Entrepreneur | 7 Natural Values: Reading People

Audio Transcription

Get ready to enter the Thrivetime Show! We started from the bottom, now we’re here. We started from the bottom and we’ll show you how to get here. We started from the bottom, now we’re here. We started from the bottom, now we’re here. We started from the bottom, now we’re on the top. Teaching you the systems to hear what we got. Cullen Dixon’s on the hooks, I’ve written the books. He’s bringing some wisdom and the good looks. As the father of five, that’s where I’mma dive. So if you see my wife and kids, please tell them hi. It’s C and Z up on your radio. And now, three, two, one, here we go. We started from the bottom, now we’re here. We started from the bottom, now we’re here. Jim, welcome, my friend. It’s the favorite place to be. I tell you, I love this. We are talking about the seven natural values, reading people, what they care about most. This is from your book, The Acorn Principle, which is a fabulous read. If anybody’s not read it, it’s absolutely just a fabulous book. You definitely want to check it out. It’s a self-guided tour of you, so I guide you in that book through understanding different parts of you that you’ve probably never stopped and thought about. Now, this concept, before we dive into it, I want to ask you, why in your mind is it so important, why is it so important for leaders to understand the seven natural values? Well, let’s take that phrase, natural values and separate it out. Yeah. Everybody understands values. It’s what you care about. Right. Okay. But there are different schools of thought about values. Most people think your values are things you learn from your parents. You got it from school. You got it from church. You got it from culture, society, whatever values are handed down like that. But there are some values, things that you care about, values that are just a part of who you are. And there are seven of those that every single person has, but not in the same order. Yeah. What? Not in the same order. Not in the same order, which means the most important thing to you might be the fourth most important thing to me. Let’s say you’re the salesperson and you’re selling to me and you assume, well, this is the most important thing. Obviously, it’s going to be the most important thing to Jim. So you’re selling me the number one most important thing on your list, thinking that’s what I will want. Yeah, it’s number four for me. My buying hot buttons are one, two and three. And you’re selling me on number four. Like, I go in to buy a car and I want affordability, reliability, and cool factor. And you’re selling me technology. Huh? I don’t want to oversell this, but I mean this sincerely. This is absolutely just a huge concept to understand. Because when you understand how to systemically connect with people and their natural values and figure out their hot button, so to speak, you can systemically sell to anybody repeatedly. And so we’re going to go into these seven. I’m going to read them off for you, and then we’re going to unpack each one here. One is sensuality. Two is empathy. Three is wealth. Fourth is power. Five is aesthetics. Six is commitment. And seven is knowledge. So Jim, this first natural value is sensuality, which you have defined as the relative importance of one’s physical experience. Not to be confused with sexuality. Sensuality. Your senses. Sensuality. The importance of your senses or sensory experience to you. For a minute there I was going to have to step off camera for this episode I wasn’t sure where we were gonna go there for it so okay so here we go so we’ll go ahead and just unleash the fire hose of knowledge let’s talk about sensuality. All right first up remember that a value is think just define the word what is value it’s worth right so a value in this sense is the relative importance meaning comparative importance of something to you versus whatever it’s compared to. So the relative importance of my sensual or physical experience versus, let’s say, the financial value of something, that’s the difference between the wealth value and the sensuality value. A person with a high sensuality value, and everybody has that value is at the top of their list, they figure that it’s really important, they feel that it’s really important that things feel right, that their physical experience be pleasant or be the one that they’re hoping for. Okay, so you opened a computer store today. Let’s say we have a Thriver. I know we have one Thriver in particular that I’m thinking of. They have a store where they sell used computers, basically refurbished computers. How can they connect with buyers in a sensual way when they’re selling the computers? How would they do that? Well, first off, you will notice a person of high sensuality value because they are a toucher. They use touch to be part of their buying experience. So they will immediately come in and look at, and then go over and put their hands on whatever the item is that they’re considering buying. And they’ll feel the keyboard to see if it feels right to them. And by the way, I wouldn’t call them repaired computers. I wouldn’t call them used computers. I wouldn’t call them, what was the word? Refurbished computers. I would call them renewed computers. Renewed. Yeah. Okay. Because it is, in fact, a new computer again. You know, it’s reborn. You could even have some fun with that. Reborn computers. Yeah. We bring the technologically dead back to life. Reboot, reborn, you know, I love it. Resurrection. Yeah. So you go into the computer store, high sensuality value person goes over and touches the computer and they pick it up to see what the weight is and they feel the texture of the covering on it and so forth. That’s going to be part of their buying decision. Okay. And that’s, don’t trivialize that. If it doesn’t matter at all to you, it’s a low value on your list. If it’s a high value on their list, I guarantee you that counts. Sure, the thrivers can steal the action item from this because with my photography business, I am not a sensual, let’s say, buyer of things. I honestly, I personally