Jonathan Dawson: Have you ever had such a raving fan client that they tattooed your company logo on their body?
Can you even imagine the kind of loyalty it would take to create such a desire from your customers?
You’ll find this absolutely amusing what is happening with Jonathon Dawson’s students.
Jonathon teaches sales training in the automotive industry.
Talk about one of the most commoditized industries on the planet.
The price of every car is readily available on every car dealership’s website, so how are car salesman making themselves relevant?
You’ll have to tune in to hear how Jonathon’s students are selling FOUR to TEN TIMES MORE than industry average.
Make sure you stay until the end to hear a quick simple script for how to get referrals from all your clients and utilize their whole network to find more clients.
Continued Learning: Rachel Pedersen drives between 350-500 leads a day with organic social posting.
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- 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!
*this transcript was mostly generated by AI, please excuse any mistakes
Welcome everybody. Amanda Holmes here, CEO of Chet Holmes international also known as the ultimate sales machine. I am so lucky to have Jonathan Dawson here with me today. We talk about getting your bigger buyers in the fastest least expensive way.
Um, and in, in celebration of the new dream buyer course that we have running. I am so thrilled to have somebody that practices what he preaches and he teaches, uh, automotive sales all around the United States. I just went to an event that he held in Orlando, which was brilliant. The top salespeople in automotive that when an average car salesman may sell, I heard it’s 9.6, right?
Yeah, uh, cars a month, his team is selling more like 30, 50, a hundred. You even had your partners there that are selling 200 cars a month, which nor a normal sales person would look at that and say, it is impossible. Jonathan is the expert in understanding how to get them from. 10 cars a month to a hundred, right and beyond it’s it’s magnificent founder of psychology, uh, international speaker.
And I have just adored you from afar. It was so nice to come to your event and speak at it because I got to see up close and personal. How your people love you and how your people get results. And how they all walk in the vein of I’m here to serve. I’m here to add value. I’m here about a relationship and an industry that is fighting to keep that relationship with salespeople when it starting to become more and more online.
So it’s such a pleasure to have you, Jonathan.
Well, it’s my honor. It truly is Amanda. As a, of course, your audience knows you and knows your work and knows the impact that Chi has had globally and on so many different people’s lives. I am one of those people that almost 10 years ago, who was impacted by, uh, by, by your father at a conference at a Tony Robbins event.
I got to meet him, take a photo with him. Uh, and that was the first time I was exposed to his work and, uh, I got the book and, uh, it’s, it’s it’s, it’s got some life on it. I tell ya, it’s trued up. Pretty good with all my, all my notes and things, but, uh, I’ll tell ya. Uh, it’s been a wonderful journey and incorporating some of the principles from the ultimate sales machine, into my practices as a, as a personal sales person.
I mean, obviously I see myself still in sales as a, as an entrepreneur CEO, myself. Uh, so I’m in sales, but then in my business practice and developing salespeople, integrating, uh, some of these wonderful strategies, some of these amazing principles. Into their business to help them organizationally at the, at the dealership level, with a car dealership or individually within the, in the, uh, sales per person to build their own personal book of business and to go after their dream buyers and to help them practice educational, selling some of those wonderful principles.
So, uh, anyway, so with that said, it’s an honor to be here and thank you for speaking at the event, the pinnacle society. Uh, embraced you as an honorary outside your first non-automotive member. And so it’s an honor to have you at the pinnacle master.
Oh, my gosh, I’m still getting so much love for your, from your automotive men. They’re just so wonderful.
So another thing that I just, I want to touch on for everybody that’s watching this, uh, whether you’re in automotive or not, I found it really fascinating learning from Jonathan because a brilliant man by the name of Ken Krav once taught me. What’s happening in B2B. I’m sorry in B-to-C is just foreshadowing just a couple of years ahead of what will happen then for B2B.
So whether you’re in B2C or B2B, really listen to what Jonathan’s about to explain to us about what he’s using with three, 100 with, uh, automotive sales, because it is just a preface for what is to come for all other industries. I really feel that, uh, automotive is just. Bleeding edge of what’s what’s, um, possible with the marketing and sales process, how salespeople are branding themselves online.
