The Story of the Dream 100

The Story of the Dream 100

Chet & Charlie

Grasp the power of this concept:

Compared to all potential buyers, there is always a much smaller number of ideal buyers. 

So ideal buyers are cheaper to market to and yet bring much greater rewards.

Can you really double sales in 12 months?

Let’s say it took just a little longer, would you complain?

What if it was only 80%?

Would you be upset?

The Dream 100 is the fastest, least expensive method for doubling sales. This one strategy has doubled the sales of more companies than any other.

The idea was pioneered by Chet Holmes, author of The Ultimate Sales Machine, which is voted one of the top 10 most recommended sales and marketing books of all time.

The Dream 100 was invented when Chet worked for billionaire Charlie Munger, one of the most celebrated investors today. Charlie trusted Chet to take his small newspaper at the time and put it on the map. They went from 19th in the industry to number one over night. This is how he did it.

Chet was given a database of 2200 advertisers. His job was to make hundreds of cold calls every single day and try to win their business. With some analysis he found that 95% of the market was purchased by only 167 companies.

That’s just 8% of the target market buying 95% of the advertising.

You’ve probably heard this concept referred to as  the 80/20 principle, or Pareto’s Principle. While the actual percentages vary considerably depending on the industry, the principle is the simple:

A very small number of inputs are responsible for the vast majority of outputs. 

Chet sent 167 of the “best buyers” lumpy mail every two weeks and followed by a call twice a month. Since these were already the biggest buyers, the first four months of intensive marketing and selling brought no actual reward.

In the fifth month, Chet Holmes closed his first deal. Xerox. It was the biggest deal that industry had ever seen, a 15 page full color spread. For the next five months he closed 28 more of his Dream 100 and history was born.  

Within only 12 to 15 months of implementing his unique methodologies, Chet managed to double the sales volume of nine divisions he was running for Munger. Continuing this Dream 100 strategy in several divisions had again doubled the sales for many years consecutively. Here’s Chet himself explaining the conversation he had with Charlie Munger after having this unprecedented success. 

Charlie Munger is now a billionaire businessman, pragmatic investor, and philanthropist who has given millions to different universities. According to Forbes, he has an estimated net worth of $1.9 Billion. Charlie Munger is perhaps best known as the co-chair of one of the world’s greatest compound interest machines: Berkshire Hathaway, Inc. He is considered the right-hand man of billionaire Warren Buffett, an investing legend and the chairman and CEO of Berkshire Hathaway.

As of January this year, Berkshire Hathaway has grown to be the eighth largest public company by revenue in the world due to its long, impressive history of operating success and strategic investments.

A NEW and improved Dream 100 course is coming soon! Enter your email to be the first notified and invited to the exclusive pre-launch at an Early bird special discount!

After Chet’s big break working for Charlie, he had an impressive track record in the Fortune 500 – he worked with over 60 of them breaking sales records everywhere he went. He designed more than 500 advertising campaigns and hundreds of sales systems in hundreds of different industries and earned fees that exceeded $1 million from a single client.

Interestingly, as a karate master (Chet studied and taught karate for 23 years), Chet used to say:

“Becoming a master is not about doing 4000 different things, it’s about doing 12 things, 4000 times each.” 

So… Who are your Dream 100?

If you sell B2C chances are your best buyers live in the best neighborhoods. IF you are  a dentist, accountant, chiropractor, real estate broker, financial advisor, restaurant or even a multi-level marketer… 

Consistently go after the folks who live in the best neighborhoods.

They are the wealthiest buyers who have the money and the greatest sphere of influence. If you send them an offer every single month without fail, within a year, you’ll have a great reputation among the very wealthy.

If you sell B2B it’s usually fairly clear that your best buyers are the biggest companies.

So what are you doing, one hour a week, no matter what, to let these companies know who you are?

There’s no one you can’t get to as long as you consistently market to them, especially after they say they’re not interested.

