Reaching the 2 Types of Prospects

Too many business owners look for the “next big thing” in marketing and sales, thinking that’s what they need to accelerate the growth of their business and take it to the next level.

The thing is… if you don’t have a solid foundation, the “next big thing” is not going to get the results you hope for. First you need to know your ideal prospect… and it’s not just anybody with a wallet.

Then you have to realize that there are two types of prospects out there. You have to reach both groups to grow… but each requires a different approach to marketing and closing a deal.

Tune in to find out who your perfect prospect is and how to get through to them, as well as…

  • Why your next client might be “next door”
  • Figuring out the mindset of your ideal client
  • How to find the marketing channel that works – and what to do next
  • The biggest marketing mistake entrepreneurs make
  • And more

Listen now…

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Transcript

Steve Gordon: Welcome to a special joint episode of The Unstoppable CEO podcast and The Advisor Inner Circle podcast. Folks, if you haven’t heard one of the joint episodes we’ve published recently, this is a special series that I’m doing with my good buddy and client, John Curry. And he is my co-host on The Advisor Inner Circle Podcast. So great to have everybody from both shows listening to this. And John, today, first welcome.

John Curry: Good to see you, my friend.

Steve: Yeah, great to be back together. Again. It’s been been too long. And we’re going to continue our walk through the inevitable growth scorecard, which lays out eight mindsets that I believe are essential if you’re going to create the experience. of making the growth of your business inevitable. And you actually got me thinking this thought recently, we were driving to Atlanta to our Strategic Coach workshop together and you’re telling me about your self-replenishing list of prospects and the system that you know, that you’ve got that they go through and, and how it just sort of it has made for you all of your growth inevitable. And that got me thinking and as you know, that on the plane ride home from that meeting, I actually it was just kind of stream of consciousness coming out of me, created the scorecard. So that’s how we got to this stage, we’ve recorded two episodes. So far, we did an overview, kind of walk through the whole thing. And so if if you want to get that you might want to go back and listen to it. It’s on both podcasts. And we’ve also gone through kind of in detail, the first mindset which is who is your who and today, we’re going to go through the second mindset called the Target 100 advantage.

John: I can’t let this slide. See what everybody needs to know. See you rode in the car with me to Atlanta. Right? And then you deserted me. And I had to drive all the way back by myself the next day.

Steve: And everybody should feel really sorry for you. I believe I deserted you at a time when you were sitting in the Club Lounge at the Ritz Carlton in Downtown Atlanta. So everybody, get out your little violins and feel sorry for John.

John: Sure. I was enjoying a couple of very nice bourbons and met this nice couple.

Steve: Yeah. Alright, so let’s dive into this whole target 100 ideas. I call it the target 100 advantage. Lots of people have written about it. Chet Holmes calls it the dream 100, NeatoCobain calls it the top 100 as does my client Roxanne Emmerich. That’s been an idea that’s been around forever in business. And I think it’s an unfair advantage for the businesses that will actually go to the trouble of creating this list. That’s why I call it the target 100 advantage.

So, so John, I’m just going to read through the first of the four descriptions of this mindset. And for anybody that is listening along and wants to kind of see this, you know, for yourselves, you can get a copy of the scorecard, you can actually take it online at thegrowthscore.com. So if you go to thegrowthscore.com, you can take it online and get your score emailed to you. So John, the first of these mindsets, and I run across this all the time and in business owners is there are some business owners who when they think about marketing and sales, they’re always kind of looking for the next big thing. So the first of these reads, you’re looking for the next growth hack or insider secret to create streams of new clients. And you ever come across anybody in your world as a financial advisor and you know, other advisors that are looking for the next big trick all the time?

John: All the time, and I’ll tell you my answer to that. The right one. We talked about this earlier. We want to kind of prospects, the ones you know, and the ones you don’t know The ones you know, get out in front of them some telephone postcard email, seminar, webinar, podcast, whatever. And the ones you don’t know, find somebody that does know that is willing to introduce you. Now, let’s keep this up. There are only two kinds of prospects.

Steve: The first time that you shared that with me, and I think I’m not the only one who had this, this kind of reaction to it. It, it made me kind of stop. And like, what did he say? You know, say that again. And so can you take us through that again? Because I think it’s, it actually ties in closely with what we’re going to talk about here.

