Chet Holmes - UBMS Workbook

THE 12 CORE STRATEGIES OF BUSINESS:
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CHET HOLMES
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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

III
02010 Chet ti.)lmr$ All nghts merw-d
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..................................................................... .... . . . ........... ..
"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
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THE ULTIMATE BUSINESS MASTERY SYSTEM
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BECOMING A MARKETING MASTER:

e U er ra e IS

an 0 UI a ore or
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SESSION ONE
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THE ULTIMATE BUSINESS MASTERY SySTEM I
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CHET HOL
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CHET HOLMES
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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.)
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SESSION ONE. Becoming a Marketing Master: Secrets of the Super Strategist and How to Build a Core Story I 1.3
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TH( UlTIMATE B U S I N f ~ S MASTERY SYSTEM
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?
Preemptive positioning? (Not buy f
rom anyone else.)
pansons dealt with?
Pricing com .
Referrals?
Motivate action now?
1.4 SESSION ONE 8e<om.
1119 I Marketing M
aster; Secrets of th
e Super St
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CHEr HOL"
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CHET HOLMES THE ULTIMATE BUSINESS MASTERY SYSTEM
LIVE WORKSHOP: Sell the company
What could you say about your company every time you Interact with a client?
Where 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
. aU In,
(HEr HOL"
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. . e broadest possible sense.
What cou ess
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 S
uper Strlteglst and How to Build a Core Story
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CHET HOLMES
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
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 ~ I n . More Items you want to have researched -
ONE-
(HET HOL"
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CHET HOLMES
THE ULTI MATE BUSINESS MASTERY 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
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SESSION ONE Becoming a Marketing Master: Secrets of the Super Strategist and How to Build a Core Story I 1.9
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THE Ul TlMATf BUSIN[SS MAS TERY SYSHM
LIVE SUMMARY WORKSHOPS:
1. How can you heighten the interest and irnportance 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?
HfT HOl
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4. How can you create massive brand 10 7 /I
. ey never
5. How can you be
come the most respected?
6. How can b you ecome the most popular?
1.10 SESSION ONE.
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e Super Strategist
.2010 Chol ""mo and How to B 'Id
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7. How can you become the 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.)
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
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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
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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.

SESSION ONE Becoming a Marketing Master: Secrets of the Super Strategist and How to Build a Core Story
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1.13
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o 2010 HoIllin .u nghts 'fMr.rd
S TERY SYSTEM
THE Ul TlMATE BUSINESS MA
How to UI
.' ccinct description
e follOWing IS a su tory However, If
hoW to build a co
re
d
s
os 'that describe
, k" ped the VI e . I
you ve s .Ip If a great disservice. t
this, you're dOing but here is a cheat
is well laid-out on VI those videos.
sheet for those who ve wa c
ntain the following:
1. It should begin In Best to start with
interest to your au len "wow" For
facts that make people say .
example, we just built one
for a company that sells
home protection
Their core story begins
by showing how in the
1950's (days of Ozzie and

Harriet), there was minor
CHET HOL"
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The human race, at this same rate
scary. . . '11 b . .
of decline of WI .e
. few generations. This information is
Just a .
a direct set up for WHY this has happened
d then this particular company has some
an I .
very important so utlons.
h t
tr
ends face your industry? You'd be
So w a . .
amazed at how this can be when viewed
fme For example, If we look at sperm count
over I . . , . bl' d f'
today, It s Just a In Igure. It's
when you look at what it was
crime and almost no home
invasion. The next panel
jumps to a slide that shows
the amazing rise in crime
in America (scary, by the
way).
motivate that
serious look at
in 1929 that you literally fear
the distinction of modern man.
For another perspective, if you
look at crime over the last ten
years, it's declined. But if you
look at it since 1960, you see
that home invasion has risen
600%. What's going on in
your industry that would really
motivate that buyer to take a
serious look at your solution?
So, start your core story with
information that is interesting to
your target audience without,
for even a second, discussing
-Chet Holmes
As a side point, Empire
Research Group can do this
research for you. See the link at
www.chetholmes.com. under
my photo, one of the blue
what you do and what you sell.
2. The information should then give trend,
statistic or data bits after data points, all
of interest to your target audience. This
information should be bad news to them.
You want them shaking their heads in
displeasure at the myriad of challenges they
face. For example, in UBMS we share a core
story that shows the decline of health in
our entire society. The scariest point was
that male sperm count has declined 95% in
potency in the past 70 years and the amount
of woman infertility is up 265,000% (really
bars says how research can
triple closing ratios. That will link you to Empire
Research Group. Or call 888-253-6121.
3.
Now that you have done a righteous set-
up and have your prospect(s) salivating for
a solution, you have a section that says:
"Here's What You Can Do About Some Of
These Challenges."
If you're a construction company trying to get
builders to use you over your competition,
your front part might have shown the market
1.14 SESSION ONE.
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- -..... Strltegist and How to Build a Core Story
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CHET HOLMES
you serve and how much building has gone
on. Then it might have gone into costs, labor
problems, laws, lawsuits, etc., all areas of pain
for builders. It would then segue into some
solutions; some might not directly have to do
with you. 50 you might say, "Three Solutions
One Can Pursue". And two of them are a single
panel with a suggestion from articles you might
have read/found during the research phase.
But one of those three things says: "You Can
Choose Your Partners More Carefully." And then
you segue into "The Four Things To Look For In
A Construction Partner".
This section is NOT a blatant pitch, but rather a
section in which you "set up the buying criteria"
in your favor (explained in Chet's session
on Strategy). You'd have a panel on each of
the things they should look for and each is a
righteous set up for you and how you go about

your services.
Then your final panels show how you fulfill all
the criteria you just set up. This is the ONLY part
where you get to present YOUR company. The
other 90% of what you present is to serve the
viewer, not you. But if you've done a great job,
believe me, you'll serve yourself big time.
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
where you pre-sell like a champion. REALLY
make your prospects want it.
End with a summary, two summary pages. The
first one summarizes the data that leads them
to your conclusion. The second one shows how
your company provides the solutions.
Then you have a final ending panel that is your
USP, as defined in Chefs session .
Good luck. And remember, Empire can do
this for you now and probably much better
than most can do it themselves. Why? Because
they've built hundreds of these and they are
highly trained and efficient at it.
Good luck. If you build it, they will buy!
Research
If you really want to dominate your market, the
first thing you should do is conduct research.
For example, when we had a calendar company
as a client, we helped them discover that their
market was shrinking, hence changing their
strategy from going after small gift shops to
going after large chain retailers like Wal-Mart.
50 point one, you want to look at the size of
your market over the last several decades. The
United States Census Bureau keeps outstanding
records of every industry. Number of units,
employees and gross sales, and the data can go
back into the 50's.
You get some great "wows" (explained on
videos) when you look at data over several
decades.
SESSION ONE Becoming a Marketing Master: Secrets of the Super Strategist and How to Build a Core Story I 1.15
CHIT HO ,
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HI! Ul liMA rr
1.16
arket
Anllll,,1 hlIlIIU) fo I I In you wi/nl 10
f
'lfl rl S ., '" d
I rnplc. I YOII r old deh yCilr i/n
knoW how rn I/ly hOll f...\ , r 111',S Ir,'
. nl In .
how mil II ilion y 1\ II I 0 for ny Industry,
po It Ions yOIl II xp r .
(ll W.1l1t to flllll Ollt how
I
u h all the data came from their tra?e JOurnals
Lho read religiously When you re looking
to ma e' .
. 'uperior weapons to your competItors.
gIves you,
The bad news Ultimately, bad
news motIvates much more
m"ny ullIls sold, or II )w fI1u<.h
II nl, Le;. ,
"50, if you can
than good news What IS gOing
on In your industry that is
paInful? Are companIes gOing
out of bUSIness? Is competItion
out of control, etc.
You low III (0 find out how
rn ny IJrok r s till r ar . How
rn Illy I 01'1 mploy -(/, te.?
You ,I 0 w( nt 10 fm(l out
II w thl lIurnl)l rs h.IV
h lilt I dover 1111 1.lst f w
d d s. It is 11 T HIS part of
th r rt h th"t you fmel th
"wow'" s d sUlh d holh in
" tr I (y Vu liS Ta tic " ,md
. ..
in "UI tlV Pr' entm .
Ma) r tr mls! Most trad
journ I th t ov r an industry
do n" nn wrap up" on
th Industry. What th y don't
do I (amp r that data ov r
th ar. 0 If you can t ten
industry, you can
find correlations
'wow' out loud. 1/
- Chet Holmes
You have a sense of your own
Industry; so can thInk through
other areas that would be
telling. What other areas
are there that you'd want to
research? Market data arms you
over your competitors. They
never stop to work ON the
business and this gives you a
superior advantage.
Even if you're in a retail setting,
know the details, you'll find the
trends. For example, if you're In
Y cH of that particular you can find
the jewelry store business, find
out how much is spent on each
area, how has it changed over the years, how
many jewelry stores are there, etc. KnOWing
your market better than your competition will
give you some surprising advantages.
orr lations that literally make your clients say
"wow" out loud. W had one client where we
did som r arch nd then laid out for them all
th tr nd that they had never noticed, even
SI SSION ONE 1tc:00il.ng M.rketlng Secrft, of Su
per Strateg"t and How to Build a Core Story
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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
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CHEr HO
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Core Sto
Elements
Name at least five pain points that would motivate your buyers to become more interested in your produ
, h ' 'M t' t' h cts Or
,.,mces. Be this is the step where you are tryIng to get t attentoo
n
. 0 Iva Ing t. em to buy ONCE
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,
measurable data, facts, com aris . .
ge It, I.e., research, vendors, analyzi
1.18
SESSION ONE
ng MISter:
of the Super S -
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IOCIIot...... and How to Bu'ld
....-... .... _. _' a Core Story
-
cts Or
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ample: "
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
to find ways to "grab attention.") Now that you hav th ir au ntlon, how do you motiv
action faster?
1 .
ro was
m to ta
theY'd 2
behalf
his is
eploy.
mg
Iyzing
3.
4.
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 .
SlSSION ONl Becoming :II Marltetlng ~ n e r . Secrets of the Super and 110 .... to Build a Con Story 1.19
CH([ HQ
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C.) N .... at !east five pain points that would motivate your buyers to buy more (this is different tha
n faster)
1 .
2.
3.
...
5.
How to luNd I Core Story _ ..
- -
aster).
-
CHEl HOLMI S
Name five pleasures the prospect/client should want to attain, achi
product, service or company.
1.
2.
3.
4.
5.
utT 1E
nc or 9 from your
SESSION ONE Becoming a MaRetlng Maslti: Sreu 01 the Super Str_go.t and How 10 Build a Cole SIory 1.21
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lH[ Ull MATE USI [5S MASTUt SYSlLM
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.
5
6.
7.
8.
9.
10.
E.) Now write a compelling title for your core story.
SESSION ONE. Becoming a Master. of the Strategist and I low to Build a Core Story 1.23
<12010 ctwt .ta'NS ."Ih an F ". AlI'IIjItIll '11
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-