will go into the furniture store and I try to buy what I need as quick as possible, get out of there. But I realized that not every bride, but I would say maybe one out of three, did want that experience. So we invested money in making a really cool experience. We had my assistant design a really cool office. It smells a certain way. They we offer a chocolate experience. Yeah. Chocolate sensual experience. It’s when you walk in there, sample videos you can watch. It just feels you feel good seat that they sit in as they’re considering the purchase. It’s part of the sensual experience. The way people are dressed. See, you can tell a person with high sensuality value, they buy their clothing. Excuse me. They buy their clothing and their their accessories for comfort more than they buy them to express something. interested in their own success, self-promotion, that sort of thing, which is part of the power value, getting power, getting attention, that sort of thing. They would buy, you know, you see this watch, hey, there’s only four of those on earth and I’ve got all four of them and you don’t. You know, that’s the power value speaking. But the sensuality value, why did you buy that sweater? Because it’s cashmere. What was the price? I don’t remember. It’s cashmere. Did I say it’s comfortable? They bought it for how it feels. Whereas the person with a high wealth value might buy a cashmere sweater if they say, cashmere. Now we’re going to move on to seven of these seven, value number two. And this one here is empathy. Empathy. Now, there’s an important distinction between empathy and sympathy, a very similar word. Sympathy is when I feel like you. The sympathetic response is me and you feeling the same way. So if you come in and you’re upset, I get upset too, and we both just have a good cry. That’s sympathy. Okay. Empathy is understanding the other person’s feeling. You don’t necessarily share it, but you get it and you care. You just don’t share it necessarily. Right. So empathy is understanding the other person’s feeling and valuing that connection with the other person. Someone who has a high empathy value will find it very important to be connected with other people. They will make the personal connection part of their buying decision. So going back to your computer store example, a person with a high empathy value would come in there and they would want to know, first off, before they even go in there, do my friends buy here or would they think that this is okay? You know, how is this going to go with the people I care about? Would they approve of this? Because it’s their community is sort of part of their buying decision. You wrote in your book, you said that empathy, you define this, you say the relative importance of feeling connected to other people. Yes. Systemically, what is an action item that I could take if I’m a thriver right now and I own that computer store, so that I’m being intentional about connecting in an empathetic way? Okay. First off, for a high empathy person, the person they’re dealing with, the interpersonal part of this purchase, is a huge part of the decision. So if they don’t get a good feeling about the person, then they’re not as likely to buy. Example, years ago I was considering whether I should go with a Windows computer or a Mac. And I had been with Mac before, but I’d been on a Windows computer for a long time. I called a friend of mine who’s a technical guru, and I said, which would you go with? He said, well, knowing you like I do, he said I would go with Apple. And I said, why? He said, because with Windows it’s more about the technology, with Apple it’s more about the people. And let me explain why. He said, when you take your computer to the geek squad to get it fixed, they’re gonna fix it. And they tend to focus on the computer. Not that they don’t care about the people, it’s just that they tend to focus most on the computer. Right. In his experience. Okay. Okay, this is not necessarily a fact about the Geek Squad, it’s just an example he was using. He said, when you go into an Apple store, they set the computer aside and they say, what is it you’re trying to accomplish? In other words, they focus on you and your productivity, the reason the computer should be bought at all, instead of on the computer itself. Right. Big difference. You know, one of those is a personal, a direct meaning to me kind of a thing. And the other one is a technical tool, engineering, you know, make it work perfectly. Right. So high empathy value. I care about the people factor. I want to know, are you a good person that cares about my interest or are you just a technical expert who’s going to help me buy or what? I’m just thinking through this. I just know with my photography business as an example, I know that we, and even with the men’s grooming business I’m involved in, we noticed that people had a hard, our employees had a hard time connecting with customers unless we provided them some sort of script framework or some plan to have meaningful conversations. Yeah. And so we can’t… Some people would say, wait, how can you have a script and a meaningful conversation at the same time? And the answer is, you make sure the script is the truth for that person. So whatever script they are using is simply an outline of their own thoughts expressed well. Exactly. What we did is we scripted a thing called FORE, which is F-O-R-E. And the idea is to ask every customer about their family, occupation, their recreation, and what they do for enjoyment. We just ask them those four questions. Nice. I like that. And it allowed us to always empathetically connect. Now, again, the fun thing about these values, and I want to make sure we’re not getting this confused, is that you want to have a checklist where you make sure in your sales process that you’re acknowledging the presence of all seven values. But each customer might value one value more than the other. And so it’s important that we hit on all of them. But if you’re talking to a customer who you’re going, this person is into the sensual stuff here, let them do it. Let them touch the computer. Let