Dan Kennedy’s
1999 Customer
Appreciation Seminar
Seminar Hand-Outs
Distributed By: www.Dan-Kennedy-Auctions.com
Dan Kennedy’s
1999 Customer
AppreciationSeminar
SeminarHand-Outs
THE THE BRASS BALLS FACTORS,
1. Setvourprice.Anddon’thesitate
to set
BRASS ithigh.
2. "Whentheyshowup,bill’era."
(Stuart
Wilde)
BALLS ,
Do businesson vour terms.Dictate,
don’tnegotiate.
Promoteyourself
shamelessly.
,
FACTORS
ii i I_
Fireproblemclientsquickly.Trustthat Ignoremost of the "rules".They were
.
the vacuumwillfill.Neverhesitate to ,
made for ordinarymortals.(Obey LAWS
walk away from a deal,an opportuniW,an with consequences.
Do NOT violate
association.Stayin businessor others’rightsunlessby express
personalrelationships becauseyou invitation.
Butthenfeelfreeto ignore
WANT to be involvedwith those people mostof the made-uprules,long-held
and engagedin thoseactivities, not traditions,industrynorms.)
becauseyou are scaredor needyor guilty.
or lazy.Arrangeyouraffairsto suit Be very demanding of those who get
yourselffirstand foremost,because .
money from you. Press.
you’llneverpleaseeverybodyand y0u’ll SqueakywheelsDO get the grease.Work
neverpleaseany one personmuch. DOES expandto whatevertime is allowed,
plusa day.Verylittlegetsdone
Yes, the worldDOES revolvearound fastfor reasonable
people.
you....takethisposition notoutof egobut
for efficiency. Be as intolerant of DO not accept"no", "can’t"or
cancers,deadwood,emotionalbasket- ,
"impossible". Push. We might still
casesand other impediments to be usingpooper-scoopers to cleanup
maximum productiviWas possible.The afterour transportif HenryFordhad
peoplearoundyou needto facilitate listenedto his teamof expertengineers.
maximumuse of your uniquetalents,
abilities,expertise - not,in anyway,
slowyou downor entangleyou in trivia.
They are eitherenablingor impeding.
(Illustrational:
Sinatradoesn’tmovepianos.
Illustration
:;2:Pattondidn’thavecommittee
meetings.)
10. Tell people the unvarnishedtruth, 11. Be "tough", and become known for
evenif...especially
whenit is not i t. It is thebestreputationto havefor
pleasantfor themto here.Neverlet survival in the jungle.It’sokayto also
developa reputation for being"fair."
yourselfbecomea "yes man." The
bigger,moresuccessful the person,the
morethey respectand rely on the rare 12.Work hard at developingimmunityto
individualwho willstandup to them. criticism,gossip,rumor,name-calling;
badpress,etc.,as wellas resiliency;fast
Don’t worry much about offending
rebounding fromhumiliation or loss.Be
peopleeither.Some peopleare eagerto "thickskinned. "Be quickto "re-set".
be offended;
tryingnot to, withthem,
is futile,
so youmightas welldo it up
right.Be mostconcernedwiththe voters 13.Earnyourrightto be tough,demanding,
everydayby beingtoughon yourself.
thatcount:yourcustomers. Avoidpointingfingersof blamevery.
much; you give up powerwhen you
transferresponsibiliW.Be seenas
someonewho can "takea hit"whenit’s
justified, and evensometimeswhen
it’snot.
14. Believe profoundlyin unlimited
abundance.Contrary.to the ideasof ROBERT
socialismand liberalism, one man’s RINGER’S
prosperitydoesnot createanother’s
poverty.All poverty,is self-perpetuated. LEAPFROG ¯ m
Youcan takeas muchas you.like
withoutdeprivinganybodyelse,and THEORY.
_
withoutguilt.Even awesome,monumental
wealthlikeBillGates’hasnot deprived
evenone personof even one spoonfulof
soup,and has made many othersrich,
and providedgainfulemploymentto Climbing
thousandswho lackthe courageor
iniativeto employthemselves. With this the ladderof success
in mind,givecharitably as you choose,
butnot outof guilt,and notseeking is a wasteof time.
quidpro quo.
The
BiggestsuccesssecretI know is
IMMUNITY immuniW from criticism,
particularly
unjustor
Factor unimportantcriticism,
People imprison themselveswith walls
POWER POINT#899: made up of worry over what other people
think of them.
IMMUNITY TO CRITICISM
IS THE GREATEST You may WANT to
manipulateothers, perceptions
OF ALL of you for profit,
PERSONAL POWERS, but you cannot NEED their approval.
THE ULTIMATE The list of very successful,
LIBERATION. very wealthy individuals
who have been widely and even viciously
criticizedislong indeed.