.. 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
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02010 ehe. Hal: .. n IntNtKM'l" 411 nghts rf1!Mocd
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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.
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I
Ind How to Build I Core Story
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CHET H
OLM[
IHI MASTIRY 5YSlfM
them all at once, what would you say? You can begin to see how much stronger your stadiu m . a present I
when you ha"" hard data that can rivel the attention of your audience from the start. Outline p'tch will b, 0
pItch. This should be much stronger noW that you've done all these other exercise" your
Now say it in a single sent '
logo every time, ence, ThiS is your slogan/strateg' ' ,
IC position, the statement that goes under your
1.28 I SESSION ONE.
a Market'
In9 Master' Sec
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10100l0I-.. 1St and H --. All ow to Build a C
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CHT HOlM[S
THE ULTIMATE BUSI ESS MASTE.RY SYSTEM
Bonus Section:
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
now as the presenter, and the entire audience
is completely comprised of your most perfect
prospects. Are you ready right now? Could you
walk out on that stage and present to everyone
of them and do it perfectly? Now before you say
yes, let me make the stakes higher. Before you
walk out there, the audience
all great presentations start off with information
that makes your prospects say: "wow, I didn't
know that." The focus must be on THEM and
things of interest to THEM, not you. So rule
number one of a great presentation is that it
must be focused on the prospect and not on you
(at least not initially).
is told: "You had to come, but
you don't have to stay. If this
person (you) fails to keep your
interest, you can simply get up
and leave."
Now let me even further
complicate the situation by
telling you the good news and
the bad news.
any given
time, 3% of your
prospects are
currently in the
market to buy
I've built presentations that
increase closing ratios from
one out of ten to eight
out of ten. I've even built
presentations that dramatically
increase your ability to get
in front of prospects in the
first place. How? Let's bring
that stadium pitch down to
its most practical application;
Offer prospects something of
value outside your product or
service, something important
to THEM.
The good news: At any given
time 3% of your prospects
are currently in the market to
buy your product or service
and looking right now to get
it. Another 6-7% is open to it,
but not currently looking. The
your product
or service. /I
-Chet Holmes
Let me give you a case in
point. I have a client who
other 90% is divided into three nearly equal
categories: A) Not really thinking about right
now. B) Think they're not interested (but might
be, if you did a good job at presenting to them.
C) They KNOW they're not interested.
So let's say you sell brooms. And let's say it's
a fantastic broom. But remember 90% of the
audience isn't in the market for your broom at this
time. At least they think they're not interested.
That means if you walk out there and start right
off saying how great your brooms are, 90% of
your audience is going to get up and leave.
So you need to open your stadium pitch (as I
call it), with what I call "wow's." This means that
sells employee benefits and
insurance to companies. His sales team was used
to calling up a client and saying "We want to
come and talk to you about your health care
benefits".
Since 97% of prospects THINK they are happy
with their current broker, that's a really hard
call to make. However, when they created a
presentation that pointed out "The Five Dangers
Facing All Employers and How Knowing What
Those DANGERS Are, Can Dramatically Reduce
Costs and Increases Profits", it made not just
the sale go better, but also the getting the
appointment go much better.
Meaning that the information that is of value
SESSION ONE Becoming a Marketing Master: Secrets of the Super Strategist and How to Build a Core Story 1.29
0201 0 HOlmn Ad nghb ruc:r wd.
ASTERY SYSTEM
THE ULTIMATE BUSINESS M
ed them build a presentation that laid
We F've Most Dangerous Trends Faci
1.30
Facing You In Your
to THEM like, "Five a "superior access
Business", creates what I ca
vehicle."
. Ie hone systems.
Prior to the learning cur t "We want
call prospects and ask the prospectt'ng a neW
to come and talk to you about ge I
ut The I " h' h ng
o . LaW Firms Today , w IC resulted ' I
A
ll Major ' n
. with entire committees of lawyers. Th
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.
ba
d news motivates. We'd get in front
Because
f roup of lawyers and show them that
(less money per lawyer): That their firms
are Id be sued (something like 44% of large law
wou firms will be sued by unhappy
telephone system". to
say, the appointment
process was slow gOing.
However, when they built THE
ULTIMATE PRESENTATION, one
that offered (something like)
"How You're Wasting Money In
Five Major Areas of Your Voice
and Data Spending", suddenly,
they went from getting three
appointments per week (with
four salespeople trying all day)
to getting 30 appointments
per week. This effort is already
tripling their sales in a single
"There's no
situation where
one of these
or dissatisfied clients). That
the law which they
must find their Information is
out of control now, with more
than THREE MILLION cases
to chose from when trying to
find a single precedent. This
presentation was packed with
bad news. Much of this news
had nothing to do with law
books. Keep in mind, it didn't
matter. Bad news motivates

