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TRANSCRIPT:

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

[00:00:00] Amanda Holmes: Welcome back to another episode of the CEO mastery show brought to you by the ultimate sales machine Now we did an event called the business of biohacking conference with Dave Asprey and We are going to over the next couple of episodes Show you a thing we called the stadium pitch Contest. Dun, da, da, dun.

Get ready because it’s going to be a ton of fun.

So what are we doing? What are we trying to accomplish here? We are trying, the goal of the stadium pitch is to get the attention of the entire buyer’s pyramid like you can see on the screen, right? The three percent, we already know. But how do we get those that aren’t thinking about you, think you’re not interested and definitely not interested?

So all of you are the ones that are going to vote for the winner. So as you’re thinking and listening to these stadium pitches, I want you to be thinking, does it have a strong hook? Has it grabbed my attention? They will also share who’s in their stadium. So, okay. Would it grab the attention of that person in the stadium?

Have they articulated the problem in a way where I really feel connected to it? Do they have a solution that is clear and concise, where I’m not questioning what this is? And then, would that person in the stadium actually want to take that action? Because, as you all remember, right, in the assessment, we wanted to know, could you take a cold prospect from nothing to, yes, I want to take action in less than 60 seconds.

This was the goal. Ah, we’re getting chairs. That’s lovely. So, uh, Troy, can you share a little bit, too, about how we decided who those top five were?

[00:01:40] Troy Aberle: Yeah. So, like you said, very, very difficult to, uh, to be able to break this down. So what we did was read Amanda and I use a Four part framework and in the way that we educate entrepreneurs on their businesses and so there’s four pieces to it So what we said is who’s in what stage of their business that’s ready to yes pitch But also to be able to take action and move forward because if someone does say yes to you a lot of times There’s people that aren’t quite there.

So the way we do that is four pieces one is do they really have clear of, of their goal. And like Amanda talked in her speech, is when you really know your goal that you’re determined to get, that’s gonna be a really big part. Like 91 percent of people don’t, like Amanda said. So then number two is, is do you actually understand your dream client?

Who exactly it is that you wanna serve? Who’s the most profitable, emotionally and financially? And number three is, of course, this is the best part, is what are you gonna say to the person to grab their attention and get an opportunity to move forward? and reset the buying criteria so that they choose you as the leading, uh, person to do that.

And then number four, where are you going to say that? How are you going to say that in the process? So the, the challenge is, is we went through that and based on what we had saw and feedback from, from all of you, we, we chunked it down to five people. So we’re going to name five people today that are going to come

[00:02:55] Amanda Holmes: up.

Who’s in your stadium?

My stadium is full of high

[00:02:58] Tracy: power entrepreneurs.

[00:03:00] Amanda Holmes: All right. Can

[00:03:01] Tracy: I hold this?

[00:03:02] Amanda Holmes: Uh, whatever you want. Perfect.

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[00:04:57] Dave Asprey: I’ll go first. Um, I liked it open. Uh, the, the studies show, right, okay, you’re informing me you’ve delivered value up front, which got my attention. Um, your delivery was really good, like got a lot of energy in it, and it, you know, stadium pitch is a pitch, right, so that definitely didn’t, uh, land flat. You used statistics appropriately, but not too much.

You were at the upper edge of too much, but you didn’t hit it. Right, which made you sound informed. And I’m thinking, I’m not going to remember all these things, but it was enough for me to go, It’s real, and it’s a lot. Right, which is what people are going to filter for. Um, One thing that came to mind that you said at the beginning, but I would love to hear you say, Entrepreneurship is deadly.

[00:05:43] Amanda Holmes: Ooh, I

[00:05:44] Dave Asprey: like that. Wouldn’t that be interesting? Um, and Thank you. At the end you said, free, free, free. Oh, so it has no value. So this is something I learned from J. Abraham. You don’t say free, you say gift. I’d like to gift you. Right? To get a gift. Right? And I’d like to gift you, you’re talking about I, but that’s an appropriate use of it.

You can just say, you can receive a gift. Right? And it’s not a free gift, it’s a gift. Because it has value, it has immense value. And you’re willing to gift it to them. You feel the significance of that. And, you talk about health a lot. Health is boring. I’d like to see 30 percent more mentions of performance, and the benefits of health, versus going back to health.

Because Kellogg’s Raisin Bran is healthy. Except it’s not. Thank you.

[00:06:40] Amanda Holmes: I loved your intro, I love that you put that into the beginning for the hook. Um, I think that you still need to like, hit them where it hurts. Uh, the pain points that you used, uh, I don’t believe the mortality, the 50 percent of, uh, I heard 50 percent of business owners have a likelihood of more, a higher mortality rate and I went, I don’t know if I believe that.

So something that I always hear Troy talk about is like, um, how much do entrepreneurs, so I know that they live on average four years less. That’s, that’s painful. I also know that they have a like, a higher likelihood of drug use because they’re in so much pain and they don’t have time to figure it out.

It also affects their, uh, divorce rate. Like, I really want you to hit them in between the knees where they’re like, Holy shit, that I think that is painful. You’ve hit my pain. I think that it’s so polished. There’s part of me that wonders if you’re being authentic and real about helping me. So, I also wonder if there was an opportunity to talk about either one of your clients, how they’ve had a shift, and what their experience was.

We had Dave, he ran a hundred million dollar company, but behind the scenes, he was not sleeping at all, he was, uh, awake at night and was about to ruin his marriage, right? That feels really real to me, like you’re helping an individual that could be mean, right? And then we were able to, in six weeks, do blank.

[00:08:06] Tracy: So, feedback question. So, we have a lot of those testimonials. I know, I’m sure you do that in a pitch, though, because we only have a minute. Can you do that? Do you try and get to that level of depth?

[00:08:17] Amanda Holmes: I just feel like you have it so together, and I am so guarded about the fact that I have a problem and I don’t want people to know it, that I want to feel that I can be vulnerable to you and share this thing that is vulnerable.

So if you are willing to peel back a little bit of that finesse that you have so polished to show, Allow me to say, hey, I’m having a hard time, because, I mean, high powered entrepreneurs, they don’t say that they have a hard time. You really gotta crack that shit. Or talk to their wives. The wives will get them in first.

[00:08:48] Dave Asprey: If you said, one of my clients, Steve, and you had just two sentences, you know, on the surface, he’s pulling in 100 million a year, but client, not patient. It’s a really big thing there. So one of my clients, Steve, and one sentence, how successful, one sentence, how wrecked. And then one sentence with results.

Perfect. Thank you.

[00:09:10] Joe Polish: Good stuff. Um, so yeah, you delivered it really well. Yeah, so your delivery was awesome. Uh, I think the Dead Entrepreneurs Can’t Sell was a good opening. Uh, just like, um, What Amanda said, as soon as you said 50 percent higher mortality rate, my brain was like, I don’t think that’s true. So if you would have said 50 percent higher mortality rate of entrepreneurs that do, or whatever, because what, what categorizes those 50%?

There’s obviously something that half of the, if that’s true, half the entrepreneurs, there’s something that you can discover and that you can solve. And that’s, so I wouldn’t speak specifically to that, but it immediately made me think it would invalidate the other, see, I kind of know you a little bit, right?

I mean, we’ve met each other before, we’ve had a few conversations, so there was already a certain level of, like, no, like, trust with you. When you said that, though, if I had not ever had an interaction with you, my brain would have been like, no, I don’t think, so you have to, uh, credentialize it if you’re going to say it.

Um. I would agree with what Dave said, you said free too much, uh, there’s a difference between when to give something away for free versus charge a fee, uh, I would say a discovery call, I would say a gift, I would just say something other than that, and, and, to tie it into what they already said about testimonials, what that’s going to do for them, uh, cause you know, there, there is shame, there’s many, you know, my, my girlfriend is a vaginal plastic surgeon, I sit in on conversations about, With a lot of women about, they never talk about stuff until they have someone they feel that they can really talk to and then it opens up a lot.

And you’re sort of asking people to do that. So I think what Dave said about the testimonials, their statement just, and the benefit of, you’re super successful but there’s this thing here that’s screwing up your life. And we can discover what that is and we can provide it. And you talked a lot about features, you know, all the different diagnostics and stuff.

You could’ve. Utilizing that time, uh, you could have said all those things. So, yeah, but beyond that, I think, yeah,

[00:11:09] Amanda Holmes: really good.

If you liked this episode and you’d like to have the stadium pitch contest come to your community or your company, go ahead and visit chet holmes. com forward slash speaking. And maybe I could come to you again.

That’s chet holmes. com forward slash speaking.

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

[00:00:00] Amanda Holmes: I have lived a very healthy life. I don’t drink, I don’t smoke, I am a vegetarian by choice, I meditate a ton, but I also run my business like a freight train, right? And I work like nobody’s business, I know how. But I also watched my father die at 55, knowing that he worked himself into his grave. So it’s very important to me to prioritize my health.

So then when I saw this. Test, come back and show me how, on a cellular level, the stress is causing me to age at a rapid rate. It’s a real wake up call, I think, to quantify it and then to know that you can actually do something about it is remarkable. 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. I am your host, Amanda Holmes, CEO of Chet Holmes International. What you’re about to learn has assisted a quarter of a million businesses to generate billions of dollars working faster, better, smarter. Welcome, everyone, to the CEO Mastery Show, and I’m so excited to have Ryan Smith here.

So, I have to say that I was going through a whole biohacking, understanding what’s going on with my health. I was having some I have some problems with headaches and I wanted to better understand. And one of the things that my functional medicine doctor said was that you should probably think about an epigenetics test.

And I had learned from a client that we had last year, Regenerative Medicine Institute. They are a stem cell clinic, so I learned so much. so much more about this whole thing of biological and chronological age, and I had wanted to know it. So I was so excited, I checked the boxes and said, yes, I have to know about this.

And it was fascinating to get back the data. And I just think it would be stealing from my audiences if I didn’t share how fascinating this is and what the bleeding edge of science has for us to better understand our likelihood And our risk factors for getting disease or even premature death. I mean, what we’ve come up with in the last decade is just absolutely absurd.

So I brought on Ryan! to be able to share a bit more of this for everybody because I think everyone would like to know how to live longer and healthier in that lifespan. So thank you, Ryan.

[00:02:23] Ryan Smith: Yeah, thanks so much for having me. I’m excited to be on. I think I certainly share your enthusiasm. I think for what we can do in this aging field and why now is the perfect time to be having this discussion, due to all the new developments that are happening in the scientific field.

[00:02:37] Amanda Holmes: So how did you get to be the CEO of an epigenetics business?

[00:02:43] Ryan Smith: Yeah. Well, yeah, you know, uh, we’ll talk about my chronologic versus biological age, uh, you know, the other day, but yeah, I know it’s been a long and winding road, you know, my My initial sort of background has always been in science and interest in science.

I was a biochem major, went to medical school at the University of Kentucky, passed my step one, which is really the first two years of the sort of education required, but got to the clinical portion of my third year and just hated it. So I decided to make, The, you know, sort of at the time, very stupid financial decision to quit and explore something else.

So I created a business, a compounding pharmacy that specialized in peptides and proteins. And so we started a little bit of what this peptide revolution had been. We created, you know, we’re the fourth fastest growing company in healthcare. And from me to over 250 employees within three years, that business, it was massive growth, really hitting a niche where I was introduced to this world of integrative medicine and functional medicine, preventative medicine, or, you know, in bioad.

I was so interested. It loves the concept. If I had known that that world of medicine existed, I might’ve stayed in med school, but I think that, you know, I was really introduced to it and it captured my art. But one of the other things is we were doing a lot of really innovative peptide treatments, and I was always looking for a measuring stick.

Stick for those treatments, right? Seeing what actually work and what didn’t. But also realize the big problem there is that we can all do a sort of an end of one analysis, but to really know what’s working for everyone. It’d be great to have a tool where we didn’t have to wait 30 or 40 years to see what was happening with these outcomes.

But if we could predict what was happening in these outcomes, that would be a really, really great tool to use. So I got really familiarized and and the rest of the needs to be. These epigenetic clocks, which are just coming out at the time. Um, and then got really so excited about it. We decided to sell the business and really create you diagnostic in 2020.

We started that process and launched in July of 2020. So now we’re a little over four years old and have learned so much about aging. That’s so much about the DNA methylation as a biomarker. And I think really changing the way that we treat aging or think about aging.

[00:04:38] Amanda Holmes: Wow. So tell me, I am interested in this concept of epigenetics.

What is it? Right? We get blood work done. The doctors look and say, you’re in between these intervals. So you need to look at this. But what is epigenetics actually studying? And how quick can it change?

[00:04:56] Ryan Smith: It’s a good question. So first, I’ll go into the definition of epigenetics. Generally, epi, you know, sort of means above the genome, right?

So we’re talking about changes. Which happen to affect your gene expression. So the way I like to generally explain this is that everyone knows about DNA. Everyone knows that every cell in your body has the same DNA and it’s unique to you, right? So if you’re testing your skin or your blood or your brain, it’s all the same DNA sequence.

But it’s obviously very clear that our cells oftentimes behave differently, right? Our brain is behaving very differently than our heart. And the way that it does this is by what genes it actually turns on or off. You know, it, it, they’ve all got the same instructions, but they’re using sort of the same hardware, but different software, right?

Where you have the, the same possible options, but what is actually happening is based on how we, we use those options, right? Or how much we turn, turn them off. And so that’s what epigenetics really is. The regulation of that genomic baseline information, and that can be really informative to us as we’re looking at how cells behave and what they should be doing versus what they are doing.

And to answer your question about how quickly this does this change frequently, we have over 29 million of these methylation locations that we look at in a cell, and every cell is different. So we’re talking about Massive data permutations that can be changed by how much sleep we got, you know, what we’re eating and drinking, you know, our social interactions, there’s a, everything can impact this.

And so what we’re trying to do at our company is to really create with artificial intelligence, ways to read that data pattern and ways to read and interpret it so we can actually use that information to better improve our health.

[00:06:33] Amanda Holmes: Can you give me an example of epigenetics turning on or turning off?

What does that look like in a human being in a real life scenario?

[00:06:42] Ryan Smith: Yeah, so it can be very complicated because you know, we don’t necessarily on or off is not necessarily good or bad But the first ever example that we get is with stem cells, right? We all start off as a stem cell, you know, we can we start as a germline cell And from that cell, we can become any other type of cell, right?

So we’re going from a pluripotent stem cell that can become anything, to an actual cell type that needs to become something to do what we need to do, right? We need skin cells to become and behave like skin cells. And we need our heart cells to behave like heart cells. And so the way that that’s actually done is by what genes are turned on and turned off.

So, it’s like, For instance, you might express, you know, a lot of things for college and cross linking in your skin cells that you don’t want to be in other areas of the body to have that same genotype. So the first thing that happens is, as we’re growing and being born, ourselves are differentiating by the on off switches.

So that’s the first example. But there are also some really good examples for things like oncogenes or cancer versus tumor suppressor genes. So some people might get cancer because their oncogenes, too, that might cause growth. are less methylated. That DNA methylation is what we’re checking, and if it’s less turned off, then that process of growth is accelerated.

That happens in cancer cells all the time. Also, we have protective things like tumor suppressor genes that we really want activated. So we do not want those methylated necessarily. We want our tumors to be suppressed, that gene to always be turned on. But sometimes it can get turned off. Turned off. And if it does, we’re not able to catch or or kill cancers in our own bodies as frequently.

So there’s a lot of different options on how this comes to be. But, you know, we’ve got, like I said, lots of places that this can happen.

[00:08:19] Amanda Holmes: So I know for my own test, in my test, the results came back and said that I was, I had a high likelihood that I could get leukemia. And that was what my father died of.

So obviously your past came with a lot of tears for me. Very upsetting. But, and as I told some people that I love that this happened, they, I saw a divide of people saying, I’d want to know that, or I just wouldn’t even want to know. So what’s your argument for why people should want to know?

[00:08:54] Ryan Smith: Yeah, and that’s the beauty.

That’s the beauty of what we’re doing is that epigenetics is modifiable, right? If you take a genetic test, you know, for instance, you know, I’ve done my genome. Um, I have an APOE4 allele, right? Uh, that makes me at a much higher risk of developing Alzheimer’s. The question is, do I want to know that? And I probably do, but I’m not like everyone.

I want to make sure that I can, you know, try and take as much preparation or care as possible. But unfortunately, I can’t change that. I can only, you know, try and mitigate it. By my lifestyle and other things that I’m doing. The good thing about epigenetics is that it’s changeable. You can actually influence change.

You can control your own destiny. And that’s the beauty of it is that we’re able to just assess your outcomes, risk, and then hopefully help you change that risk for better outcomes.

[00:09:38] Amanda Holmes: So have you seen it? Cause I went online and I was looking at your social media and I saw people saying like, I’ve been taking this test for three years now, and I’m so amazed to see the results.

Can you give me examples of people that have been able to suppress or like turn whatever we’re using? Like if they have like a cancer likelihood or an Alzheimer’s likelihood, is there a certain degree of it that they can lessen over time and quantify that?

[00:10:10] Ryan Smith: Yeah, 100%. So many different, I would say, examples.

So, uh, but first I want to maybe take a step back and talk about what we really focus on, Deryn, which is quantifying that biological aging process, right? Yeah, and I think that that’s the best lens to show you some of those trajectories. We focus on biological aging because that’s really one of the The 1st areas that was looked at into these clocks, but it’s also 1 of the most important areas for our health.

And the reason for that is that your age is the number 1 risk factor for every chronic disease and not by a small margin. You know, I will share my screen. Green here just to show you a really quick figure, but I’ll explain it to you when he’s not able to see it on on the podcast or if you’re listening in, but these are the top three causes of death in 2020 COVID 19 is on here because obviously we’re at the height of the pandemic, but heart disease and cancer are always sort of the top two and we all know how bad smoking is, right?

We all know how bad obesity is for our health. We’ve been drilled for years on how those risk factors can increase our risk. But. You can see here that they pale in comparison to the relative risk of aging. Um, you know, uh, even, you know, for Alzheimer’s, for instance, 90 percent of the risk of Alzheimer’s is age.

So, um, and so if we’re really going to have an effect to reduce disease and death, especially In a preventative fashion, we’re helping people before they develop disease or death. One of the most important things we can actually look at is how you’re aging. And unfortunately, we all know that chronological age is not the best way to do this, right?

We know people, for instance, in their 60s who maybe look 40. And we know people in their 40s who maybe look 60. And this is a real phenomenon. And we know that This biological aging process measuring how an individual’s body is aging is much more predictive of that risk than just trying to ask them their birthday.

So we need a way to measure it and that’s really what we focused on first and foremost with a lot of our epigenetic algorithms is quantifying that process.

[00:12:07] Amanda Holmes: I think it’s so fascinating because I am very health conscious and I look much younger. Very often, I get 10 years younger than my age. It’s obnoxious.

You’re running a consulting firm where you’re paid for great hair. But, so I thought that my chronological age would come back saying that I was much younger, but it turned out it was actually the opposite. That I was much older. Interesting, yeah. Yeah, I was six years older than my chronological age. My biological age was six years older.

[00:12:39] Ryan Smith: Yeah.

[00:12:40] Amanda Holmes: Which was, again, shocking. And just for everybody that’s listening here, because I know that probably many of you are not experts in biohacking like Ryan, I mean, this is such a paradigm shift for when we go to the doctor today, we spend an average of 18 minutes with a doctor to determine what What needs to be solved and very often that ends with a prescription and we’re really just treating the disease that has already developed.

Whereas what’s so incredibly mind altering about this process that you’ve just said Ryan is the whole we’re preventing disease before it’s even happened. I mean, that’s just revolutionary if you think about it and that we handle our current medical system. So.

[00:13:27] Ryan Smith: Yeah, exactly. And that’s one of the biggest problems with our medical system is that in, you know, payers, right?

These insurance companies are only into to sort of pay a diagnosis or to reimburse drugs. So it’s sort of like all the money is going to the use case scenario where someone’s already sick. But it’s so much easier to prevent conditions and deterioration than to fix them. Once they’ve occurred, it’s much harder to reverse than it is to prevent in the first place.

So this is what we’re really trying to do by measuring, again, that biggest risk factor of aging. So going back, I think it’s your original question, which is, you know, can you give us some use cases? Um, absolutely. We’ve seen, you know, multiple interventions, reverse biological aging over a short amount of time.

And then as a result, reduce risk, right? Um, because we know that the younger your biological age, the lower your risk of all of these negative outcomes. And so probably the most famous and notable example is one of our users, Brian Johnson. Most people know him as another avid biohacker. He’s doing everything he can in longevity.

Whenever he first took our test, he was at a rate of aging of 1. 04, which means that he was aging basically over a year for every chronological year he aged. And now with his blueprint protocol and intervention, he’s aging at a rate of 0. 64, which means that he’s only aging 0. 64 biological years for every year.

And so he’s had a massive age reversal change, which then should certainly decrease his risk.

[00:14:48] Amanda Holmes: Wow. I remember when, when I was first taught the Dunedin pace of aging scale, it’s like, is it really just 0. 0 that makes all the difference? But if we think about it for everybody that’s listening, right, if we can actually track, we can now have the ability to track, Oh, a healthy living Can quantifiably prove within your cells, can you break that down just a little bit more of how you actually know whether someone is aging faster or slower?

[00:15:16] Ryan Smith: Well, so we need tools, right? We need tools to come up with a number because we need to, you basically, what we’re measuring in your DNA is So when we take a sample, we’re taking a small drop of blood. We just need it on a blood spot card. Then we’re taking it to our lab here in Kentucky. And what we do is we extract the DNA first.

And then we need to try and quantify how many of those locations in your DNA are methylated and at what percentage. So we’re looking at a big sample. about a million locations in your genome, and we’re getting basically a number between zero and one, right? We’re getting a percentage of methylation. How often is that gene methylated?

But that data needs to be read, right? And in order to read that data, we need a tool. So we create algorithms. I mean, these algorithms are meant to define a purpose. And so, for instance, we can create death predictors that predict time until death. But to do that, we need people who have taken a sample 30 or 40 years and then have proceeded to these outcomes.

Right? Have they proceeded to death? And if so, was it in 10 years or was it in 40 years? Right? And so that way we can signal who is most at risk for things like time until death. So we first have to create these algorithms, and this is a really important process because the true diagnostic, this is something that.

That we really try and emphasize these algorithms need to be published and validated by other people, other universities to make sure they work. Otherwise, it’s just sort of like magic, right? And we’re going to a fortune teller. You can choose to believe us, but it’s better if we show you. How good and accurate we are.

And so we always publish and validate all of our algorithms, but that’s how we create them. We usually are trying to predict a certain variable when we create artificial sort of mathematical formula to read the data input we’re getting from your genome and then outputting the thing that’s most relevant.

And in this case, that’s the rate of aging or biological age. And so, uh, where we’re taking those zeros and ones and then using a mathematical calculation to tell us about that output.

[00:17:05] Amanda Holmes: Well, I do find it really fascinating again, for everybody that’s listening. So, I have lived a very healthy life, I don’t drink, I don’t smoke, I am a vegetarian by choice, I meditate a ton, but I also run my business like a freight train, right, and I work like nobody’s business, I know how.

But I also watched my father die at 55, knowing that he worked himself into his grave. So it’s very important to me to prioritize my health. So then when I saw this test come back and show me how, on a cellular level, the stress is causing me to age at a rapid rate. It’s a real wake up call. I think to quantify it, and then to know that you can actually do something about it, is remarkable.

[00:17:54] Ryan Smith: Yeah, definitely. And now we’re getting resolution. We can even tell you the why you’re aging to some degree as well. So you can actually say what’s driving that process to make really precise recommendations on how to improve it. She even pulled up your report if you’d ever like to go through it, but I’ll give you an example of mine.

So, for instance, we were able to tell you individual resolution of things like your HbA1c or your fasting glucose or your albumin levels. And so we can actually sort of read that data to tell you where. You’re accelerated where you’re not. We also just released a new algorithm with Yale called symphony age and symphony age is able to tell you the age of each organ system.

So we can actually tell you what organ systems are aging well versus what organ systems are not aging as well. That way you can direct intervention to that particular orbit system. So I don’t know if you’ve got that data for yourself, but we can even go into that and say. So whenever I was looking at mine, you know, my inflammation was really high.

And so for me targeting inflammation as much as possible with, you know, the, the thing I tried to do the most, whereas my metabolic age, you know, my HBA1Cs and, and those type of biomarkers look great. So I didn’t need to worry about blood sugar. We might need to worry about those inflammatory processes.

So that are happening in my body and trying to target them. So there’s a lot of examples that, you know, that we could do to break down that individual resolution.

[00:19:04] Amanda Holmes: This is probably off the track a little bit, but I’m curious just from somebody that’s gone through your test, because the test tells you one thing, but it is good to have some kind of expert be able to give you that advice.

So, one thing is just understanding that you need to do these things, and then I’m excited. I have another kit in my fridge that Five months from now, I’m going to do another one to see if the, the protocol that I’m on is helping, but you recommend somebody to read that, right? Because

[00:19:32] Ryan Smith: I

[00:19:34] Amanda Holmes: don’t exactly know, like what you’re saying I think is fascinating and I don’t think that I grasped that from reading the test.

[00:19:41] Ryan Smith: One of the reasons we’ve never been a huge direct consumer company is because there’s so much detail that comes in in these reports that are really important. We tend to be very skeptical of someone who can just say, Hey, I can tell you your age. I can tell you what to do. You know, it’s a hard thing. If you go to these aging conferences and the best aging, you know, people in the world generally agree that we haven’t found the clear single best thing to reduce aging, or that we even can, you know, there’s still a lot of, you know, Uh, argument about can people actually live universally to 120.

And so I think that now we’re getting much more consensus on that in aging itself, which has been a huge focus in development, but it’s probably one of the fastest growing areas of scientific research and development. But with that being said, you need to be really adherent to the science. How are these tools created and what population, then what can they actually tell us?

And, and so it’s always helpful to go through with a medical provider because they can make some recommendations. They can read that data, probably with a little bit better context.

[00:20:37] Amanda Holmes: Okay. Okay. You said that you had some case studies. I would be curious to see what do you got for us?

[00:20:46] Ryan Smith: Yeah, so I think that probably the two most notable case studies are two studies that we’ve done.

One was a study done with Columbia. It’s called a calorie study where they basically did caloric restriction. And by caloric restriction we basically just mean eating fewer calories than you’re expending every day. And the reason that this is such an important study is because generally Everyone agrees that caloric restriction is the best way to improve biological aging process.

And, and so, caloric restriction has been proven now in many animals, and it’s just sort of, I would say, the gold standard in aging interventions. And so, in this calorie study, they did this over the course of two years, and what we were able to see is that actually the only clock, the only DNA methylation clock to measure biological aging, which shows significant reductions was that Dunedin pace clock, that rate of aging clock.

And so we know that it’s the most sensitive to change and really just a great way to measure the impact of things like caloric restriction. If you reduce your calories, you can certainly expect that Dunedin pace to change.

[00:21:44] Amanda Holmes: Wow. Fascinating. So do you normally recommend every six months to get a test to see, is that how quickly your epigenetics can change?

[00:21:55] Ryan Smith: Well, yeah, actually, in the second case study that we looked at, we saw change in as little as eight weeks. And so that study was actually described on sort of a Netflix documentary, which looked at that, the difference between vegan and, and, uh, sort of omnivore diets. And so in that study, we actually took 20 pairs of twins, identical twins.

We’ve got one twin on a vegan diet for eight weeks, and we put the other twin on sort of your standard American omnivore diet over the course of eight weeks. And even within eight weeks, we were able to show that. That, that vegan or omnivore group actually had reversals in that rate of aging, whereas the, the omnivore group continued on the same aging profile and pathway that they were going on.

So that’s certainly another good case example, and as little as eight weeks.

[00:22:36] Amanda Holmes: Okay. Little as eight weeks. Was that like 0. 001 percent difference in the pace of aging? I mean, what are we talking about here? I’m curious.

[00:22:44] Ryan Smith: Yeah. So the absolute change in the rate of aging was 0. 05. So, you know, people go from a rate of aging of one, go down to 0.

9. So basically getting back, you know, a 5 percent of their year, uh, essentially for every one chronological year.

[00:22:59] Amanda Holmes: Fascinating. In eight weeks and imagine what we do for eight weeks now.

[00:23:06] Ryan Smith: Yeah, yeah, certainly. We generally don’t recommend, you know, eight weeks unless you’re testing an intervention, right?

Unless you really want to see how a particular intervention works for you. But, but with that being said, usually we recommend once or twice a year to get an idea of what you’re doing and if you’re on the right trajectory. So it’s usually every six months or a year is what we generally recommend.

[00:23:25] Amanda Holmes: Fascinating. I, one of my clients actually still had productions. I just interviewed her. A few weeks ago, Rhiannon, and she was telling me that she was like nine years younger than her chronological age, and I was so jealous, but she does all the things, all the biohacking things you could possibly think of, so.

It made me feel like proof, like, oh, if I actually get better on track and use the data to quantify that what I’m doing is working, that there is hope for me to not die 62 percent faster than those that are my age, because at the moment, it’s a shocking first page of your document, you know? Like, you’re a little Yeah.

Dying prematurely is 62 percent higher than those of your age demographic. My god.