them feel it. Test it. You bet. You bet. Let them try on the Apple Watch. Let them, you know, whatever, you know, put that cashmere against their own arms and feel how good it feels. The thing to remember about this is everybody has all seven values, but not all seven values are high values for every person. So you’ve got a candy shop and you’ve got peppermint, you’ve got chocolate, you’ve got vanilla, you’ve got caramel, you’ve got seven different flavors. Customer comes in the door, what are you going to lead with listening and observing to find out what this person is drawn to. In other words, you want to know, I want to read you. I want to know, are you a peppermint person? Are you a chocolate person? Are you a whatever, you know? I want to know which value is at the higher end of your list, and it may be a couple of values that I notice. And so that’s what I’ll sell to or appeal to as I’m selling. So that you and I feel compatible. And the problem is that we as humans, if you’re a business owner watching this, or you’re a manager or a sales guy or whatever, you have your own bias. And if you’re not careful, you’ll play to your bias all the time, and your customer doesn’t necessarily share that bias. We’re the affordable shop. Come to us. Well, that’s an appeal to the wealth value. Right. Yeah, just recognize that that’s not going to even remotely be heard by the person who’s got a high knowledge value and wants the technical excellence and all that sort of thing. Well, and a beautiful segue into this third value here of natural value of wealth. Yeah, and you know the way you notice S-E-W Sensuality, empathy, wealth. So like sewing, okay? Imagine you have a little soap pack, okay? You know like the the kits that you used to get in hotel rooms as an amenity and it’s got seven colors of thread in it. Okay? Do they used to have these in hotels? Yeah. Yeah. Kind of like the shampoos and the things like that. Take me back there, Jim. Take me back there. But they would give you a little repair kit for your, you know, if you’ve lost a button or something. And it had seven different, in this instance, how convenient, seven different colors of thread and a needle, and so you could put the button back on your sleeve. Which thread are you going to use? You’re going to use the one that’s compatible. Okay, so S-E-W, Sensuality, Empathy, Wealth, SOPAC, a package, P-A-C-K, the other four values, Power, Aesthetics, Commitment, Knowledge. And we’ll get to those others’ description in a minute. But if you think of that little SOPAC, it gives you a mental tool for remembering the seven. All right, here we go. So we’re moving on to this third one here. It’s the natural value of wealth. And you say here in your book, you say, the market value of items is noted clearly. Quality is a major consideration. One cashmere jacket would be preferred over two wool blend jackets. The sincerity of one’s words is evaluated by what they do with money. If he really meant that, he would put his money where his mouth is. Go ahead and unleash the fire hose of knowledge here, my friend. Relative importance of wealth value, you know, in a technical sense, value, financial worth, that’s what this is all about. Someone with a high wealth value would be like a good colleague of mine who has become quite substantially wealthy over the years. I met him when he was a teacher and he was not earning much at all and his daily habit patterns have followed his wealth, high wealth value from the days when he was broke to the days now when he’s quite wealthy. What does he do first thing in the morning? He gets up and before he gets his coffee he goes to his computer, opens it up, logs on to his accounts, looks at the incoming transactions from the day before, the outgoing expenditures from the day before, categorizes those. By the way, he turned on the coffee machine on his way there, but he didn’t get his coffee yet. After he hears that the machine is on, he pauses, goes back over, grabs his coffee, sits down, and while he’s finishing his cup of coffee, he’s also completing all of yesterday’s income and outgo and putting it in the right categories and he is ready to get wealthier today. He always knows where his investments are. That’s amazing. He’s got his hand on the pulse of his money. Right? At all times. Okay, so if you’re selling to that guy, what do you emphasize? Value of the cost effectiveness. Yeah, yeah, the money, the numbers, the you know the specific detail. This home will be worth more five years from now based on the following factors. Ah, so obviously you’re selling the investment value of the home as opposed to the comfort of the home. But if you’re selling to my wife, it’s a different deal. That’s the thing. That’s totally it. Yeah. This is just, again, I’m going to have to just tape my head back together. It is just exploding. So, now, let’s say that you are trying to appeal to a guy who has the wealth value. As the action item, should we go ahead and have him part of our… By the way, everyone has the wealth value. We’re talking about a guy who has the high wealth value, meaning its relative importance is greater than the other values to this person. As a way to make sure that’s on the checklist, though, would it make sense to show your retail value of your product or to show the cost-effectiveness as part of your presentation make sure you’re a drill. Okay. Yeah, because what you’re doing in any sales presentation and any marketing appeal is you’re shopping to determine what the buying motives are for each person. Because if you sell to my buying motives I’ll buy. If you sell to your buying motives I won’t necessarily unless we’re very very compatible. I think of a really decent example about this recently I know a guy he does home swaps. Yeah, it’s where you have a luxury home and basically, you know Someone else with a luxury home and you go away. I’m only gonna live in California half the year the other half year I want to be in Colorado, so I’m gonna Basically, you know have an empty house half the year Yeah, so they started these online communities where people will go like you