Master Series Complete Workbook

The Masters Series
Complete Workbook
Table of Contents
Session 1 Becoming a Marketing Master ................................................................................. 4
1.1: 3 Types of Executives .................................................................................................... 5
1.2: Deploying Strategies and Tactics ............................................................................. 7
1.3: The Stadium Pitch ........................................................................................................ 10
1.5: Stop Selling and Start Educating ............................................................................. 14
1.6: Become the Expert in Your Market ......................................................................... 15
1.7: Rest the Buying Criteria, Surpass Your Competition .......................................... 16
1.8: Refining Your Stadium Pitch ...................................................................................... 17
1.9: The Smoking Gun ......................................................................................................... 18
1.10: The 4 Rules of a Slogan ............................................................................................ 19
1.11: Building a Killer Core Story ....................................................................................... 20
How to Build a Core Story: The Short Version ...................................................................... 27
Session 2 Best Buyer Strategy ................................................................................................... 44
2.1: Introducing the Best Buyer Strategy ....................................................................... 45
2.2: Best Buyer Strategy with PHD .................................................................................... 46
2.3: Dream 100 Concept ................................................................................................... 47
2.4: Grab Your Dream 100s Attention........................................................................... 50
Session 2.5: Get their Attention! Get the Appointment! ......................................... 54
Session 3 Create the Ultimate Advantage .......................................................................... 91
3.1: Create the Ultimate Competitive Advantage ........................................................... 92
3.2: What the Most Successful Companies Do Differently ............................................... 94
3.3: How to Work ON Your Business ...................................................................................... 96
The Masters Series
Chet Holmes International
All Rights Reserved
3.4: How to Obtain Master Skills ......................................................................................... 98

Session 4 Time and Results Management ...........................................................................106
4.1: The Got-A-Minute Manager ................................................................................... 107
4.2: Six Steps to Transform Your Company ................................................................. 109
4.3: Planning Your Day ..................................................................................................... 111
4.4: Prioritize and Organize ............................................................................................. 113
Session 5 Hiring and Talent...................................................................................................116
5.1: Sales Superstars ........................................................................................................... 117
5.2: The Five Traits of Star Salespeople ........................................................................ 118
5.3: How to Hire ................................................................................................................... 119
5.4: Interviews Part 1....................................................................................................... 121
5.5: Interviews Part 2....................................................................................................... 124
5.6: How to Keep Top Producers ................................................................................... 125
Session 6 The Seven Musts of Marketing.........................................................................131
6.1: The Seven Musts of Marketing ..................................................................................... 132
6.2: The Power of Affiliates .................................................................................................. 133
6.3: Personal Contact .......................................................................................................... 134
6.4: Company Brochure ...................................................................................................... 137
6.5: Public Relations ............................................................................................................. 138
6.6: Press Releases ................................................................................................................ 139
6.7: Trade Shows ................................................................................................................... 140
6.8: Innovative Strategies .................................................................................................... 142
6.9: Grab Attention .............................................................................................................. 144
6.10: Retail, TV and Radio ................................................................................................... 146
Session 7 Detailing and Perfecting the Sales Process .......................................................178
7.1: Building Rapport ......................................................................................................... 179
7.2: Establish the Need ..................................................................................................... 181
7.3: Build Value ................................................................................................................... 184
7.4: Create Desire .............................................................................................................. 186
The Masters Series
All Rights Reserved
7.5: Objections and Close ............................................................................................... 188

7.6: The Close Part 2 ....................................................................................................... 190
Session 8 Perfecting Your Follow-Up ...................................................................................198
8.1: Perfecting Your Follow-Up ....................................................................................... 199
8.2: The Real Success Formula for Selling .................................................................... 200
8.3: Step 1- Send Your Follow-Up Letter Immediately ............................................. 201
8.4: 10 Steps to Bullet Proof Success ............................................................................. 202
8.5: When the Meeting Does Not Go Well! ................................................................ 208
Session 9 The High Art of Getting Appointments with Anyone .........................................211
9.1: Getting the Impossible Appointment .................................................................. 212
9.2: Attitude ......................................................................................................................... 213
9.3: Create a Vehicle to Build Rapport ....................................................................... 214
9.4: Elements of a Phone Pitch ...................................................................................... 215
9.5: Getting Past the Gatekeeper ................................................................................ 216
9.6: Great Tips to Get Executives on the Phone ....................................................... 217
9.7: Back to the Gatekeeper ......................................................................................... 218
Session 10 The High Art of Getting Appointments with Anyone ........................................223
10.1: Persistence without Being Obnoxious................................................................ 224
10.2: Follow-Up Steps 3-5.................................................................................................. 226
10.3: Follow-Up Steps 6 and 7 ......................................................................................... 229
10.4: Follow-Up Steps 8-12 ............................................................................................... 231
10.5: Art of Voicemail ....................................................................................................... 232
Session 11 Professional Presenting ......................................................................................235
11.1: Presenting A to Z ...................................................................................................... 236
11.2: Rules for Effective Presenting ............................................................................... 237
11.3: Take Control of the Meeting ................................................................................ 248
11.4: The Importance of Practice ................................................................................. 249
The Masters Series
All Rights Reserved
Session 1
Becoming a Marketing
Master
Secrets of the Super Strategist and how to
Build your Core Story
Videos in Session 1:
1.1
The 3 Types of Executives
1.2
Deploying Your Strategies and Tactics
1.3
The Stadium Pitch
1.4
What Business Are You Really In?
1.5
Stop Selling and Start Educating
1.6
Becoming the Expert in your Market
1.7
Reset the Buying Criteria to Surpass Your Competition
1.8
Refining Your Stadium Pitch
1.9
The Smoking Gun 4 Criteria of an Effective Core Story
1.10
The 4 Rules of a Slogan
1.11
The 4 Rules to Building a Killer Slogan
This Workbook is provided to support each of the areas described above. It is

important that you take notes as you watch each video and to follow and conduct
the workshops provided for you and your team, so you can begin implementing what
you learn.
The Masters Series
All Rights Reserved
1.1: 3 Types of Executives

Evert executive is either strategic, tactical of a blend of both. The key
objective is to clearly define which you are.
There are 3 types of executives:
Strategic Executive .8% - Bigger thinker, but not interested in focusing
in on the details. Visionary
Tactical Executive 99.0% - They focus on the details, daily activities

and tactics to run the operation, but have no clear strategy.
Strategic / Tactical Executive - .2% - This is the rare strategist, who

implements their ideas and tactics with piercing effectiveness.
What is a Tactic?
Advertising
A sales call
Your website
An email to prospects or clients
A trade show
An article written about you (PR)
Your brochure
Customer service
What is a strategy?
The long range goal, the overall impact.
What is the ultimate accomplishment, or ultimate position you want in the
market?
What is the ultimate perception you would like your clients to have about your
company?
NOTES:
The Masters Series
All Rights Reserved
Workshop #1: Think this through!

What is the ultimate accomplishment, or ultimate position you want in the market?
(Focused on you.)
What is the ultimate perception you would like your clients to have about your
company? (Focused on them.)
NOTES:
The Masters Series
All Rights Reserved
1.2: Deploying Strategies and Tactics

Learn how adding ONE strategic objective can increase sales by 600%.
Strategy: More Refined Definitions
How do your tactical efforts support and help you accomplish that position?
What are the strategic objectives of each tactical effort?
How many strategic objectives can you accomplish per tactic?
NOTES:
Answer each question Yes or No, as it pertains to the strategic objectives you want
to achieve with each prospect or client?
Strategic Objective
Would you like to be more trusted?
Do you want to be respected?
Do you want to have deep credibility?
Do you want to be perceived as an expert?
Do you want to create brand loyalty?
Would you like to preempt the competition and solidify your
position?
Position yourself so that price was not a factor?
Do you want to generate referrals?
Motivate the client/prospect to take action now?
The Masters Series
All Rights Reserved
Yes / No
Workshop #2: Sell the Company

What could you say about your company every time you interact with a
client?
Where would you put that in the communication process?
Workshop #3: Creating Your Company Strategy

Write one answer for each question as it applies to tactics that will allow you
to achieve your strategic objectives?
What would make you more trusted?
Respected?
Have deep credibility?
Be perceived as an expert?
The Masters Series
All Rights Reserved
Get more brand loyalty?
Preemptive positioning? (Not buy from anyone else.)
Pricing comparisons dealt with?
Referrals?
Motivate action now?
NOTES:
The Masters Series
All Rights Reserved
1.3: The Stadium Pitch

A strategy for both attracting clients faster and in greater numbers. This is
the foundation of the Core Story Concept.
Imagine you could present in a massive stadium to every potential client
you have. What would you do?
Workshop #4: What is the title of your Stadium Pitch?

It should be focused on THEM, not you. It should be something that rivets their
attention and keeps them in their seat.
A great stadium pitch will drive your potential buyers up the buying pyramid.
The Masters Series
All Rights Reserved
10
Education Based Marketing

People will come to you and stay longer to hear something of value to THEMN, then
they ever will just to be sold to.
Chet Holmes
NOTES:
The Masters Series
All Rights Reserved
11
1.4: What Business are You Really In?

Develop the broadest possible view of your business, focusing on the
ultimate benefit for your client.
Developing a Clear View for Your Business!
Basic View
Strategic
View
Broadest
Possible
View
NOTES:
The Masters Series
All Rights Reserved
12
Workshop #5: What business are you in?

Define your business in the broadest possible sense. What could be an ultimate
benefit from doing business with you?
Basic View
Strategic View
Broadest Possible View
NOTES:
The Masters Series
All Rights Reserved
13
1.5: Stop Selling and Start Educating

From your Core Story that all the other things that you will utilize to educate
your prospect will spin off from.
The key is to think strategically, before you operate tactically!
Market data is way more motivational than product data.
Chet Holmes
NOTES:
The Masters Series
All Rights Reserved
14
1.6: Become the Expert in Your Market

You must be an expert on everything around your product or service.
Workshop #6: Positioning yourself as the Expert

What could you do to help your clients be more successful?
NOTES:
The Masters Series
All Rights Reserved
15
1.7: Rest the Buying Criteria, Surpass Your Competition

Leveraging the power of market data to change the buying criteria from
one based on product and price, to one based on education and need.
A STRATEGIST is an expert in their industry, who educates potential clients
and leads them to their products / services as the most obvious solution.
NOTES:
The Masters Series
All Rights Reserved
16
1.8: Refining Your Stadium Pitch

So you can get 10x more responses from the money youre already
spending.
Market data can build a serious case for almost any product BEFORE you
even try to sell it. The key is finding that market data that supports the
NEED for your product or service. www.EmpireResearchGroup.com
Workshop #7: Write some educational offers

Knowing that you might have to get some research to be highly effective at this
strategy: Write some education-based offers.
Workshop #8: Shift the Criteria

Whats the current criteria and what SHOULD it be?
Current Buying Criteria?
The Masters Series
What Should it Be?
All Rights Reserved
17
1.9: The Smoking Gun

The 4 criteria for an effective Core Story.
Market data does many, many things, among them:
Positions you as an expert and shifts the power.
Increase interest far beyond product data, so it captures more buyers easier.
This is the Core Story Model.
This sales model changes everything!
CORE STORY will dramatically increase your ability to identify, pursue, develop and
close a whole lot more business.
NOTES:
The Masters Series
All Rights Reserved
18
1.10: The 4 Rules of a Slogan

Every market and every business has a series of buyers that they consider
their BEST buyers -- meaning those who have the ability to purchase far
more of your product or service, than the average buyer.
Workshop #9: Buying Criteria

What is the current buying criteria in your industry and what should it be?
The 4 Rules of a Slogan

A slogan should describe the product or service (unless the name describes the
product or service).
A slogan should contain a benefit.
A slogan positions your company above the competition.
Ideally, a slogan sets up buying criteria in which your product or service is the
most logical choice.
Workshop #9: Develop Your Slogan

Develop a slogan for your company that integrates the 4 rules of a slogan.
The Masters Series
All Rights Reserved
19
1.11: Building a Killer Core Story

The step-by-step process.
Building a killer core story or stadium pitch, step by step.
Even if you do not present your core story to prospects/clients, you
need to build one as the ultimate training tool to set your business
apart from the competition.
Areas covered (pre-sell the HECK out of the education)
Begin with a great promise.
Start with the big picture market information.
Create NEED!
Massive pain. Whats the bad news? Does not all have to DIRECTLY
relate to your product/service.
Set the buying criteria with more data NO SELLING at all.
The five things to look for in (your type of product or service). STILL NO
SELLING!
Action required to address Need and eliminate Pain.
Introduce your business.
Present the Offer or Call to Action.
Summary
You want every prospect to think of having your product as a LOT
more important.
Heighten the interest and importance of your product (Market data
will do this).
Motivate your buyers to purchase more and more often.
Preempt your competition at every turn.
Create massive brand loyalty.
Your strategic objective is to make sure they never want to buy from
anyone else.
NOTES:
The Masters Series
All Rights Reserved
20
Additional Workshop: Develop your Core Story and

Stadium Pitch
Begin with a great promise (whats the title?)
Areas covered (Pre-sells the HECK out of the education.)
Start with big picture market info (Write down some things you want to have
researched.)
Massive pain. More items you want to have researched failure rate, competitive
landscape: Whats scary to your clients? Research things over time.
Set buying criteria with more data (What do you want to be teaching them?)
The Masters Series
All Rights Reserved
21
The five things to look for in your type of product or service. (STILL NO SELLING.)
Now what would you say about your product or service?
Put your slogan here.
NOTES:
The Masters Series
All Rights Reserved
22
Summary Workshop:
How can you heighten the interest and importance of your product? (Market data
will do this.)
How can you motivate your buyers to purchase more or more often?
How can you preempt or disempower the competition at every turn?
How can you create massive brand loyalty? What are your strategic objectives to
make sure they never want to buy from anyone but you?
How can you become the most respected?
How can you become the most popular?
The Masters Series
All Rights Reserved
23
How can you become the most sought out for information?
How can you become the most educational?
How can you become the best resource in your industry? (Placement service,
business or consumer resources.)
How can you generate referrals?
Motivate action now?
How can you get more leads into the pipeline faster or faster appointments?
The Masters Series
All Rights Reserved
24
Superior Access Vehicle: An approach that gives you superior access to your
accounts.
Whats FREE, and easier to sell?
What educational tools for YOUR clients can you use?
What could you sell that would be easier to sell as an entry-point?
NOTES:
The Masters Series
All Rights Reserved
25
Bonus Workshop:
Create three to five reasons why a client should buy from your company over one of
your competitors.
Features tell, benefits sell

Describe your company in a way that has a benefit for the client.
Now take a few minutes and write down as many additional benefits of dealing with
you as you can. NOT featuresbenefits.
The Masters Series
All Rights Reserved
26
How to Build a Core Story: The Short Version

The following is a succinct description of how to build a core story. However, if youve
skipped the videos that describe this, youre doing yourself a great disservice. It is well
laid-out on the videos, but here is a cheat sheet for those whove watched those
videos.
Your core story should contain the following:
Part 1. It should begin with information of general interest to your audience. Best to
start with facts that make people say wow. For example, we just built one for a
company that sells home protection training. Their core story begins by showing how
in the 1950s (days of Ozzie and Harriet), there was minor crime and almost no home
invasion. The next panel jumps to a slide that shows the amazing rise in crime in
America (scary, by the way).
So, start your core story with information that is interesting to your target audience
without, for even a second, discussing what you do and what you sell.
Part 2. The information should then give trend, statistic or data bits after data points, all
of interest to your target audience. This information should be bad news to them. You
want them shaking their heads in displeasure at the myriad of challenges they face.
For example, in UBMS we share a core story that shows the decline of health in our
entire society. The scariest point was that male sperm count has declined 95% in
potency in the past 70 years and the amount of woman infertility is up 265,000% (really
scary). The human race, at this same rate of decline of fertility, will be extinct within
just a few generations. This information is a direct set up for WHY this has happened
and then this particular company has some very important solutions.
So what trends face your industry? Youd be amazed at how powerful this can be
when viewed over time. For example, if we look at sperm
count today, its just a blind figure. Its when you look at
what it was in 1929 that you literally fear the distinction of
Whats going on in
modern man. For another perspective, if you look at
your industry that
crime over the last ten years, its declined. But if you look
at it since 1960, you see that home invasion has risen
would really motivate
600%. Whats going on in your industry that would really
that buyer to take a
motivate that buyer to take a serious look at your
serious look at your
solution?
As a side note, Empire Research Group can do this
solution?
research for you. Check out the Chet Holmes
Chet Holmes
International website (www.ChetHolmes.com) and click
the Core Story hyperlink to find out how research can
triple closing ratios. Alternatively, you can call us at (845)
789-4178 or email us at client_support@chetholmes.com for a free Core Story
Consultation.
The Masters Series
All Rights Reserved
27
Part 3. Now that you have done a righteous setup and have your prospect(s)
salivating for a solution, you have a section that says: Heres What You Can Do
About Some Of These Challenges.
If youre a construction company trying to get builders to use you over your
competition, your front part might have shown the market you serve and how much
building has gone on. Then it might have gone into costs, labor problems, laws,
lawsuits, etc., all areas of pain for builders. It would then segue into some solutions;
some might not directly have to do with you. So you might say, Three Solutions One
Can Pursue. And two of them are a single panel with a suggestion from articles you
might have read/found during the research phase. But one of those three things says:
You Can Choose Your Partners More Carefully. And then you segue into The Four
Things to Look for in a Construction Partner.
This section is NOT a blatant pitch, but rather a section in which you set up the buying
criteria in your favor (explained in Chets session on Strategy). Youd have a panel on
each of the things they should look for and each is a righteous set up for you and how
you go about your services.
Then your final panels show how you fulfill all the criteria you just set up. This is the
ONLY part where you get to present YOUR company. The other 90% of what you
present is to serve the viewer, not you. But if youve done a great job, believe me,
youll serve yourself big time.
Begin with a title page that promises some wonderful educational experience The
Five Things Everyone Should Know About Health in America or, The Five Most
Dangerous Trends Facing Every (your industry target here). The second panel is titled
Areas Covered. Thats where you pre-sell like a champion. REALLY make your
prospects want it.
End with a summary, two summary pages. The first one summarizes the data that
leads them to your conclusion. The second one shows how your company provides
the solutions.
Then you have a final ending panel that is your USP, as defined in Chets session.
Good luck. And remember, Empire Research Group can do this for you now and
probably much better than most can do it themselves. Why? Because theyve built
hundreds of these and they are highly trained and efficient at it.
Good luck. If you build it, they will buy!
The Masters Series
All Rights Reserved
28
Research
If you really want to dominate your market, the first thing you should do is conduct
research. For example, when we had a calendar company as a client, we helped
them discover that their market was shrinking, hence changing their strategy from
going after small gift shops to going after large chain retailers like Wal-Mart. So point
one, you want to look at the size of your market over the last several decades. The
United States Census Bureau keeps outstanding records of every industry. Number of
units, employees and gross sales, and the data can go back into the 50s. You get
some great wows (explained on videos) when you look at data over several
decades.
Research Some Items Youd Like to Know Just to Make Yourself an Expert
Size of Market Annual billings for the entire industry. For example, if youre in real
estate, you want to know how many houses are sold each year and how much
money is spent in this area. This positions you as an expert. So for any industry, you
want to find out how many units sold, or how much spent, etc
You also want to find out how many brokers there are. How many people employed,
etc.?
You also want to find out how these numbers have
changed over the last few decades. It is in THIS part of
So, if you can get ten the research that you find the wows as described both
years of that particular in Strategy Versus Tactics and in Effective Presenting.
industry, you can find Major trends? Most trade journals that cover an industry
do an annual wrap up on the industry. What they dont
correlations that literally do is compare that data over the years. So if you can
make your client say get ten years of that particular industry, you can find
correlations that literally make your clients say wow out
wow out loud.
loud. We had one client where we did some research
Chet Holmes and then laid out for them all these trends that they had
never noticed, even though all the data came from their
trade journals that they read religiously. When youre
looking to make correlations, it changes perspective and gives you superior weapons
to your competitors.
The bad news. Ultimately, bad news motivates much more than good news. What is
going on in your industry that is painful? Are companies going out of business? Is
competition out of control, etc.?
You have a sense of your own industry; so can think through other areas that would
be telling. What other areas are there that youd want to research? Market data arms
you over your competitors. They never stop to work ON the business and this gives you
a superior advantage.
Even if youre in a retail setting, know the details, youll find the trends. For example, if
youre in the jewelry store business, find out how much is spent on each area, how has
The Masters Series
All Rights Reserved
29
it changed over the years, how many jewelry stores are there, etc. Knowing your
market better than your competition will give you some surprising advantages.
But for now, RIGHT now, list some areas that you would like to have researched:
PromiseMore guidance / stimulation to come.
Core Story Elements

