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 BUILING
EMPIRE
The Most Complete Blueprint to Building
a Massive Network Marketing Business

NEXT EEVEINEDITION

BRIAN CARRUTHERS
BUILDING AN EMPIRE. Next Level Edition.
Copyright © 2020 by Brian Carruthers. All rights reserved.
No part of this book may be reproduced or transmitted in any
form or by any means without written permission from the
author. ,

Published by Pinnacle Press

Edited by Paul Braoudakis

www.buildinganempirebook.com
www.briancarruthers.com

ISBN 978-1-7347461-0-5

Printed in the United States of America.

PINNACLE press
 DEDICATION

I want to dedicate this book to my before and after.

To my dad for his incredible example of work ethic and

entrepreneurism, and to my mom for her selfless giving and
support through my whole life.

I also dedicate this book to my next generation, my sons

Talan, Colton, and Aiden. I trust that you will be inspired
by your dad to know that life has no limits, and that you
accomplish your wildest dreams.

Speaking of Dedication, I hope to be as dedicated to my

family and my team as my parents have been tome. +
ACKNOWLEDGMENTS

I have so much gratitude in my heart for so many people

contributing to my life and to where I am today. To be able to
write a book like this is only possible after having gone through
the journey myself and having some incredible mentors, influenc-
es, and supporters.
I first want to express how blessed I am to have such a sup-
portive wife, Melissa, who is the rudder to our lives for us and our
three amazing boys — Talan, Colton, and Aiden. It is such a bless-
ing to have a partner in life who encourages me to keep mentoring
and contributing to others. This is quite selfless on her part, and in
that way she is helping make other people’s lives better.
I was raised by parents who embodied much of what I de-
scribe in this book. Not everyone is born into an entrepreneurial
home, and because my parents chose that path, I had it woven into
the fabric of my mindset. Much of my drive in life was always to
make my parents proud, and even after they have expressed their
pride, it’s still the wind in my sails to this very day.
I was lucky enough to find myself in a business with bil-
lionaire Paul J. Meyer, known by many as the grandfather to the
entire personal development industry. I learned more about wealth,
freedom, contribution, service to others, and “passing it on” from
him than anyone else. And the good news is that the basis of his
philosophies came from the Bible and his associations with some
of the world’s biggest leadership influencers of the last 60 years.
Paui, I miss you every day since you left us.
Back in 2012, I was asked by an early mentor in my life,
Eric Worre, to come speak at an event for home-based business
entrepreneurs. It was at that event that he encouraged me to think
about how I could serve a greater audience and change more lives
with my gifts. That was the day I decided to write my first
book. Now here I am writing this, my fourth book, to contin-
ue my quest to help more people find freedom and happiness.
Thank you, Eric, for enlarging my vision.
At age 24, I met a young man who I had no idea would
have such an impact on my life. He has been a business partner
with me for 21 years, we have spoken together on many stages
to hundreds of thousands of people, he joined me at the altar at
my wedding, and he is one of my greatest friends. Thank you,
Darnell Self, for being so inspiring on this journey with me.
So here I am, having written four books, countless train-
ing courses, an active blog, and constant ideas popping into my
head. All of this has been made possible because someone like
Paul Braoudakis came into my life. This man deserves so much
credit and he is certainly leaving his mark on the world via our
works together. Gratitude for you fills my heart, Paul.
I give my most sincere praise and appreciation to the
builders and leaders whom I have had the privilege to work
with on my team. You trusted in me, you followed me, and
you accepted my no-fluff style of coaching. I truly stand on the
shoulders of great men and women.
There are so many people in my life who inspire me,
challenge me, cause me to grow, and who have been part of
my journey thus far. You know who you are, and I appreciate
the time we have spent together. I hope that I have added value
to your life as well. And to those I have never met, maybe this
will be the beginning of our connection. To my fellow network
marketers who treat this profession properly, and operate with
integrity and ethics — I applaud you. Your success story is
needed to inspire the millions of people who need to believe
that joining our profession can change their lives.
Cheers to your best future.
 Digitized by the Internet Archive
in 2023 with funding from
Kahle/Austin Foundation

httos://archive.org/details/ison_9781734746105
 TABLE OF CONTENTS
Preface 11

1 Introduction

Welcome To Your Future! Ke

The Story Of Money And Leveraged Income 16
Why I Chose Network Marketing As My Vehicle To
Achieve Wealth And Time Freedom 19
Why Should You Decide To Build
A Network Marketing Business? phe,
My Story 26
Why Residual Income Is So Important 31
Will It Be Worth It? 34
Your Network Marketing Business vs. Your Job Si,
The Learning Curve 40
Self Doubt 44

2 The System

Starting Your Business vs. Launching It 49

Be System Driven 52
System Components 54
— Get Excited 54
— Make Your List el
— Book Your PBR 55
— Book Your PCC/PZC 37
— Attend Your Weekly Briefing 60
— Attend Training Events 65
— Weekly Training Conference Calls 66
— Attend Your Corporate Convention 67
Tools And Events 70
Three-Way Calls 74
The Best Way to Close Prospects After a Presentation i
High Tech Meets High Touch is
Three Rules To Building Your Team 81
 — Exposure Is Everything 82
— Fortune Is In The Immediate Follow Up 83
— Work With The Willing 85
Running Effective Weekly Briefings 86
Briefing/Meeting Etiquette 90
Circle Ups After Briefings 94
Game Plan Interview 96

3 Become A Builder

I.P.A. — Income Producing Activity 99

Sorting Through The Numbers 101
Sorting Vs. Convincing 104
Overcoming Objections Using Feel, Felt, Found 105
Seeking “Me Too” Approach 108
Contacting And Inviting 110
Flip Your Approach / Invitation Philosophy 114
F.O.R.M. 116
Mirror And Matching 118
Recruit Up! 120
Posture And Confidence 124
Your Story 1;
Your 30-Second Elevator Pitch 25
The Art Of Promoting 126
Promoting Events 129
“G.A.P.” Recruiting 131
Warm Market And Cold Market 134
Never Run Out Of Leads 139,
Autoship For Consistency 140
The Ultimate Secret Weapon for Recruiting 140
Recruit Your Weakness 143
Get Into The “No Fear Zone” 144
Fear Proof and Skill Proof Campaigns 149 .
Social Media 153
Maximum Impact Through Facebook 158

4 Harness The Power Of The Model

The Magic Of Recruiting And Exponential Growth 165

The Power Of One (More) 166
Building Depth For Strength And Synergy 166
Recruit To Invite Vs. Invite To Recruit beyfs
Urgency And Fear Of Loss 174
Dangle The Carrot 175
Shopping The App 176
Get In vs. Let In 178
Massive Communication = Massive Income 179
Welcome Calls 181
Am | A Great Sponsor? 183
The Power of a Mentor 185
Long Distance Sponsoring 187
Grab Their Top Ten 188

5 Motivate Your Empire

Leadership vs. Management 191

How To Paint The Vision 196
Praise Progress 199
Contests To Create Activity 201
Inclusion / Exclusion 203
Create Team Culture 204
Call Parties 209
Success Compression 210
90-Day Run 212
Inspect What You Expect pa

6 The Mental Game

Act As If 247
Don’t Drag Your Past Forward 218
Stop Selling, Start Solving ep
Overcoming The Bombshells Pepap
Your Mind Will Play Tricks On You 224
Stories Inspire Pail
Congruence 228
Two Jars And Some Marbles 230
What Really Drives You? 21
Motivation Or Animosity 982)
Get Pissed Off 234
Procrastination — The Dream Killer 236
The Awesome Power Of Affirmations 238
S.O.S. — Shiny Object Syndrome apse)
“You Can Lead A Horse To Water...” 242

7 Modeling Your Empire

What Separates Top Earners From Average Networkers 247

Goal Setting . 250
Treat It Like A Business 95)
The Ultimate Day — My Typical Day 254

8 The Builder’s Actions and Behaviors

Journal Your Journey 259

Taking Inventory and White Boarding 260
Be Like An Ant 261
ESP 262
Positive Down, Negative Up 264
Managing Your Contacts 265
Avoid End-Of-Month Crunch 266
Scholarship Method 268
Networking Groups 269
Support — Spouse And Family PL
Focus On The Starfish 243

Appendix

My Daily Affirmation 278

Your Dream’s Flu Shot Zo
About The Author Zoe
Bulk Pricing 295
 PREFACE

have read many books on personal development that

have helped mold me into a successful, motivated
person. Much of my knowledge in network market-
ing came from experience out in the field, and from
personal mentorship. I have found few good books
on the subject — and none that were a total comprehensive
blueprint that cover every important topic we must learn to
become master networkers. That is why I began writing this
book well over a year ago. The writing happened while I con-
tinued to be personally engaged in doing every activity you
will read here. This way the information and perspéctive is
cutting edge, not something I was reflecting on that was done
a decade ago.
An important suggestion I will make to you is that you
do not need to be the person who reads the most books ... but
rather be the one who reads the best books the most. Some
of my favorite books that shaped me, like Think and Grow
Rich, 1 read several times. I studied them. I used them like
a training manual. I would read, implement, then go back
and read again. That is how this book is intended. Some of
the topics here may not resonate with you at this moment,
because your personal or business development is not in
that place right now. Many of the ideas will surface in your

11
business as the years progress. I promise that you will read
this book five years from now and it will be a totally different
experience than your first reading. You will be nodding and
agreeing through the entire read. Trust me.
I will be suggesting that my team read this book once
a month. Spaced Repetition is the mother of learning. It
is my sincere belief that those who use this book as their
main training manual and stick with the core philosophies
contained within will out-earn their peers. Here’s to your
Building an Empire!
 1
Introduction

WELCOME TO YOUR FUTURE!

The world as you have known it is about to change
— not for everyone — but for those who harness the pow-
er of the network marketing business model as a catalyst of
change.
The beauty of this business you’ve engaged in is that
you are not having to pioneer something new or something
that’s never been done before. Actually, you should be ex-
cited that the network marketing profession has already cre-
ated thousands of millionaires and countless stories of people
replacing incomes, quitting their jobs to work for themselves,
or creating additional income streams. Network marketing
is the ultimate business model for creating /everage — both
of time and of income. Network marketing will allow you
to own a business that you can design to fit around your
life, while a traditional business requires you to fit your life
around it ... and hence it owns you.
You are not entering into an abyss of the unknown. It
is not that freedom has never been achieved in this business
model before. There are thousands who are living the dream
life already. In fact, this book will provide you the blueprint
or roadmap to guide you step by step through the process to

ie)
14 Building an Empire

achieve what the other success stories have achieved.

Can you imagine a life of complete and utter freedom?
You work for no one, you are the owner of your own busi-
ness, you earn income from the efforts of an army of others,
you call your own shots, you have no ceiling on what you can
earn, and you make a living while‘making a difference! Show
me another way in which I can have fun, make money, and
help others — all at the same time — and I am right behind
you. I have never found a better way than network marketing.
This business is your key to freedom.
The three ingredients required to succeed in this pur-
suit are:

1. Having a burning desire. You must be driven by

a white-hot burning desire to accomplish your goals
and succeed.

2. Being coachable. You must be willing to truly

listen to the masters and follow their guidance with
focus.

3. Being willing to work. You must be willing to do

the work, even when you don’t feel like it.

Every successful network marketer possesses all three.

If you are missing one, you are done. It is my sincere hope
and expectation that you will identity these three ingredients
within you on a very conscious level.
Success is not found in convenience. Nothing Bai
while is ever easy. You will need to pay a price. You will
either pay the price of hard work that begets success ... or
you will refuse to make the sacrifice and pay the price of
 Introduction 15

failure. Either way, a price will be paid. It is best to pay the

price up front temporarily, for a lifetime of happiness. Very
few people have much spare time these days. So as much as
I understand the excuse we could all use that we “don’t have
time” to launch our business immediately, we cannot let our
reasons fo do this business become our excuse not to. If you
ever want to have time freedom, then you simply cannot af-
ford to procrastinate. If not now ... when? If not this ... what?
This has to be your time. I already know this is your “what.”
You have a proven business model. Now let’s tap into
the greatness that is planted inside of you and create some-
thing magnificent that you can be proud of. My goal with
this book is to give to you $1 million worth of knowledge for
the cost of a dinner at a medium rate restaurant. I have read
several books on network marketing over my 18 years so far
in this profession, but few I would recommend to my team
to read. Most of the authors I read had never personally built
anything substantial, at least not as big of a business that I
was seeking to build. So I decided to fill that void, and give
those who seek it the inside look at how I learned to build one
of the industry’s biggest teams. But before we begin, let me
humbly say that I learned so much by gathering knowledge
from so many. I was fortunate to have incredible mentors,
both near and from afar. This book is my chance to pay it
forward.
Since it didn’t exist — and I always wished I had one
— [| wanted to write the ultimate, complete A-Z blueprint
on everything it takes to go from scratch to a seven-figure
income in network marketing.
This book is designed to be your “everything resource”
for your entire career in building your business into an empire.
16 _ Building an Empire

My goal is for this book to be held up in the air during many

top award acceptance speeches, attributing it to the massive
success the industry’s new top earners have experienced in
their rise to the top.

THE STORY OF MONEY AND LEVERAGED INCOME

Let me start off with an important story about money,
and how to control it so that it doesn’t control you. I was a
young man who figured out how to make seven figures a year
while having complete freedom to control my own time.

¢ Why do you want more money?

¢ Why do you need more money?

¢ What is your relationship with money?

¢ Do you attract or repel money?

¢ What’s the best way to get more money?

I grew up around money. I grew to respect money, and

what it could provide for in our lives. I was raised in beauti-
ful homes, went to incredible private schools, and was given
a great university education. My parents took the family on
trips around the world. I also witnessed their giving nature in
helping others. I grew up learning about money from parents
who understood how to play the money game. So I guess I
somehow learned how to attract money, while most people
seem to repel it.
I have spent much time with people who did not have
 Introduction 17

the same insight that I garnered from my upbringing. I al-

ways dreamed of someday helping many more people to be
able to provide for their families what was provided for me,
and what I now provide for my own family. This is why I
start off with this short story about money.
What if you could get money, as an issue, out of the way
in your life? No more worrying about how you will pay your
bills. No more fretting over how to pay for your kids’ educa-
tion. No more stress over how you will afford retirement. No
more staying home on vacations, driving old cars, or living
in a house you don’t enjoy. No more having to squelch your
burning desire to give more to church and charity. Money can
solve many problems in life. But you will only get more of it,
ifyou learn to attract it.
Are you attracting money, or repelling it? This is impor-
tant to understand. If you were conditioned and programmed
your whole life that “money is the root of all evil” or “money
makes people do bad things,” no wonder you do not have an
abundance of it. You are repelling it away from you. Sub-
consciously, because you do not /ike money, your actions are
causing you to get rid of what money you do earn. If you can
change your mind, you can change your bank account. Mon-
ey is not evil, it is paper. The greed of, or doing bad things for
or with the money, is the issue. Money can make you more of
what you already are. If you are a bad person, you can now
afford to be a worse person. If you are a good person, you can
now do more nice things for others.
So decide today to respect and appreciate why money is
an instrument for good. Begin to attract money rather than re-
pel it. This mental shift will have an enormous effect on your
life from today forward if you make this shift in thinking.
18 Building an Empire

Decide today that you want more money, and deter-

mine what you need the money for. Then attach those good
reasons for the need to your dominating thoughts about mon-
ey. When you connect money with those reasons that compel
you to want to earn more, you will begin to attract more.
For example, if you are a parent, you know that you
have a family and children who are counting on you to be
a provider. It is not acceptable to be a financial dud when
others are relying on you. Not only does your financial well-
being impact their lives in the now, but your example will set
up your next generations for prosperity or failure. Right now
you are sowing seeds into your children’s psyche. Do not
underestimate your importance. If you appreciate and teach
capitalism and abundance to your family, they will grow up
to continue your philosophy into the future. What will your
legacy be? Will you pass on a mindset of servicing debt, or
one of building wealth? As a parent do you want to spend
your time being present with your children, or instead be-
ing a slave to the dollar working long hours to make ends
meet? With this in mind, accept that it is imperative that you
align your actions with the goal of creating wealth and gain-
ing time freedom.
If your goal is just to earn money each month to pay
bills or pay off debt, your wealth will never grow. People
with this game plan often pay their bills then blow the surplus
on wasteful things. But those whose goals are to earn more
than their bills so that they can keep stockpiling their surplus,
they are the ones who eventually live a wealthy lifestyle and
bless others. Remember, you get more of whatever you focus
on. Thoughts are things ... so steer your thoughts. Focus on
debt and you will get more of it. Focus on wealth, and you
will get more of that.
 Introduction 19

How will you generate more income? In order to dou-

ble your income at your job, you would likely have to double
your hours. Is that possible to do? Would you even want to
work that much more? Rather, what you will need to do is
create a way to generate /everaged income — money that
you earn from the efforts of others. When money comes in
passively, this avails time freedom to you. But when 100 per-
cent of your income comes from 100 percent of your efforts
alone, that is a recipe for disaster. What happens if you get
sick, can’t work, lose your job, or want to retire? Your in-
come is gone. Or even if you continue to work — if you keep
doing what you are doing, you will keep getting what you are
getting. Doing the same thing over and over expecting things
to change is called insanity! So it is mandatory to employ
a business model that will allow you to earn when you are
not working, rather than just being an employee trading your
time for money on a linear basis.

WHY |CHOSE NETWORK MARKETING AS MY VEHICLE TO

ACHIEVE WEALTH AND TIME FREEDOM
I was programmed my entire life that multilevel
marketing was illegal, and people called them “pyramid
schemes.” So when I was introduced to them over the years,
I shut them down and actually lambasted them for bothering
me with such nonsense.
What is a “pyramid?”
I grew up in real estate my entire life. My father built
one of the largest real estate brokerage companies on the East
Coast in the 1970s, before selling it to Merrill Lynch. When
my brother and I graduated from college, we both joined him
20 Building an Empire

in building a new real estate company. I went into sales and

into opening a few offices, while my older brother went into
management of the company. In sales, I was able to create a
six-figure income. I worked 60+ hours a week in such pur-
suit. My brother worked hard too, but not in the same fash-
ion. He focused on opening offices and recruiting others to
become agents to sell houses for him. My brother never listed
and sold a single house in his career, yet he out-earned me
10-to-1. He made millions because he earned a cut of every
commission from all the houses his 1,000+ agents sold. He
worked smarter, while I worked harder. I guess he was at the
top of the “pyramid.” Is this legal? Should he be allowed to
earn more than any of the agents who worked so hard sell-
ing homes? I imagine everyone will agree that being a real
estate broker is totally legal. Those who are smart, willing to
take the financial risk of overhead, and up for the challenge
of recruiting good agents, are the ones who get to live a life
benefitting from leveraged Income.
So how is Network Marketing any different? I submit
to you that I found it to be a step better. One day, a friend
shared with me how he was earning the same income I was,
but that he was doing so from home without the overhead,
employees, insurance, stress, and being subject to market
conditions. He was doing so in a network marketing busi-
ness. At first I refuted him by denouncements that he was in
a pyramid scheme. He asked me to explain why. I shared that
he was earning money off the backs of others he recruited
into his downline, not from his own efforts. He replied, “Do
you mean like your family earns money off the backs of the
real estate agents in your company?”
 Introduction 21

I froze, and anyone who knows me knows how quick-

witted I normally am. Then he said, “Who is working smart-
er, you or your dad and brother?” Now I was mad. Not at
him, but at myself. That was my light bulb moment. I had
been closed-minded and it was costing me. That was the birth
of my enlightenment, and I began to enter and study this net-
work marketing profession. Let me explain why I found it to
be a step better.
My research led me to learn why this business model
made so much sense for a company that wanted a cost-effec-
tive way to bring a product to market. Instead of spending
millions in traditional media ad buys, which has a declining
effectiveness, companies are opting to employ the network
marketing model. In doing so, the company only incurs mar-
keting cost if and when a sale is made. They get an army
of word-of-mouth salespeople using the most effective way
of influencing buying decisions, who only get paid for per-
formance. No salaries, only commissions. But whatis also
employed is a high sense of motivation, wherein these sales-
people can be building a business of their own and not just be
salespeople. If they choose to recruit others and teach them
how to sell the product or service, they can earn override
income just like the broker in a real estate company does.
So now they see life through a different lens, as a business
owner waking up each day excited about the future they are
building for themselves. They are not salespeople; they are
business owners.
Let’s relate this back to my family real estate back-
ground. Our family built and owned a very large national real
estate franchise. They did not work for the national franchi-
sor. On the contrary, they built their own company within the
22 Building an Empire

umbrella of the great national, household name and support

structure. In a network marketing business, you are doing the
same thing — building your own business within the umbrel-
la of the company you partner with. The marketing team you
build is yours. The customer base you build with your team is
yours. You have rights to the cash flow generated from your
business into perpetuity.
In real estate, the agents will not likely be able to out-
earn the big broker they work for. Their income is limited to
only what they can personally generate. The broker is able,
through massive leverage in hiring many agents, to earn sub-
stantial override commissions. How can one agent compete
with that? But nowadays, many real estate companies have
caught onto the merits of multilevel marketing (MLM). In-
stead of only one broker at the top earning off all the homes
being sold by the agents they recruited, now some companies
have implemented an MLM structure. Brokers have elicit-
ed the help of their agents to recruit more agents to grow
their company. Agents can recruit other agents and override
their sales, without being the broker at the top and footing
the massive overhead bill. In essence, they can create their
own downline network of agents within the existing struc-
ture. Some of the fastest growing brokerages have employed
this model and it is the reason for their significant growth.
Why? The agents would rather not just earn only from their
own Sales. They want /everaged income.
So to circle back to my story, I decided to start a net-
working marketing business on the side from my 60- hours-a-
week real estate career. I only had a few hours a week I could
devote, but I did just that. At first, I did not earn great sums of
money. But I did learn a great deal. The entrepreneurial edu-
 Introduction 23

cation I gained from the experience was far bigger than the
initial earning I generated. But in time, my earnings grew as
I grew within the profession. Now my monthly income from
network marketing is more than I used to make annually in
real estate. Top that off with the fact that my income is now
97 percent passive overrides and residual income from the
customer base that has been built! Passive, residual income
grants me the freedom to be a stay-at-home dad, to travel,
and to feel in control. Now that I have lived in both worlds —
traditional business and network marketing — I will never go
back. Network marketing is the only way I can see for aver-
age people like me to get ahead and get control of our lives.

WHY SHOULD YOU DECIDE TO BUILD A NETWORK

MARKETING BUSINESS?
In today’s times, people are beginning to realize that
jobs are not going to give us the lifestyle many of us de-
sire. They are not designed to. At a job, you trade your time
for money. The company will pay you just enough to get the
maximum value out of you for the paycheck, and often the
employee will work just hard enough not to lose the job and
guaranteed income. In fact, some still believe in job security
or income guarantee. As soon as your company finds some-
one who can do your job faster or cheaper, loyalty is out the
window and you are replaced. This is hardly a way to live
your life, in a constant state of worry.
Americans are finally coming to grips with the fact that
they must take control of their own financial future. No Presi-
dent is going to fix your personal economy; only you can.
The mental turning point will happen for many people once
24 Building an Empire

they recognize that their situation will not improve itself, and
that there is a better way. Network marketing businesses al-
low a busy person who already has a career to start a part-
time business to supplement their finances, while learning to
grow the business to a larger significance. As the late busi-
ness philosopher Jim Rohn taught around the world, people
should work during the day earning a living, while working
part time at night building their fortune. Earning a living is
good, but building your own fortune is even better. Your own
fortune is what will provide you with time freedom. Having
control of your time allows you to live life by your own de-
sign.
The reason network marketing works is quite simple.
The company wins by getting its product to the market. The
consumer wins because they get access to great products or
services. The network marketer wins because the company
pays significant income to the middleman. But the key is
the networker has pride of business ownership. The hiring,
training, motivating, and selling are driven in the field by
the many network marketing business builders building their
own fortunes. Instead of the earning power being coddled by
the select few CEOs and company owners, it is distributed
out to those who are truly bringing the value to the market-
place. The more value you deliver, the more money you earn.
Bring no value, earn no money. Network marketing is the
finest example of capitalism.
What’s great is you can find a business to start based on
finding a network marketing company offering a product that
you use, like, and believe in. Selling something just to sell it
and earn commissions will not work well. People don’t like
salespeople for this reason. When you believe in what you
 Introduction 25

are sharing with others, it will not seem like selling to you
or them. And then you can leverage yourself into freedom by
inviting others to build their own fortunes part time with you.
The more people you bring aboard and teach to supplement
their incomes, the higher your earnings will grow. You can
now reap the rewards of the real estate broker without all of
the risk and downside!
Will everyone choose to start his or her own business
from home in network marketing? Of course not. There are
many skeptical people who are stuck, closed-minded and
would rather continue living stressed out, check-to-check,
rather than venturing into something new. The very idea of
making the mindset shift to becoming an entrepreneur is
scary to them. They fear failing, so they will not even try. Or
they may fear what others will think about them for engaging
in a business that they deem as a “scheme”.
You can waste your time trying to argue that the real
pyramid scheme is the corporate pyramid they are currently
in, where they will never earn as much as their boss ér CEO.
Or you can let people continue on as they wish, and stay fo-
cused on making the shift yourself and attracting wealth into
your life. In time, as more and more people they respect de-
cide to employ this network marketing business model, they
may eventually come around. But it is not your job to worry
about their family’s finances. If they are not worried about it,
then you shouldn’t concern yourself with trying to help them.
Everyone has freedom of choice. Don’t listen to those who
don’t have what you want. When you buy someone’s opin-
ion, you buy their lifestyle. Rather, determine what you want
and then find a mentor who has it and is willing to help you
achieve what they have. You will find this mentor in network
26 Building an Empire

marketing like I did, because the business model compen-

sates them for helping you win! Brilliant concept!
Just remember all of the good things you will do for
people with this newfound money. Leveraged Income = Life-
style Freedom.

MY STORY
So let me further review how miy network market-
ing career began and blossomed into something massive. In
hearing my story a little more fully, hopefully you will see
that having a big why for succeeding was the catalyst for big
success and earning more than $10 Million while in my 30s.
I grew up in a family that was built around traditional
values. My parents worked very hard, and, as I mentioned
earlier, built a very large real estate company in the Mary-
land/DC area. Growing up, I saw how hard work paid off.
My father was extremely successful, and my mother was able
to spend time helping him while raising us kids. We always
lived in a beautiful home, had new cars, went on nice vaca-
tions, and the kids all went to private schools. I admired both
my dad and mom. They worked hard, provided so much for
our family, and were great examples of ambition. Sounds like
the perfect picture that everyone would dream about, right?
Well, what I have found is that there is always a price that is
paid for success. Yes, we had it all. But that “all’’ included
rushing to the hospital on several occasions when my father
had his heart attacks caused by the stress that comes from his
ambitious work life.
I was expected to take school seriously, and not getting
good grades was unacceptable. My mother was always on my
 Introduction 27

case, making sure I did homework immediately upon getting

home from school. She was a stickler and kind of a perfec-
tionist. I learned from her to strive for my best, and that the
best was possible. I picked up the entrepreneurial spirit from
my dad. Watching him build a huge real estate company, start
a few banks, and owning lots of real estate investments gave
me the belief that I could accomplish anything I desired. Be-
coming successful was not an option, as I always just knew
that’s what I was going to be. I could be like my dad.
Right out of college from Villanova University in
Pennsylvania, I joined our family real estate company in
Maryland in 1992. I worked hard from the start and made
Rookie of the Year in my home county. I loved the idea of
building up my business and developing my customer base.
By the time I was 25 years old, I made it to the $100,000
mark. That was exhilarating! It was the result of around-the-
clock effort and a determined ambition. But was I paying a
high price for a high income? In a few years I would discover
that I was. My older brother beat my dad’s mark of*having
his first heart attack at 32 by doing so at 31 years of age. At
the time, I was 30 and, thankfully, I was already well on my
way down a different path that may have spared me from
sacrificing my health for my success. After all, what good is
the fortune without health?
In 1994 a friend from Villanova introduced me to net-
work marketing. He called to tell me that someone from our
class was working in a company that pays residual income
and wanted to share a business opportunity with me. I told
him I was too busy and not interested. He persisted and called
me a few more times until I agreed to meet with them. He
drove up in a new Mercedes, and I was surely impressed at
28 Building an Empire

age 24. That was when I discovered the power of combin-

ing leverage with residual income. I joined that company and
spent 3% years in learning mode. I say this because I cer-
tainly did not earn much money. But I fell in love with the
business model, and I saw a system that made sense. There
was much to learn about how to build this kind of business
the right, effective way.
My path took me to another company for about a year,
where I really ramped up my learning and got entrenched into
personal development. It was when my second company was
bought out that I discovered the right ingredients to finally hit
my home run. I was ready, and I ran hard. In my first month
I made $11K. My sixth month, I made $24K. My twelfth
month, I made $42K, for a total of $248,000 my first year. I
surpassed $500K a year within three years, and a few years
later eclipsed the seven figure mark and have continued to
watch it grow from there. My team had grown to more than
300,000 distributors in the first 10 years. Most importantly
though, I have watched and assisted more than 1,000 people
retire from their jobs due to this company, and my team (as
of this writing) has been paid in excess of $300 million in
commissions.
My network marketing business has enabled me to
experience success in many forms. Upon earning my first
million in 2'4 years, I bought my million-dollar dream home
in Maryland at the age of 30. The home had a gym, movie
theater, spa, billiard room and huge deck for entertaining.
Later that year I bought my red Ferrari 355 Spider convert-
ible dream car. A few years later I bought property on the
most beautiful tip of North Caicos Island in Turks and Caicos
in the Caribbean. Then there was the Lincoln Navigator, the
 Introduction 29

Porsche, and even a brand new Bentley GT Convertible. (I

still cannot believe there is a $240,000 car in my garage!) I
am able to spend time as a stay at home dad for my amaz-
ing son. I go on his field trips, take him to Disney and to the
islands. I now give to charities each year in excess of what I
used to make in real estate. But the thing that inspires me the
most is seeing the life changes happening for so many won-
derful people on the team who are working together towards
their goals and achieving them!
So it allows me to look back at the many naysayers
who chastised me and scoffed that I was “getting into one of
those things” and with pride knowing that my judgment was
spot on. The best revenge is massive success. I do not fault
anyone for how they have been conditioned and programmed
their entire lives. Most people who speak poorly about the
network marketing profession simply do not understand the
business. They cannot get beyond the notions that were sewn
into them by previous generations, or by the stories of pyra-
mid schemes that someone three people removed from them
lost their investment in (most likely they joined and put little
effort into it, then quit). Sure, over the years some unscru-
pulous evildoers have created ways to scam people using
schemes that look like network marketing and have soured
the taste buds of many towards the business model. But that
is not the norm, and it is unfortunate that it causes some peo-
ple to throw the proverbial baby out with the bath water.
There is good reason why billionaires such as Warren
Buffett and Donald Trump own network marketing compa-
nies. The model makes perfect sense. Pay people commis-
sions for selling a product or a service directly to the consum-
er. Nobody has an issue with that. When a real estate broker
30 Building an Empire

gets an override commission, or a piece of the commission

when one of his/her real estate agents sells a house, nobody
has issue with that either. So when you combine these two
models, what do you get? An ingenious way to motivate a
sales force to grow itself and move product faster and more
efficiently to the end consumers. Instead of the company
spending all the money advertising, hiring, and training more
salespeople, they let the existing reps find new salespeople to
hire and train for them. Brilliant! It is by far the most cost-ef-
ficient pipeline in business today. The reason is that the word-
of-mouth endorsement from someone you know influences
people five times more profoundly than seeing an advertise-
ment online or on television.
When a company sets their model up correctly, it is
a triple win-win-win. The company’s cost of sales is low,
which increases profitability. The customer wins by getting
a great product at a lower price than from stores that have
more marketing costs and benefits provided to hire and re-
tain employees. And the marketer (network marketer) wins
by creating an income from recommending the product/ser-
vice and teaching others how to effectively do so as well.
The trend has grown year over year in companies electing to
adopt this marketing strategy, including some of the biggest
billion-dollar conglomerates in the world.
So why did I choose the network marketing model as
a career path for me? Why did I decide to walk away from a
very promising real estate career with our family business to
build my network marketing business from home? I want to
explain because I think it will resonate with you.
I knew many people who have time and no money, and
they are unhappy. I knew many who have money and no time,
 Introduction 31

and they are unhappy. I knew few who have both time and
money together, which creates true freedom. That was what
I was after. In real estate, I felt like I would never be able to
let up off the gas pedal to enjoy life without my income slow-
ing down too. In the real estate business as a broker, I would
be the only one getting to benefit from leverage when the
agents made sales. | felt bad that the agents were all on per-
petual treadmills, with the one broker getting the chance to
earn from other people’s efforts. So if I recruited an agent to
come work for us selling houses, I was simply helping them
onto the treadmill. That didn’t sit well with me, especially
now that I knew of a better way.
I was also attracted to the promise of residual income
in network marketing. In real estate we are only as good as
our next sale. We wake up every single morning unemployed
until our next sale. Once a house is sold, it’s back to “first and
ten” all over again. When would this ever end? There is no
residual. In network marketing, I loved the idea that I could
sign up a customer one time, yet get paid a commission on
that sale month after month for the life of the customer. I met
people in my current company who had signed up customers
one time back in the 1970s and ’80s. They are still getting
paid residuals today — decades later! Who would not get
excited about that?

WHY RESIDUAL INCOME IS SO IMPORTANT

I have said for years that most people just don’t
understand what residual income really is. This term gets
tossed around quite a bit. But few actually have it. I would
rather have $100,000 a year of residual income coming in
32 Building an Empire

year after year, passively, than $250,000 a year that I have

to slave away for every day. The money you have to keep
chasing will stop when you stop ... and eventually you will
stop. Residual income is money that you keep receiving on
a continual basis after doing something one time. | call it
“Elvis Presley money” because Elvis’ estate is still receiving
residuals today on songs he recorded and movies he appeared
in from 40 years ago! He is still one of the top income earners
in the country ... decades after he passed. That is residual
income.
There are a few ways to create residual income for
yourself:

¢ Be a music recording artist

¢ Write best-selling novels
¢ Be a famous actor
¢ Sell insurance
¢ Buy and rent real estate
¢ Build a network marketing business that has a
recuring/subscription model.

For the first three, the odds are stacked against you and
me. I can’t sing, I don’t want to write fiction, and acting is not
going to work out for me. I could sell insurance, but man, so
much competition — not to mention a very grueling career
grinding out sales.
Let’s compare the last two options. Assume your desire
is to create $2,000 a month in residual cash flow. Here is what
it will take using these options:
Real Estate Investment — If you buy a home with
a mortgage of $250,000 and your monthly payment is, say,
$1,500. Let’s assume you can rent this home out for $2,000
a month. This gives you a $500/month gross residual income
 Introduction 33

(before taking out any expenses like repairs, commissions,

advertising, etc., which adds up). So you would need to take
out $1,000,000 in loans to buy 4 houses to generate $2,000/
month gross.
Network Marketing — Join a company you believe
has a great product/service for less than $500 one-time fee.
Recruit five others and teach them to duplicate just two times
(5 + 25 + 125). You now have a team of 155 people mar-
keting that product/service that you are getting paid on. In
just about any network marketing company comp plan that
is designed properly, you should be generating $2,000/month
in income from the sales made by your team. So not only is
this income passive (sales made by others and not you) but if
the company has a model where you sign up a customer one
time and they keep making payments every month without
having to repeatedly make another sale to them — you have
true residual income. So we are talking about an investment
of less than $500 and some part-time sweat equity and there
is no limit to how big your residuals can grow. ,
Few have the ability to invest a fortune in real estate
to create this, but anyone can do it using the network marketing
business model using leverage.
Let me explain the concept of leverage using the following
diagram:

YOU => = x5 HOURS = 5 HOURS

5 RECRUITS == x5 HOURS = 25 HOURS

25 RECRUITS == x5 HOURS = 125 HOURS

155 HOURS
(YOU ARE GETTING PAID FOR
AS THE RESULT OF LEVERAGE)
34 Building an Empire

Are you are willing to carve out five hours a week to build
your network marketing business?
Now let’s help you recruit five people who are also will-
ing to do the same ... (5 x 5 hrs. = 25 hours).
And we will help those five each recruit five more (25 x
5 hrs. = 125 hours).
So you now have you, plus 30 others, each working five
hours per week. So you are getting paid on 155 man hours per
week, yet you are still only putting in five hours a week yourself.
This is called leverage — getting paid on the efforts of more than
just your own. Billionaire J. Paul Getty once said, “I’d rather get
paid 1| percent off the efforts of 100 people, than getting paid 100
percent of just my own effort.”

WILL IT BE WORTH IT?

To you, my readers who have likely started down your
path of building a business in network marketing, I must ad-
dress the inevitable. You will often question whether the
“Juice will be worth the squeeze.” I wish I had counted the
times over the last 17 years that I felt like quitting. When I
first got into this industry, it looked so simple, easy, and ex-
citing. I had no idea that I was going to go through an amaz-
ing amount of personal growth and development. I wasn’t
expecting so many people to tell me no, and so many of those
who joined me would soon quit. The challenge lies in the
setting of expectations. If we are prepared ahead of time for
such challenges, we will be ready for them when they come.
And we will know exactly why they will come, and therefore
lessen their impact on us.
 Introduction 35

A great analogy for this is when Mormon churches

send out young men on missionary work to knock on doors to
spread their message. If the kids were just told to go out and
spread the word without warning them what they will likely
encounter and why, the first time a door is slammed in their
face (or mean-spirited language was spoken to them) they
would likely give up and quit. Since the church knows that
these kids need to be prepared for such an onslaught of belit-
tling obstacles, they do something very brilliant. They bring
the youth in to inoculate them before sending them out — let-
ting them know to expect the slammed doors and the hateful
things they will be told. More importantly they are told why
these people will do such things. Now that the young men
expect such rejection, when they encounter it — it does not
deflate them. They expect it and grasp it! It allows them to
push through and keep going forward.
Are your reasons for succeeding in your business
bigger than the pain of enduring rejection and the growing
pains? WHY are you doing this business in the first place?
I like to say “If your WHY is strong enough, you will stick
around long enough and endure all that you must to learn
how to succeed.”
So what is your why? Your why isn’t just about money,
but rather what will the money do in your life once you get
it? If you had $10 million right now, what would be the most
immediate things you would do? Some say they would quit
their job and spend more time with their family. Some would
start a charity. Some would retire their parents or build them
a new home. Some would build their dream home or travel
the world. Some would finally follow their passion and write
music or pen a book.
36 _Building an Empire

Write down YOUR WHY here:

If you say you are doing this for your kids, which is
stronger — your desire to avoid some no’s, or your love for
your kids? How many people telling you vo will cause you to
quit and not give your kids their parents back?
If you want to retire your parents, how many vo 5 will
make you say, “I’ve had enough, my parents can just keep on
working?”
You see, when your Why is incredibly strong, it will
give you the will to withstand much more than you can possi-
bly imagine. Most people who quit on their network market-
ing business do so because they never truly connected with
their purpose — their WHY — in the first place.

QUITTERS NEVER WIN.

WINNERS NEVER QUIT... THEY FINISH WHAT THEY START.
“TWILL... UNTIL!”

I wrote this on my wall in my home office.

 Introduction 37

YOUR NETWORK MARKETING BUSINESS VS. YOUR JOB

When speaking at major events across the country
through the years, I often ask the audience, “Whatever you
do right now for a living, if you were the Michael Jordan of
your profession —if you were the very best at doing that job,
and you do it better than anyone else out there for the next
20 years — how many of you will you be able to retire at
the end of those 20 years with your dream lifestyle?” I look
around and rarely does a single hand go up. I follow up with,
“So what you are telling me is that there is no chance that
your job will ever provide you with the lifestyle you dream
about? Even if you were the very best at it, you still won’t
achieve your dreams in 20 years? Yet you still give that job
8-10 hours every day, going down that road, knowing there is
no light at the end of the tunnel?” And the looks on their faces
are always of enlightenment mixed with dismay.
Then I ask, “On the other hand, if you hit the top level
in our network marketing business, and you are making a
quarter million dollars a year or more, passively, and you
have time freedom to call your own shots and live life on
your own terms ... how many of you feel that you could live
the life you dream about?” And without fail every hand goes
up. I iterate, “So your job does not even offer the chance to
live your dreams ... but this business does! Remember this
always! So why would you ever think your job is more im-
portant in your life than your own network marketing busi-
ness? Now I’m not recommending that you run and quit your
job tomorrow. Of course not. Keep your job and earn your
living during those hours, while in your off-hours you build
your fortune. Down the road, you may find that your part-
38 Building an Empire

time business income eclipses what you make at your job. At

that point you have options!”
Awareness is key. I hold that many people are pro-
grammed by society to believe that having a job is noble,
and that working a hard day for someone else is responsible.
Most people I know do not feel like the work they do at their
job is in alignment with their purpose or their passion in life.
They feel unhappy, stressed out, underpaid, under-appreci-
ated, tired, and fatigued. The reason is because as humans
we all seek congruence. When the things we are passionate
about and want out of life are not connected to the work that
we do, we have a sense of brokenness. We are not congruent.
So now that you know what your why is, and you know that
your job cannot provide it, but your network marketing busi-
ness can, how will this change your life?
Bethany Hamilton, the 13-year-old whose story of los-
ing her arm in a shark attack while surfing was the basis for
the hit movie “Soul Surfer,” had the kind of mindset that all
networkers need to adopt. After the attack, she told her father
she wanted to compete in surfing again without her arm. Her
father said “It won’t be easy,” and her response was, “I don’t
want easy, just possible.” The good news: ultimate success
and your dream lifestyle are possible with your network mar-
keting business!
Success in this business will take sacrifice. Freedom
is not free. Everyone who is very successful and living at
the mountaintop has paid a hefty price to get there. Since
most people are still working a full-time job and building
their business part-time in the evenings and weekends, those
hours are now your most valuable commodity. Prior to start-
ing your business, those were your slacking hours to play
 Introduction 39

and have fun. But now you have a different outlook. You
will have to borrow from your bowling night, or your movie
night, or your football games to invest that time into what is
going to make your life better. If you only have four hours
a week to devote, then you must devise a strategy to make
those four hours count. They must be the most productive,
passion-charged hours of your entire week!
Belief is a critical factor in our ability to remain excited
and passionate about our business. This belief is what is go-
ing to attract others whom we are trying to recruit. Belief in
the Company, the Product, the Upline, the Opportunity and
Yourself.

