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Everybody who's interested in online business knows who Grant Cardone is.

He is one of the very few top tier gurus who is universally seen as a totally legit entrepreneur and salesman.

And yet, he comes from very humble beginnings in Lake Charles, Louisiana.

In his early 20s, Cardone was broke, and worked as a salesman at a car dealership.

He was struggling with drugs and depression.

The turning point came from a piece of advice that his mother gave him.

This is what she said to him:

'The best investment you will ever make is in yourself. It's a-no lose deal. It will always give you a return. Nobody can take it from you. It's yours'

From then on, Grant learned all he could about sales and marketing, and perfected all the technique which he would go on to teach in later years.

His work ethic changed too, and in a very short time, he was the first to arrive at his job and the last to leave.

He had shifted mentality.

And by the age of 30, he had become a millionaire.

Today, Grant Cardone's assets are worth almost $2 billion.

As of 2020, Cardone Capital, his real estate company, has $1.7 billion in assets under management.

He has written 8 book, some of which have gone on to become bestsellers..

Each year he runs the 10x Business Camp, where salesmen, marketers and businessmen can meet, learn from each other, and grow their businesses through new connections.

Past speakers include some crazy names:

Magic Johnson, Kevin Hart, John Travolta, Snoop Dogg, Steve Harvey, Russell Brunson, Tai Lopez and Brandon Dawson.

Not bad, huh?

While becoming a real estate mogul and writing books, Grant has also had the time to create his own Cardone University:

Anyone who wants to step up his game and has a dream that needs to be brought to market can benefit from the 800+ courses available. 

With 24/7 access, users can leverage the expertise of Grant Cardone for their business.

Courses on prospecting, sales, negotiation, closing, money and finances, and motivation are just some of what’s offered inside this crazy business training platform.

Cardone University is a real online university, and covering all the courses in it will take you more or less the same time it would take you to get a degree.

After having quite a few people asking me to review this courses in my comments, I thought it would a good idea to go through the course, dive in it and give a very honest opinion.

As you will see, I don't have an affiliate link to Grants' University.

If you end up buying any course in the University portal, I will not be making a dime.

Since there is no way of reviewing all the courses in the Cardone University, I'll be giving you my 6 biggest takeaways from the courses that impacted me the most.

As usual, I will be answering the questions that you really want to know the answer to.

  • Are these courses better than other Sales and Marketing courses out there? 
  • Do the courses deliver what they promise?
  • Is Grant Cardone a scam?
  • Most importantly, how much do the courses cost? And is Cardone University worth the money?

Before I make you go through the whole review, if you are new to this blog, a little bit about who I am..

A lil bit about me... My name is Ippei...

Until 2014, like a lot of us before getting into entrepreneurship, I was working in a corporate job from 9 to 5.

Not only was it soul-crushing, but it didn't give me the freedom to pursue my bigger goals.

That was until I discovered a method to rank sites organically, generating free leads for my clients.

That website you see above, for the tree care company, I created that site in 2015, and since then I haven't had to touch or update it:

It has gained me a passive income of $2000 a month.

That's more than $100,000 for one site, in 5 years.

That's the magic of the Lead Generation business, it's by far the best model to generate passive income. If you want to know more, just hop over here!

That's enough about me, though. Time for list of major takeaways from Cardone University!

Cardone University

All of the programs create a monster size course, and you can really find and pin-point, the course you need:

From Sales 101 to Understanding the Buyer, from Closing Strategies to How to Cold Call, it's all there.

Only the Cold Call course, for example, has more than 50 video lectures on the topic, and you will be awarded a certificate when you are done with it.

The course on Handling Objections goes even deeper, with more than 300 videos on the topic delivered by Grant himself.

This is powerful stuff that is sure to help you in whatever entrepreneurial career you will go for.

Preliminary Stats

  • Over 1,500 video lectures covering more than 50 different topics.
  • Constantly added new content to stay relevant with the times (ex. remote working).
  • Over 20 unique certification programs in sales training, digital marketing and leadership development.
  • More than 220k active users on his online platform.