You do such a brilliant job. I love watching you on Facebook and on social and how you document that process and get your followers involved. And I know we’re going to cover that a bit of social selling as well as what you do with text messaging, all my gosh and videos and engaging. Those are some things that everyone here is sitting on the edge of their seats thinking, oh, I can’t wait to hear more about those things.
Fantastic. Well, we’ll jump right into it. I know you had a few topics that you wanted to cover. I know you mentioned to me that social selling in general and just leveraging social platforms and building your social audience, uh, is something that again is maybe an underutilized underdeveloped aspect for a lot of people.
And, uh, I’d be happy to kind of dive into and unpack a little bit of what I’m bringing to my students. So what I’m asking them to look at doing, uh, and then of course, what I’ve done myself. Can we explore their first?
All right. Let’s get into it. So the very first thing I would encourage everybody to consider is that.
You know, social media platforms, you know, diversified across, you know, from LinkedIn to pick doc and all the variations in between, you know, they all have their value because they all attract a certain kind of an audience. And I will preface what I’m about to share with you is that because the vast majority of my students are, of course, in this case, B to C selling the consumer, the, the most common platform I encourage them to use is to use Facebook followed by YouTube and I want to teach them to use them in that order. Uh, and let me share with you again, why, but, but I would encourage you regardless of where your target audience is, is to just look at the, the resource of the platform as a leverage tool to give you scale.
Um, I, I believe that one of the things that we miss, uh, dramatically in sales opportunities is that we miss the, the, the value.
Of scaling every sale. And I’ll, I’ll, I’ll share that a little bit more here in just a second, but let me just start with, uh, if you are using, uh, social media in your own personal life, but you’re not truly using it as a professional. I want to encourage you to do that and to stop trying as much as possible stop trying to live this kind of house divided life, where it’s like, well, I have my personal life and I’m a professional life.
I believe that people want to connect. And if I want to buy from somebody, I want to feel connected to that person. And so the better you are at blending, your personal professional world into a holistic message of who I am and why you should both like, and trust me, I think you’ll get a much more value out of everything that you do.
And you won’t, like I said, won’t feel like you’re a divided house the whole time. So the first piece of advice I give you is just become one and stop trying to be a divided person. Um, Be authentic to your professional audience, that you have a personal life. Um, and people will resonate with that because believe it or not your consumer or your client are going after they also have a personal life.
So when they see that you’re a mom or dad, or you love fishing, or you have Chile, um, they also love chili or Marvel’s movies or whatever. And so connecting with people on that personal note is a, is an, of course an enriching way to build the relationship. But it’s also a way to speed up the sale because people want to do business with somebody, they know, try trust them.
And so, uh, from a psychological perspective, which is what psychology is, psychology is all about selling through psychology, social media, elevates a couple of psychological principles and gives them to you as an advantage. The first one, which I’ve kind of mentioned a little bit right now is to call the principle of liking the liking principle.
It’s a principle that connects people on three different levels. I sometimes refer to it as the Barney principle. You remember Barney, the purple dinosaur. Amanda, do you remember the theme song? Barney?
We’re a happy family. So I call it the Barney principle and I don’t use the word love, but you can. But I, I say, um, the Barney principle is the liking principle goes like this. I like you. You like me and we’re happy family, or another way of saying that as we are alike. So the liking principle has three levels to it that I liked you, that you liked me and that we’re alike.
Anytime you combine those. You get compounded benefit in the relationship building. And of course, in a sales experience, if I’m working with somebody and I go, man, I really liked this person. And I get the impression or feel that you like me. And in some way, I see that we’re similar or alike, that that gives a compounded value to the relationship and therefore makes it.
Likely for me to be influenced by you. So when we look at the, the principle of influence of the liking principle, social media amplifies that on scale over time. So that’s one principle why you should be using social media. Another psychological principle is the principle of authority. So authority is a principle that says that I’m more likely to do business with somebody.
If I trust them as an export or somebody who has a unique knowledge or somebody who’s at an element. Uh, knowledge base of, of something I care about. Right. So if I see you as an authority or an actual. Then I’m going to trust you, right? So this, now we go from liking to trust. So what social media can be for you is if you use it and combine it with educational selling, right educational marketing, is that you then present your information about your industry or about what it is that you do, your services, um, and solve problems in a meaningful way, or give people an insight behind the scenes.
