The One Strategy To Sell More Business Without So Much Effort

Hey. Hey. Hey. Well, I made a mistake today, had a beautiful webinar on Thursday morning and I forgot to record it. So it is 8:45 Central Standard Time. I am in Fort Worth, Texas for a workshop tomorrow, but I did not want to go to bed before recording this webinar because I don't want you to miss this. So here we go. It's not going to be the full half hour. We don't have a live audience. I'm recording this, but I wanted to make sure you got got this before the weekend. So what I wanted to talk about is the shift you need to sell more business without so much effort. Now, if you're on or listening to this webinar and watching this right now, I'm imagining that you signed up today, you registered. Whether you showed up or not, you register because of the four words at the end of that title without so much effort. Let's face it, selling business right now is not easy, especially post pandemic. And you signed up for this webinar because you're either winning today, but you want to take it to the next level. And you're trying to figure out how in the world you're going to do that. You're stuck and you need to get out of a rut and create some more momentum and. Or maybe you're just new to the industry and you just need a little help selling. Now, regardless of where you're at.

I want to tell you that I feel for you because our industry has never really spent a whole lot of time training. This is one of the reasons I started Complete Game Consulting. I am on a mission to bring better training to this industry, especially to teach advisors like you listening in how to win business in 2022. It is no longer 1995. So what we're going to be talking about today is one shift that you can make to sell more business without so much effort. It's a shift I made years ago that changed my career because up until 2014, quite frankly, I sucked in this industry, especially when it came to producing. But when I made this one shift after 2014, everything shifted for me. And I want to share that with you today. So let's start here. Let me share this picture with you. This is literally the picture that was taken when I started at Vulcan Bell in Longmont, Colorado, May 2014. This was my professional photo. And at that time, I realized that when we made the decision to move from Wisconsin to Colorado, I immediately put myself in a predicament. Now, leading up to the move the three years prior up to the move, I actually was not a producer. I was an accounting zach at Burke Walton Associates in Pewaukee, Wisconsin and had really had become very, very astute to self funding. And we spent a lot of time working with large self funded clients. So I really got to learn the product, understand how it worked, the financing, the reporting. But then we decided to make a move to Colorado because we wanted to live out by the mountains. And I quickly found myself in a predicament. Here's why. Number one, I had to start selling again. You see, for three years I didn't have to sell. Now I was back out producing. Number two, I was working for an agency that really didn't market itself. It didn't have to leverage marketing historically. And worst of all, I was in a market, no one knew who I was. Yeah, oh crap is right. And so in that moment, I had to make a really tough choice. But it was a choice that would ultimately change the trajectory of my career, leading all the way up to being the founder of Complete Game Consulting today. And that was this. When I realized that I'm in a market where I am a complete.

Nobody knows me, I could do two things. I could pick up the phone and just start calling a bunch of people, which is the way I was taught, or I could go pound the pavement, go to door to door, which is another way I was taught. But when you're in a market, nobody knows who I am. Where nobody knows who you are. And quite frankly, I'm not really good at cold calling. Man, that is going to be an uphill, frustrating battle. So I got to figure out what I am going to do. I have to do something different. And at that time in 2014, here's where I was. I was in obscurity. Nobody knew who I was. So if you think about this image right here, this figure of a person pushing this brick wall, that's where I was. Just trying to open one door was so hard. Now you might feel like you're right there right now.

Since the pandemic, how easy is it to open doors? Not as much as it used to be. How easy is it to pick up a phone and try to call somebody? Sometimes it's almost impossible. People don't even work at their offices anymore. How do you get a hold of them on their phone? And that's where I was eight years ago. I was an obscurity. Nobody knew who I was. Every time I tried to open a door, it felt like such a hard push. Now.

This is what you have to think about. And I had this epiphany myself just this past weekend, listening to a podcast by a gentleman that I follow in the marketing world, Rory Vaden. And he was literally talking about this image right here. You see, when you're staring at a brick wall and you're on the left side of the brick wall, you're in obscurity. Nobody knows who you are. Every opportunity is a hard push. And so you have to figure out how you're going to get on the other side of the wall, because on the other side of the wall is brand recognition.

And you'll notice this gentleman and this. This figure on the right side is pulling away from that brick wall. You see, when you're on the left side in obscurity and nobody knows who you are, every open door is hard. You're pushing with everything you've got. When you're on the right side of the wall, you have brand recognition. You're actually pulling prospects to you. It's completely different way to prospect. Fortunately, I can say eight years later, today, I'm on the right side of the wall. I am pulling people to me. But it meant I had to build the right system. Our clients today are creating brand recognition. They're pulling prospects to them. And this is where I want you to get. Now, does it take a little work up front to create brand recognition? Yes, it does. But once you get there, you create a flywheel of momentum, and you are literally bringing prospects into your life, and you're not pushing so hard to get them. But here's the ultimate question. If you're on the left side of the wall right now, and you're sitting in a little obscurity, you're not alone. Most of us have been there a time or two. We all started there.

