how many of you been in a situation again where you've learned information was valuable you're excited about it and you didn't follow through and it wasn't because you weren't interested is because you're overwhelmed who's been there before raise your hand say I we want to help you to change that the way you change that is by learning one simple skill it's a skill you already have but you may not be using it to its maximum ability and tonight rather than teach you the whole skill let's just point it out and the skill is called chunking
chunking is the understanding that when you're first learning something that something feels like many things case in point you're going to learn to drive a stick shift car and you're breathing you are driving a car who can remember this experience and wasn't overwhelming yes or no why because driving a car today for most of you is one chunk of information I'm gonna go drive that's it because most of what you've done you got cognitive knowledge about you're repeating enough with enough emotion you did enough in your body now all of those complex things happen will
you call it as just driving but the first time you were driving it was a lot of different activities I can remember they called me Speed Racer because I couldn't figure out how to get him than going I got in the car you know okay celery to brake got bat watched the road and I supposed to do this too and watch the rearview mirror no not are they this ain't happening right because it was overwhelming because what it was was one chunk of you is figuring out how to accelerate one party break another party's got
to watch the road and other ones watching the rearview mirror others got to figure out the timing and moving this in but after a while it just became private and most of you drive today literally on automatic pilot because many of you how many have ever done this you're driving along and all of a sudden your mind goes somewhere else and one sudden you go who's been driving who's had that experience for say ahh well who's been driving is your subconscious mind the part of you that makes your heart beat 100,000 times a day without
you having to think about it even when you're sleeping and your subconscious absorbs way more when you're in a position of total absorption like you are here immersion more than your conscious mind does but will make you confident and help you is if you can design a few triggers or a few ways to take all this math stuff and break it into the way most people learn most people think 1 2 3 many they get past three chunks and they get a bit overwhelmed so we have these 7 tools that we're giving these 7 pillars
the first one we spent the morning on was this concept of taking stock and there are these five questions that's the first pillar once that's in place now we focus on the second one innovation in marketing we're going to touch on tomorrow and we touch a little bit on today then we go to the third one its strategies versus tactics it's a bit of you know what is this education marketing it's all the things you're starting to learn right now that can give you a huge competitive advantage how many agree the content you just learned
could give you a huge advantage implement it how many would agree with that say I when you can start to get a 10 x 10 x 20 X return for the same activity your business changes overnight there's no reason why anybody here can't do it and it doesn't matter what it is but you do have to change your mindset your mindset can't be well you know I want people to use my services to take care of their parents but you haven't added the value by teaching me something I need to know about it what happens
to these hospitals or what happens in these locations to my parents if I'm not aware of it or if I'm not aware of my other choices are you got to engage me emotionally it isn't just a mental tactic it's really caring enough about your client to enter their world and have the feeling and compassion and you don't just know this stuff you feel this stuff here's junking here's what's happening to many of your life this is your to-do list of life oh my god I got to do this and I got to do this and
I got to this and I got to do this and I go do this and out of this when I learned that I got to do this I got a dinner Sarah this and this or this I got to do this I'll get to that I get this out of that and what happens your brain goes 'i you going over well because you have all these things in the brie has a difficult time taking all these individual items but what if you could come along and you could say you know this one and this one
and this one and this one and this one and this one these all relate to how I can increase the number of customers that I get from the same amount of activity okay and what if this and this and this and this and this relate to something else that's really important to me let's say these are all about how I recruit the right people oh yeah and what if this and this and this and this and this all this relates for me to how I can immediately make a shift I mean immediately make a shift
in the culture of my company so I'm not the only one driving it other people are thinking of this all of a sudden I have three things I got to focus on instead of 33 things I got a functional how many can handle these three have a lot better in your mind say I so I'm always looking for chunking devices ways to take the complex and please chunk it even if I don't get it at least I can put in the right slot so I can go okay if I can remember the overall theme and
I come back here and I can look at these individual things and figure out it you know implement them so Jay Bram is going to be here tomorrow Jay's been in friend of mine three years and Jay and I were talking I don't know 18 years ago 19 20 years ago how long ago I was a long time ago and I was interviewing him and I was saying most people in business business is complex that's why most people do it and as a business becomes more successful does it become more complex or less complex usually
which one more complex but complexity can also be simplified if you learn to chunk things if you learn to organize things there's a lot of activity for example in sending an email but today for most of us it's one chunk it's been automated for us well you can do the same thing with your business as it gets more complex so I sing to Jay there's got to be a way when we took about all these tools for improving your business I mean really there aren't that many ways to improve your business if I wanted to
