Chet Holmes Ubms Workbook

THE 12 CORE STRATEGIES OF BUSINESS:
o 0 0 ro
• • • •
I Ion ••• or I Ion
. -.. - -- - --. --
CHET HOLMES
· breakthroug hS .CO ",
fro... Chet Holmes International. www.buslness
How to go from 0 to 100 million ... or billion
FROM THE DESK OF CHET HOLMES
Dear Friend,
This program is like a system within the system . What you're going to find is that the program has a logical
and linear flow to it, but what you'll also find is that everything in the program cross-references everything
else making the program also modular.
So if you are an out-of-control CEO who'd like to learn how to manage your time and organization like a
billionaire, than go to Session 5. Add Session 4 to Session 5 and now you'll be leading and managing like the
best run companies in the world.
If you need to hire top producers, go to Session 2 and Session 6. If you need your trade shows, advertising
and marketing to be stronger, go to Session 7. But the most potent of ALL the sessions is Session 1. It
changes everything about how you market and sell, giving some clients a 16,000% boost in results from the
same efforts they were already making. For real, you'll hear the stories yourself from some of the attendees at
the event where this product was created.
The ideal way to view this is the way it was made, starting at Session 1 and going through it in order. But if
you have a problem area you need solved right way, and we have training for it within these sessions, know
that each session does stand alone. Each is strong, but together, they are remarkable.
You are in for a profound learning experience. And if you use these sessions regularly and continuously, they
will eventually help you achieve mastery. And that's when no competitor can stand against you. Very few
companies are true masters. So when you become the master of the skills in these sessions, no competitor
will be able to stand against you.
To your success,
Chet Holmes
•• •
ughs.(orn III
02010 Chet ti.)lmr$ Interrwt~l . All nghts merw-d
. .., ....................... ~ ........................................ . • •••• • • . .. ..
'"
..................................................................... .... .. . ........... ..
"Becoming a master is not about doing 4,000 things;
it's about doing 12 things 4,000 times."
CHETHOLMES
. .. ......................................................................... .................. . ....... .. ...
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• • • • •••••••••••••••••••••••
TABLE OF CONTENTS
SESSION 1: BECOMING A MARKETING MASTER: .. ............................................... 1.1
Secrets of the Super Strategist and How to Build a Core Story
SESSION 2: HOW TO BUILD A COMPLETE, TURNKEY, ....... ... ... .............. .............. 2.1
VIRTUAL SALES ORGANIZATION ON STRAIGHT COMMISSION
SESSION 3: BEST BUYER STRATEGY: .................................................................... 3.1

The Fastest, Least-Expensive Method to Double Sales
SESSION 4: CREATE THE ULTIMATE COMPETITIVE ADVANTAGE: ......................... 4.1

How to Go From 0 - $100 Million ... or a Billion
........
SESSION 5: TIME AND RESULTS MANAGEMENT: ................................................ 5.1
Secrets of Billionaires
SESSION 6: HIRING AND TALENT: ...................................................................... 6.1

.......... ". The Key That Makes (or Costs) You Millions
SESSION 7: THE SEVEN "MUSTS" OF MARKETING .............................................. 7.1
SESSION 8: DETAILING AND PERFECTING THE SALES PROCESS .......................... 8.1
SESSION 9: PERFECTING YOUR FOLLOW UP ...................................................... 9.1
SESSION 10: THE HIGH ART OF GETTING ........................................................... 10.1

APPOINTMENTS WITH ANYONE, Part 1
SESSION 11: THE HIGH ART OF GETTING ........................................................... 11.1

APPOINTMENTS WITH ANYONE, Part 2
SESSION 12: PROFESSIONAL PRESENTING: ........................................................ 12.1

Rules and Skills Training
I v
I
THE ULTIMATE BUSINESS MASTERY SYSTEM
.... a. ..... ...................... - .

BECOMING A MARKETING MASTER:
•
e U er ra e IS
•
an 0 UI a ore or
------- ----
SESSION ONE
-- --
~--- - --
CHET HOL
MI
--- ---" .... - •
-- - -
THE ULTIMATE BUSINESS MASTERY SySTEM - .I ~ ....
I
CHET HOLM ES THE ULTIMATE BUSINESS MASTERY SYSTEM
LIVE WORKSHOP: Think This Through
What is the ultimate accomplishment, or ultimate position you want in the market? (Focused on you.)
What is the ultimate perception you would like your clients to have about your company? (Focused on them.)
-~-~-~
SESSION ONE. Becoming a Marketing Master: Secrets of the Super Strategist and How to Build a Core Story I 1.3
. - - - _ ------ __. - - -
CHEr HOL"",ts
BUSINf~S MASTERY SYSTEM

TH( UlTIMATE
LIVE WORKSHOP _ SPEED MINUTE: Write one answer for each
Whdt would mdke yOU more trusted?
Respected?
Have deep credibility?
Be perceived as an expert?
Get more brand loyalty?
rom anyone else.)

Preemptive positioning? (Not buy f
Pricing com pansons

. dealt with?
Referrals?
Motivate action now?
1.4 SESSION ONE • 8e<om.1119 I Marketing Master; Secrets of th

e Super St
C> 2010 'hoC H.......
. _ ......... All ,rateglst
....... It and How t 0 BUild a (orf' <,tory
..".. lffftd
CHET HO LME S THE ULTIMATE BUSINESS MASTERY SYSTEM
LIVE WORKSHOP: Sell the company
Wha t could you say about you r company every time you Interact with a client?
Wh ere would you put that in your communi cation process?
LIVE WORKSHOP: Write the title of your stadium pitch

• The title of your stadium pitch should be focused on THEM, not you .
• It should be something that rivets their attention .
SESSION ONE . Becoming a Marketing Master Secrets of the Super Strategist and How to Build a Core Story 1 .5
(HEr HOL"
"'ES
. aU In,
What co u ess
. . e broadest possible sense.
Define your business In th
with you? Broadest possible View
•
Strategic
•
BasIC
What could you do to help your clients be more successful?
LIVE WORKSHOP: Write some educational offers

Knowing that you might have to get some research to be highly effective at this strategy: Write some
education-based offers.
1.6 SESSION ONE. I Mlrlretlng Master: Secrets of the Super Strlteglst and How to Build a Core Story
. Z010 O'I"a' u' ........... AI --'-•
...._ r'IIJ", d
CHET HOLMES THE ULTIMATE BUSINESS MASTERY SYSTEM
LIVE WORKSHOP: Shift the criteria

ess
What's the current criteria and what SHOULD it be?
Current New
LIVE WORKSHOP: Develop your slogan
• A slogan should describe the product or service (unless the name describes the product or service).
• A slogan should contain a benefit.
• A slogan positions your company above the competition.
• Ideally, a slogan sets up buying criteria in which your product or service is the most logical choice.
SESSION ONE. Becoming a Marketing Master: Secrets of the Super Strategist and How to Build a Core Story 1 .7
(HET HOL"'VIEs

r or stadium pitch
1. Begin with a great promise (what's the title?)
2. Areas covered (Pre-seils the HECK out of the education.)
3. Start with big picture market info (Write down some things you want to have researched.)
4. M
assJVe·~In.
· More Items
. you want to have researched -
ONE-
CHET HOLMES THE ULTI MATE BUSINESS MASTE RY SYSTEM
5. Set buying criteria with more data - (What do you want to be teaching them?)
6. The five things to look for in your type of product or service. (STILL NO SELLING.)
7. Now what would you say about your product or service?
8. Put your slogan here.
's scary
- -
SESSION ONE • Becoming a Marketing Master: Secrets of the Super Strategist and How to Build a Core Story I 1.9
- .
HfT HOl M[S
THE Ul TlMATf BUSIN[SS MAS TERY SYSHM
LIVE SUMMARY WORKSHOPS :

1. How can you heighten the interest and irnporta nce of your product? (M arket data wd I do th is.)
2. How can you rnotivate your buyers to purchase rnore or rnore often?
3. How can you preempt or disempower the competition at every turn?
. ey never
4. How can you create massive brand 10 7 /I
5. How can you become the most respected?
6. How can you become the most popular?
1.10 SESSION ONE. I MlrIcetln

______ --=g~Master: Secrets of the Super Strategist
.2010 Chol ""mo '_-"".11 All....... and How to BUI'Id a Core Story
....... r,•.,wed
It[ T ItOLMl S THE ULTIMATE BUSINESS MASTERY SYSTEM
7. How can you become th e most sought out for information?
8. How can you become the most educational?
9. How can you become the best resource in your industry?

(Placement service, business or consumer resources.)
ever
10. How can you generate referrals?
11. Motivate action now?
12. How can you get more leads into the pipeline faster or faster appointments?
SESSION ONE • Becoming a Marketing Master: Secrets of the Super Strategist and How to Build a Core Story 1.11
CHET HOU"1E
- -
THE ULTIMATE BUSINESS MASTERY SYSTEM I
13. SUperior AcceSS Vehide: An approach that giveS yoU superior access to your accounts.
What's FREE, and easier to sell?
c lents can you use?

What educational tools for YOUR I"
What could you sell th at would be easier to sell as an entry-point?
ONE - the Super

....011&... .....................nd How to Build. Core Story
CHET HOLME S THE ULTIMATE BUSINESS MASTERY SYSTEM
-
Bonus orksho s
BONUS WORKSHOP: Create three to five reasons why a client should buy
from your company over one of your competitors.
BONUS WORKSHOP: Features tell, benefits sell

Describe your company in a way that has a benefit for the client.
Now take a few minutes and write down as many additional benefits of dealing with you as you can.
NOT features ... benefits.
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- o 2010 C~t HoIllin Intfl'n~"tOn-' .u nghts 'fMr.rd
- ~---
CHET HOL"'VIE\
STERY SYSTEM
THE Ul TlMATE BUSINESS MA
How to UI
The human race, at this same rate
scary.) .. '11 b . .
.' ccinct description ~f of decline of fertJlI~y, WI .e ~xtlnct ~Ithin
e follOWing IS a su tory However, If . few generations. This information is
re s Just a .
hoW to build a co · os 'that describe a direct set up for WHY this has happened
, k" ped the VI de . I d then this particular company has some
you ve s .Ip If a great disservice. t
an I .
this, you're dOing your~~ but here is a cheat very important so utlons.
is well laid-out on t~e VI etO~ed those videos.
sheet for those who ve wa c
ends face your industry? You'd be
ntain the following: So wh at tr . .
amazed at how powerfu~ this can be when viewed
1. It should begin WI~. Inc~ Best to start with fme For example, If we look at sperm count
over I . . , . bl' d f'
interest to your au len· "wow" For today, It s Just a In Igure. It's
facts that make people say . when you look at what it was
example, we just built one in 1929 that you literally fear
for a company that sells the distinction of modern man.
home protection traini~g. For another perspective, if you
Their core story begins look at crime over the last ten
by showing how in the years, it's declined. But if you
1950's (days of Ozzie •and
look at it since 1960, you see
Harriet), there was minor
that home invasion has risen
crime and almost no home
invasion. The next panel motivate that 600%. What's going on in
your industry that would really
jumps to a slide that shows
the amazing rise in crime motivate that buyer to take a
in America (scary, by the serious look at your solution?
way). serious look at
As a side point, Empire
Research Group can do this
So, start your core story with
information that is interesting to research for you. See the link at
your target audience without, -Chet Holmes www.chetholmes.com. under
for even a second, discussing my photo, one of the blue
what you do and what you sell. bars says how research can
triple closing ratios. That will link you to Empire
2. The information should then give trend, Research Group. Or call 888-253-6121.
statistic or data bits after data points, all
of interest to your target audience. This 3. Now that you have done a righteous set-
information should be bad news to them. up and have your prospect(s) salivating for
You want them shaking their heads in a solution, you have a section that says:
displeasure at the myriad of challenges they "Here's What You Can Do About Some Of
face. For example, in UBMS we share a core These Challenges."
story that shows the decline of health in
our entire society. The scariest point was
that male sperm count has declined 95% in If you're a construction company trying to get
potency in the past 70 years and the amount builders to use you over your competition,
of woman infertility is up 265,000% (really your front part might have shown the market
1.14 SESSION ONE. a Marketing Malter: Sec:retl of the (..._

- -..... Strltegist and How to Build a Core Story
01OIOChot . . . . . _ _-~-
..... _
you serve and how much building has gone Then you have a final ending panel that is your
•
IS on. Then it might have gone into costs, labor USP, as defined in Chefs session .
problems, laws, lawsuits, etc., all areas of pain
for builders. It would then segue into some Good luck. And remember, Empire can do
solutions; some might not directly have to do this for you now and probably much better
with you. 50 you might say, "Three Solutions than most can do it themselves. Why? Because
One Can Pursue". And two of them are a single they've built hundreds of these and they are
panel with a suggestion from articles you might highly trained and efficient at it.
have read/found during the research phase.
But one of those three things says: "You Can Good luck. If you build it, they will buy!
Choose Your Partners More Carefully." And then
you segue into "The Four Things To Look For In
r A Construction Partner". Research
n. If you really want to dominate your market, the
This section is NOT a blatant pitch, but rather a first thing you should do is conduct research.
section in which you "set up the buying criteria" For example, when we had a calendar company
in your favor (explained in Chet's session as a client, we helped them discover that their
on Strategy). You'd have a panel on each of market was shrinking, hence changing their
the things they should look for and each is a strategy from going after small gift shops to
•
In righteous set up for you and how you go about going after large chain retailers like Wal-Mart.
•
your services. 50 point one, you want to look at the size of
Iy your market over the last several decades. The
a United States Census Bureau keeps outstanding
Then your final panels show how you fulfill all
the criteria you just set up. This is the ONLY part records of every industry. Number of units,
• where you get to present YOUR company. The employees and gross sales, and the data can go
• other 90% of what you present is to serve the back into the 50's.
IS
viewer, not you. But if you've done a great job,
at You get some great "wows" (explained on
believe me, you'll serve yourself big time.
r videos) when you look at data over several
ue decades.
Begin with a title page that promises some
wonderful educational experience "The Five
Things Everyone Should Know About Health in
America" or, "The Five Most Dangerous Trends
Facing Every (your industry target here)". The
second panel is titled "Areas Covered". That's
for
•
where you pre-sell like a champion. REALLY
•
make your prospects want it.
Of
End with a summary, two summary pages. The
first one summarizes the data that leads them
get to your conclusion. The second one shows how
.ion, your company provides the solutions.
Irket
SESSION ONE • Becoming a Marketing Master: Secrets of the Super Strategist and How to Build a Core Story I 1.15
CHIT HO ,
\I I S MASH flY Y T£ M
HI! Ul liMA rr U
I
· arket u h all the data came from their tra?e JOurnals

Lho ~he read religiously When you re looking
Anllll,,1 hlIlIIU) fo I I In you wi/nl 10
' l f l rl S ., '" d to ma e ' .
I rnplc. I f YOII r old deh yCilr i/n . 'uperior weapons to your competItors.
knoW how rn I/ly hOll. f...\ , rnl In 111',S •Ir,' . rhi~ gIves you,
how mil II ilion y 1\ II I 0 for ny Industry,
po It Ions yOIl II xp r . The bad news Ultimately, bad
(ll W.1l1t to flllll Ollt how news motIvates much more
m"ny ullIls sold, or II )w fI1u<.h than good news What IS gOing
II nl, Le;. , on In your industry that is
"50, if you can paInful? Are companIes gOing
You low III (0 find out how out of bUSIness? Is competItion
rn ny IJrok rs till r ar . How out of control, etc.
rn Illy I 01'1 mploy -(/, te.?
You have a sense of your own
You ,I 0 w( nt 10 fm(l out Industry; so can thInk through
II w thl lIurnl)l rs h.IV industry, you can other areas that would be
h lilt I dover 1111 1.lst f w
telling. What other areas
d d s. It is 11 THIS part of find correlations are there that you'd want to
th r rt h th"t you fmel th
"wow'" s d sUlh d holh in research? Market data arms you
" tr I (y Vu liS Ta tic " ,md over your competitors. They
in "UI tlV Pr' entm .
. . never stop to work ON the
business and this gives you a
superior advantage.
Ma) r tr mls! Most trad
journ I th t ov r an industry
'wow' out loud. 1/
Even if you're in a retail setting,
do n" nn wrap up" on know the details, you'll find the
th Industry. What th y don't
- Chet Holmes trends. For example, if you're In
do I (amp r that data ov r the jewelry store business, find
th ar. 0 If you can t ten out how much is spent on each
Y cH of that particular indu~try, you can find area, how has it changed over the years, how
orr lations that literally make your clients say many jewelry stores are there, etc. KnOWing
"wow" out loud. W had one client where we your market better than your competition will
did som r arch nd then laid out for them all give you some surprising advantages.
th tr nd that they had never noticed, even
1.16
SI SSION ONE • 1tc:00il.ng • M.rketlng M.,t~r Secrft, of th~ Su
per Strateg"t and How to Build a Core Story
OJOID ... ' - ' ....._
-III.,,, ..,,,...II AI, ,htt " .h'd
t1 THO Ul s s
But for now, RIGHT now, lis som youwou d II v
1.
2.
3.
•
4.
5.
6.
7.
8.
9.
a
10.
n
Mor guidancehtimulation to com .
h
a Core Story 1. 1 7
1fO
CHEr HO lM
BU\INIS~ MAST£RY WS llM

lHI Ul IIMAT£
Core Sto Elements

Name at least five pain points that would motivate, your buyersh to
' become 'M h in your produ cts Or
,.,mces. Be '~'" this is the step where you are tryIng to get t el~ attentoo . 0 Iva Ing t. em to buy ONCE
moret' interested
t'
n
loundr~s
have their attention is the next step. For example, If you were seilIng to Foundnes, you mIght say: "Half of IYOU
hiM' gone out of business in the past f"'" decades. Learn why and how to avoid it." Another e a I
like to do a better job on retentoon. Here's a superior method that's totally painless." t eY'd
Both ot these statements, by the way, are true, To discover these things, we researched the market
of our dients. This step is to force you to think through how market data might help you find th on beha
po,nts that really GRAB the attention of your buyers, helping to open the doors more easily for e paon
ore you depl
.
~
thoroughly explained in "Strategy Versus Tactics." At this point, we want you THINKING bef you. ThIS is
.
A.) list more pain points/research items that might really grab the attention of your buyers,
1.
2.
3.
4,
5,
~hat. measurable data, facts, com aris . .

ge It, I.e., research, vendors, analyzi
1.18 SESSION ONE •• ~--- ---~

ng MISter: of the Super
.-..-.. Strategist - -
• •IOCIIot...... ....-... .... _ .and How to Bu'ld
_' a Core Story
CHE. l tlOLM[S TH UlTlMAT[ US SS
B.) Name at least five pain pOints th t would rally motivat your buy rs t.o buy f st r. (1 first ro was
to find ways to "grab attention.") Now that you hav th ir au ntlon, how do you motiv m to ta
cts Or action faster?
:E you
. all 1.
ample: "
theY'd 2
3.
behalf
4.
his is
eploy. 5.
Describe, define, name the problem, challenge, question or issue for which your company, product, or
service IS the only viable solution. Explain why you alone can do it for th m .
•
mg
Iyzing
SlSSION ONl • Becoming :II Marltetlng ~ner. Secrets of the Super and 110 .... to Build a Con Story 1.19
CH([ HQ lM

n faster)
C.) N.... at !east five pain points that would motivate your buyers to buy more (this is different tha
1.
2.
3.
...
5.
How to luNd I Core Story_ .

