Rhino Monthly Magazine - April 2018

Volume VI • Number 4 • April 2018 • $97

HOW PEOPLE REALLY MAKE DECISIONS

YOU OUGHTA BE IN PICTURES – TAKEN BY SOMEONE ELSE!

ARE YOU BEING UNFAIR BY OUTSOURCING? expert interview with

Tim Johnson:

BUSINESS-BUILDING EXPERT

April 2018

ABOUT STEVE

About the Publisher, Steve Sipress If you want to grow your business slowly – or just maintain it as is, you’ll have to do that all on your own.

www.SteveSipress.com

But if you want dramatic growth in your income and lifestyle, then Steve’s out-of-the-box and time-tested strategies and tactics could be the keys to your dreams, as they have been for thousands of other small business owners and entrepreneurs over the past 35+ years.

www.Facebook.com/SmallBizHelp

www.25Kin25.com

www.Linkedin.com/in/SteveSipress www.Twitter.com/SteveSipress

You can benefit from Steve’s coaching experience and expertise to revolutionize your business by booking your very own world-famous, one-on-one, Guaranteed $25K In 25 Minutes Strategy Session by putting in your request at: www.25Kin25.com. *Steve gets far more requests for these life-changing sessions than he can fulfill, so make sure that you mention Rhino Monthly Magazine when you request your session.

Steve is a successful and award-winning serial entrepreneur, who has created and built nearly a dozen successful companies of his own, and he can help you do the same – more quickly and easily than you’ve ever imagined. In fact, you can immediately use plenty of his simple and powerful strategies and tactics that work especially well in this current emerging economy.

You can discover the basics of Steve’s powerful “The WOW! Strategy™: How To Solve All Of Your Sales And Marketing Problems” by watching a short video at www.SteveSipress.com.

Steve is a celebrated author, speaker and business coach who has established profitable businesses and helped thousands of ambitious and aggressive business owners, entrepreneurs, executives and sales professionals all around the world. He has written numerous newsletters and articles on sales and marketing for a wide range of publications and has appeared on radio and television, helping millions of people along the way.

For over five years, Steve was the #1 “Dan Kennedy Certified No B.S. Business Advisor,” and was Runner-Up out of 25,000 members for 2010 GKIC Marketer Of The Year.

If you want the very best, hard-hitting, no-nonsense, caring advice and help you can get, then “Straight-Talk Steve” could be exactly what you and your business need most.

Whether you’re a current or future business superstar, Steve can help you get exactly where you want to go as quickly, easily and powerfully as YOU want – with massive results both short-term and long-term.

ii I RHINO MONTHLY I www.SteveSipress.com

When we first started, I was terribly in debt and we were just a few months away from bankruptcy. We started seeing a boost right away in our business, we took what Steve’s given me and we just started implementing and implementing, and it’s just totally transformed my business.

Steve has helped me with my laser focus, he helps me implement, he’s taken my business to a whole new level. We went from a half a million dollars to a million dollars in two years. It’s just an incredible experience to know that where you think you’re just dead and things are horrible, to now anything is possible. I can see taking this to a whole new three or four types of businesses -- it’s going to be huge.

Steve is all business, he is an unbelievably smart, brilliant man. I can’t say enough about him. Everything he’s told me, I’ve made so much money it doesn’t matter what it costs. They don’t make enough money in this world that somebody could pay me so I would stop listening to Steve.

Steve is the exact reason why I have a retirement fund now. It’s probably illegal how much fun I’m having!”

Jon Bockman

Owner, Bockman’s Auto Care Sycamore, Illinois

How People Really

MAKE DECISIONS

By Steve Sipress

I recently spent over two hours in a meeting with an attorney. It was excrutiatingly painful to sit and listen to this guy pontificate on what a genius he was, with his 40-year career, all of his extensive experience, and his unparalleled knowledge of the way our legal system works.

Of course I didn’t tell him that I have a law degree from a

much better law school than he went to, and that my 99th percentile score on the Law School Admission Test is likely a heck of a lot higher than he scored. So sure, he has all kinds of experience as an attorney and I have none, but it’s highly unlikely that he has as sharp a legal mind as I do, and he wasn’t really impressing me with his legal “brilliance.”