John: Absolutely. And then if we if the people who will apply what they’re about to learn today will find that their life would be a lot easier, and it’s not prospecting anymore is more of introducing yourself to people that want you, but it’s really two types of prospects. People you know, and people you don’t know.

We’re constantly looking for new ideas, the new thing. So, therefore, by looking for something new all the time, what are we doing, we’re neglecting what we already have. So most people can sit down, if they would focus on with a cup of coffee, or drink whatever their beverage choices, they could come up with a list of 100 people in 30 minutes to an hour, who they already know, or they know of that they’d like to have as a patient, prospect, whatever. So all they gotta do is give us some thought. And then each of those people knows people. It’s really simple. So the ones that you know, start building a list, even if you are not sure if they are the ideal client, just build the list. You can always come back and sort of wait. And when you do that, that becomes a springboard if you will, to help you find ways to get in front of other people that you don’t know yet.

And you know, I love the podcast, and I have The Secure Retirement podcast and government put together and that’s another way of branching out to where at least when people came in at two people this week said, Man, I love your podcasts. I’m such a such and Well, I’ve got no direct business from that. I can tell you now nobody’s called, “Hey, because I heard your podcast I moved to come to give you a million dollars.” But what was happening is that they come to me. They didn’t read the book or listen to the CD or the podcast. Now they feel like they know me. So in a way, they didn’t know me, but now they know me because they’ve heard me.

Steve: That happens to me all the time. I will have people come because they’ve listened to one of our podcasts and they will repeat almost verbatim, something that I said as the reason that that they’re there and then sometimes they don’t even know it consciously. It’s just because they listened to it and they’ve heard it maybe multiple times. It’s become kind of embedded in their thinking and that’s a powerful place to, you know, a little powerful little piece of real estate to hold if you can hold a little storage slot in somebody’s brain.

John: Explain how powerful that is. Just this week, Wednesday, a client comes in… new client, we hadn’t done a lot of work together. And yet he paid his fee. Now we’re doing the planning. He comes in and he says, how long is your grandfather working with the Department of Transportation? That’s where he works in Tallahassee.

And so I’m not sure. Why do you ask? And I didn’t make the connection. Well, he knew about my grandfather and my father, because of the recordings we’ve done over the years. And the book is now 11 years old.

Steve: Yeah. And for listeners of the advisor, circle podcast, you’ll know that story because that’s sort of John’s origin story. You know, and he talks about how his grandfather his father, worked for the state of Florida and of course, his market. For those of you on the Unstoppable CEO podcast or listening. His market is people who are members of the state of Florida Retirement System, who you help with your retirement, planning the secure retirement planning that you do and so that really resonates with them. But you’ve repeated that over and over and over and over again. And podcasts and webinars and books. It’s in there, all the marketing that you do. And so when they come in, now, these people feel like your family. In a lot of ways.

John: We know each other. Listen to something you just said there because someone hearing what you just said, they might think that’s the only market that I have. Over the years, Steve has helped me tremendously in focusing on my primary market. That don’t, I don’t have to exclude other people. I have a lot of people that are either doctors, lawyers, business owners out there, but they all have the same issues. And sometimes it’s bigger because they don’t have their own retirement plan that has a pension, they have a 401k or a set plan. So the concepts are the same. And once you pick a market, your target 100 and you stay focused on that primary group. It’s okay to get out of the lane occasionally do something else that will bring you back to the center. And that’s why I want to spend some time on this part because you do not need a quote “silver bullet”, you just need to know what it is you want, who you want, and then have a conscious effort to stay focused on that primary group.

Steve: Absolutely. And the thing that we see and the reason this is the first of these four ways of thinking about this idea of the target 100 the thing that we see all the time is that business owners that have this particular mindset where they’re looking for that next growth hack, they really become what we call dabblers. And they so they dabble in a little bit of this and a little bit of that. And then the other thing, and then they, you know, somebody sends me an email and there’s some magic webinar that they’re going to try. And what I tell people all the time, john is, Joe, when I give speeches, that they’re going to take my marketers’ card, because I tell the grand secret of marketing and that is that it all works.