improve my business and I said look a significant jump in most people's business would be 10 or 20 percent but how many degree 33% big jump in your business I'm that's AI how many love to have a 33% job say I I'll show you right now in less than 15 minutes how to do it it's so damn simple because there aren't that many things you can do to grow that business snack there's only three things what if you can grow that business 250% in the same time period really truly do it how many bean should
net say I great then let's chunk it right now if you're going to grow a business if you're going to increase a business of any sort you're gonna make a shift I want to give you the equivalent of this for a moment I'll hide this you're not staring it anymore there's really only three things you do to grow a business think about it the first thing you do to grow business more than anything else is you got to get more what got more what clients got to get more clients some of used to calling customers
Mandy not think of clients again as was noted earlier customer you might have a one-time relationship with a client you're really trying to figure out how to meet their needs you're looking out for them you're trying to make sure that this is somebody you're protecting you're caring for if you get more clients and you're charging for your clients are you going to increase the business yes or no so that's one thing you can do obvious and by the way you're gonna learn a million different ways to get more clients but that's one of those areas
what's the second thing you can do there's only three things you can do you can get more clients and you can get each time somebody buys to get them to buy what more that's the only other thing you can really do get more clients or get them to buy more make make an investment it can be more money more more price or a greater price per unit if you increase the product quality can you charge more yes or no or could you have multiple products like we described to you so when you meet their needs
and there's other needs they start going wow I need that too and it's a legitimate need you're not just selling them you truly are meeting their needs can you find a way once you ever quiet to meet more of their needs if you're innovating and if you love your clients if you care about it if you understand them not mentally but emotionally I want to think you can find some other needs you could truly meet for them since you're an expert how many can do this say I so if you do that you can charge
more right the third choice and the only third choice to grow business get more clients get more money each transaction get them to buy more often does the only three ways to grow any business I don't care what business you and that's what's so beautiful about this get more clients get more income per transaction with the client and or get the client to buy more often and here's how you're gonna do that open your notebook and I'll put it on the screen for you as well let's do a little math real simple math and we'll
do it with a number that's small enough that no need to grab the calculator number one out loud so it's in your body what's my first way to grow my business increase the number of that's number one number two increase the average wet more money per transaction or third increase the way repurchase or some of you might get more referrals because some of you might say but Tony I sell real estate and a person doesn't buy again you know on average they might not buy for four years three years five years but the best Realtors
I know have an absolute formula where they want for example a 20% return of all their clients they don't necessarily buy again either buy again within four years five years or they refer somebody who buys now not everybody does that but some people are for three people to buy when the guys I know makes several million bucks a year in real estate has been doing this for about 20 years because he was a formula he has an absolute glow I want you tonight to leave with a formula for an absolute goal to grow your business
by at least the third and if you think you can do it without even being aggressive 250 percent let's do the math it's so damn simple it's mind boggling so look right here let's take a number of customers let's say a business has a small business let's say it's a $200,000 little business to make it really really simplistic some little startup some little company just getting going this might be me incorporated one person or one or two people but they want to do this they got a thousand customers and those customers average price of a
sale each time they buy is how much come on guys how much hundred dollars and they repurchase usually an average of how many times over the course of that relationship twice twice in a year in this case so that produces $200,000 let's just do this how many do you think that screwing up if you took one little itty-bitty tiny you know incontestable piece of these five days you took one or two strategies you could find a way to get 10% more quiet somebody think you could do this let me see it your house anybody not
thinking you get 10% if you don't know that's okay but the other five days you don't now we will have your head examined all right you're gonna have so many ways you could apply one or two out of everything just apply one and you could do this so you get 10% more clients for this person 10% more clients fill-in-the-blank how much would that be they got a thousand clients they get 10% more how many is that 1100 certainly get a hundred more to do it and let's say that you're only gonna increase the average price
of the sale by 10% so how much would they get per transaction now honor and $10 jot it down and let's say they're average repurchase in years for per customers twice in a year and we're gonna increase the 10% so how much is that 2.2 percent now these small numbers is real easy we add those together and guess what we end up with two hundred and sixty six thousand dollars doesn't sound like a lot of money because most of you to two thousand dollar business is ridiculous but I'm doing this deliberately that is a 33