- -
C HEl HOLMI S
utT 1E
aster).
Name five pleasures the prospect/client should want to attain, achi nc or 9 from your
product, service or company.
1.
2.
3.
4.
5.
-
SESSION ONE • Becoming a MaRetlng Maslti: S«reu 01 the Super Str_go.t and How 10 Build a Cole SIory 1.21
eM 0.. . . . . . . . ,7 d . . . . IZEiLS.
CIH r liOlMI S lH[ Ull MATE USI [5S MASTUt SYSlLM
lin
D.) Name at least 10 more things you want to (or already have) r s arched in ord r to support lh previous
four sections.
1.
2.
3.
4.
6.
7.
8.
9.
10.
E.) Now write a compelling title for your core story.
SESSION ONE. Becoming a Mark~tJng Master. Sra~u of the ~ Strategist and I low to Build a Core Story 1.23
<12010 ctwt .ta'NS ."Ih an F". AlI'IIjItIll '11 !~cd
CHEr Ii,
F.) Now ouWne the ,ect;on,;n your core ,tory (no more than uve).
1.
2.
3.
4.
5.
1.24 I SESSION ONE-

::;;;:=~Hew~~to~IuIId~.~~
.. • Core Story
CHET HOLMES
•
Complete these sentences:
Write 12 headlines for your product/service/company that explains the biggest single payoff, benefit or
result for your product, service or company. Go at it from every angle.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Write five ways your product/service adds specific, measurable benefit or value to your client.
1.
2.
3.
4.
5.
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SESSION ONE • Becoming a Marketing Master: Secrets of the Super Strategist and How to Build a Core Story . 1.25
- - ----- ----- - ~ ---
02010 ehe. Hal: ..n Int«NtKM'l" 411 nghts rf1!Mocd
-
THE Ul TIMAn BUSINESS MASTERY SYSTEM .
't' n tangible or intangible.
our competl 10 I
Write ten advantages you have over y
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Make a list of all the specific, direct and indirect competition you have for the problem your product/
service/company solves.
I ONE· I
• - . -~
• Ind How to Build I Core Story . _. -

CHET H
OLM[
IHI UllIMATl8U~INrH MASTIRY 5YSlfM

them all at once, what would you say? You can begin to see how much stronger your stadiu m .a present I
pItch. This should be much stronger noW that you've done all these other exercise" your stadiu~
when you ha"" hard data that can rivel the attention of your audience from the start. Outline p'tch will b, 0
Now every
say it time,
in a single sentence, ThiS' is your slogan/strateg' position,
IC the statement that goes under your
logo ',
1.28 I SESSION ONE. a Market'In9 Master' Sec

' reb of the Super Strlteg'
o 10100l0I-.. - - . All 1St and How to Build a C
CH£T HOlM[S THE ULTIMATE BUSI ESS MASTE.RY SYSTEM
~nt to
be
Bonus Section:
I
•
lurn
INCREASING YOUR CLOSING RATIO THREE FOLD.
Here's how to build a KILLER presentation that literally triples sales
(with tons of proof and examples below)
by Chet Holmes
magine I could put you in a giant stadium right all great presentations start off with information
now as the presenter, and the entire audience that makes your prospects say: "wow, I didn't
is completely comprised of your most perfect know that." The focus must be on THEM and
prospects. Are you ready right now? Could you things of interest to THEM, not you. So rule
walk out on that stage and present to everyone number one of a great presentation is that it
of them and do it perfectly? Now before you say must be focused on the prospect and not on you
yes, let me make the stakes higher. Before you (at least not initially).
walk out there, the audience
is told: "You had to come, but I've built presentations that
you don't have to stay. If this '~t any given increase closing ratios from
person (you) fails to keep your one out of ten to eight
interest, you can simply get up time, 3% of your out of ten . I've even built
and leave." presentations that dramatically
prospects are increase your ability to get
Now let me even further in front of prospects in the
complicate the situation by currently in the first place. How? Let's bring
telling you the good news and that stadium pitch down to
the bad news. market to buy its most practical application;
Offer prospects something of
The good news: At any given your product value outside your product or
time 3% of your prospects service, something important
are currently in the market to or service. /I
to THEM .
buy your product or service
r your
and looking right now to get Let me give you a case in
it. Another 6-7% is open to it,
-Chet Holmes point. I have a client who
but not currently looking. The sells employee benefits and
other 90% is divided into three nearly equal insurance to companies. His sales team was used
categories: A) Not really thinking about right to calling up a client and saying "We want to
now. B) Think they're not interested (but might come and talk to you about your health care
be, if you did a good job at presenting to them. benefits".
C) They KNOW they're not interested.
Since 97% of prospects THINK they are happy
So let's say you sell brooms. And let's say it's with their current broker, that's a really hard
a fantastic broom. But remember 90% of the call to make. However, when they created a
audience isn't in the market for your broom at this presentation that pointed out "The Five Dangers
time. At least they think they're not interested. Facing All Employers and How Knowing What
That means if you walk out there and start right Those DANGERS Are, Can Dramatically Reduce
off saying how great your brooms are, 90% of Costs and Increases Profits", it made not just
your audience is going to get up and leave. the sale go better, but also the getting the
appointment go much better.
So you need to open your stadium pitch (as I
call it), with what I call "wow's." This means that Meaning that the information that is of value
•
0201 0 C~t HOlmn Intft'l\Al;clI~t Ad nghb ruc:r wd.
ASTERY SYSTEM
THE ULTIMATE BU SINE SS M
ed them build a presentation that laid
We ~,elp F've Most Dangerous Trends Faci
Facing You In Your ut The I " h' h ng
to THEM like, "Five Danger~1 a "superior access o . LaW Firms Today , w IC resulted I'
ll
A . Major ' n
Business", creates what I ca with entire committees of lawyers. Th
vehicle."
data Oh did I mention the part about bad
bad neWS.' .' I d
? A great presentation IS oa ed with bad
neWS. Wh ?
neWS to your prospects. y.
d news motivates. We'd get in front

Because ba
f roup of lawyers and show them that
. Ie hone systems.
aW~lat (less money per lawyer): That their firms
Prior to the learning cur t "We want are Id be sued (something like 44% of large law
call prospects and ask the prospectt'ng a neW wou firms will be sued by unhappy
to come and talk to you about ge I or dissatisfied clients). That
telephone system". Needles~ to the ca~e law f~o~ which they
say, the appointment set~'ng "There's no must find their Information is
process was slow gOing. out of control now, with more
However, when they built THE situation where than THREE MILLION cases
ULTIMATE PRESENTATION, one
to chose from when trying to
that offered (something like) one of these find a single precedent. This
"How You're Wasting Money In
• presentation was packed with
Five Major Areas of Your Voice
and Data Spending", suddenly, bad news. Much of this news
they went from getting three had nothing to do with law
appointments per week (with books. Keep in mind, it didn't
four salespeople trying all day) matter. Bad news motivates,
to getting 30 appointments even if it is unrelated.
per week. This effort is already
tripling their sales in a single overcome any Your prospect, when viewing
year. a great deal of bad news, will
challenge you suddenly feel the need to
So rule number one, again, for take some action. Any action
building a killer presentation, they take will make them feel
is to have information that is
better. In the case of the law
OF VALUE to your prospects -Chet Holmes book company, every lawyer
even if they have never heard
in the room wanted more
about your products or
services. Information that is above and beyond information or wanted to purchase the law
the product or service you are offering will be books outright, after they saw the presentation.
considered extremely valuable to them.
Now don't take this too far. The more the data in
I had another client that was trying to sell law the presentation sets up a need for your product
books to lawyers. Over the years, they had or service, the higher your closing ratio. So, in
been reduced to talking to just the librarians in the case of the law firm, the massive case law
these la~ firms. And since the lawyers are the to be studied created a need for law books that
ones usmg the law books, their ability to get already studied that for them. Plus we tied the
new product into the market became severely litigation against lawyers directly t~ the massive
hamstrung. case law, so that seemingly unrelated pieces of
data, pieced together with other data made the
bad news more excruciating.
1.30 SESSION ONE • Becoming M k .

a ar etmg Master: Secrets of the S '
uper Strategist and How to BUild a Core Story
0 10 10 Chft IicIllnti In. n_o!
".tJQfi" AII ,'Ihb ,. ",ytd
CH£T HOLM£S THE ULTIMATE BUSt [SS MASTERY SYSTEM
So rule number two to building a killer Declining market? Price is the main motivator?
presentation IS that the data should "set up Inability to get appointment.s? Inability to
a buying critena", In which your product or get to see the higher decisions makers? All of
service becomes the most logical choice. When these challenges can be met with a fantastic
my te lephone client laid out all the ways most presentation.
companies we re wasting money on their voice
and data spend ing, It made the prospects open
their arms an d invite my client to look at how The Core Story
t they mig ht help them. This almost always ended
I call these "Your Core Stor/," or your stadium
t up being a new system that would help them
pitch and they serve another extremely valuable
save money in many different ways.
S purpose. I had one client who used to take four
S months to train a new person on all the subtleties
Wh at are your cl ient's current buying criteria?
of why a prospect should buy their product.
Is it price? Easy to overcom e w ith the rig ht
y The Core Story used data as the motivator and
presentation. Is it that they want to buy only
t su ddenly, t his co re story could train an outsider
from the biggest provider? Ea sy to overcom e
Y how to REALLY sell this product and in a sin gle
• with the right presentation . Is it that they don't
IS pass through t he information.
think they even need what it is that you sell?
e Easy to overcome with the right presentation .
S So a g reat co re story makes for a fantastic new-
Data can motivate your prospects in all and any hire trai ning tool.
o of the situations mentioned .
•
IS
h I have a client that is a distributor in a market
S
where they once had only four main competitors.
How to Bui
w In the past several years, many other types of
't companies have added my client's type of product
a Core Stor
S, as an add-on. Since it's not their main product, Let me tell you, it isn't ea sy. But greatness never
these hundreds of new competitors can sell it even is. If you want to be the ultimate player in your
cheaper than my client can. Result? My client was market, you have to take the t ime to carefully
9 in big trouble and fading fast. craft one of these, using data as a powerful
ill access vehicle as well as an urgent motivator
to for your otherwise slow moving clients to make
n Presentation faster and more urgent decisions. Before you
el read the steps, and become discouraged, let me
w to t e Rescue tell you that there is a group that simply does
er this for you.
We used data, compelling and riveting data
re to show that these competitors didn't know
w You do nothing but answer 60 to 90 minutes
anything about this particular industry and
worth of questions about your industry and
n. as a result, in the long run, poor choices in
your products and four to six weeks later,
purchasing were going to cost their penny wise
• voila; they come back to you with a KILLER
In and pound foolish buyers a LOT more money
presentation filled with poignant and significant
later. The presentation set up a buying criteria
research about your market. Research that
where price became secondary to expertise.
your client will find fascinating, research t~at is
Will that work with you? I do not know. But I
compelling enough to get you more meetings,
DO know this. There's no situation where one
critical research that is highly motivating to get
• he of these presentations, properly prepared, can't
your client to want to buy faster and resea~ch
ive overcome any challenge you may be facing.
that, hopefully, in some way, "sets up a bUying
of criteria" where YOU are the MOST logical
:he
SESSION ONE · Becoming a Marketing Master ' Secrets of the Super Strategist and How to Build a Core Story 1.31
MASTlRY SYSll M
1 Ii! IJI TlMAI f /lLJSINI S5
hers got me the numbers and I sa
ne these prospects
(hoice. YOU are the ONLY 0 that th hock another piece of disconnected
utter s ,
to m Y d that there were maybe 200 f
w lilt to buy from. ta showe . 0
da I 15 years ago. Bad news If you're a day
them on Ymarket is gruelingly competitive. Two
four to six wel'ks 1,lter, t. Y h (acts but visually spa
ch not Just t e , has Your . d
not just the resl'?r , cl KILLER presentation , " f data over a 15 year peno put together
P ieces, a I panel to equa I b ad news .I
arresting graphlo. Yes, Vivid visuals, photo s on a sing e
gr,lphio on ev~ry pane/.( our words, graphs
that triple the Impact 0 y. ts pie charts that ' 'shed building the raw data into final
After I fInl
that visually illustrate your po~ d' liar signs in all product, I would then pass
point out their problems, an 0 back my finished product to
the ri ht places to show them • the researchers to show them
how I had utilized their data,
world. that Visua

After y~ars and y~ars of doing
85% of the information in the this, this very bnght research
brain is taken in through the team began to get the hang
eyes. studies show that .vis~als of this process and they began
nearly triple the communiCation to go a lot further with the
assignments I gave them,
about presenting anythl.ng to Before I knew it, they were
anyone, if you're not gOing to getting these things pretty
-Chet Holmes far along and that's when I
use visual aids.
realized that this service could
In any event, this group does.a . now be expanded outside of the billion dollar
turnkey job, You give them an Interview and t,hey clients I was accustomed to working with.
turn around and give you an awesome stadium
pitch, tully illustrated with your logo o,n every
So what I once charged $80,000 to produce, you
panel. If you want to know how you might use
can now get for a mere four figure investment,
one of these and you're not sure, it's certainly
affordable by almost any company or sole
free to talk to this group.
individual looking to slaughter the competition.
Empire's Research and Core Story building
services began many years ago when I was Now, that said, if you cannot afford a four figure
building these core stories for my billion dollar investment to simply have someone do this for
clients. Clients would pay me S80,OOO to build you, here's what you need to do on your own.
these and I would commission out all the research
to an elite team of top researchers. I would then Step One: Research your industry over a thirty
sit around on the floor (too much data to put on year period. That's where you'll find trends that
a desk) with piles of the raw data all around me no one else has spotted.
and begin to see where I could piece together all
these disconnected pieces of raw data to create Step Two: Look for the bad news. That's what
the "wow's" or find the "bad news" that would motivates. Specifically, look for bad news that
~otivate . at the same time as position my you might be able to tie to a solution that
clients. This process alone is critical and difficult. involves your product or service.
In one case we were building a presentation for
a client who wanted to target day spas.
Step Three: Manipulation of that data is the
most difficult part of it. It is an art form onto itself,
1.32 SESSION ONE • llecomi M ... ~ .

ng I I. ~Ing Mister; Secrets of the Su
per Strllegist Ind How to Build a Core Story
e 2010 ChIt;:;',~';;;hc.;;~;;;''''I;;;/j.;tll;P"~AII;;;""" '" Ii ..d
CHl I HOlME~ THE UlTIMATE SUSI [SS MASTERY SYSTEM
Stack the info, cross reference the info, blend it Or, you can certainly have E.mpire Build
with other Info, etc. I do all the original panels it for you. You can reach them again at
by hand on 3X5 index cards. This way you can www.empireresearchgroup.com
erase info, and keep shifting the order of how or 1-888-253-6121 .
you want to present the info, all In a delicate
balance of insight that eventually leads to that
prospect wanting YOUR product or service over To Your Success!
all of your competitors.
Chet Holmes
Do NOT pitch your product until the very Chet Holmes IS PreSident and CEO of Chet
end. You want the material in the front and Holmes International, an international marketing
3/4 of the way through it to be a "set up." and sales consulting firm in Novato, California,
Then somewhere toward the end, you want a that specializes in helping companies in all areas
section that says: "What to look for in X type of marketing, management and sales. He has
of provider." At this pOint you would present all conducted training sessions at more than 60
this data about yourself without really saying it's Fortune 500 companies and is the author of the
you. In the telephone company example, they best seller, The Ultimate Business Machine.
presented "What to look for in your telephone
system provider" and they had five things and For more information, you can go to:
everyone of them set them up to be the most
logical provider. www.chetholmes.com or call 888-663-3100
A great title is critical. Here's a great title for

everyone "The Five Most Dangerous Trends
Facing All (your prospect's type of company or
issue here) XYZ Type Companies/Consumers".
The second panel is always "Areas Covered", and

is used as a teaser and pre-sell opportunity. It
should make their mouth water with anticipation.
The rest of the layout and ideas on graphics and
how to utilize them is covered qUite thoroughly
in the session entitled "Effective Presenting".
In summary, your core story can accelerate:

• Training
• Client access
• Decision making process
• Appointment setting
• Closing skills
• Rapport opportunities
• Increased credibility
... And so much more. If you build it, they will

buy!
SESSION ONE. Becoming a Marketing Master: Secrets of the Super Strategist and How to Build a Core Story 1.33
C 2010 Che'l HoImtJ. InlC:l~ All nghtJ rne-rwd
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........ "I~
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Session 1 Test
BECOMING A MARKETING MASTER:
Sc'cr t ~ of th Super Strat gist and How to Build d Core Story
1'11',1\(' Not (' "JI"

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1. If your wllinq ddV('rli~in9 for i.I rww\pap(!r a bad titl( would b : "Why you !ohould dv rlh
In our rWW\pdpN" A qood title would be:
2. rIw ri.lilrorld cornpi.lny define thermelv ~ a~ "W Build Railroads" .

Wrrtc> i.I morC' ~tri.lt('(JIC definition:
Wildt would be' tlw broi.ld('~t po\~ible view: _ _ _ _ _ _ _ _ _ _ _ _ _ _ ---~_
3. An c\x<'r(i~(> <'qlJrprnC'nt COrnpilny i~ the BASIC d ~cription .

Wrrtc' .1 morc' \t rclt(·CJIC trtl(·? _-__
-=
Wild! would b tl bro.ld('\t pO\\lble vrew title? _ _ _ _ _ _ _ _ _ _ _ _
4. Solllllom M(, w,ly morC' rnolivdlloncllthem problem~?

(C/f<ll' one) True Fal!oe
5. If you were ~('lIing vitamins, what trend involving !lpinach would imply vitamim are more
important now then ever before? ____
6. Tlw trC'nd involving ~perm count al!lo makes a ~trong ca!le for better
nutrition in your diet in what ways? Describe the trend and it!l implicatiom.
SI \'IION ONI • S"((lfl1lng" M"rk"llOg McI\t r' Sf'Uf't\ 01 the Supt'r StrategIst and How to BUIld a Core Story 1.35
TIll UlllMAlf 8USfNI 5S MASTlRY SYSlEM
. ed to a client.
7. Define what a cu~torner IS compar
C u~tom e r :
Client:
ve "clients" instead of "customers"?
h
. b' t' if you want to a
What is your first strategic 0 lec Ive - - _.- --
8. •
- - ---_. .-.
•
~ ~. -~ - .'
'ft th ower in your favor.

h
When you present market data, you s I eP
9.
(Circle one) True False
10. USP by Madison Avenue definition is caJJed:

USP by Chet Holmes definition is caJJed: ,,-,- - - - - - - - - - - - - - - -
11. Which of the foJJowing is NOT a rule for developing a slogan? A slogan should:
(Circle one)
a) Describe the product or service
b) Contain a benefit
c) Make people happy and be hip
d) Position your company above the competition
e) Set up the buying criteria in which your product or service is the most logical choice
12. What 5 elements constitute the structure of a core story?

1)
2)
3)
4)
5)
(CIrcle one) True False
1.36
_ _ _ SESSION ONE. Becom'In9 a Marketing Master: Secrets of the Super Strategist and H .
020IOCllel'-___ ow to Build a Core Story
AI ..... ,. .. iil.
(lilT HOLM[S THE OtT 'Mn MASTERY S SlLM
NOTES ...
SESSION ONE. Becoming a Marketing Master: Secrets of the Super Strategist and How to Build a Core Story 1.37
MASURY SYSlfM
l HI UI TIMAII 8USINfSS
NOTES ...
1.38 I SESSION ONE. 1 oflhl Super Ind How to Build a Core Story
•
o o UI a 0 e e,
• • •
urn e , Ir ua _ a es _ r anlza Ion
• • •
on _ ral _0 Ission
SESSION T 0
02010 Chfot HoImI'Jlntnn.llONl AI righh ~

LIVE WORKSHOP: Script Ideas
1. Get their data first. (Give them a reason to give it to you). Write down a few questions you would ask
every prospect to get their information.
2. What can you say to give them a reason to talk about their pain.
3. Write down the ways your company builds rapport.
4. How will you convert the prospect to a webinar?
RECRUITING SECRETS: Career Path

The best get to go on to be web presenters where they can earn serious money.
Top presenter can earn $40,000 per month - from home.
The churn and burn:
Be ready for turn-over
We pay a recruiter an override on all sales
A trainer an override on all sales
Operations is on commission
Presenters are on commission
SESSION TWO. How to Build a Complete, Turnkey, Virtual Sales Organization on Straight Commission , 2.3
TttT lJl TIMArr II lJS INI )S MAS rr RY 5y) Tl M
WORKSHOP: Basic Income Structure

(look at slides)
Write up your b,lSIC Income structure
converts 20% (24 cellls) cit $ -" $_ " - - - "
•BdSic
Rep income structure:
takes 120 "lis over ten d.Ys, converts 20% (24 calls) .t \120 " 12880.
• $300 bonus when someone goes on to buY our program.0
• Convert 20% like "ng,ng • bell. So nve more sales .t 130 " Another \1500.
• Pay for two weekS, $4380.