But it only works for the people who master whatever tactic it is, so when you see somebody who says, you know, they are landing high net worth clients as a financial advisor, for example, because of their amazing Instagram posts, it’s probably because they’ve spent several years now perfecting how to get high net worth clients through Instagram. I don’t know if that’s even a thing, but you get my point. It all works cold calling works. door knocking works. There was an advisor I talked to about five or six years ago. His whole marketing approach was built on the door to door. He was in Chicago, and he was literally going door to door. This is within the last five years. I don’t remember exactly when talking within the last five years. He was going door to door knocking on doors during the day to see if anybody would be willing to buy some investments from him. And he was making like 200 grand a year at the time was that at least told me so if it works, it works. It all works.

Now there may be methods that are better suited to you or that you prefer. And I think that’s an important thing to look at. But there’s no silver bullet. And I think the first I first necessary step for any business owner, any professional, who wants to go from really struggling with this stuff to being successful with it is they’ve got to get out of the mindset that there’s the silver bullet, and they gotta quit looking for it. Because once you quit looking for it, now you can start to focus on something and stay consistent.

John: I agree. Totally. I will say this for anyone in the sporting world. Sports, athletes, they’re always looking for the edge. And we’re not talking about that type of silver bullet. Get better at what you’re doing. But firstly, the guys who were in the world of athletics, football, baseball, basketball, whatever they’ve chosen, the field they want to be an expert in the best thing, and now they’re tweaking to get better than that. They’re not saying well on Monday I think I’m going to play football. Tuesday, I think I’m going to be a soccer player. Wednesday I’ve decided no, I’m like a baseball player. They don’t change the game or the sport every day, the week, they stay in their lane, I like to call it but they’re working on tweaking to get better. That is not what we’re talking about. We all want to do that. But if you’re chasing the new silver bullet, the new gadget, it’s not going to work. Now, that’s been a long time the money and be frustrated because you don’t have the energy to stay focused.

The Target 100 Advantage

Steve: Absolutely. Alright, so let’s, let’s move to the second mindset related to the target 100 advantage. And, and it is that you know, there are plenty of people who need what you’re selling, but you’re not clear on how to identify them and reach them. Now, this is where I find a lot of frustration comes in for business owners have they been in business for a little while. They know that they’re doing really good work for their clients, but they’re just not really clear on how to go get more how to kind of replicate the ones that they have. They see other businesses doing it. And, and they just sort of feeling frustrated and a little bit stuck. And, you know, John, I, this is probably 80% of the people that we talked to, that are looking for help they fall into this category. And the great news about that is that most of these people are doing fantastic work for their clients. Clients are happy.

But they’re just they’re almost paralyzed by trying to figure out how to how to kind of take that to the next level and go find even more clients that they can serve and that they can get great results for. So that’s really where, where this mindset falls and I find actually, probably the majority of people fall into this area right now.

John: I think everybody does, frankly. And I think you have to constantly work at staying one step ahead. This issue because think about this for a minute, if you get a new client to let’s suppose was it today, I go to the luncheon and I get this guy, he becomes a client’s got $10 million to invest. Okay?

If I’m not careful, I’m going to think as mine so I’m not gonna deal with a person anymore with 250,000 Heck, man, I’m so good. Yeah, I’m just gonna do $10 million deals. You probably go broke if you do that because some things just come to you. You know, and but you can’t just wait for it to come to I do believe in attracting. And I would say that for me. The thing here is number one becomes clear on who I want, why I want them. And my definition may surprise me. I’ve got four or five people who have $10 million or more with me, in investments, but the average person might have 200,000 for me… a quarter of a million.

So I don’t do it based on how much money they got, based on the mindset they have, are they coachable? Do we get along? Are they compliant? Do they listen? Or do they argue? I don’t have time for arguing, I don’t care if you have $10 million, if you want to argue about everything, I don’t need to. I’ll work with somebody. So when I got clear about what I wanted to do as far as a service to provide, and then it’s easy, okay. Everybody out there needs me. And what I do, or someone like me, no doubt about that. I’m clear, they don’t all want me.