,
even if it is unrelated.
year.
overcome any
challenge you
Your prospect, when viewing
a great deal of bad news, will
suddenly feel the need to
take some action. Any action
they take will make them feel
better. In the case of the law
book company, every lawyer
So rule number one, again, for
building a killer presentation,
is to have information that is
OF VALUE to your prospects
even if they have never heard
about your products or
-Chet Holmes
services. Information that is above and beyond
the product or service you are offering will be
considered extremely valuable to them.
I had another client that was trying to sell law
books to lawyers. Over the years, they had
been reduced to talking to just the librarians in
these firms. And since the lawyers are the
ones usmg the law books, their ability to get
new product into the market became severely
hamstrung.
in the room wanted more
information or wanted to purchase the law
books outright, after they saw the presentation.
Now don't take this too far. The more the data in
the presentation sets up a need for your product
or service, the higher your closing ratio. So, in
the case of the law firm, the massive case law
to be studied created a need for law books that
already studied that for them. Plus we tied the
litigation against lawyers directly the massive
case law, so that seemingly unrelated pieces of
data, pieced together with other data made the
bad news more excruciating.
SESSION ONE Becoming M k .
a ar etmg Master: Secrets of the S '
uper Strategist and How to BUild a Core Story
0 1010 Chft IicIllnti In. _ no!
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CHT HOLMS
So rule number two to building a killer
presentation IS that the data should "set up
a buying critena", In which your product or
service becomes the most logical choice. When
my telephone client laid out all the ways most
companies were wasting money on their voice
and data spending, It made the prospects open
their arms and invite my client to look at how
they might help them. This almost always ended
up being a new system that would help them
save money in many different ways.
What are your cl ient's current buying criteria?
Is it price? Easy to overcome with the right
presentation. Is it that they want to buy only
from the biggest provider? Easy to overcome
with the right presentation. Is it that they don't
think they even need what it is that you sell ?
Easy to overcome with the right presentation.
Data can motivate your prospects in all and any
of the situations mentioned.
I have a client that is a distributor in a market
where they once had only four main competitors.
In the past several years, many other types of
companies have added my client's type of product
as an add-on. Since it's not their main product,
these hundreds of new competitors can sell it even
cheaper than my client can. Result? My client was
in big trouble and fading fast.
Presentation
to t e Rescue
We used data, compelling and riveting data
to show that these competitors didn't know
anything about this particular industry and
as a result, in the long run, poor choices in
purchasing were going to cost their penny wise
and pound foolish buyers a LOT more money
later. The presentation set up a buying criteria
where price became secondary to expertise.
Will that work with you? I do not know. But I
DO know this. There's no situation where one
of these presentations, properly prepared, can't
overcome any challenge you may be facing.
THE ULTIMATE BUSt [SS MASTERY SYSTEM
Declining market? Price is the main motivator?
Inability to get appointment.s? Inability to
get to see the higher decisions makers? All of
these challenges can be met with a fantastic
presentation.
The Core Story
I call these "Your Core Stor/," or your stadium
pitch and they serve another extremely valuable
purpose. I had one client who used to take four
months to train a new person on all the subtleties
of why a prospect should buy their product.
The Core Story used data as the motivator and
suddenly, t his core story could train an outsi der
how to REALLY sell this product and in a single
pass through t he i nformation.
So a great core story makes for a fantastic new-
hire trai ning tool.
How to Bui
a Core Stor
Let me tell you, it isn' t easy. But greatness never
is. If you want to be the ultimate player i n your
market, you have to take the t ime to carefully
craft one of these, using data as a powerful
access vehicle as well as an urgent motivator
for your otherwise slow moving clients to make
faster and more urgent decisions. Before you
read the steps, and become discouraged, let me
tell you that there is a group that simply does
this for you.
You do nothing but answer 60 to 90 minutes
worth of questions about your industry and
your products and four to six weeks later,
voila; they come back to you with a KILLER
presentation filled with poignant and significant
research about your market. Research that
your client will find fascinating, research is
compelling enough to get you more meetings,
critical research that is highly motivating to get
your client to want to buy faster and
that, hopefully, in some way, "sets up a bUying
criteria" where YOU are the MOST logical
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
1.32
(hoice. YOU are the ONLY 0
ne these prospects
w lilt to buy from.
four to six wel'ks 1,lter, t. Y h (acts but visually
ch not Just t e, has
not just the resl'?r , cl KILLER presentation ,
arresting graphlo. Yes, Vivid visuals, photo s
gr,lphio on pane/.( our words, graphs
that triple the Impact 0 y. ts pie charts that
that visually illustrate your d' liar signs in all
point out their problems, an 0
the ri ht places to show them
that th hock another piece of disconnected
Y
utter s ,
to m d that there were maybe 200 f
d
ta showe . 0
a I 15 years ago. Bad news If you're a day
them on Ymarket is gruelingly competitive. Two
spa Your . d
" f data over a 15 year peno put together
P
ieces a I b d I
, I panel to equa a news.
on a sing e
I f
' 'shed building the raw data into final
After Inl
product, I would then pass
back my finished product to
the researchers to show them
how I had utilized their data,
world. that Visua
After and of doing
this, this very bnght research
team began to get the hang
of this process and they began
to go a lot further with the
assignments I gave them,
Before I knew it, they were
getting these things pretty
far along and that's when I
85% of the information in the
brain is taken in through the
eyes. studies show that
nearly triple the communiCation
about presenting anythl.ng to
anyone, if you're not gOing to
use visual aids.
-Chet Holmes
In any event, this group does.a .
turnkey job, You give them an Interview and t,hey
turn around and give you an awesome stadium
pitch, tully illustrated with your logo o,n every
panel. If you want to know how you might use
one of these and you're not sure, it's certainly
free to talk to this group.
Empire's Research and Core Story building
services began many years ago when I was
building these core stories for my billion dollar
clients. Clients would pay me S80,OOO to build
these and I would commission out all the research
to an elite team of top researchers. I would then
sit around on the floor (too much data to put on
a desk) with piles of the raw data all around me
and begin to see where I could piece together all
these disconnected pieces of raw data to create
the "wow's" or find the "bad news" that would
. at the same time as position my
clients. This process alone is critical and difficult.
In one case we were building a presentation for
a client who wanted to target day spas.
SESSION ONE llecomi M ...
ng I I. Mister; Secrets of the Su
realized that this service could
now be expanded outside of the billion dollar
clients I was accustomed to working with.
So what I once charged $80,000 to produce, you
can now get for a mere four figure investment,
affordable by almost any company or sole
individual looking to slaughter the competition.
Now, that said, if you cannot afford a four figure
investment to simply have someone do this for
you, here's what you need to do on your own.
Step One: Research your industry over a thirty
year period. That's where you'll find trends that
no one else has spotted.
Step Two: Look for the bad news. That's what
motivates. Specifically, look for bad news that
you might be able to tie to a solution that
involves your product or service.
Step Three: Manipulation of that data is the
most difficult part of it. It is an art form onto itself,
per Strllegist Ind How to Build a Core Story
e 2010 ChIt;:;', .;tll;P '" Ii .. d
CHl I
Stack the info, cross reference the info, blend it
with other Info, etc. I do all the original panels
by hand on 3X5 index cards. This way you can
erase info, and keep shifting the order of how
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
all of your competitors.
Do NOT pitch your product until the very
end. You want the material in the front and
3/4 of the way through it to be a "set up."
Then somewhere toward the end, you want a
section that says: "What to look for in X type
of provider." At this pOint you would present all
this data about yourself without really saying it's
you. In the telephone company example, they
presented "What to look for in your telephone
system provider" and they had five things and
everyone of them set them up to be the most
logical provider.
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!
THE UlTIMATE SUSI [SS MASTERY SYSTEM
Or, you can certainly have E.mpire Build
it for you. You can reach them again at
www.empireresearchgroup.com
or 1-888-253-6121 .
To Your Success!
Chet Holmes
Chet Holmes IS PreSident and CEO of Chet
Holmes International, an international marketing
and sales consulting firm in Novato, California,
that specializes in helping companies in all areas
of marketing, management and sales. He has
conducted training sessions at more than 60
Fortune 500 companies and is the author of the
best seller, The Ultimate Business Machine.
For more information, you can go to:
www.chetholmes.com or call 888-663-3100
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. All nghtJ rne-rwd
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BECOMING A MARKETING MASTER:
Sc'cr t of th Super Strat gist and How to Build d Core Story
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1. If your wllinq 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. r Iw ri.lilrorld cornpi.lny define thermelv "W Build Railroads" .
Wrrtc> i.I morC' definition:
Wildt would be' tlw view: ______________
3. An <'qlJrprnC'nt COrnpilny the BASIC d
Wrrtc' .1 morc' \t r clt(CJIC trtl(? _-__
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Wild! would b tl bro.ld('\t pO\\lble vrew title? ___________ _
4. Solllllom M(, w,ly morC' rnolivdlloncllthem
(C/f<ll' one) True Fal!oe
5. If you were vitamins, what trend involving !lpinach would imply vitamim are more
important now then ever before? ___ _
6. Tlw trC'nd involving count al!lo makes a 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 IS compar

Client:
8.
h
ve "clients" instead of "customers"?
. b' t' if you want to a
What is your first strategic 0 lec Ive - - _. ---

- - ---_. - .. -. '
9.
h
'ft th ower in your favor.
When you present market data, you s I e P
(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
1.36 SESSION ONE. Becom'
___ In9 a Marketing M
False
aster: Secrets of the S
uper 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
urn e ,
on _

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a 0
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ral 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 lJSINI )S MAS rr RY 5y) Tl M
WORKSHOP: Basic Income Structure
Write up your b,lSIC Income structure
converts 20% (24 cellls) cit $ -" $_"---"
(look at slides)
BdSic income structure:
Rep takes 120 "lis over ten d.Ys, converts 20% (24 calls) .t \120 " 12880.
$300 bonus when someone goes on to buY our program.
Convert 20% like "ng,ng bell. So nve more sales .t 130
0
" Another \1500.
Pay for two weekS, $4380.
$8000 to $9000 per month .- all from home.
2.4 SESSION TWO. H
ow to Build a C
__ omplete, Turnkey V' , Irtull Slies 0 .
rganlzatio
02010 c .... H.In:1I n on Straight Com " "
__ AI ""'" .. " ",. d mission
CHE r HOLMES
-
CHAIN OF NEXT
SALE
PRIMARY
OFFER
BACK-END SERVICES?
I
THE ULTIMATl SUSI ES5 MASTERY SYSTEM
NEXT NEXT
Even if you don't stock, Store, ship, or even make it, what else can you offer?
r
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
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 e m ~ 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 w e e ~ 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?
SYSTIM
SESSION TWO. How to Build a Complete, Turnkey, Virtual Sales Organization on Straight Commission I 2.7
o 1010 C h ~ 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" Inl"tn,Itoo,1 All flqhU
THf Ul TlMATE BUSINfSS MASTERY SYSTEM

I
CHET HOLMES
THE UlTIMATE BUSI [SS MASTERY SYSIEM
NOTES ...
I
- - - .
- - -
SESSION THREE Best Buyer Strategy: The Fastest, least-Expensive Method to Double Sales 3.1
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100
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w,n '" "II, 0' pm'" 'n ,',,' ,,"", " , P' Olil
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 lie

