Jay Abraham’s Martial Arts Teleconference, Call 3: Barter, Systems and the Strategy of Preeminence

So I’m trying to move fast. So what I’d rather do than go back and review them because that’ll burn up critical time, I think is necessary to tie it all together and take you to the next level of understanding. I told Rob, I will furnish a number that you can download, the only stipulation. And I like the fact that you are men and women of supreme integrity and ethics. I do not give you these for distribution to anyone else outside of your internal staff. They are my gift, my investment in you to give us more leverage from these calls. So I’m going to put up the 93 referrals in written form. I’m going to put up the models of crafting direct response. I’m going to put up 35 formulas for writing headlines with examples. I’m going to put up 100 of the greatest headlines of all times for you tomorrow.

Rob, is there anything else I promised? Did you mention the 93 referral systems? I did indeed. We’re good. OK. So let’s, let me tell you what today is going to entail because I like people being in the moment. And in fact, you know what? I’m not going to tell you yet. I’m going to read something to you. I was going through my copy of how to win friends and influence people in getting excited for each and every one of you. I saw in the very opening there’s a pre-seeding, it’s not really a chapter, but it’s called nine suggestions. They’re pretty cool. They’re pretty cool. I went through and I marked the suggestions that are universal that first and foremost would and mirror what I would say to you about what you have experienced and what you will experience today. But that you can also use in your own teachings, in your own training, in your own perpetual work with the students and their families.

[04:01] So I’m going to read some of these two just to think about. Very obvious, but if they’re not acted on, the obvious is very profound in its utter simplicity. I’m skipping over the ones that are just so evident that it’s not worth it. The first one is ask yourself just how and when you can apply each suggestion. Now I have been involved for 25 years not only with my own trainings but helping 300 of the world’s premier experts. Tony Robbins, Brian Tracy, Nightingale-Conant, Tom Hopkins. Hopkins. I mean, I don’t know. And what I’ve learned is most people think they can sit there Listen or take notes one time never review them never really work on them never really integrate them and that all of a sudden By either some amazing quirk of fate or by divine intervention they’re going to be transformed Rob it’s like saying I’m going to give you a fast short course for 90 minutes in the ins and outs the moves and maneuvers the strategy and methodology of whatever martial arts category, you know, Taekwondo, Jiu Jitsu, whatever, and you’re going to become a quadruple grandmaster overnight just through aspiration. Now that does happen often doesn’t it Rob?

Never Jay. No. So ask yourself how and when you can apply each idea, each suggestion. You can’t do that unless you’re very clear on what those suggestions are. You can’t do that unless you review it. Rob pointed out that my gift might be my bane. I’ve covered so many wonderful, simple, but integrated and powerfully different perspectives on business, on your perp, your higher, what I call higher causal purpose. The cause that is the purpose by which you should live and execute your life’s work, that it may be daunting and that even if somebody was taking copious, just some great notes, you wouldn’t have caught a fraction of a fraction. So I said to Rob, even though it was not, I think, promised, pardon me, hope my voice doesn’t go early, Rob, but we’re in trouble. I have to do it silently and you’ll have to read my mind.

We want a gift to you from NAPMA, a set of the CDs, even if you were on the live program, because we want to make sure that the effort that I made, Rob made, and you made is fully maximized. And what I would say to you in exchange for that, I expect you to listen to these CDs not once or twice, but at least every month until you think you’ve got them down with proficiency. And I’m going to talk about that in a minute. So the first thing is ask yourself just how and when you can apply it suggest. And the next is a great quote, the rapidity with which we forget is astonishing. When I do an expensive training program, we typically give somebody, we will not do a program unless we record it. You pay 25 grand, you pay 15 grand. I won’t do it unless I record it and oftentimes I actually transcribe it.

Why? Because at a typical boring lecture based, the research is you’ll retain 9%. if it’s very logical. At my kind where your brain is shooting off and ideas are popping and your mind is tripping out on tangents. You’re not here in three quarters of what I said or you are hearing it, but at this particular point in your school or your own personal, let’s say, progress or evolution, you don’t see the relevancy whereas within a matter of months, if you start really applying this, all of a sudden something that I may have said that it doesn’t seem at all important to them, could make you double, triple your income or four or five times your success if you remembered it. So I decided we’re going to give you these CDs, but you’ve got to listen to them. Because you’ll only retain at best five, six, seven percent of what we’ve covered if you do it on your own.

[08:24] And that’s if you review reasonably, but I want you to review, I want this to be your mantra like somebody who’s devoted to the Bible and reads it every day. I learned my play by studying about 20 great masters and I read their work and studied their work and analyzed their work, both their writings and their production, their ads, their letters, their marketing campaigns, not one or two or three, but over 50 times each, 5-0. I want to keep coming back. Everything I am teaching you already know because it’s what you teach, isn’t it Rob? It’s very similar Jay. And again like I said, if I start today as a white belt beginner and you explain everything to me and I shake my head because I intellectually grasp it, there’s no way in heaven I can do anything meaningful and major even if I’m gifted and talented unless I practice gain proficiency and keep moving on. A friend of mine said, and again, it may not be exactly true, but I think it’s very relevant. In martial arts, there’s only 12, 15 moves that everybody makes, but the difference between a white belt and a 28-degree black belt, if there’s such a thing, is the proficiency, is the discipline, is the experience, is the integration of it all. And that’s all this is. There’s a very few number of key elements I’m trying to teach you. But if you want every time you re-revisit them, every time you work on your proficiency, you’ll go higher and deeper and better and richer. The next thing, the use of these principles can be made habitual only by a constant and vigorous campaign of review and application. There is no other way and I’m sure it’s the same with you. If I go and take an immersion three-month course and get pretty good and then don’t visit it again. Am I going to be great a year or two from them, Rob?

Never, Jay. You got to practice it every day. I had, and you guys may or may, I know you are athletes and jocks or very dedicated to physical achievement. I had as my client back in the eighties of the Los Angeles Laker, Rick Fox, when he was really great. I mean, he’s still a fine gentleman, but he was great back in the early days when they were getting the championship. I remarked with amazement that every day they weren’t practicing. He would get up at 7 o’clock. He would go to a private gym. He would shoot baskets from 100 different places around the gymnasium. Each and every day he wasn’t in practice. He never let off even on weekends. Now, if somebody who’s already considered an absolute pro keeps revisiting and refining so he can get better and at least keep his edge or her edge.

You got to do that in marketing too. It’s no different. It’s exactly the same and it should demystify it. The good news about marketing is I said, it is a science. It is not an art. Does that mean you’ll be as good as I am? Maybe not. It doesn’t mean you couldn’t be better, but it’s like martial arts. Everybody won’t be great, but everyone will get better if they keep practicing. Next, if you teach a man anything he will never learn. Learning is an active process. We learn by doing. I don’t want you to take what I’ve taught you the last two days and what I will conclude with today and think it is something that you can just keep reading and listening to and it will, through osmosis, translate to action. There’s only one way to produce action and that’s to act. That means you take it off the page of the notes, you take it out of your ears and you systematically start, as I said, two days in a row with those things are the easiest, they cost nothing, they take little time and you test and you see how much better they work.

[12:31] And when they work better you start making that a regular, ongoing, continuous systematic part of your master strategy. Am I loud enough everybody can hear Rob? Very good, Jake. The next thing is only knowledge that is used sticks in your mind. I would urge you guys to take everything I’m reading right here and sharing and talking about and appropriating it for yourself because you can use the very same language and message to parents, to students, to people thinking about leaving. Don’t you think Rob? I do Jay very much. It’s very motivational. Yeah. You’re not really trying to acquire information. attempting to form new life habits and yes you are attempting a new way of life. Remember that, think about it, it’s very exciting but you got to get into something in a little while that’s going to show you how you got to be the leader and the authority and the guiding force forever for everybody not just the students in your school but the community and you got to be able to pick up the gauntlet of responsibility and exercise it with full commitment and passion.

make a lively game out of mastering these rules. It’s probably no different than you would have the students do if you really are in love with the students. Okay, those are my preface and comments. Now, I was going to do, here’s what I’m going to do for the rest of this session. We’re going to do a little review. Then we’re going to do an analysis of the opportunities you have in leveraging about four elements of your school. Then we’re going to learn in a detailed manner the thing I introduced yesterday, the strategy of preeminence. Then we’re going to look at how to leverage yourself, whether you’re best doing it through other people, whether you’re best doing it through reallocating your time, what you’re will purpose on this earth, in this community, in this profession should be if you really really want to assume your role and your destiny.

Then we’re going to talk about processes, procedures, and systems. In the discussion, I’m going to dissect for you for once and for all the difference between process training and event training. I’m going to show you why it will transform your marketing and your business or financial financial success but also how you can use it in your own training. Then we’re going to talk about reverse goal setting which means you can’t get what you want if you don’t know what it is and if you know what it is you can’t get it on the plan to get there and you don’t measure it and monitor it intervals and Rob I’m going to take a daring shot and chance here and say in martial arts at certain intervals you get tested don’t you? You get tested constantly Jay. And why should your marketing and your business revenue generating be any different?

