Continued Learning: If You Hate Social Media, Here’s the Most Effective Way to Get Results in One Hour a Week

TAKING ACTION:

• Want to know what’s keeping you from doubling your sales in the next 12 months? Take our quick QUIZ to get answers: Howtodoublesales.com
• If you’d like to have a profound breakthrough in your business, schedule your breakthrough call with a LIVE expert here: Chetholmes.com/Breakthrough
• Claim your FREE chapter 4 from the top 10 most recommended marketing and sales books of all time! Visit: Ultimatesalesmachine.com to find out how you Create 9X More Impact from every move you’re already making to win clients!

FOLLOW US ON SOCIAL: Instagram.com/UltimateSalesMachine Facebook.com/UltimateSalesMachine Twitter.com/ChetHolmes Linkedin.com/company/chetholmesinternational/

TRANSCRIPT:

*this transcript was mostly generated by AI, please excuse any mistakes

Krista: First year I sold 69 homes, and my best year I sold 169 homes. We’ve gone from zero to just under 19 million in about three years and eight months. So first, as you hook, okay, then you align with their feelings. I just completely transformed the type of leader that I was. 

Here is your dose of the Ultimate Sales machine coming to you from the new edition. Visit ultimate sales machine.com to get your copy or multiple copies. Hi, I’m your host, Amanda Holmes, CEO of Chet Homes International. What you’re about to learn has assisted a quarter of a million businesses to generate billions of dollars working faster, better, smarter. 

Amanda: Hello everyone. Amanda Holmes here, CEO of Chat Homes International, and I managed to grab Krista Mashore, which is so wonderful. You did such a great job on stage. You was just in front of thousands of people, but even more your vulnerability to share about your story was courageous.

The way that you 

Krista: have 

Amanda: being a single mother at times in your life and selling more than, can you, can you just share those snippets cuz they’re just so good. How 

Krista: many? My first year I sold 69 homes and my best year I sold 169 homes. Oh my God. And the average 

Amanda: real estate broker, I mean, how much are if they’re lucky?

Six. Okay. . That’s what I thought. Oh my god, that’s so true. Superstar here. And then, uh, your business now. Can you share a bit of it? Cuz I know you’ve scaled 

Krista: really fast. Yeah, we have. We have, um, obviously lots of ups and downs in the meantime with that. Yeah. You said, um, we’ve gone from zero to just under 19 million in about three years and.

Eight months or so. Mm-hmm. , thank you. Woo. . 

Amanda: So people come to you and I’m sure everyone on this says, yes, I need help with this to get, get more reach. I’m putting, I’m, I’ve just started. Okay. I’m posting things online, but I’m not getting views. I’m not getting, nobody’s listening to my content. What, what is the biggest mistakes that people make when they’re trying to put content online to get that engagement 

for sales?

Krista: Yeah. Great. Great question. So when people are, you know, posting on their business page or posting on their personal page, and it doesn’t really, no one sees it, right? So how the algorithms work with almost every single platform is when somebody engages with you, the algorithm says, oh, they’re friends, so let’s go ahead and put more of their content in front of them.

Your goal is to have everybody else see it, so you get organic reaches less than 0.2% of organic reach. So it doesn’t matter where you’re. posting No one’s really seeing it. Mm-hmm. So the idea is, is to pay for people to pay attention. I call it pay to play, right? Yeah. So we teach people how to utilize, um, video and social media to dominate their industry.

Mm-hmm. And how to re reach people and get, you know, hundreds of thousands of views, hundreds of hours of watch time, and all the videos that they create. 

Amanda: What would be one thing that people need to think about when posting or when producing content? Can we get like a little bit granular here? 

Krista: Yes, yes, yes.

So, , there’s, in order to create a video that people actually watch, the first thing you have to do is hook your audience, right? Mm-hmm. So you need to understand what the problem the consumer is having. Yeah. And your goal is to be able to find a solution to be able to get that out there. Mm-hmm. . So when you are, um, depending on what phase of the customer journey your, your clients are at, are they, if they’re cold customers, warm customers, or hot customers?

Well, your messaging is going to be different. So I’ll give you an example in real estate. So let’s just say, if I was to say it’s a really good time to buy a house right now. because the interest rates are really, really low. Mm-hmm. . Um, but if I’m a veteran and I don’t have the best credit, I don’t have any money in the bank.

Mm-hmm. But I’m a veteran. I’m actually serving my community and I have a job. But if I say it’s a great time to buy a house because interest rates are low, I’m tuning you up because I don’t think I have the ability to buy a house. Okay. But if I was to say, are you a veteran and you don’t have a lot of money in the bank and you don’t have the best credit, but you actually have a job and and you’re a veteran, do you know that you have the ability to probably buy a house with no money down and you’ll be able to actually pay less than you’re paying in rent right now?

Wow. Now all of a sudden that because of my preframe, what I said first, now that cold customer is like, oh my gosh, I can actually purchase a house. Right? Wow. So now they’re listening. So the first thing you wanna do is hook. Great. And most people start off with like, hi, I’m Krista with, you know, Krista major coaching, and I teach people, but it’s like I’ve already lost you.

You have six seconds to capture somebody’s attention. Six seconds. Six seconds. Let’s fish . 

Amanda: That’s so fu. Have you heard me? I say that 

Krista: too. Oh, do I? No, I’ve never heard that. Mm-hmm. Oh my gosh. I was reading, I’m a reader and they were like, it’s official. You know, humans have less attention span than a goldfish.

And I was like, no way. Oh my gosh. 

Amanda: So I teach that. So the, our attention span is half what it was 10 years ago, which I. Three seconds, which is, is now three less than a goldfish. Yeah. I call it the goldfish rule. How weird. I’ve never heard anybody say it back to me. That’s so awesome. 

Krista: Yeah. Well more, cause I, I heard it was six.

Amanda: You’re right. Okay. Uh, fascinating. Okay. So, um, making sure that it catches their attention. And that’s also with the title as well. Mm-hmm. and speaking to them. Um, what about consistency? What do you say about, is there something to 

Krista: consistency? You gotta commit to consistently producing content correctly.

Oh. So that you can make a connection so you can convert more clients and customers. Ooh, yeah. 

So here’s. with the consistency factor, right? And also, and also the correct way. So correct meaning the correct content to the right people at the right time, at the right messaging, and also correctly getting it out there, distributing it correctly.

Because if you don’t properly distribute it, no one’s seeing it anyways. Mm-hmm . So first as you hook, okay, then you align with their feelings. You’re like, okay, oh, I know how you feel. Like you probably didn’t think you could purchase, purchase the house because you don’t have, you know, any money in the bank.

That’s totally normal. Don’t worry. , right? So you hook ’em, then you align with their feelings, and then you position yourself as the authority without saying, oh, I’m the best. Mm-hmm. . So it looked like something like, so let’s just say I was going after a digital marketer. Okay. And I’m teaching somebody how to sell from a stage.

Mm-hmm. . So I’d say, , you know, um, are you coach or consultant and you’re just tired of all the ups and downs of, of being your, your own boss and you’re constantly making lead magnets and trying to fill your funnel and all these things. It’s pretty exhausting. Right? I totally understand. I’ve been in your shoes too.

Mm. Hi, I’m Kristen Maho. I actually sell from stage and do about $2 million a month selling from [00:06:00] stage. Okay. So what’d I just do? I hooked them. I align with her feelings and I position myself as the authority. She’s doing 2 million a month from selling from stage. Let me listen. Right. Without saying I’m number one.

Right? Awesome. Then you give your teaching points like, yep. Strategy. So then I’d say seating is so very important from stage uhhuh selling starts from the second that you get on stage. Your job is actually to get people to believe in the vehicle. Number one, which is what you’re selling. And number two, to believe in themselves.

You can do that. Half of your job is over. So those are my teaching points, right? Ah, and then you give your call to action, and again, your call to action is gonna be different depending on who you’re talking to. Cold, warm, or hot. 

Amanda: I, oh my gosh. I freaking love this. That was so good. 

Krista: Bam. 

Amanda: You’re so funny. Oh my.

Are you kidding me? That was such a, a, a brilliant piece. Okay. So, uh, I understand that as a process, um, if you’re posting regularly, do you just change a different pain point of theirs? Like how does it, I mean, 

Krista: not consistently, huh? Always be. [00:07:00] Pain. There’s like, you wanna be prolific sometimes, like Russell teaches, right?

Be prolific in your content. Sometimes you wanna be vulnerable, sometimes in your content. Like as you see, you know that that was probably when I did my speech yesterday, oh my God. That was what draws people in. So it’s a mix of everything. You can’t just always do business, business, business. And so even like, so let me give you an example.

Okay? Yeah. So I just posted this. this picture, and it was of this witch getting burned. Mm-hmm. , and it was organic, right? So mm-hmm. , I posted it and we had like over 200 shares within like the first day. And I just, hundreds of comments and it was this lesson of this teacher that was like, taught people about, you know, this witch hunt thing.

Mm-hmm. anyways, but the idea was is that, that now I told my team, oh my gosh, this got 200 organic shares. Like, we’re gonna take that, make an ad out of it, right? Yeah. Because, so anytime you have something and it was nothing to do with, right. So anytime you, you see. That, um, it organically gets a lot of co you know, they’re making an ad out of that, right?

Amanda: Yes. I love that. So tracking actual the [00:08:00] metrics. Knowing what is converting say. So I do it with my email database. When I see something that’s really converting on my email, I’ll bring it to my ads or yes. If my ads are doing really well or my organic is doing really well, I’ll add it into my automation series, right?

Yes. So that people see it when they first come into my world. That’s what they see because we saw that it worked on social smart. But no, majority of people aren’t doing that. 

Krista: Yeah, I don’t think so. And then also like trend worthy stuff. I mean, whatever’s trending. For example, like right now, like when the pandemic happened, how can you, let’s just say you’re cooking and it’s a worldwide pandemic.

When you’re, you’re, you’re specializing in teaching people how to cook. You’re like cooking during a pandemic, easy quick meals during a pandemic. Like you use different things that are happening in the world to sort of, kind of, because they’re getting, they’re getting Googled, right? Yes. So you wanna bring that into your content.

Amanda: Ah, I randomly posted a video of me doing gymnastics right when the Olympics was happening. Right, right. And it. S organically, right? I just started getting all of these yes followers. I’m like, what is happening?

So tell me a little bit about scaling for you as a [00:09:00] business owner and growing. What has that been like and what have been some of the, what’s some of the big lessons taken away from going so big so quickly?

Krista: Um, I think I underestimate what we’ve done, honestly. I do, but I’ll tell you, leadership is a huge deal. And, and I’ll give you an example. Um, right when the pandemic happened, I had my marketing director and my human resources director leave at the exact same time. They had been for a whole year developing, uh, business, um, behind my back, right?

And they were doing it during company time. Um, they also were kind of poaching some of my employees. Oh my gosh. And I had to look at myself and go, wow, I must not be leading. Right. If. would do that. Like I had to look at myself. So I bought, um, you know, all these leadership books you can imagine from John Wet Maxwell.

Yeah. Took the John Maxwell training and my goal disregard training. During that time I did too. He was writing your Yeah. During your training. Your training as well. . And so I learned, in fact, Gerald was like, read all the John Maxwell books. Oh, is that where you got it 

Amanda: from? Okay. , thank you. Gerald , 

Krista: John, [00:10:00] John Maxwell.

Ok. And he’s like seven levels of leadership. Okay, good. So, um, I’m, I, my word was leadership and refinement. Mm-hmm. . So I just completely transformed the type of leader that I was. I think it was being, I was expecting too much for my employees. Mm-hmm. . Um, and I mean, I did it like almost overnight too. Wow.

And, um, And now. So it’s like I just, my, I have the best team members. Like, they work so incredibly hard. They’re all here with me. They love me. My, I was like, every team member that I have is going to love working for me, and they’re gonna, it’s gonna be the best job they’ve ever worked for. And they will all tell you that.

Wow. Um, and so that, that’s been one huge lesson. It’s just make sure your team feels valuable. Um, I bonus the heck out of them all. Like I damn probably, you know, lot right. ? I do. Well, they do well. I can’t take it with me. Right. No one likes having money by themselves, so I give them, I pay them really, really well.

That’s great. Um, and I treat ’em really, really good to help their families, and that’s been really, really huge. 

Amanda: So recently Edelman did a study and found that 80% of employees right now are willing to leave. More money to go to something that is more [00:11:00] mission driven. I love that. Yeah. They’re after the pandemic, slowing down and thinking about what they’re doing in their world, right?

Mm-hmm. , they’re coming back in saying, I want to feel valued. I want to feel that I’m giving something of value. Mm. I love that. 

Krista: Interesting. Another thing is we are relentless about the customer experience. Relentless. I mean, the first two years, two and a half years, I didn’t make a lot of money, so we were doing million dollars a year, more than that.

Like we did. I think like, I don’t wanna say the wrong figure, but I think we. , like thir 3 million in a matter of like eight, 13 months or 17 months, something like that. That was a lot. Right. I see. Then we had a really slow time. Mm-hmm. really slow time. Mm-hmm. . But I put it back, a lot of it back. I just kept putting it back.

I wanted to make sure that my customers, my clients, had the best experience. I wanted to make sure that I offered them everything they needed. Anything that I took, um, in a program that I loved, I added to it. Things that I thought were missing, I made sure we we did it. Mm-hmm. . So being relentless with the customer experience and putting them first is, is invaluable.

And even if it means you lose money, at first it will, you’ll, I mean now we’re just like scaling insane. You know? It’s like this [00:12:00] month I think we’re getting close to the $2 million mark. . And so I know it’s like I used to be a teacher making $60,000 in a, you know, year after 64 years. Six years. Yeah. Yeah.

I have a master’s degree in teaching. Oh, right. And now I like in like in couple hours and, and I’m like, now I’m work teaching on like a massive level, you know, so it’s, it’s very valuable. Yeah. I 

Amanda: know that you like Ultimate Sales Machine, right? Yes, please. 

Krista: Yes. So it’s in my, it’s in my, um, audible obviously.

Yeah. And then, um, I’ve read it multiple. I have the hard cover too. I love to listen and read at the same time. Mm. Um, and so I’ve read it multiple times. It’s. Awesome. Like it’s such a good book. I mean, it’s talks, helps you with selling skills and training your teams and just being a better leader. It’s, it’s a great book 

Amanda: and I saw you actually use it.

So this was from stage. She’s giving all this market data because market data is way more motivational than product data. And I just, I, I love seeing that up 

Krista: there. Yeah. And the fact 

Amanda: that you keep using market data too, through this whole interview, you’ve used market data, which I just love. 

Krista: That’s, [00:13:00] that’s, and you’ve written, you’ve written, written.

New edition. Yeah, it’s coming. You’ll love it. Yeah, you’ll Oh, I’ll definitely get it, for sure. Yeah, she’d send me a copy. Oh, , 

Amanda: of course. Thank you. Thank you so much. I know everybody got so much value out of this and they find you on social. 

Krista: Yeah. You can just go to, um, Krista May Shore. Uh, and you’ll find.com and you’ll be able to get, you know, learn more about me.

Perfect. Thank you for having me, man. It was, thank you. 

Make sure to get your copy or copies at the ultimate sales machine.com. There’s a lot of special bonuses that you can’t get going to Amazon, so make sure you check it [email protected].

Continued Learning:  How to Live a Rich and Full Life

TAKING ACTION:

• Want to know what’s keeping you from doubling your sales in the next 12 months? Take our quick QUIZ to get answers: Howtodoublesales.com
• If you’d like to have a profound breakthrough in your business, schedule your breakthrough call with a LIVE expert here: Chetholmes.com/Breakthrough
• Claim your FREE chapter 4 from the top 10 most recommended marketing and sales books of all time! Visit: Ultimatesalesmachine.com to find out how you Create 9X More Impact from every move you’re already making to win clients!

FOLLOW US ON SOCIAL: Instagram.com/UltimateSalesMachine Facebook.com/UltimateSalesMachine Twitter.com/ChetHolmes Linkedin.com/company/chetholmesinternational/

TRANSCRIPT:

*this transcript was mostly generated by AI, please excuse any mistakes

Here is your dose of the Ultimate Sales machine coming to you from the new edition. Visit ultimate sales machine.com to get your copy or multiple copies. Hi, I’m your host, Amanda Holmes, CEO of Chet Homes International. What you’re about to learn has assisted a quarter of a million businesses to generate billions of dollars working faster, better, smarter.

Attendee: The last question was a great question. See, everyone has discipline and determination, right? Everyone comes to the workplace or anything that you do in life with discipline and determination that you would achieve anything. I think especially on the sales side, people end up into a psychology of not being pushy, right?

You do once twice, fourth time, fifth time, whatever you’re doing on social media. But I think the psychology comes in between that you cannot be too much pushy. To a third party, how do you deal with it? That’s question one. And question two is, 

Amanda: wait, let me answer that one first. Yeah. Okay. . So one of the things that I did when I stepped in I really did not have the background to be able to run a world class marketing and sales training company.

I was 24. I was, I just released my fourth record. I really was so out of my league and yet every day my prayer was I grant myself permission to connect to my higher self. Please guide me to be a conduit of light and love. And instead of it being about me and wondering if I’m doing the right thing and what if I’m too pushy or what if I’m doing this, it became about those that I’m serving.

And when it became about them, it didn’t matter about. It didn’t matter that I felt that I was unworthy or that I felt that I was too young or that I felt that I was a woman living in a man’s world, none of that mattered because it was about serving them. So as long as you keep serving them as your number one priority, then it flows.

You also have to believe that you’re doing something good by them, which I can tell you, I really have to force some people if we’re selling bathroom fans Okay. , to have them truly believe that they make a difference in the world. But here you are. Yeah. Okay. Now what’s your second question, ? 

Attendee: Yeah. I think of course different countries, different upbringings have different culture, right?

And we talked about the third bucket of saying social media as a seven x potential. in most of our hundred deemed client list or in any respect we see maybe 50% qualifies in that bucket. 50% does not qualify in that bucket. So naturally when it has to readjust. Yeah. The mode of still targeting your a hundred team dream clients.