[00:24:10] Ryan Smith: It’s crazy. Yeah, yeah, definitely. But again, the good news is you can change it, right? That’s, it’s within your power to make those changes to improve it in a positive way. And now we’re really trying to find the toolkit. So going back to those interventional or case study examples, we’re about to release a study with Yale where we’ve actually looked at 75 different interventional studies on DNA methylation with, you know, things taken at a baseline and then then measurements taken at the outcome after a certain study or intervention has been applied.

So we’ve looked at everything from hyperbaric stem cells to exosomes to semalytics, just about everything you can imagine, diet and nutrition, metformin, rapamycin, all of these different interventions that are. You’re in the biohacking lexicon, so to speak. We have now looked at and measured with the same tools across these interventional data sets.

And so we really hope it’ll be, for lack of a better word, a blueprint to what works and what doesn’t and how we’re looking at this data.

[00:25:02] Amanda Holmes: As you were saying that, that also made me think, walking the halls of the biohacking conference, I heard a lot of people throw around the concept of biological and chronological age and getting that tested.

How do you know the test is actually doing? What you wanted to like, I trust yours, but there’s a lot out there that just say that they can do that in a very short period of time. And I don’t really understand the difference between those that maybe are not exactly doing that versus

[00:25:30] Ryan Smith: yeah, it’s a great question.

And one I love to talk about because it’s so important as a consumer. To be able to, I would say, uh, validate or understand these tests, right? Which one’s good, which one it’s bad. Um, but biological age has even been a concept since the 1920s. people were saying your biological age is your chronological age plus one year for every pack per day you smoked.

Right? And so at first it was really crude measurements, but over time we’ve gotten a lot more sophisticated. So I always like to go into the tools we use to tell if a biological age clock is good. The first tool is one I remarked on earlier. It needs to be published and validated, right? What we do with science is we publish these results so that other people can come in and look at them.

And so you want to make sure that 1st of a clock or a measurement of biological age has actually been validated and once it’s been out there, there are 2 other things that we like to look at. 1 is, it goes back to what we would consider about accuracy or precision, right? So, Whenever we’re testing a clock, we actually want to make sure that it’s predictive of outcomes, right?

Because that’s eventually why we’re using it. If it can tell us about what’s going to happen, then we know that it’s a good clock because it’s predicting those outcomes. So we measure those things called through hazard ratios. A hazard ratio is sort of a saying. If we have a baseline and then we have an exposed person, how much more or less at risk is that exposed person?

And so we define sort of a hazard ratio of one as being the standard. And then we, so for instance, and we talk about for every one biological year age increase, right? That would be our exposed. So if you’re one year older, we would be able to compare. What is your risk profile at one year older versus baseline, where your chronological age is the same as your biologic age?

We need to predict outcomes, right? We need to be able to show that we can predict outcomes. And these methylation clocks are definitively the best at predicting biological age outcomes. And in fact, our algorithms are the best in that category. And so I can always show this visually, in case it’s certainly helpful.

But That is really what we try and do is we try and show that it’s predictive. And so, for instance, for, you know, for every one standard deviation you would have, and that didn’t even pace. So if you’re, you know, one state of deviation above what is average, you would increase your risk of death by 64%. And so we know that it’s really, really predictive versus, unfortunately, some of the earlier DNA methylation clocks, like the Horvath clock, that would only be a relative 2 percent increased risk of death.

So which one’s more important? The one that predicts the 64%, right? And so that’s one of our best tools to say how good is a clock is, is it more predictive of outcomes than another? That’s the first piece. The second piece we use to validate these clocks is precision, and this has been a huge problem with these clocks back in the day, where, for instance, you could take a sample, and then we would take that sample and split it into five samples, and we would test that sample, you know, five different times.

In the early days, these biological age clocks could vary by up to 30%, meaning that, let’s just say that you’re, you know, 50 years of age. That is basically 30%. It’s 15 years, right? Um, on the exact same sample, which means that if you’re trying to test within a period of under 15 years, right? How do you know if that’s just noise of the measurement or actual change in your biology?

And the answer is you can’t. So now all of our tests have less than a 0. 5 percent variation on testing the exact same measure. So now they’re really, really precise. They’re accurate. We know we can trust the result, but we can also then trust that result have implications for your outcomes because it’s so predictive.

[00:28:59] Amanda Holmes: When was that, that it was a 15 year difference versus now it’s a 0. 5?

[00:29:04] Ryan Smith: It depends on the clock, but the first clock that ever came out was 2013 by Steve Horvath at UCLA. A lot of people thought that he would win a Nobel Prize for this, but, uh, and that clock is still the most widely validated clock. We know it still has associations with the disease, but much less associations and much less precision than some of the newer clocks.

So the newest way is with really high precision. only came out in a publication from Yale in 2022. So we’re talking about two years of biological aging that have had the precision we need to make sure this is useful.

[00:29:34] Amanda Holmes: And when I kept thinking this, where it said that I was 75 percent older than people of my age group, and I kept thinking, how many people 30s are actually taking this test?

Do you take from a bigger pool than just who have been your clientele? How do you get that data to measure?

[00:29:55] Ryan Smith: That’s a good question. So true diagnostics, we have the biggest DNA methylation data set of all time, bigger than any university, bigger than any government. So we’ve tested now over 100, 000 individuals.

So in addition to that, we’ve also tested in biobank cohorts like the Master General Brigham’s biobank from Harvard or the health and retirement data set. So we have a really University. The most data you could compare it to out of anyone. But with that being said, the cohorts you’re comparing to are also important, right?

Our cohort is a very healthy cohort. They’re all driven to us from positions. We’re We’re proactively preventing their aging or for people like yourselves who are incredibly driven to have the best aging and sort of health lifestyle you can. And so we’re sort of self selecting for the healthiest people right in our cohort.

So we might have the largest data set, but it’s also the healthiest data set comparison and versus, you know, we might go to Harvard biobank data set, which is coming from people who. Are getting their labs done while they’re in clinics, right? So those are people who are coming to clinics for a problem and probably more representative of the traditional population and data set.

And so on our reports, we report the data set population. Most of the time where the algorithm was created that way, the apples to apples comparison. So generally we’ll never compare to anyone less than a 10, 000 person data set, but we’ll sometimes compare you up to over a hundred thousand people.

[00:31:15] Amanda Holmes: Wow.

How fascinating. I’m so impressed. So when people want to go and try this out, where do you recommend they go?

[00:31:23] Ryan Smith: Yeah. So you can certainly ask your physician. So word of this for you and help you interpret it, but we also offer this testing, the direct to consumer as well. So you can always go to our website at True Diagnostic and order a kit.

Takes about two weeks for us to do the analysis, but then you’ll get a lot of information about how you’re aging. And I think that that’s a good start for most people.

[00:31:42] Amanda Holmes: I love it. Ryan, do you think that there’s anything else that needed to be covered that we didn’t CI mean, there’s so much to cover, . Oh

[00:31:50] Ryan Smith: my.

Yeah.

[00:31:52] Amanda Holmes: But if you de wrap it with, this is the last thing that you need to know. For those that don’t know much about biohacking or this whole concept is the first time they’ve ever heard of it.

[00:32:04] Ryan Smith: Yeah, I think that we’ve covered most of everything, but I do want to talk about one of the most exciting things in the space, um, just to get people, you know, really hopeful about what we can do in aging, if that’s okay, and that is, uh, so in 2012, the Nobel Prize was won because they could take any cell in your body and reset it back to a pluripotent stem cell.

It was won by, you know, things are called Yamanaka factors, growth factors, which can basically Turn yourselves back to their embryonic states. We are now starting to see that companies in the space are having incredible results with these factors where basically they can reset the epigenetic age of your cell to zero with some of these and as a result, even restore function that might have been deteriorated with age.

The best example is some work being done by David Sinclair at Harvard, where he’s been able to actually reverse blindness and mice that have had. Their vision lost. And so, you know, a few years ago, Jeff Milner created Altos labs, which actually, you know, hired people like Dr. Yamanaka to work in with the largest startup funding of all time, over 2.

2 billion to try and improve this aging. And so I really do think that aging is the hot topic. It is really exciting. And the developments we’re seeing in this space. Might have major impacts to the lives of us in even just the next few years. So I hope that everyone can get really excited about the work that’s being done here and just also see the importance of treating aging as a primary outcome.

[00:33:30] Amanda Holmes: Thank you so much. It’s so fascinating. I hope that everyone that hears this thing goes, there’s so much I need to learn here. I’m going to dive a bit deeper. Thank you, Ryan.

[00:33:40] Ryan Smith: Yeah. Thanks so much again for having

[00:33:42] Amanda Holmes: me. Make sure to get your copy or copies at theultimatesalesmachine. com there’s a lot of special bonuses that you can’t get going to Amazon.

So make sure you check it out at ultimate sales machine dot com.

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TRANSCRIPT:

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

[00:00:00] Brett Harmeling: We are just bombarded with toxic air and chemicals are floating around radically. I mean, I can literally look out of the window over here and see them burning, you know, petrochemicals into the atmosphere. And just people are like, Oh, it’s. Everything’s fine. You know, it’s burning off. It’s gone. I don’t really believe that, you know, fundamental biohackers walk around tools like this that just simply measure air quality, air quality.

I think is probably the top thing to really understand, especially if you live in a city.

[00:00:28] Amanda Holmes: 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. I am your host, Amanda Holmes, CEO of Chet Holmes International.

What you’re about to learn has assisted a quarter of a million businesses to generate billions of dollars working faster, better, smarter. Welcome everyone to the CEO mastery show. This week’s episode, we’re covering the three ways to increase your lifespan. With Brett Alang. I first met Brett at DLP Capital events.

For those of you that don’t know DLP Capital, they’re absolutely amazing. 10 years on the Inc. 5,000 list. So I met him in a real estate environment, much more corporate. You know, they, they have over 3 billion in assets and Brett was knocking it outta the park there. And then I met him again at the biohacking conference this last year around, and he says, oh yes, I’m, I have a private jet company.

I also help. I have very successful people optimize their health and I have a company that helps bring resources together for those that are looking to increase their lifespan to have a healthier life as they have a longer life. And I just thought this is fascinating. I got to bring you on my podcast because people have to hear this experience.

And because of your introduction, I’ve had a radical change in my own life. So. Thank you, Brett. I was having chronic headaches, and I didn’t know why, and you had made a suggestion of the Advanced Rejuvenation Center, which is just down the road from me, a functional medicine group, and I found out there was mold in my home, and I have five times the amount of mold in my system than I should.

So now I moved my home since I’ve talked to you last. I got on, I did all of these tests, I’m now on a new regimen, and I just think it’s so valuable that people should know these things that are really hindering our health, and how to optimize it, because there’s so many advancements in technology and biohacking today.

So thank you for being a catalyst for this, for me, and then for everyone else, because I think it’s just so valuable. Fascinating what we’re capable of today. So thank you.

[00:02:45] Brett Harmeling: Yes, I couldn’t agree more. And thank you so much for having me on. Hopefully we can create some value and some takeaways for, so people can tap into the best state of energy that they can possibly attain.

[00:02:57] Amanda Holmes: Yes, and I’ll say this at the end, but if you want to find Brett as you hear how brilliant he is both on Instagram and LinkedIn, Brett Harmeling, H A R M E L I N G, go say hello to him because he’s coming out with a book, with Forbes, which is awesome, and Happy Life is about to launch. Happy Life?

[00:03:18] Brett Harmeling: Happy Life Labs, yep.

[00:03:20] Amanda Holmes: Happy Life Labs, yes. Okay, so, I know for a fact that since 1970, males lifespan has increased by 9. 2 years, but because of that increase in lifespan, we’re actually disabled and sicker longer than we’ve ever been before. I know for disability, that causes a disability for, on average, 4. 7 years longer than what we’ve had before, and we spend the The latter half of our life, if we’ve made a good amount of money, we spend it trying to gain back the health that we lost, you know, grinding as entrepreneurs and in the workplace.

So relevant for you being here to just talk about how do we optimize and harmonize our lives to create, as you say, right, superhumans.

[00:04:09] Brett Harmeling: That’s right. That’s what I’m in the business of doing is creating superhumans, which everyone has access to and as you alluded to earlier, a simple shift in your life, like understanding how your body responds to mold can change your entire life or understanding that you may be missing the fundamental mineral in your body and you add that back into your regimen.

Within days, you can feel like a whole new human. And so it’s important, you know, knowledge is power and so is proximity. And so it’s important to get yourself educated around the people that are telling the truth and not trying to sell products all the time, but really are doing their due diligence and research on these companies.

And that’s literally the foundation of Happy Life Labs. I saw a over saturated marketplace. It’s a multi trillion dollar industry, you know, People taking care of themselves and what not, so I said, you know, we’re going to bring the world’s best products, people in place, into one place, and so that people can kind of sift through all the noise out there and know that if they go to Happy Life Labs, they’ll, they’ll be finding the best people in the world, such as Advanced Rejuvenation Center that my friend Dr.

John LaRance runs.

[00:05:16] Amanda Holmes: I love that. Well, let’s dive in. So the three ways to increase your lifespan. Number one is the first chapter of your book that’s going to come out. The hidden forces hijacking your health. I think actually I experienced that with mold. I had no idea. That that could be affecting me so severely.

But what are some other things that maybe we’re not thinking about that is hijacking our health?

[00:05:42] Brett Harmeling: Well, we surround ourselves in these environments all the time, especially if you live in a city like I do, Houston. We are just bombarded with toxic air and chemicals just floating around radically. I mean, I can literally look out of the window over here and see them burning, you know, petrochemicals into the atmosphere and just people are like, what?

Everything’s fine. You know, it’s burning off. It’s gone. I don’t really believe that you know fundamental biohackers walk around tools like this I just simply measure air quality air quality I think is probably the top thing to really understand especially if you live in a city and so I you know purifiers and things that clean the air because Oxygen equals energy, and so if you’re not breathing in clean, good, rich energy and filling your body up, you are like, that’s a fundamental thing that you’re not giving yourself a fair chance at.

And then step, the next one right after that is just water. Like, we unconsciously, you know, they say drink eight glasses of water a day, and that was, you know, heavy duty marketing campaign by the bottled water companies, and Maybe you do should drink a lot of water, you know, eight things of water. But when you drink plastic water, you’ll notice like your body can’t really absorb it.

For instance, whereas you drink water that’s from nature, that’s charged and structured and clean, you know, all the free radicals and micro toxins are out of it. Then you give your body a solid foundation to thrive. And so those are like two really easy examples. And then one that’s like eminent that you don’t, most people don’t even think about.

I’ll give you two more, just for the sake of this. Whoa,

[00:07:16] Amanda Holmes: whoa, whoa, before you dive into those, I just want to wrap around to what you were saying. So on the first one with air, you said you have an air doctor in every room?

[00:07:25] Brett Harmeling: No, in, in every space that I’m in, in Houston, absolutely. So I have several offices, kind of all over the city.

I’m not all, I have two offices in the city and then in our home, you know, we have an open floor layout. So we have one downstairs that cleans the down and then one, one upstairs. So maybe a little overkill, but I just don’t want to like already being inside is about 70 percent more toxic than being outside.

If you just look around the space that you’re listening to this in, you can just notice that nothing is pretty much from nature. I mean, it is in some capacity, but it’s all. Made with heavy chemicals that off gas and that, you know, think, so if you’re not cleaning your air and you’re breathing it in consistently, well, first of all, you’ll notice that you get tired because you’re not breathing quality air.

And so that’s a fundamental, you know, your body’s innately intelligent and so you should listen to it. If you feel tired, your body’s going to say, Hey, like I’m tired. I need better, like likely you just need more oxygen.

[00:08:19] Amanda Holmes: I love that. And then, so I’ve been doing my regimen from Advanced Rejuvenations and she had said that I needed to drink, I have these homeopathic regimens that she’s given me to help detox my body first.

The first step is detoxing for me and I’ve been drinking a A glass bottle every day, and I am not normally one to drink so much water, and I felt so, so different being able to just drink one glass of water, or not glass, but an ounce. I was drinking one liter, and then she said that you take your body weight, you cut it in half, and that’s how many ounces you should have a day.

[00:09:01] Brett Harmeling: Yeah that, that’s, I mean, everyone has their own protocols, and so, like, I’m not, like, I believe in a concept and we’ll probably touch on this deeper, but I’ll just say right now, it’s bio individuality, so what works for you, Amanda, may be very different than someone that looks exactly like you, that just has a little bit different makeup, like, if you live in a city that’s like Houston, where it’s 100 degrees, like, maybe you need more water, right?

Yeah. Yeah. And the, the, this, the part that you gotta, we have to wake up to is even like the bottles like this and it’s like good water, but there’s a liner in this and it has plastic, right? And so we’re still being exposed to all these microplastics and they, and you know, like even though even the glass bottle water, like how do you know when, like when that water was harvested and from where, and then how many, how long it’s just been sitting there.

Right. And so it’s kind of one of those things you just start to think about the source of your water and you. It’s one of those things you can take control of, right? And so, we have a whole house water system to get all the chemicals out, and then we add the, at the faucet, we have a, a K and water system, which actually, you know, elect, puts the water through electrolysis, which means, structures the water, and then, and it, during that process, it creates molecular hydrogen, and then from that, you drink it, and you get more hydrogen in your system, and hydrogen allows your body to absorb oxygen, which is good.

I

[00:10:24] Amanda Holmes: love that. Okay. Are there any other that you wanted to discuss on the hijacking of your health, those silent layers?

[00:10:31] Brett Harmeling: Yeah. The other one , is really like something that a lot of, I see a lot of people missing the mark on it’s EMF. So electromagnetic frequencies. There’s good ones like the earth, the earth holds a frequency called the Schumann resonance, 7.

83 megahertz. So it’s, it has a heartbeat. I call it the earth’s heartbeat. And the more connected we get to that, the more we will heal. And so we are around all these led lights and, and wifi signals and 5g signals and everything, like everything, even the wearable technologies on your body, like I wear a whoop, but I have an airplane mode and then I just download the data, like Two or three, two times a day, usually like before I go to sleep and then when I wake up and so I’ll have it, it’s off, but it’s still measuring, right, it’s still measuring, but it’s not sending signals from my hand to my phone all the time.

See, and then another thing is the AirPods. They, they are causing major issues. Especially when you link them from like, like they’re, you’re putting, just think about this route, you’re putting unnatural high powered energy sources, millimeters away from your brain. It just just thinking about, when you think about it, it just doesn’t make sense, so.

You know,

[00:11:37] Amanda Holmes: when I was a kid, my father was so obsessed, he would come in and he’d see me on the phone. I was a teenager, of course, I would be talking on the phone with whoever. He, he would yell at me ferociously. He doesn’t yell very often, but he would be like, You’ve got to get that phone away from your head.

And I think about that, like, over and over and over again. Get that phone away from your head. Get that phone away from your head. The studies show it causes cancer. Stop that. And yet now I see everybody putting the ear pods in. I actually, for me, I use corded, Bose headphones, so they’re still noise cancelling, but at least it has a cord, so it’s not sending the frequency.

Your brain. That

[00:12:17] Brett Harmeling: already sources your phone, exactly. Then if you take it to the next level, they do make ones with like, air, like, air tubes, so that there’s literally, so like, the speakers are down here, like, way down here, and then the sound travels through an air tube into your ear. I don’t really, I’m not a huge fan, like, some things, you know, you just gotta say, it’s gonna be okay, right?

And so. Yeah. Yeah. And like for AirPods, like I will do the run with my AirPods. I’ll make sure that it’s not set on the, where they connect in the middle setting and then I’ll take them out immediately. Like, and that’s it. And I do that, you know, three days a week. So it’s not about, it’s not about always being like so hard.

Cause honestly stress. And overthinking things is like one of the biggest underlying causes of early cause morbidity to be truthful. Stress makes disease and things manifest more like faster than most food.

[00:13:08] Amanda Holmes: I also want to add to what you said earlier, because I think it’s, it’s very widely overlooked, is fluorescent lights.

Just test sitting in a room with fluorescent lights, and then change out your bulbs to actually be natural bulbs, right? Instead of the fluorescent tubes. You’ll, you’ll, you’ll feel naturally more energy. The fluorescent lights just suck the life force out of you. And I think of every corporation and how they have this in their offices.

And I’m thinking, doesn’t anybody feel how awful it feels to sit under one of those all day, every day?

[00:13:44] Brett Harmeling: It’s like a radiation center. And so you’re, so just being present and cognizant to do. Like understand the concept that we’re light beings and we absorb energy and light no matter what, whether it’s good or bad.

And so we can be responsible for where we spend our time and what lights we put ourselves in front of. And like, for instance, for this podcast, like, yes, I’m going to have good lighting. Guess what happens when I’m off the podcast, the lights go off. I turn on my red light and my salt lamp and, you know, ambient lighting, more natural colors.

But, you know, that’s the fundamental principle, like, when the sun goes down, so should your lights.

[00:14:20] Amanda Holmes: I love that. So, three ways to increase your lifespan. Number one, the hidden force is hijacking your health, it was so good. Number two, test, test, don’t guess. Tell me about that, cause I think this is fast.

[00:14:35] Brett Harmeling: Yeah, this is where people start to geek out a little bit, because Not long ago, these tests that people are running that out on, like, were unbelievably expensive to run a test. And so, and insurance doesn’t really cover most of this stuff. And so, there’s a myriad of tests that you can obviously do. You can test the length of your telomeres now.

So, that would give you an accurate depiction of your chronological age versus your biological age. So, your chronological age is quite important. Like, simply, I’m 36. My biological age, currently, is telling me that I’m 28 years old. Which means the health of my cells is looking good, right? And that’s, there’s a reason for that.

I just did stem cells about 4 months ago. I take care of my body. I’m not the person that’s gonna look like the most fit guy in the weight room and have a six pack and be chiseled. I’m the guy that has vital health and life force, like, you know, and so it’s like I live and walk through life every single day, just knowing that, like, from a cellular level, my body is completely optimized.

And so, I like to study cellular intelligence, which is how cells respond to environments you put them in. And a lot of the tests, the one that my wife, who’s a dietician and has her own company, Saberly, So that’s a good subtopic, like Savorly is the company that overlooks any type of nutrition or supplement that comes into Happy Life Labs.

So if someone’s like, hey, we want to be a partner in your portfolio, my wife will do her due diligence and make sure like, is it 3rd party tech, all the things. And so she does what’s called an HTMA, which stands for Hair Tissue Mineral Analysis. This is a, the most clear depiction of your overall health.

And it really helps. People a lot because it minerals right like that’s the foundation of health if your body can’t hold a charge And you don’t have the right minerals. Like all those amazing vitamins and things that you’re adding in likely aren’t electromagnetically sticking to your body. And so that’s a really powerful test.

It’s really not even that expensive to do, but that’d be a perfect example. That’s how you can take control of your health. Because if you feel even the slightest bit off, for instance, you did the mold test, you can do a mold sport tests. You know, a lot of times. People, like, are all allergy conscious and things like this.

It’s likely more a cause of toxins and heavy metals in your body or mold that are underlying. Like, people, like, we weren’t born to be allergic to anything, really. And, and I’ll challenge people on that a little bit, you know? I’ll, like, I’ll, a lactose intolerant person will come to my house. And I’ll have them drink a glass of raw milk, and they’ll have no issues.

Tell me, tell me, tell me. You know, tell me. It’s a perfect example. I think, you know, raw milk, honey, these things are like the world’s superfoods, right? And if you put superfoods in your body, you become superhuman.

[00:17:21] Amanda Holmes: I love that. I think that this is critical. I mean, obviously I run a data research firm, so I love data, but I love this concept that we know how much money we make a month, we know what our expenses are, and yet we don’t know the basics of like, what is my hemoglobin or what is my white blood cells or red blood cells?

And I. Ever since I worked with Regenerative Medicine Institute, they were a client last year, RMI, you know, one of the leading world’s best in stem cells I found out about this chronological age versus biological age, and I’d been wanting to do it, and I got my test results back just a few weeks ago.

And it showed me that I am, chronologically, six years older than my biological age. So for the first time in history, we can prove scientifically that stress is making you die faster. My report showed me that I am 62 percent more likely to die prematurely in comparison to people my age, and I am aging at a rate 75 percent faster than people my age.

It was a huge shock for me because I live a fairly healthy life. I’m a vegetarian, I don’t drink, I don’t smoke, like, and I’ve made these decisions because of watching my father die at 55. So then to see Yet, all of these decisions I’m making, are they the right decisions? We don’t know! We just listen to what people tell us on the internet or what we hear say.

But now you have the ability to have the data to back it up. So, I was getting these headaches, and then I was also just feeling so lethargic and tired. And I was trying to figure out why. Well, it turns out in my labs, which, right, advanced rejuvenations did, they didn’t just do two labs, which I, if I had gone to a regular MD, they would have looked and there would have been nothing wrong.

Everything was mostly in the general intervals of what should be okay, because a general doctor is just looking for disease. They’re not looking to prevent the diseases, right, which I love about functional medicine. But my report came back and said that I was. Malnourished in vitamin D. So typically you get, if they do an injection of vitamin D, it’s like anywhere between 10, 000 to like 30, 000, I don’t know what the units are.

They gave me an injection of 600, 000, whatever the unit is, of vitamin D and B12. They’re like, you, how do you even like walk around every day? So it makes me wonder for all of you that are listening that are leaders in your industries that are just slugging and you’re grinding and you’re like, if I just force this, if I just get through this, I’ll make it through.

Well, my data is showing me I need to stop. And, and I really appreciate the referral that you made for me because. I am young enough to the point where I can make better choices and it’s all based around data. It’s not just hearsay. It’s not who has the best marketing. It’s not who has the best seo when you type it into google It’s just straight data.

So you try and then you test again to find out if it worked

[00:20:30] Brett Harmeling: 100 and and something for people like that are wanting to embark on this journey Amanda, you should know is that there is a bit of it’s it’s the opposite So traditional health in in america is like Nothing’s wrong. Nothing’s wrong. You’re okay.

Things are fine. So the cost is pretty cheap, right? And insurance pays for it. And then something happens and then there’s a hockey stick event in your life and you’re like, Oh my gosh. And so like, if you look at why people go bankrupt, like number one, Right. Is real estate like, cause you go out there and number two is a health related issue, right?

And so and so and then the other way is functional where you you get it really clear on what’s on you do all these tests so that it’s cost starts here and and then over time your chance of having a Life altering health issue goes down and down and down and so it’s like, oh, it’s a little like, oh my gosh I’m gonna do all this stuff up front, but then Over time you kind of like level out and so there’s just no comparison because you know what I tell all of my clients is like nothing will work until you take, you take 100 percent responsibility for your health.

So many people rely on systems and doctors and not that systems or doctors are bad, but you have to trust what you feel, not what you hear. And so if you’re, if like, walk around with a big gut, or like, you can’t lose weight, or you can’t gain weight, or like, whatever the thing is, you know, like, you can even tell in people’s skin and eyes, like, very specifically, like, the health of a person, right, and especially how much time they’re spending outside.

So, because the eyes will tell you what’s going on with the organs, and the skin will tell you, kind of like, what’s going on overall, fundamentally. So, these are good, good, good tips. Indicators that would they don’t require any testing where you can you can just look at yourself and you can see and you just google ideology, right?

Or if something happens on your skin or getting pimples like look into that your skin is is there It’s this your largest organ And it tells you that tells you if you have a rash or you have something going on. It’s like hey That means something. Don’t just put a cream on it and ignore it. Right. So, there’s a lot of ways to test other than go buying and getting tests, is what I was getting at.

[00:22:40] Amanda Holmes: But I also love the tests.

[00:22:42] Brett Harmeling: And, and, yeah, the tests are fun too.

[00:22:45] Amanda Holmes: You’ll have to ask Brett, Brett Harmeling on LinkedIn or Instagram for some best places to get those tests and, and who to look for, for functional medicine doctors and all of that. He is a great resource. So the third step, the third way to increase your lifespan is the pillars of vitality.

Can you share what some of those pillars are?

[00:23:08] Brett Harmeling: Yeah, so it’s fun, you know, the fundamentals of vitality are really anchored and I believe in, in nature, right? And so the future of medicine and longevity is actually going back to our ancestral roots and understanding what keeps things alive. You know, there’s a very powerful argument that aging is a disease.

And so just like any other disease, if we can solve for the disease, then we don’t have to age. And so that, that freaks a lot of people out. Like even in our lifetime, Amanda, we may have to choose when we want to die. And because they’re already like, you know, 3d printing lungs and you know, they already have artificial hearts.

And so like if these systems in your body fail and you just need a new one and they can swap it out, this is happening already. And we’re just getting started. And I say that’s a little crazy because with the advancement of AI, you know, Peter Diamandis is someone that I hold really close to me, in terms of like, what he’s saying, who he’s interacting with, sciences, technologies, things like that, and so, and he’s also on a board that I’m a part of, and so it’s like really cool to be connected to people like him because, They think like, like this, where it’s like, Hey, what’s, what if we solve that problem and then like fill in the gaps?

Right? Like what, what prevents it and how do we do it together? And so it’s going backwards. And so even going right back to the beginning of our conversation, it’s like air, like thinking about the air that you’re breathing, that’s a free, you know, almost a free hack, right? So I say almost, cause you may have to buy an air filter that are like.