¢ If you do not have 100 percent belief in the company

and product you chose, then it is time for an immedi-
ate assessment. Of course, no company or product
will be perfect, but you still must believe that the
company is strong, financially sound, and has your
best interest at heart. The product/service must be
something that you would buy even if you were not in
the business of selling it.

* You must be convinced that there are plenty of

examples of distributors succeeding in the business
to warrant your belief that “If they can do it, I can do
it, too.” The compensation plan needs to be balanced
in that it pays well for those just getting started, as
well as the rewards for those who reach the top being
worth the effort.

* Does your upline know what they are doing and are
they effective at teaching others to accomplish their
40 Building an Empire

goals? We all need to believe in the person(s) we are

following. Do they have integrity, work ethic, and are
they worthy of modeling? Are they accessible to you?
Search upline until you find the right person to follow.

¢ This leads us to self-belief. Do you believe that you

deserve success? Do you feel you are willing to learn
what you do not know? Do you expect that, with the
right coaching, you can make it to the top of your
company? Confidence is key — and it cannot exist
without being born from belief in all five components.
The company, product, upline, and comp plan are
ali fixed constants in your business that you cannot
change. The difference between those who succeed in
your company and those who don’t is the “You Fac-
tor.” That is what this book is about ... we are going
to Empower you to be the ultimate network marketer.
You are going to take the same four constants and set
some new records in your company! We have to work
on you.

THE LEARNING CURVE

When you first start your business, your knowledge is
low and your anxiety is likely high. This is not a very good
mix, but it is expected. This is not a get-rich-quick scheme
or a lottery. This is a business, and it will take some time to
learn it. This learning curve’s time frame will be different for
everyone. You can shorten the curve by compressing the learn-
ing activity faster. Attending more training classes offered by
top earners in your company, reading books (like this one),
 Introduction 41

listening to conference calls and CDs — all of this will help.

Just remember that an hour in the field is worth 20 hours in the
classroom. We all have to be in classroom mode some of the
time, but unless we go into the real world to try and apply it,
nothing will happen.
After coaching countless people at this point, one thing
is clear. People love to try to build this business their own way.
They come to the business with skill sets and strategies that
pertain to completely different industries, and they try to apply
them to this business model. This is often met with frustration
as they realize their ideas don’t work so well here. I was one of
these people too! Network marketing is a different animal than
what they were used to. In corporate America, management
has always driven business forward. In the new era, and in this
profession, leadership is far more important. This business 1s
all about using tools, using a system, leveraging the help and
credibility of your third party upline expert, and taking every-
thing completely off of you. Again, this is the opposite of what
many expect. Salespeople think they should come in and just
go do it all by themselves. This may work a little bit, but it sure
doesn’t duplicate. And this business is all about duplication.
There are certain how to’s we need to learn in this
business:

* Listening skills

* Presenting the product/service

¢ Approaching prospects to pique interest to recruit

* Relating to objections
42 Building an Empire

¢ Motivating our team

¢ Servant leadership

¢ Training our recruits to follow the system

¢ Creating urgency and fear

of loss with prospects to
move them to join

¢ Time management

¢ Contact management and follow up skills

¢ Problem solving

Over time, these things can be learned. The more you

are in activity mode out there talking to prospects and re-
cruiting/selling, the more your skills will be honed. Ninety
percent of our business will not be learned by reading a train-
ing manual. Certainly the reading must happen, but it will not
make much sense until you are out there in the marketplace
experiencing it firsthand. I call it “failing forward”. I eventu-
ally loved messing up, because I learned from it. Every time
I did not connect with a prospect properly, I examined the
conversation and asked “what could I have said or not said
that might have better attracted his attention?” Or when a new
recruit did not follow the system or quit right away, I asked
myself, “What might I have done differently to get him to
take one more step in the business and help him on the path
towards a win?”
I was told by my mentor to expect a five-year growth
curve. After five years of consistently building and learning,
I will have a foundation of knowledge (from the classroom)
 Introduction 43

and wisdom (from real experience) on which I can build a

life-lasting business in this industry. It is amazing how true
that turned out to be.

INVEST TIME TO GETA BIG RETURN

YEAR | YEAR YEAR YEAR YEAR

TWO | THREE

TIME

$$$$ .

Was it worth five years of focused effort to learn this

business? You have read my story, I will let you decide. Yes,
we “earn while we learn” in network marketing. So I did earn
good income fairly early on. But the rewards come in the form
of a compounded effect. You earn smaller amounts in the be-
ginning while you are working for hours in learning mode so
that down the road in five years you are earning large amounts
without many hours being required to sustain that income.
This truly should be seen as a five-year game plan.
One more important aspect of learning in this business
of yours; the more you learn and know about your business,
44 Building an Empire

the more you will tend to talk (and not rely on third-party tools
and people). And when this happens, expect your results to go
down! This warning must be understood and heeded. Yes, you
want to learn all that you can. But having the knowledge, and
spewing it out there at every chance you get, are two complete-
ly different things. Knowledge will certainly be very benefi-
cial, as it breeds confidence inside of you. But there are times
to use it, and times to just let your posture feed off of it.
You will learn in this book that when it comes to recruit-
ing your own prospects, less is more. Say /ess to more people,
and take the focus off of you. You do not want your prospects
to think they need all the knowledge that you possess in order
to join and be successful. But you will definitely get to use
your knowledge outwardly when you are the third-party expert
for your team down the road.

SELF DOUBT
Warning: There will be many, many times when you
will doubt whether the business works, or whether there is
something wrong with you for not succeeding faster. Let’s nail
this down right now. The business does work ... just look at
all the people in your company who are experiencing amazing
success. Again, it comes down to the you factor discussed ear-
lier. Knowing this, you will tend to self-assess constantly when
you are not succeeding fast enough. By the way, it is subjective
how you define “succeeding” or even “fast enough.” You may
find that you’re comparing yourself to others in your company
in an unhealthy way. It is OK to measure your business against
someone else to see how you can improve in different areas.
But do not let yourself fall into the trap of comparing yourself
 Introduction 45

with others if it makes you get down on yourself. I did this for
years. You do not know what head start that person may have
had in the network marketing industry. You don’t know if they
followed the system better, how many books they read, or if
they got really good at one of the skills in the business where
you need attention.
The reality is that you can do this business and win. It all
starts with your belief. If you have it, then you can have confi-
dence. This is critical, because without confidence you cannot
have influence. And influence is what moves people. I repeat:
Influence is what moves people.
We are in a people-moving business. We move prospects
to join. We move distributors to do activity to sell/recruit. In-
fluence can be learned by tracing it backwards. Keep working
on your belief, and that will build your confidence, and as your
confidence grows — the more influential you will become.

Coeuer > Connon Crores)

Why do people quit on their business, on their
dreams?
Everyone has a different “IQ level.” In other words,
what it takes for someone to say “I Quit” varies. Those who
have weak why’s often quit before they even begin. They
sign up on a Tuesday and by Wednesday they have already
joined the Witness Protection Program! Who knows what
they were thinking when they joined, what their motivation
46 Building an Empire

was, or even what values were instilled into them as children.

Unfortunately, many parents do not realize the damage they
do to their kids by allowing them to quit things that they start.
If you “tried” soccer, baseball, karate, basketball, swimming,
an instrument — and were allowed to quit because you didn’t
become amazing at them in the first week — no wonder why
it is hard to engage and stay committed to a new business (or
even a relationship or marriage).
Yes, people quit their network marketing business for
various reasons. There are two rules of thumb to live by:

1. Never quit on yourself!

2. Try to keep people from quitting, learn from those

who do, but never let it derail you when someone does!

The only person you can control is you. Others will do

what they want, and if their WHY was not strong enough to
keep them in the game, that’s on them.
What can you do to anchor your recruits in the business?

¢ Introduce them via welcome calls to other success

stories in the business in their first 48 hours

¢ Share the vision of the company several times in their

first week

* Sell them on their dream/why again and again every

few days

* Get them more passionate about the product/service

by sharing testimonials, and urge them to be a product
of the product themselves
 Introduction 47

* Get them a commission check immediately — Their

“Belief Check”

* Make them feel appreciated and a part of a team

(people are less likely to quit on a team than they will
quit on themselves)

* Build a personal relationship with them.

Just do your best to be a servant leader. People don’t

care how much you know, until they know how much you care.
When you put the needs and desires of your downline before
yourself, it will be noticed. As Zig Ziglar says, “Help enough
other people get what they want in life, you will get more than
what you want.”
So what about you ... the one person you can control?
How can you keep yourself from the decision to give up when
the going gets tough? To set your expectations properly, I want
you to know that things will be tough at times. We all hit dry
spells when we just can’t seem to recruit anyone for weeks or
more. Maybe your business is not growing as fast as others’
are. Maybe you have friends or family members who are tak-
ing shots at you, telling you that you are a fool for even trying
to build your own business to get ahead in life. Maybe they
are attacking your company, or even the network marketing
model. Trust me, I got this from all angles for years!
Like I said earlier, their ignorance was not going to stop
me from achieving my dreams. Their pictures were not on my
dream board, and they certainly were not going to pay my bills
or fund my dream life. So I had to develop my rhino skin. Most
people who quit have “baby skin,” meaning they feel every
little prod, jab, or disappointment. It hurts badly because their
48 Building an Empire

skin is so soft. A rhino (if you have seen them on TV) can
have a bird land on its back and even peck with its beak, and
the rhino does not even feel it. This is because to withstand
the elements and to avoid being prey for other animals, it de-
velops a very thick skin. As your belief in your business and
in yourself rises, your skin will get thicker. The verbal attacks
and the rejection you will face will stop hurting so much, and
will someday just bounce right off. Will you enjoy the jabs and
the rejection? Not really, but you will understand why it comes,
you will expect it, and you will plow right through it! Believe
me, it gets easier and easier.

How can you develop your rhino skin?

¢ Attend every company event you can

¢ Listen to leaders on conference calls

¢ Listen to as many success stories as you can

¢ Read personal development books (10 pages every

day)

* Read books about the network marketing industry

We'll develop some of these concepts in the ensuing

chapters.
 2
The System

STARTING YOUR BUSINESS VS. LAUNCHING IT

So you decided to join this company. You filled out an
application and invested your money. Now what?
Well, it’s time to get started — or maybe time to start
over from scratch. But what’s the difference between start-
ing and launching? This 1s simple, but powerful when under-
stood. The difference is s/ow versus fast. And the important
fact to note is that this business is way easier and more ef-
fective to build fast than slow. This is a momentum business,
and the faster it’s built, the easier it is to create and maintain
momentum. Let’s explore ...
If your goal is to present your opportunity to 20 people,
which of the following strategies is best?

1. Sit down and present to each of the 20 one at a time

over 20 days?

2. Invite all 20 to a one-hour presentation on one day?

Of course, everyone will agree that #2 is by far the best

strategy. But why?

49
50 Building an Empire

¢ Saves 19 hours of your time through leverage

¢ Compresses time frames so you make more money

faster (better story)

* Creates synergy by building in waves of people

* You are teaching leverage to those you recruit in the

process

¢ Your business will grow exponentially instead of by

addition / one at a time

So by launching your business, you spend less time,

earn more, and you set in motion a ripple effect that will mul-
tiply these results and help you become a top earner in your
company. What you do duplicates. If you start slow, so will
your team. If you launch, so will your team. Half of the train-
ing of your new recruits already happened in the process of
them signing up. What they saw you do with them, they will
do with their prospects.
A good example of starting vs. launching would be a
plane getting ready to take off on the runway. Let’s say this
plane is getting ready to leave Los Angeles and fly to New
York. At the end of the 2,000 feet of runway is a patch of
trees. The plane needs to get lift and get over those trees. So
let’s say the pilot goes about 25 percent throttle. Will it make
it? No. How about 50 percent throttle? No. How about 70
percent? In these scenarios that plane will be smashed into
those trees. Only at 100 percent throttle will that plane get
off the ground and into the sky. Once it is up to a “cruising
altitude,” only then will the pilot throttle back to, say, 50
 The System 51

percent. If not, the fuel will not last and the plane will go
down somewhere in Missouri. You see, a plane needs to go
all out to start its journey, but it cannot continue at that pace
forever. It does not need to ... nor does your business.
Let’s talk about momentum. Momentum is hard to get,
and easy to lose. It is best understood when you think of the
plane in cruise mode. Much energy/fuel was spent getting
the plane into flight. But once flying, it takes far less fuel to
get you to your destination. Your network marketing business
will be the same way. A sudden burst of consistent energy
will launch you, and then applying a constant but lesser ef-
fort will sustain your growth and your income. And at future
intervals, you can surely add new bursts of energy to go to
new levels.
Another analogy to convey the importance of being
consistent in your business efforts is the water pump. To get
water out of a deep well with an old-fashioned water pump,
you start pumping the lever. You pump, and pump, and pump
until the water finally starts flowing. Once the flow starts, it
takes less forceful and less frequent pumps to keep it flowing.
And that water will keep coming as long as your hand keeps
that lever moving. That is exactly true to form in your net-
work. At the beginning, it’s your hand on the lever pumping
hard and fast. Soon enough, you can ratchet back a little, but
you cannot let that water retreat back down the pipe. Even-
tually, once you have developed some great leaders on your
team, you will be able to put their hands on the lever to keep
the flow going so you can have more time freedom without
your income flow stopping.
The great thing about momentum is that is can make
an average networker (like me!) look really good! Even if
52 Building an Empire

you are not a master at this business, momentum fills in your

gaps. It does much of the heavy lifting for you. So the take-
away is this: Once you have some momentum, do whatever
you must to keep it going! At the first sign of momentum,
double up your efforts and your communication with your
team. The fatal mistake 95 percent of networkers make is
thinking when their business starts rocking, that it’s OK to
let up off the gas pedal expecting business to just soar to the
moon. In actuality, that’s when your most promising work
really begins and your efforts should be doubled or tripled.

BE SYSTEM DRIVEN
One thing I know for sure: Every networker I have
watched fall short of success, it is because they did not follow
The System. And I have witnessed some make it to the top,
only to fall from there by ceasing to do what got them there.
The biggest key to success in network marketing is commit-
ting 100 percent to the system.
Networkers who have built massive organizations
learned the distinction between System Driven versus People
Driven.
When you are “people driven,” it means that every-
thing hinges on your involvement. Meetings only happen
when you host them. Presentations only happen when you
present. Your downline gets trained when you train them.
That sounds like one heck of a treadmill to me! I imagine
that you started this business because you ultimately want
freedom, not another job. So the only way to achieve true
time freedom lies in the fact that the business must be built to
rely on a system and not you.
 The System 53

You must adopt a “system driven” philosophy. Every-

thing you do must be scalable, meaning it can be copied and
duplicated by the masses. This is what will allow your team
to grow into the thousands, then to the hundreds of thousands.
An infrastructure of meetings, presentations, and trainings
should be set in place for all of your team to plug into. It is
predictable, reliable, and effective. In a later section, we will
also discuss why third-party is so crucial to your success. You
do not want your team to rely solely on you, as the full weight
of that will crush you. The key is for them to rely on The Sys-
tem, so in the future when you want to go on vacation or retire,
your business will keep on building without you!
To understand the power in being system driven, picture
a fast-moving river. Let’s say your goal is to get people down-
river. You can choose to put one person on your shoulder and
physically carry them on foot along the riverbank. That will
get tiring, and you can only handle one person at a time. Your
second option would be to throw people into the river and let
the current sweep them all the way down to your destmation
for you. The great news is that there is no limit to the number
of people you can put into the river. The current (The System)
will carry as many as you can find. But if you are not in the
river yourself, and are just throwing people in, they might just
try to climb out to join you on the riverbank (outside of The
System). So better yet, be sure you are in the river (in The Sys-
tem) too, so that you can be swept right along with your team.
In most cases, The System has already been put in place
for you by your upline top earner, or by your company. If not,
it may be your time to step up and become that leader who
launches it. But first, explore what is already in place through
your mentors.
54 Building an Empire

SYSTEM COMPONENTS
Here is what my System looks like that built my team
to more than 300,000 people.

The System :
. Get Excited - Conference calls
. Make your list - Sit-downs
. Book a PBR (within first 3-5 days) - Three-ways calls
. Book a PCC/PZC (within first 3-5 days)
- Long-distance
. Weekly Business Briefing packages
. Trainings (Events and Calls) S - Webinars
— . Corporate
BWDN
NOM Convention

Let’s break this down piece by piece:

Get Excited — Most people say they are excited

about starting their new network marketing business, but you
would never know that by talking to them. They don’t really
come across as passionately fired up about it, or about life.
The reason this will ensure their failure is because we are
in a people-attraction business. If you are not excited, why
would anyone else want to do what you are doing? So you
have to work on your music. This is how you sound when
you are communicating with people. Are people attracted to
your tone, to your ambition and outlook? Or do people sense
that you are stuck in a spot that they would rather not join
you in being stuck themselves? It’s not about “fake it ‘til you
make it.” You don’t need to fake anything ... just be genu-
inely excited about your product/service, your opportunity,
 The System = 55

and your future success! Act and feel presently how you see
yourself living in the future. This will be attractive to others.
People want to follow someone who knows where they are
going, and is inspiring to be around! It’s not just the how to’s
that matter ... it’s how you do the how to’s that makes the
difference. Your attitude will determine your paycheck. Get a
positive attitude and be enthusiastic about everything you do.

Make your List — So whom do you plan to contact

and invite to review your opportunity or product/service?
Without a list of people to call, you have no business. Our
companies pay us amazing commissions for our endorsement
to the people who trust our endorsement. That is why net-
work marketing (direct-selling) works better than any other
sales platform in the world. If you truly believe in what you
are marketing, you will want to share it with everyone you
know and care about. So write down the names of everyone
you have ever met in your life (seriously!). The average list
for someone over 25 years old should be in excess 6f 200
people. But let’s start with 50, and add to it in the days to
come. Next, you want to grade your list — determine which
people you want to lead with the product/service, and which
you want to lead with the business opportunity. This list is
your goldmine. It will only give you gold if you mine it!

Book your PBR — A PBR is a Private Business Recep-

tion. This is a living room presentation at your home. PBRs
are proven to be the most effective way to launch your busi-
ness. Do not delay. This should be done in your first three to
five days in the business. In a previous chapter, we discussed
why you want to /aunch your business fast by presenting to a
group of people all at once. This is how you will do it.
56 Building an Empire

Your goal is to invite everyone you know in your home-

town over to your home for a short 40-minute overview. Just
like we have baby showers or Super Bowl parties, this will be
similar. It is an informal environment where people can feel
comfortable, and it’s easy to invite to. To reiterate, when you
have a group of prospects all seeing the presentation at once
(either done live by your sponsor, or by playing a video), it
makes for incredible synergy and excitement. Once someone
catches the vision and shows signs of interest, it often turns
into a domino effect and becomes contagious. Next thing you
know, people are filling out their applications.

The keys to a successful PBR are:

Be enthusiastic. They are buying into you as

much as they are the company or product/service.
At the beginning, the host should share why they
looked at this business in the first place (lack of
money, lack of time, etc). Do this in a way so it
resonates with your audience and connects your
why with theirs. Hit them emotionally.

Keep the presentation brief. If you get long-

winded, you will lose people.

Facts tell, stories sell. Be sure to share product

and opportunity testimonials.

Paint the vision of the magnitude of the business

you and the people in the room can build together
and how it will enable each person’s success to
meet the needs of their own why. They need to
 The System 57

feel like they will be part of something bigger than

themselves, and that they will have plenty of sup-
port in the process.

¢ At the end, don’t invite questions. You will get

what you ask for. Ask for questions, you’ll get
questions. Instead, “assume the sale” by having
the posture ... of course they will sign up! If any-
one has questions, answer them privately off to
the side so as not to distract others from filling out
their applications. Just get people filling out ap-
plications to join! Don’t be weak or timid about it
(but don’t be pushy either). Have a relaxed inten-
Sity.

e¢ Have applications and pens ready. If using a

laptop or tablet, have it ready to go.

* For those you recruit, book their PBR in their

homes for the upcoming week before they leave!

Book your PCC/PZC — A PCC is a Private Confer-

ence Call. This is like a telephonic PBR or business presenta-
tion. It is a way to present your business to multiple prospects
at one time, in 15 minutes, right over the phone! Nowadays,
technology from companies like Zoom has made it so we
can do a video conference instead of a phone conference.
This way we can show visuals like a PowerPoint, and people
can see the speaker and the other attendees, making it more
like an actual meeting. People really love these Zooms. As of
the revising of this the book, I now do more PZCs than I do
PCCs. It goes to show that the concept remains the same, but
58 Building an Empire

how we do the presentations can evolve due to new technol-

ogy. Don’t delay on this one, either. This should also be done
in your first three to five days in the business. And best yet ...
you can have a top producer (expert in the company) do the
presentation on the call to your prospects for you! Of course
you want to do a living room meeting (PBR) for the people in
your hometown, but for everyone else who cannot attend in
person at your home, you set a date and time and invite them
to listen in over a phone line. “
PCC/PZCs are designed for each distributor to do sep-
arately, for their prospects only. We do not recommend sev-
eral distributors combining onto one call. If this is done, each
will usually get only a few guests on, and get small results.
By doing a PCC/PZC for every newly recruited person inde-
pendently, that new person will have the chance to invite all
of their friends, family, and colleagues into one informal and
intimate setting ... and everyone will feel comfortable and
relaxed. But they will get to hear a powerhouse, personalized
presentation!
Here’s how you do it: The date and time of the call
is decided upon, usually with about a one- or two-day no-
tice. The upline will provide the conference call number for
everyone to dial in on (you can find companies online that
offer free conference call lines). Always invite three times
the amount of people that you expect to actually show up on
the call. Invite and confirm 30 to get 10 on. The purpose of
these calls is to create excitement and to share your business
opportunity with many people as quickly as possible. So the
PCC/PZC should be treated with major urgency and impor-
tance.
 The System 59

To invite people to the call:

“Hey Bill, it’s . Look, I don’t know if you knew
this, but I needed a change, so I have been investigating busi-
nesses that might excite me. I ran across a business expert
who has turned me onto something pretty big. It may be the
biggest thing I have ever seen from a profit standpoint, and
the ability to do so while having some quality time freedom.
The person I met is going to talk about this on a private con-
ference call tomorrow night at 8 p.m. and I asked if it was OK
for you to listen in with me. You have GOT to hear what’s
going on ... so get on this call for 15 minutes! Grab a pen and
write down this time and phone number. Be sure to call in a
minute early. See you on there!”
To host the call: Call in three minutes early, and per-
sonally welcome your friends you’ve invited. Ask for their
name as they call in (write them down so you know who
to follow up with personally after the PCC/PZC ends). Tell
them you are glad they could join in, and that the call will
start at [the designated time] sharp! When that time comes,
introduce the speaker.

“Everyone, I am so glad you took 15 minutes to be on

this call. You will thank me after, I promise you! I want to
introduce you to [expert’s name] who is leading the national
expansion of this powerhouse company, who knows all the
facts and knows how to make massive money in this arena,
and loves to help people. Mr./Ms. , take it
away!”
The speaker will go 15 minutes, and then direct every-
one back to the Host to get signed up. The Host should take
the calls from those who call them, but if the phone does not
60 Building an Empire

ring, start making follow-up calls that same night to close

them while they are hot! If they still have questions, then
initiate a three-way call with the expert privately to get the
answers, and get them closed.
NOTE: If you have no upline speaker to do your PCC/
PZC, do everything the same way, but instead, say,
‘“‘We are so lucky, we are going to patch in and listen
to a conference call with a top executive that’s getting ready
to start. Hold on for one second ...” Then three-way the line
into a recorded overview number from your upline. After the
recording is done, disconnect, then start making follow-up
calls to see who is interested by asking, “What did you like
best about what you heard?” If they still have questions, then
three-way them into the expert privately to get the answers,
and get them closed.
Congratulations. You now know the secret to exploding
your business. Some people don’t do PCC/PZCs, and that’s
why their income is not as high. The next step is duplicate ...
get every new recruit on your growing team to do their PBR
and PCC/PZC in their first three to five days too!
Your business is officially launched! These next steps
are to be regular ongoing activities.

Attend your weekly business briefing. Most suc-

cessful network marketing companies understand the impor-
tance of human interaction, and the need for people to come
together. A “business briefing” is where a leader will rent a
room at a local hotel and conduct a PowerPoint presentation
about the opportunity for any guests that the existing team
can invite to come. This is such a powerful way to recruit on
an ongoing basis after you have launched your business with
 The System 61

your PBR and PCC/PZC. This business is all about contact-

ing and inviting. You need an event to invite people to, where
a third-party expert with credibility can present the informa-
tion to your prospects for you. And again, like the PBR, the
synergy and excitement comes from the numbers of others in
the room.
One of the common questions I am asked is why reps
need to come out to a business briefing every week to see
the same presentation, often the same speakers with the same
jokes, over and over again. Why attend, especially if they
have no guests to bring with them to see the overview? “I
don’t like meetings” is often heard.
Is attending every week that important to someone’s
success in the business? Yes! Here’s why.

1. Often times, people get recruited via a one-on-one

meeting, with a flip chart, website, conference
call, or video. This is great that an individual at
any place, any time, can recruit people. But you do
not ever want to leave that new recruit with their
view of the company being limited to just you or
a simple “tool” they reviewed. That completely
scales down the much larger picture and vision of
the company. Your company is a people business,
a movement. Can you imagine if Martin Luther
King Jr. did not have a large crowd to speak to
with his powerful and dynamic message, but rather
sat with one person at a time with a video? “I Have
a Dream” would never have been heard, and the
echoes of those profound words would not have
shaken the world.
62 Building an Empire

2. This is why you need to attend the “assembly,”

the events where the team comes together. Your
prospects and new recruits need to be there too.
This paints the bigger picture, where they not only
catch the vision of the company’s mission, but
they also realize while at the meeting that they are
a part of something bigger than themselves. This is
powerful, and important. People are more moved
to act when they feel important, that their efforts
are for a greater cause.

. Sometimes “life happens” and you can easily get

distracted from your network marketing business.
Maybe your business has a lull, or maybe your
morale is down and you need a lift. So you come
to the weekly meeting to get around the positive
people who are having tons of success and ex-
cited about their life, and you too will re-catch the
vision. Your fire will be fueled ... which we all
need on a regular basis to keep charging ahead.
Rejection and disappointment is a part of business,
but in this business we can weather those storms
more easily because we can get around and feed
off those who are having up days and big success.
Sometimes you need the meeting, and other times
if you are doing great, the others at the meeting
need you! Think of team as an acronym for To-
gether Everyone Achieves More.

. You will be able to introduce your prospects to

others they can relate to, from a similar back-
ground, for example. Quite often, that could be the
 The System 63

catalyst that convinces someone that they, too, can

do this business. There is no substitute for a pow-
erful, live event.

. How will you ever learn how to do a presenta-

tion yourself? The best way is by sitting in front
of it about 50 times. This will re-sell you and
increase your belief and confidence. It will help
you get the lingo and language down. And soon
you will be able to properly share the stories in a
compelling way that will help you sell and recruit
like the masters who make million-dollar incomes.
It really is amazing that some people claim that
they are too busy, too tired, or too whatever to be
at a meeting for one hour once a week. With travel
time, let’s call it two hours. Over the course of a
year, that’s barely over 100 hours! Many people
work that much in two weeks at their JOB (an
acronym for “Just Over Broke’’) working tirelessly
building someone else’s dreams and lifestyle —
and never even get the chance to get the massive
six-figure income and time freedom! Yet they find
excuses why they can’t invest a few hours each
week for just a few years in order to create a huge
residual income and change their life. Amazing,
isn’t it?

. Finally, briefings give you a place to bring pros-

pects to recruit new people on board on an ongo-
ing basis.
64 Building an Empire

The great thing is, if you bring your guests out, they
will see the big picture and at the same time recognize they
can come back for all the above reasons. They will also use
this venue to grow their team and business. This is called
duplication. This is The System. This is called /everage. Poor
people get leveraged. Rich people use leverage. You and your
team get to use these weekly meetings to leverage other peo-
ple’s testimonials, presentation skills, inspiration, and collec-
tive synergy to explode your business: And best yet, these
weekly meetings are being held (or can be) in nearly every
marketplace across the map! So as your team grows away
from you, they will have the same support system available to
them. And as they are building in their markets, you are still
at your local meeting — but making money in your pocket
from hundreds of meetings going on every week! The event
is motivating them without you even being present!
So now you know why you and your team want to plug
into business briefings, right? So how many briefings will
you attend this year? If you said “52,” that would be correct!
And how many people do you want to recruit and plug into
these events? Thousands, I hope! Start going to your local
briefing, and get fanatical about it. Don’t let your friends,
family, or negative dream-stealers talk you out of going.
They will try, but will you let them? The rain or cold may
come, but you will go anyway. Your favorite sports team will
play on the same night, but you will realize this is your game
day, and you will be dressed and on the field playing for your
championship ring! THIS is one of your most important core
commitments. Get committed and get wealthy.
Now with Zooms and webinars becoming so widely
used, you may be tempted to eliminate the weekly briefings.
 The System 65

I strongly discourage this. That would be like your pastor

deciding to just do Sunday webinars and no longer having
services at church. As the Bible taught and Jim Rohn re-em-
phasized, never neglect the assembly. Getting together with
your local team on a weekly basis is part of the glue to holds
the team together, and it makes the business more social in
this world where cocooning is weakening people’s true rela-
tionships. Being on webinars just isn’t as powerful and fun as
being at physical events together in community and grabbing
a bite to eat and fellowship afterwards.

Attend training events. Training is the key to your

success. That is why you are reading this book. You may
have heard the phrase “Knowledge is Power.” This 1s not ful-
ly accurate. I believe that applied knowledge is power. What
good is knowing something, but not doing anything about
it? You know how great your product/service is. You know
how your opportunity can change people’s lives. But that is
not enough. The key is learning how to transfer your belief to
others. This is just one of the concepts that require training.
“Practice makes perfect,” right? Maybe not! What if
you keep practicing doing something the wrong way? Will
you succeed? Not likely. You will just get better at failing.
The key is getting training on the right way to do it first, then
practice, and then see what you can tighten up and improve. I
call it plan-do-review. Your company provides training class-
es taught by those who are great at the business. Their goal
is to empower you by showing you what works, as well as
what doesn’t work. This way you can cut your learning curve
down drastically.
66 —_ Building an Empire

PLAN — Get trained and learn the techniques and

strategies that work.

DO — Go out in the field and implement what you’ve

learned. Do the activity.

REVIEW — Come back to the classroom to sharpen

your axe and see if there are areas you can improve.

This is a cycle. We are never done learning. Either we

are growing, or we are dying ... getting ripe or getting rotten.
I made a vow to myself to never stop learning and getting
better. What I have found is that most people fail in their
network marketing business because they are not coachable.
They never go to a training class, or maybe they attend one
and that’s it. They feel they know all they need to succeed.
This is such a shame. If this business were that simple, ev-
eryone would be earning a million a year! Everyone can, but
most don’t because they are not willing to be taught. They
are not willing to accept that they need repetition. You can-
not go to the gym one time and expect muscles. You cannot
go to medical school for one day and become a doctor. You
cannot take one swing lesson and hit a golf ball like Tiger
Woods. I have earned eight figures in my network marketing
business, and I still attend basic training classes to keep my
axe sharp. It helps me to shake off all the new ideas that don’t
work which came my way between trainings! This business
is about the fundamentals. Keep getting trained.

Weekly training conference calls. Most every team

in the industry has a team leader who conducts trainings by
phone or online once or twice per week. This is extremely
 The System 67

important and powerful. I have listened to two calls a week

for 15 years as of the writing of this book. I credit so much
of my personal growth and my income growth to these calls.
My upline did a great job with these calls, but he also got
great guest speakers on to spice it up and to give fresh per-
spectives on the usual topics. What also inspired me to no
end was when rising stars on the team were asked to jump on
and share their testimonials. When I heard some of my peers
being recognized on a national call, I said, ““Wow, if they can
do it, so can I!” It motivated the heck out of me. I wanted to
go out and create some success so I would be asked to share
my story!
Find out when your team’s weekly calls are, and get
on them all. This is crucial; you have to get good at calling
your downline and promoting for them to get on these calls,
too. What good is it to be recruiting people into your busi-
ness if they are not inspired, trained, and producing? Often,
your downline will not listen to you, because they don’t feel
they can learn from someone who is not yet successfultthem-
selves. Or even if you are successful in the business, they
can only hear from you so many times before they become
deaf to your voice. A prophet is never welcomed in his own
home town. They need to hear from fresh voices. And that is
the beauty of being system dependent. You don’t want their
success to always hinge on you. As long as the conference
calls and classrooms are there, your team will keep getting
inspired and trained!

Attend your corporate convention. This is where ev-

eryone in the company comes together, usually once a year.
These are often exciting, belief-building, and emotional.
68 Building an Empire

Conventions serve multiple purposes:

Corporate roll-outs and announcements are made

Learning from the top earners all in one weekend

on one stage

Getting together with your team from around the

country and building relationships

Giving you a benchmark or finish line to attach

business goals to

Recognition to all who achieved certain levels of

success

Time of reflection for yourself about your goals

and progress

Fun getaway / change of scenery. The system is a

proven formula. Do not try to reinvent the wheel.
The wheel wofks just fine. The top earners in your
business are using it very well. If you want the re-
sults and lifestyle they’ve got, just copy what they
did to get there.

The following graphic is a great visual to always re-

member. Do not stray from The System, or get off track. The
track is the proven way to success. It is the system your upline
is using and getting lasting results. Your upline, maybe the
top earner way above you, is likely sticking to the basics and
keeping things simple. The experts do not engage in the idea-
of-the-week. They stay focused and master the mundane. It
works! It will keep working. They are on the track every day,
and all you have to do is stay on that same track with them.
 The System 69

Bac
street

FAILURE

But often we see networkers think they have found or

invented a better way. They are going to do it better, faster —
and show their company how brilliant they are. Here’s what
I always told my team: “I am on this track right here. This is
the proven path. If you decide to veer off to the right or left
to pursue some shiny object or new approach, I will be right
here on the track. I’m not going to follow you out to the side.
We will still be here making money hand over fist, and will
welcome you back when you are ready to plug back in.”
Look, we are all entrepreneurs, and we’re a cfeative
bunch. That’s what makes us entrepreneurs. We don’t like to
work for anyone else, or be told what to do. I had this creativ-
ity dilemma myself when I first got into network marketing.
I wanted to apply things I learned in my real estate career
to this model. My upline wisely said to me, “Brian, I know
you are a brilliant marketer. And you have some great ideas.
Some might actually be helpful. But this business 1s all about
a System that will persist and duplicate before and after you.
Let me just check, you do want to build a business that will
grow even when you no longer are building it, right? OK, so
what you must do is trust the system you bought into, and
just use your creativity to get more people to plug into it ...
instead of changing it.”
70 Building an Empire

This was huge for me to hear and grasp. So I took my

excitement and used it to promote the proven System, rather
than wasting my time trying to invent a new one. And be-
cause I did this, I got off to an insanely successful start and
my business has flourished ever since for 15+ years.
This, my friends, is The System ... the backbone of it.
Everyone launches their business by getting excited, mak-
ing their list, and hosting a PBR and a PCC/PZC. Then once
those steps are complete, the rhythm of.The System kicks in.
The weekly briefings, trainings, and annual conventions are
an ongoing machine that you just keep plugging yourself and
your team into. But there are other activities that will feed
into this system as well.

TOOLS AND EVENTS

Building your network will be driven by two things
— tools and events — and your ability to promote and teach
others to promote them.
The premise behind why tools and events are every-
thing is that you are always to use third-party when recruit-
ing or selling. In other words, always take the focus off of
yourself. The goal is to aim the focus of your prospects onto
a third-party tool or person — anything/anyone other than
first party (you).
I decided that nobody was going to get more tools into
peoples’ hands than me and my team. So I stocked up on
tools, and made sure my team was buying them at cost and
cranking them out daily. I had cases of tools at my home of-
fice, in my car, and had them available at all events. I wasn’t
trying to make money by selling tools; I was trying to get
 The System 71

them into the market in big quantities. This is a big reason

why my team recruited thousands of people a month!
Why is third-party a must? There are a few reasons.
First, when you are new, you cannot possibly be effective at
sharing the presentation properly. And your contacts should
not, and will not, listen to your opinion about your opportuni-
ty because they know you are new and not an expert. So what
The System calls for is for you to introduce your prospects
to your upline expert whom you edify first. To edify means
you speak very highly about this person in glowing terms,
thereby giving that expert the credibility necessary for him/
her to influence your prospect for you. Sometimes it may be
a tool, such as a video or a webinar, which you will edify and
promote. This works in the same manner. Your contacts are
more apt to listen and be moved by a video that you endorse,
more so than you pretending to be the expert.
Another reason to always use third-party is because
it duplicates. Don’t do what works ... do what duplicates!
You may feel like you are capable and competent, and will-
ing to go do the presentations yourself. Great ... but don 7!
It is awesome that you are a confident person, and we will
help you exploit your confidence to make you a fortune, trust
me. You can never make it about you and your skills/ability.
This is because you may be so good that you recruit dozens
of people all by yourself, but the reality is that those recruits
will not be as talented or as confident as you, and they will
try to do to others what you just did to recruit them. And
they will fail! Your brilliance sets your team up for failure,
and you don’t even realize it. Only do what “a dud can do to
recruit a stud.” In other words, if an average 24-year-old per-
son cannot use that method to recruit a 50-year-old business
 72 Building an Empire

owner, then don’t do it. The 24-year-old will not be effective

with that high-caliber prospect because that prospect will not
see a reason to listen to that “inexperienced kid.” But watch
this: If the “kid” edifies a video and gets the business owner
to see a powerful, corporate-produced presentation, he’s got
a real shot at recruiting him.
The focus must be taken off the recruiter and placed
onto a third-party tool or person. Another option the “kid”
could have chosen is to edify his upling, and a physical pre-
sentation could have been made via a face-to-face meeting or
on a conference call. The point here is that when every per-
son in your downline team is empowered to be able to recruit
“above their grade,” you have the recipe for duplication and
exponential growth. It has to work ... and it has to be able to
be repeated by everyone on your team.
Tools and Events are scalable. Remember, your goal is
to build a massive team to help you get an even more massive
r\ customer base. So your strategy
od must be able to grow beyond your
7 NETWORKER’S TIP reach. It must be able to duplicate
away from you. The magic growth
happens when you get a large num-
Whoever moves the most tools
ber of people, doing a few simple
into the marketplace will make the
things consistently over an extended
most money!
period of time. Not only can every-
one on your team send out a video,
but there is no limit to how many
videos can be purchased and handed
out. It is cheap and easy to do. Anyone can direct prospects to
a website presentation. Events like business briefings are also
scalable. You can get your whole team inviting people out to
 The System 73

these hotel presentations, and you can always add chairs to

the room or get a bigger venue. Conference calls can work
for a small audience of 10, and just as well for 1,000.
What are some of the too/s and events that funnel into
the seven-step system I described above?

SEVEN STEP FUNNEL

TOOLS:

- Videos /CDs MAKE LIST

«Websites PBR
+ Recorded Conference Calls PCC / PZC
BRIEFING
TRAINING
EVENTS: CONVENTION

« Luncheons « Dinner meetings -

+ Sit-Downs (1-on-1’s / 2-on-1's)
+ Live conference calls + Webinars «
« Three-way calls + Briefings

So, let’s summarize how The System will flow. You

sign up, get excited and make your list. You host a PBR at
your home, and then a PCC/PZC by phone for those who
cannot make it to the PBR. Now you have officially launched
your business. From here, you step into the rhythm of dai-
ly activity of inviting prospects to a tool or event. You will
use your upline (third-party) to help you sign them up at this
point. Whether they joined yet or not, you funnel them into
74 Building an Empire

the weekly business briefing for a bigger picture. Then every-

one will attend regular trainings and build towards the annual
convention.

THREE-WAY CALLS
A major part of using third-party to ensure your busi-
ness duplicates is doing three-way calls with your upline (or
anyone you choose to edify). The first thing to learn is how
to edify. Again, your goal is to bridge the gap of respect that
exists between you and your prospects. As you look at the
diagram below, understand that your contacts mostly love
and trust you, but they do not respect your business opinion
about this new venture of yours. So it is your goal to say
things about the “expert” that will make him/her appear to
be a much more knowledgeable source, and worthy of your
prospect’s time and attention. Your role here is to take it off
ofyou! So you leverage your trust factor to create a bridge of
respect between your prospects and your expert, and hand off
the ball. TRUST—-EDIFY —RESPECT.

