Episode 27 with Guest Robert Allen - Cloud Object ?· Episode 27 with Guest Robert Allen ... becomeapersonal&friend,&someonethat&I&admire.&I&call…
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Episode 27 with Guest Robert Allen
Lisa: Welcome to Episode #27 of Boost Your Sales and Lifestyle. I'm your host, Lisa Sasevich, the Queen of Sales Conversion and the founder of the Sales Authenticity and Success Mastermind Program for Entrepreneurs.
Today's episode features an interview with the brilliant Robert Allen. In this interview, we cover Robert's hottest secrete on how to automate your online and offline sales conversion machine. Robert believes that once you've cracked the code and have your product to sell, then you automate. On today's episode, we cover two different licensing options. Number one, you can flip to a licensee and you're the licensor. Number two, you can partner with people who do the things you're not good at. This will all mean a lot more to you as we dive in with Robert Allen. This interview is jam-packed with powerful information. Get ready to open your mind and get sassy with me. Let's dive in.
Announcer: Welcome to the Boost Your Sales and Lifestyle Show, with Lisa Sasevich, the Queen of Sales Conversion. Lisa teaches experts who are making a difference how to get their message out and enjoy massive results without being sales-y. Lisa is here to lift you up, show you a new perspective, and open your world to what's possible for you, helping way more people, making way more money, and making the difference you were born to make.
Lisa: I'm very excited to wrap up day one with our headliner, someone who has become a personal friend, someone that I admire. I call him one of my kings because he was so generous in becoming a student, really studying my work early on. I remember seeing him in my audience with my knees knocking going, "Oh my God, this amazing person that I've studied is studying with me."
From that, I've learned the power of generosity and the power of being a lifelong learner from this man. His name is Robert Allen and he is one of America's most famous and most influential financial advisors. After graduating with an MBA from Brigham Young University in 1974, he began his real estate investment career and turned his successful experiences into the colossal bestselling book, Nothing Down, which spent 58 weeks on the New York Times Bestseller List. If that wasn't enough, he followed that with 4 other major New York Times bestsellers. I'm sure you've heard of many of them: Creating Wealth, Multiple Streams of Income was the first one I got my hands on, The One-Minute Millionaire, and Cracking the Millionaire Code. Not that long ago, he co-authored a book with Mark Victor Hansen called, Cash in a Flash: Fast Money in Slow Times. Obviously a very timely book. He's appeared on all of the great shows: Good Morning America, Larry King, you name it.
His most important achievement, and what I love about Robert Allen, is his beautiful 30-year-plus marriage to his wife, Darryl. Together, they have 3 incredible adult children: Amy, Aaron, and Hunter. I've had the privilege of visiting their gorgeous home here in San Diego, getting to spend some time with Robert. You know, he's one of those people where the more you scratch the surface, the more you find gold. Robert, I'd like to welcome you to the call. Thank you so much for being here today.
Robert: Lisa, it's such an honor to be here with you. You are one of my favorites as well. It's a mutual admiration society, but everybody knows that you deliver like nobody's business and I'm just so thrilled to be here to help in any way I can. Let's inspire and empower the listeners to go to the next level.
Lisa: Awesome. Well, I know that they're energized. We've had some amazing contributions today from some of the people that we both know and love and have learned from: Jeff Herring, Jeffrey Gitomer, Nathan Kievman, Finish Agent, one of our sponsors.
I'm excited to wrap up day 1 of our 3 days with you because you have been in the industry a long time. You've sold over a billion dollars of your information in so many different formats. I thought, when it comes to someone who over the years continued to innovate and look for ways to be in many places at one time, without having to actually be there, you have definitely tried everything.
I can't imagine there's many people on the call that are not already familiar with your work, but just in case, maybe you can tell us a little bit about you, who you're serving, the transformation that your work is providing these days. Then we're going to peel back and really do a little bit of a different kind of interview. It's not so much about what you're doing, but in Automated Income Secrets, we want to know currently how you're doing it. How are you attracting leads? How are you converting leads? What experts are helping you? What programs are you using? Where are you struggling? People have been very vulnerable about sharing the parts that have been easy and the parts that still seem like a mystery. It's just been brilliant. Let's start with you. Who are you-
Robert: Before we go any further-
Lisa: Oh sure, sure.