How are you going to get through the wall? You could try climbing a brick wall, but how easy is that going to be? No, you're going to have to go right through it. And if you're going to pound through a brick wall, what are you going to do? You're going to take a sledgehammer.

And you're going to focus in on one spot on that wall, and you're going to hit that spot repeatedly over and over and over again with that sledgehammer.

Most of us right now are taking a sledgehammer, and we're trying to hit all different parts of the wall. So what does this have to do with you and prospecting? You see, if you're going to get through this wall to the Other side of brand recognition. You can't take the sledgehammer and hit it on every different part of the wall. You can't spray and pray all these different messages. You can't just pick up the phone and constantly call people who have no clue who you are. That's praying and hoping something works. You have to take that sledgehammer. You have to focus on one spot on that wall and hit that spot repeatedly until the wall comes down, until you break through. How do you do that? This is the shift I want to talk to you about today. The first question you have to ask is, what is your brand identity? Who are you? How do you want the market to talk about you?

You can't be all things to all people. Quit trying to be. You have to figure out who you are, what makes you unique, how you want your prospects and your clients talking about you. And that is how you need to show up every single day. But that's not the most important question you need to answer. This is the one I want you to answer. This is the one that is toughest for most advisors to answer, is that it's in one word. What problem do you solve?

What problem do you get up every single day.

To fight the problem that lights you up, every day to get out there and get after it? You see here at Complete Game Consulting, the problem we help people like you solve is obscurity, because we know it sucks. And our job is to teach you how to get the attention you need so you can create brand recognition.

I want you to figure out what problem you solve in one word. Give you an example. I'm working with a client right now, an agency down here in Texas. They've got a really unique product that I absolutely love. It's called the Purple Card. Now, the purple card is in the category of consumer advocacy, right? Nothing new. There's plenty of products in our industry that focus on consumer advocacy. But you know what problem they solve in one word. No. It's not cost. It's not health care. It's not bad coverage. I know. It's two words. They solve the problem of confusion. That's what they get up every day to fight the confusion the typical consumer goes through when they have to use their health insurance plan. The typical confusion a plan administrator goes through when he or she has to run an effective plan. And they have built a unique product which leads to question two. What is your unique process for solving it? They've created this thing called the purple cart. It's brilliant. Why? Because nobody else has it.

You see, better no longer wins. Today you can't walk into a prospect and say, well, we're better than them. What does that mean? If they like their broker, better means nothing to them. They're not searching for better.

Come in with something different.

Now you got their attention. In fact, the same agency that I'm working with right now had a producer in our call that spoke up and he said, let me give you a perfect example. He said, just last week I walked into a prospect, was meeting with the prospect and they said they were completely happy with their broker. In fact, he's doing a great job. I ironically happen to know the advisor and yeah, he is a damn good advisor. And Craig said I knew I wasn't going to win business by trying to prove I was better. But here's what the prospect said to him. He said, we'll never leave Chris because we like him. But there is one reason we might.

Chris doesn't have the purple card. You see, better doesn't sell. Different, sells. So now that you know the problem you solve in one word, that thing that gets you up lit up every day to go fight, what's your unique process for solving it?

What do you do differently? Not better, differently than anybody else in your market?

And then you need to answer this. What's your unique gift you bring to the equation.

That changed the lives of the clients you work with?

The gift I bring, if I were to share mine with you, is my ability to communicate and teach. It's the reason I have this company today. It's the reason I was able to get the attention of Fortune 50 companies when I was advising was my ability to communicate, to teach. What's your gift? Maybe it is a teacher. Maybe your gift is self funding. You know it inside it out. You're better than anybody else in the market. What's your gift? What is the one thing you do so different than everybody else? It's a talent you have that can't be taught. What is it? Because you need to leverage it. You see, here's the shift that's going to happen when you figure all of this out. When you know what problem you solve in one word.

You know exactly what process you use to solve it differently than anybody else. And you know what your unique gift is to this world? The unique gift you have in what you do. God gave everybody a gift. What's yours? When you know what it is, you're going to show up to every prospecting meeting. You're going to show up in every prospecting activity. You do with more conviction, more confidence than you have ever had before. When I realized.