Okay, and I’m okay with that. So I will focus on those that I know, need me and also what I am. But to do that I’ve got to get real clear on what it is I want to provide as a service and who I think would like to have that service and that and I think that’s what you’re talking about here. But then how do you get them to get to where they know you and want to work with you?

Steve: Well, and at this stage of it, you know, this is where I think a lot of people have… and I’m glad you brought that up because this is where I think a lot of people really struggle with this is they, they may have an inkling of, of who they want, and they may kind of have an idea. Well, you know, I need people who think a certain way. And if they don’t think that’s why they’re generally not good clients, and I hear that a lot of people kind of understand that. Sometimes they don’t always go to the link that maybe you are I have in the past, where we’ll actually write it down and put it in part of our marketing and, you know, full disclosure. You know, as, as you go through the scorecard. Within here is the description of our ideal mindset that we want to work with.

You know, and, and so, I think a lot of people have a sense of who that is, and then they go, but I don’t have any idea even if I could come up with a list of 100 I don’t have any idea whether or not those people have that mindset. And so they freeze right there. And I think that’s the hump. I want to get everybody over in our conversation today.

Because when you just talked about, you have this clear mindset of who you who, what mindset they need to have, for them to be a good client, you know, and you’ve ticked off the various components in being compliant and not argue and all these other things. And knowing that’s one thing, but you don’t know. So you build out your target 100 lists. Okay. You don’t know whether or not any of the individuals on there necessarily have it unless you happen to know them, personally. Correct? And I think that’s where a lot of people get stuck.

John: We have a target 1000 list.

Steve: We do too. We have 100. And then we got 1000. And I think that that’s really the way to do it. But get the hundred first most people you know, you said it earlier, it’d be really easy for somebody to sit down and then 30 minutes come up with 100 and that has actually not been my experience with working with business owners. They just generally have a really hard time and I think this is why they have a hard time because they will look at a name. And they will try to, to turn them into a fully qualified prospect in their mind and they can’t.

John: I agree. I know new people coming into the insurance and investment business as a financial advisor. There’s they’re given what’s called Project 100. Sit down identify 100 people that unit and I did one back from 1975 is around that longer than that. It’s a good exercise in the case. I’ll just go up to one of the guys who manage people’s the guy who was bookless. I’ll just sit down and start writing some it’s usually while I’m smoking a cigar and having scotch on my back deck. Why do I do that? To challenge my thinking, Okay, who kind of think of, okay, who do I know that the economic level who I know the tiger banks, well, who do I know and rotary? I don’t judge how much money they’ve got, I don’t care. Okay. Because if the person is on my list, and then they make the cut, okay. I want to develop a relationship by doing the things that we’ll get into more as we work together on these podcasts, the marketing efforts, if you will, the podcast. So maybe for me, it might just be I’ve got these 100 names of people, and I just want to make sure that they are invited to everything I do. How many times have you and I talked about in fact, somebody shows up one of our seminars, it happened last Thursday. A guy comes into who got, you know, a guy with a folder, you got copies the emails, postcards in there. And he held it up and waved it.

Steve: Yeah, you got to play the long game. That’s the only way to win is to play the long game. Well, what I see most often with this, this idea of the target 100 because we try and work our clients through this all the time. And they will usually get somewhere around 20 or 25. And they really run out of steam. You know, and sometimes that’s, you know, that that they’re really trying to overqualified people as they do it. Sometimes, you know, they’re like business owners who frankly, just don’t know that many people in their market. Sure, you know, which is a little bit surprising, but it is what it is.

And I’m, I’m a big believer, you know, with my technical background, John, I don’t really pass a lot of judgment on where anything is, if it is what it is, then let’s just design the system around the reality of things and, and with the target 100. I think you have to do that. And so one of the things that that we do, and I do this in our own business, I mean, we’ve, I’ve built target 100 lists in the past, and we’ve either qualified or disqualified, you know, the people on the list that I built, I’ve exhausted the people that I personally know. And so, part of what we do is I’ve got team members who are researching. I created a profile we talked about in the last episode, who is your who, right and using the profile that we developed there. We have them go out and research and so they’ll give me a big list. I got about 100 a month.

