Mal Emery’s War on Recession Boot Camp in Sydney – Day 1
By 10:30 am on day one there was literally standing room only and the attendees were having ‘ah ha’ moments as Mal revealed the BIG ROCKS and KEYS to success in business… Mal went on to describe the success of his clients, and using them as examples, he states that 5% of the room had the resources to buy and sell the remaining 95% – these stats have not changed for decades and that’s simply because most people are not prepared to do what it takes to be in the “5%”.
Maths and Psychology
You need to become the authority figure in your niche, the guy on the top of the mountain. Market to your prospects by addressing their fears, wants, needs and desires. You need to be treated like and king and obeyed like a heart surgeon in order to dominate your niche. You can’t substitute good math with bad psychology, and you cant substitute good marketing for bad maths.
The Opportunity to Make Money
Turn your business into the opportunity for your clients to make money – this is the best game in town.
Wagons in a Circle
Most businesses look at each other and copy the same old crap from each other. They get sucked into institutional marketing wonder where the clients have gone. Everyone who makes alot of money defies the industry norms.
The Truth about Wealth
Australia is now the 3rd fastest Millionaire making country. When Forbes magazine studied 400 billionaires and they noted:
- 173 started with nothing
- another 100 had nominal recourses
- most made their billion from scratch
- they didn’t sit around waiting for the money to show up
It’s your duty to be rich – so you can help others that will never have the opportunities that you will.
His Story So Far
Fired at 23, he took Owen McGrath as a mentor and went to work in a hardware store. Mal was a ‘doer’ and after selling the hardware business years later looked for his next opportunity. With $17,000 in the bank he moved on and bought and sold 20 more businesses and figured out the formula. Always a marketer, he had the businesses systemised and turned around for profitability.
Mal changed direction at 41 and began teaching others how to buy & sell businesses. He stopped working hard and worked smarter, with time for his family and life.
His early speaking gigs resulted in him almost fainting… yet he overcame that and has reached the top of his game.
Do Your Ducks Line Up?
It’s all about self-help. You’re the key to your own success. There is no point in waiting until all your ducks line up, get started with what you have now. Be the only choice, or ‘perceived choice’ of expertise to your herd.
Why Should I Buy From You?
If you can answer that better than your competitors then you have a chance. If you just think “we’re better” or “we give good service” then maybe you should go find something else to do as your competitor think and say the same. Are you a cog or a clog in your business? Think leverage. Its all about growth and speed.
Ninth Wonder of the World
If Compound Interest is the eigth wonder of the world then selling ‘forced continuity’ plans is the ninth! Sell your product or service on a recurring basis every month until the client cancels or dies. Getting a new client is the most expensive part of business. Do you know how to keep selling to your clients, for free? Remember that Proactiv (the pimple cream) is a $500m business!
Marketing Leverage
The Marketing Triangle is based on Right Message = Right Media = Right Market. No Messaage = Name rank, serial number, and wrong message = plain vanilla, me too.
If you want impact then you need strategic repetition. The most futile, wasteful, thing you can do is 1-shot advertising. After the first contact with a prospect 50% of sales people give up. After the 2nd contact 65% have given up, and 89.8% of sales people have given up contacting a client after the 4th contact.
Million Dollar Marketing Makover Winner
The winner of this $100,000 prize was Melissa Daniels. Melissa took the stage with Mal and Bret Thomson for a hot seat examination of her business. Bret dug deep to get the story behind her business. The results of this makover will bve presented tomorrow.
More one the ‘shock and awe’ pack, lumpy mail, tear sheets and much, much more….