Air doctor, for instance, is ones we use. They’re not really that expensive for what it does, right? You’re, you’re literally, it’s like an insurance policy in your, in your house. Then water, right? Take control of your water and then identify, identify how much time you’re spending outside, right? Like truly like how much time.

Are you touching earth? People laugh. Like if I’ll do, you know, like hug a tree or, you know, like be walking, like it’s weird, cause I’m the only person walking barefoot on the side of this trail and people think it’s crazy. And I’m like, I think they’re crazy. And so it’s just like, and you stand up, I sat up, stand out a little bit, but once you understand like what happens and there’s actual science behind us, by the way, it’s called ionization.

And so we’re an electromagnetic field and so is the earth. And when you touch it. You create an energy transfer immediately. And so the best place to get that, to do that, by the way, is the ecotone of where the sea meets the sand. So there’s the highest turnover rate, you know, of sand and seawater right there.

And so if you’re right there at a beach, getting that, that’s like the highest ionic charge that you can get from grounding. So, travel hack, if you’re going to go somewhere, like, get yourself touching the earth where you’re, wherever it is you’re going.

[00:25:46] Amanda Holmes: I’m a tree hugger. Don’t tell Johnny.

[00:25:51] Brett Harmeling: Yeah, and the psychological concept of that is, is like, if you’re hugging a tree, you’re hugging something that’s rooted deeper, and therefore, so like I say, your light or your branches can never, can only grow up towards the light as far as your roots go deep.

And so when you’re doing like, inner work and shadow work and healing and, It only takes one person to stop generational trauma and create a different story. And so I invite every one of you listening to this for you to be that person right to just say i’m not gonna It’s not going to be like this moving forward.

And the, the, the ball stops here and do your work and then just go share your gifts and resources because you’re going to be a beacon of life and hope and possibility for other people. And so it’s like step into that power because we all have it in us. We just, some of, a lot of us just don’t know it.

Right.

[00:26:38] Amanda Holmes: Yeah. It’s

[00:26:43] Brett Harmeling: why Tony Robbins work, you know, unleash the power within the first thing he says at this conference. And I’ve been to like 10 times. It is like I am not here to fix you. You’re not broken. And it’s refreshing to hear that because we make up a lot of stories about ourselves that aren’t true.

And that eventually causes stress and makes us do bad habits. And you gotta be really conscious of your habits because your habits create your reality and then it becoming who you are.

[00:27:11] Amanda Holmes: Brett Harmeling. Everybody go and follow him on either Instagram or LinkedIn. H A R M E L I N G. Harmeling. We covered the three ways to increase your lifespan, which number one was the hidden forces hijacking your health, number two was test, test, don’t guess, and number three were Pillars of Vitality, and I’m sure he could talk for another several hours, and I would be thoroughly intrigued, and asking you lots of questions, because I know you’ve tried so many of the different products in the space, and services, and technologies, and so I really appreciate your wealth of knowledge, and all that you do for so many that, you know, entrepreneurs, it gets lonely at the top, and we grind a lot, and so the fact that you help them optimize their health is just absolutely wonderful.

[00:28:04] Brett Harmeling: Thank you so much for, for having me, Amanda. It’s just been a pleasure to be here and just spread the word, you know, it’s just like, I believe that every one of us can change our lives and you just have to like truly love yourself enough to know that you deserve it. Right. And you have to be brave enough to like demand more out of life and then be disciplined to actually work the plan.

It’s a process. And if you take these approaches and just listen to people that are Are telling the best that they know about what they know about then you can’t go wrong and always trust what you feel Not what you hear

[00:28:41] Amanda Holmes: I think that’s very difficult for a lot of people I would say that the grand majority of people hear what a doctor tells them and just I will be out for 24 hours.

So it’s, it’s a huge part of the, of the treatment process. It’s a significant part of the process. So I can’t, I can’t say where I would like to stop at that moment, but it’s definitely a big part of getting the patients on the right side of the treatment. Great. Surgeries recommended increases significantly as they get more tired and have to make more decisions.

So takeaway for that is one, get a morning doctor’s appointment. And number two, because they you get a diagnosis or a doctor says something doesn’t necessarily mean that it needs to be your, your truth and, and the end all be all. So be curious and. Ruthlessly committed to taking care of yourself, because it’s not just you, it’s the people around you that rely on you.

[00:29:45] Brett Harmeling: Yes, your energy is your currency, so.

[00:29:50] Amanda Holmes: Thank you so much, Brett. It’s been such a pleasure. Brett Harmeling. Go find him online and say hello.

[00:29:56] Brett Harmeling: Thank you.

[00:29:57] Amanda Holmes: Make sure to get your copy or copies at TheUltimateSalesMachine. com There’s a lot of special bonuses that you can’t get going to Amazon. So make sure you check it out at TheUltimateSalesMachine.

com

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TRANSCRIPT:

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

[00:00:00] Rhiannon Andersen: Marketing in general is quite a taxing position because it’s the top of the funnel. And so many businesses rely on marketing for brand exposure. Sometimes that is loosely quantifiable, but everybody knows that it’s vitally important. And so marketers. In general, tend to be asked to wear a lot of different hats.

I also think there’s a blending that’s happening and it’s been going on for probably about the last 10 years where marketing and business development and sales have all kind of like weaved together. But salespeople tend to get the credit for the work that’s done because they are the ones that are getting the signatures on the contracts.

[00:00:47] Amanda Holmes: 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. I am your host, Amanda Holmes, CEO of Chet Holmes international. What you’re about to learn has assisted a quarter of a million businesses to generate billions of dollars, working faster, better, smarter.

Welcome everybody to the CEO Mastery Show. This week, I have a beloved guest, Rhiannon Anderson from Steelhead Productions. Now, I had the pleasure of being able to work with Riannon and her team, and it was a truly wonderful experience. Wonderful experience. I really feel that they live what they do and there’s not as much, I feel like your team is so humble that you don’t brag enough, so I’m going to brag for you.

Thank you. I appreciate it. So Rhiannon is second generation business owner, like me, her father originally started Steelhead Productions and back in 1996, then Rhiannon came in as co owner and is now working CMO. As we were just saying, right? You hit the Inc 5, 000 list just this last year. Congratulations on that.

And if you could share with everybody what you just said to me, cause I think that that’s actually really important.

[00:02:05] Rhiannon Andersen: Sure. Yeah. So, I mean, as most can imagine being in the events industry, that’s the type of business that we have. And with COVID there were no events. And so our industry and our company, we’re both hit really, really hard.

And our having made the Inc 5, 000 fastest growing companies in America, just two years, kind of with COVID in the rear view feels really amazing. And we are very proud of our. Our team that helped assist in that happening. So, yeah, it was an honor to make it amongst such amazing companies during what was a difficult economic time for a lot of people.

[00:02:48] Amanda Holmes: And congratulations to your new big space moving into a new facility as well. So If anybody ever wants to know anything about trade show booths, I’m telling you right now, especially if you’re in Vegas, you have to Google steelheadproductions. com. But we’ll get to that in a moment. So I, I want to take a step out to look at the bigger picture and then bring it back because it really feels like there’s this huge problem happening with marketing departments where they’re just more stressed than ever before.

So before we get specifically to trade shows. Can you talk a little bit about what’s going on for these marketing heads and people deploying on the marketing team?

[00:03:33] Rhiannon Andersen: Sure. So I think marketing in general is quite a taxing position because. It’s the top of the funnel, and so many businesses rely on marketing for brand exposure.

Sometimes that is loosely quantifiable, but everybody knows that it’s vitally important. And so marketers, in general, tend to be Asked to wear a lot of different hats. I also think there’s a blending that’s happening and it’s been going on for probably about the last 10 years where marketing and business development and sales has all kind of like weaved together, but salespeople tend to get the credit for the work that’s done because they are the ones that are getting the signatures on the contracts.

And so marketers, I think, have been feeling the pressure of this blending But, you know, there are things that marketers can do to help alleviate or mitigate some of their stresses. But I do think it’s an issue for a lot of marketers to have a healthy work life balance, work life integration, because they’re being asked to do a lot.

And a lot of the responsibility of growth rests on the shoulders of the marketing team or person.

[00:04:47] Amanda Holmes: Especially with all the different marketing mediums, right? It’s like 10 years ago, it was seven. Now it’s more like 21 different marketing mediums. It’s just insane. And then how can you really tie the ROI back to it?

I think we pulled some data that said 77 percent of marketers can’t figure out the ROI of their marketing efforts. So that can be fairly frustrating.

[00:05:09] Rhiannon Andersen: Yeah. And so fortunately there are technologies that are evolving, that are helping better quantify. And then marketers can substantiate their contributions a lot better.

It’ll be nice to see those evolutions continue for sure.

[00:05:24] Amanda Holmes: Yeah. Yeah. I, and I, I threw some of our work together. We found what the top lead generating channel is for creating the highest ROI. Can you share a bit more on that? Because that, knowing that there’s 21 different ones and everybody’s struggling to figure out which one’s going to really resonate for them.

[00:05:45] Rhiannon Andersen: Yeah, I’m happy to share because it is what we do. So events and trade shows, you know, marketers find that probably 40 percent of their qualified opportunities and leads come through trade shows and events. And I believe that it’s because the prospects get the opportunity to in real life. Engage with the brand and engage with the people.

And that creates an experience. That’s memorable questions can be asked. Relationships can be had, like vibes can be felt. And it’s a really beautiful place for the end users and the suppliers to come together as humans. And it’s a real unique marketing opportunity and marketers see the results when they go to trade shows.

They recognize that this magic that can happen in real life adds tangible benefits to the bottom line of their organization. And us being suppliers and facilitators of that feels really awesome because we’re helping marketers, these busy, overwhelmed marketers work channels that help them professionally.

[00:06:59] Amanda Holmes: Hmm. I, I was thinking about you too, as I was at the biohacking conference, we had two booths and I kept thinking about all of you thinking, wow, if I had them here, it would be so much better. If only I had steelhead production. So when you’re thinking about, cause I see this time and time again, where businesses will just set up a booth and there’s many ways to do this wrong.

So what are some tips on how to make a great trade show without making your life more difficult, I guess.

[00:07:31] Rhiannon Andersen: Yeah, so I think I’ll state a little bit of the obvious, but all of us humans recognize that markets are shifting really quickly and products are evolving and they have to evolve. There’s just such a volume and technology is moving really quickly.

And products are changing constantly to keep up with the ever changing way we’re existing in the world. So we can kind of all agree that that’s happening. And then you have marketers who want the flexibility to meet this kind of ever changing market. Their brand is probably evolving to kind of keep up with how rapid things are changing.

I remember like in our work together, I learned that. Companies are evolving their product now on average once a year. So as a marketer, I want to have tools that will allow me the flexibility. Taking that into what we do as event designers and producers, we suggest that our clients never, never, under no circumstance, buy a physical infrastructure to take to a trade show.

Because typically the finance department will require. A depreciation of that asset or an amount of utilization to justify the cost of that asset that marketers hopefully aren’t buying. But 89 percent of marketers that go to trade shows, they own their exhibits. And I feel like after our plethora of experience with supporting so many different brands and their trade show marketing.

But that’s a bit of a ball and chain having this asset that you are forced to take this ever evolving product and constantly be using this fixed structure in this fixed asset to market through. And so 1 of the ways that we suggest, you know, trade show and event marketers combat this struggle is by renting renting the assets that they need for that market for that product for this moment in time.

And always coming with a fresh look that accurately represents what they’re trying to communicate at the events that they’re going to.

[00:09:59] Amanda Holmes: I think that also speaks volumes too to how fast a pace our online world is and how quickly we can put materials together today. And yet, in the physical world of trade shows.

We’re so far behind in that. No wonder over the decades that you’ve been building out, right? Your team has been building out trade show booths. You would come to the realization that we need to be fresh. We need to revitalize these so much more frequently than what we’re doing. So hence why you would focus more on rentals.

I just, I love that concept. And it also does a lot with the environment too, right? I love all of your. Talks on the environment. Can you talk a little bit to that as well? Sure. So

[00:10:42] Rhiannon Andersen: unfortunately, as you can imagine, because you’ve been to a lot of trade shows and events, They tend to be pretty wasteful. It’s been heard.

And I don’t want to quote this and say I have an accurate source, but it’s out in the universe that the events industry is second or third most wasteful to the construction industry. And as you imagine, yeah. So it’s quite hefty and it’s dent on the planet and utilizing the rental or access model. As you can imagine, you know, I have this thing, I let you use it, I let Tom use it, I let Sam use it, rental, rental, rental, rental, the useful life, life of this item is really being maximized.

Now, if I have this thing, I keep it, I use it two or three times and then I throw it away and build something new. The impact to the environment is so significant. So another one of the major reasons why we are a rental only company, we don’t sell exhibits. And that was born from our desire to support the event trade show manager.

And so fortunately, the Unintended by product of that was a more sustainable model, which we’ve realized now quantified and so proudly are a B Corp company because of our commitment to that model.

[00:12:13] Amanda Holmes: I love that. And is there anybody else in your space that’s B Corp? Not in North America. We are the

[00:12:21] Rhiannon Andersen: only event.

Faction company that’s B Corp certified in North America.

[00:12:28] Amanda Holmes: I, I love that so much. So anybody that has ESG on their mind or in their financial planning and have to adhere to that, man, you’ll have to tell the story in just a little bit, maybe about one of your clients that had to adhere to some of the ESG compliances, cause that’s a really good story, but before I get there, I’m curious.

What are some of the top money sucks that rapidly add up when it comes to trade shows? Sure. So,

[00:12:55] Rhiannon Andersen: going back to the rental versus ownership model, there are a lot of carrying costs associated with Owning physical assets. And you have to think about how to refurb it, how to take care of it, how to insure it, how to keep it kind of like evolving in its aesthetic, possibly dispose of it.

So those are all things that once you buy an exhibit, then you have the cost of the ownership associated with it. Now, alternatively, you work with a company like Steelhead, we own all of the assets. We are accountable for making sure that when our clients have access to them, that they’re in perfect condition.

So we take responsibility for the care and disposal of, or reuse of, or refurbishing of said items.

[00:13:53] Amanda Holmes: That’s wonderful. So, so it does tie me back. Can you tell that one story about that wonderful company that you do trade show booths with regularly and how it tied to them actually getting results from their events?

Cause I think so often we go to an event and hope and pray that we, you know, generate some revenue from it. But I, I know you guys actually had some great success stories about getting results based on how they’re putting together their trade show booth. Yeah,

[00:14:23] Rhiannon Andersen: well, I feel so thankful that I have no idea which one of our customers we have a 9.

8 client satisfaction score. So we have a lot of happy clients. So we felt do good work for, but I can’t speak to, I’ll speak to two types of clients and we’ll go back to the sustainability initiatives, which so many companies are starting to. List as a top priority by renting steelhead has developed systems to help report back positive metrics for working with our B Corp company so we can tell our client.

Waste diverted because they’ve chosen the rental model or the access model versus the ownership model. We can help quantify things like carbon offset. So when partnering with another company or a supplier like us that takes sustainability seriously, we can provide data that then you can take, or our clients can take up to their executive level and say, Our event program is in alignment with sustainability initiatives.

So a lot of our clients have had successes in that way. And based on the volume of their exhibiting with us, the metrics scale accordingly. So there’s some really quite impressive numbers that we can share for those who have larger scale programs. And then going back to just. The desire to use trade shows as a mechanism to make impact in reference to your brand or get new clients.

You know, it’s our area of expertise. We do over 300 shows a year. We see Yeah, the best of in all different categories of business. And so when our clients work with us, they are getting access to a team of people who over the course of, you know, as long as our company’s been in existence, almost 30 years have watched what works and what doesn’t work.

And with our obsession to help our clients succeed on the trade show floor, we bring forth. Our whole entire experience to help fuel good ideas that will move their initiatives forward. We also pay attention to human behavior and the aesthetics that help cultivate environments with people. Engagement with maybe having closed meetings for deals to take place.

So whatever the objectives are for our prospects, we have experience because we’ve been doing this, just this for so long over wide span of customer types. And so we’re able to bring our expertise to help our customers succeed. We feel really proud about that.

[00:17:33] Amanda Holmes: Yeah, I mean your satisfaction rates show it.

That’s insanely high. I think for

[00:17:39] Rhiannon Andersen: anybody that’s familiar. I’m so proud of our team. I mean, it takes our entire team for that to be the result. And it’s pretty awesome. You’re right. It is high.

[00:17:49] Amanda Holmes: I think I was referencing a case study that you had told us about where they got double digit growth from their leads generated from the event when they started using you in their, in their trade show booths.

So great results. I see lots of people that do that wrong. So, so I’m sure that anybody that is not doing events, I hope that you consider it because wow, trade show as. As Rhiannon mentioned, right, 40 percent more qualified leads come from trade show booths, which is saying a lot because you can waste a lot of money online.

And then the idea of just being able to be fresh. With every booth and have an expert that can help guide you or many experts. Right. And, and I do have to give props for how much your team plans ahead and make sure that every little detail is accounted for because right, you just never know what’s going to go wrong and you take so many extra precautions.

It’s so wonderful.

[00:18:51] Rhiannon Andersen: You know, trade shows, they’re expensive. It’s expensive to attend. It’s expensive to exhibit. And if your company chooses to make the investment, like making the investment in finding the right partner is so critical because a lot’s at stake.

[00:19:13] Amanda Holmes: So for anybody that would like to have some help with their trade show booths, I highly recommend Steelhead Productions, S T E E L H E A D Productions with an S, dot com, and if you just click on that contact us button up in the right hand corner, schedule a time and talk because, I mean, just, Everything from your design ideas are so out of the box and so creative, and so for those that maybe hadn’t heard of this kind of way of presenting at a trade show, I think everyone needs to consider Steelhead Productions.

[00:19:52] Rhiannon Andersen: You

[00:19:53] Amanda Holmes: are so kind, and I agree.

[00:19:55] Rhiannon Andersen: Ha ha ha!

[00:19:59] Amanda Holmes: I love that. So on a tangential note, we’ve done quite a bit of work on education and did some deep dives into market data around what’s going on in your industry. And we did a core story. I’m curious, you know, it’s been a little bit of time since I talked to you.

What have you noticed about shifts in your process implementing and going through that process? Well, I have to

[00:20:25] Rhiannon Andersen: say that all forms of outreach have adjusted after having gone through the core story process. Our messaging and what we’re saying is relatively The same, because those are our core beliefs, but how we’re saying it has shifted.

And I think one of the biggest aha’s for me as a marketer came from the power of the data and the power of sharing statistics, because so much of the way we shared was we were storytelling, which I think is really beautiful and sharing narratives, but when you. Overlay and infuse data into the storytelling.

It’s so much more powerful. And now if you go to our social media, go to Instagram, exhibit, happy. com, LinkedIn, steelhead productions. I mean, you’ll literally, you could probably pinpoint. Where we started our process with you, and now you’ll see data infused into our storytelling, and it just completely changed the way we write copy for our website, the way we blog, and the things that we share on our social platforms, because.

It gives people the route to connect to, and they see themselves in the data that we’re sharing. And it’s not just kind of hypothetical narrative that we have been using previously.

[00:21:59] Amanda Holmes: I love that. And I’m curious, was there anything that was an aha about your prospects that maybe you didn’t know until you saw the data?

Because you know, Very often I find that our clients go, you know, I know everything about our prospects. And then when we do the data, it kind of like takes them a few steps back from what they’re doing and they see this bigger picture to kind of understand their day to day world a little bit more. I’m curious, was there anything that you were a bit surprised about?

Yeah.

[00:22:26] Rhiannon Andersen: And we’ve been talking about it. We led with it. The stress level. You know, we have our personas defined as do many other good companies and the one piece that was left out of every single persona and all of the different types of prospects that we want to talk with was just the level of pressure that they feel in the day to day work of their career.

We feel really proud of how we show up for our customers, and yet we really didn’t talk about how we work is the cell to the pain so many of them feel in being overworked, overstressed. and asked to do a lot with less resources year over year. So that was a big aha for me.

[00:23:21] Amanda Holmes: I think that that also ties to an important thing.

I’m doing a core story in the chiropractic industry right now, and I’ve been analyzing a lot of the ads that come out and I find it fascinating that nearly every, they think that I’m a chiropractor now. My whole Facebook feed is just chiropractor. Hey, chiropractor. I’m like, yes, I’m watching. I’m not a chiropractor, but yes, everyone.

Keeps talking about, you know, we can help you double your practice. We can help you increase this sales and increase that. And yet I, I know statistically you’re a prospect. We’ll move five times faster to get out of pain than they will. Moving towards pleasure, and yet we forget to talk about where they’re at right now before they find that solution, or what pain is making them want to find that solution quicker, and I think it’s such a huge competitive edge to be able to speak to their pain and articulate it in, in the outgoing.

Marketing and sales messaging.

[00:24:22] Rhiannon Andersen: Yeah. And we’ve been finding our voice around that. It’s not the easiest because our company tends to be, I mean, our tagline is exhibit happy. Yeah. So we are, I know of Optimus in this up to. You know, rightfully see and support our prospects and our customers. Is it important?

And Alighty was definitely shined in that direction with the work we did with CoreStory and the ultimate sales machine.

[00:24:52] Amanda Holmes: It is definitely a balance being able to articulate it in a way where they feel heard and understood without completely banging them over the head. I was, I was showing somebody some copy, an executive team two days ago, and I’m like, This may just be too much.

I might have poked the bear a little too much. Tell me, cause I think I’m at a nine. So if you went into seven, we can make it that. But here’s what nine looks like. So you get an idea, and they laugh. But, it, it, yeah. Interesting to see. Always good to test and find out and, and, Yeah, it’s definitely an evolution.

Because it’s such a different thinking, right? I’m sure you guys looked at it and went, Whoa, this is different. You know, we have a lot of good things here. So how do we then integrate it? So interesting. Well, I so appreciate, so again, everyone that is listening, that is watching steelheadproductions. com.

Click on that upper right hand corner, contact us and see what. you can do to level up on the highest qualified lead generating marketing medium possible and how you can level up your quality

[00:26:04] Rhiannon Andersen: leads. Yes, absolutely. Thank you so much for taking the time to chat with me and for all of the awesome support your entire team brought to the table for our executive leadership and, and our marketing department.

It was an amazing journey. And honestly, we will never be the same after having worked with you. Things have shifted tremendously. Thank you. Make sure

[00:26:28] Amanda Holmes: to get your copy or copies at theultimatesalesmachine. com. There’s a lot of special bonuses that you can’t get going to Amazon. So make sure you check it out at ultimate sales machine.

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TRANSCRIPT:

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

When I climbed Kilimanjaro, largest freestanding mountain in the world, I decided it was a last minute thing on a Thursday. I said, well, on a Wednesday, someone asked me if I wanted to do it on Thursday. I said, yes, by Monday, I’m in Africa. And normally people prep for like months or years for this kind of a thing.

And I just show up there like that’s that here I go. I’m not going to do this. And then climbing up the mountain, I could not do it alone. I have really bad altitude sickness and I, I had to lean on the two African men that helped me finally summon, and I did summon, but I never would have been able to if I didn’t allow them to help me.

And I remember the whole time feeling so upset, like, I can’t believe these men, I have to lean on them, like, I never lean on anybody. But that was my biggest takeaway from that moment, and then when I came home from Africa, That’s when I let go of the current executive team and I stepped in as CEO because I realized that I could never do it alone, but I didn’t have to because there were people around me that could assist me.

I just needed to be willing to ask for help. Here

[00:01:03] Amanda Holmes: 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. I am your host, Amanda Holmes, CEO of Chet Holmes International. What you’re about to learn has assisted a quarter of a million businesses to generate billions of dollars working faster, better, smarter.

Welcome everyone to this week’s CEO mastery show. Today, I have a guest, again, my brother, Jordan Holmes. Last time we did a podcast together, it went soft viral. So, I had said before that I thought he was amazing and very articulate, and I thoroughly enjoyed talking with him, so I thought I would bring him on.

And he had said I don’t know, and then it went soft viral, and I said, you have to come back and do this again. So here we are, yet again. This topic, this time around, is the four ways that people sabotage their growth.

[00:02:01] Jordan Holmes: Yeah.

We enjoy this topic, so Jordan, for those of you that don’t have a backstory in him, not only did we have a training, facilitating father like Chad Holmes that taught us how to learn and taught us how to build a skill with cognitive discipline and determination, But he also went on to train lots and lots of software engineers in one of the most leading Silicon Valley training companies.

He has taken those skill sets further and further and I’m sure we’ll tie in some of those stories amidst here when we talk about how people sabotage.

[00:02:34] Jordan Holmes: Yeah. Yeah. And in a similar space, you work with a lot of business owners, entrepreneurs, and executives. And so I know we wanted to talk about this because scenario of crossover between the two of us that we’ve both spent a lot of time coaching people and working with people on improving their lives in various ways.

And so we thought we might be able to

identify some trends because it’s rather fascinating. I mean, if you think about it, 95 percent of companies never make it above a million in annual sales. So what’s happening that then, of that, only 0. 08 percent make it to 5 million, and then 1. 5 percent make it to 10 million, and 0.

004 percent make it to 100 million and beyond. Some of those things are what we’re about to cover. So, the first thing that people do to sabotage their ability to grow is lack of clarity on where they’re going.

[00:03:30] Jordan Holmes: Yeah, it’s a surprisingly easy thing to do. It seems so obvious. Yes. And yet, I don’t think it is like where people go, yeah, well, I want to make more sales.

I know where I’m going, but that it’s often not specific enough. Yeah. Almost, almost every time I coach someone on something, the first step ends up being, look, we actually need to get greater clarity on where you want to go. I can help you get where you want to go faster, but it’s going to be really hard to get where you want to go if you’re not very clear on where you want to go.

Well, statistically, it’s also shown, I mean, 50 percent of companies don’t have a clearly articulated goal that the entire organization knows. So, one in every two don’t understand, so, first way that you can sabotage your growth is by not knowing where you want to grow to.

[00:04:22] Jordan Holmes: Yeah. Makes sense. Or even being too broad on that.

Like you want to talk about a business vision. One of the things that drives me crazy is when you go to work at a company or work with a company and they go, here’s our, our core values and there’s 12 core values. And you know, it’s like this big thing on the wall and, and some of the core values are even conflicting with each other.

You know, it’s way too much. It’s also easy to have, you can’t do everything right. So. Part of knowing where you’re going is being very clear on what you want and part of that is intentionally excluding the things that you need to avoid. I would say, also, I don’t know if you’ve experienced this, part of that piece is identifying the things that are tempting for you to aim at, that are not actually the highest ROI things to aim at.

Because when things get difficult, with the primary thing you’re trying to work on. The thing, the ways you’re going to procrastinate are going to be the things you’re also interested in, but are not actually as important as the thing that just got hard. So I think being very specific on what you want and then also excluding the tasks that are tempting and not actually serving you.

Yep. That’s great.

[00:05:39] Jordan Holmes: What do you think

I totally agree. You have to be able to say no.

[00:05:45] Jordan Holmes: Yeah.

And say no often. Okay, let’s jump to the second. The second way that people sabotage their growth is thinking that they know everything. You know, I’ve seen this even back when I used to perform as a musician. So I went to music school and one of the number one most prestigious music schools in America.

It was USC’s Thornton School of Music. I gigged with every person in that university. And what I found was that the best musicians were the ones that were always easy to work with and always eager to understand the direction that I was giving. Those that were not as skilled always acted like they knew everything.

It was so bizarre. I didn’t understand why that was possible. But then I also see it in businesses. You know, my eight and nine figure executive teams are usually way more inquisitive, way more open to possibility, way more acknowledging that they don’t have every answer. But then I get a million dollar CEO or a 500, 000 CEO walking in and they like, they know everything and it’s so fascinating to see that dynamic.

So just acknowledging there are things that you don’t know you don’t know is a huge change.

[00:07:01] Jordan Holmes: Yeah, I think also, like, in particular, to be looking for areas you might be oddly wrong in something you feel very confident in. Because that’s when you’re going to get a really big improvement, is, Hey, I built a bunch on top of this idea, and if that idea is wrong, That means a lot of the stuff I’ve built on top of it is not going to work particularly well.

It’s really hard for me to entertain The thought that I might be wrong about this core foundational idea, because that means if I’m wrong about this, I have to go back to the drawing board on so many things. And so I have this sunk cost fallacy, but it turns out that if you want to make the jump from 1 million to 5 million to 10 million, it often entails sacrificing some idea you have about how things work, that’s fundamental, because it’s a wildly different set of skills that’s going to get you to the next level.

And so, yeah, maybe that’s why you see that difference in the more successful business owners is that they’ve learned they have to be open to being totally wrong about something, some core idea. Yeah. They’ve already had to several times scrap their, their previous set of beliefs, scrap their previous skill set and take on something new.

I love that.

[00:08:34] Jordan Holmes: Yeah.

Okay. Love that song. So the third biggest place where people sabotage their ability to grow I call them the magic pill poppers. We live in a society where we just want to take a pill and solve all the problems. And very often that’s not the case. And what I’ll see is in somebody that’s just starting in business or has only gotten to a certain threshold in revenue, when they come up with a goal, There’s a lacking of the, the decades of trying to implement new ideas, or new concepts, or their own initiatives to get to that next place, where their expectations are so short lived, that if it’s the right solution, then it should be the right solution immediately.