People will not only begin to respect your perseverance, they will actually begin to feel obligated. This doesn’t happen right away, but even the most hard-bitten and cynical executive or prospect begins to respect you when you just will not give up. 

Who are your DREAM prospects? And how committed are you to getting them as clients?

A NEW and improved Dream 100 course is coming soon! Enter your email to be the first notified and invited to the exclusive pre-launch at an Early bird special discount!

The Art of Attracting New Buyers

The Art of Attracting New Buyers

Over the decades that I knew Chet Holmes, he taught me quite a bit. A good deal of what was imparted wasabout becoming an ultimate strategist. As Chet always said, “the strategist will slaughter the tactician every time.”

Strategic planning is working smarter.

 Tactics -are ads, sales calls, brochures, direct mail, linkedin messages, etc

 Strategy -is the long range goal, the overall impact you make to your prospects and clients.

Questions companies should have answers to (but most don’t):

  • What is the ultimate accomplishment, or ultimate position you want in the mind of your clients?
  • How do your tactical efforts support and help you accomplish that position?

A great exercise to prove this point is something Chet called the Stadium Pitch. Imagine you could present in a massive stadium to every potential client you have. Today this could be the title of your Facebook Live to all your followers, it could be the name of a Clubhouse room, the title of a webinar. What would it be?

  • What would you want to accomplish?
  • What would be your strategic objective?
  • A great stadium pitch will drive buyers up the pyramid.


Behold  “The Buyers Pyramid” one of the biggest eye-openers in this is the miniscule percentage of people, at any given time, who are actively in the market to buy a product or service like yours.

Whether you saw or heard Chet speak, or read the top-selling book, “The Ultimate Sales Machine” I wonder if you remember the answer (or fully appreciate its significance). This is important as it has huge implications regarding your potential for greater success.

The Chet Holmes® Method breaks down the entire audience of buyers in any market into 5 key categories:

  1. Percent who are interested in buying “right now”
  2. Percent who are “open to consider such a purchase”
  3. The amount who are NOT thinking about it at this time
  4. Those who don’t “believe” they are interested (based on the info they have at hand)
  5. Those who are definitely NOT interested

 You see, Chet polled audiences by the thousands during his live events. He asked for a show of hands if people where “in the market” for such things as tires, cars, home remodeling, carpeting, technology, etc. What he found was, across the boards, only 3% of any market is in the “buying mode” now. 

 *Download chapter 4 of “The Ultimate Sales Machine” now on ‘Becoming a Brilliant Strategist‘ to learn more on this. 

 So, how and why is that relevant to you?

 Well, if you read the news on a Friday you will see may ads for automobile tire suppliers. They are directed at that 3% (but they do nothing to move those other potential buyers closer to choosing them when the time is right…which could be very soon). You never know when someone’s Maximum Motivation Date to buy may occur.

 The goal here is to move any outliers into a place of choosing your solution sooner and to be sure that whenever the time comes, they think of your company first. To do this your message has to be powerful and it has to be education-based to resonate.

 The lesson here is to teach your “prospects” what they need to know to make a smart buying decision and position your solution as the “obvious choice”. Wouldn’t you like to be considered the number one authority in your market? You need an education that proves this.

 One of the key ways to do this is to offer “insights” and “education” to help people make a better buying decision when the time comes (and to move them through the sales funnel rapidly).

 Let’s keep with tires as an example, mostly because it’s easy to see how a small shift has huge benefits.

 The typical tire ad has the company name at the top and some sort of “SALE” predominantly placed. They are often ineffectively competing on price for their share of that 3% of people who are buying now.

 Consider, instead, having the ad began with the headline:

Warning: Do Not Even Consider Buying New Tires Before Reading Our Free Report

 “What You Don’t Know About Buying Tires Can Cost You Money and Threaten the Safety of Your Family”.

 Many more people would be compelled to read your ad. If you then present “public service announcement-like” information you will stand out from the crowd in a huge way.

 Also, that report would include information that gets people to consider getting new tires even before they believe they need to (because you’ve educated them to the fact that even when not fully worn, their tires may no longer be safe or may be costing them fuel efficiency).