Yep. Effectively, 

Amanda: yeah. So I think of, so I have this 26 billion health insurance fund that’s a client of mine and the gentleman is 72 and he doesn’t go on any social media except for Facebook. And he has a hundred friends on Facebook, and I have his cell phone number, I have his email. I but the only place when I was trying to get him as a client, the only place he would reply to me, Was on Facebook Messenger,

Why? Because that man posts all the time. These like super motivational posts that are so loving and nobody comments on them and nobody likes them. So he doesn’t have followers. And yet his time is spent there cuz his inbox is empty there. So sometimes we feel that they’re not there. But I will tell you right now that the average person spends an hour of an average 10 hours and 30 minutes a day interacting with some media 10 hours and 30 minutes.

Think about how much time you spend on your phone, right? Do you get those reports and say you spend, I hate to admit how much time I spend on my phone every day, right? It’s a lot. So finding where they spend that time, you’d be shocked at how much more time they actually do spend there. 

Attendee: I just wanted to have two quick things from you. Yeah. What made you to come up with the second book after your dark book? And apart from that, your, which are your three personal favorite books apart from the ultimate sales machine? 

Amanda: These are good questions. Oh, thank you. I’ll never forget this moment, we were sitting in the hospital room with my dad and he had just gone through the bone marrow transplant. So you can imagine he traveled around the world. He was a public speaker, and talked with the biggest and best of the world, and yet he was confined to that small hospital room for two months.

He couldn’t leave. Because he his immune system was completely obliterated. And I remember coming in and he was sitting next to the window and he said to me, for all the wealth that I’ve amassed, nothing can buy my way out of this hospital room.

And I wish I could forget that moment, but I just can’t. And I wrote 94 versions of chapter 13 in the new edition of the book 94. I counted because I wanted to bring across this point of how do you truly live a rich and full life? That is my contribution to the new edition in the book. You’ll see it in the forward and in the final chapter.

And that’s what I wanna carry on. So that’s why I did the new edition. Thank you. And what was your other question? Oh, my, my second favorite book is autobiography of a Yogi by Yoga Za. Yeah. Thank you.

Outro: Make sure to get your copy or copies at the ultimate sales machine.com. There’s a lot of special bonuses that you can’t get going to Amazon, so make sure you check it [email protected].

Continued Learning:  How to Use Social Selling to Generate Business

TAKING ACTION:

• Want to know what’s keeping you from doubling your sales in the next 12 months? Take our quick QUIZ to get answers: Howtodoublesales.com
• If you’d like to have a profound breakthrough in your business, schedule your breakthrough call with a LIVE expert here: Chetholmes.com/Breakthrough
• Claim your FREE chapter 4 from the top 10 most recommended marketing and sales books of all time! Visit: Ultimatesalesmachine.com to find out how you Create 9X More Impact from every move you’re already making to win clients!

FOLLOW US ON SOCIAL: Instagram.com/UltimateSalesMachine Facebook.com/UltimateSalesMachine Twitter.com/ChetHolmes Linkedin.com/company/chetholmesinternational/

TRANSCRIPT:

*this transcript was mostly generated by AI, please excuse any mistakes

Hello everyone. Amanda Holmes here, CEO of Chet Holmes International, and you have your weekly dose of the ultimate sales machine. If you are watching on video, you can see that I have a beautiful landscape behind me. Even in the far, you can see the Swiss Alps. So I am in Switzerland, uh, right on the border of Italy.

In Logano, if you ever get the chance to go, I highly recommend it. It is so gorgeous for anybody that actually likes Designer brands. There is this outlet mall that has 250 designer brands that are all 50 to 70% off. It was ridiculous how much money I spent in such a short period of time. So what I’m talking about today is something that I had a conversation.

With a gentleman, uh, at the event that I was speaking at yesterday. So I spoke for the alum Illuminati Club , Frank Menendez Illuminati Club. It’s a mastermind. It’s not the Illuminati. Uh, and I will be making it back to America, . Uh, so I was talking with a gentleman who was actually the translator for the event.

He was translating everything I was saying into Italian Mike, and he had actually translated my. At Business Mastery, oh, 12, 15 years ago. So it did give me a shed of an a tear, but he said to me, he said, you know, I’m, I believe he’s in his, you know, probably early sixties, and he said, I’ve never really been native to social media.

He didn’t grow up with it. He felt very uncomfortable going on social media and posting. He brought this to me saying, you know, I, I just don’t understand how I can use social media. And it’s frustrating for him because he sees that other people are using it, but he just finds it so hard to post. And me knowing that salespeople who.

Use social outsell their peers by 78% and knowing that prospects are 80% more likely to talk over social media than to pick up a phone and dial a sales rep today. So I know how critical this piece is. So we were talking and I, and I recommended that, cuz with sales, right? It’s better you. You truly have picked up the art when you’re listening more than you’re speaking and you’re able to ask questions that evoke the response of wanting to buy rather than just telling them and the famous line of be more interested than interesting.

I recommended that he pick a select few cuz he’s. Uh, translator, right? So it’s not like he needs 5,000 clients, but he probably has a couple that he has already worked with in the past or ones that he would like to work with in the future. And I told him to follow them on social and to just spend, allocate one hour a week to go and look at those profiles and comment on whatever they post and like, whatever they post.

And just be interested in that person. To him, it was a huge relief. He looked 15 pounds lighter, and by the end of the session he came back to me and he said, I’ve already found three prospects, and I’ve commented on a couple of their posts already. And what I’ve found is I don’t even have to pitch my services.

All I’m doing is that I’m showing that I am. I’m showing that I care. I’m showing that I’m consistent. Cuz if I’m consistently commenting, they feel that I am relevant and top of mind. Because the number one goal of marketing is to be top of mind, right? You’re creating top of mind awareness. And that is the point of social is to create top of mind awareness.

So why wouldn’t you allocate for those that you know are better buyers, right? Dream buyers, or those that are worth the time to spend. You’re not just going on social and flicking through for hours. You’re being very diligent and focused about who you’re responding to. And then if they post something about their family in a picture, you should say something nice, you know, oh, I can’t believe Billy’s that old.

Look at how much he’s grown, uh, if they post about their business. Congratulations. So great to see that. Right. So we’re just starting conversations. And what does everybody want on social? They want validation. They want people to like and comment on their posts. So they’re already looking for that validation.

Why wouldn’t you give it to them? So there is just a little gold nugget beat. More interested than interesting and go ahead and do some social listening on and come back and tell me how it goes. Hey, because what I’ve found is I become more interested in those that I wanna work with, and they end up coming to me asking for my services rather than me having to pitch them.

That is the art of social selling. So until next week, . Enjoy.

Make sure to get your copy or copies at the ultimate sales machine.com. There’s a lot of special bonuses that you can’t get going to Amazon, so make sure you check it [email protected].

Continued Learning:  The Story of the Dream 100 Strategy

TAKING ACTION:

• Want to know what’s keeping you from doubling your sales in the next 12 months? Take our quick QUIZ to get answers: Howtodoublesales.com
• If you’d like to have a profound breakthrough in your business, schedule your breakthrough call with a LIVE expert here: Chetholmes.com/Breakthrough
• Claim your FREE chapter 4 from the top 10 most recommended marketing and sales books of all time! Visit: Ultimatesalesmachine.com to find out how you Create 9X More Impact from every move you’re already making to win clients!

FOLLOW US ON SOCIAL: Instagram.com/UltimateSalesMachine Facebook.com/UltimateSalesMachine Twitter.com/ChetHolmes Linkedin.com/company/chetholmesinternational/

TRANSCRIPT:

*this transcript was mostly generated by AI, please excuse any mistakes

Amanda: Welcome everybody. I am so thrilled to have Carrie War Block. Warberg Block. Wow.

on with me today. C e o of Earthkind, but more, more importantly, a wonderful friend and I have. Been lucky enough to see just the last few years, but over the last decade, the growth that you’ve had with Earthkind and from something that was just an invented idea, something that had never been a part of the market before, who would’ve thought of plant-based rodent repellants, and I’m sure even.

More beyond rodent, repellants, just plant-based ways to save everything from mice to rats and the things that you would think everyone would want to kill. You went out there and said, I’m going to save this and do it in a way that helps the environment. And and over the next 30 minutes, we’re gonna cover with Carrie.

She’s gonna give us some of the great information about how she’s been able to grow. 40% year over year for the last decade. If you’re not giving her a round of applause, she deserves that. It’s amazing what you’ve been able to do. Carrie, thank you so much for being here with me today.

Here is your dose of the Ultimate Sales machine coming to you from the new edition. Visit ultimate sales machine.com to get your copy or multiple copies. Hi, I’m your host, Amanda Holmes, CEO of Chet Homes International. What you’re about to learn has assisted a quarter of a million businesses to generate billions of dollars working faster, better, smarter.

Kari: I’m so excited to share today.

I worked with your father and , I credit so much of the success to the strategies that I learned. And it goes to show you with especially, I think people will understand after this interview a few things they can watch out for. Because I’m gonna get very transparent and shared.

Yes. Some things that I, lost hundreds of thousands of dollars doing when I went off strategy, having second guessing myself. . And I think I’m a really great example too to prove that there is a market for anything and a person really doesn’t need any more than a purpose and a really good strategy to, to make something happen in our.

I, you’re right. I, I’ve never thought of a plant-based pest repellent. God forbid I didn’t grow up thinking I wanted to go into this. It wasn’t sexy, it wasn’t fun. But here’s the thing, there was a market need, and that’s when an entrepreneur can step up. 

Amanda: Yes. Can you share with everybody quickly, a bit of, you were a farmer in North Dakota, you were tilling the land and making your crop.

Can you share about how you went from that to then discovering this idea? 

Kari: Sure. I was living in a very remote, quiet corner of the world, Western North Dakota, and basically the Durham Triangle, where the best pasta in the world is growing. We had about 1100 acres. We grew corn and wheat and oats and barley and canola.

And because of that we also had rodents getting into our tractors and combines and trucks and what have you. It is just a fact of life on a farm because rodents are man’s number one. competitor for resources on the planet. . And most people don’t know that but they are. So wherever there’s food, there’s gonna be rodents And there’s other pests too that are communal with us in that way.

But we had problems with mice getting into our tractor calves and do damage, and we couldn’t. Afford it. And it was my job to keep these tractor cabs clean and I was at my wits end. I was, it was extremely painful. And I’m like, how could this be happening? But in the same respect, there was nothing out there that was safe to use around my kids and my pets.

And safe to use for wildlife. Anything that, Forward and yeah, I put my imagination to work as I’m going around the fields. Going there [00:04:00] has got to be a better way. There has got to be a better way. And I ended up coming up with one, patenting it bringing it to market as the first federal registered by e p a product to be sold on the market.

And here we are, tens of hundreds of millions of dollars later. After all these years, we’ve commercialized it and changed the market. . It was 98% kill and poison when we entered it, and now today it’s 88%. So that’s, that means it’s no longer a trend. That means that people are now becoming aware that, hey, there is a better way.

Amanda: Wow. It’s amazing what you’ve done and for those that are live too, this is a conversation. So I’m watching the comments if you want to say hello or have some que comments for Carrie let’s bring you into the fold as well. Can you share a bit about the commitment that you had to this mission?

Because when people are trying to figure out how to run their dream [00:05:00] 100 or how to. 

Build a big company and push out their mission or their ideas. You have to be committed. There is this, there is that pigheaded discipline and determination. What? What did you do at the very beginning? Because I love this story.

Kari: Yeah. For you, dreamers and doers out there, congratulations. Because entrepreneurship is not for the faint of heart. Sometimes there is very gun, gut wrenching decisions you have to make to make that leap of faith. How far do you really wanna take this? And for me, I started out because I had a purpose.

I thought, it’s fundamentally wrong that we don’t have a way to control pests without having to alert them in, trap them, kill them, dispose of them, harm the environment, risk harming wild. And I called every company out there and they all said, oh, for God’s sakes, lady , [00:06:00] nobody cares. And I went, okay, somebody has to care.

And that really what it did is it shifted the context of the conversation. It wasn’t so much about, I can’t, it became more of a question of how do I , how do I make this. . 

And so how did I make it happen? I didn’t have a college degree, , I didn’t have experience in the industry. I really didn’t know anything about manufacturing.

I didn’t know anything about product development other than when I started mixing my own formulations of herbs and health stuff when I was a little kid. So it was like how do I make this happen? So I basically sold everything that I. A couple times . The first time it was my pack horse, which was my, pride and joy.

And I’d go riding in the mountains and with this beautiful, amazing horse. And then I sold my camper, which was my other favorite hobby. and I used that money to do some [00:07:00] initial research. I applied for grants. Fortunately I got one, an egg diversification grant from the U S D A for farmers that are struggling because in Western North Dakota we were struggling.

And that $5,000, what I did is I got a computer and I got samples, and I took it around to the implement dealers. That would be your John Deere dealerships and your k I H. And I had this invention and I said, try this. If it works, you call me back. And then within a year I had a distributor and so I had cash flow that I could continue to, and I started other businesses to actually make this business work.

So I sold produce and yeah, or organic produce and. All kinds of things, but yeah, I was pretty deeply committed. Yeah, the second time around when I knew, okay we were market tested, things were going good. Then the e p A came [00:08:00] in and said no. You can’t do this without a E P a registration.

And I was like, you’re kidding me. This is like natural. What are you talking about? You let the poisons of the kill methods that can like, kill a child, you’re gonna, yeah, absolutely. And so how that came about, and this is a funny story, and entrepreneurs go through this.

You have a successful moment and the media shows up and. . It was 20 below in North Dakota and there was two blocks down the street of people waiting to buy my product cuz they’d heard about it and they’re like, I need something that keeps mice out of my tractor cabs. Wow. And they had farm dogs and it made sense to them.

So these companies on one hand said, this isn’t, nobody cares. And I saw something, I’m like, people care. So that really gave me the fuel. And then I got the call from the EPA and they said, you can’t do this. And then they said, it’s probably gonna be a couple million dollars to [00:09:00] get this done and it’s probably not gonna happen.

And you’re probably way out of your league here, honey. Wow. And I was, And then that, that all that did was fuel me more and I’m like, everything at my disposal to figure this one out. And so I made allies of them. I gathered around the table. With my public officials and I gathered around the table with the universities and I asked for these meetings and I’m sure they were, they were seeing me as a farm way from Western North Dakota.

And they’re like what, let’s just, let’s try and support this girl not thinking I was really maybe gonna make it you. And they all helped and I wrote a book about it, but we can talk more at the end. But even starting with nothing I just found the right people that would believe in that vision and help me make that vision come true.

Yeah, and as we got some momentum [00:10:00] and got the E P a registration, that’s when I needed to make another deep investment . So that one included a marriage and selling my house . Yeah, big stuff. But my farmer husband at the time said, honey, more power to you. But that is not my path in life.

That is not the end of the road is here for us. I hope you can understand. And he bought me a beautiful winter coat and he bought me a suitcase, . And he said, let’s not get a lawyer. I’ll support you. Anything that you need, we’ll, I’ll help you get this house and whatever. . Yeah, it didn’t take long.

I sold that house and plowed it back into actually consulting with your father. And of course my kids are like, oh my gosh, mother, what are you doing? ? And sometimes there’s just things that it’s like I identify [00:11:00] with the strategy. I identify with, what we’re doing.

And plus I had faith in my purpose in myself. And I knew that the universe, God, what have you, was not gonna let me down. Because it had taken me all the way to that point, right? As far as losing everything, I wasn’t so concerned about that because I lost everything. I don’t know how many times, including my own life, once I died for three minutes and no big angel moments.

But it just really gives you validation that we have a lot more power than we think we do just by taking a step. 

Amanda: Wow. I just love your story. It’s so wonderful. So then, so talk me through a bit of, you decided to do this Dream 100. You wanted to go after retailers. , did you know that you wanted to go after Lowe’s in Home Depot in these retailers?

Kari: Yeah. What started out Amanda was I knew this was an invention that needed to [00:12:00] happen because I proved scientifically that it was highly effective. And that you could actually affect the behavior. Of a pest coming into an area by the, the invention that I’d made, which was basically plant-based and using the essential oils and plants in a unique process.

So I knew that the product worked. I had 100%, satisfaction in that. So then the next step became who is going to buy this product? Yeah. And that’s how I started my dream hundred. And I created like a 10 year dream 100 plan. . So did you really? Yes, and I’ve still stayed to it all these years later.

I stayed to it. What I did is I listed all the retailers. And then, and there’s 145,000 in the us. Okay. And then I categorized them [00:13:00] into different channels. So I knew our stuff would be great with farmers because I had the problem. They had the problem and I knew it would be good with people with RVs and boats and campers.

And I knew it would work with government people storing things like state parks and that. and I knew it would be like for hardware farm and home stores. I knew there’d be all these different niches that we could go into. So then I ranked them from there. And I ranked them according to those that I thought would have the least barrier to entry.

Okay. And then I started going through the Dream 100 plan and I, I love it. And that I can, I took some notes here so I don’t leave anything out. Yeah. It started with, I said, okay, I have no money, right? , I was just like, I had to go in cash flow. I’m gonna start in my backyard. So I started with the local John Deere dealership.

Okay. [00:14:00] And then I had asked for a referral, and then we got all of them in the state, and then we got all of them in a region, and pretty soon we got all of them in the country. And then I did the same thing with Tractor Supply, which today is one of our top five accounts, and they are, Fire. They’re one of the best performing retailers out there.

Wow. And so they started putting our product in these big bins in the front because it says farm woman owned. And so I used the process to do this and it. People would say, oh, you’re so genius. You’re a genius marketer, and all of this . But really there’s some fundamental things. So I’ll share my notes now.