,
lJ(' '
Profii(.
( III I 1101 MI \ 1111 UIIIMAII MASllRV SYSrlM
LIVE WORKSHOP: Headline for each gift item
If you 'd like help sourcing promotional/tems go to: www.Dreaml00Promotions.com.
1. Magnifying glass
Il eddlirw:
Phon (.111 dlter. Who gOing to do that and when will It happen?
2. Calculator
It adlinc:
('Ie? 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 5Irall'9Y; The Fasll'sl, Ll'aslExpl'mive Ml'thod 10 Double Sales I 3.3
r
IH(
1.
1. Glider
Headline: d when will it happen?
. . g to do that an
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:
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
....... -....
I
I
I
CHU HOLMES
5. 100 plastic dinosaurs
I Headline:
THE UlTIMATE BUSI E.SS MASllRY SYSTEM
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" BUi lNI 5S MAi fill Y 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
STRI'SI'ST/.M
TH[ UlTIMAl flU IN[SS MA
What is an initial purchase?
How often will they buy from you?
How long will the buyer buy from you?
h
?
How much will they spend eac time.
What does that add up to?
. . e value 0
WORKSHOP: What is the lifetime value of YOUR best buyers?
What is a client worth to you over the next 10 or 20 years?
CHEr HO
l ~
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 Intfrn'llon.1 All nqhtl
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
d
ke an anna f k .
memo an ma b t lunch and also a ter war and talk
. Y u send out a e come Y a
YOU: 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 . t on how so h b
__ - (statemen dependent upon t elr)o . 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
YOU: "Hi, this is Pedro Gomez from Homex, are yo
U familiar with us?"
Prospect: yes/no.
YOU; Well, we're the largest Home Builder in Mexico.
II
. . b we recently commissioned a study of issues facing Mexico and how
The reason I'm ca 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.
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 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, LeastExpensive 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 information you learn.
When to attend : (fill in date and time here).
02010 Chet Hotmu InltflUlUOMI AI nghU fHC:l"icd
TfRY SySTEM I
IHI UIJlMAJl8USINISSMAS ECTIONS
7 I'm not interested.
/ling homes.
ilder
7
So this is about se
prospect: You're a Home bu . , king your employees more productive in th '
You; Name, are you telling me you
're not interested In ma e'r
jobs?
Pros ect how do you help with that?
p , 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?
their
CHET HOLMES
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.
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 r e a t ~
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
d
P
motional Gifts
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. ' erlng so",
b_ ~
THE Ul TIMATE BUSINESS MASTERY SySTEM
I
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,
Telecom client: Sent out 20,000 pieces and didn't get a single response.
We sent out SOD Rubik's cubes and got a phOne call (134
4
,000 telephone d e ~ 1 ) and then with f
phone calls, secured another 1S appointments wrth only one week of cold calling behind th t I allow up
a etter

Use stories from other clients.
"Why's that?" says the sales rep:
Client "8eca I' b
. use ve een getting all those letters of yours and I think you're marketing' .
IS Just super 1/
~ ~ . . .
3.16
to
THE ULTIMATf BUSI E S MASTERY
Rules on the gifts: . g to bribe them
.' off like you're tryln . .
Should be cute, not expensive. gifts co
me
ee
or lay with or take home to their child, etc
Should be some'hing uselul, ,ha' .hey ",II wan. '0 k d 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.
ff
(II d amatically raises your visibility and sr'
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.
Since, by de,ign, ,he gilt, hiM! 'a be inexpensive, you can buy mos' of ,he thing' I ",e for 100 pieces I
$40. So W your target is 100 companies in fNe categorie" you're ,alking about spending a few
dollars in marketing per month and you'll have more visibility with thiS approach than anything else

And every 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
Making sales is all about rapport. So you
vehicles that win you more rapport.
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 B u ~ r Strategy: The Fastest, least-Expensive Method to Double Sales 3.19
<1
'"' '" "M'" ,"UN'" M'" ," ", "" ' "
W
Y
OU are going to look to really captu
(
h first offer, no Id' h re the'
2) sond 0"" or pro"'o. A ler I e. . Eoe
o
Ince
n
';" soa
u
go w,t a clever lett " 'It .
A good way 10 do 101, ",IgOI be on THEM, not on you. For exampleer'fthat
on loe Incenll"". And 10. efforl sMu,w< ,h/fle tlr< light on better emp'oyee benefit you ";1"
1
,,,
a ""d "..dh" ""gol 't be in the dark o/)<>ut dangerous employer tre d mer se",d ,
much better approach would 9 for to. asking. Wdle the headline, now usl n s; IVe br'"'' A ,
tor ".. , Subo
ead
' free e,...:"love broe '" ng a flashl' '"91,'9 L
. 'ghl 'I
Phone call before. Who Is going to do that and when will It happen? What will the
y say?
Phone call "
, at will they say?
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 call before. Who 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
O l ~
THE ULTI MATE BUSINESS MASTERY SYSTEM relax while you sip it and think of ho
ur pleasure, ltv ..... ~ ' I I
e or whatever yo
A coffee mug: "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. .... ____
- .........
'II
CHET HOLMES
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).
THf Ul TlMATI BUSINlSS MASTfRY SYSTEM
SAMPLE LETTER #1
Dear _ -:
. . ntation that illustrates 5 unique ways organizat'
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 on ways to reduce co,t and as a wa 'effort and
" 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 $
The p,"gram i, our "free Gift." We have Inve,t
e
'" , 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
second biggest co,t for any emploY"r, they usually welcome practICal sugge,tlonS on how to not ani
the increase but send it back the other way gao
n
yoU a saving' over that same five ye stop
, ar penod
Trend, that every employer need' to know and hOW to turn them into po'itive, profitable outcome .
your organization ' for
o InVestrn
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
I
CHEf HOLMES
THE ULTIMAlE BUSINESS MASURY SYSTlM
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),
th
e next fourfive years (guaranteed) If you do
'/1' t IIy double over 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 rea 'Yawer bids Did you know that hundreds of car ('YrJrld
. ,ye OU '.
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
four year period while everyone else went up. We'll show you 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 emplo ny,
yf-"l
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. Y ViI;
This our 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,.

I
1.\ .

(HIT
SAM PLE LETTER #4
Oat,.
fom Smith

Address
Df'ar Tom,
T U T MAT
I wanted to writ to thank you for b tn9 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 I how your out of-th -box thinking can impact th mas w 11 :
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 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 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
THREE. Best Buy r Slrat gy T wSl[xpens Method to Double Sal s 3.27
OlOIDOwI-'
HI[ Ul TIMAn BUSINI H MASHRY Sysn
M
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
. . II d uble over t e ne . d' .
The cost of employee benefits will wtua yOst of benefits can only go so low tra .'t,onal bidding
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 tab 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 .
while everyone else went up. We'll show you ow an . e eneflts
by being just a little proactive about health issues. We'll show you company, with only 80
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 way sh?w you, -on the to reduce costs) is through this Executive Briefing.
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
should attend: If 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 t .
egy. The Fastest, LelstExpensi M
Double Sales
OlOIOCllot ......
InIIntiaonII AI 1".. ,.'.; 'Id
Ce
s
re
9
hat
el,
CHET HOLMES
SAMPLE LETTER #6
Date
Name
Co name
Address
Address
THE UlTIMATE BUSI ESS MASTERY SYStEM
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),
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:
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.
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.
This our way of introdUCing ourselves to you. If we ever work with you, we guarantee to never cost you a
penny. We'll only save you money and get you more Yields per dollar over what you're spending now.
This Rubik's Cube has 317,000 possible combinations. We'll show you r-IVE that will make all the difference
when it comes to reducing your health benefits costs. We guarantee a fast paced and highly educational
experience from the first page of the briefing. Call to get yours today. [PHONE]
Sincerely,
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)
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
(Your company name here) we've helped more than 700 compaOles save money on not ' w"d. A
b f' . B" f" h Just em t
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'
Dear (personalized):
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.
Da
To:
Fro
Re:
yee
Thl
tak
m
cor
to
ree
ATEGY:
Double Sales
Least- Expensive
I program purchaser, and not to be resold 0
dted .JSdge, by the II prompt you to note the Important pomrtsUSed fOr
t can be copied only for rep/! VIeWIng the VIdeo, thiS retained the ,nformatlon c) The lest can be as they
Please Note: a' used al a pnmer to shOW hoW we;:, YO;rrtnl employee newhlres, or any employee as a
.ny profit Uses Id be gIVen after VIt'VIng
l
etS who vieW the VIdeo en wee as a means for promotrng memonz t Uses the
,ose b) TIlt lesl s mprehtnSl
On
of emp oy 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.
VlU' '--'
/Tllnlmu
m
ocuptoll'e IC""
The Fastest,
-----_.
- Name: , . ' 114 points = 100%) -------
Score: (6 points for each correct answer,
f better buyerS than there are all buyers.
1 .
There is always a smaller number 0
T
False
(Ctrcle one) rue
WE
wh
by
em
abc
Ani
zer
-
anc
me
WE
Brli

wil
thE
WE
hig
3.
2.
'I d for growing companies?
What is the biggest lesson we ve eame
3. What kind of discipline does it take to grow a company? -, ---------- -----
4. Another Dream 100 strategy is to go after affiliates that can market your products and
services to their existing clients.
5.
6.
7.
8.
3.32
Nobody cares if you're talking to an industry competitor at the same time.
How far in advance do you need to plan your dream 100 stra tegy? - ------
WIth anyone else.
THRU Bts
Str.1tqy Tilt FISlts
,
.s" without eh eking