PROSPECTS
RESPECT/INFLUENCE

Use this generic edification script as a basis, which you

can modify slightly to personalize.
 The System = 75

“Bill, I am glad you are interested. Now you know

I am relatively new to this business. And because I
respect your time and expect you would want you to
get the most accurate and important information right
from the best source, you should know that I am work-
ing directly with someone who is leading the national
expansion of the company. He/she knows all of the
facts about this, and knows how the big money is to
be made here. You will love him/her; he/she is a fun
person to work with — which you will see very quick-
ly. But most importantly, he/she is so down-to-earth
and just loves to help people. I am going to try really
quickly to borrow just a few minutes of his/her time to
pop on the phone with you to share some insights with
you. Hold on one sec ...”

Dial your expert, keep your prospect on hold until you

reach the expert and upload your prospect’s hot buttons to
him/her. Then connect, introduce quickly, and shut up. Se-
riously. Never interrupt during the entire three-way call as
your expert leads the conversation.

Before the three-way call occurs, determine the pur-

pose for the call.

e The INVITE — You can use your expert to share

their story and invite/confirm your prospect to at-
tend an event (your PBR, a briefing, webinar, etc.)

e The CLOSE — Use your expert after a presenta-

tion is done to get questions answered and create
urgency in signing up on the spot
76 Building an Empire

¢ The MOVE-ALONG — Your expert can take

a prospect who is not ready to make a decision
and invite them to another event to see the bigger
picture

¢ The WELCOME — If the prospect has just

joined, they need to be introduced to their support
team to hear success stories to reinforce their great
decision

¢ The PROMOTION — Your upline can be used

to convince your downline to do something (host
their PBR, attend a convention, come to a briefing,
dial into a team conference call, etc.)

Once the expert has done the three-way call for you,
he/she should always edify you back to begin to establish
your credibility with that prospect or downline.
Note to EXPERTS: You have been given the credibility
and the chance to seal the deal. This is your time to shine.
Do not get long-winded and go beyond a few minutes or else
your downline will learn not to ever use you for three-ways
again. (Ask your downline for honest feedback afterwards. If
you do great, short, and powerful three-way calls, your team
will have confidence in doing them and they will duplicate.
Duplication of three-way calls is crucial. So stick to the “Ex-
pert’s Agenda”:

1. Share your background and your story about why

you got started.

2. Mention the success you have already achieved.

 The System 77

3. Mention the many success stories across the whole

company (use stories that the prospect can relate
to, such as single mom prospect hearing about
other moms earning lots from home and having
freedom to spend their days with their kids).

4. Ask, “Are there any remaining questions, or are

you ready to start creating success for yourself
right away?” When answering, be brief.

5. Get the application started by directing them to

sign up now with the team member. If not ready
to sign up, move them along to the next step (an
event, or further information).

6. Edify the team member so that you empower them

to have some influence.

There is a direct correlation between the number of

three-way calls on your team and the number of new re-
cruits. The more that take place, the more success you
will experience. So I focus on promoting three-way call-
ing activity all the time in my team calls and in trainings.

THE BEST WAY TO CLOSE PROSPECTS AFTER A

PRESENTATION
“Strike while the iron is hot” is an expression that is
so vital and true in our selling and recruiting world. When
blacksmiths put a piece of iron in the fire, it turns red hot
and becomes malleable. This means it can be bent or shaped.
Once the iron is red hot, it is taken out of the fire and the
78 Building an Empire

blacksmith immediately goes to work on it. As the red turns

darker and soon back to black, it becomes nearly impossible
to change its shape. This is why that expression is all about
acting with urgency.
The same holds true with your prospects. You put them
“in the fire” by showing them a presentation. At the end of the
presentation is when they will be the most interested. Every
minute that ticks by post-presentation, their interest wanes.
Therefore, it is imperative that you follew up immediately af-
ter they have seen the information to ask “What did you like
most about what you heard?” I mentioned this phrase earlier
in the book and I want to re-emphasize that you should al-
ways ask this question, seeking a positive answer, because
you get what you ask for. If you ask them, “So what did you
think?” they will tell you their thoughts. We don’t want their
thoughts. We want to know exactly what resonated with them
SO we can zero 1n on that and expand on it.
Here are two extremely effective closing tips:

1. Speed of sign-up — Prospects often feel like they

need to book a time in the future to meet with you to get
signed up because their impression 1s that it will take 30 min-
utes or an hour to get set up. Again, if you don’t strike while
their interest is piping hot, you will often lose them. You will
play cat and mouse chase for weeks and sometimes never
sign them up. So to close them, you should say, “Let’s get
you set up real quick right now, it only takes four minutes.”

2. Closing line at end of three-way call (or in person)

— Once the three-way call is wrapping up, THE best line to
seal the deal is, “So did you and [recruiter’s name] already
 The System 79

fill out your application, or is that what you guys are doing
right now?” BOOM! It is the most effective line EVER. You
know they haven’t signed up yet, which is why you’re doing
the three-way. But they will most often say, “No, we haven’t,
I guess that’s what we are doing now.” Then you the expert
will say, “Great, it will only take four minutes. [Recruiter]
will stay on the phone and walk you through it. It’s quick and
easy, and I really look forward to building with you!” (The
recruiter should ALWAYS stay on and walk them through
it. If you are tempted to be lazy and just send them the link
to go do it themselves, you will lose half of them. They will
never get around to doing it because they will intend to, but
life distractions pull them elsewhere and then interest fades.)

HIGH TECH MEETS HIGH TOUCH

If you ever research the history of network marketing
back decades ago, you will notice some things have changed.
But you will also find some things that work that willenever
change. The old-school approach to this business model used
to be all belly-to-belly (high touch). Living room meetings
(PBRs) and sit-downs (one-on-ones) was the epitome of our
“word-of-mouth” industry. Then came hotel meetings (brief-
ings). But networkers wanted to build faster and more effi-
ciently. So fax-on-demand presentations, audiocassettes, and
videotapes were created to do presentations without you be-
ing with your prospects. This brought a welcomed speed to
the process.
Then a few decades later came the /nternet! You could
email website links to presentations and information, and the
industry was abuzz! “No more meetings! No more face-to-
80 Building an Empire

face. A virtual business!” It took some networkers and even

companies several years to learn the hard way — but high
tech will never replace high touch. Technology can enhance
the process and make some aspects more efficient like filling
out an application online. Even hosting a webinar to present
to people across the globe is an amazing benefit. But you will
not succeed if you try to eliminate what created the network
marketing profession in the first place — relationships!
Word-of-mouth works because it.allows companies to
market their products/services to our networks of people we
interact with. Sure, social media is powerful and effective.
But just as easily as someone joins your team because you
grabbed their attention using Facebook or some high tech so-
cial media platform, they can be lured away to the next busi-
ness by that same platform. Nothing can compare to what
happens in your new recruit’s head when he/she attends an
event with a few huridred people who are all excited about
that product/service/company. Unless you slow down and
marry the high tech approach with high touch to create con-
nections, you will only build a house of cards.
This is a relationship business. As a network builder,
your team will only stay with you if they feel a connection
with the leader and with their teammates. Get to know your
recruits, their families, their goals and dreams. People don’t
care how much you know until they know how much you
care. Be a servant leader for the team you want to build. Put
their goals ahead of yours. Have you ever wondered why
soine distributors stay with a company for years without hav-
ing much financial success? It is because they are getting
more out of the experience than just income. There is value
in being able to surround themselves with success-oriented,
 The System 81

driven people. They enjoy the social aspect of making new

friends. They love being part of a team and being part of a
mission that is bigger than themselves.
You cannot put a price tag on the personal develop-
ment and growth that people go through. Oftentimes, I have
had people tell me that they look forward to the weekly brief-
ing because it is more uplifting to them than going home to
a stressful environment! Network marketing is about much
more than money ... so remember to focus on more than just
the income aspect of this business. By being conscious of
all of these factors, you will attract and retain so many more
people on your team.

THREE RULES TO BUILDING YOUR TEAM

1. Exposure is everything

2. Fortune is in the immediate follow-up

3. Work with the willing

I learned that the top earners in network marketing

were all recruiting-focused. Just selling the product/service
is not going to give you exponential growth to your income.
That is only created through leverage. My three rules of
thumb have always been — “Recruit, recruit, recruit ... and
don’t ever get them out of order!” Recruiting is what will
keep your income flowing in, even when you are no longer
working. Would you rather be the real estate agent, only mak-
ing money when you finally get a house sold, or would you
rather be the broker, and get paid any time one of your agents
sells a house? Of course, it’s a silly question to ask a network
82 Building an Empire

marketer. But the truth is, many networkers do not truly grasp
just how important recruiting really is. They often focus so
much on their product, and not enough on the opportunity.
Let’s assume you know why you should recruit, but you are
unclear how to recruit. Here are specifics to the three rules to
building your team.

Exposure is Everything. You cannot recruit someone

whom you have not approached. You must constantly be ex-
posing new prospects to your opportunity, and add them to
your pipeline or prospect list (your list should grow by the
day). Exposing someone means you approach them to pique
their interest in looking at your business. You’ll invite the
ones who are open and interested to any presentation type
you choose, or the one that is most acceptable/possible for
them (video, webinar, briefing, conference call, etc.). You
should give yourself a goal of at least two Exposures per day.
This is something that everyone can do. You will not build
a huge team by focusing on activities that only the rare few
super-producers can achieve. You must boil down the game
plan to something that every distributor on your team can
conceivably fit into their schedules. Can a full-timer expose
10-20 people a day? Sure. But 80-90 percent of your team
will be comprised of part-timers. So in all of your team com-
munication you should always address the plan for the team
as a whole. What can even the busiest person squeeze into
their day? I have found that two exposures a day is doable,
and not so overwhelming that they would give up and not
stick to it.
So what will your personal daily, weekly, and
monthly exposure goal be?
 The System 83

Daily
Weekly
Monthly

As the leader for your team, you must stick to your

goal and do it! Then you have to show your team what you
are doing and teach them to duplicate it. Ask for their com-
mitment to doing so. Discuss their why for doing this busi-
ness with them ... then attach this activity to their why as the
means to getting to their dreams. This will help them stay on
track and do the work on those days they just don’t feel like
exposing anyone.

The Fortune is in the

Immediate Follow-up. I have
watched so many networkers over NETWORKER’S 1p
the last decade who had no prob-
lem approaching people and get- The magic happens in this
ting exposures, but they seriously business when you an get a
lacked in follow through. They just large number of people
did not follow up. And here’s what doing a few simple activities
is so hard for me to grasp: That’ consistently over an extended
where you get paid! You make no period of time.
money approaching people. You
get paid when you get them to see
a presentation and then follow up
afterwards to sign them up. Why bother contacting someone
to look at your business, only to leave it at that. Ninety per-
cent of the people I have signed up over the years did not
contact me after the exposure to ask how to join. They would
have just drifted away had I not called them (and called them,
84 Building an Empire

and called them) to get their decision and sponsor them.

I am proud to boast that I consider myself the “Follow-
up King” in the industry. I don’t convince, but I do follow up
until they sign up — pleasantly and tactfully. I’m not over-
the-top aggressive or annoying. As they say, “Amateurs con-
vince, but professionals sort.” I believe in sorting through
large numbers of prospects to find the ambitious, interested
ones. But I will also keep following up on sharp prospects
who have not said yes, because I still believe they will see the
light someday. My belief is that everyone I come across will
someday be on my team. I feel this way because I believe
in what I do that much. My belief is what wins people over.
Yours will too. So increase your belief, and follow up until
they sign up.
Find a reason or excuse to follow up with people. May-
be there is a new study just released. Maybe you have a new
tool to share with them. Maybe you just had an exceptional
earnings month, or won a company car, or saw someone in
your company with your prospect’s same background just
retire from their job due to the business — and you want to
spread the word.

Here is an example of frequency in my following up:

Day 1 Exposure
Day 2 Follow-up call to invite (to any action step)
Day 4 Follow-up call to invite
Day 7 Follow-up call to invite
Day 9 Presentation

Assuming they did not join at presentation ...

 The System 85

Day 10 _ Follow-up call to close

Day 14 Follow-up call to close
Day 30 Follow-up call to invite
Day 60 Follow-up call to invite
Day 120 Follow-up call to invite
Day 200 Follow-up call to invite

Each follow up will be a different angle. I might ask

what’s new in their life (to see if a need for my business has
arisen for them). I share a new success story to try to spark
their fire. I will offer to put a new recruit I am about to sign
under them if they join right now.
Do you have “call reluctance?” When your why is big-
ger than your excuses (fear, lazy, busy), then you will make
the calls.

viy—EMCUSES «© WHY
— "=
Work With the Willing. As you recruit new people
and your team is growing, whom do you spend your time
working with? Only work with those who have the three man-
datory ingredients for success — Burning Desire, Coachable,
and willing to work. What you will find is that 80 percent
will join and do absolutely nothing! When this happens you
will get discouraged. But don’t let it evolve into depression
and paralyze you. It just is what it is. Move on! Recruit 100
to find 20 who will do something, and maybe one out of the
20 who will strive to become a star in the business. The point
86 Building an Empire

is, you cannot afford to waste your time with slackers. They
will drag you down and hold you back. Work with the ones
with big why’s who will follow The System right by your
side. The rest can just plug into The System and they will call
you occasionally for support. Do support them, make them
feel loved, but you cannot direct much of your energy or time
towards them.

RUNNING EFFECTIVE WEEKLY BRIEFINGS

The weekly briefings are a crucial component to build-
ing a team that will stick together and last long term. People
join for the money, but they stay for the relationships. As dis-
cussed previously, the weekly briefing can serve many pur-
poses. You go every week so you can learn the presentation,
get re-sold on the vision, and bring prospects to hopefully
join your team. Part of the reason for attending is for learn-
ing, part for socializing with your friends in the business, and
part for recruiting. So the environment must be conducive
to these goals. As a leader in your market, make sure your
weekly briefing is striving to be amazing. You want your
prospects to be attracted to join, and your existing team to
look forward to coming back each week. The goal is for the
audience to always be growing, and if done right, it will.

Here is a checklist:

J Choose a nice hotel — Your venue needs to reflect

the image of your company. Do not select a dingy old
hotel in a bad area, or a meeting room in an old build-
ing. Most hotels can get you a meeting room that will
 The System 87

seat 30 people to start for around $100-$150. (As it

grows, so will the cost ... but so will the number of
people contributing to cover it.)

O Contribution — Every distributor in the area

who plugs in to utilize the briefing pays $10 to cover
the cost (so one person does not bear the brunt of the
cost.) As the meeting grows, you may have enough
distributors attending to lower the cost to $5.

©) Sign-In Table — This is the first impression of your

business when your prospects or distributors walk up to
the meeting room. So put your sharpest, nicest people
at the table. They must be outgoing, polite, smiling and
able to handle people who sometimes are not pleasant.
These volunteers need to know how important this role
is to the success of the meeting. When people sign in,
give distributors one color name tag, and the guests an-
other. This way everyone will know how to tailor their
conversations when they meet.

| Set Up — Chairs should be set up theater style. Only

set up half the number as you expect to show up. If you
expect 30 attendees, set up 15 and put down more chairs
only when needed. As you add chairs as people enter,
this creates an air of excitement and the guests feel like
there is more demand for this than was expected!

© Music — The room cannot sound silent like you are

at a funeral. There needs to be upbeat, but professional,
music that is pleasing to everyone. Not too loud, but
88 Building an Empire

just enough where it fills the room. I always remember

Tina Turner’s “Simply the Best” playing at many brief-
ings I have done.

© Introduction — The people in the room need

to be politely invited/asked to stay in their seats,
turn off their phones, and then edify and intro-
duce the speaker (60 seconds). Do not go long here!
O Presentation — Use PowerPoint when possible.
You are catering to your strongest prospects. People
should be told the meeting will last an hour. The heart
of the presentation should be 40 minutes. Testimonials
at the end should last for 5-10 minutes. Promote the
next event and provide instructions to circle up and
join. Always keep it under one hour. Beyond that you
will upset people and lose them.

© Circle-ups — Each leader in the room should circle

up in the seats with their team and team’s prospects
(Circle-ups are discussed later in this section).

O Materials — Do not have any materials out that

are to be taken home. This will cause prospects to ask
to take it home and look over, and get back to you. The
goal is to let the presentation be it, and sign them up
immediately on the spot.

1 Temperature — This matters more than you think.

Set the room for 66-68 degrees. Too hot and people fall
asleep or daydream. And the speaker will sweat pro-
fusely. Get there early and cool the room down. A cool
room will cause the audience to focus better.
 The System 89

CO Selling Tools — If you have marketing tools to sell,

place them on a table in back of the room and cover
with cloth. Do not let prospects see things will be for
sale, as this puts them into a “what do I have to buy
here?” mindset. And selling prior to the meeting’s end
will be a huge distraction.

Promotion — Have flyers to distribute at the end

to promote the next briefing and the next training.

All of the activity of exposures and follow-ups through-

out the week are leading up to getting people out to the week-
ly briefing. So make sure you are always looking for ways to
improve how it comes off. Hold a meeting with your meeting
holders once a month or quarter for a Plan-Do-Review.

A note to all Meeting Holders:

Do not get so discouraged that you shut your briefing

down if the attendance is not growing. I watched a leader
on my team in Hawaii from afar, as he launched a briefing.
Every week he would show up, set up, and conduct the one-
hour presentation ... and sometimes the only person that was
in the audience was his wife or maybe two other distributors.
This went on like this for about nine months. But he held true
to his vision of building a successful briefing and business.
Eventually he recruited a couple sharp guys, and it finally got
traction and began to grow. About a year later, he was seeing
over 150 people a week showing up. He soon found him-
self making $20,000 a month. Who would have stuck around
holding meetings that were costing him hundreds each night
for nine months? He did ... and he won! The only way for
90 Building an Empire

your briefing to fail is to shut it down. Never concede! Just

recruit more.

BRIEFING/MEETING ETIQUETTE
You spend so much time chasing your prospect down
and you finally get him out to see a Business Briefing. He is
a professional, or a business owner, and you hold him in high
regard. But to your dismay, he is totally turned off by how
people appear. Nobody is greeting him. He overhears gossip
or negative chatter or whining. Some of the people are wearing
jeans, shorts, or tennis shoes. The lack of professionalism is a
real turnoff to him. During the presentation, phones are going
off, people are getting up to get water, the speaker is losing her
train of thought, and he loses his own focus. At the end, people
scatter and so he assumes he should be leaving too, so he says
he will get back to you about everything and leaves. This di-
saster can be avoided ... it must be avoided if you wish to build
a big team. Every team leader and meeting holder must teach
on this topic at least once a month to his or her local team!
Here are some of the key points to focus on:

1. Arrive 30 minutes prior to the start of the meet-

ing. The “Pre-Meeting” is the most important
part. This is where your prospect can catch the
energy from excited associates/distributors even
before the actual Presentation begins. Give your
prospect a glass of water and make them feel
comfortable. It’s amazing what holding a glass
does to their comfort level. Remember when you
went to a club, bar, or social event and had noth-
ing in your hands?
 The System 91

. Bring only a positive attitude. Leave your prob-

lems in the car. Talk only about how awesome
this business is, how much money is being made,
share success stories, and how it’s changed your
life. No “shop talk” about lost applications,
guests not showing up, or even questions about
the business. Remember, everyone is listening!

Contribute to room costs. Distributors pay a fee

to help pay for the high cost of renting a nice
meeting room so we can have a place to bring our
guests.

. Do not wait in the lobby for your guests. This

sends the message that you “need” them. You
never want to appear desperate. Our guests
should feel privileged to be invited. They can find
the room (unless you are really recruiting down).

. Dress for success. This is your multi-million

dollar business. Dress your best. No jeans, sneak-
ers, work boots, or hats. Make sure to inform your
guests how to dress. Prospects need to see a pic-
ture of success. Business attire, or business casual,
at a minimum.

. No kids. Sorry, but this is a business meeting.

Would you take your kids to a job interview? Of
course not. Kids are toc cute and they will steal the
attention away from the speaker. No exceptions,
including guests.
92 Building an Empire

ih No seat saving. If you get there on time, you get

the good seats. The best seats are up front. Don’t
sit in the back; this is where you experience the
most distractions. If your guest sits in the back, he/
she will be distracted by everything. Having empty
seats in the first five rows makes the whole meet-
ing look bad. Get your guests up front, into the
mix. No waving to your latecomers as they enter
... don’t even watch the door That is a huge dis-
traction to all. Watch the presentation like it’s your
first ttme. No empty seats.

Turn off cell phones. This is a major distraction

to the speaker, the guests, and the team. Just turn
them off for one hour and encourage your guests
to do the same before they enter the room. You
don’t want them to be embarrassed.

. Stay seated no matter what. Never get up during

the presentation. Not for water, the bathroom, or to
greet your late guest ... never!

10. No talking during the presentation. You destroy

the credibility of the speaker if you answer your
prospect’s questions during the presentation. It
will also distract everyone else and may cause the
speaker to lose focus.

ae Participate. If the associates in the seats are not

laughing at the jokes, raising their hands when
asked questions, and sitting forward, the speaker
 The System 93

will struggle to create energy. This hurts your busi-

ness. Contribute to the positive energy and watch
your sign-up ratio go through the roof. Warning:
Don’t go overboard with participation and make it
seem rehearsed. Be natural, but be involved.

es Stay seated for 60 seconds. When the presentation

is done, the music will come on immediately. At
this time, stay seated with your guests for 60 sec-
onds. Now simply turn to them and ask, “What did
you like best about what you just heard?” Then, if
the guest is interested, take them right to the front
of the room to meet the speaker or circle up with
your upline leaders. If they aren’t interested at all,
escort them out of the room right away so they
don’t spoil it for the positive folks.

3: Use the speaker to close. The person in front of

the room who just spoke has the most credibility.
Don’t try and close your own friends or prospects.
Get in line and take them to the speaker, this
makes them feel special. When the speaker refers
them back to you to sign up, make sure you have
applications ready!

14. Dont leave the room. As soon as you leave the

room and enter the hallway to sign up your guests
...you lose. Now you are in convince mode and
chances of them signing up is decreased by 50
percent. Stay in the room; it’s your playing field
where you stand strong on your turf.
94 Building an Empire

15. Always promote the next event. The purpose of

any event is to promote the next event. So as a
team player, go around and talk up the next event.
Encourage people to take flyers. If there are tick-
ets, sell them. Treat the next event like it’s the big-
gest and best event.

16. Introduce your new recruit. Make your new team

member feel welcome by introducing them to oth-
ers at the end of the meeting. Get your guests into
the “circle-up” with your team.

17. Testimonials. If you are chosen to do a testimoni-

al on stage during the presentation, stay within 30
seconds, maximum. Your job is not to convince,
explain, or train ... it is to tell your story. Simply
state your name, quick background, why you got
into the business, and what it has done for you and
your family/lifestyle. The goal is to connect with
the crowd. You want them to say, “If he/she can
do it, so can I.” Please don’t repeat the facts or tell
them why they need to get started. This is not the
time to spout off quotes, or to close or recap. You
simply want to share how the business has solved
a problem in your life so the guests can relate and
say, “Wow, I want to do that, too!”

CIRCLE-UPS AFTER BRIEFINGS

Building culture is a very important aspect of our business.
The circle-up is a great opportunity to build culture and get
your new recruit started right at the end of every event. Your
goal is to inspire and cause immediate action.
 The System = 95

How to Begin Your Circle-up

1. Immediately gather chairs and place them in a

circle.

2. Encourage your team members to quickly join the

circle-up. Lollygagging kills the energy, so hurry!

3. Avoid leaving the meeting room because the circle-

up may need your quick PBR/PCC/PZC success story.

4. Your circle-up should last 10 minutes.

Things to Discuss In Your Circle-up

1. Welcome guests/new recruits to the team/family

(with assumptive posture) and initiate application
process. Have them sign up right then.
¢

2. Explain to them how they are a part of the team.

They are in business for themselves, but not by them-
selves.

3. Promote First Step Document/Plan (your company

should have a one-page document). Schedule PBRs/
PCC/PZCs for new recruits. Have someone tell his or
her quick PBR success story to inspire everyone.

4. Promote the next event. Encourage them to pick

up flyers as they leave the room. If there are physical
tickets available for the next event, they should be
sold in your circle-up.
96 Building an Empire

5. Share any new success stories or rank advance-

ments with the circle.

6. Paint the Vision for what the team is going to ac-

complish and what this means to each person in the
circle. Help them believe they will go to the top, and
picture what life will be like when they do.

7. Promote use of tools. New associates get one

chance to make a first impression so it’s vital to use
third-party tools in the exposure process. Warn them
not to run out and explain anything themselves, but
rather invite to their PBR/PCC/PZC, or if they insist,
use a tool (video, website, etc.).

8. Suggest personal development (book, audio, etc.),

to help inoculate them from negativity they may re-
ceive in the beginning of their business.

Your posture, energy, and passion need to shine during the

circle-up. You are leading people, so show them who they
are following. Leaders build circles, and then teach other to
build circles.

GAME PLAN INTERVIEW - GPI

Getting your new recruit started fast and effectively
is of the utmost importance. If you are going to just recruit
someone and hope they go figure out the business on their
own, you might as well not bother recruiting anyone. When
you bring an infant into the world, you know that you have
duties as a parent to coddle them, protect them from the
 The System 97

world, and ensure they have everything they need to survive

and thrive. The same goes with recruiting and team building.
Your new recruit needs a win, they need to receive
their first commission — what we call their “belief check” —
quickly. This will happen if you slow down and help this new
person get properly set up and launched by spending 20-30
minutes doing a Game Plan Interview with them. This is so
important. It is the foundation they are going to build their
business on.
The GPI should happen within a recruit’s first 24 hours.
If you wait longer to do it, they will likely be out running
around trying to tell everyone they know about their new
product or business ... and most likely ruining their chance
at an effective first impression with their best contacts. So
you need to head this off at the pass.

Here’s is what you’ll want to cover in the GPI:

* Help them discover their real WHY, you both write

it down

¢ Start making their contact LIST

* Get them plugged into the team platforms (Facebook

group, email list, communication platforms)*

¢ Promote the next team call, and next live local event

¢ Map out their first rank advancement*

* Give simple ACTION steps to start inviting their 10

easiest prospects to see a presentation (Pick for them
from: PBR, Zoom, ATM to Facebook page (more on
98 Building an Empire

ATM on page 161), video, live event, etc)*

¢ Explain use of three-way calls

¢ Inoculate them against the coming rejection*

¢ Sell them on the team and company mission*

¢ Sell them on their personal vision

¢ End with goal of hitting the first rank advancement

in the next 48 hours

Some of the topics in this GPI can be covered in a short

Getting Started video if your company or team leader wants
to put this together, so that you can streamline this process
and make it duplicate better. I put an asterisk next to the top-
ics above that can be done via video, but the rest really re-
quires hands-on, personal conversation. A big reason for do-
ing a GPI is to get to know the new team member, who they
are as a person, and discover what makes them tick. If you
can do a GPI face to face, that’s all the better. If not, a video
conference or phone call can also work.
 3
Become a Builder

IPA — INCOME PRODUCING ACTIVITY

You know the term time management, right? Oh, what
a misnomer. Who really believes they can manage or con-
trol time? Time is going to pass regardless of what we do.
You cannot slow it down nor add hours to a day. We have no
control over time ... but we can control what we do with our
time. Time management really is about scheduling our day to
ensure we are being as productive as we want to be.
As we all know, business 1s not all there is to life. We
have families/kids, meals, laundry, sports/gym, lawn care,
grocery shopping, church, school, sleep, cleaning, bowling,
movies, and somehow we have to fit in making money! AIl-
ways remember this — in network marketing, you own your
own business. This is a business! It must be treated like one
in which you invested $100,000. If you choose to treat it as a
little home based “program” that you meddle with, it will not
succeed. At least it will not create huge income. You have got
to sit down and think through the priorities in your life, and
get your business to rank very high on this list. Determine
how much time a day/week you will devote to building it. If
you are part time, this may be an hour every evening and four

99
100 —_Building an Empire

hours on the weekends. If you are cranking it up and able to

go full-time, then you should be working your business at
least as many hours as you did your prior job/career.
Here’s the rub. Most networkers think they are “work-
ing their business,” when in fact 90 percent of their time is
being spent on things that make zero money! The only activ-
ity that makes you money in this business is income produc-
ing activity (IPA). This is defined as time spent talking to
a prospect (either yours or for someone in your downline).
Everything else is considered “B activity.” Some B activity
has to be done, such as calling your team to promote for an
event, checking emails, calling the company to order sup-
plies, or checking on an application. But just know that this is
not generating any income for you. Sadly, most of the typical
networker’s day is wasted doing this activity. So again, IPA
is what you need to consciously focus on.
Let’s diagnose your current situation. Take a look at
this coming week and write down everything you do all day
long. Include everything from eating, running errands, home-
work with the kids, exercise, social media, and whatever you
spend time on for your business. Maybe in a given day your
business activity was two hours (assume you are part-time).
Out of that time, how much was engaged in dialogue with
a prospect? Maybe 20 minutes? Do you feel you will build
a six-figure income with that small amount of IPA? I have
done this assessment with countless full-time networkers
who claimed they were working their business eight hours
a day. But after we broke down where their time was being
spent and how much was real IPA, they discovered they were
only talking to prospects maybe one hour of their day! What
a wake-up call! Awareness is an amazing thing, as I watched
 Become aBuilder 101

some of them cut out so much B activity and start consciously

using their time to actually make money by doing more pre-
sentations and follow up calls. Do more IPA, and teach your
team to do more and watch your business suddenly explode!

SORTING THROUGH THE NUMBERS

Recruiting is a game of numbers. You will never know
which prospect will be interested or not. Nor will you know
which recruit will be a producer or a quitter. The game plan
is to recruit everyone you can, and within 90 days they will
sort themselves out. Some will be studs while most will be
duds. | wish I had a device that would allow me to scan a
prospect’s forehead and tell me if they have a burning desire,
will be coachable, and will be willing to work. But after look-
ing around for this device, I have found it doesn’t exist. Or
maybe the top earners in the industry all bought them up and
they were sold out when I went to get mine. Bottom line is
that the more prospects you talk to, the more likely you will
find some good recruits. And the more you practice at it, the
more effective at recruiting you will become.

“You can never say the right thing to the wrong pros-
pect, and you can never say the wrong thing to the
right prospect.”

I agree with the first part of this industry quote ... if

someone is closed-minded, you just can’t do anything about
that. And you don’t need to; it’s their loss! Some will, some
won’t. So what? Move on!
The second part of the quote is semi-true in my mind.
102 Building an Empire

If someone is open and looking for an opportunity, you still

need to do your best at trying to convey the information in
an effective manner. The quote attempts to squelch the net-
worker’s fear of approaching prospects and messing it up.
While I agree that there is nothing to fear, you still want to
remember that third-party is always best. Not only will third-
party have more credibility, but it will also duplicate when
that new recruit approaches prospects. So all I am saying is
stick to The System of tools and events, edify, and introduce
to third-party. Do it with enthusiasm ~ because the prospects
are buying your belief!
Do you want to recruit someone you think may be a
dud? Yes! First off, you can’t judge a book by its cover. But
more so, it’s who they know that matters most anyway. You
don’t recruit fo ... you recruit through. A recruit is not the end
game; better yet, he/she is a doorway to hundreds of contacts
that otherwise you would not have met. So network through
them to find the studs they can lead you to.

‘ RECRUITING
THROUGH
 Become aBuilder 103

I say “duds will lead you to studs” as I have watched

this play out hundreds of times on my own team! Or “Links
and Leaders” is another common term. Just keep the chain
going until you find a leader. Look at a few real examples
that occurred on my team. Starting with me at the top, you
can see the progression of qualities of the next several people
I recruited.

- Me - Me
- Some Success - Quitter
- Quitter - $7 Million Earner
- Quitter - $3 Million Earner
- Quitter - Quitter
- Some Success - Quitter
- Quitter x29 - $1 Million Earner
- Some Success - Some Success
- Some Success - $1 Million Earner
- Some Success - $1 Million Earner
- $500K Earner - BOOM!
- BOOM! :

Can you imagine how those quitters would feel if I

tracked them down and showed them what some of the peo-
ple they led me to have done, and how much override income
they missed out on? Oh man, I would not want to ruin their
lives by doing that, but wow I sure can imagine the regret
they would feel! The moral of the story ... you must never
quit! And never stop networking through people before they
quit so they can lead you to your next leader.
104 Building an Empire

SORTING VS. CONVINCING

This is an important concept that empowered me to be-
come the top recruiter in my company for years. I was once
taught that “amateurs convince and professionals sort.” And I
lived by this daily. Stop spending so much time trying to con-
vince people to do what they just don’t want to do. If they are
not open to an opportunity, move on and find the next person
who is! Why beg someone to change his or her life with your
amazing life-changing business? You don’t need that person.
Your business needs people ... just not that person. If they
have to be convinced to join, you will have to convince them
to work it and, chances are, they will likely not be coachable
and follow The System. So just say “Next!”
Imagine you have a deck of playing cards. There are
52 cards, of which four are Aces. All you want to find are the
Aces (holds pretty true to our ratio, in that out of 52 prospects
you may recruit four decent potentials). Let’s say I give you
and another person each a deck, and I declare a race to see
who is first to find four Aces. Ready, set, go! You flip over the
first card and it’s a 6. So you get your briefcase and pull out a
stick of whiteout and a magic marker and begin trying to make
the 6 look like an A. You spend minutes doing this only to find
that the 6 will never be an Ace. Meanwhile, the “professional”
sorter is quickly flipping card by card and coming across one
Ace after the next until she finds all four within 20 seconds.
The point is, stop wasting time on people who just aren’t Aces!
The Aces are out there, so just flip to the next prospect faster.
Now you CAN be a sorter, and still be good at following
up. Convincers get stuck talking to the same four or five pros-
pects and cannot see beyond them. Sorters with great follow up
 Become aBuilder 105

skills will keep finding new prospects to pique, while constant-

ly circling back to old prospects to see if they are ready yet. If
not, they put them back in the fridge to marinate some more.

OVERCOMING OBJECTIONS USING FEEL, FELT, FOUND

These are the magic words that you can use in every
circumstance — to diffuse an objection OR to reinforce their
positive observation. It takes you from a position of arguing
your point against theirs, to a position of agreeing with them,
which diffuses their concern and helps them see that they are
on the same page with you. Now they feel they can trust your
opinion as it resonates with their own. And likewise when
they are expressing positive interest, you will relate with
them and reinforce their insight and pending decision to join
your business.
Here are some examples:

Objection: “/’ve tried network marketing businesses

before and it didn t work.”

Your Reply: “I know exactly how you fee/, as a

matter of fact Ife/t the same way since I tried some network
marketing businesses before and failed, too. I thought I
would never want to give building my own business another
shot again after going through that. But what Ifound is that |
was throwing the baby out with the bath water. After seeing
how different this company’s product and business system
is, I realized that there were missing ingredients that kept me
from succeeding in the past. This business is actually working
for me! And I am sure you will notice the difference too and
106 Building an Empire

finally accomplish the reasons why you desired to have your

own business back then in the first place.”

Objection: “This is another one of those pyramids,

isnt it?”

Your Reply: “I know exactly how you feel, I felt the

same way when I first heard about this business and ques-
tioned its legitimacy. But what Ifound as I did some research
was that this company has been written up in some of the
most prestigious business journals, recognized by the Better
Business Bureau, and has the backing of some pretty well
known business entities. So that put to rest my questions
about whether this was one of those pyramid deals that I have
zero interest in! I’m glad you are looking to avoid some kind
of scam too.”

Positive Observation: “/ am interested in developing

a residual income.”

Your Reply: “I know exactly how you feel, I felt the

same way when I realized that getting paid over and over for
something I did one time was possible. And what Ifound was
that people in this company I am working with ARE receiv-
ing this residual income like clockwork, even when they are
on vacation and not even working. I know I want that, as I
imagine you do too. Let’s get your application in and get after
creating your residual income!”

You can feel-felt-found your way through every con-

ceivable situation. Practice it until you find yourself doing it
naturally on a regular basis.
 Become a Builder 107

Another way to overcome any objection is by disarm-

ing it with one powerful reply: “I’m sure glad you said that.”
Dave, the top earner in my company has used this line for
years, and no wonder he has been so successful. He conducts
himself in every conversation with a smile, probably because
he knows that there is no objection that he cannot spin around
with this one line.
As just one example, what is the hardest objection you
could think of trying to overcome? How about this one:

Objection: “/’m just flat-out not interested!”

Your Reply: “I’m sure glad you said that, because this
business is specifically designed for uninterested people! You
see, even though you have no interest at all in what we do/
offer, I can assure you that you know quite a few people who
ARE interested that you can introduce me to. Now you can
remain without interest all along the way, but I will teach
some of those people how to market this business. And as
they are generating revenues for our company, the company
will keep sending all of these override checks to your home
while you are sitting there being uninterested! So let’s get
you set up, point me to some people you know, and I will take
it from there.”

Objection: “7 just dont have the money to start.”

Your Reply: “I’m sure glad you said that. You see, lots
of successful people in our business didn’t have any money
when they started. Here’s what we do. You have no money,
but you know some people who do. You introduce me to
some of those people, and I will get them excited about this
108 Building an Empire

business. We will get them signed up and direct that commis-

sion to you, so now you have money!”

Objection: “J dont have time for this.’

,

Answer: “I’m sure glad you said that. You see, lots of
successful people in our business didn’t have any time when
they started. Here’s what we do. You have no time, but you
know some people who do. You introduce me to some of
those people, and I will get them excited about this business.
We will get them signed up, and teach them how to market
this to all kinds of people you don’t even know. As the over-
ride commissions are rolling in to you, I bet you can now
afford to buy yourself some time freedom!”

SEEKING “ME T00” APPROACH

As I always say, “Stop selling. Stop recruiting. Start
solving.” Don’t make it about you, make your intention about
the prospect. Sure, you know your product or opportunity
can solve problems in their life. But you can’t directly point
out their problems because they will get defensive. And once
they do, you lose. So the best way to get a prospect’s interest
is to be vulnerable by sharing problems YOU have/had, and
see if they can relate. If they say they can relate, you’ve got
their attention right where you want it. You should always be
seeking the “me too” or “I can totally relate” response.
How do you share your problems with people? Just ask,
“Can I tell you my story?” Remember you only get 20 sec-
onds before someone decides whether they’re going to turn
 Become aBuilder 109

you up or turn you off. This is why you want to speak from
your heart to their heart, and capture their heart right away.
When you ask if you can share your story with them,
you want to craft or package your story in a way that you
feel it will be relatable with that person. For example, if I’m
trying to recruit a busy person who has a family and I am
betting they wish they had more time freedom, I would say
something like this:
“So, you may know that being in real estate is seriously
demanding. I usually work so much that I don’t have much
quality time with my wife and kids. Time is just flying by
while I’m stuck on this never-ending treadmill. I often stare
at the ceiling wishing I had more down time I can spend with
my family. Can you relate at all? (Wait for the “me too.”)
“So I decided I cannot just stay like this, I had to find
a solution. I figured if I can find a way to create some pas-
sive cash flow that didn’t require me working more hours, I
could finally pull back and have some time freedom. Well,
that’s what I found and I’ve never been this excited about the
future. Do you want to see the solution I found?”
The prospect said they can relate to your lack of time,
or lack of money, or whatever problems you packaged into
your story. So when you say you found a solution, why would
they not want to hear about it? In this way, you are talking
with the prospect and not at them.
Now it’s time to segue into showing them the informa-
tion. Keep it simple and natural.
“What I can do is point you to a short video that gives
an overview of the business project. You can see what we are
doing and how it generates passive income, so you can see
how this could be a great solution for you, too. Now it may
110 Building an Empire

or may not be for you, but at least you’ll have had a chance
to explore it. The video blew my mind. It rocks! If I send it to
you, when can you spend 15 minutes to watch it?”
Once you’ve got their agreement to watch it and
they’ve picked a time, you can confirm that you’ll follow
up with them at a precise time to discuss it. Now your pros-
pect has gently committed to a time and an appointment to
reconnect. This appointment expectation often causes them
to actually do what they said and watch the video. Be sure
to follow back up at the designated time like a professional
would, or like a friend who keeps their word.
Being vulnerable and pointing out how you are solv-
ing your problems is way more appealing to prospects than
pointing out their problems and making them feel attacked.
All you’re focused on here is connecting with people’s hearts
by way of your own vulnerability, and they will tend to like
you more. They will be more open to connecting with you
because you were authentic.
I have a video called “Powerful Prospecting” on my
blog that will teach you my most powerful 20 minutes on
how to be a masterful prospector to get someone to see your
presentation. Goto briancarruthers.com/powerfulprospecting.

CONTACTING AND INVITING

The name of the game is contacting new prospects and
inviting them to presentations. This involves two different
approaches: direct and indirect. And it involves three sorts of
prospects we will call reds, greens, and blues.
Let’s start off with the types of prospects, and pick the
right form of approach for each.
 Become aBuilder 111

BLUES — people who look up to you

GREENS — your peers
REDS — people you look up to

BLUES are the easiest to recruit. Because they respect

you, you can pretty much use the D/RECT approach.

“John, you know that I am all about business and mak-

ing money. I only play to win and I dont waste time on busi-
ness ventures that won t make me money. I have come across
a home run, and I want to let you in on it. Be at my house for
a Private Business Reception on Tuesday at 7 p.m. so I can
fill you in and get you in the game. See you there.” (DIRECT)

Do you want Blues? Yes, because even if they aren’t

the most ambitious, they could be a link to some leaders.

GREENS are your peers who see themselves as being

on the same socioeconomic level as you. And as we know,
these friendly folks are often the most skeptical about taking
our opinion about anything business-wise. So you can’t just
tell them they need to join you. You have to re/ate to them
and connect your why with their why.