Yeah. So I picked the Dream 100 and I was like, okay, who could sell the most? And it would be the easiest to get into. And then it was who best aligns with us? . Cause we had a purpose. Our products came [00:15:00] from Agricul agricultural ingredients, which was very different. So I thought definitely those that support agriculture support, purpose-driven business, a woman-owned business, cuz at this time, It was not cool to be a woman.

And they’d go, oh, okay, cute. See? And then they’d look at the rep and they’d say, come on in here, sir. And my reps would say, no, she’s the boss. And they’d be like, what? ? It was totally a foreign thing for them. But after I picked those dream hundred, then the next step was to choose a gift, and that is how are we going to really get their attention?

And so I was like, what kind of a gift you’ve give? And I tried different things and really how we started was similar to what we do today as I took out these little two by two ads in newspapers across the entire country. Nice. Like remnants space, you could get it for 25 bucks, a hundred [00:16:00] bucks. And I said, got mic.

Farm wife invents a solution that’s 100% guaranteed and good for the environment and your farm. And then I put on there ask your local a store, ask your local tractor supply for this product. So all of a sudden they had these people coming in by the hundreds going. , I wanna buy this. 

Amanda: And they didn’t Ha And they hadn’t supplied it yet.

Oh, . No, that’s good. 

Kari: So then they started calling us. So I didn’t actually need a Salesforce because of this. We didn’t need a Salesforce until just in the last couple years actually. And I’ve got some real horror stories about onboarding the sales force, but that’s how we did it. And it also helped us become number one in the category as far as share a voice in the pest industry.

So people came to see us as the expert because then I would help them [00:17:00] solve these problems. Okay, you need this and this, and you can get these things at your local hardware store. So people would walk in with their list and these retailers, Let’s put her stuff up here in the front because , she’s referring people to us and they’re buying caulking and they’re buying door sweeps, and they’re buying steel wall and all these other things.

So that, that was our gift. And I’ll share with you what we did during the pandemic because it was a little bit. . And then there was these creating the dream 100 letters. So what I thought of that is, is who are those champions? And I made the media into that. So I would pitch to the media with a core story, which is something I learned from your father.

And they loved it because I could give them an entire script. and all I’d have to do is show up and their whole entire segment was done. [00:18:00] I got one with it, probably my favorite one. And if your dad was still alive, he’d talk about it. It was Fox News, Fox nine in Minneapolis. And just by chance happened to hit where this lady was nine months pregnant, ready to deliver any minute, and she had four spots to fill that week,

And I called her and I said, I have something that you might be interested in, because right now, across the city, 50% of everybody. City is probably getting invaded by a rodent. 8% of those, their house might burn down because rodents chew on wires. 

Amanda: Market data. Market data, 

Kari: yeah. And she said, you’re kidding me.

Oh. Oh my gosh. And she goes, can you come down in the morning? She goes, but I have a doctor’s appointment. Go, where do you? I said, tell you what, let’s do the first set in Fred’s hardware. I’ll show up. Get your [00:19:00] car cameraman. You don’t even need to be there. So I got the retailer, which was pulling us back to choosing the gft.

You? Yeah. So people would see the retailer and go, oh, that’s where they buy that stuff. So that retailer was super busy. , but I brought in a few extra cases. I said, when this airs, you’re gonna have more people coming. And so she was excited. She shared it with all the other ACE merchants and said, you know what, you, this business is so awesome to deal with and still today we just had our line review last week.

We still sit in the number one spot on their planogram right there, and we still have incredible growth. We break the turns actually cuz we sell more than they can, efficiently. , but really that’s, so this whole power of branding came with it. With this checklist I followed and I didn’t even realize it until later.

. Wow. Yeah. And for me, thinking about being the [00:20:00] expert, that’s where the media really came in because they needed good stories to educate. And I wasn’t selling my product, I was educating. But then when you go to the media Exactly, they give you the credit, because that’s just how it works. In the end, they’ll say, and by the way, We tried this, we love this product.

Sometimes they’ll throw in another one, but then they’ll pass you on. If you’re a really good interview, they will pass you on Wow. To others. So that just, paid back more than ever. But it helped us get the trust and it helped us get the respect and it helped us grow that market share too, which was really important for the retailers and, kept us in a hiring.

And the fourth step is creating a calendar. And this is so important because you can’t ever let off the gas, thank you. Thank you. Yeah. And so many people think you can like, . Okay hey, [00:21:00] I got a bunch of press and I’m gonna, I’m gonna stop on it, right? Or I got that big customer and I’m gonna stop.

So what we do is we have a line review. Schedule that goes out an entire year or maybe more by category. And we know when they wanna be talking to the companies. And we’ll start three months ahead of time is meticulous, is pig head of discipline. And then we say, okay, how are we gonna pepper them?

What is that? What is that gift? . And you’ll see those if you follow our media you probably recognize it and the stories or the blogs that I write. And so there’s a cadence to this of getting out and it actually supports those customers and helps them know, hey, they’re a partner for us, because it used to be just us.

Now there’s. Dozens of new people coming in, doing similar things to us. And it’s exciting because that’s how I know change is happening, right? . And it makes us all better. And then the [00:22:00] fifth step is the follow up phone calls. And your dad taught something in the book.

I gotta share this with anybody cuz this book . One of the hardest things is getting people on the phone, and I think it’s even harder now, but there is a process you can learn and I literally have gotten. , anybody on the phone that I wanted? I got up all the way to the top with Terminex.

Thank you. Hey, we could work together. They weren’t ready yet in the structural pest industry for what we had. But now it’s getting closed, but I literally can get anybody on the phone with what I learned, so . It’s really important and we can’t forget. the importance of follow up phone calls and connection.

 So many people and I watched the competitors do it that are coming in. Actually they’re like cooperative competitors. I call ’em neighbors, not necessarily competitors, , cause we’re all in this ecosystem [00:23:00] together. But it’s funny how they’ll ignored those little things, that connection. And.

Nothing can take the place of true human connection because every, it’s reciprocal, every time you give them something, they’ll give you something. of my favorite questions to ask and I still do it, and people say you’re a c E O really? Do you wanna be doing this? But yeah, I sit down with my key customers once a year and I ask them two question.

The first question is what don’t I know that I need to know? And you look ’em in the eyes and you don’t back off . And it’s confusing. Yes. And it’s amazing because it, that I’m telling you, connects. It connects because it, it just does, it’s how us humans are wired, especially in business. We have to be competitive.

We have to, and they know we are in it. There you go. They know we are in it for the long run, and I guarantee you [00:24:00] they never forget it because they’re like, you asked such good questions, but I find out. It’s golden what you find out. As long as your ego doesn’t get in the way.

Amanda: Always the best process to drive with the ego. Get outta the way. Okay. 

Kari: And then the second question is, what is, if there is one thing we could do better for you, what is it? That’s great, Tim. and oftentimes they’ll actually pull, they’ll pull their groups, p o l, pull their groups. And it’s, that’s another thing about the power of gathering and it’s so incredibly important to set the intent and not to cloudy, muddy it up with 10 million objectives. It’s, it’s, it just gets to the heart of the matter. And then the last thing is the executive briefings. And this is something that we do [00:25:00] and I’m teaching my people to do and it’s cool, is we’ll go into our customers and we’ll give them a report, just like if they were our board of directors.

Wow. And. This has God and me invited into their boardrooms, actually, and I’ve been able to bring my people. We have one handicapped worker, we call her Handicapable, and she came, she was invited with me to Lowe’s headquarters, 200 merchants. $8 billion of business. She got up on the stage with me and she thanked them for the business, and she told them what her job means to her.

It changed, it literally, I got emails later that it literally changed their culture because they saw something from a different perspective. and so the shifting the context with people and being really strategic about it, that’s where the idea for that came from is [00:26:00] do an executive briefing so then I can go to Target or I can go to.

John Deere, whoever we do business with, and say, here’s the state of the market. And it’s all core story . 

Amanda: I know, 

I’m sorry. I just have to interject for every person that’s listening to this right now and will be as they go through the Dream 100 course, you are an expert strategist. This is the difference between, okay, I’m gonna write an email cuz I got a script and we have templates and we have scripts and that’s wonderful.

But a tactician can only get so far a strategist will always over accomplish a tactician. And every single thing you’ve told me in this interview has just shown that you approach it from a strategic point of view. Mission driven. It’s not just how do I get the sale? It’s multiple different objectives.

How do I have the best relationship possible? How do I set myself up as the number one expert in the market? How do I understand not just my product, but what’s going on in the. In the [00:27:00] environment right now and with my clientele, even with the 50% that probably have a rodent repellent 

problem right now, 

Or a rodent problem.

It’s just that you are just such a shining example of a strategist. So thank you. This is, this has been my big takeaway from us so far. I hope you have a couple. Do you have a few more minutes, a above the 30 minutes, cuz I do wanna also cover your lessons learned. 

Deterring from your way? Do you have a few?

Kari: Yeah. Oh, absolutely. That is could be so valuable to people listening cuz it was so painful. to me. Yes. Yeah. Tough lessons learned. Yes. 

Amanda: I’m sorry, I did cut you off. You were in the midst of a thing. I just had to get that out. You were talking about the executive briefings and being strategic, so that’s, so give me an idea of kind of what that, is that just of talking about market trends?

Is that what you’re doing when you say executive briefing? 

Kari: .So in an executive briefing I like to think of it as like a health report. If you’re gonna go to the doctor, okay, here’s your [00:28:00] pulse, right? Here’s your vitals here’s some things you might wanna do for preventive, like behavior, right?

So this is something that I like to have my employees involved in so they know the health of our customers. They can bring their own ideas to table. Like during Covid, it was amazing. Some of the most valuable conversations I’ve had in my life have been with our people. Wow. Our employees, they can be on the line, it doesn’t matter where, and they’ll see something just a little bit differently and they deeply care.

So we can bring that to our customers and that is a competitive advantage. them. And it doesn’t just come from reading a Harvard article. 

Amanda: Oh. It’s core story. Through and through. I love it. 

I love it. 

Kari: So that is that’s where I was at on that. So we go out and do that with, yeah.

With all our customers. And they learn a lot from it, and they learn to see us as that expert and they’re like, oh, I had no idea. [00:29:00] And they’re freaked out when I tell ’em, 70% of people don’t wanna kill a pest . They would rather just avoid it. . Wow, that is so good. Every other company tells me, You’re free to keep your own mind.

One of the things I learned that was pivotal was I started to ask my merchants, cuz they were all males, and I’m a female, right? , it’s changing now because they’re younger, they’re millennials and there’s a lot more females in it. But I’d say, take this home to your wife and your children and ask them what they think.

That’s the future. And many of them reported back and they said, no one ever said to do that. And man, they have such a different perspective. I thank you so much for that. Wow. 

Amanda: And everybody that’s listening to can also understand that Carrie isn’t just talking about her product and saying, these are all the features of my product, and look at this product and that [00:30:00] product.

She is giving advice. That’s the concerns that they have in. Business in their livelihood, like you said their health. That’s just crucial. I think that’s a place where people hear it and then they go, I get it. But then in, in the actual deployment of it or the trying to do it they miss out in the execution.

So yeah. 

Kari: Perfect. This perfectly brings us into the mistakes I’ve made with regard to veering off because. As the business started to grow and we started to scale, Carrie could not do it all anymore, and we got an investor and he knew a recruiter, people that was specialized in salespeople who were in cpg.

Okay? This comes with some pretty high price tags. It can cost as much as 70 a hundred thousand per person, not to mention the salary and everything else you need. . [00:31:00] And so we did. I put, I can’t even, I’m embarrassed to even say how many hundreds of thousands of dollars I put into this. It was, so we do the interviews, get down to it.

Amazing human beings, right? Then they came into the company and they’re like, you know what? You have to trust me on this because I know what makes it work. I have these relat. And I gave them some leeway rather than aligning them and training them in what had made us successful. And I don’t know if I was taking a shortcut or what it was, Amanda, but it was a miserable failure, right?

And then all of a sudden, for the first time since 2007, our sales were not like this. , right? And it is so interesting cuz my employees around said, why can’t they do this job? Oh my God. They’re like a professional, right? But the [00:32:00] way you sell strategically, 

Amanda: yes. 

That’s it. You were selling using core story education based marketing.

You were doing a strategist versus. Now you have a tactician that says I’m in the good old boy club, I have these relationships. I can sell ’em relationships. Oh, it’s so good. Clemen and Hugh also are loving this too. They’re saying hi. 

Okay. 

Kari: And it’s, it’s something I really beat myself up on and because you don’t bring an investor on and then make big mistakes like that, and then you know, to be able to pick back up.

Thankfully we picked back up and got back on. And got back onto strategy, but it was my own employees who said, I could do this. I was like, they’d never been in sales before, but they’re like, I’ve watched you do it. I helped you get the presentations ready. I’ve heard you go head to head in these rooms with them because I will if I need to.

And it works. So we got back to that and all of a sudden it, you didn’t need to have an [00:33:00] experience in sales to be an incredible salesperson. It more became about, I got chills. Yeah. Strategy and caring and I can’t even tell you from an how it feels as a C E O. To see somebody go from, a 12 or 15 an hour position up, up to buying a home and buying a car, going on trips and it’s, it just it’s worth everything in the world to be able to lift lift people up like that because of, using a good process and a good strategy and giving the customers what they need.

And I think going forward we’re gonna see so much more of that. Another thing I should share is what we did when the Covid started. 

Amanda: Yes. So all, you have 

complete market blackout, right? You’re in retailers all over the place and they have just shut down. How do you. 

Reply to that. What do you do,

Kari: Yeah. It’s [00:34:00] pretty scary, right? Yeah. Fortunately part of what I do as a strategic leader is I handle transition and crisis very well, and so you make a question and you stick to it. 

Amanda: I think I was at your house when this was just starting to roll out. I stayed with you. And you were cool, calm, and collected.

I have to say . Yeah. 

Okay. 

Kari: Sleep too, right? Yeah. Cause we just like, yeah, there’s no negative energy around it. And with the employees too, we even had a. Professional come in because I was like, I need to get the pulse of everybody and see if people have fear. What anxiety, because it was, people were just going off the deep end and said, we’ve never seen a company before that didn’t have fear inside of it.

But what it is I got everybody together and I said, okay, we need everybody’s head in the game on this one, every single person. And I said, I can’t [00:35:00] tell you what’s gonna happen because we don’t know. But I can tell you that the answers will come to us and they always do. And they always have. And they always will.

And it was amazing how the people bloomed during this time. It was just tears to my eyes. But when 

Amanda: I’m tearing up Oh, 

Kari: and the power, the power of asking your people is so important. I just turned off everything else and I said, you know what, it’s in here. The answers are inside of us. And I made all the quick decisions that I needed to.

We got a Covid task force. We looked at our Dream 100 and says, okay, , what is our dream 100 over the next three months? And then we did the next three months and the next three months. So we came out with we did a trade show in a box. Wow. Old fashioned suitcase. This is the fields in [00:36:00] North Dakota world protection.

This is me standing in a field across from my house in North Dakota. We sent a video on a flash and then emailed them a video, which was me talking. It was like a minute long hold them. We’re sending them our trade show, bringing it to them, and then we had like our whole pitch right here. Wow. All their products.

Amanda: Oh, beautiful. 

Kari: Most important to them is number one rated because everybody, what their fear was, what’s Amazon gonna do to us? Are we gonna be out of business? Everybody is going online. So what we did is we made little stickers of all of our reviews. so people could see that, hey, we are getting reviews.

And then we created a report for them and said, oh, by the way, this is how much web traffic we get each week or each month. [00:37:00] And we’re, it’s staggering how much people come to our website. Because of the expert content, which we’ve built up over 15 years. And so this SEO gives us, people pay a lot of money to get that.

We’re not having to pay really that much. But what we did is created a customized report and said, this is how many people in your area are looking for our product. . We’ll, we’re sending them to you if your stores are open. And we created a plan like that and they were like it gave them a sense of, oh my gosh, maybe we’re in this together.

Wow. And it, cuz a lot of them didn’t know how to do that, do all of the online stuff. And we said, tell you what, we will email. You created a Dropbox. Here’s some posts that you can use. Here’s the latest. Oh, by the way, if during Covid they’d, we could say things like, We’ve never had our pantries overloaded like this.

That’s why you have [00:38:00] so many mice coming in. Oh, we have the perfect solution. In fact, it’s the only solution out there that is perfect for this. And we did the same thing with Moss and we did the same thing with spiders. And so that accelerated us so much that we even got more. , like on shelf space. I, one major retailer gave us three more facings in all stores.

Wow. Just that. But the demand was so high. And then I pulled back on the U utilizing, we went to Martha Stewart and we went to Better Homes and Gardens, and they know me already as an expert. Quote me often and we said, Hey, this is a big problem right now. We will write content and help people, face some of this cuz pests are coming in at an all-time record.

And so it really helped us, plus it created more in the [00:39:00] category two for other things and for other products. Wow. Yeah. In a nutshell, that’s what we did and we ended up finishing up, I think about 33% up year over year, which we are so thankful and grateful, and we were like so celebratory over it because.

Amanda: It’s amazing. Amazing. 

Kari: And we were in the cloud, so we were able to work from home and we didn’t have to spend two months figuring all that out. We could just jump right into how do we , do our dream 100 covid Dream 100. 

Amanda: This is also a really important point that you said, because so many CEOs think that they need to have all the answers.

What a hard hitting. It just hit me right in my chest of this concept of you saying, I don’t have the answers. Let’s come up with them together. Everyone on board, everyone is a part of this. That is something that every c e o can learn from [00:40:00] you is how do I get more people to be invested and they will come up with great ideas and bringing everyone together will create an even better solution.

So that really meant a lot when I heard you say that. And Dawn too is saying, you’re both inspiring and awesome ladies. So you’re getting getting some love over here on social, but wow. It’s just such a powerful story and continue to be so many wonderful stories. Where, so I know that you have different social media channels.

Where do you spend your time so that people can find you? What do you normally recommend? 

Kari: On social media? You mean? Online? Yeah. So I spend most of my time on LinkedIn. Oh, okay. But you can also see me on Instagram. I do a little bit on Facebook, but I’ve got a book launch going on right now. Yes.