It shouldn’t be. But it is. And that’s what I want to show you. You guys have got such a great advantage. And girls, you already know it. You already teach it. You already learn it. All you have to do is translate it to the business building side. And you’re going to be an unstoppable force of compound growth each and every year. The next thing we’re going to talk about is strategic alliances. I’m going to introduce a little more about barter and then we’re going to do something really wonderful at the end and depending on my voice and depending upon my energy, I’m going to do an opening at the end that’s going to give each and every one of you no less than 20 times, which is about instant leverage, 20 times greater payoff for this three days than you ever imagined. Now can I do that in two hours?

Maybe, maybe not, but I’m going to do the best I can and if I don’t I will provide Rob with other documents to post so I honor my commitment. Is that fair Rob? I think it’s more than fair Jay. Let’s get rolling. Okay, so just a quick review of the last two days. Marketing is the ultimate leverage. It’s a difference between mediocrity and millions. You’ve got as many as 30 impact points of leverage. Each one can be improved between 20% and 20 times. You’ve got to figure out what a student is worth to you and a lead and they are not all worth the same. You’ve got to know your marginal net worth lifetime value and convert that to an allowable cost you can then invest, not spend for an outcome. That investment can be made in more advertising, in greater sales commission, in lowering the price and the barrier of entry.

[17:12] It can be made in adding more product services, bonuses to the package to make it more desirable The next thing we learned was taking away the risk makes it easier for people to say yes than no. And I urged you to read those 502 case studies because 25% of them, it doubled or tripled their success just by learning better ways of using risk reversal. We talked about the three way to grow a business and that the hardest, the most expensive, the most time consuming was bringing people in. Once you add them, it costs you very little to sell them more, sell them again, get all those ancillary and additional progressive revenue streams going. We talked about starting where you were already at and what would cost you nothing and we reverse engineered it. First you’re active students and their parents for referrals, then for upselling other programs on a systematic continuous basis. Then to the inactive pass when, then to the unclosed leads, then to the parents who had associations.

We talked about commonalities. I talked a little bit about strategic alliances, but I’ll talk more about that. We talked about ROI. We talked about parlaying that the way to grow without any risk or effort was to start with those four or five note-class ways. Every time they produce 20, 30, 40, you know, to $2,000, $4,000, $10,000, not to buy plasma TV but use it to fund a new marketing test or use it to fund one more sales person that you could either put on the phone or put into certain categories like going out in the community doing fundraisers, going out in the community doing strategic alliances or all of the above. What else did I talk about Rob? Off the top of my head Jay, that was a lot. You could choke a horse with all the information. Okay, so now today we’re going to start by looking at leverage again.

We’re going to repeat certain things. We’re going to review. I want you to look at all the areas you have in your business. Oh, we also talked about not just three, but that you need to build a power parthenon. That it is shamefully unacceptable. We talked about tactics and strategy. It’s totally non-strategic, it’s tactical, it’s episodic, to do things occasionally and depend on one major, one singular form of revenue or marketing approach to drive your business. That’s how you’re going to be, you’re limited to incremental or linear growth. If you want exponential or limitless growth, you’ve got to let the power of geometry work and that’s building a power of parathon and going out the market for many different ways. I gave you a few, but I also sent you early, if you read it, a 20-page document called the power of parathon and it demonstrated and gave you a lot of ideas.

Today, we’re going to look at another form of leverage. We’re going to break apart your school, your day, your time and show you all the rivers. And by the way, I’m going to calculate this for you and it’s going to blow your mind. I don’t care if you only make $10,000 a year part of your time or you make a hundred. We should be doubling and redoubling and probably doubling again your income within 15 months comma if you can act on what I’ve taught. If you can’t shame on you because it’s easier, more joyous, more predictable, more safe, and fulfilling than worrying week to week day to day about where in the world the next money is going to come to pay your overhead. So let’s look at your business or your school in a couple ways. Where are your leverage points? First, we’ve already said in your current, in your what I call the activities in process.

In the ads you already work, you can probably make better headlines, better offers, test those and make them pull 20% to 20% to 20% better. Then in the lead process that you deal with when they come in, testing different approaches, different scripts. I gave you the example of furniture store yesterday or the day before. Next, and follow up on a sequential period. Next, and when you bring them in, programming them for the future. Next, at systematic times, programming them up. Next is contacting them constantly at home so that you keep the relationship. Next is doing formalized referral generating programs. Next is keep adding one new marketing approach each and every blank, whatever it is easiest to do with the effort and the activity being funded by parlaying the no cost activities that you improve upon. If you make an ad that was pulling $1,000 pull 3, you’ve just freed up $2,000 that you could reinvest.

[22:02] You’ve got to look at it as investment. You’ve got to look at it as ROI, return investment. If every time you spend $1, you get back three right now. And on that three, you get back 33 in the first year. And on that 33, you get back another 100 over the next two years. You don’t want to divert that capital and that momentum and that continuity from working for you, you want the full power to work. Okay, the next leverage you’ve got is in your facilities. If you’ve got a facility that could be utilized from 8 a.m. till midnight or 10, and you’re using it three or four hours, four days a week, then you are not optimizing. I taught you the other day, optimization is maximum result, minimum time effort, getting the highest and best use of your time, your opportunity, your efforts, your people, your investment, your human capital, meaning all the people and your resources, your distribution channels, et cetera.

So the first thing you have to ask is if a class is under filled and you have unused space, how can you get greater use out of it? Well there’s three or four approaches. Number one is calling people back who have already been acquired but haven’t. Maybe they took a first lesson and re-invited them to take two more. What’s the downside? You’re filling a room and if you did that every day and you had two new people every two weeks, you’d probably close one. Number two is doing barter. I want to give you a quick education in barter and I’m going to use some reference notes and I’ll give this to Rob to post for you. I’ll give you some of the specific advantages of barter. one you save cash on capital expenditures. You could make a list and I encourage you to do this when this call is over before you go back to the status quo of everything in your life personally and everything in your professional life, meaning your school or your studio that you spend money on. Advertising, painting, janitorial, display, broader service, whatever Here it is and see if you can trade.

You can cut your cost down in your case by almost 100% because incrementally if I was buying advertising at the, well I’ll give you an example, I was on the phone yesterday to the people that have the Long Beach, California American Basketball Association team, the owners of Friend of Mine. He was telling me how he traded $200,000 worth of tickets to the Long Beach paper for $200,000 $100,000 worth of advertising to use as he wanted. If you said every time I trade a, and I would trade a martial arts master black belt, I trade the full courses if you could. I trade two things. I go to stores and say I’ll trade you a bunch of six month or three month courses because two things are going to happen. Every time somebody does that, they’re going to be somebody who you have a high probability of converting at the end or before to cash.

Number two, if you traded somebody $10,000 worth of six month courses, the odds of all $10,000 being redeemed or not that you wouldn’t honor it, but this won’t happen. So you’re 10,000 probably only class to seven, but you get $10,000 worth of goods or services that you could use right away and the class to fulfill it if your studio or school is not working to capacity is about zero other than the class to the uniform and the book or the certificate or whatever you pay a teacher per student. Does that make sense around? Jay, you’re dead on the money. Throughout the years I’ve seen martial arts instructors trade for new roofs, cars, Rolex watches. You’ve got to believe you have value and you’ve got to come out of it. It’s changed. I’ve personally traded over $150 million. My wife has a six-carat diamond ring I traded for. My wife has a two-year-old red tricked out $105,000 Porsche convertible that I traded for. I have a beach house that is fully furnished that I traded for.

[26:22] I traded a 400 radio group that was ported to stations $3 million worth of advertising for $3 million worth of my services years ago. When I was with Entrepreneur Magazine, You got all our advertising for free because we traded booth space. I mean, you can, but you got to be conceptual. You got to go to somebody who’s got something you want and you got to show them how to use it. You got to say, hey, here’s a great way to add a $100 bonus to your sale. Here’s a great way to have a contest where you’re giving away a $3,000 training. You got to reorient your thinking instead of giving away a one free lesson. You got to give these people and say, here’s a way to reward your sale staff. the top person gets a four-year course and you get what you want. It’s very good for advertising, it’s very good for services.

The next thing is it increases your total sales. If tomorrow morning you were unfilled and you traded, let’s say, a hundred six month programs every month. Let’s say that had a face value of what, Rob? $500? $100 six month programs? Yeah, you’re probably looking at about… Okay, so is that $50,000 to $70,000? Somewhere in that neighborhood created $50,000 worth of buying power for zero that’s sort of interesting right now a month times 12 is 600,000 and your school may be smaller cut and half cut and half again It’s still a hundred thousand out of nowhere thin air and it’s real So let’s say that you traded it to an organization that used it to add to a sales Package so somebody brought this they got an extra hundred dollar or eight hundred hour or they used it on a radio giveaway or whatever. You got what you wanted that you would never be able to afford or if you did afford it you had to write a check right now.