and I’m house and I’m yeah, and they start swapping. Well the idea behind that though, it makes logical sense to certain people But as you try to sell a timeshare, the timeshare idea, I’ve seen these timeshare presentations Some of them are magical. Oh, they are. But some of them focus entirely on, they try to hit you on the wealth and see if That’s something that appeals to you And if you don’t care about that, then they tour the quality of life and now you’re going, oh this is beautiful, look at this. Can you picture yourself sitting by this, you know, and they put you in this in the scene, yeah, and they’ve got videos in a special little room with the, yeah, comfortable seating and all that, and you just feel like, you know, honey, that just felt like we were at a resort, maybe we should do this, I don’t know, you know, but it costs more than a car, yeah, but you know, we’ve got a car. And they go through the whole soap act, they do the whole thing though. They do. They totally do. It’s amazing. That’s the thing. If you’re only selling to two or three of the values, you’re missing people who have four other of the values as their high priorities. Well, now I want to move on to this next one here. This is the fourth one. One that gets me kind of excited. This is the natural value of power. We call this one of yours. That’s right. It’s power. It’s power. You wrote here that the relative importance of control and recognition. Yeah, notice the difference. Control and recognition. Control is to be in charge, to be the guy that can make the decisions or the gal that is the one that answers for everything and handles everything. Recognition is not this. It’s this. In other words, you’re receiving instead of of exerting or asserting. So, recognition is being the one in the spotlight, being the person whose name is on the cover, being the one who was featured in the article, the one who’s, who’s, uh, the one that they refer to, one who has the biggest title or the whatever, you know. So, control and recognition both fall under the general heading of the power value. It’s just a difference in polarity going or coming. So how do I, how do I apply this? What’s the action item? Well, we’re sitting at dinner one time years ago, family dinner. And my wife, Paula, said, Jim, tell tell Sam and my sisters about the values. And so I explained this. And then I said, well, let me ask a question. If you can have the ideal job, any job you want, what would that job be like? And her brother, Sam, spoke up first and he said, running something. Now, he didn’t say, excuse me, you know, anyone else? No, no, OK, I’ll go. I think it might be, you know, running something. No, he just spoke up and he said, running something. I don’t know, running something, meaning the power value is very strong in him. Guess what he does for a living? He’s an airline pilot. OK, he’s in charge. He’s not an airline service personnel pilot. Front seat, front row, first in the plane, guy who makes the decisions, right? Cool. And he’s a happy guy. He’s also a very courteous guy and likable and fun. So it’s not about being this hard-nosed, power-hungry person. Going back to the computer store. Yeah. And you walk into your computer store, you’re selling renewed computers. Yeah. And a guy comes in. Reborn. And you sense that the guy has, he’s the power guy. Yeah. How do you, how would you play to that moment? Well, first off, that person will come in and instead of you guiding them, they will guide you. It’s just a little subtle thing that happens. Don’t you? Yes. Yes. Absolutely. Tell me how that manifests. Well, I just, I walk into the place, I say, hey, Holmes, I want to go ahead and buy two computers and get out of here in 10 minutes. That’s how I do it. That’s awesome. Right. That’s how I buy furniture. So that’s that’s the power value coupled with the director behavioral style, which is another dimension we’ll talk about later. But the the power value, this person comes in and the first thing they do is they look around and they decide where they’re going to go and they they go there and then they say, OK, you know, is this going to give me the ability to bang and ding, ding, ding, ding? They know what they want it to do. And so what they’re basically saying is this thing going to be my servant? Is it going to? You know, it’s funny, is that like when I go to restaurants, now that I know this about myself, I never use menus. I’m always it’s just because I just want to order whatever the heck I want, regardless of what you have. Do you have ice cream spaghetti? That’s amazing. OK, so moving on to this, we’re moving on to this next one. This is the natural move of aesthetics. Okay, this is the fifth one, aesthetics. And you describe it as the relative importance of beauty, balance, order, and symmetry. Talk to me about this. Aesthetics, you know, the way things look, the way they fit together, the blend of the colors, the evenness of the flow, whatever, the compatibility of things. A person with a high aesthetic value, and we all care about aesthetics on some level, but one with a really high aesthetic value, you go to their office, you will find that office is an expression of what they care about. It looks right. They keep it in a way that’s very intentional, and actually everybody’s office is intentional to the extent they can control it. But the high aesthetic value, that person, their office could be a showcase. It could be the office you use to sell other offices to people. So they come into your computer store and they look around. And first off, if the store looks disorganized, they’re going somewhere else. So let’s assume it’s organized. You’ve got nice signage. Everything fits together well. Has somebody wiped down the computers lately after all the handling it got at the end of yesterday’s shift, because they’re going to care. They’re going to say, you know, that’s got smudges on the side. Yeah. But it’s perfect. Brand new. That was just a kid touched it a while ago. They’re not going to say, well, that’s OK. They now have seen a flaw in this product. And so they don’t want that one. What else