My book called Gathering Around the Table. , a story of purpose-driven change through business. , and this book is the book that I needed when I was 19 and started my first business. I’ve started six [00:41:00] of them and actually what it is it’s like a, a. Kind of a decision making book because it takes the reader through the stories of how the decisions were made based on my values.

Walks people through when I said no to Walmart, , and why. And basically how to create a strategy around a purpose. So there’s a lot woven in there. You know that I like. 

Amanda: Yes. Where do I, where do we find that book? You said it’s pre-selling 

right now, right? 

Kari: It’s pre-sale. I have a website called carrie warberg block.com.

Okay. And we have a book page on that. It’s on Amazon, Barnes and Noble. It’s published by Conscious Capitalism Press. So it will be used in universities cuz currently our business case this year, it was used in the McGraw Hill 1 0 1 entrepreneurship book. We were, I think, chaptered. Six or nine.

Pretty amazing, right? Elon Musk is in [00:42:00] there. Wow. Girlfriend Kara from Hint Water is in there. . And it’s it’s interesting. But we won a global entrepreneurship case study a few years ago called Building a Business from Nature. And it, there’s a shortage of women owned businesses and a shortage of those that started from nothing.

because I didn’t come from money and I, didn’t come from , a family so to speak, just had this love for nature and it’s can’t we just all coexist ? 

Amanda: Wow. That is wonderful. So everybody heard that? It’s carrie warberg block.com. You’ll see her. Name as well in, if you need spelling.

Exactly. And I think you’ve sent me, I’ve, I swear I’ve read little bits and pieces of this as you’ve been writing it, haven’t I, ? It’s what a wonderful, 

Kari: yes. Yeah, 

Amanda: that’s what I thought. Yeah. The title and Yeah, it’s quite a deal writing a book. Oh, you’re telling 

1. I’ve been working [00:43:00] on the New edition for two years of Ultimate Sales Machine.

My goodness. But I’ve realized it took my father 50 years to write that book. So if it takes me two. , maybe even three. 

It’s worth it. 

Kari: Not bad. What is it the number one like sales book of all time? , 

Amanda: it’s voted in the top 10. 

Kari: It’s, yeah, it’s OK that you take some time. . 

Amanda: Thank you. Thank you.

Wow. 

So Carrie, I love you. I could talk to you for hours, . It’s so inspiring and I’m sure every single person that’s heard this, I also see Mark saying, wow. Wow. Absolutely brilliant. He wrote a whole paragraph on how amazing this has been. And for every person that will continue to go through this as they’re in the Dream 100 course, I am just so grateful for your time here.

Thank you. 

I’m so happy to be here. Yeah. 

Make sure to get your copy or copies at the ultimate sales machine.com. There’s a lot of special bonuses that you can’t get going to Amazon, so make sure you check it [00:44:00] [email protected].

Continued Learning:  The Story of the Dream 100 Strategy

TAKING ACTION:

• Want to know what’s keeping you from doubling your sales in the next 12 months? Take our quick QUIZ to get answers: Howtodoublesales.com
• If you’d like to have a profound breakthrough in your business, schedule your breakthrough call with a LIVE expert here: Chetholmes.com/Breakthrough
• Claim your FREE chapter 4 from the top 10 most recommended marketing and sales books of all time! Visit: Ultimatesalesmachine.com to find out how you Create 9X More Impact from every move you’re already making to win clients!

FOLLOW US ON SOCIAL: Instagram.com/UltimateSalesMachine Facebook.com/UltimateSalesMachine Twitter.com/ChetHolmes Linkedin.com/company/chetholmesinternational/

TRANSCRIPT:

*this transcript was mostly generated by AI, please excuse any mistakes

Welcome to your Weekly Dose of the Ultimate Sales Machine, the first episode of 2023. 

How are you feeling about this upcoming year? Are you optimistic? Are you bearing down? What do you think will happen in the marketplace? If you can leave a comment about what you think will happen over this next year, I’d love to know your thoughts.

What will 2023 look like? If you’re watching on YouTube, you can comment there, if you’re listening on Podcasts, you can write it as a review and tell us what you think. I’m just curious, what’s your world looking like right now? 

So one concept that stands, the test of time is follow up, right? They always say Fortune is in the follow up.

And 80% of sales are made on the fifth to 12th contact, and yet only 20% of sales reps follow up after just three touches. 

So this week’s episode is diving into a recent story. 

I’m gonna. A peak behind the scenes of the email exchange

that turned into working with a multi-billion dollar company.

Yeah! It’s very exciting!

This was actually one of the top three highlights of my 2022, and I’ll tell you why. 

I first met Multi Law al the company six years ago. 

I found out they had 16,000 staff, but specifically 600 of them are in sales 

and it’s required that they read the Ultimate Sales Machine, not.

But at least three times for every new hire, 

they first have to read it, then they have to conduct a workshop on what they read from the book. Then they have to report back their findings. And they’ve been running Dream 100 campaigns for the last decade. 

So they would tell me that pigheaded discipline and determination courses through their veins, ultimate sales machine is like their IV or their life support.

So of course, hearing this, and for those of you that know me, I may be white skinned on the outside, but inside I’m actually Indian

so you can imagine my excitement when I found a company that has served

5 MILLION Indians using our methods. 

So I managed to do a webinar for their team six years ago, but there was no money exchanged, 

and at that point I made it my target. Dream four, one of my top, dream four, that someday I would make my way to India and speak for their staff. 

That came true just a few weeks ago. 

Here’s some pictures. They have a beautiful Skyway training facility. 

It’s five stories high, all glass in Mumbai, 

and Mr. Multi Al is the co-founder of the company, multi al.

He wanted to give me a gift after I finally got there that I would never forget. 

So he actually had a painting commissioned of a picture of my father and I. 

So I want you to see this next few clips to number one, give you some inspiration for those deals you’re working and you continue to work that you haven’t quite got in progress with them.

This is to remind you to keep using that pigheaded discipline and determination. 

Number two, I also wanna show you how to position yourself as an expert with every interaction so you build their trust. To want to buy. 

Then you’ll also see some clips from one of my Dream 100 Bootcamps

I actually showed the people on the training, the interactions I was having with Mr. Oswel when trying to get to my goal

and I want to show you because it’s entertaining to see how you will get people that don’t believe in you

people that think you should give up 

I happen to have mine documented of somebody that didn’t quite believe in the tactics I was using to try to win this client

So I threw that into the clip too just so that you could see my reply at the time so you could actually feel the pig-headed determination coursing through my veins. 

So enjoy this next episode and please comment, let me know what landed, what didn’t. Do you have a similar story? I’d love to hear it. What is going on for you? For now listening to this episode.

5 Months Ago. Amanda shows interaction between her and prospect Mr. Motilal Oswal 

So here we go, use it. We are going to dream outreach our Target 12.  So multi law. Also, I had short shared with you guys yesterday that they are one of my top, they have 600 staff and all of them had read Ultimate Sales Machine three times. I’ve done a speaking engagement for them, but we haven’t become consulting arrangements.

They served 2 million Indians out of India, on LinkedIn Mr. Ol swell has 200,000 followers. All right, sorry. On Twitter, he has 200,000 followers, which is rare, I think, for a CEO of a finance company. So rather impressive. But I knew that I couldn’t get ahold of him through all of the people on Twitter, so I emailed him instead.

We had emailed two years ago, so I just picked up where we left off and I wrote a really compelling email title saying, Approval needed for your testimonial in Ultimate Sales Machine, right? Cuz he loves the book. He’s a big fan. Hello Mr. Oswell. It’s surprising it’s been two years since we spoke. The new edition is coming out in August.

I just wrote a testimonial based on what you had told me. Can you approve it so he can go in the book and then I put a seed saying PS I re, I retweet you more than anyone else on Twitter. It’s very refreshing what you post. I wish more people adopted your belief system around content than he wrote back within an hour.

Hi Amanda, hope you’re doing great. It’s a pleasure for me to share the below testimonial, so I’m just giving you as an example. Let me keep going here. Thank you Mr. Oswell. That is fantastic and so quick. Happy belated holy if you celebrate right. I’m just trying to connect and have him see that I. Part Indian.

He just doesn’t know it yet. Have you written a book yet? Your wisdom could so easily become a book. I knew it would be a lovely success. So what am I doing there? I’m saying that because I’m tr I’m putting myself as an expert in his world. I’m giving him advice on his business. Why? Because as I looked through his feed, I also saw, he’s just wonderful at his words and whatever quotes he picks are just great.

And he’s been doing this for years. It’s obvious. It’s very inspiring. So he said, thank you. Not. Written, but would keep in mind. And I said for someone that is so well articulated with brilliant ideas, it would be magnificent to see a book from you. Look at my father’s book. It’s come on for 10 years since he passed.

And the legacy lives on in every word, a great strategic leg legacy move to leave something for your next generation. Why? Because when I looked at his social media following, or what he was posting, he’s posting a lot about legacy. He’s helping, he just gave a bunch of money to a school, he gave another money to an ashram, he gave more money.

So he’s given money to legacy plays everywhere. So I’m trying to, get my way in there. So he said thank you. Oh, so then as another step to that legacy, do you have a son or somebody that might be interested in taking over the business? He writes me another email back. Thank you. My son just joined the biz and then I write back again.

Oh wow. Does he like it or is he just doing it because you tried? My brother. I tried to recruit him into the family business. No matter how many ways I tried to get him, he, wouldn’t come. Do you think he’d run the company one day and then he replies back, these are all emails. I just had to fit them on one slide.

And he said, too early. Let him decide, right? So not a lot of interaction, but enough to build some kind of rapport, right? So as soon as he said, my son is joining the business, I thought, there’s my in, there, is our connection. There’s something that we have I in common and now I’m going to give even more value.

Let me find a way to give more value. So I wrote him again. Oh, I understand that one. My father and I never talked about the legacy, but whenever I meet people that are second generation businesses, I always. Offer to talk to the children because I know from having lost my father that it’s such a gift to be able to work with your father in an in a company.

And I feel that when I share this with them, it shocks the kids and makes them think twice about the gift that they have. So if you’d I’d be happy to chat with him anytime. He didn’t reply to this. But on my first touch I got, six different emails in the matter of the first hour. And I’m thinking, okay, great.

That is a great first step. What am I doing? I’m just preheating. I’m getting onto his radar. I let him know I’m gonna start being on Twitter. That’s where I’m going to start interacting with him more. So it’s not so strange that we’re sending like six emails with four forward answers. But this is a great example of, I’m just letting you know I’m here.

Hey, Amanda, question. If you were able to quantify reaching out to these individuals, 

what would you say your response rate is?

And moreover, Thinking, what we talked about in the first session how, people tend to go to negativity first. Reading those responses to that email sample you made. Like for me, I’m impressed that you kept re kept a dialogue going to be honest with you, because for me it was like reading those that like these two, three forward responses, no questions being asked back like about me, what I do, et cetera, et cetera.

It’s almost off-putting to the point where you almost don’t even want to continue the dialogue because of that negative vibe that you’re getting. So I just wanted point out like my view on it and viewing this example so I’m not debunking it or disagreeing with you. I’m just thinking for the way I would be thinking it, like it’s cool to get to response, but like two, three word answers I’m almost like, are, do they have that interest?

If I’m making sense? They shouldn’t have that interest. Except that they have absolutely zero interest in you whatsoever, and it could probably take a month, three months, five months of mailing them, of emailing them, of chatting with them of, but I didn’t care cuz I’m in it for the long run. I have the pigheaded discipline and determination that it doesn’t matter what you do, what you say. If you say no, I hear not yet.

If you say, I can’t do this right now, I’m great. Okay, great. It’s in an hour. Okay. That’s I’ll be there. It is the determination that I will either do this or I will die. That is the kind of determination that you have, regardless of what they say or what they do. So if they say, that’s not what I want.

I don’t want this. Oh, okay. So you don’t want that. Okay. What about this? Do you want this? No, I don’t want that. Oh, okay. Wait. No. How about this? Do you want this? No, I don’t think so. Okay, great. Find something. I’m sure of it. I know that. I’ll help you. I’m sure I can help you. After a while you start to respect the person.

It’s like I feel morally obligated to answer this person because they have just not stopped in trying to add value to my world. That is something above and beyond anybody else out there. 

5 Month Later in Mumbai, India 

 My question to you is that, would you at some stage give up following up with a client or would you like always keep following? Would you say at some stage enough is enough? What do you guys think? Oh, he asked would you just give up at some stage,

Yes. It depends. You know how I got here? It took six years. And you know how I got here. Me and Hardik. Comment on Instagram DM on a regular basis for six years, and I interact with you on Twitter and email six years to get here and have my name all big. How crazy was that?

How cool is that? Yeah. My father went after Tony Robbins for 19 years. So the question is, who is it? Is it worth it? Are they that kind of dream client where, you know, it could change your world? And if so, the only way you could fail at that is if you give up.

Continued Learning:  The Story of the Dream 100 Strategy

TAKING ACTION:

• Want to know what’s keeping you from doubling your sales in the next 12 months? Take our quick QUIZ to get answers: Howtodoublesales.com
• If you’d like to have a profound breakthrough in your business, schedule your breakthrough call with a LIVE expert here: Chetholmes.com/Breakthrough
• Claim your FREE chapter 4 from the top 10 most recommended marketing and sales books of all time! Visit: Ultimatesalesmachine.com to find out how you Create 9X More Impact from every move you’re already making to win clients!

FOLLOW US ON SOCIAL: Instagram.com/UltimateSalesMachine Facebook.com/UltimateSalesMachine Twitter.com/ChetHolmes Linkedin.com/company/chetholmesinternational/

TRANSCRIPT:

*this transcript was mostly generated by AI, please excuse any mistakes

Here is your daily dose of the Ultimate Sales machine coming to you from the new edition. Visit ultimate sales machine.com to get your copy or multiple copies. Hi, I’m your host, Amanda Holmes, CEO of Chet Homes International. What you’re about to learn has assisted a quarter of a million businesses to generate billions of dollars working faster, better, smarter.

Amanda: I’m really excited to welcome our next guest to the stage. You may be familiar with her or you may not. She, you probably have heard of her father. He was the original, creator, inventor, of the Dream 100. And I’m just gonna read off of some of the bullet points that I have about her, and then I have a quick little video to introduce her into the next hour with you.

So she is the best-selling co-author of the Ultimate Sales Machine. And in fact, it just hit the bestseller list last week. It, after 30 how long ago was that published originally? 15 years ago it was published and with the hard work of Amanda and her team she has made a few edits to it and republished it and hit bestseller last week.

So that’s pretty exciting. She is a CEO of Chet Homes International. She’s assisted 250,000 companies over the last 30 years. Chet Holmes International has, she inherited her father’s multimillion dollar business after his passing at the young age of 24 with zero succession plans. She stepped in as CEO o and increased leads by over 1000%.

She doubled clients multiple years in a row. 10 years later, she’s released the new edition of the book and here is a sneak peak at the very special forward from that book. Help me welcome Amanda Holmes to seven Figure MSP Live.

I have to say that moment was real surreal for me to come up with that intro. I wrote that about a year ago and only just recently have started releasing it. So thank you for allowing me to do that. It means a lot. So today I’m gonna cover the three things holding you back from doubling your sales in the next 12 months.

And if you actually play full out with me today, if you put down the cell phone, if you close your computer, if you might need to take notes. You will take notes. We can actually find actionable ways to double your sales today. I’ll give you three different ways, but you have to play full out with me cuz what you give is what you receive.

Is that fair? Yeah. Good. All right. I’m so glad you guys are here because I am technically very terrible . So I sit on the board of J Mark. Anybody familiar with J Mark? Tom? Tom Douglas. Okay. They’re one of the largest MSPs in the nation, and I’ve been on their board for the last two years, and every time I come to them with another problem that I have, I sit on the board, but then I’m like, can you help me with my MacBook

So here’s the current state of business. Last year, 80% of companies generated less money than they did the year prior. 80%. 60% of the companies that shut down during Covid never reopened. And every single day, 3076 businesses are shutting their. So the fact that you are here means you are practically a miracle.

Can we celebrate that for a moment? Yeah. Good. And I can’t wait to get my slides up here. I’m sure you guys are figuring that out. So the number one thing holding you back from doubling your sales this year is a little thing called the Great Resignation. How many of you have had staffing issues? Yeah, so I don’t know if you know the total amount.

Last year, 47 million Americans voluntarily left their jobs 47 million. And that’s up. If you see this graph, that yellow line up at top, just in November, it had been 2 million more than any other previous year. So why are they doing this? One of the biggest reasons is because they don’t feel core values are similar with the company that they’re working for.

They covid shut down the world and it seems like we’ve grown a conscience. We sat with ourselves for a couple of years and said, you know what? I wanna do what I really love or what I’m passionate about, and I don’t feel incongruency with my company. So one thing you can con you can consider is actually talking more about your mission, your core values, what you’re trying to do to assist the, whether it’s your clients or it’s your community.

That’s what people are craving right now. Studies actually show it. So the great resignation is number one. So obviously it’s hard to double sales if you don’t have the right staff in place. The second biggest thing holding you back from doubling your sales is our biggest marketing problem. It’s called the clutter factor.

Now, my father used to talk about this so many years ago and he would say, you are drowned out by 40,000 commercial messages a day today. So it used to take seven different viewings of an ad before they start to take action. Today. That’s five. Hundred times your prospect has to see your company 500 times before it says, oh, I’ve recognized that because we’re drowned in so much every 60 seconds.

One of those things happens on every different medium, whether it’s text messaging or Facebook or Instagram. There are 3.8 billion social media pages today, and they’re all putting out content competing for the attention of your prospect, so it’s no wonder they’re having, it’s hard. It’s such a hard time to actually get the attention of your prospect, right?

They’re not hearing you because you’re drowned out in all of this content online. The third thing holding you back from doubling your sales. I promise I’ll get to the better parts. I’m just telling you where the blockages are for now. The third thing is the death of the traditional commissioned breath salesperson.