Name at least five pain points that would motivate your buyers to become more
interested in your products or services. Be clear, this is the step where you are trying to
get their attention. Motivating them to buy ONCE you have their attention is the next
step. For example, if you were selling to Foundries, you might say: Half of all foundries
have gone out of business in the past few decades. Learn why and how to avoid it.
Another example: If you were selling training programs to HR executives, you might
say: 98% of all HR executives admit that theyd like to do a better job on retention.
Heres a superior method thats totally painless.
Both of these statements, by the way, are true. To discover these things, we
researched the market on behalf of our clients. This step is to force you to think
through how market data might help you find the pain points that really GRAB the
attention of your buyers, helping to open the doors more easily for you. This is
thoroughly explained in Strategy Versus Tactics. At this point, we want you THINK ING
before you deploy.
List more pain points/research items that might really grab the attention of your
buyers.
What measurable data, facts, comparisons, illustrations, construction, performance

levels and buying criteria do you want / need to know and include? Where will you
get it (e.g., research, vendors, analyzing data, etc.)?
The Masters Series
All Rights Reserved
30
Name at least five pain points that would really motivate your buyers to buy faster.
(The first exercise was to find ways to grab attention.) Now that you have their
attention, how do you motivate them to take action faster?
Describe, define, name the problem, challenge, question or issue for which your
company, product, or service is the only viable solution. Explain why you alone can
do it for them.
Name at least five pain points that would motivate your buyers to buy more (this is
different than faster).
Name five pleasures the prospect / client should want to attain, achieve, experience
or get from your product, service or company.
Future Pace What it will be like when they have your product device implemented
and performing in your clients life or business. List at least five expectations.
The Masters Series
All Rights Reserved
31
Name at least 10 more things you want to (or already have) researched in order to
support the previous four sections.
Name five pleasures the prospect / client should want to attain, achieve, experience
or get from your product, service or company.
Now write a compelling title for your core story.
Now outline the sections in your core story (no more than five).
Write 12 headlines for your product / service / company that explains the biggest
single payoff, benefit or result for your product, service or company. Go at it from
every angle.
The Masters Series
All Rights Reserved
32
Write five ways your product / service adds specific, measurable benefit or value to
your client.
Write ten advantages you have over your competition, tangible or intangible.
Make a list of all the specific, direct and indirect competition you have for the
problem your product / service / company solves.
Now tell the five things everyone should look for in a product or service like yours.
Without directly referencing your product or service, youre setting the markets
buying criteria here, so these should be things you do that your competition doesnt,
or that they havent delineated. For example, if youre a real estate broker you may
find that all your competitors help guide the homeowner through the process AFTER
the sale, but few real estate brokers make this part of their presentation in order to get
the listing in the first place).
The Masters Series
All Rights Reserved
33
Provide five metaphors or similes that analyze or illustrate what else having your
product or service in their lives is like.
Stadium Pitch: If we could gather all your customers in a stadium and give you an
opportunity to present to them all at once, what would you say? You can begin to
see how much stronger your stadium pitch will be when you have hard data that can
rivet the attention of your audience from the start. Outline your stadium pitch. This
should be much stronger now that youve done all these other exercises:
Now say it in a single sentence. This is your slogan/strategic position, the statement
that goes under your logo every time.
The Masters Series
All Rights Reserved
34
Bonus Section
Increasing Your Closing Ratio Three Fold
Heres how to build a KILLER presentation that literally triples sales
(with tons of proof and examples below)
by Chet Holmes
Imagine I could put you in a giant stadium right now as the presenter, and the entire
audience is completely comprised of your most perfect prospects. Are you ready
right now? Could you walk out on that stage and present to every one of them and
do it perfectly? Now before you say yes, let me make the stakes higher. Before you
walk out there, the audience is told: You had to come, but you dont have to stay. If
this person (you) fails to keep your interest, you can simply get up and leave.
Now let me even further complicate the situation by telling you the good news and
the bad news.
The good news: At any given time 3% of your prospects are currently in the market to
buy your product or service and looking right now to get it. Another 6-7% is open to it,
but not currently looking. The other 90% is divided into three nearly equal categories:
A) Not really thinking about right now.
B) Think theyre not interested (but might be, if you did a good job at presenting to
them).
C) They KNOW theyre not interested.
So lets say you sell brooms. And lets say its a
At any given time, 3% of
fantastic broom. But remember 90% of the
audience isnt in the market for your broom at this
your prospects are currently
time. At least they think theyre not interested. That
in the market to buy your
means if you walk out there and start right off
product or service.
saying how great your brooms are, 90% of your
audience is going to get up and leave.
Chet Holmes
So you need to open your stadium pitch (as I call
it), with what I call wows. This means that all
great presentations start off with information that
makes your prospects say: wow, I didnt know that. The focus must be on THEM and
things of interest to THEM, not you. So rule number one of a great presentation is that it
must be focused on the prospect and not on you (at least not initially).
Ive built presentations that increase closing ratios from one out of ten to eight out of
ten. Ive even built presentations that dramatically increase your ability to get in front
of prospects in the first place. How? Lets bring that stadium pitch down to its most
practical application; Offer prospects something of value outside your product or
service, something important to THEM.
The Masters Series
All Rights Reserved
35
Let me give you a case in point. I have a client who sells employee benefits and
insurance to companies. His sales team was used to calling up a client and saying
We want to come and talk to you about your health care benefits. Since 97% of
prospects THINK they are happy with their current broker, thats a really hard call to
make. However, when they created a presentation that pointed out The Five
Dangers Facing All Employers and How Knowing What Those DANGERS Are, Can
Dramatically Reduce Costs and Increases Profits, it made not just the sale go better,
but also the getting the appointment go much better.
Meaning that the information that is of value to THEM like, Five Dangers Facing You In
Your Business, creates what I call a superior access vehicle.
Heres What You Can Do About Some of These Challenges
Another client of mine sells telephone systems. Prior to the learning curve in this article,
theyd call prospects and ask the prospect We want to come and talk to you about
getting a new telephone system. Needless to say, the appointment setting process
was slow going. However, when they built THE ULTIMATE PR ESENTATION, one that
offered (something like) How Youre Wasting Money In Five Major Areas of Your
Voice and Data Spending, suddenly, they went from getting three appointments per
week (with four salespeople trying all day) to getting 30 appointments per week. This
effort is already tripling their sales in a single year.
Theres no situation
where one of these
presentations,
properly prepared,
cant
So rule number one, again, for building a killer presentation, is

to have information that is OF VALUE to your prospects even
if they have never heard about your products or services.
Information that is above and beyond the product or service
you are offering will be considered extremely valuable to
them.
overcome
I had another client that was trying to sell law books to

any challenge you lawyers. Over the years, they had been reduced to talking to
just the librarians in these law firms. And since the lawyers are
may be facing.
the ones using the law books, their ability to get new product
Chet Holmes into the market became severely hamstrung.
We helped them build a presentation that laid out The Five
Most Dangerous Trends Facing All Major Law Firms Today,
which resulted in meetings with entire committees of lawyers. The data was excellent,
legitimate and packed with bad news. Oh, did I mention the part about bad news?
A great presentation is loaded with bad news to your prospects. Why?
Because bad news motivates. Wed get in front of a group of lawyers and show them
that lawyers keep growing, but the annual billings are flat (less money per lawyer):
That their firms would be sued (something like 44% of large law firms will be sued by
unhappy or dissatisfied clients). That the case law from which they must find their
information is out of control now, with more than THREE MILLION cases to choose from
The Masters Series
All Rights Reserved
36
when trying to find a single precedent. This presentation was packed with bad news.
Much of this news had nothing to do with law books. Keep in mind, it didnt matter.
Bad news motivates, even if it is unrelated.
Your prospect, when viewing a great deal of bad news, will suddenly feel the need to
take some action. Any action they take will make them feel better. In the case of the
law book company, every lawyer in the room wanted more information or wanted to
purchase the law books outright, after they saw the presentation.
Now dont take this too far. The more the data in the presentation sets up a need for
your product or service, the higher your closing ratio. So, in the case of the law firm,
the massive case law to be studied created a need for law books that already
studied that for them. Plus, we tied the litigation against lawyers directly to the massive
case law, so that seemingly unrelated pieces of data, pieced together with other
data made the bad news more excruciating.
So rule number two to building a killer presentation is that the data should set up a
buying criteria, in which your product or service becomes the most logical choice.
When my telephone client laid out all the ways most companies were wasting money
on their voice and data spending, it made the prospects open their arms and invite
my client to look at how they might help them. This almost always ended up being a
new system that would help them save money in many different ways.
What are your clients current buying criteria? Is it price? Easy to overcome with the
right presentation. Is it that they want to buy only from the biggest provider? Easy to
overcome with the right presentation. Is it that they dont think they even need what it
is that you sell? Easy to overcome with the right presentation. Data can motivate your
prospects in all and any of the situations mentioned.
I have a client that is a distributor in a market where they once had only four main
competitors. In the past several years, many other types of companies have added
my clients type of product as an add-on. Since its not their main product, these
hundreds of new competitors can sell it even cheaper than my client can. Result? My
client was in big trouble and fading fast.
Presentation to the Rescue
We used data, compelling and riveting data to show that these competitors didnt
know anything about this particular industry and as a result, in the long run, poor
choices in purchasing were going to cost their penny wise and pound foolish buyers a
LOT more money later. The presentation set up a buying criteria where price became
secondary to expertise. Will that work with you? I do not know. But I DO know this.
Theres no situation where one of these presentations, properly prepared, cant
overcome any challenge you may be facing.
Declining market? Price is the main motivator? Inability to get appointments? Inability
to get to see the higher decisions makers? All of these challenges can be met with a
fantastic presentation.
The Masters Series
All Rights Reserved
37
The Core Story

I call these Your Core Story, or your stadium pitch and
they serve another extremely valuable purpose. I had one
client who used to take four months to train a new person
on all the subtleties of why a prospect should buy their
product. The Core Story used data as the motivator and
suddenly, this core story could train an outsider how to
REALLY sell this product and in a single pass through the
information. So a great core story makes for a fantastic new
hire training tool.
Studies show that

visuals nearly triple
the communication
experience.
Chet Holmes
How to Build a Core Story

Let me tell you, it isnt easy. But greatness never is. If you want to be the ultimate
player in your market, you have to take the time to carefully craft one of these, using
data as a powerful access vehicle as well as an urgent motivator for your otherwise
slow moving clients to make faster and more urgent decisions. Before you read the
steps, and become discouraged, let me tell you that there is a group that simply does
this for you.
You do nothing but answer 60 to 90 minutes worth of questions about your industry
and your products and four to six weeks later, voila; they come back to you with a
KILLER presentation filled with poignant and significant research about your market.
Research that your client will find fascinating, research that is compelling enough to
get you more meetings, critical research that is highly motivating to get your client to
want to buy faster and research that, hopefully, in some way, sets up a buying
criteria where YOU are the MOST logical choice. YOU are the ONLY one these
prospects want to buy from.
Four to six weeks later, they will come back with not just the research, not just the
facts, but visually arresting graphics. Yes, a KILLER presentation has graphics on every
panel. Vivid visuals, photos that triple the impact of your words, graphs that visually
illustrate your points, pie charts that point out their problems, and dollar signs in all the
right places to show them how you help them save, earn or increase some area of
their world.
85% of the information in the brain is taken in through the eyes. Studies show that
visuals nearly triple the communication experience. So dont even think about
presenting anything to anyone, if youre not going to use visual aids.
In any event, this group does a turnkey job. You give them an interview and they turn
around and give you an awesome stadium pitch, fully illustrated with your logo on
every panel. If you want to know how you might use one of these and youre not sure,
its certainly free to talk to this group.
Empires Research and Core Story building services began many years ago when I
was building these core stories for my billion dollar clients. Clients would pay me
The Masters Series
All Rights Reserved
38
$80,000 to build these and I would commission out all the research to an elite team of
top researchers. I would then sit around on the floor (too much data to put on a desk)
with piles of the raw data all around me and begin to see where I could piece
together all these disconnected pieces of raw data to create the wows or find the
bad news that would motivateat the same time as position my clients. This
process alone is critical and difficult. In one case we were building a presentation for
a client who wanted to target day spas.
The researchers got me the numbers and I saw that there were 16,000 day spas in the
U.S. But to my utter shock, another piece of disconnected data showed that there
were maybe 200 of them only 15 years ago. Bad news if youre a day spa. Your
market is gruelingly competitive. Two pieces of data over a 15 year period put
together on a single panel to equal bad news!
After I finished building the raw data into final product, I would then pass back my
finished product to the researchers to show them how I had utilized their data.
After years and years of doing this, this very bright research team began to get the
hang of this process and they began to go a lot further with the assignments I gave
them. Before I knew it, they were getting these things pretty far along and thats when
I realized that this service could now be expanded outside of the billion dollar clients I
was accustomed to working with.
So what I once charged $80,000 to produce, my team helped me systematize so that
you can get your custom core story for literally a fraction of that investment,
affordable by almost any company or sole individual looking to slaughter the
competition. Now, that said, if you cannot afford to have someone do this for you,
heres what you need to do on your own.
Step One: Research your industry over a thirty year period. Thats where youll find
trends that no one else has spotted.
Step Two: Look for the bad news. Thats what motivates. Specifically, look for bad
news that you might be able to tie to a solution that involves your product or service.
Step Three: Manipulation of that data is the most difficult part of it. It is an art form
onto itself.
Stack the info, cross reference the info, blend it with other info, etc. I do all the original
panels by hand on 3X5 index cards. This way you can erase info, and keep shifting the
order of how you want to present the info, all in a delicate balance of insight that
eventually leads to that prospect wanting YOUR product or service over all of your
competitors.
Do NOT pitch your product until the very end. You want the material in the front and
3/4 of the way through it to be a set up. Then somewhere toward the end, you want
a section that says: What to look for in X type of provider. At this point you would
present all this data about yourself without really saying its you. In the telephone
The Masters Series
All Rights Reserved
39
company example, they presented What to look for in your telephone system
provider and they had five things and every one of them set them up to be the most
logical provider.
A great title is critical. Heres a great title for everyone The Five Most Dangerous
Trends Facing All (your prospects type of company or issue here) XYZ Type
Companies/Consumers.
The second panel is always Areas Covered, and is used as a teaser and presell
opportunity. It should make their mouth water with anticipation. The rest of the layout
and ideas on graphics and how to utilize them is covered quite thoroughly in the
session entitled Effective Presenting.
In summary, your core story can accelerate:
Training
Client access
Decision making process
Appointment setting
Closing skills
Rapport opportunities
Increased credibility
And so much more. If you build it, they will buy!
Or, you can certainly have the Empire Research Group build it for you. Check out the
Chet Holmes International website (www.ChetHolmes.com) and click the Core Story
hyperlink. Alternatively, you can call us at (845) 789-4178 or email us at
client_support@chetholmes.com for a free Core Story Consultation.
The Masters Series
All Rights Reserved
40
List of Basic Research Sites Online for

Developing Core Stories
Here are some great sites that share a whole host of information on various market
data and facts to help supplement your research in developing your Core Story. In
addition, there are many other research sites available that will be more specific to
your market or industry. The best way to search for other more specific research sites
that will offer valuable information for your specific industry is to test different key
words and phrases on your favorite search engine. The type of keyword you use can
make all the difference as to the quality of information you retrieve.
Website
Description
Go to the various subheadings that are
listed on the front page as your scroll
down. There are archives of information
you can choose from.
Census Bureau: For resources and
information on Census and U.S. census
bureau.
Department of Labor
Bureau of Labor and Statistics
Society for HR Management:
Information on labor, health care,
executive backgrounds and
compensation, government, employer
practices, etc.
www.ABCNews.com
www.census.gov
www.dol.gov
www.bls.gov
www.shrm.org
www.WashingtonPost.com
Wise Giving Alliance

For information on various charities and
their reputations. Part of the Better
Business Bureau (BBB)
Go to the various subheadings listed
below as you scroll down.
Home Page for the Worlds Business
Leaders
www.give.org
www.CNN .com
www.forbes.com
www.MSNBC.com
www.absolutefacts.com
www.debtsmart.com
www.business.com
The Masters Series
Information about autos, auto industry,

computers, software.
Great site for Bankruptcies, statistics,
etc.
The search engine for managing and
growing your business. Business facts
and information.
All Rights Reserved
41
Session 1 Quiz: Becoming a Marketing Master

Please Note: This test can be copied only for repeated usage, by the original program purchaser,
and not to be resold or used for any profit. Uses for the test: a) Used as a primer before viewing
the video, this test will prompt you to note the important points as they arise. b) The test should
be given after viewing the video to show how well you retained the information. c) The test can
be used as a vehicle to measure the comprehension of employees who view the video (for
current employee new-hires, or any employee who uses the video for self-study or in a training
situation). d) The test can be given every eleven weeks as a means for promoting memorization
(the minimum acceptable level of learning) of the material.
Name: __________________________________________________________________________
Score (8 points for each correct answer, 112 points = 100%): ________________________
1. If youre selling advertising for a newspaper a bad title would be: Why you should
advertise in our newspaper. A good title would be:
_______________________________________________________________________________
2. The railroad company define themselves as We Build Railroads. Write a more
strategic definition: ____________________________________________________________
What would be the broadest possible view? ____________________________________
3. An exercise equipment company is the BASIC description.
Write a more strategic title? ____________________________________________________
What would be a broadest possible view title? ________________________________
4. Solutions are way more motivational them problems?
TRUE or FALSE
5. If you were selling vitamins, what trend involving spinach would imply vitamins are
more important now than ever before? _________________________________________
6. Involving sperm count also makes a strong case for better nutrition in your diet in
what ways? Describe the trend and its implications. _____________________________
7. Define what a customer is compared to a client.
Customer: ____________________________________________________________________
Client: ________________________________________________________________________
The Masters Series
All Rights Reserved
42
8. What is your first strategic objective if you want to have clients instead of
customers? __________________________________________________________________
9. When you present market data, you shift the power in your favor.
TRUE or FALSE
10. USP by Madison Avenue definition is called: ____________________________________
11. USP by Chet Holmes definition is called: ________________________________________
12. Which of the following is NOT a rule for developing a slogan? A slogan should:
A: Describe the product or service
B: Contain a benefit
C: Make people happy and be hip
D: Position your company above the competition
E: Set up the buying criteria in which your product or service is the most logical
choice
13. What 5 elements constitute the structure of a core story?
1) ______________________________________________________________________________
2) ______________________________________________________________________________
3) ______________________________________________________________________________
4) ______________________________________________________________________________
5) ______________________________________________________________________________
14. What is the ultimate accomplishment of the core story sales model?
________________________________________________________________________________
15. A core story should begin by bragging about your company and making sure you
plug your company throughout the entire story.
TRUE or FALSE
The Masters Series
All Rights Reserved
43
Session 2
Best Buyer Strategy

The Fastest, Least-Expensive Method
to Double Sales
2.1
Introducing the Best Buyer Strategy
2.2
Utilizing the Best Buyer Strategy with PhD
2.3
Dream 100 Concept
2.4
Strategies to Grab Your Dream 100s Attention
2.5
Get Their Attention, Now Get the Appointment
This Workbook is provided to support each of the areas described above. It is important that
you take notes as you watch each video and to follow and conduct the workshops provided
for you and your team, so you can begin implementing what you learn.
The Masters Series
All Rights Reserved
44
2.1: Introducing the Best Buyer Strategy

The fastest, least expensive method for doubling sales.
Best Buyer Strategy in a Nutshell
There is always a smaller number of better buyers than there are all
buyers.
Every market and every business has a series of buyers that they consider
their BEST buyers -- meaning those who have the ability to purchase far
more of your product or service, than the average buyer.
NOTES:
The Masters Series
All Rights Reserved
45
2.2: Best Buyer Strategy with PHD

Pig Headed Discipline and Determination (PHD). This is the single greatest
secret to success in your company. Total commitment to what works!
Utilizing the Best Buyer Strategy
Part 1: The Core Story
Part 2: Training the Salespeople
Part 3: PHD Pig Headed Discipline
The Single Greatest Secret to Success in any Company and with any Initiative
Pig Headed Discipline and Determination
NOTES:
The Masters Series
All Rights Reserved
46
2.3: Dream 100 Concept

The Dream 100 concept is all about going after your Dream Best Buyers with a
vengeance.
You not only want to target your dream buyers directly, but look to leverage affiliates
to connect and communicate with them.
The Dream 100 campaign is a comprehensive marketing plan that integrates a
variety of marketing tactics and tools, in order to achieve Top of Mind awareness
and drive your top prospects Best Buyers to a desired Call to Action.
How about Consumer Markets?
You can still target your Best Buyers by leveraging a Best Neighborhood Strategy,
which works great for:
Medical Professionals (Doctors, Dentists, Chiropractor, etc.)
Real Estate professionals
Retail store
Restaurant
NOTES:
The Masters Series
All Rights Reserved
47
Workshop #1 Defining Your Best Buyer

Who are the 100 (or whatever the number is) ideal prospects for building your
business? In some cases, this Dream 100 could be the partners, lead sources
or strategic alliances that could get you large windfalls of profit. In this case, 100
may be far too many. Maybe theres ten or twenty. Lets do a profile of your
Dream 100:
Create a Profile: What are the characteristics that make up your Best Buyer
Dream Client? List out the key characteristics they have, or should have.
Size of prospect? How large a company, how many employees, and how many
clients do they have, etc? How do you define the size of company that makes
them a DREAM sale?
Other Factors? How else might you describe your Best Buyer Dream Client?
Assembling the list. Who is going to do it and when will it be done?
The Masters Series
All Rights Reserved
48
Workshop #2 - How many of your Best Buyers can

you capture in your market?
So now that we have begun to define who your Best / Dream Buyer is for
your company, lets look at the potential impact that they have on your
current business and could have on future business if you targeted them
with laser focus.
Lets establish a Best Buyer Baseline:
How many Best Buyer's do you think you currently have?
What percentage of business do your Best Buyers represent?
What do your Best Buyers spend compared to your average client?
How many potential Dream Clients do you think are in your market?
What do you think is a realistic number of Best Buyer's you could land over the next
year if you developed and deployed a RELENTLESS "Best Buyer" Strategy?
What percentage sales growth do you think you COULD achieve if your organization
was more effective at marketing to and capturing those potential "Best Buyer" in your
market?
NOTES:
The Masters Series
All Rights Reserved
49
2.4: Grab Your Dream 100s Attention