You wrote nothing. Number one, you got an interest-free loan that you don’t repay until they redeem all of them. Number two, you’re paying for it with dollars that cost you about a penny on the dollar. Number three, the statistical probability is they’ll never use all of it. So it’s not your fault. So you’re getting a discount, which is even better than paying cash. That’s sort of interesting, isn’t it, Rob? Very interesting. And really for the school owner, it’s just another human being out on the deck that needs to be tossed. But it’s another, there’s one more side. At the end of a tear period of time, you’re going to get renewals. You’re going to get… Product sales. Yeah. Let me give you the story as it was most impressive. I told you about carnival crews and a friend of mine built them from nothing by trading.

They couldn’t sell any of them in the beginning. They had no advertising. They had nobody in their rooms. They traded for advertising, and it was like self-fulfilling. But what they found was when they traded it, they charged people a $40 travel tax. That covered all the cost of food and beverage. So they had no downside. They found that of every three people that got a trade, one brought a paying person, that out of every two people that they brought in, they would make another thousand dollars on gambling, on island excursions, on purchases in their shops. You got the back end because out of every blank, 2, 3, 4, you’re going to have some number that will go forward and you’re getting greater utilization. I mean, if you said to me, it costs $20 an hour to have a destructor do another class. and i don’t have anybody for that class i’d say i’ve gotten trained for it because if you if you traded for thirty places that it’s eight hundred dollars you just got yourself twenty four thousand dollars with a value rob now there’s something else you can turn into a profit center you can take that value and sell it for fifty cents on the dollar to cash to somebody else who would like it is paying for it and you just turned maybe two cents worth of investment into a twenty five times profit does that make sense rob it doesn’t it’s so overlooked Well, I’m telling you guys what I did with companies that didn’t have the growth they wanted but needed it or didn’t have the cash they needed.

[30:30] The other thing you can do is what’s called triangulation. You go to somebody who’s got something desirable but that you don’t need. You trade them your services, your school, your classes for theirs. Then you take that credit and you trade it again a third time for something you want. You understand that? It’s getting a bit complex here, Jake. Can you back up just a quick second? Sure. Okay. I wanted about $40,000 worth of garden furniture for my backyard. I found somebody who traded me $40,000 worth of rare coins for my marketing. I took those rare coins and traded it to a garden shop owner who collected rare coins, crossing me just my time. And had I written a check for $40,000, I would have had to earn $60,000 because they are after tax dollars. You understand that? You can’t see it, but I’m giving you a bow right now.

Okay, one of the more. Order let you pay operating expenses even payroll with soft dollars. You can get people to do services and trade them lessons but not trade them free lessons that are abstract, denominator. Say I’m going to give you $4,000 but you’re going to have to go and work four hours every day out in the field calling on endorcers or setting up this or setting up that or doing PR and you denominator if you don’t revere it, they won’t. Does that make sense? Jay, is there any taxable issues here? are and you have to talk to your accountant. But if it’s for the business they are less, if it’s for your personal use you have to value them and I’m not a tax accountant. Check with your accountant. You have to value it in fair market value or wholesale value. But it doesn’t matter. If I was going to buy something and write a check for $100 and instead I can buy that for $0.02 and I had to pay taxes on it. I’m still buying it for half or a third of what it would cost me. But there are very unique tax advantages that are creatively minded ethical CPA or accountant can teach you. I don’t want to give tax benefits, but I did a lot of trades and it’s cost me minimal. I had to pay and declare it, but minimal.

Next, you can print your own currency or you call it script, which is usable only at your business. You can give certificates that are like script. You can pay bills in that. You can go and it’s only redeemable with you. I mean I’ve had radio stations that traded advertising for restaurant credit, car wash, refurnishing, trips, bed and breakfast, suits for their salespeople, contests, I mean you go reverse it. You can be the provider that and get what you want. Breakage. I said breakage means if So tomorrow morning, I traded you 500 sets of my $5,000 tape program that you could give to your business clients. Well, first of all, that cost me the hard cost to send it out. It’s about $30, but it sells for $5,000. So I’ve just bought $5,000 with the value times whatever I said, $500 for about one, is it 1% or is it 1 10th or 1%?

Doesn’t matter. Second, I would get what I wanted right now from you. But I would say you can use my, you can have two years to send it out. The statistical probability of you sending all 500 out are very low. And even if you do, it’s going to cost, it’s going to be, it’s going to be worth $1 today. There’s no interest charge. If I spend $1 in two years, it’s going to be worth less than $1 a day. Does that make sense? it does. It has become worthless. Yeah, and martial arts instructors are just providing a service. There’s no real hard cost like in a television or something. It’s a service. It’s exactly. You have the greatest leverage. Cash conversion. As I said, I’ll give you an example. Years ago, I worked for a travel magazine. It was called Holiday Magazine. We had pages in our magazine that sold for $10,000 a piece for color.

[34:57] We weren’t doing that well. So we had a lot of pages we didn’t sell. the hard cost to us and you’re a publisher Rob, you may sell an ad for twenty thousand dollars but you’re hard cost because of the uh… the economy’s a scale to put out a hundred pages may only cost you five hundred right the whole lot less yeah so you got maybe a ten times mark up we would take pages we couldn’t sell we would trade them to uh… to advertisers that had desirable trips hotel accommodations airlines is the like And then we would take those merchandise and resell it to somebody else for $0.50 on the dollar. Now, why that was exciting was we would take advertising we couldn’t sell. Advertising that if we could sell it, cost us $0.10 on the dollar. We would trade it for 100% value. We would sell that for $0.50, but $0.50 was five times what it cost us, but it gets even better.

We would trade it immediately. We would convert it for cash immediately, But the ads would run for two or three months. So we got paid three months early, which is pretty interesting, Rob. Does this give you some ideas? Yeah, absolutely. You can create a barter profit center. The really smart people in the service business have full or part-time people that all day long they trade because they’re creating all these things. More buying power, a flow of new people at the end of six months or a year, convert referrals come from them, upgrades come from them, other family and friends come from them. Home shopping network, you know what that is, right? Yeah, they’re right here in our backyard. Okay, well they started, the guy that started who’s a great J. Ramzell at and endorsed my book, he basically was at a radio station. They couldn’t sell any advertising. All I could do is trade. He would trade to a hardware store for can openers and drills and then he to figure out a convertum. So he created a two hour long show on weekends where he auctioned off that merchandise he traded for and it paid the rent and it got so much popularity that he converted the whole station to that and then he bought a cable network. You can vastly expand your available advertising budget. If you could go to every radio station, every newspaper, every yellow page and they’re not going to do it, but every marginal, it doesn’t matter if it’s a marginal publication now. If you’re trading intangible, you can have ten times the advertising. Even if the market was marginal, the cumulative effect of seeing your ads, the cumulative effect of the pure force and magnitude is pretty cool, Ralph.

Yes. And yesterday you talked about the power of creating PR within your community. I imagine when you do that, bartering with people in the community is going to be a whole lot easier. Yeah, I mean you can trade for ads or you can trade it and say, oh, I want our articles, so it’s going to have editorial value too. Who cares? You can finance your growth rapidly without spending any cash. It’s a way to instantly and continuously generate a steady stream of profits at far above your real cost to provide it. It turns excess underused capacity into cash or the equivalent without losing regular business. It recycles dollars back to your own pockets. In other words, it all comes back to you. Instead of right now, you write a check to the radio station. If it works, it gets you a couple of sales great, but if not, it doesn’t come back.

Well, this way you’re getting advertising plus. You’re getting a bonus. Plus, you know, every dollar you’re spending with them is going to come back to you. I can go on and on, but it’s pretty cool, isn’t it? Very cool, Jay. Okay, so leverage. First leverage is your marketing. Second leverage is the stuff that’s going on right now. The people in your school, the past people, the inquiries you didn’t convert. Okay, the next leverage is your capacity. And as I said, you could even make the case if you bartered, that you could take all those, you could make your trades good, if you’re sold out how do you use it? You make it good for classes at lesser desirable hours, right? You have classes from 9 a.m. till 3 and you trade it for that. Anytime to be 9 in 3 and between 9 and 10 at night. I mean, and you get somebody you pay, I mean I pay 20 dollars a class for someone to hold those because you may only have to do 3 of them because they may not be used for years or two.

[39:34] Yeah, and I have to interject Jay, most, well a lot of martial arts schools really even aren’t open during the day. So the space is being unutilized but still they’re paying the same amount of rent check every month. you purposely did that on purpose because that’s the next leverage. How many other ways can you use your space? Reverse it. How many other ways can you use somebody else’s space? We talked about that yesterday. If somebody else has a non-competitive activity, let’s say they have evening classes and something, but they don’t have any use during the day, but they have a clientele, you could move that application. You could do a joint venture with Then we say, hey, you got stretch people. How’d you like to also offer them a co-branded afternoon martial arts training that we split revenue on? Because really, if all across to you is one of your, what do you call your power team or whatever it is to teach it?