“Sandy, you know how I have been so stressed out for

a while now about not making enough money and sinking
deeper into debt? I have been getting advice from some of the
most financially savvy people I know to come up with a plan
to dig out and get into a better financial place. Do you feel
where I’m coming from, and can you relate? Well, a very suc-
cessful associate shared a business idea with me that looks
112 Building an Empire

like the way to change my situation. And because I thought

you might be feeling the same as me, I wanted to let you in
on this as well. Come with me to a reception he is having this
Thursday at 7 p.m. and check into this project with me. It
might be the answer to our prayers.” (INDIRECT)

REDS are more successful than you, and therefore most

likely will not respect your business opinion about your net-
work marketing business. You cannot approach them about
showing them a way to make more money. They already out-
earn you! So what can you teach them? With Reds, you must
stroke their ego and ask for help.

“Mr. Smith, you know I have been keenly aware ofyour

amazing success in business. I have admired your many ac-
complishments, and I often wish that I had a mentor to help
me learn to be half as successful as you. I am really trying
to find the right opportunity to create my path so I can be
a great example and provider for my family. I ran across a
business that looks to me like a huge opportunity. Since you
know so much more about how to evaluate a business than I
do, I wonder ifyou would invest an hour ofyour time to come
with me to check it out (or invest five minutes of your time to
review a short video) and give me your opinion. Ifyou think it
is a smart move or not a good idea, I trust that you would tell
it to me straight. Would you do me this favor?” (INDIRECT)
Once the RED sees the presentation, listen to their
opinion to see if they show signs of interest in joining them-
selves or at least becoming a customer. Do not let yourself
get discouraged if a RED tells you not to waste your time
on this business. This is just one prospect, and a clever ap-
 Become aBuilder 113

proach. I have had MANY REDS tell me not to pursue this

business simply because this is an unfamiliar business model
to them. I still thanked them for their time. Now I out-earn
and have more time freedom than every one of them!
In the recruiting approach process, it is always good
to slow down and build rapport before jumping right out at
them with your business opportunity (unless you are going
with the sheer split-second-recruiting speed-numbers game,
and getting prospects onto a sizzle call). Here is a very effec-
tive way to do this.
Ask the prospect, “What do you do right now for a liv-
ing?”
Let them answer and show some interest, then ask,
“What do you like best about your job/business?”
Let them answer and show some interest, then ask,
“What do you like /east about your job/business?”
Discuss, using “feel-felt-found’ so they can see you
can relate to them. Then say, “It sounds like you and I are
driven by the same things, and even driven crazy by the same
things! If the money was right, and you could have (quofe the
aspects they /ike most about their current job), and not have
to deal with (quote the things they /ike least), and you could
start off pursuing it totally on the side with little time com-
mitment, I imagine you’d be like me and want to get all the
info you can about such a company, right?”
What you have effectively done is asked them to give
you their hot buttons to push. You will press on the nerve of
the things that are painful to them, and flaunt the things they
really enjoy. So they might say they love working with people
and being creative, but they hate the long hours, rush hour
commute, or having a cap on their income. Your goal is to
114 Building an Empire

use these items to see how your business is the perfect fit for
them. They basically recruited themselves!

FLIP YOUR APPROACH / INVITATION PHILOSOPHY

If you simply reverse your thinking on how you will
approach people about your business opportunity, the results
will astonish you.

1. Don’t find out who is interested in looking at a

business, then expose them to the business.

2. Expose everyone to the business then find out who

is interested.

Let’s explore this and break it down into concrete

numbers. If you start with a list of 100 prospects and ask who
might be interested in looking at starting a side business, only
10 of them might be. Out of those 10, maybe five will actu-
ally go see a presentation. And out of those five, you might
recruit two.

So it looks like this:

100 — 10 Interested — 5 Presentations — 2 Recruits

But under the flip option, what if you expose all 100 to
the business without asking the interest question? Then after
they have seen the business, they can know what to say yes
or no to! Some may not allow you to show them or get them
to a presentation, but far more will than if you simply ask if
they are interested in a business they are unfamiliar with.
 Become aBuilder 115

The flip option looks like this:

100 — 30 Presentations > 10 Recruits

FLIP YOUR APPROACH

100 PROSPECTS
| 100 PROSPECTS
10 INTERESTED
i ==> = 30 PRESENTATIONS
5 PRESENTATIONS |
| 10 RECRUITS
2 RECRUITS

Here is another Flip philosophy:

1. Don’t invite prospects to an event and then confirm

that they can come.
2. Confirm they are free at that time, and once you
have established they are free, then invite them to the event.

When trying to invite prospects out to attend a pre-

sentation (PBR in your home, weekly briefing, etc.), most
people immediately jump into inviting them to the event at a
particular date and time. What often happens is the prospect
will reply that they are busy at that time. You gave them an
out, and not knowing how great your business is, they often
take the out!
So flip the flow of this around. Call that prospect and
ask, “So Jim, what are you doing on Thursday at 7 p.m.?” Jim
will say he has something planned, otherwise he will ask you
116 Building an Empire

why you are asking. You will again repeat your question, “Do
you have plans at 7 p.m. that night?” If he is not tied down
to anything, he will say, “Nothing planned, but why are you
asking?” Now you have confirmed that Jim is free, taking
that excuse off the table. At this point, you invite him to your
presentation. As long as you do not say too much and give
him cause to say he isn’t interested, he will more than likely
give you that open time slot and attend your event. After all,
he has already indicated to you that he is available.
So don’t invite and then confirm <.. rather, confirm they
are free, then invite them.

F.0.R.M.
Don’t make the mistake of trying to immediately jump
right into your sales or recruiting pitch, ever! Your whole
goal is to open a conversation to get to know that person and
what makes them tick. As Bob Burg teaches, people will do
business with people they know, like and trust. If you have
not yet established this rapport, they will not buy from you
or join your business, period. So let’s get that clear now and
forever.
So how do you begin this friendship-building conver-
sation? Or maybe you are already friends. How do you begin
a conversation that can /Jead to bringing up your product or
business? We use F.O.R.M. This stands for Family, Occupa-
tion, Recreation, Money. These are four powerful conversa-
tion drivers that can lead to you discovering the hot buttons
necessary to form a connection for you and your opportunity.
So to begin the conversation, ask them about these topics.
Then /isten! They will tell you what is important to them.
 Become aBuilder 117

Listen for their heart and passion to see what motivates them,
and also for any indication that they might feel a sense of
pain due to not being able to fulfill some of these desires.
Family — Ask them about their kids. What do their
kids like to do for fun? What sports do they play? How often
do they get to do those things? Ask how they, as parents, en-
joy time doing these activities with their kids. If they like to
play soccer, mention how fun it must be to be cheering for
them from the sidelines at their games. They might be at all
of the games, or they might express their dismay about not
having the time freedom to do so. Ask about where the kids
go to school, public or private, or maybe what their plans are
for college. Chat about the cost of tuition these days. Find out
where their family lives and what they might do for a living.
Occupation — Ask about their career and what they
like most about what they do for a living. Spend some time in
this positive mode. Then follow up by asking what they like
least about it. Insinuate that they are likely doing well in their
career and feeling fulfilled because they are well-paid. Let
them retort and bring it down from positive to negative, but
you should never talk down about their job or income. Ask
them what kind of demands their career places on them or if
it requires travel or rush hour commutes.
Recreation — Ask what they enjoy doing when they
are not working, i.e. hobbies, sports, exercise, camping, golf,
fishing, bowling, working out, or taking vacations. Hone in
on the ones you have in common and daydream together for a
minute. Put smiles on their faces. Ask how often they engage
in these activities. Ask what they would do if money were no
object, and if they had the free time to go do it. Find out what
they dream about, but might not have the freedom to act on.
118 Building an Empire

Money — When you bring up money, it’s never good

to make them feel bad. Talk in general about the economy,
about the prices of certain things, about the job market, and
maybe about investments. Find common ground on what you
agree on. Share how you have been thinking about how to plan
for an early retirement, or how it feels that “enough” money
never seems to be enough.
You now have a conversation going using one or more
of these topics. Be sure to keep it 75 percent positive and hap-
py. The 25 percent that might focus on negatives or pain they
might have in their life will also come in handy when you in-
troduce them to your opportunity. You will need to have and
use both! Recruiting is successful when you paint a picture.
You want to share with them how your business enables people
to do the things they said they enjoyed, while at the same time
ridding themselves of the stress of not having enough money
for tuitions, or wondering how they will afford retirement, or
feeling like they are on a never-ending treadmill chasing the
dollar. In other words, it will give them all the things they val-
ue and want, and help them avoid all of the things they despise.
Your business can help them create the ultimate lifestyle.
Once you have gotten here without even mentioning
your business or company name, you are ready to unveil the
business behind the curtain. You created curiosity and interest
first. If you started right in with your pitch, you would have
met with a closed door of receptivity. This personal restraint
and patience is what the recruiting masters have practiced over
and over. Bait the hook carefully before you attempt to catch
the fish.

MIRROR AND MATCHING

It is important that your prospect can relate to you. If they
can’t, they are not likely to receive your message. Recruiting
and team building is all about drawing people towards you
 Become aBuilder 119

and creating bonds. If you do not make them feel like they
can relate to you, then you do the opposite and push them
away. Your fone, energy and personality all play a vital part
in this. If you are talking to a low-key personality and you
are overly excited, you will not recruit that person. If you are
talking to a high-energy person and you are too lax, you will
lose them as well. So your goal is to subtly examine your
prospect as you interact and try to best match them where
they are.

Prospects all fit into one of four personality types.

“@SHARKS |WHALES 4.
DOLPHINS URCHINS
*
SHARKS — motivated by money
WHALES — focused on helping others .
DOLPHINS — Social, like to have fun
URCHINS — detail, fact oriented

When beginning your conversation with each prospect,

your goal is to use F.O.R.M. to find out where their motivation
lies. So you want to ask them a few brief questions about
their Family, Occupation, Recreation, or Money. Then /isten!
They will tell you what is important to them and what their
hot buttons are. You will get a sense for what personality type
they are. And they might be more than one. They might be
money motivated, yet also like to help people. In this case,
your conversation should spend much of the time going over
the comp plan, income examples, and how they plan to use
this newfound money to help people they care about.
120 Building an Empire

If you are talking to a dolphin, point out how much fun

the events are. Show pictures of the company trips and talk
about how much fun the people on the team are. Maybe you
find yourself talking to an urchin who asks lots of analytical
questions about the product, the company’s financials or the
comp plan. Load them up with the details they are looking
for.
In every one of these cases, you try to be the best
matching type to who they are ... all the while leading them
to a three-way call or personal meeting with a third-party up-
line person who best relates to them. Birds of a feather flock
together ... so be a matchmaker!

REGRUIT UP!
Recruiting up means going after a higher caliber of
prospect to have on your team. Most people do not recruit
up ... they recruit down. For example, you pull up to a gas
station to fill up. You look to your right and there’s someone
with a new BMW, and to the left is an old hooptie. Which
prospect would you opt to approach? Most networkers will
approach the driver of the hooptie. They will rationalize it in
their head that this person needs the opportunity more. While
it may be true that the person needs money badly, it does not
often bode well for your business. That person often doesn’t
have the start-up money, or ongoing funds to attend a meet-
ing, buy tools, or even buy the product. You see if on a scale
of 1 to 10 (in overall sharpness) you recruit a 5, what happens
when that 5 recruits a 5? That makes that next person a 2.5 to
you. When you recruit down, they will, in turn, recruit down.
Soon you have a team of people who are not very sharp. Why
 Become aBuilder 121

do we tend to gravitate towards the person who is lower on

the scale? We do it because we feel we will have influence
over them. And while this may be true, the end result is not
what we are after. So don’t waste your time.
Ask yourself this when you are presented with a choice
in whom to approach: “Which prospect will more likely be-
come a leader and create a huge team under them?” Go talk
to that person. You may not have natural influence. But that is
good! You want to recruit people even more influential than
yourself. They are the ones who will build your network/em-
pire! Don’t fear talking to them, but rather fear that you don t
... and that someone else in your company does and earns a
fortune in overrides because they pushed through the fear.

POSTURE AND CONFIDENCE

When you are contacting prospects, whether it’s warm
market friends or cold market strangers, you must come
across as confident in yourself and what you are representing.
If you believe in your product/service or your opportunity,
then surely you should believe in yourself.

“But I am not good at sales.”

“But I am not sure if people will listen to me.”
“But I am afraid people might judge me.”
“But what if they say no?”
“But I am not sure what to say.”

You can “buf” your way right out of the business if

you let yourself think this way. You have the most amazing
product/service you’ve ever seen! You have a company that
122 Building an Empire

is already paying people just like you six and seven figures
a year! You have incredible tools and events that will pres-
ent the information for you. All you have to do is tell a few
stories and get them interested in checking things out. There
is no need to fear rejection or not knowing all of the answers
to people’s questions, because all you need to say is “Watch
this!” (and direct them to a company video). Anything be-
yond that you say, “Talk to him/her!” (and direct them to a
call with your upline). That’s it! You should have huge con-
fidence for all of these reasons. You betieve, and you are just
looking for people who will see what you see. For those who
don’t, it’s their loss! So have strong posture when you are
engaging in conversation with people. Be real, be pleasant,
but don’t be a pushover, especially in recruiting. People only
want to follow someone who knows where they are going
and has big vision / big goals.
You will have ruts where you feel you can’t catch
a break. I’ve had weeks in a row when I could not recruit
anyone. I began to get down on myself and questioned if I
could do this. That’s when you must call your most success-
ful upline. Don’t call your sponsor or just anyone who is not
personally rocking the business — they cannot lift you from
your funk. They will likely join on the pity party. Call the
biggest star on your team and ask them to help you regain
the vision and pump you back up. They will. My upline did
this for me a few hundred times (seriously!). He likely hated
taking my calls sometimes, but I bet his bank account smiled.
Always be working on your self-confidence and pos-
ture. Put yourself in your prospects’ shoes and consider how
your music sounds. If it is not upbeat, don’t make the call
until you change your music. Be sure to change it that day
 Become aBuilder 123

and don’t let it go into the next. You cannot afford to go into a
funk for more than a few hours. Listen to a great personal de-
velopment CD in your car. Read The Magic of Thinking Big
by David Schwartz or any book that uplifts you. Read sto-
ries of success on your company’s website. There are plenty
of ways to snap yourself back into good posture and a posi-
tive mindset. Just remember, this is always better than being
stuck for the rest of your life in a job with no time/financial
freedom.

YOUR STORY
Facts tell, but stories sell. We must always remember
how powerful stories are. People will forget 90 percent of
any facts you share with them by tomorrow, but they tend
to remember compelling stories vividly (if told vividly). As
a child, did your parents tell you bedtime facts, or bedtime
stories? Story-telling is what network marketing 1s all about.
We tell stories about how we have used the product/
service and what it did for us. We describe this with enthu-
siasm and in detail, which causes others to want to have the
same experience. If we have not yet developed our own testi-
monial/story about what we are selling, we borrow other cus-
tomers’ stories and repeat them in the meantime. Both work!
In recruiting, we tell stories about how a person retired from
her job because of her part-time income in this network mar-
keting business. Or we tell a story about that person who just
got a new car paid for by the company. Or how you made X
amount of dollars in the business thus far.
Always put yourself into your prospect’s shoes. What
do they need to hear that will turn them on so much that they
124 Building an Empire

will want to join you? Meet them where they are. If you tell
someone who currently earns $35,000 a year working full-
time at their job that you earn $20,000 a month, you will
blow them out. Even if it is true (never lie about your income,
by the way), the concept of making that kind of money is
not palatable to them. At $35,000 a year, if you can merely
show them how quickly you made an extra $2,000 a month
in income on the side, that they could believe! They can see
themselves doing so to change their life! On the flip side,
what if you are trying to recruit someene who already makes
$100,000+ and your network marketing income is only
$1,000/month right now? This is where you must take it off
of you and use third-party. Edify and tell the stories of those
in your company who are making more than what your pros-
pect earns. Then get them to talk to that person.
Stories, stories, stories. For recruiting and for selling.
You can even use stories to move your downline into action
by sharing success stories regarding the desired action. For
example, if you want your new recruit to host a PBR in their
home, you cannot just tell them what it is and expect that they
will excitedly do one. But if you share a few stories of some
people on the team who used PBRs to launch their businesses
and signed up several recruits in one night and made $500 or
$1,000 in an hour ... that will catch their attention! You see,
stories work.
My mentor told me that my first 30-day story was im-
portant, so I needed to create a great one. He said that if I can
tell my prospects how much I made and how fast I made it,
that story alone would make recruiting five times easier. On
the other hand, if I made little or nothing in my first month,
I would likely get defensive about it when my prospects ask
 Become aBuilder 125

how much I earned when I got started. I did not want to have
to defend why I didn’t make money by explaining that, “I
did not take the business seriously when I joined.” This is all
too common, because, frankly, most networkers do not take
it seriously right out of the blocks. They don’t understand the
importance and impact of having a compelling story to tell
for the rest of their career.
Prospects want to know that they can make immediate
money. So be ready to tell your story about how you did so.
If you didn’t create a great story back when you first started,
give yourself one restart right now! Go start over and in the
next 30 days, make money! Now you will be able to tell your
prospect, “When I got started actually building this busi-
ness, in a 30-day window, working part-time, I made an extra
$800! And I can show you how!” Do you think this will work
better than, “I haven’t made much myself ... but you can’?
Of course! It’s time to use your great story more, or immedi-
ately go create a new/better one and begin recruiting with it
like a machine.

YOUR 30-SECOND ELEVATOR PITCH

Every networker needs to have their quick 30-second in-
fomercial on the tip of their tongue at all times. You never know
when the next future top earner is going to step onto an eleva-
tor with you, or be behind you in line at the bank, or sitting next
to you waiting for a table. You usually will not have much time
to pique someone’s interest and grab a new prospect. If you are
not ready, you will often find yourself stalling trying to think
up the perfect thing to say. And usually the person is long gone
before you get up the nerve to open your mouth.
126 Building an Empire

So you strike up a conversation by complimenting

their shoes or tie, or their smile or car. Then you might ask
them what they do professionally that has them driving such
a car, dressing so well, or smiling so much. They will re-
spond. Then comes your 30 seconds to pique their interest
on your business. Here is one that I have used quite a bit:

“By the way, since you are so nice ... I actually

work with the best paying company in America. We're
a marketing/promotions company, and we market one
of the most needed services/products in the country.
Many people work with us on the side, part-time, and
we set them up to make significant extra cash flow ...
part-time. We are expanding fast and need more help
right now in this area. Do you know someone with
a great personality like yours who could use more
income on the side?”

If they say they are interested, now is not the time to

go into presentation mode. Gladly take their number and tell
them you will contact them to get them some info. Do not act
all giddy or anxious to vomit details about your business all
over them. This will scare the fish away from the hook. Just
gently reel it in. Schedule a time to meet, or a way for them
to see a presentation.

THE ART OF PROMOTING

Promoting is the essence of what we do in network
marketing. We promote our product/service. We promote our
opportunity. But we do these things by promoting tools and
 Become aBuilder 127

events. When we have a growing team under us, we promote

certain activities and trainings (The System) to our team.
When someone on the team feels like quitting, we promote
their why for getting started in the first place to remind them
why they need to stick it out and build. Networkers are Pro-
moters !
Back around 1990, Mike Tyson was an unstoppable
heavyweight-boxing champion. He was earning millions for
every fight. He had raw talent, and people feared him. It was
an amazing time in the world of boxing, as he was knocking
out every challenger. People paid thousands just for a ticket
to a fight, only to have the fight end by knockout in the first
round! He earned many millions while he was fighting, but
boxers can only take so much wear and tear. So eventually
his career ended, and so did his earning potential. With poor
financial management, he squandered most of his money and
as of 2012 his estimated net worth was $1 Million.
Do you remember who Mike Tyson’s promoter was?
It was Don King, the man with the salt and peppered hair
that stood straight up. He was known for getting into the ring
after every fight to promote the next one. He stirred people’s
imaginations. He got people to think that the next challenger
really stood a chance to beat Tyson. And they paid twice as
much for a ticket to the next fight. And again and again, Don
King showed his ability to promote. He promoted the fights,
he promoted the fighters, and even promoted himself as the
greatest promoter of all time! He was just a perpetual pro-
moter, and people bought into his enthusiasm. What’s amaz-
ing is that Don King did not have boxing talent, nor did he
ever have to take a punch. But according to Forbes magazine,
as of 2009 his net worth was a reported $280 Million!
128 Building an Empire

:\> How does this relate

- : to your network marketing
NETWORKER’S TIP business? It is precisely
the same thing. You could
become the top earner in
Don't just hand out business your company if you just
cards or brochures. This rarely leads . become the top promoter.
to sales or recruits. Your goal is to You don’t have to be the
get their contact info ... you want to best presenter, trainer, or
he in the driver’s seat, not hoping
motivator. You just have
for them to call you. Fortune is in
to focus on promoting to a
the immediate follow up. You can’t
ton of people to go listen to
follow up if you gave them a card/ the best presenters, train-
brochure without getting theirnum- ers, and motivators in your
her. We sign people up only by company! This is it, folks!
getting appointments. Become a master promot-
er. Take it off you, and put
the emphasis and focus on
the best in your company. Third-party is best, but the best
third-party is even the “bestest!”
Remember that a part of The System is listening to
weekly training calls conducted by the top leaders in your
team? You want all of your team to be getting taught and
inspired by the very best in the business, not just you. So
every week my team has a call on Sunday and Wednesday
evenings. Whether it’s myself now that I am a million-dollar-
a-year earner, or other top “Executive Directors,” the best
will be on these calls. So I will typically make about 30-40
calls to random downline people each Sunday and Wednes-
day afternoon promoting for them to get on the call. No, this
will not make me any commission dollars from this activity
 Become aBuilder 129

directly ... but indirectly when they are better trained and
motivated, they do go on to produce more and create that
override income. So phone promoting is very important.
Try not to call the same downline people every week.
Mix it up, sometimes start calling from the bottom of your
genealogy report and work your way up. After all, your lead-
ers are hopefully getting on these calls themselves already.
However, you will find that as time goes on, even many of
them will slack off and start missing calls. When they do, by
getting unplugged from The System, you will certainly see
their income fall. So it makes sense to even call your leaders
from time to time to ensure they are dialing in. They need to
hear from other voices.
So what do you say to get a seemingly unmotivated
distributor to dial into a call? Something like, “Hi Cindy, it’s
Brian, your upline [top rank name] in [your company]. I hope
all is great with you! The reason I am calling is because there
is an incredible speaker on tonight’s call who will be teach-
ing people how she was in a rut in her business, found a way
to start signing people up, and suddenly — BOOM — her in-
come took off! I know you had a big why for getting into this
business-when you started, but may have fallen into such a
rut, too. That’s why I had to call you urgently to let you know
to dial in tonight to hear how you can blast off your business
and income by copying what she’s doing! Grab A Pen, let me
give you the number again ... ”

PROMOTING EVENTS
Promoting events is one of the main things we do.
Events sell, events recruit, events train our people, and events
glue our teams together. We build our business from event to
130 Building an Empire

event. I don’t do a PBR for my new recruit because | want

to spend an evening signing up a few people and making a
few hundred bucks in overrides. That’s not worth it to me.
The only reason I do a PBR for a new recruit is to book the
next round of PBRs in the homes of the people we signed up.
And the only reason I want to be in that round of PBRs is so
we can book the next round. I build from PBR to PBR and
from Zoom to Zoom. And as I do them, I have my downline
protégé or aspiring leader there
4 watching and learning. Then after a
‘ few, I let them do and I watch. Once
NETWORKER 5 TIP s 6 feel comfortable that they can do
it on their own, I set them free to
Using third party is a sign of duplicate. I just set into motion a
strength, not weakness. Weak chain of events that will hopefully
people feel the need to prove
keep rippling out away from me
they can do italone. Strong
generating passive override
people are willing to use The
commissions from living rooms I
System and let someone else do
am no longer in.
what duplicates.
This goes the same with busi-
ness briefings. The only reason I
hold a briefing this Tuesday night
is so that I can promote the one
next Tuesday to everyone there. And next Tuesday, we will
promote the following week’s to be even bigger and better!
How do you get the same people to come back again next
week (and hopefully bring guests with them)? We promote
the event as one that has never happened before, and will
never happen again. “7his is the one you cannot miss! It’s
never happened before, and won’t happen again!” But won’t
 Become aBuilder 131

next week’s be basically the same? Yes and no. It will be a

different speaker, maybe. Not all of the same people will be
there. Some new people will show up. The exact presentation
and insights will differ from any other, because it’s live. And
because everyone is excited and acting as if it will be a huge
extravaganza, it gets talked into existence and now it truly
has never happened exactly like that. So promote like Don
King. Get people there. And then once they are there and that
briefing concludes, a/ways be promoting the very next event.
We are in the business of moving people along from event to
event. Never forget this.

“G.A.P.” RECRUITING
GAP stands for Grab A Pen. I would estimate that out
of the 1,000+ people I personally recruited, hundreds of them
came from GAPing them. Picture this: It was my first year in
the business and I am sitting in my little house in Rockville,
Maryland. It was the first house I ever bought back when I
was 24 years old. Now I was 28, and I was still full-time in
real estate still. I had also been in network marketing with
another company for 3 2 years, and my current one (second)
for a year. I had just returned from my company convention
after finding out that we were bought out and were now sell-
ing something totally different. I was shocked, but excited. I
wasn’t making much in the prior business anyway. So I was
ready to give this network marketing industry one more run.
I told myself no messing around, this is my ticket, and I will
succeed or die trying. I started recruiting and building like a
maniac. My team caught traction and really grew from my
energy.
132 Building an Empire

I kicked out one roommate at a time until all four were

gone, and I finally could live in my house all by myself (I
rented out rooms to some friends to pay for my mortgage).
I’m not sure why I am telling you about roommates, because
even while they lived there, I was already doing what I am
about to describe. But I just want you to get a vivid picture. I
turned my master bedroom on the.main level into my business
“war center” (and I slept upstairs in a smaller bedroom). I had
whiteboards on the walls drawing out maps of my downline.
I had boxes of tools stacked like walls. I had my computer,
fax machine, and my 900 MHz cordless phone. That phone
made me a millionaire! Here’s how I used it every day.
My upline recorded a powerful 12-minute “sizzle call”
about the opportunity. He nailed it. I believed in the message
on the recording, and, therefore, I was effective at promot-
ing it. So, in addition to using my Seven Step System, here’s
what I did for years.
I would call a prospect (either warm market or even
purchased opportunity seeker leads) and it went like this:
“Hello Jeff, this is Brian Carruthers calling you from
Rockville, Maryland. I understand that you are looking for
information about working from home and building a busi-
ness part-time so that maybe someday soon you can just work
for yourself and have more income and time freedom. Now I
can’t explain the business myself over the phone right now as
Tam ina hurry, but Jeff, can you grab a pen? OK, great! Write
down this number: (xxx) xxx-xxxx. When you call you will
be able to listen to a brief but powerful 12-minute recorded
message about the business. It will cover everything. Once
you do so, we can talk. What time can you call the number?
OK, great, I will expect to talk to you about 12 minutes after
that time.”
 Become aBuilder 133

GAPing someone takes all of about two minutes or

less! I would GAP about 10-20 a day when I was part-time,
and then soon I was able to quit real estate and start doing
20-30 people a day.
Sometimes when I felt I had a strong prospect on the
line, I didn’t GAP him/her. Instead, the conversation went
something like this:
“Hello Jeff, this is Brian Carruthers calling you from
Rockville, Maryland. I understand that you are looking for
information about working from home and building a busi-
ness part-time so that maybe someday soon you can just
work for yourself and have more income and time freedom.
Do you have about 10 minutes for a brief overview of the
company and the business? OK, great! Hold on one second
...” At that point, I dialed the Sizzle Call number and flashed
it into a three-way call. “Jeff, listen to this!”
At this point, I put the phone on mute, set it down,
and started a timer/alarm for 12 minutes. I proceed into the
kitchen to make a sandwich, or downstairs to throw in a load
of laundry. When the alarm goes off, I grab the phone to hear
the recording end, flash off the three-way call to drop the line,
and say, “Jeff, I hope you heard that OK. What did you like
best about what you just heard?” If his answer was that he
liked anything he heard so far, I would use the fee/-felt-found
technique we discussed earlier, then got him on a three-way
with my upline to close him. It worked so well. Still does.
Sometimes the person hung up during the call, so I would
yell at the wall, get out my frustration for 10 seconds, and
smile as I dialed up the next life | wanted to change!
After you have invited everyone you know to your
PBR and PCC/PZC to launch your business, all the rest of
your warm contact list should be called using this approach.
134 Building an Empire

And the interested ones will either sign up after the call, or if
they want more information you invite them to attend a local
event. Stick with your warm market first, but down the road
you may want to add some cold market strategies to generate
more prospects to talk to. This is a numbers game. Find a great
Sizzle Call done by a top distributor in your company, and
then crank through the numbers! This approach also works
online by sending them a video link or to a recorded webinar.

WARM MARKET AND COLD MARKET

Warm market means people you know. This is where
everyone should start. Your company chose the network mar-
keting business model to get its product/service to the con-
sumers because word of mouth is the most effective form of
marketing. People buy the opinions or recommendations of
their friends or family. When you want to go to the movies on
a Friday night, what do you often do? You ask around to see
which movie the people in your circle saw and liked best.
We act on recommendations every day ... from movies, to
restaurants, to recipes, to hair stylists, to mechanics, to real-
tors, to vacation spots. When we make these recommenda-
tions to others, how great would it be if we got paid? Well,
the business you are now in is such a scenario. If you like
your product/service enough to use it and feel it brings you
value, then hopefully you feel compelled and even respon-
sible to share it with everyone you care about. If you ever
recruit someone and they refuse to talk to their friends and
family about your product or business, it is because they
do not believe in it enough. Otherwise, if they did believe
that it would truly benefit their warm market, they would
 Become aBuilder 135

be all about approaching every last one of them. A lack of

belief is the bottom line. I felt so strongly about my service
that I was signed up to market that I felt it was my moral
obligation to tell everyone I cared about to get it! It was my
duty to them. It is because I felt this way that I succeeded
immediately.
“What if I have already burned through all of my
warm market with other opportunities in the past?”
Get over it! We all make mistakes. You will just have
to learn to humble yourself to them, and learn the right ap-
proach that will allow you to be received by them. Let’s
say you have gone to your friends/family about two other
businesses in the last few years, and you are afraid they will
run when they see you coming. There are two ways to over-
come this speed bump. One is to just lead with the product/
service and not the opportunity, and the other is a heavy
dose of humility.
“Sam, have you ever heard about [your product/ser-
vice]? Neither had I, until a friend just told me about it. I
have been dealing with [state the problem that your preduct
solves] for a long time, and it’s amazing how it helped me
out. You really should look into it yourself, I highly recom-
mend it.” Then pause and see if he bites and asks how to get
info. If so, say something like, “I can get info for you, be sure
to remind me. I will call my friend for you, I’m happy to help
hook you up.” If Sam doesn’t bite, you can say, “I am sure
it would be helpful for you too. Would you want me to have
them get you some info on it?
This is where the humility part comes in.
“Sam, you know how I have been working insane hours,
and struggling to figure out a way to create a better income
136 Building an Empire

while having more time with my family, right? Well you have
watched me researching and testing different businesses over
the years looking for the right one, as I have brought them
to you to see if you were interested. I want to apologize if it
seemed like I knew what I was doing and was trying to convince
you to follow my lead. Obviously, I was not picking very good
businesses, and I should have never approached you to get into
them with me. For that I am sorry. I have quietly continued
my quest to find a real business to be my solution. I was just
introduced to some very successful people who are building a
pretty unique company, and I believe it has real merit. But this
time, I want to ask for your business opinion about it because
I respect your insight. Would you mind taking a look and help
me evaluate it since I cannot afford another misfire?”
The point here is that you should work your warm mar-
ket first, not find excuses to avoid it. Where there is a will (a
why), there is a way. Choose an approach, and go with con-
fidence to get them in front of the information. Take it off of
you and use third-party. For some you may use the Direct
Approach, but many will require the Indirect Approach. So
what do you do after you have worked your warm market list
thoroughly? Well, let’s assume you didn’t just call each person
on your warm list just once, but you actually did do ample
follow-ups and tried different angles. You will actually follow
up with them for however long it takes to enroll them. From
your list of 100 people, maybe you quickly recruited seven.
What next? Network through those seven! Help them use The
System. Get them excited, help them make their list, then host
their PBR and PCC/PZC. Your goal is to turn their warm mar-
ket into yours. Their goal is to get their contacts in front of
you, or you in front of them.
 Become aBuilder 137

If you truly learn to be a great networker, you can net-

work level after level and never have to talk to a complete
stranger. After all, who would you rather try to recruit — the
sharpest people on your recruit’s Top 10 list or 10 complete
strangers on the street whose quality you know nothing about?
Of course working your downline’s list is always best and eas-
iest. I have even taken the list from downline people who were
quitting and called their contacts myself! I put the recruits un-
der them if they didn’t fully quit. Remember, work on become
a better networker. Make your people’s warm markets your
own.
Cold market means people you don’t know (yet). Is
there a time and place to target cold market? Sure. After I ran
through my own contact list a half a dozen times, I had a team
to work with. I helped them approach and sell/recruit their
lists. But I also wanted to stay in Phase One, which means in
personal selling and recruiting mode, so I could lead my team
by example. I wanted to keep finding some new recruits of my
own, in addition to helping my downline recruit theirs. This
way I could go wider while I was building depth. And J could
have some control over my business success without having
to solely rely on my current team to perform. So I added cold
market methods to my game plan. This included the simple
“Three-Foot Rule.” I would try to approach at least a few peo-
ple a day when I was out in public. My goal was to make con-
tact, pique their interest in a business, get their number, and
give them a tool (video, etc). I tried to commit to doing at least
two of these exposures a day.
Another way that I incorporated prospect generation
was buying leads outright from a lead vendor. There are com-
panies that do the advertising to find people looking to start a
138 Building an Empire

home-based business, and then sell those leads to networkers

like us. For years I was buying about 100 leads a month, just
enough so that I always had fresh people to call, while not
too many that I couldn’t call back several times until I con-
nected with them. I built up a sizable database of these leads
that I considered “my funnel.” This allowed me to never be
at a loss for someone to call. I dialed 20-40 people a day, as
my full-time networking career was under way, and rolled
like that for years.
The combination of warm market,and cold market was
a successful plan for me. My recruiting never slowed, my
team kept growing (still is), and my seven-figure income is
a result of sticking to this plan. I have stayed in Phase One
since my first day. I enjoy it. I enjoy talking to new people.
Most of the big earners in the industry get to a certain level
and they stop doing what got them there. And often their busi-
ness gets stuck at that point because they are no longer lead-
ing by the right example. They go into Management Mode,
and their team begins to duplicate this as well. The next thing
they know, a decline in Phase One activity cascades down
through the ranks and we all know what this means. Always
stay in Phase One!

NEVER RUN OUT OF LEADS

“You are one recruit away from a financial explosion
in your business!”
Have you heard this before? Here is what it means.
When you recruit one person, that recruit has a list of 100
contacts that you would never have met. But now you get to
connect with them through your new mutual contact. Your
 Become aBuilder 139

opportunity/goal is to network through this recruit’s list of

100 to recruit, say, three people.
Guess what you now have? Three more lists of 100
prospects! That’s 300 more people you can approach! From
each of these three lists of 100, what if you only recruited on
average another three? There’s 900 more leads/prospects. Do
this a few more times, and you will have more prospects than
you will ever be able to call in the course of a calendar year!
This is called “taprooting.”
If you realize that every recruit represents 100 leads,
you simply need to start with your next recruit and properly
work with them to share your company’s message. In other
words, don’t recruit someone and drop them. If you don’t
work their list with them, then recruiting them was basically
like you buying a lottery ticket hoping to get lucky ... and
watch them go make you money on their own.

Here is a flowchart on how this will play out:

Heals AS ES
|100|
/ |100|/ 100)
[100]{100|100]
140 Building an Empire

AUTOSHIP FOR CONSISTENCY

Getting on autoship for tools creates consistency in your
business. My team was recruiting about 800-1,000 people a
month. But then my top downline earner and I went into a stu-
dio and produced a great recruiting video so that every brand
new and existing member of our team could easily use the pre-
sentation. Within three months of introducing this video, our
numbers jumped to 2,000 recruits a month! Then, about a year
later, the vendor set the video up on an Autoship program at $1
each with free shipping. Our numbers cranked within the next
6-12 months to more than 5,000 recruits a month! Why was
the autoship component key? Most distributors will not con-
sistently order and restock their tools. And even if they reorder,
they often wait until they run out, and then have to wait a week
or two for the next shipment. Meanwhile, they’ve killed their
momentum. An autoship assures that you will have a constant
flow of tools coming through your hands into the marketplace
every month. When you get this consistency going with each
person in your downline, now you can be assured that recruit-
ing will be as close to being on autopilot as possible. My goal
was to push autoship at every event, on every conference call,
and in every conversation. Driving this idea exploded my team
by more than 100,000 recruits within a short two-year period.

THE ULTIMATE SECRET WEAPON FOR RECRUITING

I am always looking for ways to help members of my
team and every network marketer solve problems they have
in their business. For example, I created the Making My First
Ten Million booklet as a third party mind-opener tool to give
 Become aBuilder 141

to prospects. When a prospect reads this short 15-minute book,

they typically become very open to looking at your company
and opportunity. People buy these books for $1-3 each de-
pending on quantity. One day a big leader asked if there was
a way he could pay to send his prospects digital copies to cut
down the cost and remove shipping time delays. So I decided
to create an app that people could pay a tiny monthly fee and
be able to send out unlimited digital books to their prospects. I
called the app Empire Builders Pro.
Every good idea can be a seed to greater ideas. So I decided
to make this app the ultimate secret weapon. I started adding
more and more assets and value to it. As a bestselling author of
four books on wealth building and entrepreneurship, I decided
to leverage my credibility to help people get the attention of
their prospects with trackable videos they can share. One of
the videos, “Why Become an Entrepreneur,” sells your pros-
pects on why they cannot expect to live their best life as an
employee, and why they need to start a side business to be-
gin building for their freedom. “Part Time Business” also sells
your prospects on the idea that they can absolutely fit ina few
hours a week to build their own fortune. “Tax Advantages”
sells prospects on the fact that, by starting a business with you,
they will begin to save potentially thousands a year because of
the write-offs and deductions they will now receive as an inde-
pendent business owner . These videos can be texted, emailed,
or shared via social media — and they really prime up your
prospects to want to get started. They are great to use as a door
opener or a follow-up.
I also created an email drip campaign, incorporating
the book and video assets, that you can put your prospects
into and have them receive messages with this entrepreneurial
142 Building an Empire

education over a year’s time. As we know, the fortune is in

the immediate follow-up, and this campaign keeps you and
the right information in front of them.
Then I came up with what I believe is the ultimate
secret closing weapon — the Tax Savings Estimator. This is
the coolest thing I’ve ever used. In the app, you can pull up
a calculator (or send a link to it to your prospect) and your
prospect fills in some blanks with items they would spend
money on in the business — car mileage, home office square
footage, travel, meals, supplies, cell phone and internet
costs. Then they click a button and it shows them about how
much they could save per year in tax savings because they
started this business with you. The average amount I usually
see is $2,500-$3,000. When I show them it only costs a few
hundred dollars to start the business, how can they possibly
say no?
I already felt the app had the potential to become the
ultimate recruiting tool, but I didn’t stop there. People often
don’t know what to post on social media to brand themselves
as professional and inspiring, and to engage people to start
conversations that can lead to discussing their business. So
I created 200+ pre-done posts that people can just click and
share. They are professionally designed and perfectly suited
for mediums like Instagram and Facebook. Using these posts
saves so much time and paints you in the best light on social
media.
While I was working on this app, I felt like a mad sci-
entist in the laboratory! I already knew that I had an amazing
tool on my hands, but never feeling completely satisfied, I
wanted to overload it with so much value that people would
question if I truly had lost my mind! So I added a regularly
updated audio training to it. I also added shareable training
 Become aBuilder 143

videos you can share with your team on the most important
fundamentals in the business, including edification, how to
do 3-way calls, and mastering the follow up. Then I sprinkled
in my scripts, my affirmations, and activity tracking sheets. I
even licensed and added in a business expense tracking soft-
ware to make doing taxes easy, so people don’t have to spend
$200 a year for this on their own.
Empire Builders Pro is the most gratifying project
I’ve ever worked on. And when I get constant feedback that
networkers are recruiting more people than ever after they
sent out books or videos from it, and how they are learning
from me all the time as their “foster mentor” through the app,
my heart soars. If you think it can help you, you can check it
out at www.EmpireBuildersPro.com.