do you have? And they go wherever it’s most visually appealing and seems to be thoughtfully cared for. Truth Canon. By the way, one more Truth Canon item. Hit me with it. Shine your shoes, clean your clothes, get the lint off your lapels, comb your hair, do whatever you need to do to look like a professional in the context of what you do. So really, the Truth Canon item, the big action item I’m hearing here is be fastidious about the details of cleanliness, of preparation. Make sure to appeal to those kind of people. Yeah. You have to do it. Yeah. Okay. And you don’t get to make it up. You don’t get to get it wrong and then make it up with that person because once they see that you don’t get it, how that matters, they pretty much write you off. Not permanently, but pretty much. Oh, I get it. Again, I’m just trying to make sure everyone’s hearing this and getting this. Everybody has all seven of these values, as Jim has illustrated, in different levels. But we really, really do have to make sure that we notice what their hot button is. Yeah. Now, moving on to this next one here, OK? This is our next natural value. And this is number six. This is commitment. This is commitment. You write here in your book the relative importance of being committed to something, having a cause or mission, doing the right thing. My friend, unleash the truth canon on us here. What are we talking about? This is all about your belief system. What you believe is so. If you have a high commitment value, it doesn’t mean that you make a commitment or that you feel people should make commitments, that that’s the big thing. That’s not it. Your high commitment value is indication that what you believe is so must be adhered to, must be advanced, must be the important thing. So if what you believe is so is family, you know, above all else, family, that’s the way you were raised, that’s the imprint that’s on your soul from before you were born? Family. It’s all about family. Then, by golly, anything I do that is even remotely threatening to the concept of family to you, writes me off as a non-seller to you. Right? So I need to know, what do you care about? Okay? So you come in and you say, you know, I just want to get the right computer. You know, I just want to do the right thing. What matters in my business is… How will your computer do that? Well, it’s not about the computer. It’s about how we do that. Because a computer is nothing but a tool. So let’s look at what you’re trying to accomplish, and I’ll show you the configuration of our products that might best help you achieve that, because these are just your tools. What matters is what you’re achieving with the tools. So what’s an action item that all the thrivers could do right now in their own businesses to demonstrate the natural value of commitment? It’s not demonstrating the natural value. I want to pick on the way you’re wording this. Sure, no, it’s fine. No, it’s fine. Do it. Pick on it. The relative importance of something. That’s what we’re talking about here. How important is the commitment item to them compared to other items like sensuality or empathy or wealth or power, aesthetics? OK, so what you want to do is listen. If they’re saying to you, this is absolutely important or, you know, anything that they indicate a sense of strong conviction about, recognize that’s a priority buying impulse for them. So you want to acknowledge that and respect it. So the main thing you’re doing is listening for that. For example, if I were buying a gift for a person with a high commitment value, that gift would not be a gift of indulgence like a spa day or something like that. It would be something like dedicating a wall plaque at the cancer treatment center in their name, you know, if that was a cause that they believed in. You’re, I love laughing because this is so true. And I just know, like, I remember years ago, someone gave me a spa package for a Christmas gift. And I’m like, if this person knew me, they would know that I don’t like to go to spas. I don’t do that, you know, and I, but I do, I do the reverse of spa, apps. But it would have been a perfect gift for my wife, let’s say. And that’s why knowing the soap hack is so important. And a lot of people will say, well, you know, that’s because it’s a gender thing. Woman naturally loves a spa day. Not necessarily. This is not a, well, there are gender tendencies, of course, but it’s not a hard rule that this gender is this way and that gender is that way. Now we’re going to move on to the seventh one and this is the one that again is one that I get excited about. It’s probably because it’s a bias of mine and that’s the problem we have here. But we’re talking about knowledge here. We’re talking about knowledge. And you described this in your book as the relative importance of learning and understanding. Yeah. So explain to us what you mean by that. All right. Let’s say that I want to give you a Christmas gift. And one thing I notice about you is that you are a voracious learner. You love to learn. When I say, how’s it going? You say, oh man, I learned something the other day. Did you know that? And you’re telling me about your latest discovery. So it’s always about knowledge. And I go, uh-huh. High knowledge value. What am I going to buy as a gift when I go to visit Clay’s house? Am I going to bring him a bottle of wine? How about a book? How about a book? How about an app? How about a special insider access to certain knowledge base? How about a day with one of his favorite mentors? Oh, how about a DVD of somebody you admire? Or, you know, provide knowledge, access to knowledge, a library card, whatever, a gateway to knowledge. I, the other day, we had an opportunity to work with a company called Mike Council Plumbing out there in Silicon Valley, San Jose. And it was an honor because they do it right. And I go there and I honestly mean this, someone was joking, but they were going, you probably enjoy this more than Disneyland. And I was going, yeah, I actually did. I enjoyed going to his plumbing office. I honestly can tell you, I enjoyed it 20 times more than my trip to Disney