Don’t Be A Secret Agent

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We learned a long time ago in business that money follows two things: activity and attention.

Now, we have more resources than ever before at our disposal to get more attention, and yet the number one challenge of most small business owners is overcoming obscurity. This means not enough people uniquely know who they are or how they can help.

As you go into the week, we give you permission to have more fun in and through your business. Enjoy doing things with people you enjoy doing them with while celebrating the people you do them with. Don’t be afraid to hype others up in the process.

Nobody said business has to be boring.


Here are some quick tips for getting more attention for your business:

  1. Do more of the things you enjoy doing while building a story behind it.
    • Go to sporting events.
    • Do something active.
  2. Include people that you enjoy or want to know on a deeper level.
    • Social identity builds strong relationships and rapport.
    • Don’t keep business and personal life separate.
  3. Tell the story behind the story.
    • Share your story through Facebook, Instagram, and Snapchat stories in real-time.
    • Don’t keep your story a secret.


This past week I made a vow to get back to the core values that 90-Day Sales™ was founded on:

  • Have fun with business.
  • Be authentic.
  • Make a huge impact on others.


What fun activities will you commit to in your business to drive more attention through the story behind the story?

Let me know in the comments below, and let others in on the “behind-the-scenes.”

Or, even better, invite others to make the story with you.

How Attractive is Your Business?

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Why Status Sells

Most agents, especially early on, are taught to chase business vs. attract it. Sales advice is filled with platitudes such as “get your name out there” or “hand out as many business cards as possible.” Neither of which positions you as a must-have expert in your industry.

In today’s competitive and saturated real estate business, there’s never been a more important time to have a personal brand status. As a former business professor, I’m confident in saying there weren’t many classes during the schooling process that helped you position and grow your personal brand.

I believe that money follows attention and that status sells.

Statistics tell us buyers use the first person they talk to 67 percent of the time. This is marketing 101 to be the first conversation. The number one challenge small business owners have is overcoming obscurity meaning not enough people uniquely know who you are or how you can help.

When I first moved to Denver to launch my own business I knew exactly nobody in my target markets. However, through these five universal practices I believe any person can develop a status in any market to establish a brand. It’s nobody else’s responsibility but our own to generate more attention for us and our business.

The first exercise we have people do to measure their status is to track incoming demand on a weekly basis. If nobody is reaching out to you about your time, energy, or resources then what is the market telling us? That our business simply isn’t very attractive right now. Here’s the good news, we can work on it!

Here are the 5-steps to help you build your status:

  1. Develop a world-class opportunity statement and market it EVERYWHERE
  2. Get Proximity to Prosper (Target Markets & Influencers)
  3. Think “mini-celebrity” for you, your business, and brand (have fun with it)
  4. Have style but also have SUBSTANCE (must have service to drive referrals)
  5. Purpose of building a status is to help more people by becoming a person of influence

Throughout our first four weeks of the program we’ve focused on your opportunity statement, going into attack mode through a lead generation system, being disciplined through the follow-up “with value”, and packaging up your “free prize” or what makes you different.

Once we have these components in place then it’s time to elevate your status by becoming a person of interest and ultimately becoming a person of influence who impacts through your services. The reality is there are a lot of amateurs out there in our industries and it’s our DUTY to protect the integrity of our service so they don’t become commoditized past the point of repair.

If motivated buyers use the first person they talk to 67% of the time in real estate it’s our job to drive up the probability of being that first conversation. This is through our daily income-producing activities and person of influence activities. You have the plan in place now give yourself permission to go execute and have fun with your business.

How to Drive Massive Referrals

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R&R of the Unique Customer Experience

The term rest and recovery (R&R) isn’t all that different in the referral and repeat business world. We often times must slow down to speed up when it comes to spending time with our new clients. We must educate them on the process they are about to go through along with the exact type of clients we look to do business with (like them). Once we deliver on the service we should also ask for their repeat business and the business of those in their networks who fit our filter. Over 90% of people do not follow-up with past clients or simply do not ask for referrals. This is why we are so big into R&R and slowing down to speed up.

Your “Unique” Customer Experience

This week we tackle the unique customer experience. The challenge with this topic is almost all salespeople, or businesses, have overused and underdone words when describing their services. Words like unique, system, and differentiation are thrown around loosely.