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HOW PEOPLE REALLY MAKE DECISIONS

April 2018

A JUDGE ALMOST INSTANTLY MAKES HIS DECISION, THEN HE GOES THROUGH THE REST OF THE TRIAL GATHERING ENOUGH EVIDENCE TO BACK UP HIS CONCLUSION AND JUSTIFY THE EMOTIONAL DECISION THAT HE HAD MADE ALMOST INSTANTLY.

Anyway…

At one point, this lawyer started bragging to my beautiful wife Michele and me about what he thought was his amazing insight into the way people make decisions. He told us, “You would think that when you get your case in front of a judge that it’s all about the truth, and the facts, and who is right or wrong. But it’s not. You see, I have discovered something that basically no one else knows. I’m going to let you in on an inside secret: Judges make their decisions based on emotion, and then they back them up with logic.

So you have an advantage in your case, because the way you just told me your story, you have a lot of emotion on your side. A judge almost instantly makes his decision, then he goes through the rest of the trial gathering enough evidence to back up his conclusion and justify the emotional decision that he had made almost instantly.”

Both Michele and I had to contain ourselves from bursting out laughing, because I have been teaching thousands of entrepreneurs for decades that all people – not just judges – make our decisions based on emotion, and then we back them up with logic. That’s just the way human nature is.

So when you are doing your advertising or marketing or making your sales pitch, always remember this

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attorney’s “secret” and make sure to focus on the emotional reasons why your prospect feels that they need their problem solved and why they want to avoid the pain of having it continue, instead of simply spewing out all kinds of facts and figures and features and benefits.

For example, when sharp entrepreneurs want me to accept them as clients, they say things like, “I have a gut feeling you can help me” or “I just know that you’re the one who I need to put an effective marketing system in place for me.” Only then do they point out facts such as, “You’ve helped thousands of business owners just like me to make a ton of money” or “You’ve started and built over a dozen of your own businesses” or “You’re recognized around the world as a top business-building expert,” etc.

Want to improve your effectiveness as a communicator and persuader? Always keep in mind this basic fact of how human behavior really works, and you’ll start feeling better and better about your results.

To find out more about Steve Sipress and how he can help you have more fun and make more money with your business, see the Inside Cover Page.

To get new moneymaking strategies and tips from Steve and other top business-building experts from around the world, go to:

RhinoDaily.com or LessonsLearnedFromDonaldTrump.com

MANNY’S BLOG

April 2018

You Oughta Be In Pictures – Taken By Someone Else!

Did I ever tell you about my failed attempt at being a professional photographer for the canine community?

Oh, it was a learning experience, but it was an ill-conceived endeavor on so many levels.

I guess I thought I was an expert on close-ups just because that’s the way I meet and greet. (“Hello, there…King, isn’t it?

I’m terrible with faces, but I never forget a, well, you know…”)

And I don’t have any problem with “darkrooms” per se, but it seems that in my search for the right studio, I always got stuck with “dark rooms with scary, scary tree limbs brushing against the windows.” Brrrr!

It wasn’t just tree limbs that freaked me out. I used to have flashbacks whenever a customer asked about the timeline for getting “prints.” Yes, my mind suddenly went back to those unpleasant occasions when Steve and Michele – for some unfathomable reason -- went ballistic because I had tracked good ol’ organic mud on the new carpet.

Let’s face it: a lot of my subjects were not very photogenic.

Some of the pooches needed a porkchop tied around their neck just to get the camera shutter to open!

Some customers were too sensitive. Poor Brigitte starting crying when I went to get a wide-angle lens.

Other customers were just plain ornery. One mutt kept complaining that the snapshots were “grainy.” I said, “What did you expect – you were digging corn cobs and flour sacks out of the garbage can!”

Rambunctious younger customers were another problem.

I did a masterful job composing the background and the foreground, but the Bingo quintuplets left the whole place looking like a battleground. When I tried to catch their attention with, “Watch the birdie,” the little rascals fetched three pheasants and two quail!