..
,
..
CHET HOlMES
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. ______ _
HE U T MATE
-
------
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.
-
17. What does the concept "soften the ""rk
et
" ",ean'
18. D"'''' 1 00 effort should be ,bandoned ,fter l ",.nths if it doesn't work.
19. When folloWing up on the drea'" 1 00, 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 r r u : ~ .
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' (Delme . 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
0S100
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
1. All employees perlo
rm
each aspect of the;r job w;th a h;gh degree of excellence and cons" t
(list areas where th;, ;, not true areas to be worked ON) IS ency.
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
n
army and there;' an area where you do not have hard e
procedure" nOW ;, the Hme to work on the area where that ;, necessary. and 'tr;q
orkshopS
WORKSHOP: True or False
were thiS is
not
2, Results are somewhat r . ' .
true areas to b 9 a Similar answer for h '
e worked ON) eac question or problem (L'
,1St areas where th' , IS IS not
4.4 SESSION FOUR. C ~ ~ U ~ -:'::=:---------
mile Competitive AIJ't
1I1tIge: How to Go --
.... 0l0I-. Fro", O-SI00 ~ f l l i --. ... _ 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 0S100 Million ... or Billion
4.5
02010 Chc-I H o l m ~ ' Inll"rn.tttonlil All nghh fC'\"rvrd
CHET H
OLMlS
THE Ul TlMATI BUSINESS MASTERY SYSTEM
. uld have a
massive illl
pact
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 C
~ r u t e the Ultimlte
.... a..... ~ " O-Sloo
................. -
Advantage: How to Go ~ F -
... 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
M
'II' or a Billion
CHET HO

I
prog
ram purchaser, and not to be resold or used fo
ed
by the angina h . r
Please Note: Thl> test (an be (Op,ed only tor repeat usage, h test Will prompt yOU to note t e Important pomts as they
I
. g the VideO, t IS ..) Th t t b
any prot It. Uses lor the test ' a) used as a pnm
er
be are vlewtn II u retained the ,nformat,on. c e es can e used as
d
t howhowwe yo f a
.m. " n. ,"' '" ,,'" ."" ... '", ".. ., I'" ,"""" "",',y" ,-h'.'. "MY'mp 'Y" who .," 'h.
How to Go From $0 - $100 I Ion.
"',, ... m
re
,,,. ., .mp'''''''''' ... ,,,. , '" ..... ' " m"" ,,, p"m'''"' I'"
""" ,. ,.n.,,"'y"'" 'ro'"" d) "" "" ," '" "",
minimum acceptable le"el olleamtng) 01 the matenal.
Name:
Score: (6 points for each correct answer, 126 points::: 100%)
,
1.
What is the peleentag
e
of companies that reach \1 million in annual ,.venue)
2.
What is the peleentag
e
of companies that reaeh \5 million in annual ,.venu
e
)
3.
What is the percentage of companies that reach $10 million in annual revenue?
4.
What makes the difference in building a company from $1 million to $10 million?
s.
building your company, you do not need to focus on the impact areas.
(CIrcle one) True False
6.
7.
The best type of trainin is'" ".
(Circle one) lir
ue False
8.
Results are somewhat ed'
rue False .
9.
The training you do toda h' .
rue False .
10.
Each employee should not' ..
(Circle one) li give a similar answer for each . rue False question or problem.
4.8 SESSION FOUR. C reate the Ultimate Com ..
petitive Advantage How
. to Go From 0$100 .,. or Billion
Cl1010 Oil HI' ]04 .............
........ "'1 ...
(HT HOLM[ S
THE ULTIMATE. BUSI US MASTERY SYSTEM
1
What are the three P's?
1 .
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 H o l ~ \ Inlf'fTl.hon .. 1. All flghU rturvnt
I HI UI TlMATI AU INI 55 MAS If RY Y If I
19. qu,litty tr,lining the following.
( /fell' 0/1 (iIa( (lpply)
a) ell
b) ,lVCS
c) Improvcs 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 . C
reate the Ultlmat C
e ompetilive Advant
age How 10 Go f rt)
0100 ...,_ m OS100 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 ttrn .. t I All nghu
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 HOLMES
THE ULTIMAn B U ~ I U ~ MASTERY SYSTEM
NOTES ...
SESSION FIVE Time and Results Management: Secrets of Billionaires 5.1
I
I
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.
To Do
-- ---- .
6 Most Import
ant
--- - - - - - ~ . ~
-
1
2
3
4
5.
6
7
8
9
10.
11
12.
13.
14
15
16.
17.
18.
19
20.
S2 SHSIO FIVE . T
meandRew
- ---
-
- - - _--- __ ---.- - ~ +--0
-
____ -- - -. . . - - -. -r
--
_ _ ~ _ _, _ __ _ " .. __ ' ._ l--
-
- - -_.------ - ----_ ... _----
- ~ - - ~ -- - -- .. _- --" ----
-
- -' - - - ----------
--
I
I
I

I
I
I -
-----
I
I

I
s Managemen
c 0
,' .......
-
CHH HO
ow, list thos SIX most Impor an t you h " to do on y
1.
2
3
4
5.
6.
of
Tim I
aCh it
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
330
400
430
500
5:30
,II d dk 1 0
m (In Imi n)
SESSIO FIVE Time and Results Management: Se(re s of Bllhona res
02010Chd ....... d
5.3
THE ULTIMATE 8USINfSS MASTIRY SYSTEM
Session 5 Test
Secrets of Billionaires
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 vldto, thiS test c) The test can be used as a
any proht Uses for the test a) Used as a pnmer
d
0 to shoW hoW well yOU retal I ee newhires, or any employee who uses the
arist. b) The lest should given afler viewing the VI e
hO
View the vldto (for current oy means for promoting memorization (the
vehlclt to measure the comprehension of employet
S
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
1.
Define a "got a minute" manager: ------------------ -----
2,
3.
4.
5.
6.
7.
8.
5.4
A good meeting has no assigned goals, deadlines or tasks.
A proactive office has a manager that sets their schedule each day, with specific times for
miscellaneous meetings and interruptions.
When something interferes with your schedule, what should you do? ---------
Having a "to do" list is more important than actually planning out each hour of your day.
What percentage of all filed information is never referred to again?
List the "Six Steps to TIme Management":
1)
2)
3)
4)
S)
6)
"
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 C h ~ 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 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 That Makes (or Costs) You Millions __ 6.1
- - -
020100' .. , Hoh"" InlttNittONl All nghU
, t, mJ I"es. As .. ,
st re aJ a ~ r LV [ oe L ,to ,mp'v';'; d? 0 tape you listened to? Or which seminar you
1 Whal wasthe lastsell help boo you eve"'" r h lim Rohn and other marketers and sal ""ent to'
(loD or people ""ned by Tony Robb,ns, lay Abra am, es stacS)
t) who do yoU admire the most?
2 0 all the people m th world today (past or presen
d
t
th
them
Ask about their resume history.
ft r you'v bonded n got rappor WI
E FOR IMPROVEMENT
DETERMINE DEDICATION AND DESIR
TER sYS
TE
THE un

I
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.)
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: Don't react to their answer ..
re an c am up. You must encourage them to tell you more. person says
they won't lel1 you any rno d I or reael posot,vely. II you react negatively to anything the
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 M
a es (or Costs) You
'ons
co,.,.
,f
....
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
(12010 CIwt
6.3
(Itilite
) ."
1111 III IIMAII
, 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(' JUCJlll dr", to cia
/
J
the f)(I\\IOn ,Hl(' \(0 th
with ,I/lllmi ,HlYOIW IIl('Y /1<IVP t H' ( rlV<, . 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
/ t
J VI' sUfwrstilrs eire .'
Ill!' I wo fTMIn p(,(IOr1cl/lt Y I (,III I I 1,1 (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 matt r. The
psychologled/ proltl(' IS rvcrythingl!
3.
Personally screen all inquirers. When they call act busy, sound gruff and be to th
why do you thtnk you eIr(, cl \Upcrstelr?"
pOint. " So t 1/ m
e,
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
'I'
,
. ..
CULT Ii lMIS
IF YOU DECIDE TO INTERVIEW
them to writ(' down 5 qu H y'd Ilk to b d dUrin t
1. r '". th rn b judq.d by lh qu, Illy of It Ir qu nd
their sides. r he Willl II you Ii lot bout lh m.
2. rc1I t hem to bring d to th inl rill w.
THE INTERVIEW: RELAX, PROBE AND ATTACK!
,
WII
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 reo
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
I
'r present levels of confidence.
d
t ibuted to t lei
Determine: If the candidate'S backgroU
n
con r
Ask Questions Like: . ?
. who OU are? HoW were you raised .
1. What types of things in your childhood shaped Y k I
. our life? (Not necessarily wor re ated) 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 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
knowledge, etc.?
3.
4.
Can you give me any other examples where your personal determination took you through to w' .
inning?
DETERMINE THEIR ABILITY TO BOND WITH OTHERS
Top 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.
2.
3.
6.6
How would your best friend describe you?
What are some of your best memories?
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 lM"
. . . themselves. This IS a pre_requisite for a top producerlll
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 . . _ ~ .' b '.55 and I doubt your" "0"
su"' you'd do well in many other " , d , a " , ~ , this is a ",ry comptl/lV' USln 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.
2.
If you can convince them they don't have what it takes, they are not a top producer.

