The Difference Between the Amateur and the Pro

I was listening to a podcast this week as I was traveling to spend a few days at the global headquarters of the Massimo Group. I love listening to podcasts.

Amateurs practice until they get it right.Pros practice until they can't get it wrong.

And most of the major thought leaders in just about any industry have them now. I’d like to have create one myself at some point.

But consider this, you can learn anything through podcasts. The major thought leaders are offering to personally and virtually mentor you. And most of us don’t take advantage of the wealth of knowledge that is out there waiting for…just waiting.

I listen to podcasts when I work out. I listen to them when I’m traveling in my car. I listen to them when I’m on a plane. I sometimes fall asleep listening to them in a hotel room. They stimulate my thinking. They challenge the status quo in my mind. They give me new ideas.

This particular podcast is called Steal the Show by a best-selling author and actor, Michael Port. He was interviewing a theatre teacher, Melissa Friedman, who said this about practice:

Amateurs practice until they get it right. Pros practice until they can’t get it wrong.

How true is that?! I love that quote. And even more true is the fact that by this definition, most of us are amateurs.

All of us can benefit by more practice – not just to get it right, but to make sure we can’t get it wrong.

5 Areas Most of Us Need More Practice

  1. Prospecting calls – I think it is a huge mistake to not practice (role play) prospecting calls with peers and mentors in our office on a weekly basis. We don’t do it because it is uncomfortable. But pros role play and practice until they know exactly what to do regardless of the direction a call takes.
  2. Opening statements – Wether a phone call or a face to face meeting, the opening statement is the most important. It sets the tone for the meeting. It demonstrates confidence or incompetence. And, we know we are going to get to say it. You have to nail it. To do that, you must practice it…until you can’t screw it up.
  3. Voice mails – Any of us who make prospecting calls are going to reach people’s’ voice mail boxes. This is an argument for another post, but you should leave a message. Since you know you are going to be leaving messages, why do you allow yourself to leave a bumbling one. Be confident and compelling. Be efficient. Give a real reason to call you back. Practice it. Nail it!
  4. Closing – You might need to regularly try to close for a meeting. Maybe you need to close a deal. All of us in business are trying to generate business. Yet we don’t practice our closing techniques. Most of us don’t even ask for the business! If you lack a skill like closing, buy a book. Ask to shadow a top producers. And then practice until you can close with confidence every time.
  5. Goal setting – Setting goals is the single most important activity for achieving the success you long for. And most of us do it wrong. Take a course. Read a book. Figure out how the successful in your industry do it. Then do it yourself. Practice.

Now today is an exciting day because my business partner in Massimo University is releasing 7 Days to Your Best CRE Year Yet – a goal setting course from Rod Santomassimo. The third and final video of his free video series on Setting Yourself Up for 2016 goes live today and you can watch it here.

If there is just one thing to help you move from amateur to pro in 2016, nailing your goals and taking action to achieve them is it. This 7 day course will show you exactly what to do.

Watch the video now!

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Why I’ve Joined the Massimo Group

And why you may want to as well

I met Rod Santomassimo in 2007. Sperry Van Ness was recruiting our firm, and Rod was giving my parents and me – along with 10 other prospects – a presentation. I remember thinking, “This guy is tough as nails and knows what he’s talking about.”

massimo-logo

My next interaction with him was at SVN bootcamp. He was playing the role of Mr. Big Ego, and I had to give him a presentation to win his business. Our group won his business. I felt like I impressed him. He probably doesn’t remember that, but I was proud of it.

Then he started the Massimo Group, and I hired him as my coach. For two years, he had a profound impact on my business. We restructured my entire prospecting system (which probably saved the company) and focus. He encouraged me and showed me how to build a presence.

Then he asked me to become a coach for the Massimo Group. I was coming off a really bad year in CRE because I’d started an insurance company that had failed. My attention had been diverted. I hesitated to tell him yes. So I spoke to my mentor who told me to do it. He said that coaching would sharpen my ax. He was right. My brokerage career had its best years while I was coaching.

So for the last 5 years, I’ve been coaching CRE brokers. During that time, I’ve owned and operated a CRE brokerage firm, I’ve been a corporate exec at a national CRE firm, and I’ve been a VP at a food safety technology start-up. The constant during that time has been the Massimo Group.

I love to coach. I love to see my clients grow in their prospecting, presence, fill their pipelines and explode their production. It is some of the most satisfying work I’ve ever done.