As entrepreneurs, the easiest way to measure whether our services are valued is through referrals and repeat business. We get paid based on the RESULTS we deliver to our clients. The definition we use for referability is when great people tell other great people how great we are. There’s really no other combination that works. This is why we are so big on having an opportunity filter of the people we choose to do business with in the first place.

Let’s revisit Part IV of our opportunity statement which is “how you do it different?” This is your FREE PRIZE. These are the intangibles you bring to every customer or deal.

Examples of a “Free Prize” based on your unique past (experiences/education/struggles)

  • Master negotiator
  • Protect your clients from emotional decisions
  • True educator of the real estate process
  • Get on the inside of where the action is
  • Quick to diagnose the pain/potential of clients wants/needs

We all have some type of unique ability we bring through our services. The challenge is most people simply haven’t done the heavy-lifting to discover their free prize or haven’t taken the time to truly package it. What systematic process do you offer your clients that they simply cannot get anywhere else?

Transactional or Transformational

I believe the agents who win in today’s saturated, competitive markets are those who are in the transformation business. This is where client comes to you one way (confused, scared, nervous) but your services help them leave in an entirely different state of mind (clarity, at ease, calmness, empowered, educated).

Too many agents are in the transaction business meaning as soon as the deal is over their services are discarded. The number one reason agents don’t get referrals from past clients is because the buyer/seller couldn’t remember their name. It’s astonishing that after making one of the “biggest decisions” in a person’s life that the customer can’t remember their agents name six months down the road. This is why we teach a 90-day onboarding system along with our promoter and advocate touches each day.

90-Day Onboarding

I believe every agent should have a 90-day onboarding process to turn new clients to promoters or advocates who feed us those 5.7 additional deals throughout the lifetime of the partnership.

Most agents windshield shop. Meaning they are already onto the next client before the current one has even hit the closing table. They “discard” their own clients rather than asking for more business or even testimonials right away.

We define a “new client” as someone who has done business with you within a 90-day cycle. They aren’t a new client until the they have bought or sold the house in our system. We define it this way because up until that point you were simply doing your job.

During the 90-days following the deal being closed, you should have at least seven personal touches with your new client to turn them into either a promoter or an advocate.

During the actual service part of the process (finding or selling the house) we need to slow down on the front-end to speed-up on the back-end. Spend more quality time with your clients from the very beginning getting to know more about them and their specific trigger buttons. Speak their “love language” so you know what motivates them or what they are looking for in a relationship. We should then use this information during the 90-day onboarding process for personalized touches, gifts, or gestures.

Exercise: What system do you currently have in place for your new clients to get NEW business from them in the form or referrals or repeat business?

The Fortune is in the Follow-Up

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How many millions of dollars in production is lost every year due to poor follow-up? Here’s what I know about business follow-ups. An object at rest will stay at rest unless acted on by an outside force. In sales, you must be that force.

There are two main types of follow-ups during the sales cycle.  There are brand-new leads which can come from referrals, marketing, or self-targeted suspects that we must follow-up with. And there are those we’ve already had a conversation with who fit our filter of someone who we want to do business with that we must follow-up with.

In our selling system we call these help list (suspects) and fight club (prospects) follow-ups.  

  1. Help List Follow-Up = GET their attention (first meeting)
  2. Fight Club Follow-Up = KEEP their attention (7-15 touches to close)


For purposes of this article let’s focus on the fight club follow-up.

Fight Club Mindset

After the first meeting with new leads we pick and choose who makes it into our fight club after sharing our beliefs (opportunity filter). The reason this is so important is because once somebody is in our fight club we are aggressive, even relentless.

Here’s the mindset I operate from every day with my follow-ups:

  • Do they fit my filter of someone I WANT to do business with?
  • Are they going to use someone within the next 90-days?
  • Do I believe I’m just as good, or better, than anyone else in my industry?

If the answer is yes to all the above, then it’s my DUTY as a sales PROFESSIONAL to fight to earn their business.

Amateur Follow-Up

Most people in sales go two or three weak follow-up attempts before giving up.

They say things like:

  • I was just checking in…
  • Can I answer any more questions?
  • You were on my list of people to call today…
  • I woke up today thinking about you…

I believe the reason most people are so poor at follow-up is they either didn’t follow-through on an initial promise during the follow-up process or they don’t have anything of value to say and therefore “don’t want to be a nuisance.”