World. Wow. I just loved hearing these plumbers talk about how they systemically built a business from small to massive, how it was successful, how it was blessing the employees, their workflows, their checklists, their books they’re reading. And I just sat there, and my wife is like, you are such a nerd. I was just obsessed with this plumbing company. So I just, I mean, I can be a very profitable thing to be. Man, I can say this, though, as you’re watching this, if you’re listening to some of these SOPAC values, and you go, I really don’t relate at all to that one, just know that your customer is going to relate to one of them very strongly, or two of them, or three of them. But everybody has a little bit of all these in them. And I just want to give final capstone thought, my friend. What was the final capstone thought that you would tell the thrivers on the other end of that camera? What would you tell first off about the knowledge value? For this person, it really matters that they understand things that you knowing the product and explaining it and providing the materials or the the website or the whatever to give them the technical particulars that matters to them. There are people sitting right next to them or standing right next to them who don’t care at all about that. And I mean, they care on some level. Yeah, I need to know that. But only to the extent that it might be a problem. Yeah, but I don’t like it. You know, it’s kind of like, yeah, I’ll do that because that matters. But I don’t like it. OK, so get it that if someone’s knowledge value is high, they love to learn. So that’ll be part of their buying process, but they’re buying decision. OK, but all of this comes back to noticing more about the patterns in people, noticing what’s his priority, what’s her priority, what does that indicate in the S.E.W.P.A.C.K. formula, so packed sensuality, relative importance of your feeling, your personal physical experience, like the way the cup feels when you drink from it, the way the seat feels in the movie theater. Like my wife, Paula, high sensuality, said, let’s don’t go to that movie. I said, why not? She said, they have Pepsi there and I like Coke. I said, whoa, whoa, whoa, whoa, whoa, whoa, whoa. That’s the concession stand. We’re going for the movie. Uh-uh. We’re going for the experience and the seats are more comfortable here and they got coke and see that sensuality, empathy, the relative importance of other people and feeling connected with them. It’s Paula’s highest two values are sensuality and empathy and when we were celebrating her 60th birthday, which you know is a very significant one, instead of buying her a bunch of gifts, I created an event with our son. We called her good friends and we even flew in one of her friends from Michigan all the way to California and had a party of all of her closest friends and we played her favorite music. We had made a mix of all of her favorite songs over the years. That night was one of the highlights of her life. Boom! That’s amazing! Yeah! Super husband winning, winning the team. You’re making all husbands look bad now, my friend. And then the wealth values, the relative importance of the financial aspect or the value of what it is you’re talking about. For that person, you sell to the numbers. Power, the relative importance of how important this is, how much control it gives them, whether it makes them look cool or not cool. You know, who else has got one? Oh, Tom Cruise has one of these. Well, give me one of those, you know, whatever. That kind of thing. Aesthetics, the relative importance of the beauty balance, symmetry, blend, color, textures, you know, the look of things. The neatness and order. Commitment, the relative importance of this being the right thing to do. This being, you know, they’re the people that buy a Prius or buy a Leaf or buy, you know, whatever, some kind of a hybrid because they want to do the right thing for the environment. Does it does it save little puppies if I buy your soda? Yeah, good. You know, baby seals. Yep. Those two. Right. I’m in, you know, it’s a high commitment value. But then again, so is is this good for the core? Absolutely. Okay. Then put put them play the Marines him while we buy this high commitment value. Right. Right. Knowledge. That one’s self-explanatory. You know, the more you know, the more options you see, the more options you see, the more likely you are to win. Jim, I appreciate you more than you know. Thank you for being here. You are a great American, my friend. Back at you. The number of new customers that we’ve had is up 411% over last year. We are Jared and Jennifer Johnson. We own Platinum Pest and Lawn and are located in Owasso, Oklahoma. And we have been working with Thrive for business coaching for almost a year now. Yeah, so what we want to do is we want to share some wins with you guys that we’ve had by working with Thrive. First of all, we’re on the top page of Google now, okay. I just want to let you know what type of accomplishment this is. Our competition, Orkin, Terminix, they’re both 1.3 billion dollar companies. They both have 2,000 to 3,000 pages of content attached to their website. So to basically go from virtually non-existent on Google to up on the top page is really saying something. But it’s come by being diligent to the systems that Thrive has, by being consistent and diligent on doing podcasts, and staying on top of those podcasts to really help with getting up on what they’re listing and ranking there with Google. And also, we’ve been trying to get Google reviews, you know, asking our customers for reviews. And now we’re the highest rated and most reviewed Pessamon company in the Tulsa area. And that’s really helped with our conversion rate. And the number of new customers that we’ve had is up 411% over last year. Wait, say that again. How much are we up? 411%. So 411% we’re up with our new customers. Amazing. Right. So not only do we have more customers calling in, we’re able to close those deals at a much higher rate than we were before. Right now our closing rate is about 85% and that’s largely due to, first of all, like