All Dealmakers Do These 5 Things

My mentor Tony Robbins said to me once, “You are your identity.”

But what does that mean?

As humans, we are influenced by a lot of things – what we believe… what we feel… what we value… our conditioning (habits, past experiences, etc.)… who we model (our parents, successful people, even destructive people)…

But there is ONE thing that is more powerful than all of the above.

And that’s IDENTITY.

Identity is many things…

It’s a label, a statement, a badge of honor in most cases. You can also have multiple identities.

And once you connect with a particular identity, it consumes you – either positively or a negatively.

During lockdown, my own identities have expanded. Some bad, but most good.

For example, I am now obsessed with cycling.

Eight weeks ago (on my first ride) I went for seven miles at an average speed of 12 miles per hour. I hated it. And it really hurt. I was on my old bike, wearing normal sneakers and my gym stuff.

Recently, I went for 24 miles and averaged 16 miles per hour – a massive improvement.

How did that happen?

Well, my new $5,000 carbon road bike has helped, along with the new gear I purchased. However, the biggest change was the shift in my identity.

The identity of a racer.

Now I look and feel like a racer. When I pass a fellow racer on the roads, we acknowledge each other. It’s part of the code I’ve learned as part of my new racer identity.

I have also dropped 15 pounds. I feel amazing and can now wear clothes I haven’t worn in years.

And my son Josh got me the official Team Sky Tour de France jersey for Father’s Day this year. Now I think I will always be a racer.

Team Sky Tour de France jersey

My other identities are…

And my most powerful identity – A DEALMAKER.

Once upon a time, I had NONE of these identities. That’s what’s so amazing – you can claim new identities anytime you want.

I have been a dealmaker for 28 years. That identity consumed me back in 1992 and I have been addicted to it ever since. Even though I’m almost 50 and could retire tomorrow, there is absolutely no chance. I live and breathe dealmaking.

Once you get bitten by the bug, it’s game over. That identity becomes a way of life. A code.

And that’s what I want for you. To feel the way about dealmaking that I do.

Once you have this identity, everything changes.

So how do you do it? How do you claim the dealmaker identity?

Here are five ways to strengthen your new sense of self.

Get leverage

You can have anything you want in life. It’s all about setting a specific goal (what you actually want) and then applying the leverage to give you the fuel, the purpose and, ultimately, the WHY.

My leverage for cycling was the weight I gained during lockdown and the urge to enjoy the beautiful weather and surrounding countryside.

For dealmaking, my leverage is all about legacy and pride. It’s about building a legacy and giving back to change people’s lives. That’s the real drug for me.

Immerse yourself

When you set a new identity, it becomes immersive. You go all in. Play full out. Leave nothing on the court.

I wanted to set myself up for success as a rider. So I bought the carbon bike, all the gear and clip-in shoes (although hurts like hell when you fall off).

As a dealmaker, really dive into the process and take massive action. Join our programs, watch us on Facebook live every week, consume the You Tube channel, read business-buying books…

Surround yourself with the trappings of your new identity and start learning everything you can.

Practice to addiction

I cycle almost every day – 20 miles or so each time, longer on the weekends.

If you want to be a dealmaker, you have to spend time every day learning this business. And set yourself a daily action item. It could be sourcing a new deal… speaking to a seller… making an offer… anything. But do something EVERY day.


My programs give you the playbook – the A-to-Z system to find the perfect business to buy and close the deal in under 99 days without using your own cash. But you can flex it, as many students have done.

You bring your own personality to the table. Your experiences, skills and desires will drive you to type of business that will suit you best. Your individual network will do the same.


What absolutely blows me away is the collaborative nature of our dealmaker family.

Inside the private Facebook groups and on our weekly Academy calls, our rock star dealmakers who have closed deals give back by answering questions, offering advice and making connections.

A few months ago, they were in the same place you are right now… They claimed the dealmaker identity, got addicted and now look to share their own best practices.

You only get one life. Make it count. Make it a masterpiece.

Claim the identities you want.

If you want to be a dealmaker, we’ve got you.

Until then, bye for now.

Carl Allen

Carl Allen
Editor and co-founder, Dealmaker Wealth Society

P.S. The first lesson in my Dealmaker Launchpad program is designed to help you tap into your identity as a dealmaker. You will learn how to explicitly define your purpose – and overcome the fears and negative thoughts that are currently holding you back. Get details here.

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