6 Key Takeaways from Cardone University

1) Selling Basics Course

The course is divided into 5 sections:

  • Selling: a prerequisite for life
  • Professional or Amateur
  • The Most Important Sale
  • Time
  • Massive Action

For Grant, selling is not only something you do on the workplace, but it is a skill that will come in handy in every aspect of life.

Selling, Persuading, Negotiating and Convincing are skills that are going to serve you well, no matter your walk of life!

Selling is used everyday by every person, and it is used everyday by everyone.

Convincing people to like you is selling, the ability to get people to want to please you is selling, it is, according to Grant, a way of life.

Grant convincing his wife to go out with him the first time, according to him, was selling!

In this course, Grant goes all in on the concept of time, and what he says will ruffle some feather's.

But he's the pro, so we better listen.

Bill Gates, Jeff Bezos and you, have the same amount of time to spend in one day: 24 hrs.

It's what you do with this time that makes a difference.

The average American watches 3 hours of TV a day.

That amounts to more than 22k phone calls a year.

If you only used time more efficiently, you could be soaring up in sales and improve your life in general.

If your time is money, then you should be inventorying your time and protect it as viable.

Time is money even when you're not doing anything, because someone else is going to use that time in a productive way, and get what you could have achieved.

Here is how Grant divides his time according to his 10x timelne:

This is the most important part of the course, in my opinion.

Grant favors getting out of balance and go out with massive action to get the job done.

He doesn't want you to buy into the lie that you need to balance your life and your rest and work cycles.

All you have to do is employ massive action, working double what is necessary, so the chances of you getting to your goal is much bigger.

You should stay away from people telling you to take it easy, but take massive action consistently until it becomes a way of life.

All this includes, calling people, networking, prospecting, sending emails, anything you need to get your job done.

Enter your text here...If a person less talented than you takes 100x more action, the time will come when they will beat you to it.

It's not about how smart or trained you are, it's the amount of imperfect action that you take that will make the difference.

So it's never bad luck if you don't get enough of what you want: production is key.

Producing something is always going to bring you forward in life, and result in your happiness.

2) Top Traits of Great Sales People

This 65 video course is for those who don't accept being average enough, and how to become great by modelling your work on the greats.

Grant has met thousands of great closers, great followup-ers, great sellers, but also met people who were great at all of them.

Great people never depend on the economy but on their abilities of creating their own economies.

They understand that economic conditions swing back and forth, the greats rely on their abiities and actions.

Greats surround themselves with over-achievers and performers and shun the mediocre salesmen:

Surrounding yourself with the cream of the crop is the best way to raise your own standards.

Great salespeople are never satisfied and consider missed sales as nuggets of wisdom to win on the next sales call.

There are no unsold clients for greats, they will one day become sellable clients and will be sold to.

Salespeople are like magicians:

They maximize times and opportunities, negotiate masterfully, and win people over with little effort.

Problems are seen as opportunities, they see customers, they seek problems that will yield them a great client.

Perhaps most importantly, great salespeople invest in their education, they read books, they seek to push themselves to the limit.

One fundamental aspect for great salesmen is that they don't think about making sales, but of building a business.

Sales need to be followed up and rapport must be built with each and every person you sell to:

Only in this way, will you be able to create a business that is not dependent on the one sale.

Greats are always looking to keep their client pipelines full because they cannot trust the economy, so there has to be an explosion of clients in that pipeline.

The greats are convinced that the product they are selling, whatever it may be, is more valuable that what they are charging for:

They are sure, in their hearts of hearts, that they are doing their clients a great service, but enabling them to use their products at a very reasonable price.

The greats are positive that they won't be undercut by failing economies, cheaper products and gimmicky campaigns.

This ties to the previous sentence, and once a seller is convinced of the superiority of his product, there will be no stopping him.

The final lessons to learn, then, in my opinion, is that great salesmen don't think they are selling a product:

They are serving their client with an unmissable opportunity.

Missing a sale is annoying not because they missed the revenue, but because they let their customer down.

This course really shifts your mentality on the whole sales process, and Grant suggests you rewatch all the videos once a month, to keep them fresh in your mind.