 You can move those people from ‘not buying right now’, or ‘not even thinking about it’, to becoming your client/customer more surely and more imminently. You just need to actively and skillfully create your Ultimate Sales Machine through a formalized tried and true system.

 To talk to someone about creating your own educational approach you can schedule a no-obligation consultation here.

Time Management Secrets of Billionaires

Time Management Secrets of Billionaires

Are you inundated by constant notifications and interruptions? You could be hurting your bottom line.

According to a University of California Irvine study, it takes nearly 25 minutes to refocus on the task at hand after your concentration has been broken; for modern business owners, high distraction levels could be costly.

Entrepreneur interviewed me to get the six simple steps to maximize productivity by 500% and it only takes 5 minutes a day. I reveal the time management secrets from our late founder, Chet Holmes, in his book The Ultimate Sales Machine.

Originally, Chet learned these strategies while working for Berkshire Hathaway Vice-President Charlie Munger (Warren Buffet’s business partner). He noticed Charlie’s time was maximized in every way and once he adopted the practices of his billionaire boss, he found the secret to mastering time effectively. Chet always used to say that majority of businesses are terrible at time management, and if he could see how we waste it with our phones today, he’d be utterly shocked.


Six proactive steps to time management can transform your day. They take five minutes to do and can double the amount of results you get daily. The problem is not whether or not these steps will work because they absolutely will. The problem is whether or not you will fully commit to doing them, repeatedly. Download the Time Management worksheet to follow along with the article RIGHT NOW! The key to time management is committing to the following six steps:

 Step One: Touch it once 

How often do you pick up something on your desk and say, “I have to take care of this, but I can’t deal with it right now”?

If you do that a few times per day with a few different documents/projects/tasks, by the end of the year, you will have spent an entire month touching and rereading information without taking action. So, if you touch it, move it to the next step. If you want to see how often you waste time, each time you pick up something, put a red dot on it. After you have three red dots on a piece of paper, you begin to feel pressure to do something and move on. If you touch it, take care of it.


Step Two: Make lists, but stick to the six most important things 

When we conduct this time management seminar, we ask how many people in the audience make lists. Practically everyone does. People often have lists with 25 to as many as 40 items on them. They are proud that their lists are so long and that they are so busy.

Further investigation quickly shows them that long lists are the perfect way to be busy, but not productive. When you have a long list, your energy is focused more on trimming the list than it is on being productive. Each day, pick the six items that will produce the highest level of results, put them on your list, and finish all six things by day’s end.

Step Three: Plan how long you will spend on each item 

You’ve started your day by making a list of the six most important things. That took two or three minutes. Now, take another minute to plan how long each item will take or how long you will dedicate to the items that are ongoing.

When we conduct this workshop, the people with long lists usually find that they can have an incredibly productive day with only six hours spent on their six key items. Most people who use these steps find they get more important work done in less time because their time is focused on the most productive tasks.

Step Four: Plan when 

Now that you know how much time to dedicate to each task, you need to plan when you will do them. In addition, you must build in time for the reactive mode.

For example, if you are a sales manager interrupted by frequent “got a minute” meetings, plan a fixed time when you will accept those types of meetings. Otherwise, unless it is an emergency, do not allow people to come to your desk and ask if you’ve got a minute!

Think of any top executive you know. Can you simply call them up, or do you have to schedule time with them? Many top executives plan their day down to the minute. Everything is done according to a schedule, including time for “got a minute” meetings. Scheduling time is the key to time management.

Step Five: Ask the results 

Few people are highly productive. People like to have items on a list, so they can cross off the items. But that’s not enough.

The things that produce the best results are generally the most difficult. Thus, they get left off of the list or are scheduled at the end of the day, causing them to get bumped to the next day…and the next…and the next.

Schedule important tasks at the beginning of your day. Cold calling or trying to get appointments with key prospects or clients are the things that produce the best results. However, they often get pushed off by average salespeople. After you make your list, ask yourself if the items on it are the ones that will produce the most results.