Stand out in the Crowd: Use these strategies to get your Dream 100 buyers attention.
The following is an overview of the initial Dream 100 campaign to drive our targeted
prospects to an Executive Briefing or Call to Action that is crafted to educate them,
not try to sell them.
Stand Out in the Crowd
The goal is merely to stand out. To breed more brand awareness, to soften the
market.
This approach works really well and you can use it again and again to open new
markets.
Even if they do not take you up on the offers, the effort still dramatically raises
your visibility and solidifies your BRAND.
Dream 100 Campaign Elements
An effective Dream 100 campaign is a coordinated effort that utilizes a variety of
strategic elements that will enable you to establish rapport, brand awareness, market
education, need and potential pain that impacts your Best Buyers.
A Dream 100 is not a one-time shot or battle, but a campaign that requires PHD
The elements of an effective Dream 100 Campaign include:
Training and understanding of the Dream 100 deployment process.
Strategic 6 month Dream 100 deployment calendar for all tactics to be
leveraged.
Process flow matrix to show how each element of the Dream 100 campaign
should be deployed to maximize effectiveness.
Tactical tools to be used as part of initial Dream 100 campaign
Direct mail campaign to establish contact and initial briefing
Dream 100 letters
Outline of gifts that will be utilized with letter campaign
Dream 100 emails
Dream 100 call scripts
Calendar and tracking tool to facilitate the process
This initial D100 campaign is designed to last at least 6 months in order to maintain
Top of Mind awareness and persistence to get the target to commit to action.
Once the establish action has been scheduled, the prospect should be removed from
this campaign and moved to an alternate marketing campaign based on the results.
If no action is taken by prospect after this D100 campaign, then they should be
moved to a monthly TOMA Maintenance Campaign primarily of emails and cards to
maintain a presence future target marketing. We never quit marketing to our primary
target unless they ask us to.
The Masters Series
All Rights Reserved
50
Sample Campaign Strategy

1. Letter 1 (With Gift)
2. Call 1
3. Email 1
5. Call 2
6. Email 2
8. Call 3
9. Email 3
11. Call 4
12. Email 4
14. Call 5
15. Email 5
17. Call 6
18. Email 6
20. Call 7
21. Email 7
Dream 100 Letters
The following is an overview of the elements of the strategic of your Dream 100 letters.
Each letter consists of 8 essential components:
1. A gift that relates to both the tag line and introduction
2. A tag-line to capture readers attention
3. An introduction establishing a need or pain that needs to be addressed.
4. A brief snippet of education or data to validate the need we have shared
5. Invitation to our strategic objective of letter attend our executive briefing
6. Call to Action #1 action to drive them to our objective
7. Closing
8. P.S. Call to Action #2 action to drive them to our objective
NOTES:
The Masters Series
All Rights Reserved
51
Workshop #3 Write a Headline

Write a headline for each of the ideas below?
L1 Goldman Sachs analysts describe the restaurant industry as "constrained," noting
that 11,000 restaurant closures have put the per-capita supply all the way back to
1986 levels. Do you think that doing nothing during constrained times is a strategy?
Highlighter
Your Headline:
L2 - Larry Lundy's 44 strong Pizza Hut franchise, which survived his cancer diagnosis,
bankruptcy and Hurricane Katrina, apparently couldn't survive the recession. It is
what he did he not see that put his business onto the rocks after surviving so much?
Magnifying Glass
Your Headline:
L3 - Consumers spent only 25% of their food budget on restaurants back in 1955. In
2011, your target diners have nearly doubled their budget for dining out to 49%. The
puzzle is how to capture your share of those dining dollars?
Rubiks Cube
Your Headline:
L4 - The top 50 restaurant chains hold just 20% of the market, leaving the door wide
open for any restaurant to take a chunk out of your market share. Do you have your
finger on the pulse of your different markets?
Pair of Dice
Your Headline:
The Masters Series
All Rights Reserved
52
L5 - As consumers we crave the opportunity to hear, smell, taste, touch, and share
experiences in a much more intimate and personal way in this changing world. The
problem is that traditional advertising is set up to primarily target and measure single
sense advertising. Are your marketing efforts based on old time strategy?
Hourglass
Your Headline:
L6 - In 1965, 80% of 18-49-year-olds in the US could be reached with 3 60-second TV

spots. In 2002, it required hundred and 17 primetime commercials to have the same
impact. Do you have any idea what it takes to reach those consumers today?
Calculator
Your Headline:
L7 - Reaching your target market has become much more difficult. People with DVRs
watch 12% more TV, yet 90% of them skip over the ads. 54% of consumers avoid
products and services which they feel overwhelmed them with advertising. How do
local markets respond to your marketing message?
Flashlight
Your Headline:
L8 - To attract 12,000 potential consumers, 988,000 were spammed and probably

pretty unhappy with the interruption. Is your web presence in social marketing
strategy helping or hurting your brand?
o Computer Mouse
Your Headline:
The Masters Series
All Rights Reserved
53
Session 2.5: Get their Attention! Get the Appointment!

The Dream 100 effort is forever. You need to maintain a consistent and
ongoing campaign to achieve massive results.
The Goal of your Dream 100 effort is to transform recognition and relationship, so
that you go from:
I never heard of this company, to:
Whos this company Ive been hearing about, to:
I think I have heard of that company, to:
Yes, I have heard about that company, to:
Yes, I do business with that company.
NOTES:
The Masters Series
All Rights Reserved
54
Workshop #4 Mark Your Marketing Calendar

Develop the strategy to leverage and market your Core Story.
How are you going to present your core story?
Brochure: When are you going to use them? Tradeshows? If so when and
where?
Live: Who is going to present? What are the best venues to be presenting in?
When?
Webinar: Who is going to present? How are you going to get attendees? Who is
going to book the attendees? Who is in charge of attendee follow-up?
Mailers?
The Masters Series
All Rights Reserved
55
With Whom Do You Want Your Appointment?

You want the person who can say Yes without checking with anyone else; or is
it a group of decision makers?
Who is that for you?
Youre not selling products/services anymore.
Youre selling and education. Its easier to sell, but you still have to sell it.
Now youre selling in a better way than ever before as an expert.
The Mailers Soften the Market
Softening the market is the job of marketing and corporate.
For a one-person army, youre the marketing department too. For larger
companies, this is a coordinated effort between marketing and sales.
The strategist plans everything and deploys with precision.
NOTES:
The Masters Series
All Rights Reserved
56
Workshop #5 Two-Tier Strategy

Developing a two-tiered strategy.
Who will your targets be?
Who will do the follow up?
Is there a two tier strategy for you?
Summary
Dream 100 / Best Buyer Strategy is the fastest, easiest way to build any company.
But it requires what kind of discipline?
Plan it in advance get the gifts all at once. They are cheaper that way and
now youre committed to using them.
Go after your dream prospects with a vengeance.
The Masters Series
All Rights Reserved
57
Bonus Workshops and Materials

Workshop What is the lifetime value of YOUR best
buyers?
What is an initial purchase?
How often will they buy from you?
How long will the buyer buy from you?
How much will they spend each time?
What does that add up to?
What is a client worth to you over the next 10 or 20 years?
The Masters Series
All Rights Reserved
58
Write down three additional products or services that you will offer your current
clients. (Can you plan quarterly?)
NOTES:
The Masters Series
All Rights Reserved
59
Workshop: Piggyback & Fusion Marketing

Who can you deal with right now? Brainstorm for fusion and piggyback
marketing possibilities.
NOTES:
The Masters Series
All Rights Reserved
60
Workshop: Finding Partners

Brainstorm for web search terms you can use to find new partners.
NOTES:
The Masters Series
All Rights Reserved
61
WORKSHOP: Database Power

What are the essential pieces of information for your database?
NOTES:
The Masters Series
All Rights Reserved
62
What additional information would make your database even more valuable?
NOTES:
The Masters Series
All Rights Reserved
63
Bonus Workshop: Script Building

Workshop: Building a sales script (sample template)
YOU: Hi, this is
Prospect: yes/no.
from
, are you familiar with us?
YOU: Well, were the

(what you are famous or want to be famous for).
The reason Im calling you is because we recently commissioned a study of
issues facing __________________________________________ (the industry or
audience of your Core Story) and how thats going to impact you and your
employees.
Are you interested in making your employees more secure, less stressed and
more effective on their job?
Prospect: Of course.
YOU: Well, thats where we can help.
YOU: You are probably aware that
(use one of the major point of your
core story without giving away everything). Since
(Your Company) is one
of the
(repeat what you are famous or want to be famous for),
we feel its our obligation to
(a beneficial statement that works with our
core story and what you are going to cover) in any way we can.
Are you interested in
(repeat the industry or audience of your Core Story) if it
doesnt cost you anything to do it?
Im sure you are aware there are government programs now that make it so
almost every employee you have can own a home. Were you aware of this?
Prospect: I guess. Yes.
YOU: We work closely with
(other prominent groups, famous individuals,
companies, or government agencies, whoever is respected or a major
competitor) and now have a program that educates you and your staff about
the
(topics of your Core Story and its benefits)
YOU:
(statement on how something you will cover can make
employees happy/loyal) Do you like keeping good staff around?
YOU: Then what Id like to do is make this program available to your entire
staff.
The Masters Series
All Rights Reserved
64
YOU: Heres how we do it. You send out a memo and make an
announcement to each staff member. We will supply the announcement and
memo. Then we come by at lunch and also after work and talk to the staff.
You win from this as people who
(statement on how something you will
cover can make employees happy/loyal), better employees, more stable and
more dependent upon their job. Does that make sense to you?
YOU: Great. Then we could get in there next week and get started. Ill get you
over the announcement and memo. (Get email address and contact info,
and set time).
The Masters Series
All Rights Reserved
65
SAMPLE SCRIPT USING THIS FORMAT

WITH MEMO TO SEND
YOU: Hi, this is Pedro Gomez from Homex, are you familiar with us?
Prospect: yes/no.
YOU: Well, were the largest Home Builder in Mexico.
The reason Im calling you is because we recently commissioned a study of
issues facing Mexico and how thats going to impact you and your
employees.
Are you interested in making your employees more secure, less stressed and
more effective on their job?
YOU: Well, thats where we can help.
YOU: You are probably aware that Mexico is emerging in several areas as a
leader in the world market. Since Homex is one of the largest companies in
Mexico, we feel its our obligation to assist this country in any way we can. Are
you interested in helping to make Mexico a stronger nation if it doesnt cost
you anything to do it?
Im sure you are aware there are government programs now that make it so
almost every employee you have can own a home. Were you aware of this?
Prospect: I guess. Yes.
YOU: We work closely with various government agencies and now have a
program that educates you and your staff about the growth of the Mexican
economy, why you should have more pride in Mexico and how every one of
them can afford now to own a home.
If your employees own homes, they are more tied into the job and need to
keep it even more. Do you like keeping good staff around?
YOU: Then what Id like to do is make this program available to your entire
staff.
YOU: Heres how we do it. You send out a memo and make an
announcement to each staff member. We will supply the announcement and
The Masters Series
All Rights Reserved
66
memo. Then we come by at lunch and also after work and talk to the staff.
You win from this as people who own their own homes are better citizens,
better employees, more stable and more dependent upon their job. Does that
make sense to you?
YOU: Great. Then we could get in there next week and get started. Ill get you
over the announcement and memo. (Get email?)
The Masters Series
All Rights Reserved
67
SAMPLE MEMO
To: All Staff

From: Management
Our company is hosting a free program that will show you all how you can
be wealthier, more productive and happier and reduce personal stress.
This program will also show you how the Mexican Government now has
programs that make it possible for a vast majority of you to own your own
home.
Please arrange your schedule to be at this important meeting. You will be very
grateful for the information you learn.
When to attend: (fill in date and time here).
The Masters Series
All Rights Reserved
68
SAMPLE SCRIPTS FOR HANDLING REJECTIONS

Rejection Handling Script 1 (Not Interested)
Prospect: Youre a Home builder? So this is about selling homes? Im not interested.
You: Name, are you telling me youre not interested in making your
employees more productive in their jobs?
Prospect: how do you help with that?
YOU: Many, many ways. Ill tell you what. I dont usually offer to do this, but I
could come by and show you the data first. You can then decide if youd like
this shared with your employees. Do you have your Calendar handy? (What do
you do when you close?)
(The one who speaks first loses.)
Rejection Handling Script 2 (Just Send Me Something)

Prospect: Tell you what, can you just send me something about it and Ill look it over.
You: If I send you 90 pages, are you going to read it?
Prospect: Not likely.
YOU: Thats why weve reduced this information into an executive briefing.
This has all been made really easy for you to see. We know how busy you are.
So weve taken hundreds of pages of raw data that costs millions to assemble
and reduced it to a quick and very interesting education.
Ive gone through extensive training to be able to make this entertaining and
interesting. If this information can help you and your employees, wouldnt you
want to spend 33 minutes looking at it?
The Masters Series
All Rights Reserved
69
Rejection Handling Script 3 (Too Busy)

Prospect: I just dont have the time.
YOU: Let me ask you a question, do you eat lunch?
Prospect: Of course I do.
YOU: Have you heard of a lunch and learn?
Prospect : Not really.
YOU: Well it is very popular in other countries and it is getting to be something
were doing here. Since you have to eat lunch anyway, some companies are
bringing in educational sessions so people can learn while they eat.
They have them to learn about health, investing, retirement plans and so on.
Ours covers a little of each of those. So if you have your calendar handy, we
can see what day would be best for you to have lunch while I provide the
education.
Rejection Handling Script 4 (Webinar Solution)

You: Look,
, if you dont want a live demonstration right in your company,
we also conduct webinars. You just sit in front of your computer screen. Its
pretty cool. If you find it boring, you can just hang up and move on with your
life. Have you attended any online educational sessions?
Prospect: Yes, no, whatever-You: If you have your calendar handy, I can check when we have one of
those that you could attend, right from the comfort of your own chair.
The Masters Series
All Rights Reserved
70
BONUS WORKSHOP: Mailings and Promotional Gifts

You mail to them every two weeks, something that gets their attention. Today,
thats the most difficult thing you can do.
I recommend that my clients send clever promotional pieces, each with a
theme and ALL offering something for free.
Use stories from other clients.
Telecom client: Sent out 20,000 pieces and didnt get a single response.
We sent out 500 Rubiks Cubes and got a phone call ($344,000 telephone
deal) and then with follow up phone calls, secured another 15 appointments
with only one week of cold calling behind that letter.
Safety client: After only four such mailers, a HUGE client said to one of the
salespeople: Oh, yes, glad you called. I just have to have you come here and
meet with me.
Whys that? says the sales rep:
Client: Because Ive been getting all those letters of yours and I think youre
marketing is just super. The point is that you can really stand out in the crowd
very quickly with great marketing.
HERES A SAMPLE IDEA:

A client gets a letter and in it is a mini stopwatch. The letter is very brief, so he
reads it. It says:
Dear (personalized),
Every second that you do not get our free Executive Briefing (The Five Most
Critical Insights in blank industry Today) you are losing money.
This is a free (industry) community service sponsored by our firm as a way to give
something back to the market. This Executive Briefing has more than $3 million
in research; boiled down to a bullet style, fast paced outstanding education on
how to increase business in this scary period of rising competition and other pain
point (fill yours in here) ________________.
Call for your free Executive Briefing today. The clock is ticking and youre losing
money.
The Masters Series
All Rights Reserved
71
The Prospect smiles and some actually call you, THINKING that the Executive
Briefing is a report. It SOUNDS like a report, but we never actually say it IS a
report. This is on purpose.
So when they call, they get your (trained, fully briefed and rehearsed) Manager
of Client Education. When they ask for the report, our person responds:
Oh, its way better than a report. Its a live Executive Briefing taught by one of our
highly trained speakers. In fact I have a tour going through your area over the
next few weeks, let me tell you how this works
We underwrite the cost entirely. Theres no cost to you whatsoever. When we
have a touring speaker in your area, we arrange for them to come right to your
office. You dont even have to travel.
A lot of people we talk to will gather some of their key staff for the experience.
The entire experience only takes about an hour, and some people set it up as a
Lunch and Learn for key staff and hold it in their conference room.
Im the Manager of Client Education, so Ill coordinate everything, including a
one-page memo I have that outlines what will be covered, and we give you this
with our compliments. Its a way to help the entire market be more successful, so
its certainly good for us.
The information is outstanding. We retained a top research firm and they
studied some of the most advanced trends on how to be more successful in
(your industry). Plus, they found some dangerous trends too; ones that you should
be aware of. In any event, do you have your calendar handy? Lets see when you
might have an hour over the next few weeks so we can schedule in a tour.
Thats a specific CLOSE, one of the seven steps to every sale. You need a
CLOSE.
I am laying it out for you here, but if Im involved, Ill work the heck out of every
piece of this and it will ALL be on tape for future hires.
After each mailing, we make a courtesy call to everyone who received the
promo piece. And two weeks later, we mail again.
Rules on the gifts:
Should be cute, not expensive. Expensive gifts come off like youre trying to bribe
them.
Should be something useful, that they will want to keep or play withor take
home to their child, etc The goal is merely to stand out. To breed more
brand awareness and brand loyalty.
The Masters Series
All Rights Reserved
72
This approach works really well and Ive used it again and again.
Even if they do not take you up on the offers, the effort still dramatically raises
your visibility and solidifies your BRAND.
Lets talk cost.
This is a very inexpensive marketing effort.
Since, by design, the gifts have to be inexpensive, you can buy most of the things
I use for 100 pieces for
$40. So if your target is 100 companies in five categories, youre talking about
spending a few thousand dollars in marketing per month and youll have more
visibility with this approach than anything else you could do.
And every single letter will offer something free, and 90% of them will offer free
expert guidance in some way. Meaning your marketing should make a specific
offer.
Making sales is all about rapport. So you need vehicles that win you more rapport.
Bonus Workshop: Connecting with Target Groups

The Masters Series
All Rights Reserved
73
First Offer/Approach: What will be the first thing you do to introduce yourself to
this valuable group? Suggestions might include offering a free education?
Something free? Something that makes them want to talk to you or interact
with you. What will that be? If you have a core story that is highly educational,
that could be your first offer.
Phone call before. Who is going to do that and when will it happen? What will
they say?
Phone call after. Who is going to do that and when will it happen? What will
they say?
Second Offer/Promo: After the first offer, now you are going to look to really
capture their attention. A good way to do this might be incentives. Each
The Masters Series
All Rights Reserved
74
incentive should go with a clever letter that capitalizes on the incentive. And
the effort should be focused on THEM, not on you. For example, if you send a
flashlight, a bad headline might be: We shine the light on better employee
benefit customer service A much better approach would be: Dont be in the
dark about dangerous employer trends; we bring light for free. Subhead: Free
executive briefing for the asking. Write the headline, now using a flashlight.
they say?
they say?
Other Incentives might include the following (we created a list of inexpensive
items that you could use with ongoing promos to your Dream 100). Write
The Masters Series
All Rights Reserved
75
headlines that would work with each of these and then list the before and after
actions you will take before sending it.
A stop watch: Time to get (benefit here).
they say?
they say?
A (scratch off) lottery ticket: If you win, it would be the perfect time for you
to take advantage of our ability to help you (benefit to them).
they say?
The Masters Series
All Rights Reserved
76
they say?
A coffee mug: Tea, coffee or whatever your pleasure, relax while you sip it
and think of how well help you (benefit to them).
Before and after activity:
A pair of sunglasses: Youre going to need these shades when we help the
sun shine brighter by helping you (benefit to them).
A wallet or change purse: We just wanted you to have this for all the
money youre going to (save-earn) when you (action they must take).
The Masters Series
All Rights Reserved
77
A comb or brush: We want you looking your best when you (benefit to
them for getting involved with you).
A mirror: Look into this mirror and see the smile on your face because you
(benefit to them for using your product or service).
A dollar bill. This dollar bill is magical. It multiplies when you (what they
have to do to get the BENEFIT from working with you).
The Masters Series
All Rights Reserved
78
The Masters Series
All Rights Reserved
79
SAMPLE LETTER #1
Dear ____:
The program we discussed over the phone is an orientation that illustrates 5
unique ways organizations can reduce their overall costs. As I mentioned, the
orientation has been developed as a public relations effort and as a way for us
to provide employers with useful information on ways to reduce cost and as a
way for us to introduce ourselves as well.
The program is our Free Gift. We have invested substantial resources to provide
you with over $3 million worth of research on:
In the next five years, if you do nothing, your employee benefits will
absolutely double. Since its the second biggest cost for any employer, they
usually welcome practical suggestions on how to not only stop the
increase, but send it back the other wayactually gain you a savings over
that same five year period.
Trends that every employer needs to know and how to turn them into
positive, profitable outcomes for your organization
Human resource trends and simple things you can do that will pay off ten
fold with little to no investment
Broker and insurance trends and what to be aware of and how to avoid
disaster
Factors that must be considered when developing your strategic benefit
plan
And much, much more
We are looking forward to giving you this 38 minute outstanding educational
experience. Contact me to arrange a time to go through this incredible
information.
Sincerely,
Date
Tom Smith
Your company name, Inc Address
Address
The Masters Series
All Rights Reserved
80
SAMPLE LETTER #2 (Referral Letter)