"Bullet-Prooff’
Your Self-Image.
FAILURE THE
TESTING REDEMPTION
COURSE CORRECTION.
I Ig
FACTOR
THE
THE
PERSONAL
SATISFACTION TRADE-OFF
FACTOR
FACTOR
iii i I ]
THE THE
CLARITY TIME.
FACTOR FACTOR
Limit access to you to those
giving you money, ~ likely to
give you money or definitely
helping you make money. Devise
systems that screen and qualify
THE
and pre-seH prospects. Avoid
situations where you are selling
against resistance, closed minds
There’s no destination worth
URGENCY
swimming upstream for; there
are too many destinations to
choose from- unless you are
FACTOR
intentionally choosing a
challenge for personal
satisfaction.
_
ii I II ii
THE
WORK THE
AND
DISCIPLINE SHORTCUT
FACTORS FACTOR
"the power of
regimen..."
THE
THE MIND-
RESILIENCY MANAGEMENT
FACTOR FACTOR
The "Everybody
C 0 MPARTMENTALIZATION Can’t Be Good
Factor
At Everything"
1. File Away
2. Clear The Calculator Acknowledgeweaknesses
3. Open File honestly
4. Concentrate
Leverage
yourstrengths
AbiliW to quickly shift from
one task to another, Compensatefor weaknessesby
even if settingaside means otherthan improvement
an apparentcrisis or tragedy,
is found in most
high-performance Workon weaknesses
you really
entrepreneursas well as want to improve
athletesand coaches.
Make peacewith the weaknesses
you’rekeeping
THE
THE
DEAL OPTIMISM /
FLOW PESSIMISSIM
FACTOR
FACTOR
THE
THE
CONSEQUENCES RESPONSIBILITY
FACTOR
FACTOR
THE People wil
!
HEALTHY "I’-,
~~""~"-~
FROM YOU if -
PARANOIA ~.Believe it can go
undetected
FACTOR 2. Have a (perceived) need
3. Can rationalize the
behavior
’,Justbecauseyou’reparanoid,
it doesn’tmean they’renot
outto getyou."
NeVeFd~leg~e: THE
I
1, The checkbook
2. Marketing REALITY
3. Legal
FACTOR
When you find and profit
THE from advicefrom a bona fideexpert
in a givenareaof knowledge,
do not make the ieap
to givingthatpersoncreditfor
comparablewisdom
CORE in otherareasof knowledge.
Listencarefullywhen they are speaking
COMPETENCY abouttheircorecompetencies; ignore;
at best,listenwithpoliteinterest
but immensecautionto them
when they are speakingabout
justabouteverythingelse.
FACTOR
When you determine
THE thatsomeoneis self-
destructive, deluded,
hopelesslyneurotic,
ASSOCIATION dangerously reckless,
immoral, or
FACTOR otherwisetoxic,
get away from them
immediately.
Power Point#310:
THE THE
ENVIRONMENT OUTCOME ORIENTATION
FACTOR FACTOR
PowerPoint#908:
You are subjectto your
environment,
therefore,
selectthe Examples:
environment
thatwillbestdevelopyou toward
yourdesiredobjective.- W. ClementStone Wouldyou ratherbe rightor rich?
Environment: How much concerndo you have about who
PLACES"
Conditions
youliveandworkin getsthe credit?
PEOPLEyousurround
yourself
with Are you hung-upover "image"or
IDEAS:
Information
youobtain
andpayattention
to "professionalism"?
THINGS:
"Psychological
Triggers"
youemploy Why are you there?
THE Gross
VS.
PURPOSE-OF- NET
BUSINESS
FACTOR
Growth
As the owner,yourjob is to get
moneyout of yourbusiness,not VS.
to put moneyinto your
business. NET
The ThreeGreatChoices,
Of Life
THE We Ought To
AMAZING Tell Young PeopleAbout
GIVING 1. To rise above circumstances or to be
FACTOR controlled by them
2. To establish, pursue and achieve your
Power Point#928: "The hole goals or delegatethe settingof goals to
you give through is the hole others,and be a servantto others....to
you receive through." - Dr. choose independence via accepting
responsibilityor dependence by avoiding it
Edward Kramer
3. To seek or hide from stress,
confrontation and competition
"SCHOOL IS NEVER
OUT FOR THE PRO. "
-Cavett Robert What do you know this week,
that you didn’tknowlast week,
about:
Investat least1096of yourincomein your
own continuingeducationand self- Yourbusiness?
improvement,via books,tapes,newsletters, Yourcompetitors?
seminars,conferencesand coaches.If you’re Relevanttrends?