our Google reviews that we’ve gotten. People really see that our customers are happy, but also we have a script that we follow. And so when customers call in, they get all the information that they need. That script has been refined time and time again. It wasn’t a one-and-done deal. It was a system that we that we followed with Thrive and in the refining process and that has obviously the 411% shows that that system works. Yeah, so here’s a big one for you. So last week alone our booking percentage was 91%. We actually booked more deals and more new customers last year than we did the first five months or I’m sorry the first we booked more deals last week than we did the first five months of last year from before we worked with Thrive. So again we booked more deals last week than the first five months of last year. It’s incredible but the reason why we have that success by implementing the systems that Thrive has taught us and helped us out with. Some of those systems that we’ve implemented our group interviews. That way we’ve really been able to come up with a really great team. We’ve created and implemented checklists. That way everything gets done and it gets done right. It creates accountability. We’re able to make sure that everything gets done properly, both out in the field and also in our office. And also doing the podcast like Jared had mentioned, that has really, really contributed to our success. But that, like is it the diligence and consistency and doing those and that system has really, really been a big blessing in our lives. And also, you know, it’s really shown that we’ve gotten the success from following those systems. So before working with Thrive, we were basically stuck. Really no new growth with our business. And we were in a rut. And we didn’t know. The last three years, our customer base had pretty much stayed the same. We weren’t shrinking, but we weren’t really growing either. Yeah. And so we didn’t we didn’t really know where to go, what to do, how to get out of this rut that we’re in. But Thrive helped us with that, you know, that they implemented those systems that they taught us those systems, they taught us the knowledge that we needed in order to succeed. Now it’s been a grind. Absolutely, it’s been a grind this last year. But we’re but we’re getting those fruits from that hard work and the diligent effort that we’re able to put into it. So again, we were in a rut, Thrive helped us get out of that rut, and if you’re thinking about working with Thrive, quit thinking about it and just do it. Do the action, and you’ll get the results. It will take hard work and discipline, but that’s what it’s going to take in order to really succeed. So we just want to give a big shout out to Thrive, a big thank you out there to Thrive. We wouldn’t be where we’re at now without their help. Hi, I’m Dr. Mark Moore. I’m a pediatrician. Through our new digital marketing plan, we have seen a marked increase in the number of new patients that we’re seeing every month, year over year. One month, for example, we went from 110 new patients the previous year to over 180 new patients in the same month. And overall, our average is running about 40 to 42 percent increase, month over month, year over year. The group of people required to implement our new digital marketing plan is immense, starting with a business coach, videographers, photographers, web designers. Back when I graduated dental school in 1985, nobody advertised. The only marketing that was ethically allowed in everybody’s eyes was mouth-to-mouth marketing. By choosing the use of services you’re choosing to use a proven turnkey marketing and coaching system that will grow your practice and get you the results that you’re looking for. I went to the University of Oklahoma College of Dentistry, graduated in 1983 and then I did my pediatric dental residency at Baylor College of Dentistry from 1983 to 1985. Hello my name is Charles Colaw with Colaw Fitness. Today I want to tell you a little bit about Clay Clark and how I know Clay Clark. Clay Clark has been my business coach since 2017. He’s helped us grow from two locations to now six locations. We’re planning to do seven locations in seven years and then franchise and Clay’s done a great job of helping us navigate anything that has to do with like running the business, building the systems, the checklists, the workflows, the audits, how to navigate lease agreements, how to buy property, how to work with brokers and builders. This guy is just amazing. This kind of guy has worked in every single industry. He’s written books with like Lee Crocker, head of Disney with the 40,000 cast members. He’s friends with like Mike Lindell. He does Reawaken America tours where he does these tours all across the country where 10,000 or more people show up to some of these tours on the day-to-day. He does anywhere from about 160 companies. He’s at the top. He has a team of business coaches, videographers, and graphic designers, and web developers. They run 160 companies every single week. Think of this guy with a team of business coaches running 160 companies. So in the weekly he’s running 160 companies. Every 6-8 weeks he’s doing Reawaken America tours. Every 6-8 weeks he’s also doing business conferences where 200 people show up and he teaches people a 13 step proven system that he’s done and worked with billionaires helping them grow their companies. I’ve seen guys from start ups go from start ups to being multi-millionaires, teaching people how to get time freedom and financial freedom through the system of critical thinking, document creation, organizing everything in their head to building into a franchisable, scalable business. One of his businesses has like 500 franchises. That’s just one of the companies or brands that he works with. Amazing guy, Elon Musk, kind of like smart guy. He kind of comes off sometimes as socially awkward, but he’s so brilliant and he’s taught me so much. When I say that, Clay is like, he doesn’t care what people think when you’re talking to him. He cares about where you’re going in your life and where he can get you to