Robert: On this program that you're delivering, AutomateMyIncome.com, how many speakers are going to be on this program?
Lisa: We have 4 people a day for 3 days, plus 4 sponsors, each of who are contributing. You can actually see the lineup if you go to AutomateMyIncome.com. You can see all their pictures right there.
Robert: Excellent. I was listening to you mentioning the price point and I'm going there myself because I know if I can just get one idea or one belief that gets changed from one of the people you're going to be interviewing, I know that it's going to make my business better. Sometimes it just takes one idea. I'm a constant learner, and like you said, I've been in this career, in this business, for almost 35 years, marketing information.
The world is just changing so fast. Back when I got started, 1980 is when my first book came out. Throughout the decade of the '80's, Nothing Down was the #11 hardcover bestseller on any subject for a 10-year period of time. It was just huge. Back then, we didn't even have the internet. It was television and infomercials and full-page ads and all kinds of different marketing. When you bring the internet into the picture, it just changes the game. It used to be so expensive to market. Now we can, like I say, on the internet we can fail fast for free.
Lisa: I love that. Isn't that the truth, though?
Robert: You can test all kinds of things really quickly and you can have your answer almost immediately. At any rate, I've been marketing information for a lot of years and so once you've cracked the code on whatever you're marketing, at first for me it was marketing real estate information on how to buy real estate with little or no money down. Started with a seminar I was teaching in my hometown of Provo, Utah. We rented a hotel room. We charged $75 for a 4-week class, evenings for 4 weeks. Then I said, "Well, gosh, I wonder if I could do this quicker and get it all done in one day?" We would charge $100 for people to come on a Saturday. $100 times 100 people is $10,000. In 1978, that was a lot of money.
Lisa: It's still a good amount of money, right?
Robert: In 2013, that's a lot of money.
Lisa: Yep, yep.
Robert: Then we went to $200 for a weekend. Then it was 100 people times $200, so it was $20,000 for a weekend. Then it was $400, $500. Then we get 200 people at $500 in a weekend and it's $100,000. It was serious money. A lot of the marketing was done in more traditional ways. That means you have to hire employees that do that kind of work and essentially it wasn't automated. It required my presence. I'd have to go do the seminars to promote the previews, we called them, then I'd have to go do the trainings on the weekends.
What happened for me was in L.A. doing a big, huge seminar and one of my competitors saw me and was just testing me out, seeing what the kid was doing. He said, "This is the new kid on the block." This is the new Lisa Sasevich, frankly. When I see you, I say, "Now, this woman is the future." For me, back
then, I was the new kid and they said, "We want to take all our expertise about promoting seminars. We're going to apply it to you and pay you a royalty." Talk about automated. In a sense, somebody takes and creates the infomercials, trains the trainers, trains the preview speakers, does all that work and sends me a royalty check every Tuesday for $25,000 to $50,000. When they do that for 6 years in a row, it makes you a lot of money and creates some incredible fame that I really had other people do for me.
What I call that is licensing. Therefore, when you've cracked the code and have got your product to sell, doing the hard work, meaning you won't be automated. You'll have to work hard at this until you make sure you find an audience and you have lists that you're building, et cetera. Once it's become a platform, a commodity that people like, then you automate it. You could either flip it to a licensee. You're the licensor.
Right now, my programs are licensed and various different parts of the world. First it was up in Canada. There are seminars going on right now, as we're talking, this very second. I have almost nothing to do with that. I get a license fee for doing that, but it required me first to create a program that was marketable, that people liked, and therefore I could prove there was value in it, created a little bit of a name, and even before I had my name, the Robert Allen Real Estate name, when I was a zero nobody nowhere, I had a hot product.