It wasn’t just the living, breathing subjects that gave me trouble. I also had problems shooting landscape pictures. I kept imagining how many delicious bones were buried in that landscape, and my saliva sort of shorted out the electronics in the camera!

Mostly, my business grew too fast and I was disadvantaged by believing that good help is hard to find. When I asked my assistant Fang if he knew what to do for “red-eye,” he replied, “Duh! Stop taking those late-night flights!” He thought a “zoom” lens was one that imitated the sound of a can opener.

When I told him I was trying to achieve a “soft focus,” he ran to the store for a non-stick Pooper Scooper.

Fang sometimes got us sidetracked for hours with his rants. (“Overexposure? You wanna know who’s overexposed?

Marmaduke and Snoopy! The stories I could tell you about those overrated bums…”)

In case you’re wondering, I never ventured into the paparazzi side of the photography business. Pursuing glamorous celebrities would be something of a bore after all the times I’ve chased my own tail (he said modestly).

Moral of the story: Take a picture; it’ll last longer – unless Fang’s idea of “enlarging” it involves a tug-of-war. *Sigh*

Manny (full name Emanuel or “Dog With Us”) brought non-stop joy, affection, and energy into the lives of Steve and Michele Sipress for over 13 years. He also shared his wit, humor and insights with readers here every month.

Thankfully, as he got on in years and knew that his time on this Earth was growing short, he poured himself into his writing, leaving many, many columns behind, so that his fans can have the continued pleasure of being entertained and enlightened by him for a long time to come. He is no longer physically with us, but his memory lives on…

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expert interview with

Tim Johnson: BUSINESS-BUILDING EXPERT Steve Sipress: Fantastic to have you here on the Rhino Daily Podcast, Tim Johnson!

Tim Johnson: How are you doing, buddy?

Steve: I am doing fantastic, thank you.

How are you doing?

Tim: Just traveling and having fun, changing the world.

Steve: Oh man, you’re always traveling, because you’re helping people all

over the place all the time. Speaking of which, I love what you’re doing lately now, your new thing, now you’re helping people to get their sales and their marketing in gear, which for small business owners is the number one point of frustration that I’ve felt and that I’ve experienced myself, and now I’ve been helping thousands of business owners over the years, and that’s a big sticking point.

But I’m going to get right to it. I love this thing, we’re on the same page. All of the classic, old dog sales training

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teaches people how to overcome objections, and you say “That’s a lot of nonsense.” What do you tell business people – how should they look at objections instead?

Tim: Objections are opportunities.

Steve: Love it.

Tim: The customer is telling you straight away, so why would you not take most of your objections and, whether it’s direct mail – and you’ve

EXPERT INTERVIEW

been teaching this, Steve, for years – if you give that to your marketing team…

Steve: And is that a good or a bad thing?

Because what I find in most businesses is the sales team is blaming the marketing team, the marketing team is blaming that “The leads coming in for the sales suck,” and at some point, when you overcome the objections in the front end… If it’s money, when someone calls up and they say, “How much is it?” You don’t even know anything. “Listen, if that’s the first question you’re asking, you can’t afford it.” And you take it away from them.

Tim: Do you want your people to fight for sales, or do you just want people calling in and saying, “Listen, I’m ready, here’s my credit card?”

What happens with that a lot of times…

I don’t like the word “salespeople.”

Obviously, we are salespeople. But what becomes easier is just if you can go to your marketing team and you have weekly meetings, and “Hey, we’re getting this big objection. We’re getting the money objection straight away, and we’re getting ‘I don’t have time.’” That should be in all of your direct mail, your email marketing, your PPC ads… Wherever you’re advertising, that stuff should be able to overcome…

Which is going to save your sales team a lot of time, because marketing is going through those objections and getting rid of them right through the marketing.

Steve: It was a trick question, because I once worked for a large corporation, and they were so dumb… I used to laugh, I used to have to stop myself from cracking up in the sales meetings when they would look around and say, “Hey! We don’t need order-takers, you are highly-trained salespeople.” I would think to myself, “Wow. Your marketing sucks!”

The whole goal is to have order-takers.