Dear Tom:
I have to admit I was quite impressed with all that we learned when you gave
your Executive Briefing on the current crisis in Employee Benefits costs. Most
CEOs dont drill down on these issues until there are serious problems. Your
insights armed us with the exact insight we need in order to be proactive and
start creating cost reductions now, before its too late. That ounce of prevention
in this case is surely worth the 45 minutes any CEO might spend. I cant imagine
trying to keep up with all the changes occurring in this environment without the
education that you provide.
Youve done a lot of work so that others dont have to. I think your decision to
underwrite the cost of this study and to show really valuable, realistic and
down-to-earth suggestions that we can act upon immediately, is great
contribution and Id really recommend the experience to others. Most of us are
too
busy working IN the business to stop and work ON the business. You forced us
to work ON cost reduction in Employee Benefits with significant results from the
time spent. Thank you.
Sincerely,
CEO NAME
The Masters Series
All Rights Reserved
81
SAMPLE LETTER #3
Date
Name Co name Address Address
Re: If you dont shine a light on your benefit costs, theyre going to double in the
next 4-5 years. Dear (use first name),
The cost of employee benefits will virtually double over the next four-five years
(guaranteed) if you do not take immediate steps to reverse that trend. If you
really want to decrease costs, you need innovation beyond simply trying to get
insurance companies to give you lower bids. Did you know that hundreds of
carriers have gone out of business trying to under-bid each other? Thats why
weve hit the bottom (were at the bottom of where you can go to reduce
costs simply by getting new bids).
The Masters Series
All Rights Reserved
82
Free Executive Briefing:

Five Alternative Ways to Reduce Costs
This Executive Briefing shows you how one company reduced benefit costs by
$700 per employee over a four year period while everyone else went up. Well
show you how another company saved $13 million in employee benefits by
being just a little proactive about health issues. Well show you how another
company, with only 80 employees reduced their costs by $500 per month, per
employee, while making the employees feel better about what they were
getting.
Weve compiled $3 million in raw data and turned it into a riveting Executive
Briefing where you can learn all five alternatives to reducing costs immediately.
Just the facts, in a fast paced educational Briefing that is designed for highlevel executives to get insights quickly and that have already been tested and
used by well established companies.
This our way of introducing ourselves to you. If we ever work with you, we
guarantee to never cost you a penny. Well only save you money and get you
more yields per dollar over what youre spending now. Guaranteed!
So take this flashlight and shine it on your telephone keypad and dial us up to
see your copy of this free Executive Briefing: Five Alternative Ways to Reduce
Costs in Health Insurance.
Sincerely,
The Masters Series
All Rights Reserved
83
SAMPLE LETTER #4
Date
Tom Smith Address, Address
Dear Tom,
I wanted to write to thank you for being so persistent to enter our world and help
us cut costs while improving the employee benefits outlook at our company. Im
writing this to encourage other companies t o visit with you and your team. So
let me just state it plainly. This is what you have done for us and I whole
heartedly encourage others to see how your out-of-the-box thinking can impact
them as well:
We were facing an employee benefits increase of 12% from our current provider
and you reduced that by more than 30%.
Where we once had only one static program, you showed us how we could
reduce costs by offering three different programs and allowing employees to
choose the program most appropriate for them- Resulting in a perception of an
improved plan, while saving us costs in the process.
You created and host a website strictly for our employee benefits program,
which not only created a perception of excitement for our employees, but
saved us more money in that everyone could download and print their
enrollment forms right from the site (with more than 80 locations and 1500
employees, every penny countsThank you).
You were able to take on three of our admin functions (COBRA, FLEX and
Consolidated billing), again reducing stress around here and increasing your
value significantly.
Finally, the mass teleconference training and the 800 (your company name
here) Team assistance to educate and inspire our employees, was just down
right over the top service.
Please put us on your list of very satisfied new clients. We are grateful that you
were so persistent and we hope others will listen when you call. We know they
will be grateful as well.
Sincerely
Name Title
The Masters Series
All Rights Reserved
84
SAMPLE LETTER #5
Date
To: (their name) From: (your name)
Re: Executive Briefing: How to NOT double the cost of your employee benefits
program over the next five years.
The cost of employee benefits will virtually double over the next five years
(guaranteed) if you do not take immediate steps to reverse that trend. Cost of
benefits can only go so low using traditional bidding
methods. So if you really want to decrease costs, you need innovation beyond
simply trying to get insurance companies to give you lower bids. Did you know
that hundreds of carriers have gone out of business trying to under-bid each
other? Thats why weve hit the bottom (were at the bottom of where you can
go to reduce costs simply by getting new bids).

Well show you how one company reduced benefits costs by $700 per
employee over a four year period while everyone else went up. Well show you
how another company saved $13 million in employee benefits by being just a
little proactive about health issues. Well show you how another company, with
only 80 employees reduced their costs by $500 per month, per employee, while
making the employees feel better about what they were getting.
And if programs really are designed to reduce costs, they shouldnt cost you
anything to do them. There are zero costs associated with this entire
experience. The techniques for reducing costs wont cost you anything and our
assistance is entirely underwritten by us. We wont ever cost you a penny. We will
only save you money. The first way we show you, -on the spot-(how to reduce
costs) is through this Executive Briefing.
Weve compiled $3 million in raw data and turned it into an extremely fast
paced and riveting Executive Briefing where you can learn all five alternatives to
reducing costs immediately.
Who should attend: If you really want to start reducing costs immediately, while
putting plans into place that will reduce cost dramatically over the next several
years (while everyone elses costs are expected to double), then the CEO, CFO
and HR executives should attend.
We underwrite the cost of this education entirely. There is no cost to you. We
guarantee a fast paced and highly educational experience from the first page
of the briefing. Call to get yours today. [PHONE]
The Masters Series
All Rights Reserved
85
SAMPLE LETTER #6
Date
Name
Address
Re: Puzzled about how to NOT double your health benefit costs over the next
five years? (Thats exactly whats going to happen if you dont take proactive
action right now).
Dear (use first name),
The cost of employee benefits will virtually double over the next five years
(guaranteed) if you do not take immediate steps to reverse that trend. If you
really want to decrease costs, you need innovation beyond simply trying to get
insurance companies to give you lower bids. Did you know that hundreds of
carriers have gone out of business trying to under-bid each other? Thats why
weve hit the bottom (were at the bottom of where you can go to reduce
costs simply by getting new bids).

This Executive Briefing shows you how one company reduced benefit costs by
$700 per employee over a four year period while everyone else went up. Well
show you how another company saved $13 million in employee benefits by
being just a little proactive about health issues. Well show you how another
company, with only 80 employees reduced their costs by $500 per month, per
employee, while making the employees feel better about what they were
getting.
Weve compiled $3 million in raw data and turned it into an extremely lively and
riveting Executive Briefing where you can learn all five alternatives to reducing
costs immediately. Just the facts, in a fast paced educational Briefing that is
designed for high level executives to get insights quickly and that have already
been tested and used by well established companies.
This our way of introducing ourselves to you. If we ever work with you, we
guarantee to never cost you a penny. Well only save you money and get you
more yields per dollar over what youre spending now.
This Rubiks Cube has 317,000 possible combinations. Well show you FIVE that will
make all the difference when it comes to reducing your health benefits costs.
We guarantee a fast paced and highly educational experience from the first
page of the briefing. Call to get yours today. [PHONE]
Sincerely,
The Masters Series
All Rights Reserved
86
SAMPLE LETTER #7 (Stop Watch Promo)

Dear (personalized):
Every second that you delay in asking for our free Executive Briefing (Five Ways for
All Employers to Cut Costs), youre losing money.
This is a free community service sponsored by our company as way of putting
our best foot forward. At (Your company name here), weve helped more than
700 companies save money on not just employee benefits, but in many other
areas of the company. This Executive Briefing has gone even further, giving you
$3 million in research, boiled down to a bullet style, fast paced outstanding
education on how to reduce costs in this scary period of rising expenses.
Call for your free Executive Briefing today. The clock is ticking and youre losing
money. Sincerely,
NOTES:
The Masters Series
All Rights Reserved
87
Session 2 Quiz: Best Buyer Strategy

Please Note: This test can be copied only for repeated usage, by the original program purchaser, and not
to be resold or used for any profit. Uses for the test: a) Used as a primer before viewing the video, this test will
prompt you to note the important points as they arise. b) The test should be given after viewing the video to
show how well you retained the information. c) The test can be used as a vehicle to measure the comprehension
of employees who view the video (for current employee new-hires, or any employee who uses the video for selfstudy or in a training situation). d) The test can be given every eleven weeks as a means for promoting
memorization (the minimum acceptable level of learning) of the material.
Name: _____________________________________________________________
Score: (6 points for each correct answer, 114 points = 100%) _________
1.
There is always a smaller number of better buyers than there are all buyers.
(Circle one)
True
False
2.
What is the biggest lesson weve learned for growing companies?
3.
What kind of discipline does it take to grow a company?
4.
Another Dream 100 strategy is to go after affiliates that can market your
products and services to their existing clients.
(Circle one)
True
False
5.
Nobody cares if youre talking to an industry competitor at the same time.
(Circle one)
True
False
6.
How far in advance do you need to plan your dream 100 strategy?
7.
When setting your appointments, you want the person who can say yes
without checking with anyone else.
(Circle one)
True
False
8.
What is the most potent form of marketing?
The Masters Series
All Rights Reserved
88
9.
Fill in the graph with the appropriate percentages.
10.
What is another great strategy to get meetings?
11. The strategist plans everything and deploys with precision.

(Circle one)
True
False
12.
Define what a two-tier strategy is.
13. Following along the same lines of the dream 100 concept, what is a great
concept for people who market directly to consumers?
14. When you do your mailers, it is a waste of time to send inexpensive little gifts
as they just throw them away anyway.
(Circle one)
True
False
15. After 4 or 5 mailers with inexpensive gifts, people will still not remember who
you are.
(Circle one)
True
False
The Masters Series
All Rights Reserved
89
16. Dream 100 strategy works best if you mail them twice a year.
(Circle one)
True
False
17.
What does the concept soften the market mean:
18. Dream 100 effort should be abandoned after 3 months if it doesnt work.
(Circle one)
True
False
19. When following up on the dream 100, how many yes questions should
you ask the prospect before you close?
The Masters Series
All Rights Reserved
90
Session 3
Create the Ultimate

Advantage
How to Go From $0-100 Million or a Billion
3.1
Create the Ultimate Competitive Advantage
3.2
What the Most Successful Companies Do Differently
3.3
How to Work ON Your Business
3.4
How to Obtain Master Level Skills

you learn.
The Masters Series
All Rights Reserved
91
3.1: Create the Ultimate Competitive Advantage

How to go from $0 to $100 million or a Billion.
Areas Covered
Power and impact of training and causing constant improvement in
your business.
Management Secrets of Billionaires
How to get an entire organization functioning at full capacity.
And How to STAY that way.
Secrets you need to know for each level of growth from the one
person army to the billion dollar conglomerates.
The Facts
95% of companies will never reach $1 million in annual sales.
Only .08% will ever reach $5 million.
Only 1.5% ever reach $10 million.
Only 1 in 25 companies will last 10 years.
Got Skills?
Its the SKILLS
Anyone with passion, drive and hard work can build a company to $1 million,
working half days. 12/hours a day!
Transformation Thresholds in the evolution of a business that requires new skills,
strategies and systems
Start-Up
$1 Million
$2 Million
$5 Million
$10 Million
$20 Million
$50 Million
$100 Million
$500 Million
$1 Billion
Impact Areas
Another key is working smarter (not harder), is to focus on strategic impact areas
with great intensity.
Several of these areas weve already covered, as a stand-alone skill that can
double your sales.
How Does One Become a Master of Anything?
Becoming a master is NOT about doing 4,000 things, it is about doing 12 things
4,000 times.
For many companies there is ONE skill that can double their sales.
The Masters Series
All Rights Reserved
92
Make a Minimum Commitment, but forever..

At least one hour per week to work ON the business. Thats the minimum.
Dedicate one hour per week to improving company or personal productivity, sales
motivation, sales performance, marketing positioning, marketing strategies and
marketing and sales effectiveness.
Becoming a master isnt about doing 4,000 things, its about doing 12
things 4,000 times.
Chet Holmes
NOTES:
The Masters Series
All Rights Reserved
93
3.2: What the Most Successful Companies Do Differently

The importance of effective training and development
The Importance of Training
Studies show that the most successful businesses are constantly
focusing on The 3 Ps
Self-Study, One-on-One Training and Team Training
This session will cover methods for each training strategy.
Everything we teach can be done one-on-one, or even by yourself.
However, the more, the better the impact.
Take This Test and See If Youre Serious About Your Company
True or False (All answers should be true.)
All employees perform each aspect of their job with a high degree of
excellence and consistency?
TRUE
FALSE
Results are somewhat predictable because training and skills are
consistent?
TRUE
FALSE
Each supervisor would give a similar answer for each question or problem?
TRUE
FALSE
Each employee would give a similar answer for each question or
problem?
TRUE
FALSE
Client treatment is similar, no matter who the client deals with in the
organization?
TRUE
FALSE
All staff members know what is considered good performance or
attitude?
TRUE
FALSE
If you want the finest company / department possible, you must have
constant and consistent training?
TRUE
FALSE
Have You Set Standards with Training
Are all call-ins and/or walk-ins handled with great care and in a consistent
manner? OR.
Is employee activity intermittent, moody, or even indifferent or rude
because you have no set standards through training?
What is the ideal procedure for initial contact with a client?
What are the six questions you will ask every client?
What are the ten follow-up procedures that you absolutely insist upon?
The
3 Ps
Planning
Procedures
Policies
The Best Way to Manage ANY Company

Break the company down into manageable pieces Impact Areas
Work on improving each Impact Area each week.
The Masters Series
All Rights Reserved
94
Workshop #1: What are the impact areas in your

company?
Lets break down the company into impact areas: (Defined: Improving any of
these areas has a positive and profitable impact on the company.) Sample List:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
Outside sales
Inside telemarketing team
Marketing activities
Customer service
CRM (Customer relationship management)
Purchasing and suppliers
Shipping and receiving
Inventory control
Accounts receivable
Personnel
Technology
Partner relations/vendors
Partner relations/affiliates
Export sales
California initiative (He had an initiative to attack a new market. What
initiatives do you, should you have?)
List your areas of impact: (note, salespeople, admin staff, production or middle
mgmt., take this time to list YOUR greatest areas of impact if you perfected them).
The Masters Series
All Rights Reserved
95
3.3: How to Work ON Your Business

The difference between working ON Your business and not just IN it.
The Goal of an Impact Area Meeting
The goal of an impact meeting is to cause constant and incremental
improvement.
The Art of the Workshop
The real power of workshops is just in stopping everything to work ON your
challenges with the deliberate intention to cause improvement.
NOTES:
The Masters Series
All Rights Reserved
96
Workshop #2: Making your company grow faster and

run better
What are the Top 5 things standing in the way Constraining Factor of making
your company grow faster and run better?
Constraining Factor #1
The Masters Series
All Rights Reserved
97
3.4: How to Obtain Master Skills

Save money with consistent quality training.
Make the Time for Training
Some managers view training as an interference with work to be
done.
If youre not working ON the business, youll always be small or
always have problems.
Consistent Quality Training
Sales Clients.
Saves Sales.
Improves sales effort.
Speeds sales process.
Improves client relations.
Training reduces stress.
Sets clear path for performance.
Lets employees know when they are on track.
Obtaining Master Level Skills
It does not matter the skill. It could be karate, golf, tennis, football,
sales, time management, telephone skills, interview skills, or closing
skills. The all require repetition in order to reach master levels.
The Learning Curve for Any Skill
How can you get all your troops animated with the same spirit and your
message to the market?
Standardize core communication tools. (This can be the most powerful
thing you can do to unite your troops: Build Your Core Story)
Develop Three Ps, strategies and skills to be repeated again and again,
until all your people rise to master level skill.
The Masters Series
All Rights Reserved
98
The Power of Repetition

By rotating core material regularly, the same concepts are constantly
reinforced and reiterated.
If you really want to become a master, go through this training again and
again forever.
First Impressions are Everything
A new employees first impressions are the most powerful: lasts the entire
tenure.
What kind of first impression are you making on your employees?
Are you setting a tone of excellence?
Are you stressing the importance of the client?
Create a great first impression.
The 52 Session Learning Curve
Training Improves Everything
The Masters Series
All Rights Reserved
99
Summary
Training will help your company run better, smarter, faster.
Take the time to sharpen skills and improve knowledge in every possible area
The company conducting the best training will own the future.
Train or be derailed!
Make it FUN.
Master level skills come only from repetition of the same material.
But people will get bored if you teach it the same way, so create many
different ways to teach the same material.
Train
Constantly
Train with
Enthusiasm
Train and
Entertain
NOTES:
The Masters Series
All Rights Reserved
100
Workshop #3: List the 3 things, if perfected, would have

a massive impact on your business.
Impact Action 1:
Impact Action 2:
Impact Action 3:
NOTES:
The Masters Series
All Rights Reserved
101
Workshop #4: Select one of the smaller challenges you

wrote down in the previous pages. Something easier to
fix and write it below.
Now go back and create possible solutions for the above challenge. Next
pick the best solution to implement them.
Prioritize the steps to implement

Look at the pain of NOT fixing it, write those down
Create the tasks required to fix
Define requirements for the tasks if needed
Assign ownership of all the tasks
Set deadlines for tests/trials
Test your solution
Monitor everything
Create formal procedures
Continue to monitor
Now do this exercise for every challenge you have.
The Masters Series
All Rights Reserved
102
Session 3 Quiz: Becoming a Marketing Master

Please Note: This test can be copied only for repeated usage, by the original program
purchaser, and not to be resold or used for any profit. Uses for the test: a) Used as a primer
before viewing the video, this test will prompt you to note the important points as they arise. b)
The test should be given after viewing the video to show how well you retained the information.
c) The test can be used as a vehicle to measure the comprehension of employees who view
the video (for current employee new-hires, or any employee who uses the video for self-study
or in a training situation). d) The test can be given every eleven weeks as a means for promoting
Name: _________________________________________________________________________
Score (6 points for each correct answer, 126 points = 100%): _______________________
1. What is the percentage of companies that reach $1 million in annual

revenue? _______
revenue? _______
revenue? _______
4. What makes the difference in building a company from $1 million to $10
million? _______
5. While building your company, you do not need to focus on the impact
areas.
(Circle one)
True
False
6. What is the Chet Holmes definition of becoming a master:
_______________________________________________________________________________
7. The best type of training is The Tribal Method, where information is passed
from person to person.
(Circle one)
True
False
8. Results are somewhat predictable because training and skills are consistent.
(Circle one)
True
False
9. The training you do today has little or no impact on your future.
(Circle one)
True
False
The Masters Series
All Rights Reserved
103
10. Each employee should not give a similar answer for each question or
problem.
(Circle one)
True
False
11. What are the three Ps?
1
2
3
12. When testing something new in your company, do you use your best people
or your worst?
(Circle one)
True
False
13. The best way to manage a business is to react to everything that happens.
(Circle one)
True
False
14. Training has a positive impact on the following areas:
(Circle all that apply)
a) time
b) money
c) company unity
d) performance
e) relationships
15. What is the main goal of your weekly meetings?
a) to have heated debates to work out issues
b) just to communicate so everyone knows whats going on
c) to cause constant incremental improvement (at least one improvement
per meeting)
d) to have the employees meet without the boss being present
16. The term workshop training means that if you have a factory, you should
roll up your sleeves and demonstrate how to do the job right.
(Circle one)
True
False
17. It is not good to do on the spot workshops?
(Circle one)
True
False
18. What is the number one trait of Fortune 500 CEOs?
_______________________________________________________________________________
The Masters Series
All Rights Reserved
104
19. Consistent quality training does the following:

a) saves clients
b) saves sales
c) improves sales effort
d) increases employee turnover
e) training reduces stress
f) sets clear path for performance
20. In many cases, training interferes with work to be done.
(Circle one)
True
False
21. The highest level of learning is memorization.
(Circle one)
True
False
22. Tasks vs. Resources
(Fill in blanks)
The Masters Series
All Rights Reserved
105
Session 4
Time and Results

Management
Secrets of Billionaires
4.1
The Got-A-Minute Manager
4.2
Six Steps to Transform Your Company
4.3
Planning Your Day
4.4
Prioritize and Organize
The Masters Series
All Rights Reserved
106
4.1: The Got-A-Minute Manager

Secrets of Billionaires.
The Minute-By-Minute Manager (Got A Minute)
Most managers are minute-by-minute managers. They do not
manage their time, nor do they insist on the same from staff.
Thus, most managers are in a reactive mode all day long. These
managers have to work a lot of extra unnecessary hours.
Taking Control of Your Valuable Time
You need to be Strategic and Proactive.
You want to be accessible to all these great people, dont you?
Youll help them much more if you force and YOU to PLAN your
meetings rather than have them on the fly.
No
Formal Info-Sharing or Growth Structure

Few formalized meetings, everything done on the fly.
Anyone can interrupt anyone else, any time for any reason.
A Minute-By-Minute Manager functions at 25% of potential efficiency.
The Reactive Office