We’re constantly adding to it. And I’ll look at each of those. And if they look remotely close, they’re on the list. And the point here, folks are going back to what John said at the beginning about the two types of prospects. There are those you know, and those you don’t know, what we are trying to do is narrow your universe so that you don’t have the really daunting task of wandering into the ocean that is the internet and trying to figure out where the fish have gone. But you’re actually saying, I’m going to look, I’m going to look intelligently and I’m going to use my fishfinder and I’m going to go find a pocket of fish. And I’m going to identify them, I’m going to know them by name. And it’s funny when that happens because it comes becomes totally transformation. You started looking at that list. You start working that list, you start knowing okay, how we’re doing some marketing to them to see who’s gonna raise a hand. Oh, I see, you know, Bob or Mary from the list. They’ve responded great, you know, so it makes this whole process easier.

John: My question that popped in my mind bath efficient because I enjoy fishing occasional saltwater and fresh well so those are fun to fish. There’s not 100 fish, there’s 10,000 fish down there. If I don’t throw the right lure or bait down there, they have an interesting guess. Well, it doesn’t matter if there’s a million of them down there. I’m not gonna get one. So not only do I have the challenge of identifying the people, I must provide them something they want, or they’re seeking or they discover they want they may not know they want to first but the conversation that will unfold will help them identify wow, Where have you been all my life Curry I need you to be my retirement coach.

And I have a few lures but surprise it’s not a product. I don’t market products. The product is in result, I’m marking the concept of are you concerned about making a decision on your pension? Or how to take your 401k money and make it last the rest of your life? Are you concerned about the volatility of the market? Are you concerned about making health care choices in the future? It social security for income and Medicare? Are you concerned about the government forcing you to take money out either at 70, half or 72? Because of your retirement, and what happens to all this money ultimately, when you die? When they inherited, you understand the tax complications of it doesn’t take long for someone say, hail No, I don’t understand any of that. We did. That’s all we do. All-day, three, four days a week. That’s all talking about. Perhaps you should come to visit me. We’ll talk about your situation. And it’s okay, we’re gonna get in. Now that I say a damn thing about investments, life insurance, long term care annuities.

No, no, because that’s not what’s in their head. What’s in their head is that can I get through this world and have a comfortable, calm and secure retirement without getting beaten up too badly?

Steve: I love it and all those things. So, folks, as you hear John kind of rattle off all of those different things, that he goes to the market with the different lures he uses. Those are all ideas. In fact, I wish we had scripted this because that would have been the perfect scripting of this, but we don’t do that. But I have no clue what we’re going to have a conversation. Well, you’re actually pre-selling. Not the next episode, but the one after that, where we talk about ideas that you see that here now, because once you’ve got your target 100 lists, and when we get to that episode, we’ll go deep into how to do that. Once you’ve got that target 100 lists the way that you figure out who is a prospect that who is not, is you put these ideas that you’re going to use to sell in front of them like you just described. And you do it, not necessarily caring who comes forward, you just want to play with the people that want to play with you.

And, and, and we use ideas to do that because they work far more powerfully than leading with the product or any kind of sales pitch. But where I see so many people get off track is they see, okay, I’ve got some ideas and things and I’m going to go out and try and sell them. But then they’ll just take those ideas, and they’ll post them to their LinkedIn profile, hope somebody shows up, or they’ll post them to Facebook and hope somebody shows up, or they’ll stick them on their website that nobody’s visiting and hope somebody stumbles upon it. And what, what the target 100 really is designed to do. It’s designed to actually give you a fighting chance with your marketing because you can’t afford to market to the world.

You’re not Coca Cola, and you’re going to go broke overnight, you can’t even probably afford to consistently market to 5000 people in most small businesses. But you can market to 100. And you could get a result. And you can make some money. And then you could market to another batch of 100. and another and another pretty soon you’re marketing and maybe to your target 1000 as you do.

John: Let’s address it, you just made a comment. See it’s not just that you have a 100 if you’re doing this properly, folks, the 100 keeps evolving. Maybe you have 100 today, and Steve just touched on maybe next month, you had another one I’ve got another 100. And now in our case, with what I do with my team we have I don’t know how many people cable could tell us probably 7000 people in our database and we’re constantly getting something from us. And I don’t worry about who’s gonna come in. We did a seminar last Thursday on Social Security. We had 38 people in the room. Did one last year we have 97.