But they might not normally have about what’s happening in your industry or about what it’s like to do business with you. And as you do more content like that, now you have this authority building process as well. So now social media becomes a principle of liking and a principle of authority amplifier, and that’s a wonderful thing to do.
Speak to that for one moment, because it’s just so fascinating to watch you. I mean, hands down there is nobody better in training of sales and automate. Then Jonathan Dawson. I mean, and, and there’s no question in my mind because every single day you reinforce it with your videos. I mean, it’s just absolutely brilliant.
I wish everyone in every industry could model what you do, because just like you’re saying, you know, the headline is like something like this person overcame an objection, and then we closed the deal. Anyways, watch what happened. Right. And you’re on the video and you’re with your client and you’re discussing it with them.
You’re in the automotive, you’re in the. Discussing like your way of, of, um, telling and just letting everyone in on what you do in the day to day, your documentation of your day to day process just sells you every time. It’s so good. So for everybody that’s watching, if you can start. Peeling back the curtain to show more people your own process as you’re going about your day.
Right. Just had a great call with this person. And then you have that person and you can see their smile and you can see how happy they are. That’s a happy client. Right. And then everyone else online sees it. I just, that’s such a brilliant.
Well, I appreciate that. And what’s fascinating to me. And this is where I hope that your audience will try to connect the.here.
If they don’t directly relate to automotive, um, in their space, if they don’t think what they do in automotive are very close or similar at all, keep in mind, you know, car salespeople in general ranked, right? Are, are some of the least trusted. You know, valued members of society. Right? So like, we, we are we’re as a group, as a whole we’re we’re not really seen as professional salespeople by a lot of the public, right.
We’re seen as a necessary evil in some cases. So imagine then if it’s possible with a current. If a car sales person can using these strategies, build a tribe. If they can build an audience, if they can build raving fan advocates, if they can build a business based on dream buyers, if they can do. And they’re a car sales person, right?
If they can create advocacy as a sales person, selling cars, one of the most transactional commodity based driven, I mean, how many industry. I have 20 different websites that disclose your pricing. You don’t mean like if you pick whatever industry, what industry are you in that there’s 20 websites. Your buyer can go to, to find your exact bottom line costs and negotiate from there.
I mean, as a transactional business, the car business is one of the most transactional commodity based and, you know, In that space, my students using the principles, many of which came from your father or your work of my students are leveraging these tools to create, um, successful businesses where they don’t just do two times more or three times more or five times more.
We’re talking in some cases, 10 or 20 times more. There are competitors. And so, uh, so these principles do translate, but so anyway,
So I want to begin by just kind of giving the foundation of why, why should you do social media? There’s really good reasons. Social proof, uh, liking principle authority all these things come with the benefit on top of that.
When you produce this content, um, you get the benefit of it being evergreen. I mean, it’s up there, right? So that content can have residual benefit over time. Now this is a simple principle of wealth building Wealth building suggests that if you want to build wealth, you need to do things once that gives you residual benefit over time.
And so a lot of times you have this wonderful experience with your client, This amazing experience you’re selling a home, you sell insurance. The person says, well, thank you so much for the most helpful person. We really appreciate you. But none of that is captured. There’s no. video There’s no, there’s no testimonial.
And so what happens unfortunately is that moment disappears. And if you don’t capture it, and if you don’t translate it onto social, then you don’t get the residual benefit. And to me, that’s just madness because one of the foundations of wealth has create residual benefits from one-time activities. So when you do have that wonderful experience with your.
customer When your customer gives you that wonderful testimonial, leverage it and use social media. Now I’ll give it an advanced version because I know some of your business owners are advanced people. I’m going to go one step further for the advanced players. Okay. So you advance people in the house. Take note of this.
One thing that I teach that goes beyond just using my social media is leveraging the client’s So, so if you think about it as a far as, um, potential benefit, right? What has greater potential benefit? Well, to post on my timeline that I sold a car to somebody or to have the customer post on their timeline, that they bought a car from.
me Right. Clearly it’s more compelling to their network to see them posting that they bought a car for me than it is for me posting to my network that I sold. You yet another car. And so one thing that I would go to the next level advanced for those who are willing to is to have the story actually be shared by your client, by the person that’s the recipient of the value you’ve given.