go. That’s what I like him most about him. He’s like a good coach. A coach isn’t just making you feel good all the time. A coach is actually helping you get to the best you. Clay has been an amazing business coach. Through the course of that we became friends. I was really most impressed with him is when I was shadowing him one time. We went into a business deal and listened to it. I got to shadow and listen to it. When we walked out I knew that he could make millions on the deal and they were super excited about working with him. He told me, he’s like, I’m not going to touch it. I’m going to turn it down because he knew it was going to harm the common good of people in the long run and the guy’s integrity just really wowed me. It brought tears to my eyes to see that this guy, his highest desire was to do what’s right and anyways, just an amazing man. So anyways, impacted me a lot. He’s helped navigate. Anytime I’ve got nervous or worried about how to run the company or navigating competition and an economy that’s like, I remember we got closed down for three months. He helped us navigate on how to stay open, how to get back open, how to just survive through all the COVID shutdowns, lockdowns. I’m Rachel with Tip Top K9, and we just want to give a huge thank you to Clay and Vanessa Clark. Hey guys, I’m Ryan with Tip Top K9. Just want to say a big thank you to Thrive 15. Thank you to Make Your Life Epic. We love you guys, we appreciate you, and really just appreciate how far you’ve taken us. This is our old house, right? This is where we used to live a few years ago. This is our old neighborhood. See? It’s uh, nice, right? So this is my old van and our old school marketing and this is our old team and by team I mean it’s me and another guy. This is our new house with our new neighborhood. This is our new van with our new marketing. And this is our new team. We went from four to 14, and I took this beautiful photo. We worked with several different business coaches in the past, and they were all about helping Ryan sell better and just teaching sales, which is awesome, but Ryan is a really great salesman, so we didn’t need that. We needed somebody to help us get everything that was in his head out into systems, into manuals and scripts, and actually build a team. So now that we have systems in place, we’ve gone from one to 10 locations in only a year. In October 2016, we grossed 13 grand for the whole month. Right now it’s 2018, the month of October. It’s only the 22nd, we’ve already grossed a little over 50 grand for the whole month, and we still have time to go. We’re just thankful for you, thankful for Thrive and your mentorship, and we’re really thankful that you guys have helped us to grow a business that we run now instead of the business running us. Just thank you, thank you, thank you, times a thousand. Whoa! The Thrive Time Show two-day interactive business workshops are the world’s highest rated and most reviewed business workshops because we teach you what you need to know to grow. You can learn the proven 13 point business systems that Dr. Zellner and I have used over and over to start and grow successful companies. When we get into the specifics, the specific steps on what you need to do to optimize your website, we’re going to teach you how to fix your conversion rate. We’re going to teach you how to do a social media marketing campaign that works. How do you raise capital? How do you get a small business loan? We teach you everything you need to know here during a two-day, 15-hour workshop. It’s all here for you. You work every day in your business, but for two days you can escape and work on your business and build these proven systems so now you can have a successful company that will produce both the time freedom and the financial freedom that you deserve. You’re going to leave energized, motivated, but you’re also going to leave empowered. The reason why I built these workshops is because as an entrepreneur, I always wish that I had this. And because there wasn’t anything like this, I would go to these motivational seminars, no money down, real estate, Ponzi scheme, get motivated seminars, and they would never teach me anything. It was like you went there and you paid for the big chocolate Easter bunny, but inside of it, it was a hollow nothingness. And I wanted the knowledge, and they’re like, oh, but we’ll teach you the knowledge after our next workshop. And the great thing is we have nothing to upsell. At every workshop, we teach you what you need to know. There’s no one in the back of the room trying to sell you some next big get-rich-quick, walk-on-hot-coals product. It’s literally we teach you the brass tacks, the specific stuff that you need to know to learn how to start and grow a business. I encourage you to not believe what I’m saying, but I want you to Google the Z66 auto auction. I want you to Google elephant in the room. Look at Robert, Zellner, and Associates. Look them up and say, are they successful because they’re geniuses or are they successful because they have a proven system? When you do that research, you will discover that the same systems that we use in our own business can be used in your business. Come to Tulsa, book a ticket, and I guarantee you it’s gonna be the best business workshop ever, and we’re gonna give you your money back if you don’t love it. We’ve built this facility for you, and we’re excited to see you. And now you may be thinking, what does it actually cost to attend an in-person two-day interactive Thrive Time Show business workshop? Well, good news, the tickets are $250 or whatever price that you can afford. What? Yes, they’re $250 or whatever price you can afford. I grew up without money and I know what it’s like to live without money, so if you’re out there today and you want to attend our in-person, two-day interactive business workshop, all you’ve got to do is go to Thrivetimeshow.com to request those tickets. And if you can’t afford $250, we have scholarship pricing available to make it affordable for And if you can’t afford $250, we have scholarship pricing available to make it affordable for you.