And if it’s not, then we give up on it, and we look for the next right solution, as opposed to, Coming up with an idea, then continuing to test it until that idea is so far down the line that you’ve proven it could be successful or not. I liked what you said about deciding the minimum amount of time of viability.

[00:09:36] Jordan Holmes: Mm hmm. So, something that I find useful in this area is, When you sit down to try something new, saying, setting, Hey, I’m not going to question whether or not this is the right strategy or the right way to go about this until three months have gone by or six months have gone by because, and it depends on what the thing is that you’re trying some things, some new thing you want to try, you’re not going to see results until six months.

And so it doesn’t make any sense. Question the approach until you actually get to see results and you need to determine that up front because I think sometimes people make decisions in this space based off of how they feel, which means quit something new the second it gets hard and oftentimes the results come right on the other side of the thing being really hard.

Yeah, yeah. It reminds me of we were working with one core story client. And they were a startup. He had just left his cushy job to start a new business and he had hired us to build out what that marketing and sales collateral would be. And he went out and went to one door and tried to use what we bought and he quivered back in failure.

And he said, it didn’t work. It didn’t work. I give up. I want my money back. It was like, wow, we’re, we’re a weekend. I think we need a little bit more time. Right. And we ended up. Building him a whole sales process over six weeks. It was brilliant. He went from nothing to booking appointments at like 75%, 75 percent of the time he would book an appointment.

It was absurd, right? It was awesome. But his expectation of how quickly it should happen was wildly different than let’s say, like, I have a 250 million company that’s trying to get to 600 million. And they said, okay, we’re going to take this core story and we’re going to deploy it over the next year. And we anticipate that over the next year and a half, we’ll start to see more results.

But granted, their sales process is like between 8 to 12 months,

[00:11:42] Jordan Holmes: right?

So, they’re used to, okay, this will take time. This will take, everyone getting to use to this will take time, so.

[00:11:50] Jordan Holmes: But that’s the, that’s a great example of, Like, Hey, we know from first contact to a sale is like a minimum, whatever, eight months or seven months or something like that.

So it doesn’t make any sense to try a new sales process and abandon it before the six month mark. And so they had the wherewithal to know in advance, Hey, it’s going to take this long to see results. And so that’s when we might check in and go, is this working or is this not working? Yeah. Feelings are not a good.

It also makes me think about like, we’ve had some of our greatest success stories have come from people that are in so much pain. You know, the house is on fire, they’re losing money month after month and they have to solve the problem. Therefore, their ears are so wide open and they have accepted that we are going to help them and they’re following everything we say with clarity.

It’s actually kind of an interesting thought.

[00:12:51] Jordan Holmes: That’s, that’s an interesting one because I actually was thinking, I’ve experienced where when it feels like an emergency to people, sometimes they’re even more quick to want to change strategies. Yeah, I’m helping a friend of mine through a job search process right now trying to get his job done.

His career in order, and the job search has not been going particularly well, and that’s hard financially. And so, he’s thinking really short term. How do I get this job that I’m trying to land? And it might not even be possible over the time frame he’s trying to do it. And so, sometimes, instead of going, I’m in this fear mindset, this emergency mindset, and I need to do something, and I just, I try this, and it’s like it’s not really working, try something else.

Versus taking the coldly logical point of like, Okay, realistically, how long is it going to take to do this thing? And if I’m on such a timeline where it’s like, I can’t realistically expect results here for six months, and I need results sooner than that, then like, again, that’s not the approach you should have.

You should figure out how to extend the timeline. First, sometimes making the right change requires stepping back and figuring out how you can allow the right change to take longer. Yep. You know, like, oh, hey, I need to make, I need to make a dramatic change in, in three months. And it’s like, well, that’s not possible.

So you need to figure out how, how to let it take six.

Yep. And that leads to the fourth way people sabotage their growth. Which is, struggling to ask for help. When I climbed Kilimanjaro, largest freestanding mountain in the world, I decided, it was a last minute thing, on a Thursday I said, on a Wednesday someone asked me if I wanted to do it, on Thursday I said yes, by Monday I’m in Africa.

And, normally people prep for like, months or years for this kind of a thing, and I just show up there like, da da da, here I come, I’m gonna do this. And then, climbing up the mountain, mm hmm. I could not do it alone. I have really bad altitude sickness, and I had to lean on the two African men that helped me finally summon.

And I did summon, but I never would have been able to if I didn’t allow them to help me. And I remember the whole time feeling so upset, like, I can’t believe these men. I have to lean on them. Like, I never lean on anybody. But that was my biggest takeaway from that moment, and then when I came home from Africa, That’s when I let go of the current executive team and I stepped in as CEO because I realized that I could never do it alone, but I didn’t have to because there were people around me that could assist me.

I just needed to be willing to ask for help. So I’m one to be, have a hard time asking for help, but it really landed for me. I was listening to Tommy Mello talk. I don’t know if you’re familiar with Tommy Mello. I was listening to Tim talk last week, and he was saying, you know, my greatest strength is that I’m great at asking for help.

And I thought, wow, that is actually a great thing. That’s a good

[00:15:49] Jordan Holmes: way to think about it.

Yeah. Yeah. Because you’re never going to get there, right? What’s the African saying? If you want to go fast, go alone. If you want to go far, go together.

[00:15:59] Jordan Holmes: Right? Yeah. I was just telling Amanda on this point that it’s easy to notice this maybe in an environment that’s not your environment.

But when I was teaching software engineering to people, which is, you know, it’s hard, a hard intellectual task. And a lot of people have this sense that, like, if I can’t learn this, I’m stupid. And so, they’re in a school setting where they’re learning this material. And if they were struggling to learn the material and they could feel that they were not quite getting it, they were having a hard time, some people would do this fascinating thing.

Of trying to hide that they didn’t understand. And so they’re dodging, answering questions. They’re trying not to talk to me as the instructor. And just like trying to cover up the fact that they’re not getting the material. And that’s precisely the opposite of what they should be doing. Because I’m literally there and being paid to help them understand the material.

How often do you experience where you’re having a hard time but you don’t want anybody to know you’re having a hard time?

[00:17:08] Jordan Holmes: Yeah, and nobody can help you if you don’t let them know that you’re having a heart, but it’s hard on the ego to admit.

Yeah,

[00:17:16] Jordan Holmes: I’m Struggling with this thing. I think at the end of the day What’s really important is that you acknowledge you are having a hard time doing a thing by yourself You know, if you’re having a hard time with something a really really good strategy is to get help from people who know how to do that thing well.

Yeah. And acknowledging that you don’t have to know how to do everything. That’s also important. Stick to your stripes.

[00:17:39] Jordan Holmes: Yeah, have you seen that with business owners struggling to ask for help on things? Have you ever

I think so. I see a dramatic difference between those that get great results and that continually grow year after year.

I’m thinking about like some of the CEOs that have hit the Inc. 5000 list multiple times, versus those that will stay in the same revenue bracket for decades. And that’s a huge part of it. You know, someone, like I’m thinking about DLP Capital, I’ve worked with Don Weiner before, I’ve spoken at many of his events, and they’ve hit the Inc.

5000 list 10 years in a row, he is 39 years old, and he’s very clear that his goal is he wants to be a privately held Fortune 500 company. That’s his one goal. How he gets there, there’s many different iterations, but you’ll hear him say it all the time, and he says, hey, you wanna rally with me so we can be the first privately held Fortune 500 company?

Let’s do it. And everyone gets on that bandwagon because he recognizes that his goal is bigger than just him being able to do it all. And I love that about him, and he inspires people to want to join in on his mission. And, and because of that he can Create affordable housing, he does these amazing things where he does, like, every one of his staff can submit a wish that they’d like for him to accomplish, and I think it’s like once a year or twice a year, he picks one person, like, he’s given a couple in vitro, like, he paid for them to have their baby, he’s given people a master’s degree, education, he’s given, like, he can do so many wonderful things, and he gives back so much more because he’s willing to ask people for help.

Versus somebody that says, I know what I know, I’m already the best, I’ve been doing this for two decades. Yeah, but you’re still floating at 500k in revenue, I mean, I get it, like, you’re doing more than most, because 95 percent don’t even make it to a million, you know? That, there’s this shift in mindset there.

[00:19:38] Jordan Holmes: Yeah, and how do you think Now, we discussed this a little bit, like, how do you actually make that change of struggling to ask for help, and then there’s a reason you’re not asking for help, so how do you actually shift?

Well, I think some of the ways that you can avoid sabotaging, right, that you can be proactive, is number one, just getting clear on what your goal is.

Because if you know, without a shadow of a doubt, what’s important to you, you will do whatever it takes to get there, right? That goal has to be truly something of value to you. So what we do in our goal setting process when we go through, like, getting a new CoreStory client, we’ve actually started incorporating goal setting into our process because we find that people are more motivated to implement something of change when they’re invested.

And, like, we had one client that wanted to give back a million a year. In revenue, because he wanted to make more to be able to give more. It wasn’t even about him putting more in his pocket per se, he just wanted to do bigger things. And within the first 30 days, he closed an 8 figure contract. So when he got bigger about his own mindset, you can ask Troy about that one, it’s a pretty wild story.

When he got bigger about his own mindset, and went past the limitations of what he felt he deserved, or what he, it was all about him, very often in that goal setting workshop, we find that people want to give back more, they want to do things with their community, they have things that they’re passionate about, and that adds to them creating greater wealth.

[00:21:11] Jordan Holmes: Yeah, yeah, that’s interesting. We didn’t really talk about that so much in the goal, in being clear on where you’re going, but like, part of that is also finding a goal that resonates

with you.

[00:21:23] Jordan Holmes: Yeah,

critical.

[00:21:24] Jordan Holmes: Because there’s a lot of people who are like, this is what I want, and I’m looking at you and I’m like, Hey, it’s not seeming like you want this.

That’s

[00:21:31] Jordan Holmes: awesome! This is what I want, but I don’t want to put the work into it. I don’t want to be proven wrong. I don’t want to try anything new. I don’t want to, you know, it’s like, man, maybe you don’t want that very much.

Yeah, it takes quite a good skill to actually pull out of somebody something that actually resonates.

I watched Troy do this, Troy Iverley. He does a great job of it. Calling on your bluff and seeing if it really resonates or what’s important or not important. That’s awesome. Okay, the second thing you could think about is potentially finding an expert. Because there are experts that know things that, right, you can get there way faster if you just find some expert on whatever you need help with.

[00:22:11] Jordan Holmes: I think that probably should feel self evident to pretty much anyone. It’s like, hey, get help, get help from an expert. And the thing that I think is really important there, from my perspective, is find the expert and then really, this goes back to this. Part of people feel like they know everything or have they have this really close mindset is like find the expert and then really listen, really.

Cause the number of times I’ve worked with someone where I’ve been brought in and I really like coaching people. So I’ve, I’ve coached people on a wide Variety of different areas like including including tennis I’m a pretty decent tennis player and I’ve given tennis lessons to a lot of people that like I would like to get better and Then they come I give them a tennis lesson and I say hey, you really need to focus on this thing And they’re like, yeah.

Yeah. Yeah, I know and it’s like Okay, I can see that you don’t know so whatever you thought I said that you know You need to pay a little bit more attention to me or ask me questions because I’m thinking I’m telling you this for a reason, and I’m the expert you came to, because I am objectively better at this than you are.

Yeah. And, and so if I’m saying something, if I’m taking the time to say a, a particular thing, I must feel it’s important, and I’m the expert. And if you feel like I’m wasting your time with what I’m saying, You might want to take a step back and instead think, how do I listen more carefully to this here as though the expert is communicating something I don’t already know.

Yeah. That actually reminds me of, we recently got hired for a company and they were trying to figure out if their sales leader was going to cut it. So we came in and we helped them build out a plan for how to grow. And never once did she ask me a question.

[00:24:00] Jordan Holmes: Oh, the sales leader? Yeah. Oh, fascinating.

It was fascinating.

And the CEO kept getting bothered. Because they said, you know, Why isn’t If I were in that person’s shoes, I would have been asking a million questions. Because that plan The details, you know, I’m still trying to figure out what do I do on Monday, what do I do on Tuesday, I have an idea for my 30 day, and my 90 day, and my 12 month, but I have plenty more questions, and it was fascinating to see that there was not even questions, it was like, okay, I’ve checked off the box that I’ve done what I was told, that I was supposed to bring in an expert, and now they, I have, so now everything will be sunshine and rainbows.

Well, only the beginning, because they only hired to come in and give the plan. Right? It’s fascinating.

[00:24:47] Jordan Holmes: Yeah. Well, I mean, even I would say in any learning environment, if someone is not asking questions, they’re almost certainly not paying attention.

Yeah.

[00:24:56] Jordan Holmes: You know, because language is too imperfect of a medium of communication.

I used to, in our boot camps too, we’d have maybe like, let’s say 30 companies in a room and there was one gentleman, Akshat, who would always have like five questions for me every single time. And it was very clear to me that everyone else Was working on it and doing a little bit, but Aksha was dedicated to mastery.

He attended every single bootcamp I had. He watched the recordings of them five, six, seven times. And because of that, he walked out. You know what he got from the Coarse Story Bootcamp? What? He built out a 52 week email series to make sure that every lead he got would turn into a client. And he changed his whole business approach to instead of Reaching out, he sold door handles in, in India, fine door handles.

So instead of reaching every consumer possible and going after every kind of store possible, he identified 50 that he thought would be great, that would produce him 50 X what he was getting from any normal B2B interaction. And he just harassed them like nobody’s business, right? Pick out a discipline and determination.

And he basically turned his business on autopilot. He now makes. Double if not triple the amount he’s working two days a week instead of five days a week or seven days a week All because he was committed and you tell the questions He was asking was showing that he was trying it and failing and trying it and failing but he was committed.

It was fascinating

[00:26:28] Jordan Holmes: Yeah, that’s a really good point that maybe we should have started with here that like I’ve worked with a lot of people and you can tell pretty early on like There are some people who, some students, where I could spend 15 minutes with them and dramatically upskill them. Because they were really listening to what I was saying.

They were gonna ask follow up questions. They were gonna try and digest the thing. They were gonna immediately go out and try the thing that I said. And then come back and say, Hey, you know, I tried what you said. This and this didn’t work. Like, they were just They were determined they were going to learn the thing, versus And so it was almost like on autopilot on my hand, like I barely had to do any effort for this person to get all this value.

Because they were gonna pull the value out of You know, versus the person where, like, they come to you and they’re like, I want your help. But some, for some reason, I’m chasing you, trying to figure out how to help you. I’m, I’m like, trying to get you to ask questions. I’m trying to, I’m, I’m like, you know, listen to what I have to say.

I’m trying, I’m checking in to be like, did you do what I suggested?

Yeah.

[00:27:36] Jordan Holmes: Are, did you have any questions on that? Did you have any follow up? How’d this thing work? And there’s, so, I think a big part of this topic here is, like, How do you be a person who’s easy to help and there’s so many people who can help you out in the world There’s so many experts in so many areas and it sounds like Aksha was one of these people It was like he was going to get the value

and he did I mean he has a business nearly on autopilot He’s third generation.

So he didn’t exactly want to be doing what he was doing And now he’s doing what he loves, which is actually coaching. He’s coaching other leaders. And spending a lot of time in his garden. He really likes garden. So.

[00:28:20] Jordan Holmes: We could all spend more time. He

also paints. He sends me paintings. A lot. Pictures of his paintings.

So, you know, he’s enjoying a more fruitful life because he was actually dedicated and determined to learning. Which was actually the final way to progress and overcome your sabotage is being pig headed, disciplined, and determined to stick to that same path to get the result. Not same path, but iteration.

If you’re deploying a new concept or a new idea, it takes time, right?

[00:28:55] Jordan Holmes: Yeah. I was just having a conversation with somebody about this because I was working with someone on He was this friend on this job search thing. Yeah. I was trying to give some suggestions and I was like, well, are you doing A, B, C, D, you know?

And it was like, no, I’m not doing that. No, I’m not doing that. No, I’m not doing that. Okay. Well, you should go and do this thing. And then I checked in with him again later and I was like, how’d it go? And he’s like, oh, I did the thing and it didn’t work. And I’m and it’s like, okay, did you try and figure out why it didn’t work?

Did you try it again? Did you, like, it was just like, I had a thing. I tried it once. I ran into some difficulty and, and then that’s where it’s done, you know, so having that piece of I’m determined to try this thing and keep tweaking and keep returning back to what the plan is or what I’m trying to execute on.

I, again, this piece on communication is imperfect. And this was one of the best pieces of advice I ever got from. That it’s a very simple thing in one of his videos on, I think it was a module on cold calling where he was like, you watch this video and I’m going to give you all of these strategies and if you just watch it once, you’re going to get almost nothing out of this.

If you watch it and then immediately go and try and make 10 cold calls and try and implement what I showed you in this video. And then come back and watch the video again, and then go out and try it again, and then come back and watch the video a third time. By the time you’ve done that, you will have mastered this, this concept.

And so it’s like, that sticks in my head as, as the people who end up being successful with advice that I give them. Is, they don’t just let the advice wash over them, and hope something stuck in, but they take it and they immediately try to use it. And then Then they come back and go rate, Hey, this did or did not work.

What was I, what was I missing? Because you almost always, if you go back and revisit, you know, and this is the same thing with almost any self-help book you read. Yeah. It’s like how many people read a self-help book and then don’t try anything that’s in the self-help book.

Yeah.

[00:31:04] Jordan Holmes: You know, but if you read the book, try to implement, come back and reread the book, you notice completely different things second time around.

Yeah. So just having that, that discipline and determination to doing the thing and revisiting the expert or the. training material or the plan to, to do better the next time you, you try.

Yeah. Just a, a funny note. So just this week, somebody had mentioned on Twitter that they had a CD of our dad. It was the only CD they have in their car, and they got it 15 years ago.

They still listen to it. What? A CD? Is that not insane? That, I mean, there’s, there’s a lot of people out there that, that talk and teach and I find it to be something that speaks volumes to Chet Holm’s material is that That timeless is pretty remarkable.

[00:32:03] Jordan Holmes: Yeah.

All of these topics actually really remind me of what we’ve done with CoreStory.

There’s been so much evolution just in the last year, two years around taking something that will completely revolutionize a company and the way that they market and sell and having weekly meetings to make sure that they’re getting the concepts, that they’re trying it, that they’re trying it in the field.

We’re seeing if it’s working or not. We’re coming back and trying something more. We’re giving them more deliverables. And it’s just, it’s been a complete game changer, actually. I’m not going to get into all of the details, but it’s just been really thrilling to see such huge progress for organizations wanting to make that change.

[00:32:48] Jordan Holmes: That’s the golden ticket right there is, and I love that I once worked at CHI behind the scenes very quietly. You’re constantly iterating on how to execute on things and finding because there is a steep, steep learning curve on the core story model for selling and marketing. You can constantly be improving the way.

People move through that learning curve and like making that learning curve less steep. And from what you’ve been telling me about what you’re doing in that space now, it’s making that learning curve a lot less steep.

Well, it’s also been fascinating as AI has come out too, because so I’ve spent, man, the last nine months working with an AI expert.

To be able to take what we do and turn more pieces of this using AI. And what I found is I was actually wildly disappointed for majority. I wanted AI to think strategically and it just put it over and over and over again. I mean, iteration after iteration after iteration. But what I did find is when we would put the strategy in place.

And know, like, for instance, a couple pieces of market data, and what the call to action may be, and set a framework with the overall tone and the general idea. Then, creating a ad, a cold email script, a voicemail script, a trade show conversation, a white paper, all of these things can happen with a click of a button now.

If I have my strategy in place, If I thought, like a human, to come up with what the most superior strategy is, just the minor tweaks that make the details possible, that now we’re rapidly creating more content better than ever before and faster because of that. But it could, I could not reign AI how to be a strategist.

[00:34:48] Jordan Holmes: Right, right. And it took nine months of work to figure out how to get AI

Yeah.

[00:34:54] Jordan Holmes: To improve the, the speed of, like, creating deliverables.

Yeah. But now it’s so exciting, right? Like, okay, here’s your, we have a client right now that needs a three minute television ad, a 30 second television ad, they’re doing magazine articles, they’re also doing SEO, and they’re doing social.

And I’m able to handle them all. Whole ton of stuff, whereas before we’d give maybe one of this, one of that. Yeah,

[00:35:19] Jordan Holmes: it’s a fascinating, I mean, it’s gotta be a fascinating time to be doing core story stuff in that regard, because like previously it was a lot of work to create. It still

is a lot of

[00:35:33] Jordan Holmes: work. But it was a lot, it was, you know, it’s a lot of work to, to create all of this content from the strategy encapsulated in the core story.

Yeah. And. I feel like it makes CoreStory even more powerful because now it’s like, Now

I can train them how to use AI to use the CoreStory.

[00:35:55] Jordan Holmes: Right. Right? Here’s

three pieces of market data. Okay, craft my next email campaign using that. And here’s the template in which I want you to follow to make sure that It’s the most compelling email possible, right?

And then they’re deploying and it’s miraculous. But we had to do 500 hours of digging through data and weaving what that story may be to get it to that place. But now it’s like, fantastic.

[00:36:22] Jordan Holmes: Yeah, yeah, it just makes the execution easier. And it also, but that also makes, because it’s so, so much easier to produce content now with AI.

It’s like, it makes the strategy of your content production that

so important. Mm hmm. And also, I see it now when I look at things, I’m like, Ugh, that was written by AI. It’s like, it’s AI ified. There should be some word to explain that the human element of this has been completely taken out, and it’s so verbose.

It looks impressive because it’s so long, but really it’s just AI saying things that aren’t really all that meaningful. Like, I keep A B testing what Dad wrote, and then I try to tell AI to write like Dad, and it just can’t. So A B misses. The human aspect, and it also just becomes so much longer than it ever needs to be, so often.

So I’m perpetually fighting that battle, but, but it’s been, yeah, been fascinating. Yeah! So here we go! The four ways people sabotage their growth. Hopefully that helped you a bit think about some of the ways that maybe you or your team do so that you can elevate your game and get to the next level of wherever you’re headed.

If you decide, oh, I’d really like some help, always picking up the Ultimate Sales Machine is a great step. Oh, only 18. UltimateSalesMachine. com. And if you haven’t read it in a while, picking it up and re reading it. If you haven’t read the new edition, I recommend re reading the new edition. Or going to EmpireResearchGroup.

com. If you need some help with core story, that’s EmpireResearchGroup. com. Thank you, Jordan. It’s been so helpful and I always love talking to you.

[00:38:02] Jordan Holmes: Yes, right back at ya. Thanks for having me. I hope this was fun for you.

It was! Leave a comment, if you will. Tell Jordan what resonated with you about what he said, or if I said something that resonated with you.

Let us know, so it makes me want to continue to do these podcasts. It doesn’t mean anything if I don’t hear from you. So, please, let us know, and until next time.

[00:38:26] Amanda Holmes: 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 out at ultimate sales machine.

com.

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TRANSCRIPT:

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

[00:00:00] Amanda Holmes: 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. I am your host, Amanda Holmes, CEO of Chet Holmes 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 with Chapter 13, How to Live a Rich and Full Life, Chapter 13 is actually the reason why I accepted the offer from Penguin to write the new edition, because what I had to say was what I put into Chapter 13. And I wrote 94 versions of those 10 pages. I counted once while on a plane, because I was trying to.

I thought, I think I’ve done this quite a few times, I should check. And literally there are 94 different word documents. So I rewrote it a ton, just trying to get it to as close to perfection as possible. And I, this bowing before the dojo starts, I think is a great demonstration of what chapter 13 is all about.

So we can just do our little bow as we enter into the dojo for the final time. I always feel that the air is so much sweeter in the dojo. Beautiful. For so many years, and I think that this speaks to coming up with a message that lands. As I was working on chapter 13, I kept talking to people about it.

Everyone said, oh, you’re writing the new edition, how exciting! What, you know, what are you writing about? And I’d say, I’m writing about service. And people would look at me like, who cares about that? Aren’t you writing a sales book? And I’d say, I’m writing about humility. And they’re like, no, no, really not hitting the spot.

I would say, I’m writing about gratitude. And again, eyes would glaze over and I would watch their response. Every time I would say what the book was or what I was putting into chapter 13, particularly. And then I had said that I would deliver the manuscript to the, to the publisher. And at 4 a. m. I was still, I had rented a hotel cause I thought I’m going to get it done.

I’m sitting in a hotel. This is finally at its final peak place. And at 4 a. m. I was searching through my father’s old emails and I found this email where he said that he generated more wealth in six months than the prior eight years combined. And it was all because of this one thing. And I thought, even thinking about it right now, I’m still getting chills.

I thought, this has to be in the book. So, I sent an email off to the publisher and said, Give me a little bit more time. This has to make its way into the book. A year and a half later, We finally finished the book. I bet. Cause just reading it was so profound to me. I just had to absorb it for a while to really see how that integrated with what I was writing.

So then, when people ask me, Well, what did you update to the book? I said, I now say, Well, chapter 13’s my favorite. Alright. I found this letter that said that he generated more wealth in six months than the prior eight years combined, and I truly believe it’s the encore he never got to give on how to live a rich and full life.

That in itself is a masterpiece, just to explain that. And I think it also speaks to the testament of how many times, when you start to develop what your educational based marketing is, when you start to develop what your markup data is, when you Watching the responses, seeing what makes them lean in, and then repeating that over and over and over again.

I probably had 400 people ask me about that book, and I got to watch every single person’s response. And with every single person’s response, when I finally came to that as the title and that, the gist of Chapter 13, I knew I’d finally reached some sort of mastery. But it took a lot of tries. So if you feel like, oh, I’ve tried this stadium pitch and it failed, well, how many times did you try it?

Right? It starts to refine and get better and better as you work. So, this is only the beginning.

Before CHI, I was actually a singer. These are all the different records that I came out with back in the day. And, it had seemingly looked like my father was cured of leukemia. So, in that time, I had Journeyed off to Asia and thought, Okay, meditation is my way, I love healing, I love health, I’ve met my guru, I love her, I love this whole process, This is my life’s path.

And of course, as life does, As soon as I told my parents I’m not coming back from Asia, I think I’ve found my calling. The doctors called just a few days later and said, your father’s gone into remission. He’s gotten graft versus host disease and we don’t know if he’s going to make it. So I came home and six weeks later he did end up passing.

And before that time, I spent 352 nights with him in, or he spent 352 nights in the hospital. I only did about a hundred of those. Cause it was between me, my mom and my brothers. If you knew my father, he was a six foot four man, larger than life. So getting him to sleep on that bed was. very difficult for him, and then this was the cot that we’d sleep on and just be able to manage around to change the seats because he would get these night sweats.

And I just find it fascinating that in the hundred all nighters that I spent with him in those two years of being his caregiver, never once did he sit me down and say, Hey, this is what my business is. These are who runs my different businesses. This is what I’d like to see from my businesses. So, obviously it came as quite a shock when he did ultimately pass and this is a picture from So this was about three months after my father had passed and we were at that time partners with Tony Robbins.

So this was my first business mastery. As chairwoman these are all the wonderful staff that we had. These are just like, some of the top ones. And I’m just looking around like a deer in the headlights. I have no idea what I’m doing here. This is utterly terrifying. I can’t imagine how I’m going to move forward here.

Truly an unbearable time for my morning. Another difficult thing was that we needed innovation. Disruption was at an all time high. Our leads were drying up because it was solely based on radio. We also had to shift to online commerce because all the other ones were selling their courses online and we had never processed an order online.

It had only been over the phone. And credit cards. So I was hiring and firing different C suites to fill that void, just trying to figure out how can we sustain this ship and my father’s life’s work.

And this woman right here was just such a huge influence for me. She was the one that kept telling me to step in as CEO.

And I finally did. And we had this moment where I started running webinars because the only thing that transferred over from my singing career. To this CEO spot was actually the ability to present in front of an audience. That’s where I felt most comfortable because I had been doing it, playing guitar and busking and in front of audiences for a decade before that.

So I started running these webinars, but I was really disappointed in my results that I was getting. I wasn’t selling so much. So there’d be 300 to 400 CEOs on a call and I’d be teaching the three ways to double sales. And at that time I was 26 showing all of these. You know, older gentlemen that had very established businesses had to grow their business.

It just felt like a crazy scenario. And yet, there was this one day where it had really gone wrong, and I wasn’t really happy with the results, and I walk into the healing center, which is why I live here in Florida. She has a healing center here. In Tampa area. And she could see I was upset. And then Guruji said to me, what’s wrong?

You look upset. And I said, Oh, it’s nothing. My most recent sales presentation really didn’t close much business. She said, what do you mean close? And I said, Oh, well, that’s the way that we describe a sale. You know, you close like a vice. Of course, a selfless healing saint isn’t going to know a sales acumen.

But then she said something that truly changed my world and my life. She said, when life can be lived without pressure, enjoyed and appreciated, Why would you ever want to put pressure on it? And it’s the reason why 97 percent of our prospects feel that salespeople are too pushy today, right? We just don’t want to be sold to, especially when we know we can buy things online today, instead of interacting with a salesperson.