Yourclientsorcustomers
as a group?
broke,try 90%.Or 10% of next year’s A client
orcustomer,
individually?
intendedincome. Oneoftheleadersinyourfield?
A "success
topic"-personal
finance,time
Don’tget toosmart. management?
A "marketing
topic"?
Readdaily,as a habit,a discipline.
Not when
youcan findthetimeor get aroundto it.
Get at leastonegoodideaa day.Eitheract on
it,assign it,orat leastnoteit,starta file
forit.
THE
TECHNICAL
VS.
MARKETING
FACTOR
The
PERSONALITY
Factor
The
CELEBRITY
THE
Factor
SPECIALIZATION
The
CREDIBILITY FACTOR
Factor
The
BELIEVABILITY
Factor
Thereare a zilliontiny,weird,
heretoforeignored,highly
responsivemarketswaiting to be
plunderedby the astuteguerilla-
THE stylemarketer, and you are likelyto
find it easierto accumulatewealth
DOMINATION by going throughthese one after
another than by competing head-on
FACTOR in largemarketplaces with bigger,
betterfinanced,more sophsticated
competitors.
THE
DISCRIMINATE
MARKET
Exclude
peoplefromyourmarketing
efforts.
SENSITIVITY
By somemethod,reducingthesizeof your
marketso thattheresourcesyouarewilling
to commitallowyouto havebigimpact,
FACTOR
THE TEST, TEST, TEST
DUMB VS. TRACK, TRACK,
SMART TRACK
DECISION- "DOING" WITHOUT DATA
MAKING IS DUMB.
FACTOR REQUIRES HUGE MARGINS,
HUGE TALENT AND LOTS OF LUCK
TO OVERCOME.
The
Thereare 5 chiefways to
DIFFERENTIATION differentiate
otherthanprice:
Factor
1. Product
If you permityourselfor 2. Process
your productsor services
3. Personality
to be perceived
as a
"commodity",your 4. Service
prospectsmust choose
betweenyou and others 5. Marketing
solely
basedon "price."
THE
BIG PAYDAY
FACTOR
Get this throughyour Engineer
business.
occaisonal
"bigpaydays"
Giveyourself
intoyour
opportunities
to makelarge
thick
skull: sums of moneyin big chunksratherthandribsor
drabs.It’sinvigorating,interesting,
andmakesit
easierto extractmoneyfromyourbusiness for
personal wealth-building.
havinga superiorproduct THE
CONSISTENCY
NOT FACTOR
untilAFTERyou sellit. Engineer
somepredictable,reliable,
consistent,
continuing
streamof incomeand
customers
foryourbusiness - preferably
morethanone.Thisshouldbe auto-pilot
to
the’greatest
degreepossible.
Thebestkindof
suchincomeis "continuity."
THE DRY CLEANERS’
THE SECRET
O.P.M. * 4-Times= Permanent
Customer
First
SaleviaIrresistible
Offer
FACTOR 2ndVisitToPickUpClothes
3rdVisit:
4thVisit:
Discount
Coupons,
Expire
ToPickUpClothes
Date
PowerPoint#571: ’Themostimportant orderyou
*featuring
non-cashequivalents get froma customeris the SECONDorder.Why?
Becausea two-time
buyeris at leasttwiceas
likelyto buyagainasa one-timebuyer."
UTILIZE PROVEN
MARKETING
Maintaina TECHNOLOGY
To
Sacred Trust LOWER COSTS
And/or
EXPAND & DIVERSIFY
with NEW CUSTOMER ACQUISITION
OR SALES & SERVICE TO
your customers. EXISTENT CUSTOMERS
.... BUT AVOID GETTING SEDUCED BY
TECHNOLOGY FOR TECHNOLOGY’S
SAKE, DELUDED BY HYPE ABOUT
TECHNOLOGY, OR HAVING YOUR TIME
OR ATTENTION UNREASONABLY
CONSUMED
BY IT
HOW TO QUICKLY INCREASE
YOUR BUSINESS INCOME
UNPLEASANT :CERTAINTY: IF
YOU ARE SUCCESSFUL, Raisefees or priceswithoutsacrificing
volume
YOU WILL BE KNOCKED OFF. IF
YOU ARE VISIBLY SUCCESSFUL, Increase averagetransactionamount with
upsells
YOU’LL BE KNOCKED OFF FASTER
AND / OR BY MORE Increasefrequencyof purchaseactivity
COMPETITORS.
Make customersmultiplywith littleor no cost
WISHING THIS WON’T HAPPEN
IS FUTILE. GRIPING ABOUT IT Cut out lowestprofit,time or resource
WON’T HELP. consumingactivitiesand
.investmore in highestpay-offactivities
Operationalefficiencies
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