Lisa: Jeffrey Gitomer was on earlier. He's 67. He shared and he said the exact same thing. When we hear the words of wisdom from some of you have been here awhile, it's you've got to create your platform. You've got to have some content. You have to have something real to sell. He said, "If you pull back the green curtain, you're going to find me working my ass off." It's not a get-rich-quick thing. You did the push-ups and the sit-ups and really created something that people wanted.
Robert: Yep. The first point is just exactly what he said. You've got to create something that works. Then you either license it or you partner with people where their responsibility is to do the things that you're not good at. Now you have to give away pieces of the deal to other partners who play. You basically say to them, "All right, we're going to be owners. I'm not going to show up very often. I'm going to work hard at getting this thing up-to-speed, but a year from now, you're not going to see me much. That's my position here. That's the way I'm going to play."
Then you outsource all that work to a partner to do it with you. This is not a licensee, where you're licensing yourself to another complete company and all you're getting is a royalty. In this case, you're doing business with a partner where they do all the things that give you the freedom to do the things you love to do. For me, it's creation. I like to create. I like to teach, love to teach.
As I learned at your event with John Assaraf, he said one of the most profound quotes I'd ever heard, he said, "You've got to partner or hire people who play at the things you work at." For me, I play at some things. It's so easy to me, I can't even imagine why somebody would think that's hard. I never have writer's block. Ever. My mouth can go on for hours, as you can tell right now. When it comes to the writing the marketing pieces and managing the employees and doing all that stuff, I just glaze over. I just don't do it very well. I have to bring people in who do the same thing with that. For them, it's their piece of cake. That's what I call it. What's your piece of cake?
Lisa: Oh, I love that.
Robert: You have a piece of cake and then you have your pain in the ass. The stuff you just don't do very well. Find your piece of cake, do that. Let other people do their piece of cake. Let them do that. Then you've got yourself a powerful team. That's how you automate with an ownership position. I've done many situations like that where I have partners I work with where their job is to do the things I'm not good at to give me free time.
Oh, by-the-way, just in terms of the licensing, I've licensed to many different organizations and they come and they go. One organization was with me for 6 or 7 years and generated $5 or $6 million worth of royalties for me. Then they died. That's what happens with the real estate industry. It comes and it goes. Right now, it's dead, but it's heating up again. When it heats back up, my joint venture partners are going to come out of the woodwork and they're going to say, "We need a name to market our stuff to," and they'll attach my name to something. I'll agree to it and then I'll get a royalty and so it comes and goes.
Lisa: Before you jump off of licensing, Robert, just because this is an area I'm also very interested in and I know a lot of our listeners are as well, when you say, if you could drill down a little bit, when you say that you've licensed your stuff to many organizations or that there are seminars going off in Canada right now as we speak that you don't have anything to do with, can you explain a little bit more what you mean? Did you pre-package a seminar with the content and the slides and then they pay you to use it? How does that actually work? Because I think this is really on-topic and you're the only one that's talked about it so far with a way to automate and leverage yourself.
Robert: When you create your platform, you're going to have your PowerPoint slides and your marketing materials and your websites and things like that. It's just the way you ramp up. Then you'll take that content and you'll find somebody who likes to promote. They may have other seminars that they're already teaching. Maybe even in a similar vein as yours. You go to them.
For instance, I'm in talks with the Rich Dad, Poor Dad people right now. They have a brand and it's big and it's great, and yet they have a whole machine going on with employees and ongoing marketing. What if they took that same machine and applied it towards somebody else's name, that while they're in one city doing a seminar, they could be doing a totally different name in a different city?
I call this, it's the grass-cutting business. Essentially, when you're coming into doing a seminar in a city, there are certain numbers of people who are hot for that product on that particular week. It's like the grass gets cut. Those customer who are looking for a real estate product, for instance, whoever's marketing in that city on that particular week, they go to the people's promotional events and grass gets cut. If 3 or 4 seminars come on top of each other in a weekend, then there's not a lot of grass left to cut. If you're competing, the person who's the promoter, if they can put another na...