point one percent increase in business here's the formula increase the number of clients by 10 percent increase the transaction value by 10% increase repurchase or referral by 10 percent you just grow your business by a third by the way well your profit only be a third how would you this is going to profit is it going to be the same as all your the purchases or all the other sales yes or no no because you're covering most your overhead already in your core business so your profitability this goes to a great significant amount to your
bottom line who here can find a way to get 10 percent more for your current product or service eat without much enhancement how many think you could do it I'm just curious how many could do it definitely buy an enhancement or by adding another service let me see your hands you know you could how many think if you worked on it and focused on really serving your customer you getting by 10 percent more often 2.2 times per customer how many think you could do that great one third distance growth I want you to get how
simple this is now if you want to get a little bit more aggressive and most of you in this room certainly should let's take the same little business and let's say we're going to increase the number of clients not 10% if you can get a 10x or 20x return on your ads if you start using education marketing as an element you're using market data and people start going wow of course I do business with you you're not even selling them you're just telling them the truth you're adding value to their life if you just took
one or two or three of these strategies and you're just a little bit more aggressive you hired some salespeople you're in young-adult scuse me you're in toddler and you hire some salespeople before you think you couldn't afford it but now you know what I'm gonna figure out what the value this customer is and I'm going to pay disproportionately for some of these people I'm gonna do an educational strategy like we saw where I can give them more income I'm gonna hire some more salespeople or you're in that stage of young adulthood and you say you
know what we're gonna get much more efficient I'm not gonna keep mailing to everything I'm gonna find a more efficient way to get my clients whatever it is let's say increase them by thirty three percent thirty three percent would be one thousand three hundred thirty new clients say it took you a year to do that and by the way let's say we increase the value per sale by twenty five percent so now instead of a hundred to be how much come on guys how much 125 and let's say we increase the repurchasing frequency by fifty
percent fifty percent more by the way if somebody loves you you're not going to buy 2.2 times they probably three times in a year if you're really adding the value so that's three times now when you put those numbers together what do you end up with by the way you end up with a five hundred thousand dollar business that used to be a two hundred thousand dollar business who thinks they could do this in a year I'm just curious let me see your hands you could do it frankly without most the strategies you're learning here
so what I want you to do is just take the numbers and make them closer to your business let's say you got a business it's a two million dollar business right take the same formula and what happens you go from a two million dollar business to what size business in less than a year come on guys what well you can make it two point six just by doing ten tenten or you can make a five million dollar business by doing thirty three twenty five fifty percent how many follow this if you go those numbers are
boring in the add a zero take your twenty million dollar business and make it what if it was a twenty million dollar business and we use the same formula it would be depth email you're going to jump proportionately one hundred million dollar businesses just add a zero I started with the most simple zero continue it's believable to you but the ratio doesn't change based on the size of the business so here's what I want you to do turn the page and do your formula right now by the way who here feels cert you could find
a way to increase new number clients by ten percent raise your hand let me see if you really believe that say I anybody not think you can find a way to get ten percent more clients if it was your total focus total focus okay second anybody here who feels certain you can find a way to get ten percent more money that's it per transaction by either added value addition product whatever it takes who he feels you could absolutely do that ready and say I great who here can find a way to get ten percent more
purchasing time more referrals ready and say I great then I want you to do this now flip the page and right now my time's ending you got to do your job how many clients or customers do you currently have filling up there with it was filled in in the blank up there go ahead and put it up there how many clients you currently have what's the average value per sale how often do they buy back from you what's the size your business now right now you roll in your eyes that means you don't know the
answers these questions that means you really don't know how to run your business the first thing you better know is how many clients you have you got to know what the average transaction is you certainly went off and they're buying from you otherwise you really don't know anything about the fundamental matrix your business here's the good news if you don't know it can you go find this out yes or no not hard to do do an estimate if you don't know do an estimate start out with what you guys your size my business currently is
X million X whatever work backwards how many of you clients how many total clients do we serve in a year so I'm you thought of as customers you can use that word if it helps you get back to what they were many of the work customers for you how much on average do those people pay how they buy and then all I want you to do is fill that in and then below it add 10% 10% 10% and calculate the number and you will know your plan or if you want to grow at 250 percent