And it is so different than training. Trainers show up, brain dump, and then leave you with their well-wishes. Coaching is jumping in a fox hole with your client and ensuring they accomplish their goals. It involves accountability.

So when Rod started talking with me a couple months ago about coming on with the Massimo Group full-time, I was intrigued and excited. And after nailing down some details, I’ve completed my first week as Executive Vice President of the Massimo Group. I’m convinced that we’ve only scratched the surface of what’s possible. Our clients see results. They average 5 times more income than the average CRE broker.

It is a blast being a part of that.

What we need from you…

The Massimo Group needs more coaches. We have approximately 15 coaches now, and we are at capacity. New clients have to wait sometimes 6 weeks before we can place them with a coach. This is a great problem to have, but one we have to solve.

If you:

  • have strong transactional history and experience,
  • can be coached and can follow a system,
  • don’t struggle with technology
  • want to sharpen your ax as you positively impact others,
  • value making a difference more than financial gain (the financial gain isn’t bad at all),

then I want to talk to you. Shoot me an email at bo @ massimo-group.com and let me know you are interested.

Tomorrow, I’ve got another announcement I’m excited to share with you so be sure to check back.

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Win More Meetings with the New AIDA Technique

“Put that coffee down.  Coffee is for closers.” ~ Blake

In 1992, a movie came out titled Glengarry Glen Ross based on a play of the same name.  It is a classic sales movie – more for the cast than the ethics for sure.  You get to see Al Pacino, Alec Baldwin, Jack Lemmon, Kevin Spacey, Ed Harris, and Alan Arkin.

putthatcoffeedown

In one scene, Blake, played by a young Alec Baldwin, holds a meeting with the sales staff.  In that meeting, he introduces to the team the AIDA method of prospecting.  (If it weren’t so R rated, I would provide a youtube link to this scene.)

  • Attention – “Do I have your attention?”
  • Interest – “Are you interested?  I know you are ‘cuz it is…”
  • Decision – “Have you made your decision for Christ?”
  • Action – “And action.”

You can trace the first iterations of this method all the way to the 1900’s.  At the Massimo Group, we believe this method is outdated.  So we’ve come up with our own version.  Our version allows anyone in sales to secure more meetings through their prospecting.

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My Next Week at CRE B.O.S.S

I need to confess.  I am a huge University of Kentucky basketball fan.  Huge.  I have managed to successfully brainwash my children as well.  My parents met while attending UK.  I have been going to games my entire life.  If you don’t know already, after Louisville, Duke is the most hated rival that we have.  Christian Laettner, Bobby Hurley….makes me feel icky.

My son and I with National Champion John Calipari and the John Calipari Father-Son Camp

So at this point you are wondering why am I talking college basketball?  Because I am excited about going to Duke University next week.  I never thought I would say that.

Next week is the Commercial Real Estate Broker Owner Success Summit (CRE BOSS) put on by the Massimo-Group at Duke University.  I will be there facilitating the Summit in my capacity as a coach for the Massimo-Group.

I’m excited because CRE BOSS is something new – fresh – different.  This isn’t the same old conference with the same speakers.  BOSS is something else.  This summit is an exclusive first-class event for Broker/Owners and has two goals:

  1. Maximize the Production of Your Individual Brokers – How do you give your brokers and advisors every competitive advantage to be successful?  How can you train and mentor them into becoming top producers?  How do you create self-motivated high achievers?
  2. Maximize the Value of Your Brokerage Firm – How do you control costs while enhancing the client experience?  How can you grow your firm?  Mergers and Acquisitions?  What kind of exit strategy or succession plan do you have?  Is your firm being built to be sold?

Not only is the focus of the Summit to benefit the broker/owner, but the speakers are world-class achievers themselves.  We will get to hear and learn from the likes of:

  • Bob Knakal, Chairman of New York City’s top firm Massey-Knakal
  • Finn Johnson, President and Founder of RunMyBusiness and 25 year veteran at all levels of the Commercial Real Estate Industry
  • Warren Greshes, Hall of Fame speaker, top-selling author and expert in sales, motivation and employee motivation
  • Lee Rust, Florida Corporate Finance, M&A and succession planning expert
  • Rod Santomassimo, CCIM – President and Founder of the Massimo-Group and author of the best-selling CRE book, Brokers Who Dominate

Be on the lookout for some post from CRE BOSS next week!

So answer this question for me.  What are you willing to do in 2013 to ensure that you are investing in yourself by attending events like this one?
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