3) 100 Ways to Stay Motivated

I loved going through this course, because this can apply to so many people, who aren't just salesmen, but are entrepreneurs.

And being an entrepreneur can be a lonely path, and we all need some motivation sometimes.

The ten areas in which Grant decides to focus are:

  • Potential
  • Personal Development
  • Time Management
  • Self Esteem
  • Stay Energized
  • Purpose
  • Magnetism
  • Goals
  • 10x
  • Follow Through

Self esteem is a pretty interesting area of motivationals Grant goes in.

Some of the golden nuggets in this section include being honest with yourself, being real about potential, capabilities, fears, so that you don't set goals you can't achieve.

Another self esteem boost is helping others, from a pat on the back to help someone make a sale.

A curious one is the suggestions to go to the best hotels and fly first class, so you motivate yourself to go all in what you are doing.

That will bring you to overcommit to family, clients and community, so you'll be super-motivated not to let people down.

Another good boost to self esteem is staying energized and keeping good care of your body.

Grant suggests you:

  • Exercise a little every day.
  • Move with speed and urgency: success loves speed.
  • Stay hungry and act hungry.
  • Eat the healthiest food you can afford.
  • Avoid food with sugars, to avoid sugar crash.
  • Increase your water intake.

All these things might seem trivial, but you will notice a difference if you implement all of the above things.

Once your body is in tip-top shape, you're also going to be more confident.

And when you don't feel it, fake it until you make it:

Be energetic all the time, even if you don't feel it.

Grant suggests writing down all the success you are having in your physical regime.

The 10x section of this course was too good not to talk about it.

It's Grant at his best, and at his most brutally honest!

His first suggestion when it comes to self esteem issues is to be a maniac, both in your life and in your career.

All the things you've been taught at school and from your family, just through them to the curb.

Maniac is the new normal! Do thing that enhance your life and career and go crazy!

For example, do more than you did the day before, just a little at a time.

By the time you get to stretch your potential, people are going to start criticizing you, it means you're on the right path:

Just take all you do to another level.

And strive to do things that other people always says can't be done.

Like a maniac.

4) Understanding the Buyer

I wanted to go a bit more into specific sales modules, cos that is what most of the University courses are about.

So I thought that one of the introductory modules on understanding the buyer would be ideal.

The course is divided into 5 specific areas:

  • The Magic of Agreement
  • Attunement
  • Give, Give, Give
  • The Price Myth
  • The Buyer's Money

In introducing the course, Grant gives us the first rule of selling, which is always agreeing with the potential customer.

The customer is not always right, but right or wrong, it's better if you agree with him at all times.

People who agree move towards one another, and the opposite is true for people who disagree.

You need to build the trust of the seller, and trust + agreement will always = sale.

Grant's mantra has always been 'give, give, give'.

You need to give client value in exchange for your commission, that is paramount.

The true essence of selling is having a sincere desire to be of service to the customer.

If you give enough, life will give back to you in return.

You should provide different option for the one client, ready to downsell if necessary

The main objective is making the customer happy, giving him more than they asked for.

This causes the buyer to feel like they are being serviced, and not sold to!

Grant's whole philosophy is ' SERVICE is senior to SELLING'.

One of the most significant contributions to this section was pretty interesting.

According to Grant, price is never the buyer's biggest concern.

It's actually right down at the bottom of the list of reasons why customers don't buy

The reason they don't buy are usually things that you have never heard about before.

Getting the sale is the buyer trusting the product and trusting you as the seller.

So if they don't trust you, they're going to tell you it's the price, even though it isn't.

If the price were the problem, you wouldn't be needed, the company could just lower the price and thrive, but it doesn't work like that.

If you believe price is the problem, you'll never make it as a salesman or entrepreneur.

5) The 10 Reasons Closers Fail

In this segment, Grant breaks down the 10 main reasons why salesmen fail closes.

This was a real eyeopener, cuz I wasn't expecting to find some of the things I found in this course.

Number One) People fail because they never attempted to close. 

Sometimes the fear of being rejected or lose a sale means that sellers don't even attempt to close.

You should be pushing to go into the deal, and if you lose it, jump in to the next one.