add 33 add the 25 at the 50 we're going to give you since I'm done and I did it less than 15 minutes we'll give you five to come up with your formula go you how many been able to complete this let me see your hands how many come up with us great if you got a question to three quick questions I try to answer a few the biggest question I'm hearing from several people marker you over there where you mark yeah mark would you share your questions we give a perfect example give me a
that's mark ladies and gentlemen no I said it's mark ladies and gentlemen share with him your question because it's the nature of many people's questions on what business you're into if you would we're a commercial general contractor so we build hotels casinos retail around the country and obviously the markets changed quite a bit our sales are off by about 50 percent and my question was is how can i how can I increase the average dollar per sale when no one's buying and increase the customer base as well when everybody is price driven and there's just
not a whole lot of that type of work going on these days so so two things I want you to notice asking you shall what ask a lousy question you gonna lousy what how come I can never lose weight cuz you're a big if you ask that question of your own mind your brain is going to go because you're a pig I'm using the example what happens in people's minds how many know what I'm talking about here say I if you say how could I lose weight your brain will say well go on a diet
but that's painful so I'm not doing it but if you said how could I lose weight totally this way and completely enjoy the process and you kept asking that question expecting an answer from a state of what uncertainty or certainty which one certainty your brain goes you know years ago I used to play racquetball or basketball one-on-one or something and I wasn't really exercising I was having what I was the best shape of my life if you ask a better-quality question with an absolute expectation to keep asking you're getting an answer but notice the questions
he asked me they both had built-in presuppositions that they couldn't be fulfilled how do I do this when it's impossible basically what he said in both questions how many follow this so I didn't let that happen I just said to him I didn't say oh no the markets going to change or oh no people will pay more money I didn't see the window sex instead I met his world I came to instead of saying well just as you heard with Roofing Contractors you can absolutely change somebody whose price driven to something else with education marketing
when I start to seeing it's more risky to pay that price but that's your job to come up with that core story I didn't tell him that that would have been one way to do it I said to him instead when you try to do this you're presupposing that this is the only product you can offer you're presupposing this is what we did we do about six projects a year he told me of what five million each yeah five million bucks each so we have this thirty million dollar business we do these six million project
six projects five million bucks each and you know the markets just not doing it right now and I said maybe it's time for you to invent a new product remember what is business innovation and marketing if you're not going to innovate you're gonna eat it you can mark it all you want sometimes you have to innovate and I said what season do you think the industry is in right now what seasons it will winter I said how long do you think winters gonna last he said about a year and a half I said I hope
so how many think it could be more than a year and a half for the construction industry everybody and everybody else's industry except here seems to think that the reason is because we don't want to face the level of change we need to make even though it may be the best thing ever happened to him let's assume that a year and a half from now the industry explodes and new casinos are opening all over Vegas ah let's just assume that all came together perfectly then he'd be back in the business he was in maybe the
greatest thing that ever happened his entire life was this thing collapsing because now he has to create something brand new with the same resources people he thinks wow there's a different need out there there's a need right now people are aging I'm making this up this is completely wrong people are aging in the only place they can go is these not even hospital is these horrible places nobody here would want to put who had any caring for their parent would want to put their parent and yet people same time can't keep take care of them
at home very often what if we built facilities that were like residential facilities completely wrong idea and we do them in partnership with the state that has funds for it and oh my gosh we could do something that actually took the millions of people are getting older the baby boomers they're turning 65 one every 10 seconds and Wow the value of that real estate is going to go up because by the way that real estates are necessity this rasilla real estates an accessory now it's very different we might not do five million dollar projects maybe
we do instead of six five of our projects we do 31 million dollar projects maybe do 35 then we make 35 million dollars and move by the way you know you're not negotiating across the table with somebody like Steve Wynn we might actually have a better margin you know instead of a casino hmm I'm making this up it's probably the stupidest idea on earth the point is there's an idea that isn't stupid how many thought what I'm talking about here see what I'm listening you guys my brains racing and my brains racing going get out
of your box your boxes this is my business no that's not your business is resourcefulness your business is meeting needs your business is adding more value to people than anybody else dreamed up your business is your creativity your business is your people and resources and ideas when you start falling in love with your product you're screwed because eventually that products gonna be out of date no matter how good it is no matter how many years or decades you've been doing it for I said by the way what if it's not turned around a year and
half from now wouldn't now be the time for you to begin with a new product or service how many follow what I'm talking about here somebody asked me a similar question saying you know I'm in the business of insurance and the clients I get the price is fixed by the insurance companies and you know they don't really do the referrals I said the same thing you have this delusion that this is the only product you can sell maybe the way you do this formula as you keep that business fixed but now you have the new