Leadership team. Yeah, to teach it. And you gotta pay them $20 an hour. And they get you 10 students in that class. And those 10 students are worth $8,000 $18,000, it seems to me, I don’t, not very good, even to split the revenue, you’re going to make a lot of money, doesn’t it? Absolutely. So I’m giving you some ideas. So you leverage your facilities and other peoples. Then you leverage yourself, how do you leverage yourself? This is a very tricky question, Rob. We had all this discussion with the 20 or 30 people that we pre-met with before this call to get a feel for the mindset and the issues, remember? And the general consensus is, in all due respect listeners, that many of you think that marketing and management is an unfortunate necessity that is highly subordinate to teaching on the floor. I would argue with you that attitude is erroneous.

highest and best use should be to work on those strategic activities. They’re going to do the most good for the school. And if you teaching, honestly, can be said to do the most good, so be it. But if somebody under your instruction with you intermittently teaching courses or overseeing them could do 80 or 90 percent as well, and that would free you up 90 percent of your time to work on strategy, to work on marketing, to work on revenue generating, and that would work on your ability to impact the market and reach more people and secure more impact in the world and in the process more security for yourself and your family and more freedom to devote to what you’re doing. I would argue that you got to rethink your priorities and your leverage, Rob. Is that too abstract? No, in fact, that’s just simply the power of delegation.

And I want to share with you, because this is like bringing it all home people. I had at one of my very successful and big seminars a very prominent expert, effectiveness coach. He worked in Silicon Valley with CEOs and professionals and venture capitalists. His job was to give them three, four, five, ten, twenty times the impact, the productivity, success, the income. And I asked him what his secret was and he revealed it in about four minutes and I’ll do as good as a justice but I’ll try to do it for you. What he said was identify the three most important functions you should be doing for your school. Those functions are going to make the biggest difference in the future growth of your school. Then break those three functions out to their four or five key elements. Then value rank those elements on a scale that he had a different way of saying it, but I would say either passion and dispassion or incompetence and brilliance. And he said, if you go from terrible to bad, no leverage in it. If you go from good to brilliant, the leverage is geometric. He said most people fixate on doing the books and managing the bank deposits and doing a lot of things which if you have controls and auditing can be done 95% as well by somebody else freeing up that very precious hour a day, five hours a week, times maybe four functions, 50 hours for you to work on far more important elements.

[44:25] When I remember with Watson’s first name, the man that created IBM in the beginning created IBM, he didn’t spend time, you know, day to day doing. He spent time mastermiting the strategy, orchestrating the relationships, building out the sales presentation, refining the image, putting it all together so he had time to be omni-strategic. They did have a couple of years of problem, but they saw it to the greatest most dominant force in the world. They held it for a long time because that was his intent. He spent the time on those activities that delivered the maximum, not just current but ongoing compounding, a perpetual, recurring residual effect. Rob, I want to stop. Am I being clear? You’re suggesting that instructors find other people to do the low return activities, and they focus in on the high return activities that really bring home the bacon. And they see themselves that the only leverage you have, everybody, is to become great marketers.

And becoming a great marketer is not an intimidating, awkward. It’s being a great educator. It’s being a great leader. It’s being a great transformer. It’s being a great contributor. It’s being a great agent of change in your community, but doing it through recurring, very powerful, very systematic processes that get multiplied. Just like if I just had one move and you attacked me and all I could use was I don’t I don’t know what you call it, from the top down at a diagonal angle, a right hand, you know, open handed smack and that’s the only move I had unless I was pretty damn effective and lucky on my first hit. I’d be in trouble, wouldn’t I Rob? I think you’d get killed, Jay. Well, do you think that a business is any different and what truthfully I would say to most of you in all due respect and with love and admiration that you’re probably lucky for the mere force of your dedication, your purposeful intent, and your passion.

You’re doing okay or well, but you can be instantly, and I mean not necessarily in a day, but in a matter of three, six months, if you picked up on even a fourth of what I’ve shared so far and what I’m trying to do today, your business could be soaring and your impact could be many fold and your fulfillment and passion and your spirit and your sense of confidence and certainty would be, I mean as far as the business itself, I know you’re certain about your ability to teach. Wouldn’t you like to be even more certain about your future of your business and its ability to pay you, the income you deserve and reach the community you care about? about? Can I hold your feet to the fire on something here? Yeah, sure. Can we deduce for everyone? What in most cases the three most important functions would be for them? I mean, one of them… Sure, sure. I would say it’s building out and that is marketing impactable. It would be having a constant array of time to engineer new and continuous. Remember I said the companies in every form of endeavor that grew sustained where the leaders in their field were the ones that engineered the maximum quality and continuous array of breakthroughs and marketing strategy innovation and management. Leveraging yourself it would be having the systems in place that kept bringing people in as a prospect, continuously advancing, enhancing, and progressing them and their contacts forever.

[48:29] And it would be basically being a strategic marketer. Does that make sense? So the list is really marketing, staff development, and selling. It would be marketing, staff development, and selling systems. isn’t if you start building this up, the highest and best use. You selling 101, codifying, systematizing, blueprinting your presentation and then making sure it was replicated by either disciplined, ongoing process training which I’ll get into in a minute or having you on videotape or doing group selling. Now I’m like, you know, might be better. You’ve You’ve got to test because maybe you don’t have that much activity that is worth it, but you setting up all the marketing. You being leveraged in the community. You being interviewed on radio. You writing an article or having someone write an article under your pen name. You overseeing teams that get out and set up endorsements, strategic alliances.

You having teams that set up charitable events. You having teams that set up media challenges. You have teams that go out and gift trainings and classes, not just preview classes, but long-term ones to key influences who could be able to refer to you. That to me is about a thousand times more leverage, doesn’t that? You having time to orchestrate the turn key ongoing selling system and strategy, you having the time to constantly coming up with new improvements and testing those against because Because when you do that, there’s a concept called constant never ending improvement. If every time you’ve got a successful system in place, you could every month come up with one new improvement as you become more proficient that gives you 10% more front end response, 15% more close, 8% higher unit of sale, 20% more secondary and an ancillary revenue. investment of your time may have may add forty thousand dollars more a year each time you do it to your ultimate income and if you ever want to sell the business a business is only sellable that’s got systematic ongoing replicatable programs there’s a book if you’ve never read it you should read he’s a friend of mine we don’t we we he does a little marketing but his name is Michael Gerber he’s got a book called The E-Myth his concept is very simple most people work in the business, you need to work on the business.

His analogy is if you went to McDonald’s in Harlem or you went to McDonald’s in Beverly Hills, the external facilities might be different, but the process, the procedures, the consistency is pretty much the same. You’ve got to build your business the same way if you want it to be a business and not just for tegging horribly underperforming remnant of what it could be. There’s another side of it. It’s a benevolent side. And that is if you end up doing it this way, when you’re taught, you can never build anything that can work for you. The key in business, whether you do it for the money or you do it for the freedom to impact the maximum number of people, the maximum leverageable ways possible, either your business works harder for you or you end up working harder every year for it. It’s either or Rob.

Jay, there is one critical component that we left off of our list. I want to add that in for our listeners and that is retention. Okay, so it would be marketing. That’s part of the system that I was talking about. Your system’s got to be a birth to death. It’s got to be, your systems got to be so turnkey that it’s got the maximum ways, not way of bringing in prospects, leads from many different sources for many different reasons, buttons, topics. Then you’ve got to have a sequential conversion process where the first round you close maybe half the people. The next round is where you close more. And as I said, if your marketing gets better your closing rate will probably drop frankly if that makes sense. And the reason is not negative, it’s positive. You’re getting the people that are responding not because but in spite of your advertising oftentimes. And that’s not meant to be a disrespectful, just a clinical comment. That makes sense? Very interesting. You know, you triple your leads, you might only have a third conversion, but it might double your numbers. And that’s on the first stage. Then when you have the sequential follow-up system, you might get another third over the next year if you work it systematically. If you look at it as an investment, not as an expense. Your system also after that, it takes them in constantly contact them. It’s all part of the same system. You’ve got to be committed to reinvestment in human capital, which is the staff that gives you the leverage.

[53:41] Nobody is an island. If you try to do it all yourself, you’re going to end up with a very dysfunctional and a very episodic and an enterprise that has absolutely no net worth, meaning if you stop, no one would buy it because it’s all you. personality-driven business. Now, you should have it to where you may never want to buy it, but wouldn’t it be nice if you could sit for, and you told me this, and I thought that was horrible, that if a teacher left the school for three months, it would collapse? Yeah, without a doubt. I’m telling you this, and you’re not going to do it overnight. It’s a process, but you should be able to build that business so that it, literally, I’m going to give you a gift at the end, Rob, that will blow your mind if time allows. It doesn’t.

I’ll give it to you in another form that you can send emails to them and explain it. But you need to build processes, procedures, and systems. I would say that when you’re teaching your martial arts category, there is a process that you follow. There are very disciplined procedures, and there’s a system and a progression, isn’t there? There is indeed. Now, what in the world would have you believe that any other elemental life is any different? I forgot I was going to start this day and say, Rob, let’s look at the average person in life. she gets up in the morning and they either have breakfast or they either go to the bathroom and do their deed. They have breakfast, they take a shower, they get dressed. Isn’t that right? So far you left out the coffee Jay. And they have the coffee or the juice and they get any of their car on their bike or on the bus or if they live above or in the back of their studio up front and they start to work, right? Correct. And their work may be a workout before, but they have a discipline system sequence. You wouldn’t get up in the morning, not get dressed, not take a shower and not go to the bathroom, you know, go walking out with a bladder ready to burst in your areas that shouldn’t be exposed, exposed in your hair and kept and expect to accomplish much in your day, would you? I don’t usually do that, Jay. But that’s pretty much what a lot of people in small businesses, and frankly a lot of people that I’ve examined in your field tend to do unintentionally and unknowingly, just impose the same rules, the same beliefs, the same strategies, the same fundamentals you do in teaching to your own business, and you’re going to have a stratospheric growth.