If that company had better marketing, the salespeople would just get to walk around… In fact, you wouldn’t need salespeople, because people would just go to the website and order. Then you don’t need to pay any commission to any salespeople!

April 2018

Tim: I think that’s the misconception of most sales, is… Listen, if the same objections you’re getting over and over… One of my mentors, Tom Schaff, talks about “the dumber you are, the more you sell.” When you start talking about “I do this” and “I do that” you sound like a bad date. What I tell people is, “Stop selling your dream, and sell them on theirs.” Because, obviously, there are three investments: time, money, and change. Let’s talk about the most important one.

A lot of people that don’t have money always talk about time and money. We can affect time. There’s 1440 minutes a day. I can show them how to make more money, but I can’t change their habits in order to get them to do those things. So the salespeople want to fight with the marketing people, the marketing people want to fight with the sales, and it’s like, “Really, guys?” Everybody wants to make more money, but their egos are so in the way, that’s what they want to do.

And then they fight.

When you know your numbers, sales is an hourly thing. It’s “here’s how many hours you’re working, here’s how many sales you did. That’s what becomes your hourly rate. So I think marketing – good marketers – overcome those objections. And when it’s there, your salespeople are going to say the one thing that comes out that they can never get back is time. So when the strategy is connected between marketing and sales, in my experience, I see that the salespeople become more order-takers than they do become salespeople.

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April 2018

EXPERT INTERVIEW

And then the CEO is figuring out, “I don’t know if it’s my marketing team…

I need to hire a sales coach. I need to hire a new marketing team. Instead of just getting everybody to stop and work together, and connect that together, like you said, the guy’s like “We don’t need order-takers.” Yeah, you do!

That’s ultimately… Do you want your salespeople to spend 80 hours on the phone trying to close a sale, or do you want someone to call in and say, “You know, dude, I just can’t live without this” and buy it?

Steve: Exactly. And nowadays you have a great example, you have this Amazon.com, the world’s largest seller of anything, and I don’t remember ever having to talk to a salesperson to buy anything.

All right. We talked about these objections, and I know you talk about the three basic objections everyone needs to address. Can we talk about those?

Tim: You mean time, money, and change?

Steve: That was quick! So we’ve got time, money, and change. Can we get into a little more detail about those?

Tim: Yeah. So let’s talk about time. It’s interesting how many times someone picks up the phone and says, “Listen, I just don’t have time.” So I take them through an exercise of time. The average person has 1440 minutes a day. That’s easy. If you write down what you’re doing every 15 minutes for a week, and you analyze it to see “When am I doing $10-an-hour work, and what am I doing that’s making me $50 an hour?” that’s where you start to affect your time. Because most small business owners wear multiple hats. But the thing is, we consider that we don’t need to be good at everything. When

you have a team… That’s why I like being your client, Steve. You have all different clients and connections that are not good at everything – they’re just good at one specific thing, and I don’t have to go far to find any of them.

Steve: I also like your saying about time and money. I have a whole training I do on it, where I teach that time does not equal money. Time is more valuable than money. You can get all the money you want – you can never get the time back. So I love that you help people to manage their time.

Tim: Money is replenishable, right?

Steve: Of course!

Tim: Money is replenishable. Most people have a job, or they have a customer…

Steve: Not only is it replenishable, but it’s pretty easy to get. You give someone something they want, and they give you money.

Tim: This is a quote from Tom. He says, “The dumber you are, the more you sell.” See, what happens is…

There’s only three answers in the English language for a decision: it’s

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“yes,” “no,” or “maybe.” And “no” doesn’t mean “no,” it just means they didn’t understand, you didn’t overcome their objection, or you didn’t dive enough into their pain.

People will write big checks when the pain in their life goes away.

I’ll give you an example. I was at an event here recently, and someone said, “How can I help you?” I’m not going to mention his name, but he was a national marketer. And I said, “Frankly, I don’t need much.” And all I did was turn the question around. I said, “How can I serve you in 2018?”

All of a sudden, he puked all over me.

All I did was change the…

Steve: [laughter] I know that for the listeners out there that don’t know Tim, that’s a good thing, when Tim says that.

Tim: Right!