It's a numbers game and soon you're going to get your sale, you need to want it.

Number Two) Pressure is seen as a bad thing, and you want to avoid pressuring the buyer.

This is just going to make you lose sales, in life you want to be insistent.

That's the reason why children always get what they want: they're relentless!

Number Three) People are unwilling to deal with the emotional rollercoaster between a no and a yes.

You have to be ready to handle emotional output from others, without pulling back.

Number 4) Sometimes you lack belief in the product you're selling, and in that case you will subconsciously self-sabotage yourself.

You don't need to be pushy, but think that what you have is so incredible that it would be a disservice to let the customer leave before he buys.

Number 5) Inability to gauge the amount of effort you need to put in the sale, without training how to put maximum overdrive to your selling efforts.

No matter what challenges you have to face, you have to be ready to calculate the amount of effort you need to close the deal.

Number 6) People fail because they are being reasonable:

Never settle, never be satisfied, never think you can do it later, you want to jump at the sale.

Number 7) Sometimes you don't have a financial plan in place, and then lack the proper financial motivation and not put 100% into the sale.

You need to be working towards your financial plan, not your budget, in order to have the thirst to sell, sell, sell.

Number 8) Another reason one might fail to sell is handling objections that are only complaints.

Make sure you differentiate between the two, complaints are not your duty to handle.

Just treat all objections as complaints until further validated, and then move on!

Number 9) A massive reason is a shortage of closing material and successful closing techniques.

The best closers have memorized a massive arsenal of closers that they can use naturally at any occurrence.

Number 10) Sometimes the seller views the incorrect barrier, the customer is rarely the barrier to the close.

You usually are.

You must work on your limitations before attributing your failures on the buyer.

6) Money Closes

One of the most common objections you are going to receive when trying to sell are about the price of the product or the service.

Luckily Cardone University offers a whole 'Closing Course', with at least 45 different closing techniques when the objection is the price.

It's insane!

Here are the best:

  • 'What are the rates?' 'We use every lender in the state, including the union: who do you use? We have access to everyone including the people you use now!'
  • 'I agree it's a lot of money, I need you're signature here and here'.
  • 'I agree it's a lot of money, and I'm sure you knew it would be even before coming here: now I need you're signature here and here'.
  • 'I agree it's a lot of money, and everyone else who's ever bought has thought the same thing: now I need you're signature here and here'.

Can you appreciate the relentless one-pointed run for the sale that Grant makes against every objection?

Here's more!

  • ' I agree with you and even be grateful that you are able to invest so much money, you know, not everybody can do this, there's people on this planet starving, and look at you, you're investing in your company, i need your ok here and here'.
  • ' You should congratulate yourself for making such a great investment, not many people are able to do this, I need your ok here and here'.
  • 'I know that it's expensive and that you are investing a lot of money, but look, it's not a disease and you're not going to die from this! Sign here!'
  • 'Of course it's a lot of money, and it's not something you do everyday: Treat yourself! I need your ok here and here'.

Before I go on and look at the pros and cons of Grant's University, I want to reply to those early questions I'd set down, and that anyone reading a review wants to know immediately.

  • Are these courses better than other Sales and Marketing courses out there? 
  • Do the courses deliver what they promise?
  • Is Grant Cardone a scam?
  • Most importantly, how much do the courses cost? And is Cardone University worth the money?

Cardone University is not like the courses I usually review.

This is much more than a simple DFY course, that promises to make you rich in a very short time.

It doesn't even promise anything, to be honest:

Imagine having to choose whether to go to college and get a degree in business & marketing and enrolling into Cardone University.

This is the easiest way I can find to actually explain how huge this project is.

If you want to learn sales, in all the various facets of this fascinating subject, then why not learn from the very best?

You're getting so much value from the University that it's insane:

I didn't even go over all of the courses offered because there are more than 1500 videos and courses you really have to study for to get the certifications.

They do deliver what they promise:

If you go through Cardone University it's 100% sure that you are going to become better at what you focused on.

And you know better than me that Grant Cardone is no scam.

The dude has been around for 35 years and is the guru of the gurus.