Okay? 97% of prospects feel that salespeople are too pushy, and you can thank Amazon for this. I was just at a keynote in Boston about a month ago. I spoke at HubSpots inbound and I had this big slide that said Death Star, Amazon, because they’re killing the traditional sales rep. And Amazon was in the audience, which was funny, but they still wanted to work together, which was pretty awesome, even though I called them the Death Star.

, what has Amazon taught us, right? Amazon has taught us that we can go on a landing page, we can see customer reviews, and we can just press a button to purchase. So the way that our prospects are buying today is. So drastically different than what it was just 10 years ago. We have to adapt to how they want to buy You.

Just think about how you buy and then we need to adjust our sales process. So what we’re going to cover today is how to get nine times more from every move you’re already making to generate new clients. We’re going to cover yeah, converting seven times more. Actually, I’m going to give you a follow up strategy that will help a hundred percent of the time because 80% of leads that are generated at events are never followed up on.

How many of you have gotten a card at an event and you didn’t really know what to do with it afterwards, and it just went to the wayside? Only three people. Come on, guys. , I just told you, 80% of leads are never followed up on. I’m gonna give you a strategy that will work. It won’t feel salesy, it will never feel pushy, and yet it’s something you couldn’t use for.

Years to come. And then I’ll also teach you the fastest, least expensive way to double sales. How many of you are familiar with the [00:08:00] Dream 100? Woo. Woo. Yeah. All right, great. I’m glad. So I’m gonna go in depth on that as well. My father was the originator of this method that I’m about to teach you. He got his big break working for a billionaire by the name of Charlie Munger.

How many of your of you are familiar with Charlie Munger? Who is he? Where’s butter? I keyed for Berkshire Hathaway and I was so excited. I’m like, my dad worked with Charlie Munger. How many of you know who Charlie Munger is? And literally I’m in Berkshire Hathaway and only two people raise their hands.

Can you freaking believe that? I couldn’t believe it. So he was able to double the sales of nine different companies for Charlie all within 12 to 15 months. And several of them doubled multiple years consecutively. That’s when he realized he had a system for doubling sales. So he put it into the ultimate sales machine, which as you saw from the video, it’s done pretty well over the last 15 years.

We’ve built out from there 70 different training [00:09:00] products that sell in over a hundred countries. It’s been translated into 15 languages, not Spanish for some strange reason. , my publisher we’ve worked with over 80 of the Fortune 500 and over 250,000 businesses worldwide. So I tell you this, to say what you’re about to learn works, it’s not just some made up thing.

It’s not just one person worked, it works across industries, it works across decades. It’s worked in different, some 15 different languages. So just to say it works. So who can guess, what is the single most important thing you need to succeed in business,

sales, passion, discipline, discipl discipline.

We call it pigheaded. Discipline and determination. My father wasn’t here for hashtag so I hashtag it PhD Pigheaded. Discipline and [00:10:00] determination is single most important thing. You need to succeed in business. Next time I ask, I wanna be able to hear everybody say it. So I want you to double your sales, but not at the expense of your time, your health, and your family.

This next thing that I’m gonna share is a little bit uncomfortable, but I’ve gotten a lot of feedback that it really helps people, so I’m going to share it. But it’s, yeah. So my father was diagnosed with cancer before he passed, and he spent. 382 nights in the hospital, and never once did he spend a night alone.

It was between me, my mom, and my brother pulling all nighters with him. And in all that time, he never sat me down and said, Hey, Amanda, here are my companies. Here’s what I want to see from my companies. Here’s who runs my companies. So you can imagine my utter shock when I inherited the company and had no idea even what the companies were, let alone what to do with them.

That’s we were business partners with Tony Robbins, so that’s at [00:11:00] Business Mastery. And just some of my staff and they gave me a title of chairwoman of the board. We don’t know what to do with her. I didn’t know what to do with me, so they just put a name on it and I was utterly shocked.

Just trying to get over the grief was really really difficult. Any, for any of you that have watched someone you love, pass the. The faces of like their mortality coming over them and yeah. The experiences in the hospital gave me nightmares for years where I would anybody know where PCH is?

The PCH Highway in California? Yeah. Some people. So I would get on PCH and I’d drive up the PCH and I’d pull over on the side of the road and I’d sleep because I knew I could get an hour and a half in before my legs started to tingle and I would lose feeling in my legs cuz of the way I was sitting in my car.

So I’d get at least an hour and a half sleep in, which was long enough to where I could sleep, but then I wouldn’t get the nightmares. It’s just, yeah, the strange things we do to get out of pain. . And [00:12:00] we were virtual, we’d been virtual since nine 11. I would be on a call and they’d say, oh, Amanda, are you on this call?

And I’d unmute and I’d say Hi. Be like, are you okay? Yeah. Okay. And then I’d go back on mute and I would just be bawling. I literally had no idea what to do. It was very shocking and it didn’t help that we were in a place of extreme disruption. So very similar to what we just went through during covid.

So before Covid, there was an average of five to seven years to get your marketing and sales process online. Today, it’s an average of a year and a half to get your marketing and sales process online because of the push that Covid did. But just because we’ve pushed there doesn’t mean that we’ve optimized it or we understand it, or we’re doing it effectively where we’re getting an roi.

So similar to me, at that time, we were running all of our lead generation via the radio. We had never sold anything online, and my industry had really pushed online, so we were behind the [00:13:00] times, and yet my father was the innovator in the company. So nobody knew what to do. So I just started asking questions, guess I have to figure this out.

And I started hiring different C-Suites to fill the void. Cmo, cto, cfo. I really had no clue. And to tell you the truth, I felt that if I stepped into the company, that I would just put myself in a grave next to my father. He died at 55, right? How much stress do I have to endure after watching my father do it?

So it was very difficult for me to want to step in. But luckily I had a guardian angel, if you will. I had a mentor her full title is Sarva Loma, her Holiness Shi 1008. . It’s quite long. I just call her Guruji and she kept telling me that I could step in as CEO . I looked at her going, you’ve gotta be kidding me.

You’re, that’s crazy. I was a singer before I had just released my fourth record and After all of her encouragement and helping me break through my own mental barriers. [00:14:00] I did step in as ceo, but one thing that shifted everything was she had told me that I didn’t have to do it the way that my father did it.

I could do it a different way. I could do it without the pressure. And there was this one day where I started running webinars. Like I would have 400 CEOs on a call. I was 26 years old. And I’d come on and I’d say, Hey guys, I’m gonna teach you how to double your sales, which just felt, I look back and I go, that was crazy.

I can’t believe I did this. But I would get on. And I did a webinar and I didn’t really close much business. And I happened to see my guru that day, and I walk up to her and I, she could tell I was a little sad and she said what’s wrong? And I said, oh, it’s nothing. She’s no it’s okay.

What’s wrong? And I said I didn’t close much business. I just did a webinar and she said, close, what do you mean close? And I said it’s like winning a sale. You close like a vice. And I didn’t really get much. And she looked at me and she said, why would you ever want to close?

Closing puts pressure on you and [00:15:00] the person that you’re talking to. If you’re talking to so many different people, you could take a seed and you could plant it in the ground and you could grow a tree. And that same tree could bear fruit and that fruit, you could create an orchard. So why don’t you plant seeds instead of closing them like a vice?

And something in my head just shifted that day. And after that’s when we, I increased our sales conversions 1100% and doubled our clients multiple years in a row. Cuz I realized that I didn’t have to put the pressure that I could just be me and flow with being nurturing and loving. So that’s part of what I put into the new edition of the Ultimate Sales Machine as well.

I found a letter that my father wrote. He said that he had generated more wealth in the last six months than the prior eight years combined. And I took that letter and I put it into the book. So that’s a part of my legacy that I’m leaving. It was my father’s final chapter, but for me, it’s my first.

So like Amanda had [00:16:00] said, I increased leads 1176% and doubled our clients, and this year we’re up 589% from last year. And the book hasn’t even started shipping quite yet. So we were doing pretty well. So the point I’m trying to say here is if I. Take over a company without ever, I never watched my father speak from stage.

I’d never read his book. I picked up the book, I just started reading it over and over again. I watched his videos over and over again. So I am a product of the product. If I can do it, I know that anybody here can do it. Is that fair? Does that feel like Yeah, I think that would give me a little gusto to do it.

Okay, great. And part of my mission is I want to assist small to medium size businesses how to double their sales while cutting their stress in half. Cuz you shouldn’t have to do double the amount of work. You can just work smarter. And we have those systems be able to do that where you’re working smarter, not harder.

And part of my gift I [00:17:00] wanna give back is creating a space, a little heaven on earth because when I had to reimagine what my life would look like after my father passed, I, for a while I talked to more plants than people. That was me at a healing center. My gurus healing center. It’s actually only an hour and a half from here.

And I healed from the inside out and now I’m excited to share with more CEOs how to reset cuz we all just need that reset right now. So that’s part of my mission and if you wanna hear more about it, I’m happy to share it after the talk. So how many companies do you think make it to a million in annual sales?

One 4%. 1%, 4%. 26% is that, that was very specific. Okay. . So 95% of companies will never make it to a million in annual sales. Of that 0.08% will make it to 5 million of that 1.5%. Make it to [00:18:00] 10 million and 0.004% ever make it to a hundred million and beyond. Now what makes the difference between a million to five, from 5 million to 10, from 10 million to a hundred million and beyond?

Majority of companies would say it’s my product. If I just get this tweaked better, we’ll be able to grow much faster. Now, I’ll give you the example. Two companies are started on the same block in 1967. One’s a mom and pop joint that makes these wonderful hamburgers and they put all their love into this hamburger.

Another one is McDonald’s, decades later. One is the largest grossing hamburger joint in the world, and another one is still one location, mom and pop shop. Now, do you think that McDonald’s has a superior burger ? Absolutely not, right? It is not your product or service that will be the difference between you growing and not.

How many of you would like to increase your sales by [00:19:00] 300%? Yeah. The question is, can you work three times more hours to do it? Good news is you’re not gonna have to, okay? Because like I said, everything I’m about to teach you is about working smarter, not harder. And we truly believe in systems that take horsepower, not wallet power.

And I’m gonna show you a couple of those today where we’ll just be like, that was so easy, and it won’t cost you a dime. Okay? So it is truly the skills it takes to grow the business. My father is famous for saying, and you can write this down or take a picture. Mastery isn’t about doing 4,000 different things.

It’s about doing 12 things, 4,000. Doesn’t that feel a little bit better to know, oh, I don’t have to do the shiny object syndrome and find a million different things to do. We’re just going to focus on a few key areas. I’m gonna show you three of them today where you could do this for the next decade [00:20:00] and get results.

So the first thing we’re gonna cover is the fastest, least expensive way to double sales. We’re gonna do Dream 100. Now, the definition, again, another great thing to write down or take a picture of, there is always a smaller number of better buyers than there are all buyers. That means the marketing and selling to them is cheaper than marketing and selling to all buyers.

I will give you an example. So when my father was working for billionaire Charlie Munger, he was given a list of 2200 prospects and they said, okay, go cold. Call those 2200. He looked at that and went, wow that’s a lot of people. It’s a cold call. So he did some research and when he analyzed, he realized that only 167 of those 2200 purchased 95% of the space.

So instead of going after the 2200, he led an intensive Dream 100. That’s where the Dream 100 was born and what he did at that time. So the mediums have changed, [00:21:00] but he would send out a direct mail piece one week. The next week he’d follow up with a phone call. The next week he’d follow up with a fax.

The next week he’d follow up with another direct mail piece. So he was every single week reaching out to his Dream 100. Now, in the first four months, they got not one sale. Can you imagine coming in as the head of sales and them saying so he hasn’t sold anything yet. , who is this guy? They started to talk around the office.

In the sixth month, he closed the largest contract that the industry had ever seen. Xerox. He brought Xerox into the fold from there because they won Xerox. They brought that to everyone else and said, look, Xerox bought you should as well. And they doubled sales the sixth month. The 12 month, and then multiple years in a row in every division.

Why? Because the Dream 100 never stops. It is a perpetual part of your process. We teach about doing one hour a week. Can you work one hour a week on how to [00:22:00] get those bigger, better buyers? Now, another great example of this is maybe some of you has met Troy. Troy, raise your hand. Yeah, so Troy went through one of my bootcamps back in January and.

He closed 8.4 million in sales in six weeks. So typically in that industry or in that company, a sales rep would sell 8 million in a year. So he did the equivalent in just six weeks, and he did it with only four clients. Four. So the question is, who are those better buyers that can buy more from you more often?

And I’m gonna dive deeper into this in a minute of how he did that. So here are the three critical mistakes companies make when trying to deploy a Dream 100. The first one is so many people have deployed these Dream 100 s and it’s been passed down now from my father, but we forget that we have [00:23:00] relationships.

We have a cell phone full of contacts. We have a social media page with. Followers, you are sitting on a gold mine and you don’t even know it. Dream 100 s are already a part of your world. Majority of people think, okay, I need to build a list. So then they go out and find all these people that they don’t know.

You already have a Dream 100 sitting there waiting for you to help them serve them in their business. So that would be first. What Troy did was I, if I had a second mic, I would just say, you should say it. But so what Troy did was he found four people that had already been hard nosed. They had already said no to the service.

They were definitely not interested. He went back to them with an education and brought them into buying. So do you have prospects that have said no in the past that you could reach out to? Again, 

let’s do an exercise pull out your phone and don’t focus on the text messages.

Don’t check your email. I want you to just very focus. Go through your phone right now and see, do I have a Dream 100 [00:24:00] that I already know right now? And Dream 100 could be either a direct client, it could be somebody that could, that speaks already to your dream prospects, right? It could be a press it could be ahead of an association that has all of your potential prospects.

We just spoke, I just did a keynote yesterday for an agricultural manufacturing association and that was a great dream 100 for me, cuz their whole room was full of clients that I would love to work with. So go through your phone right now, and if you can identify one at the very least, if not five, that would be great.

And I want you to write down their name so you have it very clear. Okay. 

 Anybody wanna share what you discovered? Just doing that right now. Raise your hand and I’ll call on you. 

Great. He just said focus on the task that he was doing. So I’ll tell you right now that a study was done in California at a university that every time you get derailed on focus, it takes another 23 [00:25:00] minutes to get into focus. Again, it’s equivalent as if you had slept for four hours and had a drink of beer.

So every time you are distracted and you are pulled away to come back, you are wa you are actually operating at a lower. Brain capacity. So let’s get hyper-focused, right? How do we turn off the notifications on our phone? How do we turn away our staff so that they’re not calling us all the time? Okay.

What are some other breakthroughs that you guys had from looking at your cell phone? Yeah, so I didn’t even make it through the a’s in 90 seconds, and I found two millionaires that have multiple businesses each that I just need to sit down and have a discussion with. Woo, that gave me shoes. That’s great.

Okay. Who else? Anybody else? Yep. Randy, can you show the phone numbers with everybody?

Ah, I love that. Anybody else? Okay, [00:26:00] great. See, how easy was that? Didn’t even cost you a dime. 

Second 

Marker

Amanda: is when people think of Dream 100, they get so obsessed with the fact that they need a hundred people. You actually don’t need a hundred people. Here’s an example. This was one of our consultants at my company that used to work for us.

Tom Shaf. He got a cl a client that was a 60 million company and they had 969 clients. They realized that 91% of their sales came from only 13 of those 969. So Tom came back and said, I think you should fire 950 of your clients . They looked at him and said, are you freaking kidding me? He’s no, I’m dead serious.

It takes up way too much time. You’re pretty much breakeven. It’s really just those 13 that are generating you your sales, and I think you should only go after these four companies. They decided to only go after one, and that one generated them a hundred million dollars, right? They doubled sales from [00:27:00] one client.

So my question to you is, How many do you really need in your Dream 100? It doesn’t have to be a hundred. It could be one, it could be four, it could be 12. I’m calling it the Target 12 because I had, when I first inherited the company, the way that I increased leads by 1176%, I found the 12 biggest people in my industry and I put on a virtual event and I had them all market my virtual event.

We got 30,000 leads in one month and I didn’t, it didn’t cost me a dime. Target 12, I didn’t need a hundred. Thank you. Yeah, I’ll accept that. Okay. 

Third is bigger isn’t always better. So that Dream 100 could potentially be an association that speaks to, all right, like a Chamber of Commerce that speaks to all of the businesses in your local area.

It could be even a Facebook group today, right? Our groups don’t have to be in person. They can be online. This is one of our clients. They used the Dream [00:28:00] 100 to generate another $800,000 to their event. And I love how she broke this down. You might wanna write this down or take a picture. The checklist is you want to make sure that they make you profitable.

Cuz I know with MSPs you could get a really big client and it could be a completely different suite of services that you have to provide for that bigger client. So it could be that you’re looking for an R that’s more around the 5,000 to $8,000 a month, right? Rather than the, oh, I can find one and close one for $20,000 a month.

R but then I don’t have all of the services on the backend. So profitable is e is important. Ease of delivery is also important. So looking back at the clients that you’ve had, who are those that have worked the easiest? Who have you enjoyed the most? Three. Easy to sell. My first big win as ceo, I brought in Panasonic as a client.

And I realized, holy cow, working through procurement is next to impossible. That is so obnoxious. I don’t really wanna work [00:29:00] with the Fortune 500 as much. I’d rather work with the smaller businesses where the CEO is still involved. So that was a big realization for me that I saw.

Four is results. So just because you can close and you win that deal doesn’t mean that they’re getting the best results.

So you really have to analyze your clientele, who gets the best results from what you’re providing, because then it’s much easier to sell. 

And then five, why don’t we have some fun? So that’s your checklist for your Dream 100. 

Now let’s do the math because it always helps to write down the numbers. What would a best buyer, a Dream 100 prospect be worth to you compared to your average client?

Write down what would be the average what would be that number, lifetime value. Who wrote down a number? Yeah. Yo. Worth 760 Woo. 700,000 versus 60,000. I love that. Who else?