• $8000 to $9000 per month .- all from home.
2.4 SESSION TWO. How to Build a__

Complete, Turnkey, V'Irtull Slies 0 .
rganlzatio
02010 c.... H.In:1I
_ _ AI ""'" .. " ",. d
n on Straight Com mission
" "
CHE r HOLMES THE ULTIMATl SUSI ES5 MASTERY SYSTEM
PRIMARY
- OFFER
CHAIN OF NEXT NEXT NEXT
SALE
I
BACK-END SERVICES?
Even if you don't stock, Store, ship, or even make it, what else can you offer?
SESSION TWO . How to Build a Complete, Turnkey, Virtual Sales Organization on Straight Commission 2.5
ASTERY SYSTEM
lH[ ULTIMAH BUSINESS M
NOTES ...
,,
2.6 SESSION TWO • How 10 Build a Complete, Tw'*ey, VIrtuII s.s Organiution on Straight Comminlon
......-
CHEr HOLMES THE ULTIMATE BUSI lSS SYSTIM
Session 2 Test
HOW TO BUILD A COMPLETE, TURNKEY, VIRTUAL SALES
ORGANIZATION ON STRAIGHT COMMISSION
Please Note: This test can be COpied only for repeated usage, by the original program purchaser, and not to be resold or used for
any profit Uses for the test; a) Used as a primer before vle"'ng the video, thiS test will prompt you to note the IITlporUnt pomts M they
anse. b) The test should be given after Viewing the video to show how well you retained the Information. c) The ~t can be used as a
vehicle to measure the comprehension of employees who view the video (for current em~e ne".hires, or any employee who uses lhe
video for self.study or In a training s,tuatlon). d) The test can be given every eleven wee~ as a means for promoting mernonzauon (the
minimum acceptable level of learning) of the matenal.
Name:
Score: (8 points for each correct answer, 64 points = 100%)
1. It is much better if your ad offers a specific product or service than free education of some
kind.
2. When people call in, you can't tell them the price of your product or service until they give
you their data.
3. Rapport is unimportant when it comes to in-bound telephone calls.

4. When recruiting sales reps, you should look to pay as little as possible.
5. It is unimportant to have a career path for sales people.

6. When you offer free education, people will show up with much more reliability than when
you make them pay for the education.
7. It costs three times more to get a new client than it does to sell something else to an
existing client.
8. How much more expensive is it to sell to a new client than an existing client?
SESSION TWO. How to Build a Complete, Turnkey, Virtual Sales Organization on Straight Commission I 2.7
o 1010 Ch~t Hulf'nC" InterNtlon.ll Ail nghU fue ..... c:d.
fRY SySTEM
THE UI TIMME RUSINI SS MAST
NOTES ...
2.1 I TWO • How to IuIId •

on Str.lght Commission
--------------------------~-----------------
e ... a. ..... _
BEST BUYER STRATEGY:
•
e as es, eas - x enslve
e 0 0 ou e a es
SESSION THREE
02010 Chi" HoIm~, Inl"tn,Itoo,1 All flqhU "H~fd

THf Ul TlMATE BUSINfSS MASTERY SYSTEM
I
CHET HOLMES
THE UlTIMATE BUSI [SS MASTERY SYSIEM
NOTES ...
- - -. - - -
SESSION THREE • Best Buyer Strategy: The Fastest, least-Expensive Method to Double Sales 3.1
- - • .. -
( I" I Ii()1 ~
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01 your [)rt'.lIll 100
Who ,m' II1I'Y?
Sire 0' pro 'I''' ,? (I/ow lory< a company. _ many ,'mploW-" vnd /low mallY (/orll' \ rio I/wy I
do you de/'"' ,/I" ,j" 01 (ampany ,ha' mal" 'Il<'m a DREAM 101<"1) '(lve, ric! No
3.2 I SESSION THREE. lilt

_._Iuyer SIr. . .: The F....
• . ... -
" I lieJI~
( III I 1101 MI \ 1111 UIIIMAII 81J~IN(SS MASllRV SYSrlM
LIVE WORKSHOP: Headline for each gift item

, t,,\~\
lJ(' '
If you 'd like help sourcing promotional/tems go to: www.Dreaml00Promotions.com.
Profii(.
1. Magnifying glass
Il edd lirw :
Phon (.1 11 dlter. Wh o i~ gOing to do that and when will It happen?
2. Calculator
It adlinc :
('Ie? H~ Phone tlll aft r. Who is going to do that and when will It happen?
3. Toolkits
t t (ldlinc:
Phon "II .lfter. Who is going to do that and when will it happen?
4. Paddleball
Headline :
Phone call after. Who is going to do that and when will it happen?
SESSION THREE • 8e~18uYl'r 5Irall'9Y; The Fasll'sl, Ll'asl·Expl'mive Ml'thod 10 Double Sales I 3.3
r
IH(
1. Glider
Headline: d when will it happen? I
. . g to do that an
1. Phone call after. Who IS gom
2. Rubik's cube
Headline:
. . to do that and when will it happen?
Phone call after. Who IS gOing
3. Metal whistle
Headline:
I
Phone caU after. Who is going to do that and when will it happen?
.t. Wild multi-colored pencils

Headline:
Phone
Method to Double Sales

....... -....
CHU HOLMES THE UlTIMATE BUSI E.SS MASllRY SYSTEM
5. 100 plastic dinosaurs

I Headline:
6. Two inch medal, with three lines of copy, 20 characters per line.
Headline:
What are your three lines of copy? Twenty characters each.
I
SESSION THREE • Best Buyer Strategy: The Fastest, least-Expensive Method to Double Sales I 3.5
lHI UI TIMA" BU i lNI 5S MA i fillY SYSTLM
How are you going 10 preienl your core story?

. ? T dhOWS? If SO when and where?
Brochure: When are you gOing to use them . ra es .
live: Who is going to present? What are the best venues 10 be presenting in? When?
Webinar: Who is oi" t ?
Mailers?
.... ..,.
r Hr
( Hr 1 til JlMlS 1
LIVE WORKSHOP: Two-Tier Strategy

Who will your larg(:ls b(-?
Who will do the follow up?
Is there a two tier strategy for you?
02010 ChrC Hob .... 'm"Ntklnil An rigt'IU ' .... "lid
CHEr HO
l~
ST£RI'SI'ST/.M
TH[ UlTIMAl£ flU IN[SS MA
. . e value 0
What is an initial purchase?
How often will they buy from you?
How long will the buyer buy from you?
· ?
How much will they spend eac h time.
What does that add up to?
WORKSHOP: What is the lifetime value of YOUR best buyers?
What is a client worth to you over the next 10 or 20 years?
Write down three additional products or services that you will offer your current clients. (Can you plan
quarterly?)
3.8
CHFT HOLME S THE UlTIMATE MASTERY SYSTEM
WORKSHOP: Piggyback & Fusion Marketing
Who can you deal with right now? Brainstorm for fusion and piggyback marketing possibilities.
WORKSHOP: Finding partners
Brainstorm for web search terms you can use to find new partners.
SESSION THREE • Best Buyer Strategy: The Fastest, Least-Expensive Method to Double Sales 3.9
02010 Chft H~mf\ Intfrn'llon.1 All nqhtl r"'fr"~
THE ULTIMATl BUSINlSS MASTERY SYSTEM
WORKSHOP: Database power

. ation for your database?
What are the essential pieces of Inform
What additional information would make your database even more valuable?
3.10 I SESSION THREE. Best Buyer Strltegy: The Flstest, Lelst.Ex .

• pens;ye Method to Double Sales
.110,........ _ _ AII ....... _
CHET HOLMES THE ULTIMATE. BUSI E.SS MASTERY SYSiEM
Bonus orkshop: Script Building

WORKSHOP: Building a sales script (sample template)
YOU: "Hi, this is _ _ from _ - - - - I' are you familiar with us?"
Prospect: yes/no.
YOU: Well, we're the _____ (what you are famous or want to be famous for) .
The reason I'm calling you is because we recently commissioned a study of issues facing (the
industry or audience of your Core Story) and how that's going to impact you and your employees.
Are you interested in making your employees more secure, less stressed and more effective on their job?
Prospect: Of course.
YOU: Well, that's where we can help.
YOU: You are probably aware that (use one of the major point of your core story without giving away
everything). Since (Your Company) is one of the (repeat what you are famous or want to
be famous for), we feel it's our obligation to (a beneficial statement that works with our core story
and what you are going to cover) in any way we can.
Are you interested in _ _ _ (repeat the industry or audience of your Core Story) if it doesn't cost you
anything to do it?
I'm sure you are aware there are government programs now that make it so almost every employee you
have can own a home. Were you aware of this?
Prospect: I guess. Yes.
YOU: We work closely with (other prominent groups, famous individuals, companies, or
government agencies, whoever is respected or a major competitor) and now have a program that educates
you and your staff about the (topics of your Core Story and its benefits)
YOU: (statement on how something you will cover can make employees happy/loyal) Do you like
keeping good staff around?
YOU: Then what I'd like to do is make this program available to your entire staff.
-
-
CHEr HrJ
THE ULTIMATE BUSINESS MASTERY SYSTEM uncement to each staff member

ke an anna f k .
memo an d ma b t lunch and also a ter war and talk
. Y u send out a e come Y a
YOU: Here'~ how we do It. a d memo. Then w
I the announcement an
We wIll sUffPP y mething you wIll cover can make
to the ~ta . _ _- (statem en t on how so dependent upon t h elr)o b . Does that
employees happy/loyal), better emp ,

make sense to you?
Prospect: Of course. rted I'll get you over the announcement
. here next week and get sta . anc
YOU: Great. Then we could get rn t t 'nto and set time).
memo. (Get email address and contac I ,
WITH MEMO TO SEND

U familiar with us?"
YOU: "Hi, this is Pedro Gomez from Homex, are yo
Prospect: yes/no.
YOU; Well, we're the largest Home Builder in Mexico.

. . b we recently commissioned a study of issues facing Mexico and how
The reason I'm ca II rng you IS ecause
that's going to impact you and your employees.
Are you interested in making your employees more secure, less stressed and more effective on their job?
YOU: Well, that's where we can help.

YOU: You are probably aware that Mexico is emerging in several areas as a leader in the world market.
~ince Homex is one of the largest companies in Mexico, we feel it's our obligation to assist this country
In any way we can. Are you interested in helping to make Mexico a stronger nation if it doesn't cost you
anything to do it?
"m sure you are aware there are government programs now that make it so almost every employee you
have can own a home. Were you aware of this?
Prospect: I guess. Yes.
YOU: We work closely with various govern me t . d

your staff about the growth of the M' n agenCies an now have a program that educates you and
If yo~r employees own homes, they are more tied in . .

keeping good staff around? to the Job and need to keep it even more. Do you like
3.12 SESSION THREE • Best Bu StT

yer ategy: The Fastest, Least·Expensive Method to Double Sales
CHn HOlMlS THl ULTIMATE BUSI lSS AASH.RY SYloEM
YOU Then what I'd like to do is make this program available to your entire staff.
YOU Here's how we do it You send out a memo and make an announcement to each staff member. We
will supply the announcement and memo . Then we come by at lunch and also after work and talk to the
staff You win from this as people who own their own homes are better citizens, better employees, more
stable and more dependent upon their job. Does that make sense to you?
YOU: Great. Then we could get in there next week and get started . I'll get you over the announcement and
memo. (Get email?)
SAMPLE MEMO
To: All Staff

From: Management
Our company is hosting a free program that will show you all how you can be wealthier,
more productive and happier and reduce personal stress.
This program will also show you how the MeXican Government now has programs that
make it possible for a vast majority of you to own your own home.
Please arrange your schedule to be at this important meeting. You will be very grateful for
the info rmation you learn.
When to atten d : (fill in date and time here).
SESSION THR EE · Best Buyer Strategy: The Fastest, Least-Expensive Method to Double Sales 3.13
02010 Chet Hotmu InltflUlUOMI AI nghU fHC:l"icd
TfRY SySTEM I
IH I UIJlMAJl8USINISSMAS ECTIONS
• 7 I'm not interested.

/ling homes.
ilder7 So this is about se
prospect: You're a Home bu . , king your employees more productive in th '
're not interested In ma e'r
You; Name, are you telling me you
jobs?
Prospect·, how do you help with that? II ffer to do this, but I could come by and sh
on't usua Y 0 Ow
Calendar handy? (What do you do w
(The one who speaks first loses.)
, th' about it and I'll look it over.

Prospect: Tell you what, can you Just send me some mg
d '?
You; If I send you 90 pages, are you going to rea It.
Prospect: Not likely.
YOU: That's why we've reduced this information into an "executive briefing", This has all been made reall)
easy for you to see. We know how busy you are. So we've taken hundreds of pages of raw data that costs
millions to assemble and reduced it to a quick and very interesting education.
I've gone through extensive training to be able to make this entertaining and interesting . If this information
can help you and your employees, wouldn't you want to spend 33 minutes looking at it?
Han :::..:..
Prospect: I just don't have the time.
YOU: Let me ask you a question, do you eat lunch?
Prospect: Of course I do.

their
YOU: Have you heard of a lunch and learn?
Prospect: Not really.
how YOU: Well it is very popular in other countries and it is getting to be something we're doing here. Since you
OUr have to eat lunch anyway, some companies are bringing in educational sessions so people can learn while
they eat.
They have them to learn about health, investing, retirement plans and so on. Ours covers a little of each of
those. So if you have your calendar handy, we can see what day would be best for you to have lunch while
I provide the education.
Rejection Handling Script 4 (Webinar Solution)

You: Look, , if you don't want a live demonstration right in your company, we also conduct
webinars. You just sit in front of your computer screen. It's pretty cool. If you find it boring, you can just
hang up and move on with your life. Have you attended any online educational sessions?
Prospect: Yes, no, whatever--
e reat~
costs You: If you have your calendar handy, I can check when we have one of those that you could attend, right
from the comfort of your own chair.
rmation
SESSION THREE. Best Buyer Strategy : The fastest. Least-Expensive Method to Double Sales 3.15
I
THE Ul TIMATE BUSINESS MASTERY SySTEM motional Gifts
dP
BONUS WORKSHOP: Mailings an ro
. hat ets their attention.
You mail to them every tWO weeks, somethmg t g
Today, that's the most difficult thing you can do. . I pieces each with a theme and ALL off .
I recommend that my clients send clever promotion.
b_
' erlng so",
~
Use stories from other clients.
Telecom client: Sent out 20,000 pieces and didn't get a single response.
4
We sent out SOD Rubik's cubes and got a phOne call (134 ,000 telephone de~1)
and then with f •
a etter
phone calls, secured another 1S appointments wrth only one week of cold calling behind th t I allow up
S.fety cUen" After only four such mailers,' HUGE client said to one of the salespeople: "Oh
called. I JUst have to have you come here and meet with me.' ' yes, glad yo,
"Why's that?" says the sales rep:

Just super 1/
IS
. use ve een getting all those letters of yours and I think you're marketing' .
~~..
Client· "8eca I' b
.
3.16
to
THE ULTIMATf BUSI E S MASTERY S~snM
Rules on the gifts: .' . g to bribe them . .

off like you're tryln
Should be cute, not expensive. Expenslv~ gifts co me
ee
or lay with or take home to their child, etc
Should be some'hing uselul, ,ha' '0
.hey ",II wan. kd P Pnes> and brand loyalty. ...
The goal is merely to stand out. To breed more bran aware
This approach works really well and I've used it again and again.
(II d amatically raises your visibility and sr'
ff
E_ il'hey do no' take you up on 'he offers, ,he e or" I r a Idllie,
your
let's talk cost.

This is a very inexpensive marketing effort.
'a
Since, by de,ign, ,he gilt, hiM! be inexpensive, you can buy mos' of ,he thing' I ",e
thousan~r
for 100 pieces I
$40. So Wyour target is 100 companies in fNe categorie" you're ,alking about spending a few
~W. ~
dollars in marketing per month and you'll have more visibility with thiS approach than anything else
And every ~ngle letter will offer something free, and 90% of them will offer free expert guidance in
wilY. Meanong your marl<eting should make a specific offer. 'orne
vehicles that win you more rapport.
Making sales is all about rapport. So you
3.1, SUSIOH THIU • lest..,.

•
CHEr HOLMES THE ULTIMATE BUSI ESS MASTlRY SYSTlM
1) First offer/approach? What will be the first thing you do to introduce yourself to this valuable group?
Suggestions might include offering a free education? Something free? Something that makes them want
to talk to you or mteract with you. What will that be? If you have a core story that is highly educational,
that could be your first offer.
Phone call before. Who is going to do that and when will it happen? What will they say?
Phone call after. Who is going to do that and when will it happen? What will they say?
SESSION THREE. Best Bu~r Strategy: The Fastest, least-Expensive Method to Double Sales 3.19
<1 ~
'"' '" "M'" M'" ," ",""h

OU are going to look to really captu
'"
()l~
'nc~:::iocused ca~n"",
,"UN'" first offer, noW Y uI d ' h re the'
0""
cu,;~ ";1"
2) s«ond or pro"'o. A(ler I e. . Eoeo Ince n';" soa go w,t a clever lett " 'It .1
A good way 10 do 101, ",IgOI be on THEM, not on you. For exampleer'fthat
f/ashllgO~
on loe Incenll"".
much better
.
And
a ""d "..dh" ""gol
approach would
~;,
10. efforl sMu,w< ,h/fle tlr< light on better emp'oyee benefit
~e: ,o~
you
't be in the dark o/)<>ut dangerous employer tre d mer se",d ,
9 for to. asking. Wdle the headline, now usl n s; IVe br'"''
'ghl
,,,
, A'I
tor ".. , Subo ' free e,...:"love broe '" ng a flashl' '"91,'9 L
ead
y say?
Phone call before. Who Is going to do that and when will It happen? What will the
, at will they say?

Phone call "
3.20 I .......
CHET HOLMES THf. ULTIMAH BUSINESS M"STERY SYSTEM
3) Other Ince.ntives might Include the follOWing (we created a list of inexpensive items that you could use
with ongoing promos to your Dream 100) Write headlines that would work with each of these and then
list the before and after actions you Will take before sending it.
1. A stop watch: "Time to get (benefit here)."
Phone ca ll before. Wh o is goi ng to do that and when will it happen? What will they say?
Phone call after. Who is going to do that and when will it ha ppen? What will they say?
2. A (scratch off) lottery ticket: "If you win, it would be the perfect time for you to take advantage
of our ability to help you (benefit to them)."
Phone call before. Who is going to do that and when will it happen? What will they say?
Phone call after. Who is going to do that and when will it happen? What will they say?
-
SESSION THREE. Best Buyer Strategy: The Fastest, Least-Expensive Method to Double Sales 3.21
CHE'1i
Ol~
THE ULTIMATE BUSINESS MASTERY SYSTEM relax while you sip it and think of ho
ur pleasure, ltv .....~'II
e or whatever yo
A coffeemug: "Tea, coffe
1. help you (benefit to them).
Before and after activity:
hades when we help the sun shine bright

, . g to need these s er by
2. A pair of sunglasses: "You re gom
helping you (benefit to them).
3. A wallet or change purse: "We just wanted you to have this for all the money you're going to
(save-earn) when you (action they must take).
3.22
to Double S.1es
••• a..... ____
- .........
CHET HOLMES
'II
4. A comb or brush: "We want you looking your best when you (benefit to them for getting involved
with you) .
5. A mirror: "Look into this mirror and see the smile on your face because you (benefit to them for
using your product or service).
6. A dollar bill. "This dollar bill is magical. It multiplies when you (what they have to do to get the
BENEFIT from working with you).
SESSION THREE • Best Buyer Strategy: The Fastest, Least-Expensive Method to Double Sales 3.23
THf Ul TlMATI BUSINlSS MASTfRY SYSTEM
•
SAMPLE LETTER #1
o,,~
. . ntation that illustrates 5 unique ways organizat'
mention~d, o,,,e~o:mation on ways to reduce co,t and as a wa 'effort and

Dear _ -:
The p,"g"m we discussed over the phone" an tion ha' been developed a' a public relation lOn, can
reduce their ove,,11 costs. As I the
" a way for u, to provide emploY"" with usefu ,n Y for u, to
introduce ourselves as well. . d b tantial resources to provide you with ov $
e
The p,"gram i, our "free Gift." We have Inve,t '" , er 3 million
worth of research on:
• In the next five Y"a", if you do nothing, your emploY"e benefits will ab,olutely double. Since it', the
the increase but send it back the other way .actual~

second biggest co,t for any emploY"r, they usually welcome practICal sugge,tlonS on how to not ani
, n
gao yoU a saving' over that same five ye ar penod ~
stop
• Trend, that every employer need' to know and hOW to turn them into po'itive, profitable outcome .
your organization ' for
o InVestrn
e~
• Human resource trend, and ,imple thing' you can do that will payoff ten fold with little to n .
• Broker and insurance trend' and what to be aware of and how to avoid disa,ter
• Factors that must be considered when developing your strategic benefit plan
• And much, much more
rrange a time to go through this incredible information.