What problem I was fighting. Hey, I just had this epiphany myself this past weekend when I realized we at Complete Game Consulting solve the problem of obscurity. And we have a unique process called the Complete Game Marketing Playbook that solves it. And I am bringing my unique gift to the world of teaching. Just like I'm doing to you right now. I can tell you in a matter of a week our business is at a completely different level when it comes to conviction and confidence. What's yours? Take time to answer these questions. What problem do you solve? What's your unique process for solving it? And what is your gift you can leverage that's going to help you change the lives of your prospects and clients? You will bring more confidence and conviction to your business than you ever have before. If you can get this figured out. This is the shift I wanted to share with you today. I'm seeing too many advisors today, pardon my language, half ass their way through each and every day. Not sure what kind, what prospecting they should do. They're not completely convicted about what they do. They're not even confident in the products they sell. How in the world are you going to convince a prospect to buy and trust you, buy from and trust you if you're not convicted in what you do? If you're not confident in what you do, but you answer these three questions.

Everything'S going to change.

Because at the end of the day you have to figure out what makes you different.

Heed the words that I just said about five to seven minutes ago. Better no longer sells. You're not going to win win bit. Win business by showing prospects you're better. You're going to win business by showing prospects you're different.

That purple card, that's different. Our Complete Game Marketing playbook, it's different. What's your different? Everybody has one. So do you. So that's my challenge for you today. This is why I wanted to record this. Take the time to do this again. It's a shorter version of the one I did earlier today, but this is that important. As we enter Q4, I hope you're still focused on selling and growing your revenue. But doing it without conviction, without confidence is not going to help you whatsoever.

So take the time after watching this webinar and figure out what problem you solve. Figure out what process you your agency uses to do it differently than anybody else.

And then figure out what your unique gift is that you bring to the equation. What makes not only you, what makes your entire organization different, not better, different.

So wanted to leave you with that today. Now I want to share something real quick with you, if I may, before we actually wrap up this webinar because we are absolutely stoked about this. So as you know, we run three broker branding academies every single year. In fact, this was our, we're in the middle of our last academy. We're not going to run another one between now and the end of the year. As you know, when Q4 hits, everybody gets crazy. And it's interesting because when I speak to advisors throughout the year who are showing interest in joining our academy, there's two reasons they don't sign up. Number one, they don't feel they have enough time to take the course because it's a 12 week course or they just aren't going to invest the $3,000 it takes to be part of our live broker branding academy.

And so we put our heads together here at Complete Game Consulting and said what can we do to solve this? The problem of time and money. Now we're going to keep running our live academies because they're changing the lives of the advisors we do them for. People are getting unbelievable, will never go away. However, we wanted to solve this issue of the for the advisors who don't feel they have the time nor feel they have the money to invest the $3,000 to be a part of our live academies. So we are excited that on Tuesday, September 6, the Tuesday after Labor Day, we're coming out with Broker Branding Academy online. Yes. This is going to be your chance to take the academy at your pace. It's an entirely recorded broker branding academy. We have poured so much effort into this thing. There are 12 modules, just like there are 12 weeks to the course, over three hours of recorded coaching that you are going to get. You are getting everything.

The enrollees and the live academies get from a coaching perspective. In fact, you get three hours of coaching. Three plus hours. You get a 60 plus page workbook that includes all of our coaching documents and it gives you access to the entire complete game marketing playbook. Now I want to share this with you because you're listening to this webinar right now. You are going to be given a cool opportunity that I want to present to you. You see, when we roll this thing out on Tuesday, September 6th, it will come with a price tag of $933. By the way, I'm going to be very blunt. To get over three hours of coaching for $933 is a steal, however, because you're watching this webinar right now. If you email me to andyajorleaguemindset.com hyphens between major league and Mindset Andy at Major hyphen league hyphen mindset.com you email me and you tell me you want to get on the waitlist on Tuesday when this thing launches. You're going to have two to three days to get it for $200 off. So want to make that offer to you. You can take 12 weeks to take the course or you can do it in two days. It's up to you. You can have the entire course in the palm of your hands to go through it as quickly or as slowly as you want. So we are absolutely jacked about this, especially with fourth quarter coming because again, you need to be selling. I don't want you to focus on just renewals. Let your growth stagnate. We are giving you the playbook to go out and make Q4. Absolutely unbelievable. So please take the words that I shared with you today to heart. This one shift of what problem do you solve and what problem in one word? What is your unique process that helps you do it differently than anybody else? And then what is your unique gift you bring to the equation that is going to light you up every single day? Your conviction, your confidence will go through the roof as will your sales results. So I wish you a beautiful night here as I record this at 8:45 in the evening and if you got any questions, reach out and if you want to get on that wait list, $200 $733 for three hours of coaching. Absolute steal. Content is amazing and it's going to help you have one hell of a Q4 and beyond. See you on the flip side.