Steve: Well, it didn’t sound too good! [laughter] Tim: But see, what happens is… We were at a group, and somebody next to me asked one of the nationwide marketers a question: How can I help you? Well, this guy has got an ego the size of the Titanic. God forbid he’d ever

EXPERT INTERVIEW

need any help, you know what I mean?

Because he’s bad-ass, and no one’s ever going to do it. But when I turn the question around: “How can I serve you?” He’s now the king. I’m feeding his ego. Because “servant” or “being served” is a word that somebody, if they want to get into what they’re doing, is super-easy, because I’m not asking for help, I just asked, “How can I serve?”

So literally, is “serving” and “helping” the same thing? You’re doing the same thing, but it’s just a word. But because of that one key word, I listen, and all he did, then he puked on me about everything that we could do to help him.

Because I said “serve him,” now I’m a servant to what it is. But I’m going to get paid because I made that connection. I didn’t “help” him – I “served” him.

The point of that is: a lot of times what we say and what people receive is different. I might say “orange,” and they’re going to say it’s an apple.

And they never truly understand what we do. So the more you start to understand… I’ll give you some key words, Steve, that I’ve been studying over the last couple of years, and why I created Whytology™.

It’s because if I understand their “why” and what they want to accomplish…

People say they want to make more money, that’s bullshit. What do they want to do with the money? What philanthropy? Do they want their kids in college? If I can dive deep into their “why”… Like why do they want to make more money, and what would they do with it? What life-changing event would have to happen for them to get there?

And then I just need to figure out what service will get them there. Whatever strategy it is…

You talk about this with your clients, Steve. When I can connect their biggest need to making money… “I want to give

April 2018

my kids the best life I can.” Well, what does that look like? Get specific. And the more specific I dive into their “why,” and now here’s the thing… I just divided… If they’re making 100 grand a year, all you have to do is the average person works 2,080 hours a year. That’s time. Well, if I divide that number, it’s about $48 an hour. If they want to make $200,000 a year, it’s $96 an hour. If you take 200, you divide it by 2,080, which the average person works… Because people know jobs. So if I can get them to go…

Now, all I have to do… I don’t need to make them $200,000. They’re already making 100. I just need to figure out what strategies are going to make them an extra $100,000 this year.

So I get more sales, because hey, if the customer is not for me, if I even try to sell them, they’re going to be a “PITA” client – they’re going to be a pain in the ass that I’m going to have to serve and serve and service them forever, and they’re still never going to be happy. So why not connect them to a service that fits, and give them a strategy that fits to help them accomplish their “why?”

Because when you get them to achieve that, it’s crazy how much faster they’ll come back and ask you for something else. “Hey, who do you know that does this?” “Great. Glad you asked.” Because what’s interesting… I’ll give you an exercise that I was given by a good friend of mine about five years ago.

When I talk about time and money, those two things directly affect it. If I need to swing at $48 per hour, then I need to affect their time. I need to change their habits. Because they don’t trust anybody. So that’s why I like being your client, because if it’s something that I can’t do… Because I know the 20% of the people I’m for, I sell the 80% that I’m not for to the people they need to know. So for me, that’s a no-brainer.

Steve: How about this, Tim? Because we’re at the end of today’s episode.

Can we start out tomorrow, we’ll give out that exercise to the listeners tomorrow?

Tim: Yeah. Let’s do that.

To listen to the full interview, go to: SteveSipress.com/magazine

Tim Johnson is a business-building expert who has created the Why-To-Wealth Strategy System™, the Whytology™ method of discovering your ideal clients’ most powerful desires, and the S.O.L.D. Business Development Process™ that shortens sales cycles and automates workflows, leading to more profitable businesses, with less effort and stress.

Download your complimentary Why-ToWealth™ Whytology™ Blueprint to better understand the marketing side of this powerful process so you can apply it in your business today, by going to:

MoreThanStrategy.com

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By Daven Michaels

Are You Being Unfair By Outsourcing?

You are probably wondering like one of those company owners who approached me a few years ago with the same question a lot of business owners keep asking: “Seriously? Are you saying that I can get an employee to work for me at less than $1,000 a month?! What kind of business are you running? A sweat shop where workers work like slaves all day only to earn peanuts at the end of each month?”