6.8 SESSION SIX Hiring and
The Key That Makes (or Costs) You
.2010(hl1".'-
N' ............
.... -
CHEr HOLMES
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.
IX H
and Talent The Key That Makes (or Costs) You Millions I 6.9
SESSION S Iring .
THf ULTIMATE BUSINESS MASTlRY SYSTEM
1 1
0 f superstar traits,
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
$960,000 S48,OOO
Base
$28,800
Total
S76,800
Year 2
Existing Clients
45
$1,152,000 $57,600
Smaller Accounts (15-100 EE's)
30
$100,000 $360,000 $28,800
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
Smaller Accounts (15-100 EE's) 20
$100,000 $180,000 $18,000
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 ~
THE UlTIMAH BUSINESS MASTERY SYSTlM
SAMPLE COMP PLANS
# of
Year 1
Accounts
Smaller Accounts (<S50,000)
12
Large Accounts (>$100,000)
5
Total
17
Year 2
Existing Clients
17
Smaller Accounts $50,000)
24
10
Sales Reps
Total
51
3
.
Existing Clients
51
Smaller Accounts $50,000)
24
10
Sales Reps
Total
83
6.12
SESSION SIX Hiring and Talent: The Key That M ke (
a s or Costs) You Millions
Sales
$600,000
$500,000
$1,100,000
$1,100,000
$1,200,000
$1,000,000
$4,400,000
$7,700,000
$,7,700,000
$1,200,000
$1,000,000
$13,200,000
$23,100,000
CHlTHOt,.
'VI[ S
Commission
$102,000
$85,000
$187,000
$140,250
$204,000
$170,000
$748,000
$1,262,250
$654,500
$204,000
$170,000
$2,244,000
$3,272,500
CH[T HOLMES
Session 6 Test
HIRING AND TALENT:
The Key That Makes (or Costs) You Millions
THE ULTIMATE BU'i1 E55 MASTERY S.YS,[lM
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 Ydthe on9,nal program purchaser, and not to be r!!Wld or U1ed for
:ns
e
b) The test should be given after viewing the video to sho': thIS test WIll prompt you to note the Important poInU as they
ehl cle to measure the comprehension of employees who vie th d ell you retaIned the Information. c) The test can be U1ed as a
lor sell study or in a trainin9, situation). d) The test can b: (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
IHllJlliMAII 8lJ\INI\S MASIIRY WSIIM
9,
k them questions about their rootS.
Superstars become uncomfortable when you as
. (t music or in some specialized
If a candidate is overdeveloped In some area spar S,' t
knowledge) ;1 ;, u,u.lly a ,;gn that they are an ;ntell.
dual
, not a ,up'" or.
10.
11. True superstars are bored with self-help books.
12. What are the three main techniques used to interview superstars?
13.
14.
1) .
2)
3)
. .
-
What are a few key questions you would ask a superstar to understand how they think and
how they have performed in the past?
superstars requires constant challenge and occasional disapproval from the
supervisor.
_6_,_14_ SESSION SIX Hiring Ind Talent The
_______ That Mikes (or Costs) You
I.C1IoI .....
-..-. ....... '_.
Clifl Ito
,
e even" us s"

ar e In
SESSION SEVEN
CHEr HOLMES
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
'e
would be to get 100 P'''' "Ie,".' pl".d.
LIVE WORKSHOP: Designing your tradesho
w
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 Th Seve -
e n Musts- of M l r ~ l n g
(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
() 1010 C h ~ t Holm" Inlftn.uon,,' All nghU ''"t:'''tci
7.3
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. Th
e Seven NMusts
N
of Marketing
Oil T HOLMES
CUSTOMER LOYALTY PROGRAM
Hertz has the Gold Service
THl ULTI ATE USI SS MASTERY S STEM
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' All nghU rf1(l"W'l!d
ASTERY SYSTEM I 7 Wh
THE ULTIMATE BUSINESS M d stomer loyalty. 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.
hint 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
-- ~ .
- . -
- _. -
THE ULTIMATE BUSINESS MASTERY SYS TEM
I
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 C h ~ t HcMmt' I n t t t n ~ h o n .. 1 All ftghh rr\ .. !"Wd
'HI lJl IIMATI MA\TlRY
I
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 HOL
MrS
CHET HOLMES
THl UlTIMATE 8U!>1 [5S MASURY SYSiEM
PRODUCTS AND/OR SERVICES
Current
Improved
SESSION SEVEN The Seven "Musts" of 7.11
I
CHET HOl"
'VIES
Every time I get a client, I go onto web and 'd think you would've done that for yourself, but h
0
describe it It always gives me great Ideas for them. Ou aVe
. list some now.
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
MMusts
M
of
0 2010 CIIII ........ -_,u ...... _

CHEf HOLMES
THE ULTIMATE 8USINlSS MASTlRY SYSTlM
SUPERIOR ACCESS VEt-:tICLES?
What can you create would give you superior access to your dream 100
7
Here
a.
b.
ar
e some suggestions:
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?
A party or really cool 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?
. Free dinner somewhere?
VI.
'1'1 What else? v.
-
SESSION SEVEN The Seven "Musts" of Marketing I 7.1_3_
S MASHRY SYSrEM f belonging? What benefit is th
rtf! UlIlMAH BUSINlS . HEY get out 0 ere
A committee that you wan de association that t ey
a. to them? Can you start a tra
d ? What would be the theme?
Id b the title of the awar 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 HOLMES
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
-
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.
CHl T HOl"
'VIE ~
Make a list of all the specific, direct and indirect competition you have for the problem your product/service/
company solves.
..,.(Il0l.-. ................ _.
CHEf HOLMES
THE ULTIMAU BUSINlSS MASURY SYSTlM
tell the five things everyone should look for In a product or service like yours (without directly referencing
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
that all 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.
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_
-
- -
' __ ,\U ...... u ttl Iv"d
02010 CMt HoImt' 1",..-n.I__ . ..,..
MY MASTER STRATEGY IS:
Now that you've "thought" through ('or perhaps the ,;"t t;me ever) all 0' the ways you can "strate .
outsell your competition can you tie it all together? What is your Ultimate Strategic/Preemptive
(
h . .' . (d h . sition
ow I d,fferent"te 'rom all the rest). NoW spell ;t out 'or YOUR company an note t at thos wHi grow
stronger when you have market data). even
Just 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 an opportunity to to them all at
d the "pyramid of Buyers" concept.) Again n video for rules, full understanding of the concept
will be when you have hard data that o.w can begin to see how much stronger your stadium
stadium pitch. This should be much strong
rlve
t e 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
-_._------

- --
- -
I
CHET HO
LMES
DEMING 101
What are Ihe key peoc
e
"'" cur",nlly ddvlng my ",venue ,nd do Ihey p",form bolh ",ns'Ctlon,IIy I
tlmellne-denomlnated basis and measu"bly In a baS'S. Me.an,n
g
, ta k,ng sales as a n example.
may have one pe"on who Is very good al getting neW doenlS, bul I",,,bl
e
,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
study them.
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. F y "
each area, we suggest a "workshop" with your crew in which you use everyone's brain power to imp or I' h rove S
ost eac aspect of the functions of your company below and then the current levels of performance/ . 0
a d th . . h' .' reSUlts
n .en, e,t er what you can do to ,mpro
ve
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' InttrNt
IOMI An nghll rtuned.
How Many Different & Complimentary Ways I Can Use
My Marketing Weapons?
Seve,,1 pagO' of chokes fallaw, but let's begin with "the Seven Musts." There ore dozens of w
~ f these m"keting weapons. This h" been e,plained in detail on the videos. In this section a y ~ to Use ,
what" d " 'II d 't d ' I you re I ach
. you can o. In the ne,tsectio
n
, you will plan "hoW you w, 0' ,an ,n the followin panni
w,II actually plan WHEN you will do what. So under each area, let's begin with which of thes 9 Section, y n9
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
0a
ls focus th,
Salespeople Plans/Goals
P,R, Plans/Goals
Trade Show Plans/Goals
7.22 SESSION SEVEN
_._ The Sewn '"Mutts' GI
...... -
CHEf HOLMES
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:
Referral systems. What will they be who will deploy them? What is the plan? (Put mto colendo
th' ' 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
urc ases through risk reversal
Guaranteeing p h
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
d
levels of serVice
Delivering higher-than-expect
e
. 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. Improved methods. Steps you that will help you build better rapport at every turn. Li st
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
A5TERY SYSTEM (\
THE ULTIMATE BUSINESS M . d the methods for overcorT)
mmon an Ing thert\?
the most co . ratio. .
1. Overcome Objections: What 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
7.28
close, graduated closes offering more and more with each offer. When do you close? Perfect time, secondary
time, etc. . .)
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 Fo 0 . up e arts. How many do you have'1 List your minimum
. folloW up procedures here: .
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
02010 Cnft Holm .. , Intrrn.uon,1 All rlqhh rt\tfVf'd
7.29
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 S "
e evpn Musil" f M
o arkellng
Q/OtOlhot_
CH[ r HOI Mf
THE ULTIMATE BUS [SS MASH Y ')YSTE