RECRUIT YOUR WEAKNESS

This is a tip that might help offset your own shortcom-
ings, while at the same may be an effective recruiting tactic
for you. .
Let’s say you have little money, but we know this busi-
ness requires money for tools, websites, phone bill, attending
events, buying leads, etc. This lack of money is the “weak-
ness” gap you need to fill. So, go find someone with money
and recruit them. Tell them that you have a huge opportunity
to create an enormous income. Point out that they may not
have much time for it, but you do. Tell them if they would
be willing to join under you and help fund some marketing
activity, you will spend your time that you do have (and they
don’t) to recruit people to put under them.
144 Building an Empire

Your Weakness = Money Your Strength = Time

Their Weakness = Time Se Strength = Money

Maybe the flip scenario may be your reality. Maybe you

have ample money to invest in the business activity, but you just
don’t have time to build it. So go find hungry, ambitious pros-
pects who would love to build this business, and you help fund
them. Note: I do not think it wise to get into a habit of using your
money to do this often, as it is not very duplicatable.
Remember this: There is a/ways an angle you can use to
recruit someone. For example, your prospect says “I’m just not
interested.”
Your response: “I’m sure glad you said that. This busi-
ness is perfectly designed for uninterested people. You see, even
though you have no interest in doing this business, you would
agree that you likely know a few people who are not as finan-
cially well offas you and would be very interested in this incred-
ible business. So you simply introduce me to them, and I will
get them started in the business and train them. Meanwhile, the
company will keep sending you override checks to your home
while you are sitting at home being uninterested. Sound good?”

GET INTO THE “NO FEAR ZONE”

Let’s face it, we are not soldiers deployed in combat. We
are not athletes getting ready to take a hit on the football field
or in a boxing ring. We are not surfers attempting to ride a 20-
foot wall of water that could crush us. We are business builders
who make a living by showing people a business that can save/
change their life! We have what they need! The challenge is that
most people don’t know they need it, and those who get good at
conveying this effectively can get wealthy.
 Become aBuilder 145

So what is there to fear in network marketing?

Fear of Rejection. What if someone tells you no? What

will that do to you? Can we agree that someone informing you
that they are not interested in joining your business will not do
bodily harm to you? OK, so no physical harm is coming your
way. So, it is the emotional punch in the gut that you fear.
Nobody likes the feeling of being turned down or rejected.
But this business is all about going through a game of large
numbers, so how can you avoid the no’s? The truth is you
can’t. The great news is that you can frame the no’s so that it
fuels you instead of upsetting you.
First of all, you are not asking them to marry you. If
you were and they said no, they would be rejecting you. But
in this case, you are asking them if they would like to join
your business. Their no is being asserted towards the busi-
ness itself, not you, the messenger. Always keep this in mind.
Do you think a restaurant owner sits in his window watching
the cars drive by all day crying because each passing car is
rejecting the sign outside and the idea of stopping in to buy
his food? No, they just weren’t hungry. Or they just didn’t
care for his style of cuisine. But the owner still puts forth his
best product and lets those who enjoy it indulge in his cook-
ing. A few satisfied customers will multiply.
Every person who sells anything has to learn to take
a no and move on to the next call/presentation. The key to
success in selling/recruiting lies in your ability to go from
no to no without losing your enthusiasm. Remember that we
are in the people attraction business. So we must keep our
level of passion and excitement high as we sort through the
prospects because part of what they are buying into is our
“music” — our conviction and attitude about what we are a
146 Building an Empire

part of. It’s not what you say; it’s how it sounds that is most
important. Don’t worry about having the right words ... that
is secondary.
Have you ever fallen in love with a song on the radio
that got you so fired up, yet you didn’t even understand the
lyrics? You even found yourself mumbling over the words
you had no clue about while you sang it out loud! That’s what
we are talking about here. It’s not the words that matter most.
If you are excited, they will want to do what you do. If you are
fearful, worried, and nervous, they will not want to do what
you do. So be confident and excited, knowing that you have
something they need. Your business can change their life.
And if they don’t see that, it’s their loss! I always reminded
myself that no simply meant “Not now, try again later.”
Fear of Looking Foolish. Are you worried that you
might not explain the information as well as some of the
pros? Just remember, you know 100 percent more than your
prospect knows about your business. So if you share the facts
with conviction, they will buy in. If you are going to mess
up the details, do it with pizzazz and confidence! And, of
course, use third-party tools so that the facts will always be
right on point, regardless. And if you don’t know answers to
questions, tell them you aren’t supposed to be the one who
provides answers. You are supposed to introduce them to the
company expert (using a three-way call), or simply usher
them to where they can find the answers (such as your web-
site or upline).
Maybe you fear someone judging you, or making fun
of you for starting a network marketing business. You will
likely hear the word “pyramid” a few hundred times over the
coming years. It’s OK. Don’t let their business ignorance af-
fect your mood. I used to let that get to me in the beginning.
 Become aBuilder 147

But several years and millions of dollars later, I can look at

people who say that and smile knowing that I out-earn and
out-fun them doing what they don’t understand. You are not
foolish going against the grain. The real fools are the ones
stuck in the grain of mediocrity.
Fear of Success. This fear is one most people don’t
know they have, but many people have it. You say you want
success. You want the homes, cars, boats, travel, shoes,
clothes, and lifestyle. But if you achieve all of that, how
will your friends perceive you? Are you afraid of what your
friends and family are going to think when suddenly your life
changes and theirs is still the same? Right now, you are likely
on the same socioeconomic level with them. It’s comfortable
and you all can relate to each other. It’s akin to “misery loves
company.” But you go off and become successful in your
new business, and —wham! You are now driving a nicer car
or moving into a nicer neighborhood. You take your kids out
of the public school with their kids and put them into a pri-
vate school. You now take expensive trips, but your friends
can’t afford to go with you. Now you start to sense a separa-
tion or divide. You are moving up, and they are choosing to
stay stuck. You are up here, and they are down there. Your
friends are looking at you with a bit of jealousy. Knowing
this can happen, what are you going to do? Are you going to
go for it and succeed anyway, or are you going to stay small
with them so you don’t make them feel inadequate?

You may have read this quote before from the book
A Return to Love by Marianne Williamson:
148 Building an Empire

“Our deepest fear is not that we are inad-

equate. Our deepest fear is that we are powerful
beyond measure. It is our light, not our darkness that
most frightens us. We ask ourselves, ‘Who am I to
be brilliant, gorgeous, talented, fabulous?’ Actually,
who are you not to be? You are a child of God. Your
playing small does not serve the world. There is noth-
ing enlightened about shrinking so that other people
won tfeel insecure around you. We are all meant to
shine, as children do. We were born to make manifest
the glory of God that is within us. It’s not just in some
of us; it’s in everyone. And as we let our own light
shine, we unconsciously give other people permission
to do the same. As we are liberated from our own fear,
our presence automatically liberates others.”

Networkers who want success must develop a no fear

attitude! It is only through the no’s we will find the yes. You
cannot avoid rejection, but you can look past it. You cannot
avoid being bad at the business before doing the activities
enough to become good. You cannot help that most of your
friends will choose to be complacent and stubborn while they
watch you soar into a new lifestyle. The No Fear Zone is
where you need to live. BUT, I have come to realize that that
zone doesn’t seem to exist for most of us. Fear has always
been present for me and everyone I’ve worked with. So what
we need is courage. This means we take action in spite of
the presence of fear. When that fear enters your mind, you
acknowledge it, channel your WHY wrapped in courage, and
go for it anyway. You know where you are going ... so charge
forward bravely and boldly!
 Become aBuilder 149

FEAR PROOF AND SKILL PROOF CAMPAIGNS

Does your team need a wake up siren? You may have
an amazing product and lucrative comp plan, but you’lI still
find a majority of your downline will get paralyzed due to
fear or lack of time to devote to their side business. What can
you do to get more of them to engage and at least do some-
thing?
Remember, the magic of network marketing happens
when you get a lot of people doing a few simple activities,
consistently, over an extended period of time.
If most of your team hasn’t put in the time to learn the
skills to get good at the business, and they likely are stuck in
the fear zone, you need to come up with a super simple action
they can take that is “skill free and fear free.” I came home
from a GoPro Recruiting Mastery event with Eric Worre,
and collaborated on a powerful campaign that we launched
within days. It was so stinking simple that it got hundreds of
inactive people back into action.
Here’s what we did: Coming home from Vegas, my
business partner, Darnell, came up with the name “The 777
Challenge.” We put out a schedule of live Zoom webinar
presentations once a night for seven nights with seven-figure
earners (us), and we crafted a copy-and-paste text script for
everyone to send out to just seven contacts a day inviting
them to the webinar. Seven texts a day, for seven days, and
let the seven-figure earners do the rest!
So I would call up people in my downline and say,
“Hey Joe, it’s been a while! I know you haven’t been work-
ing lately in your business with life being so busy. But I
know you had a WHY for doing this business when you first
started, and I’m betting that WHY is still important. I’ve got
150 Building an Empire

something really exciting for you. We now have a skill-free

and fear-free way that you can see your business grow with-
out taking hardly any time. We are doing live webinars this
week. We even tested scripts that work for getting people to
want to attend, and you don’t even have to speak them! If I
give you the script that you can merely cut and paste and text
out to seven people in your phone or on Facebook messenger,
would you spend 5 minutes to do it? Copy, paste, send ... you
down?”
We just massively communicated and promoted this
simple system out to everyone on the team we could reach.
The nightly webinars had 500-700 people on each. Recruit-
ing spiked. Dormant team members were awakened. It was a
powerful week because the campaign was short, simple, and
exciting.
And this is the post we put on our team Facebook page
to promote the 777 challenge (so you can see how we also let
them know how important it is to follow up, and how to do
the three-way calls right after to close them).

We have a Skill-Free and Fear-Free way to succeed

in our business

You can send 7 text or Facebook messages out in 7

minutes today, if we give you the script, right?

“7717 CHALLENGE”
SCRIPTS BELOW!

Invite 7 people each day for 7 days to watch a 7-figure

earner do the presentation for you.
 Become aBuilder 151

Darnell Self and Brian Carruthers will be doing the

live presentation zooms on XXZoom.com at 9pm
EASTERN (8pmCT, 6pmPT)

Inviting 7 people each day to the Zoom is a snap, be-

cause we are providing you with the exact scripts!

Let’s all really do this together and create buzz and

momentum for you.

Choose from these scripts to promote the proper

speaker that evening, and call/text away!

COPY & PASTE, personalize and SEND via TEXT or

Facebook Messenger ...

Hey, XX, As you know I’m always looking to elevate

my game in the entrepreneurial world. Well I’ve just
added an additional project to my portfolio and I
would love to help as many people as possible win big
with me. This will be very lucrative. If I invited yqu to
a special invitation only webinar, would you join? I
really want you to see this 20 min overview. Shoot me
a thumbs up ifyou want the info.

Hey XX whats going on? Brian Carruthers, of the

successful real estate company Prudential Carruthers
Realtors, and Darnell Self, who was named Entre-
preneur of the Year by the National Black Chamber
of Commerce, are working on a new project that is
very exciting in the mobile app world. Two apps that
everyone will have on their phones in no time. They
152 Building an Empire

are inviting part-time partners for the expansion of

this, and I’ve been invited to join in. We are assem-
bling a larger team and I want you involved. This will
be quite lucrative. If I get you a spot to jump in on
a private Zoom webinar Today at 9pm ET, will you
move around your schedule to be on?

Once someone watches the Zoom, what next?

Follow up immediately after. Here’s the script:

“

“What did you like best about what you heard on the
Zoom?”

THEN, EDIFY YOUR (UPLINE) EXPERT:

“I’m working on this with the best person ever. He

(she) knows all the facts about this, knows how the
big moneys being made, is so fun but also down to
earth and loves to help people. Hold on, let me get
him on the phone with us for two minutes so he can
explain how simple this is to do.”

Then, do a three-way call and connect them! They

will sign up on that three-way call!

Do it. Teach your team to do it. Today.

If you get just one out of seven to jump on each

Zoom, that’s seven prospects seeing a solid overview
this week. You’ll recruit at least one! That’s more
exposures than most people do in a month!
 Become aBuilder 153

Pick seven people in your phone or Facebook friend

list and GO! Are you game?

Be very sure you get any prospect who gets on the

zoom onto a three-way call with your upline to an-
swer their questions and close them for you! Don’t let
them drift away or try to close them yourself.

The campaign above was very successful. You can

modify it to fit your product, company, system, and upline
presenter’s story for edification. Maybe instead of texting in-
vites to a live webinar, instead you send the prospects who
respond a link to a video. Or maybe you invite them to a
live seminar. Make a campaign that works for you. I suggest
keeping it short, between 2-7 days. If you try to get people
to commit to daily activity for a whole month, they may not
even accept any of the challenge at all. Baby bites. Get them
to do a few days of simple activity, get them some interested
people and even get them a win... and now you’ve bought
yourself 30 days of their attention. Every time they set a re-
sult and a commission check, you buy another 30 days. Your
goal is to keep buying time, until their business has momen-
tum and their override checks begin to hold their attention
without you having to stay on them.

SOCIAL MEDIA
Social media has become a mainstay in our network
marketing world. There are some amazing ways to harness the
power of social media to expand your empire. But there are
also many ways to misuse the tool and inadvertently damage
154 Building an Empire

the progress you were otherwise striving for. Therefore,

your web presence must be thought out and designed with
intention and purpose.
We all get to project online who we are to the outside
world. We can put ourselves in the best possible light, and
present ourselves as we want people to see us. If you think
about what would attract people to a network marketing busi-
ness, that is what they need to see when viewing our online
profile. Remember, people are buying into us before they buy
into the company we are with.
I think about what attracted me to network marketing.
Of course it was the income potential, so I need to project
financial success. Nobody wants to be sponsored by a dud. I
also liked the personal development aspect. So I talk about
the growth and development J have found in this profession,
and the books I have read. This seems to create some connec-
tion with those who might have also read those same books.
The social part of the business was also very appealing to
me. The networkers I had met seemed to be so happy, always
having fun, and had such close relationships. So again, I want
to project this out there so that it will resonate with people.
I want people to say, “Wow, I want to be like him, live like
him, and have what this guy has. I wonder if I can find out
how he does it.” So our profiles are like a billboard to attract
people to us. We are in the people attraction business.
Social media is also a great way to reach outward to
connect with new prospects you want to introduce to your
business. Using Facebook, LinkedIn or other platforms to re-
connect with past classmates or coworkers, — or even estab-
lishing new contacts in your target market — is very effec-
tive. All of us fell out of touch with people we went to school
 Become aBuilder 155

with and no longer have their contact information. But these

days we can do a search for their name on the Internet, and
we can also seek out a mutual connection and find them that
way.
I believe that social media is a means of connection,
not so much for advertising. If you are on Facebook, and
you are constantly posting ads for your product or business,
you might find that you turn off many people who otherwise
might have been great prospects for you. Imagine if you
picked up a magazine and 90 percent of it was ads. I imagine
you would drop it and never buy a future issue. In the same
fashion, nobody wants to see your social media presence as
nothing more than a perpetual “pitch-fest.” People want to
see posts with content that is interesting to them. So I suggest
you post things that you feel represent you and your interests,
and frame them in a way that captures the minds and hearts
of your viewers. It’s all about creating curiosity and starting
conversations. A natural opportunity will present itself later
to share your business or product. So stop advertising and
start connecting. :
When trying to recruit using social media, I find that it
is best to saying nothing about your business, but rather show
the Jifestyle results of the business. For example, I post pic-
tures for vacations I recently took (because of my business
affording me the time freedom and finances to take them).
I choose not to even subtly remark about how my business
made the trips possible. I just post about the trip, and let peo-
ple comment about how lucky I am. Then in private conver-
sation, I ask them if they travel much and where they would
like to go next. If they divulge to me that they can’t afford
such luxury, I can give credit for my trips to the freedom due
156 Building an Empire

to my side business. I will do this in a way where I do not im-

mediately ask them if they are interested in my business for
themselves. As a matter of fact, | make no such approach. I
await their curiosity and questions. If it doesn’t come on this
interaction, it will surely come after the next trip. Or maybe
they will see me post about going on field trips with my son.
Or pictures of getting a new car. Or pictures of spending time
at a charity function. My whole goal is to engage people.
Once they learn more about me and I learn more about them,
the connection will soon foster opportunities for me to broach
the subject about working together in my business.
Social media is also a way to constantly keep your
team in the loop and inspire them with a constant flow of suc-
cess stories to inspire them. For example, on Facebook you
can make congratulatory posts every time someone on the
team achieves a rank advancement, earns a bonus, or hits a
goal. This not only makes the achiever feel great with public
recognition, but it also inspires all onlookers to want to kick
it into gear to achieve more themselves. People will work
for money, but will die for recognition. When they see their
name or picture on the screen from the worldwide web, they
feel empowered. Their self-confidence increases and activity
increase often follows. They will want to earn the next round
of recognition.
If you go trolling the social media websites out there,
be sure that you are not acting like a hunter. Don’t message
someone you see right off the bat with a sales or recruiting
pitch. It is best that you find something you have in common
to engage them in conversation first. Maybe ask them a ques-
tion about their post or some advice from their standpoint
of expertise on a subject. Paying them a compliment about
 Become aBuilder 157

one of their posts that you read will make them feel good,
and thus increases the likelihood of them feeling a connec-
tion with you. Then, after you have developed some level of
rapport, you can lead the conversation to finding out some
reasons why your product or opportunity might benefit them.
But if they sense that your sole purpose from the get-go was
to pitch them, they will run from you. I find that those who
genuinely /ike people, and are really interested in them, do
well in recruiting. But those who are only looking to make a
sale or sign a recruit, and couldn’t care less about the person,
often end up with no recruits and quit the profession.
Be careful not to alienate any viewers by posting mes-
sages that could offend them. It is wise not to mix politics and
religion with your social media identity unless you are OK
with eliminating half of the world audience. And remember,
once you post something online, you cannot get it back. It’s
out there forever if someone wants to grab it and use it, for or
against you. So if you want to be seen by your prospects as
professional and someone who is ideal to do business with,
do you really want to post that picture of you acting fike a
fool at the party last week? You can, and should, show your
fun side, but I suggest that you think three times before post-
ing. Always ask yourself, “Will my post add to, or take away
from, my personal image?”
My final social media tip is this: Do not let yourself
get sucked into your phone or computer screen and think that
you are building an empire. Yes, social media is a great tool.
But it will never replace personal conversations in person or
by phone. That is where true emotions and relationships are
formed and nurtured. The Internet is often a brain- and time-
sucking device. Hours can go by, then days go by, and your
158 Building an Empire

business is not being built. If you are using social media, be

sure you know why you are on. If you are just scanning for
fun and social reasons, fine, but be aware of how much time
you are spending on that. If you say it is for prospecting, then
be intentional and productive. Create at least one new friend-
ship a day. Every month you can add 30 new people to your
friend network, which will soon translate into your downline
network!

MAXIMUM IMPACT THROUGH FACEBOOK

An entire book can be written on just the subject of how
to use Facebook to find prospects, share information, give
presentations, create team culture, and create a community for
your customers. Because people live on their phones and com-
puters these days, it is important to go where the people are.
I will share with you a few of the most current ways that
some of the biggest builders are leveraging Facebook, which
currently happens to be the biggest social media platform be-
ing used in network marketing.
Finding Prospects — There are more than a billion
active people on Facebook. So you will never run out of peo-
ple to contact, you will only run out of courage. As long as
you are willing to reach out to people you don’t know on the
the platform and make new friends, the world is your oyster!
As | already mentioned, just find something in common with
someone who is commenting on a post you are seeing, and
drop them a comment or a private message.
Again, at first you only want to build rapport, you do
not want to “show up and throw up.” Don’t instantly jump
into your pitch the moment you have a first connection. Get
 Become aBuilder 159

to know them and help them get to know you. Stop selling.
Start solving. Your goal is to find out what problems a person
has in their life through organic conversation, then you can
naturally share your solution with them.
You should have a goal to grow your Facebook friend
list by two new friends a day, or whatever number you decide.
But it should be quality over quantity. You want to create
actual friendships with people. Of course these relationships
most likely will not turn into ones where they are coming to
your next birthday party, but you want this to be more than
just a list of strangers you hardly know. Remember, people
do business with people they know, like, and trust. Always
remember, what you post on social media is how you define
yourself and your image to the world. People see what you
post and decide if they would want to get into business with
you. So post wisely. Be authentic, caring, and somewhat
professional. You should ask yourself, “Would I partner with
this person in business?”
Sharing Information — What should you post on
your Facebook page for others to see? There are a few dif-
ferent approaches to this. Some builders choose to keep their
company and product off their page and instead just build in-
trigue and curiosity. They post subtle stories that might create
conversation that leads to someone wanting to know more
about a product. Others show glimpses of their improving
lifestyle that will cause onlookers to ask how they can af-
ford to take those trips or be home during the day with their
children. This is called “lifestyle marketing” and the goal is
to attract attention and get some conversations started. This
is the opposite of just thinking you can use your Facebook
page as an advertising billboard and always just pitch, pitch,
160 Building an Empire

pitch. Constantly posting your product or opportunity pitch

can annoy or turn off many of your followers.
If you do want to post about your product or opportuni-
ty directly on your page, it should be well orchestrated. Your
aim should be value, value, value, value ... and then once in
a while you slip in information about your product of ser-
vice. Think about watching a TV show. If the hour you spent
watching was mostly ads, you’d turn it off. The same goes
here. Give people 90 percent content they enjoy consuming,
and slip in some conversation-starting posts for your business
maybe one out of 10 posts. Even these posts should be subtle.
Maybe once a month you can throw up a blatant pitch for
your product or opportunity. Because you gave so much value
all month long, you have built some social currency that you
can now spend. But then get back to build up more currency.
I do see some business models where they have great
success being really in your face with before-and-after pic-
tures constantly, or live video demos of the product. Some
businesses lend themselves to that approach, and sometimes
a marketer gets so good at being the expert on their product
they build a personal brand around it and that’s what their
social media presence is all about. This becomes their iden-
tity and they attract a ton of followers. This may not work for
everyone, because it does take a certain personality that can
attract a crowd. Sure anyone can learn it, but that’s a whole
other book or course to build yourself a brand.
Doing Presentations — Facebook has become a fan-
tastic way to actually show your presentation. One way to do
this is to schedule a Facebook Live video on your page. You
can proactively invite people to it at the designated time, but
Facebook will also have it pop up in (some of) your friends’
newsfeeds. When doing the presentation, a good practice is
 Harness the Power of The Model 161

to ask for a little engagement during the overview so that

you can go see who commented afterwards. This way you
know who to follow up with. As we’ve already established,
the fortune is in the follow-up!
A more recent feature is the “Watch Party” button
where your team members can share your presentation (or
one an upline leader is doing) on their own Facebook page.
This is great because if you do a Watch Party and share a
Facebook Live presentation your leader is doing on your
own page, when your friends comment or engage on it, you
will be the only one who sees that engagement and your
prospects will not get mixed up amongst other people’s
prospects. You get to have a great presenter basically do a
presentation for you on your page, and you keep all your
friends on your page!
Another very popular method of using Facebook
to get prospects to see a presentation is commonly called
““ATM” which stands for Add, Tag, Message. There is some
genius involved in this method. Here, the team leader cre-
ates a private Facebook group page that only peoplé who
are invited to can see. They will pin a presentation video
at the top of the page. Everyone on the team posts success
stories about the product or opportunity in the group as well.
They will continue to keep adding new content on an ongo-
ing basis. Now, you ADD (invite) a prospect to the group.
Then you TAG them in the comments section of the posted
video presentation by typing their name, which will show
their Facebook profile name is tagged effectively. Lastly,
you private MESSAGE them to let them know you invited
them into a secret Facebook group so they can see a special
project and that you tagged them in a video you want them
to see ASAP.
162 Building an Empire

The genius in showing the presentation to prospects

this way is that after prospects view your info, they often
want to “go do their research.” That usually means Google.
Do you want your prospects to Google your business? You
never know what rabbit hole that will suck them into. But
after they watch this video in the private group, they will
naturally scroll below to read posts and comments from other
people. All of those success stories will give “social proof”
and validate what they just saw in the video!
Building Team Culture — Creating an environment
where your team can all gather for a sense of community
is vital. Having a team group page on Facebook is a great
culture builder. People want to be part of something bigger
than themselves. In this group you will want to post uplift-
ing content and keep it fun and educational. Use it for rec-
ognition. Recognize everything anyone does. It should be a
happy place to come to. If you get your team living inside
this group, it becomes one of your key ways to communicate
to your team. If you want to run a team production contest, or
if the company makes an announcement, your team will look
for those announcements in this group. Spend time develop-
ing a culture where everyone is posting and engaging on this
group page. That’s the magic of inclusion and connection.
Make your page the place to gather around the campfire, the
glue that keeps your team together.
Creating a Customer Community — Some teams
and companies do a great job creating a special group page
for their customers. This is a great way for the company to
educate on the products and best usage practices. Your team
members can also share their stories in here, which will en-
courage product usage. This is a huge factor for driving great
 Harness the Power of The Model 163

retention. Value, value, value. The customers need to be re-

minded of the great product they get from you, but also the
ancillary value they derive from being part of such a caring
and fun community.
This chapter was meant to give you some ideas on
how to lean in on social media to harness its many ways to
enhance your building strategies. If you want a great short
course called Facebook for Network Marketing, you can find
it at fonetworkmarketing.com for only $24 (75% off) with
code: EMPIRE7S.
 I’m reading

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 A
Harness the Power of
The Model

THE MAGIC OF RECRUITING AND EXPONENTIAL GROWTH

As you see
in this chart, we Years Racca Network Marketing
compare what
the next five
years can look
like. At your
JOB, you have
one person mak-
ing you money
in the first year.
But in network
marketing, we expect that you can recruit five people who
will generate override income for you. In the second year,
it’s still just you at the job. But in your network marketing
business those first five recruited five each. So now you have
25 more people on your team, making you money. Taking
this projection out over five years, you will always have just
one person (you) generating your income. But your network
marketing business would have 3,125 people on your team
by then! What if each of them made one sale next month?

165
166 —_Building an Empire

Keep in mind that you will need to recruit more than

five people to find five who will be actively in the game pro-
ducing. And many builders will find far more than five pro-
ducers per year.

THE POWER OF ONE (MORE)

As you~ can
EVERYONE EVERYONE
RECRUITS RECRUITS see, each person on
MONTHS 1/MONTH 2/MONTH $ at
your team recruiting
: 2 just one new person a
2 4 9
: : a month can add up to
4 16 81 4,096 people in one
5 32 243 year! But, if everyone
6 64 729 agreed to recruit just
7 128 2,187 one more each month,
8 256 6,561 you would have over a
4 =h4 a 083 half million people on
10 1,024 59,049
your team ... just by
11 2,048 177,147 ao f ie i
12 4,096 531,441 BO eR ORS ECAR.
recruits a month! That
truly demonstrates the Power of One More recruit.

BUILDING DEPTH FOR STRENGTH AND SYNERGY

There is an age-old debate as to whether you should
build wide or build deep — assuming your comp plan allows
you this choice. There are some plans that are binary mean-
ing you only get two legs. There are some that use a forced
matrix and dictate where people go (i.e., the 3x3 matrix). But
many long-lasting comp plans use some form of a “unilevel”
 Harness the Power of The Model 167

model, which allows you to “go wide.” This means you can
sponsor as many frontline recruits as you wish. The depth of
your comp plan will vary — some paying down only a cer-
tain number of levels (often 6-10), while others to unlimited
levels if using a “differential spread” model. Of course, you
will have to fit the philosophy I am about to explain into your
specific comp plan. If you agree with my philosophy, which
I think you will, then do your best to find a way to employ it
to the best-case scenario in your company.
The key question I always ask is: Would you rather
have 20 people on your frontline earning $500 a month, or
have 4 people on your frontline making $5,000 each? Let’s
even assume that being 20 wide would put a bigger override
per sale into your pocket due to the sales not being buried
deep down in those legs. The problem is that when someone
is only making $500/month, they could quit the business at
any time. So would you rather have 20 spinning plates like
a circus clown trying to keep them all spinning (in the busi-
ness), or have four people who are making their full-time liv-
ing from the business and are locked in and solid? The wider
you go, the more you will have to worry about people not
having enough momentum and support and quitting on you.
So remember what your end game is. | would assume
your aim is to build a business that you can soon put on au-
topilot and have leaders running their own teams — and the
overrides flowing up to you forever! You don’t want to build
yourself a job where you are always stressed out trying to
keep everyone from quitting because they are barely mak-
ing any money. This is why when you build deep under peo-
ple, fear of Joss is employed and it keeps the entire upline
in the game. Who would quit on a business when they see
168 Building an Empire

all kinds of recruiting and selling happening on their team?

In my company, we have the CEO send out an automated
email message notifying everyone in the upline every time a
new recruit joins somewhere in their downline. This serves
as a constant reminder that their business is growing (often
in spite of them). Because people will fear quitting and miss-
ing out on how big their business might keep growing to in
the future, depth is a huge factor in keeping down distributor
attrition.
Digging further into the philosophy of building down/
deep, there are several key benefits. It is often said “‘a recruit
is not a recruit until he/she has recruited someone.” This is
crucial! The business goes from theory to reality when they
recruit someone. This shows them that other people do agree
that this is a great business idea. They see their business start-
ing to grow, going from only them to now two. And their
first recruit needs a recruit for that person to feel this way.
As the upline leader, your number one goal is to see to it that
every recruit gets their first recruit fast (before they begin to
doubt or even quit). It’s all about locking your recruits in, and
building a “leg” through them.
There are two ways you can build a leg down. You
can drive depth in each leg by “taprooting.” This means that
you recruit Mary, and you help Mary recruit her friend John.
Then you work with Mary to help John to recruit Tracy. Then
you work with Tracy to recruit Cindy. Then you work with
Cindy to recruit Chuck. And you will continue doing this un-
til you find someone who truly desires “to be the next you” ...
a leader/builder (see diagram). In this case, Chuck turns out
to be a stud! He catches fire and starts running to learn how
to recruit, build, sell, etc. Chuck is on the prowl to take the
 Harness the Power of The Model 169

baton out of your hands and soon run his team for himself.
That’s what you are always looking for!

BUILDING DEPTH

* *
PEN
So you found a leader. Is that where you stop? No!
A leader is not a solid leader until he has two more leaders
under him. In other words, a leg is not “done” or solid until
there are three leaders in that line/leg. You want to have over-
lapping leadership. Why? Well, what if the leg has just one
leader, and that person gets sick or decides to go do some-
thing else? The team might fall apart. Everything hinges on
leadership. What if some of the people on that team don’t
vibe well with their one upline leader? Or what if the leader is
on an airplane and cannot take an important three-way call?
These are all reasons why having multiple upline leaders is
important.
170 Building an Empire

Think of the root system of a tree. If you follow the

main root from the tree trunk down into the soil, you will
find a main root with many offshoots. The offshoots are ex-
tensions of the root in search of water and nutrients. The
upline leadership (the tree) should always be following this
same path down the taproot and following the offshoots. In
networking, the offshoots are your people’s leads/contacts.
Trees have networks of roots, and network marketers have
networks of distributors. As a leader/builder, your business
needs new people just like a tree needs water from the ground.
Often, a tree’s roots must keep growing deeper and spreading
out wider as it goes to find its sustenance.
Here is a good question that depicts the value of tap-
rooting through your team. Would you rather talk to a new
recruit’s Top 10 sharpest prospects whom they can vouch for
as being ambitious, or talk to 10 complete strangers who you
have no way of knowing if they possess any good qualities?
There is no possible way you will disagree with my view on
this. Of course I would rather my new recruit introduce me to
her Top 10 list! This way I am assured to have quality pros-
pects whom I can approach in a warm market way. Either
she will make an actual introduction (preferable, of course)
or I can call her list and mention her name. It is always your
first choice to have your recruit introduce you physically, or
at least by phone, to her contacts. This is how you not only
get the best recruiting results, but your goal is to TRAIN your
recruit in the process. It’s field training!
But if you have a scenario where the recruit is just not
willing to make the introductions and is letting their list re-
main untouched, call them yourself! Here’s a sample script:
 Harness the Power of The Model 171

“Hello Mike, my name is Brian Carruthers. I was re-

ferred to you by Nancy. Sorry if I caught you off guard. Real
quick, she said you're a successful sharp person and I was
wondering ifyou're open at all to earning a residual income
outside of your current career. If not I will let you go right
now, otherwise, I would love to give you a website that you
can check out and take a look at what we are doing.”
“Well, what are you doing?”
“We're a half-billion-dollar company that’ A+ rated
with the Better Business Bureau [insert and use whatever cred-
ibility points your company has]. Nancy thought this would
be right up your alley since you are an entrepreneur on the
lookout for new trends. You have a pen? Go to
There s a 10-minute video presentation from one of our com-
pany leaders. He’ a million-dollar earner as well. Check it
out and ifyou're open at all I would love to hear back from
you. I'll give you my direct number, its xxx-xxx-xxxx. Thanks,
Mike.”
That’s how you drive down a leg and taproot. We are
networkers ... so network! But just as you drive this attention
down the leg, you also want to bounce off a leader and take it
back up that leg as well. A huge benefit to building depth like
this is what Chuck does to each of his upline. Knowing that
they override this big builder, they will often stay in the game
even if they are not actively working the business themselves.
What I do in this case is call everyone above Chuck and say:

“Hi Bill, it’s Brian with another update on your busi-

ness. You know how you led me to John and he joined? Well,
John led me to Tracy, and Tracy recruited Cindy. I asked Cin-
dy who she knew that was very ambitious, and she introduced
172 Building an Empire

me to Chuck. Bill, let me tell you, Chuck is on fire! He has al-

ready signed up 24 people and is building a huge business. If
you want to capture some serious override money from all of
those sales, we just need to get a few more personal recruits
for you so you will qualify to receive that money. Who else
can you introduce me to right away?”

You burn a house the fastest by lighting a fire in the

basement — burn it from the bottom up. If Bill on your front-
line was the one who caught fire, the only person that would
be motivated and excited by that is you. But if Chuck on the
fifth level down catches fire, all four of the people between
you and Chuck get motivated. The deeper the action, the
more people it will motivate.

RECRUIT TO INVITE VS. INVITE TO RECRUIT

When you have a recruiting event coming up next Sat-
urday, you invite prospects to come out to it. You know if
they show up, they will likely sign up. So if you invite five
in order to get one to show up (since the normal show up
rate is 20 percent of those who commit to come), what is
your best outcome? One guest can get you one recruit. This
is called “inviting to recruit” (meaning you invited prospects
to an event to recruit them). That is good, but not great. How
do big builders operate to get bigger momentum?
“Recruiting to invite” is far more powerful and effec-
tive. Instead of inviting all week long hoping to get people to
show up Saturday and only being able to convert those few
... what if you use your tools (website, sizzle calls, webinar)
or more immediate events (sit-down at Starbucks, weekly
 Harness the Power of The Model 173

briefing, PBR) to recruit them now ahead of time? And now

that they are in the business, they can make their list and in-
vite all of their prospects to that big Saturday event.
So compare the difference: You personally invite to get
one prospect to Saturday’s event, hoping to recruit one. Or,
you invite that person early in the week and help him in-
vite 20-30 people from his fresh, untapped list to attend on
Saturday. And if four to six people show up, your potential
for new recruits that day went from one to six! What I have
learned and practiced is not to put off recruiting by inviting to
an event that is several days or more away, but rather recruit
the prospect immediately so we can hit their lists and bring
a flood of prospects to the big event. Remember, big events
only happen every so often, so we must build into them far
in advance by creating a groundswell of new recruits on the
local team prior to.

RECRUIT TO INVITE

YOU PROSPECT RESULT

PROSPECT i RESULTS
RECON INVITE i a
THEIR i —> kel (FIVE/SIX
CONTACTS oh RECRUITS)

In order words, if you have a weekly briefing, don’t

lose the days in between. If you have a Thursday briefing
174 Building an Empire

and it is Monday, I would not invite people to Thursday. I

would use tools to expose and recruit them on Monday, Tues-
day, and Wednesday with the intent to recruit them and invite
their contacts to Thursday. This way you are not getting pro-
duction only one day a week, but every day.
A final thought relating to this topic is “Recruiting to”
vs. “Recruiting through.”
“Recruiting to” someone means your goal is to get to
that person and recruit him/her. That recruit is your main
goal or target. What I prefer to do is to “recruit through” that
person. I do not get excited about that recruit, but rather all
of the vast resources of prospects they can lead me to. One
person does not move your business results, but a leader you
can sell and recruit large numbers through does. So the only
reason we want to recruit someone is so that we can recruit
everyone on his or her list. They are a doorway to people we
would not have been able to meet. Just like when I do a PBR
in a new recruit’s home, I am not there only to sign up some
new people and make a buck that night. I am there to recruit
through them and book a next round of PBRs in their homes!
Don’t see people just for who they are as individuals,
but rather who they can also lead you to. Every dud knows a
stud. So even if they are not very ambitious, everyone knows
ambitious people. That is why we are “Networkers” ... we
network through people.

URGENCY AND FEAR OF LOSS

The most common reason most people do not succeed
in building a large team or business is their lack of urgency.
When you show the prospect that you have no urgency, they
 Harness the Power of The Model 175

will have none either. First off, if you do not convey that
there is something big going on with the growth of your com-
pany, you will not even attract your prospect’s interest in the
first place. So the first key is piquing their interest to look at
a business that is on the front end of a trend. Let’s assume
you got their attention and they have seen your presentation
... nOW how do you get them to sign up on the spot? This is
important because every day that ticks by after the presenta-
tion and they have not joined, the odds of them doing so drop
by around 10 percent per day. With dedicated follow-up for
months and years, there is still a chance — but why create
that scenario of cat and mouse when you can close them on
the spot using urgency and fear of loss?

DANGLE THE CARROT

One way you can create urgency is to use something
that is about to take place with the company as something
they will not want to miss out on. This might be a new prod-
uct launch, a new country opening, a new promotion, etc.
But without such a stimulant, you can create your own sense
of urgency by “dangling the carrot” in front of their face.
You do this by letting your prospect know that you have sev-
eral others you are meeting with over the next few days who
will be joining the business ... and if your prospect acts now
and submits their application to join, you will put those next
recruits under them. By getting those recruits placed under
them, you explain how this would potentially create passive,
override income in their pocket from people you are giving
to them based on them joining first. People are motivated by
the potential for gain, and even more so by the fear of loss of
possible profits they would miss out on forever.
176 Building an Empire

Here’s how I do this:

“Jim, now you obviously see the value in our product
and a huge opportunity in the business for yourself. On that
alone, I bet you are ready to get started and begin building
your business. But here’s an even bigger kicker. I have sever-
al people I am talking with this week who are very interested
in the business as well, and I expect to also bring them on
board. Here’s what is going to happen: By you getting your
application submitted right now, before those people do, they
are going to be placed onto your team. You beat them to the
punch, and now you are able to earn override income on the
business they bring to the company forever! In essence, I am
already helping you get into profit mode that fast! So let’s get
your application done, and toast to what we are going to do
together to both create an incredible income.”
Your posture and confidence are everything. If you act
like you are questioning whether they will join, they will pick
up on that. Close with confidence. Of course they are joining!
Who would choose to miss out on this?

SHOPPING THE APP

Another way to create urgency to close prospects is to
use a recruit’s application already in hand. Once you sign up
that new recruit, before you put them into The System, lever-
age it! Call every prospect on your list and say this:
“Hey Beth, the business we talked about and you have
been thinking of joining ... well, I’ve got a big gift for you!
I just signed up a really sharp person, James, and he is super
excited about all the people he is making appointments to
go meet with and sell to. I am getting ready to put James’
 Harness the Power of The Model 177

application into the system, but I wanted to let you get in

before him and I will place him under you on your team! This
would mean I would let you earn override income on all the
business he is going to bring in — forever! I figured you could
use a break of good luck and I want to make your day. Are
you by your computer so you can fill out your application, so
I can put James under you today?”
The great thing about “shopping James’ app” is that
you now got Beth’s app. So
now you have two apps to
shop around to entice more
and more prospects to finally
get off the fence and join. I
have done this often, and one
time I recruited nine people in
one day — all stemming from
one recruit’s app and shopping
it over and over! I used James
to get Beth. Then I used James
and Beth to recruit Susan.
Then I use all three to recruit
Mark. And then I use all four
to get Kevin, and so on. Then
I put them straight down in a
line, one under the other.
So in effect, recruiting
James really helped me close
several prospects! Again,
people don’t want to miss out
on overrides from a team you can help them build — and
that you are building anyway. Be sure to get really good at
178 Building an Empire

painting the picture and vision for what their team is going to
look like a year from now, and how the income will flow. Get
their head into the game, and their application will quickly
follow.

GET IN VS. LET IN

Success in recruiting is a mindset and a philosophy.
Many people are out there prospecting every day trying to get
people into their business. This projects an air of need. On the
other hand, I prospect people to see if I will /et them into my
business. This projects a posture of strength and confidence.
The difference is akin to hunting versus fishing. A hunt-
er stalks his prey. He goes after his target. You know a hunter
recruiter because they often say, “I got one!” Nobody likes to
be “gotten.” A fisherman does not go after fish. Rather, he se-
lects what he feels is the bait/lure the fish might like ... then
throws the bait out there and reels it in slowly attempting to
attract the fish. Once a fish bites, he tries to hook the fish and
gingerly draws it in without allowing the fish to jump off.
Sometimes the drag is loosened so that if the fish swims away
with the line, the tension will not be so much that it snaps the
line. A good fisherman knows how to play with the fish while
patiently reeling it in.
Do you notice a vast difference? Hunters may some-
times recruit someone, but that likely amounted to a hard sell.
This does not duplicate very well. The fisherman just tosses
the opportunity (lure/tool) out there, and waits for the fish to
bite. If the fish are hungry, they will bite. I personally believe
I have been a big recruiter because I Jove to fish. I love trying
to figure out the right lure, the right way to retrieve my cast,
 Harness the Power of The Model 179

the right tides to fish, and the best place to go. It’s a game, a
challenge. I do not get bummed out or discouraged if I cast
my lure 30 times with no bites. I might go the whole day
without a catch. That’s OK. I enjoyed it, because it’s what
I love to do. That’s how I feel about my network marketing
business. It’s a business and a hobby all rolled into one. Some
people have work, and then they have a hobby they pursue in
any free time they can find. I get to do both at the same time,
all the time! And by the way, I like to have many lines in the
water all at once.
A key difference between hunters and fishers of re-
cruits is posture. Hunters convey a need to get that person
into their business. The posture of fishers is more like they
might let you into their business — if you are lucky. They
are nonchalant and cool. They are patient and deliberate. So
don’t chase people like a hunter, but rather share your op-
portunity and offer your prospects a chance to interview for
a spot on your team.