I never know how many people come. It doesn’t matter. You just show goes on, connect with the ones that are there. Make sure that they leave there. They remember Wow, that was fun. It was not a boring topic. I learned something. I laughed. Because people will remember how they feel about what you said, long after they’ve forgotten what you said. But they’ll remember how they felt it was friendly was it positive? So I think you just keep putting messages out and just constantly keep adding 200 here 100 The next thing now you got a serious list of people that you keep in touch with them. Some of those people eventually gonna say no, I’m gonna go work with that guy. Yeah, he’s the only one who’s kept in touch for five years.

Steve: And John, one of the things that that you do we do it, we teach it is that you can prioritize these lists right. So we’ve got 12,000 people that follow us at the moment. And the vast majority of them will only hear from us by email or through the podcast or other ways but based on how others interact and combine that with the ones that we proactively put on to our target 100 list, those people get to get treated differently. They get more intense interaction from us because they’re either based on their behavior or based on characteristics that we’ve identified in them, they’re a higher priority for us. And so we’re able to go deep and use our marketing investment really wisely. And that’s, that’s a big part of what this is about, is being able to go deep with a really valuable few prospects.

And, you know, we still have a system that stays in touch with the rest, but that’s a really scalable system. It doesn’t cost us very, you know, really insignificant amount more to talk to the 12,000, that it would 1000 or 100. So, so that’s one of the ways to think about it, I want to want to keep moving now, so that we could probably have this conversation and have it go on all day.

John: Well, I’m gonna jump in and say something we could do all day, you can do several days because I know when I get to do training, which I don’t do as much anymore, but when I do, I’ll have a full day talking just about marketing. And prospecting from the standpoint of who is that you really want to work with? Maybe we’re just barely skimming the surface here. And then you got eight of these things that will be going

Steve: Well and we may have to come around and do this again and take each one a little deeper. Alright, so the next mindset this is the third of the four mindsets is that you’re focused on acquiring referrals from existing clients to add to the small number of new clients you need each year. And, John, when I find somebody who thinks this way. Nothing wrong with thinking this way at all. But it’s generally somebody who has built a successful business, they got a good book of business, they’re sort of milking that book of business. And they’re really only interested in growing a modest amount, you know, and they can do it pretty much all for a referral. I don’t see that as you. I don’t see that as you actually.

Focus On Acquiring Referrals

But, but that’s usually is there nothing wrong with that at all. But it’s a mindset that we see often come up.

John: Well, I think that one of the challenges you have in business, and let’s call it what it is, if you own a business, you’re in sales. And if you’re a financial advisor, you’re in sales, and you call yourself any damn thing you want, but you’re in sales. And if you stop, it stops, so you got to constantly in motion. Now the question is, at 67 do I run as hard and as fast as I did in the past? No. You know, am I earning more money than the past? Yes, it is and the reason is that I’m focused on fewer things, but there are fewer things. When I’m when I’m in the office, those Tuesday, Wednesday, Thursday, primarily three days a week, I say, clients, more gets done in those three days than most of the people around me that I know, respect get done in a week or a month, okay? Because I’m concentrated, if you will, kind of like that. The target is concentrated.

Steve: Well, the thing, and the reason I don’t believe that you’re in this mindset at all, and you know, at age 67, where most people are thinking about retirement and you’re thinking about what’s my 20-year growth plan. And the reason that you’re able to do that and have this experience, which I think is the experience that most business owners want from day one where you’re not running yourself ragged, you know, kind of chasing your tail all the time. You’ve built a team and you built systems that get the right people in front of you to do the stuff that only you can do in the business, there are certain things in your business and that’s changing, which has been really fun to watch because your team is growing a lot. But there are certain things that you are, are one of the best in the world at that they’re not going to be you at least in the short term. And you are more and more getting it to the point where your system and your team is built. So that everything else is handled. And that’s going to be a conscious decision that you’ve made. You didn’t always have it when we first started working together. You didn’t have it. But you made dramatic progress in short amount of time.