The reality is in today’s ADHD world it can be incredibly difficult to keep people’s attention. The term we use to describe this is object impermanence. We can have a great meeting in the morning and already be forgotten by the afternoon.

I’m amazed at how many agents miss out on deals to their own friends and family simply because that person didn’t think about them as an agent. By now you’ve heard us mention that money follows attention, activity, circulation, purpose, and movement. Buying into these mindsets help us not only stay top-of-mind but gives us ammunition during the follow-up process.

Follow-Up Definition

A “touch with value” that articulates how you solve their problems better than anyone else based on your unique past (experiences, knowledge, education, struggles, successes, mentors).

Statistics tell us it takes 7-15 touches to close a deal 80% of the time. Stop losing out on business due to a lack of a follow-up system or not having something to say.

For our FREE 10-touch follow-up process email

Lead Generation Selling System

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15-Lead Gen Categories to Play on Offense Each Week 

During the first week of the program we helped you establish your 90-Day Sales Plan which consists of (1) a dominant sales focus; (2) weekly benchmarks; (3) weekly behaviors/activities that help you get closer towards your dominant focus.

The thing about training for anything whether fitness or sales is that there’s nothing “sexy” about the daily accountability it takes to achieve our dominant focus. What IS sexy are the results achieved over the process. We take pride in our 13-week process being focused on pure sales TRAINING where we revisit our plan on a daily, weekly, and monthly basis. Training is nothing more than engaging in a set of systematic processes that allows us to do something tomorrow that we can’t do today. Practicing behaviors, measuring activities, and being accountable to the plan will drastically increase the probability of increased sales assuming we are doing the right habits.

Sales is a Game of Probability

When you study probability, you learn that anything can happen at any time. However, those who are most successful during long-periods of time have a disciplined-focus.

Why do the same teams in sports consistently win year-after-year? When you combine the best coaches with systems, structure, and accountability then the probability of success sky-rockets. They don’t always win, but they best position themselves to win. It’s the same exact process in sales.

The purpose of any business is to “create a customer.” The number one challenge for most salespeople is prospecting. They don’t know where to start. They don’t have a plan. They don’t have systems for measurement.

Let’s look at how we help increase lead generation through consistent sales activities. Every single day we should ask ourselves, “What is the highest use of my time right now to move my ball down the field?” Remember, we call these high value activities in our selling system.

There are two types of high value activities that we should measure weekly.

  1. Income Producing Activities (IPAs): Any activity that generates new business, more leads, or closes more business.
  2. Person of Interest (POIs) Activities: Any activity that helps drive-up your status in the market through your marketing and branding, and connects you to new people.

The challenge most salespeople have is they get caught-up in too many low-value activities that aren’t focused on customer acquisition, current customers, or personal brand awareness in the market.

Sales and Sport

The challenge most salespeople have is they aren’t disciplined enough to track and measure these activities on a daily/weekly/monthly basis. That’s why keeping score and having a scoreboard is so important to driving numbers. Set a sales dominant focus number as measured in 30-days cycles. Have your sales manager or an accountability partner who holds challenges you each week to hit your numbers. Stay focused on progress rather than perfection.

What’s great about sports is they also use benchmarks each week that serves as a barometer to measure success. We should all have such systems and accountability.

Weekly Benchmarks Revisited

Here are the weekly sales activities you should be accountable to on a weekly basis. The number one thing salespeople struggle with the most is prospecting. We’ve created a lead generation selling system that puts categories to the types of people and activities you should be doing each and every day.

High Value Activities (HVAs)

Income-Producing Activity

1.     Advocates = 5 per week

2.     Promoters = 5 per week

3.     New Clients = 5 per week

4.     Help List = 10 per week

5.     Fight Club = 15 per week


Person of Influence Activity

1.     Connectors = 3 per week

2.     Climbers = 3 per week

3.     Someday = 3 per week

4.     NEXTPERT = 1 per week

5.     Showcase = 3 per week

6.     Database = 1 per week

7.     Marketing = 15 per week


There are 3-types of showcase events:

  1. Speaking Showcase = Get in front of a captive group (audience) of people and teach them content to show that you’re an expert.
  2. Networking Showcase = Outside sales activities such as happy hours, charity events, leads groups, or hobby meet-ups.
  3. Advocate Showcase = Host an event for your advocates, past clients, and current clients in addition to inviting those on your help list and fight club.