So my students have actual customers go Facebook live. From the dealership on their timeline and on their phone, telling their network, the story about their experience, buying a car from the sales person and a, this is, this is, again, this is stuff that any one of you can do. It’s a little intimidating at first.
So you have to just acknowledge that, Hey, I’ve never done that before. That’s kind of crazy. Maybe you’ve never done a Facebook live before, so you kind of need to get past that, but give yourself some milestones. I’m not posting at all about what I do. I’m going to start with that and I’m gonna put 10 posts out about what I do.
And then I’m going to go do three videos about what I do. And then I’m going to do a live a week about what I do. And then I’m going to interview a customer on my timeline. And I’m gonna do that a few times building momentum until you get to the point that you can literally say, Hey, give me your phone, Amanda, we’re going to go live on your network on your, on your timeline.
Was it tell the story to your friends?
So, um, what I’d like to do is I’d like to give your audience a simple method for getting. To that level in a four step process. Is that okay? Let’s give something very super practical now. Okay. I’m going to give you a sequence of questions that are psychologically prompting.
Um, it’s as close to hypnosis. As ethically possible, I think. Okay. So this is, this is hypno hypnotizing your clients without crossing the line. Um, if you’re, if you’re able to take notes on this, you’ll probably want to come back to the audio and the video replay this and write these down there. There is a sequence to them and the wording does matter to some degree.
So just be attentional intentional about that, but I’m just going to give it to you once, because there is a recording, you guys can play it. Yeah. So the sequence. It’s really just a couple of questions. Um, the first question is based on your experience, working with me, if you had anybody else in your network, friends, family that was ever in the market for services like mine, would you feel comfortable, recommending and endorsing me to them?
So that’s question number one, right? It’s essentially, Hey, out of everybody that, you know, you know, if, if any of them were ever in the market for a product or service like mine, would you feel comfortable with. People are going to say yes, the following question, question. Number two is out of all the people that you know, how many of them do you actually think would like me and the way that I do business with the way I conduct myself, how many people do you think would like me and the way I do business?
And again, the answer should be a resounding shoot, everybody. Right? It’s question number two. Question number three. Is, would you be willing to do me a personal favor? Would you be willing to do me a personal favor? So you might frame it like this. I might say Amanda, I’m actually working on something. I could really use your help.
Would you be open to doing me a personal favor? If I could show you how you could help me? That’s the frame now the customer should say. Yeah, sure. Well, what do you have in mind? What do you, what are you looking for? Fourth question. Here’s the setup would you be willing to introduce me and endorse me to some of the people in your network that you think would like me or my services?
If I could. That’s the four questions. Once again, very quickly, based on your experience, working with me, if you had any friends or family ever in the market for a car, would you feel comfortable, recommending and endorsing me to people say, yeah, of course, out of everybody that, you know, friends and family, people, you know, in your network, how many of them do you think would like me in the way that I do business?
The way I actually sell cars? I think everybody would love me, John. It’s great. I’m working on a project. I could really use your help with. Um, could, could I ask you for a personal favor, a way you could help me out if you feel like I helped you. Yeah. What do you need? Would you be willing to introduce an endorse me to some of the people you think would like me?
Um, some of the people that you think would appreciate the way I do business, if I could. We say, yeah. W w what do you have in mind? I say, well, here’s what I’d like to do. I’d like to just interview you for a minute about your experience, and you could share what it was like to do business with me. You could share what it was like to work with me.
You can share some of the, uh, challenges that you had, um, you know, coming into a meeting nano, you said you had some bad experiences, other places, and just set up at that point.
The last little nugget we’ll move on is in the interview because a lot of people get hung up on how to do an interview, especially a social media interview, like a video or a live video.
So I’m going to give you a method I developed called the Scrooge. The Scrooge method is based on the life-changing experience of Ebeneezer Scrooge from the Christmas, Carol, Charles Dickens, Christmas, Carol, his life was transformed forever when he was visited by three ghosts. Do you remember what were the ghosts?
Um, Christmas past, right past, present and future.