John: I would say that I had it but I was not developing it like a when I first started getting really conscious about building a team was in 1982. I had to because my wife’s brother committed suicide to let me I would have two kids. My brother committed suicide that would have to be kids, and I was running, running, running, running like crazy. I was wearing myself out. And then one day it dawned on me, okay, yes, I have a part-time person helping me. But then I realized I can’t do this, I have to build a team, not just someone who sees themselves as an employee, I have a team. So I started building that. And then the two people that I was working with closely retired because of family issues and their world. So So for a while floundered and had to build, rebuild. And then you came into my world, and we’ll get to know each other and respect each other books were like brothers, and we have this ability to think of a parallel path.

It happened this morning, saying this time, we’re talking about things and they go, we’re on the same path again. So what happened is when you find that person or persons that you can connect with, whether it be a study group environment or culture, whatever, what it does now it keeps you focused on that. So what you’ve done you amplify and magnify that hey look, this needs to be done. Then the regular coaching sessions we do with each other helps you stay on track.

Knowing How To Make A High Ticket Sale

Steve: Absolutely, absolutely. All right well let’s move to the fourth mindset here. The fourth mindset is that you know that to make a high ticket sale, you need to identify specific prospects, deeply connect with them and create the trust that leads to the sale. And when people read that, and you know, I’m going through this with them, it’s funny because they all go Well, yeah, that’s exactly what you need and then we start breaking it down and say, Okay, well, have you identified specific prospects? Well, now I have are you doing the things that you need to do to deeply connect with them? are you communicating with them? Are you playing the long game, you know, by creating media properties, you know, like a podcast, newsletter, all the various things that you can do to build a relationship with someone and show up in their lives again and again and again. Well, no, I’m not really doing that.

And you know, are the things that you are doing are those really creating trust that leads to a sale and what I hear a lot from people is even when they aren’t doing things, sometimes the things that they’re doing aren’t really adding to trust because they’re doing a lot of promotional stuff. It actually undermines trust, right? Because that’s a selfish thing you’re not for your trust is really created. When you’re, you know, you’re doing things that are our self less versus selfish. And, and if you’re doing you know, those promotional things, don’t sit there and think and beat yourself up about it. You know, there’s a place for that. Absolutely.

Because you’ve got to create particularly for what all of us are selling and the folks who tend to listen to this, the Unstoppable CEO Podcast, they, they’re selling stuff that is not cheap, you know, typically selling services, probably, you know, priced anywhere from $5,000 to $5 million. And, and it’s just a different kind of sale. And I know for the advisors who are listening to the Advisor Inner Circle podcast, it’s the same deal. And it’s almost actually more difficult because you’re asking to take over somebody’s nest egg and their potential wellbeing for their life.

John: And everybody out there is trying to do the same, right?

Steve: Right. So all the other advisors. So that’s really what this mindset is about. And what I find is, most often people are in that second mindset, like most of the really great business owners, the people that you want to be friends with the folks who built a successful business but just feel like they can’t get over that hump to the next level, they’re in that mindset number two, where they know that there are plenty of people that need what they know what they’re selling, but they’re just not clear on how to identify them and reach them. And then they really look at this fourth mindset and go, Well, I know that’s what I need to be doing. But I don’t really, you know, I’m not doing it now. I either can’t find the time, I don’t really understand how to make it happen, right. And, and so they’re kind of stuck, where they see where they need to go, but they’re there, you know, they don’t know how to get there. And so, to me, this is, this is such an important place to get to when you get there.

And you’ve got this target 100 lists, and you begin to devise ways to connect with them to stay in front of them for the long term. Then you get to have the sort of experience, john, that you described earlier, and I know that you have this a lot. We talked about it, probably 5, 6, 10 times a year, where you’ll tell me a story about a prospect who has come in and they got a folder full of postcards, newsletters, printed out emails, invitations to seminars. They’ve got this thick binder of stuff they have been hearing for you for from you for maybe five years, maybe 10 years, maybe 20 years. And today’s finally the day. So, yes, yeah. Well, and the way that see people get caught up in this thing, where they go, Well, you spent a lot of money and they didn’t respond over all those years. And that’s not the way that I see it. I know, that’s not the way you see it. I look at it like this. That was That person is an asset in your business that had a maturity date in the future, and you didn’t know what the maturity date was, right? But you’ve got to make the investments over time so that the maturity date when the maturity happens because it’s going to happen for them, whether it matures to you or to someone else, right

But you’re making those investments all the time. So that when that asset matures it accrues to you.