The gentleman that said the two, the A [00:30:00] millionaires that have multiple businesses is, did you put a number to that? No, I did not. I yet

Oh, I know you. Wait, what’s your name again? Randy. Randy. Okay. Randy, come on. You know why I’m give, I’m making you do the number is because two months in when you still haven’t heard back from them, you’ll give up. That’s what majority of companies do. They just give up and if okay, that client is a $700,000 deal, for me, it’s worth spending an hour a week to make sure that I go after them cuz they’re the bigger fish, right?

They’re harder to get to at times. So depending on who they are, if you quantify what your result is, it’ll help you motivate to do the work it takes to close them to win their business, to plant a seed. So if you got one new best buyer a month, what would that do to your business? To the moon. I love that.

A lot of the time that can just double yourselves. Maybe for you, maybe it’s not one a month, maybe it’s once a quarter, [00:31:00] twice a year. 

So what? What did we cover? How to get nine times more impact from every move you’re already making to generate new clients. With the buyer’s pyramid, we also covered the fastest, least expensive way to double sales the Dream 100. 

I’m done. You are. I went over, I’m so sorry guys, but you seem like you were up for it. Thank you.

Thank you so much. This was, we could have done this probably for the rest of the day. Give it up for Amanda Holmes again. Thank. 

Make sure to get your copy or copies at the ultimate sales machine.com. There’s a lot of special bonuses that you can’t get going to Amazon, so make sure you check it [email protected].

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TRANSCRIPT:

*this transcript was mostly generated by AI, please excuse any mistakes

Amanda: Welcome everybody. Amanda Holmes here, CEO of Chi Home to the Ultimate Sales Machine. Today I wanna share with you, this last year has been one of the most memorable years of my life thus far to date, and I know it’s only the beginning and I thought it important to share the nine biggest lessons I learned this year from more than doubling ourselves.

We’ve had, uh, some record breaking things that have happened and I’ve gained so many great nugget. That I wanted to share them with you, so let’s dive deep into them. 

Here is your daily dose of the Ultimate Sales machine coming to you from the new edition. Visit ultimate sales machine.com to get your copy or multiple copies. Hi, I’m your host, Amanda Holmes, CEO of Chet Homes International. What you’re about to learn has assisted a quarter of a million businesses to generate billions of dollars working faster, better, smarter.

Amanda: Number one, truth is more powerful than any marketing or sales tactic. I saw this with dear dad. I don’t know if you saw this that I put out, but, um, instead of writing my forward for the book, dear Reader, Julie Eason suggested that I write Dear Dad, And I was resistant. I didn’t wanna write that letter.

Uh, then I was resistant to putting it in the book. Then I was resistant to leading my entire marketing of my book with dear Dad. Then I was resistant to creating the, the video with my own family as a montage instead of just a black screen. So I was resistant every step of the way with dear dad because it was the honest truth is the honest truth about.

And my relationship with my father, and yet that was resoundingly, I mean, a game changer for us. It went soft viral. The video did, it got 36 times what our normal videos get. Um, it very often, the most common, um, feedback I got was either that they cried watching it or they’d watched it four or five different times, which to have somebody watch a video more than once or even get through a video.

Is hard in today’s world, right? So that was such a powerful realization for me. Truth is more powerful than any marketing or sales tactic.

Number two, vulnerability is power. So I, as vulnerable as it was, I was terrified.

And yet everybody, the feedback that I’ve gotten is that it was endearing and refreshing because more than ever it is. To be vulnerable. So that was my second biggest lesson from this year. Three. Own your customer data. Now, for the last 15 years, we have had a book on Amazon that is sold through our publisher Penguin.

So I haven’t had access to my own customer data. I send it to, I send everybody to Amazon Penguin captures that information and never gives it to me. So it’s only when someone reads the book, they go to the. Or they come back to my website and they opt in and they say, Hey, I’d like to talk to you. So I have missed out on so much business cuz I didn’t have the control of my own data.

This last time around I told Penguin I want to create my own checkout page and I want, uh, I wanna own my data. And they said, you can’t do it. He said, no, I’d like to presale my. So I need to capture all of that information because if I hit a bestseller, the only way to do that is you know, gaining the traction and increasing your presales and then going out all at once.

So all of those deals add up so you can hit a bestseller list and they went, you can’t do it. It’s not possible. For months they told me this, and it wasn’t until three months before, two months before we, we went live, that I was able to figure out because of the team for sale included Tyler. That, um, it, it wouldn’t have been done without them.

So owning my own customer data allowed me to be able to, I invested a ton in my book launch, and yet I more than broke even before the books had even shipped. Why? Because I owned my customer data. Our average, if we had sent people to buy the book on Amazon, their average checkout cart would’ve been around 17, 18.

Because they came to my page, our average checkout value was $64 60. Nearly three times more than three times as much as if we had sent them to Amazon, and now they’re in my system. Right now you’re getting my regular emails. Now you’re getting the offers that I have. So the lifetime value of that is immense.

Own your customer data. Number three number. Trade shows. What are the most potent forms of, of marketing? I know for some of you, you’re like, of course, but there’s also a whole generation of people that don’t think so much about physical events because they’ve spent so much time online, especially with what we went through with Covid.

Right. Uh, I found that the book tour that I did, uh, it was a complete game changer. One of our biggest ROIs came from, uh, the speaking tour that I did, and specifically, The key to trade shows, I followed exactly what my father said in chapter seven of Ultimate Sales Machine. Number one, you have to get noticed and I was trying to find a way to get noticed in the crowds.

And so I told my team, oh, go find, can you find a backpack that we can design so that when we’re walking around the backpacks will say the ultimate sales machine? And when I was looking at them, I just thought, that’s really not gonna GA grab people’s attention. What can we do to truly grab their a. So I went onto Google and I typed in human billboard and up popped this, it’s called Backpack.

Billboard. It was a backpack with a four foot billboard on my back, and it glowed this thing. I wore it, okay. I know people said you could just hire someone to do that, but why would I do that? It was like Christmas [00:06:00] morning. Every day I wore that because I’d walk through a trade. People would be staring at me from a hundred yards away.

I mean, everybody’s pointing. They’re taking pictures, everyone’s laughing. I am the social buzz that everybody was talking about. The most common compliment I got was people would come up to me and say, you are the most brilliant marketer in this entire event. People are talking about marketing here.

You’re actually doing it, which was really cool. And even in my last event that I went to, uh, I got shut down because I was generating too much of a buzz and too many sales that, uh, it aggravated. This stack. So with that said, getting noticed is critical and then converting leads. So you have to make sure that you’re actually converting leads.

So what I did is I took just one chapter of my book instead of giving up books that would’ve cost me, you know, quite a lot of money for per book, but just one chapter was only 20 pages, so it was much cheaper and I could hand that. You know, would you like to double your sales? Here’s 20 pages on how to do that.

People would lean [00:07:00] into that rather than me pushing a book on them. So that was critical. And then I had a QR code on my billboard to say, okay, to get, uh, to get more information, do this. So people were coming up and whether I was talking to somebody or not, they were doing the QR code to put their name in email in.

So getting noticed, generating that lead right, so that you can get the appointment and get the. Okay. Um, 

five, quality over quantity. This is a huge theme for us because when I created the Dream 100 Bootcamp, that was a critical piece as well. So my father taught about Dream 100 and the more over the years that I have watched and listened to people implementing the Dream 100, the more I found a common trend.

The very often for a business, it’s not about a. People get stuck on this number, that it’s about a hundred. By definition, it’s, there’s always a smaller number of better buyers than there are all buyers. That means marketing and selling to them is [00:08:00] cheaper than marketing and selling to all buyers to get to hit the best seller list.

That helped me double my sales this year and got me 19 keynotes that I’m feverishly trying to actually, um, fulfill on . Uh, all of that was done by focusing. Five. Ah, okay. Five. Okay. Less than 12. Less than 12. Dream relationships. Less than 12. We actually, so, uh, David Asar now called it his Target 20, and I asked him if I could actually car call it the Target 12 and run with that, because it doesn’t always have to be Dream 100.

For me it was a Target 12. What’s the next one? Um, I’m just looking at my notes. Oh, quality over quantity too. So of the book sales that I made, 79.23% of my revenue came from just 3% of the people that bought my book. [00:09:00] 3% would purchase a hundred books, 400 books, a thousand books. That is very fascinating.

Okay. Uh, number six, social proof is. Holy cow, right? We live in a world where we have been trained as consumers to go on Amazon, look at reviews, look at the customers that say, what about the product, and decide to buy. We go on Google, we look at the reviews and the ratings, right? So we are conditioned to do this.

How are we doing that in our business to duplicate what Amazon has already created for the buying experience. . So all through all of my travels, anytime someone would say something that was complimentary of me, my father, the legacy, the book, anything we do, I would say, hold on, hold on, hold on. Can I capture what you’re about to say?

Or can I capture what you just said? Will you repeat it? And I would just bring up a phone and record right then and there. Or if I had a videographer, sometimes I had videographers that would capture [00:10:00] those moments live. Then those became podcasts. They became, um, Uh, YouTube videos. They became blog posts.

They became, uh, social media posts. They became my ads. I had one guy that came up to me and he was like, the ultimate sales machine, changed my life. And we said, stop. Don’t say anything more. Can I film what you’re about to say? And he said, absolutely. And he said, with all his heart and soul that he went from, I didn’t even think I could run a business to now I’m eight figures.

But when he. He was so passionate about it. He actually cri, he got me crying. I don’t know if he cried. I think he just teared up and then I cried, and then we took that video and we made that an ad on Facebook. And I got feedback. It was the guy that came up to me and he said, I saw that video on Facebook.

I had already bought your book twice. I bought it a third time after watching that testimonial of that guy crying, that was just too good, Amanda, right? So how are we repurposing and capturing those testimonials? Just doing it [00:11:00] live right off the cuff, it doesn’t take much. Capturing it in the moment is critical.

Uh, let. We live in a short attention Spann society. Right? Three second, the goldfish rule. Our, our average attention is that of a goldfish today, three seconds. So you should have micro content everywhere. That’s how we’re consuming our information today is in small bite size pieces. So for me, I had a podcast, I started at 30 minutes of podcast.

I went down to 15 minutes of podcast and I ended at Five Minute Podcast. So I was doing daily podcasts for five minutes each. I read a quote, I talk about the quote I finish. We doubled our downloads. Um, we have increased ar organic traffic to books, sold it. Uh, it gave us more quantity to post on a regular basis and frequency on social media.

So we’d have a minute. So we’d take the five minute and we’d chunk it down to a [00:12:00] minute clip that we’d then put on social media. So it’d be rep. That was a game changer. It, you don’t have to say a to a ton, it’s just being hyper-focused on one thing and speaking it resoundingly clear and simplified. Cuz there’s so much information online today that people just want simplification.

They want clarity. That’s what they want to hear and they want an bite size pieces with more frequency. I’m FOMO is a real thing number. So, uh, I sold out our book stock twice before we went live with the book. So the first time, in the first five days, we sold about 80% of the amount of books that we had, and I still had two more months before we went live.

I went back to the publisher and I said, this is how many books we’ve sold. I’m afraid we’re gonna sell out before the end of these two months. Can you increase the amount of books that you’re printing? And they said, whoa, whoa, whoa. Stop selling.[00:13:00] 

They said, not gonna happen. I’m gonna continue to sell books. I think you should just increase your print run. And, uh, they said You have 24 hours to sell out this print run. We don’t, this is the deadline. We have to know now if you need more books printed. So I went out on social media and I said, Hey guys, I need to know in the next 24 hours if you’re going to buy a bulk order.

And we, and we doubled the amount of books that we. In that 24 hours from a group that was on my social media. It’s strange. So on my email database, I have a hundred times what I have on social. So on social, I have 5,000 followers here, 6,000 followers there. Not like a crazy amount, right? But from 5,000, 4,000, 6,000 followers, we were able to.

A ton of units for books. Then I did it again right before we, we went live for the book. I said 48 hours left. I need to know [00:14:00] order books now so we can hit the best level list. And my goal was what everybody told me it would take to hit the best seller list. So I said, we have 900 books left. You know, we have 500 books left.

And we moved more units in that last 48 hours than the prior two months combined. 48. FOMO is a real thing. If you’re not using scarcity in your promotions, absolutely should find a way to use scarcity because people buy in scarcity. 

And then number nine, this is a critical one and it’s probably controversial, but following, how do I say this?

So everybody that puts out a book says it, it’s all about the bestseller list. You have to hit the bestseller list. And there’s lots of programs today where you can. To hit a bestseller list, right? You purchase the books or someone purchases the books for you. And, um, we had decided with our, with my team that we weren’t going to invest in [00:15:00] buying to get to the top of the list.

Uh, like we were going to just do the work. To be hyper focused on who is actually our client and get in front of them, in their face, in their space, in their, sorry, in their face, in their place, in their space, right? Like my father always said in their face and their place, in their space, so that we became omnipresent to them and they would have to purchase or they would have to inquire.

So doing that, I let go of needing to have like people that buy followers, people that buy bestseller, people that buy these. , it’s, it’s a shallow way and you actually don’t get the revenue you need. So I let go of having to get those bestseller lists because I focused on, I wanna own my customer data because I know I can increase my lifetime value.

I became, um, I paid for the whole book launch before the books even shipped. That’s, I mean, usually [00:16:00] you release a book, it takes months before people start reading it. Then they decide to work with you. Maybe over time before they had even gotten the books, we had more than broken even on the investment, so, so what I’m trying to say is don’t let the outside world believe that you have to hit some kind of ego goal.

Let’s just focus on what really matters, which is, you know, revenue, profitability, and. This is, this isn’t coming from a, I need to beat my chest and be the best and have these titles. This is coming from a place of I want to serve when I give great value money forms, when I am in this place of giving and serving.

I mean, we more than doubled sell. And it wasn’t, the focus wasn’t number, number number. Hit it, hit it, hit it. It was value. Serve, uh, results for the clientele. All of this is to say that [00:17:00] I’m just so grateful for all of you that listen to what we do, that read our emails, that watch our videos, that actually take these steps and implement them into your business.

The joy of this job that I get to do is seeing your. It’s about your success. If you don’t succeed, I don’t succeed. My success is determined on your success. So that’s why I try with all my might to be as honest and transparent and, um, uh, giving you the tools that you need to grow. And that is my summary of the nine biggest lessons learned from this last year, that more than double.

I look forward to seeing what we created over the next 12 months. And, uh, if you could write in the comments what was your biggest takeaway from all of [00:18:00] these? Uh, I’d love to know what landed for you the most. It’s great to give, get that feedback so then I can help educate even more. If there was something that you’re interested in and you wanna know more questions, go ahead and ask in the comments and I’ll make sure that, uh, we’ve applied.

I reply my team. So go ahead. Go ahead and comment. What was your biggest lesson from the nine? Let me read them off again. Number one, truth speaks louder than any marketing or sales tactic. Number two, vulnerability is power. Number three, own your customer data. Number four, trade shows are one of the most potent form of marketing you wanna get noticed.

Collect leads, follow up to close the deal. Number five, quality over quantity. Sometimes you don’t need a whole Dream 100. You could just need a Target 12. Number six, social proof is king, right? Amazon has taught [00:19:00] us this to buy based on customers feedback. How are you replicating that in your business?

Number seven, we live in a short attention society, so you should have micro content that speaks to the goldfish. Uh, the goldfish roll three seconds. Number eight, FOMO is real. If you are not creating scarcity, you are missing an opportunity to potentially double yourselves. And number nine, following the ego trip of getting likes, uh, getting name recognition will only get you so far when you, when you lead with value and service.

And focus on the true numbers that matter, like sales and profitability. That’s when the results that truly matter to your business happen. Those are my nine biggest [00:20:00] lessons that helped me more than double sauce. Thank you so much. It’s been such a great pleasure. Give me a comment. What was your biggest takeaway and what was your favorite of the nine?

Make sure to get your copy or copies at the ultimate sales machine.com. There’s a lot of special bonuses that you can’t get going to Amazon, so make sure you check it [email protected].

Continued Learning:  The Stadium Pitch That Generated Millions

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TRANSCRIPT:

*this transcript was mostly generated by AI, please excuse any mistakes

So for those of you that are familiar with the stadium pitch concept, that’s great. Here is another opportunity for you to refine it and make it better and test it in front of a group. For those of you that haven’t heard of it, I’m about to educate you on it now.

Here is your daily dose of the Ultimate Sales machine coming to you from the new edition. Visit ultimate sales machine.com to get your copy or multiple copies. Hi, I’m your host, Amanda Holmes, CEO of Chet Homes International. What you’re about to learn has assisted a quarter of a million businesses to generate billions of dollars working faster, better, smarter.

So imagine that you’re in a stadium. Full of your potential prospects. Now I give you the mic and say, What would be the title of your talk? Hello, my name is Gary and I’m here to talk about blank. Now when you think of this title, you want to give them a title that will keep them engaged in their seats, 

what will keep them from sticking around because.

Right before you get on the mic, I tell them, Hey, if you don’t like this talk that is about to be given, you can get up and you can leave. So what will keep that stadium of your prospects in their seats long enough to hear what you have to say? 

The key components of a stadium pitch, this is critical. You need a head turning title. , right? So we had a client that sold Stairmasters and instead of talking about how great their exercise equipment was, they talked about why humans are going extinct, rather catchy title there.

We want market data, and market data is way more motivational than product data. I’m gonna go in depth on this in a minute, so I’ll just leave that there for. We want content that offers solutions to problems, not product or service centered. When we think of that site Jonathan, we wanna think of what are the problems of the business owners that are showing up to your website, right?

What is keeping them up at night that could eventually tie back to communication in your course, right? So what are the negatives to having poor communication? You feel like you’re not getting the attention of your prospects. Do you feel like every conversation you have around your price doesn’t end in a sale?

You feel like you lose to your wife every time you have a conversation? Do you feel that you’re a victim to the people around you? Because you can, you’re poor communicating to them, all the different pains that might hit them, and then the ability to. Talk to the remaining 97% of the market to make them aware of your project or service.