If you want to learn sales, thee is nothing better than Cardone University.

The cost to attend Cardone University ranges from $999 to $10k depending on the qualification, with a median cost of $2k. 

You can choose to become a lifetime member of the university for $20k too, with all the courses unlocked for you.


  • Let's not fool ourselves: Grant Cardone is the best at what he does, and if you really take the time to go through his lessons and actually implement them in your day to day biz, there is no way you're not going to benefit from them.
  • The objections and closing techniques are pure gold. They may seem trivial at first, but if you understand how buyer-seller dynamics work, then you really only need to apply them to make your business bloom. Take notes, and lots of them, ladies and gents.
  • Grant's focus on your wellbeing as a seller, before you even get into the room with a potential buyer is key. Ok, he's not the only one saying how surrounding yourself with achievers is going to work in your favor, but I'm glad there are a couple of courses on mindset in his University curriculum.
  • If you want to learn to sell better, no matter what your niche is, you have the chance to chose from so many courses that you are sure to find something that works for you and is going to improve your business quality or revenue.


  • Sometimes I got the impression that somethings that work for Grant, after his 40 year career as a salesman, could possibly not work for someone greener, and this is something to take into account before you invest in a course.
  • The University portal is so huge that one could get overwhelm from all the courses and videos provided. You know when they say that you should focus on one offer? Grant focuses on tens and tens of them, and finding the right one for you could be harder than you think.
  • Some courses have videos that last 5-7 minutes each, videos you can sink your teeth in and take notes from, and make your own. Others can leave you feeling a bit short-changed, as some of the videos only last 15 seconds each, as in the case with the closers that I analyzed in my 6th takeaway
  • In 2020 you don't really need to have all these selling skills: there are models, such as the local lead generation one that I have been following for almost 7 years, that sell themselves. Carry on reading for more!

If you want to start a business and be your head of sales, Grant's University is the right place for you.

However, these days I don't really recommend going down the path of having to cold call or having to close sales to people who may or may not be interested like Grant is teaching.

I mean, he's the boss, don't get me wrong, but I have found a really good system where your selling skills have to be minimal, cuz your biz is doing all the leverage for you.

Lead Generation, where you rank your own website, is a far superior model to monetize your skills.

Let me explain, keep reading...

Why You Don't Need to be a Sales Expert... Lead Generation is a Business Model That Sells Itself, Here's Why...

I run a $50K per month lead generation business but all of my leads are generating through free traffic or SEO.

So it's pretty much passive income, businesses want my leads and I really don't have to sweat it to find one that is going to pay me for a percentage or a monthly fee from what he makes from those leads.

The website I create ranks on the first page of Google, in the so-called map pack, and the leads just start pouring in.

So, you see, it's passive income, I don’t have to worry about making sales and creating irresistible offers:

My offer is irresistible.

Once my site ranks it generally keeps its rank with very little to no maintenance.

Don’t get me wrong you can still make a living selling the old-school way, but it's a hard route very challenging to do so.

This is why I still recommend people look into doing lead generation with free traffic


Grant Cardone's Cardone University is a great, everything is there to learn how to learn to be a better salesman.

But let me tell you:

There are business models where you don't need all that sales knowledge to accomplish what you want:

In lead gen, you are offering your benefits upfront, usually with the first couple of leads to a new local business for free.

The business would be crazy not to partner up with you.

Unlike selling through cold calls or 1 on 1, if you know how to generate leads with free traffic, you can  go into any niche and create an incredible level of results for clients.

That’s how 90% of my multiple 6 figure income is generated. And I should add that it's passive income: see free traffic never stops.

In 2020, even during Covid-19, I continue to build more lead gen sites and I write at least 1 blog post a day for this site, because I’ve come to realize that these are the high-income producing activities because it directly increases my free traffic every month.

Click here if you want to know more about my Lead Gen method.

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Ippei Kanehara
Founder/CEO Ippei Leads

$52K per month providing lead generation services to small businesses is for digital hustlers, industry leaders and online business owners.

His #1 online business recommendation in 2021, is to build your own 6-figure lead gen biz. You can learn more here.
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