Part 2

[00:00] The next thing is your staff. You replicate your staff three ways. First, by delegating things which are not the highest and best use of your time. Next, by figuring out who does what best and making them do that, not making somebody be all things. When I used to do sales training, we would analyze all the different skill sets of a sales person. Some may be really great at closing. Some may be very good at reactivating. Some may be very good at selling somebody into different advanced programs. Some may be very good at working with kids. Some may be very working with parents. But a lot of sales organizations and a lot of the people I think in your group because they’re not, they’re not scarcity oriented, but they look at spending the least, not investing to get the most yield, not the trans-formatic attitude. But you try to make everybody be everything, it’s rare that can happen. If you need to have that happen, you need constant recurring process training. Now I’m going to show you right now the difference between process training and event training. Event training is the best example I would say it’s what you’re doing right now. I’ve tried to incorporate into three very short sessions with you, that the mother load, the holy grail, the meaning of business life.

Hopefully your mind is awash with clarity and ideas and possibilities, but if that’s all you do, the odds of you doing very much with it are changing your mind set are very low. You got to keep trying things and testing them and attempting them and refining them and improving them because very little of anything you ever do the first time is going to be anywhere close to great. There’s a school of thought that says event training is the most important starting point, but the least relevant performance activity, the greatest is process training. It’s going back mundanely each and every week to the same basic ideas and reviewing them and improving them. I had a pad in front of everybody or I had a blackboard. I would take a dot on the left side of the board at the baseline, at the bottom. And I would show how the first time you’re exposed to new information or new ideas or techniques or concepts, you shoot way up for a little while in your ability because it’s real clear to you, Rob.

So I’d take a little spike about an inch up. And then I’d show that left-ear own devices, you start falling down about three quarters. But now the dots about quarter higher than it was, right? And if you left-ear own devices, it’ll stay there and it’ll glide down to add or below where you started. But if the next week you revisit it again, you’re going to go a little bit higher than you did the first time and drop a little bit lower. Does that make sense? Well, I think the real training, the real test, the real seminar begins when you hang up the phone here shortly. Well stated. So I don’t want to spend more time on this than that. But then you take your staff. Then the next thing you do is what is called process improvement. You break down all the elements that are leveraged.

Remember I said you might have 30 areas in your business that are leveraged. Well, are we talking about staff right now? You figure out what either you do, what your staff does, or what the best person in NAPMA or in your community or in a group of other martial arts people or other people in other complementary but unrelated people do that you don’t do that you can borrow and basically apply to your business. I have two concepts that I teach. Television versus funnel vision. Tellow vision is doing what you do because that’s all you know and thinking that doing more of that’s going to get you any better outcome. That’s called insanity. television is funneling the best proven elements, processes, and approaches that other people do in combining the best ones together. Let’s see you at a staff of three people, Rob. Part-time, full-time, whatever.

[04:16] Okay. Let’s say one, you never looked at it. One is like 10 times better than the rest at closing leads. One is five times better than the rest at upgrading. One is four times better at reactivating. But they’re not all good at all of them. Well you got three choices. Number one is segregate. Make one person do this, one person do that. Or if not, there is a process that I can teach. It takes a half hour, but guess what? I’m gonna give you a document that explains it, okay? All right. But I’m telling you all, I’m giving you stuff that I sell or would give it a $25,000 seminar. It’s a gift for Rob because Rob has shared with me you got a very high ideal in purpose. I do not wanna see this on eBay. I do not want to see this given freely to anybody.

This is a gift that is only for your internal use. And I really expect you to honor that request. But there’s a lot of ways to do it. Does that make sense? Yeah, you’re saying to match the skills of the individual or the requirements of the job. Not necessarily. I’m saying analyze who’s got the best approach to doing something and make that your norm and try to teach what they do to everybody or make them the only provider. Sort of either or. it depends. You can do it and the first thing it takes is some very soul-searching candor and figuring out what you do great and what you don’t. And not doing, I mean again, why go from being a terrible administrator to a bad one? You think there’s any leverage in that? Not at all. You free up all that time and it’s like my life gets mad because I don’t want to do anything manual around the house. It’s not that I’m lazy. It’s that if I change a light bulb I break it.

I try to repair a bean that fell but put a hole in the wall. I would use that time to make money or to grow my intellect or to help another business grow. It’s a higher and better use of my time. Okay, let me move on because we’re going to. Next leverage you get is borrowing other people’s success processes. One of the things I strongly urge you do, and Rob, you’re in the perfect position to organize this, is, and I’ll tell you what, like I said, the 93 referral generating systems. We went and we went, ours seminars, we found 93 different industries generating referrals, 93 different ways. But most people in that industry, and I’ve got the final vision, says that most people in the industry basically heard mentality. They just do whatever else does, not because it’s the highest or best performing, but rather because it’s the only approach they’ve seen and know.

So I would try to get, if you look at any school that’s still in business, even if they’re not doing great. Normally in one process they are great. Maybe they’re better at bringing people in. Maybe they’re better at some. Maybe they’re better at conservation, perseverance, retention. I figure out how many different successful ways the maximum number of schools have figured out unknowingly. They don’t even know they’re doing it to do something. I would put it together in one of the most incredible collections and then overlay it and have different people in different schools try adding testing and reporting in like the ultimate nationwide research and success performance laboratory. You really should manage that and I think that would be very good. You’ve got as your volunteer clinicians and your highly enriched guinea pigs, 150 or 550, whatever people are on this call, that’s pretty good.

I think that’s a real good chance. Great idea. It really is. I want to talk about is you borrowing success processes from outside and you’re funneling them in and a great thing to remember always is you remember they always said that the old trite saying in the land of the blind the one I’d man is king you have heard that haven’t you? Well there’s an equally powerful statement a concept that is as common as dirt in one industry or to some individual that they’re so common they don’t even recognize it or acknowledge it. It can have the power, the profitability, the pre-emptiveness, meaning it blocks everybody, the pre-eminence, meaning it lost you to superior stature of an atom bomb if you’re the first or the only one that recognizes that it exists and learns how to harness it. I’m giving you a lot of deep stuff, a lot of very powerful stuff very quickly.

[08:47] I hope it’s taking hold Rob. It is, yes Jay. Okay, so the next thing I want to talk about, because I’m going to run out of time here, is reverse goal setting. This is very important to all of you. You all have three categories of goals in your life. One is a series, and many of these are so abstract that they’re very, very, very, in other words, you have a life that’s personal. You may or may not be married. You may have been out of a significant other. you have certain goals that you may never have really verbalized that you want everybody you want for yourself whether it’s longevity, happiness, freedom of stress, helpfulness, you know great family, great sex, it doesn’t matter. You’ve got that. But most people don’t achieve what they want in their personal life because number one they’ve never fully articulated it and number two they’ve never reversed engineered what has to happen not just what others have to do, but what they have to do to make that happen and measure, monitor, and examine at different intervals and progressions on their life path, whether they’re there.

Does that make sense, Rob? So far, yes, Jay. Okay, so the next thing is your school. You have two goals for your school. The first is the higher causal purpose. As Rob told me, the vast majority of you are in this full-apart time, not for the money, although you need it to make enough money that you can justify investing back in the community so you can reach and help and transform and permanently support and assist in counsel and advise and train the maximum number of children and adults, but you need a goal. And the goal is got to be constantly reviewed and you need an action plan that is reverse engineered because if your goal is to be successful and you don’t know what success looks like, How will you ever get there? And if you’re either getting, maybe I told you before if you just arbitrarily, if you’re arbitrarily allocating a fixed amount or a percentage, you’re either spending too much or too little on advertising or marketing, Rob?

Yes. The same belief holds true with your vision for the school. If you have a goal of just being successful, if you’re making 50,000 or 150, you may be making far too little little because the same effort time and effort, if you didn’t want yourself, if you knew what you’re trying to get to, if you organized the reverse engineered actions and activities, it’d be pretty cool. For example, if right now your school is being driven by one ad or one newspaper, that’s all you’re doing. And let’s say that’s bringing in enough that you’re making $60,000 a year full of part time. And you want to be more successful, but you never even decided what more success looks like. What do you think the odds are? get there, except for accidentally through organic growth round. Do you think it’ll be very high? Well, you can’t hit a target that doesn’t exist.