So frameworks really help. You’ll see some of the people’s answers were the three things, the five things. For some reason people remember odd numbers better than even numbers. The one thing, the three dangerous threats, the. Secrets you didn’t know, right? So how can you take yours and turn it into something that has maybe a framework of numbers?

Then next being really specific with numbers is great. So we saw one that said, would you like to, triple your cells? Over 12 months. That was a great example of very specific numbers. So if you know that you can improve something, is there some way to quantify it? I, someone else said, improving your time by 30%, that was great.

Yeah. 310% increase. I love that. And another thing that I noticed that was different in the que, in the answers that you were giving of your stadium pitches. I challenge you right now. You have a positive. If you have a positive one. What would be the opposite of that? That would be negative Because as much as we want to put out.

Positive things into the world. Sadly, research shows still to this day that people gravitate towards solving a pain faster than they do. Going to pleasure. So I used to give a talk on the three strategies to double sales. Bless you. . Bless you too. I . So the three strategies to double sales and then when I flipped it to the three things holding you back from doubling your sales.

In the next 12 months, we got way more interest in that title than the positive one, which to me, even to this day, I am like, really? Are we really doing the negative? And yet, data just keeps showing me that converts way higher than the positive. So now when you look at your stadium pitch let’s see if we can refine and critique and make it stronger.

All right. Let’s see him in the chat. Let’s see him in the chat. Holly, the three top reasons couples split up and how not to join the crowd. Yes. , I love that. I would even add, if you have any statistics around the failure of marriages, if it’s 30% of marriages are now failing and that’s up by x percent.

in the last three years or in the last decade. So then to say, here are [00:05:00] the top three reasons why they’re failing and what you can do to solve it. Something like that. I love it. , Erica, five mistakes seasoned investors are making that is putting your legacy wealth goals at risk. Yes. I like that too.

And I would be curious, I’m just gonna keep going back to data. Risley was in this. Last group, and he’s a financial planner too, and he had this great stat about generational wealth and how it’s depleting. It depletes by like a rapid rate between different generations. That’s a good one. Also, you could give data on the amount of society that are living paycheck to paycheck.

It’s something crazy, 65% of the general population is living paycheck to paycheck and only X percentage have this amount in their bank account. Make sure that isn’t you. Or if that’s not your target demographic, then maybe that wouldn’t be good. Erica, who do you sell to? Do you sell to people that actually have money or people that don’t have money and you wanna help them get money?

[00:06:00] Accredited investors. So people that have a lot of. . Ah, got it. Great. Yeah, so a great piece of data cuz a majority of accredit investors want to be able to hand it on to the second generation. There are great stats around what percentage of second generations lose the wealth that the first generation created and third generation, it’s like next to nothing.

So that would be a great tag along with what you just put. It’s. . Okay. Jonathan, the only way to avoid taking a bath on the sale of your property when the market has turned, you wanna talk? Explain that to me, Jonathan. I’m a real estate investor and what we do is we are able to 

purchase property on payment. And give people higher prices because of that. Like the three things you didn’t know that could be costing you money or that.

you could be losing money on your home right now. And I would even tie it to, so if this is going straight to [00:07:00] people that you’re trying to get to sell their home that weren’t thinking about it, is that who you’re targeting with this? No. There are people that are trying to sell their home or maybe they’re thinking of it.

Either they’re trying or thinking and they’re unable to sell it and they’re unable. They don’t want to reduce their price ridiculously. And so there is a way to do it with me. Ah.

You can even talk to that, right? The three reasons why majority are why this market isn’t able to sell their homes. And the single most important thing that can help you increase your price. Something around the things that you didn’t know, which is interesting. I like that. How about get your market, get your home sold when the market won’t let you.

That still is very much just talking about what you do though. So we wanna get to more, if your target is just the people that already have it on the market and you wanna take it over and help them keep the price, that’s what you’re saying is who you want your stadium pick. I’m the buyer of the property, so I’m gonna buy their property.

Okay. It’s different than real estate. Like [00:08:00] I used to work in real estate. I’m not an intermediary, I’m the buyer. and are you going to people that aren’t thinking about their homes selling it as well, or only to people that already have it on the market? Any, anyone? I’m going to. People that want to sell it are afraid to sell it.

Are trying to sell it. Have unsuccessfully sold it. Okay. Are facing tax consequences. Okay, so I would go if you’re talking about trying to get the most bang from your buck, I would try to think of what are the emotional problems that are keeping them up at night which could have nothing to do with selling their home.

So the. Three biggest threats, throwing families out of their home that you probably didn’t know about, but one simple solution that can get you more money than you ever dreamed. I’m making it up off the top of my head. You bring up an interesting point though, Amanda, you bring up a really interesting point, which is that in nature real estate, selling of property is a [00:09:00] rollercoaster of highs and lows and fear and hope, and.

Oscillates between the two, so you can’t mark it to one or the other when it’s oscillating, so you have to mark it to the problem. . Great. And what is the problem, which we would really wanna dive into, right? Is it that they are having they’re afraid of inflation? Is it that they’re afraid of that their marriage is distressed?

Is it that they’re not getting paid the same at work, right? Is it that they’re afraid for? Those are the segments. I’m glad you. Yes. So those are the kinds of things we wanna talk about. Instead of stock start starting at, Hey, let’s sell your home. We need to start with right. Here are the five deadly trends that are putting families on the street.

Holy cow. And the one thing that you can do to solve it to get more money out of your dollar, right? Anybody be like, okay I don’t wanna get out on the street. Okay what’s he got to say? So we’re just trying to get more [00:10:00] people’s attention and then lead them through a great educat. 

Okay. Fortune, can you hear? Yes. Okay. Yeah, I can hear my echo now. . All right. The nine mistakes beginning authors making, how to write a book in less than poor hours.

Wow. Okay. Okay. So you are just targeting authors. You wanna make sure that you’re, you don’t ever market to people that aren’t thinking about a book. Huh? That’s not part of your market. No. I That’s yes and no. Like right now, like I was working on today, I was working on websites for service-based business and the goal is to start writing for them afterwards.

But, that’s a whole nother habit I’m just not working on. Okay. Okay. Just curious, just trying to get a little bit clearer. So what are the problems for authors? Authors have a ton of problems, , right? They, yeah. And. . Exactly. And that’s the reason why I say it is the nine mistakes, because there’s ideas about how do I figure out the first, the right topic?

How do, what do I, where do I even start? How do I get over a writer’s block? How do I even put this together? How do I publish it? There’s so [00:11:00] many different pieces that people are looking for and it’s really not that difficult once you know the framework. Cause once you write the first one, it’s oh, that was easy.

right? So I would even tie, so some of the best people I know that talk about writing books, it’s all around the money that you can make on the backend. So the three biggest mistakes that keep authors broke and what you can do following a framework that’s proven to generate. , whatever it is, a legacy, revenue, whatever you focus on, right?

Because the majority of authors are broke, majority of them sell what is it, like 600 copies in their totality, and 80% of books that they start are never finished. It’s, the odds are against you . If you decide, Hey, I’m gonna be an author, it’s, yeah, absolutely. And you break up a good point there, because my focus is on helping to write money making books, and not just I wanna tell my memoir, like I don’t, that’s, I’m not.

For that. So that would be quite a slap across the face [00:12:00] to say the three reasons authors are broke, right? And what you can do to be the difference. Follow this framework, learn about this framework. I’ll share it with you on a 19 minute call in this video, on this v ebook, right? Wherever we’re put in it, but it can be anywhere.

Okay. Anybody else raised it? Her hand was it? Who was it that also? . Yes. Who wants to go? Who was that? I heard them. Sure. I’ll go. It’s Thomas. Yes, go ahead, Thomas. The top three reasons executives end up in emergency room and what to do to avoid this. Woo. Oh, wow. Yeah. I got some data for you. I’ll show it to you in a minute. That was good. 

let’s keep going on because I have plenty more to cover with this.

 We’re just gonna keep refining it. Okay. I’m gonna show you even more.

Make sure to get your copy or copies at the ultimate sales machine.com. There’s a lot of special bonuses that you [00:13:00] can’t get going to Amazon, so make sure you check it [email protected].

Continued Learning:  10X Your Sales With Education

TAKING ACTION:

• Want to know what’s keeping you from doubling your sales in the next 12 months? Take our quick QUIZ to get answers: Howtodoublesales.com
• If you’d like to have a profound breakthrough in your business, schedule your breakthrough call with a LIVE expert here: Chetholmes.com/Breakthrough
• Claim your FREE chapter 4 from the top 10 most recommended marketing and sales books of all time! Visit: Ultimatesalesmachine.com to find out how you Create 9X More Impact from every move you’re already making to win clients!

FOLLOW US ON SOCIAL: Instagram.com/UltimateSalesMachine Facebook.com/UltimateSalesMachine Twitter.com/ChetHolmes Linkedin.com/company/chetholmesinternational/

TRANSCRIPT:

*this transcript was mostly generated by AI, please excuse any mistakes

Amanda: Hello, Amanda Holmes, your CEO of Chet Homes International for your CEO Mastery session today. I am in India. Yeah, with Akshat Bansal of Benzoville. And it is such a dream to be here because I met Akshat, I think it’s about two years now. Yeah, it’s almost two years. Yes. And he had shared with me his adoring love of my father’s book.

Yes. And uh, there’s few. There’s some that read, right? And they go, oh, that makes sense. There’s some that then try to implement a bit, and then there’s some that have so much pigheaded discipline and determination that they make that their Bible. Yeah. And oh, John, I would say is one of those that just lives and breathes.

Yeah. And not only that, then over this last year, he is gone through so many of the boot camps and I wanted to bring him here. We were just eating Yeah. And just celebrating each other that we’re here in person. Yeah. But what he was sharing was so valuable, I think, for every business owner to [00:01:00] hear the, the relief.

Of stress that you’ve been experiencing. Yeah. And it’s as if, because of, you know, the adjustments that you’ve been going through with these different boot camps too Yeah. Has been a part of that process, of course. That it’s less stressful and yet you’re making more money and you now have more opportunity to do.

Projects that just fill your cup and, and, and feed your soul rather than just grinding away, chasing after the dollar. Is that fair 

Akshat: enough to say? Yeah, it’s actually true. I mean, uh, there is less stress. I’m working less hours. I’m doing what I love. I do my gardening, I do my painting, and, uh, life is a place and more than that, I’m not running after the dollars 

Amanda: and yet they’re coming in.

Here is your daily dose of the Ultimate Sales machine coming to you from the new edition. Visit ultimate sales machine.com to get your copy or multiple copies. Hi, I’m your host, Amanda Holmes, CEO of Chat Homes International. What you’re about to learn has [00:02:00] assisted a quarter of a million businesses to generate billions of dollars working faster, better, smarter.

Amanda: Yes. I love it. So, so I wanted to bring him here to share and he said yes. Okay. So we’re at my hotel right now in the, in by the pool. Yeah. So one thing that I thought was really critical, Is this blend of between Dream 100 and then education based marketing. So first you had gone through the Dream 100 bootcamp.

Yeah. Now, can you describe to me, cuz I love this concept of you were saying, you know, we used to, we have 10,000 leads. How do we go after all of these people? Yeah. But then afterwards you realized that you really only need 50 or a hundred. Double your sales. Can you go, can 

Akshat: you explain a that? Yeah. Yeah. So, uh, you know, last year we did the dream hundred bootcamp.

Yeah. And I did that. And before that I was doing Facebook marketing, Instagram marketing. So I made about, uh, you know, I also did your core story. Mm. So I made about 30, 40 landing pages, as I just said, and I made my own [00:03:00] crm. So we had landing pages, which used to, you know, give free bees, like, uh, And people used to download them, and that was made based on the type of the customer, like dealers or architects and so 

Amanda: on.

I’m so sorry. Before we do that, I, I have to say what your business is so people know. I think we reported that in the last shake. Yeah. Yeah. So, So, uh, tell them about Beville so that they know. Cause he’s very progressive in his arena. This is not normal for, 

Akshat: yeah. So, uh, Beville was started by my father in 1979.

Okay. And I’m the second generation who joined in 2002. Okay. And that’s when I started to, I saw a very big void in the market that, you know, high end European brands were there for all the product. You can buy Gucci and Armani shirts and t-shirts and everything, but you can’t buy branded handles, store handles in India.

So I started to fly to Europe, especially Italy, which is the design hub, and I started to tie up with different bands and with leaps and bounds, we are now agents for about 15 plus brands out of Europe. [00:04:00] Wow. And we are distributing them in PanIN, India. Yeah. 

Amanda: Amazing. Yeah. Amazing. Yeah. So, um, and I, and I did mention you in the book, so if you look into the, Yeah, you’ll see his explanation, but we’ll get to that.

Yeah. Okay. So you were doing all of these different marketing techniques Yeah. To try and collect Yeah. Your 

Akshat: clientele. Yeah. So, you know, to give you the soul, I feel that I’m a sort of scientist and my business has been like a laboratory for me because, uh, since childhood I have been, you know, thinking like a scientist.

So I was doing a lot of things, you know, I was doing Facebook marketing, I. And I was doing LinkedIn, so email, WhatsApp. So there was no leg of marketing, which I had left. But then I realized that when I build these landing pages and a lot of leads were coming, so I had a, at a point of time, 10,000 leads, and when I did the dream hundred uh, program and I actually focused on different leads, my team was calling, I realized that, you know, there’s only some buyers, which we have to.

It’s not that we have to work with all the 10,000 [00:05:00] leads. So that’s when, you know, I started to explain my team that you know, you have to work like a filter. Like when you pour tea, you need a filter. So you need to work like a filter and filter really the right customers, which we need. . 

Amanda: So this was a big part of the bootcamp Yeah.

Too, because when we were redefining what it meant to do, dream 100 in today’s world. Yeah. Right. When my father said Dream 115 years ago. Yeah. A hundred. It depends on the size of your organization. Yeah. Can you do a hundred? Because sometimes it’s just 12 that commit the utter difference. We had a client, of course, that one client doubled their sales, right?

Yes. Just it. It’s about simplifying Yes. And making it easier. And what I loved you shared, if you could please share for everyone, because we want to relieve your stress. Yes. We want it to feel more attainable and simpler. Yes. So that every step you’re making, you’re getting. You know, 10 times the results.

Yes. From every leverage point, right? Yes. So, uh, you had said something, which was a key distinction that we [00:06:00] changed about the Dream 100 is mm-hmm. . When I started going after the Dream 100, I thought Fortune 500 companies, that’s what we need, right? Yeah. Because that’s what my dad did, right? He worked with 60, the Fortune 500.

So I have to go after the Fortune 500. But then when I started going after them, I. Ooh. Yeah. Yeah. It’s hard to sell into procurement. Yeah. It’s, you know, there’s a lot of people to actually get results for Fortune 500 is difficult because it’s moving a Titanic. Yeah, yeah, yeah, yeah. There’s so many moving parts.

It’s not easy. Yeah, it’s not easy. So I found the actual checklist of Dream 100, which is in the new edition of the book and was in the bootcamp. Yeah. That there’s key pieces that you want to make sure that they actually get the result. You wanna make sure that you actually are in alignment with them and you have fun.

So can you share? Yeah. When you had shared earlier about that. So basically, 

Akshat: you know, what we found is that every customer is not our customer. So we need to find the dream customer, but the ideology is, Who has the big money to pay us? Yeah. What I found is that a lot of times, uh, you know, my team used to go to a lot of big customers, but they were not aligned with our value system.

[00:07:00] So when they were not aligned with our value system, they may be paying us a lot of money, but they were treating my, you know, team like ache. So we, we realized that this is not the right customer or right definition for us, for the dream customer because it’s draining the energy. Yes, it’s draining the energy and it’s giving stress to my team and stress to myself.

So in a way, if you see, they’re pulling us back. So we realize that, uh, for us, the dream customer means, of course he need to be a big customer, but more than that, he should be aligned with our value. Because if they’re not matched with our value system or the energies, it’s not going to 

Amanda: work. So what are some of those things that you have as a 

Akshat: checklist for them?

So I have a checklist. You know, kind of when we, uh, go to meet a customer, we see, you know, whether their values meet with us or not. For example, we check whether they are, you know, How do they treat their, you know, staff in their office? Because that’s the first point. How they treat humans like humans.

That is very important. And then how they treat my team, whether they are, you know, humble or they are like, you know, treating them, oh, another salesman has come and blah, blah, [00:08:00] blah. So it’s, it’s all about, you know, how the humans are treating humans. So that was the first game changer, which we realized that the dream customer for us has to be one which matches with.

If a customer is not paying us on time, that means he’s not aligned with our value, because at the end, we want to pay our suppliers and our vendors before time or on time because they serve us. So that’s, that’s, these are some of the nitty gritties and similar things we made as a checklist where we match and, you know, uh, see whether this guy or this company matches with our value system.

And then we take him to the next level. And once we find that he matches with our value, We, we serve them like anything. That’s what we do. 

Amanda: Wow. I love it. So then also a thing that I loved about Akha was you. There’s the saying, when you market to everyone, you market to no one. Yes. And the first time that, so he’s, you’ve been through the boot camps a couple times now.

Yeah. Yeah. Which I love about him. Right? He’s got that pigheaded discipline and determination. He’s gonna continue repetition as the mother of all skill. Yes. Right? Yes, yes. [00:09:00] So, um, the first time you went through the core story bootcamp, you had identified that architects Yes. Were going to be great because can you share.

With them so they understand the difference between your average client versus what an architect 

Akshat: brings. Yeah, so basically we are into door handles and luxury, uh, you know, products. So we realize that architects are like influencers for our market. Okay? So if there is a customer who is making a luxury house, he will hire an architect, and architect will work like a doctor, like I’m selling a medicine for example.

So if an architect prescribes my products Mm, the luxury owner will immediately buy my products. Mm. So we realized that instead of focusing on too many types of customers before, because before we were, you know, focusing on dealers, we were focusing on architects. We were actually selling to everyone.