Contact me to a .
Sincerely,
Date
Tom Smith
Your company name, Inc
Address
Address
3.24
ES
CHEf HOLMES THE ULTIMAlE BUSINESS MASURY SYSTlM
I
SAMPLE LETTER #2 (Referral Letter)
Dear Tom :
I have to admit I was quite impressed with all that we learned when you gave your "Executive Briefing on the
current crisis in Employee Benefits costs. Most CEO's don't dnll down on these issues until there are serious
problems. Your insights armed us with the exact insight we need in order to be proactive and start creating
cost reductions now, before it's too late. That ounce of prevention in this case is surely worth the 45 minutes
any CEO might spend. I can't imagine trying to keep up with all the changes occurring in this environment
without the education that you provide.
You've done a lot of work so that others don't have to. I think your decision to underwrite the cost of
this study and to show really valuable, realistic and down-to-earth suggestions that we can act upon
immediately, is great contribution and I'd really recommend the experience to others. Most of us are too
busy working IN the business to stop and work ON the business. You forced us to work ON cost reduction in
Employee Benefits with significant results from the time spent. Thank you.
Sincerely,
CEO NAME
SESSION THREE. Best Buyer Strategy: The Fastest, least-Expensive Method to Double Sales 3.25
C 2010 Chfl Holm., Inl"mlhon.1 All nqhh .turvtd
( HI r ,.
>it )lI.t
•
TIff UlTlMATl 8USINESS MASTCRY SySTEM
SAMPLE LETTER #3
Oat
Name
Co name
Address
Address , oing to double in the next 4 5 years.
. benefit costs, they re g
Re: If you don't shine a light on your
Dear (use first name), e next four·five years (guaranteed) If you do

• '/1' t IIy double over th d . nvl
The cost of employee benefits WI Vir ua II want to decrease costs, you nee Innovation b
take immediate steps to reverse that trend.
. 'f ,ye rea ~ou
OU 'Yawer bids' Did you
. know that hundreds of car nPr~
('YrJrld
bottom of where you can go to reduce costs simp Y
This Executive Briefing shows you how one company reduced benefit costs by S700 per employee over a I
four year period while everyone else went up. We'll show you ~ow anoth~r company saved $13 million in
employee benefits by being just a little proactive about health Issues. We II show yo.u how another compa
with only 80 employees reduced their costs by 5500 per month, per employee, while makmg the employf-"l ny,
feel better about what they were getting.
We've compiled S3 million in raw data and turned it into a riveting Executive Briefing where you can lea
deSigned for high.level executives to get insights quickly and that have already been tested and used b a II
established companies. YViI;
This our wa~ of introducing ourselves to you. If we ever work with you, we guarantee to never cost ou
Sincerely,
3.26 SfSSION THIU • lee ""II' SCI. .: The fMIst,.

1.\ .
•
(HIT HOlM(~
T U T MAT
SAM PLE LETTER #4
Oat,.
fom Smith
AddrP.~s,
Address
Df'ar Tom,
I wanted to writ· to thank you for b tn9 ~o p rsist nt to pnt r our wor1d and h Ip us cu cos s whl1
improving the employe' b': n(!fits outlook at our c.omp ny. I'm this 0 nc:ourag a r c:ompan' s
to visit with you and your tam. 50 I ,t m ' just state it plainly. This is what you hay don for us nd I who!
heartedly encourage others to V· how your out·of-th -box thinking can impact th mas w 11:
I
• We were facing an employee benefits increase of 12% from our curr nt provld r and you r du d tha by
more than 3091).
• Where we once had only one stdtk program, you ~r ow d us how w could r duc cos by off ring thr
different programs and allowing mploy 'es to choosp th program most appropria
in a perception of an improved plan, whil saving us costs in th process.
• You created and host a wcbsi e strictly for Our mploy ben fits program, which not only cr at d a
perception of excitement for our employ (I~, but say d us mor money in tha ev ryon c:ould download
and print their enrollment forms right from th • site (with mor than 80 locations and 1500 employ s,
every penny counts Thank you)
• You were able to take on three of our admin functiom (COBRA, FLEX and Consohdat d billing), again
reducing stress around here and increasing your valu significantly.
• Finally, the mass teleconference training and the 800 "(your company name h r ) Team" assistance 0
is educate and inspire our employe 'S, was just down right over the top servic .
Please put us on your list of very satisfied new eli n s. We ar grateful that you wer so persistent and
hope others will listen when you call. We know they will be grateful as well.
Sincerely
Name
Title
~E.~SION THREE. • Best Buy r Slrat gy T Fa~tesl. wSl·[xpens Method to Double Sal s 3.27
OlOIDOwI-'
M
HI[ Ul TIMAn BUSINI H MASHRY Sysn
SAMPLE LETTER #5
To: (their name)

from: (your name) I ee benefits program over the n .
bl the cost of your emp oy ext five
Re: Executive Briefing: How to NOT dou e
years. h xt five years (guaranteed) if you do not
The cost of employee benefits will wtua yOst of benefits can only go so low ~slng tra .'t,onal bidding
. . II d uble over t e ne . d' .
~nce
take immediate steps to reverse that trend. Co need innovation beyond simply trying to get insur
methods So if you really want to decrease costs, YhOUt hundreds of carriers have gone out of business tr
. b'd D'd you know t a b f h Ylng
companies to give you lower " s. I , it the bottom (we're at the ottom 0 were you can go to
to under-bid each other? That s why we ve h
reduce costs simply by getting new bids).
b ft ts by $700 per employee over a four year .
by being just a little proactive about health issues. We'll show you ho~ anoth~r company, with only 80
while everyone else went up. We'll show you ow an . e eneflts
employees reduced their costs by S500 per month, per employee, while making the employees feel better
about what they were getting.
And if programs really are designed to reduce costs, they shouldn't cost you anything to do them. There
and our assistance is entirely underwritten by us. We won't ever cost you a penny. We will only save you 9
mO,ney. The ~irst way ~~ sh?w you, -on the spot-(h.o~ to reduce costs) is through this Executive Briefing.
W~ ~e compiled S3 million In raW data and turned It Into an extremely fast paced and riveting Executiv
Briefing where you can learn all five alternatives to reducing costs immediately. e
~ho should attend: If ~ou really want to start reducing costs immediately, while putting plans into lace h
t en the CEO, CFO and HR executives should attend. ou e I
We underwrite the cost of this education entirel Ther .

e rre Ing. all to get yours today. [PHONE]
3.28 SESSION THREE • Best Buyer Str• tegy.. The Fastest, Lelst·Expensi M
_;;;;,~;;;:=;:ve;::et~
hod~too Double Sales
OlOIOCllot ......
InIIntiaonII AI 1".. ,.'.; 'Id
CHET HOLMES
THE UlTIMATE BUSI ESS MASTERY SYStEM
SAMPLE LETTER #6
Date
Name
Co name
Address
Address
Re: puzzle.d about how to NOT double your health benefit costs over the next five years? (That's exactly
what's gOing to happen If you don't take proactive action right now) .
Dear (use first name),

Ce
The cost of employee benefits will virtually double over the next five years (guaranteed) if you do not take
immediate steps to reverse that trend. If you really want to decrease costs, you need innovation beyond
simply trying to get insurance companies to give you lower bids . Did you know that hundreds of carriers
have gone out of business trying to under-bid each other? That's why we've hit the bottom (we're at the
bottom of where you can go to reduce costs simply by getting new bids) .
Free Executive Briefing:
s
This Executive Briefing shows you how one company reduced benefit costs by S700 per employee over a
four year period while everyone else went up. We'll show you how another company saved S13 million in
employee benefits by being just a little proactive about health issues. We'll show you how another company,
with only 80 employees reduced their costs by $500 per month, per employee, while making the employees
feel better about what they were getting.
re
9 We've compiled $3 million in raw data and turned it into an extremely lively and riveting Executive Briefing
where you can learn all five alternatives to reducing costs immediately. "Just the facts," in a fast paced
educational Briefing that is designed for high level executives to get insights quickly and that have already
been tested and used by well established companies.
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SESSION THREE' Best Buyer Strategy: The Fastest, Least-Expensive Method to Double Sales 3.29
THE ULTIMATE BUSINESS MASTERY SysTEM I
SAMPLE LETTER #7 (Stop watch promo)
Dear (personalized):
CosU), you're los;ng money. CUt

Th;s is a free commun;ty s",,;ce sponsored by our compan)' as way of putHng our best foot for
b
(Yourf company name ' here) we've helped more than 700 compaOles . B" f"savehmoney on not Just
' em
w"d . At
ene ,ts, but;n many other areas of the compan)'. This Execut've ne 'ng as gone even f ploy,
you $3 m;!l;on in research, boiled doW!' to a bullet style, fast paced outstand;ng educat;o urther, giv;n'
reduce costs ;n th;s scary period of ,.;ng expenses. n on how to 9
Call for your tree Execut'" Briefing today. The clock ;s t;ck;ng and you're los;ng money.
Sincerely,
SfSSION .... ..,.

CHET HOLMES
THE ULTIMATE. BUSINE.SS MASTE.RY SYSTEM
NOTES ...
-~
- - -- - .
SESSION THREE • Best Buyer Strategy: The Fastest, least-Expensive Method to Double Sales I 3.31
-
TH[
5J. ATEGY: Double Sales

Least-Expensive
Da The Fastest, I program purchaser, and not to be resold 0
dted .JSdge, by the ong~~t II prompt you to note the Important pomrtsUSed fOr
t can be copied only for rep/! VIeWIng the VIdeo, thiS retained the ,nforma tlon c) The lest can be as they
To: Please Note : lh~t~~lt ~eo~eo
a' used al a pnmer wh~sed
to shOW hoW we;:, YO;rrtnl employee new·hlres, or any employee
fo~t ~
as a
~
.ny profit Uses Id be gIVen after VIt'VIn g etS who vieW the VIdeo en wee as a means for promotrng memonz t Uses the
Fro ,ose b) TIlt lesl s mprehtnSlOn of employ I can be giVen t!''try e ev a IOn (the
vehICle 10 measure UI" co tuotiOfl) dJ The tes
.. -'to for leH-studY or tn 0 trom ng::,) of Ihe rnater.al.
Re: VlU' ~, ' - - ' oIltoml, .~
/Tllnlmum ocuptoll'e IC""
yee
Thl
-----_.
tak
m Name: , . ' 114 points = 100%) - - - - - - - -
cor Score: (6 points for each correct answer,
to
ree f better buyerS than there are all buye rs.
There is always a smaller number 0 False
1. T
(Ctrcle one) rue
'I d for growing companies?
What is the biggest lesson we ve eame
2.
WE
.~
wh ..
3. What kind of discipline does it take to grow a compa ny? -,- - - - - - - - - - -----
by
em
abc 4. Another Dream 100 strategy is to go after affiliates that can market your products and
services to their existing clients.
Ani
zer
-
anc
me 5. Nobody cares if you're talking to an industry competitor at the same time.
WE (Circle one) True False
Brli
W~ 6. How far in advance do you need to plan your dream 100 stra tegy? - - - - - - -
wil
thE 7. .s" w ithout eh eking
WIth anyone else.
WE
hig
8.
3. 3.32 THRU • Bts R. ~

~~ Str.1tqy Tilt FISlts ,
CHET HOlMES
HE U T MATE
9. Fill In the graph with the appropnat percentages.
% will give up after only 1 rejection
% will try 2 times
% try 3 times
_% will try
4 times
10. What is another great strategy to get meetings? _~ -
11. The strategist plans everything and deploys with precision .

,
..•
12. Define what a two-tier strategy IS. _ _ _ _ _ __
------
13. Following along the same lines of the dream 100 concept, what is a great concept for
people who market directly to consumers?
- - -
14. When you do your mailers, it is a waste of time to send inexpensive little gifts as they just
throw them away anyway.
15. After 4 or 5 mailers with Inexpensive gifts, people will still not remember who you are.
16. Dream 100 strategy works best if you mail them twice a year.
SESSION THREE · Best Buyer Strategy: The Fastest, Least-Expensive Method to Double Sales 3.33
et
17. What does the concept "soften the ""rk " ",ean'
18. D"'''' 100 effort should be ,bandoned ,fter l ",.nths if it doesn't work.
19. When folloWing up on the drea'" 100, hoW ""ny "yes" questions should you ask the
prospect before you close? - - - - - - - - - - - - - -- - - - - - - -
3M I SfSSION
CHET HOLMES
I THE ULTIMATE BUSINESS MASTERY SYSTEM
NOTES ...
SESSION THREE. Best Buyer Strategy: The Fastest, least-Expensive Method to Double Sales I 3.35
02010 (het Holme, Intf'rn4ltl0nal All rlghh ft)tfVf'd
THE ULTIMATE BUSINESS MASTERY SysTEM
•
NOTES ...
3.36
I
CREATE THE ULTIMATE

COMPETITIVE ADVANTAGE:
o 0 ro
• • • •
- I Ion ... or a I Ion
SESSION FOUR
02010 (hel Holme, IntpmJltlon.l. All "ghh rru:~ .

THE ULTI tATE BUSI ES5 ASTER) SYSTEM
CHET HOLMES
T T E ss S
NOTES ...
SESSION FOUR . Create the Ultimate Competitive Advantage : How to Go From O-S 100 IllIion or Billion 4.1
CllOl0 Chtt HoimH tfil\.lbOfW nghtl e,...tQ
THE ULTIMATE BUSINESS MASTERY SYSTEM . t areas in your company?
LIVE WORKSHOP: What are the IrTlpac
I'd' Improving any of these areas has a posit'
. ' t areas' (Delm e . IVe and
let's break down the company ,nto Impac . .
profitable impact on the company.) Sample list:
1. outside sales
2. Inside telemarketing team
3. Marketing activities
4. Customer service
5. CRM (customer relationship management)
6. Purchasing and suppliers
7. Shipping and receiving
8. Inventory control
9. Accounts receivable
10. Personnel
11. Technology
12. Partner relations/vendors
13. Partner relations/affiliates
14. Export sales
15. California initiative (He had an initiative to attack a new market.
What initiatives do you, should you have?)
list your areas of impact: (note, salespeople, admin staff, production or middle mgmt, toke this time to ,.
grealest areas of impact if you perlecttd them). 1St YOUR
,
".2 I SESSION FOUII • Crute

0·S100 or Billion
CHET HOLMES
LIVE WORKSHOP: Making your company grow faster and run better
What is standing in the way of making your company grow faster and run better?
SESSION FOUR. Create the Ultimate Competitive Advantage: How to Go From O-S100 Million ... or Billion ! 4.3
THE Ul TIMAn BUSINESS MASTIRY SysTtM
Bonus orkshopS
WORKSHOP: True or False
An,.,.r the follow;ng quesHon, true or false. If false, put the area to be worked on under each of th
quesHon, Hsted. If you are a one.perso army and there;' an area where you do not have hard e
n
procedure" nOW ;, the Hme to work on the area where that ;, necessary. and 'tr;q
1. All employees perlo each aspect of the;r job w;th a h;gh degree of excellence and cons" t
(list areas where th;,rm;, not true areas to be worked ON) IS ency.
were thiS is not

2, Results are somewhat r . ' .
,1St areas where th'IS ,IS not

true 9 ON)
areas to be worked ' or problem (L'
a Similar answer for eac h question
4.4 -:'::=:---------
SESSION FOUR. C~~U~ mile Competitive AIJ't1I1tIge: How to Go --
.... 0l0I-. - - . . . . _Fro", O-SI00 ~flli
Ion .. , or Billion
CHH HOLMES THl ULTIMATE BUSI LSS MASTERY SYSTEM
4. Each employee would give a similar answer for each question or problem. (List areas where this is not
true areas to be worked ON)
5. Client treatment is similar, no matter who the client deals with. (List areas where this is not true - areas
to be worked ON)
All staff members know what is considered good performance or attitude. (List areas where this is not true -
areas to be worked ON)
SESSION FOUR . Create the Ultimate Competitive Advantage: How to Go From 0·S100 Million ... or Billion 4.5
02010 Chc-I Holm~' Inll"rn.tttonlil All nghh fC'\"rvrd
CHET H
OLMlS
. uld have a massive illl pact

THE Ul TlMATI BUSINESS MASTERY SYSTEM
on your business.
1.
2.
3.
prevIous pages. Something easier to fix and wnte It below. e

Now g? back and create possible solulions for the aboVe challenge.
Next pick the best solution to implement them.
• Prioritize the steps to implement

• Look at the pain of NOT fixing it, write those down
• Create the tasks required to fix
• Define requirements for the tasks if needed
• Assign ownership of all the tasks
• Set deadlines for tests/trials
• Test your solution
• Monitor everything
• Create formal procedures
• Continue to monitor
Now .
".6 SESSION FOUR •~Crute the Ultimlte

Advantage: How to Go ~F-
.... a..... ~" O-Sloo ... or Billion
.................-
CHET HOLMES
THE ULTIMATE BUSI ESS MASTERY SYSTEM
NOTES ...
SESSION FOUR. Create the Ultimate Competitive Advantage : How to Go From 0-S100 Million ..• or Billion 4.7
CHET HO
L~(I
'II' or a Billion
M
How to Go From $0 - $100 I Ion.·· ram purchaser, and not to be resold or used fo
by the angina I prog h . r
Please Note: Thl> test (an be (Op,ed only tor repeat ed .usage, g the VideO, t h·IS test Will prompt.yOU .to note
) t eTh
Important
t t pomts
b as they
.m. " ,~, ~

,,,. ,"mp."""~ ., .mp'''''''''' ... ,,,.
.d~
any prot It. Uses lor the test ' a) used as a pnm er beIare vlewtn
t howhowwe II yo u retained the ,nformat,on. c e es f can e used as a
, '" .....' " • m"" ,,, p"m'''"' m,m",'~,,"' I'"

"",',y" ,-
'M,~I. ~."
n. ,"'•• '" ,,'" ."" ...'", "..d ., I'" ,"""" h'.'. "MY'mp 'Y" who .," 'h.
"',,... m•••
re
""" ,. ,.n.,,"'y"'" 'ro'"" d) "" "" , " '" "", •• •
minimum acceptable le"el olleamtng) 01 the matenal.
Name:
,
Score: (6 points for each correct answer, 126 points::: 100%)
What is the peleentag of companies that reach \1 million in annual ,.venue)

e
1. e
What is the peleentag of companies that reaeh \5 million in annual ,.venu )
e
2.
What is the percentage of companies that reach $10 million in annual revenue?
3.
What makes the difference in building a company from $1 million to $10 million?
4.
W~ile building your company, you do not need to focus on the impact areas.
s.
(CIrcle one) True False
6.
7. The best type of trainin is'" ".
(Circle one) lirue False
8. Results are somewhat ed'

rue False .
9. The training you do toda h ' .

rue False .
Each employee
10. (Circle one) should not' . .
liruegive a similarFalse
answer for each question
. or problem.
4.8 SESSION FOUR. Create the Ultimate Com petitive

.. Advantage·. How to Go From 0·$100 .,. or Billion
Cl1010 Oil HI' ]04............. ........ "'1 ...
(H£T HOLM[ S
THE ULTIMATE. BUSI US MASTERY SYSTEM
11. What are the three P's?

1)
2)
3)
------------------
•
-~- --
12. When testing something new in your company, do you use your best people or your worst?
13. The best way to manage a business is to react to everything that happens.
14. Training has a positive impact on the following areas:

(Circle all that apply)
a) time
b) money
c) company unity
d) performance
e) relationships
15. What is the main goal of your weekly meetings?

(Circle all that apply)
a) to have heated debates to work out issues
b) just to communicate so everyone knows what's going on
c) to cause constant incremental improvement (at least one improvement per meeting)
d) to have the employees meet without the boss being present
16. The term "workshop training" means that if you have a factory, you should roll up your
sleeves and demonstrate how to do the job right.
17. It is not good to do on the spot workshops?

18. What is the number one trait of Fortune 500 CEOs?
SESSION FOUR. Create the Ultimate Competitive Advantage; How to Go From O-SlOO Million ... or Billion 4.9
02010 (nt't Hol~\ Inlf'fTl.hon ..1. All flghU rturvnt
I HI UI TlMATI AU INI 55 MA SIf RY Y If I
19. omi~t('nt qu,litty tr,lining do('~ the following .

( /fell' 0/1 (iIa( (lpply)
a) S,lVc~ ell nt~
b) ,lVCS )ill('~
c) Improvcs s,]lc~ e(fort
d) Increascs employee turnover
e) training reduces stress
f) sets clear path for performance
20. In many cases, training interferes with work to be done.

21. The highest level of learning is memoriZation.

22. Tasks vs . Resources

(Fill in blanks)
TASK
4.10 SESSION FOUR . Create the Ultlmat e Competilive Advant

age How 10 Go f rt)
0100 . . . , _ m O·S100 Million
",., ..,.", d
ti! T HOLM! S
l IT
NOTES ...
SESSION FOUR ' Create the Ultimate Competitive Advantage . How to Go From O-S 100 Million . or Billion 4 11
02010 Chd HOIm~' ttrn.. t I All nghu f~~I'Vf'd
•
MASTERY SySTEM
THE ULTIMATE BUSINESS
NOTES ...
".12 I SESSION FOUl • "'* .... UIIIInIII

"S100 or Billion
TIME AND RESULTS MANAGEMENT:
•• •
I IOnalreS
SESSION FIVE
•
THE ULTIMATE BUSINESS MASTERY SySTEM
CHEf HOLM ES
THE ULTIMAn BU~I U~ MASTERY SYSTEM
NOTES ...
SESSION FIVE • Time and Results Management: Secrets of Billionaires 5.1

THE ULTIMATE BUSI [SS MASTERY SYSTEM
LIVE WORKSHOP: Time management exercise:

M. k •• To Do ",, fo, you, 0 t d,y ,n the off,ce. (fn"ude e,e,ylh,ng yOU need 10 do)
Th n sel ct the 6 most ImportJnt wsks, labeling them 1-6.