So she continued to say that that energy is pressurizing is harsh to close means to apply force, to shut it down, shouldn’t a sale be associated with planting a seed in the ground and letting a tree grow to bear fruit. Having hundreds of CEOs on these calls. You have the capacity to plant an orchard of trees all at once to feed so many others.

And I found that this, this visualization and this intention for me completely changed the game. And from then on, we increase our conversions by 1100 percent and we doubled our coaching clients two years in a row. She asked shifting the mindset of instead of me feeling the pressure to be chat homes in the ultimate sales machine vice, I became the Amanda Holmes that wants to plant orchards and bear fruit and feed lots of people and that prosperity.

So for me, that made such a huge shift. That’s also why I believe every meeting should begin with this gratitude and stepping into a meeting with a bow. Right? I do this with you all. This is an example of setting that intention of being present and being the best version of yourself when you walk into a meeting.

What would that do for corporate America if more of us could adopt that kind of principle as we lead into our daily lives? I think it would, it’d be pretty profound. That’s why I do it with our dojo. So, yeah, even, even Inc. ended up writing an article about me that went viral. That day, I beat out Elon Musk and Virgin’s CEO, Richard Branson because one millennial actually took responsibility of a company because at that time they said that millennials would never take responsibility for anything and our whole world would be doomed because of my generation. So it was a great success and I wouldn’t have been able to carry on this legacy.

over a decade past if it weren’t for the intention behind all these brilliant strategies. So each one, right, we’ve given you ninja skills week after week after week. Best practices, case studies, example after example after example. And the missing piece to me, which that’s why I tell people to read chapter 13 first, is because that intention is critical.

If I had thought for the rest of my life that I’m just a singer songwriter, and I’m a little girl amidst a bunch of sharks, There’s no way I could take over this company. Then it never would have happened. But changing the intention of it’s not about me at all. What’s important is that we have a methodology that works.

It’s been proven and we have people that are dying to have it and they need it. These business owners are struggling and I need to put myself aside and my own insecurities aside to be able to serve them.

And then I found that exact message in the letter that my father wrote. It all starts with gratitude.

I never understood this before. Gratitude increases your ability to create more of anything you want in your life. Intention is where everyone should start. Before I even get out of bed in the morning, instead of checking my phone, I lie there and run through my intention for the day in my head, being thankful for my joy, my peace of mind, peace in my heart, my abundance, the wisdom to guide me to always improve my life, the good health that I experience, and finally, the love that is in my life.

I get out of bed with an entirely new attitude every day.

This was a really big shift for my father as well, because he lived a lot of his life with a chip on his shoulder, and a feeling that he had to prove himself, because he really didn’t come out From much, he got kicked out of school at 16, and also kicked out of his home because he got kicked out of school.

And from then on, just had to start from nothing. I mean, him and my mother would drink, or would eat their cereal with water because they didn’t have enough money to pay for milk. So, that proving himself came from this place of lacking and anger and resentment. So, this shift that you’re seeing Was the transformation that happened.

When death was knocking at his door and he realized that he had to make a change within his life. So, it was a pretty powerful message that I found and I wanted to share with everybody because I felt that if my father actually had survived cancer, these are some of the messages that he would have portrayed.

He was even writing his next book was going to be on health and wellness from everything that he had learned from his journey. So, I challenge and challenge. Ask you if the next time you think of about doubling your sales leading with the intention of I’m committed to serve my clients in the best possible way so their success is my success.

See what answers come from that as your intention as opposed to how much more can I put in my pocket. That putting in your pocket will come effortlessly and easily when you come from that place of service. Anything that anybody wants to say on that? I feel like I said a lot there. Should I just pause and make sure you guys are okay?

[00:13:00] Andrew: Thank you for sharing that. I think that was really powerful.

[00:13:03] Amanda Holmes: I did this in a meditation too, where I asked this question and what came back is that I was charging two less and I needed to double my prices. And when we doubled our prices, we got even more clients in the door. This was like back at quite a few years ago, so I find it interesting that sometimes when you put that client first Answers that become revealed are shocking and you wouldn’t anticipate them, but they can bear fruit.

You got it Tim?

[00:13:29] Tim: Yes, ma’am Thank you.

[00:13:31] Amanda Holmes: So just to put it out there my dream and the why behind what I do here I is to we have this 500 year sustainability plan that I do with my guru and that non profit where we’re looking for a thousand acres to create a university of self realization. I think I’ve mentioned it on some of these calls, but it’s really the driving force behind what I do, and that’s my intention, to be able to serve more so that I can help heal healthcare.

I think I’ve mentioned about healing healthcare, but If anybody wants to ask me about this offline, it’s my favorite topic. What if we walked into every meeting with the intention of service, what would it do for our lives? Last week, I had the week off and I was serving in the nonprofit. I got up at 6 a.

1. every day and I went to bed at 1 a. m. every day. Usually people like to sit on a beach and relax and for some reason on my off time, I like to get even more intense. But what I found is the more that I gave, the more that I received and I took these before and after photos. Where in the before I looked so overwhelmed and so overworked and it was like, deer in the headlights.

And in that after photo, you can see it in my eyes that I actually look more at peace, more confident, and more focused. And it’s all, all within the eyes. It’s a really fascinating process. I want to call out Tony, too. I know Tony’s on this call, too. I really feel, Tony, that you live your life by this principle.

And I love that about you and Diane. I feel that the success that you two have had In your lives comes from this place of of serving others.

[00:15:02] Tony: Yeah, I agree with that And I think I think the company we build was based on Helping people get what they want You know because all goes all the way back to Zig Ziglar if you never help people get what they want You’ll get what you want So, I think we built it and I love what you just said about serving because we do a lot of that type of thing and it really does change the energy.

And it’s amazing who you meet or things that happen while you’re serving. It’s just, it’s, it’s magical.

[00:15:39] Julie: So there

[00:15:41] Tony: are a lot of times I know I probably am more intent about people getting what they want than they are. And I think, and. So that you know, it’s the idea. I don’t want to hurt people’s feelings and I would tell some of the coaches we had You’re so nice to these people.

You’re loving them right out of the sales business Sometime you know from the s we built the coaching company and a coaching company is built on one thing the truth and reality You don’t tell people the truth about where they are. They live a life of hallucination Where they think they are and unless you give them a touch of reality, they keep living in their hallucination And that’s our belief and if you’re not willing to put yourself out there for them That means you don’t care enough about them.

You were too worried about yourself and not them. That’s how we look I mean, that’s what we taught our coaches If you’re not willing to give them the reality that they need to succeed Then you’re so worried about yourself that You forgot about them and it’s all about the client.

[00:17:05] Amanda Holmes: I love that. And I don’t know how many of you are familiar with Tony and Tony’s wife, Diane.

I just love this whole concept that. They started a company thinking, or a subset of Keller Williams thinking that Keller Williams only thought it would be a 5 million company and they far surpassed, you know, nine figures just following this principle. So I think that you’re just such a great example of it.

So I wanted to highlight you there.

[00:17:32] Tony: Thank you. Appreciate that.

[00:17:34] Amanda Holmes: Yeah. So with that said. I want to spend the rest of the time just kind of reflecting over the last 27 weeks. What were some of your biggest takeaways? What were some of your biggest wins? What do you feel, looking back, have you accomplished?

Let’s pause. I’ll give you 60 seconds, and I want to wri I want you to write down the top as many things as you can in 60 seconds. And then, we’ll share, because I think it’s reason to celebrate. So, set a timer for 60 seconds. Okay, who would

[00:18:09] Julie: like to share? Yeah, for me, I mean, I really love this entire series, so thank you so much, Amanda and team.

I got a lot out of it and you know, the core story and stadium pitch was huge. Cause I hadn’t really thought about leveraging something like that. And I think the whole underpinning of educational based marketing and sales is huge and I think something that’s so valuable and really valuable in all industries, mine included.

So really getting a deeper understanding of what that looks like and how to use it was really, really, really helpful. And then just hearing. More from you around the sales process, how to double sales, like actually the specifics and the details and the follow up and many of the stats that you shared about what’s not happening and how sales follow up and engagement with clients is not going was very eyeopening.

So, I mean, all of the above, but those, and then I think just in terms of like today’s focus and really having a bigger, why, like that’s something that’s so. Near and dear to my heart. And as I kind of shape and shift my company, really having a whole brand element of giving back and a bigger, why a bigger purpose, social impact, that kind of space is something that’s really important to me personally.

But. And I know for you as well, and, but I haven’t elevated it in terms of really being able to bring more visibility, not so much for me, but just because it’s important and I feel like being able to give back is just the right thing. I don’t know. That’s just a personal belief that I have. I think it’s just, we need more of it in the world, I think.

So being able to have that be a part of underpinning in a bigger Y and having that be visible is, is really powerful. So yeah. Thank you very much. All

[00:20:03] Amanda Holmes: right. Thank you. I love how articulate and clear you are when you speak. So nice. Okay, who wants to go next?

[00:20:13] Andrew: I can go. I just jotted down a few things here when you had us, when I was thinking about what we’ve learned and definitely the pig head discipline resonates well with me and just not giving up on all of these things that we’ve been learning and with that, the whole dream 100 concept and it’s been yielding results.

And so I just think that that’s, that’s just a great strategy. And I love what you brought up today with why add pressure when life could be lived without it. I think that was really powerful, not just for selling and business growth, but just in everything.

[00:20:52] Amanda Holmes: Yeah, no kidding. If you don’t have your health, it’s hard to get things done.

Beautiful. And, Tim, you’re last, but not least.

[00:21:04] Tim: Thank you for saying that. So, first of all, Amanda, thanks for putting this together. This, you know, this is the second time I’ve gone through this. Some folks might know about it. Tony certainly does, because he was in the first dojo. But I got so much more value this time than I did the last time.

And I thought I got a lot of value then. So What I realized is that the more you’re exposed to the book and the principles of the book, the better you get at everything, and maybe more so, the better you get at the things that matter, at least for you at that time. So when you had asked us to jot down some things, the first thing that came to mind was, you know, it’s not one thing, but it’s everything.

That sort of makes you or separates you from whether it’s the competition or more importantly separates you from the box in the mind of your prospect or client that they have before they meet you. They’re putting us in boxes and we have to fight our way out of there or somehow get our way out of that box.

So when I say it’s not one thing, We had gone through, you know, the, the stadium pitch, the course story, and then the buyer’s guide. And if you really want to double your sales, if you focus on those three things, I really think, and I mean, focus, there’s no way you can’t double your sales because of the education marketing concept.

The other thing that came to mind was that, you know, the old story or a parable of an acre, acres of diamonds. You know, you’re sitting at the, we’re literally sitting on acres of diamonds while we’re out there mining for more diamonds. And I found that to be more than ironic. The other thing that I jotted down was don’t underestimate the value of one key relationship.

And then this last chapter, you say, commit to service. So I want to sort of bring this together. So in February, I went out to a conference, Olivia and I went out and I said to her, you know, we’re so damn busy. We got so many things going on. This is the last thing I need to be doing. You know, what are we doing here?

And Olivia with her youth and actually her, her perspective on things, she said, it’ll be all right. And so with that, I think our plane landed at 4 30 and the conference started. Registration was at six and there was a little get together, like a meet and mingle type thing. Anyway, we met this two women and a guy, and they were, they would be, would have been colleagues of mine, right?

So they weren’t prospects or anything. We ended up talking with them, and you talk about, You know, a commitment to service. They had questions on certain things that they were experiencing in their, let’s say, business relationship with the agencies that they were involved with. They were asking me questions.

I knew what their questions were, but I had a better idea of where their questions were coming from. And they just wanted to make sure. That, you know, were they getting the best deal that they possibly can? And, you know, coming from a perspective of service, we answered all their questions and, and at the end of the day, they were getting screwed over big time.

And, and I, I, I didn’t, I, you know, that’s not something that you come out and say retrospectively, that’s what it was anyway, as, as fate would have it. I happened to, to have delivered a keynote at this conference and after my keynote, I had spoken on the second day. So after my keynote, I got back to my seat and there was a text message from all three of them separately.

We need to talk.

[00:25:26] Amanda Holmes: Yes.

[00:25:28] Tim: So we, we ended up, they took Olivia and I out for dinner and we talked and blah, blah, blah. Anyway, that relationship has exploded into things that I never could have ever imagined. And we’re going to be, we had a call yesterday with a guy who is putting on some type of a, it’s called a financial and wealth explosion event.

[00:25:59] Amanda Holmes: Oh, wow.

[00:26:01] Tim: The criteria for getting into this thing, for coming to attend this, is you have to make a million dollars a year minimum of income. So I would say that’s probably, I don’t want to put the, put the cart before the horse, but the point is that, so we, we were just answering questions from a perspective of service.

And I think when you focus on that, on whoever you’re in front of, whether it’s a client, patient, colleague, what have you. If you could focus 150 percent on that person and solving their problems, you’re never going to have a problem with anything, you know, whether it’s income, whether it’s lifestyle, whether it’s, you won’t have a problem.

So they were the thoughts that came to mind.

[00:27:00] Amanda Holmes: I love it. 100, where you found them and they’re a great example of a one. That’s the biggest, one of the biggest misconceptions of the Dream 100 is people believe, Oh, I haven’t taken a hundred. It could just be one.

[00:27:16] Tim: Yeah, exactly. And I can’t tell you, like, they fill my calendar every week.

Every week. It’s crazy.

[00:27:25] Amanda Holmes: That’s amazing. That’s amazing. I’m so happy to hear that.

Well, here we are at time! The final bow! It’s been such an honor and a privilege to spend all this time with all of you. And You guys will be the first to know when the next one starts up, so such a pleasure everyone.

[00:27:49] Tim: Thank you. Appreciate it. Thank you so much. Take care everyone.

[00:27:56] Amanda Holmes: Bye everyone

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 out at ultimate sales machine. com.

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TRANSCRIPT:

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

Ladies and gentlemen, welcome to the CEO Mastery Conference with your host, Mr. Chet Holmes.

Chet Holmes: Hello, ladies and gentlemen. So the theme for today is all about mastery of your follow up and your follow up procedures and what that consists of. And I am a scientist. For those of you who know me well, you know that I think that sales and marketing is a precision like process or machine like process.

Hence the title of my book, The Ultimate Sales Machine. It’s all about having as much machine like Processes that you can have. And again, the mistake I think most companies make is they try to tell people what to do instead of asking them what to do. And so what I find is a very, very good exercise is to take a look at every action and activity going on with every client in every way at every level.

And I’m going to spell this out really well for you today and do a workshop. You know, module two of your training is all about workshops, workshops, workshops. And you want to get these people into a room, and you want to say, okay, from initial contact, what would be three suggestions that everybody has on what should be the most immediate follow up we should do, then the intermediate follow up, then the more advanced follow up, then the super advanced follow up.

And now the client responds and then what is your next follow up and your next now in the business growth master series, the module on follow up is short and it just runs you through 12 different follow up steps to help you bond with clients and when that’s B2B, that’s real obvious. In B2C, it’s not as obvious and I’m happy to work with you.

I do, we have three different people who have volunteered today to sort of interact with me a little bit, so that’ll be great. Make it kind of interesting. We get into some of your businesses and we will be doing that with Mark, with Patrick and with Howard who works for Jeffrey. And so anyway, before I do that, let’s, let’s set the premise here and I can use our organization as an example.

Right now, we’ve got an initiative going with Tony Robbins and most of you guys have probably seen the tons of emails we have out on that and we have an event that we’re doing with Tony. And so we set up this elaborate system. And his staff that’s involved with us on this are all like, Man, you guys are so buttoned down, we’ve never seen anything like it.

So we have a radio spot that generates leads to a voicemail, and I say voicemail, I prefer them to be answered live, but most of the time we can’t answer them live because we get too many calls. So the majority of them do go to voicemail. So now that leads in, and they call in thinking they’re going to get voicemail, and here’s the outgoing message.

I’m just trying to show you how thorough you can be with your follow up. So here’s the outgoing message that plays when someone calls in off of one of our Well, first, just for fun here, let me play the radio spot for you to get the whole These are all only a minute, so it’s not like it’s But just gives you an idea.

So here’s the way that generates the lead.

[00:03:13] Hi, this is Tony Robbins. If you’re a business owner, I’m sure you’re noticing the massive changes that are occurring in the marketplace. There are 26, 000 new products hitting the market every year, and up to 30 percent of consumers change brand loyalty in a single night of watching television.

Add to that the impact of our economic times, and boy, you better be proactive if you own a business. How would you like strategies that can make you bulletproof against the turmoil of our economy and these fast changing times? You’ve probably heard of Chet Holmes, best selling author and advisor to 60 Fortune 500 clients.

What you probably don’t know is that I’ve recruited Chet and a team of world leading business experts to help you grow your business in these tough times, and I’m doing it for free. We want to invest in you first by getting you bulletproof strategies that’ll astonish you. Seriously, I’m going to introduce you and business owners to concepts that are going to reshape commerce, and if you’re ahead of the curve, you’ll take market share before your competitors even know what hit them.

[00:04:03] Chet Holmes: So then that gives a call to action, call for your free information and here’s the phone number and that I wrote that copy, by the way, and the commerce shaping strategies talking about our mind, you know, so all this stuff that we teach on, you know, education based marketing and we’re following our own rules.

So I don’t point out to you guys that that starts with market data. Those of you listening, what’s the first thing he said? 26, 000 new products coming on the market. What’s the second thing he said? 30 percent of consumers change brand loyalty in a single night of watching television. So we use market data as a way of grabbing attention and as a way of establishing some authority.

And now you call in and you get the voicemail. So I’m gonna show you the whole system and then yours should be, I guess, in every way, you just have every kind of follow up you can. So now you call in and you get this.

[00:04:52] Tony Robbins: Hi, this is Tony Robbins. Congratulations on taking your first step into a more lucrative and prosperous world.

Yes, you can just leave us an email address and we’ll email you some of our business shaping content. But I’d like to invite you and challenge you to go a step further if you’d like. I’ve set up a handful of my Vice Presidents of Business Improvement, who are gonna talk to some of you and go deeper.

Consider this like a concierge level of service if you’re a high level entrepreneur. Imagine one of my vice presidents assessing your exact needs and getting you free materials on how to solve the challenges you’re facing right now in your business. I’m going to continue to invest in your learning curve, and hopefully that’ll lead us to a deeper relationship.

That’s my intent. So if you want to be a little more adventurous and courageous, then by all means, leave us your phone number. I’m not promising you’ll get called, but if you do, I promise you will be a vice president and not a salesperson, and they’ll be able to add significant value to you and your business at no cost to you.

In fact, I’ll arrange for you to get a 500 training program just for leaving your phone number. So leave us your name, spell out your email address very slowly and clearly if you would, and if you’re up for a real breakthrough, leave us your telephone number as well. Please wait for the beep.

[00:05:55] Chet Holmes: So, now, they leave their information, and immediately, a material service that we use pulls the lead off.

They’re in there every hour on the hour, and you get the email right away. And then the follow up starts, you know, so then there’s the first call, there’s the second call, there’s the third call. Now, our objective, ultimately, is to first drive a lot of leads, and so that ad you heard, that’s pretty dang good.

I mean, that’s pulling really, really well. But now, when we call you out If you don’t return the phone call, we have four different follow up phone calls. So what are yours? Do you leave that up to the salespeople? If you do. You’re crazy. No offense intended, but I don’t leave anything up to anybody that we aren’t architecting ourselves at the highest level.

And that doesn’t mean that I’m telling everybody what they should do. In my case, that is a skill of mine. Yes, I am a marketing and sales expert, so you can imagine that I want to make sure that everything we do at that level has got my thumbprint on it. But I’m not always the one telling people what we should do.

Oftentimes, we ask them. I say, what do you guys think? What do you think we should do? What do you think should be the four or five follow ups? And again, in my case, I have a benefit in that I have a natural ability here, so we do a very good job. But then comes the first voicemail, and if they don’t return your call, comes the second one, and then on the third one, I got him to record the voicemail.

Hi,

[00:07:17] Tony Robbins: this is Tony

[00:07:18] Chet Holmes: Robbins.

[00:07:19] Tony Robbins: Listen, if you’ve followed my work, you probably know that in addition to helping millions of people from practically every country on earth, I also have an extensive background in helping to shape commerce and how businesses manage, market, and sell to their advantage. I’m very happy to report that of late, I’ve put together a team of the world’s leading experts in business growth, and in every area you can imagine.

From maximizing the internet to leading experts on marketing trade shows, how to hire the very best, how to manage, and how you can market and sell better than anyone else you’re competing with. I’ve teamed up with a team of business growth experts, including best selling author and Fortune 500 strategist Chet Holmes.

If you qualify, I want to bring you to a landmark business growth summit that’s by invitation only. If you’re a fantastic entrepreneur looking to take your entire game to the next level, we may want you in this special and exclusive program.

[00:08:03] Chet Holmes: So that’s another fun. You see, he’s starting to see like every single piece is thought through and by the way I wrote all these the copy the radio message the radio spot the message you get when you call in this spot I composed all of these and of course, he’s Tony Robbins So, you know, he pitches it like a champion guy is so fantastic at you know persuasion.

That’s his greatest gift and Then you know, so what are your follow ups? Voicemail is a fantastic weapon for marketing today You Just picture that you get to leave little commercials about what it is that you’d like to make an offer on and in my case Every offer like you heard the 500 bribe just for leaving your phone number guess whose idea that was so it’s an ethical bribe Of course It’s a training program and it costs us nothing to give it to them because I just loaded it up on a website and then They just go download it, but it really is legitimately something we sell for 500 and now the client comes in and And by the way, you should ask your coach about a CRM system.

If you don’t have CRM, all of this can be managed for you. That we have a CRM system, we just spent a, my god, it must be three years, investigating 11 different CRM programs, because it’s a significant commitment if you do it right, and we found what I think is the most versatile, easiest to use, very important.

We went with another CRM system, and after the first training, everyone was looking at each other like, are you kidding me? Like, oh my god, this is so complicated. This is real easy to use. It’s extremely intuitive, but good news, it’s also the cheapest CRM system in the world. And it’s like 9 a person, as compared to other ones we’re looking at are 300 a person.

I mean, like, literally 30 times more expensive. So, this is a very inexpensive thing, and it gets even cheaper if you have a larger staff, it’s even cheaper than 9 a person. And, so ask your coach about that, and they can tell you all about it, and they can connect you with the proper people to get you, uh, demo that product.

But, you know, it manages everything about your activity, and so, This way you can set it up in advance, and this should be your case even if you don’t have this level of CRM, but the way it should be is that everything is literally spelled out. What’s the first follow up call? And then when they get that person on the phone, what are they going to say?

We even have in our voicemail approaches that I’ve designed for clients, where they’re calling and they get someone live on the phone, we have six ways to try and get the appointment. Because I found the average person will be brushed off on the first way. So, how many different ways that we build it right in.

I build it right into the scripts. And then, of course, we track, we monitor, we do everything. I look at everything we have, and all this, by the way, is just an hour a week of my time with each initiative. So the entire Tony Robbins thing, which is a massive project for us, I spend an hour a week, but that one hour a week is spent in the script.

Tuning up what the activities are of the salespeople. And so every little piece, if you sell B2B, then if they make a phone call and the prospect hangs up on them, you have a, you just hung up on me fax. If the prospect says, I’m interested, but can’t talk about it right now. Can you call me back? You have a fax that goes off immediately saying, I know that you said to call you back.

And I just wanted to tell you that when I do, this is what I will be talking about. You have a, wow that was great, sounds real interesting, we have an appointment, you have a fax that goes off that shores up that appointment. If the appointment is out more than a day or two, then you have another fax that goes a day of the appointment.

And if it’s out two weeks, you have three. Different things that you send them, including endorsements from other clients along the way that encourage them to meet with you when we do the hot seats. I will get very, very specific with some of you on these things. So I just want to stay global for a minute.

Just trying to show you that that’s the level of follow up that you should have in trying to build that relationship with that client. And again, if you have CRM, It does all this for you. You actually can manage your salespeople by building into the CRM what you want it to do, including it emails the rep when they’re supposed to call the person and say, Yep, you’re supposed to call Joe Smith today.

And then it tracks if they did or they didn’t, they have to enter it, so you as a management team, you get expert information on exactly what your people have done or have not done. So, there’s a whole other level of follow up possible when you have terrific CRM. And we’ve had sort of homegrown CRMs as sort of our own little homegrown thing.

But this, this new program is like, it leaves anything we’ve ever created in the dust and as good as we are at it, this program is going to make us probably two or three times better. But more importantly, what we track really well is when the client comes into our world. That is our homegrown system.

You’ve come into our world. You’re all here. I can tell you everything that happened to you because I expertly, along with the team, architected every little piece of follow up that happened with you. Everything from the way you came in, how you were dealt with, how you were reminded, what kind of reminders we sent you, what kind of documents we sent you in advance, what your experience was when you first had an interaction with us, whether it was on the webinar or however you came into our world.

And then the follow up after the webinar, what the coach says, how they, everything that happens with you, what the operations people do, what customer service is like, every little piece and part of interaction with you has been expertly planned, there is nothing left to chance. And that’s how it should be with you.

Now, I cannot say for sure that everything that. Humans are supposed to do. They actually do do, but I know that I know what they’re supposed to do because there’s nothing that we have done. That’s accidental. Every little thing that happens with you is been heavily trained, monitored, role played, rehearsed, so that it is machine like in its precision and that’s how it really should be with you.

You should have that level of followup at every single level in your business. And you want to try and bring some intensity to that. So what are the connection points with the client? Write them down. What are the connection points with the client? And then what is the precise follow up you’re going to do in every single case with every single client?

Like I said, even if they hang up on you, you should have five follow up pieces that go after that. And then five phone calls that go after that. And one of the things that you can do is psychologically you can prepare your team for the amount of rejection they will get as a result of their interaction with the client because what happens is most people don’t realize that 52 percent of all salespeople never even call a prospect back who rejects them even one time.

So, like I said, what we do is we’ve got, the client is trying to brush you off, we have six ways of trying to stop the client from brushing you off. Then, once you’re off the phone with them, the follow up is immediate. It’s instant. In fact, if you call in off of our radio spots, you’re receiving the email while you’re still on the phone with one of our people.

And then if we catch you live and that’s what we prefer to do, but I just can’t handle the amount of response we get. We get a thousand leads a week from the radio driving into our organization. We get 8, 000 hits on our website. Those are unique visitors. And then we have all these other methods with affiliates and things like that.

So we are flooded with leads. That’s the, the. The easy part for us, we’re flooded with leads. The hard part is keeping enough talent in place to handle all of that and that’s a constant and ongoing process with us. All right, so what I’d like to do now is there are several people who wanted to sort of get into a little interaction, what’s going on in their business and see if we can get some very specific things going.

There’s three different ones and I know that they sent some information in, but let’s just start cold so that everybody hears what’s going on. So, Mark. If you’re there, hit 1 on your phone one time. Hey, Mark!

[00:16:27] Mark Wood: Good.

[00:16:29] Chet Holmes: How you doin

[00:16:30] Mark Wood: Never better.

[00:16:32] Chet Holmes: I love that expression. I love that. That’s Are you from Canada?

[00:16:37] Mark Wood: No.

No. Boston.

[00:16:39] Chet Holmes: Okay, because I have a client in Canada and he always says that. Never been better. Anyway, tell us what’s going on with you, bud.

[00:16:45] Mark Wood: Well, we are in the retail, the hotel floor covering business. We have some retail locations. And we have a follow up after the sale. We do not follow up. Have a process that’s in place for cold calling or setting up to attract potential clients.

The challenges in our industry for us in a follow up scenario is to, which is what I want to evade. I want to take it to the next level in that we can get in the face of most CEOs or leaders in the construction world, whether it’s commercial or residential. In their markets, it’s all about price. We want to take it to the next level.

and create the relationship first and figure out a follow up system that develops the relationship so that the price isn’t the most important thing and that obviously builds value to our business. So

[00:17:34] Chet Holmes: let me ask, you have people who are stopping in the stores, the retail stores.

[00:17:39] Mark Wood: Correct.

[00:17:40] Chet Holmes: Excuse me, are these, um, you’ve, you know, home fix it people or are these, you know, contractors and, you know, Who’s coming into the store?

Let’s start

[00:17:53] Mark Wood: there. Retail customer. Both facilities are about 30, 000 feet apiece. You know, they’re big. They’re retail floor covering stores like you would see in your own neighborhood. Huge.

[00:18:03] Chet Holmes: But, so it’s anybody who’s looking for floor covering, whether it’s

[00:18:08] Mark Wood: Contractor, homeowner

[00:18:11] Chet Holmes: Okay. And then what’s the training like on that floor?

The floor staff?

[00:18:16] Mark Wood: Well, the floor staff is, um, professionally trained, technically, and we’ve got a procedure to tell our story and to break it down before they get to the carpet, like before you get to the furniture, they’ve already bought the product. Based upon the story, that system’s down pretty good.

And the followup to the retail consumer after the purchase, you know, we’ve got it down, we’ve got a note personalized note that goes out to them, must touch on three things, nothing to do with the business other than to say, support what they purchased, the color, the style, the fashion, the durability, whatever that was important to them at that time.