Yes. So the first thing I would have you do is figure out what the health success is supposed to look like. And let’s say you really need or want $200,000. And let’s say it’s not even about the income. That amount will give you the resources, the freedom, the staff capabilities, the marketing cloud to reach 10 times the community. So OK, so right now you’re running this one ad, it’s making you 50. Well, if you don’t change the strategy, you’re currently fun. Remember I said the greatest levers are change your marketing change your strategy? Then you’re gonna have to do four times as much, which probably isn’t humanly possible, you know, with that one add, that one newspaper. But if you add other revenue streams, other marketing approaches, you might be able to get there with a fraction. Also, you’re gonna have to have, you’re gonna have to have four times the staff, four times the facilities, four times the budget, if you keep doing it the same way. Whereas if you do a bunch of the other things I’ve said, you can shorten the timeline, you can cut the cost by 90 percent, you can cut the staff, but you’ve got to know what you want and then you’ve got to reverse engineer it. And again, if this was one of my expensive seminars, we’d spend a whole day doing that together. You’ve got to sort of, but does this make sense?

[13:08] It does and there’s a lot of people in this call, Jay, that have, say, 150 students and their dream is to have 250 students or 300 students. Well, you’ve got to have a plan that’s going to, again, the linear thinker, the conventional thinker, the non-Jay Abraham thinker, says, OK, I’ve got to do, if you’re 115 and you want 500, you’ve got to do 3 1 1 2 times the same thing I’m doing 3 1 2 3 times the advertising. Whereas I would say, if you cut your attrition in half, if you increase your referrals by four times, If you improve your sales ability by double, if you increase your lead flow from the same ad by 40%, you probably could get there in about a third of the time with about one tenth the effort and investment. Does that make sense? You dramatically accelerate your growth.

Okay, and you gotta, and the last is you gotta understand the impact you wanna make. If your dream is to make big impact, but you haven’t reduced it to literally a specific goal-oriented action plan, How do you know if you’re doing it? If you want to reach all the influencers in the community, and it’s just an idle wish, maybe you’ll do it, but instead of you had a plan to get every influence a year long program for him, her or their loved one or their top associate, so they would see the impact. If you had another plan to have a full-time person going out in the community, you’ve had another full-time plan somebody trading your classes for either articles in the newspapers or for events people would host at their facilities. What do you think that would do to make your abstract dream a tangible reality? Are you getting what I’m saying? Very much so. You have to do all three of those. You have to do all three of those. The next thing and that’s a and I would Pardon me, I would challenge all of you to sit down right now and do that.

The next thing you got to do is you got to recognize there’s a bunch of things that are important. Planning policies, procedures, being strategic, first tactical, so this is redundant. Having a system in place to target, to attract the highest quality quality and convertability of prospects, Move them to students, move them to advanced services, move them to referrals, move them to solutions in the community, etc., etc. Then you got to constantly work on making your presentational skills more effective. Now there was a study that I saw from a major university that showed that 43% more people will buy from you if you make your presentations multimedia. If we had done this right, I would have a webcast too because I’d be able to show PowerPoint. It would be easier to grasp. You’d be grasping it from not just one modality but from two. Does that make sense?

Definitely. I had leverage. It’s all about leverage. I mean, guys, girls, what do you teach? You teach people how to get leverage, leverage on their combative effect, leverage on their mind, leverage on their confidence, leverage on their life. I’m trying to teach you how to take the very same elements and get leverage on your business for both the economic goals you deserve and for the purposeful, the causal, the contribution objectives that are dearest to you. Does that make sense? Jay, when you see a business of virtually any kind transform itself, would you say that part of that breakthrough is that the owner of that business just got serious all of a sudden and just took off like a rocket because they got serious about it? No. I would say it’s because somebody like myself grabbed them by the nap of the neck, smacked them lovingly on the head and said, let me tell you the meaning of business life.

[17:19] And the meaning of life is doing good, but you can’t do good if you don’t generate sustaining revenue to free you up and you can’t do that if you don’t have a higher, clearer purpose. I think somebody, I think it was they had an epiphany. Getting serious is a byproduct of having an epiphany. Now, another insight. I believe that you have an obligation, that you have to exercise throughout your organization. You’ve got to do it knowingly and consciously and proactively. You’ve got to instill in inculcating your team the ability to do it. You got to do this with all your students and all the parents. Every time two people come together for any reason in any way, your job and your job to teach your team members and your job for them to exercise with all the students young and old and all the parents is to make those people’s lives better off every time you are with And if that means you smile and engage a parent, if that means you give them a little idea, if that means you give them a genuine compliment but one they very rarely do get, your life is not about making money.

Money is the wonderful and delightful bonus, bringing other people’s lives. That’s real, get to God’s truth. You understand there are multiple steps to every sale and you are clear about analyzing and mastering them all. You become masterful at using the phone because that’s a great tool of leverage. It shouldn’t be intimidating. It shouldn’t be awkward. It should be authoritative. You follow up again sequentially, strategically, continuously, not intermittently. you manage your time for the highest and best use you optimize you you set goals and you constantly monitor and and test where you are just like you do you set goals for your students don’t you rock all the time jay you test whether you’re doing your job in there doing bears and if you’re not or they are what do you do you have these little strip exams and you monitor their progress every step of the way and i have it they haven’t quite it either overachiever the underachieved right or the underachieved what you do well you you bring them back home and reevaluate start the process over back to the process and you repeat it if they’ve overachieved and you accelerate your goal but you can’t know where you are beyond my business like i’m saying rob i want to go to sandy a go you take great jerry outside on or i could say rob i want to go somewhere you say where i said i know but i know i’m in los angeles or you could say rob i want to go somewhere but i want to get there i don’t I don’t know what rap to take.

I mean, there’s three or four. I’m trying to demystify something that I think has intimidated almost everybody on this call to some degree unnecessarily far too long. Does that make sense? Now, because of time, I want to do one final thing and then I want to open up the rest of the time to something very, very, very important. Okay? I want to summarize. I’m not going to do justice to this, but guess what I am going to do. What am I going to do, Rob? The strategy of preeminent. Yeah, but then because I’m not going to be able to do it all now, I’m going to give you a document they can borrow. My greatest impact in the business community has resulted from teaching people a universal philosophy of strategic conduct, management, foundational thinking that transformed every company I’ve ever done it for. It’s not original, how do I have refined it? I learned it from somebody far brighter than myself. He took a thousand dollars and turned it into not just the biggest $450 million A.N.A.P. on Gorilla in his field, but the best, the ones that did the most for the people they helped, the ones that really accomplished the most, had the greatest success, the greatest sustaining impact, the greatest numbers.

[22:00] The closest second was 80 million. So, using what I want to share with you, then I’ll summarize quickly and applying it, not Not just to the way you lived your life, but to the way you hired, the way you inspired, the way you marketed, the way you advertised, the way you sold, you will, you not can, but you absolutely will. It’s unstoppable. Transform your business. I call this the strategy of preeminence and I’m not going to do it justice, but I would be shamefully remiss not to at least share a little bit of it with you. So number one. It’s based on a singular comment that your goal in your business life and your goal in your personal life is to forever be seen as the most trusted advisor to the marketplace, the community, the employees, the students, the family, the loved ones. And as such, as the most trusted advisor, you’ve got to constantly be focused on giving them the best reason expert ideas and advice that are in their best interest not yours.

And you’ve got to be looking after them on a continuum, not sporadically or just for, you’ve got to be giving them information and education that makes their life better. There’s a very big, the second I’m going to give you the foundation that I’m going to build on it, time allowing it, and I may stop it, but I’ll give you a document that explains it. point is you’ve got to be seen by them as their advisor for life and you’ve got to be seen for them as somebody who understands their needs, their wants, their hopes, their problems, their issues better than they do, meaning you’ve put words into feelings that they’ve never fully verbalized. The only way you can do that is by cultivating a far greater empathic appreciation and understanding of where they are, not where you are. It takes that you attitude that I explained.

In order to be the most trusted advisor, you’ve got to transform what you are doing. You’ve got to stop being masterfully enraptured with martial arts for the beauty and the wonderment and the glory of it. You’ve got to stop falling in love with your profession and start falling in love with the market you serve, the students you teach, the parents who trust you, the lives you change. You’ve got to start visualizing their lives changing and evolving not just in that six months or nine months or one year of the one program you sold them, but over the life that you could contribute. You’ve got to have them see you as their advisor for life. You’ve got to fall in love with them. And that requires some very powerful differences in thinking and looking and communicating. You’ve got to see your purpose and your role as being the leader, the authoritative, consultative force in their lives.

And this goes also for the people you hire. They’re not just a bunch of wretched, underpaid, intellectually inferior, you know, undisciplined, whatever. If that’s the case, it’s your fault, not theirs, because you haven’t taken on this role. You have four sets of clients, and you’ve got to be as your team and staff. You’re going to want to make them the best they can be. You’re going to want them to see and share your vision, not because you’ve thrust it down their throat, suppliers, and you want them to be the greatest contributors to you because they’ll make your life better, and give you ideas, and help support your growth. The last are the advisors, or the experts you use. You’ve got four people on your client team. You guys start looking as your students at your students in a world where competition is brutal, in a world where ambivalence and apathy, which a lot of you might have about business growth, not about your passion for your profession, runs rampant.