  • 8:00 – 8:30 am Plan day; have quick look at staff’s planned day.
  • 8:30 – 9:30 am Work on a strategy to overcome our new, most frequently heard objection.
  • 9:30 – 10:00 am Create a standard promotional piece or standard letter that addresses the problem.
  • 10:00 – 12:00 pm On sales call with Bill
  • 12:00 – 1:30 pm Lunch with an important client, Smith
  • 1:30 – 2:00 pm Miscellaneous
  • 2:00 – 3:00 pm Got-A-Minute meetings
  • 3:00 – 4:00 pm Review “Six Musts of Marketing” for the month
  • 4:00 – 5:00 pm Work on improving systems
  • 5:00 – 6:00 pm Meet with Boss

Question: How much of this day is proactive?

Answer: All but 90 minutes


Get your copy of the Time Management Secrets of Billionaires Worksheet now

Step Six: Will it hurt me to throw this away? 

Of all filed information, 80% is never referred to again. After hearing this time management idea, I began to throw away four out of five of the items I used to keep. It’s been 10 years, and I cannot think of a single time where it has hurt me.

Making The Training Stick

Human behavior can only truly be affected in two ways: Repetition and direct involvement. You can agree intellectually that these six steps will cause a productivity increase, but until you practice them (direct involvement) and continue to use them (repetition), your behavior will not change.

The common wisdom is that it takes 21 days to form a new habit. My experience is that it takes years. But for now, if you can stick to this program for just 21 days, you will be forever reminded of its power, and you will be more likely to use these important steps.

To hear the full interview, it only takes 40 minutes to press play below. It could be the best 40 minutes you spend this year if adopted with PIG HEADED DISCIPLINE AND DETERMINATION.


We’re here to help you grow faster, better, smarter! We have shared the Time Management Secrets of Billionaires Worksheet for your own implementation here.

If you really want to have a massive impact today, schedule your own 1 on 1 breakthrough strategy call where we find you a breakthrough in your business in under 20 minutes, click HERE to get your complimentary session!

The Business Goal Setting Worksheet We Use to Increase Sales for our Clients

The Business Goal Setting Worksheet We Use to Increase Sales for our Clients

business goal setting worksheet

How clear are you on your business goals


Could you recite them off the top of your head


Does your team know them as well as your action plan

Shockingly 92% of people that set goals at the beginning of the year never actually achieve them.

What’s going to make you different?

Follow our Ultimate Sales Machine business goal setting worksheet steps to answer your questions.

1 Begin by answering these 6 questions in our Business Goal Setting Worksheet as a framework for where you should be focusing. Add any goals you had already written for your goal planning.

2Go through your answers and make sure they make this checklist:

  • Is this goal measurable?
  • Is this goal attainable/achievable?
  • Is this goal time-bound?
  • Do you have long-term goals? 5-10 years
  • Do you have short-term goals? 3-6 months
3You must place the answer to these questions in an appropriate location so that you will see them every day.

Our founder, Chet Holmes said, “I have 27 lifetime goals that are posted on the inside of my medicine cabinet so I see them every time I reach for my toothbrush.”

4Use your Pig Headed Discipline and Determination to continue to revisit your goals on a monthly basis.
Helpful Tip: Create a reminder in your phone right now to ding at you once a month so you are reminded where you’re looking to go. This will help remind you to go beyond the 92% of people who cannot hold the discipline beyond 45 days.

Are you having a hard time picking your goals? This usually happens when businesses are unaware of where they’ve been over the previous 12 months. To know where you want to go you need to know where you’ve been. That’s why we’ve made our Opportunity Assessment available for you. Learn more here.

How To Triple Your Sales Productivity -Sales Team Management Tips

How To Triple Your Sales Productivity -Sales Team Management Tips

There’s a hidden weight dragging down the bottom line of every business.