And here’s the setup. I say exactly that to you. I see Amanda. What I want to do is do an interview with you and you, you remember the story of Ebenezer screwed, right? His life was changed by ghosts and everybody says, yeah, I say, do you remember which one goes to the word?
Almost everybody remembers past present future. I say that all I’m going to do is ask you those three questions on a live video. I’m just gonna ask you, what were your past experiences like before you met me whenever you’ve shopped or done business or looked for things or whatever, what was it like before, before me?
Right. They’re going to answer that question then I’m going to say, what was it like. Present. Right. What was it like right now, working with me? Just talk a little bit about that, and then I’m gonna ask you in the future, if any of your friends or family or colleagues or anybody who’s looking for a service like mine was ever the market, what would you recommend?
And that’s going to be the three questions that, that makes sense. And this is the structure of the interview. So I just grabbed my eye in this case, grab your phone. I go to a Facebook live for you. And I open it up and I say, I say, I’m here with, and I just literally hijacked. I call it the Facebook hijack.
I literally hijack people’s phones. I say, I’m here with Jonathan Dawson, my new friend, and I’ve got something exciting going on. And then I go Facebook live and I go, Hey everybody, you don’t know me, but you do know this lady here, Amanda. And she’s, you know, she’s here because, and Amanda, I got three questions for all your friends and tell me in your past.
And that’s what, that’s what you do.
So. I, I believe, I believe Amanda, that anybody who’s in sales or business because business is sales and marketing. Right. I think Peter Drucker, who famously said that, right. All business is in sales and marketing. So, so businesses, is sales and marketing, where else, if not on social media, do you get to combine sales and marketing so efficiently?
And so, um, so scalable, uh, than, than you can using it. So for all of your audience, please, get out of your. And, uh, get, get where the people are, which right now is social media.
I have to say, I watched this on two separate occasions that I thought was brilliant. It’s a little bit of a difference, but being at your event in the middle of Jonathan’s event, this is for everybody that’s listening.
He got everyone in the audience to do a Facebook live. I’m literally shocked that the entire room is doing a Facebook live. And then it goes to him and he gets to talk on stage and said what he needed to say and, you know, promoted the, this. Uh, sponsors, but that to me, just open my eyes. I’m like, why have we never had everyone in a room during an event go Facebook live, Why not just incentivize them? Okay. Get ready. This is how you do your Facebook lives. Let’s do a Facebook live right now. This is what you’re going to say. This is the things you’re going to tag. Okay. Let’s go. Let’s see if we can break the internet. Right. I loved that. And then the second time I was talking to Cody, the honest car guy, you know, hashtag on his car.
Uh, he said that because he does this with all of his, uh, people that buy cars from him, that he actually has people coming in and saying, oh my God, I hope everything goes through because I really want to take the picture with you when I really want to do the Facebook live. Like people come to him just because they don’t even care about the car as much as they want to be on his social feed.
And they want to share it on their social feed.
That’s exactly right. He will appreciate that you mentioned him and I will then use it as a springboard to talk for a second about branding. It’s actually Clinton Yeah, that’s okay. But the, the brilliant part of, of the fact that you said Cody is that everyone remembers that he is the honest car guy.
Everyone remembers his brand. They may forget his name. They may confuse Clinton with Cody or Chris, but no one forgets that he’s branded as the honest car guy.
And everyone knows him as the honest car guy. Some people literally walk into the dealership, don’t know the guy’s name, just know the looking for the honest car guy.
So having a compelling brand message that. Beyond that your own personal name so that people can lose your name, but never lose who you are is also one of the things that we believe is really important for, for business people to do, just make sure your brand is unforgettable and remarkable. You can be forgettable your brand shouldn’t be.
And, and the fact that he, as a sales person is branding himself, you know? Yeah. That I think is the future of what more salespeople are going to have to start adopting is creating their own brands underneath that
I have to share something with Humana, uh, while we’re on the pivot of Clinton, uh, the honest car guy for just a second.
Cause this is really, this is like real time just happening today. Um, so, so again, imagine for all of your audience right now, just imagine a car salesman who has his own yard sign. Yard signs, his own yard signs. So when you buy a car from him, you get a yard sign that you can put in your yard that says that you bought a car from the honest car guy now.