The minute-by-minute manager does not plan their day, instead they are
in reactive mode all day.
The minute-by-minute manager runs their department / company by the
got-a-minute meetings.
The manager does not manage their time and does not require others to
manage theirs either.
The No More Got-a-Minute Meeting Memo
The Masters Series
All Rights Reserved
107
The Proactive Office

The manager sets their schedule each day, with specific times for
miscellaneous meetings and interruptions.
The manager has a formal meeting each week with the goal to improve
some aspect of their department and organization.
Every meeting has an agenda to achieve the goals set.
Agendas
Employees are expected to meet weekly and to have specific agenda
items established in advance.
Unless urgent, employees keep a running tally of discussion items With
Boss to be covered during scheduled meetings.
Proactive Mode
Weekly department meetings are held without fail.
Staff is asked to hold ideas (i.e. anything that does not need an answer
on the spot can be held) until the weekly meeting.
Ideas are discussed in the weekly meeting.
The manager always has an agenda (proactive) for this meeting.
Tasks. Deliverables, and strictly enforced deadlines are assigned.
Manager allocates an hour per day in which he or she will take got-aminute meetings. Manager continually addresses strategic solutions to
problems.
Focus on the Six Steps that will transform your company if you get
everyone doing them every day.
Good time management shouldnt take time.
Five minutes per day, but its discipline all day.
Chet Holmes
NOTES:
The Masters Series
All Rights Reserved
108
4.2: Six Steps to Transform Your Company

Transforming your company can be done in six steps, IF theyre done every
day.
Step 1 Touch it Once; Take Action
Organize your desk and computer for maximum efficiency and that
requires that you create organizational files for everything.
Either deal with it or delegate it.
Step 2 List the Six Most Important Tasks
Stick to the SIX most important things you are looking to accomplish.
Write out what those six are every day.
NOTES:
The Masters Series
All Rights Reserved
109
Workshop #1: Time Management Exercise:

Make a To Do list for your next day in the office. (Include everything you need to do).
Then select the 6 most important tasks, labeling them 1-6,
To Do
6 Most Important
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
The Masters Series
All Rights Reserved
110
4.3: Planning Your Day

Planning out your day based on the tasks you plan to accomplish.
Step 3 Plan How Much Time Allocated for Each Task
Once you have established your primary six tasks, you need to
allocate specific time to each of them.
Workshop #2: Allocating Time:

Now, list those six most important things you have to do on your next day
in the office:
Time allocated to
each item (hrs/min)
1.
2.
3.
4.
5.
6.
Step 4 Plan When You Will Do Each Task

It is essential that you plan your day.
NOTES:
The Masters Series
All Rights Reserved
111
Workshop #3: Plan Your Day:

Now estimate how much time you will dedicate to EACH item (right hand
column). Now list WHEN you will do each task.
8:00am
8:30am
9:00am
9:30am
10:00am
10:30am
11:00am
11:30am
12:00pm
12:30pm
1:00pm
1:30pm
2:00pm
2:30pm
3:00pm
3:30pm
4:00pm
4:30pm
5:00pm
5:30pm
NOTES:
The Masters Series
All Rights Reserved
112
4.4: Prioritize and Organize

Prioritizing the most important things is essential.
Step 5 Prioritize and Do the Most Important Things First
Do not put off the most important things. Do them first.
Practice Chunking the Big Tasks
Keep those big things on your schedule in small chunks at a time.
Without Time Management
Your Time
20%
Productive
Activities
80%
Non-Productive
Activities
Step 6 Will It Hurt Me To Throw This Away

Stop cluttering your desk and your life. Act, delegate, or can I just
throw away!
80% of all filed information is never referred to again.
Plan, Plan, Plan
List the 6 most important tasks you have to do today.
How long will each task take?
Organize WHEN you will do them.
Stay on schedule as much as possible.
When something interferes with your schedule, go back to your list!
The Masters Series
All Rights Reserved
113
Session 4 Quiz: Time and Results Management

Name: _________________________________________________________________________
1. Define a got a minute manager:
2. A good meeting has no assigned goals, deadlines or tasks.

(Circle one)
True
False
3. A proactive office has a manager that sets their schedule each day, with
specific times for miscellaneous meetings and interruptions.
(Circle one)
True
False
4. When something interferes with your schedule, what should you do?
5. Having a to do list is more important than actually planning out each

hour of your day.
(Circle one)
True
False
6. What percentage of all filed information is never referred to again?
7. What is the mother of invention?
The Masters Series
All Rights Reserved
114
8. List the Six Steps to Time Management:

1)
2)
3)
4)
5)
6)
The Masters Series
All Rights Reserved
115
Session 5
Hiring and Talent

The Key that Makes or Costs You Millions!
5.1 Sales Superstars Ego vs. Empathy
5.2 The Five Traits of Star Salespeople
5.3 How to Hire
5.4 Interviews Part 1
5.5 Interviews Part 2
5.6 How to Keep Top Producers
The Masters Series
All Rights Reserved
116
5.1: Sales Superstars

Ego vs. Empathy
Areas covered in Session 5:
1. Discover the secret on how to recognize and hire top producers.
2. Find out the specific traits all superstars have.
3. Design a perfect ad to attract superstars.
4. Learn how to screen and interview for the best.
5. Utilize recruiting documents and example comp plans included.
Concepts to Customize for Any Position or Profession
Traits of people who will be good at keeping business.
Traits of people who will be good at winning business.
Sales Superstar
Sales Superstars are relentless, clever, entertaining, persuasive, compelling, highly
competitive and a pleasure to deal with for the client.
Within months, they outsell the people have been your best for years.
They perform well even when put in bad situations with poor tools.
They learn quickly and soon put innovation improvements on everything.
They succeed not matter what.
The Two Main Personality Traits that Drive Superstars are . . .
1. Empathy
2. Ego!! (sense of self)
Empathy in a Superstar
They need to bond with others, so they should be very open in an interview.
Adapt to every situation.
Find something to like in everyone.
Ego/Strong in a Superstar
Never gives up because it now about their performance.
Become even more determined when presented with a challenge.
But too much ego and youve got a difficult person who doesnt play well with
others.
But for some environments, those types are perfect.
The average bad hire costs a company $60,000 yet most hiring decisions are made
from an hour-long interview.
Chet Holmes
The Masters Series
All Rights Reserved
117
5.2: The Five Traits of Star Salespeople

They represent the top 4%
Five Traits of the Sales Superstar
1. Empathy (Sincere interests in helping clients succeed.)
2. Ego Ego Strength (Rejection Armor) and Ego Drive Personal Ambition)
3. Superior Skill Sets
4. Market Knowledge (beyond product knowledge)
5. Training (always looking to improve themselves)
How to Find Superstars (review often before hiring!)
Research of hundreds of top sales people in all fields show that they have the ability
to bond and be friends with almost anyone. They have the drive, the passion and selfconfidence to go-for-the-jugular, to close the sale and get the order without being
fazed by rejection or obstacles along the way.
Ground Rules for Hiring Superstars
1. Look beyond a resume. You cant hire a superstar from a resume. Age and
experience dont matter. The psychological profile is everything!!
2. Design a challenging ad must scare away the unsure and weak; must not ask
for resumes.
3. Perfect specific interview techniques. Personally screen all inquirers. When they
call act busy, sound gruff and be to the point. So tell me, why do you think you
are a superstar? Tell them your story and ask them to tell you why they should
be hired. Make them sell you. They cant be intimidated!! If you can chew
them up and spit them out they are not worth interviewing. They must be able
to take this treatment well if they are going to sell like champions, because its
part of sales. Dont interview them. Instead use the probe, relax, attack
technique.
Get Them While You Can
Often these types are frustrated in most companies, so they go out and form
their own companies and become extremely successful.
Get them while they are young and keep challenging them, and paying them
and you can keep them a LONG time.
Background is not important. Its who they are not what theyve done.
Chet Holmes
The Masters Series
All Rights Reserved
118
5.3: How to Hire

The Ad and Pre-Screening Techniques
A Superstar Sales Ad
SUPERSTARS ONLY, $50K TO $250K

Average will earn $50K, stars will earn $250K.
Dont even call unless you are a truly awesome salesperson. You have a burning
desire to succeed, are extremely client oriented, highly motivated and never
say die. You develop deep and meaningful rapport with your clients, and
communicate with piercing persuasiveness. You believe you can be the best at
almost everything you do, and can prove it. Dont call unless you fit this bill.
Excellent salary and commission structure, and great opportunity for upward
mobility. Build an empire within our fine progressive company (Type of company
here). We dont hire backgrounds, we hire top producers.
Call Susan Martin at (phone number)
Call only between (you may want to limit the hours)
Personally Phone Screen All Applicants

At this point in the process forget resumes.
We line up all the candidates and then do them all at once 5 minutes each.
On the Very First Screening Call
Act busy, be gruff and to the point.
Ask, So tell me why you think you are a superstar?
Then tell them I am not hearing superstar performer and see how they respond.
Make them sell you. Remember, you cannot intimidate the self-esteem of a
superstar.
Candidates Must Be:
Confident when confronted with the third degree.
Able to talk their way into an interview!
If they are weak, get them off the phone quickly.
Dont be put off by a little arrogance top producers know they are good.
Most superstars will intimidate you to some degree and may even appear a little
arrogant. Thats because they know they are really good. Dont discount a
person because of this confidence. Put them to the test.
The Masters Series
All Rights Reserved
119
If You Decide to Interview

Ask them to write down 5 questions they would like to be asked during the
interview!
Tell them theyll be judged by the quality of their questions and that you want
questions that will show their best sides. The questions will tell you a lot about
them.
Tell them to bring a resume to the interview.
Make them sell you. Remember, you cannot intimidate
the self-esteem of a Superstar.
Chet Holmes
NOTES:
The Masters Series
All Rights Reserved
120
5.4: Interviews Part 1

Step 1 and 2 Relax and Probe
The Interview Process
Relax
Probe
Attack
Relax at the Beginning of the Interview

Be super friendly. Your goal is to get in rapport with the candidate. This will
prove invaluable later in the interview.
Relax the candidate, let them see that you really like them.
Try to understand the candidates psyche and who they really are!!!
Tell the Candidate.
Dont give me the standard answers; you dont know what Im looking for.
Would you agree that its more important to know WHO you are than what
youve done?
So the best thing for you is to
o Be honest, so we can discover if youll be happy here.
o Let me understand what shaped you.
Check with your HR department, but this allows you to now go deep
Probe
Seek deep understanding about their psyche and background.
If they feel uncomfortable answering questions about their background and
themselves, they lack empathy. Top producers live to bond with others.
Find if someone in their background gave them confidence (usually their
mother). Ask How would your mother describe you?
If you were 5 years old and told your mother you want to be an actor, what
would your mother/father say to you?
a. Dont do it.
b. Do it, but train for a job
c. Do it youll be successful at whatever you do!!!!!
Determine if Background Contributed to Confidence
If the candidates background contributed to their present levels of confidence.
Ask Questions Like:
1. What types of things in your childhood shaped who you are? How were you
raised?
2. Tell me about some of your biggest challenges in your life? (Not necessarily work
related) and how you dealt with them.
3. Tell me about the toughest sale you ever made? (Ask a lot of specifics, what
they said, details of the process, what was the crunch, how they closed it, etc).
The Masters Series
All Rights Reserved
121
Look for Other Areas of Accomplishment

Top producers usually have some other area of discipline, physical skill or
accomplishment!!
Ask questions like:
1. Tell me about a time in your life when you surmounted difficult odds.
2. Tell me about the 3 or 4 things of which you are most proud? What are you most
proud of? Why?
3. Have you practiced or overachieved in any other area of discipline, like sports,
music, specialized knowledge, etc.?
4. Can you give me any other examples where your personal determination took
you through to winning?
Determine Their Ability to Bond with Others
Top producers are eager to please and bond with others. Their life is an
open book. You can ask them anything and theyll tell you.
Ask Questions Like:
How would your best friend describe you?
Of all the people you know, who has the most faith in you? Why?
What are some of your best memories?
Determine Confidence
Ask them to rate themselves from 1 - 10 in each of these 10 areas:
1. Ego drive-ambition
2. Ego strength-confidence
3. Ability to face rejection
4. Empathy establishing rapport
5. Time Management
6. Presentation Skills
7. Strategic Thinking
8. Market knowledge
9. Self-improvement
10. Getting around gatekeepers
More Questions:
Find out how the candidate measures themselves against the best.
1. Whos the best salesperson youve ever met? Why?
2. If they named themselves offer them the job.
3. If not, ask whats the difference between them and you?
Ask Them to Rate Themselves in Their Ability
Ask them to rate themselves on a 1 10 scale in the following areas related to
making a sale; 10 being the best salesperson theyve ever known. Superstars will
rate themselves very highly.
1. Develop rapport
2. Qualify find need
3. Build value
The Masters Series
All Rights Reserved
122
4. Create desire
5. Overcome objections
6. Closing skills
7. Follow up skills
8. Presentation skills
9. Cold calling skills
10. Cold calling discipline
Determine Dedication and Desire for Improvement
The best are always trying to get better, to improve themselves. Ask
What was the last self-help book you ever read? Or tape you listened to? Or
which seminar you went to? (Look for people trained by Tony Robbins, Jay
Abraham, Jim Rohn and other marketers and sales stars.)
Of all the people in the world today (past or present) who do you admire the
most?
After youve bonded and got rapport with them: Ask about their resume
history.
Why did you leave each of the last 3 positions?
Why were you looking? What was bad about it?
If youve left, were you unhappy? Why?
What are your top 3 personal goals? What are you doing right now to achieve
them?
Determining Confidence, Perseverance and Judgment
Tell me about a disappointment or disagreement with a boss and what
happened? Then what? And then?
Name 2 weak points of your previous boss, how did you deal with this?
How do you handle stress? What is your technique? Give me some recent
examples. (You are looking for how they think and you can ask deeper questions
to clarify.)
Probe on How They Think
Name two times when a boss criticized you and why?
What was the result? How did you deal with it?
Important: Dont react to their answer negatively or react positively. Be nonemotive, but nice. If you react negatively to anything the person says they will
clam up and wont tell you anymore. You must encourage them to tell you
more.
NOTES:
The Masters Series
All Rights Reserved
123
5.5: Interviews Part 2

The last most crucial part of the interview.
Step 3 - Attack
This separates the men and women from the boys and the girls.
You may find someone who you think is
Top communicator/producer
Likeable
Has a good sense of self
Has good rapport skills
But the attack stage will tell you if they really believe in themselves. This is a prerequisite for a top producer!!! If they cant take rejection and come back even
stronger, they will never be able to close the sale.
The Ultimate Interview Test
Tactfully tell the candidate you dont think they have the right stuff. Say
You seem like a nice person _____________, but I only have one opening
and I need a real superstar. While I am sure youd do well in many other
endeavors, this is a very competitive business and I doubt your particular
skills and personality would hold up in this business!!!
Look directly at them and watch them crumble.
The Attack Will Amaze You
A number of candidates who looked great a minute ago will crumble when you
act like you doubt them.
A top producer will NEVER crumble.
A top producer will convince you that he or she can do any job even when you
attack and express doubts.
The Attack phase May Be Hard to Do
You may feel mean and hard to attack the candidates ability.
If you can convince them they dont have what it takes, they are not a top
producer.
Test Their Presentation Skills
You will find a great candidate.
They will pass all these other tests.
You will hire them.
They will be great at getting appointments, and in the end.
They Cannot Present to save their lives.
So Test them Before you hire them. Let them go into a room and practice and
come back and present just a few panels of your core story.
Hire Only the Best and Watch Your Sales Skyrocket!!
The Masters Series
All Rights Reserved
124
5.6: How to Keep Top Producers

Youve hired them, now how do you keep them from starting their own
company?
Top Producers Are
Original
Intelligent
Sure of Themselves
Generally Frustrated in Most Organizations
End Up Starting Their Own Successful Companies
Keeping Superstars
Never say no to a Superstar. Redirect their energy or give them a few hurdles to
jump.
Superstars will perform far better if you challenge their ego But dont forget to
compliment when they do something right.
Chet Holmes
NOTES:
The Masters Series
All Rights Reserved
125
Sample Comp Plans

# of
Assigned Acts.
per Client
Accounts
Year 1
Smaller Accounts (15-100 EEs)
Large Accounts (100+ EEs)
Total
net
Fees
Commission
@ 5%
40
$100,000
$360,000
$18,000
$1,000,000
$600,000
$30,000
45
$1,100,000
$960,000
$48,000
Base
$28,800
Total
$76,800
$1,152,000
$57,600
Year 2
Existing Clients
45
30
$100,000
$360,000
$28,800
10
$1,000,000
$1,200,000
$96,000
85
$1,100,000
$2,712,000
$182,400
Base
$30,000
Total
$212,400
$2,983,200
$238,656
Total
Year 3
Existing Clients (20%)
85
20
$100,000
$180,000
$18,000
10
$1,000,000
$900,000
$90,000
115
$1,100,000
$4,063,200
$346,656
Base
$50,000
Total
$396,656
Total
The Masters Series
All Rights Reserved
126
Sample Comp Plans
Year 1
# of
Smaller Accounts (<$50,000)
12
$600,000
$102,000
Large Accounts (>$100,000)
$500,000
$85,000
17
$1,100,000
$187,000
Existing Clients
17
$1,100,000
$140,250
24
$1,200,000
$204,000
10
$1,000,000
$170,000
$4,400,000
$748,000
51
$7,700,000
$1,262,250
Existing Clients
51
$,7,700,000
$654,500
24
$1,200,000
$204,000
10
$1,000,000
$170,000
$13,200,000
$2,244,000
$23,100,000
$3,272,500
Total
Sales
Commission
Year 2
Sales reps
Total
Year 3
Sales reps
Total
The Masters Series
83
All Rights Reserved
127
Workshop #1: List at least three initiatives that you would LOVE to put someone on
in which the reward could be great if they did a great job for you.
1.
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
2.
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
3.
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
The Masters Series
All Rights Reserved
128
Session 5 Quiz: Hiring and Talent

Name: _________________________________________________________________________
1.
What are the 2 main traits that drive a Superstar?
2.
Superstars with too much empathy have a great ability to close.

True
False
3.
Superstar salespeople are mostly guarded in an interview.

True
False
4.
List the 3 rules for hiring superstars:

1. ___________________________________________________
2. ___________________________________________________
3. ___________________________________________________
5. The psychological profile of a superstar is irrelevant. Direct experience is

everything.
True
False
6. It is better to sift through resumes than tie yourself up on the phone screening
through countless applicants.
True
False
7. If the candidate comes off as a little arrogant, you definitely do not have a top
producer.
True
False
The Masters Series
All Rights Reserved
129
8. When you interview the candidates in person, your initial approach must be gruff,
in order to challenge them right from the start.
True
False
9. Superstars become uncomfortable when you ask them questions about their roots.
True
False
10. If a candidate is overdeveloped in some area (sports, music, or in some
specialized knowledge) it is usually a sign that they are an intellectual, not a
superstar.
True
False
11. True superstars are bored with self-help books.
True
False
12. What are the three main techniques used to interview superstars?
1. ___________________________________________________
2. ___________________________________________________
3. ___________________________________________________
13. What are a few key questions you would ask a superstar to understand how they
think and how they have performed in the past?
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
______________________________________________________
14. Motivating superstars requires constant challenge and occasional disapproval
from the supervisor.
True
False
The Masters Series
All Rights Reserved
130
Session 6
The Seven Musts of

Marketing
Marketing Essentials to Maximize Growth
6.1
The Seven Musts of Marketing
6.2
The Power of Affiliates
6.3
Personal Contact
6.4
Company Brochure
6.5
Public Relations Part 1
6.6
Press Releases
6.7
Three Rules of Trade Shows
6.8
Innovative PR Strategies
6.9
Advertising: How to Grab the Most Attention and Increase their Response
6.10 Retail, TV, Radio What grabs the most eyes and leaves the most lasting
impression

you learn.
The Masters Series
All Rights Reserved
131
6.1: The Seven Musts of Marketing

Secrets to creating TOMA
Areas Covered in Session 6
1. Discover the Seven MUSTS of Marketing and how to use each of them in your
business.
2. Learn how to accomplish the ultimate goal of marketing.
3. Learn what stacked marketing is and how to leverage it to send a powerful
message.
4. Find out the simple rules to create a compelling advantage over your
competition.
5. Learn how to create effective advertising that will blow away your competition.
Overview
An extensive study shows that the most successful companies all do seven things.
Herein, Chet Holmes unleashes this very nuts-and-bolts symphony of marketing and
how you can expertly deploy these crucial weapons in your market attack. The
Seven Musts of Marketing contains all the best secrets youd better know if you
want your marketing working harder for less. There is so much content in this module
relative to your marketing, you will hardly believe this is all available in one place.
The Ultimate Goal of Marketing
The ultimate goal of marketing is to establish Top of Mind Awareness. To achieve
TOMA Top of Mind Awareness you must focus on 7 Musts
The Seven Musts of Marketing
Personal Contact
Direct Mail
The Internet Your Web Presence
Company Brochure
Advertising
Public Relations
Educate Your Clients
Stacked Marketing
Develop a slogan and theme based upon your USP and use them in every
marketing effort.
NOTES:
The Masters Series
All Rights Reserved
132
6.2: The Power of Affiliates

How affiliates can super-charge your marketing and sales.
Identifying Affiliate Opportunities
What other businesses can you work with to create cross-sell opportunities?
Strategies for Identifying Affiliates
Go to the web and type in your category. In seconds youll have a list of
hundreds, maybe thousands of potential affiliates.
Each one of these has the potential to be a partner:
o To put a link on their website.
o Send out emails about your to their clients.
o Team up with you to create appealing offers and packages.
o This is why you need an Affiliate Manager which we covered in the
module on hiring superstars.
Who would make a great affiliate manager for your company?
NOTES:
The Masters Series
All Rights Reserved
133
6.3: Personal Contact

The most potent form of marketing
Personal Contact
The most potent form of marketing.
None of your marketing efforts will have as much impact on your client as
contact with salespeople or client service.
Sales, the Most Powerful Weapon
This is a huge area of upside impact.
So much so that this area has its own speakers, workshops and education.
So, yes were going to get even deeper on selling, but for now, lets talk about
other forms of personal contact.
Education youre Clients Forms of Personal Contact
Sales Calls
Seminars
Telephone
Free Consultations
Webinars
Trade Shows, where applicable
Even Customer Service
Tools
Your Salespeople need tools.