It’s noble to not take advantage I totally understand your concern, and I must say I have a lot of respect for company owners who do not want to take undue advantage on other people.

For a lot of American business owners, it is really not all about making money; it is all about adding value to life. I am a very strong believer of “let and let live.”

$1,000 per month in the United States, especially people who live in large and populous cities like New York and Los Angeles, $300 to $1000 per month is a lot of money in other countries such as the Philippines. As a matter of fact, many people in the Philippines earn a lot less than this.

You will be glad to know that in many developing countries, $350 per month is a lot of money when converted to the local currency. For example, in the Philippines, $500 per month salary can cover the cost of rent, food and other basic living expenses. Trust me, I know… I go there all the time!

Diamonds, where some poor malnourished children slave away in the diamond mines searching for diamonds which would end up getting sold illegally to jewelers in Europe and America. No one with a conscience would want to use their money to purchase an item that was produced out of someone else’s blood and sweat. But when it comes to offshore outsourcing in Asia, especially the Philippines, please know that paying an outsourced employee $347 to $1,000 per month is a very fair deal.

They are happy to work to earn as much.

It is a fair deal!

Check out the workers at my company, 123 Employee, and you will notice that they are happy and work in a clean and positive environment.

You may have watched the music video by Kanye West titled Blood

The labor laws factor But here is the catch: Because many offshore outsourcing nations such as the Philippines, India and China do not have strict labor laws, that is why these countries provide quality outsourcing solutions at affordable costs.

While it is impossible to live below 8 I RHINO MONTHLY I www.SteveSipress.com

Daven Michaels is a New York Times best-selling author and the CEO of premiere global outsourcing company, 123Employee, which employs hundreds of young, bright individuals on three continents. His International event, Beyond Marketing Live!, inspires entrepreneurs to build and grow their businesses with revolutionary new theories and systems, allowing them to design the business and personal lifestyle of their dreams.

Get Daven’s Jetset Entrepreneur Blueprint and 5-part List Building Video Series by going to:

DavenMichaels.com

Steve Sipress The WOW Strategy™ Creator

To find out if The WOW! Strategy™ Results Group could be right for you, go to:

www.SteveSipress.com/results

Jon Bockman Sycamore, IL

“Steve is all business. He is an unbelievably smart, brilliant, brilliant man. I can't say enough about him. Steve has put probably more, I would say, thousands, and thousands, and thousands of dollars... I mean, I probably can't even put a true figure on it, because it keeps coming back, and keeps coming back, just more and more money all the time.”

“One suggestion that Steve gave me, well, without question, put $300,000 more in my bank account. And we are going to be using it forever. This is not a one-time deal. We’re going to be using this idea that Steve helped us with... and we’ll be using it until it doesn't keep working like it is. And so, the value over time could literally be way over even the $300,000 number.”

Mary Forte Bensenville, IL

Keith Lee Seattle, WA

“He's helped me learn how to market my business, and today I can say that we're more successful than we've ever been… I needed to learn how to market the business better to create more revenue, and that's what Steve has helped me with. The financial difference is considerable. We've probably close to doubled our revenues. We're on track now to do another close to $500,000 more than we did last year. So that's awesome. I do owe all of that to Steve.”

RHINO MONTHLY Volume VI Number 4 | April 2018

CONTENTS:

1

How People Really Make Decisions

3

You Oughta Be In Pictures – Taken By Someone Else!

By Steve Sipress

www.SteveSipress.com/magazine

8

Are You Being Unfair

By Outsourcing?

By Daven Michaels

Manny’s Blog

4

INTERVIEW WITH

Tim Johnson: Business-Building Expert

Publisher Steve Sipress Successful Selling Systems, Inc. 20701 N Sco�sdale Rd Ste 107-509 Sco�sdale AZ 85255 (p) 773-236-8134 (f ) 847-232-1535 Ques�ons? Comments? Sugges�ons?

w w w.AskSteveSipress.com

Layout & Design Bobbie Miltcheva www.33graffics.com

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