6 Most Import ant
-- ---- .
To Do
--- - ----~. ~ -
1 - --- -
- - - _--- __ - - - . - - ~ +--0
2 -
____ -- - -. . .- - -. -r
3 -- -
_ _ ~ _ _, _ __ _ " .._ _' ._ l - -
4
5.
- - -_.------ ----_..._---- -
-~- -~ -- - -- .._- --" ---- -

6
9 - -' - - - ---------- --
10. I -
I
11
12. I
13. • I
14 I
15
I -
16.
----- I
17.
I I
18.
I • I
19
20.
S2 SHSIO FIVE . T meandRew s Managemen
c 0
.......
,'
CHH HO v1[~
ow, list thos SIX most Impor an t Ing~ you h " to do on y

of
Tim ,II d dk 1 0
I
aCh it m (In Imi n)
1.
5.
6.
Now estimate how much time you will dedicate to EACH Item (nght hand column).
Now list WHE you will do each task.
8:00
8:30
9:00
9:30
10:00
10:30
11 :00
11 :30
12'00
12 30
1:00
1 30
200
230
300
3·30
400
430
500
5:30
SESSIO FIVE · Time and Results Management: Se(re s of Bllhona res 5.3
02010Chd .......d nW:~td
THE ULTIMATE 8USINfSS MASTIRY SYSTEM
Secrets of Billionaires
Session 5 Test
urchas er and not to be resold or used for
ed sa t by the onginal program Pt ou to 'note the Important pOints as they
Please Note: This test can ~ COpied only 10~dr::~eWI~g ~h~ vldto, thiS test wdl::;~~ i~formation, c) The test can be used as a
any proht Uses for the test a) Used as a pnmer 0 to shoW hoW well yOU retal I ee new·hires, or any employee who uses the
arist. b) The lest should ~ given afler viewing the VI de View the vldto (for current e~p oy means for promoting memorization (the
S hO
vehlclt to measure the comprehension of employet w be given every eleven wee s as a
voMo for self· study or m a /raining Situation). d) The lest can
minimum aatptable /evr/ o/leamlng) of the matenal
Define a "got a minute" manager: - - - - - - - - - - - - - - - - - - - - - - -

1.
A good meeting has no assigned goals, deadlines or tasks.

2,
A proactive office has a manager that sets their schedule each day, with specific times for
3.
miscellaneous meetings and interruptions.
When something interferes with your schedule, what should you do? - - - - - - -- -
4.
Having a "to do" list is more important than actually planning out each hour of your day.
5.
6. What percentage of all filed information is never referred to again?
7.
8. List the "Six Steps to TIme Management":

1)
2)
3)
4) "
S)
6)
• •
5.4 SE SSION FIVE • Time and Results
.... a. ............. AI ...... _

CHH HOLMES
THE ULTIMATE BUSI LSS MASTERY SY!>TEM
NOTES ...
SESSION FIVE. Time and Results Management: Secrets of Billionaires 5.5

-
NOTES ...
5.6 I SlSSION FNE • T1me 1IId . . . .

- -
- -
HIRING AND TALENT:
a es or os S
• •
OU I Ions
~ - - - --
SESSION SIX
-- -
-
- •
0201 0 Ch~t Hohnt'\ Inttfn.lIOn.1 All nghu fuerYf'd

TI
I
CHEf HOLMES
Your Company is Your Culture

Who you choose to be a part of ~our company can make a huge impact on the success of your business,
and ultimately, on your bottom line.
Make sure you only bring superstars into your organization. But, how do you distinguish a superstar from
an average player?
This session is your guide.
- - -- - -- - --
SESSION SIX. Hiring and Talent: The ~ey That Makes (or Costs) You Millions __6.1
- - -
rc,..~(d
020100'.., Hoh"" InlttNittONl All nghU
TER sYS TE
THE un E FOR IM PROVEMENT
DETERMINE DEDICATION AND DESIR
, t, mJ I"es. As .. ,
st re aJ a~ r LV d? 0 tape you listened to? Or which seminar you
[ oe L ,to ,mp'v';';
•
I
1 Whal wasthe lastsell help boo you eve"'" rh lim Rohn and other marketers and sal ""ent to'
(loD or people ""ned by Tony Robb,ns, lay Abra t)am,who do yoU admire the most? es stacS)
2 0 all the people m th world today (past or presen

Ask about their resume history.
t th them
ft r you'v bonded nd got rappor WI
1. hy did you lea e each of the last 3 pOSItions?
2. Why were you 100 mg? hat was bad about It?
3. If you've left, were you unhappy? Why?
4. Nhat are your top 3 personal goab? What ace you doing right noW to achieve them?
DETERMINING CONFIDENCE, PERSEVERANCE, AND JUDGEMENT

i T IJ me aoout a dlsappOi rnent or disagreement with a bosS and what happened? Then what? And
2. ame 2 wea pomts of your previouS boss? How did you deal with this?
3. How do you handle stress? \ hat is your technique, give me some recent examples.
( ou are 100 mg for ho v they thin and you can ask deeper questions to clarify.) ,f
....
PROBE ON HOW THEY THINK

1. am wo times when a boss critICized you and why?
2. hat was the result? Ho did you deal with it?
Important:
they Don't
won't lel1 youreact
any to
rnotheir answer
d I or reael ..
posot,vely. II you react negatively to anything the
re an c am up. You must encourage them to tell you more. person says
ATTACK
IS separates the men a
1. Top communicator/producer y omeone who you think is ..
2. II eable
3. Has a good sense of self
4. Has good rapport sills
62 SESS 0 SIX · 'ng and Ta en The 'J!'j Tha Ma es (or Costs) You
'ons
co,.,.
CHfT HO s
LIVE WORKSHOP : List at least three initiatives that you would LOVE 0
job for you.
1.
2.
3.
SESSIO . S X • Hif n9 and Talent The e T at a es (or Costs) 0 6.3

(12010 CIwt
(Itilite
) ." ~
1111 III IIMAII /l11 \ INl 5~ Iv1A~ IIHY SY~ IIM
, t ttwy tlclVC' the' dOt/lt y to bond dnd bc' r .

. " 11<'/(1\ \/JoW t ,lei 1/ 1 t . rtPI)(h
/{('W,HC It of /wllcJ(('ch of lOp \cl/('\ f)C'CJP/f' In ,I J w/l conlldencC' to go or t 1(' JUCJllldr", to cia
• the f)(I\\IOn , H l ( ' \(0 th
with ,I/lllmi ,HlYOIW IIl('Y /1<IVP t/H' ( JrlV<, . r obstelC/C's eI/ong lJl WdY (.
" 1 I'd by r('JN t Ion 0
\,1/(, ,lfld <)('1 til(' Of(J('( wlthoul d('ffl!'./ M
J VI' sUfwrstilrs eire .'

Ill!' I wo fTMIn p(,(IOr1cl/lt Y I (,III I I /1,1 t (rt
1. Empathy
2 Egol!
RULES FOR HIRING SUPERSTARS

look beyond a resume. You ccw't hire cl superstclr from a resume Age and expert nce don't m att r. Th e
psychologled/ proltl(' IS rvcrythingl!

pOint. " So t 1/ me,
Personally screen all inquirers. When they call act busy, sound gruff and be to th
3.
why do you thtnk you eIr(, cl \Upcrstelr?"
Tell th('m your story ilnd dsk th('m to tell you why they should be hired. Make them s 1/ you, th y can't b
in(im"j,( dl! If you (dn "chew (hem up and Sp'( (hem ou(" (hey are not worth Int rVI wing . Th y m e
be dblc to take thiS trcatmrnl w('lIlf they are gOing to sell like champions, beaus it's part of sal s. ust
"Don't interview them ." Instead use the 'probe, relax, attack' technique.
CANDIDATES MUST BE:

Able to talk their way into an interview
4. Don't be put of( by a lillie arrogance· top producers know they are good.
5. Confident when confronted with the third degree!
Most superstars will intimidate you to some de ree

they know they are really good Don't d' g and may even appear a little drrogant. That's b cause
. Iscount a person because of thiS confidence Put them to the test.
6.4 SESSION SIX • Hiring dod

CULT Ii lMIS
,
IF YOU DECIDE TO INTERVIEW
'I'
A~k them to writ(' down 5 qu ~t on~ H y'd Ilk to b a~
,
•...
d dUrin t
1. r '".th rn t~('y'li b judq.d by lh qu, Illy of It Ir qu ~llon~ nd WII ~how
th eir bc~l sides. r he qu('~tl(.H1S Willl II you Ii lot bout lh m .
2. rc·1I t hem to bring d r('~ume to th inl rill w.
THE INTERVIEW: RELAX, PROBE AND ATTACK!
Relax . B sup r fri ndly, r lax th m totally. L t th m., . you r ally Ii 1 m. L lh candida show you
th Ir b sl sid
Try to und rstand the candldat S psyche and who they really ar I!!
TELL THE CANDIDATE ...
"Don't giv me the standard answ rs, you don't know what I'm looking for so th best thing for you is a ..."
1. Be honest, so we can discover If you'll be happy h re o
2. Let me understand what shap d you.
PROBE
Seek deep understanding about their psyche and background .
1. If they feel uncomfortable answering questions about their background and themselves, they lack
empathy. Top producers live to bond with others
2. Find if someone in their background gave them confidence (Usually their mother) . Ask ... "How would
your mother describe you?"
3. If you were 5 years old and told your mother you want to be an actor, what would your mother/father
say to you?
D. Don't do it.
E. Do it, but train for a job
F. Do it you'll be successful at whatever you do!!!!!
What is relevant is the par nt's belief in the child's ability to accomplish hiS or her goals. Top producers were
found to often have parents that were wildly encouraging to them.
SESSION SIX. HIring and Talent The Key That Makes (or Costs) You Millions 6.5
THE ulTIMAH BUSINI\S MASH RY SYSlt M 'r present levels of confidence.
t ibuted to tIlei
nd
Determine: If the candidate'S backgroU con r
Ask Questions Like: . who OU are? HoW were you raised

. .
?
1. What types of things in your childhood shaped . ourY life? (Not necessarily work re Iated) and how
2. Tell me abou"ome of yOU, biggestchaliengeSln y . you
d ? (.'Ask a lot of speedics, what they said, details of the
dealt with them.
3. Tell me about the toughest sale you ever mol e.
process, what was the 'crunch~
how they closed it, etc).
LOOK fOR OTHER AREAS Of ACCOMPLISHMENT

Top produce" usually ha"" some othe< "eo of discipline, physical skill 0' accomplishment!!
Ask questions like:

I. Tell me about the 3 0,4 things of which you a<e most pmud? What a<e you most pmud of? Why?
2. Tell me about a time in your life when you surmounted difficult odds.
Have you practiced or overachieved in any other area of discipline, like sports, music, specialized
3.
knowledge, etc.? inning?
Can you give me any other examples where your personal determination took you through to w' .
4.
DETERMINE THEIR ABILITY TO BOND WITH OTHERS

Top p~oducers are eager to please and bond with others. Their life is an open book. You can ask th
anythIng and they'll tefl you. em
Ask Questions Like:
1. How would your best friend describe you?
2.
3. What are some of your best memories?
6.6 SESSION SIX • Hiritlg IIId T*'t: The Key ThIt_MIkes (or Costs) You Millions
• •It CIIoII-.o _ _ _
M"'IIITM'
CH[1 HOLMl S
THE UlTIMAlE BUSI BS MASlERY SYSTEM
DETERMINE CONFIDENCE
Ask them to rate themselves In these 10 areas
1. Ambition
2. Confidence
3. Ability to face rejection
4. Empathy - establishing rapport
5. Time Management
6. Presentation Skills
7. Strategic Thinking
8. Market Knowledge
9. Self-improvement
10. Getting around gatekeepers
More Questions: Find out how the candidate measures themselves against the best.
1. Who's the best salesperson you've ever met? Why?

2. If they named themselves - offer them the job.
3. If not, ask what's the difference between them and you?
ASK THEM TO RATE THEMSELVES IN THEIR ABILITY

Ask them to rate themselves on a 1 - 10 scale in the below listed areas to making a sale. 10 being the best
salesperson they've ever known. Superstars will rate themselves very highly.
1. Develop Rapport
2. Qualify - find need
3. Build Value
4. Create Desire
5. Overcome objections
6. Closing Skills
7. Follow up Skills
8. Presentation Skills
9. Cold Calling Skills
, O. Cold Calling Discipline
SESSION SIX. Hiring and Talent : The Key That Makes (or Costs) You Millions 6.7
.1010 Chf't Holml" Intf'fnallONl All nghu ft'WrY'f(i
CHEr HO
'"' '" "M'" ,,,'NO" MA'''"' m nM

. . . themselves. This IS a pre_requisite for a top producerlll lM"
But the attaCk '''9' will "II you ,I th'Y "ally b'"'''''' ,n h will n'''''' b' abl' to cia" th' sale. '"
If they can't take rejection and come back even stronger, t ey
THE ULTIMATE INTERVIEW TEST

, . h h e the right stuff. Say.··
Tactfully tell the candidate you don t think t ey av
_~
• .' but I only ho'" on. op.ning and I need a "of superstar. WhO
You ",m "k. a nK' person .
su"' you'd do well in many other ",d,a",~, this is a ",ry comp·tl/lV' USln
. .' b '.55 and I doubt your" "0"
par lcular Skills and
personality would hold up in this business!!!"
look directly at them and watch them crumble.
The Attack Will Amaze You

1. A number 01 candidates who looked 9 1"" a minu" ago will Clumbl, when you ac' like you daub' 'h
A top producer will NEVER Clumble. 'm.
2. A top producer will convince you that he or she can do any job even when you "attack" and expres
doubts. s
The Attack Phase May Be Hard To Do

1. You may feel mean and hard to "attack" the candidate'S ability.
If you can convince them they don't have what it takes, they are not a top producer.
2. •
6.8 SESSION SIX • Hiring and The Key That Makes (or Costs) You
.2010(hl1".'-N' . . . . . . . . . . . .
.... -
CHEr HOLME S
THE. ULTIMATE BUSINESS MASTERY SYSTEM
SUPERSTARS ONLY:
superstars Only, $50K to $250K

Average will earn $50K, stars will earn $250K .
Don't even call unless you are a truly awesome salesperson . You have a burning desire to
succeed, are extremely client oriented, highly motivated and never say die . You develop deep
and meaningful rapport with your clients, and communicate with pierCing persuasiveness . You
believe you can be the best at almost everything you do, and can prove It. Don't call unless you
fit this bill. Excellent salary and commission structure, and great opportunity for upward mobility.
Build an empire within our fine progressive company. (Type of business here) We don't hire
backgrounds, we hire top producers.
Call Susan Martin at (phone number).
Call only between (you may want to limit the hours).
In addition to the superstars, this ad can attract the weirdos.
··
SESSION SIX • HIring and Talent . The Key That Makes (or Costs) You Millions I 6.9
THf ULTIMATE BUSINESS MASTlRY SYSTEM
0 f superstar traits,
11
Ask them to rate themselves on a scale of - or
• Ambition
• Confidence
Ability to face rejection
•
Empathy - establishing rapport
•
• Time Management
• Presentation Skills
• Strategic Thinking
• Market Knowledge
• Self-improvement
Getting around gatekeepers
•
A superstar will rate themselves very high in all areas,
6.10 SESSION SIX. H'Iring

, and Talent: The Key That M
akes (or Costs) You Millions
CI 2010 Chtt ~ I InternaIIonM AI nghb "Wi ad
CHEf HOLMES
THE ULTI MATE BUSINESS MASTERY SYSTEM
SAMPLE COMP PLANS
Year 1 # of Assigned Acts. Net Commission

Accounts Per Client Fees @5%
Smaller Accounts (15-100 EE's) 40 $100,000 $360,000 $18,000
Large Accounts (100+ EE's) 5 $1,000,000 $600,000 BO,OOO
Total 45 $1,100,000 S48,OOO
$960,000
Base $28,800
Total S76,800
Year 2
Existing Clients 45 $1,152,000 $57,600
Large Accounts (100+ EE's) 10 $1,000,000 $1,200,000 $96,000
Total 85 $1,100,000 $2,712,000 $182,400
Base $30,000
,
Total $212,400
,
Year 3
Existing Clients (20%) 85 $2,983,200 $238,656
Large Accounts (100+ EE's) 10 $1,000,000 $900,000 $90,000
•
Total 115 $1,100,000 $4,063,200 $346,656
Base $50,000
Total $396,656
SESSION SIX. Hiring and Talent: The Key That Makes (or Costs) You Millions 6.11
o 2010 Cht't Holmf'\ Intcl!wl.un.&1 An nghU I~
CHlTHOt,.
'VI[ S
THE UlTIMAH BUSINESS MASTERY SYSTlM
SAMPLE COMP PLANS
# of Sales Commission
Accounts
Year 1
$600,000 $102,000
12
Smaller Accounts (<S50,000)
$500,000 $85,000
5
Large Accounts (>$100,000)
$1,100,000 $187,000
Total 17
Year 2
17 $1,100,000 $140,250
Existing Clients
24 $1,200,000 $204,000
Smaller Accounts «$50,000)
10 $1,000,000 $170,000
Large Accounts (>$100,000)
$4,400,000 $748,000
Sales Reps
51 $7,700,000 $1,262,250
Total
3 .
51 $,7,700,000 $654,500
Existing Clients
Smaller Accounts «$50,000) 24 $1,200,000 $204,000
Large Accounts (>$100,000) 10 $1,000,000 $170,000
Sales Reps $13,200,000 $2,244,000
Total 83 $23,100,000 $3,272,500
6.12 SESSION SIX • Hiring and Talent: The Key That Makes (or Costs) You Millions
CH[T HO LMES
THE ULTIMATE BU'i1 E55 MASTERY S.YS,[lM
Session 6 Test
HIRING AND TALENT:
The Key That Makes (or Costs) You Millions
Please Note: This test can be copied only for repeated usa e b
ny profit Uses for the test: a) Used dS a primer before viewing ~h' Ydthe on9,nal program purchaser, and not to be r!!Wld or U1ed for
:ns e b) The test shou ld be given after viewing the video to sho': ~~~: thIS test WIll prompt you to note the Important poInU as they
ehlcle to measure the comprehension of employees who vie th d ell you retaIned the Information. c) The test can be U1ed as a
~ideo lor sell· study or in a trainin9, situation). d) The test can b: 'V:~':O (lor curren! employee new.hIres, Of any employee "'ho uses the
mmimum acceptable level 01 learning) of the material. g ery eleven weeks as a means for promoting memonzation (the
Name:
Score: (6 points for each correct answer, 84 points :: 100%) __
1. What are two main traits that drive a superstar?

--- •
2. Superstars with too much empathy have a great ability to close.

3. Superstar salespeople are mostly guarded in an interview.

4. List the 3 rules for hiring superstars:

1)
•
2)
3)
--------
5. The psychological profile of a superstar is irrelevant. Direct experience is everything .
6. It is better to sift through resumes than tie yourself up on the phone screening through
countless applicants.
7. If the candidate comes off a little arrogant, you definitely do not have a top producer.
8. When you interview the candidates in person, your initial approach must be gruff, in order
to challenge them right from the start.
SESSION SIX. Hiring and Talent: The Key That Makes (or Costs) You Millions 6 .1 3
Clifl Ito
,
l~I'
IHllJlliMAII 8lJ\INI\S MASIIRY WSIIM

k them questions about their rootS .
Superstars become uncomfortable when you as
9,
. ( t music or in some specialized
If a candidate is overdeveloped In some area spar S ,'
dual t
10. knowledge) ;1 ;, u,u.lly a ,;gn that they are an ;ntell. , not a ,up'" or.
11. True superstars are bored with self-help books.