Okay. So if somebody would have come to me and asked me, who is your target audience? I would’ve said In everyone, everyone, everyone, everyone. Everyone. Yes. . So that’s what we realized, that, you know, when I did the core story and the ream hundred, I focused on architects. Yeah. And [00:10:00] then when I did the second time, I focused on dealers.

So we really, you know, understood this very fact that it is very important to have clarity on whom you want to go after, and you should not go after for too many because, you know, it gives, it takes a lot of time to build relationships. And I, what I have realized is that it’s all about relationships.

Once we build strong relationships, and that can happen. Only you when you have space, and space can happen only when you have few. If you try to get too many customers, I don’t think you can really 

Amanda: serve them well. Even with that said, you’ve hired, right? How many more you’ve hired 

Akshat: another five? Yeah. We have just hired five sales, new, new sales people who are traveling all over.

So it’s not 

Amanda: that he’s doing this 

Akshat: either, right. It’s all on autopilot. I’m just training them and they are doing it. In fact, now we have just built a software also on your dream hundred platform, so now all the leads will come and my, my team will go through certain questio. And checks. Once they check that, whether this is a dream hundred customer, yeah.

They will also, uh, you [00:11:00] know, mark them as dream hundred and there is a 365 days activity, which we have plotted inside the software, which I learned from your program. And all these activities will be taken care of, like sending some gifts, sending some direct mailer. With small letters, direct mails and stuff like that.

And it’s, it’s, it’s been great, you know, because now we are using it actually, and we are sending it to a lot of customers. And now Amanda is getting 

Amanda: something, , he just brought me this book, this gift, which is something that you give to your dream clients, right? 

Akshat: Yeah, yeah, yeah. This is the front side. Yes.

So we are now sending about thousand of these to our architects, uh, to influence them. So this is a leather diary and this is a leather, uh, you know, It’s, it’s beautiful and it is 

Amanda: leather calendar. 

Akshat: Yeah. So when we, when we send this to architect, it’s about, you know, making them remember benzoyl as, as their quality, high quality partner.

So the idea is whenever they need handles for their projects, they should remember benzoyl. That’s, that’s what we are focusing [00:12:00] on. And amazing. Trust me, it’s giving us very good results. We have a series of these. So we have like every month we send something out to the customers. Wow. To only to the dream customers, which align with our value.

We don’t send it to all. So this way we have, you know, saved a lot of cost. Also, we couldn’t have done such expensive gifts if we were sending it to too many 

Amanda: customers. Right. So you had to get very specific about Specific Yes. Who it was. Yeah. And you also, I love how you changed your value ladder. I think that’s an important thing.

Can you share that 

Akshat: too, because this was important. Yeah. So initially, you know, when we were giving the dealership to our dealers Yeah. We were asking them to invest, uh, you know, almost like 50,000 US dollars. Okay. Uh, for samples. Okay. Which was quite a lot. So I now have made a value ladder. So now we have, uh, you know, a sample.

Which is like the first step of the ladder. Yep. So that sample cost, usually with the retail price costs about $2,000. Okay. And now we are offering it at $400, which is a nightmare. And now we are trying to, you know, kind of get a lot of people in our [00:13:00] business which are working for us. And uh, in this way we are trying to filter and get the right buyer, and then we are creating an ascension.

Yeah. Where we have next step, which is more or less $10,000 and then we go it to $50,000. So this has working, this is working for us like magic because, you know, just imagine a person comes, he doesn’t knows us. Yeah. And we tell them, invest $50,000. It’s, it’s crazy. Yeah. And we realize that when we give it, uh, something like $400, he tastes our product, he tastes our services, he understands 

Amanda: it, and it’s a great deal unlike anybody else.

But why? Affordable, impossible. Because you’ve identified and gotten so hyper-focused on who that is. Yes. Because you just told me you’ll double sales next year just in 50, under a hundred people, whereas before you worked anybody, everybody please bring me business, in fact, and it’s less stress. Yes. It’s less.

He’s doing less work. I’m not working. 

Akshat: Yes. I’m not doing work, actually. I’m doing gardening and painting. Really. I love doing that. And in fact, [00:14:00] recently 

Amanda: are your spiritual pursuits and you’re giving 

Akshat: backs. Yes. Because last. Uh, there was a big shift. I deleted my Facebook and Instagram account and trust me, it was awesome because there was a lot of stress and foolish things I was doing, you know?

Uh, I felt that Facebook is more about, you know, getting likes. Yeah. And getting into the seeking of appreciation. And we were like, you know, how many likes? How many likes? And where I dig deeper, I realize I never got much business from Facebook. It was really useless for me. I’m not saying that it would be useless for.

So the moment I deleted it, what I’m trying to say is it created a lot of space. And when I get that space, I can think and when I can think I can do just few activities, I don’t really need to do everything. Yes. That’s 

Amanda: really the powerful thing. This is critical. So then let’s tie it into the core story, right?

So he’s identified exactly who he needs to target and it became architects and dealers. Dealers, yes. And then what is the message? . [00:15:00] Yes. So can you share a bit about that? Because I think it’s fascinating, right? Door handles, but then how do you get in 

Akshat: the door? Yeah, so basically what we did is, uh, after I did Core Story, we created some eBooks.

Yeah. Which are creating values for them. So for example, we are not talking about products every time. Mm-hmm. , we are now creating some collates or marketing materials, which are talking about, you know, we found the pain points of the architects through the research and we found that a lot of architectural firms are struggling in.

So we created some marketing, uh, you know, uh, content for them where we are trying to help them in marketing. So the moment we help them in marketing, we create an expert positioning in their mind. And once we, they see us as an expert, it’s a nightmare because whenever we talk to them, they, they look us not as a vendor, they look us as a expert.

And this has been a really big game changer. And same we are doing for dealers. We are creating, uh, you know, we are helping now. Earlier when we used to go to dealers, we were talking only [00:16:00] about buying handles. Now we are talking about how we can help them to increase their sales, how we can help them to increase the football in.

And this has changed the way they look at us act because now we are not giving them the sample kit. Only we are giving them trainings. It’s 

Amanda: not about price. Yes. It’s not about price. It’s about the value. And you’re setting yourself, I mean between the gifts, right? The offer at the front. Yeah, the education.

And then share with them too about your email series 

Akshat: that you’ve Yeah. So, uh, once we get the leads in, we have made hyper-focused emails. So we, in a one year we have 52. So we have 52 emails, hyper-focused, follow up, sequential emails for architects, and then we have 52 separate ones per dealers, which. You know, was I went crazy to create them.

Trust me. And these are made after a lot of research, which we didn’t. Close story. You learned how 

Amanda: to find the research and I know you worked really hard at that. Yeah, we, we did talk. He’s very specific. , [00:17:00] he will ask more questions than anybody else cuz he’s like, Amanda, I don’t really understand this exact thing.

I’m like, oh, it’s cuz I, I would turn it up. Yeah. . But it, but it’s wonderful. It’s like you have truly gone through such a transformation. Yeah. 

Akshat: Yeah. Mm. It was amazing. I’m, I’m so thankful to you and to chat and it has been a transformative journey. Yeah. 

Amanda: So, and I love how you were saying just each email too just has like one piece of market data.

Akshat: Yeah. So what we did is we realized that there are a lot of pain points in from market data. We, we, which architect space, like for example, architects are not able to find the right vendors. Architects are not able to find the right suppliers of building materials, which can supply high quality.

Architects don’t have. So in each email we used one piece of that content and we built the story around it. So all my emails are more about storytelling rather than, you know, about content or selling. So the moment we, you know, tell a story, it hits their [00:18:00] brain and suddenly we then tell that if, you know, want to know more about that.

please book a one-to-one with Akha bun. And suddenly I, I, you know, I can feel the difference in the market because now we are treated as experts. People come to us and they ask us which hardware to be installed. Where initially it was more about price, but now it’s not about price. It’s more about value.

Yes. Really . 

Amanda: Thank you . That’s so good. Any another thing that I wanna touch on before we. This has been so wonderful. Yeah. I also love, so in the Dream 100 bootcamp, so much of the Dream 100 is having the pigheaded discipline and determination to continue Yeah. When you feel like you can’t get through or you haven’t gotten to them yet.

Um, and so the first day we did a whole exercise around goal setting and what would a dream life look like? Yeah. And that’s when you made a shift of what you actually. To do with your time. Can you share that one [00:19:00] too? Because Yeah, 

Akshat: actually, uh, I realized that, you know, when we did this intention setting, you know, I was, uh, I was not made to run after the dollar, and I realized that, uh, my life has to be designed by myself.

Nobody else can design it. So I saw in the market that, you know, everybody wants money for sure in this dimension to live, but I realized that my calling is something else, and I’m trying to fulfill that now because I have space now. I have time. So I am doing gardening every day. One hour in my garden. I do paintings, I do some trainings for fun.

I train people and I’m enjoying every bit of it. I train my sales team, so every time I hire five new sales people now and I, uh, you know, book a room. And I do my own trainings every day, and I make them like a solid salespeople, and then they go in the market for me, and then they give me the feedback. So it’s an ongoing workshop, which we do every week, and it has been a great game changer because once you create, uh, once I created the space, I had the time to do what I want to do.

And that’s [00:20:00] what is magical. It’s not about, you know, Uh, $1 billion or $1 million every day or every month or every year. It’s more about what you love doing. I feel that is more important what I feel for me, and I’m really blessed and I’m, I feel I have a guru and he’s blessing me and I’m doing everything what I want to do.

And here you are in India, , 

Amanda: and here we are filming this. Yes. No, it’s, it’s been such a lovely transformation and it doesn’t come without, um, perseverance, right. Aha. When he first was like, I’m going to train architects on how to market on LinkedIn. Yes. He was like, okay, aha. Go do it. And he went. Wait, Amanda, I am actually terrified of this.

Yes, yes. I don’t think I can do this. How can I talk about LinkedIn and then tie it back to door handles? Yeah, like we had quite a few back and forth. Quite a few Back and forth. Forth. Yeah. I remember, yeah, week after week you were still like, no, this really doesn’t make sense, Amanda. How does this work?

But here you are. Yeah. And it worked [00:21:00] so. You do come up against the roadblocks. Yes. And that’s okay. It’s just, it’s so great to have your knowing what your end goal is or where you want to be or what fills your cup. Everyone’s cup fills differently. Yes, right. Exactly. Exactly. So knowing what that is, and then the Dream 100 is a vehicle to get to that cup much faster.

Yeah. Right? Yeah. If you wanna live in a different country half of the year. Yeah. Then so for me, I would love to spend more time in India. Yeah. One, so I’ve gone through the same transformation as you have, cuz I can’t just teach the the boot camps, I have to live them. Right? Yeah. So I identified the reason why, one of the reasons why I’m here is I had identified one of.

Five clients. I wanted multi-well they’re a big, uh, company here. They have 16 India thousand employees. Yeah. And, uh, because I wanted to spend more time in India. Yeah. So I went after them for six years. Wow. And I just spoke at their headquarters. I was sharing with you. Yeah. Wow. That’s beautiful. Yeah. And it was amazing.

And, um, [00:22:00] But it was clear because what do I want for my life? I wanna be able to come to India on, on a regular basis. I would. So I’m looking, how can I get more clients 

Akshat: here in India? We will make sure that you come to India quite 

Amanda: often. Day . Good, good. Right? So you get to decide what you would like from your life, and you are that architect.

Um, Akha, thank you for being such an inspiration. My 

Akshat: pleasure. My pleasure, Amanda. It’s, it’s, it’s an honor. Really powerful. Thank you so much. Really powerful. Thank you so much. Thank you so much. Thank you. 

Amanda: And read about him in the new edition of the Ultimate Sales Machine. Until next time, . 

Akshat: Thank you.

Make sure to get your copy or copies at the ultimate sales machine.com. There’s a lot of special bonuses that you can’t get going to Amazon, so make sure you check it [email protected].

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TRANSCRIPT:

*this transcript was mostly generated by AI, please excuse any mistakes

Chet: Let me give you a real good exercise that drives us all home. It’s what I call the stadium pitch. Let’s imagine that you had this outrageous opportunity that I could put all of your prospects into a stadium all at once, and you have one opportunity to walk out there and sell ’em all at once. Who here is ready for that pitch right now?

Here is your daily dose of the Ultimate Sales machine coming to you from the new edition. Visit ultimate sales machine.com to get your copy or multiple copies. Hi, I’m your host, Amanda Holmes, CEO of Chet Homes International. What you’re about to learn has assisted a quarter of a million businesses to generate billions of dollars working faster, better, smarter.

Who here is ready for that pitch right now?

Could walk out the door right now into the stadium, and these are all your customers. You can get up here on stage right now and do a masterful job and completely sell the entire room? We got a couple of you. Uh, there’s always a couple of you. Um, but all of you should be ready for that. But let me make it even harder, right?

What would you want to accomplish? What would be your strategic objectives? So most cases people would say, well, what would be your strategic objective? You walk out there, well, I wanna sell ’em all. And I’d say, well, is that all? Well, yeah. Yeah. Well, what else is there? There’s a lot else. So I’m gonna show you like 15 other things you might wanna do in that stadium pitch.

But first, let’s define the. So the top line, this represents at the very top, those who are buying. Now that says down here, the audience for any product or service. So all of you right now, this defines your audience right now. There are people buying right now, you know? And let’s say you sell cars. Right now there’s a two, 3% of any particular product or service.

There’s two or 3% who are buying, right? This. They’re already, they’re right. Whether you get into them or not, they’re buying. Okay. Then there’s about twice as many or three times as many or four times as many, depending upon the market who are open to it, who know they’re gonna be buying. The leasing in a car is coming up.

They’re open to it. They, you know, it would be okay. It’d be an easy decision for them and for any product or service in the room. This is the case. Then there’s those who are not thinking about it. That doesn’t mean they’re against it, because that’s a separate crowd. They’re next. They’re not in. , but above them.

And usually the biggest part of the pyramid is those who are not thinking about it, just hasn’t occurred to them. Does everybody understand this? To find your audience? Pretty much. And then you have those that are definitely not buying ever. So they think they know they don’t want to buy. But a great stadium pitch will appeal to the entire pyramid, and it will drive buyers up.

It will take the people who are in the, you know, Not thinking about a category and move them into the open to a category. It’ll take all the open category guys and move them into buying now. And I’ll take the buying now and you’ll sell ’em. So here’s the real challenge, and this is where you really, now let’s make it real challenging, right?

Right. Before you walk out, I tell your audience, okay, you had to come, but you don’t have to stay. So if this person doesn’t rivet your attention from the first 30 seconds, you can get up and. now that means that if your audience is composed of people who are definitely not interested and you start talking about your product right away, like um, carpet cleaning, you know, you definitely don’t think you need carpet cleaning.

And you come out there and, uh, you start talking about carpet cleaning right off the bat, your products or services, right off the bat, you’re gonna have a huge portion of that audience walk. Just get up and walk out. So again, I, I’d love to ask the people who thought they could come up and do the stadium pitch, if this were the rule that basically these people have been told, if you don’t rive their attention immediately, they can get up and walk out.

Now you’re still ready to do the stadium pitch. Who’s ready? Okay. Give me your opening line. I’m the financial advisor. Okay. So you walk. Good. So all of you guys are his potential stadium, right? Come on, give us your opening. Whether you know it or not, whether you like it or not, you’re engaged in a game of financial chess against the financial institutions and the government, but you don’t have a chess board, so how do you know how you’re doing?

Right? Hey, excellent. Thank you. That’s a great stadium pitch. Why is that a great stadium pitch? Cause it, it starts off with something of interest to you, not of something to interest to. Citizen doesn’t walk out and say, I’m a financial planner and I’m here to teach you about financial planning. Cuz that’s his pyramid is there, he’s got people who think they don’t need that and he just opened up with something that makes us all go, huh.

So lemme give you a lot of other examples. So, true story, I go out, I’m about to buy the a hundred thousand dollars Mercedes, and after three phone calls to the dealer dealership, I had seen it and I was ready to buy. Sales guy did not return my phone call. Well, just being who I am, you know, I can’t buy from somebody who, who like has that kind of follow up.

And the neighbor of mine says, why don’t you go check out the. I’m like, I’m not really Cadillac, you know? So I go down there and the sales guy’s like a rocket ship, fantastic sales guide. He opens the, the, uh, hood of the car and he says, you see those platinum spark plugs? Well, they cost us plenty, but they won’t cost you with dime cause this car don’t need to be tuned up for a hundred thousand miles.

I go, really? He goes, you know how much it cost to tune up a. . Yeah, I do actually. You know, he reset my buying criteria. He took my current. So if you agree with the criteria, I call it the funnel effect, you should set up a criteria that says, he says, well, you don’t have the chess board. You know, and I bet if we let him go, you’d probably set it up pretty good where you’d be going.

Yeah, that’s true. Oh, that’s true. That’s true, that’s true. So if you agree with the criteria at the bottom of the funnel, you’re gonna draw a logical conclusion. So what market data, how can you set it up? Where basically you’re setting up the buying criteria for your buyer? You. . So every one of you should have a stadium pitch that goes the five most dangerous trends in your industry, or the five things that every person you know, should know about shoes or vitamins or, and all of that is a righteous setup for what your product of service does.

That’s not my idea, by the way I just named it. It’s what every top producer. They set up the buying criteria before they try and make the sale, and it’s so powerful that you cannot compete with them. You better hope one of my clients never has to compete with you cuz they will slaughter you if you’re not setting up buying criteria.

If you’re not an expert on your marketplace, you’d be an expert on your product and someone comes in, an expert on your marketplace who’s gonna have the credibility. You could talk about your products, but do you know that there’s five trends right now that are occurring in the industry? They’re gonna totally make your product useless

or so your competitor would show them if they listened to what I’m saying.

Make sure to get your copy or copies at the ultimate sales machine.com. There’s a lot of special bonuses that you can’t get going to Amazon, so make sure you check it [email protected].