[26:40] Now, the world is trying to knock us all down to commodity status. You can’t submit. You can’t capitulate. You’ve got to draw an imaginary line in the sand and say, I’m going to revere infinitely, but not arrogantly, the contribution that I make to somebody’s life over forever, including the lives of my staff and the lives of my community. And I’m going to be seen as your trusted advisor, never just as a vendor or provider of products or services. If you look up the definition in Webster’s of customer, it’s somebody buying a commodity or service. There’s no distinction, no preeminence, no anything there. If you look at the definition of a client, it is somebody under the care, the protection, the life well being, lifetime well being of another. It’s got a fiduciary connotation. If you start seeing this role of yourself and your team, if you start exercising it at a higher level throughout everything, not just your training on the floor, everyone will see you differently and your advertising will take it on, your marketing will feel it, your connections will be deeper, richer, etc.

So the essential thing you’ve got to telegraph and communicate to your clients and prospects is the essence that you feel what they feel and that you see and understand deeply the problem they’re seeking to solve. There’s a very distinct difference between giving information and giving advice. And most people give information. It has no real weight. Your role is telling people, hey, here’s what you should do about this problem or situation in my best reason opinion. specifically supporting it with compelling facts, contrast, case studies, projections of what it will be like. Your world is helping people focus on the issues they’ve never before verbalized. If there are many people struggling to get a picture of what success looks like. You too are too. That’s why you’re on this call. You got the obligation and the opportunity and the moral responsibility to do it for people, one on one through your marketing, through your activities.

Most people don’t know what something looks like until they put words to it. You’ll find that hopefully as I’ve put words and clarity to things that have knowingly frustrated you, it’s liberating, it’s relief getting. Well, you can do the same thing with your community, with your prospects, with your students, on an ongoing perpetual lifetime basis if you understand this. Think about yourself in your community when you’re buying things for your own life or your business for your your personal life your family Don’t you gravitate towards the most? authoritative competent leaders who you know are looking out after your best interest people wouldn’t let you make a mistake who wouldn’t let you Not buy because it’s not it’s not in your best interest Who wouldn’t let you buy too little who wouldn’t let you just sort of decide for yourself the cheapest because they care more about your well-being that even you do? Well, you’ve got to be able to do that but not do it in an intrusive or dominant or forceful way, but in an authoritative leadership way that is so authentic that it cannot ever be denied because it resonates so truthfully. You’ve got to realize people don’t always trust the system and the system means different things to different people, so you’ve got to be able to show them you’re right. There is a better way. There is an easier way. There is a more effective way. There is a more enjoyable way and I want to show you what it is and why it is.

You don’t want to be a commodity. You got really everybody out there wants to feel special. Your team members want to be important and special. Your parents or the children want their kids to be important and special. They want to seem important and special to you. Recognize that as human nature. You want to be special. Let me special in your community, special on your field, special to your loved one, special in the bedroom, you really do. It’s no different in the way you through your marketing, through your interaction, through your strategic thinking. You should be with your, you’re not amusing my notes, so bear with me. You should see yourself as representing a refreshing, Lee Superior alternative view to the norm that everyone else teaches. And alternative, I’m skipping through this because I don’t know what a time abroad. Does this make sense? you know it does jay and i know that it if everyone on this call including myself for to follow your strategy of preeminent i think we dramatically increase our retention and and art well because it because your you’ll set the standard from the beginning of what they their life should be like and that you should be part of it not because it’ll enrich you but because it’ll enrich them on so many intangible and meaningful of physical mental and other ways. I’d rather, because I’m going to run out of time, but that’s the starting point of this. It’s a pretty powerful concept. Here’s what I want to do now. I’ve not done everything that I would hope, but I’ve done a lot in three days. Let me tell what I want to do now for the rest of our time together with your permission. I want to give everybody in this call two minutes. I’m going to go get my water because I’m out of water again. I drink a lot of water. I’m doing this and I bring a big bottle in, but I always consume it. I wanted to think about the last three days, all the topics we’ve covered, all the examples we’ve given, all the new distinctions, combinations, and clarifications we’ve made, the impact it’s made on them, each one, and the singular biggest realization and understanding that they’ve now come away with that they can act upon.

[32:52] And I’m going to ask everyone, not just three or four of you like yesterday, but every one of you to be willing to contribute to each other by coming on the phone for one minute and saying, I’m, J. Graham, I’ve got a school in this and here’s the one biggest thing I’m taking away and what I’m going to do with it because if there are 500 people listening to this Rob, or 400 people who got something totally different. Not better or worse, but different. If I can show you what 20 or 30 of them got in the last half hour of this, the extra hour of the bonus hour we’re giving you because we’ve already used our time, I think, haven’t we? Yes, we have, Jay. But I’m going to give a bonus hour. And I just improved your outcome by 20 times because I increased your understanding 24 because you got to see it through 20 different experiences, 20 different intelligence, 20 different pairs of eyes.

And that’s pretty powerful, isn’t it? Yeah, it’s great networking, Jay. So we got two minutes to write down what one single insight you got. Here’s what I’m gonna do, and please take this with the benevolent intent that is a myth. I’m gonna ask you to each volunteer by pushing the button when we tell you what to push and getting in the queue. We probably won’t do all of you. If we don’t get a lot, I’m going to volunteer each one of you. That’s my prerogative. I’ve gifted you guys and girls probably 25 times more than I promised for very little compensation. I’m delighted to do it, but I want you now to gift each other the final step of this process. If you’re unwilling, I will do it for you. That’s not meant to be rude, but I want all of you to do it for me.

Okay? I’ll be back in two minutes, Rob. Okay, Jay, thanks. I think everyone should make a very careful list and think back over the last three days. This is an exercise for you because too many people go through an episodic event training, make notes, never think about it, go right back to the status quo. I’m doing this for you, not me. I already know these things, Rob. I know them pretty well. I want to make sure they become alive and that they take root in each and every one of the listeners here and they don’t just take root. They don’t have one root because one root is not going to solidify the tree. I want them to take root in about 12 different directions. I’ll be right back. When Jay comes back, please don’t be shy. We want this to be the most meaningful and impacting learning experience possible for everyone. So please step up to the plate and share with everybody some of the greatest ideas and meaningful ideas that you got from this three day teleconference. It would be very much appreciated. We are ready. Welcome back.

Okay, I got a huge bottle of Pental Water. You know what Pental Water is? No. It’s the water that is highly oxygenated. It’s like triple oxygen content. No wonder you’re so brilliant. Well, I don’t know if I’d say that, but thank you. Okay, Tiffany? Yes, sir. For your last great contribution to this three call series, you’re gonna tell not just a few people, but everyone on this call, how each and every one of them are gonna make their contribution. Knowing we’re gonna have to pick and choose, but we want them all to do it, they push what to get in the queue? Okay, push the number one, and push it only once, because if you push it more than once, you’ll go away. Okay, push one and let’s get started. Try to express your insight, your action. And you know, I got one more dimension.

[37:44] And what you’d recommend other people see if it’s not as clear. And like you don’t have to sit, but if there’s something else there, you can take it one more level and say, and by the way, I would tell everyone else to blank. All right, I’m ready Tiffany, how about you? I’m ready. Okay, how many you got? Let’s see. It does tell me to start. Okay. Just go on and start. Samuel LaRosa. Hi Samuel. Samuel. Okay. Somebody else. We’ll come back to him later. Okay. Troy Chetwood. Hi Troy. Hi. What I’m going to do is I realized that if I do the same thing, I get the same results. So I’m going to work on the marketing, the staff, the retention, and the selling, and and I’m going to test each one and see what my results are and completely go over the results of each one and continually do that, change those and test them.

Okay, that’s great. That’s great. I like that. Okay. Next, if you could either get closer to your phone or how’s that? That’s a little better. Go ahead and take what I got today. I need to start testing my marketing, especially with the headlines that help a lot. I’m looking forward to getting those different options that you’ve written for headlines in the bargaining system. I need to get more proficient in that. But that’s a realization. What are you going to do about it? You are going to test headlines and you’re going to start either yourself or staff or both systematically experimenting with barter. with barter is that what you’re saying well that and i think i want to do a school survey and ask the students uh… some certain questions that will help me in my marketing procedures okay good thanks good luck you’re welcome a chat uh… talk yesterday that helped me a lot actually because uh… that’s going to help me do most of these four things that you’ve uh… inspired me to what are those four things well number one don’t let my fear hold me back I’ve been afraid of falling off the ball because I feel like I’m doing things pretty good now, but doing more is going to give me more responsibility.

But the first is using my location more optimally. I was at a meeting today with a client pertaining to using a host beneficiary relation. We’ve set it up for next week to start talking about how we can start offering the people that work in the night shift, the opportunity to come in and train during the day with us. And then one thing that we’ve already been doing, but it’s through your book, Getting Everything You Can Out Of All You Got, I’ve just started offering people different things like, we just got a, what is it, a 2000%, 200%, you know, 20 times more. Oh, that’s great. In the people that paid for a year ahead of time, which over here in Denmark is unheard of. It’s month to month or every quarter if you’re lucky. That’s great. That’s great. That’s really neat. Thank you. Thank you.