So just think about that for a second. In fact, um, if it’s okay, since we just we’re taking the site a little tangent here, I’d like to just. Cause I, I think through this stuff, your audience usually might appreciate seeing it. Cause it’s almost one of those things that you almost have to see to believe.
Um, but I’m going to go ahead and pull it up here. Uh, but also not only that, not only his own yard sign, but he has a six foot cut of himself. All right. His six foot cut out of himself. That that is called the flat Clinton here. Let me, let me just show you this.
It’s so good. I loved it so much that I even took a picture with him and posted on my social saying I got a picture with the real honest car guide.
Not just his cardboard cutouts.
Yeah. Yeah. So here’s, so here you can see in this particular image, there, there is the actual, um, the yard signs and then his flat Clinton is behind him there. But these are just a couple of my students. I don’t know. Can you still see this? Yep. Okay. So this is a salesperson who’s his branding is piece of cake with Blake.
So he has a local partnership with bakeries and you get it. You get a piece of cake with every purchase. Um, then check this out here. This is one of Clinton’s yard signs. One of his customers posted here’s one of, uh, these, the lady just bought a car and the sales person has a jumping contest in front of the car and she wanted to win.
So she won first place for jumping into. Uh, this is my student, Jay Russell’s. That’s an actual tattoo. No, Amanda, this is a car salesman’s logo tattooed on one of his customers. That’s a lady. She bought a car and she said, this is the best experience I’ve ever had. I should get a tattoo of you. And he said, he said, he said, I can give you the logo if you want to know what design to use.
And she literally got a tattoo now, by the way, this is, this is, this is not even his own. He has another customer who saw this post and said, I will get a tattoo as well. Hey, this is J Rustin Holtz. He’s the caring car guy. Now he’s the caring car guy. His branding is around his community and how he cares.
So he, he has yard signs as well, but flat Clinton is currently traveling across the United States. Flat Clinton started in Wilmington, Ohio. Okay. Flat Clinton started the Wilmington, Ohio and is now on its way from Wilmington, Ohio up to, um, I believe it’s on its way to Michigan to meet with Allie Raider, the number one sales person in the country.
And, uh, so it’s, it’s on a road trip. He did a post and asked his customers who wants to take flat Clinton on a road trip. So that it can make its way to Michigan. And so flat Clinton, let me show again. I have to show you this is what’s possible. And keep in mind, people were talking about a car sales person here.
Okay. So this is flat Clinton, uh, on it on its way on a road trip, uh, heading, heading north and, but flat Clinton is all over town. Oh, this is look, this is literally three hours ago. Okay. So, this is where to go. This is the customer, Josh. This flat Clinton is at a restaurant eating a burger. He stopped on a part of the road trip, traveling flat Clinton.
Okay. Oh my gosh. I picked it up and is taking it all the way to Michigan. And then once it gets to Michigan, it’ll get transferred from Michigan across the state. And then it’ll get sent over to pencil. And then again from Pennsylvania, and this is all by social media, all he did was said, who wants to take flat Clinton across the United States and post pictures and take, so people are literally transferring it from one person they’re taking, as far as they can go, then somebody else in their network, that’s never bought a car from this.
Who’s just caught up in the ether of it. All right. And, and is now going to transfer this, this little flat, Clinton’s going to go all over the country. I guaranteed within one year you will see flat Clinton in Hawaii surfing. You’ll see flat Clinton, you know, at the statue of Liberty, you’ll see flat Clinton at the Eiffel tower is a car salesman.
So anything’s possible when it comes to social. Oh, my God.
I’ve loved these stories so much. Uh, in our last few minutes, can you share a bit about how you’ve used dream 100? You had, you had told me a great story about Hawaii and I think everyone would love to hear
- Yeah, absolutely. So I, you know, at the, at the Tony Robbins event, when I first met and heard your father speak on the power of having a dream 100.
Um, strategy and the dream buyer strategy, it made so much sense to me. And of course I started thinking about that and saying, okay, well I have to start with the end in mind, who is my dream buyer, right. Start just start with a piece of paper and a pencil and say, What is my dream buyer even look like, right?
What does that actually, who is my dream buyer? And then not only my personal dream buyer, the clients that I want to do business with, but also who are my dream contacts, who are my dream connections, right? Who are those people that I should be connected with through relationally? Um, but also who are the people that have contacts with my dream buyers, right?