Description ---:S----_____ _______ _
-------==---....1....------- ________ --.,;.. 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:
b
ack 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 MASTERY SnTEM
Running special events such as "closed door sales" 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' d . , In enng
7.34
SESSION SEVEN. The
CHEf HOLMES
THE UlllMAll Sl ESS MASll SYST[M
What key factors must I now test?
How Will I Test
When
Factors
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
Name
How can I make my risk reversal stronger?
What do my clients value most in the area in which I occupy?
Who To Do It/How
What weaker companies could I acquire the products, services, distribution, sales force, or clients and
prospects from?
7.36 SESSION SEVEN. The
CHEf HOLMES
Set
Buying

Cntena
t
Targeting
Buyers
c
Develop
Business
Philosophy
t
t
What's Your
Core
7

Get Clients
Core Concepts
t
Ir
Seven Musts
t
THE ULTIMATE BUSINE.SS MASTERY SYSTEM
D
,
eve op ev o elop
Strategic Crystallized
Position Identity
t t
Stacked
Testing Cause
Standards Database Of
Constant Marketing
Concepts
Marketing Marketing & Rules
Improvement
'"
Note: See how many different marketing efforts "stack" upon and cross over other marketing efforts
Brochure
Market Direct
Public Personal
Internet Advertising & Sales
Education Mail
Relations Contact
Literature
SESSION SEVEN. The Seven - Musts" of Marketing
7.37
7.38
THE ULTIMATE BUSINESS MASTERY SYSTEM ,
SESSION SEVEN
TheSewen
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.
.... a. .......
........
CHET HOLMES
NOTES ...
~ .... - ~ - - - -
SESSION SEVEN. The Seven NMusts
N
of Marketing I 7.39
-----' ---
4.
5.
6.
7.
I
Session 7 Test
THE SEVEN "MUSTS" Of MARKETING
. I program purchaser, and not to be resold or used f
ed
by the onglna h Or
Please Note: This test can be COpied only for repeat usage, this test Will prompt yOU to note t e Important pOints as th
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
artse. b) The test should be given after viewing the Video to show current employee new-hlfes, or any employee who uses tSh a
vehicle to measure the comprehenSion of employees who VIeW the I ven weeks as a means for promoting memori zation (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_
2.
3.
What is the ultimate goal of marketing? --------------------
What is "top of mind awareness"? -----------------------
What are the "7 musts of marketing"?
1)
2)
3)
4)
5)
6)
7)
Explain the concept of "stacked marketing"?
What is the most potent form of marketing?
------_._---_. -" ._--
list 3 ways to p d ed .
rovi e ucatJon to your clients
1) .
2)
3)
Your brochure header should be v ..
(Circle one) Ti ery Similar to your core story
rue False .
7.40 SESSION SEVEN. The c.., __
.>eftn -Musts- 01
---.
JOI. CIIoI...... -----.
--. ....... -
CHEf HOLMES
8.
9.
10.
What is the first rule of a trade show?
What is the second rule of a trade show?
List 3 themes that you could do a trade show to stand out:
1)
2)
3)
THl ULTIMATE BUSINE.SS MASTERY SYS1TM
-
11. What percentage of all purchases are made on impulse? _____________ _
12.
13.
Motion displays have proven to be a waste of investment.
List the first three rules of effective advertiSing:
1)
2)
3)
SESSION SEVEN The Seven "Musts of Marketing 7.41
THI. Ul TlMAH 8USINtSS MASTlRY SYSTEM
I
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
bl
' h d eper rapport with clients?
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 ,
. liN II k th t . less.
(If they say one, as e nex quest,on)
2. What are the areas where you would like to see improvement in your business?
3. Tell me about your company/department?
How long have you worked for your company/department?
4.
Where were you before this?
5.
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 ....... --
. . 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'-__ _
--...... -
T
HOLMES
CHE
THE. UlTIMATE BUSINE.SS MASTERY SYSTEM
How about website applications?
are some sample titles of buttons on your website that would engage a prospect and make them want What "tour"?
to take your
Exarnp e.
I . "Health Tour: The most powerful lessons in health tOday: learn how to be super healthy."
rf - the Sales Process
SESSION EIGHT Detailing and Pe Ktlng
_ All "glib 't1<rwd
02010 eMt KoIlNi tnlffl\l
8.5
LIVE WORKSHOP: Features vs. Benefits
What a,. some waY' to "C,.ate des;,." ;n you, p",spect
s
? 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 HOLMES
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?
t are three "yes" you can ask in the close that will make the prospect say yes, yes, yes, right
Wha you ask if they are gOing to buy?
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
ank the rules in order of importance. Example'
Now
r
.
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 Process
. AII .... hl"_
o 1010 HOImfl InIHtwUU"l_ . ."
8.9
2.
3.
4.
s.
THE Ul TlMATE BUSINESS MASTERY SYSTEM
Session 8 Test
DETAILING AND PERFECTING THE SALES PROCESS
Please Note: This test can be copied only for repeated usage, by the onglnal program purchaser, and not to be resold or used for
'" p<Ol" , ... "" . , U"d ... b<"" ,'" '"" ,," .,11 prom p' ">' " "''' '"' ,mp,rt.", P''"'' .. '""
arISe b) The test should be given after viewing the video to show how well you retained the Information. c) The t est can be used as a
"h"" " m,"'" <h' .ho _ <h' w"'" ",ploY'" '" _I,Y" wh, <h,
v,deo for self-study or In 0 trolnlng situotlon). d) The test can be given every eleven weeks as a means for promoting memOri zation (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)
es, w at IS the ultimate definition of rapport?
As it relates to sal h ' -
po IS w at percentage of the sale? Establishing rap rt' h
1) .
2)
3)
What is the best way to f d
In out the needs of your clients?
8.10 SESSION EIGHT. DetaT
1 '"9 and PerfKting the Sales Prouss
CHET HOLMES
6.
7.
8.
9.
1 O.
THE. UlTI MAH BUSI l 5S MASllRY SYSTLM
What are six basic questions you should ask every prospect?
1) - _
2)
3)
4)
5)
6)
-
---------- - - ~ - - - - - -'--- - ---- - - ~ . ---
People will buy much faster because of what you have to sell than who they want to be.
Explain the concept of "identity-based questions":
What two opposing concepts, working together, help a salesperson create desire in a
prospect?
1)
2)
What is the hardest objection to overcome?
-
SESSION EIGHT Detailing and Perfecting the Sales Process
8.11
THf ULTIMATE BUSINESS MASTERY SySTEM
h
funnel: r
.' f'" the blanks on t e
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" ' , d
j ..
THE UlTIMATE BUSINE.SS MASTERY SnnM
NOTES ...
SESSION EIGHT. Detailing and Perfecting the 8.13
STfRY SYSTfM
THf Ul TlMATE 8USINf SS MA
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 H o I m t ~ Iniffnioonai AI nghU 'Htr4cd..
CHEr Ii
01 ~ I \
or Slie 15 made. Right now, desig n What
first folloW up IJfW client
.. ant:
II
LIVE WORKSHOP: Second foIl
ow up
THl H\ alA nn n\llM
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 ~ Y 5 T E M
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'
LIVE WORKSHOP:
THE ULTIMAT
E BUSINESS MASTERY SYSTEM
SESSION NINE. Perfecting Your Follow Up 9.5
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
CHET HQ'
"1[5
CtiEl HOL 1ES
THE ULT MATE BUS
s
SESSIO IE Perfecting our Follow Up 9.7
THE Ul TlMATl 8USINfSS MASTERY SYSTfM
LIVE WORKSHOP: Seventh follow up
9.8 SESSION NINE.
CH[T HOl
Mrs
lHl ULTIMAT
Ie BUSINlSS MASURY S Y ~ n M
Wh
a
t a
re some ideas you have?
SESSION NINE. Perfecting Your Follow Up I 9.9
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."
CHlTHO[,.
'VII ~
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 or used for
b the onglnal progra t t .
Please Note: This test (dn be (op,ed only for repeated usage, y . 'II prompt you to note the Impor an pOints as they
h
'deo this test WI ') Th t b
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
. h . the Video (for curren < ,
ve Icle 10 measure the comprehension of employees W 0 view ks as a means for promoting memorizatIOn (the
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
6.
7.
were persuaded?
should start your follow-up letter with a thank you.
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
bad In the 'a'e, call, you a'e be't to not be too a99'e"'ve In you, follow up.
If things g ~ True False
8. (Circle one
THE UlTIMATE BUSINE.SS MAS,ERY SYSTEM
t to plan your fOllow up so that you can be spontaneous.
It is best n)o True False
9 (Circle one
10.
'ng up make sure you keep strictly to bUsiness because this will cause the
folioWI ,
When to respect you even more.
prospect ) True False
(Circle one
All rlght\ If"rv,d C lOI 0 Chr' Hoi"", Inlfrn",lIon.1
SESSION NINE Perfecting Your Follow Up 9.13
THE Ul TIMATf BUSINESS MASURY SYSTtM
NOTES ...
9.14 SESSION NINE Perfecting Your Follow Up
C 2010 Owt ~ l m ... 1nlemltioNl AM nghtJ lill'wd