Touching on a personal happening that happened between the salesperson and that client, whether the kids went to school together, or you know, something personal. And then thanking them for their trust and assisting them in accomplishing their flooring needs, as opposed to thanking them for buying to us.

And then they sign that personally, with nothing attached. Corporately to it. I’ve always been a believer that the personal notes screams sincerity and the corporate notes just screams policy.

[00:19:21] Chet Holmes: You sound like either A, we grew up together or B, you have really studied my stuff.

[00:19:27] Mark Wood: To be honest with you, I never studied your stuff, but I, I can honestly say that the radio ad grabbed me and you know, I drank the Kool Aid, Jim, so I’m, I’m on, I’m on board, but,

[00:19:38] Chet Holmes: but I mean, that’s impressive.

So at the wholesale level, now you’re manufacturing the flooring.

[00:19:45] Mark Wood: No.

[00:19:46] Chet Holmes: Oh, so you’re a distributor.

[00:19:48] Mark Wood: Yeah, yeah. Our wholesale side would be considered almost a, you know, a sub wholesaler in that it goes to the contractor, the home handyman, the pulties of the world. And they,

[00:19:58] Chet Holmes: they’re still regional in their buying, but they might still end up in the store.

[00:20:02] Mark Wood: Yes, exactly. They break it down to the local project management.

[00:20:07] Chet Holmes: Okay. And so now tell me again, what your objective is now that I understand the business a little bit more.

[00:20:12] Mark Wood: Well, and then finally, what happens with the sales staff? They have to do, they have to follow up within two days. Prior, prior to the installation to strategically time a critique sheet that goes out from me, you know, asking them short questions, uh, about the quality of the service and the sales and the whole thing.

And it goes out with a prepaid postage stamp and it comes addressed back to me. It’s my favorite mail other than a check. And when that happens, they get it in their hand, you know, right around the installation time and we get those critique sheets back. And frankly, I think that’s right about where we drop the ball when it comes to communication with the retail consumer.

We haven’t been touching into getting back to them or creating anything following, so we need to get the retail consumer on the post end. And stay in touch with them and become their friend. And then we need to definitely create a system that does this follow up procedure or both solicits and this follow up system that gets us in the door to dinner, that gets the guy to a ball game.

That gets the relationship so that in the construction world, many, many times these contractor developers, they don’t even have the project themselves. They’re bidding the job, so they’ll contact a contractor like us and send us the set of plans, and then we price the job, and then they’ll take the lowest price out of 10 guys that they sent the plans to.

I want to avoid all that and create the relationship with the guy that’s bringing the plans in so that we can bring our margins up and develop a relationship. Hence increasing the value of the company.

[00:21:42] Chet Holmes: And who is that person that brings the plans in? Are you talking about the architect or

[00:21:46] Mark Wood: Well, you know, typically what happens, you want to get to the architect, most certainly, but you gotta wear three hats.

You gotta have your architect hat on. You gotta have your CEO hat on for if you’re meeting with Tishman or any one of the national home contractors, and then you have to have your project manager hat on because he’s the guy that’s gonna be handling the plan. So it’s not a wine and dine one guy.

[00:22:10] Chet Holmes: Okay. So, you know, this is totally a core story sales model.

I do. How deep are, how deep are you on my stuff? Are you into that? Well.

[00:22:18] Mark Wood: Well, honestly speaking, only up until five weeks ago, I really had never read any of your stuff. It’s, it’s great, I finished the book, but five weeks ago, you know, I signed on, I did your webinar, we went platinum. We’re moving to have the core story done, we got your website guy doing our e commerce, and we, uh, Mitch, I can’t think of Mitch’s last name for the moment, right now, but, He’s one of the top producers, yeah.

Yeah, he’s, and he’s a local guy, too.

[00:22:42] Chet Holmes: Oh, yeah, you’re in Boston,

[00:22:44] Mark Wood: right? So,

[00:22:45] Chet Holmes: so let me give you a little direction on that core story because I invented the concept and I just want to make sure that you get served well in that process because there’s an exercise in module four where we do the suit salesman and then we do the home improvement center.

Right.

[00:23:06] Chet Holmes: Do you remember that? Right?

Yes.

[00:23:08] Chet Holmes: So it’s like, you know, what is your real role? And the wider and the broader and the more, you know, the more of a role you can serve, the more that opens the relationship with the client, the more valued you become to them. The biggest kill for you is a developer who’s going to put floors in 132 houses that he’s going to build in Boston.

Like, tell me, tell me what’s the big kill for you.

[00:23:32] Mark Wood: Well,

[00:23:32] Chet Holmes: yeah, I mean, you know, we Or is that impossible because they’re going

[00:23:34] Mark Wood: to buy direct? No, no, I mean, we just closed a deal in New York. It’s 250 HUD unit project, but it’s, you know, again, it’s so price sensitive. I mean, just imagine for a moment, if you take off the plate for a minute, think about what you see on television every day.

Out in your market, it’s Empire. You’ve heard of that, right? Mm hmm. Totally price driven. It’s national. Everything is price driven. So it’s, it’s very, very difficult and that’s where I get kind of, I kind of think about this core story and I say to myself, you know, are we going to be able to get this core story across and deliver a totally opposite message?

Then the entire industry sinks and be successful at it

[00:24:16] Chet Holmes: because it’s the five most dangerous trends facing. And in your case, you’d actually have a few different markets start with the biggest, best opportunity. And then from there you can pare down pretty easily. You know what I mean? Because whatever is going to be a concern to the big guys is also going to be more of a concern to the smaller guys.

So I would start wide with five biggest challenges facing construction people today, and then, you know, that’s Empire’s job to come up with all that. Research so you don’t have to worry. They’re the ones that have to come up with all that And then some of that information starts to pool down into the details.

And so, you know One part of it might be why it’s not a good idea to just buy for price alone And here are the five reasons why It’s Potentially dangerous to buy for price alone. And then you can work some material in there about, you know, you could have a couple of horror stories where someone bought for price alone and then, you know, two years later, the floor needed to be completely replaced or was substandard or the installation.

And do you get involved in installation?

[00:25:24] Mark Wood: We do.

[00:25:26] Chet Holmes: So maybe that can be another factor. And most people don’t know about that. It’s about you finding it again. It’s unfair in a way. To do, to try and do you on the fly like this with three other guys waiting because I need to like drill even deeper to find what the, you know, what that core story model would be.

But I’m just trying to say that you want to be as wide as possible when you first do the first one and you start wide. Because then within that, you’re going to find trends because it’s like one feet to the other. So you start to do the research and suddenly you find out, you know, like we’ve just done all this research for Tony Robbins and it’s scary, scary stuff out there.

Like you’ll hear one of his spots, you’re going to hear all these spots on the radio, but you know, it’s just, there’s 5 million children. On psychiatric drugs for psychological problems. 5 million, I see 7 percent increase over the last three years. I mean, it’s like, Oh my God, you know, but so what are the, Oh my God, that if I am a construction company or a builder or an architect, what are the things that would grab my attention, you know, the economy is an easy one.

So we can definitely go there. We can show about the slow down and how the, you know, the whole industry is coming to a grinding halt. You know, you can. Talk about that because that’s pain and that’s a good thing to have in your course story and you will get interest with that And you will be able to get appointments with that And not to ask you the name of your company, but it’s probably got the flooring in the title, right?

[00:26:49] Mark Wood: Yeah ideal floor

[00:26:51] Chet Holmes: Yeah, so you would say, you know Look, we here would be the conversation to that architect or to that construction work, you know worker or to the And you could have a three tier approach So you could have one tier is going after the really big deal like the one you just closed in new york you have another tier that’s going after the You know, local handyman construction guy, uh, you have another tier that’s going after the architect and actually could have a fourth tier that’s going after, you know, even the smaller, you know, homeowner and things like that.

And if you’re. If you plan it right, you can probably get a lot of this built into one core story, and it won’t cost you extra, you know, because you want to talk about starting at the high level, what are the issues around construction today, how much of your flooring is sold for remodeling versus new homes?

[00:27:37] Mark Wood: Well, right now, obviously, there’s been a dramatic change, but we would run 50 50, a nice split. Retail to, to contract sales. New contract sales.

[00:27:47] Chet Holmes: Well, there’s probably some things in there about value of home and how much the home increases when you replace the floors and, you know, do you sell carpeting?

[00:27:58] Mark Wood: We do.

Yeah, everything that goes on the floor. Okay.

[00:28:03] Chet Holmes: Because you’ve heard the whole carpet cleaning story and about the amount of bacteria and carpets and this and that. I mean, you could actually make a compelling case. You’d probably make way more money than someone puts in a wood floor or a parquet floor or something like that, right.

Over carpeting.

[00:28:17] Mark Wood: Well, you know, the dollars are bigger, but the margins are smaller. Gotcha. And you know, they typically, they don’t re, the greater profitable item is the carpet, the hardwood floor. You know, once, once we sell ’em, there’s uh, they’re not really tearing down that hardwood floor, you know.

Yeah,

[00:28:32] Mark Wood: the pain scenario works.

I’ve discovered that it’s, it’s going to work really, really well at the retail level. I mean, we, I, I have already gone to move to a, to a print marketing and cross radio marketing creating serious pain on the, in the print and it breaks next week. You know, we just show four women in lifestyles looking so disgusted.

With no price points in the ad. And I put the header to read seriously. Are you still living with those old, ugly floors? Isn’t it time for a change? Just do it. And it shows, it shows these, you know, these women in four different lifestyles. And with disgusted looks. And, well no, we’ll see what those results bring next week.

Well let me clean

[00:29:14] Chet Holmes: that up for you right now. No charge. I put, Below that, 73 percent of whether or not you’re emotionally satisfied in your life depends upon your living environment. Now I made that statistic up, but I guarantee you, make a note of that, that Empire will find that data for you. There’s data like that.

I’ve seen it. I’ve heard about it because that’s market data, and it’s way more motivational than product data. You’re going for a new floor, but, you know, wouldn’t you love to give the wife something she can put in front of her husband and go, See, honey? You know, you don’t like it that I’m unhappy, but, you know, and right there, it’s showing that 77 percent of happiness is based upon how well you like your environment.

The other thing I would do if I were you is I would study Feng Shui. Because Feng Shui interests people. Yeah, we have someone. Huh?

[00:30:03] Mark Wood: We do have someone.

[00:30:05] Chet Holmes: Yeah, because that’s about accumulation of wealth, it’s about balance in your life, and again, I’m not a Feng Shui expert at all, so I don’t know what I’m talking about, but I just know that when you have something that is of interest to people, and your people have more market data that gives them that kind of, like, on the sales floor, let’s just talk about, you know, and I’m sort of like, I’m off a follow up here, which I.

I probably shouldn’t have, but on the sales floor, if your person can say, well, you know, man, that, you know, 77%. And since the floor covers the entire area of the house, I mean, you know, you’d be much happier. I mean, here, look at this data. And then for retail environments, we’ve created an ask your coach for this.

We just did one for fitness center. I can, they can also show you one for shoe store where all at, you know, at the point of purchase, they have these little trifold brochures that they whip out and it’s got all this market data in it. We’ve got another client that sells homes in Mexico, so I can even show you one of those.

I mean, this is scary, scary data, like chance of infant death in a crowded household is 400 percent greater than it is in a non crowded household. Because in Mexico, they live like two and even three generations in a small 400 square foot house. So their market is booming right now, actually. They’re just going crazy in Mexico selling homes right now because and our market data is on the radio.

It’s on television. So I’m affecting the entire economic culture landscape in Mexico right now because we had the Empire guys go and find out all that data. So I would have, that’s going to be much stronger, you understand that? At the tactical level, if someone says something, it has one level of impact, but if the guy pulls out a little three fold brochure, a little tri fold thing, put right in your shirt pocket, your back pocket, your jacket pocket, you pull that thing out, you open it up, and you go, look, right here.

Survey shows 77 percent of women are really miserable if they hate the carpeting in their house. Now you might not be able to find that exact statistic, but I bet you can find things about how the environment affects people emotionally, and again, that’s at the retail level. So, you could start wide with all that stuff on construction, danger, danger, danger, bring it on down right into the store, with the end of your core story going right into how much the, you know, the environment is impacted and how much it impacts you emotionally.

But back to the follow up. You’re right that that in every level of this, it’s about building that relationship. So that’s why I said, if you had the core story sales model, it gives you an excuse to be in front of people who aren’t buying now, and then it’s about you having enough followup to continue that relationship so that these people will always think of you and you will always have top of mind.

So you have the architectural play where you’re calling those guys up saying, look, you know, we work with hundreds of architects over the years, it might even be thousands for all I know, and we know that you guys are having tough times right now, so we commissioned a study that shows, you know, there’s five dangerous trends facing the whole construction industry right now, and you know, we just want to make sure you’re successful, so we’re making this available to you at our expense.

And as a matter of fact, let me see who else is on my list. And then you would read off every other architect in town that you’re going to be showing that to. So, because nobody wants somebody to know something that they don’t know. And let me tell you, architects are fiercely competitive. Then you can use the same exact model of construction people and use the same exact model with the handyman local guy who’s doing that kind of work and arm the whole bunch of them with this information.

Because then they have that information as well, and your name’s all over it. And I just gave you a ton of really good ideas, I hope you, I hope you captured all that.

[00:33:43] Patrick: I did.

[00:33:44] Chet Holmes: Okay. Alright, Mark, I’m gonna go to the next person here, just to make sure I’ve got 20 minutes left, and I’ve got two more guys to do.

So I hope that was helpful, Mark. Excellent, And

[00:33:54] Mark Wood: certainly,

[00:33:54] Chet Holmes: this is recorded, so if you want to play this segment for the Empire guys to give them some good direction, unless you took very good notes, And who’s your coach?

[00:34:04] Mark Wood: Claudia Brown.

[00:34:05] Chet Holmes: Okay, so you’ve got a really good coach. So, Claudia If you’re listening, that’s some, that’s a lot of stuff for Mark to work on.

You get all that working and then you can even look at the superstar sales model for each one of those initiatives, pay a super low base and a nice commission. If they grow those industries and like, I have 12 companies. Every one of them is headed up by a superstar, and, like Mitch, who you talked to, so, he started out doing recruiting for us, and then, you know, we’re recruiting, like, 50 people a week, so, he was so dang good at it, I said, well, you know, I know people would really like to have this service, so why don’t we offer this to, uh, my, uh, clients, and we can barely keep up with that business, it’s just growing, but there’s a guy who doesn’t need me for anything.

[00:34:48] Mark Wood: Yeah, I just signed off on the page.

[00:34:51] Chet Holmes: Yeah, so he doesn’t need my help. He doesn’t need my direction. He doesn’t need my input. He was initially really well trained by me. You know what I’m saying? He’s using all my techniques, but you know, you want people in place who can grow each one of those initiatives and make themselves rich in the process.

I can’t tell you how many people we have working for us that’ll make a million dollars this year and God bless them because I can tell you I will make more than a million in every one of them. You know?

Fantastic.

[00:35:19] Chet Holmes: Lots of stuff there, Mark. And let’s go to Patrick. If you’re in, hit one one time on your phone.

Hey, Patrick.

[00:35:27] Patrick: Hey, welcome from San Francisco.

[00:35:29] Chet Holmes: Thanks, neighbor. So tell me about your company, Patrick.

[00:35:33] Patrick: We’re a San Francisco based wholesale insurance brokerage, so we are a niche brokerage. broker to the commercial insurance agents and brokers. I’ve got two people with me, but it’s, I’m pretty much just a one man army.

The services I provide is you’ve got your insurance agents and brokers that sell workers, cough insurance and property and auto liability to businesses, but they don’t know about. Director’s and officer’s liability or other types of professional liability. We’ve got a lot of malpractice insurance specialists that can ensure a doctor’s malpractice, but if the doctor gets into other financial ventures or wants to do other business related stuff, those malpractice guys need a specialist for director’s and officer’s or other executive liability products.

So over the past eight years. I opened my firm up in 2000, we’ve been catering and targeting those brokers that are very adept in the commercial side but need a niche player to assist them and enhance and round out their insurance portfolio for their clients. And I will tell you that when I got on your webinar, I physically curled and crouched in pain because that effective.

Because in my industry, what we’re facing is we’re facing. Markets are shrinking, the number of buyers are shrinking, competition is heating up, and nobody has an original idea on what to do about it. Nobody does. And until I heard your webinar, I am deep, deep, deep in your programs, because you guys are showing a different view on how to, you know, address this thing called marketing, which has been absent in our industry for decades.

Everybody is doing the same old thing, and getting the same old results. And this is real, will really set us apart. I’m eight weeks into the core story. I’ve just had our first full length presentation prepared. And it is changing us from Feature, feature, feature, and talking about insurance, details of an insurance product, which everybody else does, to we are now going to rebrand ourselves as a marketing strategist for insurance agents and brokers.

And so it, it, it has gone, it’s going very nicely. The, the thing that, the question I really have is that we’ve put together this great core story talking about, The, we don’t say five, but we do have five disturbing trends in the commercial insurance brokerage community. And the title is Insurance Brokers Falling from Owner to Employee.

Because our target are the medium sized insurance brokerages where you have an individual owner, not the big national marshes or aeons, but these regional guys where you’ve got probably a generation or a second generation owner, and all they’ve known is working for themselves. And they’re being forced to merge or sell up short because, you know, the economy is bad and they don’t know how to grow.

And so what I’m trying to do is, you know, want to address that thing. You need an outside marketing strategist. Instead of hiring a marketing guy and then teach him insurance, why don’t you hire somebody who’s been in insurance for 20 years that’s really well trained in marketing to help you specifically so I can cut the learning curve and get you guys going.

The challenge I have right now with this great course story is that I’m trying to develop what the call to action is. I’m going to lead them down the path, showing them all the problems. They’re very familiar with them. We are giving them some solutions on, you can come up with all this stuff yourself to give yourself a unique value proposition or a unique selling proposition.

Or you could have somebody come in and help you guys develop it and work that way. And then that leads them to conclude that, the obvious conclusion, maybe we should look at this Rubicon guy, which is me. and see if he can help us. Well, the call to action, I can’t really ask him to do an audit. My competitors would say, well, why don’t you start sending us some submissions, some applications on some clients, and we’ll dowsy you and show you how well we work on them.

It’s like, you know, I, that, that’s kind of routine. And I’m wondering if I should just try to have a stage for Do the core story, and then after that, engage the CEO to say, Let’s set up a follow up meeting, and I’ll do a brief education session. What I would be introducing would be complete Chet Holmes stuff, worked in with marketing, with an insurance flavor, but it would be all credited to you.

I mean, your triangle on the types of buyers, you know, who’s buying now, who’s open to buying, and so forth, brilliant.

[00:39:51] Chet Holmes: So let’s go fast here, because there’s one more file I want to get in. So what, first of all, are you restricted regionally?

[00:39:58] Patrick: No.

[00:39:59] Chet Holmes: Okay. So you can sell nationally to any broker, anytime, anywhere.

[00:40:03] Patrick: Yes.

[00:40:04] Chet Holmes: So, I take it you would use the webinar model because then you, you know, severely reduce your costs and probably dramatically increase your, uh, flow through. So, in other words, instead of your salespeople calling and trying to sell one person one at a time, they would call and sell, I did this with another client recently, they had six salespeople and each person was trying to make their own appointments every week.

Some of them could present, some of them really couldn’t, and some of them really shouldn’t be presenting at all. And we got those six salespeople, With a really killer call to action calling and they were able to increase their appointments tenfold from like six appointments to 60 appointments. And the other thing they stopped doing was going live because they just put people into webinars.

So there’s a couple of. Spins on this and I’m just going to go really fast and just hope that you can take it all down. And, and so one spin would be where you call up the insurance broker and you go, you know, listen, we’re Rubicon and we’ve been in the insurance business for 20 some years. And we recently commissioned a study from a fortune 500 research firm.

And it shows that there’s five emerging trends that are going to literally put insurance companies out of business. Now, since we rely heavily on insurance brokers like yourself, we felt it was our obligation to bring this information. Now, while this is over 3 million worth of data, that you’ll see in under an hour right over the web, we make this available to you for only 49.

And that 49, you only pay after you attend and only if you think it’s worth it. So, what this is, is a highly interactive web seminar. Have you ever been on a web seminar? No? Okay, well let me tell you how they go. And now we’re already off of talking about you, we’re already talking about just the Web Seminar.

The way the Web Seminar works is if you can be on your phone and the internet at the same time, which I’m sure that’s possible for you, right? Yeah, okay, well you’ll be on the phone like you are with me now, but you’ll also be on the internet, and what we used to do is we used to do these live. And, or another model for doing these, because you always want to be telling the truth, you say, another way we could do these, we could do them live, and you’d have to travel, and that would cost you a lot more money, and it would cost us a lot more money.

So, by doing this over the web, we found that we can do it very inexpensively, or this might cost you 500 to go to a live, all day seminar. Now we reduced it down to only 90 minutes, and it’s over the internet, and it’s only 49. And we’re so confident that the information is going to be of value to you, that what we’re going to do is we’re going to register you, and then we’re going to allow you to pay only after you attend, and only if you think it’s worth it.

So if you can actually have a way to get them to tell you what their challenges are, then that’s going to be a lot more potent. So some part of your script should be, you know, look, I’m calling on behalf of Rubicon. You know what else you should do? Here’s another, this is in, this is all in the training program.

But you should have a magazine. Call it, you know, Insurance Industry Today, or something, you know, as long as there is no, go do a URL search on it, make sure there is no other magazine called it. And then you can just call on behalf of your magazine, and your magazine can be an e zine, so you actually don’t even have to Print a physical magazine.

You can just do it on the web, but just make sure that you everything is the truth that you say. So you say, you know, look, I’m calling on behalf of XYZ magazine. We’re doing a survey with insurance brokers about, you know, some of the trends going on because a recent fortune 500 study shows you guys have some pretty serious problems.

So if you participate in the study, we’ll give you the results of the survey for free, and it should help you find some. Terrific and innovative ways to get new clients or to make a lot more money from the current clients you already have. How does that sound? Oh, that sounds good. Okay, well, the first question is, what would you say is the biggest challenge facing your industry today?

What would you say is the second biggest challenge? And then, now you get them talking about their pain, and then after you do that, you say, okay, that’s great, I’m gonna use that in the article, and when I get the results of all this, and then what’s the most innovative marketing idea you’ve had? And some of them may not want to be able to tell you, and I’m sorry, I’m going really fast right now, but just, just, just bear with me.

And it’s, if you can get a webinar that people will pay for, And it’s so good. And this challenge I would put to empire that you’ve got such good information, that webinar, that you can sell that thing every day for 49. Now you have a self funding growth strategy like us. You can be hiring 50 salespeople a week because it doesn’t matter.

Give them the 50, 40 of the 49. And if some guy can get 10 people on. Onto the webinar. And then of course they have the extra backend too. So you could have insurance agents signing up other insurance agents to get on the webinar. They get 40 bucks. Hey, it’s, you know, it’s not bad. And then after you get to the end of that, then you get to the point where you’ve actually given them a lot of really good information, a lot of good ideas.

They’re thinking, wow, that’s really great ideas. And then you say, okay, who here got some value outta this? Oh, I did go back on our webinar again. Tell your coach that I said you can go as our guest and go back on the webinar again and watch how we take the money. There’s a point where we take the money.

Prior to even selling anything, we then go into a sales mode, but it’s after we take that money and then if it’s done properly, the way I designed it, that presenter should say, and by the way, that money goes to the person who got you here, because we give the majority, just like I told you, keep 40 and give them, you know, give them 40 and you keep 9 just to pay your hard costs.

And, but it’s a self funding growth strategy. Because now if you can sell that webinar and it’s got real value and people will pay for it every day, you’ve got a self funding growth strategy. Somebody signs three, four people a day, they can make 120, 160 every single day. They can make 600 just by getting people to the webinar and you don’t even care about the money.

That way, because what you really want to do is get these people selling your insurance and if your webinar is compelling as hell, at the end, every single person on there is going to want to sign up with you. So that’s a really good way for you to go. And then what I would do is I’d have the call to action be, so let us show you teen ways or nine ways or six ways to maximize all of your current relationships.

And so, as a matter of fact, you could probably even charge for that. You can say, I know that you have opportunities laying at your feet that you don’t even realize, and the most expensive thing we do today is to get clients in the first place. How many clients do you have, Bill? Oh, I, you know, I don’t know, 300?

Or, I don’t even know what an average insurance agent has. Go in those 300 clients, there’s probably, you know, at least a million dollars in, uh, commissions over the lifetime of those clients that you’re not getting right now that we can show you how to get. So, would you be interested in that? Oh, heck yes, I’d be interested in that.

Okay, well, what we do is we start with a 100 fee, and we’ll audit six clients of your choosing. We should start with the ones you think have the biggest opportunity. And, by the way, if, in fact, we help you, that 100 can be given back to you in commissions from those clients, and you can blah, blah, blah. So, anyway, there, I’m out of time.

Ha, ha. Okay, then, let’s go with Patrick as he opens his line again and see if you have a question, Patrick.

[00:47:05] Patrick: Well, so what I will say about follow up though, is that in the insurance industry, the follow up, the whole system, they don’t even do it. So, I think if I just, as one of my training seminars for the Build that

for them, yep.

[00:47:16] Patrick: Yeah, you know, I just, can I, real silly, but for years, I’ve always, you know, as a one man army, I’ve always addressed myself as we and, you know, in the plural and everything. But I always, when I’m speaking with people, I immediately call the habitants, Hi, Patrick Stroth, Rubicon Insurance. And, should I just, you know, in, in the calling, your, how to get an appointment, I mean, which is brilliant, you just, you’ll say, hey, you know, Chet Holmes called.

Just tell him, Chet Holmes. When is it appropriate to be using my company name right after my name, or should I just always just say Patrick and wait for them to say, Patrick Struth, who, who are you with?

[00:47:50] Chet Holmes: Right. If you have sent a letter in advance, remember what I say, always be telling the truth, then you can just say, hey, it’s Patrick, is Joe there?

Okay. You have four ways to send the gatekeeper back, and you should plan them expertly in advance. I’ll give you all four real fast and easy. The first is, hi, this is Patrick, is Joe in? I’m sorry, Patrick, will he know what this ref do? You go say, yeah, because you sent him a letter. Then you can just say, yeah, I sent you a letter.

Don’t you remember? I mean, even if he doesn’t remember, it doesn’t matter. You did send them a letter so that you need to have the letter go first. So this is a way of softening the market and Hey, you know what? The letter might actually work even, and you’ll get some leads from it. And then the second time the gatekeeper comes back, you say, you told them, Patrick, Oh, just tell him, Patrick.

Yeah.

[00:48:32] Chet Holmes: Okay. And then she goes back and she comes back and says, I’m sorry, that didn’t ring a bell. Oh, you know what? Tell him from Rubicon. That should ring a bell. Now she goes back again. So, you know, you want to be able to send the gatekeeper back three or four times. And then you want to have a script in advance of six ways.

You can talk that guy into going on your webinar, like let me, let me see how he turns you down six different ways and his objection is, I’m too busy, I don’t have the time, I don’t understand, I won’t spend the money, what are you actually sell, selling, and you’ve got great comebacks written in advance for all of that, and then you can put, if you’re selling a webinar, I don’t think they need insurance licenses for that.

I think the guy presenting the webinar needs an insurance license.

[00:49:12] Patrick: Oh, yeah.

[00:49:12] Chet Holmes: And even that guy, actually, if you’re not selling insurance, if you’re selling the chance to teach them how to maximize at least six, ten, take ten, why take six? We’ll show you how to maximize ten different relationships you already have.

Give us your ten biggest clients, and we’ll do it for only ten dollars each. So the guy thinks, oh, in ten dollars each, I’ll pay a hundred dollars to have this guy show me how to maximize my relationship with my clients. And now, you’re in the door with him paying you for you to advise him the six different more insurance policies and plans and types of things he can sell to every one of these guys, and how to sell it.

[00:49:44] Patrick: Gotcha.

[00:49:44] Chet Holmes: Anyway, hope that’s helpful, bro.

[00:49:46] Patrick: Great, great work. Great stuff.

[00:49:49] Chet Holmes: I would love to have more time with you. Alright, ladies and gentlemen, we are out of time. And Chante, you can end the phone call.

Yes,

[00:49:55] Chante: sir. Have a great afternoon.

[00:49:57] Amanda Holmes: Make sure to get your copy, or copies, at TheUltimateSalesMachine. com There’s a lot of special bonuses that you can’t get going to Amazon.

So make sure you check it out at TheUltimateSalesMachine. com

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 Holmes: So, multiple different decision makers trying to get to him, it was difficult. We showed up at the event and I will put my hand up and say, I love the signature selfie concept because 80 percent of leads are never followed up on from events. So if you just say, Hey, let’s do something fun, take a selfie with them and then say, what’s your number?

I’ll text it to you. It’s the simplest way to get someone’s phone number and it doesn’t cost you a dime to do it, and it’s a great way to follow up. I teach this from the stage, however, when the moment came down where I was standing in front of Dave, I totally chickened out. And I was Bronk,

Troy Aberle: bronk, bronk, bronk,

Amanda Holmes: bronk.

Honestly, I chickened out and I walked away. I even went back to my room because I was like, wow, I really failed here. And then I remember Then you came and I had come back a little bit annoyed and you were like, I got his number.