We see it every day. Studies reveal 92% of companies have ineffective, incomplete, or non-existent sales process. Or worse, sales processes that their salespeople don’t follow. The need for understanding your sales process is more important when years are tough because it forces us to become smarter and more efficient about how we market and sell our products and services.

Follow these important steps to improve your sales productivity:

1. Know Where You Are.

“People respect what you inspect.” Chet Holmes cleverly said. This is a very simple concept and yet you’d be shocked at how many companies have little understanding of their true numbers. Here’s a case study to show you the power of understanding your data:

We had a client with a sales floor full of salespeople. We built a tracker that would post how many cold calls each person had made every two hours. In one week this simple act of posting the number of calls for each salesperson tripled the amount of cold calls the team was making. It created a natural competitiveness that was also fun. 

Keep in mind that it’s important that your organization’s performance be monitored. Tracking metrics, setting benchmarks for improvement and evaluating them regularly makes it easier to boost moral and adjust to reach your goals.

If you’d like some assistance from our 30 year learning curve of diagnosing businesses we’ve put together a gift for you to identify where you are and find hidden pockets of money. Take advantage of our Ultimate Sales Machine Opportunity Assessment here.

2. Have a well-defined sales process.

Every sales trainer on the planet will give you steps to the sale. We at Chet Holmes International train companies on the 7 Steps to the Sale as taught in our flagship New York Times Best Seller “The Ultimate Sales Machine” which explains these 7 steps:

  1. Establish rapport (trust and respect)
  2. Find need
  3. Build value
  4. Create desire
  5. Overcome objections
  6. Close sale
  7. Follow up

Do you have each step to the sales process thought through with scripts? Ebooks? Memes? Infographics? PLEASE NOTE: Most companies put all their time and energy focused on the back end, the last two steps of the sale.

HOWEVER, studies of the best sales people indicated they actually flip the pyramid upside down and spend majority of their time establishing rapport. Once they do that, the close of the sale becomes much easier.

If you haven’t looked at your steps to the sale in a while, we recommend going back to the basics to get your foundation as strong as possible for the next 12 months to take flight.

3. Choose a Superstar Team

Research reports 3 out of 4 salespeople are ineffective. Twenty percent barely make the grade meaning only 6% of sales reps could be considered sales superstars. Do you have sales superstars? Watch this video to see if you’ve hired the right team and how to attract more top producers. Typically in a group of 10 sales people its very common to have just two superstars producing 80% of the revenue while the other 8 produce 20%. What if you had only superstars? Imagine how quickly you could double your sales. Watch the video to learn more about the details of finding top producers.

In Summary

Building a highly productive sales machine isn’t about doing 4,000 things. It’s more about doing 12 things 4,000 times. Use these 3 important tips to guide you in your approach to running your own highly efficient sales team.

Take Action

When was the last time you did an opportunity assessment of your business? Are you clear on how many sales appointments you have a day on average? What percentage turns into a sale? How many days it takes to do so? Majority of business owners miss the critical fundamentals of their business and therefore leave money on the table.

For the last 30 years we have been using CHI’s proprietary Business Opportunity Assessment, as a powerful diagnostic tool that examines every system in your business to find gaps of hidden opportunity. Until now, it was only available as part of our $36,000 consulting package. However, as a special promotion, we’re now making it available separately in a self-guided format for just $49. CEOs who have gone through the Opportunity Assessment tell us that it truly opened their eyes to what is really happening in their business.

The diagnostic tool contains sets of incisive questions to draw out information you probably haven’t considered. But be warned. You might find some of the questions challenging or uncomfortable. This is by design. Breakthroughs come when you’re out of your comfort zone.

But you won’t be alone. If you need help, you can schedule a no-obligation complimentary consultation to ask questions. You’re guaranteed to uncover untapped profit opportunities hidden in plain sight within your business. You are also sure to unmask problem areas you need to shore up. Honestly, at $49 this is a no-brainer.

If you go through the CHI Opportunity Assessment and don’t feel you received 100x the value, I INSIST you reach out to us for an immediate refund. That’s how sure I am this will help you.