So not only who are my people, my people, but who already has my people who already has connection and contact with my people. So the story you’re referring to my Hawaii, I was living in Minnesota at the time. And if you live in Minnesota, which you know a little bit about, um, it’s fricking cold for like nine months out of the year, it’s unbearable, really.
So I’m living in Minnesota. My wife had at the time, a business conference in Hawaii and with her company. And so she’s like, Hey, let’s go to Hawaii. Um, because my company is basically paying for my portion. She said, so, you know, let’s buy you a ticket and then. Uh, holiday and stay over. So we did that. And while we’re there, my wife turns to me and she says, how come you don’t have any clients in Hawaii?
I don’t know, because I don’t have any context or connection to that. I don’t know anybody in Hawaii. She’s like, well, solve that, you know, figure it out. I want to come to Hawaii. Because with my clients, when they booked my time, you know, they fly me in and I consult with them and she’s like, you should have like a handful of clients and you should schedule us a trip to Hawaii, like every month for like a week.
Like you should figure that out. And I’m like, well, how do you do, let me, let me just get, let me just go ahead and make that happen. Right. That’s that’s easy to do. So I went to work on my dream 100 and I started asking, okay, well, I now have on my new list of dream buyers is dealers in Hawaii, right. I need dealers in Hawaii and I thought, okay, who is the best person for me to connect with?
That can connect me to Hawaii Because I had no connections of any kind. And it eventually through the brainstorming exercise of literally just taking a sheet of paper and doing, doing the exercise, I came to an obvious conclusion. It took me a minute to get there, which is the Hawaiian auto dealers association.
president Right. So the most states, in fact, every state, every state has an auto association for the state. Like the kind of helps govern and work with the state for lobby. So I said, you know, what if the president of the Hawaiian auditors association liked me, trusted me, knew me, which he didn’t. Then if he knew me, that’s got to help me get in with some points.
So I picked up the, uh, I went to the internet, Googled, found the person, picked the phone call. He happened to be in and whoever answered the phone, just put me through and I’m like, whoa. So now I’m talking to them, but I’m like, well, what do I do? What do I do if I had a little bit of a plan? So I said, you know, Hey, listen, I just been to your island.
I’m coming back. Right. Um, I’m being a little bit, um, optimistic when I said it that way. Right. I’m coming back soon and, and we’d love to connect with you because I’m looking to make some connections with some dealers there, uh, while I’m there. However, I don’t know much about the island would love to get some, um, you know, Intel from you.
Basically, he says, listen, I’m in the middle of a task right now. We actually have a board meeting conference call coming up. I need to get to, it kind of got a heat case going on. Um, he said, so now’s not a good. Just send me information or, or why don’t you just, you know, when you’re in town, just let me know you’re in town and I’ll try to set up some time.
I’m like, oh crap, I’m getting blown off here. But he said something really important. He said, I’m in the middle of a heat case, which is my specialty. So I said, I said, you know, I said, you mentioned a heat case. Does it have anything to do with dealerships? Um, because that’s kind of my specialty. I, I solve problems for a living.
So if it’s not something proprietary and you can share it with me, I might have the solution. This actually call might be the perfect timing right now, even though it feels like an interruption, it could literally be the perfect time for me to call. I said, I said, what are you working on? So he described what they were trying to.
And, uh, the challenges that they were facing. And, uh, I said, yeah. Okay, great. Yep, yep. Yep. I said fantastic. I said, well, listen, that’s all stuff I can help with. In fact, would you allow me to put together an email? I’ll put together a couple of documents for you. You can present it to the board if it’s helpful.
Great. If not, no worries. But let me do that. I have resources. He said, okay, send me here’s my email. So I got his personal email. So now I’m like, So I hang up and then I’m like panicking. Cause I have no idea. I have no resources.
I have nothing I’m blank. So I’m like Google. So I go right to Google and I start doing what compiling data, compiling data around his topic. So I spent the next four hours deep diving into the subject that he was concerned about. And I put together with a word doc, all this documents and I put it all together and I emailed it to him.
