being truly passionate, and thankfully, the public has always recognized that I genuinely care about what I sell. When you come down to it, all of us are in the business of selling ourselves everyday, whether it’s to a prospective employer, customers, or someone you’ve been dying to ask for a date. So when a person comes along who really believes in what he’s talking about — well, it’s a powerful thing. With passion you can power through life and succeed at any endeavor — and the great thing is that it’s contagious and people love being around it!
You’ve received a lot of press, from being in a Simpsons episode to a Bruce Springsteen song. What are your PR tips?
While I take my work and business partners extremely seriously, I don’t take myself too seriously. I really believe in having a good time, enjoying life and letting loose with a good laugh at least once a day! I’m also completely open to whatever opportunities come my way, even if they’re really offbeat. I was asked a couple of years ago by VH1 to spend a night in an abandoned mental hospital that was purported to be haunted. That was a really freaky experience, but in a strange kind of way, I enjoyed it. So the PR folks know that when I say I’m up for any challenge, I really mean it!
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Tony Little overcame one major adversity after the other to become a fitness giant, record-breaking world-renowned salesperson, and founder and CEO of Health International Corporation. Dubbed “America’s Personal Trainer,” Tony logs 6,000 hours a year on TV promoting his products all over the world, regularly appearing on the Home Shopping Network (HSN). He has produced the largest number of successful infomercials in the world. Tony has been featured in hundreds of publications, including Wall Street Journal, New York Times, and USA Today. He’s even been featured in a Bruce Springsteen song, in a Geico ad, on a Simpsons episode, on Saturday Night Live, on SouthPark, and in seven motion pictures. Most recently, Tony appeared on Weekend Today in New York and Extreme Makeover: Home Edition. Tony has over 45 million customers and has been seen on TV in over 81 countries. His latest book is called There’s Always A Way: How to Develop a Positive Mindset and Succeed in Business and Life (Wiley, 2009).