12. What are the three main techniques used to interview superstars?
1) .
2)
3) -. .
What are a few key questions you would ask a superstar to understand how they think and
13.
how they have performed in the past?
14.
Motiv~ting superstars requires constant challenge and occasional disapproval from the
supervisor.
_6_,_14_ The
Hiring Ind Talent·._~key-
SESSION SIX • _______ That Mikes (or Costs) You
• •I.C1IoI .....
-..-. ....... '_.
e even" us s"
•
ar e In
SESSION SEVEN
CHEr HOLME S
THl UlTtMATl BUSt ESS MASTERY SYSTEM
NOTES ...
-_.-_._-.
-- - - - ,
SESSION SEVEN • The Seven "Musts" of MArketing 7.1

-- - - ..- ._----- _.- --
THE UlllMAlI BUSINESS MAS1IRY snTfM
LIVE WORKSHOP: Placing PresS Releases

Weite down wh.t you, .n9 would be to get 100 P'''' "Ie,".' pl".d.
'e
w
LIVE WORKSHOP: Designing your tradesho form
Create six to eight MULTIPLE CHOICE questions you'd ask on your form?
1.
2.
3.
4.
5.
6.
7.
8.
7.2 SESSION SEVEN • The Seven - Musts- of Mlr~lng

(Iil T HOLMl S
THE: ULTIMATE BUSI lSS MASTlRY 5YSTlM
LIVE WORKSHOP: Headlines. Create seven killer headlines for

this picture.
• Tell me what you want to tell me

• Give me a benefit
• Use the word YOU or YOUR
• Make me want to read further
Headline #1 :
Headline #2:
Headline #3:
Headline #4:
Headline # 5:
Headline #6:
Headline #7:
SESSION SEVEN· The Seven "Musts" of Marlletln9 7.3

() 1010 Ch~t Holm" Inlftn.uon,,' All nghU ''"t:'''tci
THE UlTIMATE BUSINESS MASTERY sYSTEM
Bonus orkshops
fOR THE SEVEN "MUSTS" Of MARKETING
and Your Dream 100: Best Buyer Strategy
WHAT'S THE LIfETIME VALUE Of A CLIENT?
List each area and then a plan to improve/expand.

My Goal To Improve
Average Unit Of Sale
Profit Per Transaction
Frequency of Turnover
Current Back Ends Additional Back Ends
7.4 SESSION SEVEN. The Seven NMustsNof Marketing

Oil T HOLMES
THl ULTI ATE USI SS MASTERY S STEM
CUSTOMER LOYALTY PROGRAM

Hertz has the Gold Service
Carpet cleaning client has the Gold Service that gets people to buy twice p r year, and they also now offer
all SIX of their services to every buyer (they used to only sell the item asked for) . What can YOU do to breed
customer loyalty? Or more frequent bUYing?
Think outside the box. For example, can I offer my services for you to provide your clients with a free mass
teleconference training session? (Minimum numbers apply, but I'm just trying to get you stimulated)
Can you offer them something that you don't even have to stock, store, ship or service? Something that
someone ELSE supplies even?
What else do they need before, during or after your sale? What else would help them and maybe help you in
the process?
SESSION SEVEN • The Seven -Musts· of Marketing 7.5

o 2010 (hel Holmt' Inltm~uonal All nghU rf1(l"W'l!d
THE ULTIMATE BUSINESS M
ASTERY SYSTEM I stomer loyalty. d
7 Wh
at extra step
h I bree cu cat)
h t will really e P . here·
. . _What can you do t a 7 List some Ideas .
Cultivating Lifetime Value. d- effort can be made.
you provide? What kind of bon Ing
7 30% will buy if you offer.

h i n t of purchase.
What else could you sell them at t e po
Can you down-sell to something? Ideas here:
LESSONS I LEARNED THE HARD WAY:

• Chet's first business model: Sell my services direct to clients. Results: High fees, TONS of travel.
• Then I built a mass of products that could be sold by others. Results: No more travel, huge staff, highly
volatile monthly numbers.
• Then I built a subscription-based business. Clients signing up for monthly help. Results: Highly stable
business that was very stable. In fact, I sold it.
• How stable is your business? Is there a model that would make it more stable? Is there some kind of
ongoing service you could give that would guarantee you income each month?
• Or is there some club-like offer you could make that would breed remarkable loyalty?
• WORKSHOP: Work that through right now:
------------- - -- -
7.6 I SESSION SEVEN. The
----------
02010 a. "alp Pi ............. AI "Iftb 'IIIPH'.
CHer HOLMES
THE ULTIMA1E BUSINESS MASTE.RY SYSTEM
BUSINESS MODEL (Describe how to make better.)
Current
Improved
- • -
SESSION SEVEN • The Seven "Musts" of Marketing I 7.7
-- ~. - . - - _. -
I
THE ULTIMATE BUSINESS MASTERY SYS TEM
CAPITAL: Intellectual, Human, Financial

(List what you have, list how you'll improve, expand or better utilize each area.)
Improved
Current
1.8 I SESSION SEVEN. The ' of MarIcetIng

• •100lIl_
CHEf HOLMES
RELATIONSHIPS: Strategic, Vendor, Collegial, Clients,

Industry, Key Influencers, Associates, Experts
Current
Improved
SESSION SEVEN • The Seven - Musts- of Marketing 1_ 7.9

o 201 0 Ch~ t HcMmt' Intttn~hon ..1 All ftghh rr\.. !"Wd
C H ET HOL
MrS
I
'HI lJl IIMATI BU~INIH MA\TlRY ~ySTlM
DISTRIBUTION CHANNELS AND

MARKETS/NICHES ADDRESSED
(List current and how you can improve markets and segments served.)
Improved
Current
7.10 SESSION SEVEN. The "Musts· of Marketing

CHET HOLMES
THl UlTIMATE 8U!>1 [5S MASURY SYSiEM
PRODUCTS AND/OR SERVICES
Current
Improved
SESSION SEVEN • The Seven "Musts" of Marketin~ _ 7.11

CHET HOl"'V IES
I
t~e typ~'n
0
Every time I get a client, I go onto web and 'd think you would've done that for yourse lf, but h
describe it . It always gives me great Ideas for them. Ou
list some now. aVe
you? What are some search terms for you to use,
DATABASE POWER
How much and what type of info do you want from clients? List here, create multiple choice as a way of
getting more cooperation.
For example: What is your income bracket?
____ Under S20K per year
_ _ S21 K to S50K
_ _ S51K to S100K
_ _ S100K plus
What do YOU want to know about your clients.
7.12 I SESSION SEVEN. The MMustsMof
-_,u ...... _
0 2010 CIIII ........ '-'--~
•
CHEf HOLME S
THE ULTIMATE 8USINlSS MASTlRY SYSTlM
SUPERIOR ACCESS VEt-:tICLES?

What can you create t~at would give you superior access to your dream 100 7
Here ar e some suggestions:
a. A magazine or newsletter? Wha.t would be the title? What questions would you ask if you were to
interview them for a feature article?
b. A party or really cool i~v.ite? What would be something really cool that they would want to attend or in
which they would partiCipate? Some suggestions:
•
I. A movie premier.
.. A charity event.
II.
iii. A party at a trade show.
iv. A mass teleconference with a celebrity or for some other valuable purpose. What are some ideas for
your particular situation?
v. A barbecue at your home?
.
VI. Free dinner somewhere?
v.
'1'1 What else?
-
SESSION SEVEN • The Seven "Musts" of Marketing I 7.1_3_
rtf! UlIlMAH BUSINlS S MASHRY SYSrEM . HEY get out 0 f belonging? What benefit is th ere
A committee that you wan de association that t ey

a. to them? Can you start a tra
Id b the title of the awar d ? What would be the theme?

s.
b. An awards ceremony. What wou e
Now go back through your list and set some goals.

Write the goals in the left hand margin next to the activity.
WHEN are you going to do it?
-
7.14 SESSION SEVEN • The Seven "Musts· ot Marketing
C 2010 Cbet Holmel IMIdnJ!Vonel. AI rtthb " I II wed

CHEf HOLME S
THE. Ulll.1AH BUS\ E.SS MASURY SYSTlM
COMPLETE THESE SENTENCES:
write 12 headlines for your product/service/compan that .. .

roduct service company at work for r y explains the biggest single payoff, benefit, result,
your p " a c lent produces/delivers. Go at it from every angle.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Write five ways your product/service adds specific, measurable benefit or value to your client.
1.
2.
3.
4.
5.
----
SESSION SEVEN· The Seven " Musts" of Marketing 7.15
-
CHl T HOl"
'VIE ~
THE ULTIMATE BUSINESS MASTERY SYSTfM I

tition tangible or intangible.
Write ten advantages you have over your compe ,
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Make a list of all the specific, direct and indirect competition you have for the problem your product/service/
company solves.
..,.(Il0l.-. ................ _.
CHEf HOLME S
THE ULTIMAU BUSINlSS MASURY SYSTlM
tell the five things everyone should look for In a product or service like yours (without directly referencing
y~~~ doesn'~,
NoW product or service - you're setting the market's buying criteria here, so these should be things you do that
competition or that they haven't delineated. For example, if you're a real estate broker you may
~nd that all you~ competitors. help gUide the homeowner through the process AFTER the sale, but few real estate
brokers make thiS part of their presentation In order to get the listing in the first place).
1.
2.
3.
4.
5.
~:~s ~uch
vide five metaphors or similes that analyze or illustrate what else having your product or service in their
is like. OR: Some analogies that show the pure logic of your positioning, as : (Chet's example of
1.
2.
3.
4.
5.
- -
- SESSION ;EVEN • The Suel1 ·MusU· ~ _____1
__7._1_7_
- -
' __ ~I ,\U ......u ttl Iv"d
02010 CMt HoImt' 1",..-n.I__ . ..,..
MY
h
MASTER
outsell your
STRATEGY
. competition
IS:
. ' can you tie it all together?. What is your Ultimate(Strategic/Preemptive
d h . po~l~ally"
Now that you've "thought" through ('or perhaps the ,;"t t;me ever) all 0' the ways you can "strate
ow I d,fferent"te 'rom all the rest). NoW spell ;t out 'or YOUR company an note t at thos wHi grow
.
sition
(stronger when you have market data). even

Just k~ep asking "what is the ultimate benefit," and when you've answered that, ask the bene';t 0' th
bene',t you just named. e
-
7.18 I
._GIII..............-
CHEr HOLMES
THE ULTIMATE BUSI [5S MASTlRY SY!'T[M
STADIUM PITCH:
If we could gather all your customers in a stadiu d
once, what wou!d you say? (See "Strategy Versu~:~tiC~:~eyou an opportunity to prese~t to them all at
d the "pyramid of Buyers" concept.) Again n video for rules, full understanding of the concept
a~tch will be when you have hard data that c~n o.rlve
w ~o~ can begin to see how much stronger your stadium
P~ur stadium pitch. This should be much strong t e ~ttentlon of your audience from the start. Outline
y er now t at you've done all these other exercises.
Now say it in a single sentence. This is your slogan/strategic position, that statement that goes under your
logo every time.
--- -- -.-----~--
-
...
•
SESSION SEVEN. The Seven -Musts- of Mlriteting I 7.19
-_._------
• - -- --
CHET HO
LMES
I
h~
DEMING
What 101
are Ihe key
tlmellne-denomlnatedebasis and measu"bly In a quanl'f'~ble
peoc "'" cur",nlly ddvlng my ",venue ,nd do Ihey p",form
baS'S. Me.an,n
g bolh ",ns'Ctlon,IIy I
e , ta k,ng sales as a n example.
may have one pe"on who Is very good al getting neW doenlS, bul I",,,bl ,I keep,ng them . Then you h
~~
C
,nolh.. pe"on who keepS Ihem fo",ve' bul has , lerrlble lime getting In Ihe door. Each of those sltuat'
off",s a "proce,,- thai can be defined, :xamined and then Improved and duplicated, But fi"t you have '~n'
study them.
I~sues
You may also have marketing efforlS Ihat work better at some stages than others. You may also have
delivery (for your product or service) thai can be broken down, examined and 'mproved. Th's Is 0
opporlun,ty to work ON your buslne", to look at each of these areas and look tor ,ncremental gains. Fy "
h we suggest a "workshop" with your crew in which you use everyone's brain power to imp rove
I'each area, or S
ost eac aspect of the functions of your company below and then the current levels of performance/ . 0
~Do
a d th . . h ' . ' reSUlts
n .en, e,t er what you can do to ,mprove them, or at the very least, detone the title of the worksho '
you w,II have, "e.; workshop wllh crew on Improving our shipping department." Or, "Do worksh P
w,th sales team to 'mprove our dosing "tlo and test dosing." Or "Do workshop with crew to Imp op
"pport skills." Or, "Do workshOp with technology team to streamline our Information floW." Wor;;:;e Our
covered thoroughly throughout the entire series. ops ar,
Performance Levels
List Areas of Impact
~.
7.20 n Musts" of Martceting

CH[T HOLMES
THE ULTlMATl BUS [55 MASURY SYSH.M
Companies
Industries Individuals
SESSION SEVEN. The Seven -Musts- of Marketing 7.21
CllO 10 Chet HoImco' InttrNtIOMI An nghll rtuned.

How Many Different & Complimentary Ways I Can Use
My Marketing Weapons?
~f
Seve,,1 pagO' of chokes fallaw, but let's begin with "the Seven Musts." There ore dozens of w
these m"keting
what"
.
d weapons. This h" been e,plained in detail" on the
'II dvideos.
't d
you can o. In the ne,tsectio , you will plan "hoW you w, 0' ,an ,n the followin
I
ay~
In ' this section you reto Use
I , ach
panni
n So under each area, let's begin with which of thes 90aSection, yn9
w,II actually plan WHEN you will do what.
appropnate for you and what are some of your ideas/goalS for utilizing this "ea. Remember e weapons is 00
m,nd. So let's write some down. ' 9 ls focus th,
Salespeople Plans/Goals
P,R, Plans/Goals
Trade Show Plans/Goals
7.22 SESSION SEVEN_._The Sewn '"Mutts' GI
......-
CHEf HOLME S
THE ULTIMATE BUSI lSS MASTlRY SYSTEM
Direct Mail Plans/Goals
Advertising Plans/Goals
Internet (web, email, affiliates) Plans/Goals
Promo Pieces & Brochures Plans/Goals
SESSION SEVEN. The Seven "Musts" 01 Marketing I 7.23

THl lIL TlMAH BUSIM SS MAS TlRl SY5HM
INCREASING yOUR LEAD GENERATION THROUGH:

t h
Referral systems. '
What will they be who will deploy them? What is the plan? (Put mto colendo' and '
,
ot asks fa' ' ,tmteg" abiect;ves",) mto 0"0
len s at reakeven up front and make a profit on the back end

Acquiring cl' t b
Guaranteeing p urc h ases through risk reversal
7.24 SESSION SEVEN • The
IIlIlO CIIII_
--. ........ -
CHEr HOLMES
USing telemarketing
Running special events or information nights
Acquiring qualified lists
Increasing the perceived value of your product/ service through better client education
SESSION SEVEN . The Seven - Musts· of Marketing 7.25

THE UlTIMATE BUSINESS MASTERY SYSTEM
ed levels of serVice
Delivering higher-than-expect
. I' ts to nurture them

Communicating frequently With your c len
Separate focus, which may involve the same weapons, but

now with a different objective. This is designed to help you THINK more.
INCREASING YOUR CONVERSION FROM INQUIRY TO SALE BY:

Increasing sales skills levels of your.staff (more on this later).
let's review the "Seven Steps to Every Sale" as it relates to YOUR Business.
1. ~apport: Improved methods. Steps you ~i" tak~ that will help you build better rapport at every turn. List
Ideas for each level of customer contact, including electronic methods.
7.26 ' SESSION SEVEN. The
••• a.. .... --.... ....... -

CHEf HOLMES
Qualify/find need:
product or service pain AND pleasure.) ospect To help you find the acute areas of need for your
3. Build Value: What makes what you sell have "value" to them?
(Education you will provide that helps THEM, but also "Sets up the buying criteria in your favor.")
4. Create Desire: How do you make them want it? Specific techniques, pain points, etc. ..
How can you dramatically enhance this process? Intensify it?
- •
SESSION SEVEN • The Seven "Musts" of Marketing I 7.27

-- ------~-
CHET Ii
J Ol~
A5TERY SYSTEM (\
THE ULTIMATE BUSINESS M . d the methods for overcorT)
mmon objectlO~S an Ing thert\?
the most co . ratio. .
1. Overcome Objections: What a;'~a"y improve your closing
How To Overcome
Most Common Objections
2. Closing Techniques:
(What different closing techniques can you use: i.e., small point dose, "either or" close, straight forward question
close, graduated closes offering more and more with each offer. When do you close? Perfect time, secondary
time, etc. ..)
7.28 SESSION SEVEN • The Sewn "Mulls- 01

CHET HOLMES
THE ULTlMATl BUSINESS MAS'fEItY SYSTlM
II W Up' What are your standardized follow ff 7 ..

3. folloW
Fo 0 up .procedures here : up e arts. How many do you have'1. List your minimum
NEXT, TO INCREASE THE AVERAGE TRANSACTION VALUE,

YOu CAN FOCUS ON:
Improving your teams' selling techniques to up-sell and cross-sell. How can you do that?
Using point-at-sale promotions
-
SESSION SEVEN. The Seven "Musts" of Marketing 7.29
02010 Cnft Holm.. , Intrrn.uon,1 All rlqhh rt\tfVf'd
Ilfl lJlliMAli fll)SINfSS MASIfRY WSf[M
Pdckclqlnq complrmcnt,J(Y products and servlC s together
Increasll1g your pnClng and hence your margins
7. 30 SfSSION SEVEN . Th e Sevpn "Musil" of Markellng
Q/OtOlhot_
CH[ r HOI Mf ~
THE ULTIMATE BUS [SS MASH Y ')YSTE
-------Curren::t-------~----------------
Description ---:S----_____~'m~~_r_o_v_ed________
-------==---....1....------- Descr~
_·_ _ _ _ _ _ _ _--.,;..
S_ _
Changing the profile of your products or services to be more "up market"
SESSION SEVEN ' The Seven "Musts" of Marketing 7.31

"1010 (hrlitolme\ InlrrnJ'lOnJI All r'Uhts 1C"1trwd
I
Offering greater/larger units of purchase
TO INCREASE TRANSACTION FREQUENCY,

YOU CAN FOCUS ON:
back to your clients with
Developing a back end of products that you can go
Communicating personally with your clients (by telephone, letter, email, etc.) to maintain a positive
relationship
Endorsing other people's products to your list
7.32
CHEf HOLMES
THE ULTIMAH 8U~INE!>~ MASTERY SnTEM
Running special events such as "closed door sa les" I .

, Imlted pre-release and so on
programming clients
Price inducements for frequency
SESSION SEVEN. The Seven MMusU" of Marketing 7.33

--- -- --
FROM ALL THESE PAST SEVERAL PAGES

WHAT WIll ALSO SERVE AS WHAT CHEr CAllS
"A SUPERIOR ACCESS VEHICLE"?
(Something that by design gives you superior access to your prospects.)
What's easy to sell? Can you sell something that's free? List ideas here.
Why and how have' been limit" e. . wing down , h'In denng
.
7.34 SESSION SEVEN. The

CHEf HOLME S
THE UlllMAll Sl ESS MASll SYST[M
What key factors must I now test?
Factors
How Will I Test
When
Who can endorse our product/services/company?
SESSION SEVEN . The Seven "Musts" of Marketing I 7.35

ERY SYSTEM
THE ULTIMATE BUSINESS MAST
(monials?
From whom can we get tes I
Who To Do It/How
Name
How can I make my risk reversal stronger?
What do my clients value most in the area in which I occupy?
What weaker companies could I acquire the products, services, distribution, sales force, or clients and
prospects from?
7.36 SESSION SEVEN. The

CHEf HOLMES
THE ULTIMATE BUSINE.SS MASTERY SYSTEM
What's Your
Set Develop Core
D eve ,op o ev elop
Buying Business 7• Strategic Crystallized
• •
Cntena Philosophy
Position Identity
Get Clients
Core Concepts
t t t t
Ir
t t t
Seven Musts
Targeting Stacked Testing Cause
Of Standards Database •
Buyers Marketing Concepts Constant •
Marketing & Rules •
Marketing
Improvement
c
'"
Note: See how many different marketing efforts "stack" upon and cross over other marketing efforts
Brochure
Market Direct Public Personal
& Sales Advertising Internet
Education Mail Relations Contact
Literature
SESSION SEVEN. The Seven - Musts" of Marketing 7.37

THE ULTIMATE BUSINESS MASTERY SYSTEM ,
SAMPLE CORE STORY ON CRIME
Please ask your coach for this product,

or call: domestic 888-230-9437
or international +1_706-854-4494
and tell them you want the
"sample crime core story"
promised by Chet.
7.38 SESSION SEVEN • TheSewen
.... a. ....... ........