Fantastic presentation materials.
Great sales promos on at least a dozen sales points.
Great brochure that acts as a mini-core story.
Great tools to get in the door.
The Masters Series
All Rights Reserved
134
Great titles that also help get in the door.

No salesperson should have the word sales in their title.
Director of something-or-other lets people feel they are dealing with an
important person.
Not a legal term in the U.K. Adjust for you.
Managing These Mavericks

Like Everything Else, sales activity works best with a plan.
If you dont want to lay out their plan, ask THEM to lay out a plan, but lets
see an actual plan.
The more organized the better.
How many prospects do they have and how often are they to go after
them and whats the procedure to do so?
Sales needs its own weekly meeting: To hone ad polish skills and to drill
down on the process constantly.
Sales is another marketing weapon, designed to work in concert with
other marketing weapons.
You will get much greater success when you have a plan.
People Respect what you Inspect
Another weakness of most entrepreneurs is that they dont have enough
controls in place to measure and track effectiveness.
The Masters Series
All Rights Reserved
135
Call Report / Log
People will use email more than a fax, but people still have fax machines and are
more likely to now read a fax as opposed to opening an email.
Your Salespersons Dream 100 Effort?
What is your salespersons Dream 100 approach?
What things can we add to your marketing calendar to support them?
o Mailing
o Newsletters
o Survey
o Public Relations
o Trade Show Programs, etc
The Masters Series
All Rights Reserved
136
6.4: Company Brochure

A company brochure is essential for a salesperson and will be utilized to
reflect your ultimate strategic position.
Sales Brochure
Since your Core Story is aimed at THEM and not at YOU, the brochure will be
aimed at THEM.
The header should be very similar to your core story.
At a trade show, or as a direct marketing piece, identify which title will make
them to want to read more.
Your company brochure should be the foundation on which all your other tools are
built upon.
Chet Holmes
NOTES:
The Masters Series
All Rights Reserved
137
6.5: Public Relations

Its all about TOP of MIND AWARENESS.
Public Relations Defined
Its not sales, per se, its not trade shows, per se, its not written literature, per se.
It helps all those things however.
IT IS: Throwing parties at trade shows.

Doing splashy events for your clients.
Doing press releases, building relationships with the press.
Building relationships with strong forces that can help you (trade associations,
community groups, etc.)
Its all about Top of Mind

Building TOMA among the press is a great way to dominate the press in your
market.
Ever notice how entertainment shows only cover the same shows all the time?
Its all about the relationship!
For most of you, the press consists of a handful of publications. Do Dream 100
there too.
If you mailed and called them every other week, including maybe even a gift
and a clever press release around that, you will build tremendous TOMA very
quickly.
Most News is not some reporter going out and getting a story
70%-80% of all news is placed. The rest is organic
Set yourself up as an expert in your field and people will come to you.
Clearly, market data is going to work more effectively.
Press Sources
PR Newswire www.prnewswire.com
Associated Press pr@ap.org
Wall Street Journal newsroom@dowjones.com
Make sure you write a killer headline to get attention.
Another secret can you mention a Fortune 500 company in your copy? Be
careful about liability.
Workshop #1: Placing Press Releases

Write down what your angle would be to get 300 press releases placed.
The Masters Series
All Rights Reserved
138
6.6: Press Releases

Save $80,000 on advertising
Ideas for Writing a Press Release
Call a newspaper, ask for editorial desk.
Tell them you have no idea how to write a press release.
Pay someone on their staff to write it for you.
You will get an expertly written release.
Bonus: They may submit it to the paper internally.
Free PR Department
Contact your local college / university career placement office for intern
positions.
Look for:
o Business Majors
o Marketing Majors
o Journalism Majors
o Public Relations Majors
What Should Follow Every Press Release
A phone call at the very least
Focus in on what the release was about and if they need more data.
Often you will be asked to resend the press release.
All PR should have an objective and promote your business
Robert Smith
NOTES:
The Masters Series
All Rights Reserved
139
6.7: Trade Shows

The 3 Rules of Trade Shows
Rule #1 of a Trade Show
Get Noticed!
Nothing else (great products, superb selling, etc.), will matter if you cant get
noticed.
Your first rule of trade show attendance is to find a way to stand out in the
crowd.
Engage Prospects
The word show is in tradeshow for a reason. Put on a performance.
Now were getting noticed, what are we doing to engage prospects?
Get them to interact.
Get them to WANT to come to your booth.
Get the entire show buzzing about you.
Get Leads
Create a form as part of a give-a-way and gather useful information to qualify
lead. Make it multiple choice (Important)
The cost to do this?
$2,000. Would you invest $2,000 extra to generate ten times more leads?
NOTES:
The Masters Series
All Rights Reserved
140
Workshop #2: Designing Your Tradeshow Form

Create six to eight MULTIPLE CHOICE questions youd ask on your form?
1. _______________________________________________________________________________
2. _______________________________________________________________________________
3. _______________________________________________________________________________
4. _______________________________________________________________________________
5. _______________________________________________________________________________
6. _______________________________________________________________________________
7. _______________________________________________________________________________
8. _______________________________________________________________________________
The Masters Series
All Rights Reserved
141
6.8: Innovative Strategies

Innovative PR Strategies
How many strategic objectives can you achieve at a trade show?
Types of Strategies
Trade Shows
Charity Events
Award Ceremonies
Industry Seminars
Mass Tele-Conferences
Trade Show Promoting the Party!
First, advanced promotion:
o Create a fun-looking invite (doesnt have to be expensive, just look festive).
o Send it to all your prospects, Dream 100?, in advance of the trade show.
o Next, CALL them all as well. Invite them, talk it up.
o At the trade show; Begin the hype. Best party at the show.
o Give the invites sparingly. Create desire and demand to be included!
o Models in the booth doesnt hurt either.
Event Must Be Fun!
Themes can be a GREAT party.
Make sure everyone is having a ball.
Be VERY friendly, boldly walk up to guests and shake their hand. Then introduce
them to others.
Make sure everyone is engaged and not standing around.
In the end, you want everyone talking about your company and party. TOMA
Charity Event as a PR Vehicle!
There are two primary reasons why charity events are an awesome opportunity
for your company.
#1 is that they get great publicity for the charity.
#2 is you can give the profits to the charity, so the event can cost next to
nothing.
People will remember who sponsored the event. TOMA
Award Ceremony
Create an award event for your industry.
Create lots of categories and recognize your prospects for their success.
Judges are Dream 100.
Winners are Dream 100.
Proceeds to charity, or not.
Dinner, dance and awards. Can be a killer event.
Coordinate it with industry trade show.
If your business is local, invite all the most influential people in your area.
The Masters Series
All Rights Reserved
142
Advisory Board
Are there former power players in your industry, who know all your potential
Dream 100 prospects?
These former executive sometimes love a chance to help an up-and-coming
player make it to the big time.
Industry Seminars
Bring in speakers (mostly from your Dream 100 list.
Have 2 heavy duty keynote speakers.
Have breakout sessions with attendees to discuss needs, challenges and
opportunities.
Mass Tele-Conference for Your Clients and Prospects
You can host a mass tele-conference for your industry.
Leverage celebrity status to gain access and give yourself credibility.
Have industry speakers that will draw your industry to attend.
Earn income from the event.
You will gain greater status as host / interviewer.
Fantastic promotional opportunity.
Is this right for YOU?
NOTES:
The Masters Series
All Rights Reserved
143
6.9: Grab Attention

Advertising: Heres how to grab the most prospects attention and
increase their response.
Lets Review What Will Work for You
Regular PR Program?
Articles by you?
Articles about you?
PR Newswire or NAPS?
Trade Show theme?
Trade Show party?
Award Ceremony?
Trade Association?
Industry Seminar?
Mass Tele-Conference?
Which Marketing Weapon of the 7 Musts Creates the Most TOMA?
Advertising has the most TOMA Power!
Advertising
Business publications
Trade journals
Radio
TV
Newspapers
Internet
Etc.
It creates more TOMA than all the others combined, if done right.
It also makes all your other methods work better, 35%!
Advertising Essentials
1. Distinctive
2. A Good Headline
o Tell what the ad is about in 3.2 seconds.
o Gives a benefit.
o Uses you or your (optional).
o It compels you to want to read on and learn more.
3. Content should be education based
4. Create a clear Call to Action
50% of purchases are motivated by advertising,
but the other 50% is made on impulse!
The Masters Series
All Rights Reserved
144
Workshop #3: Headlines

Create seven killer headlines for the picture to the right.
Tell me what you want to tell me.
Give me a benefit.
Use the word YOU or YOUR.
Make me want to read further.
Headline 1.
________________________________________________________________
Headline 2.
________________________________________________________________
Headline 3.
________________________________________________________________
Headline 4.
________________________________________________________________
Headline 5.
________________________________________________________________
Headline 6.
________________________________________________________________
Headline 7.
________________________________________________________________
The Masters Series
All Rights Reserved
145
6.10: Retail, TV and Radio

What grabs the most eyes and leaves the most lasting impressions?
Retail Signs
In one study, 76% of the respondents stated that they believe signs are very
informative.
In another study, people were taken through an area and then asked if they
could recall the signage. A full 94% recalled seeing a sign.
84% of the people who saw the sign, also remembered the product and even
the specifics about the offer.
TV Advertising
Make sure you use visuals along with sound as many people mute out
commercials, even if they continue to watch.
Radio Advertising
This includes satellite radio
You can still gain a lot of traction. No one mutes you.
People will listen in during morning and evening commutes.
You need to speak at 187 words per minute.
NOTES:
The Masters Series
All Rights Reserved
146
Bonus Workshops
#1: Whats the Lifetime Value of a Client?
List each area and then a plan to improve/expand.
My Goal to Improve
Average Unit Of Sale
Profit per Transaction
Frequency of Turnover
Current Back Ends
Additional Back Ends
The Masters Series
All Rights Reserved
147
#2: Customer Loyalty Program

Hertz has the Gold Service
Carpet cleaning client has the Gold Service that gets people to buy twice per year,
and they also now offer all six of their services to every buyer (they used to only sell the
item asked for). What can YOU do to breed customer loyalty? Or more frequent
buying?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Think outside the box. For example, can I offer my services for you to provide your
clients with a free mass teleconference training session? (Minimum numbers apply,
but Im just trying to get you stimulated.)
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Can you offer them something that you dont even have to stock, store, ship or
service? Something that someone ELSE supplies even?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
What else do they need before, during or after your sale? What else would help them
and maybe help you in the process?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
The Masters Series
All Rights Reserved
148
__________________________________________________________________________________
Cultivating Lifetime Value: What can you do that will really help breed customer
loyalty? What extra step can you provide? What kind of bonding effort can be
made? List some ideas here:
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
What else could you sell them at the point of purchase? 30% will buy if you offer.
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Can you down-sell to something? Ideas here:
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
The Masters Series
All Rights Reserved
149
#3: Business Model

Lessons I Learned the Hard Way:
Chets first business model: Sell my services direct to clients. Results: High fees, TONS of
travel.
Then I built a mass of products that could be sold by others. Results: No more travel,
huge staff, highly volatile monthly numbers.
Then I built a subscription-based business. Clients signing up for monthly help. Results:
Highly stable business that was very stable. In fact, I sold it.
How stable is your business? Is there a model that would make it more stable? Is there
some kind of ongoing service you could give that would guarantee you income each
month?
Or is there some club-like offer you could make that would breed remarkable loyalty?
WORKSHOP: Work that through right now:

Describe how to make better.
Current
The Masters Series
Improved
All Rights Reserved
150
#4: Capital: Intellectual, Human, Financial

List what you have, list how youll improve, expand or better utilize each area.
Current
Improved
#5: Relationships: Strategic, Vendor, Collegial, Clients, Industry, Key

Influencers, Associates, Experts
List each and THINK through how to get more out of each area.
Current
The Masters Series
Improved
All Rights Reserved
151
#6: Distribution Channels and Markets / Niches Addressed

List each and THINK through how to get more out of each area.
Current
Improved
#7: Products and/or Services

List how to improve, add new, or take on affiliates. Include proprietary and licensed /
joint ventures.
Current
The Masters Series
Improved
All Rights Reserved
152
#8: Web Search for Fusion Partner

Every time I get a client, I go onto the web and type in their kind of business, using
many different ways to describe it. It always gives me great ideas for them. Youd
think you wouldve done that for yourself, but have you? What are some search terms
for you to use, list some now.
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
The Masters Series
All Rights Reserved
153
#9: Database Power

How much and what type of info do you want from clients? Use multiple choice
answers as a way of getting more cooperation.
For example: What is your income bracket?
______ Under $20K per year
______ $21K to $50K
______ $51K to $100K
______ $100K plus
What do YOU want to know about your clients?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
#10: Superior Access Vehicles

What can you create that would give you superior access to your Dream 100?
Here are some suggestions:
a) A magazine or newsletter?
What would be the title? What questions would you ask if you were to interview
them for a feature article?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
The Masters Series
All Rights Reserved
154
b) A party or really cool invite?

What would be something really cool that they would want to attend or in which
they would participate? Some suggestions:
I.
A movie premier.
II.
A charity event.
III.
A party at a trade show.
IV.
A mass teleconference with a celebrity or for some other valuable

purpose. What are some ideas for your particular situation?
V.
A barbecue at your home?
VI.
Free dinner somewhere?
VII.
What else?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
c) A committee that you want them to join?
What will THEY get out of belonging? What benefit is there to them? Can you
start a trade association that they would want to join?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
d) An awards ceremony.
What would be the title of the awards? What would be the theme?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Now go back through your list and set some goals.
Write the goals in the left hand margin next to the activity.
WHEN are you going to do it?
The Masters Series
All Rights Reserved
155
#11: Complete the Following Exercises:

Write 12 headlines for your product / service / company. Each should explain the
biggest single payoff / benefit / result / your product / service / company generates
for a client. Go at it from every angle.
1. _____________________________________________________________________________
2. _____________________________________________________________________________
3. _____________________________________________________________________________
4. _____________________________________________________________________________
5. _____________________________________________________________________________
6. _____________________________________________________________________________
7. _____________________________________________________________________________
8. _____________________________________________________________________________
9. _____________________________________________________________________________
10. _____________________________________________________________________________
11. _____________________________________________________________________________
12. _____________________________________________________________________________
Write five ways your product/service adds specific, measurable benefit or value to
your client.
1. _____________________________________________________________________________
2. _____________________________________________________________________________
3. _____________________________________________________________________________
4. _____________________________________________________________________________
5. _____________________________________________________________________________
The Masters Series
All Rights Reserved
156
Write ten advantages you have over your competition, tangible or intangible.
1. _____________________________________________________________________________
2. _____________________________________________________________________________
3. _____________________________________________________________________________
4. _____________________________________________________________________________
5. _____________________________________________________________________________
6. _____________________________________________________________________________
7. _____________________________________________________________________________
8. _____________________________________________________________________________
9. _____________________________________________________________________________
10. _____________________________________________________________________________
Make a list of all the specific, direct and indirect competition you have for the
problem your product / service / company solves.
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
The Masters Series
All Rights Reserved
157
Now tell the five things everyone should look for in a product or service like yours
(without directly referencing your product or service - youre setting the markets
buying criteria here, so these should be things you do that your competition doesnt,
or that they havent delineated. For example, if youre a real estate broker you may
find that all your competitors help guide the homeowner through the process AFTER
the sale, but few real estate brokers make this part of their presentation in order to get
the listing in the first place).
1. _____________________________________________________________________________
2. _____________________________________________________________________________
3. _____________________________________________________________________________
4. _____________________________________________________________________________
5. _____________________________________________________________________________
Provide five metaphors or analogies that analyze or illustrate what else having your
product or service in their lives is like. OR: Some analogies that show the pure logic of
your positioning, such as: (Chets example of Outside Magazine and Sports Illustrated,
versus Backpacker magazine or Tennis Magazine).
1. _____________________________________________________________________________
2. _____________________________________________________________________________
3. _____________________________________________________________________________
4. _____________________________________________________________________________
5. _____________________________________________________________________________
The Masters Series
All Rights Reserved
158
#12: My Master Strategy Is

Now that youve thought through (for perhaps the first time ever) all of the ways you
can strategically outsell your competition, can you tie it all together? What is your
Ultimate Strategic / Preemptive Position (how you differentiate from all the rest). Now
spell it out for YOUR Company (and note that this will grow even stronger when you
have market data).
Just keep asking what is the Ultimate Benefit? When youve answered that, ask the
benefit of the benefit you just named.
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
The Masters Series
All Rights Reserved
159
#13: Stadium Pitch

If we could gather all your customers in a stadium and give you an opportunity to
present to them all at once, what would you say? (See Strategy Versus Tactics video
for rules, full understanding of the concept and the Pyramid of Buyers concept.)
Again, now you can begin to see how much stronger your stadium pitch will be when
you have hard data that can rivet the attention of your audience from the start.
Outline your stadium pitch. This should be much stronger now that youve done all
these other exercises.
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Now say it in a single sentence. This is your slogan / strategic position, that statement
that goes under your logo every time.
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
The Masters Series
All Rights Reserved
160
#14: Deming 101

What are the key processes currently driving my revenue and how do they perform
both transactional in a timeline-denominated basis and measurably in a quantifiable
basis. Meaning, taking sales as an example. You may have one person who is very
good at getting new clients, but terrible at keeping them. Then you have another
person who keeps them forever, but has a terrible time getting in the door. Each of
those situations offers a process that can be defined, examined and then improved
and duplicated. But first you have to study them.
You may also have marketing efforts that work better at some stages than others. You
may also have delivery issues (for your product or service) that can be broken down,
examined and improved. This is your opportunity to work ON your business, to look at
each of these areas and look for incremental gains. For each area, we suggest a
workshop with your crew in which you use everyones brain power to improve. So list
each aspect of the functions of your company below and then the current levels of
performance/results, and then; either what you can do to improve them, or at the
very least, define the title of the workshop you will have, i.e.; Do workshop with crew
on improving our shipping department. Or, Do workshop with sales team to improve
our closing ratio and test closing. Or Do workshop with crew to improve our rapport
skills. Or, Do workshop with technology team to streamline our information flow.
Workshops are covered thoroughly throughout the entire series.
List Areas of Impact
The Masters Series
Performance Levels
All Rights Reserved
161
What other companies, industries, or individuals can I turn to for borrowing higher and
better performing success procedures? List:
Companies
Individuals
Industries
The 7 Musts of Marketing
The Masters Series
All Rights Reserved
162
How Many Different & Complimentary Ways I Can Use My

Marketing Weapons?
Several pages of choices follow, but lets begin with The Seven Musts of Marketing.
There are dozens of ways to use each of these marketing weapons. This has been
explained in detail on the videos. In this section, youre planning what you can do.
In the next section, you will plan how you will do it, and in the following section, you
will actually plan WHEN you will do what. So under each area, lets begin with which
of these weapons is appropriate for you and what are some of your ideas/goals for
utilizing this area.
Remember, goals focus the mind. So lets write some down.
Salespeople Plans / Goals
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
P.R. Plans / Goals
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Trade Show Plans / Goals
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Direct Mail Plans / Goals
__________________________________________________________________________________
__________________________________________________________________________________
The Masters Series
All Rights Reserved
163
__________________________________________________________________________________
__________________________________________________________________________________
Advertising Plans / Goals
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Internet (web, email, affiliates) Plans / Goals
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Promo Pieces & Brochures Plans / Goals
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Increasing Your Lead Generation Through:

Referral systems. What will they be, who will deploy them? What is the plan? (Put into
calendar and into area that asks for strategic objectives.)
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
The Masters Series
All Rights Reserved
164
Acquiring clients at breakeven up front and make a profit on the back end
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Guaranteeing purchases through risk reversal
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Host-beneficiary relationships
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Using telemarketing
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Running special events or information nights
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
The Masters Series
All Rights Reserved
165
Acquiring qualified lists

__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Increasing the perceived value of your product/service through better client
education
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Increasing Your Client Retention Rate By:

Delivering higher-than-expected levels of service
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Communicating frequently with your clients to nurture them
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Separate focus, which may involve the same weapons, but now with a different
objective. This is designed to help you THINK more.
The Masters Series
All Rights Reserved
166
Increasing Your Conversion from Inquiry to Sale By:

Increasing sales skills levels of your staff (more on this later).
Lets review the Seven Steps to Every Sale as it relates to YOUR Business.
1. Rapport:
Improved methods. Steps you will take that will help you build better rapport at
every turn. List ideas for each level of customer contact, including electronic
methods.
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
2. Qualify / Find Need:
Name at least six questions you will ask every prospect To help you find the acute
areas of need for your product or service pain AND pleasure.
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
3. Build Value:
What makes what you sell have value to them? Education you will provide that
helps THEM, but also Sets up the buying criteria in your favor.
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
The Masters Series
All Rights Reserved
167
4. Create Desire:
How do you make them want it? Specific techniques, pain points, etcHow can
you dramatically enhance this process? Intensify it?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
5. Overcome Objections:
What are the most common objections and the methods for overcoming them?
This single exercise can dramatically improve your closing ratio.
Most Common Objections
How to Overcome
6. Closing Techniques:
What different closing techniques can you use: i.e., small point close, either/or
close, straight forward question close, graduated closes offering more and more
with each offer. When do you close? Perfect time, secondary time, etc
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
The Masters Series
All Rights Reserved
168
__________________________________________________________________________________
__________________________________________________________________________________
7. Follow Up:
What are your standardized follow up efforts? How many do you have? List your
minimum follow up procedures here:
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Increasing the Average Transaction Value By Focusing on:

Improving your teams selling techniques to up-sell and cross-sell. How can you do
that?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Using point-of-sale promotions
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Packaging complementary products and services together
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
The Masters Series
All Rights Reserved
169
Increasing your pricing and hence your margins

__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Changing the profile of your products or services to be more up market
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Current Product Description & $$
Improved Product Description & $$
Offering greater / larger units of purchase

__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
The Masters Series
All Rights Reserved
170
Increasing Transaction Frequency By Focusing on:

Developing a back end of products that you can go back to your clients with
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Communicating personally with your clients (by telephone, letter, email, etc.) to
maintain a positive relationship
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Endorsing other peoples products to your list
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Running special events such as closed door sales, limited pre-release and so on
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
The Masters Series
All Rights Reserved
171
Programming clients
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Price inducements for frequency
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
What Will Serve as Your Superior Access Vehicle?