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

Welcome everybody to the CEO mastery show today. I have a guest, Troy Aberle, executive strategy officer here at CHI. And normally he’s asking the questions, but I’m going to drill him with questions because we have celebrated this wonderful partnership. With Dave Asprey group and the launch of the business of biohacking summit and people Online are just going crazy about it when we were at biohacking conference to a month ago Everybody just said we don’t understand This is taking people a decade to be able to be his partner and only a select few have How did you be able to do that in under six months?

It’s just crazy So, I’ve talked a little bit about it, and I just want to dive deep, because really, Troy, you were the hands on deck that was communicating with him, and we can also share why you were communicating with him, and I was not direct, because of my mess up, right? So there’s mess ups along the way, and there’s that pig headed discipline and determination, so as everyone hears this, I want you to envision who is that one person that could completely change your world.

How are you focusing to give them an experience unlike any other where you’re just straight pitch, pitch, pitch, pitch, pitch, but instead it’s about building a relationship that can last decades. So, with that said, Troy, you were really the one actually that identified that he was a dream one. You were the one that said, Oh, he’s the CEO and he owns so many of these businesses.

We should really focus on him. Right?

[00:02:56] Troy Aberle: Well, cause we started mapping out. We should just go back just a couple of seconds more before, because we had identified that we both have a tremendous passion around people getting healthier and living longer and living better while they’re living longer. And so we had identified that there was an opportunity to go to this event called the biohacking conference.

And we really didn’t know a lot about it, but interestingly enough, we signed up for it because of one of our clients was already going to be in it, introduced us to it, a stem self company. And what was interesting about it was then we got invited to another event ahead of time, so we don’t know anything about this Dave Asprey guy, other than as we’re charting out, we’re taking a look at all the opportunities we could have by going to this conference.

And we noticed that out of all the sponsors and all the vendors that are going to be at this place, because we do a lot of research with our dream 100 process, Dave Asprey’s name is on like 20 of these companies as being the guy, but as we’re reaching out, using our process, I’m realizing that, yeah, this Dave guy is really hard to get ahold of.

And you can’t find them, but he seems to have so much influence.

[00:04:00] Amanda Holmes: How was he hard to get ahold of in comparison?

[00:04:03] Troy Aberle: Well, because you can phone people in his company. You can try to reach out, you can text, you can do all those things if you have the numbers. But as I’m reaching out to people, they’re like, yeah, good luck on getting all the Dave.

That guy is a really, really busy guy. But out of all the other people like Dr. Porter at Braintap or the many other people that are doing so many wonderful products, you can make them, but you cannot get this Dave guy.

[00:04:28] Amanda Holmes: What are some of the people that you reached out to around Dave? Cause I think that’s a really big skill as well.

When you know that there’s the one that you want to get a hold of, how do you be in their circle of influence? Cause you reached out and you’ve got a hold of a couple of them.

[00:04:41] Troy Aberle: Yeah, people said, you know, we can help set up, we can get you in touch with his PR person, the media relations, set up something, but, you know, at the time, Amanda, I think we were 17 days from the conference when we decided we were going, and then we were going to do this whole Big Dream 100 plan.

It was tough, right? He was already quite busy.

[00:05:00] Amanda Holmes: Okay, okay. So, multiple different decision makers trying to get to him, it was difficult. We showed up at the event. And I will put my hand up and say, I love the signature selfie concept, because 80 percent of leads are never followed up on from events, so if you just say, Hey, let’s do something fun, take a selfie with them, and then say, What’s your number?

I’ll text it to you. It’s the simplest way to get someone’s phone number, and it doesn’t cost you a dime to do it, and it’s a great way to follow up. I teach this from the stage. However, when the moment came down where I was standing in front of Dave, I totally chickened out. And I was Brock,

[00:05:39] Troy Aberle: Brock, Brock, Brock,

[00:05:41] Amanda Holmes: Brock.

Ha ha ha ha. Honestly, I chickened out and I walked away. I even went back to my room because I was like, wow, I really failed here. And then I remember, then you came and I had come back a little bit annoyed and you were like, I got his number. I

[00:05:58] Troy Aberle: Yeah, you were really shocked. So to add to that, what it was, was we were at a private meeting with him and to let everyone know, and it was such a no brainer, but at the time everything was busy.

I grabbed a copy of his book and said, Dave, can you sign this book for me? And he said, of course. Really nice gentleman. And I said, Dave, you’re a fellow Canadian. I’d love to be able to text you this picture so we can remember this moment. And he’s like, sure, here’s my number texted to him. And I jokingly said, Hey, you know, you sure talk a lot about sushi.

I have no idea how to eat it. One day, can I call you and you teach me how? And he’s like, sure. Next time you’re in Austin. Now that’s an off the cuff comment for so many people to, you know, let you down. Nicely. But

[00:06:43] Amanda Holmes: I didn’t realize that you had done that.

[00:06:45] Troy Aberle: Yeah. And so then you and I are in Austin for another type of promotion that we were doing, we were doing a keynote.

And what was interesting was, is if you remember, Hey, let’s get all the Dave.

[00:06:57] Amanda Holmes: Yeah.

[00:06:58] Troy Aberle: So, Hey Dave, remember that offer you made for, you know, being able to, could we meet up and could we go for dinner and learn how to eat sushi? Right. And so we were able to put that together and Dave had a friend there and had the opportunity then to get together and.

Just talk, get to know each other.

[00:07:15] Amanda Holmes: Lots of, right, it was supposed to be like an hour dinner and it turned into a four hour escapade. I think the

[00:07:20] Troy Aberle: key point, you know, that I’m proud of us on is the fact that the lady, the rear with said, you know, the cool part about what you guys did is you built rapport.

You didn’t talk about business. You didn’t do anything. You got to know each other for just really being real people again. Not always about the pitch and what it is. So, you know, I think that’s What was so cool about that event or that evening was we literally got to know each other. We got to pick on Amanda for several hours, watch Dave pick on Amanda because she’s vegetarian.

Dave used to be, and he really made sure she understood that he didn’t approve of it anymore. So it was good. It was good. We had a lot of fun and then we got started talking about biohacking and different things and showing a lot of interest in each other. Then we went to Dave’s home and got to be a part of this whole shopping mall experience of every possible humanly thing in the world.

And put, I had electrodes on my arms and. My body was doing some things that I didn’t know it could do and, you know, really got to see into a whole nother world of who truly a Dave Asprey is and then start talking about things that are seeing how it’s a challenge to get some of these technologies and methodologies and theories and all that.

How it’s missing from the world. And we got to know each other and Amanda, you know said during this conversation though, too, by the way, is you need a business mastery type style event, something that your father was so perfect at helping design. And Dave, you know, grabbed his attention and said, yes.

When that’d be awesome, that’d be so cool. And so we didn’t talk much, but Dave then said, you know, in a few days, someone’s going to call you. And we were then introduced to some of his wonderful team and, you know, the rest has become a magical masterpiece of really being able to build out what it is that we do so well, align that with him and other colleagues of his and ours, mutual colleagues, and be able to take all of this marketing experience and all of this training and the things that we do for so many other industries, but actually apply it to medical, something that.

Not only North American needs, but the entire world is becoming more educated and having the right buying criteria so that people can live healthier, longer.

[00:09:28] Amanda Holmes: You know, I think it’s an interesting concept. So I came from the music industry and there was always the saying that you just had to be in the right place at the right time.

And that’s when you got your break. So my professors used to say, just make sure you’re at the right place over and over and over again until it becomes the right time. And I think that the Dream 100 and this example is a great example of showing first, you have to know who that dream prospect is. And very often it’s so much bigger than what your own mind thinks.

Like we could have broken into the biohacking industry, but going after one, after another, after another. And Continuing to reach out to every biohacking company, or we could go to the one that everyone else influences, in that respect, so that the domino effect happens. And so first is identifying who that person is, and then how do you become in their face, in their place, in their space.

So we showed up in his mailbox, in his email, on his social, when we were there in person, to all of his staff, right? Just circling the dragon so that everywhere it seems that we were everywhere and and so there’s a part of it That’s like wow. Well, that was luck truly It was identifying and then being everywhere every time until that moment arose And, and I think there’s something to be said about planning, there’s so much that you can plan, and then there’s so much that you just have to have the pig headed discipline and determination to continue.

Because there was even a time after the biohacking conference where we thought nothing would happen with him, right? It had gone completely cold. And the majority of people would just give up after that, and you reached out yet again, and he said yes, and it just takes Well, about that Yes.

[00:11:15] Troy Aberle: And I think if you actually look at what some of the, when you become passionate about what it is that you want as an outcome.

So we said we wanted to have a major play in this biohacking space and longevity medicine. But if you take a look at most of the people that show up and claim, they’re not sure how we got in there. They just simply show up and they’re spending tens of thousands of dollars to hopefully get around this person or around whoever that might be.

They spend tens of thousands, but they don’t really have the message really dialed in and they don’t really understand the person’s needs. That person has a lot. So we knew by researching the biohacking industry, the ratio of companies succeeding is less than 18%. We had found out, we’d found out how hard it is for companies to thrive through fundraising, to try and grow, getting patents, all of that.

And then they show up to these shows. They’re in a negative situation already, but financially, and they can’t get that message out. And their price point has to be so high that they’re, Tightening up such a niche market, if you will, to just a very high net worth people. And that’s typically what’s been going on in this industry.

So when you say to Dave, if we can increase. The people that you work with or influence or the companies that you own and we can do that part. And here’s what we know scientifically is actually stopping that from happening. Now he’s paying attention because we’ve actually studied it. That’s what’s building rapport.

And as your father would say, Amanda, Chad would say you have to build rapport, spend more time doing that. Everyone else is trying to close. They’re spending tens of thousands. We spent a lot less. Bill rapport with this man, it spent a couple hundred dollars on dinner and teaching him what we knew what was going on that bill report a show that we found his needs and then we can add value and create desire and that sales process then was perfectly executed.

But if you only show up and you have no intention to really date the customers, as we call it, or, you know, really become passionate about what’s going on in their emotions. You’ll never get there. So you have to show up with the right goal. You have to know exactly who they are, what keeps them up at night, what makes them thrive and what’s their goals.

And then be able to educate them that you are the smartest person in the room that they need to stop and pay attention to.

[00:13:25] Amanda Holmes: I think also everything that you’re saying, what’s resonating with me too, is. You can say the words, be genuine, you know? And what’s that saying, like, The rich don’t claim that they’re rich.

The humble don’t claim that they’re humble. You know that saying where the people that lie always claim that there’s so many liars out there. So, it’s hard to say you should come at this in a genuine, honest way. It’s not a business strategy, it’s a way of life and being. Yes. That, that today, because there’s so much plastic and so much fake and so much on the internet, like, when I think about our conversation at dinner, like, We talked about me in my monk years.

And so he talked about like studying with Tibetan monks. And then at one point I was chanting in Sanskrit. Like it was not a normal meeting.

[00:14:18] Troy Aberle: No, but it was real,

[00:14:21] Amanda Holmes: but it was. Honest and real. And I think there’s something to be said about that. And I think it challenges the confines of what is a corporate experience or what you should or shouldn’t do.

I see it a lot with even just branding people that are your prospects on social media. How much people refuse to friend a prospect that has a Facebook page. They’re like, well, that’s my personal life. It’s like, isn’t that what great superstar sales people do is they become genuine friends. That’s what my father did.

He became genuine friends with all of his clientele so that it was a bond where they never left. At biohacking conference, I saw one of my father’s clients, David Dean. And we were talking about the book and how much he references it all the time because it changed his life when he worked with my father.

I gave him a copy of Ultimate Sales Machine and he literally started to cry and I started crying. Because we could just tell how much that had meant to him in his life and the bond that my father had with David. And then we created that by osmosis. Like it’s not your typical environment. You have to challenge the status quo to go beyond it and genuinely care about people.

I think that that’s a critical part.

[00:15:41] Troy Aberle: I love what you said. You know, I think of guys like Tim Yerrick and he won’t mind me sharing his name. He’s a client from the financial world. And it’s interesting because he always says a re over deliver. He’s like, you know, 10, a hundred times more than I ever would have dreamt.

But I don’t think we’re over delivering. I think that we’re creating such a masterpiece of a relationship and an experience for him because we’re truly treating him like a person again. And I think the world has gotten so good at moving away from that with technology. It was so easy to try and get your numbers up, right?

So any of you that are listening, you can get your numbers up by being all over the place and spending 30, 100 grand on Facebook ads. But isn’t it crazy when you actually take time to get, treat someone like a human again, how different it is. And we even took it to the next level with the pandemic. We weren’t allowed to shake hands, hug.

We had to wear masks. We had to be socially distanced. So we’ve done everything to break down rapport and beat it into the ground. But what if you brought that back together, treated people like humans again, and realize how much more potential these people have to introduce you to so many other people.

And now Tim is somebody who is such an advocate now of what we do. Yeah.

[00:16:45] Amanda Holmes: Yeah.

[00:16:46] Troy Aberle: That, you know, people fall in love with us because of the way that they’ve seen experiences from Tim and that same thing with David will happen. And the thing is now the way David treated us. Other people that are looking for upgrade labs or, you know, the different products that he’s using for his business, we will always be someone who will be an advocate for him because of the way he’s made us feel important as well.

And so when you do that, you just changes the frequency of, of you, not only the, what you, how it works for your business, but look at how much fun it is for you and I together to work on this, because it’s just a great frequency. That’s different than a lot of relationships today.

[00:17:27] Amanda Holmes: I think also it’s, like, when we do the Dream 100 workshop, like, what are the checklists that you need to have a dream client?

What determines a dream client? And sometimes we have to debate on what are the criteria, and one of them that we put in there as, like, a template is that you have fun with them. Like, I think about our conversations with the Dave Asprey group, like, his team, and we have so much fun. And, like, For instance, when we were testing the application process.

So if you go to businessofbiohacking. com, you can apply to join us at the summit in September and in Austin, Texas, which will be absolutely wonderful. When we were testing that process, I put my name and information in, and I said that my title was I was the CEO of the Rebecca fan club because I knew that she would be meeting with the responses and she ended up texting me back at like midnight when she was going through them and she’s like, I actually laughed out loud.

Thanks. That was really funny. And I’ve continued to say, as president or CEO of your fan club, I feel that I should insert this in. You have to have one.

[00:18:36] Troy Aberle: You have to have one.

[00:18:37] Amanda Holmes: Yeah, and then someone else, like, had left a conversation and started talking to me. Just so happened after they had talked to her and she came back and said, how dare you go and talk to Amanda?

You know that she’s the president of my fan club, you know, just keep those jokes. One of the people you want to work with where you have fun and you’re engaging and it’s easy and effortless to be yourself, right? That’s what we want to look for.

[00:19:04] Troy Aberle: Yeah. It’s not that you messed up by your signature selfie, but by you teaching other people how to be human with each other.

The odds of your community getting bigger are better because of it. So next time you’re having a staff meeting with your team or, or people come up with strategies that can work. And for some people that might not work on certain days and on other days, it works great. And that’s, what’s going to really be make you an ultimate sales machine.

And that’s, what’s going to really hone in on your dream. 100 clients is you’ll start to notice that. All of these amazing people that are all following the same patterns and, and chemistry are going to be a part of your group. And that’s, what’s magical. And that’s, what’s magical for us. I’m super excited for what it is we’ve created because now we’re being trusted for who we really are.

And in an industry that didn’t know us two years ago, or even a year ago, now is looking at us as truly the authority that we are, but they just didn’t know that, and they found out much quicker because of the methodology that we use.

[00:20:04] Amanda Holmes: So great. So for anyone in health or longevity, or if you’re even thinking, maybe I want to be an investor in that industry, because I also believe that our Healthcare system could use a little bit of help.

You’re welcome to apply at businessofbiohacking. com. That’s businessofbiohacking. com. We are only accepting a small group of wonderful humans. And part of that process we’ll be teaching. How do you deploy the fastest, least expensive way to double sales at Tree 100 and Methodology? Who can you meet into the room that will give you that one connection that could completely change your course and trajectory?

What if you got on the mic in front of all of these people and pitched your company and we tweaked your pitch so that it could be even better so that the next five times that you pitch it, you get that sale or you get that investment. It’s going to be very workshop oriented.

[00:20:55] Troy Aberle: It’s going to be really cool because there’s Amanda and myself could be there.

Dave Asprey himself will be there as well, that you’re going to learn how to pitch in front of. Joe Polish, I believe, and J. J. Virgin. There’s some really amazing, amazing friends of Dave’s and ours that are, I’m so delighted that are going to be there to help people really make a difference. It’ll be exciting.

[00:21:15] Amanda Holmes: Any last thoughts that you feel people need to know about Dream 100, prospecting, following up, living a fulfilled life? We’ve covered all these topics. Any final. Bots of wisdom from Freud to said people,

[00:21:31] Troy Aberle: I think because we deal so much with our simple framework today, as you’re reading this, take a look at the revenue goal.

You want to achieve. Take a look at just what you’ve been doing over the past couple months of what’s been preventing you from getting there and what’s been attracting you to that goal. Are you truly dealing with the right client? Do you know who that client should be? Because we help you with that. And what are you saying to that dream client?

Is it a way that attracts them and educates them differently than all of your competitors? And are you using a touch point system that really keeps consistency? You know, crazy enough, most of these trade shows or conferences, Amanda and I go to, it’s less than 9 percent of people that are actually even following up and when they do, it’s really, really terrible.

So think about that four pieces. What’s your goal? Who’s your dream client? What are you saying to grab their attention and educate them? And what’s the system and process you’re using? And if you can’t score good on that, I think you should definitely reconsider and recalibrate with our team.

[00:22:31] Amanda Holmes: Love it.

Thank you, Troy. I am sure everybody’s Oh, thank you. Hearing the, the behind the scenes .

[00:22:38] Troy Aberle: You bet. Sounds good. Thank you, Amanda.

[00:22:40] Amanda Holmes: Until next week, 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 out at Ultimate Sales Machine.

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 Holmes: So this is something really strange that happened three weeks ago. So my friend posted on Twitter saying, Hey, my friend Amanda Holmes is single. She’s in her 30s. She’s successful. Men who have their life together can DM her and ask her out nicely. This post went viral. It reached 3. 7 million people in 72 hours.

It was shocking. Actually quite mortifying to be totally honest with you. We ended up. Deleting it after 72 hours because it was just horrific to people that are online and the things that they say. I, I still, still currently have about 600 men that have asked me out on Twitter off my DMs and I just can’t, for the likes of me, fully respond to all of them.

But I learned some really interesting things from this that I want to share that I think are just perfectly in alignment with sales.

Here is your daily dose of the Ultimate Sales Machine coming to you from the new edition. Visit ultimatesalesmachine. com to get your copy, or multiple copies. I am your host, Amanda Holmes, CEO of Chet Holmes 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, I calculated. And of the 600, 98. 4 percent of them said just the stupidest stuff. Ayo, you mad cute. Where you at right now? I need a sugar mommy. I had about, like, a hundred of those.

Easily, if not more. You’re gorgeous. If you’re ever in New York City, let me take you out. Pick me, pick me. I saw your friend’s Nick’s post and I figured I’d shoot my shot. Guess you’re getting bombarded with DMs. I mean, like, all of these were just so obvious that if they know that I have hundreds of people reaching out to me to try and get on a date, do any of these actually seem like you’d have a chance?

No! Right? I counted. There were 1. 6 percent of them that actually wrote a meaningful reply. 1. 6%! Like give me a break! And of the nearly 4 million that saw this post, I gave 4 men my number. Like, it was practically like one per million that I gave my number to.

Craig Ingram: That just shows the state of patheticness of people in our society.

Right? Because it should have been more than that. There should have been enough decently intelligent, you know, men having situational awareness, right? Like, it’s just, it’s not good. Look how upset you are right now. I mean, just, I’m infuriating that there’s that many knuckleheads on this planet. There are.

Completely inappropriate. I just, I don’t get it. I’m old. What can I tell ya?

Amanda Holmes: Well, so I thought it was rather interesting because it’s, it’s gotta be the exact same when it comes to sales, right? We’re just perpetually just straight to it, going on a date with me without doing any kind of courting whatsoever.

Hi Amanda, I’m kind of a mess, but would date you. I have a nice hat. I’m ugly, wanna go to dinner. You know, I’m pretty broke, I don’t have much direction, but I’m very sweet and caring. Can you make, and I’ll make you smile, and talk to you for hours, then I’ll bring you joy and love into your life. Like, how many times do we reach out just knowing that we’re gonna fail?

A huge portion of them reached out to me knowing that they would fail. How often do we have salespeople that do the same thing, right? Like, I just found the dichotomy of this to be so entertaining.

So I actually wrote, Reading these DMs has been eye opening. I think more men need my services on how to pitch than to date me.

So I’m going to lovingly put my book out there. Which, you know, I only have like 6, 000 followers on Twitter. I don’t have a lot. But it reached 36, 000 people and we sold out our book stock. So, six months worth of books we sold in three days, which, again, hilarious, right? This whole thing was so bizarre.

So, what can we learn from this?

Why don’t we use humor? How about we get a referral, or get someone to refer us to business? What is your unique selling proposition? How many of these men had no idea how to sell themselves? They have lived with themselves for years, and they couldn’t even sell themselves, let alone a product or a service.

I mean, just shocking. Or, hey, what about struggling that you care? So, this one I thought was funny. Well, that’s good, sweetheart. Wanna have a Pop Tart? That’s just clever. You know, kind of a funny one liner. Why not? This guy said, This is a plug for my friend who DM’d you after the post. He doesn’t know I’m sending this, but he is great, so here it goes.

He’s witty, handsome, wonderful. He has his life together. He takes care of himself and those around him. He smiles. He wants you to smile. We’ve been friends for 15 years. I’ve never seen him negatively impact anyone he comes in contact with. What a great thing to have when somebody refers you like that.

That guy, I talked to because of his friend, not because of what he wrote. You have to be overwhelmed with DMs from people sent by Nick, but throwing my hat in the ring as a smart, successful, family oriented Texas based, financially comfortable, just barely qualified as a multi millionaire, work from home attorney with my own public interest firm, just an unhideous enough that they got someone good looking with more hair to play me in the HBO movie.

Okay, right? Like, You got my attention. And the first thing out of his mouth is, You have to be overwhelmed. And I’m thinking, Yes! I am! Thank you for acknowledging and having the self awareness to realize that something is happening in my life. And then, here’s this one. Hi, Nick Gray sent me, which I actually opened more of the ones that said, Nick sent me, because I thought that he had actually sent it to somebody specific, and then I found out more people were saying that, and I’m like, Oh no, they just saw his tweet.

So I saw his post, obviously clicked on it because you have a nice smile, and he said you were single and kind. He also mentioned that I was very wealthy, which was the whole debacle as why we shut it down. And it went viral partially because everyone was like, how dare you say that to the Twitter world?

Like, that’s gonna attract the wrong people. And it did! So he said, he also mentioned you’re wealthy, and that doesn’t really mean much to me, and isn’t my motivation here. Immediately, I’m like, wow, this guy is very nice. After I clicked on your page, I watched a couple of your videos, and really liked your tribute to your dad.

I recently lost my dad, it just felt like. So he continues it on, but already, what did he do? He showed that he cared, he gave me a nice compliment, he showed that he actually looked at my page. I cannot tell you, right, 1. 6 percent actually looked into my page and made a comment about it. So just to say, right?

Okay, five lessons learned. Social media can be an evil place. You really know you’ve gone viral when the joke of you also goes viral? So, someone said, this is what your friend would look like if she was Asian. So some guy took my face and made it Asian. And that got shared, and got retweeted three hundred times.

It’s like, so bizarre.

Craig Ingram: We have a mental problem in this country.

Amanda Holmes: Or just on Twitter, I think the worst of people spend their time on Twitter. No, it’s just, I just can’t believe people would take the time to do this

Craig Ingram: nonsense. Like, go do something productive. Not

Amanda Holmes: what you do on Twitter. Oh, the books. Hey. Yeah, it worked out for the book sales.

So majority of the population give the minimum amount of effort shooting a losing shot. That was a huge takeaway for me. Very rarely do people know how to articulate what makes them unique. And that’s not even counting selling their product or service. 98 percent of the population doesn’t have the intellect to see beyond themselves to put themselves in your shoes.

And, if you are clever, you stand out, and if you’re observant, you’re ahead. Interesting, right? Random, and totally out of left field, but I thought, This, I have to share, cause this is so bizarre. Does that land for you, Craig? I think you’re just laughing at the whole thing. I

Craig Ingram: just fricking just flabbergasted, but I do like, they’ll be observant in your head, right?

Be clever, stand out. Because I think this is the biggest problem with marketing is that people are bland, mundane, boring, right? They’re not a neon green fish in a silver fish Lake, right? And so they don’t stand out because they’re afraid of standing out. And in corporate America, if you stand out, it’s seen negative, not positive, but yet that’s why everybody’s broke.

Carlos Camargo: Yeah, that number five also, you know, resonated with me. Be clever, you stand out, be observant in your head. I think so few people use video, for example, and I try to use video all the time. And I’m surprised, Craig, when people say, man, that’s such a great video to use. I never see that in an email reply or in an email in general.

Amanda Holmes: Of the 600, two people sent me an audio.

Carlos Camargo: An audio, not video.

Amanda Holmes: I don’t think you can do video on Twitter DMs. But the two out of six hundred decided to do a different kind of medium.

Craig Ingram: Well, they were nested out, didn’t they? What

Troy Aberle: were you saying, Tony? It’s interesting, because to me it’s like, as I think about this, it’s like, uh, A real life situation of people find it entertaining, right?

Like the bachelor or different things that people subconsciously struggle with each and every day. And watching undercover billionaire with a Grant Cardone or whatever, all of these things are a story. That’s something that people are like trying to figure out. It’s that mystery. It’s that hero sequence.

And. Even some of the videos that, that where I’m walking down the road, people, like I get so much more engagement than if I’d use the studio, but I think people want to get back to building rapport and, and being able to have people that relate to them rather than being so scripted. Is that fair?

Amanda Holmes: Totally.

And that is the breakdown for how to be one in a million for your potential prospects through the lens of a very strange experience I had dating online. And that is another episode of the CEO mastery show.

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.

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TRANSCRIPT:

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

Amanda Holmes: So we went from nothing to forefront. It took us less than six months to get that partnership. Whereas you show up and all these people are looking at us like, how did you get that, that partnership? I mean, I’ve been trying to do it for a decade. It’s because you’re not focused. You’re not clear, right?

You have to be in their face, in their place, in their space. So they go from, I’ve never heard of you before, to, oh yeah, I think I’ve heard of them too, oh yeah, I know who they are too, we work together and it’s a completely different Paradigm shift. If you know, it’s those bigger, better buyers that, you know, Dave, just getting buy in with Dave and his whole team turns into so many more opportunities.

So I treat that relationship very differently.

Pablo Gonzalez: I remember you almost exactly a year ago telling me that you had found your people, you had found your vertical, you fell in love with this space. Of biohacking and now you call me and you’re like, I’m about to have the biggest partnership with the biggest name in biohacking. It’s on. So I would love to just kind of deconstruct.

First of all, what is this partnership that you’re doing with who? What’s it about? And then I want to just figure out how you were able to achieve this so quickly because you had no traction in this space a year ago.

Amanda Holmes: Yeah, yeah.

Pablo Gonzalez: Thank

Amanda Holmes: you, Pavel. That’s such a great way to enter the space. Yes. I mentioned in, uh, prior podcasts that we just launched the Business of Biohacking Summit with Dave Asprey.

So, some people know Bulletproof coffee. You know, you put butter in your coffee and it’s wonderful. And it was this huge craze. And so Dave Asprey created that, launched it. It was like four time bestselling author. Has a million followers around the globe talking about biohacking. He is also part owner in dozens of companies because he’s really the father of this space, biohacking.

He invented the name. Biohacking, which is really just people that want to hack their lives so that they can live longer and healthier. And he always jokes about how he wants to live to 180. Actually, I don’t think that that’s a joke. I think he’s pretty serious about it.

Pablo Gonzalez: So, you know, to me, it’s, I feel like this partnership that you’re doing, the people that you’re going to end up working with are going to know who Dave Osprey is.

The people that don’t realize it’s just to like, give you credit. You have essentially connected with the front and center face of the Mount Rushmore of an industry that you were fascinated in in a very short amount of time to build really deep value for him enough that he essentially is going to vouch for you to help his companies grow.

Is that right?

Amanda Holmes: Yeah. Okay.

Pablo Gonzalez: And you did this eating your own dog food.

Amanda Holmes: Yes, we did it practicing what we preach, which was really, really awesome. We don’t just talk the talk. We’re walking on our walk.

Pablo Gonzalez: Okay. So then take me back to a year ago. I think the aha moment happened a year ago where you did this plan of how you executed this.

Would you say that? You were working on making this happen before you got to that conference, or has it been from like the moment you left that conference on, talk to me about kind of when this idea of going hard at biohacking and breaking into the space at this level started.

Amanda Holmes: Okay. So we teach the dream 100 as you know, right?

The fastest, least expensive way to double sales. It’s focusing on a few that can produce much greater volume than spray and pray. So, um, Right before we found out two months before the biohacking conference last year, and we went, Oh my gosh, this is great because I’m so passionate about health and healing and longevity.