John: I’m making deposits into the trust account.

Steve: Exactly.

John: It goes. This lady last week, she got me aside after the summer. She said I feel guilty. I said about what? She said I have been to at least five of your seminars. I’ve listened to all of your podcasts and webinars, all the podcasts, you got over 40 of them, I say you’ve listened to every one of my podcasts. She said yes.

We’ve never sat down one on one. And you’ve listened to 40 podcasts he’s all had. We haven’t listened to all of them all the way through, but I’ve listened to some of it the podcast, that’s okay. That’s probably so why do you feel guilty? She said because I have another advisor in Central Florida, that I inherited along with the money I got from my parents, and I feel obligated to him but yeah, here I am coming to all of your stuff, learning from you getting all the content they get. I haven’t paid you. I said, would you like to pay me? And she goes, Well, how much? I said, How much would you like to give me?

It says we just like you just laugh. We started laughing. And yeah, we’re wrapping up. So a couple people waiting to see me. So I had cut up, I said, Look, seriously, why don’t you just come to have lunch with me? Come in, we’ll have lunch at the office, and sit down and talk. And she said, Well, that’s where the guilt is. I don’t want to come in and take up more of your time. Knowing I’m not gonna do business with you. Then she says on the drug program coming out in March. So so there is the potential of doing some kind of business then because of that. So let’s just pretend you don’t have anything we’re talking about that. I said, but I’m gonna charge you a fee. I’ll charge you a fee to look at everything and you’ll have a second opinion. You can do whatever you want with it. She said, Well, that makes sense. So she’s on the calendar. I think it’s Monday.

Either Monday or Tuesday of next week to come in. So I have no pressure. As I bring your statements, we’ll take a look at it, so bring your stuff and we’ll sit down and talk. And if no charge first meeting, if I see that can bring value, then I will charge you a fee for that. And then you can take my report back to your guy and have them fix it or you can work with me. No pressure for you or me, but she hadn’t been hurt older. I’m guessing about six, seven postcards, maybe that many emails. But she’s been I know to at least three seminars. Now, where’s it gonna go? But I tell you what, I bet you I’d be willing to bet your money. It’s just a matter of time before she puts all her business with us. Just a matter of time. We just got one last week, where you move everything from another advisor $800,000 it’s all coming to us. Why? Because we kept into to answer those questions, we didn’t play games. One of us was always available when you had a question, instead of being told, well, we don’t know the answer that you have to go elsewhere, we got the answer. Because people who have money, people who are listening to this, you’re busy, you’re going to work with people that can deliver. And that’s what we all should be thinking, How do I deliver and that’s it. That’s the power of what you have here in this piece of paper, this growth scorecard, because if you’re conscious of what you want to work on, then you can work with your subconscious to make sure you’re staying balanced. Next thing you know, it comes naturally, faster and easier.

Steve: Absolutely. Absolutely. Well, John, we could keep going and going and going to you and I love talking about marketing and sales and all this stuff. Probably all day long. Probably one of our favorite things to do together. But we’re going to wrap this one up and folks tune in for the next episode as we go through this series on the inevitable growth scorecard next, next time, John, we’re going to talk about clear values which I think is a concept that most people don’t pay any attention to all around the idea of being very clear and articulating the value that you create, because most people, frankly, have no idea what you do.

So come back for that, folks. If you want to get your own growth score, go to thegrowthscore.com you can take it online, takes less than five minutes to go through. And, and it really gives you a chance to kind of measure where you are on the spectrum in each of these eight areas that I’ve identified, and score yourself where you think you are now and then score yourself where you’d like to be in a year from now, and it’ll give you a roadmap for the areas that you should focus on to improve so you can go get that at thegrowthscore.com for folks listening to The Unstoppable CEO Podcast. Thank you for being here for folks to listen to The Advisor Inner Circle Podcast. Really thank you for being here, as well, and I believe john they should subscribe to both. We’ll see you next time to take care.