Something that by design gives you superior access to your prospects.
Whats easy to sell? Can you sell something thats free? List ideas here.
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Why and how have I been limiting or keeping people from buying from us? What is
slowing down, hindering or stopping sales from being made?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
The Masters Series
All Rights Reserved
172
What key factors must I now test?

Factors
How Will I Test
When
Who can endorse our product / services / company?

__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
From whom can we get testimonials?
Name
The Masters Series
Who To Do It / How
All Rights Reserved
173
How can I make my risk reversal stronger?

__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
What do my clients value most in the area in which I occupy?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
What weaker companies could I acquire the products, services, distribution, sales
force, or clients and prospects from?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
The Masters Series
All Rights Reserved
174
Whats Your Core Story?
The Masters Series
All Rights Reserved
175
Session 6 Quiz: The Seven Musts of Marketing

Name: _________________________________________________________________________
1. What is the ultimate goal of marketing? _________________________________________

2. What is top of mind awareness? _____________________________________________
_______________________________________________________________________________
3. What are the 7 musts of marketing?
1) ____________________________________________________________________________
2) ____________________________________________________________________________
3) ____________________________________________________________________________
4) ____________________________________________________________________________
5) ____________________________________________________________________________
6) ____________________________________________________________________________
7) ____________________________________________________________________________
4. Explain the concept of stacked marketing? __________________________________
_______________________________________________________________________________
5. What is the most potent form of marketing? ____________________________________
The Masters Series
All Rights Reserved
176
6. List 3 ways to provide education to your clients:

1) ____________________________________________________________________________
2) ____________________________________________________________________________
3) ____________________________________________________________________________
7. Your brochure header should be very similar to your core story.
TRUE or
FALSE
8. What is the first rule of a trade show? ___________________________________________

9. What is the second rule of a trade show? _______________________________________
10. List 3 themes that you could do a trade show to stand out:
1) ____________________________________________________________________________
2) ____________________________________________________________________________
3) ____________________________________________________________________________
11. What percentage of all purchases are made on impulse? _______________________
12. Motion displays have proven to be a waste of investment.
TRUE or
FALSE
13. List the first three rules of Effective Advertising:

1) ____________________________________________________________________________
2) ____________________________________________________________________________
3) ____________________________________________________________________________
The Masters Series
All Rights Reserved
177
Session 7
Detailing and Perfecting

the Sales Process
The 7 Steps to Selling
7.1
Building Rapport
7.2
Establish Need
7.3
Build Value
7.4
Create Desire
7.5
Objections and Close
7.6
The Close Part 2

you learn.
The Masters Series
All Rights Reserved
178
7.1: Building Rapport

Step 1 - Rapport
Each aspect of making a sale can be tuned up systematically. Most companies are
very loose in this regard, and their results reflect their lack of detailing and perfecting
the sales process. This program takes you through a sale like a scientist would take
you through a critical experiment. When you realize that selling is a science and you
set about dissecting and strengthening the sales process, you will make it stronger.
Each sale has seven links to the chain. The stronger you make each link, the more
powerful the impact and the higher the closing ratio. Become a scientist about selling.
The Decision Making Sales Process
1. Establish Rapport (Trust and Respect)
2. Find Need
3. Build Value
4. Create Desire
5. Overcome Objections
6. Close the Sale
7. Follow-Up
Focus on the Front End of the Sale
Establishing Rapport represents 40% of the sales process.
Finding Need represents another 25% of the sale.
65% of any sale is all about building rapport and finding need.
The most effective way to close is by creating a logical conclusion.
Definition of Rapport
They Like you.
They Respect you.
Then they will Trust you.
Rapport Tools are Essential
Market Data creates respect and that equals serious rapport
Mirroring Your Prospect / Client
Maturity is when all your mirrors turn into windows.
Mirror your prospects tonality and body language. The
subconscious will make the connection that you are like them.
Address their goals and think from their perspective.
Think
of Your Ultimate Client Relationship

Do you know how many children they have?
Their ages
Know their spouse and kids names?
Have you ever been to their home, or visa versa?
The Masters Series
All Rights Reserved
179
Do you know their hobbies?

What will make them more successful?
Where are they from?
What is their history?
What are their ultimate goal(s) in life?
Workshop #1: Building Rapport

What are at least three steps you can take to establish deeper rapport with
clients?
1.
2.
3.
Workshop #2: Rapport; New-hire and ongoing

training
Think about how you might use this in all new-hire training. And how you might
do a workshop on this once every few months to further sharpen skills. Make
note here of any ideas you might have.
How would you work this into your new-hire and ongoing training?
The Masters Series
All Rights Reserved
180
7.2: Establish the Need

Step 2 Establish the Need
Establish Need
The deeper you understand your prospects situation, the more logical
the conclusion will be.
You cannot bring a sale to a logical conclusion if you dont

understand the needs of your prospect.
Questions for Establishing Need

You should have 6 10 excellent questions that your salespeople will
ask every prospective client.
Make these questions part of your weekly training (synthesis).
There are always a few good questions for most sales situations.
o
What are the three biggest problems youre having in (your area of
business)? (If they say None, ask the next question.)
What are the areas where you would like to see improvement in (your
business)?
Tell me about your company (department).
How long have you worked for your company (department)?
Where did you work before this?
What are some of your goals for the company (department)?
What is the criteria for making a decision about buying a product or service
like ours?
Identity Based Questions

People will buy way faster because of who they want to be than they
will ever buy because of what you have to sell.
NOTES:
The Masters Series
All Rights Reserved
181
Workshop #3: Asking questions

Develop six to eight questions salespeople should ask every prospect.
(Develop at least two identity-based questions that would get a yes 99% of the
time.
Medical Care - Doctor: Are you the kind of doctor who wants to treat the
symptom or cure the patient?
Business coaching question: Are you the type of business owner who would
like to see constant improvement in your business?
Home Security Company: Are you the type of person that wants to keep
your family as safe as possible?
Tech Support Company: Are you the type of business owner who wants to
get the most out of your people and your technology?
1.
2.
3.
4.
5.
6.
7.
8.
The Masters Series
All Rights Reserved
182
Workshop #4: Asking questions; New-hire and

ongoing training
Think about how you might use this in all new-hire training. And how you might
do a workshop on this once every few months to further sharpen skills. Make
note here of any ideas you might have.
How would you work this into your new-hire and ongoing training?
The Masters Series
All Rights Reserved
183
7.3: Build Value

Step 3 Build Value
Building Value
Spend a brief moment or two telling the prospect the value of being
involved with your company.
What is your reputation in the marketplace?
This is the strategic sell; where you sell the company
Introduce market education. This will make you valuable to your

prospects (Your Core Story).
Give a formal orientation, not a presentation.
Or, even better term: Executive Briefing
The Introduction to Your Core Story

You have asked a lot of questions about them, so youre ready to
take them through your core story.
Now you take them through a fast paced briefing highly educational
market data that will build value and enhance rapport.
90% is educational that identifies need, defines pain, establishes

necessary steps to consider.
NOTES:
The Masters Series
All Rights Reserved
184
Workshop #5: Build Value

This is where youd introduce market education into the sales situation
(Whether this be live, on the web, on your website, a brochure, etc).
Example:
Let me take you through this data. This is more than $3 million in raw data
that we condensed and put into a format that is designed to be fast
paced, easy to grasp and highly educational. 90% of what Im going to
cover is educational in nature and designed to serve you. At the end, we
have a little PR section about us, which just kind of lets you know whats
going on with us if youre interested. Does that seem fair?
Lets write the actual dialogue used to introduce market education into a
sales situation:
Workshop #6: How about website applications?

What are some sample titles of buttons on your website that would
engage a prospect and make them want to take your tour? Can you
build a whitepaper, an infographic, a blog, a free report in exchange for
their email address?
Example: Health Tour: The most powerful lessons in health today: learn how to be
super healthy.
The Masters Series
All Rights Reserved
185
7.4: Create Desire

Step 4 Create Desire
You Create Desire with a Mixture of
Problems (Cost, Pain Ramifications)
Solutions
The Core Story is going to do this for you.
Problems
Solutions
Leveraging Market Data

What is going on with your prospect and their market that is important for them
to address?
Benefits
People move away from problems or discomfort and towards solutions and
benefits.
The better you are at painting elaborate pictures of their wonderful future (with
your products or services), the more desire you will create.
NOTES:
The Masters Series
All Rights Reserved
186
Workshop #7: Features vs. Benefits

What are some ways to Create desire in your prospects? What are
some pain points that would motivate them? Write a few right now.
1.
2.
3.
4.
5.
Major benefits of having your product or service?

1.
2.
3.
4.
5.
The Masters Series
All Rights Reserved
187
7.5: Objections and Close

Steps 5 and 6 Objections and the Close
Summary, So Far.
You established excellent Rapport
You asked excellent questions and discovered fabulous and

meaningful ways in which you bring something to get prospects out of
displeasure and into pleasure.
You presented educational material that helped you with:

o
Rapport
Need
Value
Desire
You used all you learned in step two, as you presented, to really
create desire for prospect to do business with you.
You used identity-based questions to help Set buying criteria.
Now you are ready to move into The Close.
When you go to the close, you sometimes hit Objections!
Step 5: Overcome Objections

The toughest objections to overcome are the ones that are unknown.
How to Overcome Objections
Thoroughly qualify, while establishing need.
Questions! Questions! Questions!
Ask prospects what they think, if they agree.
Ask if there is anything that will keep them from doing business with
you.
If youve done a good job on:

o Rapport
o Need
o Value
o Desire
You shouldnt have much trouble with:
o Overcoming Objections
Step 6: Time to Close the Sale

But what is the best close of them all? Logical Conclusion
It is when that buyer makes their own decision to buy because the
logic of it is inescapable.
The Masters Series
All Rights Reserved
188
Workshop #8: The Head and Pendulum

Examples:
Use positive assumptive statements: Well, we know... of course you
want to... when we get started.
Use assumptive statements: Do you want the faster model, or the
standard model?
Use minor point close: Should the bill be sent to you, or your
accounting department?
What are three yes questions you can ask in the close that will make the
prospect say yes, yes, yes, right before you ask if they are going to buy?
1.
2.
3.
The Masters Series
All Rights Reserved
189
7.6: The Close Part 2

Step 6 The Close Part 2
Logical Conclusion
Reaffirm need established in the qualifying questions, use hot buttons
and close with their own words.
Use positive assumptive statements.
Assume the sale.
Use minor point close.
NOTES:
Workshop #9: Inducing the prospect to make a

decision now!
What other inducements can you bring into the sale to make it sweeter?
Examples:
Coupon to something else, from someone else.
Buy a $500 item and get $1000 training program.
Write some ideas for you right now.
The Masters Series
All Rights Reserved
190
Bonus Workshops
Rule: You cant improve something that you havent identified.
So lets break down your sales process: whether it is on the web or in person.
Step One: Establish credibility, build rapport
Workshop #10: Building rapport and credibility

Think (and write down) your two best relationships. Client relationships if you have
been in sales or personal relationships if you havent.
1.
2.
Write down the top three to five reasons why those are great relationships.
(Example: We share a lot in common.)
1.
2.
3.
4.
5.
The Masters Series
All Rights Reserved
191
Turn those reasons into rules. Example: Look for areas of common interest.
1.
2.
3.
4.
5.
Now rank the rules in order of importance. Example:

Genuine interest in helping them succeed
Learn a lot about them and their business
Find common areas of interest
Build trust, etc.
What are the ideal ways to build credibility fast?
Give us some kind of an education on some area of your industry that would
show that you are an expert. Teach us something.
The Masters Series
All Rights Reserved
192
Session 7 Quiz: Detailing and Perfecting the Sales Process

Name: __________________________________________________________________________
Score (7 points for each correct answer, 98 points = 100%): _________________________
1.
List the Seven Steps to Every Sales:

1)
2)
3)
4)
5)
6)
7)
2.
As it relates to sales, what is the ultimate definition of rapport?
The Masters Series
All Rights Reserved
193
3.
4.
Establishing rapport is what percentage of the sale?
Write three ways to establish rapport:

1)
2)
3)
5.
What is the best way to find out the needs of your clients?
6.
What are six basic questions you should ask every prospect?
1)
2)
3)
4)
5)
6)
7.
People will buy much faster because of what you have to sell than who
they want to be.
(Circle one)
True
False
The Masters Series
All Rights Reserved
194
8.
9.
Explain the concept of identity-based questions:
What two opposing concepts, working together, help a salesperson create

desire in a prospect?
1)
2)
10.
What is the hardest objection to overcome?
The Masters Series
All Rights Reserved
195
11.
In overcoming objections, fill in the blanks on the funnel:
12.
How do the best salespeople close?
13.
What are the other ways to close a sale?
The Masters Series
All Rights Reserved
196
14.
It is not wise to make a prospect feel pressure when you are trying to close
a sale.
(Circle one)
True
False
The Masters Series
All Rights Reserved
197
Session 8
Perfecting Your Follow-Up

The Key to capturing and keeping clients
8.1 Perfecting Your Follow-Up
8.2 Success Formula
8.3 Follow-Up Letter
8.4 Ten Steps to Success
8.5 Unsuccessful Meeting
The Masters Series
All Rights Reserved
198
8.1: Perfecting Your Follow-Up

You need massive follow-up to maintain Top of Mind Awareness with you
prospect or client. Keeping your client focused on both you and the sale.
Do you leverage the power of a CRM or a defined follow-up process for
every client interaction?
Follow up makes the difference between mediocrity and greatness.
In most companies, the follow-up is totally up to the individual. In fact, most
companies have weak or no follow-up. Yet, the most expensive cost we have today is
trying to get clients. Once they get them, most companies have a weak or
nonexistent effort to KEEP them. This program walks you through a follow-up program
in detail. You design it yourself, using Chets guideline in the workbook to help you
create outstanding follow-up programs.
10 Standard Follow-Up Steps for Bonding with Clients
Why does follow-up make the difference between mediocrity and
greatness?
A step-by-step guide: 10 Follow-Up Steps to Greatness!
The ultimate objective of every Top Producer
The
7th Step to Every Sale Follow-Up

Most companies are weak at Follow-Up.
They think the job is finished once the job is closed.
Your job is to keep your client is to keep your excited about both the sale
and you!
Follow-up makes the difference between mediocrity and greatness.
Workshop 1 Designing Your Follow-Up Structure

What is your current follow-up process after a sales presentation?
1
2
3
4
5
6
7
The Masters Series
All Rights Reserved
199
8.2: The Real Success Formula for Selling

A planned and scripted follow-up process for every lead/opportunity is
critical to an effective sales process.
Trust and Respect = Influence = Potential for Control
You follow-up is only as good as your first six steps of the sales process.
7 Steps to Every Sale:
1. Rapport: What personal tidbits, or professional goals did you note during the
meeting?
2. Need: Do you understand their needs and objections?
3. Value: What can you give that they will consider valuable?
4. Desire: What can you do that will increase their desire?
5. Objections: Make sure you address their objections.
6. Close: What closed them?
7. Follow-Up: The better you did on steps 1 through 6, the more penetrating
your follow-up will be.
Rule: Your follow-up is only as good as your first six steps
Chet Holmes
NOTES:
The Masters Series
All Rights Reserved
200
8.3: Step 1- Send Your Follow-Up Letter Immediately

Get a letter or email off to your client within an hour or two of your meeting.
Reinforce them impact of the meeting and interaction.
Structure of an Effective Follow-Up Letter
Something Personal
A Compliment
Hot Buttons Impacting Them
Personal Close
The key is to focus on them, their needs, their pain and their desires. Not you!
Workshop 2 Create Your First Follow-Up

Compose an initial rough draft of your first follow-up letter. Make sure that you
follow the proper to include the 4 elements of an effective follow-up letter.
The Masters Series
All Rights Reserved
201
8.4: 10 Steps to Bullet Proof Success

Defining and implementing the 10 steps to effective follow-up.
10 Steps to Bullet Proof Success
1. Follow-up letter.
2. Phone call.
3. Additional defined follow-up (note, email, call, etc.)
4. A meal and further bonding
5. Another fax / letter / email / card.
Workshop 3 Develop your Second Standard FollowUp

Develop what would be your standard second follow-up.
What are some ideas?
When should it go out? Plan it right now!
If it is a call, what is the script?
Workshop 4 Develop your Third Standard Follow-Up

Develop what would be your standard third follow-up.
The Masters Series
All Rights Reserved
202
Flesh out your idea a little more?
NOTES:
Workshop #5 Develop your Fourth Standard FollowUp

Develop what would be your standard fourth follow-up.
The Masters Series
All Rights Reserved
203
Workshop #6 Develop your Fifth Standard Follow-Up

Develop what would be your standard fifth follow-up.
NOTES:
Workshop #7 Develop your Sixth Standard Follow-Up

Develop what would be your standard sixth follow-up.
The Masters Series
All Rights Reserved
204
NOTES:
Workshop #8 Develop your Seventh Follow-Up

Develop what would be your standard seventh follow-up.
NOTES:
The Masters Series
All Rights Reserved
205
Workshop #9 Develop your Eighth Standard FollowUp

Develop what would be your standard eighth follow-up.
NOTES:
Workshop #10 Develop your Ninth Standard FollowUp

Develop what would be your standard ninth follow-up.
The Masters Series
All Rights Reserved
206
NOTES:
Workshop #11 Develop your Tenth Standard FollowUp

Develop what would be your standard tenth follow-up.
NOTES:
The Masters Series
All Rights Reserved
207
8.5: When the Meeting Does Not Go Well!

Effective follow-up strategy when a meeting does not go well..
NOTES:
The Masters Series
All Rights Reserved
208
Session 8 Quiz: Perfecting Your Follow-Up

Name: _________________________________________________________________________
1. Once the sale is closed, the job is done.