Um, I get an email back. Got it. Reply. Got it. They goes by another day, goes by another ghost, nothing. And then I find, I get a call. He says, Hey John. He said, uh, he said, Hey, um, I just wanted you to know we, uh, we ended up using your stuff in our meeting and it went over so well that I told them you were coming anyway to town and I let them know you might want to come to our annual meeting.
So we voted on the spot and made you a member. So you can come to our annual meeting, which is in. If you want to come, like sure. So now the dream 100 contact gets me an invitation to the state association, annual meeting and now I’m physically there for two and a half days. There’s a whole other story on how I’m navigating too much time on.
But, but the short story is I left there with three contracts and, and my wife and I were now coming from Minnesota to Hawaii every month for a week. And that’s the unique challenge on her part. She had to get telecommuting approved at her work so she could take an entire week and go, um, go to Hawaii for a week, which she did get resolved.
So we ended up going every single month for a week paid for, by my clients all because of the dream 100 dream buyer strategy.
So good. You know, what both of these pieces have been so good about that story. I just love it. And then also the bit about social and how to amplify your message, how to amplify a brand, how to get people involved, uh, using social because your dream,
if you get a dream buyer and then they follow you on social, I’m sure that those dream buyers then have other people in their too.
In their networks, right. And you should be amplifying that.
So that was such a great breakdown. I will be putting these into the dream buyer course. And for those that don’t have it yet, how to double sales.com is that course, but where do people go to find you? Can we, can we tell them where to go?
Yeah, absolutely. Well, of course. Um, so I want to just for disclosure, my business model is geared towards automotive. So what I teach is called psychology selling through psychology. So it kind of only works with humans. Um, and most car buyers are still human most, not all but most, uh, but anyways, It’s an approach on selling through psychology.
My whole philosophy is creating raving fan advocates. Like I said, I mean, how do you get your customer to want to get your brand on their body tattooed? How do you get customers wanting to put up your yard sign? How do you get customers wanting to go Facebook live? Um, you know, how do you build that kind of advocacy?
Uh, from your clientele. That’s what I teach. That’s my focus, but I do work primarily with automotive, but I’m really easy to find I’m all over the web. Like Spider-Man you can’t miss me. If you’re looking for me, just go, uh, go to Google, throw psychology in a Google. Uh, you can see it behind me here.
Psychology. It’s right here. Psychology a se L L C H O L G Y. Or throw my name, Jonathan Dawson. You’ll find me on social media. Find me I’m everything at psychology. So if you’re trying to follow me on Instagram or Twitter or Facebook, it’s all at psychology. Uh, the vast majority of what I do is on social media and on Facebook and some LinkedIn stuff as well.
Um, but, uh, yeah, that’s, that’s how somebody can get ahold of me. But I tell you that, um, anybody listening to this, you, you have made the right choice to follow or what Amanda is doing and who Amanda is doing things with. And for, um, so you’ll find not only the inspiration from her, but you’ll find the education, which is, I think the critical part that’s missing oftentimes is it’s easy to be inspired.
But, uh, you need the proper education you need to know. So I’m going to encourage you. If you have not yet taken the time to invest both the time and financial resources into the dream buyer course, I’m going to encourage you to do it. The principles taught there and the way they’re taught, um, have a compounded benefit beyond growing your sales and doubling your sales, which is obviously fantastic.
Our business has exploded over the years, so there’s that, but it’s not just the quantity of your business. It’s the quality. Of your business. See the dream buyer strategy. Doesn’t just help you sell more. It’s selling more of your dream clients, your dream buyers. It’s connecting more with your dream contacts and connections.
So it’s not just about, I made more money last year or this year or next year. Um, which is all great. But it’s the quality of my business, which of course determines the quality of my life. Right? So it’s working with better people, higher quality people. So just really want to shout out with a great endorsement, uh, get the program, learn the program and apply it, and it will transform your business.
If he can work for a bunch of car sales people, surely it can work for your industry too. And, uh, and in the comments, if you, uh, if you’d like to ask a question or if you want some followup field, feel free to tag me. Uh, you can follow me on all my social stuff. It’s all public. So you can see what I’m doing there.
Oh, it’s been so good. Jonathan, such a pleasure. I’ll have to have you back. I will just have to you’re just too good. I appreciate it.
Thank you. Thank you so much.