MASSIVE COMMUNICATION = MASSIVE INCOME

In 1998, my mentor said to me, “The size of your
phone bill will determine the size of your check.” So I de-
cided that I would use my phone all day and night and run up
my bill! I was hungry and ambitious, and I took him at his
word. He was a millionaire in this industry, and I believed
he was right. So I learned through my own experience that
“Massive Communication = Massive Income.” We are in the
people business or the people-moving business. Thus, we are
in the communication business. In order to move people to
action, we must communicate with them. If I want to recruit
180 Building an Empire

people, I need to communicate my business opportunity to

my prospects. If Iwant my downline to get their prospects on
a conference call or to an event, I must promote this by com-
municating it to them. Remember this — we are networkers.
We get paid to connect and communicate on a personal lev-
el. That is why the companies we are distributors for pay us
so much money. A company cannot reach and connect with
people on a personal level. It just isn’t possible. That is the
value we bring, and that we must bring, if we expect to earn
income.
In recent years, so many networkers have been fooled
into thinking/hoping that sending emails, texts, or social me-
dia messages would create the connection with people. While
I admit that these can serve a purpose, they will never replace
the need for human interaction. Did you miss it? The word I
just used was interaction. This means you are not just send-
ing out your ideas, thoughts, or wishes. Rather, you are con-
veying these in an interactive, engaging way. Massive Com-
munication could be mistaken for one-way communication
from you outward. So instead, I change my premise to the
need for “Massive Connection.” We must connect with peo-
ple. Connect our prospects’ need with their solution, which
is our product or opportunity. Connect our team members’
goals with the proven activity we want them to engage in to
succeed. And connect with each member of our teams, show-
ing we really care about their success.
So how do I spend my time? I spend 25 percent of my
day in each of the four areas demonstrated in the lola
illustration:
 Harness the Power of The Model 181

29% 23%
Contacting my own | Following up on my
new prospects to | own existing prospects
recruit | on my list

Doing three-way Calling my team to

calls/third-party promote something and
closes for my team inspire action

23% 29%

This brings us back to JPA (Income Producing Activity).

If you are not talking to a prospect (yours or your team’s) to
bring them to a decision, you are not making money. So 75
percent of my time is devoted to this, always. Even now, after
earning more than $15 Million (and counting), I still honor
this strategy. Why? Because what got me here will keep taking
me up the elevator shaft. Twenty-five percent of my time is fo-
cused on leadership/management-type activity. I see so many
networkers slow down on their prospecting and follow-ups,
and focus more on motivating their team. They go from lead-
ing by example to telling people what to do. I prefer to show
them what I do, and ask them if they can follow my lead. It has
not failed me yet ... but maybe that is because I am not lazy,
and I care about my team members achieving their goals.

WELCOME CALLS
Immediately when you recruit a new person onto your
team, you must get them on “Welcome Calls” with at least two
182 Building an Empire

or three of your upline. By introducing this new, often skepti-

cal, person to people who are already successful in the busi-
ness, you make the business more real to them. This reaffirms
their good decision to join the company and increases their
belief in the opportunity. The last thing you want your recruit
to do is have their only association with the company be you.
Forbid the idea that they do not’ see you as someone they
aspire to be like. You want them to meet people they will be
inspired by, and trust that their future is in the hands of good
mentors. This will also make them feel like they are part of
a team. Remember that people will be less likely to quit on a
team than they will on themselves.
Here are the six items for the upline to address on this
Welcome Call (5-7 minutes maximum):

1. Tell your story

2. Ask for their why

3. Paint the vision of the company, then for the re-

cruit’s future

4. Explain and book their PBR and PCC/PZC, tell a

PBR or Zoom webinar success story

5. Encourage Game Plan Interview with sponsor or

veteran upline

6. Promote training class and weekly briefing

7. Edify their sponsor, and the two full-time upline

leaders they will be working with.
 Harness the Power of The Model 183

AM |A GREAT SPONSOR?
One of the common reasons I hear from people who
quit their network marketing business is because they did not
have a “good sponsor.” So what does it mean to be a good
sponsor? I believe it has much to do with being a great ex-
ample of work ethic, discipline, integrity, belief, reliability,
and vision. People want to follow someone who is a vision-
ary — a leader who sees great things ahead and can lead the
way to building something grand. A great sponsor believes in
the vision, in himself, and in his people.
You will quickly kill off any team you build if they
sense that your mission 1s to recruit some people and then sit
back and wait for them to start making you money. Nobody
wants to make money for his or her upline. Rather, they want
their upline to earn the overrides that will be generated. Your
team expects that you will work hard to help them succeed,
and in return the comp plan will automatically reward you
for doing the work. So a good sponsor puts the needs of his/
her people first, helps them make money first, and possesses
a strong work ethic. He leads by positive example doing the
activity that he wants his team to emulate. That is one of the
main reasons why I built one of the largest teams in the entire
industry in the decade 2000-2010 (more than 300,000 reps). I
never let anyone feel like they were out-working me. I heard
sO many compliments over the years that they admired how
hard I worked in such a focused way. Folks, that’s what it
takes! Consistent work ethic. Period.
Working is key, but so is doing it with belief, passion,
and energy. A great sponsor inspires others to believe in their
dreams and to go for it. You constantly have to be “on,” mean-
184 Building an Empire

ing your music must be positive and uplifting. Never speak

negatively or disbelieving to your downline — ever! Nega-
tive always goes upline; positive always goes everywhere
(your upline needs to hear positive from you, too).
Discipline is something that people notice. They know
whether you are making your calls, showing up to events, lis-
tening to team calls, reading good books, and staying in Phase
One (personally prospecting). They also can see whether you
are a disciplined leader they wish to follow by your health,
fitness, diet, and finances. People will only want to follow
someone they see as a good role model in all areas of life. So
the more well-rounded your disciplines are, the better.
Integrity is a big one. Do what you say you are going to
do. If you promise to give someone some tools, do it. If you
say you will give them a recruit, do it. Do what is right and
ethical. Never steal anything from anyone. Don’t lie about
your income. Do not have affairs with anyone in your busi-
ness. Integrity is doing whats right when nobody is looking.
Just remember, time will expose or promote everyone. Let
your actions over time promote you as a truly amazing ex-
ample of leadership and goodness.
Are you reliable? Have you ever promised a recruit
you would do a call for them, but then you were not available
when promised? Or a PBR? Did you tell a recruit you would
make some calls to their list, but never got around to it? Have
you offered up an incentive, but never honored it? When your
recruits or team feel that they cannot count on you, then you
are toast. They will never truly follow you, and will soon
leave you. Be a man or woman of your word. Be accessible
as much as you can be. Be a servant leader by putting their
interests first. Trust me, your massive following of supporters
will boost you up in glory in the end if you do.
 Harness the Power of The Model 185

THE POWER OF A MENTOR

Not long ago, I spoke at a GoPro event with the likes of
Lou Holtz, Harvey Mackay, Eric Thomas, Grant Cardone and
other top mentors/speakers. The host, Eric Worre, reminded
the crowd that the most valuable thing you can find in life is
a mentor. I can tell you this is absolute truth.
Grant Cardone made a statement that was quite pro-
found. He said he hears speakers always saying that you
should keep failing your way forward, and to fail faster.
The premise is you learn from your mistakes and get bet-
ter. But Grant said he would rather learn from other people’s
mistakes so he doesn’t have to make those same mistakes
himself! Avoid making mistakes altogether. That’s genius!
Sure, you cannot avoid failing, and, yes, you should learn
from each failure. But a mentor who has already been down
the path you’re on, and has hit obstacles and found his way
around them, can help you avoid those pitfalls and speed up
your navigation of your success curve.
So what is a “Mentor?” I feel this term is thrown 4round
loosely and is a label for pretty much anyone who people are
asking for help. Here is my definition: A real mentor is some-
one who has achieved greatness in that which you are pursu-
ing, whom you can learn from and get assistance towards
your ultimate success. The ultimate mentor is willing to take
their valuable time to teach you and help you do what they’ve
done. But sometimes you aren’t so lucky as to have one per-
sonally available to you, so you have to read their books or
attend their classes.
A mentor expands your belief and vision. They help
you to adopt their philosophies, mindset, attitude, and skills
186 Building an Empire

that helped them achieve great results. Mentors can teach you
the highest and best use of your time, helping you to get the
most from your efforts, as well as avoid their mistakes, sav-
ing you time, money, and frustration.
A mentor is different than a workout or accountability
partner. In the latter, you are peers on the same come-up jour-
ney. You are learning together, growing together, and doing
the business together. You can hold each other accountable
which is extremely helpful so that you keep each other on
track. But a mentor does not need you to hold him account-
able or to help him. Rather, you need him. You are his stu-
dent. You may be paying him handsomely to get some of his
time to guide you, or maybe he is compensated in some other
way (perhaps he is in your network marketing upline and the
company pays him an override on your team’s sales.)
A mentor needs to be someone you have big respect
for. You must cherish the attention he gives you, and you
must constantly show appreciation for his time and help. In
order for him to be your mentor, you must show up on the
“x” and be coachable. A mentor must have a “mentee”. Ask
yourself if you ever thought you had someone mentoring you
where maybe you didn’t show up consistently with a coach-
able attitude. If this is the case, you never had a mentoring
relationship. It does not work if you don’t show up and do
your part.
Your mentor may give you advice and expect that you
will act upon it. If not, why will he bother wasting his breath
on you any longer? Have you ever heard of “Question it vs.
question me”’? It is acceptable to ask questions to understand.
When your mentor gives you advice, you should want to
learn why he feels that is the best action to take.
 Harness the Power of The Model 187

Learning how to think and why your mentor is advis-

ing you a certain way on a subject is important ... just as long
as you are questioning the advice and not the person. If you
question the mentor’s knowledge or credibility, this means
you don’t respect and trust their opinion, so they cannot ful-
fill the role as your mentor and there really is no mentorship
happening. Your mentor needs to know that you truly value
their expertise, and will take action on it. Otherwise, your
mentor will vanish from you like the wind, and rightfully so.
And you may never again find someone willing to pour into
you and help you win.

LONG DISTANCE SPONSORING

I have had quite a few prospects tell me that they were
interested in my business, but wanted to find themselves
someone to sponsor them in their local marketplace instead.
They insisted they would need in-person training and hand
holding in order to succeed. So I had to share with them what
my upline taught me. 4
My active upline, who became my main mentor in
my beginning years, was in Texas, while | lived and built
in Maryland. I told him I wished he lived in Maryland so he
could help me more. He said to me, “No, you don’t want that.
If my presence with you is required to succeed, that would
mean you will never be able to sponsor someone out-of-state
and help them to succeed. Do you want your team to only be
limited to your particular state, or to span all across the con-
tinent? Because if a local mentor was a requirement to suc-
ceed, you could never accomplish your goal. A local sponsor
can only teach you how to build /ocally. I can teach you to
188 Building an Empire

succeed all the way from here in Texas, thereby showing you
exactly how to duplicate that with all of the countless people
you wish to sponsor and train all over the country.”
Wow, this was an awakening! I have shared this prem-
ise with every long distance prospect, and it is rare that this
message doesn’t fix their thinking. Having a long distance
mentor also gave me the space and breathing room to become
a strong independent leader. Of course, I never broke away
from my upline. We stayed interconnected. But I became a
market leader. Sometimes having a great upline, especially
locally, causes most people to never need to become great
leaders ... so they often don’t.
When long distance sponsoring, not much changes,
really. You still promote and plug people into The System.
The only thing that you cannot do is be there physically for
PBRs, but you can call into them via speaker phone to close
them out after the video. And you can’t be there at briefings
to circle up. But you will teach your upcoming leaders to step
up and be the leader to take that role. For everything else, you
are a phone call away just like you would be if you were only
10 miles down the road. Don’t let long distance building be
scary to you. With phones and technology today, the world
is basically now your back yard. You can support your team
and build community by leveraging The System. Whatever
you expect happens. So expect to build across the map very
quickly.

GRAB THEIR TOP TEN

From the moment you recruit someone, the race is on.
Those first seven days are critical! You are trying to get them
 Harness the Power of The Model 189

a sale or a recruit before they quit. Every day that ticks by

without some success, their fire is dying down. The excite-
ment they first had when they joined, and the feeling that
they will go sign up the world, is declining. They are talking
to people who are not interested. Self-doubt starts kicking in.
They are wondering if they made a good decision, or if they
even want to invest any more time into this pursuit.
So the race is on for you to help them work their con-
tact list. They need to have their decision to get started re-
inforced by someone they know buying the product or be-
coming a part of their team. Of course, getting a recruit goes
miles further in reinforcing their business decision, but any
win will do. Remember that they don’t know what to say
when they are calling their prospects. They are worried about
this. They may work through the fear and make some calls,
but surely we cannot expect that those first calls will be bril-
liant. We want them to persevere making these calls anyway.
If they are going to learn to swim, they’ve got to get into the
pool and start flapping around.
As the great upline networker you are (or are becom-
ing), you will not allow your success and theirs to be left in
their hands alone. You are going to get a copy of their list and
discuss who the top 10 sharpest, most ambitious contacts are
on it. Then you will leverage your mutual connection and
make these calls yourself. Your goal may be to sell the prod-
uct, or to recruit them. Either way, the new recruit will let you
call these 10 while they cut their teeth on the others on their
list.
One thing that does help is having the recruit send a
short text or email to these top 10 to warm it up for you first.
So the day you are going to start calling, have them send a
message something like:
190 Building an Empire

“Hi John, a gentleman named is going to

call you today about something very important and private.
Be sure to take his call for a few minutes. We'll talk later.”
Now their prospects will be looking out for and will-
ing to take your call.
This is not the only time you will hear the topic in this
book, and for good reason. To build your downline, all you
need to do is help your people recruit their contacts. Let them
approach some, and you approach the cream of their crop. As
you taproot down, doing this for each recruit who joins, you
will watch your team grow level by level.
If you help each recruit get their first recruit within
their first week, in one year you are 52 levels deep! And that’s
just what you did ... not including what their other legs will
contribute! But if you don’t help them recruit someone in
their first week, you will likely have lost them and will have
to keep recruiting their replacements Speed and urgency are
everything! Get focused on every recruit whozoins your team
immediately (even those brought in way below you by oth-
ers). Reach down, grab them, and run!
 3
Motivate Your Empire

LEADERSHIP VS. MANAGEMENT

Years ago, all the talk was about how great manage-
ment was the key to a company’s success. These days the
paradigm has shifted, and we see /eadership as paramount to
success. There is a huge difference between the two ... and
when you get it, you will get why some people make it big in
network marketing and others do not.
Managers see it as their task to get others to do what
the company wants them to do. Leaders get the people to
want to do (themselves) whatever the company is warrting.
Can you clearly see the difference? If you work for a
company and your manager wants you to go sell 10 units this
month, that manager is going to “manage” you by convincing
you why this goal must be met. Managers use tactics based
on the “carrot or the stick.” Sell 10 units or else you will not
keep your job. So fear of losing your job is used to manipu-
late you into motivation. Or they might dangle a promotion
in your face to get you to work harder. Management tactics
do not work very well. Yet even if they achieve the intended
result, the employee is not connected emotionally with the
process and, therefore, the motivation cannot be lasting.

19!
192 Building an Empire

A leader, on the other hand, takes a completely differ-

ent approach. Leaders “lead” people. They share a vision that
embodies both the company and the person — together. They
paint a picture that depicts the company winning only by the
individual person winning as well. Leaders get “buy in” from
the individual by tuning him/her into their own favorite radio
station — WIIFM — What's In It-For Me. A good leader can
get people to want to hit their goals for their own reasons, not
for the leader or for the company. Of course the goals ought
to be congruent for all involved. But when you motivate a
person by that which motivates him, you essentially connect
the person’s own desires to that of the company. Thus, he
takes ownership of the task at hand, and will be far more self-
motivated and need less prodding to do the job well.
Do you see how this applies to building a network mar-
keting organization? If you try to manage your team, they
will see that you are only looking out for your goals ... what
you want them to do, and how much money you want them to
make you. I often see most networkers fall into management
mode. They stop doing the recruiting and selling themselves,
and turn to trying to be a dictator over their team by telling
everyone what they ought to be doing. The team soon turns
on this upline “manager,” but usually not in a mutiny. What
generally happens is they just fade away and drop out of the
business. They did not join this industry to have a boss, and
they certainly won’t be inspired by one to stick around or
produce.
Leaders in our industry are those who actually care
about the dreams and desires of their team. Leaders guide,
they don’t dictate. They try to help their team members see
the reasons to want to do certain activities; they don’t expect
 Motivate Your Empire 193

them to do them. Leaders are good at selling their team on

the vision of the company, the team, and the person. Leaders
elicit others to rise up and perform at their optimal potential.
How do leaders do this? They get into the head of each per-
son, figure out what makes that person tick, and then align
their rudder to guide the ship in the same direction as the
team and the overall goals. That creates congruence between
the team and all team members.
A good leader knows the why (reason the person is
building this business) of each and every person he or she is
leading. You must focus on building people instead of get-
ting sales. A leader wants to create other leaders. Your goal
should be to duplicate yourself. And the ultimate success is
to have many people under you who out-earn you, and get
more recognition than you. That is when you know you have
succeeded here.
Here is a list of what leaders must do. Leaders must:

¢ Solve problems

¢ Turn challenges into positives

* Keep downline on track and plugged into The

System

¢ Promote calls, events, promotions

¢ Run contests for the team

¢ Help people set goals

¢ Inspire/motivate using stories

194 Building an Empire

¢ Teach how to’s

¢ Read personal development books and promote

the same

¢ Bea good financial example by being smart with

their money

¢ Build team culture

¢ Never fracture from the upline or system

¢ Always edify — thus will get edified

¢ Allow themselves to be led — even Michael Jor-

dan had a coach

¢ Be responsible

¢ Be accessible

¢ Be reliable

¢ Be empowering

¢ Be caring

¢ Track their business — know their numbers

* Help track downline’s business/goals

¢ Not want to remain a follower

¢ Be in pursuit of mastery
 Motivate Your Empire 195

* Become a better speaker — calls, PBRs, PCC/

PZCs, briefings, trainings

* Recognize others for accomplishments

* Give away credit, accept blame

* Not get content/complacent

¢ Raise the lid for their team

¢ Sit in the front row at events, not stand in the back

being cool

* Help make things happen

* Communicate massively

* Connect massively

Remember that life is going to tear your peoples fo-

cus away from their business. Life happens, and we can’t
stop that. But as a leader you must know this, and constantly
“distract your team from their distractions.” In other words,
if someone is going through a divorce, a leader will help him
or her to focus on the positives of their business instead of
dwelling on the loss in their life. Think of all the distractions
people have — football, TV shows, kids’ activities, illness,
relationship troubles, family commitments, vacations, bad
weather, lack of money, jobs, car issues, etc. We cannot stop
these things from being true. But we can keep bringing their
attention back onto their network marketing business. By fo-
cusing them on doing the activities required to win here, they
196 Building an Empire

will eventually succeed. And as you can imagine, success

brings a certain ease. More money and more time freedom
will make some problems go away, and make others easier
to handle. And living life with more passion will stem from
them existing in this personal development environment we
are entrenched in.

HOW TO PAINT THE VISION

“Where there is no vision, the people perish.” We’ve
all heard this, but most do not understand how to live by it.
Few people in the world have ever sat down for even an hour
to design their life. They have no connection to a vision that
drives them. They do not wake up with a sense of purpose
each morning, raring to go conquer the world and summit the
mountain. Monotony and a feeling of being unfulfilled often
strain their lives. This is because they lack a vision. Creating
a vision should be taught in school, but it is not. Parents with
no vision certainly cannot teach it to their children. Helen
Keller was asked decades ago what could be worse than be-
ing blind. Her response was, “The only thing worse than be-
ing blind is having sight but no vision.”
First, you must have a personal vision before you can
paint one for your team members. So let me paint the vision
of your future for you (and you copy this with your team).

Let’s look out several years from now.

Your life took an amazing turn for the

best when you started your new network mar-
keting business. That decision coupled with
 Motivate Your Empire 197

solid work ethic put you in this place you are

now. Monetarily, you have more than you can
spend. Just the interest and dividends coming
passively from your investments are more than
you ever made working full-time in your past.
Your income flows from the efforts of others
now, and from a huge customer base that you
built up over the years. You never look at the
price when reading the menus while dining
out. You take an exotic vacation every three
months to some place new and exciting. You
walk new beaches around the world on week-
days when others are stuck in office buildings
back home.
Speaking of your home — you have
three of them, each in different locales and
decked with lavish décor that you spent time
laboring over with care. Your family enjoys
time in the different homes, and each feels so
very homey. You have true time freedom, and *
you set your own schedule to satisfy your ey-
ery whim. You take missions trips. You give
of your time to charitable causes that make
your heart beat and bring tears to your eyes.
You give to your church more money than you
ever made in a year from your job.
You have put in place a legacy that will
survive you, that will be enjoyed and empower
many generations after you. The respect and
admiration you receive from your family and
friends make you feel so proud, yet humble.
198 Building an Empire

All of the worldly things have had an inverse

effect on you. The trappings of your success
were pride invoking along the way, but now
that you are on the other side of money and
success ... you give the credit upward and un-
derstand to Whom you belong.

How is that for a vision of your future? Does it excite

you to know this is waiting for you? Do you think this would
inspire a maniac work ethic in those for;whom you paint such
a picture of their future? The biggest leaders in our industry
have become very good at painting pictures of a future vision
for others. Get good at this. Once you have the vision painted
in your head, make it visual too. Create a “Dream Board” or
a “Vision Board.” I took a 2 4% x 3 '4-foot board and glued
pictures of my future on it when I began my network market-
ing journey in this company. I had pictures of a happy family
with kids on a beach, a beautiful home, beach front property
in Turks and Caicos, exotic sports cars, a yacht, a speaker on
a big stage, etc.
What’s amazing is that I now have just about every-
thing on that board except for a yacht. What is interesting is
that my new dream board now has things like the Sunshine
Kids charity for kids with cancer, friends, family, and the goal
of helping 100 more people on my team to reach the Million-
aire Club. It does show evidence that once you get to where
you want to go, your priorities can change and other things
become bigger drivers for you. It’s OK if your goals right
now are all about you. If you are honest about what drives
you, let it drive you. Later on you can add to your vision and
include things that may not be directed towards yourself.
 Motivate Your Empire 199

I do believe that trying to help others and putting ev-

eryone else first keeps most people from ever getting them-
selves into a position to truly have a more magnificent impact.
For example, I felt that if I gave less of my time and money
earlier on in life, and focused my attention on achievement,
this would allow me far greater resources to have more im-
pact in the future. In my mind, I feel this is absolutely what
has happened. I would rather put off giving $1,000 to charity
when it was hard to afford and invest it, so that later I could
give $100,000. Instead of spending five hours a week of my
time with one charity, what if I use that time to create a mas-
sive team of thousands of people who can now afford to each
spend five hours of their week doing so? So my five hours
being diverted ends up resulting in 5,000 hours of time spent
blessing others. We can delay personal gratification, as well
as selflessness. I am not here to dictate what you do with your
success. My aim in this book is to get you to the top of the
mountain, and holding onto hope that you remain grounded
and give back along the way. The world needs more empow-
ered, good leaders who care about others around them.+

PRAISE PROGRESS
Recognition — babies cry for it, and men die for it. Of
course, most people start a business like this to pursue mak-
ing money from it. But in any network marketing business,
the income they make early on will not be enough. There will
always be times when every distributor feels they need to
make more, faster. They may often get frustrated that success
isn’t coming fast enough. So how do you keep them excited
about their business when their income is not pouring in yet?
200 Building an Empire

The key is they have to feel that they are progressing towards
their goals. If they feel like their business is moving forward
and growing, they will stay after it. If they feel like they are
stuck, they may give up. But this business is more than just
about the money. It is about success, winning, and apprecia-
tion. It is about feeling a sense of contribution, and being part
of a team.
People will do more of what they get recognized for.
So if you want your distributors to make more sales, applaud
them when they make one. Make a big’deal about it. After all,
it may have been quite hard for them to finally sign up that
recruit or make that elusive sale. That one victory may not
have netted them much money in and of itself... but it is still
a victory. When they get a phone call to congratulate them,
or they hear their name mentioned on a conference call or at
a meeting, they will glow on the inside. It’! put a bounce in
their step. They will feel successful. And because they love
feeling this way, they will want to do it over and over so that
they can be made to feel this way again. And off they will go
to get another sale! And this time, they will want to top the
last victory by making two sales to receive another accolade.
And once they achieve this next win and receive the adora-
tion and spotlight, they will speed off to get three or four
more to redeem this for even more applause. I am telling you
that if you praise every small win, you will inspire your team
members to keep winning.
Not only do you want to praise the success, you also
want to praise progress. Maybe you have a new recruit who
holds a PBR in their home in their first week, but no prospects
show up. Praise them for doing the activity and trying! They
cannot control the results, but they did their best and should
 Motivate Your Empire 201

feel great about it. If you show them your respect for their ef-
fort, they will be encouraged enough to stay in the game and
give it another shot. As long as your downline members stay
in the game, you will have chances to help them learn and
improve. People will stay if they feel good and appreciated,
even if they are not making the money they desire yet.

Ways to recognize your team members:

¢ Send out team emails and include shout outs

¢ Mention in team newsletters

¢ Show their name on team website and via social

media

¢ Spotlight them on team training calls

¢ Send them gifts (personal development book with

personal note inside) "

¢ Give them dinner for two, or movie tickets

* Invite them onto stage at events to tell their story

Reward them by giving them a recruit

CONTESTS TO CREATE ACTIVITY

Over the years, I have always tried to be creative and
come up with contests or promotions that would drive be-
havior. People like to be challenged, and the ambitious ones
202 Building an Empire

will rise to the occasion. I try to think of ideas that everyone

can participate in. I base some of them on activity alone, and
some are based on results.

Activity-Based Contests:

¢ Get “100 No’s” in a month Challenge (get pros-

pects to listen to a sizzle call) — We give everyone
a sheet with 100 No’s on the page, and five Yeses.
Each person is to make exposures and mark off
the responses they get, seeing if they can get five
people to say Yes to look at the business before
100 people say No.

¢ PBR Contest — who can have the biggest guest at-

tendance at their in-home PBR presentation?

¢ PCC/PZC Contest — who can get the most pros-

pects on their Private Conference Call?

¢ Briefing Contest — who can get the most guests to

show up to the weekly business briefing?

Results-Based Contests:

¢ Top Recruiter of the Month/Top 20 Recruiters

¢ Top Sales Producer

¢ Upline who helps the most Rank Advancements in

their downline for the month
 Motivate Your Empire 203

The company comp plan should already have plenty of

financial reward for the results. So as an upline leader, when
you can reward activity and give recognition for every little
or big victory — you will lead an army of people to success.

INCLUSION/EXCLUSION
One of the greatest motivators for us all is our deep de-
sire to be included. As a kid, how did you feel about getting
picked for a sports team? Or being invited, or not invited,
to a birthday party? Everyone wants to be a part of the “in
crowd,” and we all want to feel important.
What my upline and mentors did to me early on is made
me want to earn their respect and my chances to join their in-
ner circle. I wanted to be on the inside. Because I understood
that our associations work hard on us, I wanted to associate
with the winners. If there was a contest to win a spot at a
leaders’ dinner, I won it. If there was a special trip with the
top producers, I won it. Being included meant the world to
me. And believe it or not, it means that much to most people.
As a leader of your team, your job is to come up with
ways to create this environment. Think up activities that only
the producers and team builders can participate in. Make it
exciting, and encourage everyone to strongly desire his or
her way in. Special dinners, weekend trips, special seating at
events, reserved parking, special name badges, special recog-
nition page on the team website ... and be sure to use social
media and communication avenues to publicize it often.
Your goal is to make this something for people to strive
for, and have pride in being included. Just keep in mind you
do not want to go too far, to the point that you make everyone
204 Building an Empire

else feel like they are not valued or worthy just because they
haven’t earned the inclusion — yet. The fact is, by them just
being on the team and in the business is its own inclusion
factor. The masses out there have not even been let into the
arena yet.

CREATE TEAM CULTURE

You have heard that “Teamwork Makes the Dream
Work.” This is repeated often becauseit carries much truth.
The whole reason you are in network marketing is because
you don’t want to be a salesperson constantly doing all of the
selling. That would be yet another job. Your end game here
is to have a large team of people each making a few sales a
month/week, which will generate passive cash flow into your
bank account — without you having to do the selling. This
“team” thing goes well beyond who is making the sales. At
first glance, most everyone sees this and wants a team to go
sell and make them money. But it isn’t that easy. It takes a
good recruiter to bring people into the business. But it takes
a great leader to assemble these people into working together
as a team. They can sell by themselves, but that might get old
and they might quit. Teams keep people engaged and in the
game.
I have watched many people go out and recruit a whole
ton of individuals into their downline. But they remained in-
dividuals, each independently attempting to build their own
businesses. Think about that. Yes, as a networker you are in
business for yourself, but should not be by yourself. It gets
very lonely if you are not on a team. Who will you share your
victories with? Who will lift you up when you feel down and
 Motivate Your Empire 205

maybe keep you from giving up? I would venture to say that
90 percent of people who quit their network marketing busi-
ness do so because they felt they did not have the support
they needed to learn how to succeed. I know this because I
have heard it thousands of times from those who have quit.
We say that people should not blame their sponsor for their
lack of success. But in reality, unless someone upline pulls
people together and creates a winning team environment,
people will always come in and quit rather quickly. The re-
cruits are buying not only into a company and business, but
they also need to be part of a team and family that cares about
them personally.
People want to be part of something bigger than them-
selves. People will often work harder to help the team achieve
its goal than they will for their own goals. This assumes the
team makes them feel important as an integral part, and that
it cares about them. I have seen distributors who did nothing
all month long to build their own business or make money for
themselves ... but when the team they were a part of needed
a few more sales to hit a team goal, that person went out and
hustled up a few sales they otherwise would not have created
for themselves. Why is this? Well, to some people the money
is not their biggest driving force. Rather, they want to feel
important, respected, and know that they matter. They want
to make a difference and be loved. Do you realize that if you
are only talking to your downline distributors about making
money, you are missing the things that are more motivating
to them than just making money?
Love, respect, purpose, importance, and feeling like
they can make a difference are some of the key human driv-
ers. Commissions are important, but not enough to compel
206 Building an Empire

people to act consistently. Quite frankly, why do people want

to make huge amounts of money? If you think about it, you
will conclude that maybe it is because if they are wealthy
others might respect them more. Or they could afford to do
nice things for people (which garners appreciation). Or they
will feel more important or in control.
So how does all of this play into “creating team cul-
ture?” As a leader who wants to build something huge and
significant, you will want to create an environment that is
conducive to achieving these drivers. Here are some ideas
that can be part of creating this:

1. Purpose — Everyone wants to feel excited know-

ing that his or her efforts are serving a greater
good. So your team should create a Mission State-
ment that lays out what this “greater good” is.

. Belonging — Yes, the distributor is part of the

overall networking industry, and even a part of
their particular company. But just like in football,
being in the NFL is great, but a player needs to
be passionate about playing for a particular team.
There needs to be a sense of pride/ownership.

. Inspiration — When a team is in place, inspira-

tion will not always have to come from the leader
at the very top. Every success story that happens
for any individual within the team will inspire the
others if showcased properly and immediately.

- Accountability — When in business for yourself -

and left by yourself, it is easy to hide in the shad-
ows and not put forth effort. This happens very
often, and is why many people end up quitting.
 Motivate Your Empire 207

But if the team leader is pulling people together,

publicly coordinating activities, and then discuss-
ing the outcomes as a team, there is less chance of
the shadows taking away your distributors.

Recognition — You can create team contests or

challenges for doing certain activities, or for get-
ting certain results, and then publicly recognize
them for it. Recognition is more motivating than
money. Men die for it, and babies cry for it. You
can never recognize people enough. Recognize
what you want them to do more of.

Support — Your people will need emotional sup-

port along the way as they encounter disappoint-
ments. When they are having a bad day, the team
can reach out and lift their spirits/resell them on
their why and dream. When a person has a great
day, they can share the story with the team. This
will fire the rest up to go out and grab success as
well. Z

create this team culture, here are some things you

can do:
. Weekly Team Conference Calls — This is a
chance to not only train, but also to recognize and
to allow others to speak and be developed into
leaders.

Team Website — Here you can aggregate all sorts

of support information and material, as well as rec-
ognition.

Sf Team Events — Getting together for training,

208 Building an Empire

recognition, and to rally the energy and spirit. This

is where the relationships that are so vital to team
culture can be best created and nurtured.

. Fun Activities — You don’t want to be all busi-

ness and no play ... so get the team together and
let your hair down, too! Bowling, fishing, cook-
outs, camping trips ... anything where you do
things together.
+

. Charity/Philanthropy — Pull your team together

and decide on one or two causes they feel strongly
about supporting. Then organize everyone to do-
nate their time together to these activities.

. Team Facebook / Social Media Groups —

People live on social media these days, so you
will want to create groups where people can keep
updated, engage with their teammates, welcome
new recruits, congratulate achievements, and share
tips/training.

Just make sure that people know, when the team wins
. everyone wins. Everyone will not be the starting quar-
terback or the MVP of the game. They may not have even
contributed a single sale. But they tried, and their energy
and spirit were vital to the team’s success. Never forget
this. Never forget that Michael Jordan was cut from his high
school basketball team. If you make everyone feel special,
important, and respected, you might just be surprised that
some might suddenly become your top producers. A caring
team leader will instill his/her values into the team culture.
 Motivate Your Empire 209

CALL PARTIES
Promoting events is one of the most important skills
or activities we must engage in. If we get prospects to brief-
ings, we will recruit them. If we get our downline to events,
they will get trained and inspired. Every networker spends
time sitting on the phone making calls to prospects and team
members. Sometimes it can get monotonous making calls
day after day by ourselves. So we hold Call Parties to pro-
mote for each event.
Let’s say, for example, we have a big business briefing
on Saturday at 10 a.m. We select one person’s house where a
group of teammates can gather and bring their lists of pros-
pects with them on Wednesday evening. Everyone spreads
out and dials for dollars. Once we have a prospect on the
phone and we share with them about the event to invite them,
we edify someone in the house who is free and we pass the
phone to them. That third-party person shares their short sto-
ry and excitement about the business and confirms the invite
for the briefing. Now the prospect has committed to tWo peo-
ple — their friend and a stranger. They are much more likely
to show up now.
We also have contests at call parties to see who gets the
most guests confirmed for the event. The energy is in the air,
and everyone has a great time making the dials. And when
someone encounters a rude prospect, they hang up and evy-
eryone makes fun of the prospect for missing the opportu-
nity that could have changed their life. Hey, there’s nothing
wrong with inserting a little fun into the equation!
These call parties also work great for uplines get-
ting together to promote to their downlines to attend train-
ing events. Everyone comes over with their downline lists,
210 — Building an Empire

and dials away. Something unique can be done here as well.

We often have everyone swap downline lists. This way your
downline is hearing from a fresh voice about why they should
attend the event, rather than hearing from the same old you! A
prophet is never heard in his own backyard, to modify an old
saying. In other words, after a while, your team doesn’t snap
into gear very fast anymore when you are always the one ask-
ing them to do something. But when someone else calls, they
tend to hear the same message in a different way. So calling
each other’s downlines works wonders.”

SUCCESS COMPRESSION
It is easier to build this business fast than slow. Instead
of talking to 10 people in a week, it is more powerful to call
all 10 in one day. Emotion and energy rises when you have lots
of action going on all at once. When I started with the com-
pany that I made more than $15 Million in (as of this writing),
I made a list of 200 people. I called every last one of them in
my first three days. Everyone I knew got a call. I was blowing
by and going Mach II with my hair on fire! Light yourself on
fire, and people will come from miles around to watch you
burn! People were most likely drawn to my excitement more
than anything. They figured I must be onto something big to
be calling them with such urgency.
I was brief. I said less to more people. My goal was to
contact and invite, and get off the phone. I was just promot-
ing events and filling seats. Icompressed time frames. Here’s
what some people do relative to what I did.

Some make 200 phone calls in three years.

Some make 200 phone calls in three months.
 Motivate Your Empire 211

Some make 200 phone calls in three weeks.

Some make 200 phone calls in three days.

Which route will create the most excitement and ex-

plosive result?

Take a barrel of gunpowder and ...

Spread it out over a state

Spread it out over a town
Spread it out over a mile
Spread it out over an acre
Spread it out over a sandbox

Then throw a lit match. Which will cause an explosion?

Exactly ... the powder that is compressed into the smallest
area!
Explosive blitzes are used to create this kind of explo-
sion in your business. A blitz is when you get a group of peo-
ple on your team to come together to focus on tripling*their
efforts on a particular activity. For example, we do “Tool
Blitzes.”. We have cases of magazines or books and everyone
meets in a parking lot. They each get dozens of tools and put
their contact info labels on them. Then everyone goes out
for two to three hours in pairs and canvasses the local area
exposing people to information about our company. They
go into car dealerships, stores, parks, sidewalks ... basically
anywhere they can meet people. At the end of the blitz peri-
od, everyone returns back to the meeting place and compares
notes. We often give prizes to those who got the most phone
numbers, and everyone else chips in to buy the winner lunch
or dinner.
212 — Building an Empire

I love tool blitzes because whoever gets the most tools

into the marketplace will make the most money. This is not
just a saying ... it’s a fact. I proved it! My team has moved
countless tools into the hands of people across the country.
Tools do the presentations for us ... all we have to do is get
people to review them.

THE 90-DAY RUN

You really can change your life in 90 days. I am liv-
ing proof. One of my mentors told me that if I create a great
income success story in my first 90 days, I would be able to
create so much momentum that it could potentially carry me
for the rest of my career. So I took him at his word and ran
very hard. “Ninety days of pain for a lifetime of gain!” So
true, let me tell you! I was willing to pay the short-term price
for long-term success.
Part of the power in doing this run in your first 90 days
of your business lies in the fact that you are creating a com-
pelling story. For the rest of your career, you will be able to
answer every prospect’s question of “How much money did
you make when you first joined” with an exciting response
that will motivate them. If you don’t get off to a good start
and do much, that story will not exactly be compelling in your
recruiting pitch, will it? But if you made an extra $2,000+ in
the first couple of months, doing it only part-time ... now that
will turn some heads!
So my first 90 days was explosive. I gave it all I had,
and made many sacrifices. My income story was strong
(much more than that $2,000 mark), and I could already point
to success stories on my team. For the last 14 years, I have
 Motivate Your Empire 213

repeated that story as a part of my pitch. But what I did was

not ride on the momentum created by just this first 90-day
run. I strung several of these runs together. I find that it is
easy to create a plan and focus for 90 days like a laser. You
can do this, believe me. Just work your plan hard, with a
burning white-hot fire for three months ... then rest a minute.
Then create the next run and do it one more time. I did these
back-to-back sprints with the runners on my team. I found
out it is way easier to build this business fast than it is to build
it slow. Fast is like you are riding in a race car, while slow
is like trying to push a car with its emergency brake on up a
hill! Momentum is your best friend, and big mo is only found
when you explode with activity in a condensed time frame.
You might look at the amount of frenzied effort we are
talking about as if it’s the /nsanity workout that you might
have seen on TV. The commercial shows people losing weight
and getting in crazy shape in literally 30 days by virtually
going non-stop through rigorous movements in the gym in
condensed intervals. It makes my heart race just watching the
ad! But focused, condensed efforts work. I like that 11fsanity
style. Give your business all you’ve got for a short window
of time. If you have 10 hours a day, or if you only have two
hours a day you devote to it, squeeze every last phone call
and appointment you can muster from your body.
What does a 90-Day Game Plan look like?
Pull out your calendar. Select the 90-day window with
a key focus on the end date. You want to have a distinct finish
line with a huge event that you and your team are building
towards. All of your efforts and recruiting will crescendo at
this grand finale gala event! Everything you do with your
team will be pointing towards this finish line. Establish a goal
214 — Building an Empire

as a team for how many people will be in attendance. Make it

big! Also project how many people will be at certain recogni-
tion and income levels by then. Every conversation with your
team members will be about what their personal goals are for
their 90-day run, and tracking their progress daily towards it.
Everyone needs to be on the same page. As far as de-
vising the roadmap in everyone’s calendars, start by laying in
the big blocks first. So block out the times for your weekly
briefings, your training classes, monthly training events, team
conference calls, etc. This is The System infrastructure. Once
this is in ink, then everyone works day and night to fill in
every single blank space on the pages of their calendars. The
more appointments for PBRs, PCC/PZCs, sit downs, webi-
nars, tool blitzes and call sessions, the better. Fi// ‘em up!
Ninety days of no spare time, no TV, no bowling, no travels
... Just focus!
Each week during this run, there will be accountability
calls with each leg of your organization by each leader. Ev-
eryone reports their activities and results, and restates their
goals and their commitment to achievement. Those who are
on fire will be invited to share their stories of how they have
succeeded so far. As a leader, be sure to “inspect what you
expect.” Overwhelming encouragement will be needed, be-
cause fatigue can set in for the less ambitious types, and for
those who might be feeling like they are not getting their de-
sired results yet. Your job is to keep yourself and your team
on fire for this run. It will be your life for the next 90 days.
The Grand Finale finish line event needs to be exciting
and magnificent. High-energy music, beautiful staging, and
tons of recognition. Find something to recognize just about
everyone for. Nobody fails. Some just succeed more than
 Motivate Your Empire 215

others. But this is a celebration of teamwork and effort, so

spread the love to all.