Exercise: At the end of every week go over your IPAs and POIs to track/measure if you hit your benchmarks. At the end of every week PLAN OUT the following week’s high value activities.

Or… come join our 90-Day Sales community where we not only provide the daily content, videos, and workbook exercises but also DAILY accountability through submissions and accountability groups.

Turn Your “Pitch” into Money

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Your World-Class Opportunity Statement

What do you do for a living? It’s a simple question and the number one question we get asked in sales.

But how you answer this question either differentiates you and your services, or groups you in with the thousands of others in your industry as a true commodity. Most people fall into the commodity trap by literally saying what they do. “I work in real estate.”

When you study the croc brain, the brain is looking to protect you from information that isn’t new, novel, or different. This part of the brain is fearful and suspicious and looks to “eat” or dismiss information as quickly as it comes in. Stop giving people reasons to discard you in the first 30-seconds of a conversation, because you tell them what you do. Instead, share what you believe, why you believe it, and THEN what you do as a result of your beliefs in a conversational tone.

Statistics tell us we have anywhere from 10-30 seconds to make a great first impression. And it takes 21 positive interactions to overcome one bad first impression. How we use those first 30-seconds can be a game-changer on how we attract business.

The next time you get asked the “what do you do for a living?” question we want you to be in the mindset of opportunity. To hear this question as a performance moment to differentiate you and your services by leading with what you believe vs. what you do.

For example, here’s the first three components of my personal opportunity statement:

  1. I believe that trained people consistently outperform untrained people.
  2. I believe this because of my background as a former college athlete. I also believe this because I’ve spent my entire life studying top producers, and now coaching top producers. They ALL have a great coach, trainer, teacher, or mentor who have helped them get to where they are.
  3. Because of these beliefs, I founded 90-Day Sales Manager where we help entrepreneurs grow their business through a P90X style of sales training.

The Six Components of a World-Class Opportunity Statement:

  1. Start with what you believe vs. what you do
  2. Tell them why you believe it
  3. Now tell them what you do because of your beliefs
  4. Transition into how you do it different from others
  5. Build social proof through who you’ve done it for
  6. Finally, ASK for the business once shared beliefs are established

Remember, people don’t buy what you do, they buy what you do it. Simon Sinek delivered one of the most popular TED Talks ever on “Start with Why.” We’ve bought into this concept and have added a few more layers in explaining our services. Once you have mastered the six components above then your Opportunity Statement should also serve as your marketing plan. It should be EVERYWHERE.

Opportunity Statement as a Marketing Plan

Your 7-10 word belief statement should be on your business card and in your email signature. All six parts should be on your website and marketing collateral. Too many people overcomplicate their marketing. Simplify it by starting with why, and then get it in front of as many people as possible (I see your name everywhere) to attract the right people who share your beliefs and repel the wrong people who don’t.

Your opportunity statement should be aligned with your opportunity filter of people you WANT to do business with. This starts by defining the exact type of clients you want to attract. I have a clear filter of people I want to coach (hungry, humble, coachable, enlightened). Having a clear belief statement and filter allows me to know in the first 15-seconds if I want to do business with someone rather than chasing them for 15-months.

Unfortunately, most people don’t do the heavy-lifting required to figure out their beliefs and their filters. Remember, the buyer almost always has the advantage over the seller. You can pick and choose who you want to do business with. Most people in sales, however, are taught to chase anybody with a pulse and a pocketbook. When you have an abundant mindset you will see every conversation as an opportunity. You are interviewing them as much as they are interviewing you. Once you’ve mastered your belief statement you can read their body language to decide if YOU want to do business with them (shared beliefs/buyer vs. seller).

This concept is much different than the vaunted “elevator pitch” for two-main reasons: (1) You start with what you believe vs. what you do to attract, and (2) You ASK them for the business/call-to-action once YOU decide you want to do business with them. An elevator pitch does neither.

Final Opportunity Statement Thoughts

Master your opportunity statement and the sales process will start to feel much more like natural conversations. There’s nothing more empowering than knowing what you believe and that you have something incredibly valuable to offer people through your services.