(Circle one)
True
False
2. When you have made a sales call, it is good to wait at least three days to
follow up so your client does not feel that you are push.
(Circle one)
True
False
3. What two things must you keep hot in your prospects mind?
1) ________________________________________________________________
2) ________________________________________________________________
4.
What does CRM stand for? _______________________________________________
5. How can you reduce the chance of your prospect forgetting the core
reasons why they were persuaded?
6. You should start your follow-up letter with a thank you.
(Circle one)
True
False
7. What are the 4 elements of a good follow-up letter?
1) __________________________________________________________
2) __________________________________________________________
3) __________________________________________________________
4) __________________________________________________________
The Masters Series
All Rights Reserved
209
8. If things go bad in the sales call, you are best to not be too aggressive in
your follow up.
(Circle one)
True
False
9. It is best not to plan your follow up so that you can be spontaneous.
(Circle one)
True
False
10. When following up, make sure you keep strictly to business because this will
cause the prospect to respect you even more.
(Circle one)
True
False
NOTES:
The Masters Series
All Rights Reserved
210
Session 9
The High Art of Getting

Appointments with
Anyone
Part 1
9.1
Getting the Impossible Appointment
9.2
Attitude is Crucial
9.3
Create a Vehicle to Build Rapport
9.4
Elements of a Phone Pitch
9.5
Getting Past the Gatekeeper
9.6
Great Tips to Get Executives on the Phone
9.7
Back to the Gatekeeper with Even More Strategies
for you and your team, so you can begin implementing what you learn. The areas noted
below are primarily covered in the video. This Workbook is provided for you to take
notes as you watch the video and to follow and conduct the workshops provided for
you and your staff so you can begin implementing what you learn.
The Masters Series
All Rights Reserved
211
9.1: Getting the Impossible Appointment

With Anyone Part 1
Discover how to identify and get around the gatekeeper
Perfect your phone pitch for massive results.
Learn how speaking with confidence will make your prospecting 200% more
effective.
Discover powerful techniques to always the lead the conversation vs. them
leading you.
Tonality has 5 times more impact than the words you use.
The prospects subconscious picks up every subtle nuance in your tonality.
NOTES:
The Masters Series
All Rights Reserved
212
9.2: Attitude
Is crucial
Attitude
Can they trust you?
Are you making an impact on them?
They will hear your confidence, or lack of it.
Youre going to get, what you want to get when on the phone.
One-Minute Visualization
Close your eyes and count backwards from five, relaxing more with
each exhale.
Visualize the prospect being happy to take your call, receptive to
whatever you want to say.
Visualize the prospect being happy after you call, feeling like he or she
has benefited and got something they wanted.
Then you visualize yourself feeling great.
NOTES:
The Masters Series
All Rights Reserved
213
9.3: Create a Vehicle to Build Rapport

Essential to Success
Leverage tools to create instant interest and value
Create a magazine, survey, program to connect with target prospect.
NOTES:
Workshop #1: Superior access vehicles

What can you create that will provide superior access to your buyers?
What are some ideas offered by Chet that may be applicable for you, just as a
method of helping you gain faster, easier, smarter or more potent access to your
buyers?
1. ____________________________________________________________________________
2. ____________________________________________________________________________
3. ____________________________________________________________________________
4. ____________________________________________________________________________
5. ____________________________________________________________________________
The Masters Series
All Rights Reserved
214
9.4: Elements of a Phone Pitch

It is all in the script
Get Prospects to Create Visuals
This gets them using all their senses and keeping them focused on the
objective of the call.
Elements of a Phone Pitch
Must get their attention quickly. Voice of authority is always good.
Use their name.
Something intriguing ( A story or reason why youre calling but
something that engages them)
Unfold the information in an interesting way (maintain authority).
Have a hard close.
NOTES:
Workshop #2: Elements of telephone pitch

Cold Calling Best Buyers
Make a quick stab at your opening telephone pitch. For current clients, write three
reasons to invite them back. Well go deeper on this in a moment, but have a crack
at it right now to warm-up.
1. ______________________________________________________________________________
2. ______________________________________________________________________________
3. ______________________________________________________________________________
The Masters Series
All Rights Reserved
215
9.5: Getting Past the Gatekeeper

Its all about the person in the most control
Rules for Dealing with Gatekeepers
You must always lead the conversation.
NOTES:
WORKSHOP #3: Gatekeepers

How many times can you send the gatekeeper back and what will you say each
time?
1. ______________________________________________________________________________
2. ______________________________________________________________________________
3. ______________________________________________________________________________
4. ______________________________________________________________________________
5. ______________________________________________________________________________
6. ______________________________________________________________________________
7. ______________________________________________________________________________
8. ______________________________________________________________________________
9. ______________________________________________________________________________
10. ______________________________________________________________________________
The Masters Series
All Rights Reserved
216
9.6: Great Tips to Get Executives on the Phone

Killer strategies
Maintain Control and Authority
Look to identify who has authority to buy without checking with
someone else.
NOTES:
Workshop #4: Who should you be selling?

Who has the authority to say yes without checking with someone else in order to buy
what you sell?
Whats easier to sell for you initially, that gives you easier access?
The Masters Series
All Rights Reserved
217
9.7: Back to the Gatekeeper

With even more strategies
Maintain Control and Authority
Use Market Influencer Sell.
Last resort Send Information.
The negative / take-away pitch.
The combo pitch, super complicated.
The Seven Steps to Every Sale apply to phone sales.
NOTES:
Workshop #5: Dream 100 Strategy

Write down ideas for orientations that you could give to your Dream 100
Remember, this should grab their attention and be about problems facing them.
Example: The nine ways youre wasting money on your voice and data spending.
Workshop #6: Who should you be selling?

Time to develop your telephone appointment-setting script
The executive comes to the telephone: Whats your opening to hook them quickly?
The Masters Series
All Rights Reserved
218
Whats the story you have to tell, something that continues to be curiosity driven.
Who else can you name-drop that will raise credibility? Build value?
What are pain points that might motivate them to want to meet with you?
Whats your close?
What if they say no? (On average it takes 8.4 nos to get a yes) What do you say?
The Masters Series
All Rights Reserved
219
Then next?
Then next?
Then next?
Then next?
Then next?
Then next?
Then next?
The Masters Series
All Rights Reserved
220
Session 9 Quiz: The High Art of Getting an Appointment

with Anyone: Part 1 Mastering the Telephone
Name: _________________________________________________________________________
1. Circle the items below that you think are important when speaking on the
telephone
Speak clearly
Speak loud to emphasize your points
Use a deeper tone of voice
Sound relaxed
Establish rapport by using charm
Use a tone that shows authority and intelligence
Give your sales pitch to the gatekeeper
2. What should your main attitude be when you pick up the telephone?
3. Concerning the impact of your conversation, what percentage comes from the
words you choose?
a) 10%
b) 90%
c) 7%
d) 40%
The Masters Series
All Rights Reserved
221
4. When trying to get past a gatekeeper, always let them lead the conversation
True
False
5.
Salespeople should be exceptionally friendly, especially in an initial conversation

with a gatekeeper.
True
False
6.
If a prospect tries to rush you, it means they are very busy. You should respect their
time and shorten your pitch.
True
False
7. Why should you never pitch the gatekeeper?

___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
8. How can you avoid pitching the gatekeeper?
a) Always lead the conversation.
b) Sound important, and show authority.
c) Answer all questions with enthusiasm.
d) Keep asking for what you want.
e) Make the gatekeeper go back to their boss as many times as possible.
9. You should tell your lifes story to the gatekeeper who wants it.
True
False
10. When a gatekeeper asks you a question, answer it promptly.
True
False
11. What can you design or create that will help make you irresistible to your
prospects?
1. ____________________________________________________________________________
2. ____________________________________________________________________________
3. ____________________________________________________________________________
4. ____________________________________________________________________________
5. ____________________________________________________________________________
12. You should lie, if need be, to get past the gatekeeper to your potential client.
True
False
The Masters Series
All Rights Reserved
222
Session 10
The High Art of Getting

Appointments with
Anyone
Part 2
10.1
Persistence without being Obnoxious
10.2
Follow-Up Steps 3-5
10.3
Follow-Up Steps 6-7
10.4
Follow-Up Steps 8-12
10.5
Art of Voicemail
The Masters Series
All Rights Reserved
223
10.1: Persistence without Being Obnoxious

Sub-Title
Discover how to create an arsenal of selling tool ALL your salespeople can
leverage.
Learn what makes the worlds greatest salesperson and how you can do that
too.
Learn the powerful techniques on how to get the impossible appointment.
Discover the 12 steps to solidify our appointment.
In the Your Dream 100 session, there is very good and detailed information about
sending gifts, including an excellent workshop with many gift ideas and headlines.
Now were into nuts and bolts of the sales process to help you get those big
appointments.
If you got the appointment, after applying The high art of getting an appointment
with anyone, part I, Whats the first thing you want to do after you got the
appointment?
Most Sales People are Mediocre
48% will give up after only 1 rejection.
20% will try 2 times.
Persistence, without Being Obnoxious
Top producers are persistent in an entertaining way.
From your first attempt to eternity, you strive to become part of your
prospect/clients lives.
Once you start working on a prospect, have it in your mind that you will
eventually be friends.
NOTES:
The Masters Series
All Rights Reserved
224
Workshop #1: Creating a follow up fax

What is the content of your follow up fax after youve secured an appointment?
Put down some ideas right here:
Workshop #2: Creating a follow up fax for rejections

Outline your first follow up fax if the client rejects you. What would your first follow up
fax say?
The Masters Series
All Rights Reserved
225
10.2: Follow-Up Steps 3-5

Persistence is Essential
Step 3
If you do not get the appointment then send off a fax. We all use email and are
over whelmed at times. Most still have fax numbers through and it will set you
apart and get read.
Step 4
Leverage AA or other gatekeeper to reinforce the importance of what you are
looking to share and let them know more information is coming.
Step 5
Fax or FedEx a one page description from your Core Story regarding a need,
pain and benefit for taking action.
NOTES:
The Masters Series
All Rights Reserved
226
Workshop #3: One Page Promo

Outline an excellent one page promo piece that describes your first meeting with the
prospect/affiliate, etc
1. Great title:
2. Mysterious benefit:
3. Justification of why you would offer this awesome learning experience (if thats
what youre offering):
4. More benefits:
5. Who should attend?
6. How long (X, plus time for Q&A):
7. When:
8. Where:
9. Cost:
The Masters Series
All Rights Reserved
227
Create finished draft right now:
The Masters Series
All Rights Reserved
228
10.3: Follow-Up Steps 6 and 7

Keep your follow-up consistent and persistent
Step 6
Another follow-up call after last fax/FedEx/email.
Suggest that a short conversation may be helpful to share what was in the
correspondence.
Step 7
Send and audio, or even video email to capture their attention.
NOTES:
The Masters Series
All Rights Reserved
229
Workshop #4: Creating an audio or video file

1. What would be the outline of what youd say on your audio file?
2. Remember that your title has to be all sizzle.
a. Two Minute Audio that can save your company
b. 2.6 minute audio that can profoundly impact your XYz
3. The content works best if you actually teach me something.
4. Start with some wows.
5. Build/unfold to the logical next step in a way that really makes them want it.
6. Tell them what you want to tell them. Call to action.
7. What would you do after sending this?
8. Flesh out some ideas right now.
The Masters Series
All Rights Reserved
230
10.4: Follow-Up Steps 8-12

Follow-Up, Follow-Up, Follow-up
Step 8
Another follow-up call after you send the audio/video.
Charm the Gatekeeper
Step 9
Send prospect a letter of recommendation from another client.
Han write your own message on the letter you forward.
Step 10
Another follow-up call.
Step 11
Send a humorous note or cartoon
Step 12
Another follow-up call.
Send a reminder note when you get that meeting regarding agenda.
The Humorous Note

Use this note, put it in your name.
The Masters Series
All Rights Reserved
231
10.5: Art of Voicemail

A fantastic opportunity
Leveraging Voicemail
At CHI, we have six excellent voicemails scripted for our salespeople.
We get a 30% call back after the fourth message.
Each message teaches something of value, is super sincere and offers to really
help them.
NOTES:
Workshop #5: Voicemail Campaign

What will be your VM campaign? Outline your entire campaign for your team to
follow:
Write at least six VMs that you or your team will leave. (ALL offers are to help them.)
1. ______________________________________________________________________________
2. ______________________________________________________________________________
3. ______________________________________________________________________________
4. ______________________________________________________________________________
5. ______________________________________________________________________________
6. ______________________________________________________________________________
The Masters Series
All Rights Reserved
232
Session 10 Quiz: The High Art of Getting an Appointment

with Anyone: Part 2 Getting Appointments
Name: _________________________________________________________________________
Please ask your CHI Coach for the answers after completing.
1.
What do you think is the main reason why most salespeople are mediocre?
2. What percentage of salespeople stop pursuing clients after the first time the client
has said no?
3.
What percentage of salespeople drive in only 20 percent of sales?

a) 10%
b) 80%
c) 28%
d) 95%
4. Is persistence considered obnoxious?

Yes
No
5.
What is the only quality that Rocky a winner?
6.
What is the fastest, easiest way to get an appointment?

(Circle one)
a) A phone call
b) A fax
c) A letter
d) Go through a friend of the prospect
The Masters Series
All Rights Reserved
233
7.
If you get the appointment, what should your next step be?
(Circle one)
a) Celebrate
b) Write it in your appointment book
c) Fax a confirmation of the appointment
d) Notify your boss and ask him for the best way to proceed
e) Show up on time
The Masters Series
All Rights Reserved
234
Session 11
Professional Presenting
Rules and Skills Training
11.1
Presenting A to Z
11.2
Rules for Effective Presenting
11.3
Take Control of the Meeting
11.4
The Importance of Practice
The Masters Series
All Rights Reserved
235
11.1: Presenting A to Z
Sub-Title
What makes an effective presentation (Increase closing from out of 10, to 8 out
of 10).
Your pitch and your body are one (Learn why how you move is more important
than what you say).
Most common mistakes (A humorous section with the Worlds Worst Presenter).
Presenting to your Dream 100.
The power of the Dream 100.
Perfecting your Core Story presentation (it will always be a work in progress).
More insights on how we learn.
Skills as well as content.
Why Use Professionally Prepared Visual Aids?
We retain 20% of what we see.
We retain 20% of what we hear.
We retain 50% of what we see and hear.
The Cool-Off Factor
Day 1 - Hot
Day 2 - Cool
Day 3 Forget who you are
The Eyes Have It!
85% of all information is taken in through the eyes.
80% of all motivation is optically stimulated.
Information that is visually illustrated and communicated has a dramatic and
direct impact on the brain.
A Lot
The eye can take in 1.5 million images in a single glance.
You would be crazy not to use such a powerful tool to help your communication.
Visual Aids Immediately Raise Expectations
If your material is well prepared, your prospects interest level and expectations
goes up immediately.
NOTES:
The Masters Series
All Rights Reserved
236
11.2: Rules for Effective Presenting

Establish a Clear Objective
Rules for Effective Presenting
Tell them what you are going to tell them.
Tell them.
Than tell them what you just told them.
Areas Covered is your chance to Pre-Sell Like Crazy!
Since the Eyes Are So Important
Put a graphic on every panel.
But THINK about the graphic.
Work hard to make sure it counts.
NOTES:
The Masters Series
All Rights Reserved
237
Workshop #1: Starting Your Core Story

Take a few minutes and brainstorm on one of your best sales points:
Faster
Smarter
More Comprehensive
Better Rating
More Thorough
Etc.
The Masters Series
All Rights Reserved
238
HEADER:
GRAPHIC:
BULLETS
o
o
o
o
HEADER:
GRAPHIC:
BULLETS
o
o
o
o
The Masters Series
All Rights Reserved
239
HEADER:
GRAPHIC:
BULLETS
o
o
o
o
HEADER:
GRAPHIC:
BULLETS
o
o
o
o
The Masters Series
All Rights Reserved
240
HEADER:
GRAPHIC:
BULLETS
o
o
o
o
HEADER:
GRAPHIC:
BULLETS
o
o
o
o
The Masters Series
All Rights Reserved
241
HEADER:
GRAPHIC:
BULLETS
o
o
o
o
HEADER:
GRAPHIC:
BULLETS
o
o
o
o
The Masters Series
All Rights Reserved
242
HEADER:
GRAPHIC:
BULLETS
o
o
o
o
HEADER:
GRAPHIC:
BULLETS
o
o
o
o
The Masters Series
All Rights Reserved
243
HEADER:
GRAPHIC:
BULLETS
o
o
o
o
HEADER:
GRAPHIC:
BULLETS
o
o
o
o
The Masters Series
All Rights Reserved
244
HEADER:
GRAPHIC:
BULLETS
o
o
o
o
HEADER:
GRAPHIC:
BULLETS
o
o
o
o
The Masters Series
All Rights Reserved
245
HEADER:
GRAPHIC:
BULLETS
o
o
o
o
HEADER:
GRAPHIC:
BULLETS
o
o
o
o
The Masters Series
All Rights Reserved
246
HEADER:
GRAPHIC:
BULLETS
o
o
o
o
HEADER:
GRAPHIC:
BULLETS
o
o
o
o
The Masters Series
All Rights Reserved
247
11.3: Take Control of the Meeting

Strategies to establish and maintain control
Take Control of a Meeting
In a large group, ask them to stretch.
In a small group, or one-on-one, ask them to move. Put them where you want
them.
If you can stand, do it.
A projector will change the dynamic of the meeting and make it more powerful.
You cannot close if you are not leading.
Thats a fact for ANY sales situation. You MUST be leading.
The presenter is the presentation; the material is only an aid to help
communicate.
Look for every opportunity to be funny, witty and entertaining.
NOTES:
The Masters Series
All Rights Reserved
248
11.4: The Importance of Practice

Rehearse and Practice Continually
Practice Makes Perfect
Make your presentation move as fast as the wind.
Make it dynamic and compelling experience.
Develop the patter between the panels.
Do not read the panels, make them a tool as you create the experience.
Practice Can Make a Huge Difference
Reading the presentation does not improve your performance.
You MUST practice out loud as if you were actually trying to persuade.
Pre-Sell Everything
Pre-sell the entire presentation, before you even begin.
Each section.
Each panel before you turn to it.
Summary
The speaker must own the room. Do something to assert authority.
Be sure you are leading. Do not answer questions until appropriate.
Stand up or shut up.
The presenter is the presentation. Visual aids are just tools.
Practice, Practice, Practice
NOTES:
The Masters Series
All Rights Reserved
249
Session 11 Quiz: Professional Presenting: Rules and Skills

Training
Name: _________________________________________________________________________
1.
A prospect will retain only 20% of information that is communicated

verbally, and only 20% of information that is seen. What is the
percentage of retention when information is communicated both visually
and orally with professional presentation materials?
2.
What are the two main reasons for why it is important that your client has a
high retention of the information you have presented?
1)
2)
3.
How much of the information stored in the brain is taken in through the
eyes?
(Circle one) a) 10%
b) 20%
c) 25%
d) 85%
4.
What percentage of motivation is optically stimulated?

(Circle one) a) 10%
b) 20%
c) 40%
5.
How many images can the eyes capture in a single glance?

(Circle one)
a) 15
b) 150
c) 1,500 d) 1,500,000
The Masters Series
d) 80%
All Rights Reserved
250
6.
How many words per minute does the average person speak?
_______ wpm
7.
How many words per minute is the brain is capable of hearing?

_______ wpm
8.
Visual aids cut down the amount of time you need to present ideas and
concepts.
(Circle one)
True
False
9.
Given the same period of time, how much more information can you
present if you are using visual aids?
(Circle one) a) 2%
b) 12%
c) 22%
d) 40%
10. Repeating the same core information several times during a presentation is
not a wise idea.
(Circle one)
True
False
11. When doing presentations, it is wise to put a great deal of information on
one page, the more the better.
(Circle one)
True
False
12. Spend a lot of time on each page of your presentation.
(Circle one)
True
False
13. It is not your job to educate clients about anything except the facts about
your products or services.
(Circle one)
True
False
14. Telling stories during your presentation will bore a client.
(Circle one)
True
False
15. If you do tell a story which illustrates your point, a persons recall will increase
by what percent?
(Circle one) a) 2%
b) 3%
c) 26%
d) 50%
16. When you are presenting, what you say (the words that you choose) are far
more powerful than how you say them (how you move your face and
body).
(Circle one)
True
False
17. You should never take over someones office when you are presenting. It is
rude to ask them to come around the desk and sit next to you.
(Circle one)
True
False
The Masters Series
All Rights Reserved
251
18. The best way to begin a meeting with is a busy client is by saying, Im
sorry for taking your time, I know how busy you are.
(Circle one)
True
False
19. It is good to stand up when you are presenting to a group, but it is not
advisable to stand up when you presenting one-on-one.
(Circle one)
True
False
20. It doesnt matter if your hands are in your pockets when you are presenting.
(Circle one)
True
False
21. If a prospect tells you that they are simply not interested, what should you
do?
(Circle one)
a) go on to the next potential client
b) make a file for trying again when you run out of potential clients
c) begin a campaign to get an appointment, no matter how many
rejections you receive
d) decide that sales is not the career for you
The Masters Series
All Rights Reserved
252

Master Series Complete Workbook

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Master Series Complete Workbook

Uploaded by

Copyright:

Available Formats

The Masters Series

Chet Holmes International

All Rights Reserved

3.4: How to Obtain Master Skills ......................................................................................... 98

The Masters Series

Chet Holmes International

All Rights Reserved

7.5: Objections and Close ............................................................................................... 188

The Masters Series

Chet Holmes International

All Rights Reserved

The 3 Types of Executives

Deploying Your Strategies and Tactics

The Stadium Pitch

What Business Are You Really In?

Stop Selling and Start Educating

Becoming the Expert in your Market

Reset the Buying Criteria to Surpass Your Competition

Refining Your Stadium Pitch

The Smoking Gun 4 Criteria of an Effective Core Story

The 4 Rules of a Slogan

The 4 Rules to Building a Killer Slogan

This Workbook is provided to support each of the areas described above. It is

The Masters Series

Chet Holmes International

All Rights Reserved

1.1: 3 Types of Executives

Tactical Executive 99.0% - They focus on the details, daily activities

Strategic / Tactical Executive - .2% - This is the rare strategist, who

The Masters Series

Chet Holmes International

All Rights Reserved

Workshop #1: Think this through!

The Masters Series

Chet Holmes International

All Rights Reserved

1.2: Deploying Strategies and Tactics

The Masters Series

Chet Holmes International

All Rights Reserved

Workshop #2: Sell the Company

Where would you put that in the communication process?

Workshop #3: Creating Your Company Strategy

Have deep credibility?

The Masters Series

Chet Holmes International

All Rights Reserved

Get more brand loyalty?

Preemptive positioning? (Not buy from anyone else.)

Pricing comparisons dealt with?

Motivate action now?

The Masters Series

Chet Holmes International

All Rights Reserved

1.3: The Stadium Pitch

Workshop #4: What is the title of your Stadium Pitch?

The Masters Series

Chet Holmes International

All Rights Reserved

Education Based Marketing

The Masters Series

Chet Holmes International

All Rights Reserved