CHET HOLMES
NOTES ...
~ .... - ~----
N
SESSION SEVEN. The Seven NMusts of Marketing I 7.39
-----'- - -
I
Session 7 Test
THE SEVEN "MUSTS" Of MARKETING
. I program purchaser, and not to b e resold or used f
by the onglna h Or
Please Note: This test can be COpied only for repeat ed usage, this test Will prompt yOU to note t e Important pOints as th
artse. b) The test should be given after viewing the Video to show
vehicle to measure the comprehenSion of employees who VIeW the
h~,~;e(f:'
any proftt Uses for the test : a) Used as a prtmer before viewing the Video, II ou retained the information . c) The test can be used a ey
current employee new-hlfes, or any employee who uses tSha
I ven weeks as a means for promoting memorization (t he
VIdeo for self-study or m a traming sltuatlOn)- d) The test can be given every e e e
minimum acceptable level of learning) of the material.
Name: ______________-~------------------------------------------
Score: (8 points for each correct answer, 104 points == 100%) - - - - - -- - - - - - - -
1_
What is the ultimate goal of marketing? - - - - - - - - - - - -- - - - - - - -
What is "top of mind awareness"? - - - - - - - - - - - - - - -- - - - - - - -

2.
3. What are the "7 musts of marketing"?

1)
2)
3)
4)
5)
6)
7)
4. Explain the concept of "stacked marketing"?
5. What is the most potent form of marketing? - - - - - - _._--- _.-". _ - -

6. list 3 ways to provi·de ed ucatJon
. to your clients·
1) .
2)
3)
7. Your brochure header should be v ..

(Circle one) Ti ery Similar to your core story
rue False .
7.40 SESSION SEVEN. The .>eftn

c..,__.~ -Musts- 01
---.
• JOI. CIIoI...... --. ....... - -----.
CHEf HOLME S
THl ULTIMATE BUSINE.SS MASTERY SYS1TM
What is the first rule of a trad e show?

8.
9. What is the second rule of a trade show?
10. List 3 themes that you could do a trade show to stand out:
1)
2) -
3)
11. What percentage of all purchases are made on impulse? _ _ _ _ _ _ _ _ _ _ _ _ __
12. Motion displays have proven to be a waste of investment.

13. List the first three rules of effective advertiSing:

1)
2)
3)
SESSION SEVEN • The Seven "Musts· of Marketing 7.41

I
THI. Ul TlMAH 8USINtSS MASTlRY SYSTEM
NOTES ...
7.42 SESSION SEVEN. The r...........

_ _ -Musts" 01
.. ..,-
• • •
an er ec In
-
.. a es rocess
SESSION EIGHT
CHEf HOLMES
NOTES ...
-- -- -- - . -~~---.~-
SESSION EIGHT. Detailing and Perfecting the Sales I 8.1

- -
02010 (het HoI",,\ Intff'n'liONt All uCJt'IU rrwtWd
-~------- ----~-~------
THE UlTIMATE BUSINESS MASTERY SYSTEM
LIVE WORKSHOP: Bui/ding Rapport

' h d eper rapport with clients?
bl
What are at least three steps yOU can take to esta IS e
1.
2.
3.
LIVE WORKSHOP: Rapport; New-hire and ongoing training

Think about how you might use this in all new-hire training. And how you might do a workshop 0 h·
every few months to further sharpen skills. Make note here of any ideas you might have. ntIS on"
How would you work this into your new-hire and ongoing training?
8.2 SESSION EIGHT. and

CHET HOLMES
THE ULTI .... ATE BUSINf.SS MASTERY SYSTE....
LIVE WORKSHOP: Asking questions
Som e ideas might be:
1 What are the three biggest problems you're having in your area of bus'n ,
. (If they say liN one, as k th e nex t quest,on)
II . less .
2. What are the areas where you would like to see improvement in your business?
3. Tell me about your company/department?
4. How long have you worked for your company/department?
5. Where were you before this?
6. What are some of your goals for the company/department?
7. What is your criteria for making a decision about buying a product or service like ours?
Identity-based questions samples:
• Medical Care - Doctor: Are you the kind of doctor who wants to treat the symptom or cure the patient?
• Business coaching question: Are you the type of business owner who would to see constant
improvement in your business?
• Home security company: Are you the type of person that wants to keep your family as safe as pwsible?
• Tech support company: Are you the type of business owner who wants to get the most out of your
people and your technology?
1.
2.
3.
4.
5.
6.
7.
8.
SESSION EIGHT •
.1010Clool _ _ _ _ _ 111 ....... - -
THE ULTIMATE BUSINESS MASTERY SYSTEM • •
. . New-hire and ongoing trarning
LIVE WORKSHOP: Asking questions, .. A d how you mIght
. do a workshop on this
.. II ew-hire tralnrng. n . might have onCe
Think about how you might use thIs In ~ n ke note here of any Ideas you .
every few months to further sharpen skIlls. Ma
.' ?
. e and ongoing traIning.
How would you work this into your new-hlr
BONUS WORKSHOP: Build Value

This is where you'd introduce market education into the sales situation (Whether this be live, on the web, on
your brochure, etc).
Example:
HLet me toke you through this data. This is more than S3 in row data that we condensed and put into
a format that is designed to be fast paced, easy to grasp and highly educational. 90% of what I'm going to
cover is educational in nature and designed to serve you. At the end, we have a little PR section about us,
which just kind of let's you know what's going on with us if you're interested. Does that seem fair?"
let's write the actual dialogue used to introduce market education into a sales situation:
8.4 SESSION EIGHT.
..,.(I00I'-__ _
- - ...... -
CHE T HOLMES
THE. UlTIMATE BUSINE.SS MASTERY SYSTEM
How about website applications?

What are some sample titles of buttons on your website that would engage a prospect and make them want
"tour"?
to take your
Exarnp Ie.. "Health Tour: The most powerful lessons in health tOday: learn how to be super healthy."
- the Sales Process

SESSION EIGHT • Detailing and PerfKtlng 8.5
02010 eMt KoIlNi tnlffl\l _ All "glib 't1<rwd
LIVE WORKSHOP: Features vs. Benefits

What a,. some waY' to "C,.ate des;,." ;n you, p",spects? What a" some pa;n po;nts that would ",ot;
them. Wnte a few ,;ght now. vat,
1.
2.
3.
4.
5.
Major benefits of having your product or service?
1.
2.
3.
4.
5.
8.6 SESSION EIGHT. !>etaT

lIng and Perfecting the Sales
02010 01.1 "II_I . . . . . . . . . . . . .

CHEf HOLME S
Pendulum
Examples:
Use positive assumptive statements: "Well, we know... of course you want to ... when we get started."
Use assumptive statements: "Do you want the faster model, or the standard model?"
Use "minor point" close: "Should the bill be sent to you, or your accounting department?
Wha t are
youthree
ask "yes"
if they questi~ns
are gOing you
to can
buy? ask in the close that will make the prospect say yes, yes, yes, right
before
1.
2.
3.
What other inducements can you bring into the sale to make it sweeter?
Examples:
• Coupon to something else, from someone else. •
• Buya $500 item and get $1000 training program.
Write some ideas for you right now.
SESSION EIGHT. Detailing and Perfecting the Sales Process I 8.7

Bonus orkshops
Rule : You can't improve something that you haven't identified.
So let's break down your sales process: whether it is on the web or in person.
Step One: Establish credibility, build rapport
WORKSHOP: Building rapport and credibility

Think (and write down) your two best relationships. Client relationships if you have been in sales or pers
relationships if you haven't. anal
Write down the top three to five reasons why those are great relationships.
(Example: We share a lot in common.)
1.
2.
3.
4.
5.
1.
2.
3.
4.
5.
8.8 SESSION EIGHT.
,. ....... -~---
CHET HOLMES
THE UlTIMATE BUSINESS MASTlRY SYSTEM
Now r ank the rules in order of importance. Example '

.
• Genuine interest in helping them succeed
• Lea rn a lot about them and their business
• Find common areas of interest
• Build trust, etc.
What are the ideal ways to build credibility fast?
Give us some kind of an education on some area of your industry that would show that you are an expert.
Teach us something.
SESSION EIGHT. Detailing and Perfecting the Sale~ Process 8.9

.~- .•
o 1010 C~l HOImfl InIHtwUU"l_ AII ....
. ."h l " _
THE Ul TlMATE BUSINESS MASTERY SYSTEM
Session 8 Test
DETAILING AND PERFECTING THE SALES PROCESS
u,~'~ ,... "".•, pri~' b<"" .;~,"g .;d~. '"" ,,"

Please Note: This test can be copied only for repea ted usage, by the onglnal program purchaser, and not to be re sold or used fo r
'" p<Ol" U"d ... ,'" ">' " "''' '"' ,mp,rt.", P''"'' .. '""
.,11 prom p'
"h"" " m,"'" "mp''''~'''" "~pl',.,,, wd~ ('~ w"'" ",ploY'" _.hff~. ~ '" _I,Y" wh, ,,~
arISe b) The test should be given after viewing the video to show how well you retained the Information . c) The test can be used as a
<h' .ho _ <h' <h,
v,deo for self-study or In 0 trolnlng situotlon). d) The test can be given every eleven weeks as a m eans for p romo ting memOrization (the
minimum occeptoble Il'Vel of leamlng) of the materi al.
Name:
Score: (7 points for each correct answer, 98 points ::: 100%)
1. list the "Seven Steps to Every Sales":

1)
2)
3)
4)
5)
6)
7)
2. As it relates to sal es, w h at IS

' the ultimate
- definition of rapport?
3. Establishing rap po rt'IS w h at percentage of the sale?
4.
1) .
2)
3)
s. What is the best way to f In d out the needs of your clients?
8.10 SESSION EIGHT. DetaT

1 '"9 and PerfKting the Sales Prouss
CHET HOLME S
THE. UlTI MAH BUSI l 5S MASllRY SYSTLM
6. What are six basic questions you should ask every prospect?
1) - _
2)
3)
4)
5) -
- - - - - - - - -- --~----- -'-- - - ---- --~. - - -
6)
-
7. People will buy much faster because of what you have to sell than who they want to be.
8. Explain the concept of "identity-based questions":
9. What two opposing concepts, working together, help a salesperson create desire in a
prospect?
1)
2)
1O. What is the hardest objection to overcome?
SESSION EIGHT· Detailing and Perfecting the Sales Process 8.11

THf ULTIMATE BUSINESS MASTERY SySTEM
. ' f·'" h
the blanks on t e
funnel: r
11. In overcoming obJections, I In
1.
2.
3.
4.
12. How do the best salespeople close?

----_.
----------.-------
-. -- -
13. What are the other ways to close a sale?

-------------------------------------------.--------------
-
• =
14. It is not wise to make a prospect feel pressure when you are trying to close a sale.
8.12 SESSION EIGHT· Detailing and Perfecting the Sales Process
(12010 CJwt HoIfi4' Int.ft'nMiQnll AI 'It'lb rl" j' .,. d

THE UlTIMATE BUSINE.SS MASTERY SnnM
NOTES ...
SESSION EIGHT. Detailing and Perfecting the Sale~ Proce~~ 8.13

THf Ul TlMATE 8USINf SS MA STfRY SYSTfM
NOTES ...
'.14 SESSION EIGHT . Ind Perfecting the WeI

-----------------
•.,.CIIII ..... __ ....... _
our 0 0
SESSION NINE
THE UlTIMATE BUSINlSS MASTERY SYSTEM
OlO10OwtHg'l .... '11' 21 SF" .........

.......... , lu .. d
TH( ULTIMATl 8USI (55 MASTERY SYSTEM
NOTES ...
SESSION NINE. Perfecting Your Follow Up 9.1

ClZ010 (ht't HoImt~ Iniffnioonai AI nghU 'Htr4cd..
CHEr Ii
01 ~I\
or Slie 15 made. Right now, desig n What

first folloW up IJfW • client
.. ant:
II
THl ULTtMATlIU~1 H\ alA nn n\llM
LIVE WORKSHOP: Second foIl ow up
What are some ideas you have?
When should it go out? Plan it right now.
what is the script?
• • • 011 ............... " .........

THl UI TlMATE BUSINESS MASTfRY ~Y5TEM
LIVE WORKSHOP: Third follow up

Flesh out your idea a little more right now:
9.4 SESSION NINE • Perfecting Your Follow Up
01010 Owl" ', .............. AI-'-' .....

.......... I s'd'
THE ULTIMAT
E BUSINESS MASTERY SYSTEM
LIVE WORKSHOP:
SESSION NINE. Perfecting Your Follow Up 9.5

CHET HQ' ••
"1[5
TH ULTIMATE BU 'ESS IASTERY SYSTE I
LIVE WORKSHOP: Fifth follow up
Wh,ll are some Ideas you have?
When should it go out? Plan It right now.
Flesh out your idea a little more right now;
9.6 SESSIO I [ . Ppr/eclm9 Your Follow Up
C 20 0 ~ Holme, nghu If itl\"f:d

CtiEl HOL 1ES
THE ULT MATE BUS s
SESSIO IE · Perfecting our Follow Up 9.7

CH[T HOl
Mrs
THE Ul TlMATl 8USINfSS MASTERY SYSTfM
LIVE WORKSHOP: Seventh follow up

9.8 SESSION NINE.

lHl ULTIMAT
Ie BUSINlSS MASURY SY~nM
a re some ideas you have?

Wh at
SESSION NINE. Perfecting Your Follow Up I 9.9

CHlTHO[,.
'VII ~
THE Ul TlMAH BUSINESS MASHRY SYSTIM
LIVE WORKSHOP; Ninth follow up

When should it go out? Plan it right now,
_9
__"_1_
0___ SESSION NINE. Perfecting Your Follow Up
.20'0 ChIt "I' ••, ~ M.w.. -
.."._ .e .. t."
THE ULTIMATl B"SI l\S MASTERY WSTEM
What are some Ideas you have?
SESSION NINE' Perfecting Your Follow Up 9.' ,

THt UlTIMAH BlI\INt S5 MASHRY SYSTEM
Session 9 Test
PERFECTING YOUR FOllOW UP
. ' m purchaser, and not to be re~old or used for
b the onglnal progra t t .
Please Note: This test (dn be (op,ed only for repeated usage, y'deo this. test WI'II prompt you to note the Impor an pOints as they
' ) Th t b
h
any profit lise, for Ihe te,I' a) Used a, a pnmer before viewing t e VI, t 'ned the information. c e tes can e used as a
, h h well you re al I h
arise. b) The tesl should be gIVen after viewing the Video 10 s ow ow t 6mployee new-hires, or any emp oyee W 0 uses the
. h . the Video (for curren < • ,
veh Icle 10 measure the comprehension of employees W 0 view ks as a means for promoting memorizatIOn (the
VId~ for s('lf-study or In a training situation). d) The tesl can be given every eleven wee
minimum acceptoble Jevel of learning) of the matenal.
Narne: _________________________________----------·-----------------------------
Score: (8 points for each correct answer, 80 points = 100%) - - - - - - - - - - - - - - . '--
t. Once the sale is closed, the job is done.

2. When you have made a sales call, it is good to wait at least three days to follow up so your
client does not feel that you are push.
3. What two things must you keep hot in your prospects mind?
t)
2) -
4. What does CRM stand for? •
5. How can you reduce the chance of your prospect forgetting the core reasons why they
were persuaded?
•
6. yo~ should start your follow-up letter with a thank you.

7. What are the 4 elements of a good follow-up letter?

1)
2)
3)
4)
9.12 SESSION NINE. Your Follow Up

• 2OIOCIIoI_---
- ....... -
HOLMES
CHEf
THE UlTIMATE BUSINE.SS MAS,ERY SYSTEM
8. If(Circle
things g~
one bad In the True
'a'e, call, you False
a'e be't to not be too a99'e"'ve In you, follow up.
It is best n)o t to plan yourTrue

fOllow up so that
Falseyou can be spontaneous.
9· (Circle one
folioWI ,
10. When 'ng up you
to respect make suremore.
even you keep strictly to bUsiness because this will cause the
prospect
(Circle one ) True False
SESSION NINE • Perfecting Your Follow Up 9.13

C lOI 0 Chr' Hoi"", Inlfrn",lIon.1 All rlght\ If"rv,d
THE Ul TIMATf BUSINESS MASURY SYSTtM
NOTES ...
9.14 SESSION NINE • Perfecting Your Follow Up
C 2010 Owt ~lm... 1nlemltioNl AM nghtJ lill'wd

PART 1:
•
e f-I r
• - •
oln en s I
SESSION TEN
02010 Chtl HQlme" Internatlon,,' All nghu ftSf'rvtd

CHEr HO
Lf.1f S
THI UlTiMATI BU~'N[SS MASURY SYSIIM

(Hl T HOLMlS
TH U A. R
NOTES ...
SESSION TEN . The High Art of Getting Appointments With Anyone, Part 1 10.1
Cll0 10 Ch~t HoImC$lnlrrnoillonal AU nghtl rntNC'd
HH lIlTIMATE BUSIN[~S MA5TERY sYSTlM
WORKSHOP: Superior access vehicles

What can you create that will provide "superior access" to your buyers?
What are some ideas offered by Chet that may be applicable for you, Just as a method of helping you gain
faster, easier, smarter or more potent access to your buyers?
•
•
WORKSHOP: Elements of telephone pitch
1.
2.
3.
4.
5.
10.2 SESSION TEN · The H<

'9 h Art of Cett 1n9 Appolntments With Anyone, Part 1
CHI T HOLMl S
T U T MAT{ B \ ~~
LIVE WORKSHOP : Cold calling best buyers

Make a quick stab at your opening telephone pitch. For current cit nts, write thr r a~on~ 0 InVlt th m
back We'll go deeper on this In a moment, but have a crack at It right now to warm-up
SESSION TEN • The High Art of Getting Appomtmellts With Anyone, Part 1 10.3
I
I
THE Ul.TIMATf BUSINESS MA SHRY SySHM
WORKSHOP: Gatekeepers d
h t will you say eac h t Ime
" ?.
How many times can you send the gatekeeper back an w a
1.
2.
3.
4.
5.
LIVE WORKSHOP: Who should you be selling?

Who has the authority to say yes without checking with someone else in order to buy what you sell?
What's easier to sell for you initially, that gives you easier access?
----- - --
_10_.4____S_ESSION TEN •
_ _ _ _ _ u
The High Art 0 f Getting
. Appointments With Anyone, Part 1
CHEY HOLMES
THE UlTIMAn BUSt iSS MASURY SYSTEM
WORKSHOP: Write down ideas for orientations that you could

give to your Dream 100
Remember, this should grab their attention and be about problems facing them .
Example: The nine ways you're wasting money on your voice and data spending .
SESSION TEN • The High Art of Getting AppOintments With Anyone. Part 1 10.S
IlfllJl liMA II /llJ ~ INI SS MA S II RY SYS II M
LIVE WORKSHOP: Who should you be selling? Time to develop your

telephone appoIntment-setting script
'hI' t'Xt'( ut;~e comt'~ to the t('/I'phone.
What'~ your opening to hook them quickly?
What's the story you have to tell, something that continues to be "CUrloslty driven."
Who else can you name-drop that will raise credibility? Build value?
a might
What are pain points th t ' motivate
. them to want to meet with you?
What's your close?
10,6 SESSION TEN· The H·.g h Art of Ge tt ong

' Appoontments With Anyone, Part 1
() 20' 0 Ch<t HoIf'rIfi '"ltmallOn.1 All 'Inhu

'";II 'f'~fd
(tiE T HOI 1\.11 S
TH UtT AU I \ M\T (
What if they ~ay no? (On averalle It ldk <

~ 84 no 's to 9 t a Y S) W l,\
J .
l do you ~ay?
Then next?
Then next?
Then next?
Then next?
Then next?
Then next?
Then next?
SESSION TEN. The High Art 01 Getting Appointments With Anyone, Part' 10.7
TIf[ Utl,MAlI BUSINf~S MASTIRY SYSTIM
Session 10 Test
THE HIGH ART OF GETTING APPOIN
Part 1 (Masterrng The Telephone)
nd not to be resold or used for
1 pUr(haI N , a
t the orlg,n," progrdn ote the Important POlntl al they
Please Note ; Thl1 lelt can he COpied only lor rrp""ted UI,''lC, 'Yd th,s tell w,lI prompt yOU to n c) The telt can be uled dl a
any prof,' Ule. for til .. ,e.' 1I) Used •• \ a pnmN !ldOfe v.eWlnq Ihe: ; ' ell you reta,ned the Inform~tlon'or ony employee who uses the
.",sr h) Th te.,.hould h 9,nn •• ftc, Vlcw.ny Ih~ v,d 0 to IhO~e ~'d; (lor current employ...' new· ;"':' romot.ng memorlzat.on (the
vehicle 10 me.lIure the comprl'hemlon ot employees who v,ew t I yen weekI al a means a p
Vldro lor sl'/f.study or In a trammg sltual/on) el) The ,e.' can be g,ven ('Very e e
mmmlUm aC{l'ptabll' level olli!arnmq) of Ihe nMlen.'
---.~-. ' ~ -- -
- - ------ - -
.
Name: -
100 °1.) - -' - -' -,---
Score: (8 points for each correct answer, 96 points = 70. ,- . -
. h peaking on the telephone.