If someone doesn’t share your same beliefs it doesn’t make them right or you wrong; it just means you aren’t a great fit. We are only looking for those who are looking for us. Some will believe what you believe. Some won’t. But so what. With over seven billion people on the planet there’s a lot of opportunity in this world. We may as well do business with the people we CHOOSE to do business with.

Part III: 90-Day Sales Plan Activities

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Amateur vs. Professional Accountability

What got us here won’t get us there. We all have “amateur” activities/behaviors we need to cut from our daily lives. Over the next 12-weeks together we will focus on getting you to 80 percent. We believe in progress over perfection. If we can do the daily sales activities highlighted in your weekly benchmarks then over the course of 90-days you will develop habits that you can carry with you into the next 90-day quarter.

Professional accountability =

  • 90-minutes of prospecting blocked off on your calendar every single day
  • Morning routines that get your mind ready for what your body is about to do today
  • Planning on Sunday for 20-minutes for the upcoming week (Focused on HVAs)
  • Planning at night for the next day (early morning wins)
  • Get some type of exercise done in the morning first thing

Exercise: What amateur activities are eating up too much of your time that you either need to eliminate or outsource?

Final Note (Required): Find an accountability partner(s) for the quarter who is ready to dominate in 2018 just like you. Train together. Go to events together. Push each other. And, ultimately, hold each other accountable to your 90-Day Sales Plan including your weekly sales activity benchmarks.

Here’s to a strong 2018 and specifically first quarter together! – Bruce

Part II: 90-Day Sales Plan Benchmarks

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Weekly Benchmarks tied to a Selling System

Setting a number is the easy part. Putting a systematic plan into place to achieve that number is the challenging part. Let us walk you through our lead generation selling system that’s helped top producing agents all over the country consistently increase business.

There are 3-components of our selling system:

  1. High Value Activity (HVAs) = MINDSET (what’s the highest use of my time to generate business)
  2. Income-Producing Activity (IPAs) = SALES (5-daily activities that ASK for the business)
  3. Person of Influence Activity (POIs) = MARKETING (Attracting more business through leverage)

High Value Activity

An HVA is simply a mindset. When you’re driving down the road are you listening to the radio or are you making phone calls? When you’re sitting at the office are you numbingly scrolling through Facebook or are you targeting suspects and prospects. There’s no such thing as TIME management only ME management. We all get the same amount of time in the day. Those who dominant know how to leverage and maximize their time. Constantly ask yourself, “What’s the highest use of my time right now to generate a customer?”

Income-Producing Activity

Primary Strategies: There are five ASKS you should make every single day:

  • Help List = ASK for the meeting with new leads whom you haven’t talked to yet.
  • Fight Club = ASK for the close with prospects you converted into your follow-up system.
  • Advocates = ASK five of your Top-25 biggest fans each week for new leads or connector meetings.
  • New Client = ASK for referrals from the buyers/sellers you have closed over the past 90-days (people just like them).
  • Promoters = ASK your past clients (past 90-days) if they have anyone they’ve since you last met that fit your filter of someone (just like them) that you’d like to meet.

Person of Influence Activity

Secondary Strategies: The real magic to growing, scaling, and attracting more business is through Person of Influence activities. Most real estate agents struggle with lead generation and prospecting, because they simply aren’t meeting enough people or doing enough outside activities. We are big-believers in attracting business by becoming a person of interest in your markets as community leaders/influencers.

  • Connector = Influencers in your market you don’t directly know but want to know. Then ask someone in your database to connect you with them.
  • Climber = Young hustlers who are on their way up the ladder of success quickly. Climbers have the most earning potential than anyone (get ALL their deals).
  • Someday People = These are people who were in your fight club but did not making a buying decision within 90-days but still fit your filter of someone you want to do business with. They are going to buy “someday” so why not you?
  • NEXTPERT = An ultra-successful entrepreneur or influencer in your market that you want to spend time with and learn from in a non-salesperson.
  • Showcase = Outside sales activities that are either networking events, speaking events, or advocate events you host.
  • Marketing = Growing your brand through online or traditional marketing to get more attention for you and your business. These should include 1 database blast with content you’ve created each week.

Exercise: What are your top 2-3 customer acquisition strategies? Set daily/weekly benchmarks around those strategies to hold yourself accountable to for the next 13-weeks and measure.