How we all win22
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How We All Win This eBook is a companion to the website: http://HereWeAllWin.com
First eBook Edition by Larry K Cragun
With Important Contributions by Jim Warner
Assistance from Kathleen Cragun, Debbie Leavitt Jones, Jim Vanderwarker, and Carol Miller,
and the techies:
2014 by Larry K Cragun
All rights reserved.
Larry K Cragun
All clip art is provided under license with PresenterMedia.com
I thank brainyquote.com for their selections of quotes
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Table of Contents
Introduction: Page 3
Chapter 1: Having Business At Risk Page 6
Chapter 2: Seeking To Be Champions Page 9
Chapter 3: Football Analogies Page 11
Chapter 4: Be Mentally Tough Page 13
TIME OUT: Page 21
Chapter 5: Especially For Real Estate Agents Page 22
Chapter 6: Especially for Real Estate Agents Part 2 Page 26
Chapter 7: Especially For Loan Originators Page 28
Chapter 8: For The Rest Of Those In Sales And Marketing Page 30
Chapter 9: Your Position Page 31
Chapter 10: The Playing Field Page 32
Chapter 11: The Game Plan Page 43
Chapter 12: Training Camp Page 45
Chapter 13: Pre-Season Page 51
Chapter 14: First Game First Win Page 56
Chapter 15: Each Week - Another Win Page 59
A Proven Approach
About 20 years ago, having been a loan officer for three banks and four mortgage
companies, believing that there was a better way to build a mortgage company, I started
my own. I had three friends in the business who took my invitation to work as loan
originators for this new enterprise. I told them that my success would be all about
their success. It would be all about them. This is what I wanted from the previous
banks and mortgage companies that I had worked for. I felt that as I brought them
the business that I should be treated as the customer. This had not been the case,
not even once.
To define my efforts to my new loan officers I lived by three promises. 1- I would help
them to make more money 2- I would find ways to make their job easier to do 3- I would
help them to be more professional. These were my focus. Did keeping those promises
deliver? It did. We grew fast by word of mouth. We started in the summer with the three
original loan officers and quickly grew to over 100. From the next January to the end of
the year we did over 1 billion in sales. All I had to do was to live up to my promises. I
didnt advertise for business or loan officers. Good people just came to us. Our growth
was incredible. Our people were incredible. As things progressed, several came to me
with thanks that they had never made so much money in their entire careers. Mission
accomplished. I embark on this venture with the same commitment. I offer a strategy and
support in your becoming an elite performer. I challenge you to give this serious
attention. I know it will work if you want it to work.
Seahawks, Broncos, Patriots.
February 2, 2015: the first edition of this book was written a year ago after the Seattle
Seahawks won the Super Bowl. Today the New England Patriots are the champions. This
book is about a championship strategy for you. The principles and comparisons to the
Seahawks apply to the Patriots, to you, to any champion. This is a definite strategy. I
congratulate the New England Patriots, they played great. I encourage you to embrace
this championship strategy. We all can win each year. Who will be the next Super Bowl
and Sales champions? Who will win? Here We
All Win and here is How We All Win. Larry Cragun
Who should win with this strategy?
Shouldnt We All Win?
The sales person should win.
The consumer should win by getting the attention and help they need.
The person giving the referral, being a valued advocate, also should win.
I am grateful for the feedback and assistance I have received from people whose opinions I
value. This feedback has added greatly to the finished product, both the book and the website.
This has been a longer journey than I had anticipated. It was over a year ago I thought I was
close to delivery. I dont think I ever got discouraged but I can say that recent enthusiasm for the
project has lifted my spirits. First lookers have voiced an excitement that this strategy will help
them and that is the objective.
I have been told by some that this is a surprising twist to some concepts that they already were
familiar with. What they thought they were going to discover wasnt what I delivered. Getting
that feedback from old pros was also exciting to me.
I know that those who seriously implement this strategy will see their success results multiply.
However, I warn you now that there will be some walls to break through.
This is going to be difficult because its not about you, its about them. I am working on this
every day. It is about you becoming a champion. To do so you must do what is for most of us, a
huge shift in attitude. To implement the strategy you must be willing to implement a tool
that most wont. You must also keep score and win consistently. The interesting part is that
anyone can do this strategy. I mean anyone and everyone.
Dan Walsdsmidt has published a list of 19 hard things you need to know and do to be successful.
They also apply. They are all good. However, seven really are applicable to this strategy.
You have to make the call youre afraid to make.
You have to give more than you get in return right away.
You have to care more about others than they care about you.
You have to feel unsure and insecure when playing it safe seems smarter.
You have to lead when no one else is following you yet.
You have to make mistakes and look like an idiot.
You have to try, fail, and try again.
How should a strategy help you win?
This question addresses a key point. It is also a reason I am excited about the positive feedback I
have already received. As Jim Warner told me call reluctance happens because people dont
have anything interesting to say. Later I address the fatal role of call reluctance. The strategy
obliterates this problem.
Having a strategy is important. Having a great strategy is even better. It should identify winning
plays. It should demonstrate by example how to execute those plays. It should show how to beat
the competition. It should make the work we are in fun. It should play to our strengths. Most
important it should bring out in us what is authentic. In other words, no games, not faking it and
no razzle dazzle. I was called out by one of the edits for leaning towards the razzle dazzle. I hope
that is tempered now.
Contributor Jim Warner told me the How We All Win, the eBook and the website
HereWeAllWin.com must provide four valuable consumables: 1- A network. This is tangible,
valuable, and technical. 2- A path to follow. I have loved some of the motivational events I have
attended. That is not what this is. It is an actual all day every day path. It begins with who is in
your sphere, how to connect with that sphere, who to prioritize your time with, and how to
expand that sphere in an effective way. 3- Coaching pathways. We encourage coaching. We
also provide the path and the how to execute. The pathway is on how to generate referrals.
4- Monetization. Isnt this the most important part? The book has a football theme. It proposes
that your sites can be set on being a champion. We define what a champion is. In that vein, we
want you to attain top of your industry income. Monetization is about generating income from
referrals. Not just one referral. Not buying leads, but a steady stream of referrals.
Jim used the word personify in describing how he saw the How We All Win strategy. He sees
being able to teach this to other agents. He said that it shows what it looks like to be a champion.
It maps out how to make it happen. He liked that it implemented what I learned from him, how
to focus on being of value to others.
Another Jim, Jim Vanderwarker and I have discussed the strategy over a lengthy period of time.
Jim V was my favorite real estate broker. We recently met to discuss final markups of the book
and the preparation for the website. He stunned me by opening up the meeting with these words,
words that personify the How We All Win strategy. He said, Larry, first of al