And I want to heal health care because of what I experienced from watching my father go through the system. And when we found this biohacking conference, we realized that they did all the hard work to identify who the leading edge of science and health companies are. So we didn’t have to go into all that research.

They were all right there. There were 120 sponsors. So we focused on just 80 of them and we led a dream 80, where we reached out to those 80 companies. First, we found them on social media. Then we sent them a Facebook invite, a LinkedIn message, a Twitter message, an Instagram message. We cold called them.

We cold emailed them. We sent them a direct mail piece. So we had about. In total, I think it was about eight different touches before we entered into that conference. So we went from them not knowing us at all to, Oh yeah, I think I know ultimate sales machine too. Oh, Troy and Amanda are here. We’re so happy to see you because we led with value.

So instead of getting just 3 percent to book an appointment with us, we got 68 percent to book an appointment with us, which was just shocking for any people that do a cold outbound, that’s, that’s crazy.

Pablo Gonzalez: That’s shocking. Right? Like 68 percent of your target market that you’re trying to connect with books and appointment with you.

Right? Yeah. To be honest with you, I’ve been trying, I try to do something exactly like this, like two months ago failed miserably. Right? So like, But I thought, listen, I, cause I, I just, cause I want to get into the details of why this works so well when somebody who knows that’s doing it is doing it right.

I was booked into a keynote speech for the biggest property management conference in America. I was my biggest speaking opportunity. I thought the same thing. Oh, okay. If I want to make this a vertical, everybody exhibiting at this show is somebody I want to meet. So my thing was like, well, I made a bunch of like cool content and I ran LinkedIn ads to them.

And then when I walked the floor, nobody knew who I was. So I would love to know more on how you broke down this idea of every social media channel, where you targeting people, or were you targeting just like the channel at all?

Amanda Holmes: Yep. So we first started with the CEOs and depending on the size, that was either the decision maker or not the decision maker, actually, because you have billion dollar clients and then you had like startups, there was quite a range.

But what was key for us was our stadium pitch. So instead of walking up and saying, hey, we’d love to talk to you about your marketing or your sales approach. We said, hey, we know that you’re exhibiting in this event and we have a trade show regrets survey that we did where we pulled compiled thousands of answers to say, the 6.

Most costly mistakes the sponsors make at trade show booths that waste their hard earned investment. We’d love to show that to you. Would you like to have that? That was a huge part for them to go, oh my god, and not only did the CEO say yes, they’d say, Oh, Well, can you also send that report to my head of marketing?

Here’s their email. And we have three more people that are going to show up at the booth. Can you make sure that you send it to them too? And they just started sending our material or sending to us all of the decision makers in that process. So it started to get this like momentum coming where everybody started to know us.

And it was very personalized. It was super personalized, right? We’re cold calling. We’re direct mailing. They see us on Instagram. The different Instagrams, we’re tagging them in posts. So it just created this buzz, which did take four different people to execute, right? One person on social media interacting, one person that was a salesperson, cold calling, another admin that was doing the direct mail piece.

I would call it an advanced version of Dream 100. I joke about there’s like the poor man’s Dream 100 and then there’s the advanced Dream 100. We’ve really pulled out all the stops there.

Pablo Gonzalez: And then there’s the like foreigner from another land. Uh, and pour their three and 100, which is what I try to do. So, okay, cool.

Amanda Holmes: Yeah. One more important thing while we were doing this, we kept noticing, Oh, Dave Asprey is supposedly the owner of this company and this company and this company and this company. And, and it was like, wow, there are like, Dozens of these companies that Dave is part owner in, maybe we should focus on him.

That would be the ultimate like creme de la creme. We could get him. You get so many more. So during that process is when we identified him, but it was hard to get his attention, right? He’s the main guy of the event. So now we’re reaching out to his head of communications and his head of PR. And we’re trying to like circle the dragon to find how do we get to Dave?

It was very hard to get.

Pablo Gonzalez: A couple of things that rings out to me there. Number one is the idea. First of all, directionally correct. If you want to get known in a space, in a vertical finding the watering hole of that vertical and going at that is like the opportunity in the dream 100 to like identify your dream 80, 20 or 100, whatever you’re doing.

Right. So you did that well. And then the same way. You figured the way that you’re getting leveraged by going at like the most concentrated point. You did that per company. You went 1st at the CEO across the different social media channels to his personal or her personal social media channel. You had somebody researching that on social media.

You had somebody researching the emails. You had somebody researching the mailing addresses. So that was the 2nd leverage point. And then the 3rd leverage point was you are not reaching out to them. From a standpoint of, Hey, you’re going to be at this trade show. I’m going to be at this trade show. Let’s be friends.

You’re reaching out as like, Hey, you’ve got something coming up that has a potential weakness. I know some advice I can give you. Let me give you that. That’s essentially the core story framework that you teach people that you do really, really well. And then the fourth thing is like, once you’re doing that, you started finding another, even higher up leverage point, which is this Dave Asprey.

Character who ended up being like the, the holding company for all these other holding companies. And he’s the, the CEO of that, right?

Amanda Holmes: Yes.

Pablo Gonzalez: Okay, cool. So you did that. You got the pitch together when you were reaching out via social and mail, like how does the pitch change when it’s like a social message versus a direct mail piece that still has to do with the stadium pitch.

Amanda Holmes: Yeah, that’s the power of a stadium pitch, right? When you get very clear on it, then all the different mediums can be so much easier. So the call to action was the same amidst all of them. Hey, we had this education. We’d love to give it to you. Either you call or you email. So each different medium had a different way of getting that.

Education, but all of them led with that education.

Pablo Gonzalez: Okay. So you did all that before the show?

Amanda Holmes: Yeah,

Pablo Gonzalez: you’re trying to circle Dave aspirate before the show. Did you get to Dave before the show?

Amanda Holmes: Accidentally? Yes. Okay.

Pablo Gonzalez: Okay.

Amanda Holmes: So, and I want to say that because we only targeted 80 of them, it was very cheap. Right?

It was like under 1, 000 to do all of this targeting and reaching out to them. It was more horsepower, as my father used to say, horsepower, not wallet power. The thing that was most expensive was paying for VIP tickets for me and Troy, right? But then, because we’re getting so hyper focused on where we’re going, who we’re reaching out to, letting people know on social that we’re going to an event, We found out like four days beforehand that this private mastermind was happening before biohacking conference and that Dave would be there and we happened to know the gentleman, Chris Ryan.

So we signed up to go to that event. And that’s where we actually met Dave accidentally, but because we were in the right place, right, we’re in the right place, saying the right things, getting to the right people, repetitively in their face, in their place, in their space. So that opportunity came up, we snagged it, and that’s where Troy got his cell phone number, which was critical to this whole thing working.

Pablo Gonzalez: Okay. Okay. All right. So one could call that lucky, or you could say you did everything in order to put yourself in the way of luck. Right? Like you spread the surface area of luck. You opened up that by surrounding Dave in every way that you could, which led to the right outcome. Right?

Amanda Holmes: Right. So we set it up so that by the time we actually met with him, it’s like, Oh, Did you hear that we’ve been talking with Sue in your office?

Oh, no. Oh, did you get my mail piece that I sent to your office in Oregon? Oh, no, I didn’t. Right. All of these things made it feel like, oh, we’re in your periphery. We’ve been here for a while. We know all the players when it had been a very short period of time.

Pablo Gonzalez: So now you’re there. Were you speaking at this conference, Amanda, or were you just an attendant?

Amanda Holmes: I was not speaking, and it was the first time I paid for a ticket to an event in a while. I’m paid to go to an event? So I had to like, eat humble pie there, you know? Showing up, okay, I’m gonna pay my way, I’m gonna hustle, whatever it takes. I had Bessie. You know, my human billboard. So I was walking around with a four foot sign on my back that said, you want to double sales, talk to me.

Pablo Gonzalez: I think that’s another increase in the surface area of luck, right? Like there isn’t a lot of people. Like, I think there’s a very specific kind of person that’s willing to number one, put on a backpack that is a human billboard and to, you know,

Amanda Holmes: Yes, especially, especially since I know that like every conference I go to with that thing, I mostly get shut down.

Like they shut me down because it’s too effective, right? They’re like, what are you doing here? All the other sponsors are jealous because you’re hogging all the leads. So I had to be selective about walking through with it.

Pablo Gonzalez: I love it. I love it. Okay. Cool. By doing all the legwork, right? You not only increase the surface area of luck for a chance meeting, but even before that you increase the surface area of luck of finding the most leveraged person and getting to the events, right?

Just knowing where to be and when I think is a big, big part of the equation. And that’s not always obvious.

Amanda Holmes: Well, I think that people stumble upon it accidentally. So the whole gift of Dream 100 is identifying who those dream clients are and then going after them with pigheaded discipline and determination, right?

We think about, there’s, there’s some people that we met, fast forward to this year, we show up at the conference and Everywhere you look, there’s pictures of Dave Troy and myself with business about hacking summit. So we went from nobody knowing us at all to this one. Now, 5, 000 people have seen our face.

They see, we had a boot there. We had two booths there. We were just everywhere. So we went from nothing to forefront. It took us less than six months to get that partnership. Whereas you show up and all these people are looking at us like, how did you get that? That partnership. I mean, I’ve been trying to do it for a decade.

It’s because you’re not focused. You’re not clear, right? You have to be in their face in their place in their space. So they go from I’ve never heard of you before to Oh, yeah, I think I’ve heard of them too. Oh, yeah. I know who they are too. We work together. And it’s a completely different. Paradigm shift.

If you know, it’s those bigger, better buyers that, you know, Dave just getting buy in with Dave and his whole team turns into so many more opportunities. So I treat that relationship very differently.

Pablo Gonzalez: So now that was the timeline pre event, right? Like you dream 100, the heck out of that event, you got to the number one leverage point, the number one kind of like relationship that you can need that can blow up your business.

You meet them. You have a great salesperson that knows how to extract the cell phone number. And then talk to me about from the event till the next kind of inflection point. Talk me through that.

Amanda Holmes: Yeah. So this is another interesting one because 80 percent of sales are made on the 5th to 12th contact. And yet 90 percent of sales reps give up after three touches.

So we had followed up. In so many different ways on social, but it’s hard cause he has a million followers via email. Troy just continued texting him over and over again until we finally got that in, right? It’s part luck. It’s part just being in the right place in the right time. So you just show up to the right place over and over and over again until it becomes the right time.

So we happened to be in Austin for another client meeting at the same time that he happened to be in Austin. And Troy, I was texting with him and said, Oh. you know, are you doing anything tonight? Turned out he was going to sushi and we got an invite to go to dinner with him and a friend of his, Rachel Vargas.

So we spent four hours. I mean, 99 percent of it was just shooting the shiitake and having a great time and him making fun of me for being vegetarian. So many hits for being vegetarian, but we had a blast. And then at one moment we’re sitting at At dinner, and he goes, yeah, I’m really thinking that we’re going to do a business mastery for biohacking.

And for those that don’t know, right? My father started business mastery with Tony because when Tony wanted to go from life coaching to business coaching, he needed the intellectual property and the training on how to do that. And that’s what ultimate sales machine was. That’s what my father did. So we were the back end to that for so many years.

I heard him say that and just, you know, Like a guttural out of me. I went, you need me. And I’ve never been, I’m normally not that intense, you know, aggressive. But while I’d walked the floor of biohacking conference, all that kept repeating in my head is we need a business mastery for biohacking. We need a business mastery for biohacking.

Like I couldn’t get it out of my brain. So when I heard it come out of his voice at dinner, I couldn’t help, but say, you need me, Here’s all the reasons why I have innovated this over the last decade. So we have exactly what you need to make that conference a huge success. And it’s right in alignment with my core values and my mission to help heal healthcare.

So he was like, Oh, interesting. Well, we should talk about it. And then I didn’t, and then we didn’t say anything else. And the rest of the time it was just building a great. Relationship and the next day, he actually followed up with me. I didn’t follow up with him purposefully because I knew that everyone hounds him and I wasn’t going to hound him.

So there was this, like, balance of playing the game just a little bit and he reached out to me. We got on a call with his team and. The rest is signed, sealed, delivered.

Pablo Gonzalez: So there’s two things that I’m curious about out of that part of the story. One is when you say that you started just kind of like following up, following up, following up, right?

Like the pigheaded discipline and determination of the followup, including text messages at that point, were you still following up with core story or were you following up with, so we met, we’re cool, right? Like how, what’s the balance there?

Amanda Holmes: We did both. So it was part like, Hey, we saw the sponsors. We’d love to show you what we found worked and didn’t worked.

We’re doing a group call. How many of you would like to join? He was invited to that. His team was invited to that. Some people showed up. They didn’t show up. We sprinkled a little bit more of like, oh, you know, here’s what we saw from 1 of the booths, which we thought was really great feedback. Thought you should know, right?

Just kind of showing that we’re in the know. We’re seeing things that are working, we’re part of the trends, still living that concept of core story, but not perpetually hounding the stadium pitch title per se, just living that content while also just being personal. So this blend of personal plus. We know what’s going on.

Pablo Gonzalez: Yeah. I would assume that knowing a little bit about core story and knowing how core story starts with this, like global pain and then localizes it and then sets a buyer criteria core story by itself. Gives you multiple things to follow up with, right? Cause if you were setting a buyer criteria of like the five things that you need to know in order to succeed, each one of those things, every time there’s a headline about that or something that pings like that, or something reminds you of that, that reminds you that person is like, it’s like an open door, like, Oh, time to text Dave about, I saw this, right?

Amanda Holmes: Yeah, yeah, yeah, I do think that you bring up a really good point and I’ve been working on this intersection because I’ve I teach a lot about like, I was just in Jamaica training a financial services sales team how to social sell and you’ve seen some of my stuff on that. Right? It’s not really like. It’s not social posting.

It’s social listening. So there is this blend that happens today that my father couldn’t talk about because he was just cold calling his prospects. Today, there is so much fodder online to very quickly see, Oh, they’re talking about this. I can tie that into what I’m talking about. Or, Oh, I saw this really funny meme.

I can send that over to So there is a blend between Core story, all the data and the market and the trends that you know about. And then there’s also, what are they already having dialogues about that you can interweave the two. So, yes.

Pablo Gonzalez: It’s almost like newsjacking, but it’s a personal newsjacking, right?

Like you’re in these people’s stories and you’re in their social media. So, you know, what’s important to them because of core story, you know, where your journey and their journey intersect. So then you can be out there in the ecosystem thinking when I see something that’s important to them, I can send it to them.

And when I see something that is important to me, that relates to them based on the core story, I can send them that too. And that gives you multiple layers of like relationship building that you’re able to do once you’ve implemented this and what you’ve connected. Correct.

Amanda Holmes: Yes, and also it helps like I had the, my core story in my back pocket around wellness.

So it was very easy for me to talk about what’s going on with trends. Once we started working together, the team was very easy to say, okay, let’s talk about the business of biohacking summit. What are all the features and benefits? And I went, no, no, no, no, no. If I’m going to be teaching the people that come to this summit, I need to be practicing what we’re preaching at the event.

To market the event and they went, huh? How interesting, like, what does that look like? So our handout, instead of just saying business about hacking summit, you’ll get to pitch in a room full of investors. You’ll get to meet Dave Asprey in a fraction of the room. Instead, we led with attention, biohacking businesses.

We’re in a crisis, a health crisis and a drop data, data, data, right? So I led. The whole marketing effort using core story for biohacking businesses. So that when I get on stage in September, I’m showing them, this is how we marketed to you. This is how you can bridge the gap in your business. So I’m just trying to be a product of the product everywhere in every way.

Pablo Gonzalez: You’re so good at that. So, well, that kind of leads me, I don’t know if this is, this was where my second question was going, which I think you’re kind of answering. And it’s this idea that. When we go back to that first event, you went in, you land it, you know, you hooked, you put a, you put a hook into the whale, right?

But that doesn’t mean that you stopped actually also still following up with all of the fishes and the rest of the ecosystem around it, right? You continue doing that surrounding him and inviting his companies to your events and to the things that you’re doing continuously as well, right?

Amanda Holmes: Yes. And I do have to say that there were, there were many moments amidst this process where it felt like, wow, we did get some wins, but what are we really getting out of this?

Like there was month three after the event where we looked around and went, man, we haven’t closed as much as we thought we would, what’s going on here. And then it wasn’t until the month four that we got that appointment. And then month five, we actually landed that contract. So it’s, it’s amazing how many people, when they.

First, they get lost in who their actual ideal client is, and they just end up going after the wrong people, or people that aren’t generating them. A profit and you know, we have to do exercises on like, who is not your ideal client? Like I was just at a, I was at another clients where we realized that 56 percent of the sales teams efforts were only generating 3 percent of their revenue.

Half of their activities were only generating 3%. So, the whole process of identifying your Dream 100 is also who do you not want to work with? So when you’re clear on that, it makes it easier, but it takes time to win those people, right? But if you just keep following up and it’s like, no, no, no, We’re told it’s at least 15 different touches to get there, you just keep doing it, right?

It’s like, I will, I will do this until I die, like I will find a way. And even now that I’m in the door, I’m still, I tell them, you know, our contract ended up being for one event and I went, that’s great that we’re doing one event, but I’m here for the next decade. I want to see the 400 percent growth in the next eight years that biohacking is said to make.

I want to be a substantial part of that, and I will prove to you every step of the way that you’ll want to be with me for the next decade. And I am showing up like an all star with his entire team. Same with Troy. We’re going above and beyond because we understand this is a dream engagement, and with dream engagements, you treat them differently than the one off

Pablo Gonzalez: It gives me like a baseball visual of like you’re sitting at the plate, you’re standing at the plate, you’re swinging and you’re hitting a whole bunch of foul balls and maybe you’re getting a couple of runners on base and if you’re not super committed to it and you’re not super clear on the game that you want to win, you might say, you know what?

Forget it. I’m going to go play soccer because I’m not scoring here. Whereas if you stay there and you still keep putting people on base and keep making contact, eventually hit a home run and you get everybody home, which sounds like is what you did with this. When you were walking the floor the first year thinking this needs a business mastery, biohacking needs a business mastery.

What were you seeing at. This biohacking conference that made you say to yourself that it needed a business mastery.

Amanda Holmes: Well, I guess because so since I’m so passionate about health and watching every single booth have something just you walk this, this conference, it’s the most exciting conference you’ve ever seen.

Like every single booth is the craziest inventions that you’ve never heard of before. Like a shirt that will help reduce. Pain in the body, if you just wear it, like the threading is fancy. It’s called intelligent threads. You have these tests that you can do, which tell you your genetic makeup of what’s going on in your body.

So you follow all these gurus online that tell you how to eat, right? But maybe in your genetic makeup. Ginger is a bad thing, or potatoes are a bad thing, and you wouldn’t know unless you got genetically tested. The personalization of medicine has made quantum leaps, and yet our society is living in this old paradigm.

But we have these brilliant inventions that have been made, but they’re made by scientists, and engineers, and doctors, and they don’t know how to market. They’re scientists, they’re doctors, right? So I’m seeing these people that have brilliant ideas, and there’s this gap between letting the market know and speaking to them in a way that the market can understand them.

Because I would go booth to booth and look at them and go, I have no idea what that thing is or what it does, but it looks fancy. You know, and you start talking to them and they still don’t really know how to articulate it, all the people in the booth. And you’re kind of just jumping around to find somebody that understands what they’re talking about.

I’m thinking, well, Wow. If only these people knew a stadium pitch, if only they understood dream 100, like we could scale these companies so much quicker if they just had a framework that they could follow that’s been proven. So yeah, that’s what made me super passionate. So I saw such a need for.

Pablo Gonzalez: As a business owner myself, it’s such a relatable feeling.

It’s like, Hey, so what is it that you do? And you’re like, Oh, I do this and I do this and I do this and I do this. And you vomit all over people, all these different things that you’re like in love with with your product, but you’re not speaking to them in their language, you’re not simplifying, you’re not talking to them like a fifth grader of just like, well, you know, how.

You have a problem with this. Yeah, I got a problem with that. Well, that’s because of this. And in order to solve that, you need a solution like this. And I have this product, right? Like that core story. And then the idea of so that makes every communication that you have way easier that you can apply to your booth that you can apply to your mail that you can apply to your social media.

And then on top of that, just the zeroing in on the area right by the bullseye, so that you’re only having those conversations with the people that are really, really going to move the needle for you. To me, it’s like the ultimate dream for a business owner.

Amanda Holmes: Yes. And like all of these booths are there assisting the 5, 000 people that are showing up to this conference, but what they’re missing is the opportunities between the booths.

Your biggest referral partner is. Three booths down, but because you’re only focused on consumers, you haven’t even thought of the strategic partnerships or the joint ventures that could be created. So that’s a huge part of business of biohacking summit too, is I am facilitating, explaining the dream 100 and going, okay, guys, now that you’re here in this room, let’s focus on.

Find a way, whether you’re making those relationships in this room or, you know, somebody that can make that relationship and we’ll get further faster if we work together. So this is so biohacking. com is where people can sign up and apply for those that are actually interested and yeah. They want to be an investor that have that kind of business that want to grow.

Want to be in that room, all of the top tier.

Pablo Gonzalez: It’s interesting, Amanda, because you and I, you and I are super very same wavelength and what I’ve been very deep into, it’s very clear to me that the space that fascinates me the most is the SAS B2B tech space and the, the, the This idea of partnerships as the next big lever of growth, right.

In a world where we’re getting more and more advertisements and bombarded, right? Like, I think I got that stat from you. The amount of advertisements we’re getting, you know, even cutting through that noise is hard enough. The new kind of like data, the new oil is trust. It’s like the warm intro and how you set up these partner ecosystems is like the new big topic in that world and mainstream business is so far behind it.

Right. So like, I’m sure the engineer that has this like awesome shirt, that’s going to cure me, help me sleep better at night or whatever, you know, like that, like they’re, they’re, they’re so far behind that. So you kept this ecosystem. Now you have executed this strategy for a full year. It did what it’s supposed to do, right?

It’s supposed to hit grand slams. It hit a grand slam. You continue executing it to the folks inside of that you now are going to serve. So now they see you a second time and they’ve seen how you went from like, Oh, I knew these people to like, Whoa, all of a sudden you’re everywhere and you own the space.

And tell me kind of like the experience this second year and what’s coming next.

Amanda Holmes: It actually offended some people. I have known Dave for a very long time. How did you supersede me and do all of this? Like, everybody kind of looked like you came out of nowhere. And it’s like, no, no, no. We were very strategic.

We, you know, In their face, in their place, in their space. We identified. We came in with great messaging. We got all the point of contacts to make it just seem like, it just seemed like we were everywhere. Well, yeah, we were everywhere to like 80 people. Um, but, but yeah, so the future of that. So this is just the beginning.

That’s why I’m so thrilled. I again, walked the floor with Bessie and I put her into my contract that I would not do this whole event. And I wouldn’t speak at biohacking conference, unless they allowed me to have my human billboard, which it didn’t say human billboard. It just said, Bessie, allow me to bring Bessie to biohacking conference,

Pablo Gonzalez: which was, I’m sure they were surprised you didn’t bring your pet cow.

Amanda Holmes: Nobody was really looking at that. I think, but when they saw it, they loved it. They thought it was hysterical because now I’m promoting business of biohacking with something that’s very, very noticeable, but yeah, I mean, it’s only the beginning, right? So now they’re aware of us. They see that we’re partnered with the biggest person in the space and they’re excited to learn more.

So now it’s just the proofs in the pudding, right? Show up to the event and let me show you how you can nine X your leads with the same moves you’re already making. Let’s create strategic partnerships every year so that we can double in size with the least amount of effort. Like I’m, I’m in it for the long haul.

I’m here to see that growth for those businesses. Let’s

Pablo Gonzalez: pretend. We are releasing this conversation to the public and I am a biohacking company that’s listening to you speak. And let’s say I have something that’s going to cure sleep apnea without having to wear a mask. And I say, that’s cool for you, Amanda, because you went into like the watering hole of biohacking and got to the chief person in biohacking.

And now you’re known. I’m already in the watering hole of biohacking. There is no sleep apnea, you know, Dave Osprey, right? Like Dave Asprey. What is, how, how would, how would it apply to me?

Amanda Holmes: Yeah. So my father taught that mastery isn’t about 4, 000 different things. It’s about doing 12 things 4, 000 times today.

I’m even saying it’s not 12, it’s just four. What are four steps that we can follow that we can double our sales while cutting our stress in half, because there’s too many marketing mediums today. It’s an average, it was seven different marketing mediums 15 years ago today. It’s 21 different marketing mediums.

We are bombarded and we’re not finding the ROI, right? Because we’re investing in all these different places and everybody’s telling us to go this way or go that way, but it’s not following a very simple framework. So there’s just four steps in this framework that 90 percent of companies miss. It’s very simple and yet we miss it because we’re inundated with all the information online.

So the first step is goals. 51 percent of small to medium sized businesses do not have a goal. How do you know how you’re going to grow if you don’t have a goal? Then once you have the goal and you’re clear on it and everybody knows what the goal is, who do you need to work with to get to that goal the fastest?

What do you need to say to get in the door? And where do you need to say it to get there with the highest ROI possible? So those four steps is what we’re going to cover in two and a half days. So you walk out with a plan. You don’t walk in and you’re just hearing people talk all day. You’re not going to hear a ton of different speakers because it gets overwhelming and then you leave more overwhelmed than you were when you got there.

So it’s all about workshopping. It’s all about putting this idea of a framework that’s. Assisted companies to generate over 52 billion in sales and putting it to work in your business. You walk out with a plan, you walk out with better strategic relationships than you’ve ever had, right? Because everybody in the room, it’s invite only.

We’re only accepting those that can really make a difference to the industry because that’s where we’re focused. So, 4 part framework on how to double your sales while cutting your stress in half the relationships, Dave Asprey and all his closest friends.

Pablo Gonzalez: Once I leave that thing, what am I doing

Amanda Holmes: at the moment?

We just have an annual event. That’s what’s going to be at the moment.

Pablo Gonzalez: Okay. Anything else?

Amanda Holmes: If anybody just says, oh, my God, where do I sign up to apply business of biohacking dot com.

Pablo Gonzalez: Okay. All right.

Amanda Holmes: I think everyone should know that this is Pablo Gonzalez done. Oh,

Pablo Gonzalez: are we really releasing this? Oh, yeah. All right.

Cool. Sweet. All right. Yeah. All right.

Amanda Holmes: So then where do people find Pablo? Because he’s such a brilliant curator of information.

Pablo Gonzalez: My company is called be the stage at be the stage dot live. You can connect with me on any social medium that I’m connected to Amanda with, because finding Pablo Gonzalez with a Z at the end is like finding John Smith.

So that’s kind of tough. So you can go to be the stage that live and connect with me there. And, you know, we specialize in doing some of these trade show executions where you are activating the space by co creating content with these partnerships that Amanda is trying to set you up with. And once you have that core story, once you have that goal, you can And that dream 100, we’re able to draw them in with the lure of free content creation and marketing materials that you then get to build a relationship off of these people with an access to their network because you show up on their stuff.

So happy to help. I,

Amanda Holmes: I have to say that I’ve seen Pablo in action on this and it’s utterly brilliant. So everyone else is in their booths talking about. Whatever they sell and Pablo comes in and has a portion of that booth be a podcast where he’s just bringing in as many people as possible to do interviews and then they produce that content afterwards.

So, it’s such a great way. You have all the most important people. Right there. Why not capture that content? That’s actually how I launched this podcast was I did the same thing. I went to funnel hacking live. I showed up with a videographer and I went, you know, there’s a lot of big names here. I maybe I’ll just like record things and launch a podcast.

And I launched a podcast after two days of recording content with the biggest names in the space, and I went from nothing to everything. Everybody knowing who I was, because I interviewed all the biggest people and then tagged them on social when I released it. And it was like, for me, cause I didn’t have the strength of your backend content.

I mean, you guys flip that content so fast. It’s amazing. And it’s quality for me. It took me like, I don’t know, three months to launch all of the content that we had recorded in those two days, but you guys do it real time, tag them, make them feel heard and understood. And it’s just such a extra value add.

I just love what you guys do.

Pablo Gonzalez: Well, thanks, Amanda. It was good enough for you to like put my name in your book, which I’ve told everybody I know about it. And it was all, you know, you know, what’s funny is you and I. Met through our mutual friend, Jerry, but I felt like we really connected through doing one of these things, right?

Like I was doing this for a client and you and I were able to create a long term partnership through content co creation that way. And that’s why I think we have had such staying power in each other’s lives. So it’s pretty meta, the whole idea of one relationship can change your life. So if you’re targeting the right relationships, go after it with a very, very specific strategy, that’s worked to create so much wealth for everybody else.

And a very easy way to activate that relationship is by creating a content co creation plan, which you can do at any trade show. So be the stage that lab y’all.

Amanda Holmes: Yeah, thank you, Pablo. I really appreciate it. And everyone stay tuned for yet another one where we’re going to dive in with Troy and talk about dream 100 yet again, because we want you to make those one or even two relationships that could completely change your world.

It doesn’t have to always be a hundred. It could just be one. 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 out at ultimate sales machine. com.