1. Circle the items below that you think are Important w en s
a) speak clearly
b) speak loud to emphasize your points
c) use a deeper tone of voice
d) sound relaxed
e) establish rapport by using charm
f) use a tone that shows authority and intelligence
g) give your sales pitch to the gatekeeper
2. What should your main attitude be when you pick up the telephone?
-----------------------------------------------------
3. Concerning the impact of your conversation, what percentage comes from the words you choose?
(Circle one)
a) 10%
b) 90%
c) 7%
d) 40%
4. When trying to get past a gatekeeper, always let them lead the conversation.
5. Salespeople should be exceptionally friendly, especially in an initial conversation with a

gatekeeper.
10.8 SESSfO TEN • The High Art of Getting Appointments With Anyone, Part 1
(tlE T HOLMl ~
6. If prmpecl lne~ to rush you, it mans th 'y ar v ry busy You shou d r

Cl
and ~horlen your pilch.
(Circle one) True f..als
7 Why should you never pilch th gateke r> r?
8. How can you avoid pitching the gatekeeper?

(Circle 01/ thot opply)
a) always lead the conversation.
b) sound important, and show authority.
c) answer all questions with enthusiasm.
d) keep asking for what you want.
e) make the gatekeeper go back to their boss as many times as posslbl
9. You should tell your life's story to the gatekeeper who wants it.
10. When a gatekeeper asks you a question, answer it promptly.

11. What can you design or create that will help make you irresistible to your prospects?
1) -- ------~-- -~ - -
2) -
3)
-------------------~-
4)
-------------------------------~
12. You should lie, if need be, to get past the gatekeeper to your potential client.
SESSION TEN • The High Art of Getllng AppOintments With Anyone, Part 1 10.9
02010 (het Holn'lfllnt~rwtlon.l All ughh f~\fNtd
TH£ UlTIMAH BUSINESS MA STERY SYSHM
NOTES ...
10.10 SESSION TEN • The High Art of Getting Appointments With Anyone, Part 1
PART 2:
• •
e ~ I r _e In
• • -
oln en S I none
SESSION ELEVEN
0,,010 (het Holm~' Intem.\!on.al AJI 'Ignu ,e~~

THE ULTIMATE BUSINE SS MAS TI RY SYST! M
CHEf HOlMf S
THl UlTIMATE B ~ SS MASl
NOTES ...
SESSION ELEVEN. The High Art of Getting Appomtments With Anyone, Part 2 11.1
02010 Chd Hqlm.:s Int~rnatlOnll AJ' nghU 'elrrw<i.
CHET HOt,.
"1lS
THE ULTIMATE BUSINESS MASTERY SYSTlM
In Ihe "You' O".m 100" ,.,,;on, th.,e ;, v.,y good ,nd de",'ed ;nlo,m.t;on .bout ,.nd;ng g;ft', ;n<ludin
.n .,«lIent wo,bhop w;th m.ny g;ft ;de" .nd h..dHne<. 9
Now we're into nuts and bolts of the sales process to help you get those big appointments.
nt
If you gol the .ppo;ntmenl, .ft., .pply;ng "The h;gh "t 01 g.tting .n .ppo;ntm. w;th .nyon., pm I "
nt
_ wh.t', the Co"t th;ng you w.nt to do .ft., yOU got the .ppo;ntm. ? An'we' <,eo Chet', t,,;n,n9) ,
LIVE WORKSHOP: Creating a follow up fax

What is the content of your follow up fax after you've secured an appointment?
Put down some ideas right here:
11.2 SESSION ELEVEN . Th e HIgh Art of Getting Ap polntments

. With Anyone, Part 2
C> 20 0 , .... """"" ........ - AI rights 'fWfWd
CHH HOLMES T l Ul
LIVE WORKSHOP: Creating a follow up fax for rejections

outline your first follow up fax If the client rejects you
What would your first follow up fax say?
SESSION ELEVEN. The High Art 01 Getting AppOintments With Anyone, Part 2 11 .3
02010 Chd HoimH InterniitloNll At: nghb f~fVflI
H[ I HOl
MIs
TIH UI TlMATI RU SINI s~ MA STI RY sn ll M
LIVE WORKSHOP: One page promo

. . . t meeting with the prospec t/a ffil ia te r
Out/me an excellent one pdge promo plcce thtlt describes your Irs ' etc ..
I. Gretlt title :
2. Mysterious benefit:
3. Justification of why you would offer this awesome learning experience (if that's what you're offering):
4. More benefits :
5. Who should attend:
6. How long (X, plus time for Q&A)
7. When:
8. Where:
9. Cost:
11.4 SESSIO ELEVEN • The Hi g hAt

r 0 f Getting Appointments Wth
I Anyone, Part 2
C 2010 Cht1 ""'....n ntefrwtlONl AJ1I ri.-oht
• ...,. .. 1 '~wfWd
Ct~ET HOlMES T [U 1 All
Create a finished draft right now:
SESSION ELEVEN. The High Art of Getting Appointments With Anyone, Part 2 11.5
0.201 0 (h~t Holme, Inte-rnAI1on,,1 A,lIl1ghh f,"strvtd
THE UlTIMATE BUSINESS MASTIRf SYSTlM
What would be the outlme of what you'd say on your audio file?
o Remember that your title has to be a"

sizzle.
"Two Minute Audio that can save your company"
"2.6 minute audio that can profoundly impact your XYZ"
o The content works best if you actually teach me something.
o Start with some 'wows'.
o BUild/unfold to the logical next step in a way that really makes them want it.
o Te" them what you want to tell them. Call to action.
o What would you do after sending this?
Flesh out some ideas right now
11.6 SESSION ELEVEN . The High Art f G ' .

o ettmg Appomtments With Anyone, Part 2
02010 Chtt Hom.t. Int~.uon.t AI "ghh 1UCt\ld
THE ULTIMATE BUSI ESS MASTERY SYSTEM
CHEr HOLMES
LIVE WORKSHOP: Voicemail campaign

What will be your VM campaign? Outline your entire campaign for you team to follow.
Write at least six VM's that you or your team will leave. (ALL offers are to help them.)
1.
2.
3.
4.
5.
6.
SESSION ELEVEN' The High Art of Getting Appointments With Anyone, Part 2 11.7
l/il lIlliMAIi HlJSINf5S MA srr RY SY51f M
STEP 11: THE HUMORO US NOTE

. .
Use this note, put It In your name
NO,No
I 't talk to
Bill Jones
right now. Can't
you see I have a
war to fight?
11 .8 I SESSION EUVEN • The High Art of Getting Appointments With Anyone, Part 2
Ct 2010 Chtt H,l'411n11! ••land ,.,.... r'2If"~
THf: ULTIMATE BUSINESS MASTERY SYSTEM
NOTES ...
SESSION ELEVEN • The High Art of Getting Appointment~ With Anyone, Part 2 I 11.9
THE U[ TlMATf BUSINESS MASTfRY SYST[M
Session 11 Test
THE HIGH ART OF GETTING
Part 2 (Getting Appointments)
er and not [0 be resold or used for
. I program purc has , . h
Please Note: This test can be copied only for rep~ated usage, by the orlglna u to note the important pOints as t ey
any profll. Uses for the test. a) Used as a primer before viewing the Video, this test will ~~~\~~ormatlon . c) The test can be used as a
arise. b) The test should be given after viewing the Video to show how well you re tain I ew.hlfes or any employee who uses the
.'eh,cie to measure the comprehension of employees who view the video (for current emp ~Y:~eans fo r 'promoting memOrization (the
VIdeo for s{'lf'sludy or In a training slluollon). d) The test can be given every eleven weeks a
minimum OCCt'ploble level of learning) of the material,
Name : _ _ _ __
Score: (8 points for each correct answer, 56 points = 100%)
1. What do you think is the main reason why most salespeople are mediocre?
2. What percentage of salespeople stop pursuing clients after the first time the client has said,
"No. "?
-----------------------------------------
3. What percentage of all salespeople drive in only 20 percent of the sales?
( Circle one) a) 10% b) 80% c) 28% d) 95%
4. Is persistence considered obnoxious?

(Circle one) Yes No
5. What is the only quality that made "Rocky" a winner?
!l.10 SE.SSION EUVEN • The High Art 01 Getting

With Anyone, PMt 2
C 1-010 Chn Hd, •• .,. j &1-- -.1,,. ...... rli IlL rd
,HE ULTIMATE BUSINESS MASI£RY SYSI£M
What IS the fastest, easiest way to get an appointment?

6.
(Circle one)
a) a phone call
b) a fax
c) a letter
d) go through a friend of the prospect
If you get the appointment, what should your next step be?
7.
(Circle one)
a) celebrate
b) write it in your appointment book
c) fax a confirmation of the appointment
d) notify your boss and ask him for the best way to proceed
e) show up on time
S£:SSION [L E.VEN • lhe HI gh Art of Getting

. Appointments W h
2010 Chot ttolm.. lnt,m4t1on.I All I h It Anyone, Part 2 111 .11
,9 It rrurvcd
(III' II()I MI \
III[ ULTIMA'll flUSINt is MASl I MY SY~" M
NOTES ...
11.12 S£ SSION (ll.Vl.N • The HIgh Alt 01 (, lUng Appolntm ntl W,th Anyon. Part ')
PROFESSIONAL PRESENTING:
• • •
u es an I s ralnln
SESSION T ELVE
o Jr, I 0 (, .t Ilohnra Inh~'"~ I ion,,1 ""',1,' .,

" , I.M''1rd
CHfT HOL
IvIrS
THE UIIIMATI 8U51NfSS MASTfRY SYSHM
•
NOTES ...
SESSION TWELVE. Professional Presenting : Rules and Skills Training 12.1

02010 Chd Holmes tntrrn4 'lon.l All ught" ft'if.vffi
CHI' HOIMI\
THl Ul TlMATE BUSINl SS MASHRY Y T{M

--.--. ~-
- .- -'-'
- - -.
HEADER :
GRAPHIC
BUllETS
=-
•
-
HEADER:
GRAPHIC
BULLETS
•
I
, .
12.2 SE.SSION TWELVE · Professional Presenting ' Rules and Skills Training
IHT HOI M[~
TH U TIMAn
-- .
HEADER:
GRAPHIC
BULLETS
•
•
HEADER:
GRAPHIC
BULLETS
I .
------- - -------------
SE.SSION TWElVE: • Professional Pre entlng Rut S nd S I.ls Training 12.3
o 10' 0 c:.twl Holm" ntcfNlt rw! AI1 nghb rt1~f\"t'd
( 1111 111)1 MI \
II 11 III TIMA" IJIJSINI H MM" HI" WS 1/ M

•
z 2
HEADER :
GRAPHIC
HEADER:
GRAPHIC
12." SESSION TWELVE · Profenlon,' Presenting. Rul"s ,nd Skills Tra'nlng

(III I It O l M I ~
IIil U IIMAl
r
I
I
GRAPHIC
HEADER:
GRAPHIC
BULLETS
S[ S510N TWELVE ' Professional Pr s nllng Rules and SkIlls TraIn ng 12 5

C.HEl HOLMES
THE Uln iATE 8U I f MA TE Y Y n f

.
HEADER:
GRAPHIC
BUllETS
I •
•
L ~- ------- --------
•
~---. ---------------
HEADER:
GRAPHIC
12.6 SESSIO TWELVE · Professional Presenting: Rules and S Ills Training

CHEf HOLMES
HEADER:
GRAPH lC
•
•
- - - -- - •
•
HEADER: r
GRAPHIC
BULLETS
--
SESSIO TWEt: E • Profess.onaI Presenung ng 12.7
(1tIlIHlIMI ~
, MASH NY y~ 11 M
III! UI I IM ATI Ill/SIN I J
GRAPH IC
I
J
I
J BULLETS
I .
I
•
I
I
I· ---
l
I HEADER:
I GRAPHIC
I
I
BULLETS
I
I
I •
I
•
12.8 SESSION TWELVE . Profenlonal Rules und Skills Training

I HI T HI)I MI ~
TH J A l
NOTES ...
SESSION TWELVE · Prole Ion I Pre enung Rules and SIS Training 12.9
( HH HOLMES
,
1m Ul "MAl[ 8USIN(S\ MASURY \YSHM
PROFESSIONAL PRESENTING: RULES & SKILLS TRAININ

I
"" er and not to ~ resold or u,ed for
Please Note: Thl! lest can bt' COpied only for r pealed usage, by th.. onglnal program P~~u
:0 'note the ImporUlnt pOints as Ihey
ny profit USC's tor th.. t t a) Used.s. prom I betor.. Vlcwong the vldt'O, thIS tesl Will
arll b) The tell should b glv "alief Ullng th vodt'O to show how wcll you ret. In
r;;r;::;
Information C) The lest can be u",d as •
tI • htres or any l'f11plo~e who USl'S the
vehlcl to me.,url' the compr her.S/on of emplo who View the deo (lor current employee n;;;, lor 'promoting memofllatlon (the
ks
VftJ lor seN study or In a /lolOInq ,I'uotton) d) The test un be goven every eleven w .... as a m
min mum Q(up/oble It'vd of kamlnq) of the mat fl.'
Name:
I
Scor : (5 points for each correct answer, 120 points = 100%)
1. "A prospect WIll retam only 20% of information that is communicated verbally, and . o~Iy
20% of informatIon that is seen ." What is the percentage of retention when InformatIon
7
IS
communicated both visually and orally with professional presentation materials ,
2. What are the two main reasons for why it is important that your client has a high retention
of the mformation you have presented?
1) __ -- -- ._- -- -- - - I
2)
3. How much of the information stored in the brain is taken in through the eyes? I
(Circle one) a) 10% b) 20% c) 25% d) 85%
I
I
4. What percentage of motivatIon is optically stimulated?
((lfcle one) a) 10% b) 20% c) 40% d) 80%
5. How many images can the eyes capture in a single glance?

(CIrcle one) a) 15 b) 150 c) 1,500 d) 1,500,000
I
I
6. How many words per minute does the average person speak? _ _ _ wpm
7. How many words per minute is the brain is capable of hearing? _ _ _ _ wpm
8.
IfC e one) True False .
I
12.10 SESSION TWELVE · ProfeSSIonal Presl'ntlng. Ru ,I'S and Skills Tralfllng

e 10 10 Chrt Hof~ InktnllJoNl AI rtg~tJ '~W!Md
CHET HOlM[~
9. Given the ~ame period of time, how much mar information can you pre~ nt If you r
useng visual aids?
(C"cle one) a) 2% b) 12% c) 22% d) 40%
I
10. Repeating the same core Information several times during a pr sentation IS no a W1~ Id a
(C"c/e one) True False
11 . When doing presentations, it is wise to put a great deal of Informal1on on one pag , th
more the better.
I
12. Spend a lot of time on each page of your presentation.
I (Circle one) True False
13. It is not your job to educate clients about anything except the facts about your products or
•
services.
I
• 14. Telling stories during your presentation will bore a client.
I
I 15. If you do tell a story which illustrates your point, a person's recall will increase by what
percent?
(Circle one) a) 2% b) 3% c) 26% d) SO%
•
16. When you are presenting, what you say (the words that you choose) are far more powerful
I than how you say them (how you move your face and body).
I (Circle one) True False
17. You should never take over someone's office when you are presenting. It is rude to as
them to come around the desk and sit next to you.
f
, 18. The best way to begin a meeting with is a busy client is by saying, "I'm sorry for taking
your time, I know how busy you are."
r
19. It is good to stand up when you are presenting to a group, but it is not advisable to stand
up when you presenting one-on-one.
SESSION TWELVE . ProfeSSional Presenting: Rules and Skills Trammg 12.11

02010 (t\tt HOImt~ Intt'fNtiQNl nghU,twrYflI
C HET HOL M ES
20. It doesn't matter if your hands are in your pockets when you are presentmg.
21. If a prospect tells you that they are simply "not interested," what should you do?
(Circle one)
a) go on to the next potential client
b) make a file for trying again when you run out of potential clients
c) begin a campaign to get an appointment, no matter how many rejections you
receive
d) decide that sales is not the career for you
1212 SESSIO TWElVE· ProfesSlONI Pre1entmg . RuleJ and Skil"a TralO,ng
C ... 0 Old Helm Ii '"'-~n.l! ~ AI

" If'.cd
CHET HOLMES
THE UlllMATl SUSI ESS MASTERY SYSTEM
NOTES ...
SESSION TWELVE. ProfeSSional Presenting : Rules and Skills Training 12.13

o 2Q' 0 (hr' Holnlt'l Inh'rn"tlon~1 "II 'lghU If'\tr'tt'd
( fH I HOl MI ~
I
HiE UI IIMAI I IlIlS/NI ~S MA~" RY sn" M
NOTES ...
J2.14 S£SSION TWELVE ' Professional Presenltng Rul s and Skills Training

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THE 12 CORE STRATEGIES OF BUSINESS:

FROM THE DESK OF CHET HOLMES

SESSION 3: BEST BUYER STRATEGY: .................................................................... 3.1

SESSION 4: CREATE THE ULTIMATE COMPETITIVE ADVANTAGE: ......................... 4.1

SESSION 6: HIRING AND TALENT: ...................................................................... 6.1

SESSION 7: THE SEVEN "MUSTS" OF MARKETING .............................................. 7.1

SESSION 8: DETAILING AND PERFECTING THE SALES PROCESS .......................... 8.1

SESSION 9: PERFECTING YOUR FOLLOW UP ...................................................... 9.1

SESSION 10: THE HIGH ART OF GETTING ........................................................... 10.1

SESSION 11: THE HIGH ART OF GETTING ........................................................... 11.1

SESSION 12: PROFESSIONAL PRESENTING: ........................................................ 12.1

THE ULTIMATE BUSINESS MASTERY SYSTEM

.... a. ..... ...................... - .

LIVE WORKSHOP: Think This Through

BUSINf~S MASTERY SYSTEM

LIVE WORKSHOP _ SPEED MINUTE: Write one answer for each

Whdt would mdke yOU more trusted?

Have deep credibility?

Get more brand loyalty?

rom anyone else.)

Pricing com pansons

Motivate action now?

1.4 SESSION ONE • 8e<om.1119 I Marketing Master; Secrets of th

LIVE WORKSHOP: Sell the company

Wh ere would you put that in your communi cation process?

LIVE WORKSHOP: Write the title of your stadium pitch

What could you do to help your clients be more successful?

LIVE WORKSHOP: Write some educational offers

LIVE WORKSHOP: Shift the criteria

LIVE WORKSHOP: Develop your slogan

THE ULTIMATE BUSINESS MASTERY SYSTEM

1. Begin with a great promise (what's the title?)

2. Areas covered (Pre-seils the HECK out of the education.)

7. Now what would you say about your product or service?

8. Put your slogan here.

THE Ul TlMATf BUSIN[SS MAS TERY SYSHM

LIVE SUMMARY WORKSHOPS :

3. How can you preempt or disempower the competition at every turn?

5. How can you become the most respected?

6. How can you become the most popular?

1.10 SESSION ONE. I MlrIcetln

7. How can you become th e most sought out for information?

8. How can you become the most educational?

9. How can you become the best resource in your industry?

10. How can you generate referrals?

11. Motivate action now?

What's FREE, and easier to sell?

c lents can you use?

What could you sell th at would be easier to sell as an entry-point?

ONE - the Super

BONUS WORKSHOP: Features tell, benefits sell

1.14 SESSION ONE. a Marketing Malter: Sec:retl of the (..._

· arket u h all the data came from their tra?e JOurnals

But for now, RIGHT now, lis som youwou d II v

BU\INIS~ MAST£RY WS llM

Core Sto Elements

~hat. measurable data, facts, com aris . .

1.18 SESSION ONE •• ~--- ---~­

THE ULTIMATE BUSINESS MASTERY SYSTEM

How to luNd I Core Story_ .

E.) Now write a compelling title for your core story.

THE ULTIMATE BUSINESS MASTERY SYSTEM

1.24 I SESSION ONE-

Complete these sentences:

• Ind How to Build I Core Story . _. -

IHI UllIMATl8U~INrH MASTIRY 5YSlfM

1.28 I SESSION ONE. a Market'In9 Master' Sec

1.18 SESSION ONE •• ~--- ---~