Okay. Next. Our next one comes from Miguel Serrano. I’m Miguel. How are you? How are you? I am great. Where are you? place to be. God’s country, Jay. Yeah. So what’s your insight and what are you going to do with it? You know what, I think going back to the referrals by using the existing students and the client bases and it’s very valuable. Turn on the invest one of the biggest impacts for me. What are you going to do with it? Well, you know, first let me tell you, when Rob called me and brought me back to NAPMA, that was the biggest return on my investment getting access to this call. through the referrals, being able to test the headlines, use it, won’t be afraid to spend a thousand dollars because one student is worth more than that to me or triple the amount. That’s great that you understand it.

[42:12] And again, in the beginning, be conservative because it is worth that. But if it’s worth that over three transactions, start with getting back maybe or investing what one transaction is until you got certainty. But that’s great, man. Good luck. Thank you. any Clara minor. Hi, I got yesterday and I just want to reiterate the same thing as yesterday. I think the most lucrative would be to go back to the old list of all past clients and people who prospect and either call them email them or contact them. But this time I’ve also added that whatever my message is to them, it must be a direct response message. Good. Got to get them to take some action in essence. If it’s much stronger if I solicit you than if you solicit me. So keep that in mind. Good luck. Thank you. And I hope that you enjoyed this series.

I did. Thank you. You’re very welcome. Next. Denny Strecker. Hi. Hi, how are you? I am great. How are you? I’m doing very well. My course of action actually is something that was already done. I went through our old database last night and sent out a postcard to each of the former members that we’ve had instead of a special seminar for them on February 16th invited them in for a free hour. Good for you. That’s great when you take action. And how many did you send out? The database that we have is right now is about 57 people deep. Okay. So you sent 57 out. You sent them today so you’re not going to have any response. But send those an email to Rob and tell them how it does. be very interested and if it’s as successful as I hope it would be, you’ll be very well rewarded for your initiative. Thank you.

Dave, how about a follow-up phone call since there’s only 57 people? Yeah, absolutely. But that’s only the first step. You’re exactly right, Rob. I’m sorry. I’m not in consultative mode. I’m just thinking about the spectrum of different perspectives that each of the people reporting has taken so far. But thank you very much. Next. Christina Hardy. Hi, Christina. Hi, Jay. How are you? I’m good. How are you? I’m really good. Well, due to this teleconference, I decided to take a look at the numbers for 2003, 2004 to see what I spent on marketing. And I saw that my marketing for 2004 was 40% higher, So was my growth. And I don’t think I would have looked at those numbers if it weren’t for the teleconference. So that’s given me the motivation and insight. I need to focus more on my marketing. Very good. And a comment, the numbers are the pathway to enrichment.

There’s a new show that just started. I haven’t seen if it’s called numbers. And the teaser for it, the previews are really cool. this guy is a detective, but his brother’s a mathematician. He says everything can be backed out by the numbers. And I’ve learned that, see, the best part about what I’ve tried to teach you, which I hope has made a point of itself in your mind, is that this isn’t complicated. It’s a science. It’s a numbers game. It’s analytical. It’s not. I’m sure that there, you know, martial arts, I think, might even be a little misleading because it really is a science isn’t it? The science, anybody can learn how to become maybe not expert but proficient. As a science, anybody on this call can become far more capable of a successful strategic market. Thank you. Next. Mitchell. Adam? Jay, Adam Mitchell out in beautiful sunny New York today.

Is it really? No, we just got dumped on with a lot of snow. We’re having rain here but not that bad. Yeah, and so what was your biggest insight and what are you gonna do with it? Well, Jay. I gotta say it’s gonna be Maximizing my leverage points a lot more than than what I’m doing There’s you know so many so many areas of opportunity that I believe that I’ve missed over the last few years and I’m gonna become a lot more diagnostic with them breaking everything down actually sitting down putting it all down on paper and Looking at where I can spend my time a little bit better with all the different resources that I have available to me here at the school and with the people that I have here. Not just the staff, also my clients and community groups around me. That’s great. Good for you. Thank you for sharing that. Next. Vicki Neiman. Hi Vicki. Hi Jay. We’re out here in Hastings, Nebraska.

[46:57] How is it cold there? Well it’s 31. It’s nice today. Isn’t so bad. I used to live in and it was always very cold there too. We’ve had 60, but we feel like we’re at about 110 right now with what we’ve learned in the last couple days. My husband and I run our school. And one of the things that’s gotten us the most is the strategic versus the tactic. I mean, the tactics have been paying the bills, and we’re looking at the strategic marketing now, the goal, building a future. And one of the things I wrote down before I even started talking today was if there was a possibility of getting an email with all the other participants and do a mastermind group and then lo and behold about a few minutes into it, you go, you know, that would be great if you did this.

I suggest that Rob figure out how to organize something. Right. And monitor your progress and collaborate because I think the truth of the matter is those of you, I mean Rob and I have remarked that marketing is not for whatever reason, a highly regarded element in your field and that those people on this call are an elite group. So whatever numbers of you there are, you ought to band together and I think I can help Rob in a couple of minutes offline figure out how to build this out for you guys so you can get the most out of it and we’ll talk about it. But thank you very much. Thank you. Okay next. Elena Kollis. Hi Elena. Hi Jay. Hi Rob. Hey Elena. I’m calling from Coral Springs Florida. My husband and I own a school here and I I think what I got the most out of so far was the multiple streams of direct response marketing.

The putting out more than one way to get new leads in. What I think I’m going to do is immediately institute two new referral systems into the academy and delegate those to my best staff member to get them started. And I’m also going to sit with my husband who again we own the school together. We’re going to sit and brainstorm together on different ways to generate new referrals into the school. Great. That’s good. Thank you very much. Thank you. Thanks, Elena. Hector Rodriguez. Hi, Hector. Hi, how you doing, Jane? I’m very good. Thank you. How are you? I’m doing pretty good. I’m losing my voice. Let me know if you can, you know. That’s really fine. Go ahead. What’s your big insight? What are you going to do with it? Coming from here, I’m very close for color. Springs, I’m actually coming from Sunrise, Florida.

and nice weather today actually very sunny. I would say this, this teleconference, the three days have been like a wake-up call. Sunday these things, I know, but I don’t be using. And the most important one is actually, the most I like it. Hello? Yes, I’m here. Okay. It was when you explained the concept about become the most structured by someone in love with your student and the family. I think that’s the key. With that everything else will fall in place. So I need to organize myself. I just been writing, you know, Lisa things that I like. I have like 17 when you ask for a ride once. I’ve got 17 already. But that one I think is occupied the first place right now. It’s great. Thank you very much. And the very best of luck to you. Let’s do one more. OK, our final one comes from Ken Chun.

How you doing? Hello. And we’re here. We can hear you. Go ahead. Hi, Jay. I’ve been hearing a lot of different single, I guess, techniques, if you will. I think the thing that I got the best out of the past few days is that it’s really not just one single thing, that it’s a complete system, and something that has to be monitored and analyzed and massaged on a continual basis. I just got started a few months ago in my own class. class. It’s not actually my own school. I’m actually doing something in the fitness center. And I’ve always been kind of thinking that it’s a one single thing and it’s really not. It’s a variety of different things that have to be looked at as a whole group. And that’s, I think that’s the most important thing I got out of your seminar so far. That’s a great insight. And I thank you for that. Rob, yes, be by the clock on the wall or on my hand that we’ve overstayed our visit by about a half an hour. It won’t be back until the weekend, but I will confer with Rob and I’ll get them all the things I promised and probably knowing me some surprises for your internal use only not for distribution not for resale not for anything other than to enrich your ability to enrich other people’s lives.

[51:35] I hope that I have achieved the goal that you expected. I hope we gave you the information you wanted. If I exceeded it then I would be a model for you. I’d I would like to be a model for you in what to do with your own actions. And I have great faith in you to do a lot more. And the last comment I would make, I may have said yesterday, it may not. A good friend of mine teaches high achievers how to achieve higher. And he says, and I like to repeat it, that the majority of people in business, they frustrate themselves by struggling with the wrong question. say it outwardly. It’s sort of a non-verbalized question. The question they ask is, is achievable? Am I worthy of this goal? You know, can I really make $200,000 in my school? Can I really go from part time to full? Can I really keep doing this until retirement and make enough of a living? Can I really make a difference? And he says that as soon as you understand all the powerful method, strategies, concepts and combinations that have always been available to you, but you’ve never really been exposed to, you will quickly start asking a totally different question. From now on the question you should be asking is, is the goal worthy of me? Because I’m so much better. I can accomplish so much more in my community. I can impact so much more, so many more people.

I can create so many more students. I can have a relationship with them and contribute to their lives so much longer. I can help so many other people that they associate are related to live around. I can reach, I can make my efforts that I would, I would, I would think about that. Hey, I’m Rob. I don’t have anything else to say. In lightening and simply extraordinary experience and on behalf of everybody on this call, I’d like to give you a heartfelt martial arts bow and a double high five and, and leave everybody with a quote Aristotle said we are what we repeatedly do excellence then is not an act but a habit and I know that Jay Abraham has inspired us all today yesterday and Monday to make our marketing a habit instead of an episodic event and Jay I know that your words and your wisdom will change our lives thank you so very much you are infinitely welcome and my my expectation is