INSPECT WHAT YOU EXPECT

You want your team to be doing PBRs with every new
recruit they bring in. If they would do this every time, your
business would take off and you would be well into the six-
figures-a-year zone! So you teach it, preach it, scream it from
the stage and repeat it on every conference call. You expect
that they are getting the PBRs done. But it doesn’t work that
easy. You have to roll up your sleeves and go inspect what is
happening. Get into the trenches and see exactly how your
field leaders are getting their recruits started. See if they are
doing a Game Plan Interview to establish the recruit’s goals,
making their list, booking a PBR and PCC/PZC date, and
contacting and inviting. Only someone who wants to leave
their financial future in their downline’s hands would trust
that everything is being done in plan.
You do not want to micromanage or be overbearing
like a boss, but rather be their coach. In a caring way, ask
to work alongside them through the process with a few of
their next recruits to ensure The System is working properly
for them. A good follower of The System will be excited to
have their upline mentor there to assist them in their pursuit
of mastery. Just be careful not to be too critical, and always
praise progress. Even if they are messing it up, encourage
them by recognizing them for their efforts. Then offer some
course-correcting ideas to help them achieve better results.
Tell stories of others who were doing that activity the same
way, and how they did these few things differently and are
216 Building an Empire

now enjoying great success. Using stories always gets your

point across in a way that resonates and sticks with them.
Your team will receive you well when they know you
have their best interest at heart in everything that you say
and do. This trust is not given to you by title, but rather, you
must earn it over time by them watching you serve them and
others. Always be a servant leader, and you will win their
hearts. When their hearts are with you, they will follow you
and listen to your coaching.
One other important nugget worth mentioning: While
the golden rule is that negative should only go up, it’s impor-
tant that you don’t do this so often that your upline only hears
from you when you’ve got problems and rarely hears any-
thing positive from you. This will strain the relationship and
they will cringe when they see your number pop up on their
phone. As parents, we need to discipline and say no to our
kids quite often, but we should consciously try to overwhelm
the critiquing of them with as many yeses and as much posi-
tivity as we can. In the same way, be intentional about finding
opportunities to be your upline mentor’s favorite person to
work with because you bring more positivity/excitement to
them than negativity/challenges. When people ask me, “Bri-
an, who do you work with the most?” my answer is, “I work
with the people who make me feel the best.”
 6
The Mental Game

ACT AS IF
I think one of the things that helped me finally get trac-
tion in my business is when I started to act as if I was already
one of the top money earners in the company. I began to car-
ry myself with confidence. I walked into the room with my
shoulders broad and chest puffed out. I was proud of who |
was, or was becoming. I saw myself as a top team builder and
coach. My affirmations were taking root. People started to
see me as I saw myself. It was so cool to see. I wasn’t faking
it ‘til Imade it. I truly felt this way, like I was a star. Prospects
began to listen to me. My team started to follow me.
Look, nobody wants to follow a dud. If you are not
confident, why would you expect anyone to respect you or
follow you? How can anyone be sold on you, if you aren’t
sold on yourself? What I did was project the confidence and
belief I had in my awesome company, product, comp plan
and mentors onto myself. They were all a part of what I rep-
resented. That was me, and I wore it well!

Act as if ... you are the top recruiter

Act as if ... you are a respected leader

PANY)
218 Building an Empire

Act as if ... you have a huge team you are leading

Act as if ... you are creating wealth
Act as if ... you have helped many to succeed

Now the trick is to do this and act this way with humil-
ity, sincerity, and a servant’s heart. This is tricky, and hard to
do. Constantly check yourself. Be confident, but not cocky.

DON'T DRAG YOUR PASTFORWARD

How is your thought process and mindset affecting
your recruits? In other words, what are you projecting onto
them? The upline’s past can quite often affect the present.
Let’s say the last 10 people you recruited did nothing and
quit. They wouldn’t even do a PBR in their home to get
launched. Maybe they did nothing in the business and quit.
Now you have these failures in the back of your mind when
you are out trying to attract new recruits. Your own belief
that they can succeed is diminished. But let’s assume you are
successful in recruiting your next person. It is likely that they
will perform in the same fashion. Why? Because what you
project onto your recruits is what they will do. If your belief
has been shaken by the failures of your past recruits, you will
unconsciously transfer your lack of belief into your new re-
cruits. Your recruit will sense your doubt that they will make
it happen — so guess what? — they won’t. You will see the
self-fulfillment of your own prophecy. Positive expectancy
is crucial. You must expect each and every recruit to win. I
know it may be hard to be positive when the last 10 recruits
were duds but it is imperative that you wipe your mindset
clean of the past misses and focus on the shot you are in the
 The Mental Game 219

midst of taking. Every day is a new day. Every game is a new

game. Every recruit is a new recruit.
How do you feel when your spouse, parent, or upline
expresses their sincere belief in you? Doesn’t that make you
feel empowered and unstoppable? Of course it does. When
your recruits are new, they need to borrow from your belief
in them because they mostly don’t believe in themselves yet.
As uplines, we must empower our recruits. If they sense even
in the least bit that we don’t believe they will be successful,
they will prove us right. I have seen this work in both direc-
tions. Empowering upline leaders develop amazing leaders
under them through projection of strong belief in their peo-
ple ... while weak upline leadership kills every recruit who
comes on board.
As an upline, what you believe matters. If you believe
in PBRs, you will be five times more successful in getting
your recruits to do them. If you are not seeing PBRs hap-
pening within your team, the buck stops at you. You are the
leader, and what you believe, do, and teach, perpetuates. As
sponsors, we have to constantly read personal development
books on belief, attitude, leadership, and motivation. Our
teams will thrive when we convey this to them. We need to
be cognizant of how we are coming across to our teams. Just
remember this ... “If I believe in them, they will believe in
themselves and in me.”
What do I do with my recruits starting with Day One?
Here’s my plan:

Day 1 — Upon filling out their application, I do a

few welcome calls with other team members. I do a
short Game Plan Interview to establish their why, start
220 Building an Empire

making their list, and send them to the Getting Started

page on my team website (here they learn about PBRs
and PCC/PZCs). I also schedule them to get to a local
briefing and training class.

Day 2 — Follow up to schedule their PBR and PCC/

PZC (to happen within the first 3-5 days). I always
have a good story to share with them about the prod-
uct and a business success story.

Day 3 — Call to check in, keep them excited about

the business, and keep them moving in the process.

Day 4/5 — Inspection call to check on progress.

Share another story. Map out what it will take to pro-
mote them to the next level in the comp plan. (PBR
and PCC/PZC should have taken place.)

From this point on, I continue to call them to keep

them focused on the business. I know I have to distract them
from the distractions in their lives. I keep sharing stories. I
promote their next local event, the next team conference call,
etc. I remain in constant communication with them, other-
wise they feel orphaned and will quit. Massive Communica-
tion = Massive Income. My goal is to create a new friendship
in conjunction with the business relationship.
As a good sponsor, I also give them Jim Rohn’s
“Building Your Network Marketing Business” CD and the
Darren Hardy “Making the Shift” CD (find these on the
Resources tab at www.FosterMentor.com). Your company
most likely has a CD training program that comes in your kit,
geared towards your specific business. I want them putting
 The Mental Game 221

good information into their heads every day, so I ask them to

turn off the radio and create their “Drive-Time University.”
These tools will create the proper mindset and philosophies in
them daily, when I cannot be there to teach them personally. So
I get tools doing some teaching for me.
The question I ask myself daily is: “Would I want to be
sponsored by me?” My answer is always yes. I am proud to
say that I impress myself with my caring and constant efforts
to be the ultimate sponsor. If I could have me as my sponsor, I
feel like I would already be making a million a month. What’s
awesome to think about is how great the network marketing
profession would soar if more people became great sponsors
breeding even more success.

STOP SELLING, START SOLVING

Nobody likes to be sold anything. Do you? People like
to buy, but not be sold. So it only makes sense that as network
marketers, we stop trying to sell prospects on our product or
business, but rather help them to recognize problems in their
life that our product or opportunity can solve. This goe$ with
the saying, “Those who solve the biggest problems cash the
biggest paychecks.”
For example, if you are selling a nutritional product,
don’t focus on all the ingredients. Focus on any health/energy/
weight challenges the prospect has (and wants to fix) and show
how this product has helped others fix the very same prob-
lem. Or maybe you have a service that makes life easier. Focus
less on the service offering and more on the direct benefits to
eliminating stress in the prospect’s life. Or maybe your product
saves them money on something they already pay for. Don’t
just focus on the monetary savings, but go further and ask what
they would do with the newfound $50 a month.
222 — Building an Empire

The most effective way to find out about your pros-

pects’ problems is to be vulnerable and share the problems
you have (or had before using your product or before you
started in the business), and like we discussed earlier, try to
relate and get them to say “me too.”
When you remember that we have one mouth and two
ears, focus on listening twice as much as you do talking. Ask
your prospect questions that will lead them to discuss prob-
lems they face. Once they open up and share, you must resist
the temptation to immediately jump 4ll over them with your
sales pitch. Keep throwing it back to them by asking them
more about the problem, and what ways they have tried to
solve it. Ask them how important it is for them to find a solu-
tion. They will sell themselves on the need for what you want
them to buy — and then you can Jet them buy it.
Customers who buy will stay your customers longer.
They will be more likely to find reasons to like what they
bought, versus finding remorse for what they were sold. Hap-
py customers are also likely to give you referrals. Follow up
with every customer and ensure that they are happy. People
don’t care how much you know until they know how much
you care. When you are in the trust zone with them, they will
feel comfortable referring people to you. And often they will
convert from just being a customer to being a distributor.

OVERCOMING THE BOMBSHELLS

(QUITTERS, NO-SHOWS, COMPANY CHANGES)
One of the few guarantees that I can make to you is that
you will encounter many challenges along your journey to
the top in this business. Prospects will stand you up at meet-
 The Mental Game 223

ings. This is something you just have to get used to. Players
on your team will quit after you have poured months or years
of time and energy into them. This is much, much harder to
handle. The company may even make directional changes or
decisions that impact your business. This might make you
feel like you are not in control. Your upline might leave for
a new career path or business, leaving you feeling like an
orphan.
I can honestly say that I have endured all of the above,
and many times over. Was each incident fun? Of course not.
Did I enjoy dealing with each occurrence as I was in the thick
of it? Not really. Am I glad they happened? Well, if I could
keep them from happening, I would have avoided them. But
that’s life ... we cannot choose the problems that life (or our
business) will throw at us. We can decide how we will re-
spond to each challenge, and decide to grow from each ex-
perience. We shouldn’t wish for things to be easier, rather we
should wish to be better at dealing with them. In the face of
each problem, I had to make the human decision of “Fight
or Flight.” Because my why was so strong, I chose fight*each
time. I was not going to shrink and run away. That would
only ensure defeat and failure, and me staying the smaller
person. By fighting through it, growing through it, I knew
that I would become bigger and I would stay on course to
achieve success.
Half of my leaders quit along the way, and I had to go
recruit afresh and build new ones. There were times that my
business hit plateaus and even declined, so I had to double up
my efforts to regain momentum. My company made changes
for the good of the distributors, but that still required adjust-
ments every time. People who had left my company decided
224 Building an Empire

to turn and attack our credibility to try and sway others to

follow them to other businesses. I had to take the high road
and not defame their character, and let what’s right happen in
due course.
Believe me, I have been through it all. And to this very
day, I am proud that I had the resolve and stick-to-it back-
bone to ride it out. I became better, and I feel that is why I
have earned more than $15 Million. If I had tucked my tail
and ran as I encountered any one of these challenges, I would
be like the masses that do not achieve the big success they
dream about. So my advice to every builder is this:
Pick your business, stay on the path, grow through
each and every obstacle or crisis, and come out the other side
closer to your ultimate success. The only way to fail is to quit
or let others knock you off course. Be strong, be brave, and
be persistent.

YOUR MIND WILL PLAY TRICKS ON YOU

There are many days you will feel like you are riding
a roller coaster. Just remember — this is normal. There is no
way around it. You will have mental ups and downs in this
journey of building your business. You get started in the busi-
ness, and you are fired up! You have huge dreams and expec-
tations. Then you get your first no, and your dream gets shat-
tered. You stay with it, and go through some more rejection
and finally recruit a great partner ... woohoo! You are back
on top of the world. Then that recruit quits the next week ...
you are back in the dumps. But then you recruit someone
else, and you see hope again! And maybe your business starts
to get traction and grows. But after a while, 90 percent of
 The Mental Game 225

your downline has disappeared, and your mind plays tricks

on you. Now you wonder if it is even worth recruiting anyone
else, if most are only going to quit anyway. So now the phone
weighs 300 pounds, and you just can’t get motivated to make
calls.
If this is going to happen regardless of who you are,
and how good you are, what should you do? Immediately call
your upline for some inspiration. Do not delay — make this
call fast! Let the doctor kill the infection.
Here’s what else I do. I remind myself daily that there
are countless millionaires living their dream lives because
they built their network marketing business and didn’t quit.
They made the calls and worked their way up from when they
were down. So I did the same. I kept the dream in front of me
every day. Any time I encountered a “Belief Shaker’ — when
something happened that shook my belief — I immediately
reminded myself that those things happen all the time to every
networker and every top earner. I am always working on my
own belief to keep it strong, just like we have to work out our
muscles to keep them strong. I feed my brain success stories
constantly. We have to, especially because we hear so many
negative stories and see so many people quit. I do not let los-
ers and quitters suck me into their camp. I remain a warrior.
Soldiers quit when they get injured ... warriors quit when
they’ve won. I don’t dwell on the 50 calls I made yesterday
without recruiting anyone. I just know that I am one recruit
away from another financial explosion in my business. That
next recruit might be my next stud who wants to run with me.
Or maybe it will be my seventh one from now. All I know is
that the studs will show up if I talk to enough people. History
has proven this. I have no doubt about it.
226 Building an Empire

I wish I could tell you that I had some magic “belief

shot” that I could inject you with, and you would never ex-
perience doubt in your business. Just remember, those who
solve the biggest problems will cash the biggest paychecks.
This means if you can handle all of the challenges that your
business will throw at you, and if you can turn around and
help your team to effectively handle the same, you will be
wildly successful. How could you teach your team to get
through the fires if you haven’t gone through them yourself?
So the goal is for you to stay the course, and keep your team
on course with you. This mental game is 90 percent of the
key to success in network marketing. People often ques-
tion our industry or business model, pointing out the ratio
of people who fail. Their ignorant assessment stems from
them not knowing how to evaluate the business model in the
first place. They think that 90 percent of people fail because
the business is designed that way, where in fact, the network
marketing model is designed for everyone to win. But only
10-20 percent actually stay the course and see it through to
success. Do people attack the real estate brokerage business?
Of course they don’t. Yet 90 percent of people who get a real
estate license never sell one house! Should brokers not keep
recruiting more agents? Why doesn’t the public get outraged
over that business model? The broker makes overrides on
all the agents they recruit on their sales. But those agents are
also constantly churning and quitting.
One more very important thing! Don’t bring forth your
past failures and project them onto your next recruits. If the
last five recruits did nothing or quit, you are likely to uncon-
sciously convey your lack of belief that your new recruit will
succeed. That’s not only unfair to them, it also guarantees
that you will kill your chances of winning.
 The Mental Game 227

STORIES INSPIRE
By now I hope you have heard many times that “Facts
Tell, Stories Sell.”
This is so true. Facts do not spark emotion. When you
were put into bed at night, did your parent(s) tell you bed-
time facts, or bedtime stories? Stories are told because they
entertain, teach lessons, stir emotion, and deliver a message
far better than rattling off dry facts. Stories can package facts
and deliver with relevancy into people’s lives. So it matters
little to your success how much you know about your comp
plan, your product details, or other specifics. What matters
most is your ability to stir someone’s emotions. Can you in-
spire someone to act?
Stories of how people have benefitted by using your
product, or how their lifestyle changed by building a business
in your company, is what will sell or recruit people. You want
them to say, “I want those results too!” Or “I can do what they
have done and change my life as well.” Your stories must be
relatable. If your prospect does not feel like they can get the
same results or that they aren’t as good as you, their lack of
belief will send them walking away.
How will you motivate your team to be productive?
Stories! It’s what recruited them, and it is what will move
them to act. Seeing and hearing stories of people getting
qualified, moving up the ranks, cashing checks, earning cars,
quitting jobs, going on trips, and changing their lifestyles
... these stories are everything! Become a great storyteller.
That’s it. Short stories — keep them exciting and keep them
coming. A great story will take on a life of its own, and will
keep being told as it travels away from you like the ripples
from a stone in the pond. This is word-of-mouth marketing
228 Building an Empire

.. so create great word of mouth ripples. Use events, con-

ference calls, emails, and social media to get the stories out
constantly.

CONGRUENCE
Have you ever felt stuck?: Maybe you haven’t recruited
anyone in a while, and you just can’t seem to break the streak
of no success. This causes you to not feel like picking up
the phone and getting any more rejection. You don’t feel like
talking about the business that day, so you don’t. Can you
relate?
This is critical for you to always remember. You can-
not avoid rejection. Ninety percent of people are always go-
ing to tell you that your business is not for them. You have to
go through the no’s to get to the yeses. There is no other way
around it. You may not /ike making calls and accepting no’s,
but you will like the results and income you will get by doing
it consistently enough. Bank on it.
So here’s what happens to everyone, myself included.
You have a bad day, where everyone says no. You wake up
the next day and you just cannot get yourself to make some
calls. The whole day goes by and you did nothing to grow
your business. The next day, you have a nagging little feeling
of guilt about doing nothing the day before, so you start to
internalize it. You question whether you know what you are
doing. Does the business work? Is it worth the effort? You
know the answer is yes, so you don’t quit — but you also do
no activity.
The next day, that little guilt feeling has mushroomed
even bigger. And as time goes on, the guilt turns into self-
 The Mental Game 229

loathing. You get down on yourself for not performing like

you know you could and should. You begin to beat yourself
up and even compare yourself to others. Sadly, this can be-
come a downward spiral that is self-inflicted and hard to
break out of. Without being wise enough to seek direct help
from an upline expert, some people never recover. Instead
of fixing their mindset and bringing their goals and the ac-
tions back into alignment — getting congruent — they quit
the business. These are the blamers who walk the Earth
claiming the business didn’t work. No! They stopped work-
ing! Don’t be a blamer. Be congruent. Make your activity
match up with your WHY in the business. Pick up the phone
and snap back into action. Don’t allow yourself to be de-
pressed, because it is a form of depression. Your upline can
help you snap out of it.
How do you stay congruent? Here are a few tips:
Break the ice by starting your day making three- to
four calls early in the morning. By doing this, you will
conquer call reluctance! It’s picking up the heavy phone to
make those first few calls that’s the bear! By getting them
done quick and early, you will feel proud of yourself and
empowered versus letting the loathing and guilt from pro-
crastination kick in again. Get those first calls made early,
and see if you can spark a roll. It is also best to plan your
day the night before. If you wake up without a definite plan
of attack, you will likely do nothing. Write down some ex-
act things you will accomplish at a certain time, and keep
to your plan.
230 Building an Empire

TWO JARS AND SOME MARBLES

Get two glass jars. On one of them, tape pictures of
what you are trying to get away from (job, bills, debt, old
car) and on the other tape pictures of your why/dreams
(kids, Disney World, new car, boat, church, island trip).
Then in the first “bad” jar, put in the number of marbles
you intend to make phone calls or exposures for the day.
Every time you make a call/exposure, transfer one marble
into the “good” dream jar. Don’t let your day end with-
out moving all (5, 10, 20, 30) the marbles into the good jar.
This will attach your why to the actions of making the calls,
and help you track your activity.

Here’s another way to use jars to create buy in with

your family. I had a couple in my business with a son and
daughter. Understanding that this business required them to
not be home a few times a week to attend events, they needed
support from the whole family. So they asked the kids what
they really wanted to do. They said they were dying to go
to Disney World. So they had the kids cut out pictures of
some Disney characters, and gathered in the kitchen with a
 The Mental Game 231

big glass jar and tape. The parents explained that in order to
be able to afford the trip to see Mickey, it was going to re-
quire some business meetings a few nights a week and even
a weekend or two. So they taped the pictures onto the jar and
promised that upon returning from every meeting away from
home, they would give the kids 50 cents each to put into the
jar. When the jar was full, they would buy the tickets and fly
to Disney! Guess what they repeated to me one night?
“Mom and Dad? Why are you home tonight? Don’t
you have a meeting you can go to? We want to go to Disney
this year! Go to another meeting!”
That’s called awesome buy-in! Family support is won-
derful if you have it. And it can be created if you don’t.

WHAT REALLY DRIVES YOU?

When we talk about determining what our why is ...
it seems noble to write down and tell others that we want to
succeed for our kids, to help others, or provide for our fami-
lies. These are surely motivating. But I will say sométhing
right now that I have never heard anyone else say from stage
in our industry: More than those worthy and noble reasons
for success we mentioned above, the biggest real driver for
each of us is really EGO.
You see, it is totally fine and healthy to have selfish rea-
sons for wanting to win. What every human being wants in
life are two main things — Jove and respect. These “drives”
fuel everything we do, think about, and strive for.
When we say we want to be selfless and help others,
we can translate that into meaning we want to do so because
it makes us feel good about ourselves for doing it. This is
232 Building an Empire

actually selfish. You see, it is OK to have selfish drives, es-

pecially when others benefit in the process. Think about it;
would you help others if it made you feel bad about yourself
afterwards? No, you wouldn’t. You help others to help them,
but also because you know you will be proud (pride/ego) of
yourself for doing so. Even the person who donates money
anonymously (which shows they want no recognition for the
deed) still gets to benefit knowing in their own head that they
helped their fellow man. It cannot be escaped. We can talk it
in circles. Bottom line, we get off on béing selfless. It feeds
our own ego, like it or not. So ego does play the lead role in
what motivates each of us. Stop fighting it, and embrace it.
Here’s another example. Someone says they are doing
this business for their kid. Wow, that must really motivate
them and move them to act like never before! Well, guess
what? It’s not really about their kid. If it were about the kid,
they’d be doing much more in the business. So attaching their
why to their kid isn’t working, because although noble ... it
just might not be the biggest driver for them. If they get hon-
est and admit/accept that it’s OK for their ego to be a reason
to succeed, they just might take off to new heights.
We all want to have self-respect. By doing the activ-
ity, even though you may dread it, you will respect yourself
once you do it. You will be congruent with your goals and ac-
tions in alignment. Once you have self-respect, only then can
you receive the respect of others, which is what every human
longs for. Once we love ourselves, others can love us. If we
don’t love and respect ourselves, we are not able to oe
these from anyone else.
So the way I see it, EGO = Love and Respect. A healthy
ego, one that is strong yet grounded, is the backbone. You
 The Mental Game 233

have to first have it in order to give it. So if success in your

business will allow you to love and respect yourself more, you
will, in turn, make the world a better place.

MOTIVATION OR ANIMOSITY
In 2001, when I was making about $400,000 a year in
the third year in my company, I decided I would go buy a Fer-
rari. In thinking that this would drive my team to want to work
towards this type of reward for themselves, I emailed them a
question asking what color Ferrari I should pick. I immediately
got some who answered back emphatically with their choice,
and their proclamation of what color theirs will be one day.
But I was surprised to have received a very different re-
sponse from one team member. He said that I was being incon-
siderate to send out such an email to people who were not mak-
ing as much money. So for him, he received it as a slap in his
face. Maybe it caused him to confront the fact that he was not
where he wanted to be in his business. He measured himself
against my success as if somehow mine took away from his. It
was as if he had tremendous animosity built up due to compar-
ing himself against his upline. This is a dangerous and sabotag-
ing mindset. If you cannot celebrate and be encouraged by the
success of another, how can you expect that your success will
be acceptable or motivational to your big future team?
When you see success stories in your company, embrace
them. Champion them. Envision yourself having that success,
and creating such success stories in your team. If you cannot
have joy for others, you will not be able to have the success
they have. If you are the kind of person who gets pissed off
about others having success, you will never have that success.
But if that success story motivates you, you will use it to build
your belief and eventually have similar success yourself.
234 — Building an Empire

So as a leader, should I have not sent out that email?

Should I have held back something that would motivate the
right people who have the proper mindset that is required
to win? Of course not. I cannot cater to the lowest common
denominator. As leaders we have to cater to the winners, and
let the others either fix their broken mindsets or shake them-
selves out of the business. I would much rather take the per-
son who is making $5,000/month and has the right mindset,
and motivate them to come get to the top.
This reminds me once again of a portion of the quote from
Marianne Williamson that I mentioned in a previous chapter:

... as we let our own light shine, we consciously give

other people permission to do the same.

So get out there, shine your light and inspire those

around you to do the same. If someone else gets jealous or in-
secure, you can be empathetic, but do not shrink your dream
casting. If you let one person cause you to throttle back and
not be so excited about your success, you will have let that
one person stop you from helping countless others dream
bigger and believe that they will be there one day, too.

GET PISSED OFF

When a negative naysayer tries to burst your bubble,
how do you let it impact you? Do you buy into their opin-
ion? When you buy someone else’s opinion, you buy their
lifestyle. Who cares what they think? Well, you know what?
I cared! When people got under my skin with their negative
 The Mental Game 235

or condescending comments, I stopped brushing it off and let

it cause my blood to boil — on purpose! We often hear that
we need to let our dreams and goals motivate us. That’s all
good. But sometimes we need an enemy to want to fight and
conquer. I wanted to throw their words back in their face as
I pulled a copy of my massive check out of my folder and
say, “POWWW! Look at this, you punk!” Now I am not sure
I ever did it exactly that way ... but close! My own family
told me I was foolish and wasting my time in this business.
I let those remarks linger in my head as fuel for my fire. I
made 30, 40, 50 calls a day with the intention of proving
these people wrong in my mind.
It is OK to let something negative fuel us, too. So when
I got that first check that was $11,405 ... I faxed it to my
brother. He still put it down. Six months later my check was
$24,000 for the month, and again I faxed it over. His demean-
or changed slightly, but he was still a bit dismissive. Six more
months, and my check that month of $42,000 was put into the
fax machine. I was sure to have my brother and dad waiting
on the other end, since neither was very nice to me early on
about this “little business I was in.” I could hear their jaws
drop to the floor when they saw the amount.
In the Appendix section of this book, I’ve created a
document called “Your Dream’s Flu Shot.” This document is
designed for you to hand out to every new recruit who joins
your team. Your goal is to inoculate them against the naysay-
ers, the rejection, and the urges to quit. If you do not warn
them up front about what they will encounter as they proceed
to launch their business, they could be blown out before they
really even begin. If each recruit is prepared for what’s com-
ing, and know why they should be expecting it, they will be
empowered to push right through it.
236 Building an Empire

PROCRASTINATION — THE DREAM KILLER

The graveyards across the country are filled with
dreams that never came true. Most of those sad souls never
had the courage or the fortitude to get off the mark and just
go for it in life. They had the same God-given qualities as the
great success stories we have all seen on TV and read about
in magazines, but they didn’t have the ambitious nature to
take a risk and win.
It reminds me of the story about the country house
down the way with a dog yelping non-stop on the front porch.
The next-door neighbor was getting very agitated because
the family was not home, and they left their dog outside mak-
ing so much noise. So he decided to walk over to the house to
find out what the problem was with this big old dog that was
howling like he wanted to be heard for miles. The neighbor
approached the dog carefully and tried to calm it down, to no
avail. So he finally decided to grab the dog by its collar and
lead it around back. As soon as the dog stood up, the howling
stopped. The neighbor was puzzled. Was that all he had to
do? Get the dog up? Turns out, the dog was sitting on a nail
that was protruding up from a floorboard on the porch. So
why in the world did the dog not just get up and move? Well,
I guess it just didn’t hurt badly enough!
This story of the dog sitting on a nail rings true with
countless people I have met in my networking career. People
yelp, howl, and complain non-stop about how miserable their
life is, how little money they have, or how stressed out they
are. But yet they choose not to get up and change it! They just
prefer to keep sitting on the nail and whining. My advice to
you is don’t be that dog! And don’t waste time on dogs with
not enough sense to get themselves up off the nail, either.
 The Mental Game 237

You will come across people every day who don’t

dream anymore. One of our jobs is to help people to dream
again, and then show them a path to achieve those dreams.
You will also find dreamers who have been dreaming for
years, but that’s about all they do. They won’t do what it
takes to achieve their goals, but rather they just talk about
them. People generally know that they need to make changes
and do something about their situation. But most just will
not take action. Some will freeze due to fear of failure, fear
of success, or just plain laziness. Sometimes people will put
success off until a later date because in their mind they feel
like they have to wait until their plate is totally clear before
they put something else on it. The most successful people I
have ever met were often multi-taskers who seized opportuni-
ties when they arose, not only when it was convenient. They
know that they cannot choose when the right opportunities
will show up, and they cannot predict if timing will ever be
better. They grab on and do their best with the resources they
have. And it’s not really about having resources, but rather
being resourceful. .
Do not put off until tomorrow what you know you
should and can do today. If you procrastinate in this busi-
ness of yours, it is likely becoming a part of who you are and
how you operate ... and it will impact all areas of your life.
You can make excuses or you can make money, but you can’t
make both. There is nothing to wait for. You cannot wait until
you have the skills, or learn everything about the business
first. That’s the ultimate Catch 22. You will never learn it if
you don’t do it. What you lack in skill, you make up in num-
bers. Just go through the learning curve faster, right away.
Rip the bandage off and get it over with. Jump in the pool and
get used to the temperature.
238 Building an Empire

THE AWESOME POWER OF AFFIRMATIONS

What is your self-talk? Are you positive or negative?
Do you sow seeds of belief into yourself, or seeds of doubt?
Thoughts are things. What you think about often mani-
fests into your life. If you keep thinking about how tired you
are, you’ll get more tired. If you think about illness, you will
bring on sickness. If you dwell on failure, you will attract
more failure. You attract what you think about. So if you ac-
cept and understand this, you can change the course of your
life and business by doing the opposite. Think about being
healthy, you can ward off sickness. Think about and expect
success, and you will succeed.
Now don’t mistake this to mean you can sit around
thinking everything into happening. No! Too many people
do nothing but think and dream, and act little on the positive
thoughts. Think right, then speak it into existence alongside
the proper actions required to win.
What is an “affirmation?” You decide what it is that
you want, and then you put it into a first person, present tense
declaration. Then you repeat it to yourself constantly. For ex-
ample, let’s say you want to be the top position in your com-
pany (let’s call it Platinum). You will say to yourself every
day, “I am a Platinum!” You say it with belief and enthusi-
asm. If you just say it and don’t believe it as you say it, you
are wasting your time. Sell yourself on the idea, then write
the affirmation, then repeat it five times daily without fail.

CONCEIVE IT — BELIEVE IT — ACHIEVE IT

 The Mental Game 239

Here are a few ideas to start.

* lama top recruiter

* lama fearless leader

* People want to work with me

¢ [ama warrior for freedom

* [ama great sponsor/coach

* lam living my dream

* Iam changing thousands of lives

* lama great speaker

¢ lam building the fastest growing team

You can read my personal daily affirmation in the Appen-

dix section of this book.
¢

5.0.5. — SHINY OBJECT SYNDROME

The good thing about people who join your business is
that they had to be open-minded to check it out and get start-
ed. The same holds true for you. So respect the open mind,
because without it, you would not be in the business you are
today. But I must share this warning, and you should also be
sure your team understands this as well.
Once you have evaluated your business, done your due
diligence, and started your business, do not falter! Do not look
right and left. There is no need to look at other opportunities.
240 — Building an Empire

You will inevitably be pitched all kinds of network marketing

businesses now that you are a marketer. Likely you will come
across some very slick-talking, hype-casting characters who
will do all they can to convince you that you are in the wrong
company. They will try to get you to believe their business
is so much better. They will flaunt stories of the big money
people are making and make you believe if you switch and
come over it will happen for you, too. And if they catch you
in a period where you are not yet succeeding the way you
desire, you might be attracted to their- sales pitch. This is
called the “Shiny Object Syndrome.”
In my many years in network marketing, I have watched
countless people who fell for the latest shinier object that
came their way. I call them “bouncers” or “MLM junkies.”
They jump from deal to deal, trying to be first or early in the
game. This, in my experience, is a very bad way to approach
a business career. I have seen this wreck people financially,
as well as destroy their credibility and relationships.
Here’s what you need to remember. You are smart. You
made the decision to start the business because you saw the
value in the product/service personally. You saw documen-
tation that there is significant money being made by many
people in the business already. If they can succeed with the
same product, comp plan, and tools — so can you! Those
successful people likely gave it time and focus that you have
yet to put forth. But when you learn what they have learned,
and do what they have done ... you will get the same kind of
results. It’s called the “You Factor.” Everyone in your busi-
ness is working with the same product and the same comp
plan. The only difference is you.
 The Mental Game 241

COMPANY
(COMP PLAN)

So don’t even engage in conversation or in exploration

online of the many other businesses out there. What good
will that serve you? All it can do is confuse your mind, and
cause you to question if you are in the right place. If you
invested your money and opened a few McDonald’s restau-
rants, would you take calls from Wendy’s or Pizza Hut to
hear about why you should fold it up and open some of their
stores instead? Of course you would not let that junk into
your headspace.
People are often prone to fall for something new. You
hear about someone cheating on the spouse they love. Why?
The “newness” of that other person showing them atten-
tion catches their eye, like a shiny object. How often does
that turn out well? You chose your mate because you loved
their qualities. Will it always be the way it was when you
first started dating? No, for sure. But how would your life
be if you dropped out of the relationship after the newness
wore off and you see another good-looking person? I bet that
would lead to a pretty unfulfilled life, kind of shallow. Or
how about when the exciting newness of your business wears
off and a fresh new business comes onto your radar screen?
242 — Building an Empire

The countless “jumpers” I have known in the network market

industry have some things in common. They are often broke,
desperate to find a new financial fix, and not living happy
lives. They are void of the enrichment that comes from mak-
ing a decision, having commitment to a vision, and seeing
their plan to completion and success.
I spoke at a generic MLM training symposium last
year, as one of a dozen speakers from different companies.
When the host introduced me, he shared that I have been with
my company for 14 years. The audiente literally gasped out
loud. I saw people looking at each other in semi-disbelief.
It was amazing to them that a networker was building one
business for that long! It really baffles me that this should be
so uncommon. I would think everyone would want to find a
place to call home, build it once, and have it stick so that they
can get paid on that effort for the rest of their life. Iwouldn’t
want to be jumping from deal to deal, always having to re-
build. That’s not fun. It’s risky and destroys credibility. When
will you ever feel secure and be able to go on cruise control
to enjoy the residuals that you built?
So next time you are tempted to pull over on the side
of the road you’re on to see what that shiny object is, I hope
you will decide to put on your sunglasses and keep looking
straight ahead. Have commitment, have faith, and be confi-
dent in the decision you made when you began your business.

YOU CAN LEAD A HORSE TO WATER...

“You can lead a horse to water, but you can’t force it
to drink.” We have all heard this statement a thousand times.
And it is very true. If the horse doesn’t want to drink, it won’t.
 The Mental Game 243

Just like if you recruit someone into your business, and can’t
make him or her do the activity to build it. I know this is a
very common frustration for us as builders. How can some-
one see the opportunity, pay good money to start the busi-
ness ... then do nothing? It’s ridiculous. But it is reality. So
is there anything that can be done? The answer is yes, you
absolutely can do something about it!
So how do you make a horse drink the water? Remem-
ber, the horse is only going to do what it wants to do. So
instead of thinking you can force it to drink ... you need to
convince the horse that it is thirsty so it wants to drink on its
own! How do you do this? I bet if you feed it some dry grass,
it might get dry-mouth and want to drink water. Or maybe if
you show it other horses that are drinking water, your horse
might feel like maybe it ought to be doing what it sees others
doing.
Let’s relate this now to convincing your recruits to ac-
tually do the business. So you led them to the business, they
signed up, and then won’t budge. You need to convince them
that doing activity is what they want to do, not what yom want
them to do. This is done by showing them that they are thirsty
for change. What is the equivalent of feeding the dry grass to
a horse? Feed them a picture of their reality. Actually con-
nect with them to learn about their life. Find out what might
be missing or in need of change. If you can help them realize
what they lack in time freedom, or that their kids rarely see
them, or that they are living in financial scarcity ... they will
now start to feel a thirst to change what they might not have
paid conscious attention to previously.
The second strategy, which is akin to showing the horse
other horses drinking water, works well, too. This means you
244 Building an Empire

keep parading success stories of other distributors in front

of your recruit so they see that others just like them are do-
ing it and succeeding — so they can too! Recruits don’t like
to do as they are told, and they won’t. They like to do what
they want to do. Seeing other people they can relate to doing
activity and getting results will move them into action far
better than you insisting that they work it. I usually spend my
efforts in promotion. I will promote for my recruits to attend
briefing and training events so they can see the other horses
drinking water. I will promote for thém to hear the stories
on conference calls. I will urge them to watch DVDs with
testimonials, or to be active followers on Facebook to see the
flow of success stories.
If you are successful in getting a horse to drink water
once, that does not mean it will always keep drinking it. The
next time you lead it to water, you may need to coax it again
using the above methods. Oftentimes, it will take many cy-
cles through this routine to develop a healthy drinking habit
for the horse. This is totally true for your downline. You are
the leader. You cannot let yourself get so frustrated when
your people require continual coaxing. You might find your-
self considering quitting on your own dreams and goals if
this frustration persists. Just know that it is a natural part of
this business, just as it is with the horses. You cannot get mad
at the horse, or it will spite you and make you walk home. If
you get mad at your recruits, they will feel your bad energy
and quit the business and leave the empire you are building.
Just keep in mind that it is natural for your new recruits
to require the convincing and coaxing. Would you stop coax-
ing the one-year-old baby you are trying to teach to take her
first steps and learn to walk? I would hope not. As a parent,
 The Mental Game 245

you know that it’s just a matter of sticking with it and the
baby will soon catch on and walk on her own two feet. Your
recruits, in time, will also catch on if you don’t guilt them into
feeling bad and quitting first. It is a delicate balance of coach-
ing, understanding, and empathy.
Ifone method or tactic does not motivate them to act, try
another, then another. Don’t give up on finding the magic for-
mula for that person. Every person will have a unique some-
thing that motivates him or her. For some, it’s simply a matter
of convincing them they are thirsty by pointing out what’s
wrong in their life that they can fix. For others, it might be
the need to be inspired by seeing people who are doing better
than they are. Our job is to recruit folks, but the real job starts
once they are recruited. And this is the most rewarding part
of our business — when we take someone under our wing
and teach them to fly. I have had very few instances where
my recruit came on board and began flying right off the bat.
Most every one of my superstars took weeks or months of
coddling, hand-holding, coaching, and promoting. But I can
attest to you that the time investment pays off in a big Way. So
recruit and stay with them until you learn their hot buttons ...
then watch them start drinking the water on their own!
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 7
Modeling Your Empire

WHAT SEPARATES TOP EARNERS FROM AVERAGE

NETWORKERS
Why are there only a select few who become the mega
stars in sports, entertainment, music, arts, or business? I be-
lieve it is because there are only a few who select themselves
to truly pursue mastery of their craft. They are relentless in
their practicing. They have a dogged determination to be the
best, not just to be good. They shudder at the thought of being
good. When those who are “good” rest after a long day, the
masters continue to burn the candle. .
Tiger Woods became the best golfer in the world by
spending years of his life hitting buckets and buckets of balls,
then playing rounds of golf, then hitting more buckets. Golf
was his calling. He made it his life focus. Due to this focus,
his rise to the top paved the way to renaissance the game of
golf. Tiger made kids around the world want to pick up a golf
club and learn the game.
Michael Jordan wanted to play basketball. Getting
cut from his high school team ignited a fire inside of him
to prove to the world he could play with the best. His ambi-
tion for greatness made him the best. He missed more than

247
248 — Building an Empire

9,000 shots in his career, lost almost 300 games, missed 26

game-winning shots, failed over and over ... and that’s why
he succeeded. Jordan never stopped working on himself, and
he never forgot getting cut from that team.
Steve Jobs was a great example in the business realm.
He was never satisfied with anything short of perfection. He
held tight to his convictions, even to the point of being forced
out of the company he founded. But he came back to create
an Apple that changed how the world connects and commu-
nicates, making it the most valuable company on the planet.
Not everything Steve touched was a success. But he was al-
ways in the zone — focused on his mission. Steve would
not be satisfied with an iPhone just being a good phone. He
pursued greatness, in every way. His legacy will long outlive
him.
Top million-dollar earners in network marketing are
very much the same as the examples above. You can make a
living in networking if you are good at it, and work hard at it.
But to become legendary, you have to not just “work in the
business.” You also have to “work on the business.” Working
in it means you are doing the activity — selling product and
recruiting. This is what I call “Phase One” activity. The mas-
ters are in Phase One constantly. They keep their axe sharp.
But working on your business means you are creating team
culture, developing leaders, cultivating relationships, solving
problems, scaling the expansion, looking for growth opportu-
nities, and ensuring The System is running effectively. Also
included in this is working on yourself.
“How can I become better?” To become a master, here
are some things that you will need to focus on:
 Modeling Your Empire §249

¢ Speaking ability

* Motivating and leading

* Creating leaders by empowering people

¢ Storytelling

* Living a life others want to model

* Keeping the business simple

I have a saying that I have been pounding on the table

for years: “Stay on the Elevator.” We all get on the elevator
and ride it up to different floors of income. Some people get
off on the first floor at $1,000/month. Some stay on by keep-
ing doing the same Phase One (selling and recruiting) activ-
ity until the doors open on the $2,000/month floor, and they
get off. Some stay on until they get to the floor at $4,000.
Some ride it up to $10K. Some to $20K. Some to $100K.
But eventually, just about everyone “gets off the elevator.”
This means at some point, they stop doing what got them to
that level. When they stop doing it, their team follows their
example and they stop doing it also. This causes the team to
go backwards. That is why I have always stayed on the eleva-
tor. I want to lead my team by example. They will do what
they see, not what you say. Now at some point, when you are
ready to slow down (when your income is beyond need, and
you have accomplished all of your goals), you will be able to.
But only after you have duplicated yourself by creating more
leaders like you, and have empowered them to carry the torch
of influence with their teams into the future.
250 Building an Empire

So the key to becoming a top earner is identifying your

Rising Stars, and pouring your time into their development.
You can only handle doing this with one- to three people at
a time. Just like a golf coach can only focus on one or two
golfers. Decide who deserves your focus and then determine
if they’re willing to commit 100 percent to being developed.
Your goal is to help them master Phase One, and then teach
them how to become a leader. Once this leader is developed,
then the final step is to teach him/her how to identify Rising
Stars and mentor them in this same way. You want to create a
“Leader Factory.”
Top Earners think bigger, walk bigger, talk bigger, and
most importantly, act bigger. They have bigger goals, work
more hours, and put more heart and energy into those hours.
They are present, enthusiastic, and bold. They see this business
as their calling, and as a way to serve others.
If you help enough others get what they want, you will
get all that you want and more. Be a servant leader ... focus on
the goals of those you serve, and less on your own goals. Your
own goals will be limited by what you alone can accomplish.
But by leveraging the accomplishment of the goals of many
people on your team ... their goals will boost your personal
rewards far beyond what you could ever achieve by focusing
on just yourself.