business with this ratio of these new products or service you should offer the same client this is the creativity this is what's going to change your life and this is by the way in the beginning it's scary or maybe it's exciting maybe there's a part of you that's been yearning for a long time to be growing again and feel alive because progress equals happiness he starts making progress on this even if he's not there yet he in his organization to come to life people are gonna feel like man this is it maybe this really was
a gift the guy that worked for Lehman Brothers or woman who used to get up out of Connecticut whoever they were and get on the train and spend three and a half hours going back and forth to work every day and they got to be there by 6:30 7:00 or 8:00 in the morning and they get home at 10:00 or 11:00 at night and they don't know their kids and they don't know their husband or wife and their health is deteriorating and are making lots of money maybe the best thing that ever happened in their
lifetime was for Lehman to go under as now they get to reinvent their life based on the new season and a new nature and what they really want and why they're doing it all in the first place is this making sense to you these guys these next four or five days give yourself to give to say I'm going to work harder than I've ever worked on the business not in the damn thing you guys work hard in your business all the time we all know this distinction intellectually but how often are you really doing it
that's why we go day at night listen I can make this how lot easier on me and you I could just pop in and out do nothing I want to make sure when you leave these five days you leave with a plan you can look yourself not anybody else ago if I screw up it's gonna be like this that's the goal we have here and so you don't have to do it all but I do suggest this the other way you chunk is when all that stuff's in your head you still got it in short-term
memory right now but you won't by morning now you may have written it down but you're gonna then have to take time to go review all the stuff again so here's what I do as a practice when I want to master something when I was learning neuro linguistic programming I'd sit the class and we go all day and their idea was like you know 9:00 to noon and then noon to like 3:00 yeah and everybody's like wow that was a long day right see my view is if you're really building something and you got this
and people go why I have no time to build a business you know I'm I'm working you know 9:00 to 5:00 what are you doing from seven to two that's the second shift if your business isn't going that's the shift you better take on because your family deserves that you deserve it if you did it for a short period of time you'll have such a new momentum that you can have a job that's working three or four hours a day but if you don't do what necessary when it gets winter I got to tell you
something you gotta work harder in winter you got to go out and chop the wind and bring it in but you also can ski and snowboard do a lot of the cool things it's a different game but here's what I do right now you got so much you pulled in today here's what I didn't learn NOP I'd sit down and I would just write out two lists one list was every principle or distinction I could pull out of my head while it was still there I made myself see everything you've ever seen her taste touched
her smell is in your nervous system but it gets stored but if you don't retrieve it in short short period of time you don't get the ability to really treat it very well it's not linked up but if wallets in your memory you quickly go grab it you set up the retrieval system you'll be able to get it again so I'm gonna ask you to do this every night we're gonna do it right now for just five minutes so what distinction should you make today that could absolutely change your business forever well you just learn
one I just learned the three the formula the three-step formula for growing my business by a third to 250 percent that I know is totally doable so I'd write down the principle and I'd write down if there was an action item like some of you right now when you go home you shouldn't leave this whole binder you should be able go to the app back of this binder go here's my action list on the side when I'm going to do it later or I'm gonna walk downwind and I want to make sure I follow through
an implement this how many think this three-step plan would be invaluable for you to be focusing on ongoing raise your hand if you believe this make a difference say aye great so I'd write down the principle and I write down an action item if you don't know the number then I say I'm gonna get the number of clients I'm gonna call someone tomorrow I'd write down action on it I'm gonna make sure I get the number clients I'm going to find out what our averages or I'm going to call my account and get them to
do it for me or I'm gonna meet with my team when we get home and we're gonna establish this is the plan you don't just take the information in and go isn't that interesting you come up with principles and action plans one other distinction did you make today that was valuable any little one you go you know I made that distinction about you know education marketing I knew the distinction before but I'm not doing it here's what I heard different tonight heard this story that triggered me that story about the shoes you know really thinking
about to the point that all these different things will make somebody that nerves and their feet this I need look at that in my business you write down the principal and like okay action item I'm gonna figure out what's the with what what's going to be my core story or I'm gonna hire Empire or I'm gonna say screw you Empire I'm gonna go you website I'm gonna do it myself but make it an action item so principal stories action items you got five minutes right as fast you can make two columns one of those is
any principal any story any distinction that will trigger a memory in you the other is the action item go for it now you