e f-I

oln
-
PART 1:
r
en s

I
SESSION TEN
02010 Chtl HQlme" Internatlon,,' All nghu ftSf'rvtd
CHEr HO
Lf.1f S
THI UlTiMATI B U ~ ' N [ S S MASURY SYSIIM
(Hl T HOLMlS
TH U
A. R
NOTES ...
SESSION TEN . The High Art of Getting Appointments With Anyone, Part 1 10.1
Cll010 C h ~ t HoImC$lnlrrnoillonal AU nghtl rntNC'd
HH lIlTIMATE B U S I N [ ~ 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< h A
'9 rt of Cett A
1n9 ppolntments With A
nyone, 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 ~ o n ~ 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
THE Ul.TIMATf BUSINESS MASHRY SySHM
I
WORKSHOP: Gatekeepers h t " ?
d
h t will you say eac 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 The High Art f G .
_____ u 0 etting 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 SS MASII RY SYS II M
LIVE WORKSHOP: Who should you be selling? Time to develop your
telephone appoIntment-setting script
'hI' t'Xt'( to the t('/I'phone.
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 motivate them to want to meet with you?
What are pain points th t' .
What's your close?
1 0,6 SESSION TEN The H h A .g rt of G tt ' e ong Appoontments With Anyone, Part 1
() 20' 0 Ch<t HoI f'rIfi '"ltmallOn.1 All 'Inhu '";II
(tiE
T
HOI 1\.11 S
TH UtT AU
I \ M\T (
What if they ~ a y no? (On averalle It ldk < 84 '
J ~ . no s to 9 t a Y ) W
l
S ,\ l do you ~ a y ?
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 MASTIRY SYSTIM
Session 10 Test
THE HIGH ART OF GETTING APPOIN
Part 1 (Masterrng The Telephone)
a
nd not to be resold or used for
1 pUr(haI
N
,
t the orlg,n," progrdn ote the Important POlntl al they
Please Note; Thl1 lelt can he COpied only lor rrp""ted UI,''lC, 'Y
d
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 ony employee who uses the
.",sr h) Th te.,.hould h 9,nn ftc, Vlcw.ny v,d 0 to (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:
- -
1 00
1.) - -' - -' -, ---
-
Score: (8 points for each correct answer, 96 points = 70. - , . -
1.
. h peaking on the telephone.
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?
4.
5.
10.8
(Circle one)
a) 10%
b) 90%
c) 7%
d) 40%
When trying to get past a gatekeeper, always let them lead the conversation.
Salespeople should be exceptionally friendly, especially in an initial conversation with a
gatekeeper.
SESSfO
TEN The High Art of Getting Appointments With Anyone, Part 1
(tlE T HOLMl
6. If Cl prmpecl to rush you, it mans th 'y ar v ry busy You shou d r
and 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
02010 (het All ughh
10.9
STERY SYSHM
TH UlTIMAH BUSINESS MA
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 Intem.\!on.al AJI 'Ignu
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 AJ' nghU 'elrrw<i.
11.2
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.
If you gol the .ppo;ntmenl, .ft., .pply;ng "The h;gh "t 01 g.tting .n .ppo;ntm.
nt
w;th .nyon., pm I "
_ wh.t', the Co"t th;ng you w.nt to do .ft., yOU got the .ppo;ntm.
nt
? 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:
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
02010 Chd HoimH InterniitloNll At: nghb f ~ f V f l I
11 .3
TIH UI TlMATI RUSINI s ~ MASTI RY snll M
H[ I HOl
MIs
LIVE WORKSHOP: One page promo
. .. r t meeting with the prospec t /affil iate
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 hAt f
g r 0 Getting Appointments Wth A
I nyone, Part 2
C 2010 Cht1 ""' .... n ntefrwtlONl AJ1I ri.-oht
...,. .. 1 ' ~ w f W d
C t ~ E T 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
11.6
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
SESSION ELEVEN . The High Art f G' .
o ettmg Appomtments With Anyone, Part 2
02010 Chtt Hom.t. I n t ~
.uon.t AI "ghh 1UCt\ld
CHEr HOLMES
THE ULTIMATE BUSI ESS MASTERY SYSTEM
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
s rr RY SY51f M
l/il lIlliMAIi HlJSINf5S MA
US NOTE
STEP 11: THE HUMORO
. . your name
Use this note, put It In
11 .8 I SESSION EUVEN The High Art of Getting Appointments With Anyone, Part 2
Ct 2010 Chtt H,l'411n11! land ,.,.... r ' 2 I f " ~
NO,No
I 't talk to
Bill Jones
right now. Can't
you see I have a
war to fight?
THf: ULTIMATE BUSINESS MASTERY SYSTEM
NOTES ...
SESSION ELEVEN The High Art of Getting With Anyone, Part 2 I 11.9
2.
3.
THE U[ TlMATf BUSINESS MASTfRY SYST[M
Session 11 Test
THE HIGH ART OF GETTING
Part 2 (Getting Appointments)
h er
and not [0 be resold or used for
. I program purc as , . h
Please Note: This test can be copied only for 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 c) The test can be used as a
arise. b) The test should be given after viewing the Video to show how well you retain I ew.hlfes or any employee who uses the
.'eh,cie to measure the comprehension of employees who view the video (for current emp for '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?
What percentage of salespeople stop pursuing clients after the first time the client has said,
"No. "?
-----------------------------------------
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
6.
7.
What IS the fastest, easiest way to get an appointment?
(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?
(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
,HE ULTIMATE BUSINESS MASIRY SYSIM
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 S Y ~ " 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 I n h ~ ' " ~ I ion,,1 "',1,' ., " " , I.M''1rd
THE UIIIMATI 8U51NfSS MASTfRY SYSHM

CHfT HOL
IvIrS
NOTES ...
I
SESSION TWELVE. Professional Presenting: Rules and Skills Training 12.1
02010 Chd Holmes tntrrn4'lon.l All ught" ft'if.vffi
THl Ul TlMATE BUSINl SS MASHRY Y T{M
HEADER:
BUllETS
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BULLETS

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12.2 SE.SSION TWELVE Professional Presenting' Rules and Skills Training
-
- --. --. - -. ~ -
.- -'-'
GRAPHIC
GRAPHIC
CHI' HOIMI\
IHT HOI
TH U TIMAn
--
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HEADER:
GRAPHIC
BULLETS

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GRAPHIC
BULLETS
I .
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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
( 1111 111)1 MI \
II 11 III T IMA" IJIJSINI H MM" HI" WS 1/ M

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HEADER:
GRAPHIC

12." SESSION TWELVE Profenlon,' Presenting. Rul"s ,nd Skills Tra'nlng
(III I It Ol 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:

----
HEADER:
BULLETS

-
SESSIO
GRAPHlC
-
r
GRAPHIC
I Presenung TWEt: E Profess.ona

--
ng 12.7
I
I
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J
I
, MASH NY 11 M
III! UI I IMATI Ill/SINI J
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J BULLETS
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I HEADER:
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BULLETS
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12.8 SESSION TWELVE . Profenlonal

GRAPHIC
I
---
GRAPHIC
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
1m Ul "MAl[ 8USIN(S\ MASURY \YSHM
PROFESSIONAL PRESENTING: RULES & SKILLS TRAININ
"" 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 :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 r;;r;::; Information C) The lest can be u",d as
arll b) The tell should b glv "alief Ullng th vodt'O to show how wcll you ret. In tI htres or any 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
VftJ lor seN study or In a /lolOInq ,I'uotton) d) The test un be goven every eleven w ....
ks
as a m
min mum Q(up/oble It'vd of kamlnq) of the mat fl.'
Name:
Scor : (5 point s for each correct answer, 120 points = 100%)
1. "A prospect WIll retam only 20% of information that is communicated verbally, and .
20% of informatIon that is seen." What is the percentage of retention when InformatIon IS
communicated both visually and orally with professional presentation materials
7
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) __ -- --._- -- -- --
2)
3. How much of the information stored in the brain is taken in through the eyes?
(Circle one) a) 10% b) 20% c) 25% d) 85%
4. What percentage of motivatIon is optically stimulated?
((lfcle one) a) 1 0% 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
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 .
12.10
SESSION TWELVE ProfeSSIonal Presl'ntlng. R ,
u I'S and Skills Tralfllng
e 1010 Chrt InktnllJoNl AI
( HH HOLMES
,
I
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CHET
9. Given the period of time, how much mar information can you nt If you r
useng visual aids?
(C"cle one) a) 2% b) 12% c) 22% d) 40%
10. Repeating the same core Information several times during a pr sentation IS no a 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.
12. Spend a lot of time on each page of your presentation.
13. It is not your job to educate clients about anything except the facts about your products or
services.
14. Telling stories during your presentation will bore a client.
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
than how you say them (how you move your face and body).
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.
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."
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
02010 (t\tt Intt'fNtiQNl nghU,twrYflI
12.11
CHET HOLMES
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 P
re1entmg RuleJ and Skil" T . a ralO,ng
C ... 0 Old Helm Ii 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 "II 'lghU If'\tr'tt'd
( fH I HOl MI ~
HiE UI IIMAI I IlIlS/NI ~ S M A ~ " RY sn" M
I
NOTES ...
J 2.14 SSSION TWELVE ' Professional Presenltng Rul s and Skills Training

Chet Holmes - UBMS Workbook

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THE 12 CORE STRATEGIES OF BUSINESS:

Complete these sentences:

----- --- ----- -- - - --- --- -- -- -------------

0201 0 C h ~ t Hohnt'\ Inttfn.lIOn.1 All nghu fuerYf'd

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