GOAL SETTING
Goal setting is critical to your success. I learned years
ago from Billionaire Paul J. Meyer (search him online) how
important goals are — and how big of a part they played in my
journey. People with no goals are going nowhere. Goals give
 Modeling Your Empire 251

you a purpose to focus on, and they fuel your fire to do the
necessary activity to accomplish them.
Goals must have ail of these traits to be effective:

1. Meaningful

2. Specific

3. Written

4. Shared

5. Time line attached

6. Reward upon completion

I spent so many nights and mornings dwelling on my

goals. I made sure my goals had deep-rooted meaning to my
life. I made sure they were crystallized in my brain and very
concise. I wrote them down everywhere, so I could see them
often. I shared them with my family and with my team. f made
sure that they were not open-ended, but rather had clear dead-
lines to accomplish them. And lastly, I set up rewards for my-
self to make it all worth the effort.
Now, just because I am not elaborating more on this
topic, please do not let this subject die here. Paul J. Meyer and
other good authors have incredible books on this topic.

TREAT IT LIKE A BUSINESS

Treat it like a business and it will pay you like a business.
Treat it like a hobby, it will cost you like a hobby.
252 — Building an Empire

Too many, almost all, network marketers do not treat this

like a real business. To most, it is something they are trying out
to see if maybe they can make some extra money. This whole
sense of “trying out” to “see if’ is the culprit for the failure
most people attract. They quit because they never committed
in the first place! You get out of this business model what you
put into it. If you give it 10 percent of your time, energy, and
focus, you cannot get mad and say the business doesn’t work.
It works, ifyou work it. If your expectations are not in align-
ment with your actions, then you will-certainly set yourself up
for disappointment.
I can assure you, because I have seen it thousands of
times, if you treat your business as if you invested $1 million
of your hard-earned money to start it, you will find a way to
win! The problem is that most network marketing businesses
cost less than $500 to start. So with little skin in the game, it is
far too easy to nickel and dime it. Thus, you earn nickels and
dimes.
So what does it mean to “treat it like a business?”

1. Commit to attending events consistently. This is like

having a store and going in to open the doors for
your customers consistently.

2. Bea regular on conference calls. Be a perpetual

learner, always trying to improve and get better
results.

3. Track. You want to track your activities, as well as

your results. If certain activities are not yielding the
desired results, then you can review to find appro-
priate improvements.
 Modeling Your Empire 253

. Investment. It takes money to make money. You

may need to buy tools/materials, generate traffic to
your site, or buy leads. If you are running a down-
line sales force, you might decide to offer incen-
tives or contests to stimulate them.

. Learn from defeat. You will not always win. Learn

from mistakes, and get better next time. Be willing
to grow through your learning curve.

Treat your customers with love and respect. This is

referring to your actual customers, as well as your
distributors (they are also in a way your custom-
ers).

. Protect your house. Do not let anyone tarnish your

company brand or your image. Make sure every-
one is operating with integrity, never misleading
the consumer or the team. Report unacceptable
behavior to the company for review. ¢

. Every distributor is a distribution point for your

business. Do all that you can to keep them plugged
in, productive, and positive.

. Pay your taxes. You are a 1099 independent con-

tractor/business owner. Therefore, income taxes
are not withheld. It is up to you to calculate how
much money you should put aside for taxes. And
after your first year having developed earnings his-
tory, you will need to make estimated quarterly tax
payments going forward. So seek a tax advisor.
254 — Building an Empire

THE ULTIMATE DAY — MY TYPICAL DAY

As I thought I was done writing and this book was
all wrapped up, one of my networking friends asked me for
some coaching. His request was for me to outline for him
what my day looked like when I was building at my best,
when I went full-time. This is a great question, because in
reality, most full-timers are barely working their business the
way they should. Just because they no longer have a job does
not mean they are working this business full-time. Here is my
answer to him ... which, by the way, I still operate like this to
this very day.
9 a.m. — I wake up with an energy drink. I don’t drink
coffee, but I have healthy alternatives. I will also do a quick
breakfast and lots of water. To get charged up, I read about
15-20 minutes of personal development material. This mate-
rial is not heavy, but usually consists of books on attitude,
thinking big, energy, focus, etc. I ask myself, “If my down-
line does what I do today, how much money will I be mak-
ing?” This reminds me to do what I want my team to do!
9:30 a.m. —\ start off by making IPA (income produc-
ing activity) calls to prospects right away. I want to break the
ice as early in the morning as possible. This is critical, as it
helps me avoid call reluctance. If I don’t do this, noon can
roll around and I have wasted the entire morning making no
progress or income. So anywhere between three to five calls
right away launches me into having a productive day.
II a.m. — After making a number of initial prospect-
ing calls and follow-ups on existing prospects, I will start
replying back to emails and returning voicemails. I prioritize
these, and some will get returned late at night during non-
 Modeling Your Empire §255

productive time. I will also shift gears to make a few calls

to promote something to members of my team. I might be
calling them to urge their attendance on a conference call or
to come to an upcoming event. I will also reach out to brand
new recruits on my team to welcome them, paint the vision,
and to help book their PBR and PCC/PZC. Throughout the
day, I also take a number of three-way calls from my team to
close their prospects.
My focus will shift around throughout the day from
calling my own prospects, to calling my team members, or to
taking three-way calls. Of course, there may be a webinar to
conduct, or a sit-down appointment to meet with someone in
person. Here again is the diagram of what that time alloca-
tion will often look like:

23% 23%
Contacting my own Following up on my
new prospects to | own existing prospects
recruit | on my list

Doing three-way Calling my team to

calls/third-party | promote something and
closes for my team inspire action

29% 29%

I try to have an event of some kind to do in the eve-

ning. This might be speaking at a PBR, or at a briefing, or
conducting some PCC/PZCs from home. If I am driving to
256 — Building an Empire

do an event outside of my home, I use my drive time wise-

ly and productively. I will print out a list of prospects and
team members to call while heading down the road. If I have
30 minutes in the car to and from, that gives me an hour to
squeeze in an extra 20-30 dials. I love this much more than
listening to the radio. If I need a break, I will listen to some
PD (personal development) or training CDs. But I try to re-
serve this listening for non-productive hours. If it is time that
I can be making calls, I want to be making them.
For lunch or dinner — If 1am not with family and
eating alone, I have a pen and pad to jot down and brainstorm
ideas. I love to be creative and always thinking of ways to
help the team, or ways to create more business. Sometimes I
will pick up a book and read while eating. The more I read,
the better I get. But I only read when I| cannot be talking on
the phone.
At the end of my night (by 9:30 p.m., unless I have a
late conference call or PCC/PZC for the West Coast), I will
wind down with a light snack and stretch. I might watch
some TV, but often will get 10-20 more pages of a PD book.
As I brush my teeth, I ask myself, “If my downline did what
I did today, how much money would I be making?” Again, it
causes me to assess my own performance for the day.
As Jim Rohn once said, “The sleep of a laboring man
is sweet.” When I go to bed, I like to know I left it all out on
the field that day. My self-esteem is high when I know I gave
it my all. Can you imagine if you put in a full day like me,
how you would feel about yourself? And how your business
would explode? .
One more thing as far as time management: Schedule
your down time just as much as you schedule your time for
 Modeling Your Empire 257

business. When you are an ambitious person like me, you

can get into a rhythm and be laser focused on business. You
might be thinking about your business constantly, and trying
to work it all the time. So it is imperative that you remember
that you have other priorities in your life too. So just like you
block out time for building your business, you need to sched-
ule time to spend with your spouse, with your kids, and even
your friends. Don’t neglect your business, and don’t neglect
them. I have mostly taken Fridays off after 2 p.m. This is my
personal time for nurturing friendships, and keeping fun in
my life. If1 do not have a big event that weekend for my busi-
ness, Saturdays are often my down day. In the beginning, I
built seven days a week for a while until my momentum was
cranking. But then I got balance back. It was worth getting
unbalanced for a bit. Now I live any way I wish.
Family time is blocked out each day, as well as my
time to work out and stay in shape physically. I also take an
awesome vacation every three months or so, and leave the
country at least twice a year. Basically, I design my own life.
I map out the way I want my life lived ... and then wrap
my business around it. I created balance, even though it took
work and lack of balance for a period. It is worth it!
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 8
The Builder’s
Actions and Behaviors

JOURNAL YOUR JOURNEY

(SO YOU CAN TELL YOUR STORY ONCE YOU'VE MADE IT)
One thing I wish I did much more than I had, is jour-
naling everything that I experienced along the way. I had so
many ups and downs, cheers and cries, wins and defeats. I
just wish I created a diary that I could open up to the world
and let you see what it took for me to grow in this business
(and in life). If I could show you pictures or video footage
of me from when I entered network marketing, and then
show you the same footage every three years, you might be
amazed. We can never really see our own metamorphosis as
the days tick by. But in hindsight, the lessons I learned seem
to all blend together and only a few stand out. But they all
have combined into the recipe that has made me a very hum-
bly, successful person. I can see certain things now as I pause
my life to sit and reflect in order to write this book for you.
And going forward, it is my intent to be even more present
and fully take in every experience that life leads me into. I
will savor those personal conversations and connections with
my team members. I will write down the lessons I learned
from specific defeats as I encounter them.

209
260 Building an Empire

Go ahead with your career in network marketing jour-

naling every experience, so that when your time comes to
write a book about how you built a team bigger than mine —
it will almost already be written. Take lots of pictures. Shoot
videos. Document it all. Live your life like it is a movie, with
your favorite soundtrack playing in the background. You are
the star, and your teammates are the co-stars. Take the lead
role and nail it! 7

TAKING INVENTORY AND WHITEBOARBING

Do you know your numbers? If I called you right now
and asked you who on your team is engaged and running
for their next rank or is going for a goal this month, would
you be able to give me that data? If your answer is no, then
you are not treating your business like a business. Your sales
volume is going to come from your people in your downline.
So if you can help your people establish goals that motivate
them, they will chase those goals and you get the volume to
hit YOUR goals. That is the success plan.
Look at this as a few steps. First, buy a whiteboard and
hang it on your home office wall. Then make personal phone
calls to interview and strategize with each person on your
team you are personally working with. Ask them what their
goals are this month, and target whatever metrics/goals you
want to drive in order to drive their behavior and production.
For example, in my business I track these monthly
goals:

1.Rank Advancement goal

2. Performance Club qualification (monthly produc-

tion bonus)
 The Builder's Actions and Behaviors 261

3. Personal Recruits

4. Personal Sales Volume

5. Registered for upcoming event

My whiteboard has a chart showing all of those I am

personally mentoring and working with, and we track these
goals and their progress day by day throughout the month.
This is how you lead your team. You help them establish their
goals, help them know their numbers, and you know their
numbers along with them!
Whiteboarding transformed my business. It allowed
me to lean in and really work with people in a way that is not
possible when you’re both flying blind. It ensures you have
not forgotten the critical step of helping your people to estab-
lish goals they are going to run for. If your people aren’t run-
ning, it’s often because they have nothing to run for. Tracking
your business in this way causes you both to physically see
those goals every day in plain sight, which helps keep the
focus on point.

BE LIKE AN ANT
Have you ever watched ants? The little bugs are rather
admirable. They have the ability to target exactly where they
are going, and they find a way to get there. You can see them
walk in a line towards their goal. But if you place a block
between them and the goal, do they decide that this obstacle
is too large to overcome and turn back? No ... it doesn’t mat-
ter what you try to do to block their path, they find a way!
262 Building an Empire

They will go over, under, or around until they accomplish

their mission. Ants are relentless and unstoppable.

That’s the way networkers have to be. Pick your goal,

and then be like an ant. Determination is the common char-
acteristic of all seven-figure earners in network marketing.
Don’t let the fake stories of luck fool you. Every millionaire
got there with dedicated work ethic. They put blinders on and
kept their heads down and moved forward. Ants don’t seem
to get upset when you try to block their path. They don’t even
slow down. They just keep charging on until they succeed.
So can you. Develop an ant mentality ... nothing is going to
stop you!

ESP
“I quit because my upline never helped me.”
How many times have I heard that over the last 15
years? Oh, my gosh! I must admit how frustrating it can be
working with peopie. We all start our network marketing
business as independent business owners, 1099 independent
 The Builder's Actions and Behaviors 263

contractors. What happens with it is up to us. We get out of

this business what we put into it. We all get introduced to,
and brought into the company, by a sponsor. Their goal is to
bring us in and be the best sponsor they know how to be.
The reality is that most people are novices themselves,
and do not know how to be a good sponsor. They may have
only been in the business days or weeks themselves. But ev-
eryone has more people with more knowledge upline from
them. If someone wants to succeed, they must learn to follow
the chain up the line to find someone who is successful in the
business and willing to help them. It may be the person five
or 10 levels above them. It may even take some phone work
to track down a good mentor up the chain ... but it is worth
finding the right support.
When people complain that I never called to help them,
I try to explain that I do not have ESP. I cannot read their
minds and know exactly when they need my help. My phone
takes all incoming calls. Somehow people think that I should
know when they are struggling, or when they have a ques-
tion, or that they are sitting there waiting on a phone cail. To
me that’s just plain odd! If I were in their shoes, and really
wanted to succeed, I would pick up my phone and call for
help. But that’s just me. I consider myself an ambitious self-
starter. Maybe that’s why I succeed while others fail. Sorry
to sound so blunt, but come on! To all my friends and fellow
networkers reading this book — please, today, reach out to
the full-time and most successful people upline from you and
lock arms with them. Explain to them your why, outline your
commitment of actions you plan to take, and set expectations
on how you can utilize them for help. Your upline has no clue
that you are even thinking about this business. They don’t
264 — Building an Empire

have ESP either. But I assure you that they will light up to
hear from you — that you are ready to rock and roll!

POSITIVE DOWN, NEGATIVE UP

This is a very emotional business, because it’s a people
business. And when people are. involved, you will inevita-
bly have problems. Our job as leaders is to constantly make
sure that everyone on the team is focused and positive. We
have to protect the fragile psyche of every single person in
the downline. All it takes is one problem to come up, and it
could knock that person right out of the business. The prob-
lem might not even be theirs, but one that they heard others
talking about. In the word of mouth industry we are in, good
news travels fast, but bad news flies at Mach 10!
How do we control the psychological environment
within our teams for success? Find every reason to pass posi-
tive communications down to the team constantly. Get ev-
eryone doing this. You can speak excitement and belief into
existence. People are attracted to positive people who like
to uplift the spirit of others. As leaders, people are watch-
ing everything we do, and listening to everything we say. So
if you have nothing good to say, say nothing. I have never
witnessed a complainer, gossiper, or negative person make
it to the top in network marketing. Only the positive leaders
are able to attract and retain, and build winning teams. With
everything that comes at us in life, do what I do and take
in constant, daily doses of personal development books sae
CDs to keep me in the positive zone.
Any time there is an issue or anything negative that
needs to be dealt with, it must only go upline. Do not spread
 The Builder's Actions and Behaviors 265

poison onto your people. Your upline is the only person you
should bring your problems to. If you ever take it down to
your team, this can, and will, cause the team to stop being
productive and focus on your “stuff” instead. Here’s an im-
portant question: Why would you want to bring down the
morale of people under you? When you do that, it hurts your
income! So there is never a valid reason to do so. The only
time you talk about an issue with someone else other than
your upline mentor is when you are addressing the source of
the problem.
My mentor used to say, “Never pee in your swimming
pool.” What I would add to that is that we must also be the
lifeguard who also doesn’t let anyone else pee in the pool we
are all swimming in. We all have to take responsibility for
protecting our house. We get what we focus on. So be ex-
tremely conscious about creating a positive environment that
people are attracted to.

MANAGING YOUR CONTACTS °

Building our contact list is critical. Your list is your

goldmine, and you should be adding prospects to it daily. The
more people you have in your pipeline, the more will come
out the other end as a part of your team. Wealthy people build
networks, while everyone else looks for work. Most people
see that as referring to the people who are in your downline.
But I also believe your prospect database 1s also a network ...
and a very valuable one.
How are you managing this list? Are you old fashioned
and keeping their contact info and notes on each person in
266 Building an Empire

notebooks? Or are you using an online platform (CRM) to

manage this database and keep it all in one place, accessi-
ble from any computer anywhere you are? There are some
simply amazing systems/platforms out there now that will
not only enable you to never lose another contact, but will
help you enhance the way you use your database. You can
take notes on your conversations, set alarms to remind you
to make follow up calls, send auto-responder drip emails to
them, and even integrate an online presentation that tracks
what they review. Such systems allow. you to automate your
business building efforts, saving you time and even working
for you while you sleep or go on vacation. My team uses such
a system, and I can direct anyone to where/how to set up this
platform.
However you choose to manage your contacts, it all
comes back to the premise that the fortune is in the follow-up.
A database or list that is never worked is one that you might as
well not have spent the time and money amassing. Of course,
we get more excited looking for the next new prospect. But
remember that there is gold in the mine we already have in
that list. Who can you get on the phone and call today that
you have been procrastinating on?
STOP! Put this book down and go make calls to three
of them now. Feel the mental breakthrough in doing so!

AVOID END-OF-MONTH CRUNCH

In my company’s business model, we operate on
a monthly basis. On top of the daily commissions, people
qualify each month for incentives, rank advancements, and
bonuses. As you might imagine, when the month is nearing
 The Builder's Actions and Behaviors 267

the end, people get more urgent and scramble to get custom-
ers, recruits, or points for qualifications. The final 48 hours is
when people put in 25 percent of the month’s business.
Here is how this can hurt your business if you are not
careful.
Let’s say you need to sign up customers. If you call
with urgency and put pressure on prospects to buy due to
your deadline, they may feel turned off by your pressuring
them. Same thing happens with recruiting in this fashion. It
can be dangerous in getting aggressive like this, as you might
just turn off those prospects forever and never sign them up.
You can also turn off your team in the same way. If your
downline gets more calls from you in the final few days than
all month long, they will likely figure out that you are calling
them because of your needs ... not to help them in hitting
their goals. The last thing you want is for your team to ques-
tion whether you care more about yourself than them. Con-
versely, if you make it your priority to work with your team
with a focus on their goals all month long, they will know
you care about them. Should you call them in the montk-end
crunch, be sure you aim your urgency towards helping them
to qualify for their incentives. If the company is designed
right, their production and success will contribute towards
your qualification and success.
What I always try to remind my leaders is that I see
how hard they push in the final 48 hours each month. What
if they would just focus that hard in the first 48 hours of the
month, and create that momentum early on? Instead, what
I sometimes see is this huge rally on the 31st, and then the
Ist they relax and catch a breather. They lose the momentum
they were just creating. It is that herky-jerky, speed-up-and-
268 Building an Empire

stop routine that rarely gains long term traction. A smooth

flow all month long starting with a burst in the beginning
is always better. And you refrain from the dangerous activ-
ity of pressuring prospects or downline to make up ground
each month. So get in the habit of setting goals and creating
contests that are focused on the first week to 10 days of each
month.

SCHOLARSHIP METHOD
So your prospect says they are very interested in the
business, but they just cannot come up with the startup mon-
ey. What do you do? If you tell them to call you back when
they get the funds, you may hear back from 5 percent of
them. If you keep on them with follow-up calls for the next
few weeks or months, you may get 25 percent of them on
board. But what about the 75 percent who drift away, never
to join you?
The “Scholarship” method is your fallback option —
your /ast resort only. Here’s what you do: If you have ex-
plored all options and the person just has no way to get the
money to start, get them into activity as if they have joined.
As you know, that person is not the end ... they are the means
to reaching 100 people in their warm market. What is our
goal? The goal is to get our message in front of every human
we can come in contact with.
I would say, “OK, since there is no conceivable way
for you to come up with the money to start, I will scholar-
ship you. Here’s how it works. We fill out your application
and I will have it on standby. We will begin the business as if
you are processed. Once we do a PBR and/or PCC/PZC and
 The Builder's Actions and Behaviors +269

you have people signing up, we will take those commissions

that are generated to pay for your entry. This way you have
nothing to lose, and all to gain. And you will see the business
working for you. But be sure to treat the business like you do
have the money invested and skin in the game, otherwise you
will not find the success that you seek. The startup cost is not
the focus — it’s the amount of potential earnings and change
of life that you should be fired up about.”
Once | have their list, or start sharing my business with
their prospects, I am in control. If they flake out and still de-
cide not to join, I can just go ahead and recruit those contacts
myself. I am a networker, and I will network through my new
recruits as well as those who do not join. Everyone is a door-
way, and I will leave no doorways unexplored!
WARNING — If you jump to the Scholarship program
too soon (before you have exhausted every option for them
to find the money on their own), you will have fewer people
joining legitimately with skin in the game. Your recruiting
will go down. So recruit every person you can the direct way,
and use this method as a last resort when you are convinced
you will lose this prospect (and their contacts) otherwise.

NETWORKING GROUPS
I will combine the idea of “slow down to speed up”
with quality versus quantity here. As a big recruiter for years,
I have worked the numbers game. The more exposures to
new prospects, the more recruits I would bring on board.
When I was working part-time at first, I squeezed in 20 calls
a day to opportunity seeker leads. When I went full-time, I
was able to ramp up that number much higher. But often the
270 Building an Empire

professionals who get into our business do not want to sit at

home making phone calls. Neither do the social butterflies.
Recruiters who are more interested in personal rela-
tionships and building with like-minded professionals in
their local community are often drawn to another approach.
Rather than calling 20-50 strangers a day, they will look for
ways to slow down, physically get in front of people to build
rapport, and initiate relationships. Networking groups are
a common way to do this, as they are filled with business
people and entrepreneurs. If you find one of these groups and
they let you into their circle, you get the chance to start new
friendships. From these new friendships, if formed properly
without a blatant attempt for mere personal gain, you can find
lots of new customers (and even recruits).
While the numbers game might lead you towards at-
tending 20 networking/social events to meet and greet, let’s
analyze this. So you meet 10 new people at these social func-
tions. By attending 20 of them, you have met 200 people.
That’s a big quantity, but most often these connections are
very loose and casual, with follow-through often lacking.
This is usually a hit-and-run method, unless you are truly a
master networker with amazing follow-up to book appoint-
ments with these new contacts.
Joining a networking group is much different. Yes, you
are meeting new people, but it is structured. You are going to
be meeting with the same people every week or every month.
This repetition forces the relationships to mature and become
trusting, mutually beneficial partnerships. You are going in
with the “Go Giver” mentality of helping them find custom-
ers for their business, and in turn they are helping find pros-
pects for yours.
 The Builder's Actions and Behaviors 271

If you understand that slowing down to foster solid

quality relationships/partnerships is beneficial to your long-
term growth, this approach is incredible. Remember, you
want to put the needs and growth of their business first, be-
fore you start asking for them to be your customer or send
you referrals. Be selfless and be concerned about their suc-
cess, and yours will surely follow naturally.
Note: Networking groups are not to be a recruiting ap-
proach. This will turn off everyone in the group and you will
be shunned. While you may have someone ask about doing
the business with you from time to time once they see the val-
ue in what you are selling, that is not your intent. Your goal
is to market your brand, your product/service. Obviously not
every product will fit every kind of group. If they are all pro-
fessionals, this approach only works if you have something
of value to bring to professionals.
The great thing about being in networking groups is
that you will brand yourself as the go-to person in your town,
in your circle, for what it is that you market. If people get to
know you, like you, trust you, and they have a positive expe-
rience with you and your product/service, you will have busi-
ness coming fo you regularly. So focus on selling you, not
your product, at first. Ask yourself, “How can I be of value or
service to the members and their businesses?”

SUPPORT — SPOUSE AND FAMILY

Support on the home front, both emotionally and phys-
ically, is important. It makes this business journey a whole
lot easier if you have it. They can be there to lift you up on
your down days, which you will have. They can high-five
272 Building an Empire

you to celebrate your victories. They can be understanding

when you have to be out at night for briefings, away for con-
ventions, or even taking phone calls outside of a restaurant.
Or they can not be — which makes this endeavor very taxing.
So the key is getting the buy-in from those in your cir-
cle. The way to do this is to paint the picture of what’s in it for
them. Share what the success from this business will provide
for them ... more money to afford nicer cars, private schools,
college tuition, exotic travels, new clothes, etc. Or maybe it’s
the ability to retire you or your spouse from the JOB and have
more time together for the family. Everyone must have some-
thing to gain for the support to be offered. And you must always
keep painting this picture and reselling the idea constantly.
It is incumbent upon you to perform! Do what you say
you are going to do. If you make promises that your business
will deliver these results, then see to it that it does. Your family
is buying into your vision, your commitment, and work ethic.
But if you do not do what is required to succeed, it 1s your fault.
They will have every right to be angry and impatient. After all,
they are giving you the latitude and free time to pursue this.
Maybe they are sacrificing relationship time with you, or even
watching the kids at home. The sacrifice and support they are
providing needs to yield results.
So you are not just in this business for you, but also for
all who are in support roles. Therefore, you better be coachable,
have a burning desire, and do the work. If you are not making
your follow-up calls, you are cheating your family. If you are
not talking to sharp people when you are out, you are letting
down those you care most about. Your why should encapsulate
this, and drive you to do the work and perform — every day!
Don’t get surprised and feel like your family does not love and
 The Builder's Actions and Behaviors 273

support you if they express their concern when you are not do-
ing the required activity and bringing home the results.
Find ways to show your appreciation on a regular ba-
sis to your support network. Flowers to the wife, nice dinners
out with no phone, romantic getaways for a weekend, fun ex-
cursions with the kids at off-times when people with jobs can’t
normally go. Show your family the benefits of being in this busi-
ness. They need to see it and feel it.

FOCUS ON THE STARFISH

One day a lady was walking down the beach by the
water. She looked down where the waves were washing up
and she saw piles of starfish lying in the sun. She bent down
and picked one up and studied it. She noticed that it was start-
ing to dry out and was barely moving. So she threw it back
into the ocean. She began to throw them in one after another.
A man walked up to her and said, “Why are you bothering
throwing those starfish back in? Look around; there are thou-
sands of them washed up. You can’t possibly have an fmpact
and save them all!” She looked at him, holding up the starfish
in her hand for him to see, and said, “While that may be true,
I will impact this one’s life!” Then she proceeded to throw
that starfish back into the water.
My good friend just reminded me of this story as I was
writing these words. He pointed out to me that he has been
watching me doing the same thing with respect to my busi-
ness. What he said almost brought tears to my eyes, because
it really is how I feel. He repeated this story of the lady and
the starfish, and said, “Brian, you do the same with each per-
son that you pour yourself into with your business. Sure, you
274 Building an Empire

won’t be able to save everyone or change every life ... but

you can and will change the one in your hand that you are
working with.”
This made me feel that all of my efforts, all of the time
devoted to trying to impact so many lives is all worth it as long
as I impact just a few. Because if I do, and that story gets told,
then others will soon believe that they, too, can succeed. And
if I can begin that ripple effect of belief, then my efforts will
mean something. My goal is always to have a lasting impact,
one that reaches well beyond my reach and my presence. So I
remind myself not to be overwhelmed by the countless starfish
(distributors) who may not let me throw them back into the
water, and just focus on the one in my hand.

Closing Thoughts
As we close our time together in these pages, I just ask
that you believe in your mission here. When people believe
that you believe — that’s when you will attract others and
success can manifest in your life. Always know that J believe
in you beyond your circumstances. We all start where we are,
and grow from there. The further you have to come, the more
impressive and inspirational your story will be for others. As
Jim Rohn always said, “Don’t wish for things to get easier ...
just wish for you to become better.” Stay a student forever.
When you are done growing, you begin dying. So as you go
forth to learn and earn, I, too, plan to take my growth to un-
seen levels. Our network marketing profession needs many
more leaders who embody the right philosophies and integ-
rity to lead the way for those who have yet to even discover
our better way of life.
I worked hard for years, building my business so that
I can build my life. I can call all of my shots now. That’s
 The Builder's Actions and Behaviors 275

a special feeling. I made sacrifices and worked harder than

most to make this my reality. Now I get to live it. And bet-
ter than that, I can pay it forward and show others how to do
the same. Few will do it because most won’t pay the price. I
don’t care ... some will!
In the end, what matters most to me is not how many
copies of this book are sold, or getting praise for its contents.
The real measurement of success will be how many readers
go on to become top earners in their businesses and leaders of
empire teams. When I hear that this manual was at the center
of your daily journey to the pinnacle of your success, that
will be the ultimate reward for the investment I made into
the book. Just my name in your testimonial means more to
me than the millions of dollars I have earned personally from
network marketing.
Take me with you as a Foster Mentor, and we will build
your empire together.

If you feel you got value from this book,

a mM a Z O Nn would you please give it a review on Amazon,
and send me a copy so that | may share it on
my blog and social media? | will give you a
shout-out!
Email [email protected]
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APPENDIX
 MY DAILY AFFIRMATION

am building my own financial empire using the only

vehicle that enables me to do so — [my network mar-
keting business]. I know by focusing my heart, en-
ergy, my passion and my action on recruiting people
every day, I am building my dream and I am financially inde-
pendent and debt free.
I am a leader of people. My work is my ministry, and Iam
changing thousands of lives. There is no other place where I
can have fun, help others, and get rich while doing so. I am
the top recruiter in my company today. People are dying to
be on my team and they want me to show them how to suc-
ceed. I get people to see the recruiting presentation every day.
When others reject, they do not reject me, they simply do
not understand — and for that I do not blame them. I remain
strong and I resolve to help every person to realize that they
need to be a part of this crusade. Every person I meet will one
day soon be on my team.
I am a champion, a warrior for freedom, an expert recruit-
er, a winning coach, a caring teammate, and a fearless leader.
I am because I say I am, and today I will find the next me!

Share this printable PDF with your

team members at
briancarruthers.com/
millionaire-mindset-affirmation

278
 YOUR DREAM’S FLU SHOT

So that you don’t catch the flu from others who

| have the infection, doctors will give you a small
dose/shot of the flu so that your body’s immune
system can build up resistance to it before you
come in contact with the virus. Most people say
it’s worth getting a tiny touch of the flu so that you
don t catch the full-blown illness.
So, you have just started your network market-
ing business. Now it’s time to inoculate you. When
you joined your company, it all seems like such
a no-brainer to you. The product is so valuable,
needed, and inexpensive. And who wouldn’t want
to make extra money? Everyone will sign up for
this, right? So instead of getting advice and train-
ing, you feel it’s going to be easy to just pick up the
ho
WwW
>
phone and start calling your friends and tell them
ee
ee
ie
Sr
about it and sign them up. a
But guess what ... here’s your shot of the flu ...
"ier
eee
eee
Ges
ey they don’t all join! In the beginning, most won’t.
Some will even try to discourage you. They will
EN
SS
ON
RR
say things like:
* I don’t need that product « Is that a pyramid
auc
{iii
—-&
CO.~NI
MN
(D>> — scheme? « I don’t have time for that * Don’t waste
your time on that * I know someone who joined and
made no money * Nobody makes money in those
businesses * Sure, I will come check it out (and
they don’t show up) ¢ Sure, I will watch the video
(and they never watch it)

279
 If you understand and expect this from the outset, you can ef-
fectively handle these responses and not let it hinder your success.
If you have had your flu shot, you can get around people carrying
the virus and not become infected yourself. Every top earner in the
business got these same responses every day, and still do!
Many people claim to be open minded, but in reality most have
pre-conceived notions and closed minds. The key is knowing the
right way to approach people. Coming right out and saying, “Have
you heard of [Company]?” or “Do you want to make some mon-
ey?” does not work. In fact, running out there without proper train-
ing will blow your chance at a good first impression. Of course
you are excited and ready to start building your business, but don’t
sabotage your business on your first day. Learn from the thousands
of people who have already made the mistakes before you, and
learn what works and what doesn’t work. In other words ... STOP!
Do not go talk to people yet!
Your friends know you for you, and not as an expert in this
new business. They will not take the information properly from
you. Don’t let your ego convince you otherwise. In your training,
you will learn how to utilize your upline experts to share the in-
formation properly for you. There are ways to get people in front
of the information where they do not feel like their friend is try-
ing to sell/recruit them. The approach needs to be right. Then the
presentation needs to be third party (PBR/home meeting with ex-
pert, PCC/PZC/conference call, Business Briefing/seminar at ho-
tel, DVD, or 2-on-1/sit-down meeting with your upline). You will
learn this as you attend training events in your area, by listening to
the CDs, and listening to weekly team training calls. Your upline
experts will also coach you on what to say in your approach to
your contacts. Just remember, it’s all about getting appointments,
not explaining anything over the phone or bits and pieces on the

280
fly. Get appointments to show them the whole presentation. This
is the only way you will sign people up. (Maybe by the time you
read this, you have already blown it with a few people. Don’t keep
making the same mistake from here on out.)
So make sure you do not catch the flu (get discouraged and
possibly quit when people give you negative responses or objec-
tions)! People don’t know what they don’t know. How can they
judge a movie when they themselves have never sat in the theater
and watched it? They buy into one negative person who has been
walking the country infecting everyone with their negative virus.
Misery loves company. People love to spread negativity. What
you will find is more than half of the people who actually see a
whole presentation will sign up! The key is them seeing the whole
presentation ... so get appointments! Don’t talk to people about it.
Be vague and get the presentation in front of them.
Now that you have read this, we hope your baby skin will be-
gin to become rhino skin. Decide to become bullet- proof, and not
let words from others knock you out of the box of your business.
You wouldn’t let someone talk you out of your faith, or your fam-
ily, or your job. So don’t let them talk you out of your vehicle
that will take you to your dreams and goals. Get good at spotting
dream killers and avoid them. Focus on why you started this busi-
ness ... what you want success in this business to accomplish for
you. When your Why is super strong, so will your resolve to work,
grow and succeed. See you at the top!

YOUR’ eee
Customize and Print a copy of this
article as a one-page handout for
every new person who joins your
team at
buildinganempirebook.com/flu-shot
 The Ultimate Secret Weapon
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Aren't you 7/RED of trying

MAKING | to convince people that they
MY | should look at your business
opportunity?
FIRST: ~ There is a BETTER WAY!
| The first book I wrote was
nae called Making My First Ten
MILLION Million. This book was writ-
Mate ten to serve two purposes. The
first goal is to help change the
reader’s mindset and philoso-
phy about money, and to help
THE STORY OF MONEY &
him/her begin to attract money
like never before.
LEVERAGED INGOME

BRIAN CARRUTHERS
The second purpose for this
book is to be used by network
marketers as a tool to open the
minds of people they would like to introduce to their business
model. A common challenge for anyone in the home-based
business world is to find people who are open and interested
in hearing about their business. By leading with this book,
you will be swinging open their mental door of receptivity.
Once open, you can walk right in and share your incredible
life-changing business to a receptive ear. History and experi-
ence show that talking to someone who is not consciously in-
terested in creating wealth will always be met with resistance.
In effect, you have likely been trying to share your business
through a closed door all of this time!

283
 How would you like to only talk to/meet with people
who have a red-hot, burning desire to create a big in-
come? Wouldn’t that make your business much more fun?
This book represents The Key to the Door of Receptivity. It
will be the spark to ignite that burning desire in your audi-
ence.
The book has been priced so that it can be given away as
your calling card — a card that will resonate and speak to
people when you are not there. This book is the seed that you
will plant, which will, in turn, create a bountiful harvest. This
is the ultimate prospecting tool! The book weighs just over
an ounce and can be mailed with little postage in a regular
envelope. Of course, handing it out may be even better!
And priced at as little as $1 each, the question is how many
can your team get into the hands of prospects in the market-
place. Can you imagine 10 people under you getting out just
10 a week? That’s 100 warmed-up prospects a week ready
to take a look at your business. Or think bigger — have 100
people giving out 100 books a month. With 10,000 opened
doors a month to share your business ... imagine how fast
your business would grow!
STOP trying to jam your opportunity into people’s faces
only to get a stiff-arm.
START presenting your offer to people who now say, “I’m
all ears ... show me the best way to build my wealth!”
If you want to triple your recruiting in the next 60 days, get
your team handing out these books, and filling their pipeline
with interested prospects!

To Order Discount Copies:

MakingMyFirstTenMillion.com
(see training video on website)

284
 Essentials for every
network marketer's bookshelf

IN TR AP PED
FREEDOM MANIFESTO.
Become an Entrepreneur toEscape the Grind
and Find Freedom &Happiness

moneymindsetbook.com untrappedbook.com

Most people don’t know what If your prospects are not open
to do with the new money to looking at your business,
they start making from their it’s because they don’t yet
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 ABOUT THE AUTHOR

rian became an entrepreneur at an early age. He always

knew that he wanted to build his own empire — not that
he knew just how he was going to do it. Growing up, he
worked jobs in the summers, but all year round he had some sort
of business going. At age 12, Brian cut eight lawns a week to earn
money to invest in his baseball card collection, which he turned
into a business. He washed cars on weekends, caught crabs and
sold them door to door, sold newspapers, chopped wood to sell as
firewood, and even convinced his mom to help him cook French
fries that he could walk down the beach selling to sunbathers.

When Brian returned home to Maryland from getting his account-

ing degree from Villanova University, he knew he was never plan-
ning to be an accountant. Sure, he’d hire accountants one day, but

292
he wanted more wealth and freedom than that could provide. He
began his career in the family real estate business. Brian was rookie
of the year for his county at age 21, and went on to enjoy a success-
ful career selling homes. But along the way, his vision was widened
by his associations with wee
some extremely success-
ful entrepreneurs who
showed him a _ world
where he could have it
all — wealth and time
freedom together. Brian
made a decision to pur-
sue a home-based busi-
ness that elicited laugh-
ter from some folks at first, but later caused those same people to
call him a “genius.” Why would someone already making six fig-
ures and who was in line to step into ownership one day of a 24-of-
fice real estate company see the need to do anything else? While
others didn’t quite understand this decision, Brian knew he was
onto something big. He knew he was not
only going to build serious wealth, but
he was going to help countless people
find their freedom and get untrapped
themselves.

To date, Brian has spoken on stages at

entrepreneurial events with the likes of
Sir Richard Branson, Paul J. Meyer, Tony
Robbins, Grant Cardone, Pitbull, Robert

Kiyosaki, Eric Worre, Charlie Tremen-

293
dous Jones, John C. Maxwell, Harvey Mackay, Daymond John,
and many others. Brian’s first three books became immediate
best sellers in their category. He has hundreds of thousands of
followers all around the world, and his name is heard in the testi-
monies of many successful entrepreneurs quite often.

Brian works from his home office in Virginia with his family. He
enjoys travel, golfing, fishing, and hunting for fossil shark’s teeth.
Aside from his family, the topmost thing on his mind every single
day is how can he help more people discover the vehicle to build
their wealth and gain their freedom. This is Brian’s calling and
his mission.

294
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295
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You are literally holding millions of dollars
worth of information in your hand
Brian Carruthers has built one of the largest, most
profitable downline teams in all of network marketing in |
the last decade. His success system helped his team grow
to more than 400,000 distributors, including countless
stories of lives being changed for the better by the incomes:
generated.

Beyond the surface success of gaining wealth and living th

dream lifestyle as an eight-figure income earner, Brian's
alignment of personal goals with a greater purpose of
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Brian pours nearly 20 years of knowledge, experience, and ;

wisdom from being in the field working with thousands 6
distributors into the pages of this groundbreaking ©
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Applying the wisdom from this

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more fun on your rise to the top
while you are
BUILDING YOUR EMPIRE!

ISBN 978-1-7347461-0-5

ERT Te EERE 7 XO032RNWI9

Building an Empire:The Most...siness (Next Level Edition}
New